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CEO Michael Schade on how sold units 2010 affect the mobile gaming market in 2011.
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Smartphone and Tablet Gaming 2011 –
SWOT-Analysis of the “Smart”
Mobile Gaming Platforms
Michael Schade, CEO & Co-Founder
FISHLABS Entertainment GmbH
Casual Connect 2011, Hamburg, February 8, 2010
J2ME 3D GAMES PORTFOLIO SONY ERICSSON
EVOLUTION IN MOBILE GAMING
0
500
1000
1500
2000
2500
3000
3500
4000
4500
MH
z
Year
CPU Clocking
Console
Mobile
INSTALL BASE 2010
0
20
40
60
80
100
120
140
160
180
Sold Units Estimate
Millions
PS2
Xbox
Xbox 360
PS3
Wii
PSP
iOS
Android 2.x
Symbian^3
Bada*
WebOS*
WP7
*Definition: Smartphone considered to feature the original iPhone specs or better
Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs
INSTALL BASE 2011
0
50
100
150
200
250
300
350
Sold Units Estimate
Millions
PS2
Xbox
Xbox 360
PS3
Wii
PSP
iOS
Android 2.x
Symbian^3
Bada*
WebOS*
WP7
*Definition: Smartphone considered to feature the original iPhone specs or better
Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs
COMPETITION TOTAL
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Games** released until end of 2010
PS2
Xbox
Xbox 360
PS3
Wii
PSP
iOS
Android 2.x
Symbian^3
Bada*
WebOS*
WP7
*Definition: Smartphone considered to feature the original iPhone specs or better
**Estimate: Games make 20% of apps across all mobile platforms
Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs
COMPETITION WEIGHTED
0
200
400
600
800
1000
1200
Games** competing weighted by install base
Com
peti
tion Index
PS2
Xbox
Xbox 360
PS3
Wii
PSP
iOS
Android 2.x
Symbian^3
Bada*
WebOS*
WP7
*Definition: Smartphone considered to feature the original iPhone specs or better
**Estimate: Games make 20% of apps across all mobile platforms
Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs
INDIES DOMINATE ON THE APP STORE
Source: Distimo Report, Full Year 2010
INDIES DOMINATE ON ANDROID MARKET
Source: Distimo Report, Full Year 2010
INDIES POPULAR ON OVI
Source: Distimo Report, Full Year 2010
BRANDS DOMINATE ON WINDOWS PHONE 7
Source: Distimo Report, Full Year 2010
Apple iOS Large install base
Very solid app store but no MNO billing
Some fragmentation
Some piracy
Huge competition
Casual heavy on freemium
Hardcore and brands heavy on premium
Heavy price pressure
Google Android Large install base
Improved app store with MNO billing
Heavy fragmentation
Heavy piracy
A lot competition but mostly low quality
OEM and MNO app stores coming
Heavy price pressure
SWOT ANALYSIS
Nokia Symbian^3 Small install base
Improved app store with MNO billing
Very little fragmentation
Heavy piracy
Some competition
Casual heavy on freemium
Hardcore and brands heavy on premium
Nokia committed to drive DLs
Windows Phone 7 Small install base
Solid app store
Little fragmentation
Little piracy
Some competition
Premium category
Cross platform
TABLET VS. SMARTPHONE
14%
0%
4%
14%
23%
1%
11%
3%
31%
Barclaycard Rollercoaster Extreme
iPad
iPhone
iPhone 3G
iPhone 3GS
iPhone 4
iPod 1
iPod 2
iPod 3
iPod 4
Split by device since 24.12.10
Free casual game
12.5m DLs total
Top 5 worldwide
TABLET VS. SMARTPHONE
25%
1%
5%
16%30%
1%
7%
4%
12%
Galaxy on Fire 2
iPad
iPhone
iPhone 3G
iPhone 3GS
iPhone 4
iPod 1
iPod 2
iPod 3
iPod 4
Split by device since 24.12.10
Hardcore sci-fi
Paid at $9.99
Top10 Grossing
in US, UK, DE
What business? Premium
Try&buy
Freemium
Ad-funded
What platform? iOS
Android
Symbian^3
Windows Phone 7
MeeGo
Bada
WebOS
KEY CONSIDERATIONS
What engine? Develop in-house if flexibility, control and
performance are essential
License if time to market is key or dev
team is relatively small or deep engine
knowledge is absent
Thank you!
michael@fishlabs.net
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