Gaming Spotlight 2021 Review

2 0 2 1 R E V I E WSPOTLIGHTGAMING

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ContentsGAMING SPOTLIGHT•2021 Gaming Trends•US Gamer & Ad Monetization Deep Dive, Q1 2021•Key Themes &TakeawaysAPP ANNIE + IDC | GAMING SPOTLIGHT | 20212

2021GAMING TRENDSAPP ANNIE + IDC | GAMING SPOTLIGHT | 20213

Amidst Cross-Platform Play, Mobile Gaming is Set to Further Extend Its Global Lead to 2.9x PC/MAC•Mobile gaming is now the primary driver of growth for digital games consumption and is set to extend its global lead to 3.1x home game consoles in 2021. As COVID-19 prompted a surge in game console sales, broader availability of the newly released XBOX Series X/S and PlayStation 5 consoles will also spur gaming growth further in 2021 and beyond.•The console and mobile experience is also merging; mobile devices are now capable of offering console-like graphics and gameplay experiences along with cross-platform competitive and social gaming features. The gaming market at large will benefit from increased engagement.$0B$10B$20B$30B$40B$50B$60B$70B$80B$90B$100B$110B$120B$130B20142015201620172018201920202021F Mobile Gaming PC/Mac Gaming Home Consoles Handheld ConsolesSource: App Annie & IDC All totals include applicable digital and physical game spending but exclude ad revenue. Mobile gaming includes all app stores (iOS App Store, Google Play and third-party Android stores). Home game console total includes discs, digital games and gaming-related subscription services (Xbox Live, PlayStation Plus and Nintendo Switch Online); handheld consoles are typified by Nintendo 3DS and Switch Lite.Consumer Spending on GamesAPP ANNIE + IDC | GAMING SPOTLIGHT | 20214Worldwide Consumer Spending on Games by Major Device GroupMobile Gaming$120BPC/Mac Gaming$41BHome Consoles$39BHandheld Consoles$4B

Americas & Europe Saw the Biggest Growth in Mobile Games Spending•US and Germany led growth for the gain in market share for mobile game spending in North America and Western Europe from Q1 2020 to Q1 2021. APAC still makes up around half of mobile gaming spend in Q1 2021, but its market share has levelled as other regions have caught up. Saudi Arabia and Turkey led growth in Rest of World for mobile consumer spend. •Nintendo Switch Lite is now exclusively driving spend in handheld game consoles.3DS was discontinued globally in September 2020, but its e-shop remains open in most regions.•APAC spend in PC/Mac gaming lost 4% market share in 2020 mostly due the closure of internet cafes as a result of the COVID-19 pandemic.•There’s room for growth in APAC’s console market as PS5 officially launched in China on May 15, 2021 and Xbox Series X/S launched June 10, 2021.0%25%50%75%100 %Q1 2020Q1 2021Q1 2020Q1 2021Q1 2020Q1 2021Q1 2020Q1 2021Source: App Annie & IDCCombined iOS +Google PlayHandheld Game ConsolesHome Game ConsolesPC and Mac GamingAPP ANNIE + IDC | GAMING SPOTLIGHT | 20215+4.1pts+.6pts+1.8pts+.7ptsWorldwide Consumer Spending Shares on Games by Region Q1 2020 vs Q1 2021§North America§Western Europe§Asia-Pacific§Rest of World+0.4pts+1.8pts

