Peter Farago

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Peter Farago

  1. 1. Keep Your IP. Hold on to Your Hat.Peter Farago @FlurryMobileVP Marketing GAP@flurry.com
  2. 2. App Measurement & Advertising PlatformFlurry AnalyticsBetter apps on iOS, Android, BB, WP, HTML5 App Developers: 70,000 Live Applications: 190,000 Devices per month: 540M Sessions per month: 38B Events per month: 400BAppCircle Ad NetworkAcquisition & Monetization: iOS, Android App Developers: 6,200 Devices per month: 250M Daily Completed Views 3M
  3. 3. “Software is Eating the World” Andreessen in WSJ
  4. 4. iOS & Android Addressable Market GLOBALPOPULATION 7 BILLION Sources: United States Census Bureau, based on Accenture analysis
  5. 5. iOS & Android Addressable Market GLOBAL POPULATION 7 BILLIONMOBILE PHONESUBSCRIPTIONS 6 BILLION Sources: US Census Bureau; International Telecommunication Union; based on Accenture analysis
  6. 6. iOS & Android Addressable Market GLOBAL POPULATION 7 BILLION MOBILE PHONE SUBSCRIPTIONS 6 BILLION INTERNET USERS2.3 BILLION Sources: US Census Bureau; International Telecommunication Union; based on Accenture analysis
  7. 7. iOS & Android Addressable Market GLOBAL POPULATION 7 BILLION MOBILE PHONE SUBSCRIPTIONS 6 BILLION INTERNET USERS 2.3 BILLIONiOS & ANDROID550 MILLION Sources: US Census Bureau; International Telecommunication Union, Flurry; based on Accenture analysis
  8. 8. iOS & Android Addressable Market GLOBAL POPULATION 7 BILLIONMOBILE PHONE SUBSCRIPTIONS 6 BILLION 9% VS MOBILEINTERNET USERS 2.3 BILLION 24% VS INTERNETiOS & ANDROID550 MILLION Sources: US Census Bureau; CIA World Factbook; Flurry; based on Accenture analysis
  9. 9. Penetration of WW Population, 5 Years After Launch 8X 3X 2X 8% 4% 3% 1% PCs (1988) Facebook (2009) Internet (2000) iOS & Android (2012) Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry
  10. 10. Apps Eating the Internet U.S. MOBILE APPS VERSUS WEB CONSUMPTION WEB BROWSING MOBILE APPS 94 81 MINUTES 70 66 74 MINUTES 7264 MINUTES MINUTES MINUTES MINUTESMINUTES 43 MINUTES June 2010 Dec 2010 June 2011 Dec 2011 Sources: comScore, Alexa, Flurry Analytics; Smartphones & Tablets, U.S.
  11. 11. iOS & Android Games Command Consumer TimeDAILY SMARTPHONE APP CONSUMPTION, MINUTES PER CATEGORY, WW 7 7 10 10 12 11 24 15 25 24 Q1 2011(68 minutes) Q1 2012 (77 minutes) Games Social Networking News Entertainment Other Source: Flurry Analytics, Smartphones, WW
  12. 12. iOS & Android Games Eat Traditional Gaming Revenue U.S. PORTABLE GAME SOFTWARE BY REVENUE 19% 34% 36%11% 57% 58% 70% 9% 6% 2009 2010 2011 iOS & Android Sony PSP Nintendo DS Source: Flurry Analytics, The NPD Group; Flurry analysis & estimates
  13. 13. Indies Dominate on iOS & Android INDIE VS. ESTABLISHED GAME SESSIONS ON iOS & ANDROID, WW 40% 32% 44%60% 56% 68% Q1 2010 Q1 2011 Q1 2012 Independent iOS & Android Game Developers Game Companies from other Platforms Source: Flurry Analytics
  14. 14. Business Model: App Store Top 25 Grossing UNITED KINGDOM FRANCE GERMANY 4% 16% 24% 84% 96% 76% UNITED STATES CHINA TOTAL 8% 12% 13% 92% 88% 87% IN APP PURCHASE PRICING PREMIUM PRICING Source: iTunes App Store, May 2012, Flurry analysis
  15. 15. Apps vs. Games: App Store Top 25 Grossing UNITED KINGDOM FRANCE GERMANY 28% 40% 36% 64% 60% 72% UNITED STATES CHINA TOTAL 12% 12% 30% 70% 88% 88% GAMES APPLICATIONS Source: iTunes App Store, May 2012, Flurry analysis
  16. 16. Gen Y Pays TIME SPENT BY DEMOGRAPHIC18% Males (53%) Females (47%)16% 17% 17%14% 15%12% 12%10% 11% 11%8%6% 7% 7%4%2% 2% 1%0% 13 – 17 18 – 24 25 – 34 35 – 54 55+
  17. 17. Gen X Pays MOBILE FREE-TO-PLAY GAMES: MONEY SPENT BY DEMOGRAPHIC30% 29% Males (58%) Females (42%)25%20% 20%15% 16%10% 12% 9%5% 3% 2% 7% 1% 1%0% 13 – 17 18 – 24 25 – 34 35 – 54 55+ Source: Flurry Analytics
  18. 18. Women Thrifty. Men Binge. MOBILE FREE-TO-PLAY GAMES: TRANSACTION SIZE BY DEMOGRAPHIC$16 $16.4 $15.5 Males ($15.6)$14 $15.2 $14.8 Females ($11.9)$12 $12.0 $12.0 $12.5 $11.8$10 $10.4$8 $8.2$6$4$2$0 13 – 17 18 – 24 25 – 34 35 – 54 55+ Source: Flurry Analytics
  19. 19. Sessions per Category, Smartphones vs. Tablets Smartphones Tablets Games 50% Games 58%Social Networking 22% Social Networking 14% Entertainment 6% Entertainment 11% Lifestyle 5% Utilities 3% Utilities 4% News 2% News 2% Books 2% Other 11% Other 10% Source: Flurry Analytics, Q1 2012; 160,500 apps, 97 Billion Sessions
