peter farago
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App Measurement & Advertising Platform
70,000
190,000
App Developers:
Live Applications:
Flurry Analytics Better apps on iOS, Android, BB, WP, HTML5
540MDevices per month:
38BSessions per month:
AppCircle Ad NetworkAcquisition & Monetization: iOS, Android
6,200App Developers:
250MDevices per month:
400BEvents per month:
3MDaily Completed Views
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“Software is Eating the World” Andreessen in WSJ
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iOS & Android Addressable Market
GLOBAL POPULATION
7 BILLIONSources: United States Census Bureau, based on Accenture analysis
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iOS & Android Addressable Market
MOBILE PHONE SUBSCRIPTIONS
6 BILLIONSources: US Census Bureau; International Telecommunication Union; based on Accenture analysis
GLOBAL POPULATION 7 BILLION
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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; based on Accenture analysis
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iOS & Android Addressable Market
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
iOS & ANDROID
550 MILLION
INTERNET USERS 2.3 BILLION
Sources: US Census Bureau; International Telecommunication Union, Flurry; based on Accenture analysis
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iOS & Android Addressable Market
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
INTERNET USERS 2.3 BILLION
Sources: US Census Bureau; CIA World Factbook; Flurry; based on Accenture analysis
iOS & ANDROID
550 MILLION
9% VS
MOBILE
24% VS
INTERNET
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Penetration of WW Population, 5 Years After Launch
PCs (1988) Facebook (2009) Internet (2000) iOS & Android (2012)
1%
3%4%
8%
8X 3X 2X
Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry
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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
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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
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36%
6%58%
57%9%
34%
70%
11%
19%
iOS & Android Games Eat Traditional Gaming 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
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Indies Dominate 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
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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
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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%
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Gen Y Pays
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%)
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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%
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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
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Other
Books
News
Utilities
Entertainment
Social Networking
Games
10%
2%
2%
3%
11%
14%
58%
Other
News
Utilities
Lifestyle
Entertainment
Social Networking
Games
11%
2%
4%
5%
6%
22%
50%
Source: Flurry Analytics, Q1 2012; 160,500 apps, 97 Billion Sessions
Sessions per Category, Smartphones vs. Tablets
Smartphones Tablets
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Engagement Comparison, Smartphones vs. Tablets
Source: Flurry Analytics
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Time of Day Usage, Smartphones vs. Tablets
Source: Flurry Analytics
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Gender by Category, Smartphones vs. Tablets
Source: Flurry Analytics
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13%9%
20%
41%
17%21% 20% 22%
14%
3%
Source: Flurry Analytics
13 - 17 18 - 24 25 - 34 35 - 54 55+
Average Age
Smartphones:Tablets:
2738
Smartphones Tablets
Age Distribution, Smartphones vs. Tablets
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Top 6 Successful Game Types
ENDLESS PASS TIME
SOCIAL RPG
NURTURING & COLLECTING
GAMER’S GAME
BUILDING & SIMULATION
POKER / CASINO
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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
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13-17 18-24 25-34 35-54 55+ 0%
5%
10%
15%
20%
25%
30%
35%
Nurturing & Collecting
Examples
59%41%
Dragonvale Dream Pethouse
Age Distribution
DAU 300,000
Monthly Revenue $900,000
Investment (minor) $100,000
Investment (major) $400,000
Key Genre Attributes
• Nurturing (tamagotchi) gameplay
• Avatar / dress-up style content
• Endless variety of virtual goods
• Strong social / show-your-friends sharing
• Often w/ underlying econ sim mechanics
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13-17 18-24 25-34 35-54 55+ 0%5%
10%15%20%25%30%35%40%
Building & Simulation
Examples
51%49%
Smurfs’ Village Kingdoms of Camelot
Age Distribution
DAU 400,000
Monthly Revenue $1,200,000
Investment (minor) $100,000
Investment (major) $500,000
Key Genre Attributes
• Building & simulation gameplay
• “Empire” expansion / leveling up
• Content / power-up unlocks
• Has both virtual currency & goods
• Light social collaboration & sharing
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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
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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+
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13-17 18-24 25-34 35-54 55+ 0%5%
10%15%20%25%30%35%40%
Texas Poker / Casino
Examples
32%68%
Zynga Poker Card Ace: Casino
Age Distribution
DAU 200,000
Monthly Revenue $1,000,000
Investment (minor) $100,000
Investment (major) $400,000
Key Genre Attributes
• Synchronous, Online Multi-player
• Private + public tables, chat enabled
• Texas Poker dominates, inherently social
• Blend of competition + social
• Acquiring chips = perfect freemium model
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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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Flurry Services