Simon Podd, Flurry

White Nights Conference, June 2013

Smartphone & Tablet Apps: Mobile Game MetricsSimon Podd, Sr. Director of Sales EMEA

1 billionMonthly Unique Users

Number 1 Mobile Reach

Flurry Track Record

Number 1 Analytics

100KApplication Developers

300KApplications

73BMonthly Unique Sessions

130MMonthly Clips

Number 2 Ad Network

Flurry Optimizes Apps & Ads in the New App Economy

AUD

IEN

CE

PUBL

ISH

ER

ADVE

RTIS

ER

MARKETPLACE(RTB EXCHANGE)

NETWORK MEDIATION

DEMAND SIDE PLATFORMS

AD NETWORKS

FLURRY APPCIRCLE(AD NETWORK)

DATA & OPTIMIZATION(POWERED BY FLURRY ANALYTICS)

DIRECT SOLD ADS

FLURRY APPSPOT(SUPPLY SIDE PLATFORM)

FLURRYANALYTICS

@flurrymobile

The Market

@flurrymobile

Active smartphone & tablet devices

1 Billion Smart Devices in 2013

Aug 2009 Aug 2010 Aug 2011 Aug 2012 Aug 2013E

23 M76 M

331 M

660 M

1.1 B

Source: Flurry Analytics

Looking Forward: • Dropping prices (Android)• Tablet expansion • Connected TVs • US already saturated?

@flurrymobile

Dec 2010 Dec 2011 Dec 2012 -

20

40

60

80

100

120

140

160

180

Sources: comScore, Alexa, U.S. Bureau of Labor Statistics, Flurry Analytics

70

162

66 72

168

9470

168

127

Mobile ApplicationsWeb Browsing Television

Mobile apps have overtaken the web, threatening TV

U.S. Web vs. Mobile App vs. TV Consumption, Minutes per Day

Devices and Demographics

@flurrymobile

Smartphones Tablets

Games

39%

Social Networking24%

Utilities17%

Health & Fitness

3%

Lifestyle3%

Enter-tainment

3%

Other11%

Games67%

Social Network-

ing10%

Entertainment9%

Utilities4%

News2%

Productivity2%

Other7%

Tablets are gaming devices!

Consumer Time Spent by Category:

@flurrymobile Source: Flurry Analytics

18%21%

33%

21%

7%

19%

14%

26% 24%

17%

Source: Flurry Analytics

13 - 17 18 - 24 25 - 34 35 - 54 55+

Average Age

Smartphones:

Tablets:3034

Smartphones Tablets

Tablet Users Trend Older

Age Distribution, Smartphones versus Tablets

@flurrymobile

Smartphones Tablets

44% 56% 49% 51%

Source: Flurry Analytics, Sep 2012

Tablet Usage is More Gender Balanced

Gender Comparison, Smartphones versus Tablets

Mobile Game Genres

@flurrymobile

2011 Top Grossing = CASUAL

@flurrymobile

2012 Top Grossing = CORE

@flurrymobile

2013 Top Grossing = DIVERSE (it’s about AGGRESSIVE monetization)

@flurrymobile

Genre Usage and Demographics

@flurrymobile

Top Free iOS Games – Genre Demographics

@flurrymobile Source: Flurry Analytics

@flurrymobile Source: Flurry Analytics

Top Free iOS Games – Genre Groups by User “Relationship”

- 100 200 300 400

71

76

195

345

Sessions per Month

Minutes per Session

Genre Group Total Minutes per Month

Infatuated

Committed

Going Steady

Playing

X =

63

37

15

11

5.5

5.3

5.1

6.5

@flurrymobile Source: Flurry Analytics

Top Free iOS Games – Genre Groups’ Usage

-

20

40

60

80

100

1

20 1

40 1

60

119

138 Tablet

Phone

20

26

7.0

4.7

@flurrymobile Source: Flurry Analytics

Top Free iOS Games – Usage by Device

Sessions per Month

Minutes per Session

Device Total Minutes per MonthX =

-

100

200

300

400

500

Phone Tablet

+7%+32% +34%

+16%

-4% -17% -51%

@flurrymobile Source: Flurry Analytics

Top Free iOS Games – Genre Usage by Device

Note: only top performing free games included in analysis

Minutes per Month

1. Understand the relationship users have with your genre

2. Build for genres that you can effectively service

3. Consider device prioritization on a genre-by-genre basis

4. Utilize audience and device targeting in user acquisition

5. Design retention tactics around predictable usage patterns

6. Regardless of genre you can monetize aggressively

@flurrymobile

Takeaways

Thanks!

[email protected]

@flurrymobile@dan_laughlin