Mobile social gaming market guide
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A guide to the mobile social gaming market covering all the key trends, statistics, player profiles, usage data and more

A guide to the mobile social gaming market covering all the key trends, statistics, player profiles, usage data and more

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Mobile social gaming market guide Document Transcript

  • 1. Profiles of the key mobilesocial games platforms,developers and publishersIndustry usage andrevenue statisticsMarket trends andanalysis
  • 2. About this guide The mobile social gaming market is one of the most rapidly growing industries of the decade so far For mobile ad networks, service providers, mobile social games companies or investors, understanding this sector is a must This guide provides all the details about the mobile social gaming market, revenues, trends and the most successful publishers and platforms Find out more about mobile social games at mobyaffiliates.com Find out more about mobile social 2 games at mobyaffiliates.com
  • 3. Get in touch +44 (0) 203 322 2945 Feedback, questions? www.mobyaffiliates.com hello@mobyaffiliates.com @mobyaffiliates www.facebook.com/Mobyaffiliates Find out more about mobile social 3 games at mobyaffiliates.com
  • 4. Index An introduction to the mobile social1 gaming market The Top Mobile Social Games2 Companies Mobile Social Games Revenues and3 Statistics Find out more about mobile social 4 games at mobyaffiliates.com
  • 5. Mobile Social Games Market Statistics and TrendsThe last year has seen a number of big deals and impressive statsemerge from the mobile social gaming space. Big established gamespublishers are looking to shift away from desktop online games intothe faster growing mobile games market. Huge new social platformsfor playing mobile games have also emerged, with Japanesecompanies such as Gree and DeNA, expanding out of their enormousand highly developed domestic markets. Barely a month goes buywithout a plucky young mobile social game developer raising a hugenew funding round or cashing out with a 9 figure acquisition. Withfreemium business models that combine huge mass market usagewith multi-million dollar revenue streams from virtual goods and ‘in-app purchases’ this is a huge new market developing. In this articlewe’ll take a closer look at mobile social gaming drilling down into thestatistics, key trends and the major players in what is shaping up to bethe boom market of the next decade.Mobile social gaming, key statisticsWhen you look at the numbers it’s clear that the mobile social gamesmarket is kicking off: • 38% of US population currently plays some type of freemium game (NPD) • 40% of those who have played a freemium game have made an in-game purchase (IYOGI) Find out more about mobile social 5 games at mobyaffiliates.com
  • 6. • Freemium accounts for 55% of all mobile game revenues – compared to 6% of ad revenue (SuperData)• 65% of all revenue from the top 100 iOS games comes from freemium transactions (Flurry)• Consumers spend an average of $14 per transaction in freemium games (Flurry)• 51% of revenue from freemium mobile games come from transaction over $20 (Flurry)• The Gree mobile social gaming platform has 230 million users and the company saw a 186% increase in net income year-on- year to $167 million in Q3 2012• Funzio earned over $5 million a month in Q3 sales from its games Crime City, Modern War and Kingdom Age• EA bought out social game developer PlayFish in a deal worth up to $400 million• Draw Something’s active users dropped from 15 million to 10 million between April 2012 and May 2012, weeks after Zynga acquired the company for $210 million• DeNA and Gree shares dropped more than 20% following the banning of controversial Kompu Gacha game mechanic Find out more about mobile social 6 games at mobyaffiliates.com
  • 7. Business ModelsThere’s now no doubt about it, the ‘freemium’ business revenuemodel can work, especially when it come to social mobile games.• Forty per cent of freemium players pay for virtual goods, according to NPD and 38% of the US population play some type of Freemium game.• The average transaction value for iOS or Android in-app purchases is $14, with over 50 per cent of revenue from freemium purchases deriving from transactions over $20.• Fifty five percent of all mobile game revenues comes from freemium according to SuperData Research.Zynga has built a $650 million a year empire out of this model andaccording to some in the industry and we can expect some prettyimpressive figures for freemium games over the next few years – someof the numbers that are coming out of these mobile games businessesare jaw-dropping. At GDC 2012 Benchmark’s Capital’s Mitch Laskycalled freemium “the most important disruption” in the video gamemarket, across mobile, casual and core markets.However, that doesn’t mean freemium is a guaranteed successful routeto monetisation or a magic bullet for developers. For a freemium game towork developers have to approach game design with a different mindset,splitting design intelligence with business intelligence and intertwininggameplay with marketing (Tag Games’ Paul Farley says that dataanalysts are going to be more important than game designers in thefuture). This a huge pivot in game design and its taken place over arelatively short period of time. So as freemium matures, and developersget better at designing game mechanics that encourage users to departwith their cash, the revenue model should grow more robust.The freemium model doesn’t have to be exclusive either. There’s alreadyvery successful games, such Infinity Blade, that use a hybrid model,combining premium (i.e. paying upfront for the game) with virtualcurrency and in-game purchases. Find out more about mobile social 7 games at mobyaffiliates.com
