Mobile games market growth potential
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Саймон Подд (Simon Podd), коммерческий директор Flurry, выступает с докладом "Миллиарды игроков - насколько может вырасти рынок мобильных игр?".
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Mobile games market growth potential
- 1. November 2012 An audience of billions – just how big can the mobile games market get? Simon Podd, Director of Sales, EMEA
- 2. Flurry Track Record Number 1 Mobile Reach Monthly Unique Users 720M Number 1 Analytics Application Developers 85K Applications 240K Monthly Unique 60B Sessions Number 2 Ad Network Monthly Clips 120M
- 3. The Fastest Adopted Technology. Ever. iOS & Android devices vs. top technologies, 5 years after introduction 10XFASTER than the 2X FASTER than the 3X FASTER than current 1980s PC REVOLUTION 1990s INTERNET BOOM 2000s SOCIAL NETWORKING Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry
- 4. Competition for Consumers Continues to Increase Over 1 million available apps on iOS and Android 600 GOOGLE PLAY iTUNES APP STORE 500 460 425 400 350 250 250 200 160 80 28 20 2 March 2009 December 2009 August 2010 May 2011 July 2011 October 2011 April 2012
- 5. Addressable Market to Surpass 1 Billion Next Year Active smartphone & tablet devices Total Addressable Market Aggressive: 5B WW Mobile Device Owners Conservative: 2B WW Adults, Middle Class or higher 1.1 B Upside: Smartphones – dropping prices, especially Android Tablets – little replacement, mainly new; sub for PCs Connected TVs – to be shipped Reference: 660 M 2.3 Billion Internet Subscribers today 331 M 76 M 23 M Aug 2009 Aug 2010 Aug 2011 Aug 2012 Aug 2013E Source: Flurry Analytics
- 6. Apps Are Disrupting the World Top Countries by Active iOS & Android Devices (millions) Source: Flurry Analytics active devices July 2012
- 7. Apps Are Disrupting Emerging Markets Fastest Growing iOS & Android Markets by Active Devices 401% 279% 220% 217% 196% 193% 193% 189% 185% 171% China Chile Brazil Argentina Iran Vietnam Mexico Russia Turkey India Source: Flurry Analytics, July 2011 – July 2012, countries with at least 500k active devices as of July 2011
- 8. Microsoft Blows by a Beleaguered Research in Motion Flurry New Project Starts, RIM vs. Microsoft 6% 6% WINDOWS PHONE BLACKBERRY 5% 4% 4% 3% 3% 3% 2% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 2% 1% 1% 1% 1% 1% 1% 0% Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 Jun 2012 Source: Flurry Analytics
- 9. Microsoft Sets Its Sights on Android Flurry New Project Starts Q2 2011 vs. Q2 2012 1% 1% 3% 1% 27% 28% 71% 68% Q2 2011 Q2 2012 iOS Android Windows Phone BlackBerry Source: Flurry Analytics
- 10. Mobile App Usage Overtook Online in 2011 U.S. mobile apps vs. web consumption, minutes per day WEB BROWSING MOBILE APPS 94 81 MINUTES 70 66 74 MINUTES 72 64 MINUTES MINUTES MINUTES MINUTES MINUTES 43 MINUTES Sources: comScore, Alexa, Flurry Analytics; data includes Smartphones & Tablets, U.S. only
- 11. Mobile Apps Dominate Time Spent on Smartphones Share of time spent on smartphones More than 18.5% Browser 80% of mobile minutes 81.5% are spent in apps Apps Source: comScore, March 2012
- 12. Smartphones, Tablets and TV’s
- 13. Tablet Usage Is More Concentrated during Primetime Usage by Hour, Smartphones versus Tablets 9% % of Audience Using Smartphones 8% Tablets 7% 6% 5% 4% 3% 2% 1% 0% 5am 6am 7am 8am 9am 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 1am 2am 3am 4am Hour of Day Source: Flurry Analytics, Sep 2012
- 14. Tablet Usage is Longer but Less Often App Engagement, Smartphones versus Tablets 12,9 9,5 8,2 4,1 Weekly Frequency of Use Minutes per Session Smartphones Tablets
- 15. Tablet Users Trend Older Age Distribution, Smartphones versus Tablets Average Age Smartphones: 30 33% Tablets: 34 26% 24% 21% 21% 18% 19% 17% 14% 7% 13 - 17 18 - 24 25 - 34 35 - 54 55+ Smartphones Tablets Source: Flurry Analytics, Sep 2012
- 16. Tablet Usage is More Gender Balanced Gender Comparison, Smartphones versus Tablets 44% 56% 49% 51% Smartphones Tablets Source: Flurry Analytics, Sep 2012
- 17. Tablet Usage More Media & Entertainment Oriented Time Spent per Category, Smartphones versus Tablets Productivity Entertainment News 1% 3% 2% Other Other Lifestyle Utilities 11% 7% 3% 4% Health & Fitness Games Entertainment 3% 39% 9% Social Utilities Networking 17% 10% Games 67% Social Networking 24% Smartphones Tablets
- 18. Top 6 Successful Game Types ENDLESS PASS TIME NURTURING & COLLECTING BUILDING & SIMULATION SOCIAL RPG GAMER’S GAME POKER / CASINO
- 19. Endless Pass Time Examples Age Distribution 30% 25% 20% 15% 10% 5% Angry Birds Fruit Ninja 0% 13-17 18-24 25-34 35-54 55+ Key Genre Attributes • Intuitive, simple puzzle/arcade mechanics 58% 42% • Leverages h/w (touch, accelerometer) DAU 1,000,000 • Cute, often original IP; mass-mkt appeal Monthly Revenue $500,000 • Infinite replay value; lots of power-ups Investment (minor) $100,000 • May have social leaderboards Investment (major) $400,000
- 20. Social RPG Examples Age Distribution 40% 35% 30% 25% 20% 15% 10% 5% Crime City Original Gangstaz 0% 13-17 18-24 25-34 35-54 55+ Key Genre Attributes • Text-based RPG mechanic 79% 21% • Player-vs-player gameplay DAU 150,000 • Energy / HP depletion Monthly Revenue $600,000 • Clan / team dimension + message / chat Investment (minor) $100,000 • Mission-based & level progression Investment (major) $400,000
- 21. Gamer’s Game Examples Age Distribution 50% 40% 30% 20% 10% Infinity Blade II Real Racing 2 0% 13-17 18-24 25-34 35-54 55+ Key Genre Attributes • Platform-leading graphics 91% 9% • Strong physics engine / middle-ware DAU 50,000 • Sports / battle / racing style sub-genres Monthly Revenue $400,000 • Defined win-lose outcomes Investment (minor) $100,000 • Premium pricing model, often $4.99+ Investment (major) $400,000
- 22. Flurry Services Analytics: Increase Your App Engagement and Retention 1 • Free and powerful. Leading app analytics (iOS, Android, WP, BB, J2ME, HTML5) • Understand and segment app audiences to maximize engagement and revenue AppCircle: Build & Grow Your App Audience 2 • 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 AppSpot: Maximize Your App Audience Revenue 3 •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 Ad Analytics: Measure the value of your mobile campaigns 4 • 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