2. Users & Apps
Users Apps
1B
700K
600K 600M*
550K
480M
365M
200K
Data Source: Various Website
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3. Monetization & Cost
Casual Core Casual Core Casual Core Casual Core
ARPDAU $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
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4. Retention
Casual Games Core Games
45%
50%
45%
31%
30% 30%
27%
25% 21%
20% 17%
13%
11% 10%
9% 8% 7%
Day 1 Day 7 Day 14 Day 30 Day 1 Day 7 Day 14 Day 30
Data Source: 6waves internal data
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5. Indies in Top 100 Grossing
Independents Established
100% 95%
90% 83%
80% 72%
70% 64%
60%
50%
40% 36%
28%
30%
20% 17%
10% 5%
0%
Data Source: Base on Top Grossing in AppStore, AppCenter
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6. Top Grossing by Genre
34%
32%
28% 28%
26%
24% 24% 24%
20%
16%
14% 14%
12%
2% 2%
Puzzle Sims Casino Sports Strategy
Data Source: Base on Top 50 Grossing in AppStore, AppCenter
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7. Facebook
64%
Viral Installs
Cross Promo
Paid Installs
Viral Growth Regional Growth
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8. Facebook
eCPI CPI Rev/Install
Low eCPI App Center
Data Source: Base 6waves Internal data
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9. Facebook
Saturation Social Games Fatigue
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Both Android and iOS are growing quickly on a daily basis, especially Android.In a sense this give a good perception on supply and demand for each ecosystem. It is a snap shot of # users compare with # developers.Both Android and iOS already have more apps than FB and Tencent. Meanwhile we do expect the # of users on both these platform to climb.Games account for 49% of Tencent Rev compare to 13% for FB
FB – above average ARPU, lower CPI, and eCPI. For core game can get rather expensive, difficult to get volume.Mobage – very high ARPU, lower DAU (100K), platform will augment UATencent – low ARPU, but rising quickly. Rising DAU. Platform augment UAiOS – highest ARPU for Core games, very expensive UA, but exceptionally high ARPU for Core games.
Demo difference in different platformWith a built in SNS, it’s easier for Mobage and FB to re-engage users
Rank chart ecosystem + lack of ad platform and inventories per platform make it difficult for pure ROI base marketing
FB – Stronger with Puzzle, Sims and Casino* Slots/Bingo (Skew Female, Higher Age Group)iOS – Only one with strong Sports category (Skew younger male)Android – Strongest with Core/Strategy
Viral still happens, take time to build up initial mass, but after 3-6 months, Viral account for 64% of installsJP, KR, VT, strong growth in previous 3 months (plus these are meaningful countries with high monetization and strong gaming cultures)
Low eCPI due to more inventory, and viral effectApp Center is also driving tons of users with both Trending and Suggested Games
For most Western countries the growth has slowed dramatically, Top 15 countries experience less than 10% growth in past 3 monthsSocial Games Fatigue – there is definitely some impact on Sims style games. But other genre such as Casino and Puzzle are doing very well.