The mobile movers & shakers of the last 12 months
2 201
About…
Welcome…
From breaking industry stories and in-depth interviews with key executives to updates on industry events and detailed analysis of mobile games metrics, PocketGamer.biz is the first port of call for mobile game developers, publishers, operators, handset manufacturers, investors and service providers.
Welcome to the third instalment of PocketGamer.biz’s ranking of the 50 best mobile developers. Condensed down from a master list of over 250 candidates – generated from our dealings with the industry on a day-to-day basis, and input from trusted contacts and the wider community – it’s been an epic task to compile.
www.pocketgamer.biz
The reason is the massive success that’s being experienced throughout the industry. At one end, start-ups no one had heard of 12 months ago are bursting onto the scene, gaining millions of downloads with new, innovative experiences. At the other, the big publishers are generating hundreds of millions of dollars and still seeing double digit growth, not to mention the phenomenon of games such as Angry Birds and Cut the Rope, which transcend the games sector.
Jon Jordan | Editor João Diniz Sanches | Production Jez Bridgeman | Creative Director Paul Edwards | Senior Designer
Such vibrancy is reflected with 23 new entries in this year’s list; an incredible number and one that includes three-man teams and some of the best known names from console development.
©2012 Steel Media Ltd
Yet, at the sharp end, there are only two companies in the Top 10 who didn’t feature there in 2011, demonstrating the first mover advantage that’s proving to be so important in terms of building a longterm business.
This publication and its contents are the copyright of Steel Media Ltd and may not be distributed, copied or reproduced without permission
www.steelmedia.co.uk All statistics in this publication are for informational purposes only and are correct at time of going to press to the best of our knowledge. Steel Media can accept no responsibility for inaccuracies that occur but where mistakes are discovered we will correct any oversight.
Jon Jordan Editor – PocketGamer.biz
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Top 50 Developer 2012
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in association with
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2 201
www.flurry.com Acquisition
Monetization
Analytics
KNOWLEDGE IS POWER
Flurry is committed to helping game developers succeed with audience acquisition, insight and monetization. The more you understand your audience, the better your games, and the better you can retain and monetize users. Right now, Flurry Analytics is used by over 60,000 developers in more than 150,000 applications across 390 million mobile devices. With many of the world’s top game developers using Flurry, we’d like to share with you what they know and do.
WHAT TOP GAME DEVELOPERS KNOW… Smartphone Gaming is Booming
Games With Freemium Revenue Models Dominate
Consumers Are Worth More On iOS
iOS and Android platforms are your best platforms for development. Cost of development and distribution are low, and total revenue for smartphone games is eclipsing portable.
Studying the top grossing charts in the US, the largest iOS market, reveals where revenue is being generated. Consumers are responding to freemium gaming with generous spending.
iOS consumer spend more money than Android consumers. While the Android installed base is expanding, consumers are still worth more on iOS. Low penetration of Google Wallet and ease of completing transactions are the main two issues. Android consumers also appear to have higher expectations for free content.
US Portable Game Software by Revenue
Top Grossing by Category & Revenue Model
70% 2009
Games 88%
11% Sony PSP
19%
2010
Nintendo
57% 9% 34%
Cross-platform IAP Revenue Comparison: iOS vs Android
Other 12%
Top 25 Grossing by Category
100%
36% 2011
58%
iOS & Android
Freemium 80% Paid 20%
6% Top 25 Grossing by Revenue Model
4
24%
201 2
WHAT TOP GAME DEVELOPERS DO… Commit To Understanding Their Audience Top game developers use Flurry Analytics to understand who uses their games. Once an audience is acquired, Flurry automatically provides the developer detailed audience information including age, gender, geography, usage levels and more. Top developers also track important activities completed by consumers, including levels reached, virtual goods purchased, number of friends invited, which ads are clicked most, and more.
Focus On Maximizing Loyalty & Engagement Top game developers increase key engagement metrics such as frequency of use, length of use, progression in a game and retention. The most powerful way to grow an audience is to increase retention of acquired users. As such, among the most important stats for top game developers is the life-cycle metric, which reveals how well cohorts of users are retained over time. Push this curve out just a little and net audience growth will surge.
Daily Session Frequency
Rolling Retention 100
Purchasing Users
1 session 6,120,000
1 session 4,860,000
3-4 sessions 3,420,000
2 sessions - 3,260,000 5-6 sessions - 1,780,000
3-4 sessions 3,320,000
2 sessions - 3,020,000 5-6 sessions - 1,600,000
7-9 sessions - 1,400,000
% of Users Active
All users
80 60 40 20 0 Day 0
7-9 sessions - 1,250,000
10-14 sessions - 1,100,000
10-14 sessions - 1,070,000
15-19 sessions - 404,120
15-19 sessions - 402,600
20+ sessions - 362,120
20+ sessions - 365,870
Leverage Analytics To Optimize Monetization Freemium games often deliver more revenue than paid app games. To optimize revenue, top freemium games designers are analytics driven, tuning their live games over time to optimize revenue production.
Day 30
Day 60
Day 90
Day 120
Day 150
Day 180
Spend On Targeted Acquisition & Re-Engagement Top developers identify their most valuable target audiences, and focus on acquiring more of that kind of user. These users are more loyal and monetize better. Additionally, high-value consumers often respond well to re-engagement campaigns, which are shown to them while they are using other apps, returning them to your app. Targeting
In-App Purchase Conversions 100,000
Audience
80,000
Gender
60,000 40,000
Age
Language
Male
18-24 yrs
English
Female
25-35 yrs
Japanese
Male Female
36-49 yrs
Spanish
50+ yrs
French
20,000 0 Oct ‘11
Nov ‘11
Dec ‘11
Top 50 Developer 2012
Jan ‘12
in association with
5
50 2 201
Change from last year
www.fullfat.com
Full Fat Formats:
/
iOS
/
Android
New Entry
Softography
NFL Kicker NFL Flick Quarterback Flick Soccer Flick Golf
One of those studios that’s been working away solidly behind the scenes for – in this case – over 15 years and 75 releases, UK outfit Full Fat has been gaining profile recently thanks to its original IP mobile titles. Most of its releases are in its paid Flick casual sports sim range, getting users to fire all manner of balls with their fingers. Now developing simultaneously on iOS and Android, most recently it’s been on an American football charge, working with the NFL for two games. Its soccer and golf games also come highly regarded.
