the mobile games landscape in 2015 | newzoo

INCLUDES CONTRIBUTIONS FROM

The Mobile Gaming Landscape 2015NEWZOO TREND REPORT

And the power users who shaped it

© 2015 Newzoo

FOREWORDIt has been another big year for mobile gaming. In fact, it has been the biggest year in the history of the industry so far. With the sector generating revenues of over $30 billion and King, arguably the biggest player in the market, valued at $6 billion, it’s fair to say that mobile gaming has reached heights in 2015 that few of us would have expected a decade ago. Unfortunately, what this means for the industry now and in the future has been clouded by antagonistic models of thinking. Whether deliberately or otherwise, mobile gaming’s success has tended to be framed as a battle with console or PC.

When I unpacked the data from this report, a different picture emerged. In contrast to the usual narratives about mobile versus console or PC within the industry, it’s clear that most players are not in one camp or the other; they’re in both. As you’ll see for yourself shortly, Big Spenders on mobile games also spend significantly within the rest of the gaming space. Free marketers, who share game content but don’t pay for it, aren’t casual gamers; they’re an audience who respect and play “core” games. And though they consume video content on mobile devices, mobile Power Users spend their time and money heavily on services like Netflix or Twitch, which work across platforms.

George Osborn is a games writer who has written for The Guardian, Games Industry Biz and Pocket Gamer. He is currently the Editor for Mobile Games

Forum and runs a content marketing business called Mobile Mavericks.

- George Osborn

What I believe we’ve seen in mobile gaming in 2015 is the beginning of a broader trend toward convergence. As shown by the success of Bethesda’s Fallout Shelter on mobile in June 2015 and Fallout 4 on PC, PS4 and Xbox One, game companies are beginning to realize that consumers desire gaming content to fit the various contexts that form their lives.

As a result, we’ll be seeing in 2016 onward a move away from defining games by their platform toward models that allow game content to be played and, equally important, viewed everywhere.

Sony’s announcement that PS4 Remote Play, which allows console owners to play content without carrying the product around, comes hot on the tail of Microsoft allowing Xbox One titles to run on Windows. Meanwhile, mobile VR, such as Samsung’s Gear headset, will ensure that gaming’s newest trend is built with mobility and flexibility of use in mind.

This report from Newzoo has solidified in my mind that soon we will no longer talk about mobile games as a genre, but as a method of consumption. The whole games industry is about to go mobile; I believe this will support, rather than threaten, businesses as they create diverse, and successful, games in the future.

INTRODUCTIONThis report is provides a “just in case you missed it” overview of the key trends, insights and data we have published in the past 12 months. But there are also some new gems to be found in this 39-page document. As our data on mobile broadens and deepens through our own data crunching and modelling, we also rely on a number of strong and innovative partners for insights on China, in-depth appstore data and game monetization metrics.

The biggest news on mobile last year was without a doubt ActivisionBlizzard buying King. Not just because it is the biggest acquisition in games industry history. It is illustrative of many things that have shaken up our industry in the past years.

CEO and Co-founder of Newzoo

- Peter Warman

For Newzoo, 2015 was a pivotal year in our company’s history as our growth accelerated. Compared to January of this year, we have doubled our headcount. Without disclosing our complete strategic and tactical line-up of plans and products, the world will see a lot of new and innovative things coming from Newzoo in 2016 in terms of markets tracked, type of intelligence that we provide and industries that we serve, particularly in the mobile space. In the first quarter of 2016, we will be expanding our US presence considerably including moving to a new San Francisco office: RocketSpace. As the majority of our clients already come from the US, it was just a matter of time before we would move more of our shop into their neighborhood.

“With this report, Newzoo has provided a unique summary of the year. It details not only macro-economic consumption patterns in the gaming eco system, but also their derivation from player transactions. An essential read for anyone involved in the business of game development.”

CEO and Co-founder of deltaDNA

- Mark Robinson

In 2015, Tencent expanded its lead as largest company in the world by game revenues, generating $4.2Bn in the first half of 2015 alone. It also has a significant minority stake in world’s new number two: ActivisionBlizzard.

