The Mobile Gaming Landscape 2015 and the Power Users Who Shaped It

NEWZOO TREND REPORT THE MOBILE GAMING LANDSCAPE 2015 AND THE POWER USERS WHO SHAPED IT

Includes contributions from FOREWORD ANOTHER BIG YEAR FOR MOBILE GAMING

It has been the biggest year in the history of the an audience who respect and play “core” games. Sony’s announcement that PS4 Remote Play, mobile gaming industry. With the sector And though they consume video content on which allows console owners to play content generating revenues of over $30 billion and King, mobile devices, mobile Power Users spend their without carrying the product around, comes hot arguably the biggest player in the market, valued time and money heavily on services like Netflix or on the tail of Microsoft allowing Xbox One titles at $6 billion, it’s fair to say that mobile gaming Twitch, which work across platforms. What I to run on Windows. Meanwhile, mobile VR, such has reached heights in 2015 that few of us would believe we’ve seen in mobile gaming in 2015 is the as Samsung’s Gear headset, will ensure that have expected a decade ago. Unfortunately, what beginning of a broader trend toward gaming’s newest trend is built with mobility and this means for the industry now and in the future convergence. As shown by the success of flexibility of use in mind. has been clouded by antagonistic models of Bethesda’s Fallout Shelter on mobile in June 2015 thinking. Whether deliberately or otherwise, and Fallout 4 on PC, PS4 and Xbox One, game This report from Newzoo has solidified in my mobile gaming’s success has tended to be framed companies are beginning to realize that mind that soon we will no longer talk about as a battle with console or PC. consumers desire gaming content to fit the mobile games as a genre, but as a method of various contexts that form their lives. consumption. The whole games industry is about When I unpacked the data from this report, a to go mobile; I believe this will support, rather different picture emerged. It’s clear that most As a result, we’ll be seeing in 2016 onward a than threaten, businesses as they create diverse, players are not in one camp or the other; they’re and successful, games in the future. move away from defining games by their in both. Big Spenders on mobile games also platform toward models that allow game - George Osborn spend significantly within the rest of the gaming George Osborn is a games writer who has written for The space. Free marketers, who share game content content to be played and, equally important, Guardian, Games Industry Biz and Pocket Gamer. He is currently the Editor for Mobile Games Forum and runs a but don’t pay for it, aren’t casual gamers; they’re viewed everywhere. content marketing business called Mobile Mavericks.

2 INTRODUCTION AN OVERVIEW OF TRENDS, INSIGHTS AND DATA

This report is provides a “just in case you missed new number two: Activision Blizzard. For “With this report, Newzoo has provided a it” overview of the key trends, insights and data Newzoo, 2015 was a pivotal year in our history as unique summary of the year. It details not we have published in the past 12 months. There our growth accelerated. Compared to January of only macro-economic consumption patterns are also some new gems to be found in this 39- this year, we have doubled our headcount. page document. As our data on mobile broadens Without disclosing our complete strategic and in the gaming eco system, but also their and deepens through our own data crunching and tactical line-up of plans and products, the world derivation from player transactions. An modelling, we also rely on a number of strong and will see a lot of new and innovative things coming essential read for anyone involved in the innovative partners for insights on China, in-depth from Newzoo in 2016 in terms of markets tracked, business of game development.” appstore data and game monetization metrics. type of intelligence that we provide and industries that we serve, particularly in the mobile - Mark Robinson deltaDNA CEO & Co-Founder The biggest news on mobile last year was without space. a doubt Activision Blizzard buying King, not just because it is the biggest acquisition in games In the first quarter of 2016, we will be expanding history. It is illustrative of many things that have our US presence considerably including moving shaken up our industry in the past years. to a new San Francisco office: RocketSpace. As the majority of our clients already come from the In 2015, Tencent expanded its lead as largest US, it was just a matter of time before we would company in the world by game revenues, move more of our shop into their neighborhood. generating $4.2Bn in the first half of 2015 alone. It - Peter Warman also has a significant minority stake in world’s Newzoo CEO & Co-Founder

3 THE MOBILE 1 MARKET A SNAPSHOT OF DEVELOPMENTS IN 2015

KEY SOURCE: NEWZOO’S 2015 GLOBAL GAMES MARKET REPORT

The industry standard for trends, gamer numbers and revenue projections, used by the majority of global games, media and hardware companies. MOBILE REVENUES CONTINUE TO GROW

