The Mobile Games Landscape

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The Mobile Games Landscape
b206
The Mobile Games Landscape

Downloaded Apps: Portio Research / System Market Share: ABI Research
App Industry Numbers
In 4 years the number of apps downloaded will more than double.
InsightCubes | Business Intelligence for Startups

Applift/Newzoo Infographic
Online Game Industry Numbers
Europe is the best market to be in.

70.4 86.1
12.3 23.9
17.4% 27.8%
2013 2016
Global Games Market (Billion US$)
Newzoo 2013 Global Games Market report
mobile mobile
CAGR=27.3%
Game Market Revenue
The game market will grow 27% on average per year until 2016.

Types of Mobile Games most often played
ESA - Entertainment Software Association (US Data)
Mobile Games Preference
Casual is king.

US Mobile Gaming Revenues (US$ Million)
eMarketer
Business Model
Paid games make more money.

AppApp $
30%
70%
AppApp
30%
70%
AppApp
?%
?%
mobile ad
platform
Paid App
Free App w/ Ad
Free App w/ DG
How does an app make money?

Key Findings - Market
People download apps more then ever and this number doesn’t stop growing.
Android is the market leader.
iOS is still important.
European users spend more money.
US generates more revenues than all of Europe.
Mobile games will capture 10pp of the entire market in 3 years.
It will almost double its revenues at the same time.
Casual games are the favorite kind of game.
Paid games make 7 times more money than games based on advertising.
In a classic business model, the company has to pay 30% to Apple/Google.

27.4 28.9
Average Age
68% spend at least 1 hour a day
47% 53%
Gender Share
Millennials
Gamers Demography
Millennials are the most important audience.

Time vs. Money Spent by age group
Flurry Analytics
Who spends more time and money?
Millennials spend more money on mobile games.

Greater purchasing power
Digital natives
Millennials
They look for better interfaces in terms of interactivity, visual appeal
and opportunities for personalized interaction and co-creation.
They use blogs, reviews and social networks to endorse, recommend
and share, but also to reposition, vent and complain.

Time spent on iOS and Android connected devices
Flurry Analytics ComScore NetMarketShare
What people do on their phones
Gaming is the mains activity on phones.

Key Findings - Users
Millennials are the most important audience for a mobile games
company.
Millennials spend more money on mobile games.
Gaming is the largest activity on mobile.

US$ 100 Million
2013 revenue
Games based on movie licenses and original
games inspired by console hits like "Grand Theft
Auto" and "Call of Duty."=
The Dar World
Gangstar Vegas
Modern Combat 3
Notable Games

US$ 195 Million
2013 revenue
It keeps cranking out successful variations of its
“Angry Birds” series, whose popularity have turned
the company into a merchandising goldmine.
Angry Birds Star Wars II
The Croods
Notable Games

US$ 300 Million
2013 revenue
"Where's My Water?" series has brought in over 240
million downloads (with an estimated revenue of
$1.66 per user) and spawned a line of merchandise.
Where’s my water II
Star Wars: Tiny Death Star
Castle of Illusion Starring Mickey Mouse
Notable Games

What people do on mobile when they are not playing
Pew Research Center
Indirect competitors

Key Findings - Competitors
Successful games are good to be re-editing and generating more profit.
When people are not gaming on their phones, they are probably
communicating.
It’s more than a game, it’s a full entertainment chain.

Blog as a hub for information and
relationship with the company
Basically, news from its products
It uses the name of its game to capture
attention on Facebook

Well structured weblog
Classic Facebook approach
It incentivises users to
subscribe and get more
engagement
Strong presence on Youtube

Rules of engagement
One character, a lot of merchandising possibilities.

It must have something valuable to share.
It must make it easy for users to share and their
friends to join.
It must reward users for sharing and offer them
incentives to come back.
The more people use the app, the more value
must be created for them.
Viral App Circle

Ranking =
(# installs wighted/past few hours) + (#
installs wighted/past few days) + reviews (#
stars + # reviews) + engagement (# times
app opened) + sales
How to get a good page rank

Easy to share and rateEasy to share and rate
FlappyBird: the phenomenon

Blogs are good to build a contact point between company and audience.
A newsletter is a good way to catch your audience attention a second
time.
Cute characters conquer audience sympathy and make them more
engaged to your products.
Key Findings - Marketing
Good design can make the difference for a good evaluation from a
costumer.

RecommendationsRecommendations

Recommendations
1Focus on Android.
2
To reach a great success, the company needs to
be popular in US, where the biggest portion of
the money is.
3
If the company dos not have a good
infrastructure to deal with big scale audience,
Europe is the best market to be in.
4
Mobile games market is a good market to invest
in because it will have a great growth with low
cost infrastructure.

5Invest in casual games
development.
6
Prefer paid games instead free ones.
Incorporate revenue sources on the games, like
digital goods, for example.
7
Be aware the company has to reserve 30% os
its revenue to pay mobile platforms
(Apple/Google)
8
Make your products thinking of your millennial audience: 1) very
engaged people, 2) seeking good interfaces and design, 3) getting
information and recommendation from social networks.
Recommendations

9If people like to communicate a lot, your games have to
connect your audience with their friends.
10
A blog is a good platform to communicate with
your audience. Make it look professional but cool
at the same time.
11
Be open to your audience, answering all the
questions and bringing to them all your public
information.
12Make a Facebook page with plenty of
content to engage your audience.
Recommendations

13Give one or two people on your team the responsibility of taking care of
your Facebook page, building a trusting relationship with your audience.
14Incentivise users to subscribe to your newsletter.
15Make a valuable newsletter for your audience
and set a schedule to send it.
16
Incentivises your newsletter subscribers
to go back to your page and play the
game again. Force them to get a new
habit.
Recommendations

17Build cute characters those can catch your audiences attention.
18Explore new ways to use your characters in
many other products.
19Invest in a design that makes your audience rate
you more often.
20
Measure all your results. Analyze your
accomplishments and mistakes, and
learn how to optimize your process.
Recommendations

www.InsightCubes.com March/2014
Luciana Couto

The Mobile Games Landscape

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