Your SlideShare is downloading. ×
0
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Mobile Games Market Outlook Webinar

2,550

Published on

Learn about the main trends for the mobile games market in 2014! …

Learn about the main trends for the mobile games market in 2014!
Join our panel of experts:
- Peter Warman, CEO, Newzoo
- Jan Miczaika, COO, Wooga
- Tiuri van Agten, Data Analyst, Distimo

We will explore the trends for 2014 in 4 parts:
- General market trends
- Platform trends
- Regional trends
- General outlook: opportunities and challenges

Published in: Technology
0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,550
On Slideshare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
170
Comments
0
Likes
9
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • To start off, A quick word about us: AppLift is the leading mobile games marketing platform, we provide user acquisition for mobile game publishers; we are 100% dedicated to mobile games, we place a strong focus on LTV optimization for user acquisition and reactivation, and we have a global presence on all key markets.
  • Enough about us, let me introduce you to our panelists today; Peter, would you like to start?
  • Then we have Jan Miczaika, COO at wooga
  • Here are today’s topics
  • Here we’ve got Infographic which we published with Peter and Newzoo last year shows a tremendous opportunity in growth for mobile gaming in general, and tablet gaming in particular. The whole infographic is available on Applift’s and Newzoo’s websites. What we have here is The market should reach close to $24bn dollars in 2017, that’s a 27.3% cumulated annual growth rate of 27.3% over 4 years.Now that we’re a few months into it, Peter, I’d like to ask you what are you thoughts?
  • A recent report by Gartner forecasts that in 2017, 94.5% of apps will be free. This is something we’re experiencing ourselves, as we’re seeing that more and more smaller GPs and developers are switching to the free to play model, either through IAP items or advertising. Tiuri, where do we stand on this? How are things moving?
  • Now, it is established, at least in Western markets, that we have 2 dominant platforms, 2 dominant app stores for mobile games (Apple’s App Store and Google Play Store). For China it’s different, but we’ll get back to it.Is there room for a third app store? Should game publishers
  • This is another part of the infographic which we released with Peter last year, that shows the market size of six global regions. The rest of the infographic includes is available on our website and includes among other things a geographic appeal matrix. With no real surprise, Asia Pacific is the largest region, and this is why we also want to give it a particular focus today.
  • ----- Meeting Notes (19/02/2014 13:12) -----add mid slide
  • Needs a Legend?
  • What about the partnership?
  • Transcript

