2011 Flash Games Market Survey

2011 Flash Games Market Survey Results

December 20, 2011

OVERVIEW
About The Survey
!   The Flash Games Market Survey is the annual summary of the top trends in the
Flash games industry. Organized each year by Mochi Media with the support of
partners, the data in the survey delivers key insights for the Flash game developer
and publisher (website / portal owner) audiences. The findings in this survey also
help determine the content of Flash Gaming Summit, the leading annual conference
for Flash games, and is reflected in the March 2012 event with the theme “Maximize
Your Game”.
!   1,075 total survey responses

2

OVERVIEW CON’D
About Mochi Media
!   Mochi Media is the world’s largest browser-based games network, with
more than 150 million monthly active users and 55,000 games on more
than 60,000 publisher websites. Mochi Media’s game development
products and services enable developers to track, distribute, and
monetize their games across the web. Mochi Media is headquartered in
downtown San Francisco and is a wholly-owned subsidiary of Shanda
Games Limited (NASDAQ: GAME)

3

HIGHLIGHTS
!   Online game development continues to be int’l phenomenon
!   Developers embracing dual platforms: first online, then mobile
!   Online developers still learning how to monetize on mobile
!   App sales and ads top current mobile monetization methods
!   Big interest in 3D games
!   Majority of devs who don’t make games full-time are students
!   Over 80% of devs want game development to be full-time job

4

HIGHLIGHTS, CON’D
Year over year highlights:
!   Game traffic and revenue have increased for almost 60% of
game developers
!   Developers maximizing their monetization strategy by
utilizing more channels
!   AS3 and FlashDevelop are top development tools

5

SOME DEFINITIONS
A few definitions of terms used in this survey:
!   Devs / developers: Game developers, the ones making the
games.
! Pubs / publishers: website / portal owners where players
interact with the games.
!   Sponsors: publishers who pay for games for the purpose of
brand & link placement to drive traffic and/or access to
exclusive content.

6

DEVELOPER, PUBLISHER, OR DEV-PUB?
Respondents Identified As Either A Developer, Publisher, Or Both

21%

Developer

8% Publisher

Developer and
Publisher
71%

vs. 2010: More publishers
responded this year.

Source: Flash Games Market Survey 7/2011 8

DEVELOPER & PUBLISHER LINES BLUR
There Is Overlap Between Developers And Publishers

Developer
Dev-‐Pub

71%
21%


FLASH GAMES INDUSTRY IS STILL MALE
What is your gender?

5%

Male Female

95%
vs. 2010: Roughly the same,
slight increase in female
respondents


OVER 85% OF FLASH GAMES COMMUNITY UNDER 34
Which Age Group Do You Fall Into?
45.00%
40.70%
40.00%

35.00% 33.80%

30.00% vs. 2010: No significant
changes
25.00%

20.00%

15.00% 12.30%
10.40%
10.00%

5.00% 2.00%
0.00%
2-17 18-24 25-34 35-44 45-55


FLASH GAMES INDUSTRY CONTINUES TO BE INT’L
What Country Do You Live In?
Top 10 countries (% change from 2010)
!   U.S. 21 % (+2%)
!   U.K. 10% (+2%)
!   Canada 6% (+1%)
!   Russian Federation 6% (no change)
!   India 3% (-1%)
!   Italy 3% (+2%) vs. 2010: The same countries round out the top 10 with
the exception of Italy and Germany (replacing Australia

!   Ukraine 3% (-1%) and Poland). We continue to see strong worldwide interest
and inroads in the Flash games industry as only 3 of the
top 10 countries speak English as their first language.
!   Brazil 3% (no change)
!   Indonesia 3% (no change)
!   Germany 3% (+1%)

Developer Responses
Developers, Including Developers & Publishers

13

NEARLY 1 IN 4 DEVS MAKING GAMES FULL-TIME
What Percentage Of Your Time Do You Spend Creating Games?

Devs Devs &
100% 23.8% Only Pubs Both

100% 23.7% 24.1% 23.8%

76 – 99% 4.2% 76-99% 4.3% 4% 4.2%

51-75% 11.2% 16% 12.4%

51 – 75% 12.4% 26-50% 24% 22.6% 23.7%

0-25% 36.8% 32.7% 35.8%

26 – 50% 23.7%
vs. 2010: No data available

0 – 25% 35.8%
If not full-time, what do you do?
0% 5% 10% 15% 20% 25% 30% 35% 40% !   #1 answer = “Student” at 33%


DEVELOPERS STICKING AROUND
How Long Have You Been Creating Flash Games?

Devs Devs &
Only Pubs Both
13.0%
Less than 1yr 27.1% 16.6% 24.6%
24.6%
1-2 yrs 32.9% 27.6% 31.7%
Less than 1 year
2-5 yrs 27.7% 40.2% 30.6%
1-2 years
2-5 years 5+ yrs 12.3% 15.6% 13%
30.6%
5+ years
31.7% vs. 2010: The “1-2 years”
category decreased by over 3%
as those developers moved into
the “2-5 years category”, which is
also up over 3%.


