Consumer Gaming Trends Survey Finds Continued Game Expansion and Faster Download Times Crucial to Retaining Customers
17 Novembre 2014 - 3:05PM
Business Wire
Increasing Use of Video and Second Screens
Contributing to Gaming Experience
Limelight Networks, Inc. (“Limelight”) (Nasdaq:LLNW), a global
leader in digital content delivery, today announced its first
annual Consumer Gaming Trends report, which explores global trends
in consumer video gaming and the video game industry. The report
identifies several key findings:
- Physical distribution is still
top-of-mind for consumers;
- Watching videos during game play is
increasingly pervasive;
- Casual games (such as Candy Crush Saga,
Angry Birds, Minecraft, and Farmville) are becoming a popular
category among consumers;
- Consumers invest in a continuously
updated game experience, not just one-time play; and;
- The second screen (smartphones and
tablets) is changing the way consumers play.
The report is based on responses from more than 1,000 global
consumers ranging in demographics, gender, and education.
Physical Copies of Games are Still in Demand
Digital downloads make economic sense from the game studio’s
perspective since no packaging, shipping, or physical returns are
needed. However, even though consumers are increasingly downloading
digital copies of games, they are also looking for physical copies
at retail stores. The survey’s findings illustrate that a
multi-channel strategy is likely to appeal to the broadest set of
consumers.
When asked about their digital download experience:
- Over 53 percent of respondents download
at least one title per month to their PC or console and 40 percent
download at least one title per month to a mobile device.
- 48 percent download between two and
five titles per month to their PC or console, while 53 percent did
the same for mobile.
- 40 percent indicate that the most
frustrating aspect of downloading games is the length of time it
takes to download.
- 53 percent would rather purchase their
titles from a retail store.
Increasing Use of Video
Gamers are watching videos of others playing their current title
of choice as well as posting videos of them playing, regardless of
whether they are hardcore or casual gamers. In order to capitalize
on this growing trend, gaming studios will need to more tightly
integrate video-capture capabilities within the game platforms and
explore how video impacts the overall game experience.
- Nearly 50 percent of respondents watch
videos of other people playing video games they are playing, at
least once per month.
- 25 percent post videos of their own
gameplay.
- Of those respondents who indicate
casual games were their favorite genre, 12 percent cite that they
were posting videos of their own gameplay to social media
sites.
Half of all Gamers Prefer Casual Game Play
The rise of mobile platforms, along with the integration of
games and social networks, has enabled casual games to appeal to a
much broader audience, as these games can be started and stopped
easily due to their lack of complicated story lines or controls.
Half of consumers surveyed indicated that casual game play is their
favorite type of game, while the rest identified more with
hard-core gaming categories (first-person shooter, role-play, MMO,
and Real-time Strategy [RTS]).
Continued Game Expansion Strategy Keeps Customers
Regardless of the game genre, once a player is past the point of
abandonment, that player becomes committed to their titles, looking
for regular updates and new content. Almost 75 percent of
respondents want updates at least once a year with almost half
wanting updates at least once per month or more. To capitalize on
this, game studios need to not only develop ongoing updates for
their titles in all genres, but also, continue to provide fast
downloads.
Second Screen Contributes to Gaming Experience
Though mobile is a growing platform, the survey found that
mobile devices are not just for playing games. Game developers need
to consider the second screen as they design their titles, whether
it is an application allowing the user to control different
elements of the game or synchronizing the gaming experiences
between both screens so gamers can play across platforms.
- Over the past six months 30 percent
have played most of their games on smartphones and tablets.
- More than 35 percent use second screens
to access supplemental content while they are playing, including
videos of others playing the game or looking for cheats and
hints.
“With the high competition facing gaming studios, retaining
gamers, regardless of genre-preference, is critical to a studio’s
success,” said Nigel Burmeister, vice president of product and
solution marketing, Limelight Networks. “We found it particularly
interesting that while gamers still enjoy the physical aspects of
game shopping and ownership, they are looking for a digital
experience that consists of frequent updates, fast downloads, and
connectivity to fellow-gamers by way of video and social media.
Providing high-performance experiences to gamers should be a number
one priority for gaming studios to ensure they capitalize on all
revenue opportunities and that their market share is retained.”
For a detailed look at the global trends in consumer video
gaming, download the full Consumer Gaming Trends report from
Limelight Networks.
Limelight will be hosting a webinar to provide more details on
this solution. To register for the webinar, “5 Ways to Deliver a
Great Game Experience: Lessons from the Consumer Gaming Trends
Report”, please click here.
About Limelight
Limelight Networks, Inc. (NASDAQ: LLNW), a global leader in
digital content delivery, empowers customers to better engage
digital audiences by enabling them to manage and deliver digital
content on any device, anywhere in the world. The company’s award
winning Limelight Orchestrate™ platform includes an integrated
suite of content delivery technology and services that helps
organizations deliver exceptional multi-screen experiences, improve
brand awareness, drive revenue, and enhance customer relationships
— all while reducing costs. For more information, please visit
www.limelight.com, read our blog, and be sure to follow us on
Twitter® at www.twitter.com/llnw.
famaPR on behalf of Limelight NetworksDeena Kimball,
617-986-5018limelight@famapr.comorLimelight NetworksStacey Hurwitz,
602-850-5384shurwitz@llnw.com
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