2015 Google Play Game Category Annual Report_english

2. <Note> This report has been written and prepared by the cooperation between Mobile Index Service ‘Gevolution Pro’ and Mobile Business Platform Company ‘IGAWorks’. Statistical estimation based on public data from Google Play and data with the client’s prior consent has been used in this report. ‘Revenue’ means IGAWorks’ estimate of Google Play In-App Purchase. Revenues from ads, products and others are not included. To download whole report, please visit below link. <http://bit.ly/1nHLgp6> x

3. Index 1. 2015 Google Play Store Overall (Game) : TopGames Analysis 2. 2015 Google Play Store Overall (Game) : TopGrossing Analysis 3. 2015 Google Play Store Overall (Game) : Revenue Trend/Volume Analysis 4. Revenue Analysis by User Types 5. Retention Rate Analysis 6. Appendix x

4. 1. 2015 Google Play Store Overall(Game) : Top Games Analysis x

5.  2015 Google Play : Top Games Analysis (Top 1~540) • 3,594 games entered at least one time in Top 540 Game Chart, officially counted by 2015 Google Play. (3,682 games in 2014) • Among in Top 540 Chart, 2,630 games were launched in 2015. Daily 7.2 games and monthly 220 games newly entered in the chart. • Casual game accounted for 23.8%, the highest percentage, of new top games and followed by RPG(11.9%), Arcade(11.3%) and Puzzle(11.0%). Source: GooglePlay, IGAWorks, Gevolution pro 1.2015 GooglePlayStoreOverall(Game) :TopGamesAnalysis Source: GooglePlay, IGAWorks, Gevolution pro

6.  2015 Google Play : Top Games Analysis (Top 1~100) • 864 games entered at least one time in Top 100 Game Chart, officially counted by 2015 Google Play. (485 games in 2014) • Unlike Top 540 games, RPG had the highest percentage with 22.6% in Top 100 chart. High ranks in Top Game Chart in launching stage lead directly into high ranks in Top Grossing Game Chart. • The second-highest were Casual Game(17.7%), Action(11.6%) and Simulation(9.1%). Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro 1.2015 GooglePlayStoreOverall(Game) :TopGamesAnalysis

7.  2015 Google Play : Top Game Developers / Publishers • In 2015, ENISTUDIO launched the most games in Top 540 Game Chart, with Judi game series. They recorded 107 games in Top 540 and 19 games in Top 100. • Netmarble Games launched the most games in Top 100 Game Chart. 23 games in Top 100, 25 games in Top 540. Except just 2 games, all of other Netmarble’s games entered in Top 100 Game Chart. • Among 1,295 mobile game developers in Top Game Chart, only 21 developers launched more than 10 games. Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro 1.2015 GooglePlayStoreOverall(Game) :TopGamesAnalysis

8. 2. 2015 Google Play Store Overall(Game) : Top Grossing Chart Analysis x

9.  2015 Google Play : Top Grossing Game Analysis (Top 540) 2.2015 GooglePlayStoreOverall(Game) :TopGrossingChartAnalysis Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro • 1,756 games entered at least one time in Top 540 Grossing Game Chart, officially counted by 2015 Google Play. (1,854 games in 2014 ) • Among in Top Grossing Chart, 963 games were launched in 2015. Monthly 80 games newly entered in the chart. • 1,756 games generated totally U$1.3 billion from In-App Purchase in 2015.

10.  2015 Google Play : Top Grossing Game Analysis (Top 100) Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro 2.2015 GooglePlayStoreOverall(Game) :TopGrossingChartAnalysis • 273 games entered at least one time in Top 100 Grossing games chart, officially counted by 2015 Google Play. (423 games in 2014) • RPG has been increased from 30% to 49.6% in Top 100 Grossing chart compared to Top 540 chart. PRG took a large part of mobile game revenue in South Korea. • Next ranks are followed by Action(12.5%), strategy(10.9 %), sports(7.4 %). Casual Game impacted on revenue relatively little despite of higher ranks in Top Games Chart.

11.  2015 Google Play : Top Grossing Games Developers / Publishers Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro 2.2015 GooglePlayStoreOverall(Game) :TopGrossingChartAnalysis • In 2015, Netmarble Games launched the most games in Top 540 Grossing chart. 24 games in Top 540 and 20 games in Top 100. • Netmarble Games launched the most games in Top 100 Grossing chart with 20 games and followed by NEXON(10 games) and GURUMCOMPANY(9 games). • In 2015, total 580 game app developers entered in Top 540 Grossing Chart and only 152 developers entered in Top 100 Grossing Chart.

