Flurry: миллиардная аудитория – насколько большим может быть рынок мобильных игр?
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This document discusses the growth of the mobile games market and analyzes usage trends across smartphones, tablets, and platforms. Some key points: - The mobile games market is growing rapidly, surpassing 1 billion users next year, and apps are disrupting industries globally. Tablet usage is more concentrated during primetime and older users. - The top successful game types are endless pass time, social RPGs, and "gamer's games" featuring high-end graphics. Flurry Services help developers increase engagement, acquire users, and maximize monetization. - Tablet usage is longer per session but less frequent than smartphones. Entertainment dominates tablet time spent versus a mix of categories on smartphones.
Flurry: миллиардная аудитория – насколько большим может быть рынок мобильных игр?
- 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! ! 2X 3X ! 10XFASTER than the FASTER than the 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% 3% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 2% 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 Analy/cs
- 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 Analy/cs
- 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 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 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 Social 67% 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 Distribu/on 30% 25% 20% 15% 10% 5% Angry Birds Fruit Ninja 0% 13-‐17 18-‐24 25-‐34 35-‐54 55+ Key Genre A_ributes • Intui/ve, simple puzzle/arcade mechanics 58% 42% • Leverages h/w (touch, accelerometer) DAU 1,000,000 • Cute, oben 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 Distribu/on 40% 35% 30% 25% 20% 15% 10% 5% Crime City Original Gangstaz 0% 13-‐17 18-‐24 25-‐34 35-‐54 55+ Key Genre A_ributes • Text-‐based RPG mechanic 79% 21% • Player-‐vs-‐player gameplay DAU 150,000 • Energy / HP deple/on 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 Distribu/on 50% 40% 30% 20% 10% Infinity Blade II Real Racing 2 0% 13-‐17 18-‐24 25-‐34 35-‐54 55+ Key Genre A_ributes • Plahorm-‐leading graphics 91% 9% • Strong physics engine / middle-‐ware DAU 50,000 • Sports / ba_le / racing style sub-‐genres Monthly Revenue $400,000 • Defined win-‐lose outcomes Investment (minor) $100,000 • Premium pricing model, oben $4.99+ Investment (major) $400,000
- 22. Flurry Services! Analy6cs: Increase Your App Engagement and Reten6on 1 • Free and powerful. Leading app analy/cs (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 recommenda/ons and videos (iOS, Android) • Win-‐back your best users to build the most loyal and best mone/zing audience AppSpot: Maximize Your App Audience Revenue 3 • 2X revenue, reduce cost with free ad serving and media/on, yield-‐op/mized ads • Max eCPMs with media/on and yield op/miza/on leveraging Flurry’s big data set • Max eCPMs selling direct, segmented parts of your audience to top adver/sers Ad Analy6cs: Measure the value of your mobile campaigns 4 • Track your mobile marke/ng across across all plahorms and sources or traffic • Go deep & truly measure the value of your acquired audiences • Understand key metrics such as frequency, session length, reten/on and ROI