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SoLoMo & Location game play behavior in free2play, virtual goods & hybrid eco-system
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SoLoMo & Location game play behavior in free2play, virtual goods & hybrid eco-system

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guidebook of solomo & locaiton gamers game play behavior

guidebook of solomo & locaiton gamers game play behavior

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  • 1. Social Local Mobile (SoLoMo) Game-Play Behavior in Free2Play, Virtual Goods & Hybrid Ecosystem http://mindcommerce.com/Publications/SoLoMoGamingB ehavior.php Published: Dec 2012 Pages: 46 Single User: $995.00 Company Wide: $2,995.00 Team License: $1,865.00 Contact: Kabir@mindcommerce.com From local search to location gaming SoLoMo (Social Local and Mobile) is becoming powerful force with big implications for many applications and gaming in certainly no exception. SoLoMo gaming has passed the honeymoon phase and is revitalizing the mobile gaming ecosystem resulting a huge disruptions for certain existing players. A few key technology developments are driving this disruption including LTE, smartphone, tablet device, HTML5, and the Cloud. Based on surveys among mobile social gamer, location gamer, and emerging eco- system players, Mind Commerce releases this research focusing on SoLoMo game-play behavior. This report is must reading for anyone with a vested interest in the mobile gaming industry or considering a market entry strategy. This research is also critical for any company in the social and/or location-based mobile application space as SoLoMo gaming is poised to become a significant source of revenue throughout the value chain for players who identify, understand, and capitalize upon these trends. Target Audience: Social media companies Mobile network operators Mobile application developers Location-based service developers
  • 2.  Gaming industry companies of all types Report Benefits: Learn how “Consumption – Engagement – Interaction” based model will manifest in SoLoMo gaming platform Identify the SoLoMo gamer base and regional split vs. split over device platform payment stream and engagement 2013 - 2018. Learn who among existing vs. emerging market players will succeed Identify SoLoMo gamer perceptions, spending patterns, and the industry scope/attributes of ad monetization Learn the psychological predisposition, demographic classification, and market factors driving game-play, spending, and revenue opportunities Learn how SoLoMo gaming will adopt new market technology as well as anticipated gamer actions, new payment modes, and disruptive innovation over the next 5 years Table of Contents: 1.0 EXECUTIVE SUMMARY 8 2.0 CHANGING “CONSUMPTION-ENGAGEMENT-INTERACTION” ECO-SYSTEM METRICS AND SOLOMO & LOCATION GAMER ROLE 10 3.0 SOLOMO & LOCATION GAMER PROJECTION 12 3.1 WORLDWIDE SOLOMO & LOCATION GAMER (CORE + SHIFTED) PROJECTION 2012 – 2018 12 3.2 % OF SOLOMO & LOCATION GAMER AMONG TOTAL MOBILE GAMER 2012-2018 