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Gaming
    is
on-the-go

 Anywhere, anytime and whenever
       inspiration strikes
Vasco Elvas
• Senior Telecom Executive at Vodafone Portugal
  since 2001


• Teacher at Lusófona University


• Father of two


• Mobile evangelist


• Gamer since Sinclair 16k
Sinclair 16k !   Sinclair ZX SP 48k !    Sinclair 128k !
   1986                 1988                 1990




    PCs!               Mobile!          Cloud Gaming?!
   1991+               2002+                Future



 Gaming Evolution
ShowCase: iPad
Mobile Terminals
“Os portugueses
compram menos
eletrodomésticos e
produtos tecnológicos,
 no entanto o segmento
das telecomunicações,
 principalmente devido
aos smartphones,
 continua a ser o sector
que regista melhores
resultados no último
trimestre de 2011.”!
Mobile Terminals




 Gartner: SmartPhone sales decrease by 2% in 2012!
Total 419M. Samsung #1 , Apple #3. Android+iOS = 80%
Mobile Internet
• Cisco VNI forecasts 18x mobile
  data growth from 2011 to 2016 !

• Data Traffic - Mobile 3x Fixed!
• Trends !
  - Mobile Content: Streaming,
    Video, Gaming!

  - Mobile connections and
    increased speeds!

  - Advanced mobile computing       *VNI - Visual Networking Index
    devices
Mobile 1.0
6110




                       7190




       WAP 1.0 / CSD          WAP 1.2.x / GPRS   WAP 2.0 / 3G
         2000/2001                2002 /2004          2004+
Mobile 1.0
• Evolutionary Step Forward that
  brought wireless phones closer to
  internet!

• Golden age of Mobile Operators !
• Umbrella portals, with personalized
  and “device adapted experience”!

• Content management control
  (pricing, navigation, discovery)!

• Off-portal discovery was expensive!
• Gaming already TOP sales category     Java Games
Mobile 2.0
   • 2007 changed “things”!
   • OTT players entering mobile!
   • New Era for mobile gaming!
   • Mobile Devices w/ increased
      HW & SW capabilities!

   • New value chain to everyone
      w/ improved content
      discovery - AppStores


Apple’s built-in apps arrived and set a standard that inspired third-party devs
   to create something amazing, and they did, just as soon as the platform
Mobile First
Thinking Mobile First

• Mobile Input has been
  difficult!

• Complex devices and
  capabilities!

• Capable devices have a
  disproportionate share
  of mobile internet


   But still, there are a lot of opportunities
Thinking Mobile First




Put in the effort where there’s payoff
Design and Usability

      • Mobile gaming is mobile!
      • Context is king!
      • The devices are (very)
         different!

      • Forget your “dotcom”
         thinking!

      • You need unique content
         and design

“Design is not just what it looks like and feels like. Design is how it works.”
                                 Steve Jobs
“Smart€r Phones”
• Smartphones becoming more
  user friendly!

• It’s all about features. Users
  take advantage of devices
  capabilities!

• Loyalty, increased
  satisfaction and less churn!

• Majority have distribution
  and development ecosystem!

• Games = TOP Smartphone
  Business
                         	   (2011)!
EU 22% smartphones penetration US 1 in 10 citizens have an iPhone !
Tablets
• Two year old device category!
• “The new iPad”, 3rd generation,
   with 3M pre-orders in 3 days!

• Google and Apple dominance!
• Nokia, HP and RIM in a struggle!
• Apple Rules, decline estimated
   by 2015, but analysts predictions
   change everyday!


          Tablet sales to hit 119 million units in 2012 (Gartner) !
New iPad Accounts for 10% of all iPad Traffic in Only Three Weeks (Chikita)!
Gaming Economy
App Stores
• Apple App Store hits 25B
  downloads and sets standards!

• Google Play hits 400k apps.
  10B downloads!

• 70/30 revenue share !
• Models: Free, Paid, Freemium !
• Games Dominant category!
• Global app market in 2011,
  $3.9B. 50B by 2016 (Juniper)
Android web browser claims biggest user share


            Browsing
Gaming Momentum
• Rovio Angry Birds, 5 Titles!
• Tried 50 games before!
• Angry Birds Space = 10M in
  less than three days!

