1. Casual Games Summit
be dominated by
a huge logo

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

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

4. The Category is Getting More Complicated
2004
Distribution

5. The Category is Getting More Complicated
2004
Distribution Monetization

6. The Category is Getting More Complicated
2008
Distribution

7. The Category is Getting More Complicated
2008
Distribution Monetization

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

9. Why Are We Making It More Complicated?

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

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

12. 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)

13. Casual Gamers Want Games That Fit Into Their Lives

14. Core Gamers Are Willing To Fit Their Life Around Games

15. 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

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

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

18. 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

19. 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