The Global Mobile Games Landscape

THE GLOBAL MOBILE GAMES LANDSCAPE GLOBAL MOBILE GAMES REVENUE Applift Mobile Games Marketing Tablet games revenue will grow 400% by 2016 POWERED BY newzoo games market research CAGR 2012-2016 $23.9BN 27.3% TOTAL 47.6% $12.2BN TABLETS $10.0BN $13.9BN $9.1BN TOTAL 18.8% $2.1BN $7.0BN $3.7BN $8.5BN TABLETS SMARTPHONES SMARTPHONES* 2012 2013e 2016e * includes feature phones MOBILE GAMES MONETIZATION WORLD MAP With close to $6 BN, Asia Pacific is the biggest mobile games market worldwide AVERAGE SPEND* AVERAGE SPEND* AVERAGE SPEND* 65M 43M 27M 146M PLAYERS 129M PLAYER 88M PLAYERS $1.27 PAYERS PAYERS $3.87 PAYERS $4.40 NORTH AMERICA WESTERN EUROPE EASTERN EUROPE REVENUE 2013e REVENUE 2013e REVENUE 2013e $3.0BN $2.3BN $420M YoY Growth 38% YoY Growth 63% YoY Growth 39% LATIN AMERICA MIDDLE EAST & AFRICA ASIA PACIFIC REVENUE 2013e REVENUE 2013e REVENUE 2013e $400M $260M $5.9BN YoY Growth 33% Growth 29% YoY Growth 25% S AVERAGE SPEND* AVERAGE SPEND* AVERAGE SPEND* 84M PLAYERS 29M PAYERS 105M PLAYERS 32M 412M PLAYE 172M PAYERS PAYERS $1.15 $0.67 $2.86 * per month per paying mobile gamer SELECTED INSIGHTS ACROSS THE REGIONS REVENUES PER APP STORE INAPP PAID 90% 10% MARKET SHARE OF MOBILE iPhone OPERATING SY STEMS 92% 8% IPad ANDROID ios ТОР З GROSSING COUNTRIES FORMOBILE GAMES 37% 54% RANK iPhone iPad Google Play OTHER MARKET SHARE OF MOBILE OPERATING SYSTEMS UK UK GERMANY FRANCE GERMANY UK ANDROID ios GERMANY FRANCE NORTH AMERICA FRANCE 41% Over 90% of app store revenue in North America comes from in-app purchases 49% 10% OTHER Lass uns spielen! SHARE OF POLISH MO BILE GAMERS PLAYING ON FEATURE PHONES, SMARTPHONES AND TABLETS Jouons ! Mobile device Share Game on! 56% Smartphone 42% WESTERN EUROPE Feature phone 19% The same 3 countries make the top grossing markets across platforms Tablet MARKET SHARE OF MOBILE OPERATING SYSTEMS GENDER SPLIT OFMOBILE PLAYERS AND PAYERS ANDROID ios 21% PLAYERS PAYERS COUNTRY 50% 29% 54% 46% 71% 29% OTHER JAPAN 57% 43% 60% 40% MMMMMM CHINA 58% 42% 65% 35% SOUTH KOREA 52% 48% 59% 41% AUSTRALIA EASTERN EUROPE 56% of Polish mobile gamers play on a smartphone MARKET SHARE OF MOBILE OPERATING SYSTEMS ios ANDROID 46% 47% OTHER CPI LEVELS FOR THE TOP GROSSING COUNTRIES COUNTRY ios Android ASIA PACIFIC ($1.67 ($1.52 UAE 71% of paying mobile gamers in Japan are male $1.33 $1.02 SAUDI ARABIA $1.35 $0.83 SOUTH AFRICA MARKET SHARE OF MOBILE OPERATING SYSTEMS ios NUMBER ONE GROSSING GAME 12% 38% ANDROID COUNTRY iPhone iPad Google Play 50% OTHER BRAZIL Cand Cand MEXICO Card ARGENTINA MARKET SHARE OF MOBILE MIDDLE EAST & AFRICA OPERATING SYSTEMS Acquiring a loyal gamer in the United Arab Emirates will cost you on average $1.67 on ioS and $1.52 on Android ios 25% 46% ANDROID 29% OTHER LATIN AMERICA The same 2 mobile games make the top grossing charts across all platforms in the top 3 grossing countries GEOGRAPHIC APPEAL MATRIX NORTH AMERICA WESTERN EUROPE EASTERN EUROPE ASIA PACIFIC MIDDLE EAST & AFRICA LATIN AMERICA MOBILE GAMES MARKET SIZE Based on estimated mobile games revenue in 2013 GROWTH POTENTIAL Based on mobile games revenue CAGR 2012-2016 MONETIZATION POTENTIAL Based on share of payers and average spend per payer CPI LEVELS PER LOYAL GAMER ios ANDROID ios ANDROID ios ANDROID ios ANDROID ios ANDROID ios ANDROID AUSTRALIA ARGENTINA POLAND $2.55 $1.46 $2.33 $1.32 $1.62 $1.12 S. KOREA $3.70 $1.71 $1.20 $0.83 BRAZIL MEXICO $1.89 $0.94 RUSSIA JAPAN CPIS are averaged across country groups/continents OTHER OTHER OTHER $1.19 $0.76 $1.39 $0.87 $1.11 $0.74 COUNTRIES COUNTRIES COUNTRIES GLOBAL APPEAL SCORE FOR MOBILE GAME PUBLISHERS SOURCES Global Mobile Games Revenue Newzoo Global Games Market Report 2013 (August 2013) POWER ED BY DAppLift Mobile Gaming Monetization World Map Newzoo Consumer Research (April 2012, September 2012 & April 2013) Newzoo Global Games Market Report 2013 (August 2013) newzoo Mobile Games Marketing games market research www.applift.com www.newZ0o.com Insights Across the Continents & Geographic Appeal Matrix AppLift Data (H1 2013) Distimo Data (AppIQ, August 2013) Newzoo Consumer Research (April 2013) http://gs.statcounter.com (July 2013)