Coin Drop Zombie Flick
49 Change from last year
New Entry
www.andreasilliger.com
Andreas Illiger Formats:
/
iOS
One man, one game. Tiny Wings was perhaps the signature game of 2011 in that its simplicity and virality harked back to an early time on the App Store many thought had been lost forever. And its success is undeniable. It hasn’t left the Top 20 game charts since its February release, taking the #1 top grossing spot in the US and UK, among 38 countries. Still, its developer – a young German – has remained a private figure, not giving interviews or significantly updating the game. It will certainly be interesting to see whether he comes up with something new in 2012.
Softography
Tiny Wings
6
48 Change from last year
12
201 2
www.neonplay.com
Neon Play Formats:
/
iOS
/
Android
UK start-up Neon Play kicked off 2011 with 4 million iOS downloads; 12 months later it had accumulated a further 26 million across iOS and Android. To top it all, CEO Oli Christie was named UK entrepreneur of the year by the National Chamber of Commerce. One reason for this success is it’s releasing a lot of very casual free-to-play titles – 32 to date – particularly based around its Paper Glider franchise. It’s active in the sports genre too, with football, soccer, tennis and golf games. Recent release Traffic Panic 3D, and its plans for social games in 2012, demonstrates rising production standards.
47 Change from last year
RedLynx Formats:
/
Softography
Flick Football Paper Glider Traffic Panic 3D Golf Putt Pro Paper Glider Crazy Copter 3D www.redlynx.com
iOS
The big news from RedLynx in 2011 was its acquisition by Ubisoft for an undisclosed sum in November. The reason was the Finnish developer’s expertise with digital downloads; on mobile, PC and console.
New Entry
Softography
DrawRace 2 1000 Heroz Monster Truck Nitro II
Top 50 Developer 2012
in association with
Indeed, in 1000 Heroz, it released one of the most conceptually ambitious titles of the year with a new platform level being unlocked every day for people to compete on, with respect to fastest times. Its signature mobile game, however, was DrawRace 2, which was published by Chillingo to great acclaim and plenty of fan activity, with over 14 million game sessions. But it wasn’t a huge commercial success.
7
46 2 201
Change from last year
www.playfirst.com
PlayFirst Formats:
/
iOS
One of the band of casual PC publishers now making its way on mobile, US outfit PlayFirst saw an 86 percent increase in active mobile gamers during 2011.
New Entry
Thanks to the success of its Dash franchises – notably Diner Dash, which has been updated over 30 times – the company now boasts over 25 million installs and 5 million monthly active users on iOS.
Softography
Diner Dash Cooking Dash Egg vs. Chicken Hotel Dash 2 Chocolatier
2012 will see another SpongeBob Diner Dash game, although it’s not just about time management, with four games released in its adventure series Dream Chronicles. The studio is still to develop for platforms other than iOS, however.
Dream Chronicles
45 Change from last year
www.caveinteractive.com
Cave Formats:
/
iOS
/
Android
Well known in the west for its various bullet hell shoot-’em-ups on iOS, Japanese publisher Cave is actually a much more rounded company if you consider its entire game library. Domestically, it’s now very active on social mobile platforms such as GREE and Mobage – indeed, in August it took a $2.3 million investment from GREE to support its platform. Hit social titles in Japan include Shirotsuku (Build A Castle!), which has 3 million users on Mobage, and – working with EA – a version of SimCity for GREE. 2012 should see it focus on Android, too.
Softography
Dodonpachi Resurrection Dodonpachi Blissful Death Bug Princess Espgaluda II DeathSmiles SimCity
8
44 Change from last year
New Entry
201 2
SkyVu Pictures Formats:
/
iOS
/
Android
/
www.sky.vu
Blackberry
US developer SkyVu continues to build out its 3D shooter Battle Bears franchise, adding new themes and modes, most notably its real-time four-on-four multiplayer Royale game. Mixing up the paid model with free-toplay, the series has now been downloaded over 14 million times. Certainly not on an Angry Birds scale, nevertheless with a core fanbase, and varied merchandising such as comic and plushes, not to mention a push into animated content and social games, it’s a great demonstration of the power of mobile to kickstart a media property – even a niche one.
Softography
Battle Bears: Zombies! Battle Bears -1 Battle Bears Blast Battle Bears Royale
43 Change from last year
Mojang Formats:
/
iOS
/
www.mojang.com
Android
Minecraft wasn’t an obvious game to bring to mobile, and it could be argued that the real experience hasn’t yet come to mobile. Still, the arrival of the sandbox mode of the sandbox indie smash has been very successful.
New Entry
Softography
Minecraft – Pocket Edition
Top 50 Developer 2012
in association with
Launching exclusively on Sony Ericsson’s Xperia Play, and then more generally to Android and iOS, it’s sold over 700,000 units; not bad at a price of $6.99. The free demo version has been downloaded several million times, too. Hardcore fans are awaiting the arrival of the main Survival mode, however, due at some as yet undisclosed point during 2012.
9
42 2 201
Change from last year
www.miniclip.com
Miniclip Formats:
/
iOS
/
Android
/
Windows Phone
Following its solid start on iOS in 2010, Flash gaming portal Miniclip pushed on in 2011 with over 15 titles available on iOS and a couple on Android. Originally based on a 99c paid version, backed with separate Lite version model, it’s experienced with free-to-play games using IAP to unlock new content.
1
Softography
The result is its iOS games have been downloaded over 50 million times. Notable key releases were Monster Island, Gravity Guy and Apache Overkill, which were ported by its in-house Portugal-based team. It’s now looking to move onto Windows Phone, too.
