Rml flurry 2012_sp

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November 2012 An audience of billions – just how big can the mobile games market get? Simon Podd, Director of Sales, EMEA

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Transcript of Rml flurry 2012_sp

Page 1: Rml flurry 2012_sp

November 2012!

An audience of billions –!just how big can the mobile games market get? !Simon Podd, Director of Sales, EMEA!

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720M!Monthly Unique Users!

Number 1 Mobile Reach !

Flurry Track Record!

Number 1 Analytics!85K!Application Developers!

240K!Applications!

60B!Monthly Unique Sessions!

120M!Monthly Clips!

Number 2 Ad Network !

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iOS & Android devices vs. top technologies, 5 years after introduction!!!

The Fastest Adopted Technology. Ever.!

Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry!

10X 2X FASTER than the

1990s INTERNET BOOM

3X FASTER than current

2000s SOCIAL NETWORKING FASTER than the

1980s PC REVOLUTION

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2 20 80

200 250

350

460

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160

250

400 425

500

600

March 2009 December 2009 August 2010 May 2011 July 2011 October 2011 April 2012

iTUNES APP STORE GOOGLE PLAY

Competition for Consumers Continues to Increase!

Over 1 million available apps on iOS and Android!

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Active smartphone & tablet devices!

Addressable Market to Surpass 1 Billion Next Year!

Aug 2009 Aug 2010 Aug 2011 Aug 2012 Aug 2013E

23 M 76 M

331 M

660 M

1.1 B

Source: Flurry Analytics!

Total Addressable Market!Aggressive: 5B WW Mobile Device Owners!Conservative: 2B WW Adults, Middle Class or higher!

Upside: !Smartphones – dropping prices, especially Android!Tablets – little replacement, mainly new; sub for PCs!Connected TVs – to be shipped!

Reference:!2.3 Billion Internet Subscribers today!

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Source: Flurry Analytics active devices July 2012!

Top Countries by Active iOS & Android Devices (millions)!

Apps Are Disrupting the World!

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Source: Flurry Analytics, July 2011 – July 2012, countries with at least 500k active devices as of July 2011!

401%

279%

220% 217% 196% 193% 193% 189% 185% 171%

China Chile Brazil Argentina Iran Vietnam Mexico Russia Turkey India

Fastest Growing iOS & Android Markets by Active Devices!

Apps Are Disrupting Emerging Markets!

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1% 1% 1% 1% 2%

2% 2%

3% 2% 3%

3% 4%

6%

1% 1% 1% 1% 1%

1% 1% 1% 1%

1% 1% 1% 1%

0%

1%

2%

3%

4%

5%

6%

Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 Jun 2012

BLACKBERRY WINDOWS PHONE

Flurry New Project Starts, RIM vs. Microsoft!!

Microsoft Blows by a Beleaguered Research in Motion!

Source:  Flurry  Analy/cs  

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71%

27%

1% 1%

68%

28%

3% 1%

Source:  Flurry  Analy/cs  

iOS Android Windows Phone BlackBerry

Q2 2011 Q2 2012

Microsoft Sets Its Sights on Android!

Flurry New Project Starts Q2 2011 vs. Q2 2012!

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Sources: comScore, Alexa, Flurry Analytics; data includes Smartphones & Tablets, U.S. only!

MINUTES  

70  MINUTES  

66   MINUTES  

74   MINUTES  

81  

MINUTES  

64  

MINUTES  

43  

WEB BROWSING MOBILE APPS

MINUTES  

72  MINUTES  

94  

Mobile App Usage Overtook Online in 2011!

U.S. mobile apps vs. web consumption, minutes per day!!

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Share of time spent on smartphones!!

Mobile Apps Dominate Time Spent on Smartphones!

Source: comScore, March 2012!

More than

80%

of mobile minutes are spent in apps

18.5% Browser

81.5% Apps

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Smartphones, Tablets and TV’s!

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0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am

% of

Aud

ience

Usin

g

Hour of Day

Source: Flurry Analytics, Sep 2012!

Smartphones

Tablets

Tablet Usage Is More Concentrated during Primetime!

Usage by Hour, Smartphones versus Tablets !

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Weekly Frequency of Use

12.9

4.1

9.5 8.2

Minutes per Session

Smartphones Tablets

Tablet Usage is Longer but Less Often!

