This document examines opportunities in mobile gaming. It provides an overview of the mobile gaming market landscape, key trends, and competition. Some of the main points include: the typical mobile gamer profile; rapid growth of the mobile gaming market; top game genres and where the money is made; and trends in user behavior, content, publishing/distribution, advertising, technology, and monetization. It also includes case studies on major mobile game developers and publishers such as Kabam, Kama Games, Storm8, Buffalo Studios, and Ludia to showcase their strategies.

1. Examining the Opportunities
in Mobile Gaming
Ken Leaver www.eastlabsgaming.com
December 2012

2. Agenda
The Market Landscape
Key Trends
Competition
Appendix: Case Studies
International Developers Analytics
Russia/Ukraine Developers Platforms

3. Mobile Gamer Profile
• Average age is 40 years old
• 66% are <45 years old
• 33% of mobile gamers own both a mobile phone and tablet
• 42% play daily, 32% play 2-3x per week, 26% play 1x per week
or less
• Main factor influencing increased game play are more free
games available + better phone memory + graphics
• Avg. yearly spend was $21.24 in 2011 by gamers
• Most users spend $8 – 15 per month
• 69% of gamers play on the couch, 63% play while on transport
http://www.infosolutionsgroup.com/popcapmobile2012.pdf

4. Mobile Gaming Growth
• Estimated that 1.7m new devices being activated each day
• 59% of those who own a mobile phone in the US/UK have
played a mobile game (+13% over 2011
• Superdata estimates mobile gaming to be $2.7bn today and
expects it to triple to $7.5bn by 2015
http://www.infosolutionsgroup.com/popcapmobile2012.pdf

5. Where is the money?
Casual Core Casual Core Casual Core Casual Core
ARPDA
U
$0.07 $0.5 $0.34 N/A $0.02 $0.20 $0.08 $0.8
CPI $0.60 $2 N/A N/A $0.14 $0.30 $1.5 $4
Data Source: 6waves internal data
iOS getting very expensive for installs with low payoff

6. While iOS has the largest current revenue,
Android monetization is catching up fast
Market Size Growing ARPU
“With 1.3M new daily
Activation!”

7. Competition means Indies have the worst chance
of hitting top of charts on iOS
36%
95%
28%
17%
64%
5%
72%
83%
0%
20%
40%
60%
80%
100%
Independents Established
Data Source: Base on Top Grossing in AppStore, AppCenter

8. The most popular game types
#1 Farm Games
(18m DAU)
1. FarmVille 2
2. FarmVille
3. Monster
World
4. Hey Day
5. Super Farm
source
#2 Bubble Shooter
(17.0m DAU)
1. Bubble Safari
2. Bubble Witch
Saga
3. Lost Bubble
4. Bubble Island
5. Bubble Blitz
#3 Match-3
(13.8m DAU)
1. Candy Crush
Saga
2. Diamond Dash
3. Bejeweled Blitz
4. Last Jewels
5. Ruby Blast
#4 Slots
(11.5m DAU)
1. Slotomania
2. Zynga Slingo
3. DoubleDown
Casino
4. Games by GSN
5. Lucky Slots
#5 Word Games
(11.4m DAU)
1. Words with
Friends
2. Draw Something
3. Scrabble with
friends
4. Hanging with
Friends
5. Scrabble
#6 Poker
(10.2m DAU)
1. Texas Hold
em
2. DoubleDown
Casino
3. Best Casino
4. Live Holdem
Pro
5. Poker Texas
Boyaa
#7 Strategy/Combat
(7.5m DAU)
1. Social Empires
2. Social Wars
3. War Commander
4. Empires & Allies
5. Magic Land
#8 Quiz Games
(6.9m DAU)
1. SongPop
2. Draw
Something
3. Family Feud &
Friends
4. Family Feud
5. Smarter than
a 5th Grader
#9 ChefVille
(5m DAU)
1. ChefVille
2. Café World
3. Cafeland
4. Gourmet
Ranch
5. Café Life
#10 Bingo
(5m DAU)
1. Zynga Slingo
2. Bingo Blitz
3. Bingo Bash
4. Zynga Bingo
5. Best Casino
Data is Facebook but good reflection of FB

