Gaming is becoming increasingly mobile, allowing people to game anywhere and anytime on their mobile devices. The mobile gaming industry has experienced significant growth in recent years, fueled by advances in mobile hardware, high-speed networks, and distribution platforms like app stores. Popular mobile games like Angry Birds have achieved over a billion downloads. The future of mobile gaming includes advances like cloud gaming which will allow gaming from any device, as well as more immersive gaming experiences that integrate social and educational elements.

1. Gaming
is
on-the-go
Anywhere, anytime and whenever
inspiration strikes

2. Vasco Elvas
• Senior Telecom Executive at Vodafone Portugal
since 2001
• Teacher at Lusófona University
• Father of two
• Mobile evangelist
• Gamer since Sinclair 16k

3. Sinclair 16k ! Sinclair ZX SP 48k ! Sinclair 128k !
1986 1988 1990
PCs! Mobile! Cloud Gaming?!
1991+ 2002+ Future
Gaming Evolution

4. ShowCase: iPad

5. Mobile Terminals
“Os portugueses
compram menos
eletrodomésticos e
produtos tecnológicos,
no entanto o segmento
das telecomunicações,
principalmente devido
aos smartphones,
continua a ser o sector
que regista melhores
resultados no último
trimestre de 2011.”!

6. Mobile Terminals
Gartner: SmartPhone sales decrease by 2% in 2012!
Total 419M. Samsung #1 , Apple #3. Android+iOS = 80%

7. Mobile Internet
• Cisco VNI forecasts 18x mobile
data growth from 2011 to 2016 !
• Data Traffic - Mobile 3x Fixed!
• Trends !
- Mobile Content: Streaming,
Video, Gaming!
- Mobile connections and
increased speeds!
- Advanced mobile computing *VNI - Visual Networking Index
devices

8. Mobile 1.0
6110
7190
WAP 1.0 / CSD WAP 1.2.x / GPRS WAP 2.0 / 3G
2000/2001 2002 /2004 2004+

9. Mobile 1.0
• Evolutionary Step Forward that
brought wireless phones closer to
internet!
• Golden age of Mobile Operators !
• Umbrella portals, with personalized
and “device adapted experience”!
• Content management control
(pricing, navigation, discovery)!
• Off-portal discovery was expensive!
• Gaming already TOP sales category Java Games

10. Mobile 2.0
• 2007 changed “things”!
• OTT players entering mobile!
• New Era for mobile gaming!
• Mobile Devices w/ increased
HW & SW capabilities!
• New value chain to everyone
w/ improved content
discovery - AppStores
Apple’s built-in apps arrived and set a standard that inspired third-party devs
to create something amazing, and they did, just as soon as the platform

11. Mobile First

12. Thinking Mobile First
• Mobile Input has been
difficult!
• Complex devices and
capabilities!
• Capable devices have a
disproportionate share
of mobile internet
But still, there are a lot of opportunities

13. Thinking Mobile First
Put in the effort where there’s payoff

14. Design and Usability
• Mobile gaming is mobile!
• Context is king!
• The devices are (very)
different!
• Forget your “dotcom”
thinking!
• You need unique content
and design
“Design is not just what it looks like and feels like. Design is how it works.”
Steve Jobs

15. “Smart€r Phones”
• Smartphones becoming more
user friendly!
• It’s all about features. Users
take advantage of devices
capabilities!
• Loyalty, increased
satisfaction and less churn!
• Majority have distribution
and development ecosystem!
• Games = TOP Smartphone
Business
(2011)!
EU 22% smartphones penetration US 1 in 10 citizens have an iPhone !

16. Tablets
• Two year old device category!
• “The new iPad”, 3rd generation,
with 3M pre-orders in 3 days!
• Google and Apple dominance!
• Nokia, HP and RIM in a struggle!
• Apple Rules, decline estimated
by 2015, but analysts predictions
change everyday!
Tablet sales to hit 119 million units in 2012 (Gartner) !
New iPad Accounts for 10% of all iPad Traffic in Only Three Weeks (Chikita)!

17. Gaming Economy

18. App Stores
• Apple App Store hits 25B
downloads and sets standards!
• Google Play hits 400k apps.
10B downloads!
• 70/30 revenue share !
• Models: Free, Paid, Freemium !
• Games Dominant category!
• Global app market in 2011,
$3.9B. 50B by 2016 (Juniper)

19. Android web browser claims biggest user share
Browsing

20. Gaming Momentum
• Rovio Angry Birds, 5 Titles!
• Tried 50 games before!
• Angry Birds Space = 10M in
less than three days!
• 1B Cumulative Downloads!
• Two Revenue Streams:
1) free - advertising
2) paid - 0,79€ for download !
• 2010 - 10M ; 2011 - 100M

21. Zynga
• In Portugal App Stores!
- 21 iPhone Games!
- 17 iPad Games!
- 9 Android Games!
• Daily active users: 48M!
• Mobile Gaming Division revenue 10B!
• Draw Something: 50M downloads in
50 days with 3000 drawings/sec

22. Gameloft
• In Portugal App Stores!
- 156 iPhone Games!
- 78 iPad Games!
- 37 Android Titles!
• Daily active users: 48M!
• 45 M € 1ºT 2012 !
• Source Revenues: advertising and in-
app

