Mobile gaming market 2013
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  • 1. Examining the Opportunities in Mobile Gaming Ken Leaver www.eastlabsgaming.com December 2012
  • 2. Agenda The Market Landscape Key Trends Competition Appendix: Case Studies International Developers Analytics Russia/Ukraine Developers Platforms
  • 3. Mobile Gamer Profile • Average age is 40 years old • 66% are <45 years old • 33% of mobile gamers own both a mobile phone and tablet • 42% play daily, 32% play 2-3x per week, 26% play 1x per week or less • Main factor influencing increased game play are more free games available + better phone memory + graphics • Avg. yearly spend was $21.24 in 2011 by gamers • Most users spend $8 – 15 per month • 69% of gamers play on the couch, 63% play while on transport http://www.infosolutionsgroup.com/popcapmobile2012.pdf
  • 4. Mobile Gaming Growth • Estimated that 1.7m new devices being activated each day • 59% of those who own a mobile phone in the US/UK have played a mobile game (+13% over 2011 • Superdata estimates mobile gaming to be $2.7bn today and expects it to triple to $7.5bn by 2015 http://www.infosolutionsgroup.com/popcapmobile2012.pdf
  • 5. Where is the money? Casual Core Casual Core Casual Core Casual Core ARPDA U $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 $4 Data Source: 6waves internal data iOS getting very expensive for installs with low payoff
  • 6. While iOS has the largest current revenue, Android monetization is catching up fast Market Size Growing ARPU “With 1.3M new daily Activation!”
  • 7. Competition means Indies have the worst chance of hitting top of charts on iOS 36% 95% 28% 17% 64% 5% 72% 83% 0% 20% 40% 60% 80% 100% Independents Established Data Source: Base on Top Grossing in AppStore, AppCenter
  • 8. The most popular game types #1 Farm Games (18m DAU) 1. FarmVille 2 2. FarmVille 3. Monster World 4. Hey Day 5. Super Farm source #2 Bubble Shooter (17.0m DAU) 1. Bubble Safari 2. Bubble Witch Saga 3. Lost Bubble 4. Bubble Island 5. Bubble Blitz #3 Match-3 (13.8m DAU) 1. Candy Crush Saga 2. Diamond Dash 3. Bejeweled Blitz 4. Last Jewels 5. Ruby Blast #4 Slots (11.5m DAU) 1. Slotomania 2. Zynga Slingo 3. DoubleDown Casino 4. Games by GSN 5. Lucky Slots #5 Word Games (11.4m DAU) 1. Words with Friends 2. Draw Something 3. Scrabble with friends 4. Hanging with Friends 5. Scrabble #6 Poker (10.2m DAU) 1. Texas Hold em 2. DoubleDown Casino 3. Best Casino 4. Live Holdem Pro 5. Poker Texas Boyaa #7 Strategy/Combat (7.5m DAU) 1. Social Empires 2. Social Wars 3. War Commander 4. Empires & Allies 5. Magic Land #8 Quiz Games (6.9m DAU) 1. SongPop 2. Draw Something 3. Family Feud & Friends 4. Family Feud 5. Smarter than a 5th Grader #9 ChefVille (5m DAU) 1. ChefVille 2. Café World 3. Cafeland 4. Gourmet Ranch 5. Café Life #10 Bingo (5m DAU) 1. Zynga Slingo 2. Bingo Blitz 3. Bingo Bash 4. Zynga Bingo 5. Best Casino Data is Facebook but good reflection of FB
  • 9. iOS does particularly poor at Casino and well at Sports Data Source: Base on Top 50 Grossing in AppStore, AppCenter 24% 28% 34% 2% 12% 20% 26% 16% 14% 24% 14% 24% 28% 2% 32% Puzzle Sims Casino Sports Strategy
  • 10. Apple has Very Poor Retention on Casual Casual Games Core Games 45% 27% 25% 20% 30% 11% 9% 8% 50% 30% 25% 20% Day 1 Day 7 Day 14 Day 30 31% 17% 13% 7% 45% 21% 13% 10% Day 1 Day 7 Day 14 Day 30 Data Source: 6waves internal data
  • 11. Lots of choices and relationships to maintain when monetizing
  • 12. Often, you need different relationships in different geographic regions N. America Asia
  • 13. Great valuations / exits • Big Fish buys Self Aware Studios • Funzio sold to Japan’s GREE for $210m • OMGPOP sold to Zynga for $180m • Rovio raised $42m in 2011 by giving only 15% of company • Playtika sells to Caesar’s for $80-90m • IGT buys Doubledown Casino for $500m • Bwin buys Orneon (Ukraine) Casino Casino Casino Casino