  20. 20. Engagement Comparison, Smartphones vs. Tablets Source: Flurry Analytics
  21. 21. Time of Day Usage, Smartphones vs. Tablets Source: Flurry Analytics
  22. 22. Gender by Category, Smartphones vs. Tablets Source: Flurry Analytics
  23. 23. Age Distribution, Smartphones vs. TabletsAverage AgeSmartphones: 41% 27Tablets: 38 21% 20% 22% 20% 17% 13% 14% 9% 3% 13 - 17 18 - 24 25 - 34 35 - 54 55+ Smartphones Tablets Source: Flurry Analytics
  24. 24. Top 6 Successful Game TypesENDLESS PASS TIME NURTURING & COLLECTING BUILDING & SIMULATION SOCIAL RPG GAMER’S GAME POKER / CASINO
  25. 25. Endless Pass Time Examples Age Distribution 30% 25% 20% 15% 10% 5% Angry Birds Fruit Ninja 0% 13-17 18-24 25-34 35-54 55+ Key Genre Attributes• Intuitive, simple puzzle/arcade mechanics 58% 42%• Leverages h/w (touch, accelerometer) DAU 1,000,000• Cute, often original IP; mass-mkt appeal Monthly Revenue $500,000• Infinite replay value; lots of power-ups Investment (minor) $100,000• May have social leaderboards Investment (major) $400,000
  26. 26. Nurturing & Collecting Examples Age Distribution 35% 30% 25% 20% 15% 10% 5% Dragonvale Dream Pethouse 0% 13-17 18-24 25-34 35-54 55+ Key Genre Attributes• Nurturing (tamagotchi) gameplay 41% 59%• Avatar / dress-up style content DAU 300,000• Endless variety of virtual goods Monthly Revenue $900,000• Strong social / show-your-friends sharing Investment (minor) $100,000• Often w/ underlying econ sim mechanics Investment (major) $400,000
  27. 27. Building & Simulation Examples Age Distribution 40% 35% 30% 25% 20% 15% 10% 5% Smurfs’ Village Kingdoms of Camelot 0% 13-17 18-24 25-34 35-54 55+ Key Genre Attributes• Building & simulation gameplay 49% 51%• “Empire” expansion / leveling up DAU 400,000• Content / power-up unlocks Monthly Revenue $1,200,000• Has both virtual currency & goods Investment (minor) $100,000• Light social collaboration & sharing Investment (major) $500,000
  28. 28. Social RPG Examples Age Distribution 40% 35% 30% 25% 20% 15% 10% 5% Crime City Original Gangstaz 0% 13-17 18-24 25-34 35-54 55+ Key Genre Attributes• Text-based RPG mechanic 79% 21%• Player-vs-player gameplay DAU 150,000• Energy / HP depletion Monthly Revenue $600,000• Clan / team dimension + message / chat Investment (minor) $100,000• Mission-based & level progression Investment (major) $400,000
  29. 29. Gamer’s Game Examples Age Distribution 50% 40% 30% 20% 10% Infinity Blade II Real Racing 2 0% 13-17 18-24 25-34 35-54 55+ Key Genre Attributes• Platform-leading graphics 91% 9%• Strong physics engine / middle-ware DAU 50,000• Sports / battle / racing style sub-genres Monthly Revenue $400,000• Defined win-lose outcomes Investment (minor) $100,000• Premium pricing model, often $4.99+ Investment (major) $400,000
  30. 30. Texas Poker / Casino Examples Age Distribution 40% 35% 30% 25% 20% 15% 10% 5% Zynga Poker Card Ace: Casino 0% 13-17 18-24 25-34 35-54 55+ Key Genre Attributes• Synchronous, Online Multi-player 68% 32%• Private + public tables, chat enabled DAU 200,000• Texas Poker dominates, inherently social Monthly Revenue $1,000,000• Blend of competition + social Investment (minor) $100,000• Acquiring chips = perfect freemium model Investment (major) $400,000
  31. 31. Flurry Services Analytics: Increase Your App Engagement and Retention1 • Free and powerful. Leading app analytics (iOS, Android, WP, BB, J2ME, HTML5) • Understand and segment app audiences to maximize engagement and revenue AppCircle: Build & Grow Your App Audience2 • Acquire users with high-quality app recommendations and videos (iOS, Android) • Win-back your best users to build the most loyal and best monetizing audience AppSpot: Maximize Your App Audience Revenue3 • 2X revenue, reduce cost with free ad serving and mediation, yield-optimized ads • Max eCPMs with mediation and yield optimization leveraging Flurry’s big data set • Max eCPMs selling direct, segmented parts of your audience to top advertisers
  32. 32. Thank You!Peter Farago @FlurryMobileVP Marketing GAP@flurry.com

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