  • 8. Mobile social gaming platforms If there’s one word to sum up the buzz around mobile social games in 2012 it’s “platform”.The big Japanese players such as Gree, DeNA, as well as westernpublishers such as EA and Zynga are all looking to establishthemselves as the dominant consumer-facing mobile social gamingplatform across mobile. This has sparked something of a gold rush ofplatform and developer acquisitions, as companies aim to build gamelibraries and userbases as quickly as possible. The mobile socialgaming space is therefore looking extremely different to how socialplatforms developed on traditional games consoles.Unlike on console platforms, gamers are not forced onto themanufacturer’s pre-installed system. Therefore a number of third partysocial gaming networks have emerged to carry out the features thatusers have come to expect from closed platforms such as Xbox Liveand PSN – such as maintaining friend lists, inviting friends into games,score boards and sharing recommendations. Where mobile socialgaming platforms differ the most from home consoles platforms, is inthe areas of monetisation and distribution. Mobile platforms provide avital role in taking the freemium revenue model and expanding it toencompass multiple games – allowing players to spend virtual currencyacross different titles. Find out more about mobile social 8 games at mobyaffiliates.com
  • 9. DistributionAs we’ve discussed in the paston mobyaffiliates, appdiscoverability is facingsomething of a crisis withdevelopers struggling to getnoticed amid the thousands ofapps rolling out every day.Mobile social games faceexactly the same problem whenit comes to distribution. Check out our Guide to Mobile App Promotion for a detailed review of this.When it comes to social games specifically, developers have a fewunique tools that they can leverage. One of the biggest is the socialnature of the games themselves, allowing players to invite their friendsover other social platforms, like Facebook, or via email. Theseinvitations can then be incentivised by rewarding players with virtualcurrency or in-game items.App promotion networks such as ChartBoost and TapJoy, allowdevelopers to cross-promote games between each other. Othersnetworks like Applifier focus entirely on social mobile games, allowingdevs to trade users (if the ad on your app generates an install foranother dev, they’ll send a user over to your app, for no cost). Althoughincentivised downloads are now banned from the App Store, they arestill permitted on Google Play and some app promotion networks workwith this model, offering in-game items or virtual currency, to helpincentivise installs. Again, check our list of app promotion companies formore detailed look at these networks. Find out more about mobile social 9 games at mobyaffiliates.com
  • 10. Social games face a particular problem when it comes todiscoverability as the freemium revenue model relies on a smallnumber of high value users- 1% of Zynga players are believed toaccount for between 25% and 50% of revenues. This is one of thereasons why incentivised downloads are said to be ultimatelyinefficient – disinterested users simply download the promoted app toget the incentive and don’t become valuable. Many networks say theycan overcome this by better targeting (i.e. promoting your game tousers who are playing a similar title). Either way, more downloads –regardless of how they’re acquired – will always help with visibility inapp store charts (which will result in better value users).The final key element to the distribution of mobile social games is thesocial platforms themselves. These platforms will typically offerdevelopers an API suite with built in social tools, sharing features andleader-boards, allowing developers to easily bolt social elements ontotheir games that will help with distribution. Platforms such as Gree andMobage can also offer an app store-style UX that have their owncharts, ad networks and promotional displays. Find out more about mobile social 10 games at mobyaffiliates.com
