2021年印度在线休闲游戏报告_54页_6mb

Summary of "Beyond the Tipping Point: A Primer on Online Casual Gaming in India"

Core Content

This report provides an in-depth analysis of the Indian online casual gaming market, focusing on its growth trajectory, monetisation models, and key players. It highlights how the pandemic acted as a tipping point, accelerating the adoption of online gaming in India and transforming it into a significant entertainment and business opportunity.

Main Points

• Market Growth: The Indian online gaming market has grown rapidly, with the casual gaming segment being the largest in terms of consumption. The number of gamers in India increased from ~250 million in FY18 to ~433 million in FY21, and is projected to reach 657 million by FY25.

• Revenue Projections: The overall online gaming market revenue is expected to grow from INR 136 billion in FY21 to INR 290 billion in FY25. The casual gaming segment is anticipated to expand from INR 60.2 billion to INR 169 billion during the same period.

• Monetisation Models:

  • Ad Revenue: Dominates the casual gaming segment, with a significant portion of revenue coming from rewarded ads.
  • In-App Purchases (IAPs): Increasingly popular in mid-core and hard-core games, with a growing share in the casual segment.
  • Subscription Models: Seen in cloud gaming and online adventure/RPG games.
  • Commission Income: Predominant in Real Money Games (RMG) and Online Fantasy Sports (OFS) segments.

• User Behavior:

  • Device Preference: Mobile gaming is the primary platform, with 94% of casual gaming users on mobile devices. Console and PC gaming remain niche due to high costs.
  • User Engagement: Weekly time spent on mobile games increased from 2.5 hours (11% of smartphone time) pre-COVID to 4.1 hours (15%) in early 2020, before stabilising at 3.1 hours (12%) by mid-2020.
  • Gamer Segmentation: Casual gamers dominate the market, while mid-core gamers are growing as the user base matures.

• Market Trends:

  • Digital Infrastructure: Growth in 4G, affordable data, and smartphone penetration has expanded access to gaming.
  • Monetisation Potential: Despite low ARPU (Average Revenue per User) currently, the market is expected to mature with increased consumer spending and ad-based revenue.
  • Esports and Streaming: Esports is gaining traction in India, acting as a catalyst for casual games to reach a broader audience. Streaming platforms are also playing a vital role in promoting gaming culture and monetising content.

Key Information

• India's Gaming Landscape:

  • The casual gaming segment is the largest, with a user base of 420 million in FY21.
  • The market is evolving from traditional coin-based arcade games to modern mobile and online platforms.

• Growth Drivers:

  • Demand Side: Increasing digital infrastructure, a young population, and rising adoption of digital payments.
  • Supply Side: Growth of Indian game studios, availability of high-quality games, and localisation efforts.
  • Technological Advancements: Cloud gaming, AR/VR, and AI are expected to play a key role in the future of the market.

• Challenges and Opportunities:

  • Monetisation remains a challenge, with ARPU among the lowest globally.
  • There is potential for growth in both ad-based and consumer spend models, especially with the rise of incentivised ads and increased consumer engagement.
  • The market is poised to become a major global gaming hub due to its unique characteristics and growing ecosystem.

Value Chain Overview

The online casual gaming value chain includes:

• IP/Brand Owners: Provide brands or IPs for game development and receive licensing fees.
• Game Developers/ Studios: Responsible for designing, developing, and testing games, with some also managing live operations.
• Publishers: Distribute games to target audiences and manage marketing and distribution strategies.
• Distributors: Offer games through platforms like app stores, Steam, and telco/e-commerce/OTT platforms.
• Advertising Networks: Enable ad placement within games, contributing significantly to ad-based monetisation.

Key Players and Trends

• Top Games: Ludo King, Free Fire, Clash of Clans, Candy Crush Saga, and Teen Patti are among the most downloaded and grossing games in India.
• Indian Studios: Companies like Gametion, Octro, Moonfrog, and Nazara Technologies are leading the market with successful titles in various genres.
• Esports and Streaming: Esports organisations and streaming platforms are becoming essential components of the gaming ecosystem, driving engagement and monetisation.

Conclusion

The Indian online casual gaming market is on a strong growth trajectory, driven by the pandemic, technological advancements, and a growing digital ecosystem. While monetisation remains a challenge, the market is expected to mature significantly, offering substantial opportunities for developers, publishers, and advertisers. The future of the market is likely to be shaped by cloud gaming, AR/VR, AI, and the continued growth of esports and streaming platforms.