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DRAFTDISSECTING THE MOBILE GAMING AUDIENCE: UNCOVER THE HIDDEN OPPORTUNITY DRAFT FOR BRAND MARKETERS DRAFT DRAFT WHATDRAFT YOU NEED TO KNOW KEY HIGHLIGHTS

Mobile games are reaching a ABOUT THE bigger daily audience ABC, DRAFTCBS NBC than prime time viewers on and MOBILE GAMER see more>

Mobile gaming is no longer a niche industry, it’s truly mainstream entertainment. In the U.S. alone, over half the population is now gaming on-the-go The mobile gaming audience is broad: with no signs of slowing. What’s a little less known 62% female is this audience is broad and highly engaged with DRAFTand mainly over 25 years old significant disposable income. see more>

With over 300,000 integrated apps and a reach of over 800M monthly active players, Chartboost is the leading audience marketplace with direct access to this surging segment of the 47% of mobile gamers mobile population. In this report, we analyzed a shop online over 3 hours per sample of over 64M devices from the Chartboost week compared to 28% of non-gamers DRAFTnetwork in US across Play and iOS. see more> Partnering with Tapfwd and Newzoo, we’ve gathered the key persona data to help you successfully access this audience. DRAFT SOURCE: Statista DRAFT US MOBILE PHONE OWNERS WHO DRAFT GAME AT LEAST ONCE A MONTH MOBILE GAMES 77% 75% 2020 HAVE REACH 69% 2018 2016 In the mobile world, the reach of games is growing DRAFT exponentially. In 2016, 69 percent of mobile phone owners in the US play a game at least once per month and this is expected to grow to 77 percent by 2020. TOP US AD-SUPPORTED TV NETWORKS VS. TOP US MOBILE GAMES 2016 DAILY AVERAGE PRIME TIME VIEWS VS. DAILY PEAK ACTIVE USERS Games are also dominating all apps across GooglePlay and the iOS App Store. In March 2017, 24,000,000 Games represented over 25 percent of all active apps - the largest category followed by Business apps at 9.88 percent. DRAFT 18,000,000

Mobile games are reaching unprecedented scale, often larger than well established channels for brands. Take a traditional channel such as 12,000,000 television, where the top four US ad-supported tv networks are losing their edge to the reach of DRAFTmobile games in the US. 6,000,000 0

CBS NBC ABC FOX Clash Draw Candy Pokemon Royale Something Crush Go DRAFT2016 2012 2013 2016 SOURCES: Statista, eMarketer Aug 2016, Indiewire, CNBC, Superdata DRAFT While the US and China have led in scale and The iOS Appstore, though seeing half of the MOBILE GAMERS revenue, there are 2.6B monthly active mobile downloads compared to GooglePlay, attracts the gamers worldwide with emerging geographies biggest mobile spenders and generates twice as ARE GLOBAL quickly gaining traction. It’s a massive opportunity much revenue as its Android rival. DRAFTfor global brands. TOP 20 COUNTRIES BY MONTHLY UNIQUES FROM CHARTBOOST PUBLISHING APPS - iOS *UNIQUE USERS THAT HAVE SEEN A CHARTBOOST AD IN MARCH 2017 ON IOS

RUSSIA SWEDEN 1M 4.1M GERMANY DRAFT 2.8M UNITED KINGDOM

CANADA NETHERLANDS 6.7M 3.2M 1.3M FRANCE ITALY JAPAN UNITED STATES 1.8M 2.9M SPAIN TURKEY 3.5M 31.8M 1M 10.5M DRAFT CHINA SAUDI 13.2M MEXICO ARABIA VIETNAM 1.5M 2M BRAZIL THAILAND 2.1M 1.6M INDIA 1.2M 1.2M

Want to see global CPI data? Visit www.chartboost.com/insights DRAFT AUSTRALIA DRAFT2.4M SOURCES: Chartboost Global Network March 2017, Apple Insider, NewZoo 2017 Global Games MarketDRAFT Report As mobile phone adoption becomes more In the past year, we’ve seen Brazil, Russia and India MOBILE GAMERS pervasive in emerging markets, gaming will be a key grow the fastest especially as Android continues to ARE GLOBAL driver of device engagement. dominate these markets. These countries will likely DRAFT continue to lead in emerging growth. TOP 20 COUNTRIES BY MONTHLY UNIQUES FROM CHARTBOOST PUBLISHING APPS - GOOGLE PLAY

*UNIQUE USERS THAT HAVE SEEN A CHARTBOOST AD IN MARCH 2017 ON GOOGLE PLAY RUSSIA 15M GERMANY DRAFT 6.1M UNITED KINGDOM 4M FRANCE

6M ITALY REPUBLIC OF KOREA UNITED STATES 4.3M TURKEY 3.1M EGYPT 2.9M 10.5M 34.6M ISLAMIC REPUBLIC DRAFT3.8M CHINA SAUDI 7.8M MEXICO ARABIA VIETNAM 8.3M 3.3M PHILIPPINES BRAZIL THAILAND 5.9M 17.2M INDIA 6.3M 3.6M 20.1M INDONESIA 10.6M Want to see global CPI data? DRAFTVisit www.chartboost.com/insights ARGENTINA 3.3M DRAFT SOURCES: Chartboost Global Network March 2017, vvApple Insider, NewZoo 2017 Global Games MarketDRAFT Report Today’s mobile gaming persona is diverse, mostly female, and MOBILE GAMES CAPTURE A between 35 and 44 years old. The explosion of casual mobile game genres like puzzle and casino have significantly shifted the makeup of BROAD AUDIENCE the gamer audience. The new typical mobile gamer is likely in a family DRAFThousehold and across a spectrum of professional levels.