  • 11. FragmentationAs any app developer knows, the problem of fragmentation in themobile market is getting worse and this issue is particularly pertinentfor social gaming, as it potentially prohibits Android users to play withtheir iPhone-carrying friends. Third party platforms can offer a solutionto the issue of fragmentation in the mobile market. For instance, Gree’splatform allows gamers to play with each other across differentoperating systems and Papaya features a cross-platform web-basedapp approach.However, the problem of fragmentation goes beyond the barriersbetween operating systems and now expands to different versions ofthe same operating system and the hardware capabilities of variousdevices. This will probably be more of a problem for Android due to themore fluid nature of its OS updates, the plethora of different Androidhandsets released each year and the large number of OEMsmanufacturing them. In fact, if you take your Android phone onto theGree platform today (it’s in beta), you’ll already find numerous gamesthat run on Android Gingerbread, but not Android 4.0.Games are more greatly affected by fragmentation because of theirtendency to be more demanding on hardware capabilities, and socialgames are particularly impacted as handset incompatibilities dampenthe inherent benefit of organic social discovery between friends. Theproliferation of third party platforms may simply shift the fragmentationproblem into a new space, creating a situation where gamers areforced to maintain multiple accounts across different platforms – on thesame OS – in order to play the latest games. Find out more about mobile social 11 games at mobyaffiliates.com
  • 12. Mobile social gaming trendsJapanese expansionOne of the most important trends impacting the mobile social gamingmarket is the expansion of Japanese platforms into US and Europeanmarkets. Mobile social gaming is more mature in Japan than inEurope or America, but it’s also reaching saturation, which is why thetwo biggest players, Gree and DeNA, are opening-up their war chestsand acquiring and forming publishing deals with western developers.This influx of Japanese capital has therefore seen the value offledgling social mobile game devs increase dramatically, with Zynganotably spending over $200 million on OMGPOP and EA shelling out$400 million on Playfish.Gree’s new social platform went live just last month, but DeNA’sMobage platform has been operational for slightly longer. In JapanMobage has managed to create average revenues of $12 per userand boasts over 30 million users, with 10 to 15% monetising(compared to 1-2% common to most western devs). However, thereare questions over Gree’s and DeNA’s ability to replicate its Japanesesuccess in the western market. Both companies’ shares plummetedlast month after the Japanese government outlawed the ‘KompuGacha’ game mechanic (a ‘mystery box’ style lottery gamblingfeature). ‘Kompu Gacha’, which encouraged users to buy virtualgoods, was a key profit generator for Gree, as well as other Japanesesocial platforms, and it’s ban could result in a 20 to 30 per centdecrease in sales according to some analysts. There’s also somedebate over whether or western gamers are culturally inclined tospend as much money on virtual goods as Japanese gamers. Find out more about mobile social 12 games at mobyaffiliates.com
  • 13. Western games companies shifting from desktop to mobileWe’ve already seen major publishers EA and Crowdstar reducingactivity on Google+ and Facebook (along with Wooga) and ZyngasFacebook users decline in step with shares. The focus for theexpansion of western social game publishers is now mobile and thistrend will probably continue. Wooga has released one iOS game thisyear and is planning to release two more. EA and Zynga have bothbeen active in buying up mobile game companies (Zynga got throughmore than 10 acquisitions in the last year, including Area/Code, Tokyo-based Unoh Games, Conduit Labs and Frankfurt-based Dextrose AG).Western platforms will have to catch-up with the Japanese platformsin this respect, as Gree and DeNA have been mobile-focused for thelast three years.Freemium refinedAsa mentioned above, the freemium model has been performing wellfor developers and platforms and is likely to continue to grow. But it willalso have to change and mature in order to keep players interested.The ‘Farmville’-style social freemium games that dominated 2011 willprobably start to look crude over the next few years, as developersmove onto more sophisticated freemium variants, where the gameplayand revenue model is integrated in a much more cohesive, fun and,ultimately, profitable way. Flurry chart showing the shift from mobile advertising revenue to virtual goods between 2009 and 2010 Find out more about mobile social 13 games at mobyaffiliates.com
  • 14. Will distribution get better?Integrating your game into a social platform can obviously aiddistribution, user engagement and promotion. However, down the roadthere’s nothing to stop such platforms facing the same distributionproblems as app stores. The increasing number of social platformsmay also end-up confusing users, who will have to maintain multipleaccounts. This winner takes all approach won’t benefit developers tiedto an ailing platform. The other problem is that most platforms areowned by publishers that make first party games, which raisesquestions over how 3rd party titles will be treated when it comes topromotion.HTML5HTML5 lurks in the background with its promises of cross-platformapplications and a universal app store. Many developers view it as theholy grail and there’s already a few HTML5 social platforms out theresuch as Mocospace and Papaya. Issues such as not having access tonative APIs and to what extent Apple would tolerate forgoing its 30%cut