How many children are there in Russia, what they play games on, what is the volume of the children’s market, – he told App2Top.ru Alexey Ilyin, head of children’s projects of the VGTRK gaming direction.
The other day, Interactive Cartoon, a brand of VGTRK, shared with us a very interesting infographic. According to it, there are about 17 million children aged 2 to 12 years in Russia. 71% of them play video games.
In connection with the infographic, we asked Alexey to tell us how much games for children earn in Russia.
Alexey IlyinThe market for mobile games for children is small now.
In 2015, the global children’s gaming market accounted for about 7.8% of the global gaming market and was estimated at $1.9 billion. In this assessment, children from 0 to 13 years old were taken. About 50% of the profit falls on the segment from 10 to 13 years.
In Russia, the market for mobile apps for children is quite modest. So we are looking at the children’s market in a complex: TV channels, cartoons, cartoon brands, toys and other products for children. And the volume of this market in Russia is much larger. The volume of the toy market in Russia alone is estimated at about $3 billion, and the branded products segment in Russia is estimated at $12.5 billion (this is about 12-15% of the children’s products market). This share is significantly lower than in developed countries, but it will grow rapidly in the coming years.
I would like to note that there is now a trend towards merging children’s gaming companies, increasing interest in brands and attempts to unite various media. This demonstrates the maturation of the children’s gaming market. A good example is the purchase of Toca Boca (one of the leaders of the children’s app market) by Spin Masters, a well–known toy manufacturer and owner of a number of cartoon brands.
Our holding (VGTRK) preaches a similar ideology. We support the launch and development of our brands (cartoons and TV cartoon channels) by creating interactive products and selling licenses for the production of physical goods.
A separate structure (0+ media) has been specially created within the holding, which is engaged in the formation and sale of licenses. For example, this summer there will be teddy bears in stores, dolls and other products based on the characters of the “Fairy Patrol” in the fall.
To ask more about what is happening with the children’s apps market now, Alexey will personally be at White Nights St. Petersburg 2016. On June 28, he will read a report on the topic “Features of the audience of children’s games”.
You will be able to learn about the latest trends in the gaming industry first-hand, personally meet and discuss working issues with leading companies in the game development and publishing market at White Nights St. Petersburg 2016, which will be held on June 28-29.