Deconstructing Mobile & Tablet Gaming 2015

DECONSTRUCTING MOBILE & TABLET GAMING 2015 EEDAR 2015 SYNDICATED REPORT - FREE VERSION

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REPORT OVERVIEW 5 TOP GENRES PLAYED 40 TERMINOLOGY 7 GENRE SUMMARIES 41 MOBILE GAMING GENRES 8 PUZZLE GENRES 42 MOBILE GAMING MARKET OVERVIEW 10 ARCADE GENRES 43 2015 MOBILE GAMING MARKET 11 SIMULATION GENRES 44 WHO IS PLAYING? 12 SKILL & CHANCE GENRES 45 WHAT ARE THEY PLAYING ON? 13 STRATEGY GENRES 46 WHAT IS THEIR PRIMARY OS? 14 RPG GENRES 47 HOW DO THEY USE THEIR DEVICES? 15 ACTION GENRES 48 WHERE DO THEY PLAY GAMES? 17 OTHER GENRES 49 HOW DO THEY PLAY? 19 (REGION)* - MARKET OVERVIEW 50 HOW DO THEY SPEND? 20 MARKET SIZING & SEGMENTATION 51 WHAT IS THEIR OVERALL INVESTMENT? 21 DEVICE OS MARKET SIZING 52 WHY DO THEY PLAY MOBILE GAMES? 22 MOBILE GAMING REVENUE 53 MOBILE GAMING FUNNEL 23 DEMOGRAPHICS 54 DISCOVERY 24 MOBILE GAMING SPEND 55 ENGAGEMENT 26 MOBILE GAMING TIME 57 VIRALITY 31 MOBILE GAMING INVESTMENT 59 MONETIZATION 33 DEVICE USAGE 60 CHURN 36 MOBILE GAMING LOCATIONS 61 MOBILE GENRE OVERVIEW 38 MOTIVATIONS FOR MOBILE GAMING 62 MOBILE GENRE SYSTEM 39

* Highlighted sections are available in full report. Regions include North America, Japan, South Korea, and China. Regions can be purchased separately.

(REGION)* - MOBILE GAMING FUNNEL 63 SEGMENTED BRAND ENGAGEMENT 109 DISCOVERY 64 SEGMENTED SHARING ACTIVITIES 114 ENGAGEMENT 66 SEGMENTED IAP MOTIVATIONS 119 VIRALITY 71 SEGMENTED IAP PURCHASES 124 MONETIZATION 73 SEGMENTED REASONS FOR CHURN 129 CHURN 76 METHODOLOGY 134 MOBILE GENRE ANALYSIS 78 ABOUT EEDAR 134 MOBILE GENRE SIZING 79 MOBILE GENRE OVERLAP 80 PUZZLE GENRES 81 ARCADE GENRES 83 SKILL & CHANCE GENRES 85 SIMULATION GENRES 87 RPG & STRATEGY GENRES 89 ACTION, SPORTS & RACING GENRES 91 SEGMENTED RESPONSE DATA 93 SEGMENTED MOTIVATIONS 94 SEGMENTED DISCOVERY SOURCE 99 SEGMENTED INITIAL ENGAGMENT 104

* Highlighted sections are available in full report. Regions include North America, Japan, South Korea, and China. Regions can be purchased separately.

2015 REPORT OVERVIEW METHODOLOGY

The EEDAR 2015 Deconstructing Mobile & Tablet Gaming Reports focus on the Data in the 2015 Deconstructing Mobile & Tablet Gaming Report is from a consumer gaming habits of smartphone and tablet gamers in 4 key regions: North America, survey measuring the attitudes and behaviors of a representative sample of three Japan, China, and South Korea. For each regional market, a detailed profile is thousand North American (USA and CA), one thousand Japanese, one thousand presented around 4 themes: Chinese and one thousand South Korean active adult mobile gamers that played one or more mobile game within the past 6 months on their smartphone or tablet. I. Market Sizing & Segmentation EEDAR conducted a consumer survey in July 2015, measuring the attitudes and behaviors on over 250 variables related to smartphone games, tablet games, and II. Market Demographics & Behavior general gaming behavior.

III. Mobile Gaming Funnel Analysis

IV. Mobile Genre Analysis

This first series of analyses determines the number of mobile gamers and segments this market into distinct groups based on mobile spend. The second section focuses on gamer activity, demographics, and reasons for mobile gaming. The third section analyzes the mobile gaming funnel, from engagement through monetization. The fourth section analyzes the market size, player base demographics, and overlap of the established mobile game genres.

SMARTPHONE GAMERS FREE-TO–PLAY APPS (F2P)

Smartphone owners that have played a game on their smartphone in the past 6 Game is initially free to download from the App marketplace. months.

• A smartphone is a cellular telephone that can support and run third-party IN-APP PURCHASES (IAP) applications and has internet access. An iPod Touch is also considered a smartphone. F2P and Paid Apps have additional content that can be purchased from within the game, including both consumable purchases (e.g. currency, boosts, energy, etc.) and permanent content purchases (e.g. level packs, aesthetic items, characters/ TABLET GAMERS heroes, etc.).

Tablet owners that have played a game on their tablet in the past 6 months. MOBILE GAMER SPEND SEGMENT • A mobile tablet is a wireless, portable computer with a touchscreen interface that is capable of running applications and accessing the internet. Categories of mobile gamers based on total spend in the past year on mobile games. This reflects total spend across all relevant titles in the given year, not spend on a specific title. MOBILE GAMERS • Mobile Gamer Spend Segments are ranked from light spending to heavy Active smartphone and/or tablet gamers, past 6 months. spending: Non-Payer (spent $0 on mobile games in the past year), Moderate Payer (spent $0.99 - $99.99 in the past year), and Heavy Payer (Whale; spent over $100 in the past year). OS • For regions utilizing currencies other than USD, the values have been The operating system being run by the smartphone or tablet. The major gaming converted to roughly equivalent ranges based on similarly meaningful OS on smartphone and tablets are Apple iOS, Google Android, and Other currency buckets. (including Windows, Blackberry, etc.). Each OS typically has a proprietary app store, with Android tending to be more fragmented (especially in China). MOBILE GAMER PLAY SEGMENT

PREMIUM GAMES Categories of mobile gamers based on their average weekly play time of mobile games. This reflects total play time across all relevant titles, not play of a specific Games purchased through the App marketplace. Prices range from $0.99 to title. $19.99 and higher. • Mobile Gamer Play Segments are ranked from light play to heavy play: Light Players (play less than 1 hour per week), Moderate Player (play 1 hour – 5 hours per week), and Heavy Player (play greater than 5 hours per week).

