David WorleVP of Content Acquisition

WildTangent Games

How to Find Success on Android

The Platform Battle

Market Share

Revenue Performance

4

Epic Fail by Google and App Stores

Early Problems• Unknown DRM• No filter for content• No carrier billing • Side-loading Apps• Broken games, security concerns• Confused market - forcing everyone through Google

Checkout• Device confusion, fragmentation• Android OS versions constantly changing

5

What’s Been Missing?

Is this a self-fulfilling prophecy?

Is this a self-fulfilling prophecy?

Massive Consumer Adoption of Android

Internet Device Sales Forecast

Android Growth

What do Android Games Need to Succeed?

5 Elements Required

Mutual partnership between content creators and distributors

Multiple Business Model Support

Not all Content Is Equal

Retail Price (games can be worth

more than .99₵) Rental Advertising Item Purchase Subscription

Execution – What’s your plan to work with partners?

Confidential

Be easy to work with.

Making Sense of the Operating System

Data updated May 1, http://developer.android.com/resources/dashboard/platform-versions.html

Gingerbread 65%

Froyo21%

Most widely used versions of Android on GooglePlay

86%

Top 10 Revenue-Producing Devices

1. Samsung SGH-i9972. Samsung SGH-i7273. Samsung SGH-i8974. Samsung SGH-i7775. HTC PD981206. LG LG-P9257. Motorola MB8658. Motorola MB8609. Samsung SGH-i71710.Pantech P8000

Top 10 Paid Games

1. Draw Something $1.992. Angry Birds Space Premium

$.993. Cut the Rope $.994. Where’s My Water $.995. Mine Craft Pocket Edition

$6.996. Fruit Ninja $1.227. Osmos HD $2.998. Cut the Rope: Experiments

$.999. Grand Theft Auto III $4.9910.Doodle Jump $.99

Non-Curated

Confidential15

Top 10 Revenue Producing Devices

1. Sony Ericsson Xperia Play2. Motorola Droid RAZR3. Motorola Droid Bionic4. HTC Droid Incredible 25. Motorola Doid X26. HTC ThunderBolt LTE7. Samsung Charge8. Motorola Droid X9. Samsung Galaxy Tab10.Motorola Droid 3

Top 10 Paid Games

1. Need for Speed: Hot Pursuit $3.99*

2. Battlefield Bad Company $7.993. Dead Space $ 3.99*4. Fruit Ninja $2.995. Bejeweled 2 $1.99*6. Assassin’s Creed HD $1.997. Plants Vs Zombies $2.998. The Sims 3 $3.99*9. Madden NFL 12 $2.99*10.Modern Combat 2: Black

Pegasus HD $2.99*

vs. Curated - Verizon App Store

Confidential

*Monthly Subscription Cost

Curated Benefits

Knowing Your Customer

Recent survey results of our audience regarding their operating system

Who Is The Typical Android Consumer?

There is no typical customer, everyone

is a special snowflake

19

Skeeter GregoryUncle Slappy

MaggieMeg Ryan

• KISS – Keep It Simple Stupid1. People will NOT read2. 3 menu screens is 3 too many3. UI should be unnoticeable4. Game mechanics (for phones) must be INTUITIVE5. Men hunt and compete6. Women collect and cooperate7. Find the value in your game and charge for it

Rules for Game Design

20

You Have to Become a Crossover Artist

1. Apply the KISS rule2. Passion + Hook = Emotion

congratulations, you just connected with your audience

3. Burn from the first bar4. Make a game you want to play5. Passion INSPIRES people

…Inspired people buy things

21

Taylor –Owns an HTC

Sensation

Spend Time At Retail

Say what?