  • 14. Agenda The Market Landscape Key Trends Competition Appendix: Case Studies International Developers Analytics Russia/Ukraine Developers Platforms
  • 15. User Trends • Gamers are moving to tablets o Mintel found that 38% of tablet gamers play 5+ hours per week compared to 20% for mobile phones o Forrester expects tablet sales to increase from 10.3m in 2010 to 44m in 2015 • Casual gaming increasing in popularity much faster than more hard-core gaming themes (eg. fantasy) • Users are expecting better and better graphic quality • Social is starting to play a large role in games as users want to play with friends • Flurry estimates that 50% of users are “Casual”, 40% are “Midcore” and 10% are “Hardcore” • Short attention span o Out of the people who download a game, only 10-15% play it more than a week. o Engaged users spend on average 100-200 hrs playing their favorite game
  • 16. Content Trends • Established gaming companies partnering with and investing in indie developers to get access to more potential hits o Tiny Co launched $5m fund to invest in cascual mobile game co’s • “Midcore” gaming (b/w Hardcore and Casual) becoming the sweet spot due to less competition o Zynga recently purchased “November Software” and “A Bit Lucky” to get bigger in this space • Partnering with film studios to bring their titles to mobile games o Kabam & Warner Bros. bring Hobbit to mobile app o Ludia Inc.partners with major studios like Disney, Disney and BBC to bring popular shows to mobile • Games are trying to tie into people’s actual lives o Striv fitness app encourages users to grow a plant or expand an island if they complete physical exercises • Famous publishers taking advantage of their previous IP o Atari has launched a lot of their old titles such as Outlaw
  • 17. Publishing & Distribution Trends • Successful developers tend to start publishing in-house o Rovio first published Angry Birds with Chillingo and then started self-publishing o Zeptolab also published “Cut the Rope” with Chillingo but then moved to doing this in-house. Recently hired “Chief Revenue Officer” to expand business and set up partnerships across core int’l markets • Successful developers often start publishing 3rd party developers’ games to utilize their user network • Rovio will publish up to 5 outside developers’ titles in 2013 • Some are focused on helping developers with certain regions (eg. Pixonic)
  • 18. App Marketing Trends (to drive installs) • Word of mouth is key driver for game downloads o >50% learn about new games from friends & family o 40% learn from app store o 25% learn via social media sites • All developers are actively utilizing their existing user base to push new games • New platforms also trying to attract developers to leverage their users in order to get a cut of revenue (eg. Mobage) • Publishers getting sophisticated at marketing to achieve low cost per download (eg. Pixonic) • Apple is trying to stop incentivization of downloads o Have tried to shut down Tapjoy numerous times • Developing user loyalty is getting very important to developers
  • 19. Case Study of Rovio Techniques • Barnes & Noble: gameplay trailer on in-store screens • Cross promotion in Rovio news across all games • 700m Youtube channel views • 22m Facebook fans • 500k Twitter followers
  • 20. In-App Advertising Trends • Getting more into “Brand marketing” by well-positioned product placement o Some believe advertising should be 50% of app revenue • Using 3rd Party platforms to advertise in the app o Zeptolab using Inneractive to help monetize Cut the Rope by displaying engaging ads from >120 ad providers o Flurry recently launched app ad platform, AppSpot, and attracted more than 1000 app publishers to use it. It offers highly targeted advertising. • Dynamic sponsoring of premium content by advertisers o Enabled by WildTangent’s Brandboost platform • Creating apps in partnership with brands to connect users with the brand o Big Animal Games does this with companie such as LEGO, Mattel, Swatch, etc.