INVESTMENT INDEX MINIMAL INVESTORS (previously Casual Gamers)

In addition to separately segmenting mobile gamers on the basis of money and The least invested gamers in mobile gaming, playing very little (in infrequent, time spent on mobile games, EEDAR combines these independent measures of short bursts), and paying nothing for their games (Non-Payers / Light Players). gamer investment into the Investment Index.

• This index features 9 potential pairings of pay and play patterns that represent LOW INVESTORS (previously Semi-Casual Gamers) 5 distinctive types of player experiences that range from Minimal Investment (i.e. those who do not pay, and play very little), to Extreme Investment (i.e. are Gamers that combine a mixture of low investment and moderate investment heavy spenders and players). across their spend and play segmentations (including Non-Payers / Moderate Players, and Moderate Payers / Light Players).

NON-PAYER MODERATE PAYER HEAVY PAYER ($0 / YEAR) ($0.99-$100 / YEAR) (< $100 / YEAR) MODERATE INVESTORS (previously Moderate Gamers) LIGHT PLAYER MINIMAL LOW MODERATE (< 1 HOUR / WEEK) Gamers that tend to be moderate in their spend and play segmentations, as well MODERATE PLAYER LOW MODERATE HEAVY as those whose pay/play habits diverge widely (i.e. those who spend a lot, but do (1-5 HOURS / WEEK) not play a lot, or vice versa). HEAVY PLAYER MODERATE HEAVY EXTREME (> 5 HOUR / WEEK)

HEAVY INVESTORS (previously Semi-Core Gamers)

• EEDAR notes that this scale represents an update to the Investment Scale Gamers combining a mixture of moderate to heavy investment across their spend appearing in the 2014 Deconstructing Mobile & Tablet Gaming Report, and and play segmentations (including Moderate Payers / Heavy Players, and Heavy that the terminology has been changed to remove references to Casual and Payers / Moderate Players). Core gamers, which were potentially a source of confusion.

• To clarify how the new terminology relates to the old, the definitions that EXTREME INVESTORS (previously Core Gamers) follow feature references to the old terms, alongside the new ones. The most invested mobile gamers – heavily playing and paying for their games (Heavy Payers / Heavy Players).

PUZZLE SKILL & CHANCE

MATCHING PUZZLE: Puzzle games where players must match like things together CASINO (SKILL & CHANCE): This genre includes all games that mimic those through swapping, shooting, manipulation, or other mechanisms. (Candy Crush games found in a traditional casino that emphasize gambling with real or fake Saga, Bejeweled Blitz, Panda Pop) currency. These can be further divided based on the types of games included:

BRAIN PUZZLE: Puzzle games that focus on manipulating words and letters, • Casino – Skill games afford the player some control over the outcome of numbers, finding hidden objects, or completing trivia. (Words with Friends, the game, relying on knowledge of strategy to be successful (e.g. poker, Threes, Draw Something 2, QuizUp, Mystery Manor) blackjack).

PHYSICS PUZZLE: Puzzle games where gravity, angles, trajectories, and other • Casino – Chance games dictate success or failure based on random chance physics-based variables are key characteristics of gameplay. (Angry Birds, Cut (e.g. slots, bingo, roulette, craps). the Rope, Where’s my Water?, Peggle) • Integrated Casino games include a variety of gaming experience, often some games of skill and some of chance, intended to mimic the experience of ARCADE going to a real casino.

NON-CASINO SKILL & CHANCE: This genre includes all traditional card, board GENERAL ARCADE: Characterized by an easy-to-learn interface and rules of play, and dice games that do not center around gambling. (Dice with Buddies, scoring points, and level progression. (Fruit Ninja, Flick: Homerun) Monopoly, Solitaire, Uno, Yahtzee, Dominos, Mahjong)

ENDLESS RUNNER: Characterized by a single avatar, scrolling at a fixed or increasing pace across a vertical or horizontal 2D or 3D space. The object of these SIMULATION games is to prolong gameplay without colliding into obstacles. (Jetpack Joyride, Temple Run, Subway Surfers, Run with Friends) SIMULATION: Characterized by putting the user in control of a confined role or social environment, acting as leader or planner. (The Sims FreePlay, High School MUSIC / RHYTHM: Gameplay focuses on tapping/swiping in time with music or Story, Covet Fashion, Kim Kardashian: Hollywood, My Talking Angela) as prompts appear on the screen. (Magic Piano by Smule, Beat Sneak, Miku Flick) CITY BUILDER / RESOURCE MANAGEMENT: Goal of the game is to build and manage a city. Unlike Combat City Builders, these games do not feature significant combat, although players often compete with each other in other ways. (DragonVale, Hay Day, The Simpsons: Tapped Out, Smurfs’ Village)

STRATEGY ACTION

GENERAL STRATEGY: Focus of gameplay is combat between many controlled SHOOTER: The primary action performed by the user’s personification is shooting units with skillful planning and tactical thinking. Combat can be either real-time a weapon. (Frontline Commando, NOVA, Deer Hunter 2016, Modern Combat) or turn-based. (Hero Academy, Plague Inc., Catan, XCOM: Enemy Unknown) ACTION / FIGHTING: Elements of Action games include movement (running, COMBAT CITY BUILDER: Goal of the game is to build a city and an army. The jumping, swinging, etc.), exploration, and combat. (Infinity Blade, Assassin’s army is used to attack other players, usually in asynchronous multiplayer combat. Creed) This genre also includes Fighting games (Injustice: Gods Among Us) and (Clash of Clans, Kingdoms of Camelot, Modern War, Game of War: Fire Age) Action RPGs in which the primary gameplay is real-time combat.

