Report Details
Visiongain's latest exclusive report examines how Smartphone adoption rates are on the rise, due to Apple's iPhone and the recent influx of app stores. Mobile Applications are at the heart of this new trend.
According to our research and such sources as Comscore, the inevitable ascent of the mobile gaming market depends not only on smartphone subscribers' higher propensity to play games on their mobile devices, but also their heavier gaming activity across nearly every dimension. Smartphone subscribers (47.1 per cent) are three times more likely than feature phone subscribers (15.7) to play games on their device at least once a month. They are more than five times as likely to play games almost every day and far surpass their feature phone counterparts across various methods of game play.
Smartphone subscribers also install significantly more games on their devices with 27.3 per cent having installed at least one game compared to just 5.6 per cent of feature phone subscribers. A third of smartphone subscribers with games have more than five games installed on their phones, while less than one per cent of feature phone subscribers have that many games installed.
Since the inception of 'App Stores', Smartphone manufacturers and Mobile Game developers have been trying to provide handsets and game applications that can capitalise on this new market and increase revenue streams. For example, Apple's most recent gadget - the iPad has been launched with a significantly greater number of game apps than any other kind of application.
Although not a Smartphone as such like the iPhone, the iPad is clearly being marketed on the strength of the available apps and with games at the forefront this proves that the rest of the industry must catch up in order to succeed.
With new gaming trends and technology yet to be fully capitalised upon this report shows where developers and manufacturers can profit. These factors and the several other key points are covered in this latest management report along with the following:
• What is a Smartphone?
• What is a Mobile Game?
• What are App Stores?
• Why are Smartphone games going to be popular?
• What technology can be utilised to make Smartphone gaming better?
• How can Smartphone games benefit from Social Media?
• What competition do Smartphones face in the market?
• What do 'gamers' want?
• How can developers maximise their profits?
• How can Handset manufacturers capitalise on gaming trends?
Who needs to read this report?
• Mobile/Cellular network operators – Operators can gain further knowledge of the technical issues currently affecting game play, the possible future network demands and what the consumer and manufacturer need from their operator to improve services and to increase customer base and customer loyalty.
• Game developers- Mobile Game developers and Traditional game developers wishing to break into the market can learn what market successes can be built upon, failures which can be avoided and gaps in the market ready to be filled. New gaming trends and new software not yet being used to its full potential for games are all underlined.
• Mobile handset manufacturers – Companies can consider options of developing their product to maximise game playability, to efficiently create a valid replacement for handheld consoles and to create a product that the consumer both needs and wants.
• Other Sectors – The report details how Smartphone game apps can be used in a myriad of ways to market a variety of products and services from Hollywood films to banks and even charities.
Increase your understanding of this exciting market and how to retrieve the vast potential by ordering today