• 1B Cumulative Downloads!
• Two Revenue Streams:
  1) free - advertising
  2) paid - 0,79€ for download !

• 2010 - 10M ; 2011 - 100M
Zynga
• In Portugal App Stores!
 - 21 iPhone Games!
 - 17 iPad Games!
 - 9 Android Games!
• Daily active users: 48M!
• Mobile Gaming Division revenue 10B!
• Draw Something: 50M downloads in
  50 days with 3000 drawings/sec
Gameloft
• In Portugal App Stores!
 - 156 iPhone Games!
 - 78 iPad Games!
 - 37 Android Titles!
• Daily active users: 48M!
• 45 M € 1ºT 2012 !
• Source Revenues: advertising and in-
  app
Y u Play Mobile?
                   AppAdvice.com
100M US Mobile Gamers
                   businessdegree.net
Apple w/ 84% of all mobile gaming revenue
                in the US
Mobile Gaming in 2011 generated 11B
                               businessdegree.net
Make money w/ Freemium
                        In-app Purchase!



• Free but w/ Ads!
• Free and i pay to remove ads!!
• Free but Content Locked!
• Free but “we have in-house
  economy” (virtual goods)!

• Paid for download!
• Paid w/ subscription model

           Tiny Tower : 3M in first year with in-app model!
                 Angry Birds: 6M for monthly Ads             businessdegree.net
Emerging Categories
• Time killer: JetPack Joyride!
• Birds and Ropes!
• Retro is Back (Wolfenstein, Monkey
  Island, Doom, Duke Nukem, Atari )!

• Towers!!! !
• MMO’s & Action RPG: Infinity Blade!
• Family & Kids!
• Faster...please : In-game digital
  shopping to increase game leveling,
  speed and progression
Get Promoted & Social
• 3rd party Promotion Ecosystems:
  App-o-day, AppZap, FreeAppaDay,
  AppsGoneFree, chomp!

• Go viral w/ SNs. Promote game
  economy, announce your
  achievements!

• Game Centers , OpenFeint Game
  Channel, Gameloft Live (Synced
  profiles, ratings , achievements,
  etc.)

                               !
               “Premium” Entry Point in App Stores
Gaming D€v Approach
• HTML 5 Mobile - lacks phone
  standards APIs, browsers
  interoperability but has a
  tremendous momentum!

• Native - AppStores, billing
  options and management
  lifecycle. !

• J2ME - Getjar, MNOs. Common
  with feature phone and
  emergent markets.
  Fragmentation and APIs
  restriction!

• Symbian / Nokia OVI Store.
Gaming - D€v SDKs
• Go Native with Java/Android &
  Objective-C/iOS!

• Unity Game Engine, Unreal
  Game Engine (UDK), open
  source engines (MOAI)!

• Mobile Gaming PAAS for
  Scoring, virtual goods, ratings!

• openappmkt.com for HTML 5
  mobile apps !

• HTML 5 to Native with
  PhoneGap.com (or use Adobe
  Creative Cloud tools).
Profile: Vodafone Apps
 World Most Valuable Telecoms Brand (9th overall) !
         2012 BrandFinance Global 500 report
Ongoing      2011

http://wacapps.net




                        Ongoing      2011




                     developer.vodafone.com
Nokia, Google, Apple
• Nokia’s profits today and future
  revenue prospects are suffering!

 - Trying to be all things in all
    sectors in a shifting value-
    landscape!

 - Losing its leadership in core
    areas: ease of use, hi-end devices!

 - Microsoft the right partner? !
• According to Gartner, Nokia leads
  MEA, with 58.5% in 2010, 52.9% in
  2011                                    Nokia Lumia 900!
                                          (Windows Phone)
Nokia, Google, Apple
• Google profits 4x in Apple
  Ecosystem, with 850k
  Android world daily
  activations!

• Over 1,400 versions of
  Android running on too
  many different pieces of
  hardware!

• HTML 5 Chrome Web
  Store for mobile? !

