Ⓒ App Annie 2013 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE CONFIDENTIAL - PROPERTY OF...

Ⓒ App Annie 2013 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSECONFIDENTIAL - PROPERTY OF APP ANNIE | DO NOT DISTRIBUTE | © 2013

IntelligenceOverview

25 January 2013

Game Trends in theInternational Market

Casual Connect AsiaSingapore, May 2013

Yu Junde, VP APAC

CONFIDENTIAL | DO NOT DISTRIBUTE


1. App Annie Overview

2. App Store Trends

3. Country Trends

4. Device Trends

5. Subcategory Trends

6. Top Publishers and Apps

Game Trends in the International Market


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2. App Store Trends

3. Country Trends

4. Device Trends





App Store Highlights, Mar 2013

• Games are driving the app store market today

• While iOS App and Google Play are now very close in game

downloads, iOS still remains the game monetization leader, earning

over twice as much as Google Play in March 2013

• Google Play game revenue is growing quickly, however – and

Google Play revenue is even more concentrated in games than iOS

App Store revenue is

• Over the past year, the in-app purchase business model has gained

momentum, it has been adopted heavily by games


iOS vs. Google Play game downloads

• iOS App and Google Play are now very close in game downloads• Both stores had a strong December and January, boosted by holiday

season


iOS vs. Google Play game revenue

• Google Play game revenue has grown quickly in recent months• iOS App Store remains the app store leader in game monetization,

earning over twice as much as Google Play in March 2013



2. App Store Trends

3. Country Trends

4. Device Trends





Country Highlights, iOS and Google Play Mar 2013

What is the recommended country launch strategy today?

• Japan and US: Market across both iOS App Store and Google Play

• China: Market for iOS, and use local distribution and monetization

channels for Android

• South Korea: Google Play much bigger than iOS App Store

• Other countries: iOS App Store monetizes better than Google Play

Which markets are emerging for games?

• China for iOS revenue

• Russia, Brazil, and Mexico for their growth in downloads

• Asian countries have shown a great propensity for spending money

on game apps


Games Downloads by Country, Mar 2013

• United States, China drove close to 40% of iOS Games downloads• In many markets, Google Play now exceeds iOS in Games

downloads, which may set the stage for future Google Play growth

* Top ten countries by total iOS App Store + Google Play Game downloads Mar 2013


Games Revenue by Country, Mar 2013

• US, Japan, Korea drove about 80% of Google Play Games revenue• iOS remains the clear revenue leader across most countries, except:

South Korea, home to Samsung, leans heavily toward Google PlayJapan spends across both stores fairly evenly

* Top ten countries by total iOS App Store + Google Play Games revenue Mar 2013


How are the markets shifting in the iOS App Store?

• Russia is the emerging market for downloads

• China has been moving up the iOS revenue rankings and is now #3

Rank by game downloads Rank by game revenue

Rank Mar 2013Chg vs.

Mar 2012Rank Mar 2013

Chg vs. Mar 2012

#1 United States - #1 United States -

#2 China - #2 Japan -#3 United Kingdom - #3 China é4#4 Japan - #4 United Kingdom ê1#5 Canada - #5 Australia ê1

#6 Russia é3 #6 Canada ê1

#7 France ê1 #7 France é1

#8 Germany ê1 #8 Germany ê2

#9 Australia ê1 #9 Russia -

#10 Italy - #10 South Korea é1


How are the markets shifting in Google Play?

• Russia, Brazil, Mexico are the emerging markets

• Japan and Korea now on top• Paid apps returned to Google

Play Taiwan in Feb 2013Rank by game downloads Rank by game revenue

Rank Mar 2013Chg vs.