1. The Mobile MarketA snapshot of developments in 2015

The industry standard for trends, gamer numbers and revenue projections, used by the majority of global games, media and hardware companies.

KEY SOURCE: NEWZOO’S 2015 GLOBAL GAMES MARKET REPORT

$7.4

$24.5Bn

$17.0

$9.4

$30.0Bn

$20.6

$11.2

$35.5Bn

$24.4

$12.8

$27.6

$40.4Bn$44.2Bn

2014 2015 2016 2017 2018

CAGR +15.9%

$12.9

$31.3

+23%year-on-year global

growth between 2014-2015

MOBILE REVENUES CONTINUE TO GROW

2014-2018 GLOBAL MOBILE GAMES MARKET REVENUES SPLIT BY SMARTPHONE & TABLET

© 2015 Newzoo | Source: Newzoo Global Games Market Report Premium

Smartphone Tablet

2014-2018

+69%year-on-year growth

for the greaterSoutheast Asia region.

ASIA LEADS AS WESTERN MARKETS MATURE

2015 MOBILE GAMES REVENUES PER REGION & YoY GROWTH RATES

© 2015 Newzoo | Source: Newzoo Global Games Market Report Premium

NAM

$6.5Bn+15.1%

LATAM

$1.1Bn+72.9%

W-EU

$3.7Bn+12.0%

MEA

$1.1Bn+82.8%

REST APAC

$1.8Bn+69.1%

OCEANIA

$0.6Bn+12.0%

E-EU

$0.8Bn+10.0%

CHINA

$6.5Bn+46.5%

KOREA

$1.9Bn+8.7%

JAPAN

$6.2Bn+5.8%

CHINA BECOMES #1 MARKET IN 2015

COUNTRY

China

Japan

US

South Korea

UK

Germany

France

Australia

Canada

Taiwan

2015 MOBILEREVENUES

$6,530M

$6,180M

$6,020M

$1,850M

$1,010M

$820M

$520M

$520M

$510M

$480M

$24,440M

2014-2015GROWTH

+46.5%

+5.8%

+15.2%

+8.7%

+11.3%

+12.7%

+10.9%

+10.8%

+13.5%

+51.2%

+18.9%

SHARE OF GLOBAL

21.7%

20.6%

20.0%

6.2%

3.4%

2.7%

1.7%

1.7%

1.7%

1.6%

81.3%

237MApple devices were

actively used inChina (October 2015),

or 29% of all smartphones & tablets

1

2

3

4

5

6

7

8

9

10

Source: Newzoo Global Games Market Report Premium

ACTIVISION BLIZZARD ACQUIRES KING

TOP 10 COMPANIES BY GAME REVENUES, H1 2014 VS. H1 2015

Activision Blizzard’s acquisition of King

makes it the

#2PUBLIC COMPANY

BY GAME REVENUES

PLAYERS HAVE PLAYED ONE OF THESE KEY FRANCHISES IN THE

PAST 3 MONTHS

UK GER FR ITES BENL

RU PH SI MA

SEBR PL

TR

AUS

CN KORTW JP

CAN

TH VNIN

MEX

51%48.5MAmericans have played at least one

of Activision Blizzard’s key franchises in the past 3 months

57.3M

ACTIVISION/BLIZZARD PLAYERS

KINGPLAYERS

24.5M 43%

OVERLAP ACTIVISION/BLIZZARD

& KING PLAYERS

Americans have played at least one of Activision Blizzard’s franchises and one

of King in the past 3 months.

