Delivered at Casual Connect Europe 2016 In just a few years, today's gamer kids will become the core audience of our industry. Hence understanding their gaming behavior and attitudes is key for game developers and publishers. In this presentation, Michael will present data and insights from GameByte™ Kids, Interpret's syndicated research product, which surveyed kids in 10 key gaming markets, including the US, UK, France, Germany, Australia, Brazil, Russia, China, South Korea, and Japan. He will focus on comparing kids from the three European countries to their American peers, highlighting both commonalities and interesting differences and nuances. Key topics covered in his presentation will include kids gaming timeshare, walletshare, and mindshare, top game titles across multiple platforms, mobile gaming motivations and behaviors including spending habits and parent-kid interaction, and insights on Minecraft.

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digital media companies
•Quantitative experience include online surveys, ad tests/campaign research, advanced
modeling/pricing, segmentations, brand health trackers, A&U research, CSAT, etc.
Years of experience conducting multi-national qualitative and quantitative projects
•Professionally trained in-house moderators and interviewers
•Pool of freelance multilingual moderators on hand
•Access to “on location” recruiters to ensure the most qualified respondents
Qualitative methodology experience include focus groups, in-depth interviews, dyads,
immersion groups, ideations, concept tests, creative tests, ethnography, etc.

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5. GameByte® Kids Sampling Methodology
5
Respondent
Requirements
Survey Modules
Survey Conducted March 2015
Respondents

6. Research Coverage
6
Download
Portable
Games
Connected
Consoles
Online
Casual
Gaming
Download
PC Games
(Steam, etc.)
Social
Network
Gaming
Sub-based
MMO
F2P
MMO
Virtual
Worlds
Smart
Phone Apps
iPad and
Tablet
Gamer
Physical
Media

7. Agenda
• Entertainment Wallet Share
• Device Timeshare
• Brand Mindshare
• Gaming Motivations
• Top Mobile Genres/Titles
• Mobile Gaming/Spending Behavior/Attitudes
• Minecraft
• Console Gaming
7

8. Entertainment Walletshare
8
NOTE: “Other” includes Electronic entertainment devices, Movies in theaters, Books, Movies at home, and Music
S18a Please indicate how much money you spent for your children 6-12 on each of the following in the past 6 months.
• UK leads in game expenditure,
partially due to its higher game
costs and to its greater
willingness to spend.
• FR spends heavily on toys, as
compared to games.
• FR is more frugal overall but DE
is most frugal about gaming.
US UK DE FR
Six Month Kids Walletshare
N=400 Parents of Kid Gamers 6-12
Video games
Toys
Ent. branded merch (not toys
or books)
Other
Total Average Spend
On Entertainment
Past Six Months
$75
$82
$23
$130
$160
$131
$43
$231
$143
$98
$34
$186
$460
$565
$310 $337
US UK DE FR
$89
$112
$22
$114

9. $40
$13
$9
$14
$3
$9
$9
$8
$12
$7
$6
Bought a full physical home console game
Bought a full digital home console game
Bought DLC on a home console
Bought a physical handheld game
Bought a full digital handheld game
Bought a full mobile game
Bought in-game items for a mobile game
Bought a full digital PC game
Bought a full physical PC game
Bought in-game items for F2P/subMMO (PC )
Paid subscription for F2P/subMMO (PC )
$56
$17
$9
$16
$3
$8
$6
$10
$12
$6
$8
$34
$6
$3
$20
$1
$3
$2
$3
$8
$2
$3
$22
$5
$3
$11
$1
$5
$2
$6
$10
$2
$3
Average Expenditure Per Each Type of Game, Past 6 Months
N=400 Parents of Kid Gamers 6-12
Game Expenditure
Q S18 You answered that you have spent money on your children 6-12 on the following gaming activities in the past six months. Please indicate how much money you spent for your children 6-12 on
each of the following gaming activities in the past 6 months.
US UK DE FR
• Physical console games still dominate, but digital
purchase and F2P items are growing in share.
• Handheld games still capture a decent share in France.

10. Device Timeshare
10
S5b And of the hours your children 6-12 spend playing videogames during a typical week on devices you own, how many hours are spent playing videogames on each of the game systems you own?
11.0
Timeshare Across Devices
N=400 Total Gamers 6-12
11.2
8.0
7.5
14%
17%
12%
14%
28%
32%
23%
26%
10%
10%
18%
24%
12%
11%
12%
12%
19%
15%
13%
9%
18%
15%
21%
14%
US
UK
DE
FR
8th Gen 7th Gen Handheld Console Computer iPhone/iPad/iPod Touch Android Phone/Tablet
Average Weekly
Gaming Hours
Home Consoles Handhelds Computer Mobile Devices
• UK kids gamers lead in home console timeshare and total gaming time.
• Handheld consoles are still a big part of many FR kids’ gaming diets.
• Android enjoys strong lead over iOS in Germany.

