Rml flurry 2012_sp

November 2012!An audience of billions –!just how big can the mobile games market get?!Simon Podd, Director of Sales, EMEA!

Flurry Track Record!Number 1 Mobile Reach !Monthly Unique Users! 720M!Number 1 Analytics!Application Developers! 85K!Applications! 240K!Monthly Unique 60B!Sessions!Number 2 Ad Network !Monthly Clips! 120M!

The Fastest Adopted Technology. Ever.!iOS & Android devices vs. top technologies, 5 years after introduction!! 2X 3X!10XFASTER than the FASTER than the FASTER than current1980s PC REVOLUTION 1990s INTERNET BOOM 2000s SOCIAL NETWORKING Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry!

Competition for Consumers Continues to Increase!Over 1 million available apps on iOS and Android! 600 GOOGLE PLAY iTUNES APP STORE 500 460 425 400 350 250 250 200 160 80 28 20 2March 2009 December 2009 August 2010 May 2011 July 2011 October 2011 April 2012

Addressable Market to Surpass 1 Billion Next Year!Active smartphone & tablet devices! Total Addressable Market! Aggressive: 5B WW Mobile Device Owners! Conservative: 2B WW Adults, Middle Class or higher! 1.1 B Upside: ! Smartphones – dropping prices, especially Android! Tablets – little replacement, mainly new; sub for PCs! Connected TVs – to be shipped! Reference:! 660 M 2.3 Billion Internet Subscribers today! 331 M 76 M 23 M Aug 2009 Aug 2010 Aug 2011 Aug 2012 Aug 2013E Source: Flurry Analytics!

Apps Are Disrupting the World!Top Countries by Active iOS & Android Devices (millions)! Source: Flurry Analytics active devices July 2012!

Apps Are Disrupting Emerging Markets!Fastest Growing iOS & Android Markets by Active Devices!401% 279% 220% 217% 196% 193% 193% 189% 185% 171% China Chile Brazil Argentina Iran Vietnam Mexico Russia Turkey India Source: Flurry Analytics, July 2011 – July 2012, countries with at least 500k active devices as of July 2011!

Microsoft Blows by a Beleaguered Research in Motion!Flurry New Project Starts, RIM vs. Microsoft!! 6%6% WINDOWS PHONE BLACKBERRY5% 4%4% 3%3% 3% 3% 2% 2% 2%2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%1% 2% 1% 1% 1% 1% 1%0% Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 Jun 2012 Source: Flurry Analy/cs

Microsoft Sets Its Sights on Android!Flurry New Project Starts Q2 2011 vs. Q2 2012! 1% 1% 3% 1% 27% 28% 71% 68% Q2 2011 Q2 2012 iOS Android Windows Phone BlackBerry Source: Flurry Analy/cs

Mobile App Usage Overtook Online in 2011!U.S. mobile apps vs. web consumption, minutes per day!! WEB BROWSING MOBILE APPS 94 81 MINUTES 70 66 74 MINUTES 72 64 MINUTES MINUTES MINUTES MINUTES MINUTES 43 MINUTES Sources: comScore, Alexa, Flurry Analytics; data includes Smartphones & Tablets, U.S. only!

Mobile Apps Dominate Time Spent on Smartphones!Share of time spent on smartphones!! More than 18.5% Browser 80% of mobile minutes 81.5% are spent in apps Apps Source: comScore, March 2012!

Smartphones, Tablets and TV’s!

Tablet Usage Is More Concentrated during Primetime! Usage by Hour, Smartphones versus Tablets !9%% of Audience Using Smartphones 8% Tablets 7% 6% 5% 4% 3% 2% 1% 0% 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am Hour of Day Source: Flurry Analytics, Sep 2012!