2014-2018 growth between 2014- CAGR +15.9% $44.2Bn 2015 $40.4Bn $35.5Bn $12.9 $30.0Bn $12.8 $24.5Bn $11.2 $9.4 $7.4

$17.0 $20.6 $24.4 $27.6 $31.3

2014 2015 2016 2017 2018

5 ASIA LEADS AS WESTERN MARKETS MATURE

E-EU $0.8Bn the greater Southeast W-EU +10.0% NAM Asia region $6.5Bn $3.7Bn CHINA KOREA +15.1% +12.0% $6.5Bn $1.9Bn +46.5% +8.7%

MEA JAPAN $1.1Bn REST APAC +82.8% $6.2Bn $1.8Bn +5.8% +69.1%

OCEANIA LATAM $0.6Bn $1.1Bn +12.0% +72.9%

6 CHINA BECOMES THE #1 MARKET IN 2015

2015 MOBILE SHARE OF 2014-2015 COUNTRY REVENUES GLOBAL GROWTH 1 China $6,530M 21.7% +46.5% 237M Apple devices were 2 Japan $6,180M 20.6% +5.8% actively used in China 3 US $6,020M 20.0% +15.2% (October 2015), or 29% 4 South Korea $1,850M 6.2% +8.7% of all smartphones & 5 UK $1,010M 3.4% +11.3% tablets 6 Germany $820M 2.7% +12.7%

7 France $520M 1.7% +10.9%

8 Australia $520M 1.7% +10.8%

9 Canada $510M 1.7% +13.5%

10 Taiwan $480M 1.6% +51.2%

$24,440M 81.3% +18.9%

7 ACTIVISION BLIZZARD ACQUIRES KING

Activision Blizzard’s TOP 10 COMPANIES BY GAME REVENUES, H1 2014 VS. H1 2015

8 MERGER ENTERTAINS 81.4M AMERICANS

OVERLAP ACTIVISION/BLIZZARD ACTIVISION/BLIZZARD KING PLAYERS & KING PLAYERS PLAYERS

PLAYERS HAVE PLAYED ONE 48.5M 51% 24.5M 43% 57.3M PLAYERS HAVE PLAYED ONE OF THESE KEY FRANCHISES OF THESE KEY FRANCHISES IN IN THE PAST 3 MONTHS Americans have played at Americans have played at least Americans have played at THE PAST 3 MONTHS least one of Activision one of Activision Blizzard’s least one of King’s key Blizzard’s key franchises in franchises and one of King in the franchises in the past 3 the past 3 months past 3 months. months

SHARE OF ACTIVISION BLIZZARD PLAYERS THAT ALSO PLAYS KING FRANCHISES | PAST 3 MONTHS | 26 COUNTRIES

33.3% 63.9% 55.5% 35.0% 41.3% 28.0% 46.5% 45.5% 52.8% 27.0% 38.7% 38.1% 31.2%

CAN BR MEX AUS UK GER FR ES IT SE NL BE PL

19.8% 64.7% 76.0% 60.0% 58.3% 63.3% 67.3% 44.6% 57.6% 42.5% 34.6% 39.6% 32.4%

RU TR IN TH IND VN PH SI MA TW CN JP KOR

9 MOBILE 2 POWER USERS WHO ARE THE FREE MARKETERS & BIG SPENDERS?

KEY SOURCE: NEWZOO’S 2015 COUNTRY CONSUMER INSIGHTS

Get access to in-depth consumer insights and data on 27 countries on over 200 variables. Size and profile your market in terms of your target group INTRODUCTION TO THE POWER USER

Free Marketers Big Spenders

Free Marketers play games > 10 hours per Big Spenders in the US spend > $25* per week without spending money month on or in mobile games *varies country to country Defining value in mobile game monetization has focused With only 2.8% of mobile gamers classified as Big Spenders almost entirely on how much money a player spends. This has globally, gaming companies have focused more and more come at the expense of considering a group of users who on unearthing these “whales”, measuring their value and don’t spend but are still highly valuable. Among non-paying attempting to increase their spend. Globally, there are 49.3 mobile gamers, there is a user segment that delivers meaningful value to marketers, even when they’re not actively million mobile gamers who can be classed as Big Spenders. being tapped into. Globally, 5.3% of all mobile gamers are Free The US boasts the highest percentage of these lucrative Marketers, or 90 million people. mobile gamers with 4.8%.