80% OF DEVELOPERS WANT MORE THAN A HOBBY
What Is Your Real Goal In Making Games?

Just a hobby,
Devs Devs & probably always will
Only Pubs Both
9.4% be
Just a hobby 18.5% 15.1% 17.7% 17.7% To become a full-
Become full- time indie developer
time indie 39.8% 32.7% 38.1%
14.7%
Create game
studio 19.1% 23.1% 20.1% To create a game
Biggest, most studio
successful
studio ever 13.2% 19.6% 14.7%
20.1% To be the biggest,
Other 9.3% 9.5% 9.4% 38.1% most successful
game studio ever!

vs. 2010: No data available.
Other (please
specify)


DEVELOPERS PREFER AS3 & FLASHDEVELOP
For Flash Development You Use
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%
Devs Devs &
Only Pubs Both
AS2 19.8%
hAxe 2.3% 6.5% 3.3%

FlashDevelop 51.1% 56.3% 52.3% AS3 78.2%
Flixel 12.4% 11.1% 12.1%

AS3/Flex 24.7% 26.6% 25.1% AS3/Air 21.8%

AS3/Air 21.3% 23.6% 21.8% AS3/Flex 25.1%
AS3 77.9% 78.9% 78.2%
Flixel 12.1%
AS2 18.7% 23.6% 19.8%

FlashDevelop 52.3%
vs. 2010: There was a huge jump
in AS3 adoption, from 51% in haXe 3.3%
2010 to 78% in 2011.
FlashDevelop is also a surprise
with over 50% adoption- it was
added as an option after being a
popular fill-in for 2010.


DIALING DOWN ON GAME QUANTITY
How Many Total Published Flash Games Have You Created In The Past Year?
Devs Devs & 60.0%
Only Pubs Both
1-2 48.8%
games 51.6% 39.7% 48.8%
50.0%
3-5
games 25.4% 27.1% 25.8% 40.0%
6-10
games 7% 15.1% 8.9% 30.0% 25.8%
11-20
games 3.1% 6% 3.8%
20.0%
21+
games 1.7% 4.5% 2.3%
8.9% 10.3%
10.0%
N/A 11.2% 7.5% 10.3% 3.8% 2.3%
0.0%
vs. 2010: There was a shift to 1-2 3-5 6-10 11-20 21+ N/A -
fewer games in 2011, with all games games games games games never
category options decreasing
created a
except for the “1-2” category,
which increased. The “N/A” Flash
category also increased game
slightly.


GAME PLAYS HOLDING STEADY
How Many Game Plays On Average Do Your Games Typically Get In Their Lifetime?

Devs Devs & 0 to 200k game
Only Pubs Both plays
0-200k 35.8% 27.6% 33.9% 200k - 500k game
200k-500k 11.5% 18.6% 13.1% plays
23.5%
2.8% 500k - 1 million
500k-1M 10.4% 11.1% 10.6% 33.9%
game plays
1M-5M 11.9% 14.1% 12.4%
1 million - 5 million
5M-10M 3.2% 5% 3.6% game plays
10M+ 2.8% 3% 2.8% 5 million to 10
3.6% 12.4% million game plays
N/A 24.3% 20.6% 23.5%
13.1% 10 million or more
10.6%
N/A - I'm not sure or
vs. 2010: The numbers are very
don't know
similar, with the “0-200k”
increasing slightly in 2011.


DEVS ARE WORKING ALONE OR IN SMALL TEAMS
What Size Team Do You TYPICALLY Work With To Create Games?

0.5%
Devs Devs & 1.5%
1.6% Myself (single
Only Pubs Both
developer)
Myself 59% 51.3% 57.2%
Indie 8.3%
Indie Collaborations
collaborations 29.9% 34.2% 30.9%
(2-5 member
Small company 7.5% 11.1% 8.3% independent team)
Medium Small company
company 1.7% 1.5% 1.6%
(2-10 member
Large company 0.3% 1% .5% 30.9% professional team)
57.2%
Medium company
(11-50 member
vs. 2010: Very little change, the professional team)
biggest difference being a 2.7%
Large company (51+
decrease in “small teams”.
member
professional team)


COLLABORATIONS OCCUR THROUGH FRIENDSHIPS
How Do You Find Collaborators For Your Projects?

