Gamasutra: George Jijiashvili’s Blog-Four out of four consumers don’t know what cloud gaming can offer, Omdia’s research reveals

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A quarter of those who didn’t know about cloud gaming became interested in understanding the proposal.

Omdia surveyed more than 5,000 consumers in five major markets to gain insights into consumer awareness and capture of cloud gaming services. Cloud gaming services have been around for years, but the real momentum has begun to build in the last two years. With its huge network infrastructure, attractive consumer products, and huge marketing budgets, it is driven by large game publishers and tech giants who have accelerated the change in the industry. The results of the survey highlighted the initial state of the cloud gaming market.

Only 18% of all respondents knew about cloud gaming services-5% were existing subscribers and 4% planned to subscribe. The global cloud gaming market is currently small, generating $ 1.4 billion in 2020, or about 1% of consumer spending on gaming. Over the next five years, it will grow at an impressive CAGR of 54%, with total annual revenue of $ 12 billion in 2025, about 7.5% of total consumer spending on all types of games (Omdia’s). See Cloud Gaming and Subscription Revenue Forecast 2020). -twenty five).

Outliers are in China, with 19% of respondents saying they use cloud gaming subscription services. This can be explained by the fact that the survey was conducted primarily in state capitals such as Beijing and Shanghai. In these cities, telcos are touting 5G a lot. In these regions, major carriers such as China Mobile, China Telecom and China Unicom bundle their own cloud gaming services and 5G network charges for free or at very low cost. Therefore, this is a good indicator of what to expect in China as 5G will be rolled out to more regions in the future.

The public release of cloud gaming services from Google (Stadia), Microsoft (Xbox Game Pass Ultimate), and Nvidia (GeForce Now) has solidified the familiarity of enthusiastic gamers with the concept of cloud gaming. Casual gamers remain largely indifferent to it, but we don’t think this will be a major barrier for service providers targeting this consumer segment. Facebook Gaming, Hatch, and some white-label telco services, etc., emphasize the immediate playability of the game without focusing on technology. This approach is most apparent on the Facebook gaming platform where new cloud gaming titles are offered alongside existing HTML5 instant games. Therefore, soon, many casual gamers are very likely to unknowingly play games in the cloud.

Most of the key elements have finally been integrated to make cloud gaming a viable option for both serious and casual gamers. This includes rapidly expanding high-speed Internet connectivity, 5G deployment, improved video streaming technology, and increased availability of compelling content. Its resurgence has created a trend that will have a lasting impact on all players in the technology, media and telecom (TMT) sectors in the future.

The Omdia survey was conducted on desktop and mobile devices in November 2020. 5,344 respondents from the United States, United Kingdom, Germany, Japan and China were asked: “The cloud gaming service allows us to play recent PC / console games on smartphones and other devices for about $ 10 to $ 15 per month. To use the service, we need to purchase a new console or PC. Did you know this? ”A wide range of age groups have been surveyed, but the results are not nationally representative.

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