of app sales, means there’s still questions over the role mobileHTML5 apps will play in social gaming, but we could still see it gaintraction over the next year. For more coverage check out our Guideto Mobile HTML5 Companies and Tools.So-mobile gaming remains an incredibly dynamic market even at theenormous scale it has already reached. There’s also a lot of questionsto be asked amid the flurry of acquisitions and growth projections.How will the freemium model evolve in order to accommodate differentgame genres and avoid a backlash from more traditional gamers? WillApple really tolerate multiple social gaming platforms along with itsown? How will the traditional big gaming platforms from Nintendo,Sony and Microsoft fit into this mix? Whatever the answers, there’sobviously is plenty more to come in this story and it will be fascinatingto what new businesses emerge around this new industry. Find out more about mobile social 14 games at mobyaffiliates.com
  • 15. The Top Mobile SocialGames CompaniesZyngaSocial game publisher that established itself on the Facebook platformwith games such as Farmville and Mafia Wars, and then went on todominate the Facebook platform with 250 million users as of May2012. Zynga has since made a concerted effort to increase its mobilepresence with a number of high-profile acquisitions of mobile socialgame specialist studios. Following the acquisition of OMGPOPZynga’s active mobile users rose to 21 million. Thecompany’s revenues rose to $321 million in Q1 2012, largely on theback of its expansions into mobile. OMGPOP Developer of the hugely successful social mobile game Draw Something. Also operates its own desktop social games platform. Was bought out by Zynga earlier in the year. Buzz Monkey Game developer that began developing titles on consoles such as the Xbox 360 and PS3, before moving onto smartphone games. Buzz Monkey was bought out last month by Zynga and has now been rebranded as Zynga Eugene. Wild Needle Mobile game developer that was set-up to focus on games targeted at females. Wild Needle was bought out by Zynga in May in a talent acquisition deal. Find out more about mobile social 15 games at mobyaffiliates.com
  • 16. Astro ApeMobile social gaming developer based in New Jerseyand founded in 2010. Astro Ape developed popularsocial games such as Office Heroes before it wasacquired by Zynga in 2011.Area/CodeDeveloper of popular Facebook and mobile games.Best known for Ubisoft’s CSI Facebook game.Area/Code was bought out by Zynga at the beginningof last year.GameDoctorsGerman based mobile game developer that createdthe popular Zombie Smash game. GameDoctors wasbought out by Zynga in January 2012.Page 44 StudiosGame developer that began developing titles on theoriginal PlayStation. Most famous in the smartphonespace for bringing World of Goo to iOS. Bought outby Zynga at the end of 2011.Asian market. Zynga acquired XPD in 2010.Dextrose AGGerman studio that developed the Aves HTML5gaming engine, designed for high-end graphics onHTML5 games. Zynga bought the company in 2010. Find out more about mobile social 16 games at mobyaffiliates.com
  • 17. GreeJapanese mobile game developer, publisher and social mobile gameplatform. Gree is one of the largest and most profitable mobile socialgame companies in the world, recording profits of $168.6m in Q3 andnet sales of $529m. The company is currently making a big push intowestern markets, following a number of acquisitions including Funzioand OpenFeint. Gree launched its new global mobile socialplatform in May 2012, which will be integrating the OpenFeint platformby the autumn. Gree aims to feature 60 new titles by the end of theyear and amass a userbase of 1 billion. OpenFeint Mobile social gaming platform that lets players share scores, friends and recommendations. The OpenFeint platform was one of the first social game platforms to achieve success in the mobile space. It is now owned by Gree, which has plans to integrate it into its own eponymous platform. Paprika South Korean social mobile game developer, acquired by Gree earlier this year. IUGO San Francisco-based mobile developer that has developed social mobile games for a number of major publishers including Capcom. Recently received an investment from Japanese publisher Gree to bring games to Gree’s platform. Funzio One of the biggest and most profitable developers in the mobile social space. Developed the successful Crime City IP. Now owned by Gree following a $220m acquisition. Find out more about mobile social 17 games at mobyaffiliates.com
