モバイルゲーム：エンドユーザーの意見

Abstract

Mobile Games: End User Opinion report provides the very latest insights into how consumers are using Mobile Games, an essential knowledge provider in a fast growing area. ,

Key Coverage

Exclusive Consumer Opinion

• Mobile Games are a key focus for mobile operators globally, the report provides a great opportunity for games publishers to extend their main franchises and improve growth
• Identify what end-users discuss about specific games and what games they want to play more of
• Mobile Games are facing stiff competition from portable gaming platforms like the Sony PSP and the Nintendo DS. Publishers and Operators need to know where and how mobile games compare against this competition
• Discover what the reasons behind why compared to last year, sentiment is more negative: while positive sentiment grew by 4%, and negative sentiment increased sharply by 159%.
• Analyse why value for money was not a significant area of consumer discussion with just 13% of buzz

Market Data

Gamers love gaming and they especially love being able to play games wherever and whenever they chose. This sentiment has been the key driver behind the success of portable gaming platforms such as the Nintendo DS and Sony PSP. However, the most ubiquitous portable device is a mobile phone.

This makes it the perfect platform for games developers and operators to provide gamers with the content they crave. Yet, mobile gaming is not as commonplace as dedicated, portable devices. This report aims to provide answers as to why this is.

Mobile Games: End User Opinion is based on a detailed survey of online discussion looking into the following areas:

• What do users think of mobile games titles themselves?
• What are consumers saying about the pricing of mobile games?
• How have attitudes and opinions changed over the last 12 months
• Comparison of mobile games and dedicated gaming platforms
• Country specific analysis for Germany, UK, US and France

Key Issues Addressed

• What do consumers really think of mobile games?
• What do end-users think of the usability?
• Is screen size and comfort really a problem in mobile gaming?
• What is it about the mobile gaming experience that really engages consumers?
• Is the battery life of current generation handsets a barrier to wider usage?
• What do consumers want to see improved about mobile games?
• How does mobile gaming compare to dedicated gaming platforms?

Who should read this report

• Operators
• Handset vendors
• Platform Developers
• Solution providers
• Content Providers
• Games publishers

Countries / Sectors / Companies Covered

• Country specific analysis
• France
• Germany
• UK
• US

However can be adapted to all mobile games geographic regions:

• Subject areas
• Buzz by topic
• Buzz comparison 2005/6
• Content
• Ease of use
• Restrictions
• Value for money
• Use cases
• Analysis by country
• Nintendo DS

Table of Contents

CHAPTER 1

• EXECUTIVE SUMMARY
• Usability issues hinder mobile games growth
• Users love great games, but overall quality needs improvement
• Broad range of problems hinders users
• Mobile games lag behind dedicated portable
• gaming devices

CHAPTER 2

• BACKGROUND AND SCOPE
• Discussion classification scheme
• Categorisation definitions
• Content definition
  • Customer care definition
  • Ease of use definition
  • Marketing definition
  • Quality definition
  • Restrictions definition
  • Use cases definition
  • Value for money definition
  • Other definition

CHAPTER 3

• SUMMARY METHODOLOGY AND TERMINOLOGY

CHAPTER 4

• OVERALL ANALYSIS OF BUZZ : WHAT DO END USERS TALK ABOUT ?
• Buzz by topic: games and ease of use
• dominate discussion
  • Figure 4.1: Overall buzz by topic of discussion
• Buzz comparison 2005/6: mobile gaming
• buzz grows by nearly 40%
  • Figure 4.2: Buzz comparison 2005/06
• Sentiment comparison 2005/6: levels of
• negative buzz show sharp increase
  • Figure 4.3: Sentiment comparison 2005/6

CHAPTER 5

• CONTENT
• Content: overall sentiment - users like
• good mobile games
  • Figure 5.1: Content: buzz by sentiment
• Content: comparison to 2005 - sentiment remains static
  • Figure 5.2: Content: buzz sentiment comparison 2005/6 (%)
• Content: buzz by topic - specific titles attract all the buzz
  • Figure 5.3: Content buzz by sub-topic of discussion
• Content: sentiment by sub-topic - users talk about games they love
  • Figure 5.4: Content: buzz sentiment by sub-topic of discussion
• Content: sub-topics of discussion
• Content: ' specific content' - good individual titles the focus of positive buzz
  • Figure 5.5: Content: specific titles sentiment
• Content: general quality - end users say general quality is not good enough
  • Figure 5.6: Content: general quality sentiment
• Content: range/choice - users like the range of games available, but handset limitations frustrate
  • Figure 5.7: Content: range/choice sentiment

