SOURCE: Mobclix


May 25, 2011 08:00 ET

New Mobclix Index Looks at Performance of Gaming Apps on the iOS Platform

Stats Conclude That iOS Commands Higher eCPMs and CTRs Than Android

PALO ALTO, CA--(Marketwire - May 25, 2011) -


  • Mobclix (, a Velti company and the only real-time bidding mobile ad exchange, recently looked at how gaming apps performed in the Apple App Store, and how ad engagement on iOS compared to Android.
  • Some of the key findings were as follows:
    • 80 percent of the top five free apps in the App Store are games, and 56 percent of the top 100 free apps in the App Store are games.
    • Users with 10 or more gaming apps downloaded on their phones, spend an average of 87 minutes per day playing games.
    • 62 percent of users spend the most time playing games on their smartphones, followed by 22 percent who play games on consoles.
    • Multiplayer games have increased by 155 percent, accounting for 6 percent of gaming apps.
    • The action category has the highest market share at 16 percent in April 2011, whereas in June 2010 puzzles had the highest market share at 11 percent.
    • iPad gaming apps have the highest average eCPM at $1.75, followed by iPhone at $1.38 and then Android at $0.98.
    • iPad gaming apps have the highest click-through rates (CTR), and are eight times higher than Android and three and half times higher than iPhone gaming apps.
  • In-app purchases have become a huge revenue driver for developers, and as a result they are focusing more attention on action and arcade games where in-app purchases are a natural fit as consumers look to level up. At this time last year, puzzles held the top spot, but a year later action has overtaken it as the top category in gaming.
  • As Zynga and its games like FarmVille have grown in popularity, so has the overall category of simulation. More developers are creating virtual worlds, and as a result the category has grown by 125 percent, making it the fourth most popular category in the month of April.
  • Discoverability has been an ongoing challenge for developers, so they have begun looking at subcategories that are less populated and where there is less competition. For example, this could be the reason why a category like "Word" that had a market share of 2 percent in 2010 has increased to 4 percent a year later.
  • A recent study from Juniper Research found that ad spend on mobile games will increase tenfold over the next five years, and will reach $894 million by 2015, up from $87 million in 2010.

"Mobile ads on the Apple iOS platform continue to trump the Android platform on eCPMs and CTRs," said Krishna Subramanian, co-founder of Mobclix. "Apple's use of rich media like video as well as its use of the entire screen all equate to higher paying units. On the Android platform we are seeing less incentivized ad unit placements, and while rich media ads are on the rise they still make up a smaller quantity of the units when compared to iOS."

Mobclix ( is the only real-time bidding mobile ad exchange that connects the best ads with the best apps -- every time. Mobclix was designed exclusively for the mobile market, enabling developers to make the most money possible and giving ad networks access to the most sought-after inventory on the market. Only Mobclix offers everything developers and ad networks need including access to premium apps and publishers, the highest fill rates in the industry, advanced targeting capabilities and one-on-one support.

Headquartered in Palo Alto, Mobclix was founded in September 2008 and is a subsidiary of Velti (LSE: VEL) (AIM: VEL), a leading global provider of mobile marketing and advertising technology. Mobclix was a TechCrunch50 finalist, Seedcamp 2008 winner, two-time AlwaysOn Global Winner and has won the coveted ad:tech Limelight award.

Velti is a leading global provider of mobile marketing and advertising technology and solutions that enable brands, advertising agencies, mobile operators and media to implement highly targeted, interactive and measurable campaigns by communicating with and engaging consumers via their mobile devices. The Velti platform, called Velti mGage™, allows customers to use mobile and traditional media to reach targeted consumers, engage the consumer through the mobile Internet and applications, convert them into customers and continue to actively manage the relationship through the mobile channel. Velti has the ability to conduct campaigns in over 30 countries and reach more than 2.5 billion global consumers. Velti is a publicly-held corporation based in Jersey, and trades on the NASDAQ Global Select Market under the symbol (NASDAQ: VELT). For more information, visit

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