A new study from Juniper Research (www.juniperresearch.com) has found that revenues from the global digital games market are set to reach the $100 billion milestone by the end of this year.
The research group found that, contrary to previous concerns, the PC market has seen reinvigoration via F2P (Free to Play) games. Coupled with the continued growth of mobile, the industry will see total revenues reach $132 billion by 2021.
Juniper found Supercell to be the clear market leader, effectively monetizing consumers through engaging games, highly rated by consumers. The research advised that publishers such as Niantic must create longevity and engagement, lest they see drop-off in terms of active users.
The outlook for the mobile industry is positive, according to Juniper. Publishers are now seeking to integrate in-game advertising. The research found that this will be most effective when users opt-in; watching a short video to provide players with additional in-game credits can be marketed alongside paid options for an ‘ad-free experience’.
The research group noted rapid adoption of the F2P monetization strategy on PC devices, where consumers are enticed into accessing a game which is free, before developers harness the freemium model; popularized by mobile games, in order to accelerate spend, with this accounting for almost 80% of the platform’s revenues by 2021.
“Juniper believes there is further opportunity for F2P on PC; particularly in Western markets; as well as console, with digital platforms such as Xbox Live playing host to F2P titles which are then monetized via in-game purchases and add-ons” explained research author Lauren Foye.