BCG-2021年印度手机游戏报告（英）

Copyright©2021byBostonConsultingGroup.Copyright©2021byBostonConsultingGroup.AllrightsreservedonleadingcompaniesactivelyshapingmarketevolutionwithincreasedmarketingspendsMonetizationinnon-RMGnascentbuttrendingpositivelyARPPU's2expectedtoprovidefilliptoindustryrevenuesUnprecedentedlevelofinvestorinterestindicativeofhighexpectedgrowthintheindustryFamiliarityincontent,usergeneratedcontent(e.g.,esports),influencersConsumerresearchinsightspointtomarketevolutionontodemographicsriseoftioninducesmorespend1.RealMoneyGaming2.Averagerevenueperpayinguser1TBLEfCopyright©2021byBostonTBLEfCopyright©2021byBostonConsultingGroup.AllrightsreservedCONTENTS 2DECODINGTHEINDIANGAMERREALIZING2DECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESMARKETOVERVIEWTHEINDIANECOSYSTEMTBLEfCopyright©2021byBostonConsultingTBLEfCopyright©2021byBostonConsultingGroup.AllrightsreservedCONTENTS 3DECODINGTHEINDIANGAMERREALIZING3DECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESMARKETOVERVIEWTHEINDIANECOSYSTEMCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWIN4KEYHIGHLIGHTSGamingGaminga$1.8BnsunrisesectorinIndia:stillrelativelysmall(~1%ofglobal)butgrowingveryfast(~38%CAGR)MobileMobile-firsttrendwithingamingcontinuesstrong:sizeableuserbase(300Mn+)with~$1.5Bnrevenuesandexpectedtoreach$5Bn+by2025-increasedavailabilityandadoptionturbocharginguserbaseMonetizationMonetizationstillnascent:payingbasestilllow(7-8%fornon-RMG1,15-20%forRMG)buttrendingpositivelyandalongsidehigherARPPU's2expectedtoprovidemomentumtoindustryrevenuesMultiplayerMultiplayergamesareseeingincreasedtimespentandmonetizationbecauseconsumersliketocompeteandspendtimesociallywiththeirfriendsMarketMarketmadeupofamixofgenres:differentevolutionvs.marketslikeChinawhereinactionandadventureformatssteepinginlocalconnotationsreignsupreme1.Realmoneygaming2.AveragerevenueperpayinguserCopyright©2021byBostonConsultingGroup.AllrightsreservedGamingisasunrisesectorinIndia,growingfasterthanmostmediaCopyright©2021byBostonConsultingGroup.Allrightsreserved9.5MARKET9.5MARKETOVERVIEWin$BnEVOLUTIONOFTHEINDIANMINGECOSYSTEMDECODINGTHEINDIANDECODINGTHEINDIANGAMER1.0REALIZINGREALIZINGTHEOPPORTUNITYingmobileileingmobileileTelevisionOnlineMediaINSPIRATIONS:WHATITTAKESTOWINCAGRCAGR51.GamingrevenueincludesCAGRCAGR5Source:Industryexperts,MagnaGlobal,PQMedia,Ovum,NewZoo,BCGAnalysisCopyright©2021byBostonConsultingGroup.AllrightsreservedfGamingmarketinthecountryryasofGlobalgamingtGaming1marketsizeinthecountry(2020)DECODINGTHEINDIANGAMERREALIZINGTHEOCopyright©2021byBostonConsultingGroup.AllrightsreservedfGamingmarketinthecountryryasofGlobalgamingtGaming1marketsizeinthecountry(2020)DECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYBnBnINSPIRATIONS:WHATITTAKESTOWIN6MobilegaminginIndiaisargesthinaMARKETOVERVIEWChinaEVOLUTIONOFChinaEVOLUTIONOFTHEINDIANAMINGECOSYSTEMBnConsoleConsoleislargestS1.Includingconsole,PCandmobilegamingSource:Industryexperts,MagnaGlobal,PQMedia,Ovum,NewZoo,BCGAnalysisCopyright©2021byBostonConsultingGroup.Allrightsreserved7MassiveopportunityCopyright©2021byBostonConsultingGroup.Allrightsreserved7MARKETOVERVIEWADOPTIONsADOPTIONsasofAVAILABILITYEVOLUTIONOFTHEINDIANAMINGECOSYSTEMd(PPPadjustedfor2020)DECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYChinaChinaWHATITTAKESTOWIN1.Definedasapersonwhoplaysatleastonemobilegame2.DoesnotincludeRMG3.AvgannualspendwithoutPPPadjustmentforIndiais1-3$andforChinais35-40$Source:Industryexperts,NewZoo,F&S,EIU,ForresterAnalytics,BCGanalysisCopyright©2021byBostonConsultingGroup.AllrightsreservedIndianshavemoregamingfriendlyphonesTheRAMofsmartphoneshaspastfivelingmoreadvancedCopyright©2021byBostonConsultingGroup.AllrightsreservedIndianshavemoregamingfriendlyphonesTheRAMofsmartphoneshaspastfivelingmoreadvancedngSpikeindigitaladoptionduringthepandemicadoptersfordigitalentertainmentalinteractionIndianshaveaccessIndianshaveaccesstobettergamesthaneveranPubGMobilehad50MnMAUsinIndiaIndiangamesandplatformssuchasLudoKing,Dream11,andMPLhaveOVERVIEW EVOLUTIONOFTHEINDIANAMINGECOSYSTEM…withcheaper,EVOLUTIONOFTHEINDIANAMINGECOSYSTEM…withcheaper,fasterandbetterinternetqualityIndiais14.6GBvs11GBforUSDECODINGTHEINDIANGAMERE.g.Dream11istheofficialsponsoroftheIPLandMPLsponsorstheIndianREALIZINGTHEOREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWININSPIRATIONS:WHATITTAKESTOWIN88Copyright©2021byBostonConsultingGroup.Allrightsreserved3keyaxesdefinegaminglandscapeDECODINGTHEINDIANGAMERCopyright©2021byBostonConsultingGroup.Allrightsreserved3keyaxesdefinegaminglandscapeDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYSource:AppAnnie,industryexperts,BCGConsumerSurvey,2021;N=~3,200respondentsacross21citiesinIndia,BCGanalysis9LEGENDSizeofbubbledenotesrelativesharetodayontheaxisGreencolordenoteshighergrowthoutlookexpectedMARKETOVERVIEWSINGLEPLAYERMARKETOVERVIEWEVOLUTIONOFEVOLUTIONOFTHEINDIANAMINGECOSYSTEMINSPIRATIONS:WHATITTAKESTOWINCARD&CARD&CASINO&ADVENTUREBOARDSTRATEGBOARDSPORTSCASUALREVENUEUSERPAIDSPORTSCASUALREVENUEGENRETIONGENRECopyright©2021byBostonConsultingGroup.AllrightsreservedTimeflieswhenI’mgamingwithmyfriends.Copyright©2021byBostonConsultingGroup.AllrightsreservedTimeflieswhenI’mgamingwithmyfriends.PUBGisnotjustawayforustohavefunandcompete.It’salsowherewechillandhangoutafterschool─PUBGPlayerMARKETOVERVIEWEVOLUTIONOFTHEINDIANGAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYageTime0INSPIRATIONS:WHATITTAKESTOWINFreeFireRiseofEmpirePUBGeFootballPES2020ClashofClansTeenPattiLastShelter:SurvivalGoldCallofDuty8BallPoolLordsMobileTeenPattiCarromLudoKingPoolUltimateTeenPattiCandyCoinMasterhSagadenscapesCrushaloneafterawhile─FormerCandyCrushPlayerAction&adventureCasualStrategySportsCardandCasinoBoard1.Averagetimeperuserpermonth(mins)2.ScoringbasedonpopulargamemodesandnumberofsimultaneousplayersSource:AppAnnie,Internetsearch,industryexperts,BCGConsumerSurvey,2021;N=~3,200respondentsacross21citiesinIndia,BCGAnalysisCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWEVOLUTIONOFTHECopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINRevenueRevenue1skewedtowardstopappsTopTopappsrevenue1mixskewedFluxFluxintopapps,newentrantsbreakinginregularlyy1.Onlyuserpaidrevenueforappsavailableonappstores,doesnotincludeadrevenueorRMGSource:AppAnnie,industryexperts,presssearchStrategyStrategy,casualandboardgamesbreakingintopgamesTop20gamesbysplitofgenreKEYLUDOKingNSCarromPoolSports8BallPooleFootballPES2020TeenUltimateTeenPattiPattiTeenPattiGoldCandyCrushSagaRiseofEmpireClashofClansCallofyCoinMasterLordsMobileMobileLegendsPUBGMobileLastShelter:SurvivalGarena:FreefireCardandcasinoCasualActionandadventureGardenscapesStrategyBoardCopyright©2021byBostonConsultingGroup.AllrightsreservedKEYINSIGHTSbyMAUinChinaaredevelopedbylocaldevelopersvs.just1gameinIndia(LudoKingCopyright©2021byBostonConsultingGroup.AllrightsreservedKEYINSIGHTSbyMAUinChinaaredevelopedbylocaldevelopersvs.just1gameinIndia(LudoKing)TencentandNetEaseacquirerightstoglobalIPandlocalizethemforChineseusersviacontent,languageandmonetizationMARKETOVERVIEWChinaEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERGenreGenrebreakdownamongtop20grossinggamesinIndiaandChinaREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINRacingSportsBoardCardandcasinoCasualActionandadventureRacingSportsBoardCardandcasinoCasualActionandadventureStrategytothecomplexgamesoftoday.Bothdevelopersandgamershavegraduallyevolved.Ontheotherhand,Indiahasimportedcomplexgamesandskippedthelearningcurve.─ChinesegamingindustryexpertCopyright©2021byBostonConsultingGroup.AllrightsreservedEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYPayingusersMonetization:RealmoneygaminglargestCopyright©2021byBostonConsultingGroup.AllrightsreservedEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYPayingusersMARKETOVERVIEW1.5BnRevenueMARKETOVERVIEW1.5BnPayingusers1.2BnINSPIRATIONS:WHATITTAKESTOWINMobileMobileGaming(India)RMGinnovatingtoincreaseshareofuserpayments-expectedtoincreaseinrelativersSmallersharebutduetorevenuesayUserpaidB2Brevenue1.Onlyuserpaidrevenueforappsavailableonappstores,doesnotincludeadrevenueorRMGSource:AppAnnie,industryexperts,BCGAnalysisCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWEVOLUTIONOFTHEINDIANGAMINGECOSYSTEMCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWEVOLUTIONOFTHEINDIANGAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINSachetpricingenhancetrialsby"never-spenders"tresultsWidersuiteofGameshaveseenriseinintroductionofUPIandcreditcards)tmAmazonPayPhonePeGPayyandperceptionofpayersCosmeticpurchasesserveasSource:Industryexperts,Googlereport2020,BCGConsumerSurvey,2021;N=~3,200respondentsacross21citiesinIndia,presssearchTBLEfCopyright©2021byBostonTBLEfCopyright©2021byBostonConsultingGroup.AllrightsreservedCONTENTS DECODINGTHEINDIANGAMERREALIZINGDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESMARKETOVERVIEWTHEINDIANECOSYSTEMCopyright©2021byBostonConsultingGroup.Allrightsreserved1GAMETECHUNREALEngineUnity6GAMINGPLATFORMSLucidLabsstwoodInteractiveXigmaGamesUnderdogsStudioLLPMPL:MobilePremierLeaguePaytmFirstGamesWINZOROBLOXSTADIA5ESPORTSTEAMSTSMTeamTeamFinaticCopyright©2021byBostonConsultingGroup.Allrightsreserved1GAMETECHUNREALEngineUnity6GAMINGPLATFORMSLucidLabsstwoodInteractiveXigmaGamesUnderdogsStudioLLPMPL:MobilePremierLeaguePaytmFirstGamesWINZOROBLOXSTADIA5ESPORTSTEAMSTSMTeamTeamFinatic7ADNETWORKSAdMobAudienceNetworkbyInmobiFacebookVivoSamsungBackboneMiMARKETOVERVIEWtEnablersEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINSOCIALFacebookGamingDiscordYouTubeGamingnDistributionInterfaces33INDEPENDENTDEVELOPERS22OTHERIPOWNERSLucasfilmLtdFIFA44GametionGames24SevenSTUDIOSANDPUBLISHERSCtroTencentCtroTencentGamesGameskraftUbisoftKingKraftonGameUnion88APPSTORESEPICGamesGoogleEPICGamesppBazaarppBazaarSteamStore99ESPORTSLEAGUESNODWINGamingESLIndiaLEGENDLEGEND:ARCHETYPESOFCOMPANIESINTHEGAMINGECOSYSTEMSource:Industryexperts,presssearchGAMERSPAYMENTGPayPaytmDEVICESCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWIN5keytrendsintheIndianmobilegamingmarketIncreasedIncreasedfocusonfamiliarcontent,alongwithvisualandvoicefeaturesarehelpingonboardnewgamersanddrivinghigherengagementIndiaIndiaemergingastalenthub-forIndiaandfortheworld:largertalentpoolwith#gamingcompanieshavinggoneup>10xoverlastdecade.EarlyinvestmentsbyinternationalstudiostranslatingtotalentproliferationnowInfluencerInfluencer-drivenusergeneratedcontent,livestreamingandthenascentbutgrowing~$100MnesportsindustryaredrivinggamingadoptionandhigherengagementGamingGamingplatformsemerging-attractinguserandinvestorattention:propositionofdiversegamesasaonestopshopInvestorsInvestorsareactivelyscoutingandshapingspace:increasedearly-stageactivitywithnewhighsintermsof$sinvested(~33%ofallgamingfundingcamein2021Q1)Copyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWAkeydrivervoicechatgamerstolanguageofofPUBG'ssuccessinfunctionintheapp,communicateinCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWAkeydrivervoicechatgamerstolanguageofofPUBG'ssuccessinfunctionintheapp,communicateinrealchoiceEVOLUTIONOFTHEINDIANAMINGECOSYSTEMPUBGDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYLudoKing•Indians•Visualandhasgrownrapidlyarealreadyfamiliarbecause:INSPIRATIONS:WHATITTAKESTOWINwiththeboardtutorialsmadetheintuitivemobilegameeasyIndiaisitswhichallowstimeintheirIndiaisitswhichallowstimeintheirIndiangamersareoftenunwillingtosettheirdevicesettingstonon-English.Thus,whenthereisreducedrelianceontexte.g.,voicechatsorvisualtutorials,ithelpsinadoption(breakinglanguagebarrier)─GamingindustryexpertSource:Newsarticles,industryexperts,presssearchCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWinIndiaEVOLUTIONOFTHEINDIANAMINGECOSYSTEMINSPIRATIONS:WHATITTAKESTOWINTalentbegetsCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWinIndiaEVOLUTIONOFTHEINDIANAMINGECOSYSTEMINSPIRATIONS:WHATITTAKESTOWINInternationalInternationalstudiossuchasEA,UbisoftandZyngahadsetupgamedevelopmentcentersinIndiaintheearly2010’sDECODINGTHEINDIANGAMERTotalnumberofgamingcompaniesinTotalnumberofgamingcompaniesinIndiaREALIZINGTHEOPPORTUNITYMPLPLAYSIMPLEBombayPlayInteractiveMnwithinyearsoflaunchlfrontRaised$2.5MnfromLumikai,LeoCapitalromKaeCapitalGraphVenturesSource:AppAnnie,newsarticles,industryexperts,presssearchCopyright©2021byBostonConsultingGroup.Allrightsreserved.0515.05MARKETOVERVIEWEVOLUTIONOFTHEINDIANGAMINGECOSYSTEMDECODINGTHECopyright©2021byBostonConsultingGroup.Allrightsreserved.0515.05MARKETOVERVIEWEVOLUTIONOFTHEINDIANGAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINveengagementforstreamers31.3CarryMinati..5.7AshishChanchalaniAmitBhadanaTechnicalGurujiBBKVines.9Techno..6.9LokeshGamerDesiGamersNon-gamingcreatorsGamingcreatorsstributionAmongUshit21MnMAUorganicallyviastreamersAmongUsAndroidMAUsinIndia(Mn)0.030.56JulAugSepOctNovDecMnayearalone.Brandpartnershipsareoverandabovethat.YouTubeYouTube'smembershipsubscriptionplatformSource:SubscribersasofJul-2021–YouTube;Industryexperts,AppAnnie,newsarticles,BCGanalysisCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWEVOLUTIONOFTHEINDIANGAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWEVOLUTIONOFTHEINDIANGAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWIN6%PublisherMediaSponsorshipB2BTicketsandTotalfeesrightsTotalmerchandiseB2BrevenueUserpaidincreasingthelifespanofgames–competitiveforyearsforsomegamesTSMTSMPUBPUBGFFreefireNODNODWINGamingPPlayVSGlobalGlobalesportsoutfitslikeTSMandFnatichavesetupIndiaspecificteamstorecruitlocalplayersandcompeteinregionaltournamentsToutedplayerslikeMortal,ScoutandOwaisareprimingthemtobethesuperstarsforthenextgenerationtournamentswithprizepools>$100KUSDstreamingaudiencewatchesportsinIndiavs27%globally;expectedtoriseasformaltournamentganizerssuchasNodwineducateaudiencesegePlayVS(USbasedstartup)leaguesinN.AmericaSource:Industryexperts,Newzoo,F&S,newsarticles,presssearchCopyright©2021byBostonConsultingGroup.AllrightsreservedREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINGamingplatformsareattractiveforusersCopyright©2021byBostonConsultingGroup.AllrightsreservedREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINMARKETOVERVIEWMARKETOVERVIEWsy1battles,tournamentsetc.MPLWINZOPaytmFirstGamesTherearenumeroustitlesgivingsomethingEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERbecausetheymitigatethehits-drivennatureofgames.Suchplatformsaccountedforover88%ofallVCfundingingamingin2020GamingplatformsOthersTotal1.Companyinterview2.SecondaryresearchSource:AppAnnie,newsarticles,industryexperts,presssearchCopyright©2021byBostonConsultingGroup.AllrightsreservedINSPIRATIONS:WHATITTAKESTOWINInvestoractivitybooming:gamingisthenextCopyright©2021byBostonConsultingGroup.AllrightsreservedINSPIRATIONS:WHATITTAKESTOWINMARKETOVERVIEWMARKETOVERVIEWTotalfundingraised($Mn)EVOLUTIONOFTHEINDIANAMINGECOSYSTEM42455334DECODINGTHEINDIANGAMER2010-13201420152016201720182019DECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYActivegaminginvestorsandkeyinvestmentsSequoiaMPLMoonfrogRheoOctroCapitalIndiaKalaaricapitalDream11WINZOLumikaiLOCOBombayPlayeloeloAccelGetMEGAMechMochaElevationPlaysimpleTurnip*notexhaustiveSource:Tracxn,Pitchbook,industryexperts,presssearchEmergingstrategicandM&Aactivity(2021)PlaysimpleTBLEfCopyright©2021byBostonConsultingGroupTBLEfCopyright©2021byBostonConsultingGroup.AllrightsreservedCONTENTS