11. Most-Named Play Brands (Unaided)
N=400 Total Gamers 6-12
(New question in Wave 4)
Nintendo
Sony/PS
MS/Xbox
LEGO
Mario
Barbie
Playmobil
Disney
MS/Xbox
Nintendo
Sony/PS
LEGO
Minecraft
Apple/iOS
Disney
Barbie
LEGO
Nintendo
Sony/PS
Playmobil
Barbie
MS/Xbox
EA
Mattel
Nintendo
MS/Xbox
Sony/PS
LEGO
Minecraft
Apple/iOS
Disney
Barbie
Top-of-Mind Play Brands
G0 When you think about playing in general, what three brands come to mind right away?
• Console makers
generally were the
top-of-mind gaming
brands, but LEGO
often comes closely
behind.
• In fact, LEGO is the
top-of-mind brand in
DE.

12. Reasons to Play
12
G13 Kids like video games for different reasons. Now please think about why you like video games and rate the importance of each of the following reasons to you.
• UK Gamers are drawn to
creation and exploration.
• DE Gamers are drawn to fun
and playing with friends.
• FR Gamers are relatively
more attracted to the
thought of Improving their in-
game skills.
15%
25%
35%
45%
55%
65%
Fun
Create things
Play with friends
ExploreKnown characters
Improve Skills
Learn things
US
UK
DE
FR
Reasons for Playing Video Games
N=400 Total Gamers 6-12
Selecting Top Box out of a scale of 5

13. 38%
33%
30%
28%
23%
Matching puzzle games
Physics puzzle games
Runner games
Life/pet simulation games
Farm/city management games
Top 5 Mobile Genres
13
ST3 What types of games do you play on a smartphone, iPod Touch or tablet? Pick all the ones you play on smartphone, iPod Touch or tablet.
42%
40%
29%
22%
19%
Matching puzzle games
Physics puzzle games
Runner games
World-building games
Farm/city management games
• Empire and tower defense games, and
life/pet sim games are more popular in
Europe than in the US.
• DE uniquely enjoys racing games while
the US has a strong taste for world
builders
• All Western markets rank matching and
physics puzzles in the top two.
US UK
DE FR
N=338 Mobile Gamers 6-12 N=332 Mobile Gamers 6-12
N=293 Mobile Gamers 6-12 N=266 Mobile Gamers 6-12
40%
34%
23%
22%
20%
Matching puzzle games
Physics puzzle games
Empire And Tower games
Life/pet simulation games
Farm/city management games
37%
30%
25%
25%
20%
Physics puzzle games
Matching puzzle games
Empire And Tower games
Life/pet simulation games
Racing games
% Playing Each Genre
on Smartphone or
Tablet

14. 49%
62%
26%
33%
25%
20%
19%
16%
10%
10%
Candy Crush Saga
Angry Birds
Minecraft Pocket
Temple Run
Temple Run 2
52%
37%
18%
12%
13%
16%
14%
8%
8%
6%
Angry Birds
Candy Crush Saga
Candy Crush Soda Saga
Clash of Clans
Minecraft Pocket
55%
33%
53%
20%
19%
23%
22%
20%
14%
10%
Candy Crush Saga
Candy Crush Soda Saga
Angry Birds
Clash of Clans
Farm Heroes Saga
66%
52%
25%
30%
21%
22%
17%
17%
12%
12%
Angry Birds
Candy Crush Saga
Minecraft Pocket
Fruit Ninja
Candy Crush Soda Saga
Ever Played
Currently Playing
Top 5 Mobile Titles
14
St9a Which of the following mobile games have you ever played?
ST9b Which of the following smartphone , iPod Touch, or tablet games are you currently playing? / ST9b Which of the following mobile games are you currently playing?
• The active player base
of AB and CC is waning.
• Minecraft Pocket is
gaining ground, with
high % of actives.
• CoC is popular among
kids in DE and FR.
US
N=338 Mobile Gamers 6-12
UK
N=332 Mobile Gamers 6-12
DE
N=293 Mobile Gamers 6-12 N=266 Mobile Gamers 6-12
Top 5 Mobile Titles Ever and Currently Played
FR

15. Mobile Frequency and Session Duration
15
ST17a1 How often do you play games on a smartphone, iPod Touch, or tablet? ST17b1 When you play games on a smartphone, iPod Touch, or tablet, how many minutes do you play before
taking a break?
43%
42%
40%
38%
28%
31%
42%
35%
Daily Weekly
Session Duration
N=271
N=274
N=216
N=209
Among Smartphone
Gamers 6-12
54%
56%
44%
48%
34%
35%
45%
39%
Daily Weekly
Session Frequency
N=227
N=236
N=154
N=155
US
UK
DE
FR
28.3
26.2
28.5 27.7
32.9
34.9 33.9
38.4
US UK DE FR
Smartphones Tablets
Among Tablet
Gamers 6-12
• The average mobile
gaming session meet or
exceed the run-length of
an average TV show.
• Session frequency and
length are both higher on
tablets.

