Indiefalcon is a mobile game studio specializing in 2D games for iOS and Android. This presentation outlines a viral marketing project for Indiefalcon, including analyzing the mobile game market size and profits, features of top-grossing games, and primary research on what drives mobile game advertising engagement. The project objectives are to provide Indiefalcon with research on the market size, popular game features, and the best viral marketing approach. Research includes analyzing market size, in-app purchase revenue sources, top games' common features, a survey on advertising preferences, and an expert interview on game psychology factors for success.

1. IndieFalcon
VIRAL MARKETING PROJECT PRESENTATION

2. Indiefalcon is a mobile games studio specialising in 2D mobile games
for iOS and android mobiles and tablets.
INDIEFALCON

3. • Outline of Project – Objectives, Methods and Goals.
• Analysis of mobile games market (Size, Profitability).
• Analysis of the top 3 grossing mobile-games (Free with In-App Purchases) –
Features and Format.
• Analysis of top game similar to ‘Smash Rally’ – Features and Format.
• Primary research – SurveyMonkey questionnaire aimed at what people
respond to most regarding viewing mobile game advertisements i.e. Type
of Advertisement and Advertisement Content.
• Analysis of Interview with Tom Brock (Lecturer for Sociology – Game
Blogger).
PROJECT OBJECTIVES

4. 1. Provide Indiefalcon with a detailed report of our research into the size of the
mobile gaming market, the features and design of the most popular mobile
games and what elements make them successful.
2. A detailed approach of what type of viral campaign would work best for
Indiefalcon.
3. Provide instructions on the best way to implement our strategy.
4. Provide all the market research we’ve done to support our claims, in a detailed
report and presentation.
How we will achieve the project objectives

5. Detailed analysis of the mobile gaming market
(Size, Profitability & Gender gap)
Mintel estimates that the sale of apps and the value of in-app purchases across the Apple and Google app stores will
total £719 million in 2014. This is a 52% increase on 2013’s figure.

6. Detailed analysis of the mobile gaming market
(Size, Profitability & Gender gap)
Free apps with the option for in-app purchases accounted for 90% of revenue in the iOS App Store in the UK in July
2014, and 92% of Google Play Store revenue.

7. Detailed analysis of the mobile gaming market
(Size, Profitability & Gender gap)
This enormous proportion of revenue coming from IAPs is striking when compared to the actual split of free and paid
apps in the major app stores. Only 57% of the apps in Apple’s store, as an example, are free (with or without IAPs).

8. Which marketing channel works best for
mobile applications
Mintel’s research shows how app store ratings is only the third most influential factor when it comes to downloading
apps; some 37% of mobile users rank it in in their top three, while just 12% rank it as their number one influence. The
most important factor for consumers was recommendations from friends or family members, with 22% rating this as their
number one influencer.

9. * Female downloaders more likely to be influenced by word of mouth *
Mobile Gaming gender split

10. * Men most likely to be high-frequency downloaders *
Mobile Gaming gender split

11. Analysis of Top 3 Grossing
Mobile Games
1. Clash of Clans 2. Game of War – Fire Age 3. Candy Crush Sage
Daily Downloads – 56, 821
Daily App Revenue - $1.46M
Daily Downloads – 41,004
Daily App Revenue – $1.13M
Daily Downloads – 83,067
Daily App Revenue - £780K

12. Analysis of Top 3 Grossing
Mobile Games – Common
Features
• Single and Multiplayer Functions
• Live leaderboards
• Ability to share scores through social media
• Ability to invite friends in return for in-app currency
• Provide chat forums for players• Online multiplayer functions

13. Primary Marketing Research
SurveyMonkey
What we asked and result we got!
Are you Male or Female?
76% were Female
How old are you?
85% of Respondents were within
your key target audience
Would you download a game
recommended through word of
mouth?
85% of people said yes they would

14. Primary Marketing Research
SurveyMonkey
What we asked and result we got!
What Social Media Platform do you
most use?
85% of people used Facebook
What type of advertisement
would you pay attention to?
Sponsored Ad within news
feeds came out on top

15. Primary Marketing Research
SurveyMonkey
What we asked and result we got!
What ad content would you like?
A short video of the gameplay with a
description came out as the overall
preferred choice
Do you pay attention to
AppStore Reviews?
55% of people said they do

16. Expert’s opinion
Tom Brock - Lecturer for Sociology – Specialism
in the Social Psychology of Gaming
“Developers that acknowledge the
psychological aspects of games and do not
underestimate their importance will be the
most successful” (Brock, 2015)

17. Expert’s opinion
Tom outlined 5 key areas to consider to
ensure Smash Rally’s success, these were;
Micro transactions - ‘Freemium’ games Payed-app vs ‘Freemium’ Micro-transaction model
Purchasing Power Psychology behind game addiction
Differentiation

18. Experts opinion
Micro transactions - ‘Freemium’ games

19. Experts opinion
Payed-app vs ‘Freemium’ Micro-transaction model

20. Experts opinion
Purchasing Power

21. Experts opinion
Psychology behind game addiction

22. Experts opinion
Differentiation

23. Thank you
Any questions?