Presenting Mobile Gaming @ SimAlliance 2007
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Transcript of Presenting Mobile Gaming @ SimAlliance 2007
September 12th
Mobile Contents : a multichannel industry?
September 12th
OTA: the leading way…successfull?
Hardware channel: it works?
…just some ideas and feedback from a wonderful world: games on mobile
September 12th
Feedback from a wonderful world: games
on mobile!
September 12th
Competitive marketA
rt o
f M
arket
ing
I-Play
Ifone/Glu In-Fusio
Gameloft
Art of Technology
New publisher
EA Mobile
VU Games Mobile
Digital Chocolate
September 12th
Technical parameters: complex market…
Game Development Technology
Operating System
Mobile Game Devices
DOJA J2ME/MIDP Brew ExEn Mophun Microsoft Mobile
Symbian/ S60 (C++) Tapwave Flash Open GL/ES Others
Symbian/ S60 Linux Mobile PlamOS Microsoft Mobile
Operator Proprietaries Others
Series 60 Devices Traditional Mobile Phones Nintendo GameBoy SP
Nokia N-Gage MS Smartphone SonyPSP Tapwave
2G/GSM 2,5G/GPRS EDGE
3/G UMTS (W-CDMA) 3,5G/HSPDA 4G/OFDMTransport Technology
??
???? ??
September 12th
Technical parameters: integrated market…
Métropole juin-05 sept-05 déc-05 mars-06 juin-06
- Parc actif multimédia mobile* (14) 10 708 500 11 273 600 14 024 500 13 400 900 13 362 300- en % du parc actif total 24,8% 25,6% 30,6% 29,0% 28,5%- Croissance nette trimestrielle (4) 330 900 565 100 2 750 900 -623 600 -38 600- Croissance nette trimestrielle en % 3,2% 5,3% 24,4% -4,4% -0,3%- croissance en glissement annuel 41,9% 39,8% 36,1% 29,1% 24,8%
Parc actif multimédia mobile
TABLEAU DE BORD MULTIMEDIAOpérateurs de réseau mobile et MVNO (1)
30 juin 2006
juin-05 sept-05 déc-05 mars-06 juin-06
- Parc post-payé (2) 28 534 300 29 342 500 30 509 700 31 025 700 31 687 900
- Croissance nette trimestrielle (4) 672 500 808 200 1 167 200 516 000 662 200- Croissance nette trimestrielle en % 2,4% 2,8% 4,0% 1,7% 2,1%
- Parc prépayé (2) 16 848 500 16 755 900 17 548 700 17 568 800 17 384 000
- Croissance nette trimestrielle (4) -216 300 -92 600 792 800 20 100 -184 800
- Croissance nette trimestrielle en % -1,3% -0,5% 4,7% 0,1% -1,1%
- Parc total (2) 45 382 800 46 098 400 48 058 400 48 594 500 49 071 900
- Croissance nette trimestrielle (4) 456 200 715 600 1 960 000 536 100 477 400
- Croissance nette trimestrielle en % 1,0% 1,6% 4,3% 1,1% 1,0%
- Taux de pénétration (5) 75,2% 76,4% 79,7% 80,6% 81,3%
- Parc total actif* (7) 44 622 100 45 321 900 47 313 200 47 760 400 48 443 900
- en % du parc total 98,3% 98,3% 98,4% 98,3% 98,7%
- Taux de pénétration actif (5) 74,0% 75,1% 78,4% 79,2% 80,3%
30 juin 2006
TABLEAU DE BORD NATIONALOpérateurs de réseau mobile et MVNO (1)
* Obtenu à compter de T3 2005 par extrapolation, pour la métropole, à l'ensemble des opérateurs des données déclarées par les opérateurs de plus
September 12th
Mobile Gaming Figures ForecastTerritories 2004 2005 2006 2007 2008 2009
Europe 345 527 711 885 1 064 1 232
France 41 63 85 106 128 148
Source : Jupiter Research July 2005 (€Mio)
15 €Mio
50 €Mio
September 12th
Mobile Gaming Revenue Tentative A
Total Installed Base 21 465 000
Marketshare 47,7%
Multimedia Devices 4 300 000
Rate 20%Usual Players 214 650
Rate 1%
Monthly Downloads 50 000Annual attached rate of DD games per Mobile 0,14SDP 5 €
Direct Revenue per unit 1,67 €
Premium to Aggregator 30%
Gross Revenue per unit 0,50 €
Premium to Licensor 0,25 €
Net Revenue Licensing 0,38 €
Montly Turnover 250 000
Montly Direct Revenue 83 612
Montly Revenue Publisher 18 813
Annual Turnover 3 000 000
Annual Direct Revenue 1 003 344
Annual Revenue Publisher 225 753
September 12th
Measure of the market
September 12th
Right price for consumer?
7£
3€
7€4€
•Buy two, get one free
•Discount
•1€ promotion
5£
Price of Multimedia access?
September 12th
OTA: the leading way…successfull?
September 12th
5 major countries, 12 MNOs, 60 strategiesUK56,9 Mio
France49 Mio+
Germ.75 Mio+
Spain39 Mio+
Italy57 Mio+
1 Orange23%
Orange4?%
T-Mobile40,8%
Telefonica Movistar48%
TIM40,4%
2 Vodafone24%
SFR (Vod.)
3?%
Vodafone37,4%
Vodafone31%
Vodafone34,7%
3 O223%
B.T.1?%
Eplus13,2%
Amena21%
Wind19,4%
4 T-Mobile25%
O28,9%
33,6%
5 34%
Chiffres non contractuels
September 12th
Mobile Gaming Value Chain
Content Creation
Content Aggregation
ContentMarketing
ContentDistribution
Consumption/Usage
IP Aggregator MNOs
IP
IP Aggregator
Ratio 80%!Ratio 80%!
September 12th
Key Factor Success : multiply channel distribution to optimise sales
September 12th
Hardware channel: it works?
September 12th
Marketing is key!
September 12th
Mobile Gaming vs VideoGame
September 12th
Mobile Gaming vs VideoGame
September 12th
Sell mobile games on shops!
September 12th
Virtua MNO=MVNOMVNO branded and community orientedSeeking for added-value services to promote their offer
=> Opportunity to sell “pre-paid “ mobile games into the monthly subscriptionQ4 2006= 477K new, 268,5 for MVNO
September 12th
Who is downloading?
September 12th
What Mobile Gaming Industry needs:
Performance
Stockage
Visibility for mass market