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Insights You Need to Win in Mobile Gaming | Herman Lee

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Insights You Need to Win in Mobile Gaming | Herman Lee

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Insights You Need to Win in Mobile Gaming | Herman Lee

  1. 1. Insights You Need to Win in Mobile Gaming Herman Lee Senior Manager of Professional Services
  2. 2. Agenda • The Big Picture • Mobile Gaming Market Highlights • 2019 Gaming Trends • Monetization: Mobile Games • Q&A COPYRIGHT 2019
  3. 3. The Big Picture COPYRIGHT 2019
  4. 4. How many apps do you think we use in one month? COPYRIGHT 2019 A. <10 B. 10–19 C. 20–29 D. 30–39 E. 40+
  5. 5. Mobile is transforming all industries COPYRIGHT 2019 EAT & DRINK CONNECT NEWSLISTEN WORK SHOP PAY TRAVEL WATCH PLAY BANK
  6. 6. How many apps do you think we use in one month? COPYRIGHT 2019 A. <10 B. 10–19 C. 20–29 D. 30–39 E. 40+
  7. 7. We use over 35 apps per month and have over 100 apps installed COPYRIGHT 2019 Monthly Average Number of Apps Used and Installed Smartphone Users in Select Markets, 2018 Apps Used Apps Installed 0 10 20 30 40 50 60 70 80 90 China Japan Brazil United Kingdom France Germany United States India Canada South Korea 100 110
  8. 8. We Have Many Games & Play 2–5 / Month COPYRIGHT 2019
  9. 9. We spend nearly 3 hrs / day on mobile 5 4 3 2 1 Average Daily Hours Spent Per Device on Mobile in 2018 Emerging Markets Mature Markets Note: Android phone COPYRIGHT 2019
  10. 10. COPYRIGHT 2019 Games Carve Out a Sizable Portion of Time Spent in Apps
  11. 11. COPYRIGHT 2019 App Market Maturity Model
  12. 12. Emerging Markets Driving Download Growth COPYRIGHT 2019
  13. 13. Who We Are The Mobile Performance Standard C O P Y R I G H T 2 0 1 9 App Annie provides the mobile data and analytics companies need to thrive in a mobile world 1M+ Connected Apps 1M+ Registered Users 1100+ Enterprise Clients $100M+ ARR
  14. 14. C O P Y R I G H T 2 0 1 9 Our Mission Is to Help Companies Deliver Winning Mobile Experiences
  15. 15. Mobile Gaming Market Highlights COPYRIGHT 2019
  16. 16. Games Unique Position in Mobile COPYRIGHT 2019 H1 2019 36% of Downloads* 10% of Time Spent** 73% of Consumer Spend* *Worldwide across iOS and Google Play **Worldwide on Android phone; excluding China
  17. 17. The majority of time spent in Games is by people 25+ Gaming Maintains a Broad User Base COPYRIGHT 2019 Aged 16-24 Aged 25+
  18. 18. 1.1+M Games Released on iOS in 2018 COPYRIGHT 2019
  19. 19. 1.6+M Games Released on Google Play in 2018 COPYRIGHT 2019
  20. 20. Mobile Is 1.2x of PC / Mac, Handheld, Console, Combined COPYRIGHT 2019 Worldwide Consumer Spending on Games, by Device, 2014 — 2018
  21. 21. 2019 Gaming Trends COPYRIGHT 2019
  22. 22. Hyper Casual Games Take-off, Broadening Market COPYRIGHT 2019
  23. 23. China – HQ’d Publishers Look Overseas to Accelerate Growth COPYRIGHT 2019
  24. 24. Subscription Gaming Creates New Pathways to Revenue for Publishers and Engagement for Gamers COPYRIGHT 2019
  25. 25. Monetization: Mobile Games COPYRIGHT 2019
  26. 26. Revenue Opportunities Not Limited to Top Games COPYRIGHT 2019 Number of Games that Generated More than $5M in Annual Consumer Spend* 1200 in 2016 1900 in 2019
  27. 27. Monetization Potential for Gaming Is Still Climbing COPYRIGHT 2019
  28. 28. ARPU Strongly Varies Depending on Market
  29. 29. Growth in Average ARPU & Total Revenue by Category* 12m to June 2017 vs 2019, Analysis of Top 200 Games by Revenue in the United States *Categories defined by App Annie analysts based on GameRefinery’s Category, Genre and Sub-Genre Definitions COPYRIGHT 2019 ARPU Growth Across Categories — Users Spending More
  30. 30. COPYRIGHT 2019 Growth in Average ARPU & Total Revenue for Mid-Core Strategy Games* 12m to June 2017 vs 2019, in the United States A Gap Has Opened in the Mid-Core Strategy Genre *Categories defined by App Annie analysts based on GameRefinery’s Category, Genre and Sub-Genre Definitions
  31. 31. COPYRIGHT 2019 Growth in Average ARPU & Total Revenue for Mid-Core RPGs* 12m to June 2017 vs 2019, in the United States Mid-Core RPG Genre is Bucking the Trend *Categories defined by App Annie analysts based on GameRefinery’s Category, Genre and Sub-Genre Definitions
  32. 32. COPYRIGHT 2019 Growth in Average ARPU & Total Revenue for Casual Puzzle Games* 12m to June 2017 vs 2019, in the United States Casual Puzzle Presents a Rapidly Expanding Genre *Categories defined by App Annie analysts based on GameRefinery’s Category, Genre and Sub-Genre Definitions
  33. 33. COPYRIGHT 2019 King Uses Cross-App Gaming Data to Build New Blockbuster Games *Mobile Gaming Market, Audience Sizes and Connection; Created Using App Annie Data, August 2018, iOS, US
  34. 34. D I S C O V E R Understand the opportunity, competition and discover key drivers of success S T R A T E G I Z E Develop a mobile strategy to drive market, corp dev or global objectives A C Q U I R E Increase app visibility and optimize user acquisition E N G A G E Better understand targeted users and drive deeper engagement M O N E T I Z E Accelerate revenue through mobile 34 App Annie Intelligence Platform The Most Complete Offering to Confidently Grow Businesses Through Mobile COPYRIGHT 2019
  35. 35. The State of Mobile in 2019 194B Worldwide Downloads in 2018 $101B Worldwide App Store Consumer Spend in 2018 3 Hrs Per day spent in mobile by the average user in 2018 360% Higher average IPO valuation (USD) for companies with mobile as a core focus in 2018 30% Higher engagement in non-gaming apps for Gen Z vs. older demographics in 2018 35 COPYRIGHT 2019
  36. 36. Q&A COPYRIGHT 2019
  37. 37. Thank You appannie.com

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