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

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

J2ME 3D GAMES PORTFOLIO SONY ERICSSON

40 MIO iPHONE GAME DOWNLOADS

EVOLUTION IN MOBILE GAMING CPU Clocking 4500MHz 4000 3500 3000 2500 2000 Console 1500 Mobile 1000 500 0 Year

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

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

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

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

INDIES DOMINATE ON THE APP STORESource: Distimo Report, Full Year 2010

INDIES DOMINATE ON ANDROID MARKETSource: Distimo Report, Full Year 2010

INDIES POPULAR ON OVISource: Distimo Report, Full Year 2010

BRANDS DOMINATE ON WINDOWS PHONE 7Source: Distimo Report, Full Year 2010

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

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

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

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

Thank you! michael@fishlabs.net Follow us on: http://www.twitter.com/fishlabshttp://www.facebook.com/fishlabs

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

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