60.0% 52.7% Devs Devs &
Only Pubs Both
50.0%
Mochi Media
40.0% Forums 12.1% 21.6% 14.3%
FlashGameLicense
30.0% 24.4% 23.5% Forums 26.2% 18.6% 24.4%

20.0% 15.1% Blogs 24% 21.6% 23.5%
14.3%
Play games / game
10.0% credits 15% 15.6% 15.1%

0.0% Other 52.7% 52.8% 52.7%


Top answer for “other”:
!   “Friends”


Coding & Game Design Are Core Strengths
What Aspect In Game Creation Do You Feel Strong In? Select All That Apply.
0.0% 10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

Coding 79.8%
Game Art 31.8%
Game Design 61.7%
Game Music 11.4%
Business Side (partnerships, sponsorships, 20.1%
Other (please specify) 2.0%

Devs Devs &
Only Pubs Both

Coding 80.6% 77.4% 79.8%

Game Art 32% 31.2% 31.8% vs. 2010: Though calculated slightly
Game differently, the ranking of strengths is still
Design 63.7% 55.3% 61.7% the same: Coding and Game Design are
tops, while Music is at the bottom.
Game Music 11.6% 10.6% 11.4%
Business
Side 17.9% 27.1% 20.1%

Other 2.1% 1.5% 2%

CREATION CYCLES GETTING SLIGHTLY LONGER
How Long Does It Take You To Create A Flash Game?
Devs
60.0%
Devs & 52.6%
Only Pubs Both
50.0%
Less than a
month 21.00% 26.1% 22.2%
40.0%
1-3 months 53.00% 51.3% 52.6%

4-6 months 16.0%
30.0%
16.10% 15.6%
22.2%
7-12 months 4.90% 4% 4.7% 20.0% 16.0%
12+ months 2.60% 0.5% 2.1%
10.0% 4.7%
Other 2.50% 2.5% 2.5% 2.1% 2.5%
0.0%
vs. 2010: The “Less than a
Less 1-3 4-6 7-12 12+ Other
month” category decreased by than a months months months months (please
almost 4%, while all other month specify)
categories increased. The
biggest increase was in the
“1-3 month” category at 3.6%.


FLASH DOMINATES ONLINE GAMES
How Long Does It Take You To Create A Game Using These Technologies?
100.0%
80.0%
60.0%
Unity
40.0%
Objective C
20.0%
HTML5
0.0%
Less than 1-3 months 4-6 months 7-12 months 12+ months I don’t use
one month this
technology

I Don’t Use
Less Than 7-12 This
1 Month 1-3 Months 4-6 Months Months 12+ Months Technology vs. 2010: No data
available.
Unity 2.4% 5.7% 4.4% 1.5% 0.8% 85.2%

Objective C 1.4% 5.1% 3.6% 1.4% 0.6% 87.8%

HTML 5 3.6% 5.1% 2.3% 1.0% 0.5% 87.6%


INTEREST IN 3D GAMES IS HIGH
Are You Interested In Creating 3D Games?

Devs
Devs &
Only Pubs Both
27.2%
Yes 72% 75.4% 72.8%
Yes
No 28% 24.6% 27.2%
No

72.8%


DEVELOPERS MAXIMIZING MONETIZATION CHANNELS
How Do You Make Money From Flash Games? Select All That Apply
Devs
Devs & 70.0% 63.7%
Only Pubs Both
60.0%
Ads In Game 59.3% 77.2% 63.7% 46.5%
Ads On
50.0%
38.0%
Website 22.3% 65.3% 32.8% 40.0% 32.8%
Custom Game
27.9%
30.0%
Development 27.2% 30.1% 27.9%
20.0% 14.6%
Licensing 37.3% 39.9% 38.0% 11.1%
Micro- 10.0%
transactions 9.7% 15.5% 11.1% 0.0%
Sponsorships 48.5% 40.4% 46.5%
N/A- don’t
make money 17.3% 6.2% 14.6%

vs. 2010: Every single
monetization method listed has
increased since last year,
evidence that developers are
getting more sophisticated in
monetizing their work. The
biggest increase was “Ads in
Game” at 18%.


MONTHLY INCOME HOLDING STEADY
How Much Money Do You Make Each Month From Developing Games?
Devs
&
60.0% 52.2%
Devs
Only Pubs Both 50.0%
$0-$500 52.50% 51.30% 52.2%
$501-
40.0%
$1,000 9.80% 11.40% 10.2% 30.0%
$1,001- 19.9%
$5,000 20.0%
10.80% 13.00% 11.3% 10.2% 11.3%
$5,001- 10.0%
$10,000 2.20% 4.10% 2.6%
2.6% 2.0% 1.6%
$10,000- 0.0%
$25,000 2.00% 2.10% 2.0% $0 to $501 - $1,001 - $5,001 - $10,000 $25,000 N/A - Do
$500 1,000 $5,000 $10,000 - and up not wish
$25,000+ 1.20% 3.10% 1.6%
USD per USD per USD per USD per $25,000 per to
Do Not
Wish To month month month month USD per month disclose
Disclose 21.50% 15.00% 19.9% month

vs. 2010: The “$1,001-$5,000” category decreased by over 8%,
and the “$0-$500” category increased by just over 4%. The rest
of the tiers have held steady.