  • 21. Technology Trends • HTML5 usage increasing to offer multi-platform approach o 94% of developers are either using HTML5 or plan to use it this year according to Kendo UI o Goko successfully launched several HTML5 games (Catan World, etc.) • 3D graphics development platforms are quickly improving the quality of graphics o More than 1.3m developers are using Unity Technology tools to create great 3D graphics o Previously gaming co’s created their own engines (eg. EA created Frostbite) • Analytic engines are being used to develop higher quality games faster by understanding user behavior o PIXAPI- tracks thousands of in-game events simultaneously o Kontagent o Mixpanel • Developers taking big titles to larger screens (eg. iPad) and other platforms (eg. Windows Phone, etc.) to max revenue
  • 22. Monetization Trends • In-app purchasing the main driver recently, and increasing b/c less and less people want to pay for a game • In-app advertising becoming more important and better targeted through providers like Flurry • Many popular developers offering free version of their paid app for short period of time to get people to try • Game rental getting popular o WildTangent platform allows gamers to rent a mobile game for a day for a small trial fee before purchase o Platform is pre-installed on phones by T-Mobile and Sprint and billing integrated with carrer • Gaming companies getting into offline merchandising like merchandising and licensing, as the film industry has done
  • 23. Agenda The Market Landscape Key Trends Competition Where the Opportunities Lie Recommendation for Tatem Appendix: Case Studies
  • 24. Everyone is moving into mobile Mobile PC Gaming Co’s Facebook Gaming Co’s Pureplay Mobile Online Gaming
  • 25. Most of the leaders in mobile are pureplays that were founded only in the last several years
  • 26. Agenda The Market Landscape Key Trends Competition Appendix: Case Studies International Developers Analytics Russia/Ukraine Developers Platforms
  • 27. Kabam • Getting into 3D • Testing variety of strategies: Mobile-first, web-first • Creating universal platform that allows them to publish to all platforms • Partnered with Warner Bros. to make social mobile games for “Hobbit” • Put 4 games on CNET’s Download.com • Created: 2007 • HQ: SF • Employees: 550+ • Funding: $125m+ • 30% revenue from FB • Games: Kingdoms of Camelot, Hobbit, Dragons of Atlantis Company Info Strategy Publisher Developer
  • 28. Kama Games • Publish developers in China, India, Russia, US and Canada • Publishing on Mobage • Use multiple platforms including online play • Create impressive web pages for the games (www.pokerist.com) • Bought the IP of Mall Party, Epic Gladiator and City Friends (not the teams) • Created: 2009 • HQ: Vladivostok, Russia • Employees: 30 • Funding: Bootstrap • Games: Pokerist – Texas Poker, Fantastic Fishes, Monkey Business, Sea Battle • Texas Poker app was believed to be earning $2-3m per month (strong monetisation) Company Info Strategy Publisher Developer
  • 29. Storm 8 • Stay independent • Keep everyone in 1 office • Got into casino games in 2012 with Shark Party • Investing heavily in technology to launch on multiple platforms and launch high quality games at lower costs/faster (dev cycle = 2-3 months) • “Dolphin” engine for creating great graphics • Experimenting with HTML5 for mobile • Created: 2009 • HQ: Menlo Park • Employees: 150+ • Funding: Bootstrap • Games: Dragon Story, Pet Shop Story, Slots, Poker, Bubble Mania, World War, iMobsters • Audience: 6m+ Company Info Strategy Publisher Developer
  • 30. Buffalo Studios • Focused on products that have a long “shelf life” • Bingo Blitz has unique “City Rooms” such as Paris, Hollywood, etc. • Increase winnings by completing “Collections” • Adding members to your team earns everyone more credits • Partnered with Riviera Hotel & Casino to win a trip to casino • Showed interest in OnGame Poker network (real $) link • Created: 2010 • HQ: SF • Employees: 45 • Funding: s • Games: Bingo Blitz (no. 1 Bingo game on FB), Bingo Rush, • Bingo Blitz had over 5m installs by Oct. 2011 • Claimed that Zynga copied their Bingo game Company Info Strategy Publisher Developer
