Mobile Gaming - US

Mobile Gaming - US - May 2011

Between 2005 and 2010, revenue from mobile phone and tablet games more than doubled to reach $886 million. Three key factors spurred this rise: the introduction of smartphones; the opening of app stores which make it easy for consumers to find and download games; and the establishment of the tablet as a distinct category with the success of the initial launch of the iPad in April 2010. The category is forecast to grow 31% between 2010 and 2014 due to continued success of the Apple iOS, rapid growth of Android devices and the Android Marketplace, an increase in interest in gaming, and the integration of social networking concepts into games.

Due to the inherent capabilities of the hardware, game developers have been able to create more sophisticated games that consumers have found compelling. Also fueling growth: consumers’ ability to play many games for free—either because they are ad-supported or, more recently, because they are free to play (with additional features, levels or virtual goods requiring payment). Even paid games are relatively inexpensive—generally $0.99 to about $2.99.

EA Mobile, GameLoft and Glu Mobile are the leading publishers of mobile games in the U.S. but they are joined by hundreds of independent game developers. One of the most successful games during the review period is Rovio’s Angry Birds. Although the initial game was published by Chillingo (acquired by EA Mobile), Rovio and many other developers now choose to self-publish.

Analysis and insights presented in this report include:

Size and growth forecast for the category

Evaluation of free, “freemium” and paid business models

Examination of the underlying drivers of growth

Success of the OEM app stores, and the telecom carriers’ and independent app stores’ response

Identification of the leading game publishers and developers

Assessment of the current level of innovation in the marketplace

Marketing and advertising strategies of the leading game companies

In-depth coverage of mobile gamers’ preferences, download habits and usage/play

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Methodology

Table of contents

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Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Scope and Themes

Executive Summary

Insights and Opportunities

Inspire Insights

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Market Size and Forecast

Market Drivers

Competitive Context

Market Segmentation

Retail Distribution

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

App Download Habits On Phones

App Download Habits on Tablets

Time Spent Playing Games and Number of Games Played

Impact of Race and Hispanic Origin

Teens and Mobile Gaming

Cluster Analysis

Custom Consumer Groups

Game Capability and Use on Phones

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Leading Companies

Innovations and Innovators

Marketing Strategies

Brand and Game Integrations

Game-playing Platforms

Data

Oxygen Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix: Other Useful Tables

Appendix: Trade Associations

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