Abstract
The U.S. mobile gaming industry, after a period of hyper growth, is entering a
stable growth stage. To realize the full potential of the mobile phone as a
gaming platform, carriers and publishers need to increase market awareness and
introduce new business models, distribution channels, and game genres. In the
meantime, portable gaming provides unique value propositions currently
unmatched by mobile phones, and the advent of mobile broadband-enabled
portable game players will solidify its status among fans of on-the-go gaming.
This report analyzes market trends and opportunities in mobile and portable
gaming, examines new business models, profiles more than 30 major mobile game
publishers, solution providers, and carriers, provides rich consumer data
regarding portable and mobile gaming, and forecasts market growth.
“In the mobile gaming industry, consumer awareness lags behind
technological advancements,” said Yuanzhe (Michael) Cai, Director,
Broadband and Gaming, Parks Associates. “New 3D and multiplayer mobile
games look great in demos, but casual games are where the money is and will be
for the next few years.”
Table of Contents
The Bottom Line
1.0 Notes on Methodology
2.0 Mobile Gaming: Market Overview
- 2.1 Key Industry Trends
- 2.2 Drivers and Inhibitors
- 2.3 Future Outlook
3.0 Mobile Carriers
- 3.1 Data Revenue Growth and Mobile Entertainment
- 3.2 Carriers and Mobile Gaming
- 3.3 Merchandising, Marketing, and Distribution
- 3.4 Mobile Gaming Business Models
- 3.5 The “Three-Screen” Strategy
- 3.6 International Case Studies
- 3.6.1 South Korea
- 3.6.2 Japan
- 3.6.3 Europe
4.0 Mobile Game Developers and Publishers
- 4.1 Competitive Landscape
- 4.2 The Danger of Market Stagnation
- 4.3 New Market Entrants
- 4.4 To License or Not To License
- 4.5 Industry Consolidation
- 4.6 The Casual Focus
- 4.7 Off-Deck Channels
- 4.8 Porting as a Core Competency
5.0 Innovation: Technology, Content, and Business Model
- 5.1 Connected and Multiplayer Mobile Gaming
- 5.2 Pervasive (Cross Platform) Gaming
- 5.3 BREW, N-Gage, and Xbox Live Anywhere
- 5.4 Mobile In-Game Advertising
- 5.5 Putting “Mobile” Back Into “Mobile Gaming”
- 5.6 3D Mobile Gaming
- 5.7 Other Relevant Technology Developments
- 5.7.1 IMS
- 5.7.2 Flash Lite
- 5.7.3 Location-based Gaming
6.0 Portable Gaming
- 6.1 Key Market Trends
- 6.2 Potential for a New Market Entrant
- 6.3 Convergence or Collision: Mobile and Portable Gaming
7.0 Market Forecasts
8.0 Key Recommendations
Resource Book
1.0 Mobile Phone as a Gaming Platform
- 1.1 Mobile Gaming vs. Other Mobile Applications
- 1.2 Mobile Gaming vs. Other Gaming Platforms
2.0 Profile of a Mobile Gamer
- 2.1 Adoption of Mobile Gaming
- 2.2 Mobile Gaming and Carriers
- 2.3 Mobile Gaming and Smart Phone Ownership
- 2.4 Perceived Importance of Mobile Gaming
- 2.5 Expected Change in Gaming Expenditure
- 2.6 Perspectives on Mobile Game Advertising
- 2.7 Dominant Mobile Gaming Genres
- 2.8 Multiplayer and Cross-Platform Mobile Gaming
3.0 Portable Game Players
- 3.1 Adoption and Purchase Intention
- 3.2 Portable Game Software
- 3.3 Potential for a New Market Entrant
- 3.4 Portable Gaming vs. Mobile Gaming
4.0 Global Consumer Data
- 4.1 Mobile Gaming
- 4.2 Portable Gaming
5.0 Profiles of Mobile Carriers
- 5.1 AT&T Wireless
- 5.2 Sprint
- 5.3 Verizon Wireless
6.0 Profiles of Portable and Mobile Game Publishers
- 6.1 Capcom Interactive, Inc.
- 6.2 Digital Chocolate
- 6.3 EA Mobile
- 6.4 Gameloft
- 6.5 Glu Mobile
- 6.6 Hands-On Mobile
- 6.7 Jamster, LLC
- 6.8 NAMCO Networks America, Inc.
- 6.9 Oberon Media / I-Play
- 6.10 Nintendo Entertainment America
- 6.11 PopCap Games
- 6.12 RealNetworks
- 6.13 Sony Pictures Mobile / Sony Ericsson & Sony Computer Entertainment
America
- 6.14 THQ Wireless
- 6.15 Vivendi Games Mobile
7.0 Profiles of Technology Companies
- 7.1 Amobee Media Systems
- 7.2 Exit Games
- 7.3 Greystripe, Inc.
- 7.4 Hovr
- 7.5 Microsoft
- 7.6 Motricity, Inc.
- 7.7 Nokia
- 7.8 Qualcomm, Inc.