• Motorola Mobility fully
  acquired                    Fragmentation - 4k unique devices
Nokia, Google, Apple

• iPhone #1 smartphone, drives
  apps’ usage and data traffic!

• End-2-End Integration!
• Closed Ecosystem !
• Gamers & Devs Paradis€ !
• Nielsen/2011 - 8.7% market
  share and 75% of cell phone
  profits
and Facebook !
• HTML 5 Gaming as a
  distribution platform.!

• > 900 M active users!
• Scale could set standards and
  lead HTML 5 gaming!

• Web and Mobile distribution!
• Recent IPO with impact on
  their partners - Zynga Stock
  dropped over 13%!

• Soon launching it’s own
  AppStore
Gaming Future
Story Telling: como pai, com filhos pequenos e um grande
aficionado de jogos, procuro cada vez mais simplicidade
e rapidez em jogar (sem consolas, sem ligar pcs ou
portáteis) e no seio da família. Procuro algo que me permita
jogar um jogo que está algures na nuvem (sem ter de o
instalar) e que tenha inteligência para guardar estado do
jogo (achievements, saved games, gamecenter). Tem
também de permitir a continuação do jogo onde me apetecer
(em casa, on-the-go), em qualquer dispositivo, com quem
quiser e deve conseguir puxar-me para os jogos a pedido dos
meus amigos ("precisam de um elemento para ping-pong
pares" ou mesmo um "Atari pong" enquanto espero pela
consulta médica).
Gaming Future
• 4G Data with increased transfer rates!
• Cloud Ubiquitous Gaming - “play
  anywhere”!

• Gaming MVNO’s with dedicated retail
  Stores. Smartphones and tablet the
  future next generation consoles? !

• xTreme Gaming - same game , several
  places, experience alignment!

• Blizzard Mobile (WOW, Diablo 3 or
  Starcraft)? Gameloft already did it
  (Order&Chaos, Dungen Hunter and
  Starfront Colision)
ClassRoom Gamification

• Gaming approach to basic schools!
• Intersection: education, gaming
  and new technologies!

• Leverage the potential of gaming
  problem solving (logic, workflow,
  storyboards, algorithm,etc.)!

• New Leaners of 21st century!
• http://vimeo.com/21043303
Gaming
    is
on-the-go

