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iOS and Android game insights presented at Smartphone and Tablet Gaming Summit in SF, garnered from Flurry and Activision mobile game publishing partnership. Insights and data include: market size; expected DAUs; revenue potential; demographic differences, etc. per game type / genre; usage behavior; spending behavior; demographic (age, gender) differences across tablet vs. smartphone form factor and game genres.
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App Measurement & Advertising Platform
70,000
190,000
App Developers:
Live Applications:
Flurry Analytics Better apps on iOS, Android, BB, WP, HTML5
540MDevices per month:
38BSessions per month:
AppCircle Ad NetworkAcquisition & Monetization: iOS, Android
6,200App Developers:
250MDevices per month:
400BEvents per month:
3MDaily Completed Views
“Software is Eating the World” Andreessen in WSJ
iOS & Android Addressable Market
GLOBAL POPULATION
7 BILLIONSources: United States Census Bureau, based on Accenture analysis
iOS & Android Addressable Market
MOBILE PHONE SUBSCRIPTIONS
6 BILLIONSources: US Census Bureau; International Telecommunication Union; based on Accenture analysis
GLOBAL POPULATION 7 BILLION
iOS & Android Addressable Market
INTERNET USERS
2.3 BILLION
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
Sources: US Census Bureau; International Telecommunication Union; based on Accenture analysis
iOS & Android Addressable Market
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
iOS & ANDROID
550 MILLION
INTERNET USERS 2.3 BILLION
Sources: US Census Bureau; International Telecommunication Union, Flurry; based on Accenture analysis
iOS & Android Addressable Market
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
INTERNET USERS 2.3 BILLION
Sources: US Census Bureau; CIA World Factbook; Flurry; based on Accenture analysis
iOS & ANDROID
550 MILLION
9% VS
MOBILE
24% VS
INTERNET
Penetration of WW Population, 5 Years After Launch
PCs (1988) Facebook (2009) Internet (2000) iOS & Android (2012)
1%
3%4%
8%
8X 3X 2X
Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry
Apps Eating the Internet
June 2010 Dec 2010 June 2011 Dec 2011
Sources: comScore, Alexa, Flurry Analytics; Smartphones & Tablets, U.S.
MINUTES
70MINUTES
66 MINUTES
74 MINUTES
81
MINUTES
64
MINUTES
43
WEB BROWSING MOBILE APPS
MINUTES
72MINUTES
94
U.S. MOBILE APPS VERSUS WEB CONSUMPTION
Q1 2011(68 minutes) Q1 2012 (77 minutes)
25 24
15 24 11
12 10 10 7 7
Source: Flurry Analytics, Smartphones, WW
DAILY SMARTPHONE APP CONSUMPTION, MINUTES PER CATEGORY, WW
iOS & Android Games Command Consumer Time
Social NetworkingGames OtherEntertainmentNews
36%
6%58%
57%9%
34%
70%
11%
19%
iOS & Android Games Eat Traditional Gaming Revenue
Source: Flurry Analytics, The NPD Group; Flurry analysis & estimates
U.S. PORTABLE GAME SOFTWARE BY REVENUE
2009 2010 2011
iOS & Android Sony PSP Nintendo DS
Indies Dominate on iOS & Android
40%
60%
44%56%
32%
68%
Q1 2010 Q1 2011 Q1 2012
Independent iOS & Android Game Developers Game Companies from other Platforms
INDIE VS. ESTABLISHED GAME SESSIONS ON iOS & ANDROID, WW
Source: Flurry Analytics
Business Model: App Store Top 25 Grossing
8%
92%
16%
84%
24%
76%
4%
96%
12%
88%
13%
87%
IN APP PURCHASE PRICING PREMIUM PRICING
UNITED KINGDOM FRANCE GERMANY
UNITED STATES CHINA TOTAL
Source: iTunes App Store, May 2012, Flurry analysis
30%
70%
60%
40%
36%
64%
28%
72%
12%
88%
Apps vs. Games: App Store Top 25 Grossing
GAMES APPLICATIONS
UNITED KINGDOM FRANCE GERMANY
UNITED STATES CHINA TOTAL
Source: iTunes App Store, May 2012, Flurry analysis
12%
88%
Gen Y Plays…
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
11%
17% 17%
7%
2%
11%
15%
12%
7%
1%
TIME SPENT BY DEMOGRAPHIC
13 – 17 18 – 24 25 – 34 35 – 54 55+
Males (53%) Females (47%)
Source: Flurry Analytics
…But Gen X Pays
Source: Flurry Analytics
0%
5%
10%
15%
20%
25%
30%
MOBILE FREE-TO-PLAY GAMES: MONEY SPENT BY DEMOGRAPHIC
Males (58%) Females (42%)
13 – 17 18 – 24 25 – 34 35 – 54 55+
9%
16%
7%
20%
12%
1% 1%3% 2%
29%
Men Spend More per Transaction