11 AGE/GENDER OF POWER USERS

Free Marketers Big Spenders

FEMALE MALE FEMALE MALE 49% 51% 33% 67%

16%

AGED 10-35 AGED 21-50

73% 22% 75%

12 BIG SPENDERS HAVE FULL-TIME JOBS

Free Marketers Big Spenders

NON-WORKING WORKING NON-WORKING WORKING 37% 63% 14% 85%

8% 1%

STUDENT WORK FULL-TIME 65% 27% 65%

13 MOBILE FREE 3 MARKETERS FOUR THINGS YOU DIDN’T KNOW

KEY SOURCE: NEWZOO’S 2015 COUNTRY CONSUMER INSIGHTS

Get access to in-depth consumer insights and data on 27 countries on over 200 variables. Size and profile your market in terms of your target group 1. THEY ARE DIGITAL CONVERSATIONALISTS

USE* OF ONLINE COMMUNICATION AMONG FREE MARKETERS vs. ALL MOBILE NON-SPENDERS * uses > 15 hours/week | aggregate of 27 countries | © 2015 Newzoo | Source: Newzoo Data Explorer 49% Free Riders All Mobile Non-Spenders of Free Marketers in the US actively use 43% 41% Instagram vs. 38% of all mobile non-spenders 25%

17%

Internet / Email (Mobile) Social Networks / Chat Apps

15 2. THEY POWER VALUABLE RECOMMENDATIONS

WOULD RECOMMEND A GAME TO OTHERS | FREE MARKETERS vs. ALL MOBILE NON-SPENDERS aggregate of 27 countries | © 2015 Newzoo | Source: Newzoo Data Explorer 28% Free Riders All Mobile Non-Spenders of paying mobile gamers

42% discover new games

35% through friends & family 32%

20% 17% 11%

Candy Crush Boom Beach MARVEL Contest Soda Saga of Champions

16 3. THE SAMSUNG GALAXY IS THEIR TOP TABLET

13% 11% 10%

Samsung Apple Microsoft Apple Apple Galaxy Note/Tab iPad Surface RT/Pro iPad Mini iPod Touch

17 4. THEY ARE NOT ALL CASUAL GAMERS

36% “core” genre as one of

27% their favorites 22% 19% 19% 18% 18% 16% 16% 16%

18 MOBILE BIG 4 SPENDERS FOUR THINGS YOU DIDN’T KNOW

KEY SOURCE: NEWZOO’S 2015 COUNTRY CONSUMER INSIGHTS

Get access to in-depth consumer insights and data on 27 countries on over 200 variables. Size and profile your market in terms of your target group 1. THEY ARE BIG SPENDERS ON ALL SCREENS

CROSS-SCREEN BIG SPENDING AMONG MOBILE BIG SPENDERS vs. ALL MOBILE GAMERS aggregate of 27 countries | © 2015 Newzoo | Source: Newzoo Data Explorer 25% Mobile Big Spenders All Mobile Gamers of mobile Big Spenders

71% 69% start paying for games for competitive advantage

11% 8%

Spends Big on Console Spends Big on PC

20 BIG SPENDERS SPEND CROSS-SCREEN

OVERLAP BIG SPENDERS BIG SPENDERS ON BOTH BIG SPENDERS ON MOBILE MOBILE AND CONSOLE ON CONSOLE

© 2015 Newzoo TOP 5 MOBILE TOP 5 CONSOLE FRANCHISES PLAYED FRANCHISES PLAYED BY US MOBILE BIG 6.4M 69% 4.4M 21% 21.2M BY US MOBILE BIG SPENDERS SPENDERS Americans who spend more Americans who spend more than Americans who spend more than $25 per month on mobile $25 per month on both mobile than $25 per month on games games and console games console games

SHARE OF MOBILE BIG SPENDERS WHO ALSO SPEND BIG ON CONSOLE

68.6% 71.7% 86.6% 59.3% 74.7% 45.3% 69.2% 52.6% 71.6% 52.4% 100% 62.1% 51.5%

CAN BR MEX AUS UK GER FR ES IT SE NL BE JP

SHARE OF MOBILE BIG SPENDERS WHO ALSO SPEND BIG ON PC

PL RU TR IN TH IND VN PH SI MA TW CN KOR

21 2. THEY FREQUENTLY CONSUME ALL CONTENT

VIEWERSHIP* OF GAME STREAMS AMONG MOBILE BIG SPENDERS vs. ALL MOBILE GAMERS * watches ≥ once/month| aggregate of 27 countries | © 2015 Newzoo | Source: Newzoo Data Explorer 50% Mobile Big Spenders All Mobile Gamers of mobile Big Spenders are subscribed to Netflix, 87% 76% compared to 22% of all 67% mobile gamers 56%