  • 18. DeNAJapanese mobile game developer and publisher. DeNA is Gree’s biggestrival in Japan, with revenues of £1.8bn in fiscal year ending March 2012.DeNA owns the Mobage mobile social game platform, which it developedwith its biggest western acquisition to date – San-Francisco developerNgcomo. The publisher is now busy expanding the Mobage platform andcontinuing to look westward, with content partnership deals with a varietyof big name publishers such as Disney. The company is also integratingNgcomo’s Plus+ platform into Mobage. DeNA owns some of the mostpopular mobile social IPs on the market, including Rage of Bahamut, whichrocketed to the top of the iOS app charts on its release last month. Ngcomo San-Francisco based developer of the some of the most popular mobile social games, including WeRule and the Plus+ social platform. Ngcomo was bought out by Japanese publisher DeNA in 2010. Gameview California-based social mobile game developer that developed Tap Fish and Tap Mall. GameView was acquired by Japanese publisher DeNA in 2010. Grasshopper Japanese mobile game developer that created the popular Frog Minutes mobile game. Recently announced a partnership with DeNA to bring Frog Minutes to the Mobage platform. Mobage Mobage is currently one of the biggest social game platforms on iOS and Android devices. It’s owned by Japanese publisher DeNA and incorporates DeNA subsidiary ngcomo’s Plus+ platform. Plus+ iOS social mobile game platform owned by DeNA subsidary ngcomo. Plus+ has been integrated into DeNA’s Mobage platform, although some games still carry the Plus+ branding. Find out more about mobile social 18 games at mobyaffiliates.com
  • 19. Independent mobile social game publishers,developers and platforms (Part 1) Natural Motion British Publisher with a heritage in console games engines, that recently raised $8m US to expand – has published a range of mobile social games including Jenga, Icebreaker Hockey and My Horse Papaya Beijing-based social mobile game platform and publisher that operates across iOS and Android devices. Papaya claims over 25 million users on Android and has partnered with numerous developers, including Kiloo and Bulkpix. EA EA is one of the biggest videogame publishers in the world and has made a concerted effort to break into the mobile social games market with its Sims franchise, Origin platform and purchases of mobile social game companies such as PlayFish and Chillango. Origin EA’s social gaming platform that encompasses mobile and desktop games. Origin supports in-game achievements and leaderboards across a number of EA mobile games, such as Scrabble and Deadspace. PlayPhone Mobile content publisher that runs the PlayPhone Social mobile gaming platform. PlayPhone claims 3 million users on its platform, which runs across iOS, Android and Windows Phone. PlayPhone features its own virtual currency and allows cross operating system multiplayer. Find out more about mobile social 19 games at mobyaffiliates.com
  • 20. Independent mobile social game publishers,developers and platforms (Part 2) Scoreloop Mobile social gaming platform that offers similar leaderboard, friend-tracking and achievements features to other platforms such as OpenFeint. Scoreloop operates across Android, iOS and BlackBerry and was acquired last year by RIM. Skillpod South African social and casual games publisher and platform. Recently began developing a new mobile social game platform that will allow multiplayer gaming between desktop Facebook users and mobile gamers, which is expected to roll out this summer. Game Center Apple’s proprietary social games platform that’s pre- installed on iOS devices. Lets gamers add friends, track high scores and earn achievement points. Claims 65 million sign-ups. entag! Recently launched (January 2012) Japanese mobile social game platform. Owned by MTI. Unlike Gree and DeNA, entag! appears to be focusing on the Japanese domestic market rather than expanding westward. Kabam Inc Publisher and developer of massively multiplayer social games on desktop platforms. Recently moved into the mobile space with the successful Kingdoms of Camelot iOS game. Find out more about mobile social 20 games at mobyaffiliates.com
  • 21. Independent mobile social game publishers,developers and platforms (Part 3) SGN Social game developer and publisher with over 150 million users across mobile and desktop platforms. Formally known as Mindjolt and led by former MySpace founders. Gameloft One of the oldest videogame publishers that focuses exclusively on mobile games. Headquartered in France, Gameloft claims 45 million monthly active users across its titles. Gameloft Live The recently launched mobile social games platform owned by French publisher Gameloft. Currently only available on Android, Gameloft Live lets users create avatars and keep up-to-date with Gameloft games. Gamevil One of South Korea’s biggest mobile game developers and publishers. Gamevil recently announced that over 90% of its revenue now comes from in-app purchases. CrowdStar Social game developer and publisher that made a name for itself on Facebook’s platform, but is now scaling back its desktop activities and moving strongly into the mobile space. Recently announced partnerships to expand into the Chinese and South Korean markets. Find out more about mobile social 21 games at mobyaffiliates.com