    • 1. AppLift.com 1 The mobile games market outlook What’s in store for 2014? AppLift Webinars February 19, 2014
    • 2. AppLift.com 2The mobile games market outlook: what‘s in store for 2014? About AppLift 200+ Game Publishers The leading mobile games marketing platform 200+ Games 1M+ installs per month We are a team of 80+ mobile game enthusiasts We are headquartered in Berlin with offices in San Francisco and Seoul We come from 25+ countries and speak 20+ languages We are backed by Prime Ventures and HitFox Group with USD 20M investment 100% mobile games LTV focus All key markets
    • 3. AppLift.com 3The mobile games market outlook: what‘s in store for 2014? Our panelists Peter Warman (1971) is CEO and Co-founder of Newzoo, the games market research and consulting firm, servicing clients across all game business models and continents, such as Valve, Microsoft, EA, King, Wizards of the Coast, Nvidia, Plantronics and Wargaming. After being responsible for sales and business development at Europe’s largest interactive agency (LBi), he was responsible for internet development at Reed Business and operated as commercial director for a MMO for kids. Peter is a frequent speaker on the business aspects of the games industry. Peter enjoys opera as well as good German techno. Peter Warman CEO, Newzoo
    • 4. AppLift.com 4The mobile games market outlook: what‘s in store for 2014? Our panelists Jan Miczaika COO, Wooga Jan Miczaika is COO at Wooga, a leading developer of mobile games. With employees from over 40 countries, our international team creates games that excite around 40 million active players every month. Jan is responsible for a number of areas in the company including Marketing, Media Sales, Biz&Corp Dev, Customer Care, Localization, Community Management, Facilities etc. Additionally Jan is a non-executive board member of Hitmeister, an e-commerce marketplace he co-founded in 2004. Previously Jan worked and interned at a number of companies in the startup ecosystem, including startups, venture capitalists and a private equity fund.
    • 5. AppLift.com 5The mobile games market outlook: what‘s in store for 2014? Our panelists Tiuri van Agten Data Analyst, Distimo Tiuri brings a history of rich knowledge and experience in the mobile industry to his position of Data Analyst at Distimo. He has been an integral part of Distimo’s data team for over three years and devotes his time to studying the rankings of all the major app stores. Tiuri is one of the initial creators of the algorithms behind Distimo’s premium market intelligence product, AppIQ, the most accurate app market intelligence tool that estimates download and revenue volumes for any app, globally. Currently, Tiuri also analyzes global trends across stores and helps developers solve various black holes in their knowledge, when it comes to app store data. Tiuri is incredibly passionate about accurate data and global app trends. He holds two masters degrees, and when he’s not crunching numbers, which he loves, you can find Tiuri on the slopes in Austria, working his magic in the DJ booth or going on cycling tours with Distimo colleagues.
    • 6. AppLift.com 6The mobile games market outlook: what‘s in store for 2014? What’s in store for 2014? 1 2 3 4 General market trends Platform trends Regional trends General outlook
    • 7. AppLift.com 7AppLift.com General market trends Where will the growth be?
    • 8. AppLift.com 8The mobile games market outlook: what‘s in store for 2014? Where will the growth be?
    • 9. AppLift.com 9The mobile games market outlook: what‘s in store for 2014? Global Mobile Game Revenue Growth | 2012 - 2016 Source: Newzoo Global Games Market Report Peter Warman (Newzoo) •  Massive growth in the mobile games market in the years to come. •  We now know that there is a mobile game market for both the tablet and the smartphone. •  Double growth: Mobile market share is growing and the overall market for games is growing.
    • 10. AppLift.com 10The mobile games market outlook: what‘s in store for 2014? Mobile (Paying) Gamers per Region | 2012 - 2016 Source: Newzoo Global Games Market Report 850M 1,300M +53% 305M Pay 36% 650M Pay 50% +113% Peter Warman (Newzoo) •  The growth of Free2Play games is generating more paying users. •  In Free2Play games, users can decide their spend themselves. •  Number of paying users and overall spending is increasing.
    • 11. AppLift.com 11AppLift.com General market trends Where will the growth be? Jan Miczaika (Wooga) •  In developed countries, growth will come from the segment of users switching from 1st generation to 2nd generation smartphones. •  In emerging countries, growth will come through higher smartphone penetration rates. •  So far, only a fraction of users make In-App-Purchases (IAP). Challenge is to get a larger percentage of users to spend – this is where the real growth is. •  Regional differences: Japanese users spend relatively more than other markets.