12 3.3 CORE VS. SHIFTED GAMER % AMONG TOTAL SOLOMO GAMER 2012-2018 13 3.4 MOBILE SOCIAL GAMER % SHIFTING TREND TO SOLOMO & LOCATION GAMER 2012-2018 14 3.5 SOLOMO & LOCATION GAMER PREDICTION IN REGIONS 14 3.6 TOP 10 SOLOMO & LOCATION GAMER COUNTRIES 15 3.7 CASUAL VS. REGULAR SOLOMO & LOCATION GAMER % 2013 – 2018 15 3.8 MICRO TRANSACTION / VIRTUAL GOODS GAMER % : SOLOMO & LOCATION GAMER VS. WORLDWIDE MOBILE GAMER 2013 – 2018 16 3.9 SMARTPHONE VS. TABLET DEVICE VS. FEATURED PHONE GAMER % 2013 -2018 16 3.10 ADULT VS. TEEN RATIO AMONG TOTAL TABLET DEVICE GAMER UNDER SOLOMO & LOCATION GAMER 2013-2018 17 3.11 DAU VS. MAU AMONG SMARTPHONE VS. TABLET DEVICE GAMER IN SOLOMO & LOCATION PLATFORM 17 4.0 REVENUE TREND IN SOLOMO & LOCATION GAMING PLATFORM 18 4.1 REVENUE GENERATING % BY SMARTPHONE VS. TABLET DEVICE VS. FEATURED PHONE CATEGORY 2013-2018 18
  • 3. 4.2 SOLOMO & LOCATION GAMING ARPU TREND 2013-2018 184.3 REVENUE GENERATING RATIO AGAINST % OF TOTAL MICRO TRANSACTION INDIFFERENT EXPENDITURE RANGE 194.4 REVENUE CONTRIBUTION % BY VIRTUAL GOODS ONLY VS. HYBRID GAME 2013-2018 195.0 SPENDING BEHAVIOR OF SOLOMO & LOCATION GAMER 205.1 GAMER SPENDING % AMONG TOTAL SOLOMO & LOCATION GAMING REVENUE2013 -2018 205.2 GAMER SPENDING PORTION SPLIT OVER DIFFERENT CATEGORY OF REVENUESOURCES 2013-2018 205.3 VIRTUAL GOODS CATEGORY: SOLOMO & LOCATION GAMERS SPENDING PORTION215.4 MOBILE APP GAMER VS. SOLOMO & LOCATION GAMER: EITHER MAKE IN-APPPURCHASE OR UPGRADE FREE TO PAID VERSION 215.5 SOLOMO & LOCATION GAMER SPENDING PREFERENCE OVER PAID VS. VIRTUALGOODS GAME 225.6 SOLOMO & LOCATION GAMERS AGE BRACKET WISE SPENDING HABIT ONTRADING VIRTUAL GOODS 225.7 MALE VS. FEMALE YEARLY SPENDING ON VIRTUAL GOODS WHILE PLAYING CASUALGAME VS. MMG & REGULAR GAME IN SOLOMO & LOCATION PLATFORM 236.0 GENRE PREFERENCE OF SOLOMO & LOCATION GAMER 246.1 TOP PREFERRED SOLOMO & LOCATION GAMING GENRE 246.2 SOLOMO & LOCATION GAME REACH VS. GAME PLAY ENGAGEMENT % BY POPULARGENRE 246.3 MALE VS. FEMALE SOLOMO & LOCATION GAME GENRE PREFERENCE 257.0 GAMER PSYCHOLOGY AND SOLOMO & LOCATION GAMING TREND 267.1 FREE2PLAY / VIRTUAL GOODS VS. PAID / FREEMIUM VS. HYBRID GAMEPREFERENCE % 2013 – 2018 267.2 MOBILE VS. TABLET DEVICE PREFERENCE OF SOLOMO & LOCATION GAMER UNDERDIFFERENT AGE BRACKET 267.3 MOBILE VS. TABLET DEVICE OWNERS SOLOMO & LOCATION GAMING PREFERENCE2013-2018 277.4 SOLOMO & LOCATION GAMER PREFERENCE OVER IOS VS. ANDROID VS. OTHER OSPLATFORM 277.5 MOBILE VS. TABLET DEVICE: % OF DEVICE TIME SPENT ON SOLOMO & LOCATIONGAMING (EXCEPT VOICE / SOCIAL MEDIA TIME) 287.6 TIME SPEND VS. SESSION OF SOLOMO & LOCATION GAMER DURING DAY PART 287.7 OTI VS. OTA DOWNLOAD TREND OF SOLOMO & LOCATION GAME 2012-2018 297.8 REAL LIFE CASH SPEND TREND ON VIRTUAL GOODS 297.9 SOLOMO & LOCATIVE GAME PLAY LOCATION 307.10 GAME PLAY LOCATION INSIDE HOME 30