CHAPTER 6

• EASE OF USE
• Ease of use: overall sentiment - users frustrated by usability
  • Figure 6.1: Ease of use, overall sentiment
• Ease of use: comparison 2005/6 - usability fails to improve
  • Figure 6.2: Ease of use: buzz sentiment comparison 2005/6 (%)
• Ease of use: buzz by topic - problems and errors dominate usability buzz
  • Figure 6.3: Ease of use: buzz by sub-topic
• Ease of use: sentiment by sub-topic - gamers struggle with problems and errors
  • Figure 6.4: Ease of use: sentiment by sub-topic
• Ease of use: sub-topics of discussion
• Ease of use: problems and errors dominate usability discussion
  • Figure 6.5: Ease of use: problems and errors sentiment
• Ease of use: mobile form factor - difficult controls and small screen limit appeal
  • Figure 6.6: Ease of use: mobile form factor sentiment
• Ease of use: comfort - little discussed, but a potential future issue
  • Figure 6.7: Ease of use: comfort sentiment
• Ease of use: battery life not a major issue of concern

CHAPTER 7

• RESTRICTIONS
• Restrictions: overall sentiment - gamers resent any barriers to gaming
  • Figure 7.1: Restrictions: overall sentiment
• Restrictions: comparison 2005/6
• Restrictions: buzz by topic - all about sideloading
  • Figure 7.2: Restrictions: buzz by sub-topic
• Restrictions: sentiment by sub-topic; restrictions cause problems for gamers
  • Figure 7.3: Restrictions: sentiment by sub-topic
• Restrictions: sub-topics of discussion
• Restrictions: sideloading restrictions frustrate and confuse end users
  • Figure 7.4: Restrictions: side-loading sentiment
• Restrictions: format-users confused by Java format restrictions

CHAPTER 8

• VALUE FOR MONEY
• Value for money: overall sentiment - attitudes to game pricing mixed
  • Figure 8.1: Value for money: overall sentiment
• Value for money: comparison 2005/6 - end users becoming more sensitive to price
  • Figure 8.2: Value for money: buzz sentiment comparison 2005/6 (%)
• Value for money: buzz by topic - value buzz focuses on cost per game
  • Figure 8.3: Value for money: buzz by sub-topic
• Value for money: sub-topics of discussion - users value good games
• Value for money: one-off fee - users
  • Figure 8.4: Value for money: one-off fee sentiment
• Value for money: other - additional data charges annoy end users

CHAPTER 9

• USE CASES
• Use cases: overall sentiment - users love games on the move
  • Figure 9.1: Use cases: overall sentiment
• Use cases: comparison 2005/6 - end users becoming more positive about the concept of mobile games
  • Figure 9.2: Use cases: buzz sentiment comparison 2005/6 (%)
• Use cases: buzz by topic - portability of gaming experience fascinates end users
  • Figure 9.3: Use case: buzz by sub-topic of discussion
• Use cases sentiment by sub-topic: users love the freedom of mobile gaming
  • Figure 9.4: Use case: sentiment by topic
• Use cases: sub-topics of discussion
• Use cases: ' where' - end users love gaming while travelling
• Use cases: ' why' - ' killing dead time'
• Use cases: ' when' - end users reach for mobile
• games when bored
• Use cases: ' how long'

CHAPTER 10

• ANALYSIS BY COUNTRY
• France
• France: buzz by topic - French gamers focus on the games themselves
• Figure 10.1: France: buzz by topic in comparison to average (%)
• French sentiment by topic: focus on content improves value perceptions
  • Figure 10.2: France: sentiment by topic
• Germany
• Germany: buzz by topic - focus on value for money
  • Figure 10.3: Germany: buzz by topic versus average (%)
• Germany: sentiment by topic - negative sentiment to value affects content perceptions
  • Figure 10.4: Germany: sentiment by topic
• UK
• UK: buzz by topic - usability the key topic
  • Figure 10.5: UK: buzz by topic in comparison with average (%)
  • Figure 10.6: UK: sentiment by topic of discussion
• UK: sentiment by topic - usability issues lead negative sentiment
• US
• US: buzz by topic - restrictions the focus of US gamer discussion
  • Figure 10.7: US: buzz by topic in comparison to average (%)
• US: sentiment by topic - sideloading restrictions frustrate gamers
  • Figure 10.8: US: sentiment by topic

CHAPTER 11

• NINTENDO DS
• Nintendo DS: buzz by topic
  • Figure 11.1: Nintendo DS; buzz by topic of discussion
• Nintendo DS/mobile games comparison: ease of use
  • Figure 11.2: Ease of use buzz sentiment comparison: Nintendo DS and mobile games (%)
• Nintendo DS/mobile games comparison: content
  • Figure 11.3: Content buzz sentiment comparison: Nintendo DS and mobile games (%)
• Nintendo DS/mobile games comparison: use cases
  • Figure 11.4: Use case buzz sentiment comparison: Nintendo DS and mobile games (%)
• Nintendo DS/mobile games comparison: value for money
  • Figure 11.5: Value for money buzz comparison: Nintendo DS and mobile games (%)

CHAPTER 12

• SUMMARY : THE MOST IMPORTANT AREAS TO END USERS
  • Figure 12.1: Key sub-topics of mobile games discussion
  • Figure 12.2: Summary of key end-user issues by overall sentiment