AVG. SPONSORSHIP PRICES HAVE GONE UP
Do You Make Money By Selling Your Game To Sponsors? If So, What
Is Your Average Price?
Price Per Sponsorship Deal
!   Devs: avg. $2,414 based on 257
responses 40.5%
No

!   Dev-pubs: avg. $2,227 based on 64 59.5%
Yes

responses
Top 5 Sponsorship Amounts:
!   $1,000 (13.1%)
!   $2,000 (8.6%) vs. 2010: The average sponsorship price has gone up
by more than 55%, while the top 5 most common
!   $1,500 (7%) amounts are the same (although in a slightly different
order).

!   $500 (7%)
!   $3,000 (6.6%) Source: Flash Games Market Survey 7/2011 28

HOW MANY OF YOUR GAMES ACTUALLY GET SPONSORED?
[For Those Who Answered That They Get Their Games Sponsored]
What Percentage Of Your Games Available For Sponsorship End Up Getting
Sponsored?
Devs Devs &
Only Pubs Both
6.9%
7.5%
0-20 Percent 7.00% 6.30% 6.9%
0-20%
21-40
21-40% Percent 6.60% 10.90% 7.5%
13.7%
41-60% 41-60
Percent 14.00% 12.50% 13.7%
54.8% 61-80% 61-80
Percent 17.10% 17.20% 17.1%
17.1% 81-100%
81-100
Percent 55.30% 53.10% 54.8%



LICENSE AMOUNTS VARY
Do You Make Money By Selling Licenses? If So, What Is Your Average Price?
Price Per License Agreement
!   Devs: avg. $625 based on 179 responses
!   Dev-pubs: avg. $366 based on 61
responses 34.1%
No
Top 5 Amounts: Yes
65.9%
!   $500 (21.1%)
!   $200 (15.8%)
!   $100 (12.3%)
!   $300 (10.5%) vs. 2010: Average license price for Devs
increased (+$73), but decreased for dev-pubs (-
!   $150 (7%) $817). The top 5 prices are mostly the same,
except “$150” replaced “$400”.


TOP REVENUE CHANNELS: SPONSORSHIPS & ADS
What Are Your Top 3 Ways Of Making Money From Game Development, Ranked
By Revenue Each Month?
30.0% 25.6% 26.7%
23.9%
25.0% 20.7% 19.7%
20.0% 16.1% 17.0%
15.2%
12.2% 12.2% 12.8%
15.0% 5.7%
7.7% 6.8%
10.0% 4.4% 5.3% 6.0%
3.6% #1 Revenue Source
3.3% 2.7% 4.1%
5.0%
0.0% #2 Revenue Source
#3 Revenue Source

N/A-
vs. 2010:
don’t
Sponsorships still
Ads in Ads on Custom Game Micro- make
lead the way as game website Development Licensing transactions Sponsorships money
the top revenue
driver followed #1 Revenue
Source 25.6% 7.7% 16.1% 5.3% 3.3% 26.7% 12.8%
closely by Ads in
game, though the #2 Revenue
gap between Source 20.7% 15.2% 5.7% 17.0% 2.7% 12.2% 3.6%
them for the #1 #3 Revenue
source decreased Source 19.7% 6.8% 4.4% 12.2% 4.1% 6.0% 23.9%
by 24%.

GAMES ARE PROJECTS
Do You Iterate On Games After You Release Them?

If so, where do you get your data? (top answers)
! Comments (24.7%)
39.1%
!   Mochi Media (Mochi Analytics, Mochi Bot) (19.3%) No
! Playtomic (17.8%) Yes
60.9%
! Forums (10.2%)
!   Google Analytics (2.2%)

Devs Devs & vs. 2010: No data. The majority of developers
Only Pubs Both appear to treat games like projects with a
clear end. For those that do try to improve
No
their games post-release, they rely on both
60.80% 61.30% 60.9%
quantitative and qualitative data for
information.
Yes 39.20% 38.70% 39.1%


INCREASE IN GAME TRAFFIC & REVENUE
Over The Last Year, Which Of These Statements Is Most Accurate For You?
0% 15% 30% 45% 60% 75% Devs Devs &
Only Pubs Both
Traffic
Game traffic increased, Increased,
57.8%
revenue increased Revenue
Increased 56.0% 61.30% 57.8%
Traffic
Decreased,
Game traffic decreased, Revenue
7.0% Increased
revenue increased 6.20% 9.10% 7.0%
Traffic
Increased,
Revenue
Game traffic increased, Decreased 12.70% 10.80% 12.2%
12.2%
revenue decreased Traffic
Decreased,
Revenue
Decreased 24.50% 18.80% 23.0%
Game traffic decreased,
23.0%
revenue decreased


GOOGLE, FORUMS, BLOGS TOP INFO SOURCES
Where Do You Go When You Need To Get Information On Flash Game
Development? (Choose All That Apply)
0% 15% 30% 45% 60% 75% 90%
Devs Devs &
Forums 80.5% Only Pubs Both

Forums 81.30% 78.50% 80.5%

Blogs 71.6% Blogs 72.00% 70.40% 71.6%

Adobe 39.80% 40.30% 39.9%
Adobe 39.9%
Portal Sites 19.70% 22.00% 20.3%
“Google It” 81.90% 86.00% 83.0%
Portal Sites 20.3%
Online
Publications 18.50% 23.70% 19.9%

"Google It" 83.0% YouTube 17.60% 18.80% 17.9%

Online Publications 19.9%
vs. 2010: Though calculated
differently, the results are mirror-
images.
YouTube 17.9%


Developers & Mobile
Online game developers and their connection to mobile game development

35

ONLINE GAME DEVELOPERS BRANCHING OUT
Do You, Or Have You Made Mobile Games?

