Smartphone & Tablet Gaming 2011 – SWOT-Analysis of Mobile Gaming Platforms

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CEO Michael Schade on how sold units 2010 affect the mobile gaming market in 2011.

CEO Michael Schade on how sold units 2010 affect the mobile gaming market in 2011.

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  • 1. Smartphone and Tablet Gaming 2011 –SWOT-Analysis of the “Smart”Mobile Gaming PlatformsMichael Schade, CEO & Co-FounderFISHLABS Entertainment GmbHCasual Connect 2011, Hamburg, February 8, 2010
  • 2. J2ME 3D GAMES PORTFOLIO SONY ERICSSON
  • 3. 40 MIO iPHONE GAME DOWNLOADS
  • 4. EVOLUTION IN MOBILE GAMING CPU Clocking 4500MHz 4000 3500 3000 2500 2000 Console 1500 Mobile 1000 500 0 Year
  • 5. INSTALL BASE 2010 180 PS2 160 Xbox 140 Xbox 360 120 PS3 WiiMillions 100 PSP 80 iOS 60 Android 2.x 40 Symbian^3 Bada* 20 WebOS* 0 WP7 Sold Units Estimate*Definition: Smartphone considered to feature the original iPhone specs or betterSource: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs
  • 6. INSTALL BASE 2011 350 PS2 300 Xbox Xbox 360 250 PS3 200 WiiMillions PSP 150 iOS Android 2.x 100 Symbian^3 50 Bada* WebOS* 0 WP7 Sold Units Estimate*Definition: Smartphone considered to feature the original iPhone specs or betterSource: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs
  • 7. COMPETITION TOTAL 90000 PS2 80000 Xbox 70000 Xbox 360 60000 PS3 50000 Wii PSP 40000 iOS 30000 Android 2.x 20000 Symbian^3 Bada* 10000 WebOS* 0 WP7 Games** released until end of 2010*Definition: Smartphone considered to feature the original iPhone specs or better**Estimate: Games make 20% of apps across all mobile platformsSource: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs
  • 8. COMPETITION WEIGHTED 1200 PS2 1000 Xbox Xbox 360 Competition Index 800 PS3 Wii 600 PSP iOS 400 Android 2.x Symbian^3 200 Bada* WebOS* 0 WP7 Games** competing weighted by install base*Definition: Smartphone considered to feature the original iPhone specs or better**Estimate: Games make 20% of apps across all mobile platformsSource: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs
  • 9. INDIES DOMINATE ON THE APP STORESource: Distimo Report, Full Year 2010
  • 10. INDIES DOMINATE ON ANDROID MARKETSource: Distimo Report, Full Year 2010
  • 11. INDIES POPULAR ON OVISource: Distimo Report, Full Year 2010
  • 12. BRANDS DOMINATE ON WINDOWS PHONE 7Source: Distimo Report, Full Year 2010
  • 13. SWOT ANALYSIS Apple iOS  Nokia Symbian^3  Large install base  Small install base  Very solid app store but no MNO billing  Improved app store with MNO billing  Some fragmentation  Very little fragmentation  Some piracy  Heavy piracy  Huge competition  Some competition  Casual heavy on freemium  Casual heavy on freemium  Hardcore and brands heavy on premium  Hardcore and brands heavy on premium  Heavy price pressure  Nokia committed to drive DLs Google Android  Windows Phone 7  Large install base  Small install base  Improved app store with MNO billing  Solid app store  Heavy fragmentation  Little fragmentation  Heavy piracy  Little piracy  A lot competition but mostly low quality  Some competition  OEM and MNO app stores coming  Premium category  Heavy price pressure  Cross platform
  • 14. TABLET VS. SMARTPHONE Barclaycard Rollercoaster Extreme 14% 0% iPad 31% iPhone Free casual game 4% iPhone 3G 12.5m DLs total Top 5 worldwide iPhone 3GS 14% iPhone 4 iPod 1 iPod 2 3% iPod 3 11% iPod 4 23% 1% Split by device since 24.12.10
  • 15. TABLET VS. SMARTPHONE Galaxy on Fire 2 12% 25% iPad 4% iPhone Hardcore sci-fi 7% iPhone 3G Paid at $9.99 1% iPhone 3GS Top10 Grossing in US, UK, DE 1% iPhone 4 5% iPod 1 iPod 2 30% iPod 3 16% iPod 4 Split by device since 24.12.10
  • 16. KEY CONSIDERATIONS What business?  What engine?  Premium  Develop in-house if flexibility, control and  Try&buy performance are essential  Freemium  Ad-funded What platform?  iOS  License if time to market is key or dev  Android team is relatively small or deep engine  Symbian^3 knowledge is absent  Windows Phone 7  MeeGo  Bada  WebOS
  • 17. Thank you! michael@fishlabs.net Follow us on: http://www.twitter.com/fishlabshttp://www.facebook.com/fishlabs