  • 31. Ludia • Recreates game show themes on mobile app • Partnered with BBC • Entered publishing when signed deal with Red Sprite Studios • Uses WildTangent’s BrandBoost platform to enable advertisers to dynamically sponsor access to premium content • Acquired Mistic Software in 2009 • Created: 2008 • HQ: Montreal, CA Part of Freemantlemedia (leading producer of TV entertainment brands, a RTL company) • Employees: 100 • Funding: s • Games: Family Feud, Jurassic Park Builder, Weakest Link, Price is Right, Press Your Luck, Bachelor, Hollywood Squares Company Info Strategy Publisher Developer
  • 32. Pocket Gems • “Mobile first” strategy • Focused on “Casual” genre with addictive game play • Released 10 games in 2011 • Mainly cater to females • 16 titles on iOS / 7 on Android • Utilized Twitter integration in iOS 5 on Tap Pet Hotel and over 92,000 tweets sent in feb 2012 • Tried first “voice-based” mobile game called All Talk • Created: 2009 • HQ: SF • Employees: 140 • Funding: $5m Sequoia, Redpoint • Games: Tap Zoo, Tap Campus Life, All Talk, Tap Dragon Park, Tappily Ever After, Tap Paradise Cove Company Info Strategy Publisher Developer
  • 33. Nexon • Acquired mobile developer “gloops” for $468m in cash • Alliance with DeNA for international expansion • $900m+ in revenue • Most lucrative hits are 5-10 years old and keep generating revenue • Wants to find growth in N. America and Europe • Created: 1995 • HQ: Korea • Employees: 3000 • Funding: s • Games: Combat Arms, KartRider Pit, Space Tanks, MapleStory Live Company Info Strategy Publisher Developer
  • 34. GREE • Acquired OpenFeint platform in 4/11 but have not promoted it • Ramping up presence in western markets (new London office, Vancouver studio) • Acquisitions: App Ant Studios (9/12), Funzio (5/12), Crowdstar (4/12), iWin (4/12), Wizcorp (4/12), OpenFeint (4/11) • “GREE Loves Indies” program to introduce an indie a month to int’l audience • Partnered with MoPartner, French affiliate ad network with over 100,000 publishers • Just bought stake in eBuddy, mobile IM company • Created: 2004 • HQ: Japan • Funding: $4.7bn market cap • Business: Reaches over 190m players and offers 7,500+ apps for smartphones • Games: Monster Quest, Crime City, Modern War Company Info Strategy Publisher Developer
  • 35. DeNA • Operates Mobage-town, combo of virtual world, social network and gaming platform, with 11m members • Alliance with Yahoo to integrate their PC social gaming offerings “Yahoo Mobage” • Launched Ngmoco mobile social network in July 2011 o Sits on Android operating system and generates $1.3bn in revenue for DeNA • Jointly developing mobile social games with Disney • Partnered with Nexon to publish games • Created: 1000 • HQ: Japan • Employees: 2000+ • Sales: >$1.8bn • Games: Blood Brothers, Marvel War of Heroes, Hellfire, Nightclub City, Rage of Bahamut, Quests & Sorcery • Launched Ngmoco mobile social network in July 2011 • Actively expanding in Taiwan, Hong Kong, India and Macau Company Info Strategy Publisher Developer
  • 36. Zynga • Mark Pincus said "I don't fucking want innovation. You're not smarter than your competitor. Just copy what they do and do it until you get their numbers.“ • 2012 launched Zynga API to help developers build social games • Zynga Partners for Mobile program (Atari, etc.) • Partnered with Hasbro for toys in 2012 • Created: 2007 • HQ: CA • Employees: ? • Funding: Public • Games: Zynga poker, CityVille, FarmVille, Empir es and Allies • Acquired: XPD Media (5/10), Challenge Games (6/10), Conduit Labs (8/10), Dextrose became Zynga Germany, Wonderland Software in UK (4/11), Bonfire Studios (10/10), OMGPOP (3/12) , Buzz Monkey (6/12) Company Info Strategy Publisher Developer
  • 37. Tiny Co • Launched revenue sharing program for mobile gaming developers • Established game developers use about 30 different methods for acquiring users • Launched $5m fund to invest in casual mobile game developers (up to $500k per title) • Created: 2009 • HQ: SF • Employees: 40 • Funding: $18m (Andreesen Horowitz) • Games: Tiny Monsters, Super Slots, VIP Poker, Tap Resort Party (try), Tiny Chef Company Info Strategy Publisher Developer
