PlayScience unveiled cutting-edge consumer research (conducted in partnership with the Casual Games Association) that looked at what kids are playing in the app space on mobile devices and delves into the how, why, and so what of that play. Using our proprietary PlaySpectrum, we also viewed these apps through the lens of learning and positive impact, and showcase some best practices we see in mobile playful learning. Finally, we provide strategic insights for developing the most compelling products for kids and families, and then positioning your app and maximizing its value in this crowded marketplace.

1. Reframe the Game:
The State and Future of Kids' Mobile Play

2. OVERVIEW
What the report covers:
• Top apps for 6-14s
• Key & preferred app features
• Educational factors/features
• Decision making & purchase
Methodology:
• Online survey with 1355 U.S. parents (and
their kids) 6-14
• Aligned with national demographics and
recent technographics
• Fielded June 2015
• Focus on “playful” apps across category/store
2015 PLAYSCIENCE - CGA REPORT
© PlayScience 2015

3. Top Apps for U.S. Kids 6 - 14

4. APPS TOP PLAYFUL APPS FOR KIDS 6-14 OVERALL
11.4%
9.0%
7.6%
4.1%
3.5%
3.0%
2.7%
2.1%
1.8%
1.7%
Q. What is your most favorite app?
© PlayScience 2015
Almost half 6-14s are playing their favorite app every day (and 85% at least a few times a weeks)! Here are
the current winners:

5. APPS TOP PLAYFUL APPS BY GENDER
Boys and girls across all ages placed Minecraft and Angry Birds at the top of the list for playful apps. Candy
Crush Saga and Clash of Clans also made it onto both lists.
2%
2%
2%
3%
3%
4%
6%
6%
10%
16%
2%
3%
3%
3%
3%
6%
6%
9%
10%
11%
Q. What is your most favorite app?
© PlayScience 2015

6. APPS TOP PLAYFUL APPS BY AGE
There is remarkable consistency across age groups re: the top apps.
2%
2%
2%
2%
3%
3%
3%
4%
6%
10%
10%
12%
Frozen:
Storybook
Temple
Run
2
WATCH
Disney
Channel
Bible
for
Kids
Angry
Birds
Star
Wars
II
Subway
Surfers
Candy
Crush
Soda
Saga
Angry
Birds
Star
Wars
Candy
Crush
Saga
ABCmouse.com
Angry
Birds
MinecraN
-­‐
Pocket
6
to
8
2%
2%
3%
3%
3%
3%
5%
7%
10%
14%
Angry
Birds
Star
Wars
Temple
Run
2
WATCH
Disney
Channel
ABCmouse.com
Fruit
Ninja
Crossy
Road
Candy
Crush
Soda
Saga
Candy
Crush
Saga
Angry
Birds
MinecraN
-­‐
Pocket
9
to
11
2%
2%
3%
3%
4%
4%
8%
10%
10%
13%
Big
Hero
6:
Baymax
Blast
Grand
TheN
Auto:
San
Angry
Birds
Star
Wars
Subway
Surfers
Candy
Crush
Soda
Saga
Trivia
Crack
Clash
of
Clans
Angry
Birds
MinecraN
-­‐
Pocket
EdiZon
Candy
Crush
Saga
12
to
14
Q. What is your most favorite app?
© PlayScience 2015
Most of the top apps are “Universal Play” apps, not kids-only apps.

7. Educational Factors

8. LEARNING PARENTS’ EDUCATIONAL VALUES FOR APPS
2%
9%
10%
11%
25%
39%
The
app
offers
related
materials
for
parents
and/or
teachers
The
app
focuses
on
social
skills
The
app
helps
my
child
become
comfortable
with
technology
and
compuZng
skills
The
app
helps
my
child
do
be^er
in
school
or
on
standardized
tests
The
app
encourages
imaginaZon
and
creaZvity
The
app
focuses
on
academic
skills
What
makes
an
app
“educa:onal”
to
parents
Qs. When you are choosing apps to pay for, what three things are most important to you? Now thinking of apps in general, what do you think makes an
app “educational”?, Which of these is most important to you right now?
© PlayScience 2015
Imagination and social
skills become less
important to parents as
the child grows.
Education is the paramount value indicator for parents. A “focus on skills or subjects I want my child to work
on” is their #1 criterion when it comes to paying for apps.

9. 12.7%
4.1%
3.6%
4.1%
3.0%
2.3%
2.3%
1.8%
1.8%
1.7%
ABCmouse.com
Word Academy
Trivia Crack
Minecraft - Pocket Edition
ABC Alphabet Phonics
Bible for Kids
Angry Birds
Abby Basic Skills
Nick Jr.
WATCH Disney Channel
Also on the overall “Top Ten” list
LEARNING MAPPING TOP EDU APPS TO THE TOP 10
9© PlayScience 2015
Q. What is your favorite app when you want to learn something? (Kids)
Kids see some overlap between their “fun” and “learning” in the app space. The list below is based on what
they consider a learning app.