  • 4. 8.0 FACTORS AFFECTING SOLOMO & LOCATION GAMER ENGAGEMENT 318.1 REASON FOR PLAYING SOLOMO & LOCATION GAME 318.2 FACTORS INFLUENCING POSITIVE SOLOMO & LOCATION GAME PLAY 318.3 BENEFIT EXPERIENCED FROM SOLOMO & LOCATION GAME PLAY 328.4 VIRALITY / COMMUNITY FACTORS INFLUENCE SOLOMO & LOCATION GAME PLAY 328.5 IPHONE VS. ANDROID VS. OTHER PLATFORM WISE HOURS SPENT & % OFDEDICATION ON SOLOMO & LOCATION GAMING 338.6 GAME FEATURES THAT INFLUENCE SOLOMO & LOCATION GAMER RECOMMENDINGTO OTHERS 339.0 DEMOGRAPHY ANALYSIS OF SOLOMO & LOCATION GAMER 349.1 MALE VS. FEMALE SOLOMO & LOCATION GAMER 349.2 AGE BRACKET WISE MALE VS. FEMALE RATIO 349.3 MALE VS. FEMALE: AVERAGE SOLOMO & LOCATION GAMERS AGE 359.4 AVERAGE INCOME VS. % OF SOLOMO & LOCATION GAMER 359.5 SOLOMO & LOCATION GAMER VS. TRADITIONAL MOBILE GAMER % UNDERDIFFERENT AGE BRACKET 369.6 AVERAGE AGE OF SOLOMO & LOCATION GAMER VS. MOBILE TRADITIONAL GAMER369.7 MALE VS. FEMALE REAL LIFE CASH SPENDING ON VIRTUAL GOODS IN SOLOMO &LOCATION GAMING 3710.0 IN-GAME AD MONETIZATION IN SOLOMO & LOCATION GAMING PLATFORM ANDLOYALTY ISSUES 3810.1 GAME VS. OTHER APPS WISE AD IMPRESSION % 1Q 2011 – 3Q 2012 TRACKING3810.2 BRANDED GAMES VS. LOCATION TRAILED IN-GAME AD VS. BRANDED VIRTUALGOODS % 2012 – 2018 3810.3 GAMERS PREFERENCE OVER BRANDED GAME VS. IN-GAME ADS VS. BRANDEDVIRTUAL GOODS 2012-2018 3910.4 BIG BRAND VS. SMBS PREFERENCE OVER BRANDED GAME VS. LOCATIONTRAILED IN-GAME AD VS. BRANDED VIRTUAL GOODS 2012 - 2018 4010.5 LOCATION TRAILED IN-GAME ADS: IMPRESSIONS VS. CTR VS. REPEAT 4010.6 SOCIAL ADS IN COMMUNITY / CASINO CLUB BASED GAME 2013 – 2018 4011.0 ADOPTION TREND IN SOLOMO & LOCATION GAMING PLATFORM 4111.1 SOLOMO & LOCATION GAMING % IN TOTAL MOBILE GAMING 2013 – 2018 4111.2 PROFITABLE VS. NON-PROFITABLE SOLOMO & LOCATION GAMING 2013 – 20184111.3 SINGLE VS. MULTIPLE DEVICE PLATFORM GAME-PLAY TREND 2013 – 2018 4211.4 SINGLE VS. MULTIPLE PLATFORM GAME DISTRIBUTION 2013 – 2018 4211.5 BRANDED VS. NON-BRAND GAME / VIRTUAL GOODS TREND 2013 – 2018 4311.6 GPS ADOPTION PREDICTION IN GAMING DEVICE 2013 – 2018 4311.7 HYPER LOCAL VS. GAMIFICATION TECHNIQUE ADOPTION IN SOLOMO &
  • 5. LOCATION GAME 2013 – 2018 4411.8 COMMUNITY / CASINO CLUB GAMING VS. IN-GAME MONEY GAMBLING TREND2013 – 2018 4411.9 HMTL5 VS. CLOUD PUBLISHING TREND 2013 – 2018 4511.10 BANNER AD VS. BRANDED GAMING / VIRTUAL GOODS MODEL TREND 2013 -2018 4511.11 NFC CHIP WITH DEVICE VS. NFC PAYMENT WITH SOLOMO & LOCATION GAMEADOPTION 2018 4611.12 AUGMENTED UTILITY VS. RFID VS. LIFE LOGGING PLATFORM VS. MASS SOCIALEXPERIENCE ADOPTION 2018 46IllustrationsFigure 1: “Consumption-Engagement-Interaction” Metrics & Identified Task Behavior inSoLoMo & Location Gaming Eco-System 11Figure 2: YOY SoLoMo & Location Gamer (core + shifted) 2012-2018 12Figure 3: YOY % of SoLoMo & Location Gamer among Total Mobile Gamer 2012-201813Figure 4: YOY Core vs. Shifted SoLoMo Gamer % 2012-2018 13Figure 5: YOY % of Mobile Social Gamer will be shifting to SoLoMo & Location Gamer2012-2018 14Figure 6: SoLoMo & Location Gamer Split in Regions by % 14Figure 7: % of SoLoMo & location gamer holding by Top 10 Countries 15Figure 8: Casual vs. Regular Gamer % among total SoLoMo & Location Gamer 2013-2018 15Figure 9: Micro Transaction/Virtual Goods Gamer % in SoLoMo & Location Gamer