  • 38. Playtika • Acquired by Caesars Entertainment for $80m • Launched on Odnoklassniki in May 2012 • Available on Amazon app store in 4/12 • On Yahoo in Japan and US in 4/12 • Created: 2010 • HQ: Tel Aviv (also in Israel and Kiev) • Employees: ? • Games: Slotomania, FarklePro (dice), Cat Chef Company Info Strategy Publisher Developer
  • 39. BitRhymes • Got into casino games in 2011 • Targeted at women • Looking at real-money casino play • Created: 2010 • HQ: India/US • Employees: x • Funding: $1m angel funding • Games: Bingo Bash, Vegas, Salon Street • Run rate of $45m in revenue in 2012 Company Info Strategy Publisher Developer
  • 40. Wooga • 70m+ have played Diamond Dash • Want to be on as many platforms as possible • Don’t want to grow employees by more than 2x per year • Mobile is core focus in 2012 • 64% of players are logged in via FB • Teams are independent with no shared resources • Focus on A/B testing and iteration link • No longer developing games in HTML5 for facebook • Created: 2009 • HQ: Berlin • Employees: 200 • 3rd largest gaming co on Facebook platform • Funding: $33m • Studios: x • Audience: xx • Revenue: x • Games: Diamond Dash, Bubble Island, Monster World Company Info Strategy Publisher Developer
  • 41. Ubisoft • Created own movie studio • Partnered with PlaySpan for virtual goods monetization platform (2010) • Sold off gameloft in 2007 • Interested in buying THQ’s assets • Created: x • HQ: France • Employees: 450 • Top 3 European gaming co • Studios: 25 (in 17 countries) • Audience: xx • Revenue: >$1bn • Games: Nutty Fluffies, Prince of Persia Classic, Assassin’s Creed, Master All Classics Company Info Strategy Publisher Developer
  • 42. Big Fish Games • Also publishes apps on their website and partners with over 500 developers • Acquired Grubby Games in 2009 and Self-Aware Games in 2012 (for $12m) • Launched casual cloud gaming service for TVs, mobile and PC’s and will bring 1000- 2000 games to it. Offers ability to log in from any device and universal experience across platforms • Entered real money gabling with Betable in 8/12 • Created: 2002 • HQ: Seattle • Employees: ? • Funding: $83m (Balderton, General Catalyst) • Games: Big Fish Casino Company Info Strategy Publisher Developer
  • 43. Double Down Interactive • Started out just as Blackjack for Facebook • Focuses on single app casino approach • Partnered with WildTangent for advertising • Sold to IGT for $500m • Using games from real casinos like “Da Vinci Diamonds” with patented mechanics • Started by experts from Vegas style online gambling • Created: 2010 • HQ: Seattle • Employees: 110 • Funding: s • Games: Double Down Casino Company Info Strategy Publisher Developer
  • 44. Blue Shell Games • Facebook + Mobile • Offers ability to upgrade machines (to increase jackpot, # of spins, etc.) • Created: 2010 • HQ: SF • Employees: ? • Funding: ? • Games: Lucky Slots, Tiny Town, Urban Warfare • Lucky Slots had 1.5m MAU’s and 320k DAU’s Company Info Strategy Publisher Developer
  • 45. Product Madness • Slots – large variety of slot machines in 3D Slots (17 machines with 7 more “coming soon” . Each with own unique feel • Minigames – if you match roulette tables than you play a quick round of roulette, etc. • Created: 2009 • HQ: SF (and London) • Employees: x • Funding: s • Platform: Facebook • Games: Team Slots , Hollywood Slots, 3D Slots, Baby Town • Team Slots has 460k MAUs Company Info Strategy Publisher Developer
  • 46. WildTangent • Manages advertising sales for major players such as PopCpa, Sony, etc. • Going for “rental” model using own app with ~100 hand- picked titles • Have partnerships with lots of PC manufacturers and mobile carriers • Allow players to pay on a per- session basis by using online currency “WildCoins” • Opened new gaming studio in Seattle for mobile • Distributes more than 2000 games by 3rd party developers • Created: 1998 • HQ: Redmond, WA • Employees: ? • Media advertising platform connected to 175m consumers • One of largest online game distributors in the world • Turnkey solution for advertising = BrandBoost (allows advertisers to sponsor free game sessions) • WildTangent Games app only available on Android (for mobile) and pre-installed on most major PC’s Company Info Strategy Publisher Developer