    • 12. AppLift.com 12AppLift.com Platform trends Can mobile game publishers benefit from a presence on alternative app stores? How is the app store revenue distribution evolving? What user acquisition strategies can game publishers resort to on the app stores? Thomas Sommer (AppLift) •  Among game publisher, we see increasing demand for sustained campaigns with focus on quality, and less focus on burst campaigns. Jan Miczaika (Wooga) •  Wooga runs global campaigns with Life-Time-Value and CPI optimization. •  Burst campaigns have changed significantly in the last year; it is more complex now. •  To reach top ranks today, one must combine various ad networks and iterate campaigns.
    • 13. AppLift.com 13The mobile games market outlook: what‘s in store for 2014? Game Revenues iOS vs GooglePlay | January 2014 Source:Newzoo/DistimoMonthlyGlobalAppStoreReport Peter Warman (Newzoo) •  Google Play ramping up in terms of monetization, and is overtaking the Apple App Store faster than expected. •  iPad overtook iPhone in UK/US in terms of game revenues. •  Tablet spending growing; iPad has more revenue than iPhone. •  Android needs a strong tablet competitor to compete with the iPad in the tablet market.
    • 14. AppLift.com 14The mobile games market outlook: what‘s in store for 2014? How is the app store revenue distribution evolving? Tiuri van Agten (Distimo) •  In 2017, 94.5% of apps will be free (Gartner). •  We observe the same development on all platforms. •  Regional differences: Asia is already at 90%. •  New Angry Bird Go generated more revenue on Google Play than on iOS in its first month in Spain.
    • 15. AppLift.com 15The mobile games market outlook: what‘s in store for 2014? Is there room for a third dominant app store in Western markets? Tiuri van Agten (Distimo) •  Alternative app stores are worth looking into. •  Minicraft generated 14-15% of its revenues on the Amazon app store. •  Google Play is taking market share from the Apple App Store.
    • 16. AppLift.com 16The mobile games market outlook: what‘s in store for 2014? Is there room for a third dominant app store in Western markets? Tiuri van Agten (Distimo) •  Another example of high revenue share in the Amazon App Store. •  However, less significant than Minecraft as it has far less downloads. Peter Warman (Newzoo) •  Family orientered games may be the best for the Amazon segment.
    • 17. AppLift.com 17AppLift.com Platform trends Can mobile game publishers benefit from a presence on alternative app stores? Jan Miczaika (Wooga) •  Wooga most recently published Jelly Splash on the Amazon App Store. •  One must keep ind mind that the demographics are different. •  Still mostly US users and tablet only. •  Crucial to analyze whether the game fits the Amazon demographic. •  Relatively low effort as the adaption is easy. •  However, the Minecraft example is an exception.
    • 18. AppLift.com 18AppLift.com Regional trends Which regions are currently underrated for mobile game publishers? What does it take to make it in Asia?
    • 19. AppLift.com 19The mobile games market outlook: what‘s in store for 2014?
    • 20. AppLift.com 20The mobile games market outlook: what‘s in store for 2014? Which regions are underrated? Tiuri van Agten (Distimo) •  High growth in Asia, but also in South American countries. •  South America is an underrated region. •  However, still much lower revenues than in Asia.
    • 21. AppLift.com 21The mobile games market outlook: what‘s in store for 2014? Choice of mobile game | Drivers differ per country Ranking & Filesize are key in China Game screenshots & description are key to Russians Source:NewzooDataExplorer Peter Warman (Newzoo) •  Newzoo get many questions on priotization of countries and devices. •  It is crucial to understand the differences between the various markets. •  With the right research and knowledge about the specific markets, its possible to make genious entry strategy.
    • 22. AppLift.com 22AppLift.com Regional trends What does it take to make it in Asia? Jan Miczaika (Wooga) •  With Jellysplash, Wooga launched it on Kakao and people seemed to like the game. However, after the feature on Kakao ended, it did not attract enough new users. •  South Korea is a very specific market in terms of marketing. •  It is wrong to perceive Asia as one market, as the Asian markets differ a lot. •  Japan is technically the easiest market for Western companies, as they use Facebook and have Google Play and Apple App Store as their main app stores. •  South Korea is harder because it requires Kakao. •  If you have the necessary resources, Asia is a must, as it‘s where the largest markets are. •  However, Western companies with success in Asia are rather limited, and there are reasons for that.