16. 18%
35%28%
19%
13%
23%
29%
35%
21%
31%28%
20%
Daily
Weekly
Monthly
Less often 9%
30%
32%
29%
30%
12%
12%
11%
9%
10%
38%
9%
10%
9%
10%
4%
30%
11%
11%
9%
10%
5%
27%
15%
13%
10%
7%
4%
Friends
Ranked lists, app store
Family
Featured games, app store
YouTube
Ads on TV
Awareness Sources of Mobile Game Apps
16
ST12 How do you hear about game apps to download onto a smartphone, iPod Touch, or tablet? ST12a What is the one main way you hear about games to download onto a smartphone, iPod Touch, or
tablet? ST12a1 How often do you search for new games to play on your smartphone, iPod Touch, or tablet? Please select the answer that is closest to your actual habits.
Searching Frequency
US UK
DE FR
US UK DE FR
N=338 Mobile Gamers 6-12 N=293N=332 N=266
N=332
N=293 N=266
N=338
Main Source of Mobile Game Awareness
• WoM and being featured and ranked are the
most important marketing tools.
• Ads on TV play a role in FR gamer awareness.
• US and UK gamers search for mobile games
more frequently than those in DE and FR.

17. 17
ST12_0 For the smartphone, iPod Touch, or tablet that you play games on, who picks the games that you play?
Who Selects Mobile Games to Download
56%
62%
38%
50%
26%
23%
35%
28%
18%
15%
27%
22%
US
UK
DE
FR
I have more say About Even My parents have more say
Who Picks The Mobile Games You Play?
Mobile Gamers 6-12
N=338
N=332
N=293
N=266
Kids have a noticeable amount of say in which mobile games they
play. DE kids have less influence.

18. 30%
29%
19%
22%
Males 6-9
Males 10-12
Females 6-9
Females 10-12
Mobile Spending In Past Six Month
18
S7 Now, please indicate whether or not you spent money on your children 6-12 on the following gaming activities in the past 6 months.
% Who Spent For Mobile In-game Purchases By Age And Gender
Mobile In-game Spenders
23% spent on
IAP in the past
six months
24%
18%
29%
29%
US
N= 91
30%
29%
24%
17%
26%
24%
29%
21%
12% on IAP
20% on IAP
10% on IAP
• In-App Purchases (IAP) is
much more common in the
US and UK than in DE and FR.
• Mobile spending is more
male driven in the US and UK
and more female driven in DE
UK
N= 79
FR
N= 38
DE
N= 49

19. 8%
16%
9%
13%
9%
11%
11%
When I have to wait for a period of time before I can play again
When I hear other people are playing the game
When there's a sale
To customize my character
When I cannot pass a level
When I can't play the rest of the game unless I buy it
To get a special item
11%
14%
19%
7%
13%
11%
16%
9%
12%
11%
15%
15%
14%
19%
9%
14%
14%
16%
16%
17%
23%
38% 62%
Mobile Item Purchase Drivers
19
ST25 When do you usually ask your parents to spend money for a mobile game (e.g. new characters, skins/clothes, energy, new maps)?
US UK DE FR
N=338 Mobile
Gamers 6-12 N=332 N=293 N=266
39%
61%
43%
57%
52%
48%
Reasons to Spend on In-Game Items
% Asking for Mobile In-App Purchase
I ask my parents to
spend on mobile games
• Half of FR mobile gamers 6-12
don’t ask to spend on mobile
games.
• Sales work well on DE spenders,
but they are less likely to spend
on customization.
• FR spenders buy for social
reasons, less for expedience.N=338 Mobile
Gamers 6-12
N=332 N=293 N=266

20. 18%
82%
20
ST18p1 For your kids’ mobile games (smartphone, iPod Touch, or tablet), how would you prefer to pay for these items?
Payment Methods
Pay Preference For Kids Mobile Games
Among Parents of Mobile Game Spenders 6-12
20%
80%
Gift card/spending account
Authorize each purchase
separately
9%
91%
4%
96%
US UK
DE FR
N=160
N=111 N=83
N=156
68% 63%
50%
77%
US UK DE FR
% Children Asking Parents to
Make Purchases Each Time (And
Don’t Know Credit Card Info)
24% 26%
34%
8%
US UK DE FR
% Children w/ Prepaid Card
N=160 N=156 N=111 N=83
Most parents supervise their children’s
mobile purchases closely, DE and FR
parents especially.
N=160 N=156 N=111 N=83

