모바일 게임 개발 전략, 더 넓은 세상을 향해서Targeting iOS and Andriod Open Market

심수광 이사컴투스

패러다임의 변화: 모바일 게임은 핸드폰 게임이 아니다.

2006년 모바일 게임 시장 전망과킬러 콘텐츠 개발 전략

모바일 게임 = 핸드폰 게임

OK만 누르세요.

2000.9 ~ 200812버튼, 방향키, OK버튼

반응 요소를 12버튼에 매핑

OK버튼을 통한 타격감

방향키를 통한 탐험의 재미

원버튼

타이쿤

2008 ~ 현재 : 무선 전화가 되는컴퓨터(= programmable)의 대중화

킬러 게임의 키워드는?

엄지족! 빠른 컨트롤, 타이밍 중요

정밀하고 여유 있는 컨트롤

iOS와 Android, 플랫폼이 통합되고 시장이 팽창한다.

Open Market started to Bud

App Store, Launch on July 2008„Com2uS goes into App Store on Dec 2008‟

“Minimum Cost, Maximum Revenue”

Android Market, Launch on Aug 2008

„„Com2uS goes into App Store on Dec 2009‟

Achievements @ Global Open Market

893,000Paid Downloads

Total Revenue

17+1Listed Game

57억원

As of Aug 25, 2010.

* Excluded Domestic Android Market like T store

Apple App Store (13+1)

Android Market (4)

3,712,000Total Downloads (Incl. Light version)

We need to prepare for

Smart Phone Games.

Why?

Mobile Game & User population Keeps Growing

50.461.9

73.985.8 98.0

0

50

100

150

2007 2008 2009 2010(e) 2011(e)

The size of the Global Mobile Game Market

100 millions

US Mobile Gamers, 2008-2014Millions and % of the population

2008 2009 2010 2011 2012 2013 2014

Mobile Gamers 45.6 57.4 64.0 72.8 79.0 88.0 94.9

% of mobile phone users 20.0% 24.0% 26.0% 29.0% 31.0% 34.0% 36.0%

% of population 15.0% 18.7% 20.6% 23.2% 25.0% 27.5% 29.4%

Note : CAGR (2009-2014) = 10.6%Source : eMarketer, July 2010

Source : PWC, Screendigest

Games are on the move to Smart Phones

58,603

45,236

13,368

50,932

29,538

21,395

Total Non-Smart Phone Smart Phone

Feb-09 Feb-10

Mobile Subscribers Who Have Played Games at Least Once During the Month

Total U.S.., Age 13+Source : comScore MobilLens

-13%

-35% +60%

47.1%

13.3%

16.4%

17.4%

15.7%

2.4%

5.0%

8.2%

Ever in month

Almost every day

At least once each week

Once to three times throughout the month

Non-Smartphone

Smartphone

3 Months Ending February 2010Total U.S.., Age 13+Source : comScore MobilLens

Mobile Game Play Frequency

Nintendo

DS, 75%

PSP, 20%

iPhone,

5%

Nintendo

DS, 70%

PSP, 11%

iPhone,

19%

U.S. Portable Game SW by Revenue

2008 2009

Source : Flurry Analytics

Power of Smartphone Games

SMART

U.S. Mobile Gaming Revenues, by Segment, 2009-2014

$592.2 $793.4

$952.4 $1,066.8

$1,229.2 $1,328.0

$35.5

$55.5

$76.2

$106.7

$147.5 $185.9

2009 2010 2011 2012 2013 2014

Paid Ad-supported

$627.7

$849.0

$1,028.6$1,173.4

$1,376.7$1,514.0

Note: paid revenues CAGR(2009-2014)=17.5%;ad-supported revenues CAGR(2009-2014)=39.2%; total revenues CAGR(2009-2014)=19.3% Source: eMarketer, July 2010

Ad-support will nearly double in importance, accounting for 6.5% of revenues in 2010 and 12.3% of the total in 2014

(millions and CAGR)

As of May 2010, US

DISTIMO REPORT, June 2010

Proportion of Free vs. Paid @ Open Market

22%

31%

28%

60%

26%

29%

26%

79%

69%

74%

41%

75%

71%

76%

0% 20% 40% 60% 80% 100% 120%

Windows Marketplace

Palm App Catalog

Nokia Ovi Store

Google Android Market

BlackBerry App World

Apple App Store - iPhone

Apple App Store - iPad

Percentage Of Free Applications Percentage Of Paid Applications

2010년 4월 3일

iPad

iPad, as a Game Machine?

iPad

9.7” Multi Touch

Screen

iPhone OS

“Size Does Matter?”

