November 2012

An audience of billions –just how big can the mobile games market get?

Simon Podd, Director of Sales, EMEA

720MMonthly Unique Users

Number 1 Mobile Reach

Flurry Track Record

Number 1 Analytics

85KApplication Developers

240KApplications

60BMonthly Unique Sessions

120MMonthly Clips

Number 2 Ad Network

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

2XFASTER than the 1990s INTERNET

BOOM

3X FASTER than current

2000s SOCIAL NETWORKING

FASTER than the1980s PC

REVOLUTION

iTUNES APP STOREGOOGLE PLAY

Competition for Consumers Continues to Increase

Over 1 million available apps on iOS and Android

Active smartphone & tablet devices

Addressable Market to Surpass 1 Billion Next Year

23 M76 M

331 M

660 M

1.1 B

Source: Flurry Analytics

Total Addressable MarketAggressive: 5B WW Mobile Device OwnersConservative: 2B WW Adults, Middle Class or higher

Upside: Smartphones – dropping prices, especially AndroidTablets – little replacement, mainly new; sub for PCsConnected TVs – to be shipped

Reference:2.3 Billion Internet Subscribers today

Source: Flurry Analytics active devices July 2012

Top Countries by Active iOS & Android Devices (millions)

Apps Are Disrupting the World

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

Fastest Growing iOS & Android Markets by Active Devices

Apps Are Disrupting Emerging Markets

BLACKBERRYWINDOWS PHONE

Flurry New Project Starts, RIM vs. Microsoft

Microsoft Blows by a Beleaguered Research in Motion

Source: Flurry Analytics

Source: Flurry Analytics

iOS Android Windows Phone BlackBerry

Q2 2011 Q2 2012

Microsoft Sets Its Sights on Android

Flurry New Project Starts Q2 2011 vs. Q2 2012

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

MINUTES

70MINUTES

66 MINUTES

74 MINUTES

81

MINUTES

64

MINUTES

43

WEB BROWSING MOBILE APPS

MINUTES

72MINUTES

94

Mobile App Usage Overtook Online in 2011

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

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

Smartphones, Tablets and TV’s

% o

f A

udie

nce

U

sing

Hour of Day

Source: Flurry Analytics, Sep 2012

Smartphones

Tablets

Tablet Usage Is More Concentrated during Primetime

Usage by Hour, Smartphones versus Tablets

Weekly Frequency of Use Minutes per Session

Smartphones Tablets

Tablet Usage is Longer but Less Often

App Engagement, Smartphones versus Tablets

Source: Flurry Analytics, Sep 2012

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

Average Age

Smartphones:Tablets:

3034

Smartphones Tablets

Tablet Users Trend Older

Age Distribution, Smartphones versus Tablets

Smartphones Tablets

44% 56% 49% 51%

Source: Flurry Analytics, Sep 2012

Tablet Usage is More Gender Balanced

Gender Comparison, Smartphones versus Tablets

Smartphones Tablets

Tablet Usage More Media & Entertainment Oriented

Time Spent per Category, Smartphones versus Tablets

Top 6 Successful Game Types

ENDLESS PASS TIME

SOCIAL RPG

NURTURING & COLLECTING

GAMER’S GAME

BUILDING & SIMULATION

POKER / CASINO

Endless Pass Time

Examples

42%58%

Angry Birds Fruit Ninja

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

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

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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Thankssimon@flurry.com