Fragger Monster Island Gravity Guy Apache Overkill iStunt 2
41 Change from last year
www.digitalchocolate.com
Digital Chocolate Formats:
15
/
iOS
/
Android
/
Windows Phone
/
Symbian
Highlighting its status as one of the few companies that’s hit a 100 million installs each on web, Facebook and mobile platform, Digital Chocolate has in recent months been increasing its mobile focus. The reason is the growing importance of a joined up social cross-platform strategy, which has seen Facebook hits such as Zombie Lane and Millionaire City arrive on iOS and Android. To-date, it’s only released two games on Windows Phone. Digital Chocolate’s 2012 activity will also be boosted by its acquisition of Cake Mania studio Sandlot, and the raising of $12 million of investment in February 2011.
10
Softography
Millionaire City Zombie Mob Defense California Gold Rush 2 Fantasy Warrior Legends Crazy Penguin Catapult 2
40 Change from last year
New Entry
201 2
Armor Games Formats:
/
iOS
Well known for its popular free Flash gaming portal, Armor Games certainly has a large portfolio of titles it could bring to iOS. It’s been fairly considered in its choices, however, working closely with developers to make sure the transition between platforms and control methods is a smooth as possible. Demonstrating this, during 2011 Siege Hero and Kingdom Rush were amongst the highest reviewed releases of the year, although they didn’t match this in terms of their commercial success. Committed to iOS, Armor isn’t bullish on Android or Windows Phone but is looking to the longterm potential of HTML5.
39 Change from last year
www. armorgames.com
Z2Live Formats:
/
Softography
Siege Hero Crush the Castle Shift!2 Kingdom Rush www.z2live.com
iOS
Social mobile outfit Z2Live has taken its time to get up to speed when it comes to freemium gaming on iOS. Founded in 2009 in Seattle and picking up staff from Microsoft, Vivendi Mobile and Amplified Games, it took until the release of Trade Nations in November 2010 for the studio to gain its first success.
New Entry
Softography
Trade Nations Battle Nations MetalStorm: Wingman
Top 50 Developer 2012
in association with
It’s since released Battle Nations and MetalStorm: Wingman, both of which play to the company’s hardcore focus and have been more successful, at least in terms of hitting the top grossing positions on global charts. It’s looking to repeat this with another air combat game scheduled for a May release.
11
38 2 201
Change from last year
www.redrobotlabs.com
Red Robot Labs Formats:
/
iOS
/
Android
The first location-based games developer to appear on the PocketGamer.biz Top 50, Red Robot Labs is a US start-up with execs from CrowdStar, EA and Playdom, which has raised $10.5 million and launched its Mafia Wars-style game Life is Crime on Android in September.
New Entry
Downloaded over a million times, it’s now also available for iPhone. The crossplatform experience is heavily focused around player-vs-player activity, targeting a competitive hardcore market.
Softography
Life is Crime
37 Change from last year
New Entry
Building up scale in 2012, Red Robot has two new games in development, one from UK-based Supermono Studios, which it acquired in December.
CrowdStar Formats:
/
iOS
/
www.crowdstar.com
Android
Such is the relentless activity in the social mobile space, there are always new companies looking to make their mark and take their slice of the action. One such as CrowdStar. A Facebook publisher of casual games for girls, it’s aggressively moving onto iOS and Android, bringing titles such as Social Girl to the mobile audience. Backed with $23 million in VC funding, and the support of OpenFeint and Sibblingz investor Peter Relan as CEO, it’s also starting to branch out with games for guys. Wasteland Empires was released on Facebook last year.
Softography
Social Girl Top Girl It Girl Wasteland Empires
12
36 Change from last year
9
201 2
Get Set Games Formats:
/
iOS
/
www.getsetgames.com
Android
It’s a mark of the support and polish that Get Set Games has continued to lavish on Mega Jump since its May 2010 release that many now consider it to be the archetypal mobile endless jumping game. Of course, it’s very different to Doodle Jump, having adopted a free-toplay model. Downloaded over 19 million times on iOS and Android, the Canadian studio has also been quick to use new business models such as incentivised actions, being one of the first company to try the Kiip reward system. 2012 will see the release of companion endless runner Mega Run.
Softography
Mega Jump Addictus Poptweets
35 Change from last year
New Entry
Game Insight Formats:
/
iOS
/
www.game-insight.com
Android
A slightly confusing case given that it’s known on Android Market as Cooper Media, Game Insight is a Moscow-based casual mobile publisher, consisting of 13 studios and over 250 staff. Originally releasing on social networks and iOS, it’s now focused mainly on Android, seeing great success in 2011 with free-to-play games in genres such as town building and hidden object. Titles such as Crime Story and My Country have each received over 1 million downloads, while Paradise Island is now over 5 million downloads. It’s also looking to release its games via HTML5 in 2012.
Softography
Crime Story Paradise Island My Country Rock The Vegas My Railway Enchanted Realm
Top 50 Developer 2012
in association with
13
34 2 201
Change from last year
Limbic Software Formats:
/
iOS
Given that boutique studio Limbic Software has only released three games in two years, its presence in our Top 50 demonstrates its development prowess. Still, while Nuts! and Tower Madness are well regarded, it was 2011’s Zombie Gunship that blasted the company’s reputation sky high.
New Entry
Softography
Zombie Gunship Nuts! Tower Madness
33 Change from last year
New Entry
Placing you in control of aiming high powered weaponry from an AC-130 gunship in the hopeless task of defending those on the ground from the zombie apocalypse, it mixes gameplay addiction with a very smooth IAP process. It hit the #1 position in the top grossing charts in 19 countries, including the US.
G5 Entertainment Formats:
/
iOS
/
www.g5e.com
Android
Swedish-headquartered and Russianbased G5 Entertainment has been one of the quiet success stories of the mobile industry in 2011. Fulfilling its promise for a new release every week, the once casual PC publisher has added to its iOS focus, launching on Android Market during the summer. Virtual City Playground was its most popular title, with the company’s cumulative download total boosted to over 33 million, and growing at around 4 million every month. Its games, which are sourced equally internally and from third-party developers often in eastern Europe, focus on the time management and hidden object genre.
