How kids are destroying gaming (and everything else)

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How kids are destroying gaming (and everything else) #GameHorizon

@MRDYLANCOLLINS

“You are one of the most unreasonable, stubborn and arrogant people I have ever met”

Former girlfriend

“I agree with your former girlfriend”

Anonymous Investor

Founder

CEO

Chairman

Angel investor

Board Advisor

VC

Private equity

Platform fragmentation

Huge behavior change

Lack of good data

*Digital marketing spend of $200M (UK) + $800M (US) based on estimates from Nielsen, Ofcom, FTC and industry sources.

Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv

OVER $1B SPENT ANNUALLY MARKETING TO KIDS/TEENS

THE PROBLEM: KIDS AND TEENS ARE HARDER TO REACH THAN EVER

RESULT: FRUSTRATED MEDIA BUYERS, DILUTED BRAND RELATIONSHIPS

• Current generation of kids very different to any we’ve seen before

• Much earlier exposure to technology, internet and gaming

• Dominant brands for kids today are increasingly new entrants (Rovio, Moshi Monsters, Minecraft) versus traditional incumbents (Disney, Hasbro)

• Content now being interacted with (tablet) versus passively engaged (TV)

• Restrictions on data-gathering (e.g. COPPA) vastly reduce availability of data on behaviour, sentiment and audience trends.

• Much kids/teens research conducted via parents who give ‘idealised’ responses about their kids

• Kids scattered on every device;


MOBILE/TABLET WEB

AT HOME/IN BEDROOM

BRANDS NOW NEED TO REACH KIDS ON MULTIPLE PLATFORMS

24hrs in the life of a kid


THE #1 KIDS MARKETING PLATFORM IN THE WORLD

30M KIDS EVERY

MONTH!

MOBILE/TABLET WEB

AT HOME/IN BEDROOM

SUPERAWESOME: An integrated marketing platform designed for a new generation of kids


100+ BRANDS AND AGENCY CLIENTS INCLUDING:

TRUSTED WITH BILLIONS OF DOLLARS IN BRAND VALUE

30M KIDS…SO WHAT DO WE SEE?

Kids Digital Landscape


TABLET USE HAS INCREASED DRAMATICALLY – THREAT TO CONSOLES

What exact present would you like to unwrap on Christmas day?

-2000 kids, 8-14 (equal split boy/girl)

Source: SuperAwesome Research, September 2013

TOP 10 USED APPS IN 2013 (8-10)


1. 2. 3. 4.

5. 6. 7. 8.

9. 10. Source: SuperAwesome Research, 2013 (8-10s)

FACEBOOK IS LOSING KIDS, YOUTUBE REMAINS DOMINANT


Source: OnTrack Report 2010-14, 4-18 year olds,

What is your favourite website?

• 49% > 8 use Facebook (2012: 54%)

• 47% check in “whenever I can”

• 70% use YouTube


THERE HAS BEEN A POWER SHIFT TO VOD

Source: IHS Screen Digest 2013


% Favourite1. YouTube 61%2. Facebook 7%3. CBBC 7%4. Vine 3%5. Instagram 3%

YOUTUBE IS UTTERLY DOMINANT

Source: SuperAwesome Research, November 2013n=687 (age 8-16)

MORE KIDS WATCH MULITIPLE SCREENS THAN EVER BEFORE


Only 18% say they never use multiple screens

Source: SuperAwesome Research 2013


GIRLS USE MULTIPLE SCREENS MUCH MORE THAN BOYS

• 3x the number of 11-13 year old girls watch TV, surf the internet and use their phones than boys

Source: SuperAwesome Research 2013


TEENAGE YEARS: SOCIAL NETWORKING OVERTAKES READING

11% read once a week

8 to 12 13 to 18Every day

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

TVUse normal appsUse game appsReadSocial networksWatch videos onlineMagazinesCinema

GIRLS’ DAILY MEDIA USE , 8-12 v 13-18

source: SuperAwesome Research 2014

DISCOVERY

“I’ve got 99 problems but a good kids content discovery platform isn’t one”

SERIES REMAIN EXTREMELY POPULAR


• 75% “will finish a series they start”

• 83% of girls 12-14 say the same.

Source: SuperAwesome Project Rider Survey 2014

THE OPPORTUNITY: ENGAGE KIDS WITH DIGITAL BOOK CONTENT


Kids (and parents) can get the reading experience for much less than anticipated

£5.95: price guessed 9-14 year olds*

£3.42: average price of a UK eBook

Source: *SuperAwesome Project Rider Survey 2014, **www.publishingtechnology.com

EBOOKS: A BIG OPPORTUNITY TO ENGAGE KIDS

CHAT APPS & MOBILE GAMES


Source: SuperAwesome Research, April 2014

CHAT IS CHANGING FOR KIDS


Source: SuperAwesome Research, December 2013

CHAT APP USE AMONGST KIDS


Source: SuperAwesome Research, December 2013

FAVOURITE THING ABOUT CHAT APPS

2014: PREDICTIONS

USE OF CHAT APPS

Source: SuperAwesome Research, December 2013(%s of those using chat apps)

IS SNAPCHAT NEXT?


MOBILE GAMING – THE KIDS ECOSYSTEM

70%+ 60%+ 50%+ 35%+

% OF KIDS PLAYING

Source: SuperAwesome Research: 2013

35

HOW BRANDS MUST ADAPT


THE NEXT GENERATION CHANGES EVERYTHING

Jordan Casey (age 13)- One of Apple’s youngest

developer- Started programming age 9- Founder & CEO of Casey

Games

Nick D’Aloisio (age 18)- Youngest recipient of venture

capital, at 15- Sold Summly to Yahoo in

March 2013 for £30m


...AND THEY WILL CREATE


+44 203 668 6677 | [email protected] | WWW.SUPERAWESOME.TV

@MRDYLANCOLLINS@GOSUPERAWESOME

Data & Analytics

How kids are destroying gaming (and everything else)