  • 22. Independent mobile social game publishers,developers and platforms (Part 4) CyberAgent Japanese developer and publisher that creates social games for mobile and Facebook, as well as the FreeAppKing game promotion network run by its US arm. Hangame South Korean mobile game platform and publisher that specialises in casual games and massively multiplayer titles. Hangame operates in China as ‘Ourgame’ and in the US as ‘Ijji’. The9 Chinese developer of mobile and PC massively multiplayer games. Used to own the World of Warcraft license in China. Now making a big push into the mobile space with its Game Zone platform. Game Zone Mobile social gaming platform owned by Chinese publisher The9. Powered by the OpenFeint platform and boasts over 600 titles from 500 developers. Renren Chinese social gaming platform. Recently announced a partnership with DeNA to bring a number of titles from the Mobage platform to RenRen’s new mobile platform. GameInsight Russian social and mobile game developer that has over 14 studios. Developer of Android title Paradise Island and iOS game My Country. Find out more about mobile social 22 games at mobyaffiliates.com
  • 23. Independent mobile social game publishers,developers and platforms (Part 5) Wooga German developer that made a name for itself with a number of popular social Facebook games. Recently began porting its games to mobile. Storm8 One of the most popular independent social gaming publishers. Creators of iMobsters and owner of subsidiary Team Lava. Storm8 recently announced it had surpassed 300m downloads. Team Lava Claims to be the leading mobile social game developer on iOS. Created popular ‘Story’ franchise, including Bakery Story, Restaurant Story and City Story. Owned by Storm8. TinyCo One of the most popular social mobile game developers. Responsible for TinyZoo, TinyPets and TinyVillage mobile games. Based in San Francisco. Launched a $5m fund to help mobile developers. Glu Mobile games developer based in San Francisco and founded in 2001. Glu operates successful social game Bugs Village and recently announced a deal with Blammo to expand its social game portfolio. Glu Network Glu Network is the social platform run by Glu. The platform lets gamers earn achievement points on Glu games, interact with the community and earn rewards. Find out more about mobile social 23 games at mobyaffiliates.com
  • 24. Independent mobile social game publishers,developers and platforms (Part 6) iWin Multiplatform casual game developer and publisher with an established presence in the desktop space through its own casual game portal. Recently signed partnership deal with Gree to bring mobile game’s to Gree’s platform. Ubisoft Established console game developer that also has a strong presence in the mobile space. Signed a partnership with Gree to bring integrate its mobile games into Gree’s social platform. Haypi Chinese developer that focuses on massively multiplayer mobile games. Haypi recently entered into a content partnership with the Gree platform. Responsible for the popular Haypi Kingdom iOS game. Wizcorp Mobile game developer based in Japan that specialises in HTML5 games. Gree invested in Wizcorp in April this year just before it launched its new social platform. 2K Games Publisher of a number of leading videogame franchises on console platforms. Recently announced a partnership to bring its Pirates and Civilization franchises to Gree’s social platform Find out more about mobile social 24 games at mobyaffiliates.com
  • 25. Following on from our previous post explaining the mobile socialgames industry, and our round-up of mobile social games companies,we thought it would be interesting to delve a bit deeper into the gamesthat are behind all of these multi-million dollar acquisitions andmassive user bases. In this post you’ll find five of the top grossingmobile social games across Android and iOS, with all the key revenuestats we could find, as well as an explanation on how the revenuemodels and gameplay work.As you can see, there are some really big numbers flying around, butalso a distinct lack of innovation when it comes to applying thefreemium revenue model to power different gameplay genres. In thelong term as gamers eventually tire of the same virtual-currency-funded experiences with different graphical overlays more innovationis going to become essential. But in the short term there’s evidentlystill a lot of money to be made. With the major social games playersbeing acquired for $100s of millions there is every incentive to developnew monetization and distribution strategies and techniques.Mobile social gaming, key statisticsWhen you look at the numbers it’s clear that the mobile social gamesmarket is kicking off: • 38% of US population currently plays some type of freemium game (NPD) • 40% of those who have played a freemium game have made an in-game purchase (IYOGI) Find out more about mobile social 25 games at mobyaffiliates.com
  • 26. Rage of BahamutKey stats• No official revenue figures, but Nikkei reports RoB generated $1.3 million in monthly sales in April on Android alone• Amassed more than 1 million installs since March 201• Sees average revenue per daily active user of $0.60 to $1.25 in western markets• DeNA claims iOS and Android revenue are almost equal on RoB• Top grossing Android app – June 2012• Top grossing iOS app – June 2012Top in-app purchases (iOS)• Satchel of RageMedals$2.99• Sack of RageMedals$19.99• Pouch of RageMedals$0.99• Bag of RageMedals$9.99• Case of RageMedals$49.99• Chest of RageMedals$99.99 Find out more about mobile social 26 games at mobyaffiliates.com
