Best Practices &

Recommendations.On how to market iPhone gaming applications

Overview of the App Store

1.

In the U.S, 18M users play on

iPhone/ iPod/ iPad, they

are more than 20M in

europe.

53% (DS/Dsi),59% (PSP)of the gamers that buy

paid games show an average monthly revenue higher

than 10USD.

To be compared with the 38% on iPhone and iPod Touch or the 72% on the iPad,

☐ Key figures on the mobile game market10

8

3

1

45

46

72

48

€

2010 2011 2012 2013 2014

Mobile games 5930.1 7449.1 8801.1 9992.5 11040.1

Offline Computer games 2766.7 2643.7 2446.4 2177.3 1835.8

Online Computer games 7329.0 8801.4 10715.2 12269.1 13638.2

Home console games 16506.7 15386.3 15172.6 17263.8 18848.1

Handheld console games 5431.9 5994.4 6447.9 6777.1 6953.9

Total 37 946,5 40 274,9 43 583,2 48 479.8 52 316,0

Growth rate 8,4% 6,1% 8,2% 11,2% 7,9%Source : IDATE, June2010 – data are in million of euros.

International Gamers Survey 2010 | www.newzoo.com | Septembre 2010

☐ Profile of iPhone users and game app buyers (FR)

Almost two thirds of the

iPhone users are male.

Half of the iPhone users have

between 25 and 60 years old

The typical user of the

iPhone is older than the typical gamer.

The iPhone platform is more

mainstream than others.

The iPhone owner is urban (almost on third of the iPhone

users live in Paris or in the suburds).

10

8

3

1

45

46

72

48

€ Share per age rang –

iPhone V.S. other mobile brandsShare per localisation –

iPhone V.S. other mobile brands

Share per gender – iPhone V.S. other mobile brands

We can notice that the TOP 10

is quite similar in NCSA or

in EMEA.

The iPhone app purchasers seem to be more attracted by

board games, « gold

version » of arcade games or serious games.

We also notice that there is as

much native apps as apps

derivated from famous IP.

Low budget game packs

10

8

3

1

45

46

72

48 €

☐ Profile of iPhone users and game app buyers

For the month of September,

the average monthly revenue per user in its

surveyed Apps was $9 from

virtual goods sales.

We noticed that the

attachement rate on the games in our portfolio that have

a « lite version » is 46.7%.

The keywords and more globally understanding how

work the search engine of

the Appstore is a KSF.

10

8

3

1

45

46

72

48 €

☐ Profile of iPhone users and game app buyers

Au cours des 30 derniers jours, 43 % des utilisateurs d'iPhone interrogés (42 % des

possesseurs d'un terminal Windows Mobile) ont affirmé avoir acheté une

application payante après en avoir testé la version "lite"

La place de marché d'applications d'un système d'exploitation mobile est le moyen le plus utilisé (par 43 % des utilisateurs de smartphones) pour

découvrir de nouveaux programmes, devant la recommandation d'application par des proches (37 %)

Apple App Store*

Description App Store is the unique market place to get iPhone, iPod Touch and iPad applications

Launch date July 2008

whatever (111) 222-3333

About the apps About 300 000 applications, 71% are paid apps with an average listed price of $4.3

* Gigacom&Flurry datas

Payment modes Credit cards, iTunes gift cards, iTunes Store credits or PayPal

Publishers Around 35000 publishers who wait an average of 4.78 days for their app approvalAround 35000 publishers who wait an average of 4.78 days for their app approval

Main competitors Android Market, Blackberry App World, Ovi Store, Windows Market Place, Palm App Catalog

iOS Market share 19,2% in Europe and 23,8% in NCSA (09/2010) – about 60 million users WW (5M in France)

Interfaces Reachable from a computer, an iPhone, an iPod, an iPad

☐ Deep analysis of the french App Store Game Section*Search

* Datas from a User Adgents study ran in March 010’

5,99

4,99€

3,99€

2,99€

2,39€

1,59€

0,79€ The average price of

an app is1,35€.

25% of the applications are games. 37% of the 20 000 games app are

free apps V.S. an average of 51% for the other app sections.

« New and noteworthy »

A « free » way to get more sales is to release

severalupdated versions

Apple review apps on its FB pages:

653,575 fans WW and 86,391 in FR

« Made for iOS4 » HD games

Paid apps. Rankings follow a logarithm

focused on the last 4 days of sales

Equivalent to « staff favorite »

« What’s hot» : combination of

newly released and well rated apps.

« cash cow apps »

+ Asidefromthose section, Apple makesselection « boardgames » or « control the

world »

• A great natural traffic : 58 millions of iOS users [Several devices 1 iOS 1 Market Place]

• An international AppStore with local stores (the purchase is filtered with your credit card details)

that allow local /differentiated marketing (assets, price,…)

• A strict price point policy with a minimum and a maximum (in-app purchases)

•A strict content/editorial policy : no adult content, no splash screens inside the app,…

• An innovation (hardware or softwares) every 12 months : iOS4, Game Center, Retina Screen,…

• No opportunity for organized in-store advertising (aside from the banners) but lots a « free » ways to get

natural exposure (specialized blogs, app updates, promocodes, optimized keywords,…)

• A « king of the hill » strategy/ algorythm: with more than 300 000 app listed and despite the long tail

effect, the top 10 and the « new and noteworthy » sections made half of the sales.

Use the virtuous circle of the rankings : a visible app is an app bought & an app bought is a visible app

• The iPhone is a more mainstream platform than the other console, the marketing should be

impacted (PR, assets, finition of the game,…)

Offer Analysis & Editors

Best Practices

1I.

A button on the menu « more

games »

A « mailto » link in order to

getpromotionnal updates or let a review on the

app

Gameloft includes in its apps a menu divided in 5 sections, « Best sellers », « recommendations », « new »,« catalogue » and « comments ».

You can buy the next episode of the game or

see the trailer.

A pop up screen at the end of the app offers you to rate the app.

The keyword HD is alsoused in the app title

Description : We noticed that the field is usually filled with reviews from well-established websites

Master all classics e.g. could be presented as « game pack »

• Assets : icons and description field

• In app purchase +in app catalogue + cross selling

• Localized screenshots with story telling or features

• A customer friendly app : weight (20Mo), saving feature, adapted play time sessions, auto set up

(cf. Dark Nebula game app)

• Follow up on games and reviews tracking (bug fixing)

• Big sellers Lite version are also Big sellers in the Paid section

• Keywords : adopt a SEO strategy

• Do HD/Retina screen adapted games and show it

• Do packaged application with free mp3 from the soundtrack of the PC game e.g.

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