14
www.limbic.com
Softography
Virtual City Playground Special Enquiry Detail Kaptain Brawe: A Brawe New World Stand O’Food 3 Paranormal Agency
32 Change from last year
New Entry
201 2
www.tinyco.com
TinyCo Formats:
/
iOS
/
Android
Like several companies, TinyCo burst onto the mobile social scene in 2011 with a blaze of publicity and big cheque. Backed with $18 million from Andreessen Horowitz, it’s since been building out various versions of its Tiny games, gaining more than 20 million downloads in the process. It set up a $5 million developer fund to plug third-party talent into its user base. It’s also been active on Android, highlighting its goal to simultaneously release iOS and Android games using its Griffin game engine. And it’s signed up with DeNA to release its games on Mobage.
Softography
Tiny Village Tiny Pets Tiny Zoo Friends Tiny Nightclub Tiny Chef
31 Change from last year
11 bit studios Formats:
/
iOS
/
www.11bitstudios.com
Android
Arguably the graphical game of the year on iOS – it won an Apple Design Award – Polish developer 11 bit Studios (and publisher Chillingo) spent plenty of time making sure reverse tower defence game Anomaly – Warzone Earth ended up as polished as it could be.
New Entry
Softography
Anomaly – Warzone Earth
Top 50 Developer 2012
in association with
That certainly paid off in terms of review scores, with the title ending 2011 as the year’s highest reviewed iPhone game on the Quality Index. Commercially it didn’t match these heights, however – the decision to split the release into iPhone and iPad SKUs perhaps diluting its presence. It was released on Android, for Kindle Fire, and on consoles too.
15
30 2 201
Change from last year
www.kairopark.jp/iphone/en
Kairosoft Formats:
/
iOS
/
Android
19 Softography
Game Dev Story Grand Prix Story Hot Springs Story Mega Mall Story Oh! Edo Towns
Bursting onto the western mobile scene in 2010 with Game Dev Story, Japanese publisher Kairosoft experienced an impressive 2011, releasing six new titles across iOS and Android. All of them are paid, often priced at $3.99, and all follow the similar theme of cute, isometric graphics and simulation resource/time management gameplay. They’re also very Japanese in style. For this reason, they remain something of niche. So while Game Dev Story gained plaudits for its setting, the more obscure and parochial games – notably Oh! Edo Towns – are only recommended for true fans.
Pocket Academy
29 Change from last year
New Entry
www.segamobile.com
Sega Formats:
/
iOS
/
Android
/
Windows Phone
/
Symbian
While other Japanese publishers such as Konami, and Capcom have large mobile divisions, Sega has always seemed to take a more console-approach to the platform. This has seen plenty of versions of key games such as Sonic and Super Monkey Ball, not to mention arcade remakes of Golden Axe and Streets of Rage, etc. It’s only recently opened up in terms of pure mobile games. One surprise has been its support for hardcore freemium MMOGs with titles like Samurai Bloodshow, Fallen Realms, and Kingdom Conquest, which has done over 2 million downloads on iOS.
Softography
Sonic CD Football Manager Handheld Fallen Realms Samurai Bloodshow Sonic & Sega All-Star Racing KingdomConquest
16
28 Change from last year
New Entry
201 2
www.funzio.com
Funzio Formats:
/
iOS
Initially launching itself on Facebook, 2011 was the year US start-up Funzio raised $20 million in VC funding and focused on iOS. It currently has two hardcore-focused games available, Crime City and Modern War, and both enjoy constantly high positions in the US top grossing charts. But surprisingly, considering its founders previously worked at Storm8 and Zynga, it’s not yet branched out on Android – although Crime City is available in Google+. Still, with that amount of cash and a growing team, including ex-EA biz dev guy Jamil Moledina, it’s clear the company will be accelerating its growth in 2012.
27 Change from last year
HandyGames Formats:
/
iOS
/
Android
/
bada
11 Softography
Guns N Glory Guns N Glory WWII Aporkalypse Clouds & Sheep Super Dynamite Fishing Happy Vikings
Top 50 Developer 2012
in association with
/
Softography
Crime City Modern War www.handy-games.com
Symbian
One of the veterans of European game development, German publisher HandyGames took its time adapting to the smartphone business. It’s now demonstrating its experience, however, especially in terms of making the most of new distribution opportunities. Aggressively adopting the free model during 2012 – backed with in-game advertising and some IAP – it’s been particularly successful on Android, including Amazon’s Appstore, GetJar and Sony Ericsson’s Xperia Play. During November 2011, it announced it has served up to 300 million ads via AdMob, with its Guns N Glory franchise leading the charge with multi-millions of downloads.
17
26 2 201
Change from last year
www.madfingergames.com
Madfinger Games Formats:
/
iOS
/
Android
There aren’t many developers who can live with comparisons to Epic Games, but when it comes to very high-end mobile gaming, Czech developer Madfinger’s Shadowgun certainly stood toe-to-toe with Infinity Blade.
New Entry
Softography
Shadowgun Samurai: Way of the Warrior Samurai II: Vengeance
25 Change from last year
19
To a degree, the comparisons are forced, due to its use of rival engine Unity, plus a lot of support from Nvidia as the game was a poster child for its Tegra 3 architecture. Nevertheless, the graphical quality combined with a smooth touchscreen controls, highlighted its action expertise, previously witnessed in earlier Samurai games. Next up is a multiplayer mode, plus the promise of three new titles in 2012.
DeNA/ngmoco Formats:
/
iOS
/
Android
/
Windows Phone
18 months following its headline $403 million acquisition of US publisher and platform holder ngmoco, Japanese outfit DeNA is still furiously building its presence outside of Japan. That’s the reason ngmoco hasn’t released any new titles recently, although it still supports its We Rule franchise. Instead, it’s been working on DeNA’s Mobage infrastructure and development tools, as well as new from-the-ground-up titles. Certainly the company is still hiring and acquiring, across China, Korea and Vietnam to Chile and Europe. The output of its Swedish studio – founded by ex-EA DICE staff – is particularly anticipated.
