the global android explosion gdc 2014
TRANSCRIPT
www.flurry.com!
GDC 2014!
Torrey Lincoln Sr. Director, Publisher Relations
The Global Android Explosion Succeeding on Earth’s Largest Gaming Platform
@flurrymobile!
CONSUMER BEHAVIOR ON OVER
1.3 BILLION smartphones and tablets each month
4 BILLION APP SESSIONS
launched around the world each day
OVER
90% of all active smartphones and tablets around the world each month
APP USAGE ON
OVER 1 TRILLION UNIQUE ACTIONS
completed by consumers in apps each month
apps per device, on average
USER ACTIVITY FROM 7–10
Common questions about Android
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• Should we invest in Android development? • What regions and countries are dominated by Android? • How should we develop based on the Android device mix? • How will in-app purchase revenues differ from iOS? • What is the ad-based revenue opportunity? • What are the common retention and usage patterns for
different Android game genres?
Android’s Global Adoption!
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Android took a definitive lead in active devices back in 2012
@flurrymobile! Source: Flurry Analytics!
GLOBAL and US breakdown of Android vs. iOS
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Apple 60% Samsung
20%
Other Android
20%
Source: Flurry Analytics; August 2013 sample of 107,339 devices (25,371 of which were US-based)
Apple 49%
Samsung 29%
Other Android
22%
GLOBAL US
Top 10 Global Gaming Markets
China Is the Largest Gaming Country with 251M Mobile Gamers
Germany
India France
Russia Canada
43% 57% 30M 56% 44% 26M
20% 80% 26M 32% 68% 25M
75% 25% 24M
238M
China
U.K. 34% 47M
South Korea
61% 39%
251M
iOS
58%
Android
42%
Japan 62% 38% 33M 15% 85% 32M
U.S.
66%
Source: Flurry analytics data estimates of iOS and Android smart devices with usage in gaming apps (May 2013). !
Total time spent in apps by user country and app country of origin
China is a Huge Opportunity, but Need to Localize
www.flurry.com! 8 Source: Flurry Analytics, based on a sample of 100,000 active connected devices in June 2013!
59%
35% 25%
16%
13%
8%
5%
7% 64%
8%
33% 44%
56%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
United States United Kingdom
Brazil China
Other Brazil China United Kingdom United States Pe
rcenta
ge of
total
time i
n app
s
User country
App country of origin
iOS and Android Chinese Installed Base!
China Provides Massive Playing Fields for Both Android and iOS
Source: Flurry Analytics, random sample of 18,310 Chinese owned iOS and Android devices!
South Korea – World’s First Saturated Smart Device Market
Source: Flurry Analytics!
Android Dominates the South Korean Market
Source: Flurry Analytics: August 2013 random sample of 3124 South Korean owned iOS and Android devices. !
Tablet + Phone Hybrids are Uniquely Popular in South Korea
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Android Gaming!
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Android Games = Free Games!
Average App Prices as of April 2013!
Source: Flurry Analytics, Google Play, The Apple App Store. !Data is for Apps using Flurry Analytics in April 2013, and is weighted by MAU!
14
Mobile’s Share of Advertising is Growing at Incredible Rates
15
Worldwide total mobile spend as a % of digital spend (in $BN)
3.97 8.874 16.7 26.2 37.47 49.6 62.84
82.45 95.19
100.9 106.36
107.41 110.4
110.2
0
50
100
150
2011 2012 2013 2014 2015 2016 2017
All Digital Mobile
$86.43
$104.04 $117.60
$132.62 $146.38
$160.02 $173.12
Source: eMarketer
Loyalty by App Category: Top Free Android Game Genres !
The Matrix: Reloaded for Android
Majority Ads
Balanced toward Ads Majority IAP
Even Mix
Top Free Android Games by Audience!
Know Your Audience: Targeted User Acquisition
Effective CPMs on Android Lag their iOS Counterparts
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66% 51%
iOS Android
Banner eCPMs Rewarded Video eCPMs Display eCPMs Rewarded Video eCPMs
Number of Device Models that Make Up % of All Active Devices!
Broad Android Device Support Requires Significant Work
Source: Flurry Analytics, January 2013! 19
Device-Type Splits by Platform / Manufacturer
@flurrymobile!Source: Flurry Analytics, May 2013, random sample of 98,285 iOS and Android devices. !
1. The age of Android global dominance is here!2. Asia represents and enormous opportunity for games in
Android!3. Free games are a must!4. Regardless of genre you can monetize successfully!5. Design monetization tactics around different usage patterns
for each genre!6. Utilize audience and device targeting in user acquisition!7. Consider different device prioritization on Android!
!
@flurrymobile
Takeaways!
