iOS and Android game insights presented at Smartphone and Tablet Gaming Summit in SF, garnered from Flurry and Activision mobile game publishing partnership. Insights and data include: market size; expected DAUs; revenue potential; demographic differences, etc. per game type / genre; usage behavior; spending behavior; demographic (age, gender) differences across tablet vs. smartphone form factor and game genres.

1. Keep Your IP. Hold on to Your Hat.
Peter Farago @FlurryMobile
VP Marketing GAP@flurry.com

2. App Measurement & Advertising Platform
Flurry Analytics
Better apps on iOS, Android, BB, WP, HTML5
App Developers: 70,000
Live Applications: 190,000
Devices per month: 540M
Sessions per month: 38B
Events per month: 400B
AppCircle Ad Network
Acquisition & Monetization: iOS, Android
App Developers: 6,200
Devices per month: 250M
Daily Completed Views 3M

3. “Software is Eating the World” Andreessen in WSJ

4. iOS & Android Addressable Market
GLOBAL
POPULATION
7 BILLION
Sources: United States Census Bureau, based on Accenture analysis

5. iOS & Android Addressable Market
GLOBAL POPULATION 7 BILLION
MOBILE PHONE
SUBSCRIPTIONS
6 BILLION
Sources: US Census Bureau; International Telecommunication Union; based on Accenture analysis

6. iOS & Android Addressable Market
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
INTERNET
USERS
2.3 BILLION
Sources: US Census Bureau; International Telecommunication Union; based on Accenture analysis

7. iOS & Android Addressable Market
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
INTERNET USERS 2.3 BILLION
iOS & ANDROID
550 MILLION
Sources: US Census Bureau; International Telecommunication Union, Flurry; based on Accenture analysis

8. iOS & Android Addressable Market
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
9%
VS
MOBILE
INTERNET USERS 2.3 BILLION
24%
VS
INTERNET
iOS & ANDROID
550 MILLION
Sources: US Census Bureau; CIA World Factbook; Flurry; based on Accenture analysis

9. Penetration of WW Population, 5 Years After Launch
8X 3X 2X
8%
4%
3%
1%
PCs (1988) Facebook (2009) Internet (2000) iOS & Android (2012)
Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry

10. Apps Eating the Internet
U.S. MOBILE APPS VERSUS WEB CONSUMPTION
WEB BROWSING MOBILE APPS
94
81 MINUTES
70 66 74 MINUTES 72
64 MINUTES
MINUTES
MINUTES MINUTES
MINUTES
43
MINUTES
June 2010 Dec 2010 June 2011 Dec 2011
Sources: comScore, Alexa, Flurry Analytics; Smartphones & Tablets, U.S.

11. iOS & Android Games Command Consumer Time
DAILY SMARTPHONE APP CONSUMPTION, MINUTES PER CATEGORY, WW
7
7 10
10 12
11
24
15
25 24
Q1 2011(68 minutes) Q1 2012 (77 minutes)
Games Social Networking News Entertainment Other
Source: Flurry Analytics, Smartphones, WW

12. iOS & Android Games Eat Traditional Gaming Revenue
U.S. PORTABLE GAME SOFTWARE BY REVENUE
19%
34% 36%
11%
57% 58%
70%
9% 6%
2009 2010 2011
iOS & Android Sony PSP Nintendo DS
Source: Flurry Analytics, The NPD Group; Flurry analysis & estimates

13. Indies Dominate on iOS & Android
INDIE VS. ESTABLISHED GAME SESSIONS ON iOS & ANDROID, WW
40% 32%
44%
60% 56%
68%
Q1 2010 Q1 2011 Q1 2012
Independent iOS & Android Game Developers Game Companies from other Platforms
Source: Flurry Analytics

14. Business Model: App Store Top 25 Grossing
UNITED KINGDOM FRANCE GERMANY
4%
16%
24%
84% 96% 76%
UNITED STATES CHINA TOTAL
8% 12% 13%
92% 88% 87%
IN APP PURCHASE PRICING PREMIUM PRICING
Source: iTunes App Store, May 2012, Flurry analysis

15. Apps vs. Games: App Store Top 25 Grossing
UNITED KINGDOM FRANCE GERMANY
28% 40%
36%
64% 60%
72%
UNITED STATES CHINA TOTAL
12% 12%
30%
70%
88% 88%
GAMES APPLICATIONS
Source: iTunes App Store, May 2012, Flurry analysis

16. Gen Y Plays…
TIME SPENT BY DEMOGRAPHIC
18%
Males (53%) Females (47%)
16%
17% 17%
14% 15%
12%
12%
10% 11%
11%
8%
6%
7% 7%
4%
2% 2% 1%
0%
13 – 17 18 – 24 25 – 34 35 – 54 55+
Source: Flurry Analytics

17. …But Gen X Pays
MOBILE FREE-TO-PLAY GAMES: MONEY SPENT BY DEMOGRAPHIC
30%
29% Males (58%) Females (42%)
25%
20%
20%
15%
16%
10%
12%
9%
5% 3% 2% 7%
1% 1%
0%
13 – 17 18 – 24 25 – 34 35 – 54 55+
Source: Flurry Analytics

