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Sujay Tyle - LOGIN Conference 2012


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Sujay Tyle - Mobile Gaming Growth into The Future Through 4 Trends- LOGIN Conference 2012 - 9/26/2012

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Sujay Tyle - LOGIN Conference 2012

  1. 1. Mobile Gaming Growth into the Future through 4 Trends Sujay Tyle VP of Business Development, Scopely
  2. 2. Industry growth Traditional MobileDevelopment Cycle Years MonthsRevenue Model Single Purchase Free-to-Play/ContinuousEngagement Days/Months YearsData and Analytics Limited Ongoing FeedbackDistribution Traditional Retail Network Virality
  3. 3. Industry trends responsible for growth – A widnening demographic – iOS and Android device and user growth – Improved monetization – New kinds of games • Simulated Synchronous • Luxury Goods within Mobile Apps
  4. 4. 1. A widening demographicRight now In 201550% of social network users 75% of social network usersWomen aged 35-55 Women, young adults, heavy gamers- 54% of mobile gamers are female and 46% are male.- 79% of mobile gamers are more than 30 years old.- 43% of social gamers are college graduates, and 79% have some college experience.
  5. 5. 2. iOS and Android Growth
  6. 6. iOS and Android Growth (cont.)
  7. 7. Mobile Gaming User Growth• 800,000 new smartphones are activated every day: vast majority being Android phones• 46% of iOS apps are free, whereas 72% of Android apps are free.• 58% of most popular developers are creating multiple platform apps.
  8. 8. 3. Improved Monetization
  9. 9. Current Monetization Statistics• Role-playing games and gambling games monetize the best, followed by hidden object, adventure and tournament-based games. The worst in terms of monetization are puzzle, arcade, caretaking and simulation games.• 50% of revenue from top grossing iPhone apps comes from in-game purchases.• For every dollar made for on iOS, developers only make 24 cents on the Android platform due to poor monetization
  10. 10. Monetization with Future Gaming• The mobile gaming industry is expected to grow at an average annual rate of 30% at least through 2014. This growth comes mainly from the sales of virtual goods, as the freemium model becomes more dominant.• In-game purchases should overtake pay-per- downloads by 2013.• Easier payment systems through Apple and Android should be expected
  11. 11. 4. New Types of Games• Taking advantage of ppl’s offline interests through games
  12. 12. Inherently Social First• With the iconic rise in the number of smartphone activations, inherently social games will continue to dominate in-app monetization and retention• Wooga: consumers rational spenders who value functional consumables over decorations. Focus on making the gaming experience more social instead of incorporating things like user avatars
  13. 13. Simulated synchronous games• Feels like playing in real time – Actually other player’s moves have been pre- recorded and are played back as you make your move – Increases competitiveness, engagement – Makes gaming more social• Best implementation so far – SongPop
  14. 14. CA$HING IN• Many SongPop copycats will appear• Released in late June 2012 – 9,000 MAU• What went wrong? – Good idea – Bad implementation • Too specific • Too burdensome
  15. 15. Luxury Goods • There will always be a market for luxury goods and services for consumers • Lacks existence in any appstore right now • Gree and DeNA will attempt with their platforms, to create a suite of luxury in app goods for consumers to collect