Smartphone & Tablet Gaming 2011 – SWOT-Analysis of Mobile Gaming Platforms

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Smartphone and Tablet Gaming 2011 SWOT-Analysis of the “Smart” Mobile Gaming Platforms Michael Schade, CEO & Co-Founder FISHLABS Entertainment GmbH Casual Connect 2011, Hamburg, February 8, 2010

description

CEO Michael Schade on how sold units 2010 affect the mobile gaming market in 2011.

Transcript of Smartphone & Tablet Gaming 2011 – SWOT-Analysis of Mobile Gaming Platforms

Page 1: Smartphone & Tablet Gaming 2011 – SWOT-Analysis of Mobile Gaming Platforms

Smartphone and Tablet Gaming 2011 –

SWOT-Analysis of the “Smart”

Mobile Gaming Platforms

Michael Schade, CEO & Co-Founder

FISHLABS Entertainment GmbH

Casual Connect 2011, Hamburg, February 8, 2010

Page 2: Smartphone & Tablet Gaming 2011 – SWOT-Analysis of Mobile Gaming Platforms

J2ME 3D GAMES PORTFOLIO SONY ERICSSON

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40 MIO iPHONE GAME DOWNLOADS

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INSTALL BASE 2010

0

20

40

60

80

100

120

140

160

180

Sold Units Estimate

Millions

PS2

Xbox

Xbox 360

PS3

Wii

PSP

iOS

Android 2.x

Symbian^3

Bada*

WebOS*

WP7

*Definition: Smartphone considered to feature the original iPhone specs or better

Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs

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INSTALL BASE 2011

0

50

100

150

200

250

300

350

Sold Units Estimate

Millions

PS2

Xbox

Xbox 360

PS3

Wii

PSP

iOS

Android 2.x

Symbian^3

Bada*

WebOS*

WP7

*Definition: Smartphone considered to feature the original iPhone specs or better

Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs

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COMPETITION TOTAL

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

Games** released until end of 2010

PS2

Xbox

Xbox 360

PS3

Wii

PSP

iOS

Android 2.x

Symbian^3

Bada*

WebOS*

WP7

*Definition: Smartphone considered to feature the original iPhone specs or better

**Estimate: Games make 20% of apps across all mobile platforms

Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs

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COMPETITION WEIGHTED

0

200

400

600

800

1000

1200

Games** competing weighted by install base

Com

peti

tion Index

PS2

Xbox

Xbox 360

PS3

Wii

PSP

iOS

Android 2.x

Symbian^3

Bada*

WebOS*

WP7

*Definition: Smartphone considered to feature the original iPhone specs or better

**Estimate: Games make 20% of apps across all mobile platforms

Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs

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INDIES DOMINATE ON THE APP STORE

Source: Distimo Report, Full Year 2010

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INDIES DOMINATE ON ANDROID MARKET

Source: Distimo Report, Full Year 2010

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INDIES POPULAR ON OVI

Source: Distimo Report, Full Year 2010

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BRANDS DOMINATE ON WINDOWS PHONE 7

Source: Distimo Report, Full Year 2010

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Apple iOS Large install base

Very solid app store but no MNO billing

Some fragmentation

Some piracy

Huge competition

Casual heavy on freemium

Hardcore and brands heavy on premium

Heavy price pressure

Google Android Large install base

Improved app store with MNO billing

Heavy fragmentation

Heavy piracy

A lot competition but mostly low quality

OEM and MNO app stores coming

Heavy price pressure

SWOT ANALYSIS

Nokia Symbian^3 Small install base

Improved app store with MNO billing

Very little fragmentation

Heavy piracy

Some competition

Casual heavy on freemium

Hardcore and brands heavy on premium

Nokia committed to drive DLs

Windows Phone 7 Small install base

Solid app store

Little fragmentation

Little piracy

Some competition

Premium category

Cross platform

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TABLET VS. SMARTPHONE

14%

0%

4%

14%

23%

1%

11%

3%

31%

Barclaycard Rollercoaster Extreme

iPad

iPhone

iPhone 3G

iPhone 3GS

iPhone 4

iPod 1

iPod 2

iPod 3

iPod 4

Split by device since 24.12.10

Free casual game

12.5m DLs total

Top 5 worldwide

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TABLET VS. SMARTPHONE

25%

1%

5%

16%30%

1%

7%

4%

12%

Galaxy on Fire 2

iPad

iPhone

iPhone 3G

iPhone 3GS

iPhone 4

iPod 1

iPod 2

iPod 3

iPod 4

Split by device since 24.12.10

Hardcore sci-fi

Paid at $9.99

Top10 Grossing

in US, UK, DE

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What business? Premium

Try&buy

Freemium

Ad-funded

What platform? iOS

Android

Symbian^3

Windows Phone 7

MeeGo

Bada

WebOS

KEY CONSIDERATIONS

What engine? Develop in-house if flexibility, control and

performance are essential

License if time to market is key or dev

team is relatively small or deep engine

knowledge is absent

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