SHARE OF ACTIVISIONBLIZZARD PLAYERS THAT ALSO PLAYS KING FRANCHISES | PAST 3 MONTHS | 26 COUNTRIES

© 2015 Newzoo

© 2015 Newzoo

IND

33.3% 63.9% 55.5% 35.0% 41.3% 28.0% 46.5% 45.5% 52.8% 27.0% 38.7% 38.1% 31.2%

19.8% 64.7% 76.0% 60.0% 58.3% 63.3% 67.3% 44.6% 57.6% 42.5% 34.6% 39.6% 32.4%

© 2015 Newzoo Consumer Research in 27 Countries, Newzoo Data Explorer, Consumers Aged 10 to 65

PLAYERS HAVE PLAYED ONE OF THESE KEY FRANCHISES IN THE

PAST 3 MONTHS Americans have played at least one of King’s key franchises in the past

3 months

MERGER ENTERTAINS 81.4M AMERICANS

2. Mobile Power UsersWho are the Free Marketers & Big Spenders?

KEY SOURCE: NEWZOO’S 2015 COUNTRY CONSUMER INSIGHTS

Get access to in-depth consumer insights anddata on 27 countries on over 200 variables. Size and profile your market in terms of yourtarget group

Big Spenders in the US spend > $25* per month on or in mobile games *varies country to country

With only 2.8% of mobile gamers classified as Big Spenders globally, gaming companies have focused more and more on unearthing these “whales”, measuring their value and attempting to increase their spend. Globally, there are 49.3 million mobile gamers who can be classed as Big Spenders. The US boasts the highest percentage of these lucrative mobile gamers with 4.8%.

Free Marketers play games > 10 hours per week without spending money

Defining value in mobile game monetization has focused almost entirely on how much money a player spends. This has come at the

expense of considering a group of users who don’t spend but are still highly valuable. Among non-paying mobile gamers, there is a

user segment that delivers meaningful value to marketers, even when they’re not actively being tapped into. Globally, 5.3% of all

mobile gamers are Free Marketers, or 90 million people.

Free Marketers Big Spenders

INTRO TO THE MOBILE POWER USER

AGE/GENDER OF POWER USERS

© 2015 Newzoo | Source: Newzoo Data Explorer | aggregate 27 countries

FEMALE

49%MALE

51%FEMALE

33%MALE

67%

AGED 10-35

73%AGED 21-50

75%


16%

22%

BIG SPENDERS HAVE FULL-TIME JOBS


© 2015 Newzoo | Source: Newzoo Data Explorer | aggregate 27 countries

WORK FULL-TIME

65%STUDENT

27%

1%

WORKING

85%NON-WORKING

14%WORKING

63%NON-WORKING

37%

Free Marketers

8%

65%

3. Mobile Free MarketersFour things you didn’t know



1. THEY ARE DIGITAL CONVERSATIONALISTS

USE* OF ONLINE COMMUNICATION AMONG FREE MARKETERS vs. ALL MOBILE NON-SPENDERS

© 2015 Newzoo | Source: Newzoo Data Explorer* uses > 15 hours/week | aggregate of 27 countries |

Free Riders All Mobile Non-Spenders

43%

25%

41%

17%

Internet / Email (Mobile) Social Networks / Chat Apps

49%of Free Marketers in the

US actively use Instagram vs. 38% of all mobile non-spenders

More info: www.newzoo.com/subscriptions

2. THEY POWER VALUABLE RECOMMENDATIONS

WOULD RECOMMEND A GAME TO OTHERS | FREE MARKETERS vs. ALL MOBILE NON-SPENDERS

© 2015 Newzoo | Source: Newzoo Data Explorer* uses > 15 hours/week | aggregate of 27 countries |

