NIKITA ONLINE: Russian Gamers Grew Up and Started to Earn Money but not to Learn English

10 th of April 2012, Moscow. — As the company’s survey revealed, more than 65% of NIKITA ONLINE’s user base have their own sources of income and more than a half of them don’t mind buying some bonus content in f2p games. At the same time the number of English-speaking gamers is still rather low and makes less than 20%. 

For the first time NIKITA ONLINE publishes the results of the regular survey conducted on the audience of the GameXP entertainment web-portal ( http://gamexp.ru) which unites users of all NIKITA ONLINE’s projects. The survey performed in March 2012 focused on analysis of socio-demography and consumer behavior of the gamers.

The respondent sample was formed on the basis of population of 7 million, thus its results in many respects might be applied not only to NIKITA ONLINE’s users but to all Russian users of online games.

Due to the data received by the means of electronic questionnaire the leading age cohort is represented by a people above 19 years old there are 78% of them.  “Employee/Specialist” cohort increased by 8% compared to the previous year and now makes up 30% of the users population. Last year the biggest group was students — today their share is 24%.  

Thus excluding “Student”, “Unemployed” and “Housewife” segments (34% totally) the number of the users with their own source of income is 66%. Actually this percentage can be higher because a certain amount of students have a job as well. The company’s integral ARPU and ARPPU growth in 2011 definitely upholds this data.      

The analysis of consumer behavior conducted in the framework of the survey revealed a number of characteristics correlating with socio-demographic statics. Thus, for instance, the majority of users (49%) spend from 11 up to 30 hours on gaming weekly. This amount of playing time usually implies short but regular evening game sessions preferred by employed users; 18% of users buy bonuses in freemium games and 53% don’t mind paying for content.      

At the same time the percentage of users who speak English well enough to play original versions of the games remains low — some 82% users don’t speak English at all or have significant difficulties with it.   

Sergey Kolesov, Corporate Communications Director for NIKITA ONLINE, comments on the results of the survey: “ Free-to-play model totally works for Russian users and its potential is still far from full realization here. Age, occupation, preferences of the audience change, but above all is attitude and it changes too. People are becoming more and more accustomed to the thought it’s alright to pay for premium game content. The results of our survey build a generalized psychographic profile of more than 7 million-strong audience. It practically means that the survey data can be used to describe Russian online gamers in whole.” 

The presentation of GameXP audience survey results is available on the official NIKITA ONLINE’s site:  http://www.nikitaonline.ru/files/downloads/audience_survey_march2012_eng.pdf

NIKITA ONLINE was founded in 1991 and became the first game company in Russia. It has two offices — in Moscow and Rostov-on-Don. Currently NIKITA ONLINE operates in Russia, CIS and the Baltic states with 15 titles: 4Story, Asda Story, Divine Souls, Dragon Knight, House 3, Karos Online, King of Kings 3, Rappelz, Sphere, Sphere: Reborn, Sphere 2: Arena and browser-based Tako Online, I, the Feudal Lord, WebRacing and Lost Magic. The company has developed more than 100 titles and localized more than 50. Today there are 7 million unique users registered in NIKITA ONLINE’s projects. For more information, please, head to www.nikitaonline.ru.

GameXP — a large-scale entertainment web-portal uniting more than 7 million players. It  offers a constantly increasing number of free online games as well as a set of services for their comfortable use — from the unified game currency to the voice chat and the 24/7 support team.  


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