TRADING CARD GAME (TCG): Strategy games that mimic traditional table top ACTION BUILDER: Emphasis is on exploration, crafting, and building. There may strategic card games. (Magic the Gathering 2015, Hearthstone: Heroes of Warcraft) be light combat elements in this sandbox genre. (Minecraft, Terraria)

TOWER DEFENSE: Games that are similar to RTS, but the purpose is to defend against waves of spawning enemies. This is primarily done by placing structures OTHER between the spawn point of enemies and their goal (Plants vs. Zombies, Bloons TD, Fieldrunners, Kingdom Rush) RACING: Allows the user to control a vehicle in a competitive race event. (Need for Speed, Real Racing, CSR Racing, Fast & Furious) RPG SPORTS: Replicate the gameplay of traditional sporting events or centers around team management. (FIFA 15 Ultimate Team, Madden NFL Mobile, NBA 2k15, Golf ROLE PLAYING GAME (RPG): Gameplay focuses on the advancement of the main Star) character, acquisition of items and an over-arching storyline. (Chaos Rings, Final Fantasy)

SOCIAL RPG / CARD BATTLE: Hybrid experiences featuring light RPG progression elements, with character/card collection mechanics and deck/team building mimicking Collectable Card games. (Summoner’s War, Heroes Charge, Rage of Bahamut, Legend of the Cryptids)

The current global mobile gaming market is estimated at approximately 1.5B PLAYERS, and is forecasted to MOBILE GAMING MARKET REVENUE generate over $25B IN YEARLY REVENUE by the end of 2015.

This represents approximately 30% OF THE TOTAL GLOBAL GAMING MARKET REVENUE, a percentage that has steadily climbed from around 15% in 2011. $5.41B APAC continues to represent one of the largest and fastest growing markets globally, supporting approximately 50% of the world’s mobile gamers, and generating 56% of the mobile revenue. MOBILE GAMING MARKET SIZE $5.16B CHINA 314.8MM Gamers 564.5MM Owners (56%)

NORTH AMERICA 136.5MM Gamers 180.4MM Owners (76%) $5.01B

JAPAN 45.8MM Gamers 66.2MM Owners (69%) * Regional market sizing reflects adult mobile gamers (18 years or older). SOUTH KOREA $1.37B 19.3MM Gamers 30.9MM Owners (63%) SOURCE: EEDAR

The North American mobile gaming market continues to be driven by a slight Although the gender splits vary by region, the age distributions of mobile majority of female gamers (55%), a trend that is uncommon compared to APAC gamers tend to be very similar, with the largest age bracket of adult players markets – Japan, South Korea and China all featuring slight male majorities. falling between 25 and 35 years of age.

Average Age 18 - 24 25-45 Over 45 Average Age 18 - 24 25-45 Over 45

35.1 23% 52% 25% 36.3 17% 60% 23%

MALE MALE 45% 58%

FEMALE FEMALE 55% 42%

Average Age 18 - 24 25-45 Over 45 Average Age 18 - 24 25-45 Over 45

34.2 16% 70% 14% 34.4 17% 68% 15%

MALE MALE 54% 57%

FEMALE FEMALE 46% 43%

* Regional market sizing reflects adult mobile gamers (18 years or older). SOURCE: EEDAR

Smartphones continue to represent the most commonly used device for mobile gaming across all regions, with approximately 90% of mobile gamers utilizing one.

Tablet use for gaming across regions tends to overlap heavily with Smartphone use – with the majority of Tablet gamers also utilizing Smartphones to play games.

North American mobile gamers are among the most likely to game across both devices – with 60% utilizing both Smartphones and Tablets to play games.

All APAC regions examined still feature primarily single device users.

SOURCE: EEDAR

NORTH AMERICA JAPAN

Android continues to claim a majority share (65%) of devices, but iOS commands The most divided market, with a 50/50 split between iOS and Android preference. greater revenue. Mixed OS use is common among all dual-device users – most commonly a Dual-device users are equally split between same OS and mixed OS pairings of combination of an Android Phone and iPad (44% of mixed-OS users). devices.

iOS Android Other OS Multiple OS iOS Android Other OS Multiple OS

31% 49% 2% 18% 45% 45% 1% 9%

CHINA SOUTH KOREA

Android commands the market (78% of gaming devices), with a large selection of Android dominates overall (86%), with less than a quarter of users making use affordable, regionally manufactured models. of other OS’s.

Moderate cross-OS use is primarily driven by these users also utilizing iPads Despite this preference, the majority of dual-device users mix OS’s of their (22%) to play. devices (85%) – 62% of this being Android Phone and iPad.

iOS Android Other OS Multiple OS iOS Android Other OS Multiple OS

21% 50% 1% 28% 14% 75% 0% 11%

* % represents percentage of mobile gamers. SOURCE: EEDAR

Across all markets, mobile gamers are tending to use their devices similarly. Lower reported Social Media usage among Japanese mobile gamers is likely tied to the shared function of these services as both a traditional social network and SMARTPHONES are used more frequently for Social Activities: as a means of free direct communication, leading some usage of these services to be represented in their “direct communication” frequency. • Direct Communication (e.g. placing calls, texting, etc.) being the most common use for the device across most regions. Mobile gaming ranks among the top uses for smartphones across all regions, with mobile gamers reporting daily use of their devices to play games. • Social Media activities (e.g. posting to services such as Facebook, Kakao, Line, etc. or viewing friends’ posts)

SMARTPHONE USAGE [2015][ACTIVE MOBILE GAMERS, PAST 6 MONTHS]

< Once a Month Monthly Weekly Daily

DIRECT DIRECT COMMUNICATIONDIRECT COMMUNICATION COMMUNICATION COMMUNICATIONDIRECT WATCHING WATCHING WATCHING WATCHING VIDEO CLIPS VIDEO CLIPS VIDEO CLIPS VIDEO CLIPS