9. iOS does particularly poor at Casino and
well at Sports
Data Source: Base on Top 50 Grossing in AppStore, AppCenter
24%
28%
34%
2%
12%
20%
26%
16%
14%
24%
14%
24%
28%
2%
32%
Puzzle Sims Casino Sports Strategy

10. Apple has Very Poor Retention on Casual
Casual Games Core Games
45%
27%
25%
20%
30%
11%
9% 8%
50%
30%
25%
20%
Day 1 Day 7 Day 14 Day 30
31%
17%
13%
7%
45%
21%
13%
10%
Day 1 Day 7 Day 14 Day 30
Data Source: 6waves internal data

11. Lots of choices and relationships to maintain
when monetizing

12. Often, you need different relationships
in different geographic regions
N. America Asia

13. Great valuations / exits
• Big Fish buys Self Aware Studios
• Funzio sold to Japan’s GREE for $210m
• OMGPOP sold to Zynga for $180m
• Rovio raised $42m in 2011 by giving only 15% of company
• Playtika sells to Caesar’s for $80-90m
• IGT buys Doubledown Casino for $500m
• Bwin buys Orneon (Ukraine)
Casino
Casino
Casino
Casino

14. Agenda
The Market Landscape
Key Trends
Competition
Appendix: Case Studies
International Developers Analytics
Russia/Ukraine Developers Platforms

15. User Trends
• Gamers are moving to tablets
o Mintel found that 38% of tablet gamers play 5+ hours per week compared to 20% for
mobile phones
o Forrester expects tablet sales to increase from 10.3m in 2010 to 44m in 2015
• Casual gaming increasing in popularity much faster than more
hard-core gaming themes (eg. fantasy)
• Users are expecting better and better graphic quality
• Social is starting to play a large role in games as users want to
play with friends
• Flurry estimates that 50% of users are “Casual”, 40% are “Midcore”
and 10% are “Hardcore”
• Short attention span
o Out of the people who download a game, only 10-15% play it more than a week.
o Engaged users spend on average 100-200 hrs playing their favorite game

16. Content Trends
• Established gaming companies partnering with and investing
in indie developers to get access to more potential hits
o Tiny Co launched $5m fund to invest in cascual mobile game co’s
• “Midcore” gaming (b/w Hardcore and Casual) becoming the
sweet spot due to less competition
o Zynga recently purchased “November Software” and “A Bit Lucky” to get bigger in
this space
• Partnering with film studios to bring their titles to mobile games
o Kabam & Warner Bros. bring Hobbit to mobile app
o Ludia Inc.partners with major studios like Disney, Disney and BBC to bring popular
shows to mobile
• Games are trying to tie into people’s actual lives
o Striv fitness app encourages users to grow a plant or expand an island if they
complete physical exercises
• Famous publishers taking advantage of their previous IP
o Atari has launched a lot of their old titles such as Outlaw

17. Publishing & Distribution Trends
• Successful developers tend to start publishing in-house
o Rovio first published Angry Birds with Chillingo and then started self-publishing
o Zeptolab also published “Cut the Rope” with Chillingo but then moved to doing this
in-house. Recently hired “Chief Revenue Officer” to expand business and set up
partnerships across core int’l markets
• Successful developers often start publishing 3rd party
developers’ games to utilize their user network
• Rovio will publish up to 5 outside developers’ titles in 2013
• Some are focused on helping developers with certain regions
(eg. Pixonic)

18. App Marketing Trends (to drive installs)
• Word of mouth is key driver for game downloads
o >50% learn about new games from friends & family
o 40% learn from app store
o 25% learn via social media sites
• All developers are actively utilizing their existing user base to push
new games
• New platforms also trying to attract developers to leverage their
users in order to get a cut of revenue (eg. Mobage)
• Publishers getting sophisticated at marketing to achieve low cost
per download (eg. Pixonic)
• Apple is trying to stop incentivization of downloads
o Have tried to shut down Tapjoy numerous times
• Developing user loyalty is getting very important to developers

