Delivered at Casual Connect Europe 2017. The kids category is the nexus of some of the most diverse content and business models in the app store. From premium to freemium and subscription services, apps for kids have to be so much more than just fun, and navigating your way to success is all about the rules.

1. The Kids Category:
Some Assembly Required…
Robby Yung, CEO

4. Kids Don’t Sound Like a Good Market
• Short attention spans
• Kids are easily satisfied
(implication: don’t want to buy
IAP’s)
• Kids don’t have much (any) money
• You can’t advertise (COPPA)

5. There’s a Bright Side…
• Kids are loyal (brands!)
• Kids are impressionable - they’re
more open to trying new things
• Kids love to play and play and play,
racking up sessions
• Kids drive parent’s spending

6. Brand Loyalty

8. Why Brands?
• Attract interest from loyal fans / user
acquisition
• Organic growth
• Inspire loyalty
• Stand out in a crowded field
• Incentivise developers

17. Subscription Content
Parents
• A walled garden of kid-friendly
content
• Deep content that can engage
for hours on end - unlimited
play
• No IAP / not predatory
• Straightforward pricing model -
strong value proposition
Developers
• The model parents prefer
• Free app - download rate higher
than premium apps
• Higher LTV
• Platform rebate - 15%
• Recurring revenue

18. Advertising / COPPA
• Children 13 and under
• No data collection
• No targeting
• Ad screening (kid-friendly)
• EU will be the same in 2018 but for kids up to 16

21. $37bn

22. $37bn
$53bn

23. $37bn
$53bn
$18bn

24. $37bn
$53bn
$18bn

25. $37bn
$53bn
$18bn

26. $37bn
$53bn
$18bn
$180bn

27. COPPA
compliant
ads
$37bn
$53bn
$18bn
$180bn