Turkish Games Market Rises To $450 Million In 2012
Social & MMO Gaming take 40% of game time and 30% of money.
New research and analysis by Newzoo indicates that Turkish consumer spending on games will be between $400 and $500 million in 2012. The research in Turkey zoomed in on the 30 million active internet users aged between 16 and 50 and involved over 200 topics across all game business models and platforms. The majority of these consumers, 72% or 21.8 million to be exact, play games. This share is higher than in Western countries. At the same time, the share of gamers that spend money on games stands at 52%, slightly lower than in Europe or the US. Newzoo co-operated with local Seti Media to discuss, benchmark and validate results.
MMO games and games on social networks are extremely popular amongst Turkish gamers, grossing 30% of all money spent and more than 40% of total game time. Double digit growth will be fuelled by a rising active internet population, in combination with growth in average spending on games. It is not surprising that the local games industry is booming and more and more global game companies increase their effort to localize their games for the very specific Turkish market.
Social network games
Being very internationally oriented, it is not surprising to see the extreme uptake of Facebook in Turkey. For many consumers their social network is their entry point to the web. For communication, but also for games. This is illustrated by the 17.1 million Turkish social gamers making it the most popular game platform in Turkey, and just as big as Germany. Comparable to Western countries, 27% of social gamers also pays for or in games. In total they will spend more than $40 million on social network games in 2012.
More than one in five dollars spent on games in Turkey goes to MMOs. This share of 21% is higher than in any Western or Emerging country investigated. The average age of the 9.8 million Turkish MMO gamers is slightly younger than in the West, obviously related to the relatively young internet population: 80% is under 35. The share of paying MMO gamers is 46%, comparable to other countries, but average monthly spending is several times lower than in the US. 96% of MMO gamers plays free-to-play and 27% plays subscription-based MMO games. In terms of revenues, free-to-play takes slightly more than half. Spending on MMO and console games at gaming cafe’s is estimated to add at least another $30M to the total picture.
Peter Warman, CEO and co-founder of Newzoo, comments:
“Turkey is a market different from any other Western or so-called “emerging” market such as Brazil. The research results and discussions with our local partner Seti Media and first local client TurkCell, clearly show what many game companies are guessing: Turkey is one of the hottest territories for any international game company. And….. keep your eye on mobile gaming in Turkey.”
Online Access to all Turkish Data
The Turkish research involved more than 200 general and game-related topics. Newzoo clients get interactive online access to the full dataset facilitating (cross-)analyses and graph generating. Identical fresh 2012 data is also available on Poland, US, UK, Germany, France, Netherlands, Belgium. Subscribing to all Turkish data costs €4,000. First local client is TurkCell, Turkey’s largest mobile phone operator. GlobalCollect is key sponsor of Newzoo’s research in Turkey. More free infographics and information can be found on www.newzoo.com.