Arkadium Social Gaming Monetization Research - Part 1

2012 Arkadium Social Gaming Monetization Research

Part 1 – Purchaser Profiles

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Research Overview

Research Objectives:• Gain an understanding of items that social game players are likely to purchase within

games on Facebook• Identify the genre of games that are most likely to monetize the end user• Understand the profile of monetizing Facebook gamer

This portion of the research focuses on identifying some characteristics of the social game purchaser.

Data Collection:• Web survey (Peanut Labs eRewards)• Audience: US users 18 years and older• Survey length: 48 questions• Survey period: March 30th, 2012• 1,576 responses

Survey Qualifications: • Live in the United States• Be 18 years or older• Have played a game on Facebook

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Respondent Profile

• 986 females, 584 males

• 41% have zero children in their household• 27% have 1 child• 32% have 2 or more children

Under 18 18-24 25-34 35-44 45-54 Over 550%

5%

10%

15%

20%

25%

30%

35%

Age

Research Highlights

• Social Butterflies – play games with at least 6 friends– 63% have purchased– 33% have spent more than $20 on one purchase

• Online Shoppers – spend at least $100/month online– 59% have purchased a gift for a friend (45% overall)

and 65% have purchased a gift for themselves (53% overall)

• Core gamers – Strategy, RPG and Sports gamers – 62% and 61% of Strategy and RPG gamers

respectively have purchased something in a Facebook game vs. 41% of players overall

– 45% of Sports gamers typically spend at least $20/month on Facebook games

Social Butterflies

• 63% of players that play with 6 friends or more have purchased in Facebook games– 74% of social butterflies are likely to purchase in sim or city-building

games– 56% purchase to decorate and personalize

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Social Butterflies

• Social butterflies are more likely to splurge with purchases of more than $20• 33% have, v. 24% overall

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Online Shoppers

• Just under 50% of gamers that are also heavy online shoppers have purchased in Facebook games

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Online Shoppers

• 59% have purchased a premium gift for a friend (45% overall) and 65% have purchased a gift for themselves (53% overall)

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Online Shoppers

• 20% spend $50 or more per month (11% for purchasers overall) and 23% budget at least $20 for Facebook games every month– 52% have spent more than $11 on one purchase (44% for

purchasers overall)

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Core Gamers

• 62%, 61% and 49% of strategy, RPG, and Sports gamers respectively have purchased something in a Facebook game vs. 41% of users overall

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Core Gamers

• 42% of RPG gamers and 45% of sports gamers typically spend at least $20/month on Facebook games– Pay to unlock content, gain edge or decorate and

personalize– Purchase gifts, upgrades, game expansions, and limited

time offers

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APPENDIX - SEGMENTATION DATA

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Social ButterfliesOverall (1,570) Social Butterflies (502)

Yes 41% 63%No 59% 37%

Extremely likely 25% 30%Very likely 22% 22%Moderately likely 26% 27%Slightly likely 19% 15%Not at all likely 9% 6%

Unlock story/narrative content 40% 40%Gain edge over competition 44% 45%Game too diffi cult otherwise 24% 23%Ability to decorate and personalize 51% 56%Influence of friends 16% 18%

Score or performance boosters 30% 28%Energy or stamina 35% 34%Gifts 37% 37%Game currency 58% 60%Game expansions or game content 36% 38%Limited time or special offers 35% 40%Holiday items or decorations 30% 35%Upgrades 46% 51%Complete quests or levels 31% 29%None of the above 4% 3%

Have you ever purchased something in a Facebook game?

How likely are you to purchase virtual items with real-world money in the future?

Influences to spend real-world money on a Facebook game: (Select all that apply)

Which of the following virtual items are you interested in purchasing? (Select all that apply)

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Simulation or Building (Cityville, The Sims Social, etc.) 69% 74%Strategy (Empires & Allies) 23% 25%Role Playing (Dungeon Rampage, Monster Galaxy) 21% 21%Arcade or Action (Bejeweled Blitz, Mahjongg Dimensions) 22% 21%Casino and Card games (Texas HoldEm Poker) 27% 22%Trivia (Family Feud) 14% 15%Sports 10% 9%Other (please specify) 6% 6%

How much real-world money do you typically spend per month on Facebook games?Less than $10 46% 39%$10-$19 26% 26%$20-$49 18% 21%$50-$99 7% 9%$100-$499 2% 3%$500 or more 2% 3%

How much real-world money do you typically spend on one purchase in a Facebook game?Less than $1 15% 8%$1-5 37% 32%$6-10 26% 32%$11-20 13% 16%More than $20 8% 13%

Type of Facebook games most likely to spend real-world money: (Select all that apply)

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Social Butterflies

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Overall (1,570) Social Butterflies (502)What is the most real-world money you have spent on one purchase in a Facebook game?

