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Mobile App Stores Economy - Casual Connect 2012
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First presented at Casual Connect 2012 Seattle ...

First presented at Casual Connect 2012 Seattle
25 July 2012
by Bertrand Schmitt, CEO, App Annie

Utilizing App Annie Intelligence, an advanced market data product, we take the audience through the macroeconomic trends in today's app stores to explore the important themes of distribution and monetization for international mobile apps.

Casual Connect attendees will learn about:
- top countries by revenue, ARPU and downloads
- fastest growing apps in the USA, Asia and Europe
- top/fastest-growing gaming and non-gaming categories
- top countries/categories
- % of the US revenue and downloads by made by the US publishers

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Mobile App Stores Economy - Casual Connect 2012 Presentation Transcript

  • 1. Mobile App Stores Economy Casual Connect Seattle 24-26 July 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012Friday, 27 July 12
  • 2. Agenda 1. About  App  Annie 2. Just  how  Big  are  iOS  Games? 3. Seasonal  Trends  on  iOS 4. iOS  versus  Google  Play  for  Games:   Who  is  winning  in  US,  UK,  and  Japan?Friday, 27 July 12
  • 3. Content Distribution over the Years 1950 S 2000 S 2010 S 1950 S 2000 S Broadcast Open Web Broadcast Market data for TV Open Web Market data for websites, Market dataetc. TV ratings for visits, visitors etc. Market data for websites, ratings etc. visits, visitors etc. Digital App Stores Market data for all kinds of digital app content including games, music, books, software etc. Retail market data for physical consumer goods Retail market data for physical consumer goods As  media  landscapes  evolve,  so  should  Market  Data In  2011,  App  Annie  raised  a  Series  A  funding  round  led  by  IDG  Capital  Partners.  Friday, 27 July 12
  • 4. #1 app store analytics and market data for iOS and Google Play, and growing! App  &  Game   Publishers VCs,  Media   Agencies OEMs,  Carriers,   Pla@orms SelecBon  of Paid  Customers 80%  of  the  Top  100  iOS  Publishers  WW 125,000+  apps,  14,000+  publishers.  Largest  userbase  in  the  USFriday, 27 July 12
  • 5. App Annie Products on iOS and Google Play K o SD N Tracks  app  performance:   Analyze  global  app   Advanced  market   sales,  downloads,  reviews stores  rankings intelligence  data Used  by  more  than  125,000+   Tracks  rankings  of  850,000+   The  most  accurate  market   apps  and  14,000+  publishers apps esHmates  for  app  stores A  unique  suite  of  freemium  services  for  the  app  industryFriday, 27 July 12
  • 6. App Annie Intelligence The most accurate estimates available for app stores CompeBtor  Strategy Follow  compeHtors  and  calculate  market  share ! InternaBonal  Strategy Plan  internaHonal  expansion  based  on  ROI,  growth  trends Product  Por@olio  Strategy Understand  what  kinds  of  IP  are  commercially  successful MoneBzaBon  Strategy Know  what  moneHzaHon  strategies  actually  work Ad  Buying  Strategy How  many  downloads  to  get  into  Top  25? Subscribed  by  7  of  the  Top  10  iOS  publishers  worldwide!Friday, 27 July 12
  • 7. Agenda 1. About  App  Annie 2. Just  how  Big  are  iOS  Games? 3. Seasonal  Trends  on  iOS 4. iOS  versus  Google  Play  for  Games:   Who  is  winning  in  US,  UK,  and  Japan?Friday, 27 July 12
  • 8. Top Countries WW for iOS Games Revenues Downloads 1.  United  States 1.  United  States 2.  Japan 2.  China 3.  United  Kingdom 3.  Japan 4.  Australia 4.  United  Kingdom 5.  Canada 5.  France 6.  Germany 6.  Germany 7.  France 7.  Canada 8.  China 8.  Australia Japan  and  China  are   9.  Russia 9.  Italy right  behind  the  US  on   10.  Italy 10.  Russia 11.  South  Korea 11.  Thailand revenues  and  downloads 12.  Singapore 12.  South  Korea 13.  Switzerland 13.  Taiwan 14.  Taiwan 14.  Mexico 15.  Netherlands 15.  Spain 16.  Mexico 16.  Saudi  Arabia 17.  Hong  Kong 17.  Brazil 18.  Brazil 18.  Netherlands Based  on  App  Annie  Intelligence   19.  Thailand 19.  Hong  Kong worldwide  data,  Games  Category,   May  2012 20.  Sweden 20.  SingaporeFriday, 27 July 12
