2014 google play year end reivew part 1 in-app-purchase

1. © IGAWorks. ALL Rights Reserved.
Tel +82-2 2132 5120 | Email adbrix@igaworks.com
www.igaworks.com
Ver 1.0
IGAWorks Data Report Vol.2(1)
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2014 Google Play Year-End Review of Game Category Part 1: In-App-Purchase Sales & App/Publisher Rankings

2. Contents
1.2014 Google Play Market Trends (Games)
2.Sales Trends and Marketing Strategies
3.Google Play Top Grossing Trends
4.Rank of In-App-Purchase Sales and Trends by Games
5.Rank of Top Publisher/Developer 6. Appendix
*Note* For this report, IGAWorks estimates ‘Sales’ based on Google Play In-App purchases Advertisements and other forms of sales are not included.
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3. 1. 2014 Google Play Market Trends (Games)
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4. 2014 Google Play: 1.4 Trillion KRW (U$1.4 Billion) Market & 4.96 New Games per Day
Note
2014 Year-End Review of Google Play Games – Pt1
1,748
1,637
1,000
1,100
1,200
1,300
1,400
1,500
1,600
1,700
1,800
2014 Google Play: Number of games in top 540 Grossing Chart
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
1/1
2/1
3/1
4/1
5/1
6/1
7/1
8/1
9/1
10/1
11/1
2014 Google Play:
Cumulative Sales (0.1 mIL KRW / u$ 100,000)
•In 2014, 1,748 games officially ranked in Google Play’s Top 540 Grossing Chart
•Out of the 1,748 games, 1,637 games were newly released in 2014. On average, 4.96 games were launched a day
•The total sales of in-App purchases from the 1,748 games amounted to 1.4Trillion KRW(U$ 1.4 Billion) as of Nov. 26
Source: IGAWorks
Source: IGAWorks
1. 2014 Google Play Market Trends (Games)
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Total Released in 2014

5. 2. Sales Trends and Marketing Strategies
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6. Google Play Monthly Sales Trend : Slow Start but Strong Finish
Note
104
110
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014 Google Play Monthly Sales Index
•Sluggish start for Google Play’s monthly sales in the first half of the year
•Especially in February, since students return to school and people have less discretionary income resulting in a sharp decline in overall sales
Source: IGAWorks 100 = Average Monthly Sales from Jan. to Nov. 2014
2. Sales Trends and Marketing Strategies
100
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2014 Year-End Review of Google Play Games – Pt1

7. Google Play Weekly Sales Trend: The Big Horse Shoe
Note
•The weekly sales trend gives a more detailed picture. There were various factors leading to sluggish sales such as the end of winter break and the Sewol ferry disaster. However from July, there was a gradual recovery in the second half
•In early November, there was a drastic decease in sales due to delays caused by competition concerns by scheduled launchings of blockbuster games during G-Star
•However, some games that launched in November such as 4:33’s Hero led the sales turnaround in mid-November leading to overall sales increases
148
120
1/4
1/18
2/1
2/15
3/1
3/15
3/29
4/12
4/26
5/10
5/24
6/7
6/21
7/5
7/19
8/2
8/16
8/30
9/13
9/27
10/11
10/25
11/8
11/22
12/6
12/20
2014 Google Play: Weekly Sales Index
Source: IGAWorks 100 = Average Weekly Sales from Jan. to Nov. 2014
2. Sales Trends and Marketing Strategies
100
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2014 Year-End Review of Google Play Games – Pt1

8. Google Play’s Daily Sales Trend: The ‘Day 1’ effect
Note
•According to the monthly patterns of users, you can clearly see ‘Day 1’ of the month has the greatest impact on sales
•This is likely due to the fact that micropayment is renewed on the 1st day of every month
•On average, spending on ‘Day 1’ accounted for 12.1% of total monthly expenses
•Furthermore, ‘Week 1’ also has a big impact on spending patterns. The first 7 days accounted for approx. 35.8% of the monthly spending.
•In contrast, spending on the last 7 days of the month accounted for only 18.6%
Source: IGAWorks 100 = Average Daily sales from the 8th to 31st
452
100
1일
2일
3일
4일
5일
6일
7일
8일
9일
10일
11일
12일
13일
14일
15일
16일
17일
18일
19일
20일
21일
22일
23일
24일
25일
26일
27일
28일
29일
30일
31일
2014 Google Play: Daily Sales Index (2014 Average)
2. Sales Trends and Marketing Strategies
100
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2014 Year-End Review of Google Play Games – Pt1

