The Global Village: How Mobile Games Cross Borders, or Fail to
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Some entertainers, like Michael Jackson, become worldwide stars. But others stop at the border. With games, the same is true. We’ll delve into why. What appeals to a broader audience? What games work mainly in just one country, or spread to adjacent countries? Flurry captures analytics on more than 170,000 app makers and 150 billion play sessions a month.
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The Global Village: How Mobile Games Cross Borders, or Fail to
- 1. The Global Village How Mobile Games Cross t Borders, or Fail to PRESENTED BY: SIMON KHALAF @simonkhalaf
- 2. 2
- 3. Gaming Retains its #1 Position in Mobile Note: US only Source: Flurry Analytics, ComScore, NetMarketShare
- 4. It’s No Surprise App Addiction is on the Rise Source: Flurry Analytics
- 5. Mobile Addicts Are More Likely to Be Gamers Source: Flurry Analytics
- 6. Women Spend the Most Time in Games Source: Flurry Analytics, Top iOS Gaming Apps, April-May 2014
- 7. We Are the World… Of Gamers Number of Android Gaming Devices on the Flurry Platform (Millions) 151 140 34 26 25 24 21 20 16 14 United States China United Kingdom Russia Germany India France Brazil Canada South Korea Note: Gaming devices are devices that have generated at least one session in a gaming app. Source: Flurry Analytics, active Android devices as of March 2014
- 8. Gaming is the Global Pastime Average Daily Time Spent in Android Games, by Gamers (Minutes) Source: Flurry Analytics, 60,000 device sample, January 2014
- 9. We Are What We Play Distribution of Android Sessions by Game Category Source: Flurry Analytics, 60,000 device sample, January 2014
- 10. Arcade & Action, Casual Games Span Borders Percentage of Android Gamers by Category Note: Percentage of Android gamers who engaged in at least one session in any given category. Totals may add to more than 100%. Source: Flurry Analytics, 60,000 device sample, January 2014
- 11. Indians Love Card Games, Germans Love Quizzes Average Monthly Android Session Frequency in Top Game Categories Source: Flurry Analytics, 60,000 device sample, January 2014
- 12. We Spend the Most Time in Apps Made Nearby Total time spent in apps by user country and app country of origin Source: Flurry Analytics, based on a sample of 100,000 active connected devices in June 2013 12 59% 35% 25% 16% 13% 8% 5% 7% 64% 8% 33% 44% 56% 18% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% United States United Kingdom Brazil China Other Brazil China United Kingdom United States Percentage of total time in apps User country App country of origin
- 13. US Losing its Lead in Software Percentage of Active Apps by Developer Country Source: Flurry, based on all apps in the Flurry system March of each year 13 65% 53% 46% 38% 34% 35% 47% 54% 62% 66% PC Era 2011 2012 2013 2014 Other US
- 14. Mobile Gaming Is Still Only 14% of Total Mobile’s Share of the 93B Gaming Software Industry in 2013 14 Handheld 19% Mobile 14% PC 19% Console 47% An $80B Worldwide Upside Potential Source: Gartner
- 15. Thank You t PRESENTED BY: JOHN SMITH @simonkhalaf
Editor's Notes
- Who is Flurry from Yahoo? Leading mobile platform for analytics, monetization and user acquisition - 170,000 Developers - 550K Apps - 1.4 Billion devices each month
- Explain the slide – here we have broken down the total minutes that users spend in games across the Flurry platform by genre (iOS) on a weekly basis. The color coding indicates whether the genre skews more male or more female or is neutral (gray) 3/5 and 6/10 top genres by time spent skew more heavily female. Again, ripe for advertising revenue
- Time spent in gaming apps around the world. Note we only looked at Android given it’s international market share. This allows for a fairer comparison across countries. The US gamers spend the most time in games, while in Brazil they spend the least with only 23 minutes.
- So we know where in the world the gamers are- everywhere. But what they are playing differs by country. This chart shows the distribution of sessions by gaming category for those devices that engaged in at least one gaming session.
- Chart displays the percentage of gaming devices engaging in at least one session in any given category. Gaming devices are devices that have generated at least one session in any game. For example, in South Korea, 82% of devices that play a game play arcade & action games. Arcade & action and casual games have the highest percentage of gamers playing them. These categories have the widest reach. If I’m a sports app developer, I’d be wise to go after the US or UK markets, which are both large in terms of size and have the greatest percentage of players engaging in sports games.
- Now we look beyond reach at frequency. Here we examined which countries over-index in which categories based on monthly session frequency. A handful of the biggest outliers are displayed on this slide. You can see that in Germany, the average gaming device has 66 monthly sessions in Brain & Puzzle games, 154% more than the worldwide average of 26. The industrious Germans love puzzles and quizzes. The hugely popular 4 Pics One Word is from Germany after all. Indians on the other had get their kicks in card games. For the purpose of this analysis, card games include things like poker- or teen patti, Indian poker to be more precise (“three cards” in English). Solitaire is also very popular in India. Italians love word games, Brazil is nuts for fantasy football (soccer, that is), Russia goes for classic casual games with a physics element, South Korea doesn’t play unless the game is on Kakao, and even then it’s simple arcade type games, the cuter the better.