 Anywhere, anytime and whenever
       inspiration strikes

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Gaming is on-the-go

  • 1. Gaming is on-the-go Anywhere, anytime and whenever inspiration strikes
  • 2. Vasco Elvas • Senior Telecom Executive at Vodafone Portugal since 2001 • Teacher at Lusófona University • Father of two • Mobile evangelist • Gamer since Sinclair 16k
  • 3. Sinclair 16k ! Sinclair ZX SP 48k ! Sinclair 128k ! 1986 1988 1990 PCs! Mobile! Cloud Gaming?! 1991+ 2002+ Future Gaming Evolution
  • 5. Mobile Terminals “Os portugueses compram menos eletrodomésticos e produtos tecnológicos,  no entanto o segmento das telecomunicações,  principalmente devido aos smartphones,  continua a ser o sector que regista melhores resultados no último trimestre de 2011.”!
  • 6. Mobile Terminals Gartner: SmartPhone sales decrease by 2% in 2012! Total 419M. Samsung #1 , Apple #3. Android+iOS = 80%
  • 7. Mobile Internet • Cisco VNI forecasts 18x mobile data growth from 2011 to 2016 ! • Data Traffic - Mobile 3x Fixed! • Trends ! - Mobile Content: Streaming, Video, Gaming! - Mobile connections and increased speeds! - Advanced mobile computing *VNI - Visual Networking Index devices
  • 8. Mobile 1.0 6110 7190 WAP 1.0 / CSD WAP 1.2.x / GPRS WAP 2.0 / 3G 2000/2001 2002 /2004 2004+
  • 9. Mobile 1.0 • Evolutionary Step Forward that brought wireless phones closer to internet! • Golden age of Mobile Operators ! • Umbrella portals, with personalized and “device adapted experience”! • Content management control (pricing, navigation, discovery)! • Off-portal discovery was expensive! • Gaming already TOP sales category Java Games
  • 10. Mobile 2.0 • 2007 changed “things”! • OTT players entering mobile! • New Era for mobile gaming! • Mobile Devices w/ increased HW & SW capabilities! • New value chain to everyone w/ improved content discovery - AppStores Apple’s built-in apps arrived and set a standard that inspired third-party devs to create something amazing, and they did, just as soon as the platform
  • 12. Thinking Mobile First • Mobile Input has been difficult! • Complex devices and capabilities! • Capable devices have a disproportionate share of mobile internet But still, there are a lot of opportunities
  • 13. Thinking Mobile First Put in the effort where there’s payoff
  • 14. Design and Usability • Mobile gaming is mobile! • Context is king! • The devices are (very) different! • Forget your “dotcom” thinking! • You need unique content and design “Design is not just what it looks like and feels like. Design is how it works.” Steve Jobs
  • 15. “Smart€r Phones” • Smartphones becoming more user friendly! • It’s all about features. Users take advantage of devices capabilities! • Loyalty, increased satisfaction and less churn! • Majority have distribution and development ecosystem! • Games = TOP Smartphone Business (2011)! EU 22% smartphones penetration US 1 in 10 citizens have an iPhone !
  • 16. Tablets • Two year old device category! • “The new iPad”, 3rd generation, with 3M pre-orders in 3 days! • Google and Apple dominance! • Nokia, HP and RIM in a struggle! • Apple Rules, decline estimated by 2015, but analysts predictions change everyday! Tablet sales to hit 119 million units in 2012 (Gartner) ! New iPad Accounts for 10% of all iPad Traffic in Only Three Weeks (Chikita)!
  • 18. App Stores • Apple App Store hits 25B downloads and sets standards! • Google Play hits 400k apps. 10B downloads! • 70/30 revenue share ! • Models: Free, Paid, Freemium ! • Games Dominant category! • Global app market in 2011, $3.9B. 50B by 2016 (Juniper)
  • 19. Android web browser claims biggest user share Browsing
  • 20. Gaming Momentum • Rovio Angry Birds, 5 Titles! • Tried 50 games before! • Angry Birds Space = 10M in less than three days! • 1B Cumulative Downloads! • Two Revenue Streams: 1) free - advertising 2) paid - 0,79€ for download ! • 2010 - 10M ; 2011 - 100M
  • 21. Zynga • In Portugal App Stores! - 21 iPhone Games! - 17 iPad Games! - 9 Android Games! • Daily active users: 48M! • Mobile Gaming Division revenue 10B! • Draw Something: 50M downloads in 50 days with 3000 drawings/sec
  • 22. Gameloft • In Portugal App Stores! - 156 iPhone Games! - 78 iPad Games! - 37 Android Titles! • Daily active users: 48M! • 45 M € 1ºT 2012 ! • Source Revenues: advertising and in- app
  • 23. Y u Play Mobile? AppAdvice.com
  • 24. 100M US Mobile Gamers businessdegree.net
  • 25. Apple w/ 84% of all mobile gaming revenue in the US
  • 26. Mobile Gaming in 2011 generated 11B businessdegree.net
