Using analytics to take your
mobile games to the next level
Richard Firminger
General Manager, Europe
February, 2012
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:
Events per month:
27B
300B
AppCircle Network
Acquisition & Monetization: iOS, Android
App Developers:
5,000
Devices per month:
180M
Daily Completed Views
6M
Flurry Services
1
Analytics: Audience Insight, Engagement and Retention
2
AppCircle: App Traffic Acquisition & Monetization
3
AppCircle Clips: Engaging Brand Impressions & CTAs with TV-style video
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Free and powerful. Leading app analytics (iOS, Android, WP, BB, J2ME, HTML5)
Understand and segment app audiences to maximize engagement and revenue
Data-driven app recommendations across iOS and Android apps
Get your app discovered, drive more daily active users and earn revenue
Distribute and serve highly targeted video across iPhone and iPad apps
Cost-Per-Completed-View Model for best ROI
Important Industry Trends
Supply: Already Hundreds of Thousands of Available Apps
ANDROID MARKET
500
iTUNES APP STORE
425
400
350
250
250
200
160
80
2
28
March 2009
20
December 2009
August 2010
May 2011
July 2011
October 2011
Sources: Google, Apple, Flurry Estimates; Numbers in thousands
Christmas 2011: Breaking the one billion app barrier
New iOS & Android App Downloads,
Holiday Week (billions)
1.20
+60%
0.75
WEEKLY AVE, DEC
4 - 17
DECEMBER 25 31
Source: Flurry Analytics
iOS and Android, Addressable Market
109
Addressable Market: iOS & Android Users
Running Apps, Last 30 Days (MM)
35
17 16
10 10 10
8
8
5
5
4
4
4
4
3
3
3
3
3
Sources: Flurry Analytics, Nov 20 – Dec 20, 2011; CIA World Factbook; IMF; Miller-McCune
iOS and Android, Market Upside
Source: Flurry Analytics & Estimates; CIA, The World Factbook, Adults = 15 – 64 years old
Customers Try a Lot of New Content
12%
10%
8%
6%
4%
2%
0%
Sources: Flurry Analytics, New App Downloads Across Categories
But Continue Use Across a Few Categories
TIME SPENT PER APP CATEGORY
Other
Entertainment
7%
News
5%
9%
47%
Social Networking
Games
32%
Sources: Flurry Analytics
Mobile Freemium Games: Women Thrifty, Men Binge
Mobile Freemium Games: Money Spent by Age and Sex
30%
29%
Males (58%)
Females (42%)
25%
20%
20%
15%
16%
12%
10%
9%
5%
3%
2%
7%
1%
1%
0%
13 – 17
18 – 24
25 – 34
35 – 54
55+
Source: Flurry Analytics
Men Spend More per Transaction (31%)
Mobile Freemium Games: Transaction Size by Age and Sex
$16
Males ($15.6)
$14
$16.4
$15.5
$15.2
$14.8
Females ($11.9)
$12
$12.0
$11.8
$12.0
$12.5
$10
$8
$10.4
$8.2
$6
$4
$2
$0
13 – 17
18 – 24
25 – 34
35 – 54
55+
Source: Flurry Analytics
Europe Likes Casual Games and Social Networking
TIME SPENT PER CATEGORY, BY COUNTRY, SESSIONS
Source: Flurry Analytics
App Audience Retention is a Challenge
iOS & ANDROID APP RETENTION, MONTHS SINCE ACQUISITION
100%
38%
29%
0
1
2
24%
3
20%
4
16%
5
14%
6
11%
7
9%
7%
6%
5%
4%
8
9
10
11
12
Source: Flurry Analytics & Estimates
Understanding your customers
Using analytics to make better games and
deepen engagement
Key Insights Delivered by Analytics
1
Usage Statistics
Measure the absolute performance of an app
2
Usage Benchmarks
Measure the relative performance of an app
3
Audience Analysis
Understand the make-up of an app audience
4
Audience Segmentation
Group your audience into meaningful groups based on any metric
5
Event Tracking
Learn what tasks users complete within your app
6
Portfolio Management
Measure overlap in consumer usage across your portfolio
Understand and Improve User Experience
Measure and Segment Audiences
Conduct Market Analysis
Track Sales Conversions
Track Ad Network Performance
Track IAP Sales and Customer LTV
Virtual Goods Sales, Last 30 Days
Sales of Virtual Goods, Last 30 Days
Monetise your customers
Android Success Story: Drag Racing
Flurry’s better ad targeting drives higher payouts and is simple to integrate
Uses Flurry Analytics
Tracking 150K+ apps
$0.40-$0.45 per install
Flexible and fast
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
Metric
Definition
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
Thank you
richard@flurry.com
www.flurry.com
@flurrymobile