• Watch how people shop, this can help inform your presentation sales strategy

• We are not rational creatures• Ok I admit it, I liked the pink dinosaur • Your game is your retail product, design it to sell

22

Don’t drink the Kool-Aid

• All purchasable games need not be 99 cents• All successful games won’t only be in game purchase• Having your game in 1 location is not all you need

WildTangent Android Test Devices

Acer Iconia A500 (3.0 Tablet)Acer A700 (4.0 Tablet) – Pre-releaseArchos 101 (4.0.3 Tablet)Asus Eee Pad Transformer (4.0 Tablet)

Acer Iconia A500 (3.0 Tablet)Acer A700 (4.0 Tablet) – Pre-releaseArchos 101 (4.0.3 Tablet)Asus Eee Pad Transformer (4.0 Tablet)

HTC EVO 3D (2.3 Phone)HTC Wildfire S (2.3.3 Phone)Huawei Phoenix (2.3 Phone)Kindle Fire (Custom 2.3 Tablet)Lenovo K1 (3.1 Tablet)LG Optimus (2.3.3 Phone)LG Slate (3.0.1 Tablet)

HTC EVO 3D (2.3 Phone)HTC Wildfire S (2.3.3 Phone)Huawei Phoenix (2.3 Phone)Kindle Fire (Custom 2.3 Tablet)Lenovo K1 (3.1 Tablet)LG Optimus (2.3.3 Phone)LG Slate (3.0.1 Tablet)

Motorola Droid Razr (2.3.5 Phone)Motorola Atrix (2.2.1 Phone)Motorola Droid X (2.2 Phone)Motorola Xoom (3.2 Tablet)Pantech Element (3.2 Tablet)

Motorola Droid Razr (2.3.5 Phone)Motorola Atrix (2.2.1 Phone)Motorola Droid X (2.2 Phone)Motorola Xoom (3.2 Tablet)Pantech Element (3.2 Tablet)

Samsung Galaxy 10.1 (3.0 Tablet)Samsung Galaxy Nexus (4.0 Phone)Samsung Galaxy Note (2.3.6 Phone)Samsung Galaxy S (2.2.1 Phone)Samsung Galaxy SII (2.3.3 Phone)Samsung Galaxy 7.0 (2.2 Tablet)

Samsung Galaxy 10.1 (3.0 Tablet)Samsung Galaxy Nexus (4.0 Phone)Samsung Galaxy Note (2.3.6 Phone)Samsung Galaxy S (2.2.1 Phone)Samsung Galaxy SII (2.3.3 Phone)Samsung Galaxy 7.0 (2.2 Tablet)

Sidekick 4G (2.2.1 Phone)Sony Xperia Ray (2.3.3 Phone)Toshiba Titan (4.0.3 Tablet) – Pre-releaseToshiba Sphinx (4.0 Tablet) – Pre-releaseToshiba Blade (4.0 Tablet) – Pre-releaseToshiba Thrive 7” (3.2 Tablet)Virgin Venture (2.3.5 Phone)

Sidekick 4G (2.2.1 Phone)Sony Xperia Ray (2.3.3 Phone)Toshiba Titan (4.0.3 Tablet) – Pre-releaseToshiba Sphinx (4.0 Tablet) – Pre-releaseToshiba Blade (4.0 Tablet) – Pre-releaseToshiba Thrive 7” (3.2 Tablet)Virgin Venture (2.3.5 Phone)

On DeckHTC One S/XMotorola Photon

Sharing Information

WildTangent is publishing a White Paper in June. Working with device manufacturers and carriers gives us access to all sorts of inside data and news.

david.worle@WildTangent.com

Platform Codename API Level Distribution

Android 1.5 Cupcake 3 0.30%

Android 1.6 Donut 4 0.70%

Android 2.1 Eclair 7 5.50%

Android 2.2 Froyo 8 20.90%

Android 2.3 -

Android 2.3.2

Android 2.3.3 -

Android 2.3.7

Android 3.0 11 0.10%

Android 3.1 12 1.00%

Android 3.2 13 2.20%

Android 4.0 -

Android 4.0.2

Android 4.0.3 -

Android 4.0.4

Ice Cream Sandwich

14 0.50%

15 4.40%

Gingerbread 9 0.50%

10 63.90%

Honeycomb