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Game Trends in the Intelligence International Market Overview

Casual Connect Asia Singapore, May 2013 Yu Junde, VP APAC

25 January 2013

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App Annie 2013

Game Trends in the International Market

1. App Annie Overview

2. App Store Trends

3. Country Trends

4. Device Trends
5. Subcategory Trends 6. Top Publishers and Apps

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App Annie 2013

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App Annie 2013

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App Annie 2013

Game Trends in the International Market

1. App Annie Overview

2. App Store Trends

3. Country Trends

4. Device Trends
5. Subcategory Trends 6. Top Publishers and Apps

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App Annie 2013

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

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App Annie 2013

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

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App Annie 2013

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

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App Annie 2013

Game Trends in the International Market

1. App Annie Overview

2. App Store Trends

3. Country Trends

4. Device Trends
5. Subcategory Trends 6. Top Publishers and Apps

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App Annie 2013

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
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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
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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 Play Japan spends across both stores fairly evenly

* Top ten countries by total iOS App Store + Google Play Games revenue Mar 2013
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How are the markets shifting in the iOS App Store?

Russia is the emerging market for downloads
Rank by game downloads Rank #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Mar 2013 United States China United Kingdom Japan Canada Russia France Germany Australia Italy Chg vs. Mar 2012 3 1 1 1 -

China has been moving up the iOS revenue rankings and is now #3
Rank by game revenue Rank #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Mar 2013 United States Japan China United Kingdom Australia Canada France Germany Russia South Korea
App Annie 2013

Chg vs. Mar 2012 4 1 1 1 1 2 1

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How are the markets shifting in Google Play?

Russia, Brazil, Mexico are the emerging markets
Rank by game downloads Rank #1 #2 Mar 2013 United States South Korea Chg vs. Mar 2012 3 1 1 1 6 6 1

Japan and Korea now on top Paid apps returned to Google Play Taiwan in Feb 2013
Rank by game revenue Rank #1 #2 Mar 2013 Japan South Korea Chg vs. Sep 2012 1 1

#3 #4 #5 #6 #7
#8 #9 #10

Russia Japan Germany India Brazil

Spain Mexico United Kingdom

#3 #4 #5 #6 #7
#8 #9 #10

United States United Kingdom Germany Australia France

Taiwan Canada Hong Kong
App Annie 2013

2
N/A 1 8

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Revenue per Download, March 2013

Japan and South Korea score high on revenue per downloads
Revenue per Download, iOS Games, March 2013
$2.00 $1.50

$1.83

$1.12
$1.00

$0.97

$0.96

$0.92

$0.59
$0.50
$0.00 ALL Japan Australia Singapore South Korea Hong Kong

$0.74

$0.58 $0.34 $0.33 $0.30

United States

United Kingdom

Russia

Brazil

China

Revenue per Download, Google Play Games, March 2013

$2.00 $1.50 $1.00 $0.50 $0.00 ALL Japan South Korea Australia Norway Hong Kong Singapore United States Canada Taiwan Russia

$1.89

$0.69 $0.25

$0.54

$0.40

$0.33

$0.27

$0.25

$0.24

$0.11

$0.04

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App Annie 2013

Game Trends in the International Market

1. App Annie Overview

2. App Store Trends

3. Country Trends

4. Device Trends
5. Subcategory Trends 6. Top Publishers and Apps

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App Annie 2013

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

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App Annie 2013

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

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App Annie 2013

Game Trends in the International Market

1. App Annie Overview

2. App Store Trends

3. Country Trends

4. Device Trends
5. Subcategory Trends 6. Top Publishers and Apps

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App Annie 2013

iOS: Top Game Subcategories, Mar 2013

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 Indexed iOS Game Downloads

Indexed iOS Game Revenue

*In the iOS App Store, a game can be put in up to two subcategories. As a result, there is overlap among the subcategories.
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Google Play: Top Game Subcategories, Mar 2013

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

Indexed Google Play Game Downloads

Indexed Google Play Game Revenue

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App Annie 2013

Game Trends in the International Market

1. App Annie Overview

2. App Store Trends

3. Country Trends

4. Device Trends
5. Subcategory Trends 6. Top Publishers and Apps
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Game Publisher and App Highlights iOS 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 EAs success came from a combination of Real Racing 3 and The SimpsonsTM: Tapped Out, while Kings success came from Candy Crush Saga
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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

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App Annie 2013

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

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App Annie 2013

Top iOS Publishers by Mar 2013 Game Revenue

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

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App Annie 2013

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 months list included Electronic Arts, King, and Kabam, who are based in the US and UK

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App Annie 2013

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

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App Annie 2013

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

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App Annie 2013

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

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App Annie 2013

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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App Annie 2013

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App Annie 2013