The underlying analysis investigates the appeal of different regions for mobile game publishers and sheds light onto growth opportunities, monetization potential and user acquisition costs.

1. THE GLOBAL MOBILE GAMES LANDSCAPE
GLOBAL MOBILE GAMES REVENUE
Tablet games revenue will grow 400% by 2016
POWERED BY
CAGR 2012-2016
$23.9BN
27.3%
TOTAL
47.6%
$12.2BN
$9.1BN
TOTAL
18.8%
$3.7BN
$8.5BN
$2.1BN
$7.0BN
TABLETS
TABLETS
$10.0BN
$13.9BN
SMARTPHONES
SMARTPHONES*
2012
2013e
2016e
* includes feature phones
MOBILE GAMES MONETIZATION WORLD MAP
With close to
AVERAGE
SPEND*
65M
146M
EASTERN EUROPE
REVENUE 2013e
$2.3BN
38%
YoY Growth
LATIN AMERICA
REVENUE 2013e
YoY Growth
63%
YoY Growth
$5.9BN
29%
YoY Growth
AVERAGE
SPEND*
29M
84M
AVERAGE
SPEND*
172M
412M
$0.67
PAYERS
PLAYERS
25%
AVERAGE
SPEND*
32M
105M
$1.15
PAYERS
PLAYERS
39%
ASIA PACIFIC
REVENUE 2013e
$260M
33%
YoY Growth
$420M
MIDDLE EAST & AFRICA
REVENUE 2013e
$400M
$1.27
PAYERS
PLAYERS
WESTERN EUROPE
REVENUE 2013e
$3.0BN
AVERAGE
SPEND*
27M
88M
$4.40
PAYERS
PLAYERS
NORTH AMERICA
REVENUE 2013e
YoY Growth
AVERAGE
SPEND*
43M
129M
$3.87
PAYERS
PLAYERS
$6 BN, Asia Pacific is the biggest mobile games market worldwide
$2.86
PAYERS
PLAYERS
* per month per paying mobile gamer
SELECTED INSIGHTS ACROSS THE REGIONS
REVENUES PER APP STORE
IN APP
PAID
90% 10%
MARKET SHARE OF MOBILE
OPERATING SYSTEMS
iPhone
92%
8%
iPad
TOP 3
GROSSING COUNTRIES
FOR MOBILE GAMES
RANK
1
MARKET SHARE OF MOBILE
OPERATING SYSTEMS
ANDROID
54%
UK
9%
Google Play
GERMANY
OTHER
UK
FRANCE GERMANY
3
GERMANY FRANCE
41%
37%
iPad
UK
2
iOS
iPhone
ANDROID
iOS
NORTH AMERICA
FRANCE
Over
49%
90% of app store revenue in North America
comes from in-app purchases
10%
OTHER
Lass uns spielen!
SHARE OF POLISH MOBILE
GAMERS PLAYING ON
FEATURE PHONES,
SMARTPHONES AND TABLETS
Jouons !
Mobile device
Game on!
Smartphone
WESTERN EUROPE
The same
platforms
Feature phone
3 countries make the top grossing markets across
Share
56%
42%
19%
Tablet
MARKET SHARE OF MOBILE
OPERATING SYSTEMS
GENDER SPLIT OF MOBILE
PLAYERS AND PAYERS
PLAYERS
COUNTRY
ANDROID
iOS
PAYERS
21%
50%
29%
54% 46% 71% 29%
JAPAN
OTHER
57% 43% 60% 40%
CHINA
58% 42% 65% 35%
SOUTH KOREA
52% 48% 59% 41%
AUSTRALIA
EASTERN EUROPE
56% of Polish mobile gamers play on a smartphone
MARKET SHARE OF MOBILE
OPERATING SYSTEMS
iOS
7%
ANDROID
47%
46%
OTHER
CPI LEVELS FOR THE TOP
GROSSING COUNTRIES
COUNTRY
ASIA PACIFIC
iOS
Android
$1.67
$1.52
$1.33
$1.02
$1.35
$0.83
UAE
71% of paying mobile gamers in Japan are male
SAUDI
ARABIA
SOUTH
AFRICA
MARKET SHARE OF MOBILE
OPERATING SYSTEMS
iOS
NUMBER ONE GROSSING GAME
COUNTRY
iPhone
iPad
12%
38%
Google Play
ANDROID
50%
OTHER
BRAZIL
MEXICO
ARGENTINA
MARKET SHARE OF MOBILE
OPERATING SYSTEMS
iOS
25%
46%
MIDDLE EAST & AFRICA
ANDROID
Acquiring a loyal gamer in the United Arab Emirates will
cost you on average
on iOS and
$1.67
$1.52 on Android
29%
OTHER
LATIN AMERICA
2
The same mobile games make the top grossing charts
across all platforms in the top 3 grossing countries
GEOGRAPHIC APPEAL MATRIX
NORTH
AMERICA
WESTERN
EUROPE
iOS
ANDROID
iOS
ANDROID
$2.55
$1.46
$2.33
$1.32
EASTERN
EUROPE
ASIA
PACIFIC
MIDDLE EAST
& AFRICA
LATIN
AMERICA
MOBILE GAMES
MARKET SIZE
Based on estimated
mobile games
revenue in 2013
GROWTH
POTENTIAL
Based on mobile
games revenue
CAGR 2012-2016
MONETIZATION
POTENTIAL
Based on share of
payers and average
spend per payer
CPI LEVELS
PER LOYAL GAMER
CPIs are averaged
across country
groups/continents
iOS
ANDROID
iOS
ANDROID
POLAND
RUSSIA
$1.62
$1.12
AUSTRALIA
S. KOREA
JAPAN
$3.70 $1.71
OTHER
COUNTRIES
$1.19
$0.76
OTHER
COUNTRIES
$1.39 $0.87
iOS
ANDROID
$1.20
$0.83
iOS
ARGENTINA
BRAZIL
MEXICO
$1.89
$0.94
OTHER
COUNTRIES
$1.11
$0.74
GLOBAL APPEAL
SCORE FOR
MOBILE GAME
PUBLISHERS
SOURCES
Global Mobile Games Revenue
Newzoo Global Games Market Report 2013 (August 2013)
POWERED BY
Mobile Gaming Monetization World Map
Newzoo Consumer Research (April 2012, September 2012 & April 2013)
Newzoo Global Games Market Report 2013 (August 2013)
www.applift.com
Insights Across the Continents & Geographic Appeal Matrix
AppLift Data (H1 2013)
Distimo Data (AppIQ, August 2013)
Newzoo Consumer Research (April 2013)
http://gs.statcounter.com (July 2013)
ANDROID
www.newzoo.com