AyearofCasualGamesoniOS:Theusageperspective

FredericThuard&LoïcJalminCEO&VPProduct

Whally

Thelargest#ofdatapointsoniOSgamesdailyusage

Whallytracksthedailyusageof434+Mplayers oniOSGameCenter

forthetop400000iOSgames

Whallydisplays&aggregatesonlypublicdataStartedmid-June2015

Identifygamesincludedinthetops1000gamespercategory,device,businessmodelandcountry

IfLeaderboard(s)thendataareaggregatedbygame

AppStoreranksfor12countries

Processdatatocalculateactiveplayer,newplayer,overlapandretention

12monthsofiOSGameCenterusage

414327gamesanalysedduringthelast12months

170340(41%)gamesareGameCenterenabled

161018(39%)GCgameswithpublicleaderboards

43000Games 53millionScores

dailyprocessing

Howmanyofthe434millionsiOSGameCenterusersareactuallyplaying?

10

20

30

40

50

60

70

80

90

March April May

Numberofuniqueactiveplayers(may2016):permonth:79Mperweek:37,5Mperday:4,7M

#monthactiveplayersoniOSGameCenter

Whatistheaveragenumber ofscorersperdaypergame-2016?

>300k

>50k>12k

10 100 300WhallyIndexposition

TOP3GAMES

represents50%ofGameCenterdailyactivityinJune2016

Winnertakesall!

WhichcategoriestoptheappStoreintermsofactiveplayers?

10

20

30

40

50

ac]on

arcadeboard

puzzle

card

casinofam

ilysim

usport

adventuremusic rol

e

strategy

Racing

dice

trivia

#ofgamecategoryoccurrenceforTOP100gamesiniOSGameCenterJune2016

Focusonsomegamearchetypes

JanuarytoJune2016,Dailyanalysisof:• #ofactiveplayersanddistributionpattern,• #ofnewplayerstoidentifyuseracquisitionpattern• Retention• Overlap

Allstargame

*stronginstallbase*strongretention*longlifespan

Boomingnewcomer

*veryfastacquisition

*strongretention

*longlifespan

Franchisedgame

*veryfastacquisition

*weakretention

*shortlifespan

Portfoliostrategy

*“userrecycle”*weakretention

*shortlifespan

Archetype#1:TheAllStargame

Numberofactiveplayersall-time:115278269monthly:7523633

daily:990000

Name:SubwaySurferPublisher:KilooReleased:12/05/12categories:arcade,action

0

350000

700000

1050000

1400000

4/1/16 4/8/16 4/15/16 4/22/16 4/29/16 5/6/16 5/13/16 5/20/16 5/27/16 6/3/16 6/10/16 6/18/16 6/25/16

NewusersAcbveusers

Numberofactiveandnewplayersperdayduringthelast3months

Archetype#1:TheAllStargameDNA:• MostdownloadedgameeveroniOS:1bdownloads+100m.playersoniOS• Around10%ofdailyactiveplayersarefirsttimeplayers(99000installsperdayonaverage)

• Nopaidacquisition->un-targetedorganicgrowth—>D2retentionweakbutstrongD30

OverlapRetention-May16

D2:25% D8:15% D30:8% Blocky6 Crossroad Stack

Archetype#2:Theboomingnewcomer

Numberofactiveplayersall-time:20064380monthly:6870000

daily:1100000

Name:ColorswitchPublisher:FortafygamesReleased:06/12/15categories:arcade,action

0

400000

800000

1200000

1600000

12/7/15 12/16/15 12/27/15 1/6/16 1/15/16 1/24/16 2/2/16 3/31/16 4/9/16 4/18/16 4/27/16 5/6/16 5/15/16 5/24/16 6/2/16 6/11/16 6/21/16 6/30/16

new_playersnb_players

Numberofactiveandnewplayersperdaysincegamelaunch

Archetype#2:Theboomingnewcomer

DNA:• Veryfastplayeracquisitionatlaunch• Around7,5%ofdailyactiveplayersarefirsttimeplayers(83000installsperdayonaverage)

• Steadytargetedacquisition—>verygoodretention

D2:42% D8:24% D30:10% Blocky6 SubwaySurfer Stack

OverlapRetention-May16

Archetype#3:Thefranchisegame

Numberofactiveplayersall-time:4148838monthly:3261000

daily:406000

Name:HungrysharkworldPublisher:UbisoftReleased:14/12/15categories:action

0

175000

350000

525000

700000

newplayersacbveplayers

Numberofactiveandnewplayersperdaysincegamelaunch,20160506

Archetype#3:Thefranchisegame

DNA:• Successfullaunch-veryfastacquisitionprocess• Around6%ofdailyactiveplayersarefirsttimeplayers(50000installsperdayonaverage)

• Targeteduseracquisition+averagecopycatgame—>strongD2retentionandweakD30retention

D2:40% D8:17% D30:4% Hungrysharkevo

SubwaySurfer

Colorswitch

OverlapRetention-May16

Archetype#4:Theportfoliostrategy

Numberofactiveplayersall-time:20064380monthly:3888245

daily:400000

Name:StackPublisher:KetchappReleased:17/02/16categories:arcade,action

0

300000

600000

900000

1200000

3/1/16 3/8/16 3/15/16 3/22/16 3/29/16 4/5/16 4/12/16 4/19/16 4/26/16 5/3/16 5/10/16 5/17/16 5/24/16 5/31/16 6/7/16 6/15/16 6/22/16 6/29/16

new_playersnb_players

Archetype#4:Thecataloguestrategy

DNA:• Veryfastplayeracquisitionatlaunchpowersbycrosspromotion• Around13%ofdailyactiveplayersarefirsttimeplayers(40000installsperdayonaverage)

• Steadycrosspromotionacquisition—>targeteduser—>strongD2

D2:40% D8:18% D30:5% Blocky6 1010! Colorswitch

OverlapRetention-May16

Subwaysurfer Colorswitch HungrySharkworld Stack

D2retentioninMay16 25% 42% 40% 40%

D8retentioninMay16 15% 24% 17% 18%

D30retentioninMay16 8% 10% 4% 5%

UniqueplayersperdayinMay16 990000 1100000 406000 405000

NewplayersperdayinMay16 99000 83000 50000 40000

KeylearningsThetopisalongwayhome:SubwaySurfersisstillthemostdownloadedandmostplayedaccordingtoiOSGameCenter.

…Butitdoesnotcostmuchtomakeittothetop:ColorSwitch

PortfoliostrategyworksoncasualgamingtolowerUAcosts

FocusonretentionwillhelptoavoidthehickupeffectonUAevenformobilecasualgames…

AyearofCasualGamesoniOS:Theusageperspective

FredericThuard&LoïcJalminCEO&VPProduct

Whally

THANKYOU!