Google and games - Toby Dawson, Google
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Google confidential and proprietary 1 For Games November 13, 2013 Toby Dawson
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Slides from Toby Dawson's talk at November 2013's London Games Conference. Toby Dawson, Media, Mobile & Platforms, Head of New Business Development, delivers a single snapshot of all the ways the Google ecosystem touches the games market and the opportunities it presents for the games industry
Transcript of Google and games - Toby Dawson, Google
Google confidential and proprietary 1
For GamesNovember 13, 2013
Toby Dawson
Google confidential and proprietary 2
Global Gaming Market Growth is Strong…
Source: Newzoo
2012 2013 2014 2015 2016
+48%
+19%
-6%
+10%
-15%
+4%
-2%
$66bn
$86bn
Google confidential and proprietary 3
Compared to the movie industry…
Source: MPAA, Newzoo
$35billion
$66billion
Google confidential and proprietary 4
1 PLATFORM
2 AUDIENCE
3 BUSINESS MODEL
Three gaming
SHIFTS
Google confidential and proprietary 5
1 PLATFORM
2 AUDIENCE
3 BUSINESS MODEL
Three gaming
SHIFTS
Google confidential and proprietary 6
Multi purpose devices have shown explosive growth
Source: Gartner, BI Intelligence, IDC, company filings, Google estimates
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20140
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Un
its
Google confidential and proprietary 7
1 PLATFORM
2 AUDIENCE
3 BUSINESS MODEL
Three gaming
SHIFTS
Google confidential and proprietary 8
The Gaming Generation Shift
1980 1990 2000 2010
Google confidential and proprietary 9
In 1980 the gaming audience was <10% of the population
0-4
5-9
10-14
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
65-69
70-74
75-79
80-84
85-89
90-94
95-99
100+-
Female Male
Google confidential and proprietary 10
But Everyone Is All Grown Up Now
0-4
5-9
10-14
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
65-69
70-74
75-79
80-84
85-89
90-94
95-99
100+-
Google confidential and proprietary 11
1 PLATFORM
2 AUDIENCE
3 BUSINESS MODEL
Three gaming
SHIFTS
Google confidential and proprietary 12
[Placeholder – Business model shift then]THEN…
Google confidential and proprietary 13
NOW…
Google confidential and proprietary 14
Impacts Of These Shifts
Barriersto entry
Audienceaddressable
Playingfield
Google confidential and proprietary 15
From Simple…
Google confidential and proprietary 16
… to Complex
Google confidential and proprietary 17
More Than a Game
$Infrastructure Metrics DistributionMonetisation
Backend Engagement
LTVK-factor
MAU
PlatformsStoresDigital
Marketing
SalesIAPDLCAds
YourGame
Google confidential and proprietary 18
Google Services Help You Focus
YourGame
$
Infrastructure Metrics DistributionMonetisation
Google confidential and proprietary 19
Google confidential and proprietary 20
Google confidential and proprietary 21
2 trillion datastore operationsper month
Google confidential and proprietary 22
10+ million websites use Google Analytics
Google confidential and proprietary 23
1.5million Android activationsper day
Google confidential and proprietary 24Google confidential and proprietary
Google confidential and proprietary 25
>50billion apps downloaded
Google confidential and proprietary 26
40%Chrome browser user adoption
Google confidential and proprietary 27
350m+devices on AdMob network
Google confidential and proprietary 28
100hvideo uploaded to YouTube per minute
Google confidential and proprietary 29
80%of revenue in play store from games
Google confidential and proprietary 30
300k+applications monetise with AdMob
Google confidential and proprietary 31
Alltop global agencies and DSPs
Google confidential and proprietary 32
Google confidential and proprietary 33
Innovation through Choice: TrueView
Customers choose relevant
ads
Advertisers pay for engaged
views
Good creativeis rewarded
Google confidential and proprietary 34
Engaged Audiences, Engaging Ads
TrueView Ads in Games and Apps
Google confidential and proprietary 35
Innovation through Control: Ad Exchange
Millions of advertisers across all buyer segments
100%of AdSense demand
Transparencyof pricing and
control
InclusiveDesktop, Mobile, Video
…and access to Google’s unique demand
Google confidential and proprietary 36
Innovation through Control: Ad Exchange
“Publishers must utilise video players set up for click-to-play and / or launch in video-specific watch pages”
Video GamesQ3 2013
Google confidential and proprietary 37
Games on Ad Exchange
Transparency
Control
TrueView