40%

22%

Facebook YouTube Twitch

22 3. THEY LOVE PREPAID CARDS

FREQUENCY BUYING PREPAID CARDS AMONG MOBILE BIG SPENDERS vs. ALL MOBILE GAMERS aggregate of 27 countries | © 2015 Newzoo | Source: Newzoo Data Explorer 30% Mobile Big Spenders All Mobile Gamers 90% of mobile Big Spenders use prepaid cards for at 73% 71% least half of their spending on games

38% 33%

Ever ≥ once/month ≥ once/week

23 4. THEY ARE AVID SPORTS PARTICIPANTS

PARTICIPATION IN SPORTS AMONG MOBILE BIG SPENDERS vs. NON-PAYING MOBILE GAMERS aggregate of 27 countries | © 2015 Newzoo | Source: Newzoo Data Explorer 41% Mobile Big Spenders Non-Paying Mobile Gamers of mobile Big Spenders

43% watch tennis compared to 19% of non-paying 32% 29% mobile gamers

20% 16% 12%

Soccer Running Cycling

24 CHINA VS SOUTH- 5 EAST ASIA THE ADDRESSABLE OPPORTUNITY & ITS POWER USERS

KEY SOURCE: NEWZOO/TALKINGDATA’S MONTHLY CHINA MOBILE GAMES MONITOR

Monitor the size of and changes in China’s mobile ecosystem. From devices, to iOS and Android appstores to best performing games and key game metrics. SEA VS CHINA: 2015 MARKET FOR WESTERN IP

Source: Newzoo Global Games Market Report Premium, Newzoo/TalkingData Appstore Data

26 CHINA: ANDROID TAKES 61% OF REVENUES

CHINA MOBILE SMART DEVICE BRANDS INCLUDE

ANDROID STORES INCLUDE IOS STORES

360 Mobile Assistant Huawei App Store CMCC Mobile App Market Kingsoft Mobile Assistant iPhone

Myapp (Tencent) Anzhi Market Lenovo Store Zhuoyi Market iPad

Baidu Mobile Assistant 91 Mobile Assistant Sogou Mobile Assistant Meizu MONTHLY REPORT

MIUI App Store (Xiaiomi) GooglePlay Coolpad Store Vivo

HiMarket Oppo Store China Telecom Tianyi Store Gionee Anzhuoapk 24 Pages Wandoujia China Unicom WoStore Tao App (Taobao) App China www.newzoo.com

27 TOP ANDROID GAMES AND STORES

28 SEA: WESTERN IP TAKES 50% OF REVENUES

Rankings by Rankings by Malaysia Vietnam MAY 2015 iPad MAY 2015 iPhone Game Publisher Game Publisher

1 Clash of Clans Supercell 1 Pirate Kings Jelly Button Games Ltd 2 Invasion™ Tap4Fun 2 Clash of Clans Supercell GAME 3 Summoners War Com2uS Corp. 3 Summoners War Com2uS Corp. PUBLISHED 4 Clash of Kings - Last Empire ELEX Wireless 4 Heroes Charge uCool BY A WESTERN 5 神魔之塔 Mad Head Limited 5 Hay Day Supercell COMPANY 6 Candy Crush Saga King.com Limited 6 Mộng Giang Hồ JOINT STOCK COMPANY 7 DomiNations NEXON M Inc. 7 Boom Beach Supercell 8 Hay Day Supercell 8 Dungeon Hunter 5 Gameloft 9 Dot Arena Funplusgame 9 Siêu Anh Hùng - Ký Sự Naruto com.pocketGames 10 Pirate Kings Jelly Button Games Ltd 10 Beme - Game đánh bài online Giang Chu 11 Boom Beach Supercell 11 My Talking Angela Outfit7 Limited 12 Candy Crush Soda Saga King.com Limited 12 Candy Crush Saga King.com Limited 13 Ace Fishing: Paradise Blue Com2uS USA, Inc. 13 DomiNations NEXON M Inc. 14 一代宗師之即刻武林 Ucube Games 14 Top Eleven 2015 - Football Manager Nordeus 15 Full House Casino HD Memoriki Ltd 15 Clash of Kings - Last Empire ELEX Wireless 16 War of Nations™ Funzio, Inc 16 NPlay Toan Chinh Quach 17 媚姬 Online Egame Company Ltd. 17 Farm Heroes Saga King.com Limited 18 Cooking Fever Nordcurrent 18 BigKool - Game bài, Chắn phỏm online, Phan Phuc 19 足球世界2015 Gameview Sdn. Bhd. 19 OMG!kingdoms! Yi Liu 20 MARVEL Contest of Champions Kabam 20 Darkness Reborn GAMEVIL Inc.