Free Riders All Mobile Non-Spenders

Candy CrushSoda Saga

Boom Beach MARVEL Contestof Champions

42%

35%32%

17%20%

11%

28%of paying mobile

gamers discover new games through friends & family


3. THE SAMSUNG GALAXY IS THEIR TOP TABLET

TOP 5 TABLETS / eREADERS ACTIVELY USED BY FREE MAREKTERS

© 2015 Newzoo | Source: Newzoo Data Exploreraggregate of 27 countries |

SamsungGalaxy Note/Tab

AppleiPad

MicrosoftSurface RT/Pro

AppleiPad Mini

AppleiPod Touch

25%

19%

13%11% 10%

31% of German Free Marketers use a Samsung Galaxy

Note/Tab


4. THEY ARE NOT ALL CASUAL GAMERS

TOP 10 FAVORITE MOBILE GENRES AMONG THE FREE RIDERS

© 2015 Newzoo | Source: Newzoo Data Exploreraggregate of 27 countries |

65%of Free Marketers list a “core” genre

as one of their favorites

36%

27%

22%19% 19% 18% 18% 16% 16% 16%


4. Mobile Big SpendersFour things you didn’t know



1. THEY ARE BIG SPENDERS ON ALL SCREENS

CROSS-SCREEN BIG SPENDING AMONG MOBILE BIG SPENDERS vs. ALL MOBILE GAMERS

25%of mobile Big Spenders start paying for games

for competitive advantage

71%

11%

69%

8%

Spends Big on Console Spends Big on PC

Mobile Big Spenders All Mobile Gamers

aggregate of 27 countries | © 2015 Newzoo | Source: Newzoo Data Explorer


TOP 5 CONSOLE FRANCHISES PLAYED BY

US MOBILE BIG SPENDERS

UK GER FR ITES BENL

RU PH SI MA

SEBR JP

TR

AUS

CN KORTWPL

CAN

TH VNIN

MEX

69%6.4MAmericans who spend more than $25 per month on mobile games

21.2M

BIG SPENDERSON MOBILE

BIG SPENDERSON CONSOLE

4.4M 21%

OVERLAP BIG SPENDERS ON BOTHMOBILE AND CONSOLE

Americans who spend more than $25 per month on both mobile games and

console games

SHARE OF MOBILE BIG SPENDERS WHO ALSO SPEND BIG ON CONSOLE

© 2015 Newzoo

© 2015 Newzoo

IND

68.6% 71.7% 86.6% 59.3% 74.7% 45.3% 69.2% 52.6% 71.6% 52.4% 100% 62.1% 51.5%

74.4% 61.8% 75.0% 68.3% 72.8% 75.3% 70.8% 75.8% 48.9% 52.9% 59.4% 59.5% 63.2%

© 2015 Newzoo Consumer Research in 27 Countries, Newzoo Data Explorer, Consumers Aged 10 to 65

TOP 5 MOBILE FRANCHISES PLAYED BY

US MOBILE BIG SPENDERS

Americans who spend more than $25 per month on console games

BIG SPENDERS SPEND CROSS-SCREEN

SHARE OF MOBILE BIG SPENDERS WHO ALSO SPEND BIG ON PC

© 2015 Newzoo

VIEWERSHIP* OF GAME STREAMS AMONG MOBILE BIG SPENDERS vs. ALL MOBILE GAMERS

Facebook YouTube Twitch


76%

40%

87%

56%

67%

22%

2. THEY FREQUENTLY CONSUME ALL CONTENT

* watches ≥ once/month| aggregate of 27 countries | © 2015 Newzoo | Source: Newzoo Data Explorer

50%of mobile Big Spenders

are subscribed to Netflix, compared to 22% of all

mobile gamers


3. THEY LOVE PREPAID CARDS

FREQUENCY BUYING PREPAID CARDS AMONG MOBILE BIG SPENDERS vs. ALL MOBILE GAMERS



90%

73% 71%

33%38%

6%

Ever ≥ once/month ≥ once/week


use prepaid cards for at least half of their

spending on games


PARTICIPATION IN SPORTS AMONG MOBILE BIG SPENDERS vs. NON-PAYING MOBILE GAMERS

Soccer Running Cycling

Mobile Big Spenders Non-Paying Mobile Gamers

43%

16%

32%

5%

29%

12%

4. THEY ARE AVID SPORTS PARTICIPANTS



watch tennis compared to 19% of non-paying

mobile gamers


20%

5. China vs. Southeast AsiaThe addressable opportunity & its power users

KEY SOURCE: NEWZOO/TALKINGDATA’S MONTHLYCHINA MOBILE GAMES MONITOR

Monitor the size of and changes in China’s mobile ecosystem. From devices, to iOS and Android appstores to best performing games and key game metrics.