Mar 2012Rank Mar 2013

Chg vs. Sep 2012

#1 United States - #1 Japan é1

#2 South Korea - #2 South Korea é1

#3 Russia é3 #3 United States ê2

#4 Japan ê1 #4 United Kingdom -

#5 Germany ê1 #5 Germany -

#6 India é1 #6 Australia -

#7 Brazil é6 #7 France -

#8 Spain - #8 Taiwan N/A

#9 Mexico é6 #9 Canada ê1

#10 United Kingdom ê1 #10 Hong Kong é8


Revenue per Download, March 2013

ALL Japan South Korea Australia Norway Hong Kong Singapore United States Canada Taiwan Russia$0.00

$0.50

$1.00

$1.50

$2.00

$0.25

$1.89

$0.69 $0.54

$0.40 $0.33 $0.27 $0.25 $0.24 $0.11 $0.04

ALL

Japa

n

Austra

lia

Singap

ore

South

Kor

ea

Hong

Kong

United

Sta

tes

United

King

dom

Russia

Brazil

China

$0.00

$0.50

$1.00

$1.50

$2.00

$0.59

$1.83

$1.12 $0.97 $0.96 $0.92

$0.74 $0.58

$0.34 $0.33 $0.30

Revenue per Download, iOS Games, March 2013

Revenue per Download, Google Play Games, March 2013

Japan and South Korea score high on revenue per downloads



2. App Store Trends

3. Country Trends

4. Device Trends





Game Downloads by iOS Devices, Mar 2013

• About 30% of all iOS App Store game downloads are for the iPad• Japan has minimal iPad usage, while Russia sees about half of

game downloads being for the iPad


Game Revenue by iOS Device, Mar 2013

• iPad drove about one-third of iOS App Store game revenue WW• US drove 40% of WW iPad game revenue, the leading market by far



2. App Store Trends

3. Country Trends

4. Device Trends





• The casual game categories of Action and Arcade are most popular with downloads, but the heavier genres of RPG and Simulation are most revenue-generating

iOS: Top Game Subcategories, Mar 2013

*In the iOS App Store, a game can be put in up to two subcategories. As a result, there is overlap among the subcategories.

Indexed iOS Game Downloads

Indexed iOS Game Revenue


Google Play: Top Game Subcategories, Mar 2013

Indexed Google Play Game Downloads

Indexed Google Play Game Revenue

• In contrast with iOS, Arcade & Action games are most downloaded and revenue-generating on Google Play



2. App Store Trends

3. Country Trends

4. Device Trends





Game Publisher and App HighlightsiOS App Store and Google Play March 2013

Top Games• Puzzle & Dragons was top-grossing game in both iOS App Store

and Google Play for yet another month

• Candy Crush reached the #1 spot by iOS downloads, while

Temple Run 2 remained the top-downloaded game on Google Play

Top Publishers• Electronic Arts (EA) and King ranked in the top 10 by both

downloads and revenue for both iOS App Store and Google Play

• EA’s success came from a combination of Real Racing 3 and The

SimpsonsTM: Tapped Out, while King’s success came from

Candy Crush Saga


Top iOS Publishers by Mar 2013 Game Downloads

• Electronic Arts retained its spot at the top due to Real Racing 3• Rovio moved up to #2 due to strong performances by its classic Angry Birds

game and a new game, The Croods


Top Google Play Publishers by Mar 2013 Game Downloads

• Rovio topped the Google Play charts, again driven by Angry Birds and The Croods, as seen in the iOS App Store

• Electronic Arts jumped to #3, driven by Real Racing 3


Top iOS Publishers by Mar 2013 Game Revenue

• The top five grossing iOS publishers remained consistent from February to March


Top Google Play Publishers by Mar 2013 Game Revenue

• In recent months, this list has been dominated by publishers from Japan and South Korea, but this month’s list included Electronic Arts, King, and Kabam, who are based in the US and UK


Top iOS Games by Mar 2013 Downloads

• Many top-downloaded iOS games continued to be Action or Arcade• Candy Crush Saga has been rising steadily and reached #1 in

March


Top Google Play Games by Mar 2013 Downloads

• Many top games on Google Play were Arcade & Action, as with iOS• Swinging game Benji Bananas gave Fingersoft two in the top 10


Top iOS App Store Games by Mar 2013 Revenue

• The top five grossing iOS games have remained the same for each month of Q1 2013, which is remarkable given how games rise and fall

• Supercell, Kabam, and EA each had two apps in the top ten in March


Top Google Play Games by Mar 2013 Revenue

• Puzzle & Dragons had the top ranks in both iOS and Google Play • The SimpsonsTM: Tapped Out, brought from iOS to Google Play in

February, made its debut in the top ten in March


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