Source: 2015 Newzoo Global AppStore Data

29 CHINA: BIG SPENDERS SKEW OLDER

Of SEA Big Spenders, a AGE/GENDER OF BIG SPENDING MOBILE GAMERS | SEA VS. CHINA

SEA Big Spenders China Big Spenders

FEMALE MALE FEMALE MALE 34% 66% 31% 69% 25% is male between 10-20, vs. 4% in China MALE 21-35 MALE 21-35 33% 59%

30 SOUTHEAST ASIA: BIG SPENDERS ARE FAMILIES

Of Chinese Big Spenders HOME SITUATION OF BIG SPENDING MOBILE GAMERS | SEA VS. CHINA

SEA Big Spenders China Big Spenders

NON-FAMILY FAMILY NON-FAMILY FAMILY 26% 74% 69% 31% 31% live in a family situation, vs. 74% in Southeast PARENTS PARENTS Asia and 67% in the US 27% 13%

31 APP STORE 6 DATA TOP PERFORMING iOS GAMES IN US, EU, CHINA

KEY SOURCE: PRIORIDATA PLATFORM Priori Data Pro offers historical download and revenue statistics for every relevant app and publisher for competitive intelligence and market analysis. US: TOP iOS GAMES BY REVENUES & DOWNLOADS

NOVEMBER 2015

By Revenues powered by By Downloads powered by

RANK GAME TITLE PUBLISHER CHANGE RANK GAME TITLE PUBLISHER CHANGE

1 Clash of Clans Supercell - 1 Twist Ketchapp new

2 Candy Crush Saga King - 2 Blossom Blast Saga King new

3 Game of War – Fire Age King - 3 Rayman Fiesta Run Ubisoft new

4 Candy Crush Soda Saga King - 4 Smashy Road: Wanted Remco Kortenoever -

5 Hay Day Supercell - 5 Minions Paradise™ Electronic Arts 4

6 Boom Beach Supercell - 6 Real Boxing 2 CREED Vivid Games new

Need for Speed™ No 7 Farm Heroes Saga King - 7 Electronic Arts 5 Limits 8 Clash of Kings ELEX Wireless 1 8 rop MildMania new MARVEL Contest of 9 Kabam 1 Champions 9 Candy Crush Saga King 1 Hearthstone: Heroes of 10 Blizzard - Warcraft 10 Mobile Strike Epic War LLC new

33 EU: TOP iOS GAMES BY REVENUES & DOWNLOADS

NOVEMBER 2015

By Revenues powered by By Downloads powered by

RANK GAME TITLE PUBLISHER CHANGE RANK GAME TITLE PUBLISHER CHANGE

1 Game of War – Fire Age Machine Zone - 1 Twist Ketchapp new

2 Clash of Clans Supercell - 2 Smashy Road: Wanted Remco Kortenoever 1

3 Candy Crush Saga King - 3 Blossom Blast Saga King new

4 DoubleDown Casino DoubleDown Interactive 1 4 Subway Surfers Kiloo 7

5 Candy Crush Soda Saga King 1 5 MADDEN NFL Mobile Electronic Arts 1

6 Big Fish Casino Big Fish Games - 6 Pixduel™ FEO Media new

7 MADDEN NFL Mobile Electronic Arts 2 7 Agar.io Miniclip 4

8 Hay Day Supercell - 8 rop MildMania new

9 Boom Beach Supercell 2 9 Crossy Road Hipster Whale 8

Heart of Vegas: Play Free 10 Product Madness 4 10 WordBrain MAG Interactive new Casino Slots!

