EIG 2013 – Engaging new battles in Online Gaming Market Trends Overview

Aviram Eisenberg, Founder & CEO, Ignite November 2013

EiG 2013

Europe’s exclusive iGaming hub. Bringing together annually the top 1500+ iGaming executives and high level professionals for 44 Congress hours of discussions, networking and business. excellent place to catchup with current trends in the online gaming (gambling) industry EiG keynote speakers: o Andreas Weigend (Former Chief Scientist at Amazon.com,

Founder of Social Data Lab, Stanford University) o Geoff Freeman (President & CEO of American Gaming Association) o Simon Moores (Managing Director Zentelligence) o Giles Thomas (Founder and Partner MIMO Brands Former European Marketing Director

SEGA & Former Marketing Director, MTV Networks Europe) o Isadore Hall (Assembly member California State Assembly)

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Trends in Online Gaming - some figures

Average gaming age is 40 years old 42% play daily, 32% play 2-3x per week, 26% play 1x per week or less Most users spend $8 – 15 per month on online gaming 69% of gamers play on the couch, 63% play while on transport Main factor influencing increased game play are more free games available + better phone memory + graphics

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http://www.infosolutionsgroup.com/popcapmobile2012.pdf

As part of global trend, the online Gaming/Gambling as a fast growing industry which become extremely competitive, one thing is clear

Trends in Online Gaming- The race for Mobile content

All Games go Mobile- Mobile Casinos, Mobile Lotteries, Mobile Betting Free-to-play - social or mobile application free of charge, monetization become later Social casino- engaging customers in social networks Mobile gambling grows in 150% in 12 months According to the forecast, Mobile Gambling Market will be worth $100 billion by 2017 19% Growth Rate of Mobile Gambling will be fuelled by US Intrastate gambling, In-Play Betting 4G Network Coverage and HTML5 Games The UK dominates the Gambling Market; In 2013 , 51% of Paddy Power’s revenues were generated by mobile traffic.

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Source : http://www.mobile-ent.biz/news/read/infographic-growth-of-the-100-billion-mobile-gambling-industry/022733

Mobile Technologies – the Challenge

ALL SOFTWARE VENDORS ARE NOT CERTAIN WHICH TECHNOLOGY TO CHOOSE

Platform strategy becomes a critical decision!

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HTML 5

The new standard for HTML. The previous version of HTML, HTML 4.01, came in 1999. The web has changed a lot since then. For the last couple of years, HTML5 was the main technology selection of the software vendors to create mobile games 80% of the largest 2,000 websites globally had an HTML5 site 79% of mobile developers will integrate HTML5 in their apps Roughly 74% of the online video market now supports HTML5**

Sources: *http://www.informationaboutnewtechnology.in/2012/06/advantages-and-disadvantages-of-html5.html **http://www.factbrowser.com/tags/html5/

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HTML 5 (pros and cons)

1. Mutuality - The main technology selection of the 2. Supported by all major browser providers for the various platforms

3. Cross platform support- saves development time, enables single coding and multiple deployments for any platform.

4. Accessibility - Doesn’t require application download by the user

1. Cross platform in theory - in reality each browser vendor supports HTML5 a bit differently. Once you write a HTML5 based game, you need to invest 20% of the development effort to adapt it to another browser!

2. labor-intensive technology if you want to get impressive results from user experience perspective

3. HTML5 lacks the monetization capabilities Apple and Google app stores provide.

http://www.webicy.com/web-design/64257-what-advantages-disadvantages-using-html5.html

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Adobe AIR

The sister runtime to Adobe Flash Player, enables the delivery of standalone applications that run outside the browser and without requiring a web connection Adobe is gambling on the gaming and gambling verticals as a main grown engine. Adobe AIR allows the developers community to enjoy all the capabilities of Flash and then convert the game into a native application that can run on both iOS and Android.

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*http://www.adobe.com/products/air.html

Adobe AIR (cont)

http://stackoverflow.com/questions/3045702/advantages-disadvantages-of-air-vs-flex-web

1. Rich UX - Adobe AIR allows the developers’ community to enjoy all the capabilities of Flash and then convert the game into a native application that can run on both iOS and Android.

2. Extensibility: Give developers the ability to call into their native, platform-specific code using AIR native extensions. Free sets of native libraries are available through the Adobe Game Developer Tools to further empower developers 3. HD-quality video: Play high-quality HD video with industry-standard codecs such as H.264, AAC, and MP3.

1. Slightly longer development time

2. Dependencies in Google market and App store approval- native app must be downloaded from the main marketplaces, in gambling sector could be a challenge

3. Requires an internet connection to run the game

4. Unclear future- Adobe declares that it will continue supporting Adobe AIR, but also keeps investing in HTML5 alternatives s(i.e. Nitobi acquisition). Not clear if it would have the same destiny as Flash.

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Unity is a game development ecosystem; a powerful rendering engine fully integrated with a complete set of intuitive tools and rapid workflows to create interactive 3D and 2D content Enables easy multiplatform publishing; thousands of quality, ready-made assets in the Asset Store and a knowledge-sharing community 3D graphics development platforms are quickly improving the quality of graphics. Unity 3D is becoming a de-facto standard in the free-to-play gaming vertical.

*http://unity3d.com/unity

Unity 3D

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Unity 3D (pros and cons)

1. Real cross platform capabilities

2. Easy Development

3. Images can be displayed in a ‘pixel-perfect’ way

4. Rich user experience that generate the WOW effect

5. Unity has their own upcoming web-plugin to maintain and they are moving into 2D games

1. High memory consumer, poor performance in mobile devices

2. Using the physics engine is not possible without a workaround 3. Additional code is required to support different screen resolutions

http://thonbo.wordpress.com/2013/05/13/where-is-adobe-going-with-flash-after-max-conclusions http://www.previewlabs.com/2d-game-development-in-unity3d-overview/

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Summary

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Remains the main technology for creating mobile games, as

it is supported by all major browsers and APIs. Require complex development for

high quality UX results.

an evolved version of Flash, which enables the delivery of standalone applications that

run outside the browser, without connection to the

internet

packed with a set of intuitive tools for the developers, represents a real cross-

platform functionality that enables WoW effect, and can

be the future of online gambling industry

Where to Put your Chips?

There is no easy choice these days. If I take a look at our mobile gaming development department, then HTML 5

comes first (the majority of the developers), then Unity3D then Adobe AIR and finally plain native iOS and Android

development.

Aviram Eisenberg

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