19. Case Study of Rovio Techniques
• Barnes & Noble: gameplay trailer on in-store
screens
• Cross promotion in Rovio news across all
games
• 700m Youtube channel views
• 22m Facebook fans
• 500k Twitter followers

20. In-App Advertising Trends
• Getting more into “Brand marketing” by well-positioned
product placement
o Some believe advertising should be 50% of app revenue
• Using 3rd Party platforms to advertise in the app
o Zeptolab using Inneractive to help monetize Cut the Rope by displaying engaging ads from >120
ad providers
o Flurry recently launched app ad platform, AppSpot, and attracted more than 1000 app publishers
to use it. It offers highly targeted advertising.
• Dynamic sponsoring of premium content by advertisers
o Enabled by WildTangent’s Brandboost platform
• Creating apps in partnership with brands to connect users with
the brand
o Big Animal Games does this with companie such as LEGO, Mattel, Swatch, etc.

21. Technology Trends
• HTML5 usage increasing to offer multi-platform approach
o 94% of developers are either using HTML5 or plan to use it this year according to Kendo UI
o Goko successfully launched several HTML5 games (Catan World, etc.)
• 3D graphics development platforms are quickly improving the
quality of graphics
o More than 1.3m developers are using Unity Technology tools to create great 3D graphics
o Previously gaming co’s created their own engines (eg. EA created Frostbite)
• Analytic engines are being used to develop higher quality games
faster by understanding user behavior
o PIXAPI- tracks thousands of in-game events simultaneously
o Kontagent
o Mixpanel
• Developers taking big titles to larger screens (eg. iPad) and other
platforms (eg. Windows Phone, etc.) to max revenue

22. Monetization Trends
• In-app purchasing the main driver recently, and increasing b/c
less and less people want to pay for a game
• In-app advertising becoming more important and better
targeted through providers like Flurry
• Many popular developers offering free version of their paid app
for short period of time to get people to try
• Game rental getting popular
o WildTangent platform allows gamers to rent a mobile game for a day for a
small trial fee before purchase
o Platform is pre-installed on phones by T-Mobile and Sprint and billing integrated
with carrer
• Gaming companies getting into offline merchandising like
merchandising and licensing, as the film industry has done

23. Agenda
The Market Landscape
Key Trends
Competition
Where the Opportunities Lie
Recommendation for Tatem
Appendix: Case Studies

24. Everyone is moving into mobile
Mobile
PC Gaming Co’s Facebook Gaming Co’s
Pureplay Mobile Online Gaming

25. Most of the leaders in mobile are pureplays that
were founded only in the last several years

26. Agenda
The Market Landscape
Key Trends
Competition
Appendix: Case Studies
International Developers Analytics
Russia/Ukraine Developers Platforms

27. Kabam
• Getting into 3D
• Testing variety of strategies:
Mobile-first, web-first
• Creating universal platform
that allows them to publish to
all platforms
• Partnered with Warner Bros. to
make social mobile games for
“Hobbit”
• Put 4 games on CNET’s
Download.com
• Created: 2007
• HQ: SF
• Employees: 550+
• Funding: $125m+
• 30% revenue from FB
• Games: Kingdoms of
Camelot, Hobbit, Dragons of
Atlantis
Company Info Strategy
Publisher Developer

28. Kama Games
• Publish developers in
China, India, Russia, US and
Canada
• Publishing on Mobage
• Use multiple platforms including
online play
• Create impressive web pages
for the games
(www.pokerist.com)
• Bought the IP of Mall Party, Epic
Gladiator and City Friends (not
the teams)
• Created: 2009
• HQ: Vladivostok, Russia
• Employees: 30
• Funding: Bootstrap
• Games: Pokerist – Texas
Poker, Fantastic Fishes, Monkey
Business, Sea Battle
• Texas Poker app was believed
to be earning $2-3m per month
(strong monetisation)
Company Info Strategy
Publisher Developer