BROWSING BROWSING BROWSING BROWSING THE WEB THE WEB THE WEB THE WEB

WATCHING WATCHING WATCHING WATCHING

MOVIES OR TV MOVIES OR TV MOVIES OR TV MOVIES OR TV

PRODUCTIVITY PRODUCTIVITY PRODUCTIVITY PRODUCTIVITY

APPS APPS APPS APPS

SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA

READING READING READING READING

PLAYING GAMES PLAYING GAMES PLAYING GAMES PLAYING GAMES

SOURCE: EEDAR

Where mobile gamers tend to consistently utilize their smartphones, tablet usage Comparing regions, Chinese and South Korean mobile gamers’ heavier tablet tends to be more varied by region. use across all activities suggests that tablets are more likely to serve as primary devices (being cheaper alternatives to traditional computers). Across regions, TABLETS are used more frequently than smartphones for Media Consumption, including: On the other extreme, Japanese and North American mobile gamers’ more focused uses (with most frequent activities being web browsing, gaming and • Watching Videos such as TV Shows or Movies (either digital downloads or via viewing video clips), suggests that tablets are more likely to be “media specialists” streaming sites), and streaming video clips on sites like YouTube. in a multi-device ecosystem.

• Reading digital books, comics or magazines.

TABLET USAGE [2015][ACTIVE MOBILE GAMERS, PAST 6 MONTHS]

< Once a Month Monthly Weekly Daily

DIRECT COMMUNICATIONDIRECT COMMUNICATIONDIRECT COMMUNICATION COMMUNICATIONDIRECT WATCHING WATCHING WATCHING WATCHING VIDEO CLIPS VIDEO CLIPS VIDEO CLIPS VIDEO CLIPS

BROWSING BROWSING BROWSING BROWSING

THE WEB THE WEB THE WEB THE WEB

WATCHING WATCHING WATCHING WATCHING

MOVIES OR TV MOVIES OR TV MOVIES OR TV MOVIES OR TV

PRODUCTIVITY PRODUCTIVITY PRODUCTIVITY PRODUCTIVITY

APPS APPS APPS APPS

SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA

READING READING READING READING

PLAYING GAMES PLAYING GAMES PLAYING GAMES PLAYING GAMES

SOURCE: EEDAR

LOCATIONS OF SMARTPHONE GAMING Mobile gamers also tend to play games in many [2015][ACTIVE MOBILE GAMERS, PAST 6 MONTHS] of the same locations. JAPAN SOUTH KOREA NORTH AMERICA CHINA

Across regions and devices, mobile gaming most frequently takes place in the Home. This, and the prevalence of gaming in the Bedroom specifically, suggests that a common use of BEDROOM mobile games is as a form of relaxation (a pattern consistent with mobile gamers’ top motivations, see pg. 22). HOME (OTHER) SMARTPHONES, with their smaller size and access to cellular networks, tend to be more convenient for use in for gaming in a wider range of locations, particularly those Outside of BATHROOM the Home:

• Public Transportation • Work or School TRANSPORTATION • Other Public Locations

Comparing regions, South Korean mobile gamers indicate the most frequent use of their WORK / SCHOOL smartphones for gaming across all locations. This likely ties to the widespread availability of free WIFI, which facilitates play of a broader range of games while on-the-go. OTHER PUBLIC LOCATIONS

Japanese mobile gamers, on the other hand tend to indicate more specified locations for their smartphone gaming, focusing specifically FRIEND / FAMILY MEMBER’S HOUSE on their Homes, and Transportation.

NEVER RARELY SOMETIMES MOST OF THE TIME

SOURCE: EEDAR

LOCATIONS OF TABLET GAMING

[2015][ACTIVE MOBILE GAMERS, PAST 6 MONTHS] Where smartphones tend to offer greater flexibility in their usage as gaming devices across locations, tablet gaming tends to be more limited. JAPAN SOUTH KOREA NORTH AMERICA CHINA

Across regions, TABLETS are used almost exclusively At Home:

• Home (non-bedroom) BEDROOM • Bedroom

This trend towards more limited use is likely tied to two factors.

HOME (OTHER) • First, the larger size of tablet devices makes them more cumbersome to carry/use, reducing the likelihood that they will be available when outside of the home.

BATHROOM • Second, cellular data connectivity is more limited among tablet devices, as it is not required, and is generally associated with significantly greater expense.

TRANSPORTATION Comparing usage across regions, this second point helps to explain why gaming across locations in South Korea, with national access to free WIFI, is generally more prevalent.

WORK / SCHOOL Japanese mobile gamers’ responses across both devices reveal two notable norms regarding less acceptable locations for mobile gaming: friends’ or family members’ houses, and in the bathroom.

OTHER PUBLIC LOCATIONS • These low rates suggest that appealing to usage in these spaces will not drive engagement in this audience.

FRIEND / FAMILY MEMBER’S HOUSE

NEVER RARELY SOMETIMES SOURCE: EEDAR

PLAY SEGMENTATIONS [AVERAGE WEEKLY MOBILE GAMING TIME] Patterns of mobile play tend to be very similar across regions.

Mobile gamers tend to play moderately – engaging for an average of 3 – 4 hours per 19% week with Smartphone and/or Tablet games. 25% HEAVY PLAYER 25% HEAVY PLAYER 37% (> 5 HOUR) LIGHT PLAYER (< 1 HOUR) (> 5 HOUR) LIGHT PLAYER (< 1 HOUR) AVERAGE WEEKLY TIME [HOURS]

3.5 56% 38% MODERATE PLAYER MODERATE PLAYER (1-5 HOUR) (1-5 HOUR)

4.3

33% 26% 25% 28% HEAVY PLAYER LIGHT PLAYER HEAVY PLAYER LIGHT PLAYER 3.5 (> 5 HOUR) (< 1 HOUR) (> 5 HOUR) (< 1 HOUR)

41% 3.9 MODERATE PLAYER 47% (1-5 HOUR) MODERATE PLAYER (1-5 HOUR)

SOURCE: EEDAR

SPEND SEGMENTATIONS

Patterns of mobile spend tend to be more [YEARLY SPEND ON MOBILE GAMES] varied.