REALIZINGTHEOPPORTUNITYDECODINGREALIZINGTHEOPPORTUNITYDECODINGTHEINDIANGAMERINSPIRATIONS:WHATITTAKESMARKETOVERVIEWTHEINDIANECOSYSTEMCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINKEYCONSUMERINSIGHTSfferentdriversLimitedcorrelationoffactorslikedarchetypescontinuetobemaledominated)–helpspushoverallmaturitycurveforgaminginIndiaetohalfthegamersprefertoplaygameswithfriendsandfamilyasameansofsocializinghighsmonetizationpreferencesrsareseeinggaminginapositivelightandarelikelytousegamingasameansoftherapyasationalpurposesCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWCONTEXTEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHECopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWCONTEXTEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINontextsCONSUMERCONSUMERNEEDSOCCASIONPROACTIVECATEGORYINVOLVEMENTMODERATEwithmoderateGROUPCOMPOSITIONSOLOGROUPSource:BCGConsumerSurvey,2021;N=~3,200respondentsacross21citiesinIndiaCopyright©2021byBostonConsultingGroup.AllrightsreservedTIMECRUSHINGSOCIALIZINGCopyright©2021byBostonConsultingGroup.AllrightsreservedTIMECRUSHINGSOCIALIZINGngwithfriendstocatch-up,socializeandhavefunDIEHARDGAMINGcompetitivegaminginMARKETOVERVIEWEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINOOCCASIONAAD-HOCPROACTIVESOLOGGROUP1WINDOWWINDOWSHOPPINGIINDULGINGPRIZEWINNINGPRIZEWINNINGModerateModerateCATEGORYCATEGORYINVOLVEMENTmersieuserswhohavedownloadedgamesbutplayatfrequencyofweeks1.includesfriendsandstrangers,bothinpersonandvirtually2.wasconsideredascreenerandtreatedoutsideofthesurveyscopeSource:BCGConsumerSurvey,2021;N=~3,200respondentsacross21citiesinIndiaCopyright©2021byBostonConsultingGroup.AllrightsreservedTIMECRUSHERPRIZEWINNERLIZERSOCIAMARKETOVERVIEWEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINCopyright©2021byBostonConsultingGroup.AllrightsreservedTIMECRUSHERPRIZEWINNERLIZERSOCIAMARKETOVERVIEWEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINg1.includesfriendsandstrangers,bothinpersonandvirtually2.wasconsideredascreenerandtreatedoutsideofthesurveyscopeINDULGEROOCCASIONAAD-HOCPROACTIVESOLOGGROUP1WINDOWWINDOWSHOPPERDIEHARDGAMERModerateModerateCATEGORYCATEGORYINVOLVEMENTmersieuserswhohavedownloadedgamesbutplayatfrequencyofweeksSource:BCGConsumerSurvey,2021;N=~3,200respondentsacross21citiesinIndiaCopyright©2021byBostonConsultingGroup.Allrightsreserved SHOPPERTIMECRUSHERINDULGERDIEHARDGAMERPRIZEWINNERMARKETOVERVIEWCONSUMERSEGMENTSEVOLUTIONOFTHEINDIANAMINGECOSYSTEM DECODINGTHEINDIANGAMERREALIZINGCopyright©2021byBostonConsultingGroup.Allrightsreserved SHOPPERTIMECRUSHERINDULGERDIEHARDGAMERPRIZEWINNERMARKETOVERVIEWCONSUMERSEGMENTSEVOLUTIONOFTHEINDIANAMINGECOSYSTEM DECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINHousewifeStudentStudentNotadifferentiatorNotadifferentiatorBusinessowner,erunderindexedtrendlargelysecularSSOCIALIZER15-24years 8 %Source:BCGConsumerSurvey,2021;N=~3,200respondentsacross21citiesinIndiaCopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINVARIABLESWINDOWSHOPPERTIMECopyright©2021byBostonConsultingGroup.AllrightsreservedMARKETOVERVIEWEVOLUTIONOFTHEINDIANAMINGECOSYSTEMDECODINGTHEINDIANGAMERREALIZINGTHEOPPORTUNITYINSPIRATIONS:WHATITTAKESTOWINVARIABLESWINDOWSHOPPERTIMECRUSHERINDULGERDIEHARDGAMERSOCIALIZERPRIZEWINNER KeyneedsAvoidboredom/stayPassingtime/Avoidboredom,QualitytimealoneSelf-indulgenceQuick-breakCompetitionspirit,feelenergizedBondandconnectFitinwithgroupsEarnmoneyPreferr