Source: Newzoo Global Games Market Report Premium, Newzoo/TalkingData Appstore Data

SEA VS CHINA: 2015 MARKET FOR WESTERN IP

ANDROID STORES INCLUDE IOS STORES

360 Mobile Assistant

Myapp (Tencent)

Baidu Mobile Assistant

MIUI App Store (Xiaiomi)

HiMarket

Wandoujia

Huawei App Store

Anzhi Market

91 Mobile Assistant

GooglePlay

Oppo Store

China Unicom WoStore

CMCC Mobile App Market

Lenovo Store

Sogou Mobile Assistant

Coolpad Store

China Telecom Tianyi Store

Tao App (Taobao)

Kingsoft Mobile Assistant

Zhuoyi Market

Meizu

Vivo

Gionee Anzhuoapk

App China

iPhone

iPad

CHINA MOBILE SMART DEVICE BRANDS INCLUDE

MONTHLY REPORT

24 Pages

www.newzoo.com

CHINA: ANDROID TAKES 61% OF REVENUES

TOP ANDROID GAMES AND STORES

iPhone

Game Publisher

1 Pirate Kings Jelly Button Games Ltd

2 Clash of Clans Supercell

3 Summoners War Com2uS Corp.

4 Heroes Charge uCool

5 Hay Day Supercell

6 Mộng Giang Hồ JOINT STOCK COMPANY

7 Boom Beach Supercell

8 Dungeon Hunter 5 Gameloft

9 Siêu Anh Hùng - Ký Sự Naruto com.pocketGames

10 Beme - Game đánh bài online Giang Chu

11 My Talking Angela Outfit7 Limited

12 Candy Crush Saga King.com Limited

13 DomiNations NEXON M Inc.

14 Top Eleven 2015 - Football Manager Nordeus

15 Clash of Kings - Last Empire ELEX Wireless

16 NPlay Toan Chinh Quach

17 Farm Heroes Saga King.com Limited

18 BigKool - Game bài, Chắn phỏm online, Cờ tướng, Cờ úp, Đánh bài, Tiến lên miền nam, Game bài sâm, Thần bàiPhan Phuc

19 OMG!kingdoms! Yi Liu

20 Darkness Reborn GAMEVIL Inc.

iPad

Game Publisher

1 Clash of Clans Supercell

2 Invasion™ Tap4Fun

3 Summoners War Com2uS Corp.

4 Clash of Kings - Last Empire ELEX Wireless

5 神魔之塔 Mad Head Limited

6 Candy Crush Saga King.com Limited

7 DomiNations NEXON M Inc.

8 Hay Day Supercell

9 Dot Arena Funplusgame

10 Pirate Kings Jelly Button Games Ltd

11 Boom Beach Supercell

12 Candy Crush Soda Saga King.com Limited

13 Ace Fishing: Paradise Blue Com2uS USA, Inc.

14 一代宗師之即刻武林 Ucube Games

15 Full House Casino HD Memoriki Ltd

16 War of Nations™ Funzio, Inc

17 媚姬Online Egame Company Ltd.

18 Cooking Fever Nordcurrent

19 足球世界2015 Gameview Sdn. Bhd.

20 MARVEL Contest of Champions Kabam

VietnamMAY 2015

MalaysiaMAY 2015

Rankings byRankings by

Source: 2015 Newzoo Global AppStore Data

GAME PUBLISHED BY A

WESTERN COMPANY

SEA: WESTERN IP TAKES 50% OF REVENUES

TIME VERSUS MONEY SPEND ANALYSIS OF MOBILE GAMERS | SEA VS. CHINA

© 2014 Newzoo | Source: Newzoo Data Explorer

Of SEA Big Spenders, A Surprising

25%Is Male Between 10 and 20 versus 4% in China.

China Big SpendersSEA Big SpendersFEMALE

34%MALE

66%FEMALE

31%MALE

69%

MALE 21-35

33%MALE 21-35

59%

© 2015 Newzoo

CHINA: BIG SPENDERS SKEW OLD


HOME SITUATION OF BIG SPENDING MOBILE GAMERS | SEA VS. CHINA


Of China Big Spenders, A very low

31%Lives in a family situation versus 74% in SEA and 67% in the US.