Although all regions follow a similar spend curve (with half or more of their players 5% 8% HEAVY PAYER contributing no revenue), the revenue HEAVY PAYER (> $100 A YEAR) contributed by each player varies dramatically 45% (> $100 A YEAR) 31% by region. MODERATE PAYER MODERATE PAYER (< $100 A YEAR) (< $100 A YEAR) AVERAGE MONTHLY SPEND [USD]

PAYERS OVERALL 50% 61% NON-PAYER NON-PAYER $6.61 $3.30

PAYERS OVERALL

$2.88 $1.32 3% 5% HEAVY PAYER HEAVY PAYER (> $100 A YEAR) 41% (> $100 A YEAR) 37% PAYERS OVERALL MODERATE PAYER MODERATE PAYER (< $100 A YEAR) $24.06 $9.39 (< $100 A YEAR)

60% 54% PAYERS OVERALL NON-PAYER NON-PAYER $12.83 $5.91

SOURCE: EEDAR

INVESTMENT SEGMENTATIONS [ACTIVE ADULT MOBILE GAMERS, PAST 6 MONTHS]

JAPAN SOUTH KOREA NORTH AMERICA CHINA

MINIMAL

LOW The investment index combines the amount of time and money individual gamers are spending on mobile games to provide a combined measurement of investment (see the table for classifications, and pg. 7 for full explanation of this scale).

MODERATE Although the exact distribution of gamers varies by region, the general pattern tends to be very similar, with over half of all gamers in each region (55-70%) falling into the midrange (low-to-moderate) investment groups. These gamers are typically non-payers, who play moderate amounts to compensate for their lack of spend. HEAVY

NON-PAYER MODERATE PAYER HEAVY PAYER ($0 / YEAR) ($0.99-$100 / YEAR) (< $100 / YEAR)

LIGHT PLAYER MINIMAL LOW MODERATE (< 1 HOUR / WEEK)

EXTREME MODERATE PLAYER LOW MODERATE HEAVY (1-5 HOURS / WEEK)

HEAVY PLAYER MODERATE HEAVY EXTREME (> 5 HOUR / WEEK)

0% 10% 20% 30% 40% PERCENTAGE OF MOBILE GAMERS SOURCE: EEDAR

TOP 5 REASONS

CONSISTENT WITH NORTH AMERICA DIFFERS FROM NORTH AMERICA

JAPAN

1. PASS TIME WHILE WAITING 2. AVAILABLE ON A CONVENIENT DEVICE 3. CHEAP OR FREE GAMES 4. RELAX 5. TAKE A BREAK

SOUTH KOREA

1. PASS TIME WHILE WAITING 2. RELAX 3. TAKE A BREAK 4. CHEAP OR FREE GAMES 5. AVAILABLE ON A CONVENIENT DEVICE

CHINA

1. RELAX 2. PASS TIME WHILE WAITING 3. TAKE A BREAK 4. HAVE NEW EXPERIENCES 5. CAN PLAY WHILE DOING SOMETHING ELSE

*For full data by region, please see pg. 62 of each regional report.

Mobile games largely function as a means of low investment Convenience also plays a major factor for many mobile gamers. entertainment that players utilize to: Utility as an “on-the-go” gaming option is extremely important for mobile gamers, as they look for experiences • Relax that will facilitate play during short periods of time or when they are multitasking • Take Breaks from other activities • To Pass the Time While Waiting for Something Else

SOURCE: EEDAR

HOW DO MOBILE GAMERS LEARN ABOUT NEW GAMES?

DISCOVERY

ENGAGEMENT North American mobile gamers seek DIRECT Chinese mobile gamers rely a diverse set of discovery RECOMMENDATIONS from friends or known others, with sources, incorporating SOCIAL, STOREFRONT, NEWS and their top 3 sources including: ADVERTISING sources into the mix:

VIRALITY • BEING VERBALLY TOLD • TOP CHARTS (their most used source overall) • SEEING SOMEONE PLAY • GAMING WEBSITES • FRIENDS SOCIAL MEDIA POSTS • TV ADVERTISEMENTS

MONETIZATION This is then followed by ADVERTISING, likely consumed on their mobile devices:

• SOCIAL MEDIA CHURN • IN OTHER GAMES / APPS.

Most mobile gamers rely on SOCIAL SOURCES to find out about new games –

• SEEING SOMEONE PLAY • BEING TOLD VERBALLY South Korean mobile gamers indicate that STOREFRONT Japanese mobile gamers tend to rely on TELEVISION ADS • or via SOCIAL MEDIA CHANNELS sources are critical to pointing out which new games are more so than players from all other regions: worth playing: Gamers also respond to ADVERTISING across a variety • TELEVISION ADS were the #1 most used source. of platforms (the importance of which varies by • TOP CHARTS region), including: • FEATURED APPS Additionally, they tend to be among the heavier users of STOREFRONT sources, such as: ADVERTISING presented alongside other media also plays • SOCIAL MEDIA a key role in discovering new games: • TOP CHARTS • IN OTHER GAMES / APPS • FEATURED GAMES • ON TELEVISION • TV ADVERTISEMENTS • ADS IN OTHER APPS

*For additional analysis by region, please see pg. 64 of each regional report. SOURCE: EEDAR

TOP 5 REASONS [2015][NORTH AMERICA][ACTIVE ADULT

CONSISTENT WITH NORTH AMERICA DIFFERS FROM NORTH AMERICA MOBILE GAMERS, PAST 6 MONTHS]

JAPAN

1. TELEVISION ADS 2. TOP CHARTS IN THE STORE 3. SEEING SOMEONE PLAY 4. FEATURE GAMES IN THE STORE 5. ADS ON SOCIAL MEDIA

SOUTH KOREA

1. SEEING SOMEONE PLAY 2. TOP CHARTS IN THE STORE 3. FEATURED GAMES IN THE STORE 4. TELEVISION ADS 5. ADS IN OTHER GAMES / APPS

CHINA

1. SEEING SOMEONE PLAY 2. BEING VERBALLY TOLD 3. TOP CHARTS IN THE STORE 4. FRIENDS’ POSTS ON SOCIAL MEDIA 5. GAMING NEWS / REVIEW WEBSITES

*For full data by region, please see pg. 65 of each regional report.

