Conference, Amsterdam
October 9, 2014
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5 Trends in Mobile Gaming For 2015 (and beyond) презентация
Содержание
- 1. 5 Trends in Mobile Gaming For 2015 (and beyond)
- 2. Who am I?
- 3. Who am I? Freemium Economics
- 4. Who am I? Freemium Economics Head of Marketing at Wooga
- 5. Who am I? Freemium Economics Head of Marketing at Wooga Mobile Dev Memo
- 6. Where are we now?
- 7. Where are we now? 4 of Top
- 8. Where are we now? 4 of Top
- 9. Where are we now? 4 of Top
- 10. Where are we now? 4 of Top
- 11. Where are we now? Four companies own
- 12. Where are we now? Most smartphone users download 0 new apps per month* *http://mobiledevmemo.com/the-problem-with-app-store-distribution-in-3-charts/
- 13. Where are we now? Nearly half of
- 14. Where are we now? Brand advertisers are
- 15. Where are we now? VC funding into
- 16. Where are we now? Advertising (UA) opportunities are growing…in low ARPU regions* *http://investor.fb.com/secfiling.cfm?filingID=1326801-14-32&CIK=1326801
- 17. Where are we now? Advertising (UA) opportunities are growing…in low ARPU regions* *http://investor.fb.com/secfiling.cfm?filingID=1326801-14-32&CIK=1326801
- 18. Where are we now? Advertising (UA) opportunities are growing…in low ARPU regions* *http://investor.fb.com/secfiling.cfm?filingID=1326801-14-32&CIK=1326801
- 19. Where are we now? Advertising (UA) opportunities are growing…in low ARPU regions* *http://investor.fb.com/secfiling.cfm?filingID=1326801-14-32&CIK=1326801
- 20. Where are we now? Advertising (UA) opportunities
- 21. But…it’s not all bad.
- 22. But…it’s not all bad. Mobile is growing: Source: IDC
- 23. But…it’s not all bad. Mobile gaming is growing: Source: Gartner
- 24. But…it’s not all bad. Consumers have come
- 25. Five Trends in Mobile Gaming For 2015
- 26. Five Trends in Mobile Gaming For 2015
- 27. Fundamental evolution of “App Install Ad” format
- 28. Fundamental evolution of “App Install Ad” format
- 29. Infrastructure of mobile advertising ecosystem designed for
- 30. Retargeting and deep-linking allow for better and
- 31. Native ads are less intrusive and context-aware: Fundamental evolution of “App Install Ad” format
- 32. Imaginative new ad formats will obfuscate /
- 33. Five Trends in Mobile Gaming For 2015
- 34. “App constellations” causing app store chart position inflation
- 35. “App constellations” causing app store chart position
- 36. “App constellations” causing app store chart position
- 37. “App constellations” causing app store chart position
- 38. “App constellations” causing app store chart position
- 39. “App constellations” causing app store chart position
- 40. “App constellations” causing app store chart position
- 41. “App constellations” causing app store chart position
- 42. Five Trends in Mobile Gaming For 2015
- 43. Increasing overall monetization
- 44. Increasing overall monetization Tablet shipments are slipping: Source: Monthly TFT LCD Shipment Database
- 45. Increasing overall monetization Meanwhile, “phablet” shipments are
- 46. Increasing overall monetization This is a good
- 47. Increasing overall monetization Meanwhile, CPMs are trending up…which means more revenue from ads. Source: Fiksu
- 48. Five Trends in Mobile Gaming For 2015
- 49. Increasing Platform “Lock In”
- 50. Increasing Platform “Lock In” Platform operators are
- 51. Increasing Platform “Lock In” Platform operators are
- 52. Increasing Platform “Lock In” Platform operators are
- 53. Five Trends in Mobile Gaming For 2015
- 54. More Franchise Tie-ins
- 55. More Franchise Tie-ins Rising marketing costs and
- 56. More Franchise Tie-ins Rising marketing costs and
- 57. More Franchise Tie-ins Rising marketing costs and
- 58. More Franchise Tie-ins Rising marketing costs and
- 59. More Franchise Tie-ins Rising marketing costs and
- 60. Thanks! eric@mobiledevmemo.com Mobiledevmemo.com Twitter.com/eric_seufert
Who am I?
Слайд 7Where are we now?
4 of Top 10 grossing apps (US /
iPhone) published by 2 devs
Top 10 Grossing Chart, US / iPhone, October 2 2014
Слайд 8Where are we now?
4 of Top 10 grossing apps (US /
iPhone) published by 2 devs
6 / 10 Top 10 grossing apps are games
6 / 10 Top 10 grossing apps are games
Top 10 Grossing Chart, US / iPhone, October 2 2014
Слайд 9Where are we now?
4 of Top 10 grossing apps (US /
iPhone) published by 2 devs
6 / 10 Top 10 grossing apps are games
8/10 Top Grossing apps were first published in 2012 or earlier (Game of War and Farm Heroes Saga were first published in 2013)
6 / 10 Top 10 grossing apps are games
8/10 Top Grossing apps were first published in 2012 or earlier (Game of War and Farm Heroes Saga were first published in 2013)
Top 10 Grossing Chart, US / iPhone, October 2 2014
Слайд 10Where are we now?