    • 23. AppLift.com 23The mobile games market outlook: what‘s in store for 2014? Major Android AppStores in China | iOS opportunity China is a $50M+/month iOS games market Approx. 3X Germany; iOS represents 25% Source: Newzoo Free Report on China (clients only) Report: Understanding China Tencent MyApp Gfan Market AnZhi Market Baidu AppStore Wandoujia 360 Mobile Assistant Alibaba iOS 25% Android 52% Others 23% Peter Warman (Newzoo) •  The Chinese market is tough even if you localize: app discovery is difficult and piracy is still a big problem, so you have multiple challenges stacked together. •  However, the non-jailbroken iOS market in China is still 3x Germany. •  Countries such as Taiwan, Hong Kong, Singapore are in the top 20 in terms of revenues on iOS, and are much more westernized. •  For smaller developers it might make more sense focusing on other, perhaps easier, Asian markets rather than China.
    • 24. AppLift.com 24The mobile games market outlook: what‘s in store for 2014? What matters in Asia? Tiuri van Agten (Distimo) •  Localization in Asia is crucial – maybe even key. •  Icons great example of the need for localization. •  All icons in the top 10 are “typical“ Asian-style icons. •  Big game publishers realize this; e.g. King published Candy Crush in Korean on Kakao.
    • 25. AppLift.com 25The mobile games market outlook: what‘s in store for 2014? What matters in Asia? Tiuri van Agten (Distimo) •  Example of how localization (17th June) helped Clash of Clans get success. Jan Miczaika (Wooga) •  Don‘t oversimplify the market - success requires more than new icons and language. •  Not a single western game publisher in the top 10 in the Japanese market. •  Challenges not just in the market, but also on the game side.
    • 26. AppLift.com 26The mobile games market outlook: what‘s in store for 2014? Which game genres work better in Asia? Tiuri van Agten (Distimo) •  Example of the differentiated preferences of game genres across regions.
    • 27. AppLift.com 27The mobile games market outlook: what‘s in store for 2014? Which game genres work better in Asia? Tiuri van Agten (Distimo) •  Less interesting on Google Play, as there are only 6 game categories. •  However, Asia is still different than the two other regions for the third genre.
    • 28. AppLift.com 28AppLift.com General outlook for 2014 What are the main opportunities and challenges for mobile game publishers in 2014? Jan Miczaika (Wooga) •  Not much movement in the top 10 games in 2013 – expect big changes in 2014 as every game has a lifecycle. •  Predict more game launches and more marketing spend in 2014. •  2014 will be year of change, thus full of oppertunities and challenges. Peter Warman (Newzoo) •  Not entirely true that all the revenue goes to few big game developers. Altough 50% of revenue is split between 25 publishers, the US alone has 240 developers/publishers earning more than a $1 million a month. •  Although it is getting harder, with time, creativity or money one ca still reach the top rankings. •  2014 tip: Localize your game first and then roll out the game – respect the gamers and their preferences.
    • 29. AppLift.com 29The mobile games market outlook: what‘s in store for 2014? Opportunities and challenges Tiuri van Agten (Distimo) •  During 2013 it became much harder to get in top rankings - in 2014 the competition will be even more fierce. •  Expect more cross-promotion partnerships like that of SuperCell and GungHo. •  However, there is still money for small developers in the “long tail”. •  Flappy Bird showed us that it is still possible to reach top rankings with few resources.
    • 30. AppLift.com 30AppLift.com Berlin | Seoul | San Francisco Questions? Question: “What about the Windows App Store?” Tiuri van Agten (Distimo): •  Work must be done by Microsoft for it to become a real success, but there is growth and definitely money to be made money in the Windows App Store. Peter Warman (Newzoo) •  Windows Phone is doing really well: rather extreme growth figures. •  As long as Apple does not make a new “big thing” this year, there is a window of opportunity for Microsoft. However, it must happen this year. Question: “Must one go through Over-the-Top messaging apps in Asia?” Jan Miczaika (Wooga) •  In Korea, 8 of the top 10 apps are on Kakao, so a clear yes to messaging aps in Korea. •  In Japan it is more debatable, but Line is still very strong. •  However, it can be difficult to get in, as Line does not take in as many games •  In general, distributing your game in Asia is difficult without integrating local messaging apps.
    • 31. AppLift.com 31AppLift.com Berlin | Seoul | San Francisco Contact Thomas Sommer Content Marketing tso@applift.com Peter Warman CEO peter@newzoo.com Jan Miczaika COO jan.miczaika@wooga.net Tiuri van Agten Data Analyst tiuri@distimo.com
    • 32. AppLift.com 32The mobile games market outlook: what‘s in store for 2014? Thanks for attending! Stay posted for our upcoming webinar on Customer Lifetime Value Download this presentation, our infographic… on: www.applift.com/INSIGHTS.html For more tips on global user acquisition, global expansion etc. get in touch! info@applift.com
    • 33. AppLift.com 33AppLift.com Berlin | Seoul | San Francisco Thank you!

    ×