Massively Multiplayer Online Games (MMOGs) - UK - November 2007

Table of Contents

• Issues in the Market
• Main issues
• Definition
• MMOs v Virtual Worlds
• Abbreviations
• Market in Brief
• Massive growth in titles
• The casual gamer cometh
• Resistance to subscriptions
• World of Warcraft dominates MMOs...
• ...while Second Life and Habbo Hotel dominate virtual worlds
• Asia dominates
• Shifting revenue streams
• The evolution from games to life sims
• Thinking outside the screen
• Internal Market Environment
• Key points
• Video games market
  • Figure 1: Sales of video game hardware/software, 2001-11
• MMOs in context
• Raking it in rather than forking out?
• The sociological aspect of MMOs
• The inherent need for a sense of community
• Getting MMOs right
• Cross-promotional strategies and trans-media integration
• MMOs the new battleground for TV networks...
• ...and toy manufacturers
• Broader Market Environment
• Key points
• PDI
  • Figure 2: Trends in personal disposable income and consumer expenditure, 2002-12
• Age
  • Figure 3: Trends in the age structure of the UK population, by gender, 2002-12
• Lifestage
  • Figure 4: Forecast adult population trends, by lifestage, 2002-12
• Socio-economic groups
  • Figure 5: Forecast adult population trends, by socio-economic group, 2002-12
• Consumer electronics and use of technology
• Kids and video game usage and ownership
  • Figure 6: Usage and ownership of computer games consoles and hand held games consoles, 2006
• Household ownership of PCs
  • Figure 7: Household ownership of PCs, 2003-07
• Ownership of mobile phones, PDAs, and video games consoles
  • Figure 8: Ownership of Mobile phones, PDAs, and Video games consoles, 2003-07
• Internet and broadband penetration
  • Figure 9: Internet and broadband penetration at home, 2003-07
• PCs and the under-11s
  • Figure 10: What 7-10s use PCs for, by demographic sub-group, 2006
• The Internet and the under-11s
  • Figure 11: What children aged 7-10 use the Internet for, 2006
• Money and the under-11s
  • Figure 12: How money is spent, 7-10-year-olds, 2002-06
• PCs and older kids
  • Figure 13: What 11-14s use PCs for, by demographic sub-group, 2006
• The Internet and older kids
  • Figure 14: What children aged 11-14 use the Internet for, 2006
• Mobile phones and older kids
  • Figure 15: Most popular mobile phone features used by children aged 11-14, 2006
• Competitive Context
• Key points
• General leisure spend
  • Figure 16: Consumer expenditure on selected leisure goods and activities, 2002-07
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Size
• Key points
• Subscriber numbers
  • Figure 17: Top worldwide game subscriber numbers, 2005-07
• WoW the king of MMOs
• The future
• Market Share
• Key Points
• MMO genres
  • Figure 18: MMO subscribers, by genre, June 2006
• Companies and Brands
• A few facts
• Companies
• Blizzard Entertainment
• Cryptic Studios
• EA Mythic
• Jagex
• Linden Lab
• NCsoft
  • Figure 19: NCSoft operational MMOs and launch dates, as at October 2007
• Sony Online Entertainment
  • Figure 20: SOE operational MMOs and launch dates, as at October 2007
• Square Enix
• Sulake Corporation
• Ubisoft
• Other MMOs/social sites
• The Game-playing Consumer
  • Figure 21: Video game playing, June 2007
• MMO and online virtual world players by demographic sub-group
  • Figure 22: MMO and online virtual world players, by demographic sub-group, June 2007
• MMOs Played and Latent Potential
  • Figure 23: MMO and online virtual world players, June 2007
• Attitudes Towards MMOs
  • Figure 24: Attitudes towards MMOs and online virtual worlds, June 2007
• Positive attitudes towards MMOs by detailed demographics
  • Figure 25: Positive attitudes towards MMOs and online virtual worlds, by demographic sub-group, June 2007
• Negative attitudes towards MMOs by detailed demographics
  • Figure 26: Negative attitudes towards MMOs and online virtual worlds, by demographic sub-group, June 2007
• Forecast -- MMO playing in 2012
• Conditions that will affect the market
• The setting for the forecast
• Three million MMO gamers by 2012
  • Figure 36: Forecast of the percentage of Internet users who have played subscription-based MMOs, 2007-12