  • 47. Large Animal Games • Focused on social gaming since 2008 (Facebook, MySpace, Orkut, iO S) • Team up with partners such as LEGO, Mattel, MTV, Swatch and others to create innovative games that connect fans • Created: 2001 • HQ: NYC • Employees: ? • Funding: Bootstrap • Games: 90+, Lucky Cruise, Nomsters, Spartacus • Platform: Facebook • Technology: Toga – cross- network social game platform (sells this) Company Info Strategy Publisher Developer
  • 48. King.com • Tournament games focused on puzzle, strategy, word, card and sports games • Trying out “incentivised video” ads on mobile • Tried HTML5 with Pyramid Solitaire • 2012 focus is still on Facebook and bring rest of 160 games there • 2nd priority is going to mobile. Opened 3 new development offices • Acquired Fabrication Games as part of push into mobile • Build new studio in London to focus on SIMS games • Created: 2003 • HQ: Sweden • Employees: x • Funding: s • Business: Biggest gaming site in the world with free games in competitive tournaments • 1 of 10 largest developers on Facebook (49.6 MAUs) • Games: Bubble Witch Saga, Candy Crush Saga, Pet Rescue Saga, Company Info Strategy Publisher Developer
  • 49. 6waves (publisher) • Shed development to focus just on publishing in March ’12 • Provide game advisory • Invest in paid user acquisition • Localization – translate, adapt and launch games into dozens of languages • Int’l partners: Japan (Mobage, Mixi, Hangame), Chi na (Tencent) • Restructuring lately (Jim Ying) • Created: ? • HQ: Hong Kong (offices also in SF, Moscow, Beijing, Tokyo) • Employees: x • Funding: $35m -Inisght Venture Partners and Nexon Co • Games: Lucky Cruise • Presence: 150+ countries • Platforms: Facebook, IOS, Android • Clients: GameInsight, Playday, Atari, Ka bam, Large Animal, Pixonic, eGame Company Info Strategy Publisher Developer
  • 50. Square-Enix • Develops franchises on all potential hardware/platforms • Launching classics such as Final Fantasy on Android • Have launched over 30 iOS apps to date • Preparing Roll-playing (RPG) launches • Launched “Core Online” service to enable free-to-play high def games in a browswer without installing • Created: 1988 • HQ: Japan • Type: Public • Merger b/w Square and Enix in 2003. Also owns Taito. • Made a loss in 2012 • Games: Tomb Raider, Final Fantasy, Hitman, Gender Wars, Koozac, SolaRola, Company Info Strategy Publisher Developer
  • 51. Chillingo (Publisher) • Rovio discontinued using them since 2009 • “Crystal” social platform – good at finding your friends and handling info when you’re offline • Created: x • HQ: Manchester, UK • Employees: x • Funding: Bought by EA in 2010 for $20m • Premier publisher for independent titles • Games: Angry Birds, Cut the Rope, Parking Mania Company Info Strategy Publisher Developer
  • 52. Agenda The Market Landscape Key Trends Competition Where the Opportunities Lie Recommendation for Tatem Appendix: Case Studies International Developers Analytics Russia/Ukraine Developers Platforms
  • 53. Mail.ru • Owns stake in Zynga • Tencent owns a stake in Mail.ru • June 2012- opened Producer Center for games • Created: 1998 • HQ: Moscow • Employees: x • Funding: s • Games: Legacy of Dragons, Allods Online, Lovely Farm • More than 40 social games • 2.5m active users Company Info Strategy Publisher Developer
  • 54. Zeptolab • Used HTML5 for Cut the Rope • Used Chillingo to publish Cut the Rope but publishing everything themselves in the future • Signed deal with Burger King to bring their Cut the Rope character to kids’ meals • Porting to Mac OS (as its less occupied then the mobile app store) • Created: 2010 • HQ: Moscow • Employees: 40+ • Funding: s • Downloads: 100m+ • Games: Cut the Rope (10/10), Cut the Rope: Experiments (8/11), Parachute Ninja (2/10) • More than 100m downloads link Company Info Strategy Publisher Developer
