flurry presentation
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Peter Farago VP Marketing
Flurry, Inc.
December 1, 2010
Turn iOS Virtual Currency into Real Revenue
• Improve Your App• Retain Your Users
• Promote Your App• Monetize Your App
Flurry Snapshot
35,000
55,000
App Developers:
Live Applications:
Flurry Analytics
170 MTotal Devices Covered:
103 MMonthly Active Devices:
30 MDaily Active Devices:
4.4 BMonthly Sessions:
Flurry AppCircle
1,200App Developers:
50 MDevices Reached:
Selected Customers
45 BMonthly Events:
iTunes Downloads
App Store vs. iTunes Downloads
Source: Apple, Inc.
-
500
1,000
1,500
2,000
2,500
1 2 4 8 11 15 20 27 34 45
downloads (billions)
1 2 3 4 5 6 7 8 10 12 15 18 21 22 23 26 -
1
2
3
4
5
6
7
iTunes App Storemonths since launch
1B
2B
3B
4B
5B
6B
10 months
15 months
18 months
23 months
26 months
• iTunes reached 6B in ~ 6 years; App Store reached ~ 1/3 time
• App Store 6.5B in just over 2 Yrs; Tunes 370M over same time
• App Store downloads 18X versus iTunes over same period of time
iPhone App Store Dwarfing iTunes Success“I’ve never seen anything like this in my career” – Steve Jobs
Consumer Usage by Category, iOSGa
mes
Socia
l Net
workin
gEn
terta
inm
ent
Spor
tsGa
mes
- Ac
tion
Utiliti
esPr
oduc
tivity
News
Lifes
tyle
Mus
icGa
mes
- Bo
ard
Gam
es -
Arca
de
Trav
elRe
fere
nce
Gam
es -
Card
Phot
ogra
phy
Gam
es -
Puzz
leFin
ance
Navig
ation
Gam
es -
Kids
Healt
hcar
e &am
p; Fi
tnes
s
Book
sBu
sines
s
0%
5%
10%
15%
20%
25%
30%
35%
40%
Health
care
& Fi
tnes
s
Tota
l Ses
sion
s by
Cat
egor
y, P
erce
nt
Console71%
Portable25%
iPhone5%
Source: Flurry Analytics
U.S. Video Game Software by Revenue
Console79%
Portable20%
iPhone OS1%
2008 2009
iPhone Takes Share from Traditional Gaming
Nintendo DS70%
PlayStation Portable
11%
iPhone OS19%
Source: Flurry Analytics
U.S. Portable Game Software by Revenue
2008 2009
Nintendo DS75%
PlayStation Portable
20%
iPhone OS5%
iPhone Takes Share Handheld Gaming
Social Gaming on MobileMostly Games• RPG , Simulation, Poke• Some Puzzle, Word
Tuned for Mobile Experience• Typically casual game-mechanic• Design delivers quick fun, but supports for longer game sessions• Leverage social components, from MMO to MSP
Platforms
Jun 09
Jul 0
9
Aug 09
Sep 09
Oct 09
Nov 09
Dec 09
Jan 10
Feb 10
Mar 1
0
Apr 10
May 1
0
Jun 10
Jul 1
0
Aug 10
Sep 10
Oct 10
-
50,000
100,000
150,000
200,000
250,000
Source: Flurry Analytics
Uni
que
Dev
ices
Det
ecte
d pe
r Day
iOS vs. Android Installed Base
Great Device & Operating System
Game Developers Want a Business Not an OS
DeveloperInnovation
Broadband Connectivity
Large, Paying Customer Base
One-clickPurchase
Free in Top Grossing:
• 2 of the top 5
• 5 of the top 10
• 10 of the top 25
• 19 of the top 50
$-
$2
$4
$6
$8
$10
$12
$14
$16
$18
$20
Sources: Flurry Analytics, comScore, and ADOstrategies
Free-to-Play Business Model Works on iOS
Reve
nue
per U
ser p
er Y
ear (
aka
ARPU
)
*
* Example of ARPU from successful social gaming apps category
Ka-ching!
Some Free-to-Play ExamplesHard Core
RPGCasual
RPG Poker Simulation
Session Length 2.3 mins 2.1 mins 5.3 mins 2.6 mins
Sessions / Day 2.7 3.5 2.2 3.0
Engagement 6.2 mins 7.4 mins 11.6 mins 7.8
DAUs 45,000 30,000 150,000 325,000
Retention 14% 12% 7% 13%
% of AUsPurchasing 5.4% 1.5%
Underlying Drivers of KPIs
Acquisition Retention Monetization
PromotionCross-sellingAdvertisingSocial ChannelsViral Loops
Concept / QualityPayout CurveSocial StatusAchievementsCompetitionContent Updates
FreemiumMicro-transactionsAffiliateAdvertising
Free-to-play Business Model Revenue per DAU
Box Office
Home Video
Direct Video Sequel
Licensing / Merchandising
Video GamesOther
Lessons from the Lion King
You Have More Potential
In-App Purchases
97%non-purchasers*
3% Virtual Goods
Purchasers
AppCircle Monetizes Non-Purchasing Consumers
DAUs Low Average High50,000 $ 1,500 $ 2,500 $ 4,150
100,000 $ 3,000 $ 5,000 $ 8,300 200,000 $ 6,000 $ 10,000 $ 16,600
Daily Revenue Range by Implementation Quality
Period Low Average High
Month 99,600 $ 174,300 $ 249,000 Quarter $ 298,800 $ 522,000 $ 747,000
Year $ 1,198,000 $ 2,088,000 $ 2,988,000
Revenue Projection by Month, Quarter, Year (100k DAU)
Source: Flurry Analytics
1 2 3 4 5 6$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
$50,000
AppCircle Affiliate Revenue Boost
69%
31%
Targeted AppCircle Recommendations Solve Discovery
Secondary App Recommendations
Populated by Flurry Engine
User Rewards
Leverages publisher virtual currency to
increase CTRs
Primary App Recommendation
Populated by Flurry Engine
InterstitialRoadblock
Highly Targeted Recommendation
Click takes user to App Store
App Store
Chance Based Reward
$5 000Download and try this recommended app
The Moron TestDistinctivDev FREE
Earn in-game cash!x
Have User Complete Task
Thank [email protected]