Millennial Media: Special January Mix Report - Mobile Gaming Applications

7/29/2019 Millennial Media: Special January Mix Report - Mobile Gaming Applications

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Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up#MobileMix

MOBILE GAMEAPPLICATIONS

SPECIAL REPORTJANUARY 2013


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GREW

Mobile Developer Trends:Game Applications

30%

19%

9%

4%12%

26%

Game Applications Sub-Channel MixRanked by Impressions

CHART B

Source: Millennial Media, Q3 2012.

Arcade

Word

Puzzle

Board

Card

Others

Top 10 Mobile Application CategoriesRanked by Impressions

CHART A


GAMESMUSIC & ENTERTAINMENTCOMMUNICATIONSMOBILE SOCIAL MEDIAPRODUCTIVITY & TOOLSSPORTSBOOKS & REFERENCEWEATHERNEWSDATING

123456789

10

RANK CATEGORIES

millennial medias

T H E M O B I L E D E V I C E I N D E X

January 2013

Insights:

Games were the number one application category on the MillennialMedia platform in Q3 2012 (Chart A), a position the category has heldfor each quarter of 2012. This position on our platform mirrors thepopularity of game applications in mobile app stores, such as iTunesand Google Play; Games are the number one application category ineach of these stores.

The Games category contains a diverse mix of gaming applications

for every kind of user at any level of difficulty. The breakout of gameapplications on our platform by sub-channel is shown in Chart B.Arcade games, such as those that lead a character through a series oflevels, account for 30% of the game applications from which we seeimpressions. Word games are the second largest sub-channel ofmobile game applications (Chart B). The popular Words With Friendsgame, by developer Zynga, pairs a social aspect to the gamingexperience by allowing players to find social media friends asopponents and chat through the application.

This Special Mobile Mix Report focuses on mobile game developers and their applications on the Millennial Media platform.Weve highlighted what mobile game developers are doing on mobile, how mobile users are engaging with game applications, and howmobile game developers can evolve their mobile strategies moving forward. From card games to adventure games, and from classicarcade games to quizzes, a wide variety of game developers and advertisers are utilizing the unique features of the mobile platform toreach and engage mobile users.

Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up

Source: eMarketer, October 2012.

119%

ADSUPPORTED REVENUE INMOBILE GAME APPLICATIONS

YEAROVERYEAR IN 2012


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Game Applications by OSRanked by Impressions

CHART D

U.S. Mobile Gamers2010-2014

CHART E

Android

iOS

BlackBerry OS

Windows

Source: Millennial Media, Q3 2012

Mobile Game Applications:Device Trends

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Insights:

With such a diverse mix of mobile games available, gameapplications can be played on almost any mobile device.On the Millennial Media platform, the breakout of devicetypes that games are played on favors smartphones,

followed by connected devices (Chart C). According to ourplatform data, 74% of mobile game impressions come fromsmartphones. Feature phones have limited functionality forgaming since they often have only a traditional keyboardfor input, excluding other engagement methods such asswipe or tap.

64% of games impressions on our platform came fromAndroid devices (Chart D), which was higher than ourplatform average for Android. iOS was the second largestoperating system for mobile game applications on ourplatform, accounting for 30% of impressions (Chart D).Android and iOS devices have the edge over Windows andSymbian devices for game applications due to the numberof games available in their app stores.

According to data from eMarketer (Chart E), there were 102million mobile gamers in the US in 2012, or about 42% oftotal mobile phone users. The number of mobile gamers inthe U.S. has grown each year, and is expected to continueto grow to more than 140 million gamers or over 50% ofmobile phone users in 2014. The current 102 million mobilegamers spans a wide range of demographics, and with somany games available for mobile devices, theres a gameout there for everybody.

74%

3%

23%

Game Applications by Device TypeRanked by Impressions

CHART C


Smartphones

Non-PhoneConnected Devices

Feature Phones

January 2013

64%

1%

30%

5%

0

30

60

90

120

150

2010 2011 2012 2013 2014

Millions of Mobile Gamers

Source: eMarketer, August 2012. Mobile gamers is defined as mobile phone

users of any age who play games on mobile phones at l east once per month.


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TRAVELENTERTAINMENTEDUCATIONRETAIL & RESTAURANTSFINANCE

TELECOMMUNICATIONSCPG/FMCGPORTALS & DIRECTORIES

AUTOMOTIVEDATING

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910

RANK CATEGORIES

Top Brand Advertiser Verticals inMobile Game ApplicationsRanked by Spend

CHART G


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Insights:

A diverse group of audiences engaged with ads in mobile game

applications on our platform. The audiences most likely to engagewith ads in mobile game applications were Movie Buffs, MobileSwitchers, and Insurance Shoppers (Chart F). As we saw on ourplatform, Parents were also a top audience for game applications.Parents often load their phone with applications to entertain andeducate their younger children.

Business travelers were also among the top audiences engagingwith ads in mobile game applications on our platform (Chart F).When Business Travelers are away from their home entertainmentsystems, they can turn to mobile games as on the goentertainment. Games are also an easy application for mobileusers to use while doing another activity, such as waiting in line orwatching TV.

Brand advertisers have recognized the popularity of mobile gameapplications and have utilized these applications as part of theiroverall mobile advertising strategy. The Top Verticals Advertisingin Mobile Game Applications on our platform are Travel,Entertainment, and Education (Chart G). Travel advertisers, such ashotel and booking site brands, share similar campaign goals asgame application developers, driving mobile users to downloadtheir branded applications to search and book travel.

January 2013

Mobile Game Applications:Audiences

Top Audiences Engaging with Ads in Mobile Game ApplicationsCHART F

Source: Millennial Media Q3 2012.

Fashionistas

BusinessTravelers

MobileSwitchers

Business & FinanceEnthusiasts

InsuranceShoppers

Tradesmen Movie BuffsIn-MarketAuto Buyer

ParentsSingle & Dating


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About Millennial Media

Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools andservices help app developers and mobile website publishers maximize their advertising revenue, acquire users and

gain audience insights. Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS)

that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver

meaningful results.

About Millennial Medias Mobile Mix

Millennial Medias Mobile Mix reports key advertising trends with a focus on mobile manufacturers, devices,

operating systems, connected devices and more. Millennial Medias Mobile Mix is in complement to the

Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report, which delivers monthly insights on

advertising performance and engagement. Both reports are based on actual campaign and platform data from

Millennial Media. As the leading independent mobile advertising and data platform, we are capable of reporting

and analyzing data collected over tens of billions of monthly ad requests. Elevating and driving the whole mobile

ecosystem forward is central to our company mission.

For questions about the data in this report, or for recommendations for future reports,

please contact us at [email protected].

2012 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

January 2013

Millennial Media: Special January Mix Report - Mobile Gaming Applications

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