9. Every Month, Increase Sales Early and Boost Rankings at the End
Note
Source: IGAWorks 100 = Average Daily sales from the 8th to the 31st
452
117
1일
2일
3일
4일
5일
6일
7일
2014 Google Play: Daily Sales Index (2014 Average)
•The first 7 days makes the biggest impact on monthly sales. It is prudent to create a strategy that can maximize sales during this time
•On the other hand, ranking can be improved by developing an effective marketing strategy during the last 7 days of each month
•After the 25th, sales usually increase because people get paid and have more discretionary income. Accordingly, it is better to improve rankings by boosting campaigns from the 20th to the 25th of each month.
112
100
8일
10일
12일
14일
16일
18일
20일
22일
24일
26일
28일
30일
2014 Google Play: Daily Sales Index (2014 Average)
2. Sales Trends and Marketing Strategies
100
100
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2014 Year-End Review of Google Play Games – Pt1

10. Fridays Bring in the Highest Sales
Note
•There is a gradual sales increase from Monday to Friday with Friday being the peak
•From Friday to Sunday, the high spending levels remain roughly the same.
•There is low spending on games on Mondays as people return to school or work. Spending increases gradually throughout the week peaking on Friday. There is a clear ‘weekend effect’ as seen in the concentration of spending during this time.
91
104
2014 Google Play: Sales Index by Day of the Week (2014 average)
Source: IGAWorks 100= Average Daily Sales from Monday to Sunday
2. Sales Trends and Marketing Strategies
100
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2014 Year-End Review of Google Play Games – Pt1
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Monday

11. 3.Google Play Top Grossing Trends
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12. Google Play Top Grossing: Top 20 Games Avg. Daily Sales=17M KRW (U$ 17,000)
Note
•The Top 20 games in Google Play’s Top Grossing Chart have average daily sales of 128M KRW (U$ 128,000)
•However, the 1st ranking game significantly raises the sales of the Top 20, skewing their overall average. In actuality, most games in the Top 20 have average daily sales below 100M KRW (U$ 100,000)
Source: IGAWorks
128,000,000
17,000,000
7,000,000
3,000,000
2,000,000
1,000,000
-
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
Google Play Top Grossing: Average Sales by Ranking Groups
3. Google Play Top Grossing Trend
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1st ~ 20th 21st ~ 50th 51st ~ 100th 101th ~ 200th 201th ~ 300th 301th ~ 540th
2014 Year-End Review of Google Play Games – Pt1

13. Google Play Top Grossing: Huge Sales Gap between High and Low Ranks
Note
•Looking at the sales distribution for each ranking, overall sales in Google Play is concentrated in the Top 30 games
0
100
200
300
400
500
Google Play Top Grossing: Distribution in Sales Rank
Source: IGAWorks Baseline= Average daily sales from 100th to 200th Rank
100
3. Google Play Top Grossing Trend
Rank
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2014 Year-End Review of Google Play Games – Pt1

14. Google Play Top Grossing: Notable Sales in the Lower Ranks
Note
•Sales for games that are within the Top 30 differ by a factor of 42 times
•However maintaining a position within the Top 150 for 30 days secures 100M KRW (U$ 100,000) in sales
•In addition, there is meaningful and steady sales even in the lower ranks. Monthly sales of ames remaining in the Top 540 (the bottom of the Top Grossing Chart on Google Play) for 30 days are estimated at 24M KRW (U$ 24,000)
0
5
10
15
20
25
30
Google Play Top Grossing: Sales Rank Distribution
Top 1-30
100
500
510
520
530
540
Google Play Top Grossing: Sales Rank Distribution Top 500-540
100
3. Google Play Top Grossing Trend
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2014 Year-End Review of Google Play Games – Pt1
Source: IGAWorks Baseline= Average daily sales from 100th to 200th Rank