29. Storm 8
• Stay independent
• Keep everyone in 1 office
• Got into casino games in 2012
with Shark Party
• Investing heavily in technology
to launch on multiple platforms
and launch high quality games
at lower costs/faster (dev cycle
= 2-3 months)
• “Dolphin” engine for creating
great graphics
• Experimenting with HTML5 for
mobile
• Created: 2009
• HQ: Menlo Park
• Employees: 150+
• Funding: Bootstrap
• Games: Dragon Story, Pet Shop
Story, Slots, Poker, Bubble
Mania, World War, iMobsters
• Audience: 6m+
Company Info Strategy
Publisher Developer

30. Buffalo Studios
• Focused on products that have
a long “shelf life”
• Bingo Blitz has unique “City
Rooms” such as
Paris, Hollywood, etc.
• Increase winnings by
completing “Collections”
• Adding members to your team
earns everyone more credits
• Partnered with Riviera Hotel &
Casino to win a trip to casino
• Showed interest in OnGame
Poker network (real $) link
• Created: 2010
• HQ: SF
• Employees: 45
• Funding: s
• Games: Bingo Blitz (no. 1 Bingo
game on FB), Bingo Rush,
• Bingo Blitz had over 5m installs
by Oct. 2011
• Claimed that Zynga copied
their Bingo game
Company Info Strategy
Publisher Developer

31. Ludia
• Recreates game show themes
on mobile app
• Partnered with BBC
• Entered publishing when
signed deal with Red Sprite
Studios
• Uses WildTangent’s BrandBoost
platform to enable advertisers
to dynamically sponsor access
to premium content
• Acquired Mistic Software in
2009
• Created: 2008
• HQ: Montreal, CA
Part of Freemantlemedia
(leading producer of TV
entertainment brands, a RTL
company)
• Employees: 100
• Funding: s
• Games: Family Feud, Jurassic
Park Builder, Weakest Link, Price
is Right, Press Your
Luck, Bachelor, Hollywood
Squares
Company Info Strategy
Publisher Developer

32. Pocket Gems
• “Mobile first” strategy
• Focused on “Casual” genre
with addictive game play
• Released 10 games in 2011
• Mainly cater to females
• 16 titles on iOS / 7 on Android
• Utilized Twitter integration in iOS
5 on Tap Pet Hotel and over
92,000 tweets sent in feb 2012
• Tried first “voice-based” mobile
game called All Talk
• Created: 2009
• HQ: SF
• Employees: 140
• Funding: $5m
Sequoia, Redpoint
• Games: Tap Zoo, Tap Campus
Life, All Talk, Tap Dragon
Park, Tappily Ever After, Tap
Paradise Cove
Company Info Strategy
Publisher Developer

33. Nexon
• Acquired mobile developer
“gloops” for $468m in cash
• Alliance with DeNA for
international expansion
• $900m+ in revenue
• Most lucrative hits are 5-10
years old and keep generating
revenue
• Wants to find growth in N.
America and Europe
• Created: 1995
• HQ: Korea
• Employees: 3000
• Funding: s
• Games: Combat
Arms, KartRider Pit, Space
Tanks, MapleStory Live
Company Info Strategy
Publisher Developer

34. GREE
• Acquired OpenFeint platform in
4/11 but have not promoted it
• Ramping up presence in western
markets (new London
office, Vancouver studio)
• Acquisitions: App Ant Studios
(9/12), Funzio (5/12), Crowdstar
(4/12), iWin (4/12), Wizcorp
(4/12), OpenFeint (4/11)
• “GREE Loves Indies” program to
introduce an indie a month to int’l
audience
• Partnered with MoPartner, French
affiliate ad network with over
100,000 publishers
• Just bought stake in
eBuddy, mobile IM company
• Created: 2004
• HQ: Japan
• Funding: $4.7bn market cap
• Business: Reaches over 190m
players and offers 7,500+ apps
for smartphones
• Games: Monster Quest, Crime
City, Modern War
Company Info Strategy
Publisher Developer