App Engagement, Smartphones versus Tablets

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18% 21%

33%

21%

7%

19% 14%

26% 24%

17%

Source: Flurry Analytics, Sep 2012!

13 - 17 18 - 24 25 - 34 35 - 54 55+

Average Age Smartphones: Tablets:

30 34

Smartphones Tablets

Tablet Users Trend Older!

Age Distribution, Smartphones versus Tablets !

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Smartphones Tablets

44% 56% 49% 51%

Source: Flurry Analytics, Sep 2012!

Tablet Usage is More Gender Balanced!

Gender Comparison, Smartphones versus Tablets !

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Smartphones Tablets

Games 39%

Social Networking

24%

Utilities 17%

Health & Fitness

3%

Lifestyle 3%

Entertainment 3%

Other 11%

Games 67%

Social Networking

10%

Entertainment 9%

Utilities 4%

News 2%

Productivity 1%

Other 7%

Tablet Usage More Media & Entertainment Oriented!

Time Spent per Category, Smartphones versus 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   0%  

5%  

10%  

15%  

20%  

25%  

30%  

 13-­‐17      18-­‐24      25-­‐34      35-­‐54      55+    

Age  Distribu/on  

DAU   1,000,000  

Monthly  Revenue   $500,000  

Investment  (minor)   $100,000  

Investment  (major)   $400,000  

Key  Genre  A_ributes  

•  Intui/ve,  simple  puzzle/arcade  mechanics  

•  Leverages  h/w  (touch,  accelerometer)  

•  Cute,  oben  original  IP;  mass-­‐mkt  appeal  

•  Infinite  replay  value;  lots  of  power-­‐ups  

•  May  have  social  leaderboards  

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0%  5%  10%  15%  20%  25%  30%  35%  40%  

 13-­‐17      18-­‐24      25-­‐34      35-­‐54      55+    

Social RPG!

Examples  

21%  79%  

Crime  City   Original  Gangstaz  

Age  Distribu/on  

DAU   150,000  

Monthly  Revenue   $600,000  

Investment  (minor)   $100,000  

Investment  (major)   $400,000  

Key  Genre  A_ributes  

•  Text-­‐based  RPG  mechanic  

•  Player-­‐vs-­‐player  gameplay  

•  Energy  /  HP  deple/on  

•  Clan  /  team  dimension  +  message  /  chat  

•  Mission-­‐based  &  level  progression  

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0%  

10%  

20%  

30%  

40%  

50%  

 13-­‐17      18-­‐24      25-­‐34      35-­‐54      55+    

Gamer’s Game!

Examples  

9%  91%  

Infinity  Blade  II   Real  Racing  2  

Age  Distribu/on  

DAU   50,000  

Monthly  Revenue   $400,000  

Investment  (minor)   $100,000  

Investment  (major)   $400,000  

Key  Genre  A_ributes  

•  Plahorm-­‐leading  graphics  

•  Strong  physics  engine  /  middle-­‐ware  

•  Sports  /  ba_le  /  racing  style  sub-­‐genres  

•  Defined  win-­‐lose  outcomes  

•  Premium  pricing  model,  oben  $4.99+  

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AppCircle:    Build  &  Grow  Your  App  Audience  •  Acquire  users  with  high-­‐quality  app  recommenda/ons  and  videos  (iOS,  Android)  •  Win-­‐back  your  best  users  to  build  the  most  loyal  and  best  mone/zing  audience  

Analy6cs:    Increase  Your  App  Engagement  and  Reten6on  •  Free  and  powerful.  Leading  app  analy/cs  (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  media/on,  yield-­‐op/mized  ads  •  Max  eCPMs  with  media/on  and  yield  op/miza/on  leveraging  Flurry’s  big  data  set  •  Max  eCPMs  selling  direct,  segmented  parts  of  your  audience  to  top  adver/sers  

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Flurry Services!

Ad  Analy6cs:  Measure  the  value  of  your  mobile  campaigns  •  Track  your  mobile  marke/ng  across  across  all  plahorms  and  sources  or  traffic    •  Go  deep  &  truly  measure  the  value  of  your  acquired  audiences  •  Understand  key  metrics  such  as  frequency,  session  length,  reten/on  and  ROI    

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