Robby Yung (Animoca Brands) presents on The Mobile Gaming Opportunity for Brands at Mumbrella's Entertainment Marketing Summit 2016.

1. Robby Yung, CEO

2. Who is Animoca Brands?
• Founded in 2009 in Hong Kong
• Spun out of Animoca and public since 2015 (ASX: AB1)
• Casual game developer and global publisher
• 240 million installs / 12 - 15 million MAU’s
• Focused on games with branded IP, especially family entertainment

4. Family Entertainment is Changing

5. Then and Now

7. Source: “Third of pre-school children have their own iPad, says study,” The Guardian, 6 October 2015.
Children under 3 that own a tablet
Children under 5 that own a tablet
Children aged 3-5 that own a tablet 37%
31%
25%
Young Children in the UK

8. In 2015, UK children 12-15 said they preferred YouTube
to other sources of video content (this means you, TV).
Source: “Ofcom: Children and Parents: Media Use and Attitudes Report,” November 2015.

9. Mobile is the Biggest Ad Opportunity

10. % of Time Spent vs. Advertising Spent
in the USA in 2015
0%
8%
16%
24%
32%
40%
Print Radio TV Internet Mobile
12%
23%
39%
10%
16%
25%
22%
36%
13%
4%
Time Spent Ad Spend
Sources: Advertising spend based on IAB data for full year 2015. Print includes newspaper and magazine, Time spent share data based on eMarketer 4/15 (adjusted to exclude outdoors / classified media
$29bn

11. Facebook and Google
together accounted for
64% of the $78bn US
online ad market.
Facebook and Google
dominate mobile brand
advertising and app-install
advertising.
Web is shrinking in favour
of in-app advertising.

12. Share of Average Time Spent per Day by US Mobile
Internet Users and US Mobile Internet Ad Spending
Share, in-App vs. Mobile Web 2016 - 2018
0%
15%
30%
45%
60%
75%
90%
Time Spent Ad Spending Time Spent Ad Spending Time Spent Ad Spending
27%
20%
27%
20%
27%
21%
73%
80%
73%
80%
73%
79%
In-App Mobile Web
2016 2017 2018
Source: eMarketer, April 2016.

13. Q2 Revenues of $8.4bn
Q3 Revenues of $9.2bn
84% of Ad Revenues from Mobile:
• video ads
• expanded ads on Instagram
1.79 billion monthly active users
Mobile Ads = $12.95 / MAU
Premium pricing on mobile for
news feed rather than right rail

14. Mobile Gaming

15. We are all gamers
0%
20%
40%
60%
80%
2014 2015 2016 2017 2018 2019 2020
Gamers as a % of US mobile users Gamers as a % of US population
Source: eMarketer, February 2016.

16. Why Mobile Games?
• 32% of time spent on mobiles is spent in games (Flurry)
• 73% of mobile users are gamers (eMarketer)
• 67% of people have visited an advertisers website after
seeing a mobile ad (Super Monitoring)
• 82% of users notice mobile ads (Google)
• $20bn will be spent in the US alone on programmatic mobile
ad networks (eMarketer)

17. Ad Formats
Interstitial
Rewarded
Banner
Native
Other
Source: deltaDNA, “In-Depth Study of Free-to-Play In-Game Advertising in Mobile Games.” Nov 10, 2015.

22. Advertising in games works
In-game ads have been found to increase:
• purchase intent by 24%
• brand recommendation by 23%
• overall brand rating by 32%
Source: Microsoft, October 2014.

23. Robby Yung, CEO
ryung@animocabrands.com @viewfromHK