15. Google Play Top Grossing: 19 Games Earned +10Billion KRW(U$ 10M) in Sales
Note
•Only 1.1% (19 games) reached more than U$ 10M in Google Play 2014
•On the other hand 73.6% (1,286 games) reached less than U$ 300,000
•Nonetheless, 25.3% (443 games) generated meaningful sales between U$300,000 and U$10 M
Source: IGAWorks
Source: IGAWorks
19
38
113
135
157
1,286
-
200
400
600
800
1,000
1,200
1,400
Distribution of Cumulative Sales of Games Ranked in Google Play Top Grossing Chart 2014
19
38
113
135
157
Distribution of Cumulative Sales of Games Ranked in
Google Play Top Grossing Chart 2014 (≥ U$ 3M)
100억원 이상
30~100억원
10~30억원
5~10억원
3~5억원
3. Google Play Top Grossing Trend
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2014 Year-End Review of Google Play Games – Pt1
Over 10
3 ~ 10
1 ~ 3
0.5 ~ 1
0.3 ~ 0.5
Less than 0.3
(U$ Million)
Over 10
3 ~ 10
1 ~ 3
0.5 ~ 1
Less than 0.3
(U$ Million)

16. In 2014, 8 Newly Released Games Generated +10Billion KRW(U$ 10M) in Sales
Note
•8 newly released games in 2014 achieved cumulative sales exceeding U$ 10M
•21.4% (351 newly released games) generated meaningful sales of more than U$ 300,000 in Google Play 2014 Top Grossing Chart 540
Source: IGAWorks
Source: IGAWorks
8
21
70
101
151
Distribution of Cumulative Sales of Game Released in 2014 Google Play Top Grossing Chart
100억원 이상
30~100억원
10~30억원
5~10억원
3~5억원
8
21
70
101
151
-
20
40
60
80
100
120
140
160
Distribution of Cumulative Sales of Game Released in 2014
Google Play Top Grossing Chart
3. Google Play Top Grossing Trend
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2014 Year-End Review of Google Play Games – Pt1
Over 10
3 ~ 10
1 ~ 3
0.5 ~ 1
0.3 ~ 0.5
(U$ Million)
Over 10
3 ~ 10
1 ~ 3
0.5 ~ 1
0.3 ~ 0.5
(U$ Million)

17. 4. Rank of Cumulative Sales and Trends by Games
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18. 2014 Rank of Cumulative Sales of games: 1-10
Rank of Cumulative Sales
App Name
1
Taming Monsters for Kakao
2
Anipang2 for Kakao*
3
Blade for Kakao*
4
Everyone’s Marble for Kakao
5
Clash of Clan
6
Seven Knights for Kakao*
7
Cookie Run for Kakao
8
Candycrush for Kakao
9
Be a Star! For Kakao*
10
FIFA online 3 M by EA Sports*
Source: IGAWorks *2014 Release
4. Rank of Cumulative Sales and Trends by Game
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2014 Year-End Review of Google Play Games – Pt1

19. Breaking into Top Sales Rank Proves to be Difficult for New Games
Note
•It is very difficult for new games to enter the Top sales ranks because the existing successful games have longevity exceeding the typical mobile game lifespan. Thus, overcoming this is a key factor for new games.
•Among all newly launched games in 2014, only 5 games (50%) ranked in the Top 10 cumulative sales rank and 3 games (30%) ranked in the top 11-20 bracket
Source: IGAWorks
50%
30%
50%
55%
56%
50%
0%
10%
20%
30%
40%
50%
60%
Percentage of New Games in 2014 Cumulative Sales Rank
5
3
5
11
28
50
0
10
20
30
40
50
60
Number of New Games in 2014 Cumulative Sales Rank
Source: IGAWorks
4. Rank of Cumulative Sales and Trends by Game
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2014 Year-End Review of Google Play Games – Pt1
11st ~ 20th
1st ~ 10th
21st ~ 30th
31th ~ 50th
51th ~ 100th
101th ~ 200th
11st ~ 20th
1st ~ 10th
21st ~ 30th
31th ~ 50th
51th ~ 100th
101th ~ 200th