Tablet Usage is Longer but Less Often!App Engagement, Smartphones versus Tablets 12.9 9.5 8.2 4.1 Weekly Frequency of Use Minutes per Session Smartphones Tablets

Tablet Users Trend Older!Age Distribution, Smartphones versus Tablets! Average Age Smartphones: 30 33% Tablets: 34 26% 24% 21% 21% 18% 19% 17% 14% 7% 13 - 17 18 - 24 25 - 34 35 - 54 55+ Smartphones Tablets Source: Flurry Analytics, Sep 2012!

Tablet Usage is More Gender Balanced!Gender Comparison, Smartphones versus Tablets! 44% 56% 49% 51% Smartphones Tablets Source: Flurry Analytics, Sep 2012!

Tablet Usage More Media & Entertainment Oriented!Time Spent per Category, Smartphones versus Tablets! Productivity Entertainment News 1% 3% 2% Other OtherLifestyle Utilities 11% 7% 3% 4%Health &Fitness Games Entertainment 3% 39% 9% Social Utilities Networking 17% 10% Games Social 67% Networking 24% Smartphones Tablets

Top 6 Successful Game Types! ENDLESS PASS TIME NURTURING & COLLECTING BUILDING & SIMULATION SOCIAL RPG GAMER’S GAME POKER / CASINO

Endless Pass Time! Examples Age Distribu/on 30% 25% 20% 15% 10% 5% Angry Birds Fruit Ninja 0% 13-‐17 18-‐24 25-‐34 35-‐54 55+ Key Genre A_ributes •  Intui/ve, simple puzzle/arcade mechanics 58% 42% •  Leverages h/w (touch, accelerometer) DAU 1,000,000 •  Cute, oben original IP; mass-‐mkt appeal Monthly Revenue $500,000 •  Inﬁnite replay value; lots of power-‐ups Investment (minor) $100,000 •  May have social leaderboards Investment (major) $400,000

Social RPG! Examples Age Distribu/on 40% 35% 30% 25% 20% 15% 10% 5% Crime City Original Gangstaz 0% 13-‐17 18-‐24 25-‐34 35-‐54 55+ Key Genre A_ributes •  Text-‐based RPG mechanic 79% 21% •  Player-‐vs-‐player gameplay DAU 150,000 •  Energy / HP deple/on Monthly Revenue $600,000 •  Clan / team dimension + message / chat Investment (minor) $100,000 •  Mission-‐based & level progression Investment (major) $400,000

Gamer’s Game! Examples Age Distribu/on 50% 40% 30% 20% 10% Inﬁnity Blade II Real Racing 2 0% 13-‐17 18-‐24 25-‐34 35-‐54 55+ Key Genre A_ributes •  Plahorm-‐leading graphics 91% 9% •  Strong physics engine / middle-‐ware DAU 50,000 •  Sports / ba_le / racing style sub-‐genres Monthly Revenue $400,000 •  Deﬁned win-‐lose outcomes Investment (minor) $100,000 •  Premium pricing model, oben $4.99+ Investment (major) $400,000

Flurry Services! Analy6cs: Increase Your App Engagement and Reten6on 1 •  Free and powerful. Leading app analy/cs (iOS, Android, WP, BB, J2ME, HTML5) •  Understand and segment app audiences to maximize engagement and revenue AppCircle: Build & Grow Your App Audience 2 •  Acquire users with high-‐quality app recommenda/ons and videos (iOS, Android) •  Win-‐back your best users to build the most loyal and best mone/zing audience AppSpot: Maximize Your App Audience Revenue 3 •  2X revenue, reduce cost with free ad serving and media/on, yield-‐op/mized ads •  Max eCPMs with media/on and yield op/miza/on leveraging Flurry’s big data set •  Max eCPMs selling direct, segmented parts of your audience to top adver/sers Ad Analy6cs: Measure the value of your mobile campaigns 4 •  Track your mobile marke/ng across across all plahorms and sources or traﬃc •  Go deep & truly measure the value of your acquired audiences •  Understand key metrics such as frequency, session length, reten/on and ROI

Thanks!simon@ﬂurry.com!

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Rml flurry 2012_sp

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