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