Less than $1 10% 5%$1-5 24% 17%$6-10 23% 26%$11-20 20% 19%More than $20 24% 33%

What is your typical budget for real-world money you spend on Facebook games in 1 month?N/A 15% 14%Less than $1 8% 4%$1-5 18% 15%$6-10 20% 19%$11-20 24% 26%More than $20 15% 22%

1 39% 42%2 28% 25%3 11% 12%4 2% 2%5+ 6% 7%

Only once per game 37% 30%Several days 19% 18%Several weeks 17% 19%Several months 19% 23%Several years 8% 10%

How many Facebook games do you spend real-world money on every month?

How long do you typically continue to spend real-world money on a single Facebook game?

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All of them 49% 56%Most of them 26% 24%Few of them 17% 14%None of them 8% 6%

More than 1 week 67% 70%Less than 1 week 17% 15%Less than 1 day 7% 7%Less than 1 hour 4% 5%N/A 5% 3%

Endgame reached/Run out of content 25% 22%Game becomes boring 47% 47%New game has captured your interest 37% 32%Financial reasons 47% 51%Other (please specify) 6% 9%

How long did you play before you purchased something?

What makes you stop spending real-world money on Facebook game? (Select all that apply)

How many are you still playing?

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Online ShoppersOverall (1,570) Online Shoppers (518)

Yes 41% 49%No 59% 51%

Extremely likely 25% 34%Very likely 22% 24%Moderately likely 26% 27%Slightly likely 19% 12%Not at all likely 9% 4%

Unlock story/narrative content 40% 46%Gain edge over competition 44% 52%Game too diffi cult otherwise 24% 29%Ability to decorate and personalize 51% 56%Influence of friends 16% 21%

Score or performance boosters 30% 37%Energy or stamina 35% 45%Gifts 37% 48%Game currency 58% 60%Game expansions or game content 36% 45%Limited time or special offers 35% 40%Holiday items or decorations 30% 35%Upgrades 46% 53%Complete quests or levels 31% 36%None of the above 4% 1%



What influences you to spend real-world money on a Facebook game? (Select all that apply)


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Simulation or Building (Cityville, The Sims Social, etc.) 69% 69%Strategy (Empires & Allies) 23% 31%Role Playing (Dungeon Rampage, Monster Galaxy) 21% 30%Arcade or Action (Bejeweled Blitz, Mahjongg Dimensions) 22% 33%Casino and Card games (Texas HoldEm Poker) 27% 33%Trivia (Family Feud) 14% 23%Sports 10% 13%Other (please specify) 6% 4%

Less than $10 46% 28%$10-$19 26% 31%$20-$49 18% 21%$50-$99 7% 13%$100-$499 2% 3%$500 or more 2% 4%


How much real-world money do you typically spend on one purchase in a Facebook game?

How much real-world money do you typically spend per month on Facebook games?


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N/A 15% 7%Less than $1 8% 5%$1-5 18% 14%$6-10 20% 23%$11-20 24% 29%More than $20 15% 23%

1 39% 34%2 28% 33%3 11% 17%4 2% 3%5+ 6% 10%

Only once per game 37% 22%Several days 19% 25%Several weeks 17% 25%Several months 19% 20%Several years 8% 8%

Typical budget for real-world money you spend on Facebook games in 1 month:



Most real-world money you have spent on one purchase in a Facebook game:

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Online Shoppers

Overall (1,570) Online Shoppers (518)

All of them 49% 45%Most of them 26% 33%Few of them 17% 16%None of them 8% 5%

More than 1 week 67% 59%Less than 1 week 17% 21%Less than 1 day 7% 11%Less than 1 hour 4% 7%N/A 5% 2%

Endgame reached/Run out of content 25% 33%Game becomes boring 47% 55%New game has captured your interest 37% 45%Financial reasons 47% 39%Other (please specify) 6% 5%

What makes you stop spending real-world money on a Facebook game? (Select all that apply)



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Game TypeOverall (1,570) Sim Strategy RPG (252) Arcade (661) Casino (534) Trivia (457) Sports (177)

Yes 41% 48% 62% 61% 43% 46% 46% 49%No 59% 52% 38% 39% 57% 54% 54% 51%

Extremely likely 25% 27% 33% 32% 32% 33% 33% 46%Very likely 22% 21% 23% 28% 22% 24% 25% 26%Moderately likely 26% 26% 23% 25% 26% 25% 22% 13%Slightly likely 19% 18% 17% 10% 15% 13% 13% 13%Not at all likely 9% 7% 4% 5% 5% 5% 7% 2%

Unlock story/narrative content 40% 46% 53% 55% 47% 46% 49% 54%Gain edge over competition 44% 44% 59% 60% 51% 52% 58% 71%Game too diffi cult otherwise 24% 25% 31% 37% 31% 31% 35% 43%Ability to decorate and personalize 51% 57% 54% 58% 61% 58% 56% 60%Influence of friends 16% 19% 27% 29% 24% 24% 24% 30%