4 of Top 10 grossing apps (US /
iPhone) published by 2 devs
6 / 10 Top 10 grossing apps are games
8/10 Top Grossing apps were first published in 2012 or earlier (Game of War and Farm Heroes Saga were first published in 2013)
Supercell (Clash of Clans, Hay Day) and King (Candy Crush Saga, Farm Heroes Saga) spend (reportedly) $1MM per day on marketing*
6 / 10 Top 10 grossing apps are games
8/10 Top Grossing apps were first published in 2012 or earlier (Game of War and Farm Heroes Saga were first published in 2013)
Supercell (Clash of Clans, Hay Day) and King (Candy Crush Saga, Farm Heroes Saga) spend (reportedly) $1MM per day on marketing*
*http://mobiledevmemo.com/brand-advertising-mobile-cpi-prices/
Top 10 Grossing Chart, US / iPhone, October 2 2014
Слайд 11Where are we now?
Four companies own apps that generate 70% of
the unique visitors to the Top 25 mobile apps*
*http://mobiledevmemo.com/the-problem-with-app-store-distribution-in-3-charts/
Слайд 12Where are we now?
Most smartphone users download 0 new apps per
month*
*http://mobiledevmemo.com/the-problem-with-app-store-distribution-in-3-charts/
Слайд 13Where are we now?
Nearly half of all time spent in mobile
apps is devoted to users’ single favorite apps*
*http://mobiledevmemo.com/the-problem-with-app-store-distribution-in-3-charts/
Слайд 14Where are we now?
Brand advertisers are spending just 20% of their
budgets on mobile now and will increase that share to 35% by 2018*
*http://mobiledevmemo.com/why-mobile-marketing-costs-rising/
Слайд 15Where are we now?
VC funding into the gaming sector is down
by 6% in H1 2014 against the 2013 run rate*
*http://mobiledevmemo.com/why-mobile-marketing-costs-rising/
Слайд 16Where are we now?
Advertising (UA) opportunities are growing…in low ARPU regions*
*http://investor.fb.com/secfiling.cfm?filingID=1326801-14-32&CIK=1326801
Слайд 17Where are we now?
Advertising (UA) opportunities are growing…in low ARPU regions*
*http://investor.fb.com/secfiling.cfm?filingID=1326801-14-32&CIK=1326801
Слайд 18Where are we now?
Advertising (UA) opportunities are growing…in low ARPU regions*
*http://investor.fb.com/secfiling.cfm?filingID=1326801-14-32&CIK=1326801
Слайд 19Where are we now?
Advertising (UA) opportunities are growing…in low ARPU regions*
*http://investor.fb.com/secfiling.cfm?filingID=1326801-14-32&CIK=1326801
Слайд 20Where are we now?
Advertising (UA) opportunities are growing…in low ARPU regions*
*http://investor.fb.com/secfiling.cfm?filingID=1326801-14-32&CIK=1326801
“
“
--
Facebook 10Q, Q2 2014
Слайд 25Five Trends in Mobile Gaming For 2015 and Beyond
Fundamental evolution of
“App Install Ad” format
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
Слайд 26Five Trends in Mobile Gaming For 2015 and Beyond
Fundamental evolution of
“App Install Ad” format
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
Слайд 29Infrastructure of mobile advertising ecosystem designed for mobile gaming. New verticals
are beginning to shift into mobile advertising
Brand money;
Travel (20% YoY increase in mobile travel bookings H1 2013-2014*).
Brand money;
Travel (20% YoY increase in mobile travel bookings H1 2013-2014*).
*http://mobiledevmemo.com/why-mobile-marketing-costs-rising/
Fundamental evolution of “App Install Ad” format
Слайд 30Retargeting and deep-linking allow for better and more natural ad formats
than traditional mobile app install ad:
Fundamental evolution of “App Install Ad” format
Слайд 31Native ads are less intrusive and context-aware:
Fundamental evolution of “App Install
Ad” format
Слайд 32Imaginative new ad formats will obfuscate / abstract away the advertising
dynamic:
TinyLoot: paying users to watch ads and engage with new apps;
LoopMe: users rate ads and only see ad types they enjoy.
TinyLoot: paying users to watch ads and engage with new apps;
LoopMe: users rate ads and only see ad types they enjoy.
