Intelligence Overview

IntelligenceOverview CONFIDENTIAL | DO NOT DISTRIBUTE Game Trends in the International Market Casual Connect Asia Singapore, May 2013 Yu Junde, VP APAC 25 January 2013

Game Trends in the International Market App Annie Overview App Store Trends Country Trends Device Trends Subcategory Trends Top Publishers and Apps

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App Store Highlights, Mar 2013 • Games are driving the app store market today • While iOS App and Google Play are now very close in game downloads,iOS still remains the game monetization leader, earning over twice as much as Google Play in March 2013 • Google Play game revenue is growing quickly, however – and Google Play revenue is even more concentrated in games than iOS App Store revenue is • Over the past year, the in-app purchase business model has gained momentum, it has been adopted heavily by games

iOS vs. Google Play game downloads • iOS App and Google Play are now very close in game downloads • Both stores had a strong December and January, boosted by holiday season

iOS vs. Google Play game revenue • Google Play game revenue has grown quickly in recent months • iOS App Store remains the app store leader in game monetization, earning over twice as much as Google Play in March 2013

Country Highlights, iOS and Google Play Mar 2013 • What is the recommended country launch strategy today? • Japan and US: Market across both iOS App Store and Google Play • China: Market for iOS, and use local distribution and monetization channels for Android • South Korea: Google Play much bigger than iOS App Store • Other countries: iOS App Store monetizes better than Google Play • Which markets are emerging for games? • China for iOSrevenue • Russia, Brazil, and Mexico for their growth in downloads • Asian countries have shown a great propensity for spending money on game apps

Games Downloads by Country, Mar 2013 • United States, China drove close to 40% of iOS Games downloads • In many markets, Google Play now exceeds iOS in Games downloads, which may set the stage for future Google Play growth * Top ten countries by total iOS App Store + Google Play Game downloads Mar 2013

Games Revenue by Country, Mar 2013 • US, Japan, Korea drove about 80% of Google Play Games revenue • iOS remains the clear revenue leader across most countries, except:South Korea, home to Samsung, leans heavily toward Google PlayJapan spends across both stores fairly evenly * Top ten countries by total iOS App Store + Google Play Games revenue Mar 2013

How are the markets shifting in the iOS App Store? • China has been moving up the iOS revenue rankings and is now #3 • Russia is the emerging market for downloads

How are the markets shifting in Google Play? • Japan and Korea now on top • Paid apps returned to Google Play Taiwan in Feb 2013 • Russia, Brazil, Mexico are the emerging markets

Revenue per Download, March 2013 Japan and South Korea score high on revenue per downloads • Revenue per Download, iOS Games, March 2013 Revenue per Download, Google Play Games, March 2013

Game Downloads by iOS Devices, Mar 2013 • About 30% of all iOS App Store game downloads are for the iPad • Japan has minimal iPad usage, while Russia sees about half of game downloads being for the iPad

Game Revenue by iOS Device, Mar 2013 • iPad drove about one-third of iOS App Store game revenue WW • US drove 40% of WW iPad game revenue, the leading market by far

iOS: Top Game Subcategories, Mar 2013 • The casual game categories of Action and Arcade are most popular with downloads, but the heavier genres of RPG and Simulation are most revenue-generating Indexed iOS Game Downloads Indexed iOS Game Revenue *In the iOS App Store, a game can be put in up to two subcategories. As a result, there is overlap among the subcategories.

Google Play: Top Game Subcategories, Mar 2013 • In contrast with iOS, Arcade & Action games are most downloaded and revenue-generating on Google Play Indexed Google Play Game Downloads Indexed Google Play Game Revenue

Game Publisher and App HighlightsiOS App Store and Google Play March 2013 • Top Games • Puzzle & Dragons was top-grossing game in both iOS App Store and Google Play for yet another month • Candy Crush reached the #1 spot by iOS downloads, while Temple Run 2 remained the top-downloaded game on Google Play • Top Publishers • Electronic Arts (EA) and King ranked in the top 10 by both downloads and revenue for both iOS App Store and Google Play • EA’s success came from a combination of Real Racing 3 and The SimpsonsTM: Tapped Out, while King’s success came from Candy Crush Saga

Top iOS Publishers by Mar 2013 Game Downloads • Electronic Arts retained its spot at the top due to Real Racing 3 • Rovio moved up to #2 due to strong performances by its classic Angry Birds game and a new game, The Croods

Top Google Play Publishers by Mar 2013 Game Downloads • Rovio topped the Google Play charts, again driven by Angry Birds and The Croods, as seen in the iOS App Store • Electronic Arts jumped to #3, driven by Real Racing 3

Top iOS Publishers by Mar 2013 Game Revenue • The top five grossing iOS publishers remained consistent from February to March

Top Google Play Publishers by Mar 2013 Game Revenue • In recent months, this list has been dominated by publishers from Japan and South Korea, but this month’s list included Electronic Arts, King, and Kabam, who are based in the US and UK

Top iOSGames by Mar 2013 Downloads • Many top-downloaded iOS games continued to be Action or Arcade • Candy Crush Saga has been rising steadily and reached #1 in March

Top Google Play Games by Mar 2013 Downloads • Many top games on Google Play were Arcade & Action, as with iOS • Swinging game Benji Bananas gave Fingersoft two in the top 10

Top iOS App Store Games by Mar 2013 Revenue • The top five grossing iOS games have remained the same for each month of Q1 2013, which is remarkable given how games rise and fall • Supercell, Kabam, and EA each had two apps in the top ten in March

Top Google Play Games by Mar 2013 Revenue • Puzzle & Dragons had the top ranks in both iOS and Google Play • The SimpsonsTM: Tapped Out, brought from iOS to Google Play in February, made its debut in the top ten in March

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Intelligence Overview