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Mobile Games: Consumers Don't Pay to Play
eMarketer, Aug 2008, Pages: 11
Mobile gaming is tricky ground for marketers. On one hand, games have some of the best engagement metrics among mobile content categories. On the other hand, that engagement is not translating into sales.
The Mobile Games report analyzes the trends behind why consumers are so excited about playing and so hesitant about paying.
Consumers like mobile gaming. Research shows they spend several minutes a session with a mobile game, and frequently re-visit to play some more. Moreover, consumers consistently report gaming is one of their favorite mobile activities. But, so far, marketers are unsure of mobile gaming's potential as an advertising platform.
However, in developing markets, mobile phones are already the de facto gaming platform, and millions more consumers will start experiencing mobile games with the introduction of new, improved handsets. Marketers would do well to keep an eye on mobile gaming for these reasons alone.
Mobile Gamers and Mobile Game Spending Worldwide, 2007-2012 (millions)
Key questions the 'Mobile Games' report answers:
- How big will mobile games grow worldwide by 2012?
- How great will the opportunity for ad-supported mobile gaming become?
- What are some of the drivers for mobile games?
- What roadblocks are slowing growth in the category?
- How does the US market compare to other worldwide markets?
- How do mobile phone and PDA games compare?
- What is the difference between preloaded and sideloaded games?
- And many others
The Mobile Games report aggregates the latest data from worldwide marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
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