October 12th, 2010

World’s Largest and Most Detailed Study on Virtual Goods Consumption in Key Markets

New York (October, 2010) – SuperData Research has announced the completion of its initial study of the European virtual item market. The research provider estimates the total European Market at $1.02 billion for 2010E. This puts the Europeans’ virtual spending much closer to their North American counterparts than is the case in the traditional retail part of the games industry.

According to the series’ lead analyst, Joost van Dreunen, “the whole point of taking entertainment online is connecting with a global audience. You have to think bigger than just North America.”

The series is based on a unique dataset of more than 10 million transactions, and involves over 1 million unique users. Drawing on multiple sources, SuperData Research continuously adds to its proprietary dataset to provide detailed insight into online spending behavior for the interactive entertainment industry.

While many of its rivals depend largely on survey data, SuperData’s approach centers on actual transactions for its insights. “We’ve found that selling virtual goods is comparable to traditional retail in that it can be described using similar metrics,” according to van Dreunen. “You’ll want to know, for example, how people prefer to pay, what time of day they like to buy, and whether or not seasonality is a factor.”

Key markets Germany and Turkey kick off the series in Europe, which will be followed by the Benelux, Eastern Europe, the Mediterranean and Scandinavia.

Product Highlights

–      Proprietary data set of 10 million virtual item transactions
–      Panel of over 1 million unique users
–      Variables covered include: historic ARPPU, Seasonality, Payment Mix, Top Users Segments and Price Point Distribution
–      Available now: Brazil, Germany, North America, and Turkey.

For more information, please visit http://www.superdataresearch.com/virtual-item-sales-research-series

About SuperData Research, Inc.

As a research provider specialized in digitally distributed entertainment, SuperData Research specializes in the intersection between online entertainment and traditional retail, including virtual item sales, monetization, alternative payment methods and online game economics.

The company employs a multidisciplinary approach in compiling the data to drive its analyses, and builds on a proprietary dataset of over 10 million unique online transactions, ethnographic observation, expert interviews, and surveys.

In January 2010, SuperData Research secured multi-year angel funding. Its client base includes brand owners, developers, payment providers, publishers, retailers and venture capital firms.

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