Social Games in Poland – what games do they play, who plays, who pays and what is profitable?

1. Social Games in Poland – what games do they play,
who plays, who pays and what is profitable?
Jacek Jankowski

2. NK IN NUMBERS

3. All NK Users
Source: NK data, march 2013
8,5milions
of Active Users

4. 34%
25%
17%
24%
40%
26%
16%
19%
rural areas < 50 000 50 000 - 200 000 > 200 000
Size of the city
Profile of Internet/NK Users
NKINTERNET
16% 14%
38%
31%
16%
19%
40%
25%
primary basic vocational secondary still studying and
Master degrees
Education
12%
23%
43%
22%
12%
25%
47%
16%
[7-14] [15-24] [25-44] [45+]
Age
50% 50%
55%
45%
women men
Gender
Source: Megapanel PBI/Gemius, february2013

5. PLAYERS ON NK

6. How many players are on NK and what are their activities?
Source: NK data, march 2013
10 mln
ofgamesinvitations
monthly
4,4 mlngames loginsevery day
over 2,6mln
installations of
aplicationsmonthly
over 2 mlnactiveplayersmonthly(MAU)
over 114games
andappsincatalogue

7. Active NK Players profile
Source: NK data, march 2013
58%
42%
40%
18%21%
13%
8%
< 14
15–24
25–34
35–44
45+
GenderAge

8. 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71
Who are NK Players?
Source: NK data, october 2012

9. What time do they play?

11. WHO IS BIG FISH?

12. Research sample
TOP paying:
• 100 players who payed the most in 3 months from 04.11.2012 to 04.02.2013
(sample TOP 100 3 months)
• 100 players, who payed the most in february 2013
TOP non-paying
• 100 players, who haven’t made any transaction
NK players research

13. NK Players profile – paying vs non-paying
46%
54%
Top 100 paying
58%
42%
Top 100 non-paying

14. NK Players profile – paying vs non-paying
67%
33%
Paying
56%
41%
non-paying

15. Comparison in demography
46%
52%
5% 4%
27% 28%
36%
57% 42%
45%
13%
21%
13%
9%
0%
20%
40%
60%
80%
100%
120%
F M 6-17 18-24 25-34 35-44 45+
top non-paying
top paying

16. Age groups – paying and non-paying
Top paying Top non-paying

17. TOP paying - profile
0% 5% 10% 15% 20% 25% 30%
55+
45-54
35-44
25-34
18-24
6-17
F
M

18. Most lucrative games
Świat wg Zombie
Wiejskie Życie
Skalne
Miasteczko
Klondike
Na RybyHappy Harvest
Goodgame
Empire
Awataria

19. TOP 100 paying vs TOP 100 non-paying
Source: NK data, february 2013
Non-payingrun
2,4gamesevery day
paying have141
playing friends
15installedgamesper
payinguser
23installedgamesper
non-payinguser
payingrun
1,9 gameseveryday
non-paying have144,9
playing friends

20. How do they spend money in games?
0,00%
0,01%
0,02%
0,09%
0,49%
0,32%
0,67%
1,48%
5,41%
10,09%
50,22%
18,72%
10,96%
1,51%
0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00%
>4000 PLN
2000-2500 PLN
1500-1999 PLN
1000-1499 PLN
500-999 PLN
400-499 PLN
300-399 PLN
200-299 PLN
100-199 PLN
50-99 PLN
10-49 PLN
5-9 PLN
1-4 PLN
<1 PLN

21. Polish research
virtualcurrency.pl

22. Polish research

23. IS IT POSSIBLE TO MAKE MONEY IN POLISH
SOCIAL GAMES?

24. Farms, rabbits and strawberries

25. Jazda Próbna
Is it still commercial game or independent production yet?
Start of action: 15.11.2010
Continuous access to Friends’ results motivates Users
to competition.
Users took part in the race. They have avoid traps and
eliminate obstacles like unfavorable terms of contracts
with mobile operators.
For gathered points, Users could buy new, better cars
1 100 000 Users played that game

26. Social City
Product placement in game
1 072 496 MAU
234 922 DAU
Hotels branded by Plus
1 625 932 views
151 749 players built
439 842 Plus buildings
2 338 967
instalations

27. Social Mobile
It is also possible to earn on simple mobile productions – Bushido Games
Rules
- player’s fun
- sticking to KISS rule
- high quality of code and graphics

28. SkalneMiasteczkowliczbach
Źródło: Dane własne NK, październik 2012
23,8
mlnof players (MAU

29. SkalneMiasteczkowliczbach
Źródło: Dane własne NK, październik 2012

30. Social Games are not only web and mobile

31. Wizualizacje – ekran gry
Production cost 20 000 PLN
100 000 PLN income in 3 months

33. Skalne Miasteczko
in numbers
ARPPU40PLN
22000
transactionsmonthly
90 000game logins
every day (DAU)
10 000 000
gamelogingsmonthly
Źródło: Dane własne NK, październik 2012
over 0,3 mlnactiveplayersmonthly(MAU)

34. Best practice
treatgameasa
service,
whichhasrighttochange,
developandevolve Playersare most importanttake care of them every day and
they will let you live
optimize,modify,
test, test, test…
ifyouwantto
makemoney…don’tcountittoearly

35. Concluding
There are many ways to make money in Polish Social games!