mmo gamer study

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introduction

urse commissioned this research project with the goal of defining today’s MMO gamer and learning more about their habits, preferences and behaviors. The questionnaire was designed to gain insight into MMO gamers’ demographics and non-MMO gaming habits, and then to delve into their MMO gaming habits in detail. Respondents were segmented by their gaming habits — Core MMO Gamers were defined as gamers who play MMOs for 10 or more hours per week, Casual MMO Gamers as gamers who play MMOs for less than 10 hours per week, and a sub-group of respondents who play Free-to-Play MMOs. Methodology The questionnaire was fielded using PollDaddy, and responses were gathered between October 13 and October 29, 2009. A total of 9045 respondents completed the survey, with 6565 considered Core MMO Gamers (gamers who play MMOs for 10 or more hours per week), 1728 considered Casual MMO Gamers (gamers who play MMOs for less than 10 hours per week), and 2602 respondents who play Free-to-Play MMOs.

demographics Age Core Casual Free-to-Play

40% 35% 30% 25% 20% 15%

Gamers in all three categories were overwhelmingly male, and primarily in the 18-24 age range. Core MMO gamers tended to be a little older than casual and Free-to-Play gamers, with an average age of 25. Casual and Free-to-Play gamers both averaged just under 23. Household income was roughly the same across all three groups, averaging around $55,000 per year.

10% 5% 0%

13-17

18-24

25-34

35+

All three groups were split fairly evenly between full-time workers and full-time students. Unsurprisingly, the older Core gamers were also more likely to be employed full-time, at 41% compared to under 35% for the other two groups. About a third of Casual and Free-to-Play gamers reported that they are still in high school, while Core gamers were much more likely to be in college, or have graduated from college. Demographically, Free-to-Play gamers look very much like their paid MMO gamer counterparts. They are slightly younger than the typical Core gamer, but their age is in line with that of a typical Casual gamer.

mmo gamer study general gaming habits

“

I think there is a great opportunity for more niche approaches…to capture and capitalize on certain segments of the MMO players, and focus primarily on that segment.

”

— Morten Larssen, Vice President, Sales & Marketing, Funcom

Time Spent Playing PC Games Core Casual Free-to-Play

60% 50% 40% 30%

Core MMO gamers spend nearly 27 hours per week playing PC games, compared to less than 9 hours for the Casual group. Interestingly, Free-to-Play gamers spend nearly 21 hours per week playing PC games. Free-to-Play gamers also spend nearly 6 hours per week playing console games, while both Core and Casual MMO gamers spend less than 5 hours on consoles.

20% 10% 0%

Role-playing games, action/adventure and strategy games were popular genres for all three groups.

Less than 1 hour

1-4 hours

5-9 hours

10-19 hours

20-29 hours

30-39 40 or more hours hours

It is interesting to note that Free-to-Play gamers spend significantly more hours per week playing PC games than Casual MMO gamers. They also spend more time than either of the other groups playing console games. This suggests that although Free-to-Play gamers seek inexpensive entertainment, they are far from being casual consumers. There is significant opportunity to monetize this audience, provided the correct approach is taken.

mmo gamer study mmo habits time spent playing/discussing mmos, resources used, session length Time Spent Talking About MMOs Core Casual Free-to-Play

60%

Core MMO gamers spend 99% of their PC gaming time playing MMOs, while Casual MMO gamers split their PC gaming time 60/40 between MMOs and other PC games.

50%

Free-to-Play gamers also spend most of their PC gaming time playing MMOs.

40% 30% 20% 10% 0%

Less than 1 hour

1-4 hours

“

Core MMO gamers spend over 9 hours per week talking about MMOs, compared to 6.6 hours for Free-to-Play gamers, and only 3.2 hours for Casual gamers. Core gamers are much more likely than the other groups to use VOIP or hosted guild sites to talk about MMOs 5-9 10-19 20-29 30-39 40 or more online. All three groups use game-specific forums for hours hours hours hours hours discussion. Casual and 2009, Free-to-Play MMO gamers are 2010 Source: * ComScore Media Metrix - Curse.com January 2009, ** ComScore Plan Metrix - Curse.com December *** Curse.com Audience Survey March much more likely to also talk about MMOs on social networks.

You can’t buy positive word of mouth marketing, but making sure you maintain community excitement gives a game a distinct advantage. Supporting and engaging with fansites, forums, and social networks is now a vital part of sustaining the live service of an MMO.

