Transcript M:Metrics Brand New PPT Template

Mobile Gaming
Jen Wu, Senior Analyst
NY Games Conference
September 2008
How many mobile gamers are there?
 21.4% of the US mobile population,
or 48.4 million, play games on their
phone each month.
 Of these, about half play games only
occasionally, and the other half do so
more than once a week.
100%
Almost
every day,
21%
21.4%
80%
60%
One to
three
times
during the
month,
51%
40%
At least
once a
week,
29%
20%
0%
played games
© 2008 M:METRICS, INC.
3-month average ended July-08
What’s growth like?
% Growth, July-07 to July-08
By type of game…
% Growth, July-07 to July-08
41%
11%
9%
6%
US mobile market
© COMSCORE M:METRICS 2008
Mobile game
players
Driven by iPhone.
Played
browser
games
8%
Played
Played
preloaded downloaded
games
games
3-month average ended July-08
Advanced browsers show accelerating growth
20,000,000
# of mobile
users with Full
HTML browsers
on their
handsets
15,000,000
10,000,000
# of mobile
users with
smartphones
5,000,000
Jan-05
Mar-05
May-05
Jul-05
Sep-05
Nov-05
Jan-06
Mar-06
May-06
Jul-06
Sep-06
Nov-06
Jan-07
Mar-07
May-07
Jul-07
Sep-07
Nov-07
Jan-08
Mar-08
May-08
0
© COMSCORE M:METRICS 2008
3-month average ended May-08
Still, browser gamers are low in number
Played native/preloaded games
Played downloaded games
Used browser to play games
40,000,000
33,704,023
30,000,000
20,665,997
20,000,000
10,000,000
2,893,431
© COMSCORE M:METRICS 2008
Jul-08
Jun-08
May-08
Apr-08
Mar-08
Feb-08
Jan-08
Dec-07
Nov-07
Oct-07
Sep-07
Aug-07
Jul-07
0
3-month moving averages
Major operator decks: seeing some shifts
Number of game titles (browser or downloadable application) by genre
Jul-07
Jul-08
400
300
200
© COMSCORE M:METRICS 2008
First Person
Shooter
Card
Word/Number
Board
Quiz
Racing
Retro Arcade
Casino
Strategy/RPG
Arcade
Puzzle
Sports
Action
0
Music/Rhythm
100
Months of July-07 and July-08
# of genre game titles offered
on major carrier decks
© COMSCORE M:METRICS 2008
Arcade
Puzzle
Sports
Action
0
Music/Rhythm
First Person
Shooter
Card
Word/Number
Board
Jul-07
Quiz
Racing
400
Retro Arcade
Casino
Strategy/RPG
who purchased genre
% of game downloaders
… But still doesn’t line up well with demand
Jul-08
300
200
100
20%
15%
10%
5%
0%
Months of July-07 and July-08
Though relatively flat, downloading games has grown
Downloaded new songs
Downloaded new games in month
Downloaded and bought ringtones
Downloaded and bought graphics
25,000,000
20,540,085
19,419,082
20,000,000
15,000,000
Up 14% YOY.
