Mobile Gaming Jen Wu, Senior Analyst NY Games Conference September 2008.

Mobile Gaming

Jen Wu, Senior Analyst

NY Games Conference

September 2008

© 2008 M:METRICS, INC.

How many mobile gamers are there?

21.4%

0%

20%

40%

60%

80%

100%

played games

3-month average ended July-08

21.4% of the US mobile population, or 48.4 million, play games on their phone each month.

Almost every day,

21%

At least once a week, 29%

One to three times

during the month,

51%

Of these, about half play games only occasionally, and the other half do so more than once a week.

© COMSCORE M:METRICS 2008

What’s growth like? By type of game…

6%

11%

US mobile market Mobile gameplayers

% Growth, July-07 to July-08

41%

9% 8%

Playedbrowsergames

Playedpreloaded

games

Playeddownloaded

games

3-month average ended July-08


Driven by iPhone.


Advanced browsers show accelerating growth

3-month average ended May-08

0

5,000,000

10,000,000

15,000,000

20,000,000

Jan

-05

Ma

r-0

5M

ay-

05

Jul-0

5S

ep

-05

No

v-0

5Ja

n-0

6M

ar-

06

Ma

y-0

6Ju

l-06

Se

p-0

6N

ov-

06

Jan

-07

Ma

r-0

7M

ay-

07

Jul-0

7S

ep

-07

No

v-0

7Ja

n-0

8M

ar-

08

Ma

y-0

8

# of mobileusers with FullHTML browserson theirhandsets

# of mobileusers withsmartphones


Still, browser gamers are low in number

33,704,023

20,665,997

2,893,431

0

10,000,000

20,000,000

30,000,000

40,000,000

Jul-

07

Au

g-0

7

Se

p-0

7

Oct

-07

No

v-0

7

De

c-0

7

Jan

-08

Fe

b-0

8

Ma

r-0

8

Ap

r-0

8

Ma

y-0

8

Jun

-08

Jul-

08

Played native/preloaded gamesPlayed downloaded gamesUsed browser to play games

3-month moving averages


Major operator decks: seeing some shifts

Number of game titles (browser or downloadable application) by genre

0

100

200

300

400

Act

ion

Spo

rts

Arc

ade

Puz

zle

Str

ateg

y/R

PG

Cas

ino

Ret

ro A

rcad

e

Rac

ing

Qui

z

Boa

rd

Wor

d/N

umbe

r

Car

d

Firs

t P

erso

nS

hoot

er

Mus

ic/R

hyth

m

Jul-07 Jul-08

Months of July-07 and July-08


… But still doesn’t line up well with demand

0

100

200

300

400

Act

ion

Sp

ort

s

Arc

ade

Pu

zzle

Str

ateg

y/R

PG

Cas

ino

Ret

ro A

rcad

e

Rac

ing

Qu

iz

Bo

ard

Wo

rd/N

um

ber

Car

d

Fir

st P

erso

nS

ho

ote

r

Mu

sic/

Rh

yth

m

Jul-07 Jul-08

Months of July-07 and July-08

% o

f g

am

e d

ow

nlo

ad

ers

wh

o p

urc

ha

se

d g

en

re

0%

5%

10%

15%

20%

# o

f g

enre

gam

e t

itle

s o

ffer

ed o

n

maj

or

carr

ier

dec

ks


Though relatively flat, downloading games has grown

19,419,082

7,917,491

20,540,085

6,732,260

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

Jul-0

7

Au

g-0

7

Se

p-0

7

Oct

-07

No

v-0

7

De

c-0

7

Jan

-08

Fe

b-0

8

Ma

r-0

8

Ap

r-0

8

Ma

y-0

8

Jun

-08

Jul-0

8

Downloaded new songsDownloaded new games in monthDownloaded and bought ringtonesDownloaded and bought graphics

Up 14% YOY.