”

— Dirk Metzger, VP Marketing, NCSoft

An average MMO gaming session lasts just over 4 hours for Core gamers, 3.4 hours for Free-to-Play, and only 2.2 hours for Casual. Nearly 50% of Core gamers said that a typical session lasts 3-4 hours. 57% of Casual gamers typically play a 1-2 hour session, while Free-to-Play gamers are split between 1-2 hours (32%) and 3-4 hours (41%). Once again, Free-to-Play gamers play longer game sessions than the typical Casual MMO gamer, and in fact are closer to the profile of a Core gamer in terms of time spent playing PC games, as well as length of gaming sessions. This emphasizes the fact that this is a prime target group for advertising, microtransactions and other creative monetizing opportunities. The key takeaway here is that Free-to-Play gamers are a subset of the Core, and to a lesser extent Casual MMO playing groups. These are not soccer moms playing Bejeweled, they are serious gamers seeking quality alternatives to off-the-shelf game purchases.

mmo gamer study mmo habits # mmos/games being played # MMOs Currently Playing Core Casual Free-to-Play

80% 70%

The vast majority of all three groups are currently playing only one MMO, although many of them have tried 3 or more MMOs in the last year. This supports the theory that MMO gamers are extremely loyal to their game — once they have made a significant time investment it is difficult to get them to switch to a new game.

60% 50% 40% 30% 20% 10% 0%

None

1

2

3

4

More than 4

Free-to-Play gamers look just like Core and Casual gamers here as well.

# MMOs Tried in the Last Year Core Casual Free-to-Play

35% 30% 25% 20% 15% 10% 5% 0%

None

1

2

3

4

By comparison, many respondents in all three groups indicated that they are currently playing 3 or more non-MMO video games, and that they have tried more than 4 non-MMO video games in the last year.

More than 4

“

Community helps a lot for the retention rate. What is important is that for a game, the gaming experience always comes first and cannot be replaced by other actions — but an excellent service offer and community management allows us to optimize that experience and improve the retention rates and long term ROI.

”

— Thomas Bidaux, CEO, ICO Partners

mmo gamer study mmo habits new content Frequency of Expected Content Updates Core Casual Free-to-Play

35% 30% 25% 20% 15% 10% 5%

Casual gamers have the highest expectation for content updates, with an expectation of nearly two updates per month. Free-to-Play gamers are close behind them, while Core gamers’ expectations are much lower, at slightly over one update per month. This difference may exist because updates that impact Core gamers, such as the addition of new raid content, are much more labor intensive than the types of updates that impact the other two groups. Additionally, Core updates take longer for Core gamers to react to and complete.

0% Once a week 2-3 times Once Every other 3-5 times Less than 3 or more per month per month month per year times per year

specific titles The most-played game among all three groups is, unsurprisingly, World of Warcraft. Aion, which was released just before this survey was fielded, was also popular, with more than 10% of each group playing it. Core gamers were twice as likely as the other two groups to be playing Aion. Runescape was very popular among the Casual and Free-to-Play groups, but less so for Core gamers. WoW is also the overwhelming favorite MMO among all three groups, with more than 50% of each selecting it. The same pattern was followed with Aion and Runescape, popular with the Core and Casual/Free-to-Play groups respectively. When asked what new MMOs they are anticipating, all three groups showed a strong interest in Star Wars: The

Old Republic, with at least 22% of each group selecting it. Guild Wars 2 took second in all three groups, with about 10% of each. About 1/3 of each group indicated that they are not excited about any upcoming MMO releases.

mmo gamer study mmo habits $ spent $ Spent on Subscriptions Core Casual Free-to-Play

70%

Core MMO gamers spend the most on subscriptions, with an average of $19 per month, and 79% spending between $10 and $39.

60%

Free-to-Play gamers took second at $17 per month, indicating that Free-to-Play gamers are very likely to play both free and paid games. Casual MMO gamers spend an average of only $15 per month, with 72% spending $19 or less.

50% 40% 30% 20% 10% 0% Less than $10$10 $19

$20$29

$30$39

$40$49

$50$59

$60$69

$70$79

$80$89

$90- $100 None $99 or more

Core gamers also spend the most on micro-transactions, with an average of $4.10 per month. Casual gamers spend an average of $3.80, while Free-to-Play gamers spend $3.60.