35. DeNA
• Operates Mobage-town, combo of
virtual world, social network and
gaming platform, with 11m
members
• Alliance with Yahoo to integrate
their PC social gaming offerings
“Yahoo Mobage”
• Launched Ngmoco mobile social
network in July 2011
o Sits on Android operating system
and generates $1.3bn in revenue
for DeNA
• Jointly developing mobile social
games with Disney
• Partnered with Nexon to publish
games
• Created: 1000
• HQ: Japan
• Employees: 2000+
• Sales: >$1.8bn
• Games: Blood Brothers, Marvel
War of
Heroes, Hellfire, Nightclub
City, Rage of Bahamut, Quests
& Sorcery
• Launched Ngmoco mobile
social network in July 2011
• Actively expanding in
Taiwan, Hong Kong, India and
Macau
Company Info Strategy
Publisher Developer

36. Zynga
• Mark Pincus said "I don't
fucking want innovation. You're
not smarter than your
competitor. Just copy what
they do and do it until you get
their numbers.“
• 2012 launched Zynga API to
help developers build social
games
• Zynga Partners for Mobile
program (Atari, etc.)
• Partnered with Hasbro for toys
in 2012
• Created: 2007
• HQ: CA
• Employees: ?
• Funding: Public
• Games: Zynga
poker, CityVille, FarmVille, Empir
es and Allies
• Acquired: XPD Media
(5/10), Challenge Games
(6/10), Conduit Labs
(8/10), Dextrose became
Zynga Germany, Wonderland
Software in UK (4/11), Bonfire
Studios (10/10), OMGPOP
(3/12) , Buzz Monkey (6/12)
Company Info Strategy
Publisher Developer

37. Tiny Co
• Launched revenue sharing
program for mobile gaming
developers
• Established game developers
use about 30 different methods
for acquiring users
• Launched $5m fund to invest in
casual mobile game
developers (up to $500k per
title)
• Created: 2009
• HQ: SF
• Employees: 40
• Funding: $18m (Andreesen
Horowitz)
• Games: Tiny Monsters, Super
Slots, VIP Poker, Tap Resort
Party (try), Tiny Chef
Company Info Strategy
Publisher Developer

38. Playtika
• Acquired by Caesars
Entertainment for $80m
• Launched on Odnoklassniki in
May 2012
• Available on Amazon app
store in 4/12
• On Yahoo in Japan and US in
4/12
• Created: 2010
• HQ: Tel Aviv (also in Israel and
Kiev)
• Employees: ?
• Games: Slotomania, FarklePro
(dice), Cat Chef
Company Info Strategy
Publisher Developer

39. BitRhymes
• Got into casino games in 2011
• Targeted at women
• Looking at real-money casino
play
• Created: 2010
• HQ: India/US
• Employees: x
• Funding: $1m angel funding
• Games: Bingo
Bash, Vegas, Salon Street
• Run rate of $45m in revenue in
2012
Company Info Strategy
Publisher Developer

40. Wooga
• 70m+ have played Diamond
Dash
• Want to be on as many
platforms as possible
• Don’t want to grow employees
by more than 2x per year
• Mobile is core focus in 2012
• 64% of players are logged in
via FB
• Teams are independent with
no shared resources
• Focus on A/B testing and
iteration link
• No longer developing games in
HTML5 for facebook
• Created: 2009
• HQ: Berlin
• Employees: 200
• 3rd largest gaming co on
Facebook platform
• Funding: $33m
• Studios: x
• Audience: xx
• Revenue: x
• Games: Diamond Dash, Bubble
Island, Monster World
Company Info Strategy
Publisher Developer

41. Ubisoft
• Created own movie studio
• Partnered with PlaySpan for
virtual goods monetization
platform (2010)
• Sold off gameloft in 2007
• Interested in buying THQ’s
assets
• Created: x
• HQ: France
• Employees: 450
• Top 3 European gaming co
• Studios: 25 (in 17 countries)
• Audience: xx
• Revenue: >$1bn
• Games: Nutty Fluffies, Prince of
Persia Classic, Assassin’s
Creed, Master All Classics
Company Info Strategy
Publisher Developer