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Table of Contents
Chapter 1: Introduction
1. Executive Summary
1.1. What is a Smartphone?
1.2. Features
1.3. Smartphone History
1.4. History of Mobile Gaming
Figure 1.1 Screenshot of Snake
1.4.1. Handset progression in games market
1.4.2. Future of Mobile Gaming
1.5. Smartphone Gaming
Chart 1.1: Share of 2010 Q1 Smartphone sales by OS
Chapter 2: Mobile Apps
2.1 Introduction to apps
2.1.1. Free versus Paid apps Chart 2.1: Free vs. Paid for app comparison (%)
2.2. Competing App store
Chart 2.2: Android Apps added per month
2.3. App Store breakdown
2.3.1. Apple
2.3.2 Google – Android
2.3.3. RIM – Blackberry
2.3.4 Microsoft – Windows Marketplace for Mobile
2.3.5. Nokia – Ovi Store
2.4. Scope for Smartphone gaming
Chart 2.3: Available iPad Apps by Category
Chapter 3: App Development
3.1. Choosing a Platform
3.2. Platform and handset specifics
3.2.1. Platforms that run on multiple devices
3.2.2. Platforms that run on single devices
Chapter 4: The Advantage of Smartphone Games
4.1. iPhones and Smartphones
4.2. Technology – What can a Smartphone do?
4.2.1. Location based games
4.2.2. Augmented Reality games
4.2.3. Games Console Emulators
4.2.3.1. Emulator Legal issues
4.3. Current Game Examples
4.3.1. Augmented Reality gaming
4.3.1.1. Current use
Figure 4.1: Layar Augmented Reality Browser
4.3.1.2. Sky Siege for iPhone
Figure 4.2: Sky Siege for iPhone
4.3.1.3. TagDis
Figure 4.3: TagDis for iPhone
4.3.1.4. Parallel Kingdom – The Age of Emergence
4.3.1.4.1. Immersive Gameplay
Figure 4.4: Parallel Kingdom
Chapter 5: Competition? Smartphones versus handheld Games consoles
5.1. Rival Platforms
5.1.1. Handheld Console market in decline
Chart 5.1: Combined Sony and Nintendo revenue for Handheld Console Sales
5.2. Era of Smartphones
Chapter 6: The Future of Gaming
6.1. Transition – Smartphones on the rise
6.2. Smartphone Gamers
Chart 6.1: % of phone users that have installed a game on their handsets 2009
6.3. Demographics – Everyone's playing
Chart 6.2: Gamer Gender demographic
Chart 6.3: Ages of Smartphone users in the US
6.4. The Takeover
6.5. Smartphone adoption rates
6.6 Smartphone web browsing
Chart 6.4: US Smartphone data consumption per subscriber, 2010-2015
Chapter 7: Social Gaming
7.1. How Smartphone's can capitalise
7.2. Platform specific
7.2.1. Platforms and Development
Chapter 8: Open Handset Alliance
8.1. Rivals – Android and beyond
8.2. Android Mission statement
8.3. Competitive Market
Chapter 9: Mobile Games
9.1. Multiplayer
9.2. Bluetooth
9.3. GPRS
9.4. 3G
Chapter 10: App Store – Proposed business model for game apps
10.1. Downloaded at cost to consumer
10.2. Game demos
10.3. Advergaming
10.4. Virtual Goods
10.5. Up-Selling
Chapter 11: Current Market Leaders
11.1. Video game developers enter market
11.1.1. Company information
11.1.2. EA Mobile
11.1.2.1. History
11.1.2.2. Devices catered for
11.1.2.3. Advantages
11.1.3. Gameloft
11.1.3.1. History
11.1.3.2. Devices catered for
11.1.3.3. Awards
11.1.3.4. Revenues
Chart 11.1 Gameloft revenues from console and mobile game sales
11.1.4. Glu Mobile
11.1.4.1. History
11.1.4.2. Games and Properties
11.1.4.3. Upcoming Projects
11.1.5. RealArcade
11.1.5.1. History
11.1.5.2. Popular Titles
11.1.5.3. Future Plans
11.1.6. THQ Wireless
11.1.6.1. History
11.1.6.2. Licenses
11.1.6.3. Franchises
11.1.7. Digital Chocolate
11.1.7.1. History
11.1.7.2. Popular Titles
11.1.8. I-Play
11.1.8.1. History
11.1.8.2. Popular Titles
11.1.9. Player One Sports
11.1.9.1. History
11.1.9.2. Popular Titles
11.1.10. Handy Games
11.1.10.1. History
11.1.10.2. Devices catered for
11.1.10.3. Popular Titles
11.1.11. Namco Bandai Games
11.1.11.1. History
11.1.11.2. Popular Titles
Chapter 12: Top Games and game playing habits
12.1. Android
12.1.1. Top Paid
12.1.2. Top Free
12.2. iPhone
12.2.1. Top Paid
12.2.2 Top Free
12.3. Top game genres
Table 12.1: % of mobile games downloaded by genre (3months ending Feb 2010)
12.4 Game playing Habits
12.4.1. Origin of game
Table 12.2: % of mobile users playing native/browser games
12.4.2 Frequency of play
Table 12.3 Frequency of game-playing on a monthly basis
Table 12.4: Mobile Users playing games once per year Feb 09 – Feb 10
12.4.3 Number of games per user
Table 12.5: Number of Games installed on handsets
Chapter 13: Making games better
13.1. Improved network capability
13.1.2. Network capability improvements facilitate gaming growth
13.2 Smartphone popularity increases appeal
Chart 13.1: Ages of Smartphone users in the US
13.3. User interface
Table 13.1: Touch screen and Smartphone adoption in US, August 2008 – August 2009