RankiOS App Store & Google PlayNintendo Switch Lite Steam (2020)1ROBLOXRoblox, United StatesSuper Mario 3D World + Bowser’s FuryNintendo, JapanCounter-Strike: Global OffensiveValve Corp., US2Genshin Impact miHoYo, ChinaMonster Hunter RiseCapcom, JapanDota 2Valve Corp., US3Coin Master Moon Active, IsraelMario Kart 8 DeluxeNintendo, JapanGrand Theft Auto VRockstar Games, US4Pokémon GO Niantic, United StatesAnimal Crossing: New Horizons Nintendo, JapanPlayerUnknown’s BattlegroundsPUBG Corp., South Korea5Honour of Kings Tencent, ChinaSuper Smash Bros. UltimateNintendo, JapanCyberpunk 2077CD Projekt, Poland6PUBG MOBILE Tencent, ChinaSuper Mario PartyNintendo, JapanFall Guys: Ultimate KnockoutDevolver Digital, US7Candy Crush Saga Activision Blizzard, United StatesThe Legend of Zelda: Breath of the WildNintendo, JapanDestiny 2Bungie, US 8Homescapes Playrix, IrelandPokémon Sword / ShieldNintendo & The Pokémon Company, JapanDoom EternalBethesda Softworks, US9Rise of Kingdoms Lilith, ChinaSuper Mario 3D All-StarsNintendo, JapanRed Dead Redemption 2Rockstar Games, US10Game For Peace Tencent, ChinaNew Super Mario Bros. U DeluxeNintendo, JapanMonster Hunter WorldCapcom, JapanAPP ANNIE + IDC | GAMING SPOTLIGHT | 20216Top 10 Worldwide Grossing Mobile, Handheld and PC GamesBy Platform Q1 2021 •Across all major platforms, games with real-time online features such as PvP (player-versus-player) indicate an appetite for connection and social experiences exists across the gaming spectrum; in many ways, games helped combat feelings of isolation resulting from the pandemic.•Cross-play features are becoming increasingly prominent in the top games —the ability to access the same game progress across devices (whether on mobile or console, for instance) appears to be on the rise, as is playing against players using different platform versions of the same game.•Genshin Impactbecame a global blockbuster across mobile, PC and console in 2020 as a result of a well-executed multi-platform rollout, which prioritized cross-play features such as cross-save and cross-platform online co-op modes —allowing the game to scale rapidly.Games With Real-Time Online Features Dominate Grossing Charts= Game Has Real-Time Online FeaturesSource: App Annie & IDCNote: Steam data spans all of 2020 and excludes Q1 2021

Console Companion AppsAre Central to Gaming Experience as Gamers Seek Cross-Platform Play•In April 2020, a surge in console sales drove the video games market in the US to new heights. During this period, all major platforms’ companion apps Xbox, PlayStation App, Nintendo Switchand Steamallexperienced downloads spike driven as gamers globally turned to video games to connect with friends and purchase digital content. •Console apps bridge the cross-platform experience by offering social and console connectivity features that allow players to manage their accounts, interact with their friends and, in some cases, play remotely on their phones through cloud streaming.Growth of GameConsole Companion AppsWorldwide, iOS & Google Play Combined0.0M2.0M4.0M6.0M8.0M10.0M12.0MMar-19Apr-19May-19Jun-19Jul-19Aug-19Sep-19Oct-19Nov-19Dec-19Jan-20Feb-20Mar-20Apr-20May-20Jun-20Jul-20Aug-20Sep-20Oct-20Nov-20Dec-20Jan-21Feb-21Mar-21Apr-21Downloads (Millions)My NintendoXbox Game PassPlayStation AppSteamNintendo SwitchXboxSource: App Annie7APP ANNIE + IDC | GAMING SPOTLIGHT | 2021

Mobile Gaming Downloads & Consumer Spend Showing No Signs of Slowing Down•One year into the Covid-19 pandemic, demand for mobile gaming has remained strong with no sign of slowing down. Globally, users downloaded 30% more mobile games per week in Q1 2021 than in Q4 2019, clocking in at over 1 billion games per week. •In Q1 2021, consumers spent $1.7 billion per week in mobile games, up 40% from pre-pandemic levels. •Game publishers are increasingly prioritizing mobile as part of their platform of choice to expand their user base.Top grossing games LineageM, Lords Mobile, Robloxand PUBG Mobileleverage cross-platform experiences which translates to long term engagement and monetization potential. APP ANNIE + IDC | GAMING SPOTLIGHT | 20218Impact on Worldwide Average Weekly Game DownloadsBefore & After Covid-19 PandemicSource: App Annie iOS & Google Play Combined 0M200M400M60 0M800M1,000M1,200MQ1 2019Q2 2019Q3 2019Q4 2019Q1 2020Q2 2020Q3 2020Q4 2020Q1 2021Base2143-2-3-15Impact on Worldwide Average Weekly Game Consumer SpendBefore & After Covid-19 Pandemic$0 .0 B$0 .5B$1.0 B$1.5 B$2 .0BQ1 2019Q2 2019Q3 2019Q4 2019Q1 2020Q2 2020Q3 2020Q4 2020Q1 2021Base2143-2-3-15+30%+40%Average Weekly DownloadsAverage Weekly Consumer Spend