Score or performance boosters 30% 31% 44% 45% 40% 41% 42% 51%Energy or stamina 35% 36% 48% 47% 44% 43% 44% 52%Gifts 37% 40% 47% 51% 42% 47% 50% 63%Game currency 58% 60% 63% 65% 63% 67% 61% 62%Game expansions or game content 36% 40% 49% 53% 45% 46% 47% 53%Limited time or special offers 35% 38% 48% 54% 46% 42% 46% 54%Holiday items or decorations 30% 34% 36% 44% 36% 35% 36% 48%Upgrades 46% 49% 61% 59% 57% 53% 53% 63%Complete quests or levels 31% 34% 44% 45% 42% 43% 45% 54%None of the above 4% 3% 3% 3% 3% 3% 3% 5%


What influences you to spend real-world money on a Facebook game? (Select all that apply)



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Simulation or Building 69% 85% 66% 72% 72% 67% 71% 67%Strategy 23% 23% 59% 45% 30% 29% 32% 49%Role Playing 21% 22% 38% 69% 27% 29% 33% 45%Arcade or Action 22% 23% 36% 42% 44% 38% 38% 51%Casino and Card games 27% 25% 36% 42% 38% 61% 43% 55%Trivia 14% 15% 25% 30% 21% 25% 38% 40%Sports 10% 9% 18% 20% 15% 17% 20% 59%Other (please specify) 6% 4% 5% 4% 5% 7% 5% 2%

Less than $10 46% 43% 39% 32% 41% 37% 37% 34%$10-$19 26% 27% 28% 26% 24% 27% 26% 21%$20-$49 18% 18% 17% 22% 21% 22% 23% 21%$50-$99 7% 9% 10% 14% 9% 9% 10% 17%$100-$499 2% 2% 3% 2% 2% 1% 1% 2%$500 or more 2% 2% 2% 4% 3% 4% 3% 5%

Less than $1 15% 15% 10% 10% 11% 11% 13% 9%$1-5 37% 36% 34% 32% 35% 33% 36% 29%$6-10 26% 28% 30% 28% 32% 32% 31% 32%$11-20 13% 14% 17% 18% 14% 16% 14% 17%More than $20 8% 8% 9% 12% 8% 9% 6% 13%


How much real-world money do you typically spend per month on Facebook games?

How much real-world money do you typically spend on one purchase in a Facebook game?

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Less than $1 10% 9% 8% 8% 9% 9% 11% 6%$1-5 24% 23% 20% 21% 20% 18% 21% 17%$6-10 23% 23% 25% 23% 24% 23% 25% 21%$11-20 20% 22% 25% 25% 22% 24% 25% 29%More than $20 24% 23% 22% 23% 25% 26% 18% 28%

N/A 15% 13% 10% 10% 12% 13% 11% 9%Less than $1 8% 7% 6% 3% 7% 6% 7% 5%$1-5 18% 18% 17% 18% 18% 16% 18% 18%$6-10 20% 20% 23% 21% 20% 19% 24% 21%$11-20 24% 26% 25% 22% 25% 26% 23% 21%More than $20 15% 16% 18% 26% 19% 21% 17% 26%

1 39% 37% 31% 21% 30% 26% 28% 24%2 28% 28% 31% 39% 34% 34% 32% 29%3 11% 11% 15% 16% 13% 17% 15% 16%4 2% 2% 3% 3% 1% 2% 2% 2%5+ 6% 7% 9% 13% 10% 11% 11% 20%

Only once per game 37% 34% 31% 22% 29% 31% 32% 26%Several days 19% 19% 19% 28% 20% 20% 16% 21%Several weeks 17% 19% 23% 21% 22% 21% 27% 20%Several months 19% 20% 20% 18% 20% 17% 17% 23%Several years 8% 7% 8% 11% 9% 10% 8% 10%

Most real-world money you have spent on one purchase in a Facebook game:

Typical budget for real-world money you spend on Facebook games in 1 month:



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Game Type

Overall (1,570) Sim Strategy RPG (252) Arcade (661) Casino (534) Trivia (457) Sports (177)

All of them 49% 49% 48% 44% 50% 48% 45% 49%Most of them 26% 28% 28% 38% 30% 30% 33% 32%Few of them 17% 17% 18% 14% 14% 16% 16% 13%None of them 8% 7% 6% 5% 7% 5% 6% 6%

More than 1 week 67% 66% 66% 60% 65% 65% 60% 60%Less than 1 week 17% 17% 17% 21% 19% 19% 19% 21%Less than 1 day 7% 7% 8% 8% 7% 9% 10% 7%Less than 1 hour 4% 5% 5% 6% 5% 5% 7% 8%N/A 5% 5% 4% 4% 4% 2% 4% 5%

Endgame reached/Run out of content 25% 27% 36% 39% 32% 31% 35% 46%Game becomes boring 47% 48% 53% 55% 54% 49% 55% 57%New game has captured your interest 37% 38% 49% 54% 47% 46% 48% 63%Financial reasons 47% 47% 44% 41% 48% 47% 48% 41%Other (please specify) 6% 6% 6% 3% 4% 5% 4% 1%


What makes you stop spending real-world money on a Facebook game? (Select all that apply)


Arkadium Social Gaming Monetization Research - Part 1

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