Karol Severin

Karol is a co-founder and Research Director at MIDiA. With over a decade of experience in consumer research, industry analysis, and consulting, Karol oversees the direction, coverage and quality of all MIDiA’s research output. Prior to co-founding MIDiA, Karol gained experience in TMT market research and consulting, as well as an entertainment industry startup founder. He holds a business management degree from Queen Mary, University of London, with specialisation in strategy, quantitative methods, and entrepreneurship.

Gamers & entertainment merchandise

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Karol Severin

August 2021

Gaming

Games

mobile games

As the digital entertainment worlds grow alongside the traditional IRL entertainment world, the next step in the evolution of the entertainment industry will be to bridge the IRL & digital entertainment spheres together, as and where appropriate. One such opportunity is to build bridges between physical and digital merchandise buying.

Chinese limits on gaming are more about the long-term, rather than short-term impacts

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Karol Severin

31 Aug 2021

Audience engagement

A new regulation announced by the National Press and Publication Administration issues new rules around games engagement of under 18s. As reported by the Wall Street Journal, the new rules will allow no online video games to be played during the school week, and only permits one hour of play per day...

min read

Roblox continues its growth story narrative, but cannot escape the Covid-bounce effect

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Karol Severin

20 Aug 2021

financial results

Roblox reported on its Q2 2021 results this week. Indeed, a continuation of the company’s growth story with bookings surpassing $665 million, up 35% year-on-year. On paper, the 127% YoY growth of revenue looks even more impressive.

min read

A handful of sports dominate fandom among esports viewers, but opportunity still exists for many

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Karol Severin

11 Aug 2021

Sports are increasingly executing on the overlap between gaming and esports. A handful of sports have established a strong foothold and lead among esports viewers. Data shows, however, that the still-emerging esports viewer segment provides opportunities across the sports fan spectrum.

min read

Quick Take: The metaverse – expect goldrush by many, market domination by a few

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Karol Severin

2 Aug 2021

Media and Marketing

After years of pioneering, tinkering and iteration, the concept of metaverses is moving closer to the mainstream in media and entertainment, in particular in games and social media, for example. In the words of Bill Gates, people tend to overestimate the short-term impact and underestimate the long-...

min read

What Steam Deck, Netflix, Zoom, Peloton and Pro Evolution Soccer tell us about the future of games distribution

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Karol Severin

23 Jul 2021

content distribution

Due to some unforeseen circumstances, I had to take some time off in the last two weeks. It is never good to have to step away from the buzz of daily games industry developments, but the silver lining is that the brief pause enabled me to look at seemingly unrelated games news of the last two weeks ...

min read

The esports viewer dossier Q1 2021

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Karol Severin

June 2021

subscribers

Gaming

Games

...

The games industry has changed; E3 needs to do the same if it is to remain relevant

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Karol Severin

21 Jun 2021

This year’s E3 has experienced mixed reviews, with the consensus largely being that some interesting announcements were made, but they no longer provide an all-encompassing view of what’s going on in the games industry and what to get excited about for the rest of the year.

min read

Games video creators can help attract new audiences to esports, if rights holders empower them to

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Karol Severin

14 Jun 2021

Those who have been following MIDiA’s games coverage for a while will have seen our posts about the growth problem of esports and suggestions around putting focus on the entertainment angle , rather than just on the sports angle, in order to most effectively capitalise on the opportunity.

min read

Marketing a game? Put enough focus on Discord and TikTok

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Karol Severin

7 Jun 2021

games marketing

TikTok and Discord are essential channels for effective gamer targeting. MIDiA’s Q1 2021 survey states that weekly active user penetration of the two services over-indexes among mobile and console gamers the most of all tracked social media.

min read

Games subscriptions
Early market leaders and consumer profiles emerge

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Karol Severin

May 2021

Consumer behaviour

Apple

YouTube

As games subscriptions grow, understanding gamers through the lens of their subscriptions becomes crucial. Monitoring the growth of games subscription services and the behavioural makeup of segments that emerge with them is becoming increasingly important for developers and publishers alike – be it to make decisions around platform prioritisation...

Why we could see Epic Games gradually turn Fall Guys into free to play?

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Karol Severin

28 May 2021

Fall Guys characters are venturing out into Super Bomberman’s free-to-play new release. It is the first time a Fall Guys character crosses over to another game. It is an interesting way to market a paid game to wider audiences and raise awareness for Fall Guys – a marketing push it needs if its ...

min read

Live streamed concert demand
Ready for prime time

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Mark Mulligan, Karol Severin and Kriss Thakrar

May 2021

Spotify

Spotify

live music

Virtual concerts went from zero to a hundred at an unprecedented rate during the pandemic-shaped 2020, and the momentum carried through to 2021. But if lockdown years are like dog years, then so too the evolution of the current virtual event marketplace has been concertinaed.

Watch out Warzone and Fortnite: Ubisoft is coming after free-to-play

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Karol Severin

17 May 2021

Ubisoft announced last week that it is adding specific focus on free-to-play, alongside its AAA catalogue. In doing so, it is following a route that has been very successful for Activision with its Warzone strategy.

min read

BTS
BTS hit big with the most successful virtual concert yet

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Mark Mulligan, Karol Severin and Kriss Thakrar

May 2021

Read the case study …

Quick take: Epic doubles down on expression and creation with the acquisition of ArtStation

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Karol Severin

10 May 2021

Epic Games embarked on the journey of attracting third-party developers a while ago , but it has now made a significant step towards building up a go-to marketplace and distribution centre for designers and creators of digital art and in-game items.

min read

In-game spending
Cross-entertainment product strategy

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Karol Severin

April 2021

YouTube

multitasking

Twitch

Games revenue growth is about to slow, with in-game spending the sector set to retain most momentum. Simultaneously, other entertainment sectors will actively seek to monetise digital fandom. Future games revenue will need to tap opportunities beyond games-related spending alone, and the wider entertainment demands of consumers.

The case for next-generation spectator modes in games

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Karol Severin

26 Apr 2021

The increasing need for digital expression, co-creation, and managing friction in the saturated attention economy presents a lucrative opportunity to bring the in-game spectating experience to the next level.

min read

Monetising Fandom
Unlocking growth beyond games

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Karol Severin

April 2021

digital content

Games

cross-entertainment strategy

Beyond gaming to cross-entertainment partnerships webinar slides - 22-04-2021

Music & Gaming
A new way to play

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Mark Mulligan, Karol Severin and Keith Jopling

April 2021

In today’s music business, the consumer boom is rapidly leading to a creator bust. For the music industry to untangle itself from this dysfunctional loop, it needs to find new ways of monetizing fandom, not simply relying on consumption. Artists need new ways to connect and transact more productively with their immediate fan bases.

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