Social Gaming, by the numbers

Definition

  • All games currently playable within social media networks such as Mafia Wars, FarmVille, Treasure Island, Happy Island, FrontierVille, FishVille, Happy Aquarium, Texas HoldEm, Cafe World, PetVille, Pet Society, Birthday Cards…

Reach

  • 25% of American Internet users between 16 and 64 play monthly (Lightspeed Research Feb 2010), approximately 40 million regular users
    • 39% of 16-64 year olds play regularly some type of online game (including playing live via a console)
    • 11% play MMPG (massively multiplayer game) such as World of Warcraft
    • 9% play in virtual worlds such as Second Life
  • 83 million monthly users on FarmVille (Zynga) worldwide (Mashable June 2010) – it’s the biggest social game, AND bigger than Twitter!
    • 47 million on Birthday Cards – RockYou
    • 31 million on Cafe World – Zynga
    • 27 million on Texas HoldEm – Zynga
    • 26 million on Happy Aquarium – CrowdStar
    • 25 million on Mafia Wars – Zynga
    • 24 million on FishVille – Zynga
    • 20 million on Zoo World – RockYou
    • 19 million on PetVille – Zynga
    • 19 million on Pet Society – Playfish
  • 5 million daily users on FrontierVille (Mashable 22 June 2010) – launched June 9th 2010 = 5 million subscribers in 13 days!
  • Zynga owns 6 of the top 10 social games:
    • 235 million users across all their games, monthly
    • 65 million daily users
  • 20 million monthly users on Xbox Live
  • 1.5 million monthly users on World of Warcraft

Usage

  • 7% of all users spend actual money for virtual goods or credits, and continue doing so after 4 months (Mashable 18 June 2010)
    • Nord Americans spend an average 258 $ in 4 months
    • Europeans spend 272 $
    • Asians spend 202 $
    • Latin Americans spend the most : 300 $ on average in 4 months
  • There are more virtual tractors sold daily in FarmVille dans are sold in the US per year. (Mashable June 2010)

User profile

  • 25% of American users are 16 to 24 years old

Marketing Use

  • $2,183 million = total social gaming revenu estimated for the US in 2012 (ThinkEquity October 2009), vs $726 million in 2009 = 200 % growth in 3 years
    • $1,191 million (55% of total) by users directly buying virtual goods or points
    • $868 million (40%) by users buying virtual points or goods indirectly by filling out surveys or supplying leads to 3rd parties such as Netflix and Blockbuster…
    • $124 million (5%) in advertising
  • $4 billion = estimated value of FarmVille (Mashable 18 June 2010)
  • 41% of users buy points or goods repeatedly (Mashable 18 June 2010)
  • 90% of Zynga’s revenues comes from the sale of virtual points and goods (Mashable June 2010) – 45% of its’ revenues come only from FarmVille
    • Zynga is the 2nd most important partner merchant of PayPal, second only to eBay

Also see Social Media Stats here.

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