SOURCE: EEDAR

HOW DO MOBILE GAMERS DECIDE WHAT GAMES TO PLAY?

DISCOVERY

ENGAGEMENT PRICE is key in the North American market – suggesting Chinese mobile gamers emphasize distinct elements of a a need to justify a premium price tag and avoid overt particular title – GRAPHICAL QUALITY and CONTROLS – monetization strategies when attracting players. when selecting games to play.

VIRALITY 76% indicate that they are receptive to branding in games 83% indicate they are receptive to branding in games – particularly where it is associated with a well-known (the most among regions). In addition to MOBILE brands, MOBILE brand. Chinese mobile gamers are most influenced to download by the following brand types: MONETIZATION Although the use of CELEBRITY brands has seen success (as with Kim Kardashian: Hollywood), it was the • MOVIES least attractive to players overall (its success is largely • PC / CONSOLE GAMES CHURN attributed to the fact that it tends to over-index with • PRODUCTS female gamers and Simulation players).

Gaming decisions are largely driven by general indicators of suitability, most especially:

• GENRE • PRICE POPULARITY plays a much more important role in game Japanese mobile gamers heavily overlap with other selection for Korean gamers than those in other regions – regions in the features they use to select games to play. This is typically followed by elements that quickly suggesting that organic virality is particularly important communicate quality: to driving game selection. 44% indicate they are receptive to branding in games (the least among the regions). These are primarily associated • GRAPHICAL QUALITY 77% indicate they are receptive to branding in games. In with strong MOBILE brands, as well as other media: • USER REVIEWS addition to MOBILE and media brands, Korean mobile gamers are also the most receptive to CELEBRITY • STAR RATINGS • MOVIES branding. • PC / CONSOLE GAMES • BEING PART OF A WELL-KNOWN MOBILE • OTHER, PHYSICAL GAMES BRAND

*For additional analysis by region, please see pg. 64 of each regional report. SOURCE: EEDAR

FACTORS AFFECTING DECISION TO ENGAGE TOP 5 REASONS [2015][NORTH AMERICA][ACTIVE ADULT MOBILE GAMERS, PAST 6 MONTHS] CONSISTENT WITH NORTH AMERICA DIFFERS FROM NORTH AMERICA

JAPAN

1. GENRE 2. PRICE 3. GRAPHICAL QUALITY 4. USER REVIEWS 5. STAR RATING

SOUTH KOREA

1. GENRE 2. PRICE 3. GRAPHICAL QUALITY 4. POPULARITY 5. USER REVIEWS

CHINA

1. GRAPHICAL QUALITY 2. CONTROLS 3. GENRE 4. PRICE 5. USER REVIEWS

*For full data by region, please see pg. 67 of each regional report.

SOURCE: EEDAR

TOP 5 REASONS

CONSISTENT WITH NORTH AMERICA DIFFERS FROM NORTH AMERICA

JAPAN MOBILE 1. MOBILE 2. MOVIE OTHER, PHYSICAL GAME 3. PC / CONSOLE GAME 4. PRODUCT PC / CONSOLE VIDEO GAME 5. OTHER GAME

SOUTH KOREA MOVIE

1. MOBILE TELEVISION 2. PC / CONSOLE GAME 3. MOVIE 4. OTHER GAME PRODUCT 5. CELEBRITY CELEBRITY CHINA

1. MOBILE NONE 2. MOVIE 3. PC / CONSOLE 4. PRODUCT 5. OTHER GAME BRAND TYPES *For full data by region, please see pg. 68 of each regional report. MOBILE – games from established mobile brands based MOVIE and TELEVISION – games featuring characters, on well-known publishers, developers, or franchises in the locations, etc. based on films or TV shows (e.g. CSI, mobile space (e.g. Angry Birds, King’s Saga games, Zynga) Downton Abbey, Minions, Star Wars, Avengers)

PC / CONSOLE – games featuring characters, gameplay, PRODUCT – branding based on non-entertainment etc. from existing console / PC franchises. Also includes products (e.g. Coca-Cola, McDonalds) game ports (e.g. Assassin’s Creed, Final Fantasy, Hitman) CELEBRITY – games featuring the likeness of a celebrity OTHER GAME – games based on well-known physical personality or personalities (e.g. Kim Kardashian, Lindsay games (e.g. Monopoly, UNO) Lohan)

SOURCE: EEDAR

How do mobile gamers prefer to play Smartphone games?

Across regions, preferences for screen orientation and number of hands required to play Although most regions indicated a slight preference for the former (landscape orientation, tend to align, such that those who tend to prefer the wider vantage that a landscape screen two hands), Japanese mobile gamers were more likely to seek games that allowed for orientation affords are also more accepting of playing with both hands. Conversely, those single-handed/portrait play. who tend to prefer the convenience of one-handed play also prefer the easier navigation that a portrait screen orientation provides.

SOURCE: EEDAR

HOW ARE MOBILE GAMERS SHARING ABOUT GAMES?

DISCOVERY

ENGAGEMENT 77% indicate that they share about mobile games. 82% indicate that they share about mobile games.

MOST LIKELY TO SHARE: directly with friends (verbally, MOST LIKELY TO SHARE: across all methods (compared showing them games, directly inviting them to play). to other regions), especially via social methods.

VIRALITY LEAST LIKELY TO SHARE: via more taxing methods, such LEAST LIKELY TO SHARE: via more traditional review as posting a video or writing a review about a game on methods – e.g. star ratings, posting videos, or writing the storefront. reviews.