13.4. Web browsing
Chart 13.2: US Smartphone data consumption per subscriber, 2010-2015
13.5. Advertising
13.6. Effect of the iPhone
13.7. Improved UI
13.8. Accelerometer enables games
13.9. Screen size
13.10. iPhone Apps
Chapter 14: Advergaming
14.1. Klondike
14.2. Moving to Android and other devices?
14.3. Cellufun
Table 14.1: Examples of Cellufun Partners
14.4. Fishlabs
14.5. Barclaycard's Waterslide Extreme
Chart 14.1: Barclaycard's Waterslide Extreme download and brand engagement figures, July 2009 – January 2010
14.6. Jump Games
14.6.1. Coca Cola
14.7. Mamut Digital
Chapter 15: Film Tie-ins
15.1. Taking a share of Hollywood revenues
15.2 Connectivity – More than just a game
15.3. Film Tie-in Examples
15.3.1 Iron Man 2
Figure 15.1: Screenshot from Iron Man iPhone game
15.3.2. Shrek 3 – Shrek Kart
Figure 15.2: Screenshot of Shrek Kart iPhone game
Figure 15.3: Ad for Shrek Kart iPhone game
Figure 15.4: Ad for Shrek Kart iPhone game
15.3.3. The Karate Kid
Figure 15.5: Screenshot from The Karate Kid iPhone Game
15.3.4. Universal
Figure 15.6 : Screenshot of “Land of the Lost” game
Chapter 16: Alternate Reality Gaming
16.1. What is ARG?
16.1.1. Nokia and the Conspiracy For Good
16.2. Monetising ARGs
Chapter 17: Naturally Viral – social media and app store connections
17.1. Viral pathways – Social Media
17.1.1 Facebook Connect
17.1.2. OpenSocial
17.1.3. Taking it to Smartphones
17.1.4. New marketing paradigm
Chapter 18: Screen Ecosystems
18.1. Blinkendroid – New game concepts
18.2. MeeGo - Nokia and Intel Join forces
Chapter 19: Future Strategies19.1. Current business climate
19.2. Why games will sell
19.3. Targeting Emerging economies
19.4. Future Actions
Chapter 20: Projected global growth
Chart 20.1: Projected figures for global app downloads 2010-2015
Chart 20.2: projected global revenue for apps 2010-2015
20.1. Average Selling Price for apps
Chapter 21: Conclusions and Recommendations21.1. Advent of app stores crucial
21.2. Recommendations
21.2.1. For Advertisers
21.2.2. For Game developers
21.2.3. For Manufacturers
21.4. Change with the times
21.5. Follow on from examples set
Appendix A: About Visiongain
Appendix B: Visiongain report evaluation form
Companies Listed
ABI
Activision
Adobe
Android
AOL
Apple
Barclaycard
Blackberry
Blockdot
Cellufun
Cellular South
Cingular
ClearSky Mobile Media
Coca-Cola
comScore
Digital Chocolate
Disney Mobile
Disney Pixar
EA Mobile
Electronic Arts
Ericsson
Facebook
Farmville
Fishlabs
GameHouse
Gameloft
Games Workshop
Gartner
Glu Mobile
Google
Handspring
Handy Games
Hewlett Packard
HTC
IBM
iFone
i-mode
Informa Telecoms and Media
Intel
I-Play
JAMDAT Mobile
Jump Games
Konami Mobile
LG
Linux
Mamut Digital
Mattel
MeeGo
MetroPCS
Microsoft
MIG Information Technology Co Ltd
Motorola
MySpace
Namco Bandai
News 24
Nickelodeon
Nintendo
Nokia
NTT DoCoMo
Nvidia
Oberon Media
Open Handset Alliance
Orange
Ovi
Palm
Parallel Kingdom
Player One
PlayStation
Qualcomm
RealArcade
Reliance Big Entertainment
RIM
Sky Siege
Sony
Sony Ericsson
Sprint
Sun
Superscape
Symbian
TagDis
The Georgia Institute of Technology
THQ Wireless
T-Mobile
Ubisoft
Ultimate Fighting Championship
USA Today
Verizon
Verizon Wireless
Virgin Mobile
Vivendi Games Mobile
Vodafone
Windows Mobile
World Wrestling Entertainment
Zmogo
Zynga