Fundamental evolution of “App Install Ad” format
Слайд 33Five Trends in Mobile Gaming For 2015 and Beyond
Fundamental evolution of
“App Install Ad” format
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
Слайд 35“App constellations” causing app store chart position inflation
Top 10 Downloaded Chart,
US / iPhone, October 2 2014
Слайд 36“App constellations” causing app store chart position inflation
4 of Top 20
downloaded apps (US / iPhone) published by Facebook
Facebook Messenger (#1), Facebook App (#2), Instagram (#4), and WhatsApp (#14)
Facebook Messenger (#1), Facebook App (#2), Instagram (#4), and WhatsApp (#14)
Слайд 37“App constellations” causing app store chart position inflation
4 of Top 20
downloaded apps (US / iPhone) published by Facebook
Facebook Messenger (#1), Facebook App (#2), Instagram (#4), and WhatsApp (#14)
3 of Top 20 downloaded apps published by Google
YouTube (#5), Google Maps (#15), Google Utilities (#16)
Facebook Messenger (#1), Facebook App (#2), Instagram (#4), and WhatsApp (#14)
3 of Top 20 downloaded apps published by Google
YouTube (#5), Google Maps (#15), Google Utilities (#16)
Слайд 38“App constellations” causing app store chart position inflation
4 of Top 20
downloaded apps (US / iPhone) published by Facebook
Facebook Messenger (#1), Facebook App (#2), Instagram (#4), and WhatsApp (#14)
3 of Top 20 downloaded apps published by Google
YouTube (#5), Google Maps (#15), Google Utilities (#16)
5 of Top 20 downloaded apps published by companies that can move users into mobile from their massive existing user bases
Pandora
Pinterest
Spotify
Twitter
iTunes U
Facebook Messenger (#1), Facebook App (#2), Instagram (#4), and WhatsApp (#14)
3 of Top 20 downloaded apps published by Google
YouTube (#5), Google Maps (#15), Google Utilities (#16)
5 of Top 20 downloaded apps published by companies that can move users into mobile from their massive existing user bases
Pandora
Spotify
iTunes U
Слайд 39“App constellations” causing app store chart position inflation
Companies that command massive
existing user bases and can unbundle functionality and / or shift traffic to new mobile apps are conquering the Top Downloaded chart
Слайд 40“App constellations” causing app store chart position inflation
Companies that command massive
existing user bases and can unbundle functionality and / or shift traffic to new mobile apps are conquering the Top Downloaded chart
Chart positions that were previously capable of being “acquired” via advertising are now occupied by these apps, causing “chart position inflation”
Chart positions that were previously capable of being “acquired” via advertising are now occupied by these apps, causing “chart position inflation”
Слайд 41“App constellations” causing app store chart position inflation
Companies that command massive
existing user bases and can unbundle functionality and / or shift traffic to new mobile apps are conquering the Top Downloaded chart
Chart positions that were previously capable of being “acquired” via advertising are now occupied by these apps, causing “chart position inflation”
Eg. Facebook raised number of downloads needed to reach #1 with messenger. Previous amount of downloads needed only reaches #2 now.
Chart positions that were previously capable of being “acquired” via advertising are now occupied by these apps, causing “chart position inflation”
Eg. Facebook raised number of downloads needed to reach #1 with messenger. Previous amount of downloads needed only reaches #2 now.
Слайд 42Five Trends in Mobile Gaming For 2015 and Beyond
Fundamental evolution of
“App Install Ad” format
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
Слайд 44Increasing overall monetization
Tablet shipments are slipping:
Source: Monthly TFT LCD Shipment Database
Слайд 45Increasing overall monetization
Meanwhile, “phablet” shipments are rising and may overtake both
smartphone and tablet shipments
Source: BI Intelligence
Слайд 46Increasing overall monetization
This is a good thing for app developers; users
spend more money on bigger screens.
Source: Distimo
Слайд 47Increasing overall monetization
Meanwhile, CPMs are trending up…which means more revenue from
ads.
Source: Fiksu
Слайд 48Five Trends in Mobile Gaming For 2015 and Beyond
Fundamental evolution of
“App Install Ad” format
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
Слайд 50Increasing Platform “Lock In”
Platform operators are competing to keep developers locked
into proprietary tool chain
Apple’s upcoming iTunes analytics suite
Слайд 51Increasing Platform “Lock In”
Platform operators are competing to keep developers locked
into proprietary tool chain
Facebook’s Parse + Audience Network + Atlas
Слайд 52Increasing Platform “Lock In”
Platform operators are competing to keep developers locked
into proprietary tool chain
Twitter analytics + app development
platform (Fabric)
Слайд 53Five Trends in Mobile Gaming For 2015 and Beyond
Fundamental evolution of
“App Install Ad” format
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
“App constellations” causing app store chart position inflation
Increasing overall monetization
Increasing platform “lock in”
More franchise tie-ins
Слайд 55More Franchise Tie-ins
Rising marketing costs and chart position inflation incentivize devs
to partner with existing, well-known IP
Слайд 56More Franchise Tie-ins
Rising marketing costs and chart position inflation incentivize devs
to partner with existing, well-known IP
Слайд 57More Franchise Tie-ins
Rising marketing costs and chart position inflation incentivize devs
to partner with existing, well-known IP
Слайд 58More Franchise Tie-ins
Rising marketing costs and chart position inflation incentivize devs
to partner with existing, well-known IP
Слайд 59More Franchise Tie-ins
Rising marketing costs and chart position inflation incentivize devs
to partner with existing, well-known IP