  • 9. APAC vs Europe vs US on iOS Games Revenues Downloads APAC US US 35% 34% APAC 47% 44% Europe Europe 18% 22% Countries  Included:  Top  14  APAC  countries,  Top  9  European  countries  and  US US  leads  on  revenue   Based  on  App  Annie  Intelligence  worldwide  data,  Games  Category,  May  2012 APAC  leads  on  downloadsFriday, 27 July 12
  • 10. Revenue per Download for iOS Games $2.00$ $1.90& Japan  generates  nearly  3x  the  revenue   $1.80$ $1.60$ per  download  of  the  US! $1.40$ $1.20$ $1.00$ $0.80$ $0.69& $0.67& $0.60$ $0.47& $0.49& $0.37& $0.35& $0.34& $0.40$ $0.23& $0.22& $0.20$ $0.07& $0.00$ & n& & a& & n& a& & & & y& lia m ce es ly W re an in pa ai Ita do at an W ra Sp Ch Ko rm Ja St st ng Fr h& d& Au Ge Ki ut ite d& So Un ite Un Gross  Revenue  /  Total  Downloads  of  apps  moneJzing  on  the  App  Store   Based  on  App  Annie  Intelligence  worldwide  data,  Games  Category,  May  2012Friday, 27 July 12
  • 11. Revenue of #1 Top Grossing Game across CountriesIndex 120" * 100" The  top  app  in  the  US  makes  most  money 80" Japan  not  far  behind    due  to  very  high  ARPU 60" 40" 20" 0" United Japan United China Australia Canada France Germany Italy Russia States Kingdom Based  on  App  Annie  Intelligence  worldwide  iOS  data,  Games  Category,  May  2012* Set iOS US Revenue as Index=100Friday, 27 July 12
  • 12. Top 10 non-US publishers by Revenues on iOS (in Alphabetical order) • CAPCOM  (JP) • PlayJka  (IL)   • Game  Insight  (RU) • Rovio  (FI) • GameloX  (FR) • SEGA  (JP) • GREE  (JP) • SQUARE  ENIX  (JP) • HalZrick  Studios  (AU) • Tap4Fun  (CN) Percentage  of  revenue  in  the  US: • Range  =  1%  to  61% • Average  =  32% Some  of  the  top  global  game  publishers  are  making  very  li`le   money  in  the  US,  the  world’s  largest  iOS  games  market Based  on  App  Annie  Intelligence  Worldwide  EsJmated  Revenues,  Q1  2012Friday, 27 July 12
  • 13. Top 10 US Game publishers by Revenues on iOS (in  AlphabeJcal  order) • Backflip  Studios • Pocket  Gems • Chair  Entertainment • Storm8 • Disney • Tinyco • Electronic  Arts • Z2Live • Glu  Games • Zynga Percentage  of  revenue  outside  of  US: • Range  =  46%  to  79% • Average  =  56% The  top  US  publishers  make   almost  half  their  revenues  outside  of  the  US Based  on  App  Annie  Intelligence  Worldwide  EsJmated  Revenues,  Q1  2012Friday, 27 July 12
  • 14. iOS Games: Key Trends Tectonic Shifts in the App Store Globe APAC is challenging the US and 2x Europe in downloads and revenues Many of the top game publishers are making most of their revenue outside the US Japan’s “revenue per download” is nearly 3x of US, 27x of China!Friday, 27 July 12
  • 15. Agenda 1. About  App  Annie 2. Just  how  Big  are  iOS  Games? 3. Seasonal  Trends  on  iOS 4. iOS  versus  Google  Play  for  Games:   Who  is  winning  in  US,  UK,  and  Japan?Friday, 27 July 12
  • 16. Device, carrier launches and seasons have significant effect US:$iPhone$Download$and$Revenue$Comparison$YoY$ Download" Revenue" 300" 250" Revenues outgrowing downloads 200" 150" +117% * 100" 50" 0" Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 iPhone 4 X’mas Verizon X’mas Launch Release iPhone 4S Verizon Sprint iPhone 4 Launch Release Release iOS 5 iPhone 4S iPhone 4S & Release iPhone 4 CDMA iPhone  revenues  grew  2x  in  2  years*  Set  July-­‐2010  Rev  and   Based  on  App  Annie  Intelligence  United  States  EsJmated  Revenues,  2010  July-­‐2012  JuneDownload  Data  as  index=100Friday, 27 July 12