12.  2015 Google Play : Top Games VS Top Grossing Games Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro 2.2015 GooglePlayStoreOverall(Game) :TopGrossingChartAnalysis • In 2015, among 3,594 games entered at least one time in Top 540 Game Chart, only 1,102 games entered in Top Grossing Game Chart. • Among 2,630 games launched in 2015, only 26.7%(702 games) made meaningful revenue. (Ranked in Top Grossing) • In 2015, the games entered in Top Grossing Game Chart stayed average 90 days in the chart. After entering the chart, the possibility of generating continuous and meaningful revenue for more than 180 days is 17.8%.

13. 3. 2015 Google Play Store : Revenue Trend/Volume Analysis x

14.  2015 Google Play : U$ 1.3 billion Market & Daily 2.6 games entered in Top Grossing Chart Note: Based on 2014 Total Revenue as 100pt Source: GooglePlay, IGAWorks, Gevolotion pro Note: Based on 2014 January Revenue as 100pt Source: GooglePlay, IGAWorks, Gevolution pro 3.2015 GooglePlayStoreOverall(Game): RevenueTrend/VolumeAnalysis • In 2015, revenue from mobile game in Google Play is estimated at U$ 1.3 billion, 14.3% increased compared to the last year. • Seven Knights, Clash of Clan, Everybody's Marble, Taming Monster launched in 2014 generated high revenue still in 2015. • Among new games launched in 2015, Raven, Mu Origin, HIT, Friend's POP, God of High School made high revenue. • The pattern appeared that revenue increased as the school vacation of summer started.

15.  2015 Google Play : Top 540 Grossing Games’ Revenue Contribution Source: GooglePlay, IGAWorks, Gevolution pro Note: Revenue estimate is based on staying 365 days in selected ranking Source: GooglePlay, IGAWorks, Gevolution pro • In total revenue from Top Grossing Chart, 66.4% came from Top 1-10 and 22.2% came from Top 11-50. Almost 90% of total revenue came from the high ranks. • To generate U$100,000 revenue, it is estimated that games need to be stayed above Top 50 Grossing Chart at least 2 weeks in a row. • As long as you stay at 540th in Grossing Chart for a month, you can expect average U$ 5,000~ U$ 10,000 as your monthly revenue. 3.2015 GooglePlayStoreOverall(Game): RevenueTrend/VolumeAnalysis

16.  2015 Google Play : Revenue Analysis by Game Genre and Game Developers/Publishers Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro • RPG, ranked the first in Top Grossing Game Chart, accounting for 49.4% of total revenue and followed by Strategy(12.7%), Board(8.9%), Puzzle(7.8%). • By Developers/Publishers, Netmarble Games accounted for 38.4%, the highest revenue, of total revenue and followed by Supercell, NEXON, Webzen, SUNDAYTOZ. 3.2015 GooglePlayStoreOverall(Game): RevenueTrend/VolumeAnalysis

17.  2015 Google Play : Revenue Analysis by Total Amount Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro • In 2015, 25 games scored revenue over U$10 million, 30 games scored revenue over U$ 3 million. Among newly launched games in 2015, only 2% made revenue over U$ 3 million. • Among 25 games with revenue over U$ 10 million, 15 games(60%) were games launched before 2015. These games continuously updated the contents and kept their high rank in Top Grossing Chart. • Once entered in high rank in Top Grossing Chart, continuous contents updates and events to keep early users and lead them to paying users are required. 3.2015 GooglePlayStoreOverall(Game): RevenueTrend/VolumeAnalysis

18.  2015 Google Play : Game Analysis by Rank Souce: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro • Among 963 games launched in 2015 in Top Grossing Game Chart, only 20 games(2%) entered in Top 10 and 83 games(8%) entered in Top 30. • 3 games(Raven, Mu Origin, HIT) entered in Top 10, 5 games(Friends POP, God of High School, Candy Crush Soda, Baek Bal Baek Jeong, Idea) entered in Top 20 in Top Grossing Chart. • It is still difficult for new games to enter the high ranks in Top Grossing Chart due to existing successful games with unusually longer life span. 3.2015 GooglePlayStoreOverall(Game): RevenueTrend/VolumeAnalysis