18. Men Spend More per Transaction
MOBILE FREE-TO-PLAY GAMES: TRANSACTION SIZE BY DEMOGRAPHIC
$16
$16.4
$15.5
Males ($15.6)
$14 $15.2 $14.8
Females ($11.9)
$12
$12.0 $12.0 $12.5
$11.8
$10
$10.4
$8
$8.2
$6
$4
$2
$0
13 – 17 18 – 24 25 – 34 35 – 54 55+
Source: Flurry Analytics

19. Sessions per Category, Smartphones vs. Tablets
Smartphones Tablets
Games 50% Games 58%
Social Networking 22% Social Networking 14%
Entertainment 6% Entertainment 11%
Lifestyle 5% Utilities 3%
Utilities 4% News 2%
News 2% Books 2%
Other 11% Other 10%
Source: Flurry Analytics, Q1 2012; 160,500 apps, 97 Billion Sessions

20. Time of Day Usage, Smartphones vs. Tablets
Source: Flurry Analytics

21. Gender by Category, Smartphones vs. Tablets
Source: Flurry Analytics

22. Age Distribution, Smartphones vs. Tablets
Average Age
Smartphones: 27 41%
Tablets: 38
13% 20%
9%
20%
41% 17%
13%
9%
17%
13 - 17 18 - 24 25 - 34 35 - 54 55+
Smartphones Tablets
Source: Flurry Analytics

23. Top 6 Successful Game Types
ENDLESS PASS TIME NURTURING & COLLECTING BUILDING & SIMULATION
SOCIAL RPG GAMER’S GAME POKER / CASINO

24. Endless Pass Time
Examples Age Distribution
30%
25%
20%
15%
10%
5%
Angry Birds Fruit Ninja 0%
13-17 18-24 25-34 35-54 55+
Key Genre Attributes
• Intuitive, simple puzzle/arcade mechanics
58% 42%
• Leverages h/w (touch, accelerometer)
DAU 1,000,000
• Cute, often original IP; mass-mkt appeal
Monthly Revenue $500,000
• Infinite replay value; lots of power-ups
Investment (minor) $100,000
• May have social leaderboards
Investment (major) $400,000

25. Nurturing & Collecting
Examples Age Distribution
35%
30%
25%
20%
15%
10%
5%
Dragonvale Dream Pethouse 0%
13-17 18-24 25-34 35-54 55+
Key Genre Attributes
• Nurturing (tamagotchi) gameplay
41% 59%
• Avatar / dress-up style content
DAU 300,000
• Endless variety of virtual goods
Monthly Revenue $900,000
• Strong social / show-your-friends sharing
Investment (minor) $100,000
• Often w/ underlying econ sim mechanics
Investment (major) $400,000

26. Building & Simulation
Examples Age Distribution
40%
35%
30%
25%
20%
15%
10%
5%
Smurfs’ Village Kingdoms of Camelot 0%
13-17 18-24 25-34 35-54 55+
Key Genre Attributes
• Building & simulation gameplay
49% 51%
• “Empire” expansion / leveling up
DAU 400,000
• Content / power-up unlocks
Monthly Revenue $1,200,000
• Has both virtual currency & goods
Investment (minor) $100,000
• Light social collaboration & sharing
Investment (major) $500,000

27. Social RPG
Examples Age Distribution
40%
35%
30%
25%
20%
15%
10%
5%
Crime City Original Gangstaz 0%
13-17 18-24 25-34 35-54 55+
Key Genre Attributes
• Text-based RPG mechanic
79% 21%
• Player-vs-player gameplay
DAU 150,000
• Energy / HP depletion
Monthly Revenue $600,000
• Clan / team dimension + message / chat
Investment (minor) $100,000
• Mission-based & level progression
Investment (major) $400,000

28. Gamer’s Game
Examples Age Distribution
50%
40%
30%
20%
10%
Infinity Blade II Real Racing 2 0%
13-17 18-24 25-34 35-54 55+
Key Genre Attributes
• Platform-leading graphics
91% 9%
• Strong physics engine / middle-ware
DAU 50,000
• Sports / battle / racing style sub-genres
Monthly Revenue $400,000
• Defined win-lose outcomes
Investment (minor) $100,000
• Premium pricing model, often $4.99+
Investment (major) $400,000

29. Texas Poker / Casino
Examples Age Distribution
40%
35%
30%
25%
20%
15%
10%
5%
Zynga Poker Card Ace: Casino 0%
13-17 18-24 25-34 35-54 55+
Key Genre Attributes
• Synchronous, Online Multi-player
68% 32%
• Private + public tables, chat enabled
DAU 200,000
• Texas Poker dominates, inherently social
Monthly Revenue $1,000,000
• Blend of competition + social
Investment (minor) $100,000
• Acquiring chips = perfect freemium model
Investment (major) $400,000

30. Flurry Services
Analytics: Increase Your App Engagement and Retention
1 • Free and powerful. Leading app analytics (iOS, Android, WP, BB, J2ME, HTML5)
• Understand and segment app audiences to maximize engagement and revenue
AppCircle: Build & Grow Your App Audience
2 • Acquire users with high-quality app recommendations and videos (iOS, Android)
• Win-back your best users to build the most loyal and best monetizing audience
AppSpot: Maximize Your App Audience Revenue
3 • 2X revenue, reduce cost with free ad serving and mediation, yield-optimized ads
• Max eCPMs with mediation and yield optimization leveraging Flurry’s big data set
• Max eCPMs selling direct, segmented parts of your audience to top advertisers

31. Thank You!
Peter Farago @FlurryMobile
VP Marketing GAP@flurry.com