18
www.ngmoco.com
Softography
We Rule Deluxe GodFinger All-Stars We Farm Deluxe Pachinko Frenzy Touch Pets Dogs 2
24 Change from last year
201 2
www.crescentmoongames.com
Crescent Moon Formats:
4
/
iOS
Starting out as an indie developer with Ravensword back in 2009, Crescent Moon has now built up a solid reputation as a publisher of niche action and RPG games for Apple’s formats. Working closely with a select number of up-and-coming developers (often App Store debutees), its games are always high quality, well presented and – interestingly given the prevailing trend – paid titles. The philosophy is that while others jump on the nickel-anddime bandwagon, many core gamers are still happy to pay for a complete game experience. Also significant is that the company solely operates on iOS.
Softography
Paper Monsters Pocket RPG Deadlock Online Evertales Gears
23 Change from last year
Big Fish Formats:
/
iOS
/
Android
New Entry
Softography
Hidden Expedition: Amazon Mystery Case Files: Dire Grove Drawn: Trail of Shadows Nick Chase & the Deadly Diamond
Top 50 Developer 2012
www.bigfishgames.com
in association with
One of the largest online casual games publishers, Big Fish has been increasing its mobile business, being particularly active on iPad. The reasons are obvious. The large screen work better for its core hidden object games than phones, while the device’s older, more female and affluent demographic is the audience it’s been selling games to for a decade. As well as opening up the floodgates in terms of releases in 2011, the company also innovates. It standardised the ‘free download with IAP to unlock the complete game’ model. Its streaming game service was less successful, however, being pulled by Apple.
19
22 2 201
Change from last year
www.fishlabs.net
Fishlabs Formats:
/
iOS
/
Android
/
Symbian
On one level, 2011 was a quiet year for German developer Fishlabs. It didn’t release any new titles in its signature Galaxy on Fire franchise, instead expanding its team in terms of technical and support personnel, while preparing for ambitious future versions.
4
Softography
Galaxy on Fire 2 GTI Edition 35 Sports Car Challenge Waterslide 2
Yet, on the other hand, 2011 was very busy. The developer released two games for VW, including the high end Sports Car Challenge for its Chinese division, and a sequel (of sorts) for Barclaycard’s Waterslide Extreme. Oh, and it also released Snowboard Hero and won the Best Studio in the German Game Developer Awards.
Snowboard Hero
21
Change from last year
Pocket Gems Formats:
3
/
iOS
/
www.pocketgems.com
Android
One of the wave of well-funded ($5 million raised to date) pure social mobile gaming publishers, Pocket Gems’s reputation has been build on the back of its Tap franchises. Targetting the typical casual free-to-play player, its biggest launch during 2011 was Tap Pet Hotel, which was the top grossing game in 85 countries. However, 2010’s Tap Zoo was the top grossing app during the year in the US, according to Apple. Overall, its total downloads are now over 60 million, although it’s been relatively slow onto Android, with only three titles on Google’s platform compared to 12 on iOS.
Softography
Tap Zoo 2: World Tour Tap Pet Hotel Tap Pet Shop Tappily Ever After Zombie Takeover
20
20 Change from last year
New Entry
201 2
www.chillingo.com
Chillingo Formats:
/
iOS
/
Android
/
Windows Phone
It’s taken some time but, since Chillingo’s October 2010 acquisition by EA, the outfit has gradually filled out its operations, becoming more of a publisher and less of a distributor. This can clearly been seen as the quality level of its releases has steadily improved. Prime examples include Anomaly – Warzone Earth, the highest ranked game of 2011 on the Quality Index, and Contre Jour, which was Apple Europe’s iPhone game of the Year. Publishing RedLynx’s DrawRace 2 was another signal of the company’s status within the ecosystem. Still, it’s yet to get stuck into Android games or free-to-play gaming.
19 Change from last year
Softography
Contre Jour Feed Me Oil Cut the Rope Angry Birds Anomaly – Warzone Earth DrawRace 2
www.naturalmotiongames.com
NaturalMotion Formats:
/
iOS
/
Android
It’s still developing the animation software used in games such as GTA IV, that gave it its name, but UK middleware company NaturalMotion is now focused on the free-to-play mobile market.
20
Softography
My Horse Backbreaker Football Icebreaker Hockey NFL Rivals
Having built up its reputation with realistic sports games, it’s maintaining its competitive advantages in terms of high end 3D graphics, even in the case of My Horse, a release aimed at a younger, female audience. And the approach is certainly working with the game – currently only available for iOS – having been downloaded over 5 million times and seeing over 500,000 daily active users.
Jenga
Top 50 Developer 2012
in association with
21
18 2 201
Change from last year
www.spacetimestudios.com
Spacetime Studios Formats:
/
iOS
/
Android
Formed from the ashes of a canned massively multiplayer online game, Texas-based Spacetime took its expertise and applied it to the next big thing: mobile. Since the launch of its MMOG Pocket Legends for iOS in 2010, it’s continued to build out its cross-platform engine, adding Android support.
15
Now all of its games, including recent announcement Dark Legends, seamlessly work across mobile and browsers, providing an open play space for the company to exploit. In terms of iOS and Android apps, it claims over 7 million downloads and more than a million play sessions weekly on Pocket Legends and Star Legends.
Softography
Pocket Legends Star Legends Dark Legends
17
Change from last year
Glu Mobile Formats:
4
/
iOS
/
Android
/
Symbian
The longest running feature phone-tosmartphone transition continues at Glu Mobile, which tweaked its business model again in 2011. Instead of looking to third-party developers, it decided to splash out, buying two studios and doubling its internal capacity. Even without these additional teams, it’s already releasing a lot of freemium games, with Rogue Racing, Frontline Commando and The Nightworld among recent titles. Quality remains high, but worryingly it seems the audience is becoming harder to attract. This means older games such as Gun Bros and Contract Killer remain its core sources of revenue, although it’s found some success with female-focused game Stardom.
