1. November 2012
An audience of billions –
just how big can the mobile games market get?
Simon Podd, Director of Sales, EMEA
2. Flurry Track Record
Number 1 Mobile Reach
Monthly Unique Users 720M
Number 1 Analytics
Application Developers 85K
Applications 240K
Monthly Unique 60B
Sessions
Number 2 Ad Network
Monthly Clips 120M
3. The Fastest Adopted Technology. Ever.
iOS & Android devices vs. top technologies, 5 years after introduction
10XFASTER than the
2X
FASTER than the
3X
FASTER than current
1980s PC REVOLUTION 1990s INTERNET BOOM 2000s SOCIAL NETWORKING
Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry
4. Competition for Consumers Continues to Increase
Over 1 million available apps on iOS and Android
GOOGLE PLAY iTUNES APP STORE
5. Addressable Market to Surpass 1 Billion Next Year
Active smartphone & tablet devices
Total Addressable Market
Aggressive: 5B WW Mobile Device Owners
Conservative: 2B WW Adults, Middle Class or higher
1.1 B
Upside:
Smartphones – dropping prices, especially Android
Tablets – little replacement, mainly new; sub for PCs
Connected TVs – to be shipped
Reference:
660 M
2.3 Billion Internet Subscribers today
331 M
76 M
23 M
Source: Flurry Analytics
6. Apps Are Disrupting the World
Top Countries by Active iOS & Android Devices (millions)
Source: Flurry Analytics active devices July 2012
7. Apps Are Disrupting Emerging Markets
Fastest Growing iOS & Android Markets by Active Devices
Source: Flurry Analytics, July 2011 – July 2012, countries with at least 500k active devices as of July 2011
8. Microsoft Blows by a Beleaguered Research in Motion
Flurry New Project Starts, RIM vs. Microsoft
WINDOWS PHONE BLACKBERRY
Source: Flurry Analytics
9. Microsoft Sets Its Sights on Android
Flurry New Project Starts Q2 2011 vs. Q2 2012
Q2 2011 Q2 2012
iOS Android Windows Phone BlackBerry
Source: Flurry Analytics
10. Mobile App Usage Overtook Online in 2011
U.S. mobile apps vs. web consumption, minutes per day
WEB BROWSING MOBILE APPS
94
81 MINUTES
70 66 74 MINUTES 72
64 MINUTES
MINUTES
MINUTES MINUTES
MINUTES
43
MINUTES
Sources: comScore, Alexa, Flurry Analytics; data includes Smartphones & Tablets, U.S. only
11. Mobile Apps Dominate Time Spent on Smartphones
Share of time spent on smartphones
More than
18.5%
Browser
80%
of mobile minutes
81.5% are spent in apps
Apps
Source: comScore, March 2012
13. Tablet Usage Is More Concentrated during Primetime
Usage by Hour, Smartphones versus Tablets
% of Audience Using
Smartphones
Tablets
Hour of Day
Source: Flurry Analytics, Sep 2012
14. Tablet Usage is Longer but Less Often
App Engagement, Smartphones versus Tablets
Weekly Frequency of Use Minutes per Session
Smartphones Tablets
15. Tablet Users Trend Older
Age Distribution, Smartphones versus Tablets
Average Age
Smartphones: 30
Tablets: 34
13 - 17 18 - 24 25 - 34 35 - 54 55+
Smartphones Tablets
Source: Flurry Analytics, Sep 2012
16. Tablet Usage is More Gender Balanced
Gender Comparison, Smartphones versus Tablets
44% 56% 49% 51%
Smartphones Tablets
Source: Flurry Analytics, Sep 2012
17. Tablet Usage More Media & Entertainment Oriented
Time Spent per Category, Smartphones versus Tablets
Smartphones Tablets
18. Top 6 Successful Game Types
ENDLESS PASS TIME NURTURING & COLLECTING BUILDING & SIMULATION
SOCIAL RPG GAMER’S GAME POKER / CASINO
19. Endless Pass Time
Examples Age Distribution
Angry Birds Fruit Ninja
Key Genre Attributes
• Intuitive, simple puzzle/arcade mechanics
58% 42%
• Leverages h/w (touch, accelerometer)
DAU 1,000,000
• Cute, often original IP; mass-mkt appeal
Monthly Revenue $500,000
• Infinite replay value; lots of power-ups
Investment (minor) $100,000
• May have social leaderboards
Investment (major) $400,000
20. Social RPG
Examples Age Distribution
Crime City Original Gangstaz
Key Genre Attributes
• Text-based RPG mechanic
79% 21%
• Player-vs-player gameplay
DAU 150,000
• Energy / HP depletion
Monthly Revenue $600,000
• Clan / team dimension + message / chat
Investment (minor) $100,000
• Mission-based & level progression
Investment (major) $400,000
