Insights You Need to Win in Mobile Gaming | Herman Lee

1. Insights You Need to Win in
Mobile Gaming
Herman Lee
Senior Manager of Professional Services

2. Agenda
• The Big Picture
• Mobile Gaming Market Highlights
• 2019 Gaming Trends
• Monetization: Mobile Games
• Q&A
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3. The Big Picture
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4. How many apps do
you think we use in
one month?
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A. <10
B. 10–19
C. 20–29
D. 30–39
E. 40+

5. Mobile is transforming all industries
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EAT & DRINK CONNECT NEWSLISTEN WORK SHOP
PAY TRAVEL WATCH PLAY BANK

6. How many apps do
you think we use in
one month?
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A. <10
B. 10–19
C. 20–29
D. 30–39
E. 40+

7. We use over 35
apps per month
and have over 100
apps installed
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Monthly Average Number of Apps Used and Installed
Smartphone Users in Select Markets, 2018
Apps Used Apps Installed
0 10 20 30 40 50 60 70 80 90
China
Japan
Brazil
United Kingdom
France
Germany
United States
India
Canada
South Korea
100 110

8. We Have Many
Games & Play
2–5 / Month
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9. We spend nearly
3 hrs / day on
mobile
5
4
3
2
1
Average Daily Hours Spent Per Device
on Mobile in 2018
Emerging Markets Mature Markets
Note: Android phone
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10. COPYRIGHT 2019
Games Carve
Out a Sizable
Portion of Time
Spent in Apps

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App Market
Maturity Model

12. Emerging Markets
Driving Download
Growth
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13. Who We Are
The Mobile Performance Standard
C O P Y R I G H T 2 0 1 9
App Annie provides the mobile data
and analytics companies need to thrive in
a mobile world
1M+
Connected Apps
1M+
Registered Users
1100+
Enterprise Clients
$100M+
ARR

14. C O P Y R I G H T 2 0 1 9
Our Mission Is to Help Companies Deliver Winning Mobile Experiences

15. Mobile Gaming Market
Highlights
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16. Games Unique
Position in Mobile
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H1 2019
36% of Downloads*
10% of Time Spent**
73% of Consumer Spend*
*Worldwide across iOS and Google Play
**Worldwide on Android phone; excluding China

17. The majority of time spent in Games
is by people 25+
Gaming Maintains
a Broad User Base
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Aged 16-24 Aged 25+

18. 1.1+M Games
Released on
iOS in 2018
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19. 1.6+M Games
Released on
Google Play in
2018
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20. Mobile Is 1.2x of PC / Mac,
Handheld, Console, Combined
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Worldwide Consumer Spending on Games,
by Device, 2014 — 2018

21. 2019 Gaming Trends
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22. Hyper Casual
Games Take-off,
Broadening Market
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23. China – HQ’d
Publishers Look
Overseas to
Accelerate Growth
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24. Subscription Gaming
Creates New Pathways to
Revenue for Publishers and
Engagement for Gamers
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25. Monetization:
Mobile Games
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26. Revenue Opportunities
Not Limited to Top
Games
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Number of Games that Generated More
than $5M in Annual Consumer Spend*
1200
in 2016
1900
in 2019

27. Monetization
Potential for
Gaming Is Still
Climbing
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28. ARPU Strongly
Varies Depending
on Market

29. Growth in Average ARPU & Total Revenue by Category*
12m to June 2017 vs 2019, Analysis of Top 200 Games by Revenue in the United States
*Categories defined by App Annie analysts
based on GameRefinery’s Category, Genre
and Sub-Genre Definitions
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ARPU Growth Across Categories — Users Spending More

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Growth in Average ARPU & Total Revenue for Mid-Core Strategy Games*
12m to June 2017 vs 2019, in the United States
A Gap Has Opened in the Mid-Core Strategy Genre
*Categories defined by App Annie analysts
based on GameRefinery’s Category, Genre
and Sub-Genre Definitions

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Growth in Average ARPU & Total Revenue for Mid-Core RPGs*
12m to June 2017 vs 2019, in the United States
Mid-Core RPG Genre is Bucking the Trend
*Categories defined by App Annie analysts
based on GameRefinery’s Category, Genre
and Sub-Genre Definitions

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Growth in Average ARPU & Total Revenue for Casual Puzzle Games*
12m to June 2017 vs 2019, in the United States
Casual Puzzle Presents a Rapidly Expanding Genre
*Categories defined by App Annie analysts
based on GameRefinery’s Category, Genre
and Sub-Genre Definitions

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King Uses Cross-App Gaming Data to Build
New Blockbuster Games
*Mobile Gaming Market, Audience Sizes and
Connection; Created Using App Annie Data,
August 2018, iOS, US

34. D I S C O V E R
Understand the
opportunity, competition
and discover key drivers
of success
S T R A T E G I Z E
Develop a mobile
strategy to drive market,
corp dev or global
objectives
A C Q U I R E
Increase app visibility
and optimize user
acquisition
E N G A G E
Better understand
targeted users and drive
deeper engagement
M O N E T I Z E
Accelerate revenue
through mobile
34
App Annie Intelligence Platform
The Most Complete Offering to Confidently Grow Businesses Through Mobile
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35. The State of Mobile in 2019
194B
Worldwide
Downloads in 2018
$101B
Worldwide App
Store Consumer
Spend in 2018
3 Hrs
Per day spent in
mobile by the
average user in
2018
360%
Higher average IPO
valuation (USD) for
companies with
mobile as a core
focus in 2018
30%
Higher engagement
in non-gaming apps
for Gen Z vs. older
demographics in
2018
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36. Q&A
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37. Thank You
appannie.com