Global Opportunities for Social & Mobiles Games - Rex Ng, 6waves

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  • Both Android and iOS are growing quickly on a daily basis, especially Android.In a sense this give a good perception on supply and demand for each ecosystem. It is a snap shot of # users compare with # developers.Both Android and iOS already have more apps than FB and Tencent. Meanwhile we do expect the # of users on both these platform to climb.Games account for 49% of Tencent Rev compare to 13% for FB
  • FB – above average ARPU, lower CPI, and eCPI. For core game can get rather expensive, difficult to get volume.Mobage – very high ARPU, lower DAU (100K), platform will augment UATencent – low ARPU, but rising quickly. Rising DAU. Platform augment UAiOS – highest ARPU for Core games, very expensive UA, but exceptionally high ARPU for Core games.
  • Demo difference in different platformWith a built in SNS, it’s easier for Mobage and FB to re-engage users
  • Rank chart ecosystem + lack of ad platform and inventories per platform make it difficult for pure ROI base marketing
  • FB – Stronger with Puzzle, Sims and Casino* Slots/Bingo (Skew Female, Higher Age Group)iOS – Only one with strong Sports category (Skew younger male)Android – Strongest with Core/Strategy
  • Viral still happens, take time to build up initial mass, but after 3-6 months, Viral account for 64% of installsJP, KR, VT, strong growth in previous 3 months (plus these are meaningful countries with high monetization and strong gaming cultures)
  • Low eCPI due to more inventory, and viral effectApp Center is also driving tons of users with both Trending and Suggested Games
  • For most Western countries the growth has slowed dramatically, Top 15 countries experience less than 10% growth in past 3 monthsSocial Games Fatigue – there is definitely some impact on Sims style games. But other genre such as Casino and Puzzle are doing very well.
  • Global Opportunities for Social & Mobiles Games - Rex Ng, 6waves

    1. 1. Opportunities onFacebook gamesLondon Games Conference 2012 Rex Ng, Co-Founder & CEO Confidential
    2. 2. Users & Apps Users Apps 1B 700K 600K 600M* 550K 480M 365M 200KData Source: Various Website Confidential. All Rights Reserved. 2
    3. 3. Monetization & Cost Casual Core Casual Core Casual Core Casual Core ARPDAU $0.07 $0.5 $0.34 N/A $0.02 $0.20 $0.08 $0.8 CPI $0.60 $2 N/A N/A $0.14 $0.30 $1.5 $4Data Source: 6waves internal data Confidential. All Rights Reserved. 3
    4. 4. Retention Casual Games Core Games 45% 50% 45% 31% 30% 30% 27% 25% 21% 20% 17% 13% 11% 10% 9% 8% 7% Day 1 Day 7 Day 14 Day 30 Day 1 Day 7 Day 14 Day 30Data Source: 6waves internal data Confidential. All Rights Reserved. 4
    5. 5. Indies in Top 100 Grossing Independents Established 100% 95% 90% 83% 80% 72% 70% 64% 60% 50% 40% 36% 28% 30% 20% 17% 10% 5% 0%Data Source: Base on Top Grossing in AppStore, AppCenter Confidential. All Rights Reserved. 5
    6. 6. Top Grossing by Genre 34% 32% 28% 28% 26% 24% 24% 24% 20% 16% 14% 14% 12% 2% 2% Puzzle Sims Casino Sports StrategyData Source: Base on Top 50 Grossing in AppStore, AppCenter Confidential. All Rights Reserved. 6
    7. 7. Facebook 64% Viral Installs Cross Promo Paid Installs Viral Growth Regional Growth Confidential. All Rights Reserved. 7
    8. 8. Facebook eCPI CPI Rev/Install Low eCPI App CenterData Source: Base 6waves Internal data Confidential. All Rights Reserved. 8
    9. 9. Facebook Saturation Social Games Fatigue Confidential. All Rights Reserved. 9
    10. 10. Thank you!rex@6waves.com Confidential All Rights Reserved. 10

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