22
www.glu.com
Softography
Gun Bros. Contract Killer Rogue Racing Frontline Commando The Nightworld Stardom
16 Change from last year
201 2
www.com2us.com
Com2uS Formats:
2
/
iOS
/
Android
/
bada
2011 proved to be a transitional year for Korean publisher Com2uS. Previously a very successful domestic feature phone gaming business, it’s been retooling itself for an international smartphone future. The good news is that with annual sales up 17 percent, smartphones sales up 159 percent and overseas sales up to 49 percent, it’s heading in the right direction. However, it’s not had a big hit since 2010’s Slice It!. So while games such as Homerun Battle 2 and Tower Defense provided solid performers, it will have to ramp up the innovation, especially in the buoyant casual free-to-play market, if it expects the sales curve to continue upwards.
15 Change from last year
Softography
Homerun Battle 2 Tiny Farm Inotia 3 Tower Defense Slice It! 9 Innings
www.storm8.com / www.teamlava.com
Storm8/TeamLava Formats:
/
iOS
/
Android
27 Softography
World War iMobsters Racing Live Pet Shop Story Fashion Story Restaurant Story Zoo Story
Top 50 Developer 2012
in association with
Generally reckoned to be the largest of new social mobile start-ups, Storm8 generated plenty of headlines in 2011, announcing its first $1 million revenue day. The company’s trick was being early to the free-to-play model, while also gaining flexibility by splitting its releases into the male-oriented Storm8 titles such as World War and female-focused TeamLava games – its Story games. Both sides of the operation have been successful, with the company boasting many titles that have sat in the Top 100 top grossing chart for over a year. Still, with fierce competition in the social sector, it will have to remain nimble to keep its competitive advantage in 2012.
23
14 2 201
Change from last year
www.konami.com/touch
Konami Formats:
/
iOS
/
Android
/
bada
New Entry Softography
Dragon Collection Professional Baseball Dream Nine Sengoku Collection Pro Evolution Soccer Dance Dance Revolution Frogger
13
Change from last year
Given the vast majority of its activity happens on the GREE and Mobage platforms in Japan, it’s difficult to get a comprehensive overview of Konami’s mobile business. Suffice to say, however, that with annual sales up on a triple digital basis in FY11 to around $400 million, the company’s sitting in a sweetspot when it comes to generating revenue. Yet it’s been slower than fellow Japanese publishers such as Capcom and Namco Bandai to build out a western-focused business. Still, alongside paid games based on its console licences, it has demonstrated the ability to experiment, putting out a free-to-play version of Pro Evolution Soccer.
www.capcommobile.com
Capcom Mobile Formats:
5
/
iOS
/
Android
/
Windows Phone
Thanks to signature title Smurfs’ Village, it’s no surprise Capcom Mobile continues to see amazing commercial growth. Sales were up 68 percent for the first nine months of 2011. The company hasn’t yet demonstrated it can repeat that success, however. Follow up free-to-play titles such as Snoopy’s Street Fair and Dream Park, not to mention the controversial Capcom Arcade, failed to catch the public’s imagination. Still, with Shrek’s Fairytale Kingdom inbound – not to mention licences such as Resident Evil and Street Fighter – and its activity on the GREE and Mobage platforms in Japan, there’s no doubt Capcom is now a big hitter in the global mobile world.
24
Softography
Smurfs’ Village Snoopy’s Street Fair Street Fighter IV Resident Evil Mercenaries Ghost Trick
12 Change from last year
201 2
www.zynga.com
Zynga Formats:
New Entry
/
iOS
/
Android
Creating the big news of the year with its December IPO, 2011 was also the year Facebook gaming behemoth Zynga started taking mobile gaming seriously. It might seem a strange thing to say considering the number of mobile developers it’s acquired, but previously there wasn’t much evidence of a coherent strategy. But with its key Zynga With Friends (previously Newtoy) studio now pumping out games, plus 13 million daily mobile active users and more than $1 billion in cash, it’s clear 2012 is the time that players, commentators and investors will expect to see the company making the most of the platform’s opportunities.
11
Change from last year
/
iOS
/
Android
/
bada
1 Softography
Zenonia 4 Baseball Superstars 2012 Air Penguin Advena Last War Nom 5
Top 50 Developer 2012
in association with
Words With Friends Hanging With Friends Scramble With Friends FarmVille CityVille Poker by Zynga www.gamevil.com
Gamevil Formats:
Softography
/
BlackBerry
The largest game publisher in Korea, Gamevil has demonstrated its global outlook by being quick to focus on the international smartphone market. Thanks to core releases in the baseball and RPGs genres, it’s built a strong reputation and cashflow. Most notable in this respect has been its $10 million development fund, which has seen it publish iOS hit Cartoon Wars on Android. More recently, it’s also started releasing a number of free-to-play games, including Arel Wars and Last War. None of these have found the massmarket success of Air Penguin, however, which has done 13 million paid and free-to-play downloads.
25
10 2 201
Change from last year
Disney Formats:
/
iOS
/
www. disney.go.com
Android
New Entry Softography
Where’s My Water? Jelly Car 3 Toy Story 3 The Incredible Machine Puffle Launch Tap Tap Revenge 4
Despite its status as one of the world’s iconic media brands, Disney hadn’t previously demonstrated much awareness of the mobile games industry, other than typical licensing operations for tie-in releases such as Toy Story, Cars and Tron. Even the $35 million acquisition of Tap Tap Revenge developer Tapulous in July 2010 didn’t seem to have much impact. Still, although the vast majority of the Tapulous team have since left, 2011 was the year that synergies between Disney’s character-led business and the Tapulous execs running the unit really took off. Released in September for iOS, liquid puzzler Where’s My Water? – which introduced us to the character of Swampy the showering crocodile – has remained in the Top 10 top grossing charts ever since. Indeed, as a 99c game (with IAP), it’s demonstrated that the freemium model isn’t the only route to take. The game has since been released for Android, with Disney announcing over six million versions (paid and free) were downloaded during the Christmas week. The importance of mobile to Disney’s wider business has also been underlined by the success of Club Penguin companion game, Puffle Launch. Expect plenty more from the House of the Mouse on both fronts in 2012.