$0
$2
$4
$6
$8
$10
$12
$14
$16
MOBILE FREE-TO-PLAY GAMES: TRANSACTION SIZE BY DEMOGRAPHIC
$15.5 $15.2
$12.0 $12.0 $12.5
$14.8
$10.4$11.8
$8.2
$16.4Males ($15.6)
Females ($11.9)
13 – 17 18 – 24 25 – 34 35 – 54 55+
Source: Flurry Analytics
Other
Books
News
Utilities
Entertainment
Social Networking
Games
10%
2%
2%
3%
11%
14%
58%
Other
News
Utilities
Lifestyle
Entertainment
Social Networking
Games
11%
2%
4%
5%
6%
22%
50%
Source: Flurry Analytics, Q1 2012; 160,500 apps, 97 Billion Sessions
Sessions per Category, Smartphones vs. Tablets
Smartphones Tablets
Time of Day Usage, Smartphones vs. Tablets
Source: Flurry Analytics
Gender by Category, Smartphones vs. Tablets
Source: Flurry Analytics
13% 9%20%
41%
17%
13%9%
20%
41%
17%
Source: Flurry Analytics
13 - 17 18 - 24 25 - 34 35 - 54 55+
Average Age
Smartphones:Tablets:
2738
Smartphones Tablets
Age Distribution, Smartphones vs. Tablets
Top 6 Successful Game Types
ENDLESS PASS TIME
SOCIAL RPG
NURTURING & COLLECTING
GAMER’S GAME
BUILDING & SIMULATION
POKER / CASINO
Endless Pass Time
Examples
42%58%
Angry Birds Fruit Ninja 13-17 18-24 25-34 35-54 55+ -5%
0%
5%
10%
15%
20%
25%
30%
Age Distribution
DAU 1,000,000
Monthly Revenue $500,000
Investment (minor) $100,000
Investment (major) $400,000
Key Genre Attributes
• Intuitive, simple puzzle/arcade mechanics
• Leverages h/w (touch, accelerometer)
• Cute, often original IP; mass-mkt appeal
• Infinite replay value; lots of power-ups
• May have social leaderboards
13-17 18-24 25-34 35-54 55+ 0%
5%
10%
15%
20%
25%
30%
35%
Nurturing & Collecting
Examples
59%41%
Dragonvale Dream Pethouse
Age Distribution
DAU 300,000
Monthly Revenue $900,000
Investment (minor) $100,000
Investment (major) $400,000
Key Genre Attributes
• Nurturing (tamagotchi) gameplay
• Avatar / dress-up style content
• Endless variety of virtual goods
• Strong social / show-your-friends sharing
• Often w/ underlying econ sim mechanics
13-17 18-24 25-34 35-54 55+ 0%5%
10%15%20%25%30%35%40%
Building & Simulation
Examples
51%49%
Smurfs’ Village Kingdoms of Camelot
Age Distribution
DAU 400,000
Monthly Revenue $1,200,000
Investment (minor) $100,000
Investment (major) $500,000
Key Genre Attributes
• Building & simulation gameplay
• “Empire” expansion / leveling up
• Content / power-up unlocks
• Has both virtual currency & goods
• Light social collaboration & sharing
13-17 18-24 25-34 35-54 55+ 0%5%
10%15%20%25%30%35%40%
Social RPG
Examples
21%79%
Crime City Original Gangstaz
Age Distribution
DAU 150,000
Monthly Revenue $600,000
Investment (minor) $100,000
Investment (major) $400,000
Key Genre Attributes
• Text-based RPG mechanic
• Player-vs-player gameplay
• Energy / HP depletion
• Clan / team dimension + message / chat
• Mission-based & level progression
13-17 18-24 25-34 35-54 55+ 0%
10%
20%
30%
40%
50%
Gamer’s Game
Examples
9%91%
Infinity Blade II Real Racing 2
Age Distribution
DAU 50,000
Monthly Revenue $400,000
Investment (minor) $100,000
Investment (major) $400,000
Key Genre Attributes
• Platform-leading graphics
• Strong physics engine / middle-ware
• Sports / battle / racing style sub-genres
• Defined win-lose outcomes
• Premium pricing model, often $4.99+
13-17 18-24 25-34 35-54 55+ 0%5%
10%15%20%25%30%35%40%
Texas Poker / Casino
Examples
32%68%
Zynga Poker Card Ace: Casino
Age Distribution
DAU 200,000
Monthly Revenue $1,000,000
Investment (minor) $100,000
Investment (major) $400,000
Key Genre Attributes
• Synchronous, Online Multi-player
• Private + public tables, chat enabled
• Texas Poker dominates, inherently social
• Blend of competition + social
• Acquiring chips = perfect freemium model
AppCircle: Build & Grow Your App Audience• 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
Analytics: Increase Your App Engagement and Retention• Free and powerful. Leading app analytics (iOS, Android, WP, BB, J2ME, HTML5)• Understand and segment app audiences to maximize engagement and revenue
AppSpot: Maximize Your App Audience Revenue• 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
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