Casual Games Summit be dominated by a huge logo

Who Is the Casual Game Audience? This question used to be a lot easier

Who Is the Casual Game Audience? This question used to be a lot easier YES! NO!

The Category is Getting More Complicated 2004 Distribution

The Category is Getting More Complicated 2004 Distribution Monetization

The Category is Getting More Complicated 2008 Distribution

The Category is Getting More Complicated 2008 Distribution Monetization

Why Is the Category Getting More Complicated? Because the casual game industry is intentionally making it more complicated.

Why Are We Making It More Complicated?

Why Are We Making It More Complicated? So that the audience can look more like this:

Why Are We Making It More Complicated? …than this:

Commonalities are Psychographic Simple interfaces Low learning curve Frequent rewards Experiences that *can be* quick Really low cost High accessibility Relaxation rather than anxiety (usually)

Casual Gamers Want Games That Fit Into Their Lives

Core Gamers Are Willing To Fit Their Life Around Games

What Does Casual Gaming Mean To Users? For much of the audience, this looks like a low value activity engaged in frequently and (intended) for short burst In short, this is television

Strong Identified Segments Try and buy ($20): Mostly female, 35+, have credit cards, $20 = Impulse purchase

Strong Identified Segments Microtransactions: Principally proven for teens/tweens, split gender, no credit cards, $20 = monthly disposable income

Strong Identified Segments Ad-Supported and/or Community-Centric: Varies widely based on content offering Pogo: Very pink and gray Kongregate: Very blue and green

Respecting the Audience Before you build your game: Understand who your game will reach Shape your offering format to best monetize that audience Have respect for the audience’s: Short attention span Need for frequent rewards Desire for accessibility Lust for cheap, quality entertainment