Over 30 Million Gamers Can’t Be Wrong GDC 2007 Sponsored Session Presented by Nick Williams and Scott Mucci March 7, 2007 Agenda 1. Introduction to IGN GamerMetrics • What is it? • What data do we collect? • Does IGN data map to the actual market? 2. The Validity of the data • Industry Partners 3. The Power of the data • Macro industry trending and forecasting 4. The Relevance of the data • Case Studies 5. 2007 Outlook 6. Q and A “Relying on a crowd rather than an individual improves your chances of finding information that you didn’t know was out there. Just as important, it minimizes the impact of the mistakes that individuals make.” James Surowiecki, author of The Wisdom of Crowds 1 introduction validity power relevance outlook q&a What is IGN GamerMetrics? IGN GamerMetrics is a leading business intelligence tool designed to help videogame industry professionals analyze the gaming consumer, and the gaming market as a whole. IGN.com* – GameSpy.com* – FilePlanet.com* – TeamXbox.com* – Vault and Planet 28.1 million 8.5 million unique 4.5 million unique 2.5 million unique Sites* - 2.4 and unique users per users per month* users per month* users per month* 2.3 million users month* per month* Audience behavior Multiplayer gamers, PC gamers Xbox 360 and Xbox Sites dedicated to maps closely to the Online gamers gamers fans of specific titles overall market and franchises * Internal Log Files, December 2006 What Kind of Data do we Provide? IGN GamerMetrics effectively captures each phase of the gamer buying cycle. Data Type Metrics Sources Page Views, Avg. Daily Gamers Awareness The Gamer Buying Cycle Message Board Posts, Message Engagement Board Page Views Unique Interest, Wishlists, Email Purchase Intent Alerts, Collection Initiated Downloads Trial IGN Data Maps Accurately to the Market PlayStation 3 • Diverse group of gamers that reflect actual console ownership percentages within the U.S. • Visitors to IGN are the gamers setting the tone for the market Wii • Reinforces the idea of “Wisdom of Crowds” Xbox 360 Sources: IGN GamerMetrics and The NPD Group introduction 2 validity power relevance outlook q&a Key Industry Partners Rely on the Data Press Mentions Developers, Agencies, Financial Retailers PublishersPartnerships and More Partnerships with IGN GamerMetrics data top Over the last year,Deutsche Bank and otherhas also been financial institutions lend credibility to the and published in hundreds of web publicationsdata blogs, including: in GamerMetrics. "I'm always looking for leading indicators of sales trends and consumer sentiment. With GamerMetrics data, I can quickly assess the relative position of titles, platforms, and publishers. GamerMetrics…helps cut through the ceaseless newsflow and identify early what's catching gamers' attention." - Edward Urban, Interactive Entertainment Analyst, Bear Stearns introduction validity 3 power relevance outlook q&a Industry Insights (Nintendo) Is the Nintendo Wii as hot as they say? IGN Platform Indices Nintendo Wii • Tied to successful franchise 1401 Up 9 0.6% • Innovation Sony PlayStation 3 1256 Up 30 2.4% Microsoft Xbox360 2359 Up 21 0.9% Industry Insights (Sony) Is the PlayStation 3 a failure? • Latent install base • Strength behind upcoming releases Industry Insights (Microsoft) Did a one-year head start serve well for the Xbox 360? • Exceptionally strong library • Strength behind upcoming releases introduction validity power 4 relevance outlook q&a The Wii Pre-Launch Report 85% of IGN Wii owners say they own Twilight Princess. This is identical to the percentage of all U.S. Wii owners who purchased the game in the first two months. Wii Launch Title GamerMetrics NPD Unit Share1 Mindshare2 Directional The Legend of Zelda: Twilight 25.47% 31.05% indicators Princess Red Steel 11.69% 7.36% Rayman Raving Rabbids 6.69% 6.13% Madden NFL 07 5.47% 6.02% Super Monkey Ball: Banana Blitz 3.95% 5.78% Call of Duty 3 3.33% 5.09% Marvel: Ultimate Alliance 5.71% 4.96% Blockbuster Excite Truck 3.41% 4.28% titles readily Trauma Center: Second Opinion 4.58% 3.67% identifiable Spot Tony Hawk’s Downhill Jam 3.05% 2.82% opportunities 1 GamerMetrics Mindshare based on 90 days of Awareness and Purchase Intent data leading up to November 9, 2006 2 NPD Unit Share is based on share of Wii unit sales during the first two months The Halo Effect Keeping an eye on purchase intent is critical leading up to the launch of any title Crackdown (Xbox 360) 60 Days Prior to 45 Days Prior to Launch: 7 Days Prior to Launch: IGN Launch: Microsoft announces Halo 3 editorial publishes a review, Screenshots beta promotion with awarding Crackdown an 8.0 released on IGN Crackdown Great Title…But Cluttered Launch Space Use GamerMetrics to Manage Expectations IGN GamerMetrics Mindshare data predicted that F.E.A.R. would get lost in the crowd GamerMetrics Data NPD Data introduction validity power relevance 5 outlook q&a Xbox 360 and Wii Titles Dominate 2007 Landscape What’s new for GamerMetrics 2007 Forecasting Model IGN Platform Indices Platform Indexing Nintendo Wii 1401 Up 9 0.6% Enhanced Design Sony PlayStation 3 New Features 1256 Up 30 2.4% Microsoft Xbox360 2359 Up 21 0.9% Monthly Report Highlights Micro to Macro Trends • 25 issues have been published dating back to the beginning of 2005 • Report is distributed to thousands of industry professionals each month • Recent topics include: – DS vs. PSP: Who Will Win in 2007? – Which Titles will Define the First Half of 2007? – Countdown to the Wii & PS3 launches – Holiday Retail Buyer’s Guide introduction validity power relevance outlook 6 q&a Thank You!