New Moves in Gaming

@ Connected Australia

1. Gaming Landscape 2. Local Games Industry 3. NBN speeds

CEO – Spiral Media

Gaming and Entertainment Digital Media

IN-GAME COMMUNITIES

Today’s consumer

Consumer (R)esearch

… consumes more content

… uses more devices

… is more demanding

7.06 MILLION CURRENT-GEN GAMING CONSOLES

2.78 MILLION iOS DEVICES

15.5 MILLION DESKTOP AND NOTEBOOK PCS

4.75 MILLION CONNECTED TVS

12 MILLION FACEBOOK USERS IN AUS

6.46 MILLION ANDROID DEVICES

Data Source: Nielsen Australian Connected Consumers Report 2012-2013

AUSTRALIANS Connected

ONE BILLION Hours a Day World Wide

134MM

Hours Daily

175MM

Hours Daily

1 BILLION

Hours Daily (WW)

(WW) Newzoo, YouTube, Facebook

BEATING THE BOX OFFICE

$270MM

$244MM

$204MM

*First 5-day sales World Wide

More WORLDWIDE REVENUE Than Music & Movies

$17B

$33B

$68B

Newzoo, 2011, MPAA, 2011, International Federation of the Phonographic Industry, 2012

Games are now CONNECTED

GAMES ARE GETTING MORE SOCIAL

MOBILE to dominate

Annual Growth

Over 2011

32%

Mobile Gamers AU

3.02M

Newzoo, 2012 Data Source: Nielsen Australian Connected Consumers Report 2012-2013

GAMING dominates ON mobile

Games 39%*

Social Networking

24%

Utilities 17%

Other 11%

Health & Fitness 3% Lifestyle 3%

Entertainment 3%

Games 67%*

Social Networking

10%

Other 7%

Entertainment 9%

Utilities 4% News 2% Productivity 1%

Source: US, Flurry Analytics (Sept 2012)

SMARTPHONES TABLETS

TIME SPENT PER CATEGORY (US)

MOBILE the new Console

Data Source: Nielsen Australian Connected Consumers Report 2012-2013

9.4 MILLION SMARTPHONES

109% APP USAGE GROWTH OVER THREE YEARS

35%

29%

23%

18%

-

5

10

15

20

25

30

35

40

Facebook App Games Weather Maps/Directions

GAME APPS ARE SECOND MOST POPULAR APPS USED

HIGHEST GROWTH ACROSS ALL APPS

> 24 min 15 min

Arbitron, 2012

MORE Time Spent Gaming vs. Talking

70% = 2.5M play social games daily

25% = 890K play for 3-4 hours

30% = 1.07M play social games daily

27% = 960K spend 1-2 hours per day

playing mobile games

70% of FACEBOOK SOCIAL GAMERS play daily

Data Source: Spiral Media Audience Research 2012

Desktop Gaming DEMOGRAPHICS

ESA, Interpret New Media Measure - 2012

67% Female 33% Male

Demographic Breakdown

The average age of today’s gamer: 37

14-17 2%

18-24 20%

25-29 16%

30-34 15%

35-39 9%

40-44 9%

45-49 10%

50-54 9%

55-59 5%

60+ 5%

Data Source: Spiral Media Audience Research 2012

Mobile Gaming DEMOGRAPHICS

ESA, Interpret New Media Measure - 2012

47% Female 53% Male

Demographic Breakdown

The average age of today’s gamer: 30

Data Source: Spiral Media Audience Research 2012

12-17, 17%

18-24, 17%

25-34, 23%

35-44, 19%

45-64, 15%

55-65, 9%

Games Deliver a CAPTIVE AUDIENCE

PEOPLE THAT DON’T MULTITASK WHILE…

Source: Simmons New Media Study 2012

96% 98%

66% 69% 71%

PlayingConsole/PC

Games

Playing MobileGames

Watching TV Using TheInternet

Using A MobilePhone

And the HIGHEST recall

12%

13%

18%

32%

66%

Online

Outdoor

Print

Television

Games

Source: Hall & Partners Research, 1997-2007; Nielsen Research, 2006-2008; Interpret Research, 2006-2012 * Average for +100 in-game campaigns

Brand Recall By Advertising

Platform

Games reach ALL AUDIENCES

PREMIUM REACH WITHOUT WASTE 8.47M unique players monthly (Social, Mobile, PC & Console)

Multicultural Adults 25-54

Young Males

Mums

Teens Females

Males

EA Internal

LOCAL GAME DEVELOPMENTS

FEW SUCCESSFUL

Global Mobile Games Market

Newzoo, Juniper Research, 2012

$9B $18B

Today By 2016

DISTRIBUTION ISSUES

MOBILE INTERSTITIAL

AD FUNDED Industry evolving fast

In-Game INTEGRATIONS

NBN SPEEDS

FASTER DOWNLOADS WILL DRIVE MEDIA TRANSFORMATIONS

?

FIFA Players Stay Strongly Engaged Months after Launch

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

Mil

lio

ns

DAILY ACTIVE USER (DAU) COUNT

Months since launch 10

DAU peaked 6 months

after launch

FIFA 13 Non-Live Service

STREAMING, DLC & Comp Gaming

MORE Social + Competitive

Thank you

Scott Wenkart scott@spiralglobal.com