Publishing Mobile Games in a multi-platform, multi-store environment by Maarten Noyons NCC Partners founder of the IMGA and playground-maker.com

Who I am  Maarten Noyons CEO of Noyons Content Consultancy (NCC)  Advises Media Companies, Content Houses, Operators, handset manufacturers and government organisations,  Creates the International Mobile Gaming Awards in 2004, the largest competition for Mobile Games in the World,  Now creating the open source platform for Real World Games.

Contents  Key figures of the Mobile Games Market,  The key issues,  Overview of the different paths to the consumer,  Analysis,  Recommendations and your questions

Installed base, worldwide Source: isuppy, Gartner, GSMA, United Nations

Installed base, worldwide Sources: isupply, Nintendo, GSMA, United Nations

Worldwide Mobile phone market shares Q3 2010

2006 Smartphone OS Marketshare

2010 Smartphone OS Marketshare

2015 Smartphone OS Marketshare

smalllarge Less fragmented Highly fragmented installed Base

‘99’00’01’02’07 ‘08 Launch of Handango Launch of Les Games by French MNO Orange NTT DoCoMo's iAppli Store BREW launch in South Korea + roll out Vodafone live ! Announcement of Joint Innovation Lab Launch of the App Store History of App stores Launch of N-Gage store

‘09 App Store launches  Ovi StoreNokia  App WorldBlackberry  Android MarketVarious MNO’s  Play NowSony Ericsson  SamsungAppsSamsung  Shop for AppsMotorola  LG Application StoreLG

105 app stores!

Operator Stores Off portal Stores Specialist Stores Smartphone Stores Limited distribution Wide Open Proprietary

Limited distribution Wide Open Proprietary Operator Stores PocketGear Stores Handango GetJar App Store Android Market OVI Store BREW OEM App Stores Source: Strategy Analytics

Applications volume Marketshare 2010 (including iPod Touch)

Revenue sharing for the 4 categories Source: Strategy Analytics

Revenue sharing for Smartphone Stores

Source: Strategy Analytics Revenue sharing for Operator Stores

A nnual applications : downloads / user

Pricing : free versus paid

Key Issues  ROI  Fragmentation related costs  Marketing

revenue sharetime to market installed baseprofile of audiences fragmentationpiracy price per app content strategy (policing) payment mechanismlocalisation volume of saleseasy of use, search marketing of your appmarketing of the store

Fragmentation Related Costs  Ask yourself the ROI question  There are affordable solutions in the market:  Ideaworks3D, Polarbit, Metismo, J2MEPolish, Mobile Sorcery, Celcius,Innaworks, Flexicore  More and more developers are moving to become multi-platform publishers (X-box, PSN, Facebook, Playstation, etc…)

Marketing  A free game should be like a movie trailer: Learn from the film industry,  Use social networks in promoting your game,  Determine price carefully (read Distimo)  Participate in Awards (IMGA!)  Use upgrades, features, highscores, achievements, feedback to establish relationships with consumers.

Any questions?