Recent growth from free games

70%

38%

12%

0%

20%

40%

60%

80%

Bo

ug

ht

do

wn

loa

de

dg

am

e

Just

do

wn

loa

de

dfr

ee

tria

l

Do

wn

loa

de

dfu

ll g

am

e fo

rfr

ee

% of game downloaders

0

2,000,000

4,000,000

6,000,000

Ap

r-0

8

Ma

y-0

8

Jun

-08

Jul-0

8

Just downloaded free trial

Bought downloaded game

Downloaded full game for free

-3%

-21

+61


Mobile social networkers love games

% of network's users who also

22%

59%64%

59% 57% 61%

0%

20%

40%

60%

80%

100%

All mobile users MySpace Facebook YouTube Blogger Flickr

Played mobile games(any type)


Technology drivers


Browser game reach, by OEM

% of OEM’s users that play mobile browser games

1.5% 1.4% 1.0% 1.2% 0.9% 1.5%3.2% 3.5%

15.5%

0%

5%

10%

15%

20%

Ove

rall

Mot

orol

a

LG

Sam

sung

Nok

ia

Son

yE

ricss

on

RIM

Pal

m

App

le

3-month average ended Apr-08

Smartphones


Smartphone users are browsing and gaming

Service Penetration, Smart v. Feature Phones, April 2008, US

23%

20%

11%

6%

6%

4%

4%

40%

45%

59%

28%

17%

24%

24%

0% 10% 20% 30% 40% 50% 60% 70%

Photo Messaging

Playing Games

Browsing

Music

Video

Social Network/Blogs

Downloaded Apps

Percent Phone Owners Using Service in Month

SmartphoneFeaturePhone


Smartphones Continue to Proliferate

Smartphone = Palm, Windows, Symbian, RIM, Linux, Apple O/Ses

7%


And Moving from Geek to Chic

January 2005, US45 models

June 2008, US154 models


3G impacts gaming more subtly than other areas

Service Penetration, 3G v. 2.5G Phones, April 2008, US

17%

20%

12%

4%

4%

5%

4%

41%

25%

22%

17%

17%

7%

8%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Photo Messaging

Playing Games

Browsing

Music

Video

Social Network/Blogs

Downloaded Apps

Percent Phone Owners Using Service in Month

3G2.5G

© 2008 M:METRICS, INC.

Notes

Notes: Data reflects individual mobile users age 13+, as opposed to subscription lines or accounts. Survey respondents who use more than one mobile handset are asked to identify and base their responses upon their

activity on the primary handset. Time periods are as indicated on each page. Three-month averages reflect monthly activity or ownership metrics on a

three-month moving average.

Sample size, 3 months ending July-08, United States: 30,594


Appendix: Trends in mobile gaming

6%11%

9% 8%

14%

41%

14%

US

mo

bile

ma

rke

t

Mo

bile

ga

me

pla

yers

Pla

yed

na

tive

/pre

loa

de

dg

am

es

Pla

yed

do

wn

loa

de

dg

am

es

Do

wn

loa

de

dg

am

es

Use

d b

row

ser

top

lay

ga

me

s

Pu

rch

ase

d g

am

e



Appendix: Flash Supported by a Growing Number of Handsets

US, 3-month averages.

14.5%

1.0%

0%

5%

10%

15%

20%

De

c-0

5

Ja

n-0

6

Fe

b-0

6

Ma

r-0

6

Ap

r-0

6

Ma

y-0

6

Ju

n-0

6

Ju

l-0

6

Au

g-0

6

Se

p-0

6

Oc

t-0

6

No

v-0

6

De

c-0

6

Ja

n-0

7

Fe

b-0

7

Ma

r-0

7

Ap

r-0

7

Ma

y-0

7

Ju

n-0

7

Ju

l-0

7

Au

g-0

7

Se

p-0

7

Oc

t-0

7

No

v-0

7

% of total handsets supporing Flash


Appendix: US market growth YOY by age

9%

5%6%

4%

7%6%

8%

0%

2%

4%

6%

8%

10%

13-17 18-24 25-34 35-44 45-54 55-64 65+


Appendix: Game genre examples

Casino, such as Blackjack or Texas Hold’em Poker

Card, such as Solitaire or Uno

Board, such as Monopoly or Chess

Retro, arcade such as Pac Man, Frogger or Pinball

Sports, such as Midnight Pool or Madden ‘06

Racing, such as 2Fast2Furious or MotoGP

Word or Number Puzzles, such as TextTwist, WordJong, or Sodoku

Quiz, such as Trivia Pursuit or Who Wants to Be a Millionaire

Arcade puzzle, such as Tetris or Bejewelled

Action, such as Splinter Cell Chaos Theory or Tomb Raider

First person shooter, such as Call of Duty or Duke Nukem

Strategy or Role Playing Games, such as Sims or Ancient Empire II

Mobile Gaming Jen Wu, Senior Analyst NY Games Conference September 2008.

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