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Mobile and Casual Gaming in the United States 2010
Mintel, Dec 2010, Pages: 69
Recent years have seen a shift in video game users - the Wii hearkened a new vision of what a “gamer” looks like - often older than previously envisioned, and female to boot. This new gamer seeks games that are easier to learn, less time-consuming, and that allow them to interact with friends and strangers online. Dedicated devices are rarely part of the equation. This begs the question for the industry - what is the best way to reach consumers in a changing gaming landscape?
In this report, Mintel looks at the growing casual and mobile gaming industry, and answers the following questions:
- How has economic downturn impacted traditional video games and what does this mean for casual and mobile gaming?
- How is casual gaming monetized?
- How do casual gamers feel about in-game advertising?
- Which are the best targets to reach through different types of portable, mobile and casual in-game ads?
- What is social gaming, and what does it mean for the industry looking forward?
- What are casual gamers willing to pay for, and what do they expect for free?
- Where is there cross-over between hardcore gamers and casual gaming avenues?
- How can online or mobile games be used as part of an overall branding strategy?
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