Devs Devs &
Only Pubs Both

36.4%
Yes 33.7% 45.2% 36.4%
Yes
No 66.3% 54.8% 63.6%
No

63.6%


83% CURRENTLY OR PLAN TO DEVELOP FOR MOBILE
What Gaming Platforms Do You Develop On?
100% 91.4%

80%
64.2% Yes, I currently develop on this
54.9%
60% platform
41.0%
40% 30.0% 27.9%
No, but plan to in next year
21.0% 20.2%
20% 4.8% 12.3%
4.9% 3.6% No, and do not plan to in next
0% year
Browser Downloadable Console Mobile
PC
vs. 2010: Interest in
Yes I Currently Develop On No, but plan to in No, and do not plan to in
This Platform the next year the next year mobile development
is still extremely high.
Browser 91.4% 4.9% 4.8% After the browser,
mobile is the most
Downloadable PC 21.0% 30.0% 41.0% popular category for
current development.
Console 3.6% 20.2% 64.2% It also is the most
popular platform for
Mobile 27.9% 54.9% 12.3%
“next year”.


ANDROID TOP MOBILE TARGET, FOLLOWED BY IOS
Which Mobile Stores Do You Target?
80% 72.1%
67.1% Devs Devs &
70%
Only Pubs Both
60%
50%
40% Android 73.10% 70.00% 72.1%
30% 20.1%
20% 10.4% 8.7% 8.7% iOS 65.40% 71.10% 67.1%
10%
0%
Blackberry 19.70% 21.10% 20.1%

Samsung 8.20% 15.60% 10.4%

Microsoft 6.30% 14.40% 8.7%

Other 6.70% 13.30% 8.7%

vs. 2010: This specific question was not asked, but it is in line with
a question last year about developer interest in mobile platforms. In
that question, Android and iOS were #’s 1 & 2, respectively.


GAMES VETTED IN THE BROWSER, THEN GO MOBILE
What Is Your Approach For Flash And Mobile?
0% 20% 40% 60% 80% Devs Devs &
Only Pubs Both
I create a Flash version of the
game first, followed by a 59.7% Flash, then
mobile version mobile 63.5% 51.1% 59.7%
I create a mobile version of the Mobile, then
game first, followed by a Flash 7.7% Flash 6.3% 11.1% 7.7%
version Both at the
same time 15.4% 20% 16.8%
I create both versions at the Treat them
16.8%
same time separately 12% 16.7% 13.4%

I always treat Flash and mobile Other 2.9% 1.1% 2.3%
separately, they are not 13.4%
connected
Clearly, developers tend to
Other (please specify) 2.3% create mobile versions of their
games after first creating a Flash
version for the browser.


MOBILE REVENUE SOURCES: APP SALES #1, ADS #2
How Do You Make Money From Mobile Games?

Devs Devs &
Only Pubs Both
23.8%
App sales
App Sales 58.7% 68.9% 61.7%
Micro- Microtransactions
transactions 8.7% 16.7% 11.1% 61.7%

Ads 37.0% 38.9% 37.6% Ads
37.6%
Other 24.5% 22.2% 23.8% Other (please
specify)
Interesting note: While app sales 11.1%
and ads lead the way,
microtransactions seem to be a
viable channel.
Top answer for “other”:
!   “I don’t make money yet”

MOBILE MONETIZATION: ROOM TO GROW
What Percentage Of Your Total Games Revenue Comes From Mobile?
45% 38.9%
40%
35% 29.2%
30%
25%
20%
15% 7.4%
10% 7.0%
3.7% 4.4% 2.3% 4.4%
5% 1.0% 1.0% 0.7%
0%
0-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100% N/A- I
haven’t
made any
money
vs. 2010: No data available. Devs are still learning yet with
how best to monetize their mobile games. mobile
games

0-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100% N/A
Devs
Only 31.7% 7.2% 6.7% 3.4% 1.9% 1.9% 1.4% 0% 1% 2.9% 41.8%
Devs
&
Pubs 23.3% 6.7% 8.9% 4.4% 10% 3.3% 0% 3.3% 0% 7.8% 32.2%

Both 29.2% 7% 7.4% 3.7% 4.4% 2.3% 1% 1% .7% 4.4% 38.9%


Publisher Responses
Publishers, Including Developers & Publishers

42

LESS FULL-TIME WEB PORTAL PUBLISHERS
Do You Create Flash Game Websites Full-time?