051015202530Oc t- 19Nov-19Dec-19Jan-20Feb-20Mar-20Apr-20May-20Jun-20Jul-20Aug-20Sep-20Oct-20Nov-20Dec-20Jan-21Feb-21Mar-21 Peak in-game daily users Peak daily con curent usersAll Ships Rise with the Tides: PC Gaming Users Reached New Heights on Steam in H1 2021•From Oct 2019 -April 2020, peak daily concurrent Steam users rose 46% to 24.5M and the number of in-game Steam users rose 61% to 8.2M, consistent with COVID-19 quarantines.•From Oct 2019 -Mar 2021, the number of in-game daily Steam users rose 46% to 7.4 million and peak daily Steam users rose 60% to 26.85 million, surpassing peak COVID-19 levels, an indication the shift to increased gaming may be here to stay.•Among Us leveraged cross-platform play to capture demand and expand its user base. On Steam, Among Us skyrocketed from 400,000 in Sept 2020. Among Us was also a breakout game on mobile, including hitting #1 by downloads in the US, South Korea and UK on mobile devices in 2020. Worldwide Daily Concurrent& In-GameSteam UsersWHO declaresCOVID-19 a pandemic(March 11, 2020)APP ANNIE + IDC | GAMING SPOTLIGHT | 2021Millions+60%vs Oct 2019+46%vs Oct 2019+46%vs Oct 20199

11.1 12.1 9.3 5.7 4.5 0.0H2.0H4.0H6.0H8.0H10.0H12.0H14.0H2020-012020-032020-052020-072020-092020-112021-012021-03Monthly Hours Per UserbilibiliHuyaDouyuTVTwitchDiscordGame Livestreaming Saw Increased Engagement and Monetization Amidst High Demand for Livestreaming and Socialization•In China, game streaming and community apps such as bilibili, Huyaand DouyuTVsaw average monthly time spent per user peak in Q1 and Q2 2020 as the first wave of COVID-19 forced people inside. Globally, Twitchand Discordsaw elevated per user engagement well into April 2021, as game livestreaming and social gaming habits grew more ingrained.•The increase in time spent also translated into a monetization boost. In particular, Twitchand Discordapps have seen steady growth in consumer spend. In Q1 2021, Twitchhas reached #8 among non-gaming apps by global consumer spend, after first breaking into top 10 in Q4 2020. Discordclimbed over 200 ranks from Q4 2019 to #50 in Q1 2021.Average Monthly Hours Per User in Gaming Focused Live Streaming AppsWorldwide, Android PhoneSource: App Annie10APP ANNIE + IDC | GAMING SPOTLIGHT | 2021

AD MONETIZATION + USER PREFERENCES INMOBILE GAMESAPP ANNIE + IDC | GAMING SPOTLIGHT | 202111

US Gamer Sentiment Towards In-Game Banner Ads Improved In the Past Year, Yet Left Room for Improvement•19.3% more US gamers said they “can’t stand” banner ads than said they “liked” them in Q3 2020, but the gap between these sentiments closed (improved) 5.7% between Q3 2019 and Q3 2020.•Why this sentiment change occurred is open to interpretation: did the COVID-19 pandemic make more gamers receptive to in-game ads or did game developers/publishers, ad networks and advertisers improved their processes materially in the past year, or did both happen?•Almost 80% of mobile gamers reported seeing an in-game banner ad in Q3 2020.0%10%20%30%40% I like them I can’t stand them They’re okayN/A –I haven’t seen ads of this typeShare of RespondentsAPP ANNIE + IDC | GAMING SPOTLIGHT | 202112Q3 2020 n=3,322Source: IDC’s Q3 2019 and 3Q 2020 US Gamer SurveysQ: If you’ve seen in-game ads in the mobile games you’ve played in the past three months, can you indicate what type you’ve seen and your attitude towards them? [Option selected:] I’ve seen static banner (picture or text) ads and…US Mobile Gamer Sentiment Towards Banner Ads,Q3 2019 -Q3 2020Q3 2019Q3 2020-25 pts-19.3pts

