Glu Mobile Inc. develops, publishes, and markets a portfolio of games designed for a cross section of the users of smartphones and tablet devices. Products The company engages in free-to-play action, casual, racing and sports genre mobile gaming, and intends to focus on developing games in these genres. The company develops games based on its own intellectual property, including certain of its core franchises, such as Blood & Glory, Contract Killer, Deer Hunter, the Dash series, Eternity Warriors, and Frontline Commando, as well as its original branded games that incorporate third-party licensed content, such as Racing Rivals and Tap Sports: Baseball. The company intends to build the premier Hollywood and other celebrity gaming platform by securing licensing rights to third-party brands, properties and other content for its games. 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 designs some of its games, such as Deer Hunter 2014 and Kim Kardashian: Hollywood, to have short playing sessions, the duration of which is limited by the energy available for each session. The company’s games enable players 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. The company works with third parties to provide these offers to players of its free-to-play games, and the company receives a payment from the third-party offer provider based on consumers responding to these offers. It also works with third-party advertising aggregators who embed advertising, such as ads appearing in-games between content transitions and in-game pop-up ads. A majority of the first-party games that the company released in 2014 were based on its own intellectual property. 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. Research and development The company’s research and development expenses included $64.3 million for 2014. 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. Trademarks The company’s trademarks that have been registered with the U.S. Patent and Trademark Office include Glu, 2-D ‘g’ character logo, 3-D ‘g’ character logo, Blood & Glory, Contract Killer, Deer Hunter, Diner Dash, Eternity Warriors, Frontline Commando, Gun Bros, Heroes of Destiny and Racing Rivals. The company has one patent issued by the U.S. Patent and Trademark Office and has eight patent applications pending. Competition The company competes with Activision, DeNA, Disney, Electronic Arts (EA Mobile), Gameloft, GREE, GungHo Online Entertainment, King Digital Entertainment, Nexon, Warner Brothers, Zynga, Kabam, Machine Zone, Rovio, Storm 8/Team Lava and Supercell. The company also faces competition from online game developers and distributors who are primarily focused on specific international markets, such as Tencent Holdings Limited in Asia. 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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