If Not, What Is Your Full-time Profession?
Top responses
32.3%
!   Student (19.1%)
!   Web Developer (9.9%) Yes
No
!   Flash Game Developer (5.3%)
!   Game Developer (3.3%) 67.7%

Pubs Devs &
Only Pubs Both vs. 2010: Full-time
site creation is down
Yes 33.3% 32% 32.3% from last year,
decreasing almost
No 66.7% 68% 67.7% 16%.


PUBLISHERS GETTING MORE EXPERIENCED
How Long Have You Been Creating Flash Game Websites?
40%
Pubs Devs &
34.1% Only Pubs Both
35%
Less than 1
29.6% year 27.1% 36.00% 34.1%
30%
27.0%
1-2 years 35.4% 28.10% 29.6%
25% 2-5 years 29.2% 26.40% 27.0%

20% 5+ years 8.3% 9.60% 9.3%

15%
9.3%
10% vs. 2010: The “2-5 years” category
increased (+6%), while the “Less
than 1 year” (-3%) and “5+
5%
years” (5%) categories both
decreased.
0%
Less than 1 1-2 years 2-5 years 5+ years
year


PUBLISHERS CONTINUE MULTIPLE SITES TREND
How Many Flash Gaming Websites Do You Own?
Pubs Devs &
70% Only Pubs Both
63.7%
1-2 sites 64.6% 63.50% 63.7%
60%
3-5 sites 16.7% 15.20% 15.5%

50% 6-10 sites 6.3% 4.50% 4.9%
11-20 sites 0.0% 3.40% 2.7%
40%
21+ sites 0.0% 0.60% 0.4%

30% N/A 12.5% 12.90% 12.8%

20% 15.5%
12.8%
vs. 2010: The numbers are very
10% 4.9% similar. The “1-2 sites” category
2.7% (-8%), and the “21+
0.4%
sites” (-2.5%)categories
0% decreased. “3-5” and “6-10” saw
1-2 sites 3-5 sites 6-10 sites 11-20 21+ sites N/A - small increases. The general
sites never trend to have more than 1 or 2
created a sites seems to be continuing.
Flash
sites


FEW SITES ARE OPTIMIZED FOR MOBILE DEVICES
Are Your Sites Optimized For Mobile?

Pubs Devs & 15.0%
Only Pubs Both

Yes 22.9% 12.9% 15%
No 77.1% 87.1% 85%

Yes
No

vs. 2010: Possibly a moot point
after Adobe’s announcement
about Flash on mobile, but most
portal owners weren’t optimizing 85.0%
for mobile anyway.


MANY SMALL PORTALS MAKE UP A BIG INDUSTRY
How Many Unique Visitors Visit Your Site(s) Each Month?
70% 66.4% Pubs Devs &
Only Pubs Both

60% 0 – 200k 66.7% 66.30% 66.4%
200k –
500k 8.3% 7.90% 8.0%
50%
500k – 1M 4.2% 5.10% 4.9%
40% 1M – 5M 0.0% 3.90% 3.1%

5M – 10M 0.0% 1.10% 0.9%
30%
10M+ 2.1% 1.10% 1.3%
20% 15.5% N/A 18.8% 14.60% 15.5%

10% 8.0%
4.9% 3.1%
0.9% 1.3%
vs. 2010: Most of the traffic
0% numbers have decreased, with
0 to 200k - 500k - 1 1 million 5 million 10 N/A - I'm the exception of the “0-200k”
200k 500k million -5 to 10 million not sure category (+3.5%). The general
unique unique unique million million or more or prefer distribution of the answers is
visitors visitors visitors unique unique unique not to approximately the same.
visitors visitors visitors disclose


PORTAL OWNERS CONTINUE TO WORK TOGETHER
Do You Manage Your Website By Yourself, Or With A Team?
80%
Pubs Devs & 73.0%
Only Pubs Both
70%
Myself 72.9% 73.00% 73.0%
60%
Small team 22.9% 19.70% 20.4%
50%
Medium team 2.1% 3.40% 3.1%

Large team
40%
0.0% 0.60% 0.4%

Other 2.1% 3.40% 3.1% 30%
20.4%
20%

vs. 2010: “Small teams” (-7.5%) 10%
decreased while all other categories 3.1% 3.1%
increased, most notably 0.4%
“Myself” (+8%). Historically speaking, 0%
this is still a solid amount of Myself Small team Medium Large team Other
collaboration for portal owners. (single (2-5 team (6-50 (50+ (please
publisher) members) members) members) specify):


ADS LEAD REVENUE STREAMS, DOWNLOADABLES RISING
How Do You Make Money From Your Flash Gaming Website? Select All That Apply
90%
77.9% Pubs Devs &
80% Only Pubs Both
70% Ads on
website 79.2% 77.50% 77.9%
60%
Downloadable
50% games 20.8% 12.90% 14.6%
40%
Virtual goods 4.2% 6.20% 5.8%
30% Physical
20% 14.6% 15.9% goods 10.4% 1.70% 3.5%
10% 5.8% 3.5% 3.1% N/A 16.7% 15.70% 15.9%
0%
Other 8.3% 1.70% 3.1%

vs. 2010: The reliance on Ads has
increased (+9%). Virtual goods have
fallen off a bit (-2%), replaced by
Downloadable games (+3%).


