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Stephanie Llamas, Senior Analyst of Consumer Insights at SuperData Research, discusses the growth and potential of the mobile games - past, present, and future.
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Mobile Games Market 2014: Fundamentals and Future
Prepared for Casual Connect Europe 2014
© 2014 SuperData Research. All rights reserved. | www.superdataresearch.com !1
SuperData | Digital games market intelligence
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!2
Stephanie Llamas Senior Analyst, Consumer Insights SuperData Research
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
Mobile games?
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
Market Fundamentals
Future
2013 Mobile Games Market
48% Western market share of mobile games revenue
@StephiNaners @_SuperData #SuperDataCC #CCEU2014 2011 2012 2013
2011 2012 2013
48% Western market share of mobile games revenue
$14.5B 2013 worldwide mobile games revenue
2013 Mobile Games Market
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
2011 2012 2013
48% Western market share of mobile games revenue
$14.5B 2013 worldwide mobile games revenue
1.6B 2013 worldwide mobile games audience (MAU)
2013 Mobile Games Market
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
2011 2012 2013
48% Western market share of mobile games revenue
$14.5B 2013 worldwide mobile games revenue
1.6B 2013 worldwide mobile games audience (MAU)
2013 Mobile Games Market
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
6% 101% 34%
Market Fundamentals
Future@StephiNaners @_SuperData #SuperDataCC #CCEU2014
0
100
200
300
400
Number of mobile games published
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0
100
200
300
400
Number of mobile games published
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0
100
200
300
400
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
Number of mobile games published
0
100
200
300
400
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
Number of mobile games published
0
100
200
300
400
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
THE MOBILE GAMES CARTEL
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40%
Percentage of mobile games revenue from top 100 games
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40%
Percentage of mobile games revenue from top 100 games
0.05% of all mobile games
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40%50%
Percentage of top 100 games from top 30 publishers
Percentage of mobile games revenue from top 100 games
0.05% of all mobile games
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CPI
2012 2013
Mobile cost per install (indexed)
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CPI
2012 2013
Mobile cost per install (indexed)
+251% YoY
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CPI
2012 2013
ARPU
Mobile cost per install (indexed)
+251% YoY
+38% YoY
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CPI
2012 2013
ARPU
Mobile cost per install (indexed)
+251% YoY
+38% YoY
"We don't simply take a game from a developer and upload it to the App Store... we assign a team of people to complement
the developer's existing resource and skill set.” !
-Ed Rumley, COO Chillingo
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Franchising mechanics, not titles
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
Franchising mechanics, not titles
SAGA
Market Fundamentals
Future@StephiNaners @_SuperData #SuperDataCC #CCEU2014
2013 2014E
$14.5B 2013 worldwide mobile games revenue
$21.1B 2014 worldwide mobile games revenue
2014 Mobile Games Market
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
2013 2014E
+45% YoY mobile games revenue increase
$14.5B 2013 worldwide mobile games revenue
$21.1B 2014 worldwide mobile games revenue
2014 Mobile Games Market
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
2014 Mobile Games Market
@StephiNaners @_SuperData #SuperDataCC #CCEU2014 2011 2012 2013 2014E
ARPPU
2014 Mobile Games Market
@StephiNaners @_SuperData #SuperDataCC #CCEU2014 2011 2012 2013 2014E
ARPPU
2014 Mobile Games Market
@StephiNaners @_SuperData #SuperDataCC #CCEU2014 2011 2012 2013 2014E
ARPPU
Conversion
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@StephiNaners @_SuperData #SuperDataCC #CCEU2014
•Saturation caused by technology
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•Saturation caused by technology
•More media channels, less visibility
@StephiNaners @_SuperData #SuperDataCC #CCEU2014
•Saturation caused by technology
•More media channels, less visibility
•Rising revenue ceilings
Mobile games?
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Mobile games?
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NOPE
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RESEARCH
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MOBILE GAMES!
RESEARCH
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