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SUMMARY
Wireless World Forum Mobile Games ERP is a collection of four reports:
1. Developing and marketing casual games
The casual mobile game market will be worth more than $billion by 2007,
exceeding spend on high-end feature-rich titles. This report examines the key
success factors for casual mobile games and the important differences between
"casual games" and "media snacks".
2. Selling games to operators and brands
Games are often viewed as increases in ARPU - but this is only the tip of the
iceberg. By reducing churn, games could save the operator $500 per customer
per year. The second report in the ERP series investigates the hidden value
that mobile games can offer operators and brands and offers recommendations on
how to best pitch games to buyers.
3. Creating a compelling mobile games consumer experience
Focussed on the end-user rather than the consumer, the current mobile games
consumer experience is confusing and frustrating. Poor consumer experience
costs the industry up to $3 billion in lost revenues. Report three takes
examples from Korea, Japan and the retail sector to show how simple changes
can make a big difference to the consumer's experience.
4. Understanding the mobile consumer
180 million consumers play mobile games globally. However, the mobile games
market is centered on the stereotypical young, male, hard-core gamer - in
fact the mobile games consumer is much more diverse than the industry
imagines. Report four offers detailed statistics, painting a true picture of
the mobile games consumer.
Mobile Games ERP Datasheet
A handbook of data on 2countries and 8 regions to accompany the series of
reports. Delivered in PowerPoint and Excel formats, the datasheet includes
comparative statistics on mobile music and games markets for use in
presentations and reports.
TABLE OF CONTENTS
REPORT ONE: Developing and marketing casual games
Contents:
- 1. Report objectives
- 2. The growth of casual games online
- Value of the casual games market online 2004-2007
- 3. Overview of the casual mobile games market
- Top 5 mobile games by operator billing and genre
- Global market value of casual and core mobile games market 2004-2007
- Value of casual and core mobile games by country 2004-2007
- Comparative market value of casual and core games market 2006
- Estimated number of downloads for casual and core games 2006
- 4. Economics of casual mobile games
- Estimated economics of casual and core blockbuster titles
- Model break even comparison of casual and core mobile games
- 5. Overview of the casual consumer
- Mobile games consumer quadrant
- Casual consumer profile
- Number of casual and core gamers 2004-2007
- 6. Appeal of casual mobile games
- 7. Success factors in casual mobile games
- Community and the long tail
- 8. Actions
- A. Statistics
- Market value of mobile games 2004-2007
- Market value of mobile games by region 2004-2007
- Market value of mobile games by country 2004-2007
- B. List of key contributors and ERP members
Key questions addressed
- What are the key drivers of the casual mobile games market?
- Why should we focus on "casual consumers" not "casual gamers"?
- What is the typical profile of a casual consumer?
- What makes a casual game appealing?
- What role does usability have in the appeal of casual mobile games?
- How can product development make casual mobile games more appealing?
- Why is the industry's focus on "media snacks" counterproductive?
- How important is learning and sustainability for casual mobile games?
- How important is the social element of casual mobile games?
- How does pricing impact the appeal of casual mobile games?
- How can we target niche audiences?
- How can providers build communities around games?
Concepts featured
- Casual vs core games
- Consumer profiles
- Featured concepts
- Games learning curves
- The long tail
- Loyalty schemes
- "Media snacks" vs "Social tools"
- Multiplayer
- Online communities
- Pricing
- Usability
REPORT TWO: Selling games to operators and brands
Contents:
- 1. Report objectives
- 2. Challenges in selling mobile games to operators and brands
- Value of games in comparison to other mobile content 2006
- 3. Selling the mobile games iceberg
- 4. Mobile games as a tool to reduce churn
- Estimated value of improved customer retention to key operators 2006
- Estimated cost savings to operators from improvement in churn through a
quality mobile games service
- Media snack vs social tool
- Integrating mobile games with regular behavior patterns
- 5. Mobile games as media
- Value of the in-game advertising market
- 6. Mobile games as a tool to enhance brand experience and value
- Customer profile: Virgin Mobile USA
- Increasing operator relevance to the consumer through games
- Working with creative agencies
- 7. Actions
- A. Statistics
- Market value of mobile games 2004-2007
- Market value of mobile games by region 2004-2007
- Market value of mobile games by country 2004-2007
- B. List of key contributors and ERP members
Key questions addressed
- Why are operators and brands not committing to mobile games?
- Why do we need to move beyond "advergaming"?
- Why do providers need to redefine their business development from focusing
on revenues to reducing churn?
- How can product development create more "sticky" mobile games?
- Why does developing and marketing mobile games as "media snacks" fail to
capture the real long term value?
- What are the key "do's" and "don'ts" for marketing with mobile games?
- How can mobile games complement brand values?