42. Big Fish Games
• Also publishes apps on their
website and partners with over
500 developers
• Acquired Grubby Games in
2009 and Self-Aware Games in
2012 (for $12m)
• Launched casual cloud
gaming service for TVs, mobile
and PC’s and will bring 1000-
2000 games to it. Offers ability
to log in from any device and
universal experience across
platforms
• Entered real money gabling
with Betable in 8/12
• Created: 2002
• HQ: Seattle
• Employees: ?
• Funding: $83m
(Balderton, General Catalyst)
• Games: Big Fish Casino
Company Info Strategy
Publisher Developer

43. Double Down Interactive
• Started out just as Blackjack for
Facebook
• Focuses on single app casino
approach
• Partnered with WildTangent for
advertising
• Sold to IGT for $500m
• Using games from real casinos
like “Da Vinci Diamonds” with
patented mechanics
• Started by experts from Vegas
style online gambling
• Created: 2010
• HQ: Seattle
• Employees: 110
• Funding: s
• Games: Double Down Casino
Company Info Strategy
Publisher Developer

44. Blue Shell Games
• Facebook + Mobile
• Offers ability to upgrade
machines (to increase
jackpot, # of spins, etc.)
• Created: 2010
• HQ: SF
• Employees: ?
• Funding: ?
• Games: Lucky Slots, Tiny
Town, Urban Warfare
• Lucky Slots had 1.5m MAU’s
and 320k DAU’s
Company Info Strategy
Publisher Developer

45. Product Madness
• Slots – large variety of slot
machines in 3D Slots (17
machines with 7 more “coming
soon” . Each with own unique
feel
• Minigames – if you match
roulette tables than you play a
quick round of roulette, etc.
• Created: 2009
• HQ: SF (and London)
• Employees: x
• Funding: s
• Platform: Facebook
• Games: Team Slots , Hollywood
Slots, 3D Slots, Baby Town
• Team Slots has 460k MAUs
Company Info Strategy
Publisher Developer

46. WildTangent
• Manages advertising sales for
major players such as
PopCpa, Sony, etc.
• Going for “rental” model using
own app with ~100 hand-
picked titles
• Have partnerships with lots of
PC manufacturers and mobile
carriers
• Allow players to pay on a per-
session basis by using online
currency “WildCoins”
• Opened new gaming studio in
Seattle for mobile
• Distributes more than 2000
games by 3rd party developers
• Created: 1998
• HQ: Redmond, WA
• Employees: ?
• Media advertising platform
connected to 175m consumers
• One of largest online game
distributors in the world
• Turnkey solution for advertising
= BrandBoost (allows advertisers
to sponsor free game sessions)
• WildTangent Games app only
available on Android (for
mobile) and pre-installed on
most major PC’s
Company Info Strategy
Publisher Developer

47. Large Animal Games
• Focused on social gaming
since 2008
(Facebook, MySpace, Orkut, iO
S)
• Team up with partners such as
LEGO, Mattel, MTV, Swatch
and others to create innovative
games that connect fans
• Created: 2001
• HQ: NYC
• Employees: ?
• Funding: Bootstrap
• Games: 90+, Lucky
Cruise, Nomsters, Spartacus
• Platform: Facebook
• Technology: Toga – cross-
network social game platform
(sells this)
Company Info Strategy
Publisher Developer

48. King.com
• Tournament games focused on
puzzle, strategy, word, card and
sports games
• Trying out “incentivised video”
ads on mobile
• Tried HTML5 with Pyramid Solitaire
• 2012 focus is still on Facebook
and bring rest of 160 games
there
• 2nd priority is going to mobile.
Opened 3 new development
offices
• Acquired Fabrication Games as
part of push into mobile
• Build new studio in London to
focus on SIMS games
• Created: 2003
• HQ: Sweden
• Employees: x
• Funding: s
• Business: Biggest gaming site in
the world with free games in
competitive tournaments
• 1 of 10 largest developers on
Facebook (49.6 MAUs)
• Games: Bubble Witch
Saga, Candy Crush Saga, Pet
Rescue Saga,
Company Info Strategy
Publisher Developer