In-Game Video Ads Were the Most Divisive Format but US Gamer Sentiment Towards Them Improved•In Q3 2020, 38% of US gamers said they “can’t stand” video ads compared to 13% said they “liked” them in Q3 2020. However, the gap between these sentiments also closed (improved) 3.5 percentage points between Q3 2019 and Q3 2020.•Video ads had the highest presence of all formats (banner ads, video ads, rewarded video and playable ads):about 88% of mobile gamers reported seeing an ad of this type in a game they played in Q3 2020.•Video ads had the highest negative sentiment among the four in-game ad formats considered which could be due to their full screen nature and lacking a direct value exchange like playable and rewarded ads. 0%10%20%30%40% I like them I can’t stand them They’re okayN/A –I haven’t seen ads of this typeShare of RespondentsAPP ANNIE + IDC | GAMING SPOTLIGHT | 202113Q: If you’ve seen in-game ads in the mobile games you’ve played in the past three months, can you indicate what type you’ve seen and your attitude towards them? [Option selected:] I’ve seen video ads and…US Mobile Gamer Sentiment Towards Video Ads,Q3 2019 -Q3 2020Q3 2019Q3 2020-29.1pts-25.6ptsQ3 2020 n=3,322Source: IDC’s Q3 2019 and 3Q 2020 US Gamer Surveys

More US Gamers Liked Rewarded Video Ads than Disliked Them and this Gap Widened in the Past Year•11% more US gamers said they “liked” rewarded video ads than said they “can’t stand” them in Q3 2020, indicating users are willing to part with their attention if it benefits their gameplay.•The share of gamers that saw a rewarded video ad in the past year rose the most among ad formats (6.3%), implying in-game rewarded video ads have relative momentum as a format.•Rewarded video ads had the highest positive sentiment among all ad types with 27% of gamers reporting they “like them” in Q3 2020, which could be due to the direct value exchange with a user. 0%10%20%30%40% I like them I can’t stand them They’re okayN/A –I haven’t seen ads of this typeShare of RespondentsAPP ANNIE + IDC | GAMING SPOTLIGHT | 202114Q: If you’ve seen in-game ads in the mobile games you’ve played in the past three months, can you indicate what type you’ve seen and your attitude towards them?[Option selected:] I’ve seen rewarded video ads (that I get virtual currency or items for watching) and…Q3 2019 -Q3 2020Q3 2019Q3 2020+6.9 pts+11ptsQ3 2020 n=3,322Source: IDC’s Q3 2019 and 3Q 2020 US Gamer Surveys

Playable Ads Neared Break Even On Being “Liked” by US Gamers•Playable ads had the smallest gap between “I can’t stand them” and “I like them” among all ad types, indicating that playable ads could be effective at balancing user acquisition objectives without disrupting the gamer’s experience. •Playable ads had the second highest “like” share at 20%, behind rewarded video ads’ 27%. •The value exchange is immediate in both playable and rewarded video ad formats, which probably accounts for their relative popularity. Rewarded video ads reward gamers with items like in-game currency, whereas playable ads are designed to let a user test the game before downloading.0%10%20%30%40% I like them I can’t stand them They’re okayN/A –I haven’t seen ads of this typeShare of RespondentsAPP ANNIE + IDC | GAMING SPOTLIGHT | 202115Q: If you’ve seen in-game ads in the mobile games you’ve played in the past three months, can you indicate what type you’ve seen and your attitude towards them?[Option selected:] I’ve seen playable ads (that allow me to demo another game or app) and…2019-Q3 2020Q3 2019Q3 2020-4.4 pts-1.6ptsQ3 2020 n=3,322Source: IDC’s Q3 2019 and 3Q 2020 US Gamer Surveys