23. Y u Play Mobile?
AppAdvice.com

24. 100M US Mobile Gamers
businessdegree.net

25. Apple w/ 84% of all mobile gaming revenue
in the US

26. Mobile Gaming in 2011 generated 11B
businessdegree.net

27. Make money w/ Freemium
In-app Purchase!
• Free but w/ Ads!
• Free and i pay to remove ads!!
• Free but Content Locked!
• Free but “we have in-house
economy” (virtual goods)!
• Paid for download!
• Paid w/ subscription model
Tiny Tower : 3M in first year with in-app model!
Angry Birds: 6M for monthly Ads businessdegree.net

28. Emerging Categories
• Time killer: JetPack Joyride!
• Birds and Ropes!
• Retro is Back (Wolfenstein, Monkey
Island, Doom, Duke Nukem, Atari )!
• Towers!!! !
• MMO’s & Action RPG: Infinity Blade!
• Family & Kids!
• Faster...please : In-game digital
shopping to increase game leveling,
speed and progression

29. Get Promoted & Social
• 3rd party Promotion Ecosystems:
App-o-day, AppZap, FreeAppaDay,
AppsGoneFree, chomp!
• Go viral w/ SNs. Promote game
economy, announce your
achievements!
• Game Centers , OpenFeint Game
Channel, Gameloft Live (Synced
profiles, ratings , achievements,
etc.)
!
“Premium” Entry Point in App Stores

30. Gaming D€v Approach
• HTML 5 Mobile - lacks phone
standards APIs, browsers
interoperability but has a
tremendous momentum!
• Native - AppStores, billing
options and management
lifecycle. !
• J2ME - Getjar, MNOs. Common
with feature phone and
emergent markets.
Fragmentation and APIs
restriction!
• Symbian / Nokia OVI Store.

31. Gaming - D€v SDKs
• Go Native with Java/Android &
Objective-C/iOS!
• Unity Game Engine, Unreal
Game Engine (UDK), open
source engines (MOAI)!
• Mobile Gaming PAAS for
Scoring, virtual goods, ratings!
• openappmkt.com for HTML 5
mobile apps !
• HTML 5 to Native with
PhoneGap.com (or use Adobe
Creative Cloud tools).

32. Profile: Vodafone Apps
World Most Valuable Telecoms Brand (9th overall) !
2012 BrandFinance Global 500 report

33. Ongoing 2011
http://wacapps.net
Ongoing 2011
developer.vodafone.com

34. Nokia, Google, Apple
• Nokia’s profits today and future
revenue prospects are suffering!
- Trying to be all things in all
sectors in a shifting value-
landscape!
- Losing its leadership in core
areas: ease of use, hi-end devices!
- Microsoft the right partner? !
• According to Gartner, Nokia leads
MEA, with 58.5% in 2010, 52.9% in
2011 Nokia Lumia 900!
(Windows Phone)

35. Nokia, Google, Apple
• Google profits 4x in Apple
Ecosystem, with 850k
Android world daily
activations!
• Over 1,400 versions of
Android running on too
many different pieces of
hardware!
• HTML 5 Chrome Web
Store for mobile? !
• Motorola Mobility fully
acquired Fragmentation - 4k unique devices

36. Nokia, Google, Apple
• iPhone #1 smartphone, drives
apps’ usage and data traffic!
• End-2-End Integration!
• Closed Ecosystem !
• Gamers & Devs Paradis€ !
• Nielsen/2011 - 8.7% market
share and 75% of cell phone
profits

37. and Facebook !
• HTML 5 Gaming as a
distribution platform.!
• > 900 M active users!
• Scale could set standards and
lead HTML 5 gaming!
• Web and Mobile distribution!
• Recent IPO with impact on
their partners - Zynga Stock
dropped over 13%!
• Soon launching it’s own
AppStore

38. Gaming Future
Story Telling: como pai, com filhos pequenos e um grande
aficionado de jogos, procuro cada vez mais simplicidade
e rapidez em jogar (sem consolas, sem ligar pcs ou
portáteis) e no seio da família. Procuro algo que me permita
jogar um jogo que está algures na nuvem (sem ter de o
instalar) e que tenha inteligência para guardar estado do
jogo (achievements, saved games, gamecenter). Tem
também de permitir a continuação do jogo onde me apetecer
(em casa, on-the-go), em qualquer dispositivo, com quem
quiser e deve conseguir puxar-me para os jogos a pedido dos
meus amigos ("precisam de um elemento para ping-pong
pares" ou mesmo um "Atari pong" enquanto espero pela
consulta médica).

39. Gaming Future
• 4G Data with increased transfer rates!
• Cloud Ubiquitous Gaming - “play
anywhere”!
• Gaming MVNO’s with dedicated retail
Stores. Smartphones and tablet the
future next generation consoles? !
• xTreme Gaming - same game , several
places, experience alignment!
• Blizzard Mobile (WOW, Diablo 3 or
Starcraft)? Gameloft already did it
(Order&Chaos, Dungen Hunter and
Starfront Colision)

40. ClassRoom Gamification
• Gaming approach to basic schools!
• Intersection: education, gaming
and new technologies!
• Leverage the potential of gaming
problem solving (logic, workflow,
storyboards, algorithm,etc.)!
• New Leaners of 21st century!
• http://vimeo.com/21043303

41. Gaming
is
on-the-go
Anywhere, anytime and whenever
inspiration strikes