  • 27. Rage of Bahamut is a trading role-playing card game developed byJapanese gaming company Cygames and published on the Mobagesocial platform, which is run by DeNA. It’s been hugely successful in itsnative Japan and was recently brought over to European and US appstores by DeNA’s San-Francisco-based subsidiary Ngcomo, where it’sbecome one of the top grossing Android and iOS apps.Gameplay and Revenue modelRoB is a card game, with role-playing elements. Players battledifferent monsters by fielding different types of cards that dealdamage, or heal the player. When players defeat enemies, they winmore cards – adding a strong ‘collection-focused’ gameplay element.Within the Mobage platform players can invite friends to join them inmultiplayer battles, join guilds (collections of players) and win morecards and special items that make the game easier.RoB is free to download. Actions within the game require you to spendstamina points and once these stamina points are depleted you haveto wait a certain period of time before they recharge.Players can pay for Rage Medals, which can buy you extra staminapoints, which in turn allow you to play the game for longer periods.You can also spend Rage Medals on gaining extra attack and defensepoints, which will make battles easier, and spend them on buyingbetter cards for your deck. A pouch of Rage Medals – the smallest unit– costs $0.99 and prices go all the way up to $99.99 for a “Chest ofRage Medals”. Find out more about mobile social 27 games at mobyaffiliates.com
  • 28. Paradise IslandKey stats• Generated more than 5 million installs on Android store since May 2011• Broke 1 million installs in its first three weeks• Generated $640k in revenue during its first month (Google Play)• Generated $1 million in revenue during its second month (Google Play)• According to Game Insight, Paradise Island achieved above revenue through pure organic growth (no promotions/offer walls/or ads)• Game Insight says it aims to make $150m in revenue from its games in 2012Top in-app purchases (iOS)• 66 Piastres$9.99• 24 Piastres$3.99• 144 Piastres$19.99• 100,000 Island Bucks$3.99• 270,000 Island Bucks$9.99• 600,000 Island Bucks$19.99 Find out more about mobile social 28 games at mobyaffiliates.com
  • 29. • 390 Piastres$49.99• Bonus Pack 4$9.99• Bonus Pack 2$4.99• Bonus Pack 1$0.99Paradise Island is developed by Russian publisher and developerGame Insight, which was set-up in 2011 and has since gone to releasea number of top grossing social mobile games such as Airport City, BigBusiness and Crime Story. Paradise Island initially released onAndroid, just after in-app billing was enabled on Google Play, andquickly amassed a loyal following. The game has been ported to iOSand the Mac app store.Game play and Revenue modelParadise Island is a city-building, resource management, game thattasks players with building an island community, with differentbuildings, ornaments and facilities. It’s very similar to other sim-stylegames such as Bug Village and Smurfs Village. The player mustcomplete various quests and build different types of buildings to earnmore currency, which in-turn allows them to expand their city further,increase their level and earn more currency.The game is free to download and offers its own ‘Piastes’ virtuallycurrency. Like with other games in the city building genre, eachbuilding takes time to generate money (ranging from 15 minutes to 24hours) and it takes a certain amount of time for different buildings tofinish construction. Paradise Island therefore makes it money byallowing gamers to speed up the process by buying virtual currency,thus eliminating the need to wait around. Virtual currency can also bespent on special edition buildings that cannot be bought with moneyearned in-game. Find out more about mobile social 29 games at mobyaffiliates.com
  • 30. Modern WarKey stats• Ranked second in top grossing iOS charts in Dec 2011• 6.82 million downloads as of March 2012• Saw 50 years of gameplay clocked within first fives days of release• Modern War, along with Crime City and Kingdom Age earned Funzio $5 million in April 2012• Funzio earned $12 million in sales from its three games during Jan- March 2012Top in-app purchases (iOS)• Bag of Gold$4.99• Stash of Gold$9.99• Stockpile of Gold$19.99• Bag of Cash$4.99• Stash of Cash$9.99• Vault of Gold$99.99• Bank Truck of Gold$49.99• Bag of Gold$3.99 Find out more about mobile social 30 games at mobyaffiliates.com
  • 31. • Stash of Gold$7.99• Stockpile of Gold$15.99Modern War is developed by Funzio, which also released the hit socialgame Crime City. Funzio made headlines earlier in the year when itwas bought out by Japanese social mobile game publisher Gree, for$210 million. Funzio is now focused on spearheading Gree’sexpansion into western markets and bolstering its catalogue of titles onGree’s social mobile platform.Game play and Revenue modelModern War plays very similar to Funzio’s other hit ‘Crime City’, as wellas Zynga’s ‘Mafia Wars’ and ‘Vampire Wars’ titles – although ModernWar has been recognised a particular good example of this genre.Players have to build an army base that generates cash, which in turncan be spent on building stronger troops and better defenses. Playersthen carry out a missions such as repelling enemy attacks andattacking enemy bases (though these are simply, one click affairs). Thesocial elements allow players to team up into armies and then attackopposing armies, stealing their money and equipment.The game makes money by implementing a stamina system. Buildingyour base, or attacking, requires stamina points. Once these depleteyou have to wait for them to replenish. Or you can buy extra points tocontinue gaming. Modern War also allows players to spend money onbetter items to make their army more powerful and on other aspects tomake the game easier, such as speeding up the erection of buildings. Find out more about mobile social 31 games at mobyaffiliates.com