21. Gamer’s Game
Examples Age Distribution
Infinity Blade II Real Racing 2
Key Genre Attributes
• Platform-leading graphics
91% 9%
• Strong physics engine / middle-ware
DAU 50,000
• Sports / battle / racing style sub-genres
Monthly Revenue $400,000
• Defined win-lose outcomes
Investment (minor) $100,000
• Premium pricing model, often $4.99+
Investment (major) $400,000
22. Flurry Services
Analytics: Increase Your App Engagement and Retention
1 •Free and powerful. Leading app analytics (iOS, Android, WP, BB, J2ME, HTML5)
•Understand and segment app audiences to maximize engagement and revenue
AppCircle: Build & Grow Your App Audience
2 •Acquire users with high-quality app recommendations and videos (iOS, Android)
•Win-back your best users to build the most loyal and best monetizing audience
AppSpot: Maximize Your App Audience Revenue
3 •2X revenue, reduce cost with free ad serving and mediation, yield-optimized ads
•Max eCPMs with mediation and yield optimization leveraging Flurry’s big data set
•Max eCPMs selling direct, segmented parts of your audience to top advertisers
Ad Analytics: Measure the value of your mobile campaigns
4 •Track your mobile marketing across across all platforms and sources or traffic
•Go deep & truly measure the value of your acquired audiences
•Understand key metrics such as frequency, session length, retention and ROI
Smartphones are the fastest growing technology in terms of worldwide adoption.
And an explosion in the number of apps across the two main Operating Systems, Android and iOS with soon to be a million unique apps to choose from No wonder discovery is on the minds and number one concern of every developer around the world And I’ll be touching on this later in the presentation
487 in Feb 519 in March 529 in April
This chart shows the percent of Windows Phone and BB new project starts within Flurry (new apps setting up Flurry Analytics) as a percent of ALL projects (across iOS, Android, WP and BB; updated through June 2012)
This chart compares new projects starts among just these top 4 platforms, putting them all on a 100-scale for Q2 2011 vs. Q2 2012. This analysis removes other platforms (e.g., j2me, html5, etc.)
Jan 2012 – 36hrs online according to comscore. Europe: Feb 2012 – 28.2hrs online according to comscore. Media research company Nielsen has released its monthly statistical summary of US website activity for May. Almost 212 million Americans went online over the course of the month, with the average web user spending over 29 hours online in total [less than comscore].
Now I didn’t want to end on a negative, so lets look at a some categories of games to give you an idea on how to plan for the future. Like the film industry, categories are created to segment movies e.g. horror, rom con, thrillers, action movies etc. Flurry has looked at different types of apps and categorised them. For instance, endless pass time, gamer’s game and Social RPG.
We won’t go through all of them, but it may be useful to look at a couple. KNOW YOUR GENRE, AUDIENCE, MAJOR APPS, ATTTIBUTES MONTLHY REVENUE IAP AND ADVERTISING OUR WAY OF CATGEORIES – BECAUSE WE SEE MORE APPS THAN ANYONE ON THE PLANET – THESE CATGORIES SHOULD HOLD UP PRETTY WELL IN FILM CATEGORIES ARE REALLY ESTABLISHED PUZZLE ARCADE GAMES ARE HARD TO SELL ADVERTISING AS THE FOCUS ON IAP OPTIMISATION 5% MAKING UP ALL YOUR REVENUE, MONTISE THE OTHER 95% BY SHOW EVENT = COMPLETE IAP THEN CREATE CUSTOM SEGMENT, RUN A CAMPAIGN CUSTOM SEGMENTATION
I just wanted to put this slide up here whilst I summarise to give you an idea of products and services. Please grab me afterwards to learn more about acquisition and monetisation. I hope you found the presenatation of interest. All the most succesful companies pay close attention to data. We advise you use your analytics to plan intelligently so as not to rely on second guessing the market. The future for mobile games is extremely bright but you will have a better chance of succeeding if you continue to understand your user base and your comeptitve set. Thankyou.