Date: October 31,2013
Mobile Games in the App WorldResearch Presentation: By Areen Salam ([email protected])
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Market Research Figures from Gartner.
Mobile Apps -‐ Stats][
Mobile app revenue to hit $ US26 billion worldwide in 2013
Apps set to be downloaded in 2013 are
expected to exceed 100 billion, up from
63 billion last year
The report also predicts strong growth for the sector going forward, with total downloads
predicted to 268 billion by 2017, including
253 billion free apps and 14 billion paid apps.
Percentage of app store revenue generated by
in-‐app purchases will increase 48% in 2017.
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First game on the mobile phone was ‘TETRIS’ on the Hagenuk MT-‐ 2000 device in 1994
Nokia launched ‘SNAKE’ on selected models in 1997
Apple launches App Store in 2008
Google play launched in 2008 (Formally known as Android Market)
Mobile games ‘ON THE GO’
Mobile games now played by ‘CASUAL‘ gamers
Mobile Games -‐ Overview][
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Mobile Games -‐ Monetizing Mobile Games
1-‐ Advertising
Mobile advertising only really works for large-‐brand publishers and games that go viral, such as Angry Birds, Candy Crush etc because you need a lot of users in order to make money. A company called Jampp is trying to innovate in this space and get more people to view ads by allowing users to voluntarily view advertisements in return for in-‐game currency. Users choose to watch ads and then get something in return.
2-‐ ‘Virtual Good‘ Purchases
Candy Crush, with their “freemium” model does not charge users to download or play the game but instead encourages players to purchase “virtual goods”, such as tickets for next levels,power up tools etc.
A Chicago-‐based startup, Tap.Me, brings the two monetization strategies together. It has developed a platform that transforms the freemium games into branding opportunities for advertisers. By using Tap.Me’s solution, a brand can sponsor or augment an enhanced experience. For example, a player who wants to improve his endurance in games might choose a branded virtual good.
3-‐ Paid Downloads
Paid download are only a one time occurrence and you cant
rely on this strategy
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Mobile Games -‐ Stats][
Market Research Figures from Juniper Research
64.1 billion games to be downloaded onto smart phones and tablet devices by 2017. This figure is over three times from 2012, which was 21 billion.
Smartphones continue to outpace tablets, with more
than $6 billion projected to be spent on in-‐app purchases in 2016.
Tablet gamers will spend over $3 billion on in-‐app purchases in 2016, which is more than ten times of an amount calculated for 2012 tablet game revenue.
The research include the likelihood of social and casual games remaining the most popular genre, and that in 2017, a majority of mobile games will be free-‐to-‐play,
with only 7% requiring a purchase.
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Mobile Games -‐ Stats
As per reports, gaming is one of the top 5 most essential uses of a smartphone. From the chart below, gaming grabs 8% of the total smartphone users.
Total smartphone time spent daily & Activity shared by devices
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Mobile Games -‐ Global Games Market 2012-‐2016
http://www.newzoo.com/infographics/global-‐games-‐market-‐report-‐infographics/
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Mobile Games -‐ Top 10 Highest Grossing iOS Games
http://thinkgaming.com/app-‐sales-‐data/Note: Please note daily revenues and active users are subject to change on daily basis
Candy Crush Saga
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Mobile Games -‐ Top 10 Highest Grossing Android Games
https://play.google.com/store/apps/category/GAME/collection/topgrossingNote: Please note daily revenues and active users are subject to change on daily basis
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Mobile Games -‐ Cross Platform Games
WebCross platform convergence is an emerging trend in the games industry that complicates the classification of games by platform. Developers are now creating multiple versions of a game that interact with one another across platforms.
BENEFITS:
More engaged players and higher retention
Players can use a cross-‐platform game on any device, mobile, desktop . Users can receive notifications and see requests and feed stories from their friends no matter which device they use.
Growth for your game
As the size of each player's reachable network increases across different platforms, they can invite more friends into the game.
Bootstrapping on a new platform
If you are launching your game to a new platform and have a pre-‐existing player base, by using Facebook, maximize your discovery potential by bootstrapping your existing audience.
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Mobile Games -‐ Cross Platform Games][
263 MORE THANMillion Active Users
Angry Birds is a very popular game that can be played across multiple platforms. It was created by Rovio Entertainment in 2009.
across all platforms2 Billion downloads
MORE THAN
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Mobile Games -‐ The Future of Mobile Gaming][
http://www.androidcentral.com/talk-‐mobile/whats-‐future-‐mobile-‐gaming-‐talk-‐mobile
Mobile gaming is on the rise and in just five years, smart phones and tablet gaming has turned the mobile game industry to heights. The next step could emerge to be mobile augmented reality games in the future or simply your mobile could turn into a one platform device that could hook up with your TV.
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Mobile Games -‐ Oculus Rift
http://www.youtube.com/watch?v=uq4uCoo1Q-‐0
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The Oculus Rift is a next-‐generation virtual reality headset designed for immersive gaming.
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Mobile Games -‐ GameKlip
http://www.youtube.com/watch?v=KwjBWDhm9xU
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The GameKlip attaches your Android phone to a DualShock3 controller, normally used for the PlayStation3. This allows you to use a real controller to play your games on your smartphone. It opens the Android platform up to more than just "casual" gaming with touch screen controls, and really gives you a full console experience at a fraction of the cost.
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Mobile Games -‐ Xperia Play
The Sony Ericsson Xperia PLAY is the first PlayStation Certified device and the first specialized Android gaming phone to hit the market. It features a slide-‐out gamepad, 4" LCD screen and a second generation 1GHz Snapdragon chipset.
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Mobile Games -‐ Analytical Research Companies][
IHS is a global information company with world-‐class experts in the pivotal areas shaping today’s business landscape: energy, economics, geopolitical risk, sustainability and supply chain management. We employ more than 8,000 people in more than 31 countries around the world.
Gartner, Inc. (NYSE: IT) is the world's leading information technology research and advisory company. We deliver the technology-‐related insight necessary for our clients to make the right decisions, every day. From CIOs and senior IT leaders in corporations and government agencies, to business leaders in high-‐tech and telecom enterprises and professional services firms, to technology investors, we are the valuable partner to clients in over 13,000 distinct organizations. Through the resources of Gartner Research, Gartner Executive Programs.
Experian Marketing Services is a global provider of integrated consumer insights, targeting, data quality and cross-‐channel marketing programs. We help organizations intelligently interact with today’s dynamic, empowered and hyper-‐connected consumers. By coordinating seamless and intelligent interactions across all channels, marketers are able to precisely plan and execute superior brand experiences that deepen customer loyalty, strengthen brand advocacy and maximize profits.
Juniper Research was founded in 2001 by the Wireless Industry Consultant Tony Crabtree, in the midst of the telecoms and dot-‐com crash.
Juniper specializes in identifying and appraising new high growth market sectors within the mobile ecosystem. Market sizing and forecasting are the cornerstones of our offering, together with competitive analysis, strategic assessment and business modelling.
Newzoo is an international full service market research and consulting firm, 100% focused on the games industry. We aim to provide the best independent market data across all game segments and business models based on our proprietary market research projects in a broad range of countries. Using our extensive network and deep involvement in the industry, we aim to stay ahead of the curve and at least two steps ahead of our competitors.
Before Think Gaming, the team played games all the time -‐ on boards, consoles, computers, and phones. At work, we built decisioning tools for real-‐time media buying. The mobile gaming revolution is bringing those worlds together. We took proven algorithms from ad tech and adopted them to mobile gaming. Our platform makes freemium games dramatically more profitable.
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