  • 32. Tiny VillageKey stats• Inside Apps estimates Tiny Village monthly revenue to be around $5 million• TinyCo says it’s seen strong results on Amazon’s Kindle Fire and makes 80% more revenue on Amazon’s store than on Google Play or the App Store (April 2012)• Makes 43% more revenue on Kindle Fires than iPads• Average revenue per user (ARPU) on Android is 65% of iOS ARPU• Average revenue per paying users is equal between Android and iOS• ARPU on Kindle Fire is double that of iOSTop in-app purchases (iOS)• Stack of Crystals$0.99• Stack of Coins$0.99• Pile of Coins$19.99• Bunch of Crystals$4.99• Bunch of Coins$4.99• Dino Progress Pack$4.99 Find out more about mobile social 32 games at mobyaffiliates.com
  • 33. • Basket of Crystals$9.99• Pile of Crystals$19.99• Basket of Coins$9.99• Basket of Crystals$5.99Tiny Village is developed by San-Francisco based mobile socialgaming company TinyCo, which is also responsible for the Tinyfranchise, including Tiny Zoo, Tiny Monsters, Tiny Pets and Tiny Chef.The company says it generated more than 10 million installs of itsgames in less than 9 months and is turning a profit. Following thebuyout of other mobile social game studios such as Funzio andOMGPOP, TinyCo has been pegged as a possible acquisition target forbigger publishers.Game play and Revenue modelTiny Village takes its cue from other city building games like Capcom’sSmurf’s Village and Glu’s Bug Village. Players must create a thrivingprehistoric community with shops, houses and other buildings andattractions. You do this by collecting resources and ‘crafting’ items inshops, which are then combined to create different buildings.The revenue model solely revolves round lessening the ‘grind’ of thegameplay and speeding up progression. Nearly everything you build inTiny Village takes time to complete, and spending virtual currency canspeed this up. There’s two different types of currency – Crystals and‘Coins’. ‘Crystals’ can be bought with real money and enable the mostprogress, allowing you speed up building times and purchase premiumbuildings that generate more resources. Find out more about mobile social 33 games at mobyaffiliates.com
  • 34. Tap FishKey stats• Over 10 million downloads as of Feb 2012• Ranked no 1 grossing iOS and Android app on numerous occasions since release• Earns $1 million in sales per day (September 2011)• Revenues slightly more on Android, with some days seeing 30% more sales on Android than iOSTop in-app purchases (iOS)• Bundle of 55 Fish Bucks $1.99• Bundle of 150 Fish Bucks $4.99• Bundle of 325 Fish Bucks $9.99• Bundle of 25 Fish Bucks $0.99• Bundle of 650 Fish Bucks $19.99• Bundle of 500 Coins $0.99• Bundle of 325 Fish Bucks $7.99• Bundle of 150 Fish Bucks $3.99 Find out more about mobile social 34 games at mobyaffiliates.com
  • 35. • Bundle of 4000 Coins $4.99• Bundle of 1100 Coins $1.99Released in 2010, Tap Fish was an early success in freemium socialgames developed for iOS and was one of the first social games to takeadvantage of in-app purchases on the iTunes store. The game isdeveloped by Gameview, which was acquired by Japanese mobilegame giant DeNA shortly after Tap Fish’s release. Gameview has sincegone on to create a number of similar titles such as Tap Mall, TapJurassic, Tap Bistro and Tap Town.Game play and Revenue modelTap Fish gives players an aquarium, where they can buy fish andornaments, as well as breed fish and sell fish. The game requires youto complete various objectives, such as feeding your fish to keep themhappy, and cleaning your fish tank. Completing these objectives, andselling the fish that you breed, earns you experience points andmoney. The money can then be spent on buying new fish, extra fishtanks and different decorations. As you level up, more fish anddecorations are unlocked. Users can also spend money on a roulettestyle gambling machine that lets you win ornaments. Despite itsdifferent UI, the gameplay and revenue mechanics of Tap Fish are verysimilar to city-building sim games such as Paradise Island and BugVillage. Find out more about mobile social 35 games at mobyaffiliates.com
  • 36. Your Next Step• To find out more about mobile social games go to mobyaffiliates.com• Weve created a directory of mobile marketing services as well as useful guides to:  App Promotion  Mobile Advertising  Mobile Developers  Mobile Agencies• We always like to hear from you so get in touch any time! Find out more about mobile social 36 games at mobyaffiliates.com
  • 37. Get in touch +44 (0) 203 322 2945 Feedback, questions? www.mobyaffiliates.com hello@mobyaffiliates.com @mobyaffiliates www.facebook.com/Mobyaffiliates Find out more about mobile social 37 games at mobyaffiliates.com