26
9
Change from last year
201 2
www.zeptolab.com
ZeptoLab Formats:
7
/
iOS
/
Android
/
Windows Phone
/
Symbian
/
BlackBerry
It’s easy to see ZeptoLab as something of a mini-Rovio; based in northern Europe, its 99c game published by Chillingo, a one-hit wonder. And to some degree, it’s clear that the Russian developer, set up by the Voinov brothers, is following the route trailblazed by the Finnish studio in terms of expanding one successful brand with expansions, ports, updates, comics and other merchandising. A much smaller and hence more focused company, it has its own way of doing things. For one, it has another game, Parachute Ninja, which pre-dates Cut the Rope. Perhaps related, it appears to be much more enthusiastic about releasing new IP; something that’s expected to see the light of day in 2012.
Softography
Cut the Rope Cut the Rope Experiments Parachute Ninja
Yet, with Cut the Rope now having been downloaded over 85 million times (25 percent paid, 75 percent free), and soon making its debut on Windows Phone and Symbian – not to mention its arrival on browsers like Chrome – it’s clear the company’s continued stratospheric rise as a mobile and gaming heavyweight largely depends on how far and fast it can push the game’s sweet-eating hero Om Nom.
Top 50 Developer 2012
in association with
27
8 2 201
Change from last year
www.chairentertainmentgroup.com
Chair Entertainment Formats:
4
/
iOS
It might seem churlish that Epic Gamesowned Chair Entertainment slips four places in this year’s ranking, considering the success of Infinity Blade II – a game that could be described as being close to the perfect sequel. But that would be forgetting the comparative speed of development in the mobile games market, especially in the rarefied atmosphere of the Top 10. There’s no question that Chair has upped its game, with Infinity Blade II building on the original’s foundation in terms of mixing hardcore gameplay and cutting edge graphics, with a casual approach in terms of accessibility, control and usability. The success of the approach can be judged by the announcement that the franchise has grossed $30 million to-date. Still, taking into account the broader elements of technology and business that our list is also built on, an attitude that could be described as ‘console-like’, sees the developer overtaken by other companies – comparatively at least. For example, given the support of its underlining Unreal engine for Android, it’s surprisingly that Infinity Blade remains an iOS-only franchise. And while there is a free-to-play version available in Japan on DeNA’s Mobage platform, there remains plenty of opportunities to better merge its console and mobile qualities if Epic and Chair so desired.
28
Softography
Infinity Blade Infinity Blade II
7
Change from last year
201 2
www.gameloft.com
Gameloft Formats:
/
iOS
/
Android
/
Windows Phone
/
bada
/
Symbian
/
Ovi
/
BlackBerry
Perhaps, as a public company, the only metrics that matter to Gameloft are quarterly financials. On that basis, it’s in fine form, with its FY11 sales up 17 percent to around $213 million.
6
Softography
Dungeon Hunter 3 Modern Combat 3 Asphalt 6 UNO Gangstar Rio Real Soccer 2012
Yet, behind these numbers, Gameloft finds itself in something of a schizophrenic situation. Its growth has been built on the back of technically strong development process, both in terms of the range of devices supported, as well as location in low cost countries. This has worked very well in terms of the feature phone market, which still consists of 59 percent of sales, and the first generation of premium paid games on smartphones. The rise of the free-to-play model has upset its equilibrium, however. There’s been a strong backlash from its core audience, which has seen solid franchises such as Dungeon Hunter and Gangstar reworked in a confusing manner. Nor has the company got to grips with the very lucrative casual mobile market characterised by Zynga’s Ville games. Meanwhile, arch rival EA Mobile has spent big to acquire expertise and brands, and a new wave of social publishers and indie success stories are soaking up opportunities. In this context, 2012 will demonstrate to what extent Gameloft has the determination to reinvent itself.
Top 50 Developer 2012
in association with
29
6 2 201
Change from last year
NimbleBit Formats:
/
www.nimblebit.com
iOS
16
Softography
Tiny Tower Pocket Frogs Scoops Dizzypad Sky Burger
Despite its boutique status – the company consists of twins Ian and David Marsh – NimbleBit is no overnight success story. With games such as Scoops and Sky Burger, it’s been at the forefront of iOS gaming since 2008, always releasing polished and attractive titles at a rate of knots; and, as importantly, learning from the fast changing business models. Indeed, it was back in September 2010 that it decide to move into free gaming, demonstrating its chops with the excellent free-to-play game Pocket Frogs. One of the earliest releases in the sector to use sociability in a positive manner, it was a quiet but strong success; something underlined as Japanese platform holder DeNa quickly snapped up the Android version for its Mobage network. But it was Tiny Tower, a game that highlights the twin’s attention to detail and presentational flair, that captured the plaudits. With 10 million downloads, one million daily active users and an Apple Game of the Year award, it demonstrates the attraction of a less aggressive form of the freemium model. It is ironic then, that it’s since been involved in controversy, with several companies – including Zynga – accused of cloning its mechanics and/or style.
30
5
Change from last year
201 2
www.backflipstudios.com
Backflip Studios Formats:
4
/
iOS
/
Android
The rise and rise of US developer Backflip continues apace. Starting out with simple and typically free iOS titles such as Paper Toss, it’s steadily accumulated a large network of active players. In this way, feeding more games into the mix and cross promoting them to existing players has enabled Backflip to build up a billion-strong monthly ad impression-based business that mixed pure advertising with house ads to drive further game downloads and in-app purchases. It also demonstrated its ambition to up the graphical and gameplay quality of its games with the release of Army of Darkness: Defense, a paid game with IAP, which was based on the Sam Raimi film.