- What is the importance of working with creative agencies?
Concepts featured
- Advergaming
- ARPU
- Barriers to exit
- Brand experience
- Churn
- The mobile games iceberg
- "Media snacks" vs "Social tools"
REPORT THREE: Creating a compelling mobile games consumer experience
Contents:
- 1. Report objectives
- 2. Overview of the mobile games consumer experience
- Estimated number of mobile games consumers 2006
- Mobile games consumer experience
- Estimated cost of poor mobile games consumer experience 2004-2007
- 3. Three key market drivers for consumer experience
- The traditional mobile games "value chain"
- The mobile games "value network"
- What other products do mobile games compete against?
- 4. Building the mobile games real estate
- Main reasons why consumers don't download mobile games
- What would encourage consumers to download mobile games
- 5. Generating game sustainability
- Top 5 mobile games by operator billing (2006)
- 6. Actions
- A. Statistics
- Market value of mobile games 2004-2007
- Market value of mobile games by region 2004-2007
- Market value of mobile games by country 2004-2007
- B. List of key contributors and ERP members
Key questions addressed
- How do we create a more compelling consumer experience?
- How can mobile games be priced more effectively?
- How can providers move customers towards subscription models?
- What prevents consumers from downloading games?
- Why do we need to move away from the "content is king" mindset?
- To what extent does viewing customers as "end users" define the mobile
games experience?
- How do we need to redefine the mobile games "value chain" to create a more
compelling experience?
- How can providers build sustainable relationships from mobile games
customers conducive to repeat business?
- How can providers overcome the limitations of form factor to market mobile
games?
- How can games be better presented on the portal?
- Can loyalty programs impact long term profitability?
- What role does trust and transparency have in the creation of the consumer
experience?
- How can providers use community to enhance the experience?
Concepts featured
- Categorization
- Community and social drivers
- Consumers vs users
- Form factor
- Loyalty programs
- Microsite
- Mobile content magazines
- Mobile games real estate
- QR Codes
- Relationship management
- Retail
- Strategic pricing
- Transparency
- Trials
- Value networks vs value chains
REPORT FOUR:Understanding the mobile consumer
Contents:
- 1. Report objectives
- 2. Segmentation of the mobile games consumer
- Mobile games consumer quadrant
- Number of mobile games consumers by region 2004-2007
- 3. Core gamer
- Profile of core mobile gamer
- Key drivers for mobile gamers
- Number of core gamers by region 2004-2007
- Mobile games ARPU for core gamers by region 2004-2007
- Market value for core gamers by region 2004-2007
- 4. Casual consumer
- Profile of casual consumer
- Key drivers for casual consumers
- Number of casual consumers by region 2004-2007
- Mobile games ARPU for casual consumers by region 2004-2007
- Market value for casual consumers by region 2004-2007
- 5. Non-consumers
- 6. Gender and mobile games
- Survey and Analyst findings on gender differences
- Key drivers for male/female consumers
- Number of mobile games consumers by gender by region 2004-2007
- Mobile games ARPU by gender by region 2004-2007
- Market value by gender by region 2004-2007
- 7. Age and mobile games
- Key drivers by age groupings
- Number of mobile games consumers by age by region 2004-2007
- Mobile games ARPU by age group 2004-2007
- Market value by age by region 2004-2007
- 8. Actions
- A. Statistics
- Market value of mobile games 2004-2007
- Market value of mobile games by region 2004-2007
- Market value of mobile games by country 2004-2007
- B. List of key contributors and ERP members
Key questions addressed
- Are there differences between those who "pay" and those who "play"?
- Why do we need to focus on "casual consumers" not "casual gamers"?
- Why do we need to focus on games "consumers" not "users"?
- What are the weaknesses in the current approach to marketing to mobile
games consumers?
- What role does community have in the appeal of games to particular age
groups?
- How does usability and feature preference change by consumer grouping?
Concepts featured
- Community and peer group reinforcement
- Consumer quadrants
- Intelligent segmentation
- Psycho-social drivers of game appeal
Mobile Games Datasheet
Excel Spreadsheet
- Sheet 1: Mobile games market valuations
- Sheet 2: Mobile music market valuations
- Sheet 3: Mobile music & games market comparisons
PowerPoint Presentation
- Graph: Music and Games Market Valuations by Region 2006
- Graph: Games Market Valuations by Region 2004-2007
- Graph: Music Market Valuations by Region 2004-2007
- Table: Games Market Valuations by Region
- Table: Music Market Valuations by Region
- Table: Asian Pacific Countries
- Table: Central Eastern Europe
- Table: Latin America
- Table: Middle East and Africa
- Table: North America
- Table: North East Asia
- Table: South Asia
- Table: Western Europe
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