China Big SpendersSEA Big SpendersNON-FAMILY

26%FAMILY

74%NON-FAMILY

69%FAMILY

31%

PARENTS

27%PARENTS

13%

© 2015 Newzoo

SOUTHEAST ASIA: BIG SPENDERS ARE FAMILIES


6. App Store DataTop Performing iOS Games in US, EU, China

KEY SOURCE: PRIORIDATA PLATFORM

Priori Data Pro offers historical download and revenue statistics for every relevant app and publisher for competitive intelligence and market analysis.

1 Twist Ketchapp new

2 Smashy Road: Wanted Remco Kortenoever 1

3 Blossom Blast Saga King new

4 Subway Surfers Kiloo 7

5 MADDEN NFL Mobile Electronic Arts 1

6 Pixduel™ FEO Media new

7 Agar.io Miniclip 4

8 rop MildMania new

9 Crossy Road Hipster Whale 8

10 WordBrain MAG Interactive new

1 Game of War – Fire Age Machine Zone -

2 Clash of Clans Supercell -

3 Candy Crush Saga King -

4 DoubleDown Casino DoubleDown Interactive 1

5 Candy Crush Soda Saga King 1

6 Big Fish Casino Big Fish Games -

7 MADDEN NFL Mobile Electronic Arts 2

8 Hay Day Supercell -

9 Boom Beach Supercell 2

10Heart of Vegas: Play FreeCasino Slots!

Product Madness 4

GAME TITLE PUBLISHERRANK

By RevenuesGAME TITLE PUBLISHER CHANGERANK

By Downloadspowered by powered by

US: TOP iOS GAMES BY REVENUES & DOWNLOADS

NOVEMBER2015

1 Twist Ketchapp new

2 Blossom Blast Saga King new

3 Rayman Fiesta Run Ubisoft new

4 Smashy Road: Wanted Remco Kortenoever -

5 Minions Paradise™ Electronic Arts 4

6 Real Boxing 2 CREED Vivid Games new

7Need for Speed™ No Limits

Electronic Arts 5

8 rop MildMania new

9 Candy Crush Saga King 1

10 Mobile Strike Epic War LLC new

1 Clash of Clans Supercell -

2 Candy Crush Saga King -

3 Game of War – Fire Age King -

4 Candy Crush Soda Saga King -

5 Hay Day Supercell -

6 Boom Beach Supercell -

7 Farm Heroes Saga King -

8 Clash of Kings ELEX Wireless 1

9MARVEL Contest of Champions

Kabam 1

10Hearthstone: Heroes of Warcraft

Blizzard -

GAME TITLE PUBLISHERRANK CHANGEGAME TITLE PUBLISHER CHANGERANK

By Revenues By Downloadspowered by powered by

EU: TOP iOS GAMES BY REVENUES & DOWNLOADS

NOVEMBER2015

1 王者荣耀-全球首款5V5英雄公平对战手游(King of Glory)

Tencent 11

2 消灭星星官方正版 -全民最爱单机消除游戏(Pop Star)

Zplay new

3 Vainglory Super Evil Megacorp new

4 星河战神-全球首款3D飞行射击手游（同屏对战） Tencent 1

5 Battle Copters Chillingo Ltd new

6 苍翼之刃 -无冷却手势连招格斗坂田银时+纳兹+

远坂凛+折木奉太郎91Act.com new

7 驯龙战机3D- 和沈梦辰一起，骑飞龙，打飞机！ Tencent new

8 神庙逃亡2-全球最经典的跑酷游戏(Temple Run 2)

iDreamSky 5

9 开心消消乐(Anipop)

Happy Elements 2

10 欢乐斗地主(QQ游戏官方版)(Happy Lord QQ Official)

Tencent 4

1 梦幻西游-2015国民手游人人都玩不玩才怪(Fantasy Westward Journey)

NetEase -

2 大话西游-十三年经典来袭一款游戏一生朋友(Fantasy Westward Journey 2) NetEase -

3 热血传奇(Legend of Mir 2)

Tencent -

4 六龙争霸3D-全球首款千人国战手游(Loong Craft)

Tencent new

5 拳皇98终极之战OL(The King of Fighters 98)

Tencent 1

6 全民飞机大战(WeFly)

