MOBILE GAMING LANDSCAPE IN

AUSTRALIA

EXECUTIVE SUMMARY• Smartphones have become an indispensable part of our

daily lives with smartphone penetration in Australia rising to 65% in 2013

• 71% of Australian smartphone users have played games on their device

• App usage is ubiquitous with an average of 33 apps installed and 12 apps used in the last 30 days

• The new gaming economy presents a wealth of opportunities for brands and marketers

GOOGLE - OUR MOBILE PLANET, 2013

WHAT ARE MOBILE GAMES?

Mobile games are games designed for mobile devices, such as smartphones, feature phones,

pocket PCs, tablet PCs and portable media players. !

Mobile games range from basic to sophisticated 3D and augmented reality games.

TECHOPEDIA.COM

APPS DOMINATE THE MOBILE WEB

GAMING APPS LEAD ENGAGEMENT

MOBILE GAMING IS BIG BUSINESS

“THE GROWTH IN DIGITAL GAMING IN AUSTRALIA IS BEING DRIVEN BY

MOBILE APP GAMING ON SMARTPHONES & TABLETS”

57% AGED 25-49 – LIKELY TO BE YOUNG

PARENTS

PROFILE OF MOBILE GAMERS IN AUSTRALIA

ROY MORGAN RESEARCH - 2012

PROFILE OF MOBILE GAMERS IN AUSTRALIA

55% EARN OVER $50,000 – LIKELY TO BE

EMPLOYED & RENTING

ROY MORGAN RESEARCH - 2012

78% OF YOUG MOTHERS PLAY VIDEO GAMES

ROY MORGAN RESEARCH - 2012

PROFILE OF MOBILE GAMERS IN AUSTRALIA

“MOBILE GAMING IS NOT JUST FOR TEENS - FOCUS ON THE 25 TO 49

YEAR OLDS”

PROFILE OF MOBILE GAMERS IN AUSTRALIA

ROY MORGAN RESEARCH - 2012

“MOBILE GAMES IS THE FASTEST GROWING MOBILE SEGMENT”

PROFILE OF MOBILE GAMERS IN AUSTRALIA

ROY MORGAN RESEARCH - 2012

% OF AUSTRALIANS THAT PLAY MOBILE GAMES

ROY MORGAN RESEARCH - 2012

MOBILE GAMING IS POISED FOR CONTINUED GROWTH

• Mobile gaming audiences have been increasing more rapidly than any other gaming sectors and are poised for continued growth

!• The boom in social gaming that started with the success of

Zynga’s Farmville in 2009 has given way to a focus on mobile games

!• The new gaming economy presents a wealth of

opportunities for brands and marketers

MARKETING OPPORTUNITIES FOR BRANDS

• Social, mobile and online games present a growing range of options for brand participation !

• Marketers are tapping into gamers appetite for free play through branded apps and games, branded virtual goods, product placements, sponsored apps and custom games !

• Branded apps present an opportunity for marketers to drive extended levels of reach and engagement for a relatively low investment

CASE STUDIES BRANDED MOBILE GAMES

“Risk the idea - if you aren’t willing to take a risk on an idea, you’re likely

to not make an impact in today’s creative landscape, let alone

capture a lion!”

A WORD FROM THE CANNES LIONS JUDGES

Metro Trains Melbourne, whose “Dumb Ways to Die” campaign is the most awarded campaign in the 60-year history of the Cannes Lions International Festival of Creativity, launched the Dumb Ways to Die game as a free smartphone app.

CASE STUDY: DUMB WAYS TO DIE

RESULTS: !• The number 1 free app in more than 20 countries • 20+ million downloads across 135 countries • 1 Million daily app players • The campaign resulted in a 20% drop in ‘dumb’

behaviour at Melbourne train stations

CASE STUDY: DUMB WAYS TO DIE

A campaign focused through a smartphone game that encourages people to channel their boredom, impulse and habit into achieving real Snack rewards. !KFC’s Snack! in the Face mobile app is a first on three levels for KFC Australia: first ever branded app, first mobile or digital game, and first use of mobile coupon in-store.

CASE STUDY: SNACK IN THE FACE

RESULTS: !• 325,000 downloads in 8 weeks • Number 1 free app in the app store after 4 days • 3.1 million individual sessions • 9.7 million minutes of play equating to 4.85 million

30 second TVC’s

CASE STUDY: SNACK IN THE FACE

A mobile game that integrates with live televised football. The game is designed to be best enjoyed live, allowing users to select tips like the winner, best on ground and toughest player before the match, play trivia during the breaks and score points by predicting when goals are going to be kicked during the match.

CASE STUDY: DRAUGHT PICK

RESULTS: !• 3.5 million games played • 12 million trivia questions answered • 2 million polls answered • 2,500 POS offers claimed

CASE STUDY: DRAUGHT PICK

This game by BarclayCard enables players to twist and tilt their way through an exciting waterslide environment to ensure. Even after 5 years, this simple yet rewarding game has consumers continuing to play with an average of 85,000 Daily Active Users and 3,000 daily downloads.

CASE STUDY: WATERSLIDE EXTREME

RESULTS: !• The most downloaded branded game in history • 45,000,000+ downloads • 3,800,000+ hours of Barclaycard brand engagement • Number 1 free app in all 80 app stores for two weeks

CASE STUDY: WATERSLIDE EXTREME

This was a unique mobile game that let people in Stockholm view the location of a virtual MINI on a map of the city, and once within 50 meters of it, could claim the MINI for themselves and then run away from the other participants or ‘enemies’ shown on the map who could try and steal it. The last one with the virtual MINI won a real MINI Countryman.

CASE STUDY: MINI GETAWAY

RESULTS: !• People from over 90 countries following the game on

the campaign website • 11,413 people took part in the game and transported

the virtual mini nearly 1500 kilometres • The average playing time was 5 hours and 6 minutes • The campaign won numerous awards including a

Cannes Cyber Lion

CASE STUDY: MINI GETAWAY

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