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Richard Firminger General Manager, Europe February, 2012

Richard Firminger General Manager, Europe February, 2012. Using analytics to take your mobile games to the next level. Flurry Overview. Flurry Analytics Better Apps: iOS, Android, BB, WP, J2ME, HTML5. App Developers:. 60,000. Live Applications:. 150,000. Devices per month:. 390M.

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Richard Firminger General Manager, Europe February, 2012

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  1. Richard Firminger General Manager, Europe February, 2012 Using analytics to take your mobile games to the next level

  2. Flurry Overview Flurry Analytics Better Apps: iOS, Android, BB, WP, J2ME, HTML5 App Developers: 60,000 Live Applications: 150,000 Devices per month: 390M Sessions per month: 27B Events per month: 300B AppCircle Network Acquisition & Monetization: iOS, Android 5,000 App Developers: 180M Devices per month: 6M Daily Completed Views

  3. Flurry Services • Analytics: Audience Insight, Engagement and Retention • Free and powerful. Leading app analytics (iOS, Android, WP, BB, J2ME, HTML5) • Understand and segment app audiences to maximize engagement and revenue 1 • AppCircle: App Traffic Acquisition & Monetization • Data-driven app recommendations across iOS and Android apps • Get your app discovered, drive more daily active users and earn revenue 2 • AppCircle Clips: Engaging Brand Impressions & CTAs with TV-style video • Distribute and serve highly targeted video across iPhone and iPad apps • Cost-Per-Completed-View Model for best ROI 3

  4. Important Industry Trends

  5. Supply: Already Hundreds of Thousands of Available Apps ANDROID MARKET iTUNES APP STORE March 2009 December 2009 August 2010 May 2011 July 2011 October 2011 Sources: Google, Apple, Flurry Estimates; Numbers in thousands

  6. Christmas 2011: Breaking the one billion app barrier New iOS & Android App Downloads, Holiday Week (billions) +60% WEEKLY AVE, DEC 4 - 17 DECEMBER 25 - 31 Source: Flurry Analytics

  7. iOS and Android, Addressable Market Addressable Market: iOS & Android Users Running Apps, Last 30 Days (MM) Sources: Flurry Analytics, Nov 20 – Dec 20, 2011; CIA World Factbook; IMF; Miller-McCune

  8. iOS and Android, Market Upside Source: Flurry Analytics & Estimates; CIA, The World Factbook, Adults = 15 – 64 years old

  9. Customers Try a Lot of New Content Sources: Flurry Analytics, New App Downloads Across Categories

  10. But Continue Use Across a Few Categories TIME SPENT PER APP CATEGORY Other Entertainment 5% 7% News 9% 47% Games 32% Social Networking Sources: Flurry Analytics

  11. Mobile Freemium Games: Women Thrifty, Men Binge Mobile Freemium Games: Money Spent by Age and Sex 29% Males (58%) Females (42%) 20% 16% 12% 9% 7% 3% 2% 1% 1% 13 – 17 55+ 35 – 54 25 – 34 18 – 24 Source: Flurry Analytics

  12. Men Spend More per Transaction (31%) Mobile Freemium Games: Transaction Size by Age and Sex $16.4 Males ($15.6) $15.5 $15.2 $14.8 Females ($11.9) $12.5 $12.0 $12.0 $11.8 $10.4 $8.2 13 – 17 55+ 35 – 54 25 – 34 18 – 24 Source: Flurry Analytics

  13. Europe Likes Casual Games and Social Networking TIME SPENT PER CATEGORY, BY COUNTRY, SESSIONS Source: Flurry Analytics

  14. App Audience Retention is a Challenge iOS & ANDROID APP RETENTION, MONTHS SINCE ACQUISITION Source: Flurry Analytics & Estimates

  15. Understanding your customers Using analytics to make better games and deepen engagement

  16. Key Insights Delivered by Analytics 1 • Usage Statistics • Measure the absolute performance of an app • Usage Benchmarks • Measure the relative performance of an app • Audience Analysis • Understand the make-up of an app audience • Audience Segmentation • Group your audience into meaningful groups based on any metric • Event Tracking • Learn what tasks users complete within your app • Portfolio Management • Measure overlap in consumer usage across your portfolio 2 3 4 5 6

  17. Understand and Improve User Experience

  18. Measure and Segment Audiences

  19. Conduct Market Analysis

  20. Track Sales Conversions

  21. Track Ad Network Performance

  22. Track IAP Sales and Customer LTV Virtual Goods Sales, Last 30 Days Sales of Virtual Goods, Last 30 Days

  23. Monetise your customers

  24. Android Success Story: Drag Racing Flurry’s better ad targeting drives higher payouts and is simple to integrate Uses Flurry Analytics Tracking 150K+ apps Flexible and fast $0.40-$0.45 per install Android AppCircle Rewards Greatly Boosts Creative Mobile Revenue We are so pleased with AC Rewards that we are adding it in more & more parts of our game, and our revenue keeps on growing. -Vladimir Funtikov – MD Creative Mobile Definition Metric Result Daily Installs Publisher Installs generated per day through AC Rewards 20,000 Pub Payout per Install Publisher revenue earned from each AC Rewards install $0.45

  25. Thank you richard@flurry.com www.flurry.com @flurrymobile

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