the changing state of family entertainment in the mobile era | robby yung,

Robby Yung, CEO

The Changing State of Family Entertainment in the Mobile Era

Who is Animoca Brands?• Founded in 2009 in Hong Kong• Spun out of Animoca and public since 2015 (ASX: AB1)• Casual game developer and global publisher• 200 million installs / 13 million MAU’s• Focused on games with branded IP, especially children’s

entertainment

Family Entertainment

Then and Now

Source: “Ofcom: one in three children under 15 has own tablet computer, supplanting TV,” The Guardian, 9 October 2015.

% that have their own tablet (2013)

% that have their own tablet (2014)

% that use a tablet to go online

% that play games on tablets

% that watch live TV on tablets

% that watch TV on demand on tablets

19%

34%

42%

30%

20%

33%

UK Children aged 5 - 15

Source: “Third of pre-school children have their own iPad, says study,” The Guardian, 6 October 2015.

Children under 3 that own a tablet

Children under 5 that own a tablet

Children aged 3-5 that own a tablet

% of pre-schoolers using a tablet alone

% of pre-schoolers using a tablet with parents

25%

31%

37%

35%

57%

Young Children in the UK

Entertainment ChoicesWatching TV

ReadingMobile GamingShort Form Online

VideoPlaying with ToysInternet GamingWatching Streamed

TVUsing AppsUsing Social Media

Console Gaming

80%71%70%

61%60%

53%46%

41%39%

34%ASEAN Kids Ages 6-14

Source: SuperAwesome Kids’ Media Snapshot: ASEAN, Age 6-14

70%

And the kids market is big…

• The parent of a 6-12 year old US gamer spends $2.60/month on mobile games or IAP’s. Kid

s7.8%

Kids9.3%

$1.9bn worldwide $417m in the US

2015 Kids spending on mobile games Source: Superdata Research 2015

Who’s the Consumer?

Big Brands Lead Children’sMobile Entertainment

So Branding is Key• Brands are a marketing tool

to aid in user acquisition.• Brands are a sign of trust for

parents.• Brands are a discovery tool,

and this is recognised by the App Stores.

US iPad Top 50 Free Top 50 Grossing Top 50 Paid

6 9 4

4 3 3

2 4 14

Total 12 16 21

Market Share 24% 32% 42%

Data Protection & Privacy• Children’s online privacy regulation in

the US, enforced by the FTC, regarding the personal information of children under 13.

• The EU has similar regulations and has increased the age range to 16, particularly with regards to social media access.

• COPPA’s penalty for non-compliance is $16,000 per child.

Robby Yung, CEO

ryung@animocabrands.com

@viewfromHK