  • 17. Device, carrier launches and seasons have significant effect US:$iPad$Download$and$Revenue$Comparison$YoY$ Download" Revenue" 700" 600" Downloads outgrowing revenues 500" 400" 300" +325% 200" * 100" 0" Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 iPad 2 New iPad X’mas X’mas Launch Launch Verizon Released iPad  revenues  grew  4x  in  2  years*  Set  July-­‐2010  Rev  and   Based  on  App  Annie  Intelligence  United  States  EsJmated  Revenues,  2010  July-­‐2012  JuneDownload  Data  as  index=100Friday, 27 July 12
  • 18. Seasonality in US: Key Trends Long-term seasonal trends are key to a game publisher’s distribution strategy Device and carrier launches can drive up to a 50% increase in app store downloads and revenues Christmas periods exhibit up to a 50% month-on-month increase in revenues iPad’s revenue growth has been twice the rate of iPhone’s (over last 2 years)Friday, 27 July 12
  • 19. Agenda 1. About  App  Annie 2. Just  how  Big  are  iOS  Games? 3. Seasonal  Trends  on  iOS 4. iOS  versus  Google  Play  for  Games:   Who  is  winning  in  US,  UK,  and  Japan?Friday, 27 July 12
  • 20. iOS versus Google Play for Games Based  on  App  Annie  Intelligence  -­‐  Japan,  UK  and   13% US  data,  All  Category  May  2012 23% 34% 41% 5%# 10%$ 10%$ 35%# 45%$ Download 52%$ 38%$ 45%$ 60%# 9%# 31%$ 25%$ 23%$ 28%# 36%$ Revenue 44%$ 63%# 41%$ iPad% iPhone% Google%Play% Google  Play  strong  in  downloads,  but  smaller  in  revenue  share iOS  is  parBcularly  strong  in  Japan.Friday, 27 July 12
  • 21. Fastest Revenue Growth Countries for Games Thailand% 163%% Indonesia% 139%% Belgium% 137%% Macau% 128%% Japan% 123%% 0%% 50%% 100%% 150%% 200%% Belgium% 202%% Thailand% 175%% Japan% 163%% Sweden% 151%% Russia% 145%% 0%% 50%% 100%% 150%% 200%% 250%%Based  on  App  Annie  Intelligence  APAC,  Europe  and  US  data,  Games  Category iOS  displaying  fastest  growth  in  AsiaJan  2012  -­‐  Jun  2012 Google  Play  growing  across  Europe  and  JapanFriday, 27 July 12
  • 22. Fastest Download Growth Countries for Games Indonesia% 153%% Thailand% 152%% Vietnam% 147%% Philippines% 134%% Belgium% 107%% 0%% 20%% 40%% 60%% 80%% 100%% 120%% 140%% 160%% 180%% Indonesia$ 138%$ Vietnam$ 130%$ Philippines$ 109%$ Thailand$ 107%$ Belgium$ 79%$ 0%$ 20%$ 40%$ 60%$ 80%$ 100%$ 120%$ 140%$ 160%$Based  on  App  Annie  Intelligence  APAC,  Europe  and  US  data,  Games  CategoryJan  2012  -­‐  Jun  2012 Top  5  growth  countries  of  iOS  and  Google  Play  are  sameFriday, 27 July 12
  • 23. Top Categories by Revenue for Games 1 Simulation Arcade 1 Simulation Arcade 1 Role Playing Casual 2 Role Playing Casual 2 Adventure Casual 2 Adventure Arcade 3 Adventure Cards 3 Action Cards 3 Card Cards 4 Strategy Brain 4 Strategy Brain 4 Puzzle Sports 5 Action Racing 5 Role Playing Sports 5 Simulation Brain Card  and  Brain  games  high  on  the  revenue  charts  for  Google  Play iOS  dominated  by  more  sophisBcated  gaming  IP Based  on  App  Annie  Intelligence  -­‐  Japan,  UK,  US  data,  Games  Category  May  2012Friday, 27 July 12
  • 24. Top Categories by Download for Games 1 Action Arcade 1 Puzzle Arcade 1 Action Arcade 2 Arcade Brain 2 Action Brain 2 Arcade Casual 3 Puzzle Casual 3 Arcade Casual 3 Puzzle Brain 4 Adventure Sports 4 Simulation Sports 4 Kids Cards 5 Family Racing 5 Adventure Racing 5 Adventure Sports Similar  category  trends  across  countries  and  pla@orms Based  on  App  Annie  Intelligence  -­‐  Japan,  UK,  US  data,  Games  Category  May  2012Friday, 27 July 12
  • 25. iOS vs Google Play: Key Trends Google  Play  sJll  generaJng  1/3  revenues   compared  to  iOS iOS  parJcularly  strong  in  moneJzaJon   and  growth  for  Asia iOS  moneJzing  through  more   sophisBcated  JtlesFriday, 27 July 12
  • 26. Get  free  app   store  stats www.appannie.com CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012Friday, 27 July 12