60% OF PUBLISHERS MAKE LESS THAN $500/MO.
How Much Money Do You Make Each Month From Your Gaming Websites?
70%
Devs
60.6% Pubs &
Only Pubs Both
60%
$0-$500 58.3% 61.20% 60.6%
50% $501-$1,000 6.3% 7.90% 7.5%
$1,001-
$5,000 6.3% 3.90% 4.4%
40%
$5,001-
$10,000 4.2% 5.10% 4.9%
30%
$10,000-
$25,000 4.2% 0.60% 1.3%
20.8%
20% $25,000+ 0.0% 0.60% 0.4%
N/A 20.8% 20.80% 20.8%
10% 7.5%
4.4% 4.9%
1.3% 0.4% vs. 2010: Aside from a small
0% gain in the “$5,001-$10,000”
$0 to $500 $501 - $1,001 - $5,001 - $10,000 - $25,000 N/A - Do category (+1%), all categories
USD per 1,000 USD $5,000 $10,000 $25,000 and up per not wish to above $1,000 decreased.
month per month USD per USD per USD per month disclose
month month month


ON-SITE ADS #1 REVENUE SOURCE
What Are Your Top 3 Ways Of Making Money From Game Development?
90%
75%
60%
45%
30% #1 Revenue Source

Ads on Downloadable Virtual Physical
website games goods goods Microtransactions N/A
#1
Revenue vs 2010:
Source 77.1% 6% 2.8% 0.9% 2.3% 11% Microtransactions
#2 introduced as a new
Revenue selection option. Ads as
Source 9.2% 25.4% 10% 4.6% 24.6% 26.9% the #1 source decreased
#3 by nearly 7%
Revenue
Source 2.2% 6% 6.7% 6.7% 9% 70.9%


ALMOST 20% OF PUBLISHERS HAVE UNIQUE GAME API’S
Do You Have Your Own Unique Api’s For Games On Your Site?

19.0%
Pubs Devs &
Only Pubs Both

Yes 25.0% 17.4% 19.0%
Yes No 75.0% 82.6% 81.0%
No

vs 2010: No data available.
81.0%


MOCHI MEDIA IS TOP CONTENT SOURCE
How Do You Find Games For Your Site(s)? Select All That Apply
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

Talk Arcades

Mochi Media Distribution

FlashGameDistribution.com

Playtomic Distribution

Other (please specify)

Pubs Devs &
Top “Other” response: Only Pubs Both

Talk Arcades 27.1% 16.3% 18.6%
!   “Look for them on top portal
Mochi Media Distribution 83.3% 70.2% 73%
sites” (16.7%) FlashGameDistribution 22.9% 37.1% 34.1%
vs. 2010: No data
available. Playtomic Distribution 6.3% 16.9% 14.6%
Other 18.8% 30.3% 27.9%


OVER 80% OF PORTAL OWNERS CREATE THEIR OWN SITES
Do You Use Arcade Scripts? If So, Which Ones?

Pubs Devs &
Only Pubs Both

No 79.2% 80.30% 80.1%
19.9%
Yes 20.8% 19.70% 19.9%
I don’t use arcade
scripts
Yes, I use
Top Script used:
80.1%
!   AV Arcade (46.7% )



PHP MOST POPULAR TECHNOLOGY FOR PUBLISHERS
Which Web Technologies Do You Use To Build / Develop Your Site(s)?
Select All That Apply

PHP Pubs Devs &
Only Pubs Both
8.8% 11.5%
Python PHP 83.3% 84.80% 84.5%
Python 4.2% 6.20% 5.8%
Ruby Ruby 4.2% 2.80% 3.1%
19.0%
Java 37.5% 14.00% 19.0%
Java
84.5% C# 12.5% 7.90% 8.8%
3.1% C# Other 12.5% 11.20% 11.5%
5.8%
Other (please vs. 2010: No data available.
describe)


MORE INVESTMENT IN TRAFFIC DRIVERS
How Do You Get Traffic To Your Website? Select All That Apply.
Pubs Devs & 70.0%
Only Pubs Both 59.3%
60.0%
Paid ads
(Google, 50.0%
Adwords) 43.8% 33.10% 35.4%
40.0% 35.4% 32.7%
Banner traffic 25.0% 19.10% 20.4%
30.0%
Link exchange 41.7% 30.30% 32.7% 20.4%
Create your 20.0% 15.9%
12.4%
own games 12.5% 71.90% 59.3%
10.0%
Sponsor
games 8.3% 13.50% 12.4% 0.0%
Other 35.4% 10.70% 15.9%

vs. 2010: Every category
increased, with the biggest gain in
the “Create your own games”
category (+22%). Paid ads also
had a significant increase (+14%).