Softography
DragonVale Ninjump Army of Darkness Defense Paper Toss Ragdoll Blaster Strike Knight
However, it was the release of its first from-the-ground-up free-to-play iOS game DragonVale in late 2011 that really propelled the studio’s reputation skyhigh. A nurturing, farming, competing and sharing game that has players hatching, collecting, training, customising and breeding cute dragons, it’s been the #1 top grossing game in 60 countries, as well as bumping Backflip to over 150 million lifetime downloads. Already a success story, the company now has the potential to become a key player in the fast expanding freemium market.
Top 50 Developer 2012
in association with
31
4 2 201
Change from last year
www.popcap.com
PopCap Formats:
1
/
iOS
/
Android
/
Windows Phone
/
bada
/
/
Ovi
/
BlackBerry
Depending on your point of view, 2011 was either the beginning of the end, or the end of the beginning for PopCap. Both it and purchaser EA expect it’s the latter, with the combined operation looking extremely robust when it comes to mobile games. Detailed figures were never revealed, but it was thought that PopCap’s mobile sales in 2010 were up 50 percent year-on-year to over $30 million, thanks mainly to its bedrock Java business and fast growth on iOS. The company has since quickly built out a wider mobile reach, releasing multiple titles such as key IP Plants vs Zombies on Android – including an exclusive period on Amazon’s Appstore, and support for Kindle Fire – plus a version of Bejeweled with IAP for Windows Phone, and games on Japanese platform such as GREE. It also demonstrated a burst of commercial and gameplay creativity, splitting its Bejeweled 2 + Blitz iOS game into separate paid and free-to-play releases (its first on mobile). Its experimental 4th & Battery label proved less successful, however, with its “smaller, stranger, edgier games” failing to find an audience. Still, with a strong focus on not rushing new games until they are ready, while heavily supporting existing IP, we expect exciting things in 2012.
32
Symbian
Softography
Plants vs Zombies Bejeweled Peggle Bookworm Chuzzle Escape Rosecliff Island
3
Change from last year
201 2
www.eamobile.com
EA Mobile Formats:
/
iOS
/
Android
/
Windows Phone
/
bada
/
Symbian
/
Ovi
/
BlackBerry
7 Softography
FIFA 12 Tetris Dead Space Madden 12 Scrabble The Sims
What a year for EA and its mobile division. Widely reckoned to be underperforming in our 2011 list, the largest mobile publisher in the west – with annual sales of $230 million in 2011 – really bounced back. Most eye-opening was its aggressive acquisition strategy, which saw it spending at least $750 million to buy PopCap. Given around a third of PopCap’s revenue comes from mobile, this will strengthen EA Mobile’s business going forward. Other additions during the year included developers Firemint and Bight Games. iOS publisher Chillingo was acquired in October 2010. The result is that EA Mobile has considerable firepower in terms of its mobile brands and internal expertise in key areas. It’s also working hard on its third party publishing, partnering with Thunder Game Works for Trenches II, although Digital Legends’ Battlefield 3 is currently lost in development. Other new strings to its bow include its Origin social platform, experimentations with free-to-play games such as Theme Park (from longterm partner Progressive), and an excellent revisiting of Tetris. Add into the mix strong recurring brands such as Madden and FIFA – with the iOS version of FIFA 12 selling 879,000 units in its launch week – and 2012 should be a bumper year.
Top 50 Developer 2012
in association with
33
2 2 201
Change from last year
www.halfbrick.com
Halfbrick Formats:
/
iOS
/
Android
5 Softography
Jetpack Joyride Fruit Ninja
/
Windows Phone
/
Ovi
Australian developer Halfbrick is one of those companies that is all about the games. It isn’t showy in terms of its business models (although it’s using them), nor does it hype its own considerable success. Instead, it works quietly, with a laser focus on ensuring each release is as good as it can be.
Age of Zombies
It’s an attitude underlined in one of 2011’s most polished games: Jetpack Joyride.
Monster Dash
Originally unveiled as Machinegun Jetpack, subsequent development saw the gameplay extended – but such was Halfbrick’s confidence it was happy to rename the game, explaining its reasoning with a series of developer video diaries. The business model was also confident, with a 99c price (since free) backed with in-app purchases. It’s been the #1 top grossing game in 29 countries. Of course, Halfbrick’s still best known for Fruit Ninja, which is has been released on four platforms (it’s Halfbrick’s only game on Windows Phone), not to mention an excellent Kinect version, and movie tie-in release with Puss in Boots. Total downloads are well over 100 million units, and you can buy plush toys, too. Yet, unlike other successful studios, Halfbrick sees itself a game developer, not an entertainment brand. That’s its real strength.
34
1
Change from last year
201 2
www.rovio.com
Rovio Formats:
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iOS
/
Android
/
Windows Phone
/
bada
/
Symbian
/
Ovi
/
BlackBerry
1
Given that, in its current incarnation, Rovio has only released three games – one in 2009, 2010 and 2011 – and each is essentially the same, it might seem ridiculous to award it the #1 position in the PG.biz Top 50 Developer list. Sure, there are plenty of strong views about the company in terms of what it should do next, its business model, future longevity and general attitude. But stripped down to bare numbers, you can’t argue with 600+ million downloads, 10 billion ad impressions per month, $100 million annual revenue, and a company valuation that doesn’t seem ridiculous at $1 billion – no matter what you think about the Mighty Eagle.
Softography
Angry Birds Angry Birds Seasons Angry Birds Rio
So the point isn’t that Angry Birds lacks innovation, but that a combination of first mover advantage in a market expanding as fast as anything in human history, simple and compelling gameplay, a brilliant signature tune, great partnerships, constant updates, and – however you want to define it – ‘luck’ turned an almost bust team into one of the best known entertainment brands on the planet. No other (western) company will rise so high, so fast, making Rovio our industry’s exemplar, and one we should be proud of.
Top 50 Developer 2012
in association with
35
2 201
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