20. ‘for Kakao’ Games Continue to Dominate Top Sales Rank
Note
•The top sales games continued to be released on Kakao’s platform
•24 (80%) out of the top 30 games with the highest cumulative sales were serviced on Kakao’s platform
•For games ranked below the Top 100, the rate of Kakao Platform usage decrease to less than 40%
Source: IGAWorks
80%
80%
80%
60%
48%
36%
29%
32%
30%
27%
28%
23%
32%
24%
25%
25%
28%
17%
21%
22%
18%
15%
25%
35%
45%
55%
65%
75%
85%
Percentage of ‘for Kakao’ in 2014 Cumulative Sales Rank
4. Rank of Cumulative Sales and Trends by Game
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2014 Year-End Review of Google Play Games – Pt1
1-10
11-20
21-30
31-50
51-100
101-200
201-300
301-400
401-500
501-600
601-700
701-800
801-900
901-1000
1001-1100
1101-1200
1201-1300
1301-1400
1401-1500
1501-1600
1601-1700
(Rank)

21. 5. Rank of Top Publishers/Developers (Top10)
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22. Rank of Top Publishers and Developers
Note
•Rank of the top publishers and developers based on 2014 total sales,
•The publisher/developer CJ E&M and developer SundayToz achieved top sales rankings.
Source: IGAWorks
Rank
Classification
Company Name
1
Publisher/Developer
CJ E&M
2
Developer
SundayToz
3
Publisher/Developer
4:33
4
Developer
SuperCell
5
Publisher/Developer
Gamevil
6
Publisher/ Developer
Com2uS
7
Publisher Developer
NHN
8
Developer
Devsisters
9
Developer
King
10
Publisher/Developer
Nexon
5. Rank of Top Publishers/Developers
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2014 Year-End Review of Google Play Games – Pt1

23. 6. APPENDIX
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24. Source: IGAWorks *2014 Release
Total sales Rank
App name
11
everyDK for Kakao*
12
Anipang Sichuan Castle
13
Legion of Heroes*
14
Everytown for Kakao
15
Summoners War: Sky Arena*
16
Pokopang for Kakao
17
Aanipang for Kako
18
Magu Magu 2014 for Kakao
19
Dragon Flight for Kakao
20
Suhoji for Kakao
6. Appendix
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2014 Total Sales Rank by Games : 1~20
2014 Year-End Review of Google Play Games – Pt1
Total sales Rank
App name
1
Taming Monsters for Kakao
2
Anipang2 for Kakao*
3
Blade for Kakao*
4
Everyone’s Marble for Kakao
5
Clash of Clan
6
Seven Knights for Kakao*
7
Cookie Run for Kakao
8
Candy Crush Saga for Kakao
9
Be a Star! For Kakao*
10
FIFA online 3M by EA Sports*

25. 2014 Total Sales Rank by Games : 21~30
Total Sales Rank
App Name
21
Immortal Warrior for Kakao*
22
Dragon Guard for Kakao*
23
Wooparoo Mountain for Kakao
24
Puzzle and Dragon
25
Bases loaded with two outs 2014 KBO*
26
Wooparoosaga for Kakao*
27
Atlanstory for Kakao
28
Zenonia Online for Kakao
29
Windrunner for Kakao
30
Farm Heroes Saga for Kakao*
6. Appendix
Source: IGAWorks *2014 Release
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2014 Year-End Review of Google Play Games – Pt1