PUBLISHERS WHO ALSO SPONSOR GAMES
Do You Sponsor Games? If So, What Would You Estimate Is The Average
Amount That You Pay To Sponsor A Game?

How Much Do You Pay?
11.1%
!   Pubs: avg. price is $460, based on 3
responses
No
!   Dev-pubs: avg. price is $1,014, Yes
based on 18 responses
88.9%
!   Combined: avg. price is $891, based
on 21 responses

vs. 2010: The number of publishers sponsoring games dropped significantly (-13%). The average
price for publishers only is much lower, but this could be sue to a small sample size. The dev-pubs
average is very similar to 2010. It is clear that the high-dollar sponsors we see from the developer
responses did not complete the survey.


MOST PUBLISHERS SPONSOR 1 GAME PER MONTH
How Many Games Do You Sponsor Each Month?

Pubs Devs &
Only Pubs Both
0.0%
12.0% 1 1 66.7% 59.10% 60.0%
2-5 33.3% 27.30% 28.0%
2-5
6-10 0.0% 0.00% 0.0%

6-10 10+ 0.0% 0.00% 0.0%
28.0% Other 0.0% 13.60% 12.0%
60.0% 10+

Other (please vs. 2010: The most popular
specify) response overwhelmingly
shifted from “2-3” to “1”.


EXISTING RELATIONSHIPS & FGL DRIVE SPONSORSHIPS
How Do You Find Games Up For Sponsorship?
0% 15% 30% 45% 60% 75%
Pubs Devs &
Only Pubs Both
FlashGameLicense FlashGameLicense.com 56.0%
.com 33.3% 59.10% 56.0%
Existing
relationships:
developers contact
you 66.7% 59.10% 60.0% Existing relationships:
Existing developers contact you 60.0%
relationships: you directly
contact developers 100.0% 59.10% 64.0%

Other forums 0% 9.10% 8.0%

Existing relationships: you
64.0%
contact developers directly

vs. 2010: No data available

Other Forums 8.0%


FEWER PUBLISHERS LICENSING GAMES
Do You License Ad-free Or Logo-free Versions Of Games For Your Site? If
So, What Is An Average Amount That You Pay For Each License?
2.8%
How Much Do You Pay?
!   Pubs: no publishers indicated
that they license games.
No
Yes !  Dev-pubs: avg. price is $733,
based on 3 responses
97.2%

vs. 2010: Even fewer publishers are licensing games,
with over a 5% drop. Of the two publishers types, only
dev-pubs indicated that they license games.
Pubs Devs &
Only Pubs Both

No 95.3% 97.70% 97.2%
Yes 4.7% 2.30% 2.8%


TRAFFIC & REVENUE INCREASED
Over The Last Year, Which Of These Is Most Accurate For You?
0% 15% 30% 45% 60%

Pubs Devs &
Web traffic increased, revenue Only Pubs Both
increased 52.8%
Traffic Increased,
Revenue
Increased 53.5% 52.60% 52.8%
Web traffic decreased, revenue Traffic Decreased,
increased 4.1% Revenue
Increased 2.3% 4.60% 4.1%
Traffic Increased,
Revenue
Web traffic increased, revenue Decreased
decreased 7.8% 2.3% 9.10% 7.8%
Traffic Decreased.
Revenue
Decreased 11.6% 17.10% 16.1%
Web traffic decreased, revenue
decreased 16.1% No Change 30.2% 16.60% 19.3%

No change in web traffic or
revenue 19.3%


TOP INFORMATION SOURCES: GOOGLE, FORUMS & BLOGS
Where Do You Go When You Need To Get Information On Flash
Games? (Choose All That Apply)
0.0% 20.0% 40.0% 60.0% 80.0%100.0%
Pubs Devs &
Only Pubs Both
Forums 67.9%
YouTube 44.2% 73.70% 67.9%
Online Publications 44.2% 66.90% 62.4%
Blogs 62.4%
“Google It” 37.2% 36.60% 36.7%

Other Publishing Sites 36.7% Other Publishing Sits 74.4% 84.60% 82.6%
Blogs 23.3% 26.90% 26.1%
"Google It" 82.6% Forums 23.3% 16.00% 5.5%

Online Publications 26.1% vs. 2010: Though calculated
differently this year, the distribution is
very similar to 2010 with “Google it”
YouTube 5.5% the top source followed by “Forums”
and then “Bogs”.


CONTACT INFO

Contact Info:

Jason Throckmorton
LaunchSquad
(415)625-8555
mochimedia@launchsquad.com

63

2011 Flash Games Market Survey

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2011 Flash Games Market Survey