  • 55. Pixonic • Publishing lots of international titles into Russian-speaking market • Publishing Russian developers to foreign social networks (Alawar) • PIXAPI platform speeds access to lots of these social networks • Created: 2009 • HQ: Moscow (other office in SF) • Employees: 50 • Funding: $6m - Qiwi, Kite, TA, Ventech • Games: Hotel, Avia Tycoon, Mercenaries, Gold Rush, Eden Garden • 21 developer partners in 8 countries Company Info Strategy Publisher Developer
  • 56. Game Insight • Try to launch at least 1 social game each month • 30+ free-to-lay games for all major platforms • Localizes into 140 countries • Focus is on making highest quality games • Owns a majority stake in 15 game studios • Created: 2010 • HQ: Moscow (publishing in SF) • Employees: 400 • Funding: s • Studios: >15 • Audience: 50m actives per month • Revenue: $150m (2012), profitable • Games: Mirrors of Albion, Mystery Manor, The Tribez, Rule the Kingdom, Rock the Vegas, My Railway Company Info Strategy Publisher Developer
  • 57. Alawar • Published more than 200 PC games since 2001 • Partnerships with 30+ game studios • Focused on “try before you buy” model • Distribution through own network of sites and partner with major jetworks such as Yahoo Games, BigFish, AOL, RealNetw orks • Created: 1999 • HQ: Novosibirsk • Employees: 171 • Funding: FINAM, Almaz • Studios: 6 in various regions • Games: The Golden Years: Way out west, Gourmania, Vacation Mogul, Company Info Strategy Publisher Developer
  • 58. Nevosoft • Entered mobile in 2011] • Has portal, www.nevosoft.ru, that introduces 4 titles per week and has 1.5m visitors/month • 300 game reviews/month • “Try before you buy” – you can play for 1 hour • Created: 2002 • HQ: St. Petersburg( • Employees: x • Audience: 4m+ users • Revenue: x • Games: Pioneer Lands, Lord of the Runes, Land Grabgers, Company Info Strategy Publisher Developer
  • 59. Agenda The Market Landscape Key Trends Competition Where the Opportunities Lie Recommendation for Tatem Appendix: Case Studies International Developers Analytics Russia/Ukraine Developers Platforms
  • 60. Swrve • Offers A/B testing • Has easy dashboard to make it easy to use powerful analytics tools to improve customer experience and monetisation • Swrve campaign tracker - Allows developers to track ROI on how much they’re spending to qcquire new users • Created: 2011 • HQ: CA • Employees: 30 • Funding: $6.25m (Atlantic Bridge Partners + Intel Capital • Product: Help developers get real-time feedback on behavior of gamers Company Info Strategy
  • 61. Heatma.ps • Trying to complement and not compete with other analytic platforms • Created: x • HQ: Poland • Employees: x • Funding: $400k • Product: Provides insight like where users touch first and most often Company Info Strategy
  • 62. Agenda The Market Landscape Key Trends Competition Where the Opportunities Lie Recommendation for Tatem Appendix: Case Studies International Developers Analytics Russia/Ukraine Developers Platforms
  • 63. Hitfox • Work with large developers to acquire them downloads on 3rd party websites and apps • Created: 2011 • HQ: Germany • Employees: 70 • Funding: $5m+ (Kite Ventures, Team Europe) • What they do? Acquires game distribution startups like ad2games, Applift and Game Finder • Clients: Gameloft, TinyCo, Kabam Company Info Strategy
  • 64. Duxter • Most other social networks (eg. Raptr) focus on gameplay stats but goes into broad range of social interactions • Account links with other gaming services (Xbox Live, Playstation, World of Warcraft, etc.) • Created: 2012 • HQ: x • Employees: x • Funding: $500k • What they do? Linkedin for gaming Company Info Strategy
  • 65. Kiip • Just launched a new system that records achievements within apps • Created: x • HQ: x • Employees: 70 • Funding: $15m • What they do? Allows developers to embed real- world and virtual rewards within their app (eg. get a Starbucks card for achieving a certain level) Company Info Strategy
  • 66. Trademob • Connects with over 100 ad networks (Admob, Inmobi, etc.) and offers optimisation technology to improve success of campaigns • Created: 2010 • HQ: x • Employees: x • Funding: $15m • What they do? Tracks mobile app marketing campaigns to better understand how they are performing • Claims reach of >500m smartphones Company Info Strategy