26. 2014 Monthly Sales Rank : January ~ April
Rank
January
Feburary
March
April
1
Taming Monsters for Kakao
Anipang2 for Kakao*
Anipang2 for Kakao*
Anipang2 for Kakao*
2
Cookie Run for Kakao
Taming Monsters for Kakao
Taming Monsters for Kakao
Taming Monsters for Kakao
3
Candy Crush Saga for Kakao
Cookie Run for Kakao
everyDK for Kakao*
Seven Knights for Kakao*
4
Everyone’s Marble for Kakao
Candy Crush Saga for Kakao
Everyone’s Marble for Kakao
Be a Star! for Kakao*
5
Anipang2 for Kakao*
Everyone’s Marble for Kakao
Be a Star! for Kakao*
Everyone’s Marble for Kakao
6
Pokopang for Kakao
Pokopang for Kakao
Seven Knights for Kakao*
Cookie Run for Kakao
7
Anipang for Kakao
Suhoji for Kakao
Cookie Run for Kakao
everyDK for Kakao*
8
Anipang Sichuan Castle for Kakao
Dragon Knights for Kakao*
Candy Crush Saga for Kakao
Candy Crush Saga for Kakao
9
Suhoji for Kakao
Together Dungeon King for Kakao*
Legion of Heroes*
Immortal Warrior for Kakao*
10
Zenonia Online for Kakao
Anipang Sichuan Castle
Everytown for Kakao*
Legion of Heroes*
Source: IGAWorks *2014 Release
6. Appendix
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2014 Year-End Review of Google Play Games – Pt1

27. 2014 Monthly Sales Rank : May ~ August
Rank
May
June
July
August
1
Blade for Kakao*
Blade for Kakao*
Blade for Kakao*
Taming Monsters for Kakao
2
Anipang2 for Kakao*
Anipang2 for Kakao*
Taming Monsters for Kakao
Blade for Kakao*
3
Taming Monsters for Kakao
Taming Monsters for Kakao
Anipang2 for Kakao*
Everyone’s Marble for Kakao
4
Seven Knights for Kakao*
Seven Knights for Kakao*
Everyone’s Marble for Kakao
Clash of Clan
5
Be a Star! for Kakao
Everyone’s Marble for Kakao
Seven Knights for Kakao*
Anipang2 for Kakao*
6
Everyone’s Marble for Kakao
Be a Star! for Kakao*
Clash of Clan
Seven Knights for Kakao*
7
Cookie Run For Kakao
Cookie Run For Kakao
FIFA online 3 M by EA Sports*
Be a Star! for Kakao*
8
Legion of Heroes*
Legion of Heroes*
Be a Star! for Kakao*
FIFA online 3 M by EA Sports*
9
Candy Crush Saga for Kakao
Candy Crush Saga for Kakao
Summoners War: Sky Arena*
Cookie Run For Kakao
10
Immortal Warrior for Kakao*
FIFA online 3 M by EA Sports*
Cookie Run For Kakao
Summoners War: Sky Arena*
Source: IGAWorks *2014 Release
6. Appendix
27/29
2014 Year-End Review of Google Play Games – Pt1

28. 2014 Monthly Sales Rank : September ~ November
Rank
September
October
November
1
Everyone’s Marble for Kakao
Clash of Clan
Clash of Clan
2
Taming Monsters for Kakao
Everyone’s Marble for Kakao
Everyone’s Marble for Kakao
3
Blade for Kakao
Seven Knights for Kakao*
Seven Knights for Kakao*
4
Clash of Clan
Taming Monsters for Kakao
Anipang2 for Kakao*
5
Seven Knights for Kakao*
Blade for Kakao*
Blade for Kakao*
6
Anipang2 for Kakao*
Anipang2 for Kakao*
Taming Monsters for Kakao
7
FIFA online 3 M by EA Sports*
FIFA online 3 M by EA Sports*
FIFA online 3 M by EA Sports*
8
Cookie Run for Kakao
Cookie Run for Kakao
Be a Star! for Kakao*
9
Be a Star! for Kakao*
Summoners War: Sky Arena*
Cookie Run for Kakao
10
Summoners War: Sky Arena*
Be a Star! for Kakao*
Summoners War: Sky Arena*
Source: IGAWorks *2014 Release
6. Appendix
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2014 Year-End Review of Google Play Games – Pt1

29. © IGAWorks. ALL Rights Reserved.
Tel +82-2 2132 5120 | Email adbrix@igaworks.com
www.igaworks.com
Thank You
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