Richard FirmingerGeneral Manager, Europe

February, 2012

Using analytics to take your mobile games to the next level

Flurry Overview

60,000

150,000

App Developers:

Live Applications:

Flurry Analytics Better Apps: iOS, Android, BB, WP, J2ME, HTML5

390MDevices per month:

27BSessions per month:

AppCircle NetworkAcquisition & Monetization: iOS, Android

5,000App Developers:

180MDevices per month:

300BEvents per month:

6MDaily Completed Views

AppCircle: App Traffic Acquisition & Monetization• Data-driven app recommendations across iOS and Android apps• Get your app discovered, drive more daily active users and earn revenue

Analytics: Audience Insight, 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

AppCircle Clips: Engaging Brand Impressions & CTAs with TV-style video• Distribute and serve highly targeted video across iPhone and iPad apps• Cost-Per-Completed-View Model for best ROI

1

2

3

Flurry Services

Important Industry Trends

2,300 20,000

80,000

200,000

250

350,000

27,500

160,000

250,000

400,000 425,000

500,000 iTUNES APP STOREANDROID MARKET

August 2010 May 2011 July 2011 October 2011December 2009March 2009

Supply: Already Hundreds of Thousands of Available Apps

Sources: Google, Apple, Flurry Estimates; Numbers in thousands

Source: Flurry Analytics

Christmas 2011: Breaking the one billion app barrier

0.75

1.20

New iOS & Android App Downloads, Holiday Week (billions)

+60%

WEEKLY AVE, DEC 4 - 17

DECEMBER 25 - 31

iOS and Android, Addressable MarketU.S.

China

U.K.

So. K

orea

Japan

Fran

ceGer

man

yAustr

alia

Canad

aSp

ain Italy

Holland

Russia

Brazil

Mex

icoIn

diaSw

eden

S. Ara

biaTa

iwan

Hong Kong

109

35

17 1610 10 10 8 8 5 5 4 4 4 4 3 3 3 3 3

Addressable Market: iOS & Android Users Running Apps, Last 30 Days (MM)

Sources: Flurry Analytics, Nov 20 – Dec 20, 2011; CIA World Factbook; IMF; Miller-McCune

iOS and Android, Market Upside

Source: Flurry Analytics & Estimates; CIA, The World Factbook, Adults = 15 – 64 years old

Gam

esEn

terta

inm

ent

Utiliti

es

Socia

l Net

workin

gLif

esty

leM

usic

Gam

es -

Arca

deGa

mes

- Ac

tion

Gam

es -

Boar

dGa

mes

- Pu

zzle

Trav

elPh

otog

raph

yNe

wsPr

oduc

tivity

Refe

renc

eSp

orts

Heal

thca

re &

Fitn

ess

Book

sNa

vigati

onBu

sines

sEd

ucati

onGa

mes

- Sp

orts

Finan

ceGa

mes

- Ki

ds

Gam

es -

Simul

ation

Gam

es -

Card

Gam

es -

Wor

d

Gam

es -

Adve

ntur

e

Gam

es -

Stra

tegy

Wea

ther

Gam

es -

Fam

ilyGa

mes

- Ra

cing

Gam

es -

Role

Pla

ying

Gam

es -

Casin

oGa

mes

- Tr

ivia

Gam

es -

Educ

ation

alGa

mes

- M

usic

Med

ical

0%

2%

4%

6%

8%

10%

12%

Customers Try a Lot of New Content

Sources: Flurry Analytics, New App Downloads Across Categories

47%

32%

9%

7% 5%

Games

Social Networking

News

EntertainmentOther

TIME SPENT PER APP CATEGORY

Sources: Flurry Analytics

But Continue Use Across a Few Categories

Mobile Freemium Games: Women Thrifty, Men Binge

Source: Flurry Analytics

0%

5%

10%

15%

20%

25%

30%

Mobile Freemium Games: Money Spent by Age and Sex

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 (31%)

$0

$2

$4

$6

$8

$10

$12

$14

$16

Mobile Freemium Games: Transaction Size by Age and Sex

$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

TIME SPENT PER CATEGORY, BY COUNTRY, SESSIONS

Europe Likes Casual Games and Social Networking

Source: Flurry Analytics

Source: Flurry Analytics & Estimates

0 1 2 3 4 5 6 7 8 9 10 11 12

100%

38%29%

24%20% 16% 14% 11% 9% 7% 6% 5% 4%

iOS & ANDROID APP RETENTION, MONTHS SINCE ACQUISITION

App Audience Retention is a Challenge

Understanding your customers

Using analytics to make better games and deepen engagement

Key Insights Delivered by Analytics

Usage Statistics Measure the absolute performance of an app

Usage Benchmarks Measure the relative performance of an app

Audience Analysis Understand the make-up of an app audience

Audience Segmentation Group your audience into meaningful groups based on any metric

Event Tracking Learn what tasks users complete within your app

Portfolio Management Measure overlap in consumer usage across your portfolio

1

2

3

4

5

6

Understand and Improve User Experience

Measure and Segment Audiences

Conduct Market Analysis

Track Sales Conversions

Track Ad Network Performance

Sales of Virtual Goods, Last 30 Days

Track IAP Sales and Customer LTV

Virtual Goods Sales, Last 30 Days

Monetise your customers

Android AppCircle Rewards Greatly Boosts Creative Mobile Revenue

$0.40-$0.45 per install Flexible and fast

Flurry’s better ad targeting drives higher payouts and is simple to integrateUses Flurry AnalyticsTracking 150K+ apps

Pub Payout per Install

Daily Installs

Metric Definition Result

Publisher revenue earned from each AC Rewards install

Publisher Installs generated per day through AC Rewards

$0.45

20,000

We are so pleased with AC Rewards that we are adding it in more & more parts of our game, and our revenue keeps on growing.

-Vladimir Funtikov – MD Creative Mobile

Android Success Story: Drag Racing

Thank you

richard@flurry.com

www.flurry.com@flurrymobile