19.  2015 Google Play : Top Revenue Games : Top 1~10 • Aa • aa • aa Total Game in 2015 Date of Entering Launched in 2015 Date of Entering 1 Raven with NAVER 20150314 Raven with NAVER 20150314 2 Seven Knights for Kakao 20140308 Mu Origin 20150430 3 Clash of Clan 20140101 HIT 20151117 4 Everybody’s Marble for Kakao 20140101 Friends POP for Kakao 20150828 5 Mu Origin 20150430 God of High School 20150524 6 Taming Monster for Kakao 20140101 Candy Crush Soda 20150308 7 Anypang 2 for Kakao 20140116 Baek Bal Baek Jeong for Kakao 20150924 8 FIFA ONLINE 3 M by EA SPORTS™ 20140531 Idea 20151107 9 Hero for Kakao 20141119 MARVEL Future Fight 20150430 10 HIT 20151117 Dominations 20150828 Source: GooglePlay, IGAWorks, Gevolution pro 3.2015 GooglePlayStoreOverall(Game): RevenueTrend/VolumeAnalysis

20. 4. Revenue Analysis by User Type x

21.  Revenue Analysis by User Type(Game) – 1% of total user generates 90% of total revenue. 4.RevenueAnalysisinUserType Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro • User Type - Whale: Paying User with over U$1,000 , Dolphin: Paying User with over U$100, Minnow: Paying User. • In 2016, among 20 million active game users, whale user is estimated at 26,000(0.13%) but they generated 53% of total revenue. • More than 90% of total revenue came from 1% users paid over U$100(Whale, Dolphin).

22.  Revenue Analysis by User Type(RPG) Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro 4.RevenueAnalysisinUserType • In RPG game categories, high rank in Google Play, the percentage of whale(0.2%), dolphin(1.28%) are relatively high compare to other categories. • In 2016, among active RPG users, whale users are estimated at 0.2%, approximately 21,800 users. • As rank goes higher, the percentage of whale user is increasing. It indicates that acquiring whale user is a key to mobile game's success.

23. 5. Retention Rate Analysis x

24.  Retention Rate Analysis – Organic/Non-organic User 5.RetentionRateAnalysis Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevolution pro • Retention rate between organic user(acquired without marketing activity) and non-organic user(acquired by marketing activity) shows meaningful differences. • It took 16 days that 90% of new organic users left apps after initial install(Day 16 retention rate = 10%). Only the other hands, 90% of non-organic users left apps within 4 days considerably much faster than organic users.

25.  Retention Rate Analysis by Game Genre Source: GooglePlay, IGAWorks, Gevolution proSource: GooglePlay, IGAWorks, Gevelution pro 5.RetentionRateAnalysis • In major game genre, Puzzle games' retention rate is the highest and followed by Casual, RPG, Action. • Overall in Game category, it took 15.2 days that 90% of user left apps. Puzzle, the highest retention rate, took 50 days until 90% of user left app. Strategy took 5.8 days relatively shorter than others.

26. 6. APPENDIX x

27.  2015 Google Play : Total Revenue Rank : Top 1~30 • Aa • aa • aa Rank Title Rank Title Rank Title 1 Raven with NAVER 11 Summoners War 21 Anypang Sacheonseong for Kakao (Shisen Sho King) 2 Seven Knights for Kakao 12 Dragon Blaze for Kakao 22 Cookie Run for Kakao 3 Clash of Clan 13 Blade for Kakao 23 MARVEL Future Fight 4 Everybody’s Marble for Kakao 14 Friends POP for Kakao 24 DomiNations 5 Mu Origin 15 God of High School 25 Every town for Kakao 6 Taming Monster for Kakao 16 Candy Crush Soda 26 Legion of Heroes 7 Anytpang 2 for Kakao 17 Baek Bal Baek Jeung for Kakao 27 Candy Crush Saga 8 FIFA ONLINE 3 M by EA SPORTS™ 18 Clash of kings 28 Legion of Heroes for Kakao 9 Hero for Kakao 19 Idea 29 Dragon’s Flight for Kakao 10 HIT 20 Hearthstone: Heroes of Warcraft 30 Guard of Dragon S for Kakao Source: GooglePlay, IGAWorks, Gevolution pro

