Bailey Bounds is the Editor of KidsWire®, a source which provides business professionals with the strategies, news and insight necessary for them to engage with digitally connected kids. Richard Gottlieb will be an EMCEE at the Digital Kids Conference which takes place at the Javits Center during Toy Fair from February 12-13. Global Toy News is collaborating with the Digital Kids Conference in bringing you Bailey's excellent insights on the digital world.
The Digital Kids ™ market is becoming infiltrated with companies and even parents developing children’s games and apps that function as learning tools. However, Kytephone and comScore market data released last week shows that if kids could choose, they would pick games that are more fun and user-generated rather than instructive learning games and apps.
This week, KidsWire highlights Kytephone’s study data, which shows Rovio titles are among the most
popular in mobile kids games, as well as comScore’s study data, which shows ROBLOX’s 2012 growth and success in the Digital Kids ™ gaming and entertainment space.
Kytephone Finds Kids Prefer Fun Mobile Games
Kytephone offers tools that turn Android phones into kid-safe devices with parental controls. Because the platform can detect the most frequently downloaded apps, Kytephone is able to gather and analyze data, finding that Rovio titles are among the most addictive kids mobile games in terms of time spent playing.
The study showed that Rovio’s Angry Birds Star Wars is the most played game since its release. Other titles topping the most-time-spent-gaming charts include Angry Birds, Bad Piggies, Minecraft (demo), Angry Birds Seasons, Minecraft, Angry Bird Space, Temple Run and Logo Quiz.
During the Holidays, the company’s data showed that children spent 51% more time playing Angry Birds Star Wars when compared to Angry Birds, despite only having 40% of its install base. When compared to Angry Birds Space, these kids invested 197% more time in the Angry Birds Star War Version with only 57% of its install base.
Kytephone’s figures offer a different way to look at the kids’ mobile gaming realm because the company’s rankings are based on how long kids play these games rather than how often. These study results do not completely represent an overall children’s gaming mobile trend because Kytephone is an Android-only service, excluding iOS data.
What these numbers do show is that Rovio has improved the nature of its games over time and has become a preference for children.
comScore Puts User-Generated ROBLOX Site at Top of 2012 Charts
In addition to Kytephone’s study results highlighting fun Digital Kids ™ games, comScore also released research data this week, showing that gaming site, ROBLOX, topped 2012 charts as the as the largest user-generated content site in video games and the #1 entertainment site for kids.
ROBLOX’s dramatically increased 2012 growth, as shown by comScore data, highlights kids’ presence on the digital gaming platform.
Although ROBLOX does incorporate learning components by challenging kids ages 8-16 to become their own programmers, transforming them into architects of their own 3D worlds, it also encourages them to be creative and have fun building and playing gaming content rather than instructing them.
In the last year, ROBLOX overall saw its highest number of gameplay hours and views. Builders and players spent more than 176.3 million hours in gameplay, playing 149 of the site’s games at least 1 million
times and viewing pages 13.3 billion times. When compared to 2011, this data translates to a 50% increase in gameplay hours, a 70% increase in gameplay itself and a 37% increase in page views.
In comScore’s Kids Category only, ROBLOX topped five areas, dominating average daily visitors, total minutes, total page views, total visits and average visits per day and also topping all game sites in total page views.
A level of the site’s overall growth is stemming from the newly released ROBLOX Mobile app, which allows users to access, explore, build and play on the site for free from their iPads, iPhones and iPod Touches.
“ROBLOX gives builders the tools and freedom to put their imaginations into action,” said David Baszucki, CEO. “Our community’s commitment to building, sharing, and playing on ROBLOX is evolving in spectacular ways, and these 2012 numbers show how exciting and engaging user-created content can be for desktop and now mobile experiences.”
ROBLOX’s 2012 success along with Rovio’s popularity in the kids’ digital gaming space indicate that while games and apps incorporated with learning tools are a growing, popular market in the Digital Kids ™ world, children are still drawn to fun and user-generated games that empower freedom, imagination and creativity.