AGE - ADULT 18+ FAMILY DEMOGRAPHICSDRAFT 18.42% Over 66% of mobile gamers have 1 or more children in their household 25-34 18.31% 45-54 16.33% 4.3% 65+ 18-24 27.33% 16.41% DRAFTPROFESSIONAL LEVEL 35-44 55-64

BOARD & OWNERSHIP 3.67%

EXECUTIVE 10.95% GENDER MANAGEMENT 19.97%

DRAFT NON-MANAGEMENT 65.42% 38% MALE 62% FEMALE DRAFT SOURCES: Chartboost and TapFwd analyzed 64,289,417 devices from the Chartboost network in the US across iOS and Google Play platforms DRAFT MOBILE GAMES CAPTURE A LUCRATIVE AUDIENCE

Today’s mobile gamer is a highly lucrative audience with HOUSEHOLD INCOME disposableDRAFT income to spend. The majority of this segment is earning $50,000 and above, with 42 percent $30-50k of discretionary annual spending. $250K+ <$20K So it’s not surprising that in mobile gamers are also big spends 4% 8% in-game. In 2016, game apps generated over 50 billion dollars in $200-249K revenue compared to the 11.5 billion from non-game apps. 3% $20-50K DRAFT An added value to this audience is that they are highly engaged, $150-199K 32% with over 40 percent D1 and 20 percent D7 retention in most cases. 5% This offers multiple opportunities for marketers to reach an individual player while creating a positive association with the brand. $100-149K DRAFT13% DISCRETIONARY INCOME* $75-99K 12% $50-74K 30% have $15-30K 23% annual discretionary income

42% have $30-50K CREDIT RATING annual discretionary income DRAFT EXCELLENT FAIR 49% 11% *Disposable income after taxes (income tax) and necessary GOOD 27% POOR 13% expenditure (food, clothes and shelter) DRAFT SOURCES: Statista, Data analysis of 64,289,417 devices from the Chartboost network in the US across iOS and Google Play platforms DRAFT This audience is not only highly valuable in regards to financial stability, MOBILE GAMERS ARE mobile gamers are also highly engaged on mobile of all content and subscribers of digital services such as Spotify, Netflix, and HBO. They are DRAFTBIG SPENDERS active online shoppers and spend significantly on apparel, travel, and dining. GAMERS VS. NON-GAMERS DIGITAL SUBSCRIPTIONS COMMON DISCRETIONARY SPEND PER CATEGORY WE SURVEYED “ARE YOU CURRENTLY SUBSCRIBED TO THESE SERVICES?” GAMERS NON-GAMERSDRAFT PERSONAL CARE $1,000-$1,499 18% 7%

EDUCATION $1,500-$5,499 36% 17%

APPAREL $3,000-$4,999 13% DRAFT6% 14% TRAVEL $4,000-$4,999 4%

14% FURNISHINGS $3,000-$4,999 4%

DINING $4,000-$4,999

GAMERS ARE BIG ONLINE SHOPPERS GAMERS ARE EXTRA ENGAGED ON MOBILE ENTERTAINMENT $1,750-$3,499 47 percent of gamers spend 3+ hours per week On average, gamers spend 20 percent more time DRAFT shopping online over 28 percent of non-gamers on their mobile device shopping, listening to music, watching TV or videos, and reading over non-gamers

SOURCE: SOURCE: Data analysis of 64,289,417 devices from the Chartboost network NewZoo global field study, March 2017 in the US across iOS and Google PlayDRAFT platforms DRAFT CONCLUSION

While each brand measures the effectiveness of its campaignDRAFT differently, there are two main metrics of success that matter: quality and scale.

In this report, we’ve seen how the popularity of gaming apps and the value of their audiences continue to grow every year. The mobile gaming audience is highly engaged and with high spend potential. Mobile gaming is an opportunity DRAFT for brands to connect with advantageous customers in a moment of maximum engagement.

On the other side of the fence, publishers are seeking direct access to brands. Game developers are eager to boost their revenues aligned with relevant brands. For both brand marketers and game developers, Chartboost powers the right engagement at the right time with the rightDRAFT audience.

With Chartboost, reach over 800M monthly active players in over 300,000 mobiles games in our leading mobile DRAFTaudience marketplace. READY TO ENGAGE WITH THE MOBILEDRAFT GAMING AUDIENCE? Email us at [email protected] DRAFT DRAFT DRAFT DRAFT DRAFT DRAFT DRAFT