Discovery. Engagement. Virality. Monetization. Churn. Mobile and free-to-play games thrive or die on how they move consumers through this funnel. With the latest data trends available from EEDAR's annual consumer survey, this presentation will identify the most recent trends in mobile game consumer discovery, engagement, virality, monetization and churn. In addition to the most recent trends, Mr. Divnich will provide best-in-class examples of each mechanism in the consumer funnel, how they will evolve over the next 12 months, and how industry policy, consumer sentiment changes and a new wave of hardware technology will impact how we move our consumers, profitably, through this funnel.