Robby Yung's presentation at Entertainment Marketing 2016
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Robby Yung (Animoca Brands) presents on The Mobile Gaming Opportunity for Brands at Mumbrella's Entertainment Marketing Summit 2016.
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Robby Yung's presentation at Entertainment Marketing 2016
- 2. Who is Animoca Brands? • Founded in 2009 in Hong Kong • Spun out of Animoca and public since 2015 (ASX: AB1) • Casual game developer and global publisher • 240 million installs / 12 - 15 million MAU’s • Focused on games with branded IP, especially family entertainment
- 4. Family Entertainment is Changing
- 5. Then and Now
- 7. Source: “Third of pre-school children have their own iPad, says study,” The Guardian, 6 October 2015. Children under 3 that own a tablet Children under 5 that own a tablet Children aged 3-5 that own a tablet 37% 31% 25% Young Children in the UK
- 8. In 2015, UK children 12-15 said they preferred YouTube to other sources of video content (this means you, TV). Source: “Ofcom: Children and Parents: Media Use and Attitudes Report,” November 2015.
- 9. Mobile is the Biggest Ad Opportunity
- 10. % of Time Spent vs. Advertising Spent in the USA in 2015 0% 8% 16% 24% 32% 40% Print Radio TV Internet Mobile 12% 23% 39% 10% 16% 25% 22% 36% 13% 4% Time Spent Ad Spend Sources: Advertising spend based on IAB data for full year 2015. Print includes newspaper and magazine, Time spent share data based on eMarketer 4/15 (adjusted to exclude outdoors / classified media $29bn
- 11. Facebook and Google together accounted for 64% of the $78bn US online ad market. Facebook and Google dominate mobile brand advertising and app-install advertising. Web is shrinking in favour of in-app advertising.
- 12. Share of Average Time Spent per Day by US Mobile Internet Users and US Mobile Internet Ad Spending Share, in-App vs. Mobile Web 2016 - 2018 0% 15% 30% 45% 60% 75% 90% Time Spent Ad Spending Time Spent Ad Spending Time Spent Ad Spending 27% 20% 27% 20% 27% 21% 73% 80% 73% 80% 73% 79% In-App Mobile Web 2016 2017 2018 Source: eMarketer, April 2016.
- 13. Q2 Revenues of $8.4bn Q3 Revenues of $9.2bn 84% of Ad Revenues from Mobile: • video ads • expanded ads on Instagram 1.79 billion monthly active users Mobile Ads = $12.95 / MAU Premium pricing on mobile for news feed rather than right rail
- 14. Mobile Gaming
- 15. We are all gamers 0% 20% 40% 60% 80% 2014 2015 2016 2017 2018 2019 2020 Gamers as a % of US mobile users Gamers as a % of US population Source: eMarketer, February 2016.
- 16. Why Mobile Games? • 32% of time spent on mobiles is spent in games (Flurry) • 73% of mobile users are gamers (eMarketer) • 67% of people have visited an advertisers website after seeing a mobile ad (Super Monitoring) • 82% of users notice mobile ads (Google) • $20bn will be spent in the US alone on programmatic mobile ad networks (eMarketer)
- 17. Ad Formats Interstitial Rewarded Banner Native Other Source: deltaDNA, “In-Depth Study of Free-to-Play In-Game Advertising in Mobile Games.” Nov 10, 2015.
- 22. Advertising in games works In-game ads have been found to increase: • purchase intent by 24% • brand recommendation by 23% • overall brand rating by 32% Source: Microsoft, October 2014.
- 23. Robby Yung, CEO ryung@animocabrands.com @viewfromHK