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Конференция White Nights: Mobile Games Conference (http://wncong.com)TRANSCRIPT
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
iOS & ANDROID ADDRESSABLE MARKET
MOBILE PHONE SUBSCRIPTIONS
6 BILLIONSources: US Census Bureau; International Telecommunication Union
GLOBAL POPULATION 7 BILLION
iOS & ANDROID ADDRESSABLE MARKET
INTERNET USERS
2.3 BILLION
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
Sources: US Census Bureau; International Telecommunication Union
iOS & ANDROID ADDRESSABLE MARKET
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
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 ADDRESSABLE MARKET
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
iOS & ANDROID
530 MILLION
INTERNET USERS 2.3 BILLION
AFFLUENT ADULTS 2 BILLION
Sources: US Census Bureau; ITU; CIA World Factbook; IMF; Professor Roy Adler, Pepperdine University; Facebook; Flurry
iOS & ANDROID ADDRESSABLE MARKET
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
iOS & ANDROID
530 MILLION
INTERNET USERS 2.3 BILLION
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
Source: Flurry Analytics
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+
Source: Flurry Analytics
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
Monthly Revenue $600,000
Investment (minor) $100,000
Investment (major) $400,000
Key Genre Attributes
• 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
Monthly Revenue $400,000
Investment (minor) $100,000
Investment (major) $400,000
Key Genre Attributes
• 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
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2
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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
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