34 CN: TOP iOS GAMES BY REVENUES & DOWNLOADS

NOVEMBER 2015

By Revenues powered by By Downloads powered by

RANK GAME TITLE PUBLISHER CHANGE RANK GAME TITLE PUBLISHER CHANGE

梦幻西游-2015国民手游人人都玩不玩才怪 NetEase 王者荣耀-全球首款5V5英雄公平对战手游 Tencent 1 (Fantasy Westward Journey) - 1 (King of Glory) 11

大话西游-十三年经典来袭一款游戏一生朋友消灭星星官方正版 -全民最爱单机消除游戏 2 (Fantasy Westward Journey 2) NetEase - 2 (Pop Star) Zplay new

热血传奇 Super Evil Megacorp 3 (Legend of Mir 2) Tencent - 3 Vainglory new

六龙争霸3D-全球首款千人国战手游星河战神-全球首款3D飞行射击手游（同屏对战） 4 (Loong Craft) Tencent new 4 Tencent 1

拳皇98终极之战OL Battle Copters 5 (The King of Fighters 98) Tencent 1 5 Chillingo Ltd new

全民飞机大战苍翼之刃 - 无冷却手势连招格斗坂田银时+纳兹+ 6 (WeFly) Tencent 1 6 远坂凛+折木奉太郎 91Act.com new

王者荣耀-全球首款5V5英雄公平对战手游驯龙战机3D- 和沈梦辰一起，骑飞龙，打飞机！ 7 (King of Glory) Tencent new 7 Tencent new

8 Clash of Kings ELEX Wireless 1 神庙逃亡2-全球最经典的跑酷游戏 8 (Temple Run 2) iDreamSky 5

9 开心消消乐 Happy Elements - 开心消消乐 (Anipop) 9 (Anipop) Happy Elements 2

欢乐斗地主游戏官方版 10 Clash of Clans Supercell 1 10 (QQ ) Tencent 4 (Happy Lord QQ Official)

35 MOBILE 7 METRICS RETENTION RATES & KEY PERFORMING METRICS

KEY SOURCE: DELTADNA PLATFORM Understand engagement and retention, payment & monetization, players, missions and social engagement. Also compare cohorts and filter your dashboard views against unlimited user- defined deep data segments. TOP COUNTRIES BY RETENTION RATE

TOP 5 COUNTRIES BY DAY 7 RETENTION RATES & THE DAY 0* PAYER SHARE 75th PERCENTILE (MONTHLY) REVENUE PER DAILY ACTIVE USER * Fraction of payers in a single month who first pay on Day 0 | All metrics are 75th percentile | © 2015 deltaDNA (ARPDAU) PER COUNTRY & PLATFORM NOVEMBER 2015 NOVEMBER 2015 COUNTRY DAY 7 RETENTION DAY 0 PAYER SHARE** Saudi Arabia iOS Belgium 19.4% 20.6% Czech Republic 19.2% 10.6% $0.31 Canada 18.8% 18.7% Switzerland 17.4% 13.4% ANDROID Spain 17.4% 14.3%

NOVEMBER 2015

COUNTRY DAY 7 RETENTION DAY 0 PAYER SHARE

Austria 22.0% 18.3% Colombia Philippines 21.6% 32.7% iOS Spain 21.5% 24.1% $0.01 Indonesia 21.2% 57.5% iOS Portugal 21.0% 34.9%

more info: www.deltadna.com 75th PERCENTILE DATA

All game metrics on this page are 75th percentile figures (for a full month). The reason is that, in general, average performance is not enough to secure a profitable game. 37 GENRES RANKED BY CONVERSION RATES

NOVEMBER 2015 NOVEMBER 2015 CONVERSION North (75TH PERCENTILE) Action America ------North America 2.5% iOS $52.90

ANDROID Action Casino Puzzle Strategy

NOVEMBER 2015 CONVERSION (75TH PERCENTILE) Europe ------2.6% Puzzle Europe Android $12.82 iOS Action Casino Puzzle Strategy

more info: www.deltadna.com 75th PERCENTILE DATA

All game metrics on this page are 75th percentile figures (for a full month). The reason is that, in general, average performance is not enough to secure a profitable game. 38 COMPARISON OF iOS AND ANDROID METRICS

TOP 5 COUNTRIES BY DAY 7 RETENTION RATES & THE DAY 0* PAYER SHARE

Google Play iOS ANDROID NOVEMBER 2015 accounts for

2015 Global Revenues* $14.7Bn $15.3Bn Day 7 Retention 18.3% 14.9% 63% Day 30 Retention 11.8% 9.0% of global Android ARPPU $23.11 $23.83 revenues

Conversion 2.1% 1.8%

*Source: Newzoo Global Games Market Report Premium

more info: www.deltadna.com

39 2016, WATCH OUT!

HISTORIC MARKET MARKET CONSUMER PLATFORM GAME/APP PREDICTIVE TRENDING TRENDS SIZING INSIGHTS DATA METRICS ANALYTICS

www.newzoo.com

Includes contributions from