10,000,000
7,917,491
6,732,260
5,000,000
© COMSCORE M:METRICS 2008
Jul-08
Jun-08
May-08
Apr-08
Mar-08
Feb-08
Jan-08
Dec-07
Nov-07
Oct-07
Sep-07
Aug-07
Jul-07
0
Recent growth from free games
Just downloaded free trial
Bought downloaded game
% of game downloaders
Downloaded full game for free
80%
6,000,000
70%
-3%
60%
4,000,000
38%
40%
-21
20%
12%
2,000,000
© COMSCORE M:METRICS 2008
+61
Jul-08
Jun-08
May-08
0
Apr-08
Downloaded
full game for
free
Just
downloaded
free trial
Bought
downloaded
game
0%
Mobile social networkers love games
% of network's users who also
Played mobile games
(any type)
100%
80%
59%
60%
64%
59%
57%
YouTube
Blogger
61%
40%
22%
20%
0%
All mobile users
© COMSCORE M:METRICS 2008
MySpace
Facebook
Flickr
Technology drivers
© COMSCORE M:METRICS 2008
Browser game reach, by OEM
% of OEM’s users that play mobile browser games
20%
15.5%
15%
1.0%
1.2%
0.9%
1.5%
Motorola
LG
Samsung
Nokia
Sony
Ericsson
0%
© COMSCORE M:METRICS 2008
3.5%
Apple
1.4%
3.2%
Palm
1.5%
Overall
5%
RIM
10%
Smartphones
3-month average ended Apr-08
Smartphone users are browsing and gaming
Service Penetration, Smart v. Feature Phones, April 2008, US
Smartphone
FeaturePhone
24%
Downloaded Apps
4%
24%
Social Network/Blogs
4%
17%
Video
6%
28%
Music
6%
59%
Browsing
11%
45%
Playing Games
20%
40%
Photo Messaging
23%
0%
10%
20%
30%
40%
50%
Pe rce nt Phone Ow ne rs Us ing Se rvice in M onth
© COMSCORE M:METRICS 2008
60%
70%
Smartphones Continue to Proliferate
Smartphone Adoption*, Jan'05 to Jun'08, US
18
7%
Smartphone Owners (Millions)
16
14
12
10
8
6
4
2
0
© COMSCORE M:METRICS 2008
Smartphone = Palm, Windows, Symbian, RIM, Linux, Apple O/Ses
And Moving from Geek to Chic
January 2005, US
45 models
© COMSCORE M:METRICS 2008
June 2008, US
154 models
3G impacts gaming more subtly than other areas
Service Penetration, 3G v. 2.5G Phones, April 2008, US
3G
2.5G
8%
Downloaded Apps
4%
7%
Social Network/Blogs
5%
17%
Video
4%
Music
4%
17%
22%
Browsing
12%
25%
Playing Games
20%
41%
Photo Messaging
17%
0%
5%
10%
15%
20%
25%
30%
35%
Pe rce nt Phone Ow ne rs Us ing Se rvice in M onth
© COMSCORE M:METRICS 2008
40%
45%
Notes
Notes:
 Data reflects individual mobile users age 13+, as opposed to subscription lines or accounts.
 Survey respondents who use more than one mobile handset are asked to identify and base their responses upon their
activity on the primary handset.
 Time periods are as indicated on each page. Three-month averages reflect monthly activity or ownership metrics on a
three-month moving average.
Sample size, 3 months ending July-08, United States: 30,594
© 2008 M:METRICS, INC.
© COMSCORE M:METRICS 2008
6%
8%
14%
Purchased game
Used browser to
play games
Downloaded
games
9%
Played
downloaded
games
11%
Played
native/preloaded
games
Mobile game
players
US mobile
market
Appendix: Trends in mobile gaming
% Growth, July-07 to July-08
41%
14%
Appendix: Flash Supported by a Growing Number of
Handsets
% of total handsets supporing Flash
20%
14.5%
15%
10%
5%
1.0%
© COMSCORE M:METRICS 2008
Nov-07
Oct-07
Sep-07
Aug-07
Jul-07
Jun-07
May-07
Apr-07
Mar-07
Feb-07
Jan-07
Dec-06
Nov-06
Oct-06
Sep-06
Aug-06
Jul-06
Jun-06
May-06
Apr-06
Mar-06
Feb-06
Jan-06
Dec-05
0%
US, 3-month averages.
Appendix: US market growth YOY by age
10%
9%
8%
8%
7%
6%
5%
6%
6%
4%
4%
2%
0%
13-17
© COMSCORE M:METRICS 2008
18-24
25-34
35-44
45-54
55-64
65+
Appendix: Game genre examples
Casino, such as Blackjack or Texas Hold’em Poker
Card, such as Solitaire or Uno
Board, such as Monopoly or Chess
Retro, arcade such as Pac Man, Frogger or Pinball
Sports, such as Midnight Pool or Madden ‘06
Racing, such as 2Fast2Furious or MotoGP
Word or Number Puzzles, such as TextTwist, WordJong, or Sodoku
Quiz, such as Trivia Pursuit or Who Wants to Be a Millionaire
Arcade puzzle, such as Tetris or Bejewelled
Action, such as Splinter Cell Chaos Theory or Tomb Raider
First person shooter, such as Call of Duty or Duke Nukem
Strategy or Role Playing Games, such as Sims or Ancient Empire II
© COMSCORE M:METRICS 2008