49. 6waves (publisher)
• Shed development to focus just
on publishing in March ’12
• Provide game advisory
• Invest in paid user acquisition
• Localization – translate, adapt
and launch games into dozens
of languages
• Int’l partners: Japan
(Mobage, Mixi, Hangame), Chi
na (Tencent)
• Restructuring lately (Jim Ying)
• Created: ?
• HQ: Hong Kong (offices also in
SF, Moscow, Beijing, Tokyo)
• Employees: x
• Funding: $35m -Inisght Venture
Partners and Nexon Co
• Games: Lucky Cruise
• Presence: 150+ countries
• Platforms:
Facebook, IOS, Android
• Clients:
GameInsight, Playday, Atari, Ka
bam, Large
Animal, Pixonic, eGame
Company Info Strategy
Publisher Developer

50. Square-Enix
• Develops franchises on all
potential hardware/platforms
• Launching classics such as Final
Fantasy on Android
• Have launched over 30 iOS
apps to date
• Preparing Roll-playing (RPG)
launches
• Launched “Core Online”
service to enable free-to-play
high def games in a browswer
without installing
• Created: 1988
• HQ: Japan
• Type: Public
• Merger b/w Square and Enix in
2003. Also owns Taito.
• Made a loss in 2012
• Games: Tomb Raider, Final
Fantasy, Hitman, Gender
Wars, Koozac, SolaRola,
Company Info Strategy
Publisher Developer

51. Chillingo (Publisher)
• Rovio discontinued using them
since 2009
• “Crystal” social platform –
good at finding your friends
and handling info when you’re
offline
• Created: x
• HQ: Manchester, UK
• Employees: x
• Funding: Bought by EA in 2010
for $20m
• Premier publisher for
independent titles
• Games: Angry Birds, Cut the
Rope, Parking Mania
Company Info Strategy
Publisher Developer

52. Agenda
The Market Landscape
Key Trends
Competition
Where the Opportunities Lie
Recommendation for Tatem
Appendix: Case Studies
International Developers Analytics
Russia/Ukraine Developers Platforms

53. Mail.ru
• Owns stake in Zynga
• Tencent owns a stake in Mail.ru
• June 2012- opened Producer
Center for games
• Created: 1998
• HQ: Moscow
• Employees: x
• Funding: s
• Games: Legacy of
Dragons, Allods Online, Lovely
Farm
• More than 40 social games
• 2.5m active users
Company Info Strategy
Publisher Developer

54. Zeptolab
• Used HTML5 for Cut the Rope
• Used Chillingo to publish Cut
the Rope but publishing
everything themselves in the
future
• Signed deal with Burger King to
bring their Cut the Rope
character to kids’ meals
• Porting to Mac OS (as its less
occupied then the mobile app
store)
• Created: 2010
• HQ: Moscow
• Employees: 40+
• Funding: s
• Downloads: 100m+
• Games: Cut the Rope
(10/10), Cut the Rope:
Experiments (8/11), Parachute
Ninja (2/10)
• More than 100m downloads
link
Company Info Strategy
Publisher Developer

55. Pixonic
• Publishing lots of international
titles into Russian-speaking
market
• Publishing Russian developers
to foreign social networks
(Alawar)
• PIXAPI platform speeds access
to lots of these social networks
• Created: 2009
• HQ: Moscow (other office in SF)
• Employees: 50
• Funding: $6m -
Qiwi, Kite, TA, Ventech
• Games: Hotel, Avia
Tycoon, Mercenaries, Gold
Rush, Eden Garden
• 21 developer partners in 8
countries
Company Info Strategy
Publisher Developer

