Yandex online gaming_category_overview

1. Online Gaming Category Overview
Yandex International Business Development
[email protected]
+1 857.288.8762

[email protected]
[phone]

2. Segment Volumes
! Query dynamics
! User interest growth in regions
! Category growth forecast

3. 3
1,332,749,976
1,564,292,889
+18%
0
20
40
60
80
100
120
140
160
180
2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb
Millions of Search Queries
Search queries in Gaming category increased by 18%
Yandex data, March 2014, Geo - Russia
Comparison Period: Mar’12 - Feb’13 and Mar’13 - Feb’14.
Search queries in Gaming Category

4. 4
Fastest growth came from areas outside Moscow & St Petersburg
Yandex data, March 2014, Geo - Russia
Over the last 12 months the number of queries on online gaming increased:
• In#Moscow#and#St-Petersburg#by#15%#
• In#Russian#regions#(except#Moscow#and#St-Petersburg)#by#23%;#
• In#CIS-countries#(except#Russia)#by#37%.#
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb
Russia (except Moscow and St-Petersburg)
CIS
Moscow and Saint-Petersburg
Growth in Queries
Search queries in Gaming Category

5. 5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Spring 2012 Summer 2012 Autumn 2012 Winter 2013 Spring 2013 Summer 2013 Autumn 2013 Winter 2014
Russia (except
Moscow and St-
Petersburg)
Moscow and
Saint-Petersburg
Overall share of queries is decreasing in big cities
Yandex data, March 2014, Geo - Russia
72% 74% 73% 74% 75% 75% 73% 75%
28% 26% 27% 26% 25% 25% 25% 27%
Share of Search Queries: Cities vs Regions
Share of total Queries

6. 6
Winter is peak season for gaming queries
Yandex data, March 2014, Geo - Russia
0
50
100
150
200
250
300
350
400
Spring 2012 Summer 2012 Autumn 2012 Winter 2013 Spring 2013 Summer 2013 Autumn 2013 Winter 2014
Millions of Search Queries
Russia
CIS
Seasonality of Gaming Search Queries: Russia vs CIS

7. 7
Solid query growth forecast through 2014 and 2015
Yandex data, March 2014, Geo - Russia
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
2012
Apr May Jun Jul
Aug Sep Oct Nov Dec 2013
Feb Mar Apr May Jun Jul
Aug Sep Oct Nov Dec 2014
Feb Mar Apr May Jun Jul
Aug Sep Oct Nov Dec 2015
Feb Mar Apr May Jun Jul
Aug
Queries
Forecast for Gaming Query Growth

8. ! Most popular games genres
! User interest growth in genres
! Interest towards MMO games
Online Games by Genre

9. 9
Action, Shooter and Adventure games dominate
Yandex data, March 2014, Geo - Russia
0
5
10
15
20
25
30
35
2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb
Millions of Queries
Action
Shooter
Adventure
RPG
Simulation
Strategy
Arcade
Fighting
Logical
Slasher
Online board games
Monthly Search Queries by Gaming Genre

10. 10
Action, Shooter and Adventure make up almost 75% of interest
Yandex data, March 2014, Geo - Russia
The main interests of users are
divided among three genres. The
interest in genre is heavily driven
by specific branded titles.

For example, these titles
exemplify the top categories:
• AcEon#–#World#of#Tanks#
• GTA#Shooter#–#Counter#
Strike,#Warface,##
• Adventure#–#MinecraP#

Generic queries for the most
popular genres make up no more
than 3-7% of the total volume.
25%
22.1%
22.4%
10.4%
10.3%
6.5%
3%
1.5%
0.7% 0.6%
0.2%
Action
Shooter
Adventure
RPG
Simulation
Strategy
Arcade
Fighting
Logical
Slasher
Online board games

11. 11
Strong growth is seen in many of the genres
Yandex data, March 2014, Geo - Russia
Dynamics by percent. Adventure increased by 69%, mainly from the growth of
interest in the game Minecraft. Interest towards RPG fell by 6% due to the decreased
interest by generic search toward mmorpg, but also a reduced interest in the games
WOW и Lineage. However, there is a tendency of growing interest in mmorpg –
Archeage.
Mar 2012 – Feb 2013
Mar 2013 – Feb 2014
+69% +7% +25%
-6%
+7%
+44%
-3%
+10%
+18% -21%
+6%
0
50
100
150
200
250
300
350
Adventure Shooter Action RPG Simulation Strategy Arcade Fighting Logical Slasher Online
board
games
Millions of Queries
Annual Query Growth by Gaming Genre

12. 12
Absolute annual query growth by Gaming Genre
Yandex data, March 2014, Geo - Russia
-8,324,391
-2,103,618
-1,466,399
165,303
1,405,008
1,599,266
7,798,090
16,926,087
24,648,065
54,067,686
113,638,680
-20,000,000 - 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000
RPG
Slasher
Arcade
Online board games
Logical
Fighting
Simulation
Shooter
Strategy
Action
Adventure

13. 13
MMO Action is the largest and fastest growing area
Yandex data, March 2014, Geo - Russia
The most popular type of Massively Multiplayer Online Games is MMO Action,
representing games like World of Tanks, World of Warplanes, War Thunder.
-
2
4
6
8
10
12
14
16
18
2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Millions of Queries
MMO ACTION
MMOFPS
MMORPG
MMORTS + MOBA
MMORG
Search Queries per MMO Theme

14. ! TOP online games
! Browser vs Client games
! Online games popularity by platforms
! Online games popularity by contribution
model
Online Games