  • 27. Make money w/ Freemium In-app Purchase! • Free but w/ Ads! • Free and i pay to remove ads!! • Free but Content Locked! • Free but “we have in-house economy” (virtual goods)! • Paid for download! • Paid w/ subscription model Tiny Tower : 3M in first year with in-app model! Angry Birds: 6M for monthly Ads businessdegree.net
  • 28. Emerging Categories • Time killer: JetPack Joyride! • Birds and Ropes! • Retro is Back (Wolfenstein, Monkey Island, Doom, Duke Nukem, Atari )! • Towers!!! ! • MMO’s & Action RPG: Infinity Blade! • Family & Kids! • Faster...please : In-game digital shopping to increase game leveling, speed and progression
  • 29. Get Promoted & Social • 3rd party Promotion Ecosystems: App-o-day, AppZap, FreeAppaDay, AppsGoneFree, chomp! • Go viral w/ SNs. Promote game economy, announce your achievements! • Game Centers , OpenFeint Game Channel, Gameloft Live (Synced profiles, ratings , achievements, etc.) ! “Premium” Entry Point in App Stores
  • 30. Gaming D€v Approach • HTML 5 Mobile - lacks phone standards APIs, browsers interoperability but has a tremendous momentum! • Native - AppStores, billing options and management lifecycle. ! • J2ME - Getjar, MNOs. Common with feature phone and emergent markets. Fragmentation and APIs restriction! • Symbian / Nokia OVI Store.
  • 31. Gaming - D€v SDKs • Go Native with Java/Android & Objective-C/iOS! • Unity Game Engine, Unreal Game Engine (UDK), open source engines (MOAI)! • Mobile Gaming PAAS for Scoring, virtual goods, ratings! • openappmkt.com for HTML 5 mobile apps ! • HTML 5 to Native with PhoneGap.com (or use Adobe Creative Cloud tools).
  • 32. Profile: Vodafone Apps World Most Valuable Telecoms Brand (9th overall) ! 2012 BrandFinance Global 500 report
  • 33. Ongoing 2011 http://wacapps.net Ongoing 2011 developer.vodafone.com
  • 34. Nokia, Google, Apple • Nokia’s profits today and future revenue prospects are suffering! - Trying to be all things in all sectors in a shifting value- landscape! - Losing its leadership in core areas: ease of use, hi-end devices! - Microsoft the right partner? ! • According to Gartner, Nokia leads MEA, with 58.5% in 2010, 52.9% in 2011 Nokia Lumia 900! (Windows Phone)
  • 35. Nokia, Google, Apple • Google profits 4x in Apple Ecosystem, with 850k Android world daily activations! • Over 1,400 versions of Android running on too many different pieces of hardware! • HTML 5 Chrome Web Store for mobile? ! • Motorola Mobility fully acquired Fragmentation - 4k unique devices
  • 36. Nokia, Google, Apple • iPhone #1 smartphone, drives apps’ usage and data traffic! • End-2-End Integration! • Closed Ecosystem ! • Gamers & Devs Paradis€ ! • Nielsen/2011 - 8.7% market share and 75% of cell phone profits
  • 37. and Facebook ! • HTML 5 Gaming as a distribution platform.! • > 900 M active users! • Scale could set standards and lead HTML 5 gaming! • Web and Mobile distribution! • Recent IPO with impact on their partners - Zynga Stock dropped over 13%! • Soon launching it’s own AppStore
  • 38. Gaming Future Story Telling: como pai, com filhos pequenos e um grande aficionado de jogos, procuro cada vez mais simplicidade e rapidez em jogar (sem consolas, sem ligar pcs ou portáteis) e no seio da família. Procuro algo que me permita jogar um jogo que está algures na nuvem (sem ter de o instalar) e que tenha inteligência para guardar estado do jogo (achievements, saved games, gamecenter). Tem também de permitir a continuação do jogo onde me apetecer (em casa, on-the-go), em qualquer dispositivo, com quem quiser e deve conseguir puxar-me para os jogos a pedido dos meus amigos ("precisam de um elemento para ping-pong pares" ou mesmo um "Atari pong" enquanto espero pela consulta médica).
  • 39. Gaming Future • 4G Data with increased transfer rates! • Cloud Ubiquitous Gaming - “play anywhere”! • Gaming MVNO’s with dedicated retail Stores. Smartphones and tablet the future next generation consoles? ! • xTreme Gaming - same game , several places, experience alignment! • Blizzard Mobile (WOW, Diablo 3 or Starcraft)? Gameloft already did it (Order&Chaos, Dungen Hunter and Starfront Colision)
  • 40. ClassRoom Gamification • Gaming approach to basic schools! • Intersection: education, gaming and new technologies! • Leverage the potential of gaming problem solving (logic, workflow, storyboards, algorithm,etc.)! • New Leaners of 21st century! • http://vimeo.com/21043303
  • 41. Gaming is on-the-go Anywhere, anytime and whenever inspiration strikes