CUSTOMER PROFILES

“Casual” Gamers
straightforward
Who Plays? 58% 35 82 Million

cheap
Female Years old

simple
casual gamers
in the US
Who Pay$? 76% Female 48 Years old

easy
Avg. Session : 31MINUTES What They Value
Cost + Simplicity
What’s Popular?

1 Cards 2 Puzzles
(over Social & Competition)
Not Tech Savvy
(0.5 gigabyte avg.)

“As we discover new genres of casual games Motivation

and make these playable on new platforms, the audience
continues to expand and diversify.”
Stress Relief + Mental Exercise
(commonly cited as the top motivations to play casual games)
Jason Kapalka, PopCap CCO

“Hardcore” Gamers
80 minutes per average
32.9 Million Console Gaming Online
Console Gamers
75 % Male
25% Play
Other

50%
Online
Years
21 Old
29% 20 Million
Xbox Live
subscribers
What’s Popular & Why? worldwide

3 Most Played Achievement is the top Integrated November 09

Games of 2009 motivational factor, helping to explain it’s
popularity among younger men.

The Popularity of Massively Multiplayer Online

Role-Playing Games
Motivation
(compare achievements) •15 Million
Subscribers •Relationships
“[Achievements] were a way to add more important to women

stickiness to the community and the •2 Hours per

console, "We never anticipated this session
•Manipulation and
reaction”
Achievement more
Aaron Greenberg, Xbox Product Manager important to men

“Social” Gamers

Who’s on Facebook? Who plays?

200 Million monthly
active users for Zynga alone
5h, 46m per month per user

Most play 2 – 3 months

13-17 Above 55 before moving on.

35-44
Motivation: Zynga vs. Playfish
Collaboration

18-25 35-44 VS.

Competition
Invest over time
There are 3 reasons
26-34 people play the games.

Our 3 reasons
Self-expression Self-expression

54% Real friends

42% “And they don't

describe
CEO Mark Pincus themselves as gamers. They CEO Sebastian de Halleux
just want to play games with their friends.”

Motivation
Virtual Gifts
•Further Relationships
•Extend the Game
= 85% Women 4X more Because
of Revenues likely to give a gift •Self-Expression