"Новые герои индустрии социальных игр: приложения для iOS и Android", Richard Firminger, Managing Director (Europe), Flurry Analytics

Richard FirmingerGeneral Manager, EMEA

June, 2012

The New Hero in Social Gaming

iOS & Android Apps

APP ADVERTISING & MEASUREMENT PLATFORM

70,000

185,000

App Developers:

Live Applications:

Flurry Analytics Better apps on iOS, Android, BB, WP, HTML5

530MDevices per month:

36BSessions per month:

AppCircle Ad NetworkAcquisition & Monetization: iOS, Android

6,200App Developers:

200MDevices per month:

350BEvents per month:

3MDaily Completed Views

iOS & ANDROID ADDRESSABLE MARKET

GLOBAL POPULATION

7 BILLIONSources: United States Census Bureau


MOBILE PHONE SUBSCRIPTIONS

6 BILLIONSources: US Census Bureau; International Telecommunication Union

GLOBAL POPULATION 7 BILLION


INTERNET USERS

2.3 BILLION


MOBILE PHONE SUBSCRIPTIONS 6 BILLION

Sources: US Census Bureau; International Telecommunication Union




INTERNET USERS 2.3 BILLION

WORLDWIDEAFFLUENT ADULTS

2 BILLION

Sources: US Census Bureau; ITU; CIA World Factbook; IMF; Professor Roy Adler, Pepperdine University




iOS & ANDROID

530 MILLION


AFFLUENT ADULTS 2 BILLION

Sources: US Census Bureau; ITU; CIA World Factbook; IMF; Professor Roy Adler, Pepperdine University; Facebook; Flurry




iOS & ANDROID

530 MILLION


AFFLUENT ADULTS 2 BILLION

Sources: US Census Bureau; ITU; CIA World Factbook; IMF; Professor Roy Adler, Pepperdine University; Facebook; Flurry

ONLY ~25% PENETRATED OF ITS TOTAL

ADDRESSABLE MARKET

“SOFTWARE IS EATING THE WORLD” ANDREESSEN IN WSJ

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

HOW BIG IS THIS? 10X PC AND 2X INTERNET

PC (1983) Internet (1995) iOS & Android (2007)

47.5

248

446

USERS PER PLATFORM 5 YEARS AFTER LAUNCH (MILLIONS)

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 EATING TRADITIONAL GAME 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 ESTABLISHED COMPANIES 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%

WW 2011 App Ecosystem Revenue

WORLDWIDE REVENUES FOR 2011: $3.8 B – IOS AND ANDROID

52%

24%

24%

App Sales

MobileAdvertising

In-App Purchases

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%)

GEN X PAYS


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%

WOMEN THRIFTY. MEN BINGE.

$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+


The App Download Is Only The First Battle

Consumers download an average of 85 appsBut use only 5-10 apps in a given week

Source: Flurry Analytics, Jan 2012 – March 2012

What Does App Retention Look Like?

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%

Source: Flurry Analytics & Estimates

iOS & Android App User Retention, Months Since Acquisition (%)

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%40%

Social RPG

Examples

21%79%

Crime City Original Gangstaz

Age Distribution

DAU 150,000





• 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





• Platform-leading graphics

• Strong physics engine / middle-ware

• Sports / battle / racing style sub-genres

• Defined win-lose outcomes

• Premium pricing model, often $4.99+

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

1

2

3

Flurry Services

Ad Analytics: Measure the value of your mobile campaigns• Track your mobile marketing across across all platforms and sources or traffic • Go deep & truly measure the value of your acquired audiences• Understand key metrics such as frequency, session length, retention and ROI

4

Thank you

[email protected]

Economy & Finance

"Новые герои индустрии социальных игр: приложения для iOS и Android", Richard Firminger, Managing Director (Europe), Flurry Analytics