56. Game Insight
• Try to launch at least 1 social
game each month
• 30+ free-to-lay games for all
major platforms
• Localizes into 140 countries
• Focus is on making highest
quality games
• Owns a majority stake in 15
game studios
• Created: 2010
• HQ: Moscow (publishing in SF)
• Employees: 400
• Funding: s
• Studios: >15
• Audience: 50m actives per
month
• Revenue: $150m
(2012), profitable
• Games: Mirrors of
Albion, Mystery Manor, The
Tribez, Rule the Kingdom, Rock
the Vegas, My Railway
Company Info Strategy
Publisher Developer

57. Alawar
• Published more than 200 PC
games since 2001
• Partnerships with 30+ game
studios
• Focused on “try before you
buy” model
• Distribution through own
network of sites and partner
with major jetworks such as
Yahoo
Games, BigFish, AOL, RealNetw
orks
• Created: 1999
• HQ: Novosibirsk
• Employees: 171
• Funding: FINAM, Almaz
• Studios: 6 in various regions
• Games: The Golden Years: Way
out west, Gourmania, Vacation
Mogul,
Company Info Strategy
Publisher Developer

58. Nevosoft
• Entered mobile in 2011]
• Has
portal, www.nevosoft.ru, that
introduces 4 titles per week
and has 1.5m visitors/month
• 300 game reviews/month
• “Try before you buy” – you can
play for 1 hour
• Created: 2002
• HQ: St. Petersburg(
• Employees: x
• Audience: 4m+ users
• Revenue: x
• Games: Pioneer Lands, Lord of
the Runes, Land Grabgers,
Company Info Strategy
Publisher Developer

59. Agenda
The Market Landscape
Key Trends
Competition
Where the Opportunities Lie
Recommendation for Tatem
Appendix: Case Studies
International Developers Analytics
Russia/Ukraine Developers Platforms

60. Swrve
• Offers A/B testing
• Has easy dashboard to make it
easy to use powerful analytics
tools to improve customer
experience and monetisation
• Swrve campaign tracker -
Allows developers to track ROI
on how much they’re spending
to qcquire new users
• Created: 2011
• HQ: CA
• Employees: 30
• Funding: $6.25m (Atlantic
Bridge Partners + Intel Capital
• Product: Help developers get
real-time feedback on
behavior of gamers
Company Info Strategy

61. Heatma.ps
• Trying to complement and not
compete with other analytic
platforms
• Created: x
• HQ: Poland
• Employees: x
• Funding: $400k
• Product: Provides insight like
where users touch first and
most often
Company Info Strategy

62. Agenda
The Market Landscape
Key Trends
Competition
Where the Opportunities Lie
Recommendation for Tatem
Appendix: Case Studies
International Developers Analytics
Russia/Ukraine Developers Platforms

63. Hitfox
• Work with large developers to
acquire them downloads on 3rd
party websites and apps
• Created: 2011
• HQ: Germany
• Employees: 70
• Funding: $5m+ (Kite
Ventures, Team Europe)
• What they do? Acquires game
distribution startups like
ad2games, Applift and Game
Finder
• Clients:
Gameloft, TinyCo, Kabam
Company Info Strategy

64. Duxter
• Most other social networks (eg.
Raptr) focus on gameplay stats
but goes into broad range of
social interactions
• Account links with other
gaming services (Xbox
Live, Playstation, World of
Warcraft, etc.)
• Created: 2012
• HQ: x
• Employees: x
• Funding: $500k
• What they do? Linkedin for
gaming
Company Info Strategy

65. Kiip
• Just launched a new system
that records achievements
within apps
• Created: x
• HQ: x
• Employees: 70
• Funding: $15m
• What they do? Allows
developers to embed real-
world and virtual rewards within
their app (eg. get a Starbucks
card for achieving a certain
level)
Company Info Strategy

66. Trademob
• Connects with over 100 ad
networks (Admob, Inmobi, etc.)
and offers optimisation
technology to improve success
of campaigns
• Created: 2010
• HQ: x
• Employees: x
• Funding: $15m
• What they do?
Tracks mobile app marketing
campaigns to better
understand how they are
performing
• Claims reach of >500m
smartphones
Company Info Strategy