2024年游戏报告:遇见时刻游戏玩家如何改变规则.pdf
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1、Gaming Report 2024 Meet the Moment:How Gamers Are Changing the Game This work is based on secondary market research,analysis of financial information available or provided to Bain&Company and a range of interviews with industry participants.Bain&Company has not independently verified any such inform
2、ation provided or available to Bain and makes no representation or warranty,express or implied,that such information is accurate or complete.Projected market and financial information,analyses and conclusions contained herein are based on the information described above and on Bain&Companys judgment
3、,and should not be construed as definitive forecasts or guarantees of future performance or results.The information and analysis herein does not constitute advice of any kind,is not intended to be used for investment purposes,and neither Bain&Company nor any of its subsidiaries or their respective o
4、fficers,directors,shareholders,employees or agents accept any responsibility or liability with respect to the use of or reliance on any information or analysis contained in this document.This work is copyright Bain&Company and may not be published,transmitted,broadcast,copied,reproduced or reprinted
5、 in whole or in part without the explicit written permission of Bain&Company.Copyright 2024 Bain&Company,Inc.All rights reserved.AcknowledgmentsThe authors wish to thank Katie Chung,Nyla Brewster,and Brandon Rogers for their contributions to this article.1Gaming Report 2024ContentsMeet the Moment:Ho
6、w Gamers Are Changing the Game.2Gamer Survey:Young Players Reshape the Industry .3The Next Big Disruption in Video Games:Distribution .12Boosting Marketing Performance in Mobile Games .17Level Unlocked:How Video Game Companies Can Evolve Operating Models for Growth .232Gaming Report 2024Meet the Mom
7、ent:How Gamers Are Changing the GameThe global audience for video games continues to surge,led by younger players who are spending more time on games and less time on video and other media.The second Bain Video Game Consumption Survey looked at how gamers spend their time and money.Gamers told us th
8、at they like immersive games and want more interoperability across devices and platforms.Theyre also spending more time in game environments,socializing,shopping,and consuming other media.These trends are upending the industrys dynamics as players identify more with the game and less with the device
9、.Marketplaces could become the central focus for the customer relationship.Meanwhile,companies that grew out of a love for video games are now developing more mature capabilities so that they can compete with technology and media giants.Its an exciting time for the industry,and no company can afford
10、 to wait and see if it wants to protect its spot on the leaderboard.Daniel Hong Leader of Bains Global Media&Entertainment practice3 3Gamer Survey:Young Players Reshape the IndustryAt a Glance The video game market reported$196 billion in revenue for 2023,outpacing streaming and box-office revenue c
11、ombined;Bain forecasts 6%annual growth through 2028.Almost 80%of 2-to 18-year-olds are gamers,spending 30%of their entertainment time gaming,driving industry growth.Gamers do more than play games in the game setting:They socialize,shop,and watch video;those that do more tend to spend more.Gamers are
12、 co-creating the experience:79%have played games with user-generated content,and 16%have made content for games.Four years after what was assumed to be a pandemic-induced boost in popularity,the video game market continues to grow in all age groups,taking share of entertainment time and revenue from
13、 other media.The global market for video game revenue reached$196 billion in 2023,more than the combined revenue from streaming video($114 billion),streaming music($38 billion),and global box-office receipts($34 billion).Bain estimates that the global market for video games could grow by about 6%ann
14、ually through 2028,buoyed by tailwinds from mobile and stealing share from other media types(see Figure 1).Players want more immersive games and more interoperability.By Anders Christofferson,Anders Videbaek,Alex Egan,Tom Rowland,and Matt Madden4Gaming Report 2024To learn more about the habits and e
15、xpectations of gamers,we surveyed more than 5,000 people across six countries.From these insights,weve identified five key themes that game developers and publishers,device makers,and marketplace operators should understand in order to see where the industry and its consumer audience are moving:Youn
16、g gamers drive growth.Gaming is about more than gameplay.Gamers are cocreating the experience.Gamers want to play across platforms and devices.Gaming IP is taking share in other media.Young gamers drive growthGaming has broad appeal:52%of people surveyed play video games on a regular basis.But the c
17、learest source of future growth comes from the youngest players(2 to 18 years old),80%of whom identified as gamers in our survey.Young gamers spend nearly 30%of their entertainment time in video game environments.Figure 1:Video games global revenue could climb by 6%a year,reaching$257 billion by 202
18、8Notes:Excludes hardware;20242028 numbers are forecastsSources:IDC;Euromonitor;PwC;Video Game Insights;TD Cowen;Bain analysisGlobal revenue for video games(in billions of US dollars)2570100200$300B1962023204202421620252292026240202720285Gaming Report 2024This isnt a new phenomenon:Our 2022 survey fo
19、und that half of teen gamers preferred spending time with friends in gaming environments rather than in the physical world.For this generation,video games are the modern mall,a place to hang out,see friends,and take in a variety of entertainment options.This audience expects video game companies to
20、allow access from any platform,provide a diversity of experiences to consume,and enable them with the ability to create.Older players(45 or older)are a smaller market with big potential,with 31%identifying as gamers.Those that do play tend to spend less time on average(2.5 hours per week compared wi
21、th 9.5 hours for 13-to 17-year-olds)and mostly on mobile phones.TV remains a strong competitor for this audience,capturing almost 40%of their entertainment time.In contrast with young gamers,this cohort prefers a lower level of engagement,such as casual genres or video embedded in the game environme
22、nt.As gaming becomes more accessible and consumers age,this demographic could be an important source of growth given their potential to spend more(see Figure 2).Gaming is about more than gameplayGamers preference for immersive gamesthat is,those with expansive virtual environments,where players can
23、socialize and play an active role in generating contentwas accelerated by pandemic lockdowns,and it has continued to grow in the years since.Nearly half of the top 30 games can be Figure 2:Younger consumers spend a greater share of their entertainment budget on video games than older playersNote:Bai
24、n surveyed people in six countries:Brazil,Indonesia,Japan,United Arab Emirates,United Kingdom,and United States.Source:Bain Video Game Consumption Survey,May 2024(n=5,153)Average monthly spending on various entertainment forms,by age0255075100$125Average share ofentertainment walletspend per month21
25、2 years old30%131733%182419%253421%354420%Video gamesVideo(TV/movies/sports)SocialAudioReading45and older9%$51$70$78$103$81$476Gaming Report 2024considered immersive,and a third of gamers surveyed by Bain listed an immersive game as their top game.For gamers younger than 18,that percentage was close
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