Tencent 1

7 王者荣耀-全球首款5V5英雄公平对战手游(King of Glory)

Tencent new

8 Clash of Kings ELEX Wireless 1

9 开心消消乐(Anipop)

Happy Elements -

10 Clash of Clans Supercell 1

GAME TITLE PUBLISHERRANK CHANGEGAME TITLE PUBLISHER CHANGERANK

By Revenues By Downloadspowered by powered by

CN: TOP iOS GAMES BY REVENUES & DOWNLOADS

NOVEMBER2015

7. Mobile MetricsRetention rates & key performance metrics

KEY SOURCE: DELTADNA PLATFORM

Understand engagement and retention, payment & monetization, players, missions and social engagement. Also compare cohorts and filter your dashboard views against unlimited user-defined deep data segments.

* Fraction of payers in a single month who first pay on Day 0 | All metrics are 75th percentile | © 2015 deltaDNA

TOP 5 COUNTRIES BY DAY 7 RETENTION RATES & THE DAY 0* PAYER SHARE

TOP COUNTRIES BY RETENTION RATE

COUNTRY DAY 7 RETENTION DAY 0 PAYER SHARE**

Belgium 19.4% 20.6%

Czech Republic 19.2% 10.6%

Canada 18.8% 18.7%

Switzerland 17.4% 13.4%

Spain 17.4% 14.3%

COUNTRY DAY 7 RETENTION DAY 0 PAYER SHARE

Austria 22.0% 18.3%

Philippines 21.6% 32.7%

Spain 21.5% 24.1%

Indonesia 21.2% 57.5%

Portugal 21.0% 34.9%

ColombiaiOS

$0.01

75th PERCENTILE (MONTHLY) REVENUE PER DAILY ACTIVE USER (ARPDAU)

PER COUNTRY & PLATFORM

Saudi ArabiaiOS

$0.31

more info: www.deltadna.com

ANDROID

iOS

75th PERCENTILE DATA

All game metrics on thispage are 75th percentilefigures (for a full month). The reason is that, in general, averageperformance is not enoughto secure a profitablegame.

NOVEMBER 2015

NOVEMBER 2015

NOVEMBER 2015

SHARE OF PLAYERS WHO CONVERT TO PAYERS, PER GENRE & PLATFORM

GENRES RANKED BY CONVERSION RATES

$12.82

75th PERCENTILE (MONTHLY) REVENUE PER PAYING USER (ARPPU)PER GENRE & PLATFORM

$52.90

- - - - - - - - - - - - - - - - - - - - - - -

Action Casino Puzzle Strategy

Action Casino Puzzle Strategy

CONVERSION(75TH PERCENTILE)

2.6%

CONVERSION(75TH PERCENTILE)

2.5%

North America

Europe

ActionNorth America

iOS

PuzzleEuropeAndroid

- - - - - - - - - - - - - - - - - - - - - - -

75th PERCENTILE DATA


ANDROID

iOS

All metrics are 75th percentile | © 2015 deltaDNA

NOVEMBER 2015

NOVEMBER 2015


NOVEMBER 2015

COMPARISON OF iOS AND ANDROID METRICS

Day 7 Retention

Day 30 Retention

ARPPU

Conversion

18.3%

11.8%

$23.11

2.1%

14.9%

9.0%

$23.83

1.8%

2015 Global Revenues* $14.7Bn $15.3Bn

GooglePlayaccounts for

63%of global Android

revenues

SHARE OF PLAYERS WHO CONVERT TO PAYERS, PER GENRE & PLATFORM75th PERCENTILE DATA


All metrics are 75th percentile | © 2015 deltaDNA

NOVEMBER 2015ANDROIDiOS


*Source: Newzoo Global Games Market Report Premium

INCLUDES CONTRIBUTIONS FROM

2016, Watch out!

© 2015 Newzoo

HISTORICTRENDING

MARKETTRENDS

MARKETSIZING

CONSUMERINSIGHTS

PLATFORMDATA

GAME/APPMETRICS

PREDICTIVEANALYTICS

the mobile games landscape in 2015 | newzoo

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