In-Game Ads Were More Often Seen In Some Genres Than Others In the US in Q3 2020•Gamers report some gaming genres had higher rates of ad inclusion than others. •Of the 27 genre options in the survey, two groups of three genres had particularly low and high reported in-game ad viewing rates; 41% of the gamers who played a game in the low ad presence group at right reported seeing in-game ads in Q3 2020, and 69% of gamers in the high ad presence group at right saw in-game ads. The high ad presence genres also reported about 3x as many gamers were playing them —which could be an inherent value proposition that attracts advertisers. •The Sandbox genre came in lowest, with 31% of gamers seeing an ad in the genre; the word & trivia genre was highest at 73% ad presence. US Mobile Game Genres Played, Cut by Low & High In-Game Ad Viewing Rates, Q3 2020 0%5%10%15%20%25%30%35%40%Sa ndbox (i.e.,Minecraft,Roblox)Reality (any ARgame; i.e.,Po kémon Go,The WalkingDead: OurWor ld)(i.e., the FinalFantasy series,Fire EmblemHer oes,Dragalia Lo st)Casino &Billiards (i.e.,sl ots, di ce,pok er, pool)–Match 3 & Tile-Matching (i.e.,Candy Crush Saga, Tetris)Wor d & Tr ivia(i.e., TriviaCrack,Wor dBrain)game ad Didn’ t see anin-game ad…APP ANNIE + IDC | GAMING SPOTLIGHT | 202116Share of gamers playingQ3 2020 n=3,916Source: IDC’s 3Q 2020 US Gamer SurveysQ: What genre / type of games haveyou played on [your primary smartphone or tablet]in the past three months? [And:] In which of the genre(s) that you played a game in recent months on this mobile device did you see an in-game ad?High ad presence genresLow ad presence genres

Ad Viewing Rates and A More Positive Sentiment Towards Ads Correlated Inversely In the US in Q3 2020•Gamers in the three low ad presence genres had a much higher net positive opinion of rewarded video ads (+17.5%) than gamers in the three genres that reported higher ad saturation.•Rewarded video ads still had a net positive sentiment even among gamers in the high ad presence genres, but it was lower (by 2.6%) than the overall gamer sample.•This indicates that gamers who see more ads tend to have a more negative opinion of them, and ad oversaturation may be contributing to higher churn rates.0%10%20%30%40%50%I like themI can’t stand themThe y’re okayAll Mobile GamersLow Ad PresenceGenre Gamers+13.9ptsHigh Ad PresenceGenre GamersShare of RespondentsAPP ANNIE + IDC | GAMING SPOTLIGHT | 202117Q3 2020 n=3,487Source: IDC’s 3Q 2020 US Gamer Survey; The results shown above include only respondents that saw rewarded video ads.US Gamer Sentiment Towards Rewarded Video Ads,Cut By Viewers In Grouped Genres, Q3 2020Q: What genre / type of games haveyou played on [your primary smartphone or tablet]in the past three months? [And:] In which of the genre(s) that you played a game in recent months on this mobile device did you see an in-game ad? [Option selected:] I’ve seen rewarded video ads (that I get virtual currency or items for watching) and…+28.8pts+11.3pts

…And This Sentiment Gap Was Especially Wide in the Case of Video Ads•The difference between liking and disliking video ads was much starker for this format between the low and high ad saturation genres —with many gamers finding a high saturation of video ads frustrating (the net sentiment gap among gamers in the low and high ad presence genres was 27.7% in the US in 3Q 2020).•This indicates some mobile games are oversaturated with video ads —a format without an immediate value exchange for viewers, and potentially taking over the gameplay compared to a banner ad (that often take up a modest portion of the game screen).•The upshot is that rewarded video ads represented the clearest bright spot in the mobile in-game ad marketplace (from gamers’ perspective), followed by playable ads.0%10%20%30%40%50%I like themI can’t stand themThe y’re okayAll Mobile GamersLow Ad PresenceGenre Gamers-29.1ptsHigh Ad PresenceGenre GamersShare of RespondentsAPP ANNIE + IDC | GAMING SPOTLIGHT | 202118US Gamer Sentiment Towards Video Ads,Cut By Viewers In Grouped Genres, Q3 2020Q: What genre / type of games haveyou played on [your primary smartphone or tablet]in the past three months? [And:] In which of the genre(s) that you played a game in recent months on this mobile device did you see an in-game ad? [Option selected:] I’ve seen video ads and…-9.5pts-37.2ptsQ3 2020 n=3,487Source: IDC’s 3Q 2020 US Gamer Survey; The results above include only respondents that reported seeing video ads.