15. 15
0
2
4
6
8
10
12
14
16
2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb
Millions of Search Queries
World of Tanks
Counter Strike
Warface
Dota
World of Warcraft
ArcheAge
Call of Duty
Fallout Online
Battlefield
Lineage
World of Tanks is by far the most popular MMO game
Yandex data, March 2014, Geo - Russia
Search Queries by MMO Game Title

16. 16
World of Tanks is also most popular Action game
Yandex data, March 2014, Geo - Russia
0
2
4
6
8
10
12
14
16
2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb
Millions of Search Queries
World of Tanks
GTA
Thief
War Thunder
Batman
Hitman
World of Warplanes
Castlevania
Prince of Persia
Dishonored
Search Queries by Action Game Title

17. 17
Shooter Titles: Counter Strike is most popular, but Warface is
growing quickly
Yandex data, March 2014, Geo - Russia
0
1
2
3
4
5
6
7
8
9
2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb
Millions of Search Queries
Counter Strike
Warface
Call of Duty
Battlefield
Far Cry
Crysis
Saints Row
Half-Life
Resident Evil
Left 4 Dead
Search Queries by Shooter Game Title

18. 18
Minecraft dominates the Adventure category
Yandex data, March 2014, Geo - Russia
0
5
10
15
20
25
2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb
Millions of Search Queries
Minecraft
Assassin's Creed
The Last of Us
Darksiders
Watch Dogs
Overlord
The wolf among us
The Walking Dead
Mirror's Edge
Machinarium
Search Queries by Adventure Game Title

19. 19
PC games dominate the online gaming market
Yandex data, March 2014, Geo - Russia
2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb
PC games
Mobile games
Console games
Search Queries by Platform for Online Games

20. 20
Free-2-Play and Buy-2-Play revenue models dominate
Yandex data, March 2014, Geo - Russia
Free-2-play (World of Tanks, Counter Strike, Dota)
Buy-2-play (Minecraft, GTA Online)
Pay-2-play (World of Warcraft, Diablo, EVE)
Group «Freemium» mainly consists of games for mobile platforms
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb
Free-2-play
Buy-2-play
Pay-2-play
Freemium
Queries
Search Queries by Revenue Model for Online Games

21. Search Patterns
! Various writings of games’ titles
! Queries for gaming-related terms

22. 22
Search Query Behavior of Online Gamers
55% of users’ queries for online games are in Russian.
The other 45% use queries in English.
Only 55% of queries include the original title of online game.
45% of queries include slang, abbreviations and short titles.

Yandex data, March 2014, Geo - Russia
23.7%
31.3%
13.5%
13.2%
16.4%
1.8%
Full original title (e.g. "World of Tanks")
Full original title, written in Russian (e.g. "Контр Страйк")
Abbreviations in Russian (e.g. "ГТА")
Abbreviations in English (e.g. "GTA")
Slang (e.g. "Контра")
Game title with misprints

23. 23
Queries made by users searching for gaming-related terms

53% of queries represent various writings of game titles. 47% are inlaid
queries, including exact user intent.
Yandex data, March 2014, Geo - Russia
39.9%
21.9%
13.7%
12.2%
9.4%
2.0%
0.6%
0.3%
Installation, downloads, clients
Learning, lets-play, giudes, videos, cheats
Updates, patches, mods
Registration, servers
Gaming universe: other (maps, skins, weapon etc.)
Additional interest (screenshots, wallpapers, music etc.)
Gaming universe: heroes (abilities, experience, level up)
Gaming universe: social (races, clans, guilds)

24. Competitive landscape
✓ Category Leaders’ Click Share
✓ Click Share – Search vs. Content Sites
✓ Click Share by Regions
✓ Average CPC (dynamics)
✓ Average CPC (by position)

25. 25
Paid Click share performance for Gaming Advertisers
In Q1 2014 – 49% of total click volume in category was drawn by TOP-3
advertisers.
Yandex data, March 2014, Geo - Russia
26%
48%
31%
Search Content sites Direct - all sites
Clicks (Q1 2014)
15%
7%
10%
7%
12%
7%
Top-3 advertisers
Other advertisers

26. 26
Paid Click Share – Search vs. Content Sites
Search clicks
Content sites clicks
Click share!
In Q1’2014 clicks from content sites made 22% of total click volume.
22%
Yandex data, March 2014, Geo - Russia

27. 27
Paid Click Share – Search vs. Content Sites
Search
Online games
Yandex data, March 2014, Geo - Russia
Content Sites
Online games

28. 28
Paid clicks by Keyword strategy
Brand awareness plays an important role in the success of CPC campaign in
category. Brand keywords clicks share reaches 70% of all clicks for TOP
advertisers.
71%
16%
11%
1%
Branded keywords
Generic keywords
Retargeting
Keywords on competitors
Yandex data, March 2014, Geo - Russia

29. 29
Paid click share by location
Yandex data, March 2014, Geo - Russia
14%
5%
81%
Click share (March 2014)
Moscow St-Petersburg Regions
0%
20%
40%
60%
80%
100%
Oct Nov Dec 2014 Feb Mar
Online games
Moscow St-Petersburg Regions

30. 30
Average СРС for Online Game Category
Yandex data, March 2014, Geo - Russia
CPC
Online games

31. 31
Average СРС Trends
Yandex data, March 2014, Geo - Russia
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2014
2013
2012

32. 32
Average CPC (by position)
Yandex data, March 2014, Geo - Russia
Oct Nov Dec 2014 Feb Mar
Online games (premium) Online games (guaranteed/dynamic)

33. 33
Thank you!
Yandex International Business Development
[email protected]
+1 857.288.8762

[email protected]
[phone]