MONETIZATION

CHURN

Consistent with their use of SOCIAL SOURCES when seeking new games, mobile gamers indicate that they 72% indicate that they share about mobile games. 63% indicate that they share about mobile games. are most likely to share about games they enjoy with friends or known others directly, by: MOST LIKELY TO SHARE: directly with friends (verbally, MOST LIKELY TO SHARE: via informal methods, such as showing them games, directly inviting or messaging them). showing/telling friends, or giving a star rating in the store. • TELLING THEM VERBALLY • SHOWING THEM A GAME LEAST LIKELY TO SHARE: with a broader community LEAST LIKELY TO SHARE: with a broader community • INVITING A FRIEND TO PLAY in ways that would single them out as players – e.g. in ways that would single them out as players – e.g. discussing a game in a form, posting about it on social discussing a game in a forum, posting about it on social • MESSAGING A FRIEND ABOUT A GAME media, or creating videos about a game. media, or creating videos about a game.

*For additional analysis by region, please see pg. 71 of each regional report. SOURCE: EEDAR

TOP 5 REASONS

CONSISTENT WITH NORTH AMERICA DIFFERS FROM NORTH AMERICA

JAPAN

1. TOLD SOMEONE VERBALLY 2. SHOWED SOMEONE A GAME 3. GAVE A STAR RATING 4. INVITED A FRIEND TO PLAY 5. WROTE A REVIEW

SOUTH KOREA

1. TOLD SOMEONE VERBALLY 2. SHOWED SOMEONE A GAME 3. INVITED A FRIEND TO PLAY 4. MESSAGED A FRIEND 5. GAVE A STAR RATING

CHINA

1. TOLD SOMEONE VERBALLY 2. INVITED A FRIEND TO PLAY 3. MESSAGED A FRIEND 4. SHOWED SOMEONE A GAME 5. DISCUSSED THE GAME IN A FORUM

*For full data by region, please see pg. 72 of each regional report.

SOURCE: EEDAR

HOW AND WHY DO MOBILE GAMERS SPEND MONEY?

DISCOVERY

ENGAGEMENT 45% of North American mobile gamers spend real money 43% spend real money on mobile games. on mobile games. TOP MOTIVATIONS: quickly progress and remain TOP MOTIVATIONS: expand their experience by competitive. VIRALITY accessing new or higher quality content, or to move through the content more quickly. TOP PURCHASES: items that facilitate better performance or faster progress (resources, expanded services, VIP TOP PURCHASES: direct purchases of persistent access), or items that help them stand out (permanent MONETIZATION content (new levels, services, etc.), and via resource cosmetic and game-affecting items). replenishment that speeds up progress.

CHURN

MOBILE PAYERS are most likely to make purchases aimed at improving their personal experience of the game, affording:

• ACCESS TO NEW CONTENT 46% spend real money on mobile games. 39% spend real money on mobile games. • ACCESS TO HIGHER QUALITY CONTENT • OPPORTUNITIES TO REACH GOALS TOP MOTIVATIONS: improve their progress toward TOP MOTIVATIONS: personal objectives of meeting goals • THE ABILITY TO PROGRESS FASTER personal goals. or completing collections.

Their top purchases reflect these interests: TOP PURCHASES: items that boost progress, either TOP PURCHASES: permanent game-affecting content persistent (expanded services and permanent, game- (including items or services), and performance boosts affecting items), or temporary (boosts, and resources). which aid in winning tough battles or earning top scores. • CONTENT EXPANSIONS • VIP ACCESS • RESOURCE REPLENISHMENT

*For additional analysis by region, please see pg. 73 of each regional report. SOURCE: EEDAR

TOP 5 REASONS [2015][NORTH AMERICA][ADULT MOBILE GAMING PAYERS]

CONSISTENT WITH NORTH AMERICA DIFFERS FROM NORTH AMERICA

JAPAN

1. IMPROVE / COMPLETE COLLECTION 2. REACH A PERSONAL GOAL 3. HIGHER QUALITY EXPERIENCE 4. NEW EXPERIENCES OR CONTENT 5. PROGRESS MORE QUICKLY

SOUTH KOREA

1. PROGRESS MORE QUICKLY 2. REACH A PERSONAL GOAL 3. HIGHER QUALITY CONTENT 4. INCREASE COMPETITIVE ABILITY 5. NEW EXPERIENCES OR CONTENT

CHINA

1. PROGRESS MORE QUICKLY 2. HIGHER QUALITY EXPERIENCE 3. INCREASE COMPETITIVE ABILITY 4. NEW EXPERIENCES OR CONTENT 5. REACH A PERSONAL GOAL

*For full data by region, please see pg. 74 of each regional report.

SOURCE: EEDAR

TOP 5 REASONS [2015][NORTH AMERICA][ADULT MOBILE GAMING PAYERS]

CONSISTENT WITH NORTH AMERICA DIFFERS FROM NORTH AMERICA

JAPAN

1. PERMANENT GAME-AFFECTING 2. EXPANDED OPTIONS / SERVICES 3. PERFORMANCE BOOSTS 4. NEW LEVELS / CONTENT 5. RESOURCES

SOUTH KOREA

1. PERMANENT GAME-AFFECTING 2. RESOURCES 3. EXPANDED OPTIONS / SERVICES 4. NEW LEVELS / CONTENT 5. PROGRESS BOOSTS

CHINA

1. RESOURCES CONSUMABLE PURCHASES 2. VIP ACCESS 3. PERMANENT GAME-AFFECTING • RESOURCES – instant replenishment of lives, energy, currency or other resources 4. PERMANENT COSEMETIC • PERFORMANCE BOOSTS – items used to temporarily boost stats or score 5. PERFORMANCE BOOSTS • PROGRESS BOOSTS – items used to temporarily boost the speed of experience or resource gain • WAIT-TIME REDUCTION – purchases that instantly complete a timed activity (such as construction) *For full data by region, please see pg. 75 of each regional report. PERSISTENT PURCHASES

• NEW LEVELS / CONTENT • PERMANENT GAME-AFFECTING ITEMS – e.g. premium buildings, characters, skills, weapons • PERMANENT COSMETIC ITEMS – e.g. premium outfits, skins, accessories • EXPANDED OPTIONS / SERVICES – e.g. unlocking additional items slots, additional builders • VIP ACCESS – single purchase or subscription based access to higher quality experiences SOURCE: EEDAR

WHY DO MOBILE GAMERS STOP PLAYING GAMES?

