CEO Michael Schade on how sold units 2010 affect the mobile gaming market in 2011.

1. Smartphone and Tablet Gaming 2011 –
SWOT-Analysis of the “Smart”
Mobile Gaming Platforms
Michael Schade, CEO & Co-Founder
FISHLABS Entertainment GmbH
Casual Connect 2011, Hamburg, February 8, 2010

2. J2ME 3D GAMES PORTFOLIO SONY ERICSSON

3. 40 MIO iPHONE GAME DOWNLOADS

4. EVOLUTION IN MOBILE GAMING
CPU Clocking
4500
MHz
4000
3500
3000
2500
2000
Console
1500 Mobile
1000
500
0
Year

6. INSTALL BASE 2010
180
PS2
160
Xbox
140
Xbox 360
120 PS3
Wii
Millions
100
PSP
80
iOS
60 Android 2.x
40 Symbian^3
Bada*
20
WebOS*
0 WP7
Sold Units Estimate
*Definition: Smartphone considered to feature the original iPhone specs or better
Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs

7. INSTALL BASE 2011
350
PS2
300 Xbox
Xbox 360
250
PS3
200 Wii
Millions
PSP
150 iOS
Android 2.x
100
Symbian^3
50 Bada*
WebOS*
0 WP7
Sold Units Estimate
*Definition: Smartphone considered to feature the original iPhone specs or better
Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs

8. COMPETITION TOTAL
90000
PS2
80000
Xbox
70000
Xbox 360
60000 PS3
50000 Wii
PSP
40000
iOS
30000 Android 2.x
20000 Symbian^3
Bada*
10000
WebOS*
0 WP7
Games** released until end of 2010
*Definition: Smartphone considered to feature the original iPhone specs or better
**Estimate: Games make 20% of apps across all mobile platforms
Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs

9. COMPETITION WEIGHTED
1200
PS2
1000 Xbox
Xbox 360
Competition Index
800 PS3
Wii
600 PSP
iOS
400 Android 2.x
Symbian^3
200 Bada*
WebOS*
0 WP7
Games** competing weighted by install base
*Definition: Smartphone considered to feature the original iPhone specs or better
**Estimate: Games make 20% of apps across all mobile platforms
Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs

10. INDIES DOMINATE ON THE APP STORE
Source: Distimo Report, Full Year 2010

11. INDIES DOMINATE ON ANDROID MARKET
Source: Distimo Report, Full Year 2010

12. INDIES POPULAR ON OVI
Source: Distimo Report, Full Year 2010

13. BRANDS DOMINATE ON WINDOWS PHONE 7
Source: Distimo Report, Full Year 2010

14. SWOT ANALYSIS
 Apple iOS  Nokia Symbian^3
 Large install base  Small install base
 Very solid app store but no MNO billing  Improved app store with MNO billing
 Some fragmentation  Very little fragmentation
 Some piracy  Heavy piracy
 Huge competition  Some competition
 Casual heavy on freemium  Casual heavy on freemium
 Hardcore and brands heavy on premium  Hardcore and brands heavy on premium
 Heavy price pressure  Nokia committed to drive DLs
 Google Android  Windows Phone 7
 Large install base  Small install base
 Improved app store with MNO billing  Solid app store
 Heavy fragmentation  Little fragmentation
 Heavy piracy  Little piracy
 A lot competition but mostly low quality  Some competition
 OEM and MNO app stores coming  Premium category
 Heavy price pressure  Cross platform

15. TABLET VS. SMARTPHONE
Barclaycard Rollercoaster Extreme
14%
0% iPad
31% iPhone
 Free casual game
4%
iPhone 3G
 12.5m DLs total
 Top 5 worldwide
iPhone 3GS
14% iPhone 4
iPod 1
iPod 2
3% iPod 3
11% iPod 4
23%
1%
Split by device since 24.12.10

16. TABLET VS. SMARTPHONE
Galaxy on Fire 2
12%
25% iPad
4% iPhone
 Hardcore sci-fi
7% iPhone 3G
 Paid at $9.99
1% iPhone 3GS
 Top10 Grossing
in US, UK, DE
1% iPhone 4
5% iPod 1
iPod 2
30% iPod 3
16% iPod 4
Split by device since 24.12.10

17. KEY CONSIDERATIONS
 What business?  What engine?
 Premium  Develop in-house if flexibility, control and
 Try&buy performance are essential
 Freemium
 Ad-funded
 What platform?
 iOS  License if time to market is key or dev
 Android team is relatively small or deep engine
 Symbian^3 knowledge is absent
 Windows Phone 7
 MeeGo
 Bada
 WebOS

18. Thank you!
michael@fishlabs.net
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