10. LEARNING KIDS’ TOP EDU APPS ON THE PLAYSPECTRUM™
10© PlayScience 2015
DIRECTED
FULL
OPEN
SCAFFOLDED
PROBLEM
PROCESS
Most “educational” apps, however, take a relatively directed approach
to engaging kids in the learning process.

11. Platform Preferences

12. PLATFORM TABLETS ARE WINNING THE APP RACE
© PlayScience 2015
13%
17%
25%
45%
When it comes to playing
their favorite apps,
kids would pick
tablets over
smartphones
almost 2-to-1.
Q: What do you like to use most to play games? (Kids)

13. PLATFORM NOT ALL MOBILE IS CREATED EQUAL
Source: PlayScience. (2015). Platforms & Preferences Study. Sandbox Summit, MIT.
Q. Which of these do you most prefer your child to spend time on? Which of these does your child most prefer to spend time on?
Tablets are parent and child darlings, while smartphones lag far behind.
Parent Child
2- to 4-year-olds
Parent Child
5- to 7-year-olds
Parent Child
8- to 9-year-olds
73% 48%
41% 44%
33%
23%12%
64%
41%
19%
7%
53%
30%
16%
12%
60%
47%
22%
14%
51%
30%
23%
22%
29%
Parent & Child Device Preference
Tablet tipping point

14. PLATFORM TABLETS HAVE A PARENT HALO
Parents have distinct and very different perceptions
of mobile devices with potentially identical content.
Regular tablets are considered the most fun and more educational,
while children’s tablets are the “safest” and most “trustworthy.”
“good”
“educational”
“not good”
“not safe”
“useful”
“not educational”
Source: PlayScience. (2015). Platforms & Preferences Study. Sandbox Summit, MIT.
Q: In which way is this device good for your child?

15. App-titudes: What makes a great app?

16. FEATURES WHAT KIDS WANT IN THEIR PLAYFUL APPS
12%
13%
17%
17%
24%
24%
26%
26%
26%
31%
31%
35%
37%
38%
43%
Ability to share things from the app on social
Quizzes
Videos
Ideas for activities to do offline
Characters you know
Ability to create your own profile
Puzzles
Levels that keep getting harder
Ability to talk or play with other users in the app
Cute and fun characters
Ability to create your own story
Action games
Sound effects and music
Points and rewards
Ability to create your own avatar
Q. Imagine you could create your own app! What would your app HAVE TO include?
© PlayScience 2015
Personalization
Achievement
Social
Media/IP

17. FEATURES WHAT ABOUT CO-PLAY?
Almost 1/3 of kids prefer to play with someone else,
primarily with friends or siblings.
The top 10 apps list does not have many kid-
friendly co-play apps (i.e., the ones on the list rely
on MMO or asynchronous turn-taking).
© PlayScience 2015 17
69%ALONE
22%WITH FRIENDS
9%WITH PARENTS
Kids prefer to play
their favorite app with:
Even if you have a great co-play
mechanic, you still need to have an
awesome single player way to play!
Consider for kids’ co-play:
• Same device turn-taking
(e.g., board game apps);
• Same device co-play
(e.g., Williamspurrrrg);
• Multi-device
synchronous play
Q. Who do you like to use this app with?

18. Gender’s Role in Play

19. GENDER WHAT A GIRL (AND BOY) WANTS
20%
24%
44%
25%
28%
43%
21%
43%
39%
42%
23%
34%
26%
32%
Cute and fun
characters
Characters you
know
Ability to create
your own avatar
Ability to create
your own profile
Ability to create
your own story
Action games Puzzles
Boy
Girl
© PlayScience 2015
Boys want action and
avatars
In their ideal playful app…
Girls want characters
and narrative
Q. Imagine you could create your own app! What would your app HAVE TO include?

20. GENDER THE ROLE GENDER PLAYS FOR PARENTS
Parents value apps focusing on
academic skills more for their girls
than their boys (+9%).
They are 30% more likely to let their
boys choose their own apps.
Parents are 13% more likely to pay
for an app for their son.
20
Parents have different attitudes about both the technology and the
content based on their child’s gender.

21. GENDER PINK VS. BLUE TECH FOR PARENTS
Child-
friendliness
(30%)
Child’s
preference
(27%)
Parents are more likely to prefer
children’s tablets for girls
(73% vs. 65%)
Most important factors
for the parent when
selecting a device
Source: PlayScience. (2015). Platforms & Preferences Study. Sandbox Summit, MIT.
Q: What is most important when deciding which device to have your child use in any situation?
Which of these do you most prefer your child to spend time on?
Parents are 3x more likely to favor
a smartphone or video game
device for their son
(15% vs. 6% and 21% vs. 7%)
21

22. J. Alison Bryant, PhD
Co-CEO & Chief Play Officer
alison@playsciencelab.com
Paul Levine
Co-CEO & President
paul@playsciencelab.com
Interested in learning more about
play across platforms?
Join us for
Sandbox West
in L.A. (Oct. 12-13)
SandboxSummit.org
LET’S! PLAY!