21. 21
G19Allowance Do you give your child a set weekly or monthly allowance specifically for video games? If so, please specify the total allowance you give them per month.
Kids Allowances
14%
15%
71%
Yes, I give allowance specifically for
video games
No, I give a general-purpose allowance
No, I don't give any allowance
Average gaming
allowance: $37.75
Average general
allowance: $24.66
Average Monthly Allowance
N=400 Parents of All Gamers 6-12
(15% M /14% F)
(19% M /11% F)
12%
16%
73%
9%
23%
69%
8%
18%
75%
Avg. gaming
allowance: $39.48
Avg. gen. allowance :
$30.46
Avg. gen. allowance :
$21.56
Avg. gen. allowance:
$15.59
Avg. gaming
allowance: $18.51
Avg. gaming
allowance: $24.16
(14% M /10% F)
(18% M /13% F)
(8% M /7% F)
(19% M /17% F)
(9% M /8% F)
(28% M /18% F)
US
UK
DE
FR
• While DE parents are frugal and
supervise their kids closely, most do
provide an allowance. It is smaller than
the rest of Europe and the US.
• US & European parents are slightly more
likely to give their boys general
allowances, as opposed to their girls.
• US and UK parents are generous,
providing comparatively large sums for
their children to use on games.

22. Minecraft Experience
22
G9m1 You mentioned being aware of the game Minecraft. Have you ever played Minecraft? G9m1a How many hours a week do you play Minecraft
34%
9%
8%
49%
I play it now
I used to play it
Never played, but heard of
Not aware of it
Minecraft Experience
N=400 Total Gamers
39%
8%7%
47%
US UK
18%
14%
5%
63%
19%
9%
8%65%
DE FR
• Minecraft is a gaming phenomenon in that has
spread almost entirely through word-of-mouth. It
still has room to grow its awareness and
marketshare.
• Awareness and adoption in DE and FR are lower
than in the US and UK.

23. Minecraft Gaming Hours
23
G9m1 You mentioned being aware of the game Minecraft. Have you ever played Minecraft? G9m1a How many hours a week do you play Minecraft
4.9 5.0 4.3 3.7
US UK DE FR
N= 136 N= 157 N= 71 N= 74
1.7 2.0 0.8 0.7
11.0 11.2
7.9 7.5
US UK DE FR
N= 400 N= 400 N= 400 N= 400
Total Gaming
Hours
Minecraft
Hours
Minecraft Hours per Week
Among Current Minecraft Gamers
Among Total Gamers
• US and UK gamers are the most
engaged with Minecraft.
• Among all gaming kids
(including those not playing
Minecraft), Minecraft captures
a big chunk of gaming
timeshare.
15% 18% 10% 9%
% of
Total
Gaming
Hrs.:

24. 21%
16%
15%
15%
14%
13%
13%
Minecraft
FIFA 15
LEGO Star Wars
Skylanders
FIFA 14
New Mario U
Disney Infinity
16%
16%
14%
14%
13%
12%
11%
Minecraft
FIFA 15
Just Dance 2015
Animal Crossing: NL
Skylanders
Disney Infinity
Pokemon X and Y
Top 7 Home Console Titles
24
29%
17%
16%
15%
13%
13%
12%
Minecraft
COD: Adv Warfare
COD: Ghosts
GTA V
Mario Kart 8
Disney Infinity
LEGO Star Wars
• Minecraft enjoys universal dominance in the West on console.
• LEGO games show evidence of long play cycles.
• Disney Infinity and Skylanders are now head-to-head in recent engagement.
• US and UK kids engage with mature titles.
US
34%
24%
18%
15%
14%
13%
12%
Minecraft
FIFA 15
Disney Infinity
Skylanders
FIFA 14
GTA V
COD: Adv Warfare
UK DE FR
R9a1 Which of the following console games have you played in the last 6 months?
-5%
0%
+10%
N/A
-1%
-3%
-2%
+6%
-1%
+13%
0%
-10%
-1%
N/A
-7%
-1%
+6%
-8%
-10%
-1%
+4%
-4%
0%
+8%
-4%
-2%
+1%
-2%
%/% = Change in percentage from Wave 3 to Wave 4 Data
% Playing Each Title on Console
In Past 6 Months

25. Questions?
25
Yuanzhe (Michael) Cai
蔡元喆
SVP of Research, Games and Technology
P: 310.981.4754
F: 310.981.4771
www.interpretllc.com
Twitter: @mycai | @InterpretLLC
michael.cai@interpretllc.com