DISCOVERY

ENGAGEMENT MOST LIKELY TO CHURN: when they encounter notable MOST LIKELY TO CHURN: when they find it difficult friction points (requiring too much effort/time to bypass to progress through the content due to friction, steep or spending real money), or when the game fails to meet difficulty curves or long loading times. their expectations. LEAST LIKELY TO CHURN: based social factors (friends VIRALITY LEAST LIKELY TO CHURN: based on external factors stopping play or poor interactions with other players), or (including friends stopping play, poor customer service, due to poor support in the form of bad customer service life changes), or due to negative social experiences. or unsatisfying updates. MONETIZATION

CHURN

LOSS OF INTEREST is the single biggest reason for mobile gamers to stop playing a game.

• Across all regions, it was selected most frequently, MOST LIKELY TO CHURN: when games become too MOST LIKELY TO CHURN: when the investment curve is and nearly twice as frequently as the next leading difficult, requiring too much time, effort or money to too steep (requiring too much time or money, or when motivation for churn. progress. the game feels to difficult), or a game fails to meet their expectations. LEAST LIKELY TO CHURN: based on social factors • This highlights the importance of providing steady (friends stopping play, or poor interactions with others), LEAST LIKELY TO CHURN: based on external factors content updates that provide not only additional technical issues or poor customer service, or external (including friends stopping play, poor customer service, content, but also include new innovations or factors (e.g. change of life, new device, etc.). life changes), or due to negative in-game experiences (technical issues or poor interactions with others). variations to maintain interest.

*For additional analysis by region, please see pg. 76 of each regional report. SOURCE: EEDAR

TOP 5 REASONS

CONSISTENT WITH NORTH AMERICA DIFFERS FROM NORTH AMERICA

JAPAN

1. LOST INTEREST 2. ENJOYED OTHER GAMES MORE 3. NOT WHAT WAS EXPECTED 4. TOO MUCH TIME / EFFORT 5. HAD TO PAY REAL MONEY

SOUTH KOREA

1. LOST INTEREST 2. TOO MUCH TIME / EFFORT 3. ENJOYED OTHER GAMES MORE 4. HAD TO PAY REAL MONEY 5. BECAME TOO DIFFICULT

CHINA

1. LOST INTEREST 2. TOO MUCH TIME / EFFORT 3. HAD TO PAY REAL MONEY 4. LOADING TIMES TOO LONG 5. BECAME TOO DIFFICULT

*For full data by region, please see pg. 77 of each regional report.

SOURCE: EEDAR

BROAD / CASUAL

EEDAR CLASSIFIES GENRES FROM CORE TO PHYSICS BRAIN MATCHING PUZZLE CASUAL BASED ON HOW ACCESSIBLE AND BROADLY APPEALING THEIR EXPERIENCES ARE.

CASUAL GAMES - BROADLY APPEALING, ARCADE MUSIC / RYTHM ENDLESS RUNNER GENERAL ARCADE HIGHLY ACCESSIBLE EXPERIENCES, REQUIRING MINIMAL INVESTMENT AND SKILL TO BE SUCCESSFUL. NON-CASINO CASINO SKILL CASINO CHANCE SKILL & CHANCE SKILL & CHANCE CORE GAMES - MORE NICHE IN THEIR APPEAL, REQUIRING GREATER INVESTMENT, FOCUS, AND CITY BUILDER SIMULATION SKILL TO MEANINGFULLY PARTICIPATE. / RESOURCE SIMULATION MANAGMENT

RACING RACING SIMULATION ARCADE RACING

RPG ROLEPLAYING GAME SOCIAL RPG / CARD BATTLE

STRATEGY TRADITIONAL TCG GENERAL STRATEGY COMBAT CITY BUILDER

ACTION SHOOTER ACTION / FIGHTING ACTION BUILDER

SPORTS TEAM MANAGEMENT SPORT SIMULATION

NICHE / CORE BROAD / CASUAL SOURCE: EEDAR

TOP 5 GENRES

CONSISTENT WITH NORTH AMERICA DIFFERS FROM NORTH AMERICA

JAPAN

1. PUZZLE 2. RPG 3. SIMULATION 4. ARCADE 5. ACTION

SOUTH KOREA

1. PUZZLE 2. ARCADE 3. SIMULATION 4. STRATEGY 5. RACING

CHINA

1. PUZZLE Genre playership across regions follows roughly the same 2. ARCADE pattern: 3. SKILL & CHANCE 4. ACTION • More accessible, Casual-friendly experiences are 5. STRATEGY among the most played for all regions – esp. Puzzles and Arcade.

*Detailed breakdowns of regional market size, player demographics, and genre overlaps can be found on pgs. 79-92 • The least popular genres by region tended to be those of each regional report. with more niche appeal, e.g. Sports, and those with a more limited presence in the market.

SOURCE: EEDAR

The Industry Standard for Understanding the Mobile Gaming Market SUMMARY

From how and where mobile gamers play to their top motivations for spending, EEDAR’s Deconstructing Mobile & Tablet Gaming 2015 report provides the insight Gain a holistic understanding of the entire mobile that you need to make informed decisions about the mobile gaming market. Data gaming market, with data on game discovery, in the 2015 Deconstructing Mobile & Tablet Gaming Report is from a consumer player engagement, virality, monetization and survey measuring the attitudes and behaviors of a representative sample of three churn. thousand North American (USA and CA), one thousand Japanese, one thousand Chinese and one thousand South Korean active adult mobile gamers.

Learn about the most commonly used devices, preferred genres, and purchasing habits of KEY BENEFITS mobile gamers from around the world.

• Demographic profiles for mobile gamers, including average age and gender breakdowns on a per-genre basis See detailed breakdowns of demographics and payer segmentations for each genre on a • Data on how players use their devices, which device category they prefer, regional basis, and compare that to worldwide and their preferred control methods data to provide greater context. • The most common discovery sources for mobile games, along with the most frequent factors related to player churn

• Mobile game genre market sizes, organized by gender, preferred device, and market share CONTACT For full report pricing and more information contact Cooper Waddell at • Segmented response data by player spend, investment, and motivations for [email protected] or visit http://www.eedar.com/Contact.aspx gaming