This document discusses the growth of the mobile games market and analyzes usage trends across smartphones, tablets, and platforms. Some key points: - The mobile games market is growing rapidly, surpassing 1 billion users next year, and apps are disrupting industries globally. Tablet usage is more concentrated during primetime and older users. - The top successful game types are endless pass time, social RPGs, and "gamer's games" featuring high-end graphics. Flurry Services help developers increase engagement, acquire users, and maximize monetization. - Tablet usage is longer per session but less frequent than smartphones. Entertainment dominates tablet time spent versus a mix of categories on smartphones.

1. November 2012!
An audience of billions –!
just how big can the mobile games market get?
!
Simon Podd, Director of Sales, EMEA!

2. Flurry Track Record!
Number 1 Mobile Reach !
Monthly Unique Users! 720M!
Number 1 Analytics!
Application Developers! 85K!
Applications! 240K!
Monthly Unique 60B!
Sessions!
Number 2 Ad Network !
Monthly Clips! 120M!

3. The Fastest Adopted Technology. Ever.!
iOS & Android devices vs. top technologies, 5 years after introduction!
!
2X 3X
!
10XFASTER than the FASTER than the FASTER than current
1980s PC REVOLUTION 1990s INTERNET BOOM 2000s SOCIAL NETWORKING
Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry!

4. Competition for Consumers Continues to Increase!
Over 1 million available apps on iOS and Android!
600
GOOGLE PLAY iTUNES APP STORE
500
460
425
400
350
250 250
200
160
80
28 20
2
March 2009 December 2009 August 2010 May 2011 July 2011 October 2011 April 2012

5. Addressable Market to Surpass 1 Billion Next Year!
Active smartphone & tablet devices!
Total Addressable Market!
Aggressive: 5B WW Mobile Device Owners!
Conservative: 2B WW Adults, Middle Class or higher!
1.1 B
Upside: !
Smartphones – dropping prices, especially Android!
Tablets – little replacement, mainly new; sub for PCs!
Connected TVs – to be shipped!
Reference:!
660 M
2.3 Billion Internet Subscribers today!
331 M
76 M
23 M
Aug 2009 Aug 2010 Aug 2011 Aug 2012 Aug 2013E
Source: Flurry Analytics!

6. Apps Are Disrupting the World!
Top Countries by Active iOS & Android Devices (millions)!
Source: Flurry Analytics active devices July 2012!

7. Apps Are Disrupting Emerging Markets!
Fastest Growing iOS & Android Markets by Active Devices!
401%
279%
220% 217%
196% 193% 193% 189% 185% 171%
China Chile Brazil Argentina Iran Vietnam Mexico Russia Turkey India
Source: Flurry Analytics, July 2011 – July 2012, countries with at least 500k active devices as of July 2011!

8. Microsoft Blows by a Beleaguered Research in Motion!
Flurry New Project Starts, RIM vs. Microsoft!
!
6%
6%
WINDOWS PHONE BLACKBERRY
5%
4%
4%
3%
3% 3% 3%
2%
2%
2%
2%
1% 1%
1% 1% 1% 1% 1% 1%
1% 1% 1% 1%
1% 2% 1%
1% 1% 1%
1%
0%
Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 Jun 2012
Source:
Flurry
Analy/cs

9. Microsoft Sets Its Sights on Android!
Flurry New Project Starts Q2 2011 vs. Q2 2012!
1% 1% 3% 1%
27%
28%
71% 68%
Q2 2011 Q2 2012
iOS Android Windows Phone BlackBerry
Source:
Flurry
Analy/cs

10. Mobile App Usage Overtook Online in 2011!
U.S. mobile apps vs. web consumption, minutes per day!
!
WEB BROWSING MOBILE APPS
94
81
MINUTES
70
66
74
MINUTES
72
64
MINUTES
MINUTES
MINUTES
MINUTES
MINUTES
43
MINUTES
Sources: comScore, Alexa, Flurry Analytics; data includes Smartphones & Tablets, U.S. only!

11. Mobile Apps Dominate Time Spent on Smartphones!
Share of time spent on smartphones!
!
More than
18.5%
Browser
80%
of mobile minutes
81.5% are spent in apps
Apps
Source: comScore, March 2012!

12. Smartphones, Tablets and TV’s!

13. Tablet Usage Is More Concentrated during Primetime!
Usage by Hour, Smartphones versus Tablets
!9%
% of Audience Using
Smartphones
8%
Tablets
7%
6%
5%
4%
3%
2%
1%
0%
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
12am
1am
2am
3am
4am
Hour of Day
Source: Flurry Analytics, Sep 2012!

14. Tablet Usage is Longer but Less Often!
App Engagement, Smartphones versus Tablets
12.9
9.5
8.2
4.1
Weekly Frequency of Use Minutes per Session
Smartphones Tablets

15. Tablet Users Trend Older!
Age Distribution, Smartphones versus Tablets
!
Average Age
Smartphones: 30 33%
Tablets: 34
26%
24%
21%
21%
18%
19%
17%
14%
7%
13 - 17 18 - 24 25 - 34 35 - 54 55+
Smartphones Tablets
Source: Flurry Analytics, Sep 2012!

16. Tablet Usage is More Gender Balanced!
Gender Comparison, Smartphones versus Tablets
!
44% 56% 49% 51%
Smartphones Tablets
Source: Flurry Analytics, Sep 2012!

17. Tablet Usage More Media & Entertainment Oriented!
Time Spent per Category, Smartphones versus Tablets
! Productivity
Entertainment News 1%
3% 2%
Other Other
Lifestyle Utilities
11% 7%
3% 4%
Health &
Fitness
Games Entertainment
3%
39% 9%
Social
Utilities Networking
17% 10%
Games
Social 67%
Networking
24%
Smartphones Tablets

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

19. Endless Pass Time!
Examples
Age
Distribu/on
30%
25%
20%
15%
10%
5%
Angry
Birds
Fruit
Ninja
0%
13-­‐17
18-­‐24
25-­‐34
35-­‐54
55+
Key
Genre
A_ributes
• Intui/ve,
simple
puzzle/arcade
mechanics
58%
42%
• Leverages
h/w
(touch,
accelerometer)
DAU
1,000,000
• Cute,
oben
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

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

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

22. Flurry Services!
Analy6cs:
Increase
Your
App
Engagement
and
Reten6on
1
• Free
and
powerful.
Leading
app
analy/cs
(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
recommenda/ons
and
videos
(iOS,
Android)
• Win-­‐back
your
best
users
to
build
the
most
loyal
and
best
mone/zing
audience
AppSpot:
Maximize
Your
App
Audience
Revenue
3
• 2X
revenue,
reduce
cost
with
free
ad
serving
and
media/on,
yield-­‐op/mized
ads
• Max
eCPMs
with
media/on
and
yield
op/miza/on
leveraging
Flurry’s
big
data
set
• Max
eCPMs
selling
direct,
segmented
parts
of
your
audience
to
top
adver/sers
Ad
Analy6cs:
Measure
the
value
of
your
mobile
campaigns
4
• Track
your
mobile
marke/ng
across
across
all
plahorms
and
sources
or
traffic
• Go
deep
&
truly
measure
the
value
of
your
acquired
audiences
• Understand
key
metrics
such
as
frequency,
session
length,
reten/on
and
ROI

23. Thanks!
simon@flurry.com!