$ Spent on Microtransactions 90% 80%

Core Casual Free-to-Play

70% 60% 50% 40%

The fact that there is duplication between Free-to-Play and the other groups is unsurprising — thus far Free-to-Play is viewed as an alternative, but not a replacement for a traditional MMO gaming experience.

30% 20% 10% 0%

Less than $10$10 $19

$20$29

$30$39

$40$49

$50$59

$60$69

$70$79

$80$89

$90- $100 None $99 or more

mmo gamer study mmo habits payment models Most respondents pay for game subscriptions with a credit card (nearly 2/3 of each group). Retail cards and PayPal are also popular payment methods, with about 20% of the Casual and Free-toPlay groups using each, and slightly less of the Core group. Unsurprisingly, the Free-to-Play group is significantly more likely to consider playing a game that is free but supported by advertising or micro-transactions, while the other two groups prefer a straight monthly fee.

preference for subscription vs. free-to-play Given the opportunity to choose between a monthly fee, ad-supported free play or micro-transaction-supported free-play, over 70% of Core gamers and 54% of Casual gamers selected monthly fee. 72% of Free-to-Play gamers chose ad-supported, while the remaining 28% chose micro-transactions. Although Free-to-Play gamers have played the most Free-to-Play games in the last year (an average of 1.8), all three groups have tried at least a few. Core gamers on average have tried 1.5 free MMOs in the last year, while Casual gamers have tried 1.4.

“

I think that there will continue to be innovation, but that the most successful models will tend to be the simplest ones. Confusing models or models that make you feel like you are getting nickel-anddimed in order to enjoy playing are going to have a difficult time getting massive player bases.

”

—Jeremy Gaffney, Executive Producer, Carbine Studios

mmo gamer study mmo habits reasons for playing mmos, motivations Motivations for playing MMOs were surprisingly similar across all three groups, with character progression and questing at the top of the list, followed closely by the ability to play and socialize with players, friends and family from all over the world.

Raiding was more popular among Core gamers, while playing with local friends was more important to Casual gamers. The decision to play a specific MMO is primarily driven by genre, followed by “I play what my friends are playing.” Core gamers are more likely to choose to play the game their guild has selected, while Casual gamers tend to favor playing whatever sounds like fun at the moment.

guild membership Guild Membership Core Casual Free-to-Play

90% 80% 70% 60% 50% 40% 30%

Guild membership is especially important to Core gamers, with 80% being members of one. Casual and Free-to-Play gamers also benefit from guild membership, with 54% and 63% respectively. Access to raid content is the most important reason that Core gamers join guilds, while Casual gamers find the social aspect of guild membership more important. Free-toPlay gamers chose the same two reasons about equally.

20% 10% 0%

Yes

No

Guild members in all three groups indicate that their guild membership causes them to play more often, to play longer sessions, and to be more likely to continue to play the same game than they would be if they were not a member of a guild.

mmo gamer study mmo habits add-ons Nearly 3/4 of all three groups use add-ons, although many of them would still play if add-ons were no longer available. Core gamers like add-ons because they simplify the game, make time consuming tasks more efficient, and give the gamer better control.

Casual gamers like add-ons because they make farming and questing easier and make the game more fun. Free-to-Play gamers like add-ons because they make leveling, farming, gathering and questing faster and easier, and makes the game less confusing.

f

conclusions ree-to-Play gamers look very much like their Core and Casual counterparts — in fact, it’s fair to say that Free-to-Play gamers are a subset of MMO gamers rather than a distinct group. Core MMO gamers unsurprisingly spend a lot of time and money playing and talking about MMOs. Casual gamers do so as well, although at a somewhat lower rate. Core gamers have very different expectations about content updates — they don’t expect them as frequently, but they do expect significant improvements and additional content when they are released. Casual and Free-to-Play gamers have higher expectations of frequency, but less of the specific content in each update. Likewise, Core gamers are much more likely to be guild members, but once any type of gamer has joined a guild, it has a very similar impact upon their gameplay experience — they play more often, for longer sessions, and are more loyal to their specific game. Overall, the research supports the conventional wisdom that Core gamers play the most volume, spend the most money, and are the most vocal MMO gamers. Casual MMO gamers are still surprisingly loyal and devoted to their game of choice, spending more than half of their gaming time playing MMOs. Finally, Free-to-Play gamers are found to be a subset of these groups, showing some surprisingly Core-like tendencies despite their preference for free games.