+1.2pts+1.4pts+0.5pts+0.7pts+0.5pts0.1.2.0%5%10%Cas ino-TraditionalCas ual-SimulationCore-SimulationCas ino-Hybrid/OtherCore-ShooterAppetite for Easy-to-Play Hyper-casual & Simulation Games Surged Last Year•While consumers are stuck indoors, the gaming subgenres that saw the greatest growth in market share by downloads during this time were Hyper-casual (+6.7pts), Kids (+1.0pts), Simulation (+0.6pts), and Racing (+0.3pts) —games tuned for the casual audience and designed for shorter sessions.•Rewarded and playable ads have the highest net opinion, among US gamers at least, and should be considered in the game experience. •Robloxtopped the rankings of breakout games in 2020 by consumer spend, as the game provides deep social and online features. Social, online PvP play and cross-platform capabilities are poised for strong adoption in 2021. Top 5 Game Genres By Growth in Downloads Share2020 vs 2019Top 5 Game Genres By Growth in Consumer Spend Share2020 vs 2019+6.7pts+0.6pts+0.3pts+1.0pts+0.2pts0.0.250.50.751.1.251.51.752.2.252.52.753.3.253.53.754.4.254.54.755.5.255.55.756.6.256.56.757.0%10%20%30%Cas ual- Hyper CasualCas ual-SimulationCas ual- Ra cingCas ual- KidsCore-SimulationSource: App Annie | Note: 2020 vs 2019APP ANNIE + IDC | GAMING SPOTLIGHT | 202119Top Breakout Game by Downloads Within Genre Hunter AssassinMy Talking Tom FriendsRamp Car Jumping Baby Panda World City Construction Simulator: Forklift Truck Game Top Breakout Game by Consumer Spend Within Genre Cash FrenzyROBLOXDisney: Twisted-WonderlandCoin MasterCall of Duty: MobileCategory Share of DownloadsCategory Share of Consumer Spend

KEY THEMES+ TAKEAWAYSAPP ANNIE + IDC | GAMING SPOTLIGHT | 202020

APP ANNIE + IDC | GAMING SPOTLIGHT | 202121•Mobile is now the primary driver of growth for digital games consumption, increasingly becoming the world’s preferred form of gaming, and central to a robust cross-platform experience. •The top two grossing games on mobile Q1 2021, ROBLOX and Genshin Impactfeatured cross-play features, demonstrating that cross-platform connectivity and the ability to share progress and play across different platforms aren’t just novelties, they may prove essential for long term growth.•As consumers are spending more time at home and finding new ways to connect with others, we expect cross-platform games to continue gain relative ground versus mobile-only games —a trend that should allow more console-quality experiences to be available in the pockets of every smartphone owner.2021: GAMING SPOTLIGHTKey Themes & Takeaways

APP ANNIE + IDC | GAMING SPOTLIGHT | 202121•A year into the COVID-19 pandemic, demand for mobile gaming has remained strong with no sign of slowing down. Users aredownloading 30% more mobile games per week in Q1 2021 than in Q4 2019 and spending 40% more compared to Q4 2019.•Sentiment towards in-game mobile ads improved in Q3 2020 compared to Q3 2019, according to a survey of US gamers in Q3 2020. Not all ad formats were equally regarded, however.Rewarded video and playable ads were gamers’ preferred ad format in the US. •Oversaturation could become a significant problem for games that monetize through ads. In the US, consumer opinion of in-game ads is much better among gamers that see fewer of them. There’s a sentiment disparity by ad type as well. Ads that leverage an immediate value exchange tend to skew more positively than those that don’t –especially video ads. 2021: GAMING SPOTLIGHTKey Themes & Takeaways(Continued)

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IDC Offers Unmatched Global & Local ExpertiseInternational Data Corporation () is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC’s Gaming and eSports service advises video game development studios, publishers, distributors, retailers, hardware system and peripheral manufacturers, and related brands and advertisers about the video game industry from a global and regional perspective.APP ANNIE + IDC | GAMING SPOTLIGHT | 202023More than 1,100 analystslocated in over 50 countries, with 49% in emerging marketsSignificant primary demand-side research —more than 350,000 end userssurveyed annuallyGlobal, regional and local expertise on technology and industry trends in more than 110 countries

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