28.  2015 Google Play : Monthly Revenue Rank January ~ April • Aa • aa • aa Rank January February March April 1 Clash of Clan Clash of Clan Clash of Clan Raven with NAVER 2 Seven Knights for Kakao Seven Knights for Kakao Seven Knights for Kakao Clash of Clan 3 Everybody’s Marble for Kakao Everybody’s Marble for Kakao Everybody’s Marble for Kakao Seven Knights for Kakao 4 Hero for Kakao Hero for Kakao Raven with NAVER Everybody’s Marble for Kakao 5 Taming Monster for Kakao Taming Monster for Kakao Hero for Kakao Anypang 2 for Kakao 6 Anypang 2 for Kakao Anypang 2 for Kakao Taming Monster for Kakao Taming Monster for Kakao 7 Blade for Kakao Blade for Kakao Anypang 2 for Kakao Hero for Kakao 8 FIFA ONLINE 3 M by EA SPORTS™ FIFA ONLINE 3 M by EA SPORTS™ Summoners War Summoners War 9 Dragon Blaze (별이되어라!) for Kakao Dragon Blaze for Kakao Blade for Kakao FIFA ONLINE 3 M by EA SPORTS™ 10 World Rivers Z for Kakao Summoners War FIFA ONLINE 3 M by EA SPORTS™ Blade for Kakao Source: GooglePlay, IGAWorks, Gevolution pro

29. • Aa • aa • aa Rank May June July August 1 Raven with NAVER Raven with NAVER Raven with NAVER Raven with NAVER 2 Mu Origin Mu Origin Mu Origin Mu Origin 3 Clash of Clan Clash of Clan Seven Knights for Kakao Seven Knights for Kakao 4 Seven Knights for Kakao Seven Knights for Kakao Clash of Clan Everybody’s Marble for Kakao 5 Everybody’s Marble for Kakao Everybody’s Marble for Kakao Everybody’s Marble for Kakao Clash of Clan 6 Anypang 2 for Kakao Anypang 2 for Kakao Anypang 2 for Kakao Taming Monster for Kakao 7 Taming Monster for Kakao Taming Monster for Kakao Taming Monster for Kakao Anypang 2 for Kakao 8 Hero for Kakao God of High School FIFA ONLINE 3 M by EA SPORTS™ FIFA ONLINE 3 M by EA SPORTS™ 9 FIFA ONLINE 3 M by EA SPORTS™ Hearthstone: Heroes of Warcraft God of High School God of High School 10 MARVEL Future Fight Summoners War Candy Crush Soda Candy Crush Soda Source: GooglePlay, IGAWorks, Gevolution pro  2015 Google Play : Monthly Revenue Rank May ~ August

30. • Aa • aa • aa Source: GooglePlay, IGAWorks, Gevolution pro Rank September October November December 1 Raven with NAVER Everybody’s Marble for Kakao Raven with NAVER HIT 2 Seven Knights for Kakao Raven with NAVER Everybody’s Marble for Kakao Everybody’s Marble for Kakao 3 Mu Origin Mu Origin Seven Knights for Kakao Seven Knights for Kakao 4 Everybody’s Marble for Kakao Seven Knights for Kakao Mu Origin Mu Origin 5 Clash of Clan Baek Bal Baek Jeong for Kakao Idea Raven with NAVER 6 FIFA ONLINE 3 M by EA SPORTS™ Friends POP for Kakao HIT Idea 7 Taming Monster for Kakao Clash of Clan Friends POP for Kakao Clash of Clan 8 DomiNations FIFA ONLINE 3 M by EA SPORTS™ Baek Bal Baek Jeong for Kakao Friends POP for Kakao 9 Anypang 2 for Kakao DomiNations Clash of Clan Baek Bal Baek Jeong for Kakao 10 Friends POP for Kakao Anypang 2 for Kakao Guild of Honor The King of Fighters'98 UM Online for Kakao  2015 Google Play : Monthly Revenue Rank September ~ December

31. Please find more data including data utilized on this report at Mobile Index Service ‘Gevolution Pro’. pro.gevolution.co.kr In February 2016, Meet ‘Benchmark Data Service’ enables you to compare and analyze ‘adbrix’ App data with presumed data of apps in Google Play Top Chart through the cooperation between IGAWorks and Gevolution. www.igaworks.co.kr To download whole report, please visit below link. <http://bit.ly/1nHLgp6> x