1. Smartphone and Tablet Gaming 2011 – SWOT-Analysis of the “Smart” Mobile Gaming Platforms Michael Schade, CEO & Co-Founder FISHLABS Entertainment GmbH Casual Connect 2011, Hamburg, February 8, 2010

2. J2ME 3D GAMES PORTFOLIO SONY ERICSSON

3. 40 MIO iPHONE GAME DOWNLOADS

4. EVOLUTION IN MOBILE GAMING

6. INSTALL BASE 2010 *Devices with iPhone specs or better Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft

7. INSTALL BASE 2011 *Devices with iPhone specs or better Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft

8. COMPETITION TOTAL *Devices with iPhone specs or better Source: Wikipedia, ComScore, Distima, Pocketgamer

9. COMPETITION WEIGHTED *Devices with iPhone specs or better Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft

10. INDIES DOMINATE ON THE APP STORE Source: Distimo Report, Full Year 2010

11. INDIES DOMINATE ON ANDROID MARKET Source: Distimo Report, Full Year 2010

12. INDIES POPULAR ON OVI Source: Distimo Report, Full Year 2010

13. BRANDS DOMINATE ON WINDOWS PHONE 7 Source: Distimo Report, Full Year 2010

14.  Apple iOS  Large install base  Very solid app store but no MNO billing  Some fragmentation  Some piracy  Huge competition  Casual heavy on freemium  Hardcore and brands heavy on premium  Heavy price pressure  Google Android  Large install base  Improved app store with MNO billing  Heavy fragmentation  Heavy piracy  Strong competition but low quality  OEMs and MNO app stores  Heavy price pressure SWOT ANALYSIS  Nokia Symbian^3  Small install base  Improved app store with MNO billing  Very little fragmentation  Heavy piracy  Some competition  Casual heavy on freemium  Hardcore and brands heavy on premium  Nokia committed to drive DLs  Windows Phone 7  Small install base  Solid app store  Little fragmentation  Little piracy  Some competition  Premium category  Cross platform

15. TABLET VS. SMARTPHONE Split by device split since 24.12.10

16. TABLET VS. SMARTPHONE Split by device split since 24.12.10

17.  What business?  Premium  Try&buy  Freemium  Ad-funded  What platform?  iOS  Android  Symbian^3  Windows Phone 7  MeeGo  Bada  What engine?  AirPlay  Unity  Unreal  In-house KEY CONSIDERATIONS

18. Thank you! michael@fishlabs.net Follow us on: http://www.twitter.com/fishlabs http://www.facebook.com/fishlabs