- 7.9 Sun Microsystems / Java
- 7.10 Tira Wireless
Figures
The Bottom Line
- Key Drivers and Inhibitors for Mobile Gaming
- Percentage of Data ARPU: U.S. Carriers
- Mobile Phone: Features Never Used (Q2/07)
- Important Influencers for Choosing a Mobile Service Provider
- Carrier Deck Size & Top Sellers
- Competitive Analysis: Key Mobile Game Publishers
- Growth of Leading Mobile Gaming Companies
- Percentage of Mobile Phone Users (among Internet Households) That Have
Paid to Download Games in the Past 12 Months
- Leading Media Companies: Mobile Gaming Initiatives
- Key Licensing Partnerships
- Recent Mergers and Acquisitions in the Mobile Gaming Industry
- Consumer Interest in On-the-go Gaming
- Social Network/Avatar-based Mobile Games
- Interest in Multiplayer, Connected, and Community Gaming Applications
- Multiplayer Mobile Gaming Platforms
- Interest in Pervasive Gaming Very High among Core Gamers
- Mobile Game Advertising Solution Providers
- Innovative Mobile Games
- Unit Sales of Nintendo DS and Sony PSP (Fiscal Year 2006-2008)
- Sales of Nintendo Portable Game Players in Different Regions (Fiscal Year
2003-2007)
- Portable Game Players: Brand Mindshare (Q2/07)
- Top Desired Features on a New PGP among PGP Owners and Intenders
- Correlation between Portable Console and Mobile Phone Gaming
- Forecast of Mobile Service Subscribers and Paying Mobile Gamers (2007-2012)
- Forecast of U.S. Mobile Gaming Revenue (2007-2012)
- U.S. Households with at Least One Portable Game Player
- Unit Sales of Portable Game Players
Resource Book
- Mobile Phone: Entertainment Features
- Usage of Various Mobile Applications
- Mobile Phone: Features Never Used
- Devices Used for Gaming
- Number of Hours Spent on Various Gaming Devices
- Comparison of Gaming Time across Platforms
- Gaming Time by Platform: Percentile Analysis
- Average Gaming Session Length by Platform
- Gaming Hour Allocation by Platform: by Age Groups
- How Do Different Gamer Groups Allocate Gaming Time
- Percentage of Gamers Planning to Increase Mobile Game Spending in the Next
12 Months
- Adoption of Paid Mobile Game Downloads
- Frequent Mobile Gamers Are More Likely to Download
- Number of Mobile Games Downloaded in the Last 12 Months
- Mobile Gaming Adoption by Gender
- Mobile Gaming Adoption by Age
- Mobile Gaming Adoption by Gender: Q2 2005 vs. Q2 2007
- Mobile Gaming Adoption by Age: Q2 2005 vs. Q2 2007
- Number of Gaming Sessions on Portable Players: by Age and Gender
- Number of Gaming Sessions on a Mobile Phone: by Age and Gender
- Gaming Outside of the Home: by Gender and Age
- Important Influencers for Choosing a Mobile Service Provider
- Percentage of Mobile Game Downloaders and Mean Number of Games Downloaded
by Carrier Brands
- Mobile Gaming Behavior among Smart Phone Owners vs. Regular Mobile Phone
Owners
- Satisfaction with Internet Browsing Experience on a Mobile Phone: Smart
Phone vs. Regular Phone
- Perceived Importance of Different Capabilities on a Mobile/Portable Device
- Perceived Importance of Mobile and Portable Gaming by Age
- Expected Change in Mobile Gaming Expenditure
- Expected Change in Mobile Gaming Expenditure: by Age
- Mobile Phone: Service Subscription Intention
- Consumer Sentiment about Mobile Advertising
- Consumer Perspectives on Mobile Advertising
- Ad-Supported Mobile Applications Boost Consumer Interest
- Interest in Ad-Supported Mobile Services by Gender
- Interest in Ad-Supported Mobile Services by Age
- Interest in Ad-Supported Mobile Gaming by Perceived Importance of Mobile
Gaming
- Interest in Ad-Supported Mobile Gaming: Paying vs. Non-Paying Downloaders
- Interest in Ad-Supported Mobile Gaming by Downloading Frequency
- Interest in Various Game Genres on Different Portable Devices
- Interest in Multiplayer, Connected, and Community Gaming Applications
- Interest in Mobile Gaming Features by Gender
- Interest in Pervasive Gaming Very High among Core Gamers
- Interest in New MMOG Game Services
- Ownership of Different Portable Game Players
- Purchase Intention for Different Portable Game Players
- Interest in a New Portable Game Player by Gender
- Monthly Expenditure on Gaming
- Time Spent on Playing New vs. Old Games
- Number of Games Owned Personally
- Average Number of Games Played Personally
- Portable Game Players: Brand Mindshare
- Preferred Brand for New Portable Game Player by Current Ownership
- Preferred Brand for a Portable Game Player by Gender
- Portable Game Player Ownership by Game Console Ownership
- Gamers with Both Fixed and Portable Consoles Spend More Money on Software
- Top Desired Features for a New PGP among PGP Owners and Intenders
- Important Features on a PSP and Portable Multimedia Player
- Correlation between Portable Console and Mobile Phone Gaming
- Mobile Gamers More Likely to Own Portable Game Players
- Mobile Gaming Frequency among Owners of Portable Game Players (Q2/07)
- Adoption of Mobile Gaming in 13 Countries
- Weekly Mobile Gaming Activities
- Mobile Gaming Adoption in 13 Countries: by Age and Gender
- Ownership of Portable Game Players in 13 Countries
- Portable Game Player Ownership in 13 Countries: by Age and Gender
- Adoption of Portable Gaming among 13 Countries
- High Intender for Portable Game Players in 13 Countries
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