Mobile gaming is big business in Australia and presents a wealth of opportunities for brands and marketers. This presentation explores the mobile gaming landscape in Australia and provides an overview of mobile gamer profiles along with some high profile branded mobile app case studies.

1. MOBILE GAMING
LANDSCAPE IN
AUSTRALIA

2. EXECUTIVE SUMMARY
• Smartphones have become an indispensable part of our
daily lives with smartphone penetration in Australia rising
to 65% in 2013
• 71% of Australian smartphone users have played games on
their device
• App usage is ubiquitous with an average of 33 apps
installed and 12 apps used in the last 30 days
• The new gaming economy presents a wealth of
opportunities for brands and marketers
GOOGLE - OUR MOBILE PLANET, 2013

3. WHAT ARE MOBILE GAMES?
Mobile games are games designed for mobile
devices, such as smartphones, feature phones,
pocket PCs, tablet PCs and portable media players.
!
Mobile games range from basic to sophisticated
3D and augmented reality games.
TECHOPEDIA.COM

4. APPS DOMINATE THE MOBILE WEB

5. GAMING APPS LEAD ENGAGEMENT

6. MOBILE GAMING IS BIG BUSINESS
“THE GROWTH IN DIGITAL GAMING
IN AUSTRALIA IS BEING DRIVEN BY
MOBILE APP GAMING
ON SMARTPHONES & TABLETS”

7. 57%
AGED 25-49 – LIKELY TO BE YOUNG
PARENTS
PROFILE OF MOBILE GAMERS IN
AUSTRALIA
ROY MORGAN RESEARCH - 2012

8. PROFILE OF MOBILE GAMERS IN
AUSTRALIA
55%
EARN OVER $50,000 – LIKELY TO BE
EMPLOYED & RENTING
ROY MORGAN RESEARCH - 2012

9. 78%
OF YOUG MOTHERS
PLAY VIDEO GAMES
ROY MORGAN RESEARCH - 2012
PROFILE OF MOBILE GAMERS IN
AUSTRALIA

10. “MOBILE GAMING IS NOT JUST FOR
TEENS - FOCUS ON THE 25 TO 49
YEAR OLDS”
PROFILE OF MOBILE GAMERS IN
AUSTRALIA
ROY MORGAN RESEARCH - 2012

11. “MOBILE GAMES IS THE FASTEST
GROWING MOBILE SEGMENT”
PROFILE OF MOBILE GAMERS IN
AUSTRALIA
ROY MORGAN RESEARCH - 2012

12. % OF AUSTRALIANS THAT PLAY
MOBILE GAMES
ROY MORGAN RESEARCH - 2012

13. MOBILE GAMING IS POISED FOR
CONTINUED GROWTH
• Mobile gaming audiences have been increasing more rapidly
than any other gaming sectors and are poised for continued
growth
!
• The boom in social gaming that started with the success of
Zynga’s Farmville in 2009 has given way to a focus on
mobile games
!
• The new gaming economy presents a wealth of
opportunities for brands and marketers

14. MARKETING OPPORTUNITIES FOR
BRANDS
• Social, mobile and online games present a growing range
of options for brand participation
!
• Marketers are tapping into gamers appetite for free play
through branded apps and games, branded virtual goods,
product placements, sponsored apps and custom games
!
• Branded apps present an opportunity for marketers to drive
extended levels of reach and engagement for a relatively
low investment

15. CASE STUDIES
BRANDED MOBILE GAMES

16. “Risk the idea - if you aren’t willing
to take a risk on an idea, you’re likely
to not make an impact in today’s
creative landscape, let alone
capture a lion!”
A WORD FROM THE
CANNES LIONS JUDGES

17. Metro Trains Melbourne,
whose “Dumb Ways to
Die” campaign is the most
awarded campaign in the
60-year history of the
Cannes Lions International
Festival of Creativity,
launched the Dumb Ways
to Die game as a free
smartphone app.
CASE STUDY: DUMB WAYS TO DIE

18. RESULTS:
!
• The number 1 free app in more than 20 countries
• 20+ million downloads across 135 countries
• 1 Million daily app players
• The campaign resulted in a 20% drop in ‘dumb’
behaviour at Melbourne train stations
CASE STUDY: DUMB WAYS TO DIE

19. A campaign focused through a
smartphone game that encourages
people to channel their boredom,
impulse and habit into achieving
real Snack rewards.
!
KFC’s Snack! in the Face mobile
app is a first on three levels for
KFC Australia: first ever branded
app, first mobile or digital game,
and first use of mobile coupon in-
store.
CASE STUDY: SNACK IN THE FACE

20. RESULTS:
!
• 325,000 downloads in 8 weeks
• Number 1 free app in the app store after 4 days
• 3.1 million individual sessions
• 9.7 million minutes of play equating to 4.85 million
30 second TVC’s
CASE STUDY: SNACK IN THE FACE

21. A mobile game that integrates
with live televised football. The
game is designed to be best
enjoyed live, allowing users to
select tips like the winner, best
on ground and toughest player
before the match, play trivia
during the breaks and score
points by predicting when goals
are going to be kicked during
the match.
CASE STUDY: DRAUGHT PICK

22. RESULTS:
!
• 3.5 million games played
• 12 million trivia questions answered
• 2 million polls answered
• 2,500 POS offers claimed
CASE STUDY: DRAUGHT PICK

23. This game by BarclayCard enables players to twist and tilt
their way through an exciting waterslide environment to
ensure. Even after 5 years, this simple yet rewarding game
has consumers continuing to play with an average of 85,000
Daily Active Users and 3,000 daily downloads.
CASE STUDY: WATERSLIDE EXTREME

24. RESULTS:
!
• The most downloaded branded game in history
• 45,000,000+ downloads
• 3,800,000+ hours of Barclaycard brand engagement
• Number 1 free app in all 80 app stores for two weeks
CASE STUDY: WATERSLIDE EXTREME

25. This was a unique mobile game
that let people in Stockholm
view the location of a virtual
MINI on a map of the city, and
once within 50 meters of it,
could claim the MINI for
themselves and then run away
from the other participants or
‘enemies’ shown on the map
who could try and steal it. The
last one with the virtual MINI
won a real MINI Countryman.
CASE STUDY: MINI GETAWAY

26. RESULTS:
!
• People from over 90 countries following the game on
the campaign website
• 11,413 people took part in the game and transported
the virtual mini nearly 1500 kilometres
• The average playing time was 5 hours and 6 minutes
• The campaign won numerous awards including a
Cannes Cyber Lion
CASE STUDY: MINI GETAWAY

27. THANKS
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