“Size Does Matter”

Godzillar (1998)

The bigger, The better

HOMERUN BATTLE 3D

2009. 6

2010. 4

DEMO 1‟ 05”

The Power of iPhone OS @ Game market

Portable, 24%

iPhone OS, 5%Console,

71%

Portable, 20%

iPhone OS, 1%

Console, 79%

U.S. Video Game SW by Revenue2008 2009

PSP, 20% iPhone OS, 5%

NDS, 75%

PSP, 11%

iPhone OS, 19%

NDS, 70%

U.S. Portable Game SW by Revenue

Source : Flurry Analytics

iPad Effect @ Mobile Game Industry

Stealing Sales of other Devices

Higher Average Selling Price

One Source Multi Use1

2

3

One Source Multi Use

Heavy Gunner 3D

2010. 2

2010. 4

DEMO 45”

Rank Application Category Price

1 Pages Apple Inc. Productivity $9.99

2 Modern Conflict™ HD Clickgamer.com Games $2.99

3 Osmos for iPad Hemisphere Games Games $4.99

4 Angry Birds HD Chillingo Ltd Games $4.99

5 GoodReader for iPad Good.iWare Ltd. Productivity $0.99

6 Shrek Kart ® HD Gameloft Games $4.99

7 Numbers Apple Inc. Productivity $9.99

8 Keynote Apple Inc. Productivity $9.99

9 Brain Challenge® HD Gameloft Games $4.99

10 Emerald Observatory for iPad Emerald Sequoia LLCUtilities $0.99

Rank Application Category Price

1 Angry Birds Clickgamer.com Games $0.99

2 Doodle Jump - BE WARNED: Insanely Addictive! Games $0.99

3 Fruit Ninja Halfbrick Studios Games $0.99

4 Doodle God™ JoyBits Ltd. Games $0.99

5 FatBooth PiVi & Co Entertainment $0.99

6 Skee-Ball Freeverse, Inc. Games $0.99

7 The Oregon Trail Gameloft Games $4.99

8 Wheel of Fortune Platinum Sony Pictures Television Games $4.99

9 Cake Doodle Shoe The Goose Games $0.99

10 Best Alarm Clock + Weather and Temperature myNewApps.com Productivity $0.99

Highest ranked paid applications - Apple App Store for iPhone (US, July 2010)

Highest ranked paid applications - Apple App Store for iPad (US, July 2010)

DISTIMO REPORT, August 2010

As of July 2010, US

DISTIMO REPORT, August 2010

Average Price of Application @ Open Market

5.72

2.43

2.68

3.23

6.68

4.31

5.01

5.44

3.07

2.65

4.57

5.61

2.15

6.29

0 1 2 3 4 5 6 7 8

Windows Marketplace

Palm App Catalog

Nokia Ovi Store

Google Android Market

BlackBerry App World

Apple App Store - iPhone

Apple App Store - iPad

Average Price Top 100 Paid Applications Average Price All Paid Applications

Average Price of Com2uS Apps

$2.79 $5.99

a little bit higher ASP than that of App Store

EXAMPLE : OCEAN BLUE

2010. 4 Launch with iPad

Category : Entertainment

Price : $9.99

VIDEO

/

OCEAN

BLUE

DEMO 1‟ 3”

Stealing Sales of e-Reader, Portable Game Consoles

Resolve Market Research June 2010

Which of the following devices would you not buy after owning an iPad?

49%

38%

32%

29%

27%

24%

22%

0% 10% 20% 30% 40% 50% 60%

E-Reader

Portable Gaming Device

Netbook/Laptop

MP3 Player

Gaming Console

MID

Smart Phone

Strategies for Developing Games for iPad

Strategies for Developing Games for iPad

Adding New Value

Improvement (iPhone 4 & iPad)

Make the most of Bigger Screen1

2

3

JamPad for iPadFinger piano for iPhone

Make the most of Bigger Screen

Improvement : Focus on Graphic Resolution

1024 X 768

960 x 640

320 x 240

Add Something Valuable for iPad

3D 디펜스, 아이폰용 인기 게임

TowerMadness HD

Multi player for iPad

Read books and Play Games (for iPad)

Toy Story Read-Along

Hybrid Function

Reading

Listening

Gaming

Painting

Self-Recording

게임이 아닌 게임이 성공한다.

"슬라이스 잇"은 어떻게 Top Paid 2위가 되었나?

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