Glu Mobile Inc. develops and publishes a portfolio of action/adventure and casual games. The company offers games to appeal to a section of the users of smartphones and tablet devices who download and make purchases within its games through direct-to-consumer digital storefronts, such as the Apple App Store, Google Play Store, Amazon Appstore, and others. The company creates games based on its own brands, including Big Time Gangsta, Blood & Glory, Contract Killer, Contract Killer: Zombies, Deer Hunter, Eternity Warriors, Frontline Commando, Gun Bros, Heroes of Destiny, Motocross Meltdown, Samurai vs. Zombies Defense, and Stardom, as well as third-party licensed brands. Products The company develops and publishes casual games, most of which have been developed by its Blammo studio in Toronto. Although users can download and play its free-to-play games free of charge, they can purchase virtual currency to buy various virtual items to enhance their gameplay experience – the company refers to these as ‘in-app purchases’ or ‘micro-transactions.’ Customization – The company’s games enable consumers to express themselves by customizing their character or the world the character inhabits. In addition to in-app purchases of virtual currency, the company also monetizes its games through offers and in-game advertising. Offers enable users to acquire virtual currency without paying cash but by instead taking specified actions, such as downloading another application, watching a short video, subscribing to a service or completing a survey. Sales and Marketing The company markets, sells and distributes its games primarily through direct-to-consumer digital storefronts, such as Apple’s App Store, the Google Play Store and Amazon’s Appstore. In addition to publishing its smartphone games on direct-to-consumer digital storefronts, the company also publishes some of its titles on other platforms, such as the Mac App Store and Facebook. Seasonality The company experiences seasonal sales increases based on the holiday selling period. The majority of this holiday impact occurs during the fourth quarter, some of this seasonality also occurs for the company in its first calendar quarter due to some lag between device purchases and game purchases. In addition, companies’ advertising budgets are generally highest during the fourth quarter and decline significantly in the first quarter of the following year, which affects the revenues the company derives from advertisements and offers in its games. Intellectual Property The company’s trademarks that have been registered with the U.S. Patent and Trademark Office include Glu, its 2-D ‘g’ character logo, its 3-D ‘g’ character logo and its game titles, including ‘Big Time Gangsta’, Blood & Glory, Bug Village, Contract Killer, Deer Hunter, Eternity Warriors, Frontline Commando and Gun Bros. Competition The company competes with companies, including DeNA, Gameloft, GREE, GungHo Online Entertainment, Nexon and Zynga, Kabam, King.com, Rovio, Storm 8/Team Lava, and Supercell. The company also competes for consumer spending with large companies, such as Activision, Disney, Electronic Arts (EA Mobile), Take-Two Interactive and Warner Brothers. History The company was incorporated in 2001 in Nevada. It was formerly known as Sorrent, Inc. and changed its name to Glu Mobile Inc. in 2005.
glu mobile inc (GLUU:NASDAQ GS)
500 Howard Street
San Francisco, CA 94105
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