Sujay Tyle - Mobile Gaming Growth into The Future Through 4 Trends- LOGIN Conference 2012 - 9/26/2012

1. Mobile Gaming Growth into the
Future through 4 Trends
Sujay Tyle
VP of Business Development, Scopely

2. Industry growth
Traditional Mobile
Development Cycle Years Months
Revenue Model Single Purchase Free-to-Play/Continuous
Engagement Days/Months Years
Data and Analytics Limited Ongoing Feedback
Distribution Traditional Retail Network Virality

3. Industry trends responsible for growth
– A widnening demographic
– iOS and Android device and user growth
– Improved monetization
– New kinds of games
• Simulated Synchronous
• Luxury Goods within Mobile Apps

4. 1. A widening demographic
Right now In 2015
50% of social network users 75% of social network users
Women aged 35-55 Women, young adults, heavy gamers
- 54% of mobile gamers are female and 46% are male.
- 79% of mobile gamers are more than 30 years old.
- 43% of social gamers are college graduates, and 79% have
some college experience.

5. 2. iOS and Android Growth

6. iOS and Android Growth (cont.)

7. Mobile Gaming User Growth
• 800,000 new smartphones are activated
every day: vast majority being Android
phones
• 46% of iOS apps are free, whereas 72% of
Android apps are free.
• 58% of most popular developers are
creating multiple platform apps.

8. 3. Improved Monetization

9. Current Monetization Statistics
• Role-playing games and gambling games monetize the
best, followed by hidden object, adventure and
tournament-based games. The worst in terms of
monetization are puzzle, arcade, caretaking and
simulation games.
• 50% of revenue from top grossing iPhone apps comes
from in-game purchases.
• For every dollar made for on iOS, developers only make
24 cents on the Android platform due to poor
monetization

10. Monetization with Future Gaming
• The mobile gaming industry is expected to grow
at an average annual rate of 30% at least through
2014. This growth comes mainly from the sales of
virtual goods, as the freemium model becomes
more dominant.
• In-game purchases should overtake pay-per-
downloads by 2013.
• Easier payment systems through Apple and
Android should be expected

11. 4. New Types of Games
• Taking advantage of ppl’s offline interests
through games

12. Inherently Social First
• With the iconic rise in the number of
smartphone activations, inherently social
games will continue to dominate in-app
monetization and retention
• Wooga: consumers rational spenders who
value functional consumables over
decorations. Focus on making the gaming
experience more social instead of
incorporating things like user avatars

13. Simulated synchronous games
• Feels like playing in real time
– Actually other player’s moves have been pre-
recorded and are played back as you make your
move
– Increases competitiveness, engagement
– Makes gaming more social
• Best implementation so far
– SongPop

14. CA$HING IN
• Many SongPop copycats will appear
• Trivi.al Released in late June 2012
– 9,000 MAU
• What went wrong?
– Good idea
– Bad implementation
• Too specific
• Too burdensome

15. Luxury Goods
• There will always be a
market for luxury goods
and services for consumers
• Lacks existence in any
appstore right now
• Gree and DeNA will
attempt with their
platforms, to create a suite
of luxury in app goods for
consumers to collect