vs.Worldwide Mobile Gamer 2013 -2018 16Figure 10: % of SoLoMo & Location Gamer on Smarpthone vs. Tablet Device vs.Featured Phone Platform 2013-2018 16Figure 11: Total Tablet Device Gamer Split in Adult vs. Teen under SoLoMo & LocationGamer 2013-2018 17Figure 12: Smartphone vs. Tablet SoLoMo & Location Gamer DAU vs. MAU ratio 17Figure 13: Smartphone vs. Tablet Device vs. Featured Phone category wise revenuegenerating % 2013-2018 18Figure 14: SoLoMo & Location Gaming ARPU in US $ 2013 – 2018 18Figure 15: Micro Transaction % Split in different expenditure range vs. Revenuegenerating ratio 19Figure 16: Virtual Goods only vs. Hybrid Games revenue contribution ratio 2013-201819Figure 17: Gamer spending ratio in SoLoMo & Location Gaming Revenue 2013-2018 20Figure 18: Split of Gamer Spending Portion on Categories of Revenue Sources 2013 -
  • 6. 2018 20Figure 19: SoLoMo & Location Gamers Spending % on Different Virtual Goods Category21Figure 20: SoLoMo & Location Gamer vs. App Gamer % either make in-app purchase orupgrade free to paid version 21Figure 21: Spending Preference of SoLoMo & Location Gamer on Paid vs. Virtual Goodsgame 22Figure 22: Age Bracket Wise SoLoMo & Location Gamers Virtual Goods Spending Habit22Figure 23: Male vs. Females Yearly Spending on Virtual Goods while Playing MMG &Regular vs. Casual Game 23Figure 24: % of SoLoMo & Location Gamer Prefer Different Genre 24Figure 25: Reach vs. Game Play Engagement % by Popular SoLoMo & Location GameGenre 24Figure 26: Male vs. Female SoLoMo & Location Game Genre Preference list 25Figure 27: % SoLoMo & Location Gamer Prefer F2P, Paid, Freemium or Hybrid Gaming2013-2018 26Figure 28: Age Bracket wise % of SoLoMo & Location gamer prefer Mobile vs. TabletDevice 26Figure 29: % of Mobile vs. Tablet Device owner prefer SoLoMo & Location Gaming2013-2018 27Figure 30: % of SoLoMo & Location gamer prefer iOS vs. Android vs. Other Platform 27Figure 31: % Device time of SoLoMo & Location Gamer spent Gaming by Mobile vs.Tablet Device (except voice / social media time) 28Figure 32: Time Spend % vs. Sessions of SoLoMo Gamers during different time slot of aday 28Figure 33: OTI vs. OTA download trend of SoLoMo & Location Game 2012-2018 29Figure 34: % of SoLoMo & Location Gamer Prefer Real Life Cash spending on VirtualGoods 29Figure 35: % of total Time spend on different Game Play Location 30Figure 36: % of SoLoMo & Location Home Gamer Spend time on different locationinside home 30Figure 37: Why SoLoMo & Location Gamer Play 31Figure 38: Factors that influence positive SoLoMo & Location Game Play 31Figure 39: % of Benefit Experienced from SoLoMo & Location Game Play 32Figure 40: % of Influence Weight among Virality / community medium to SoLoMo &Location Game Play 32Figure 41: Hour Spent & % of Dedication on SoLoMo & Location Gaming by iPhone vs.Android vs. Other Platform 33Figure 42: % of SoLoMo & Location gamers recommendation based on game features33
  • 7. Figure 43: % of SoLoMo & Location Gamer is Male or Female 34Figure 44: Male vs. Female % under Different Age bracket 34Figure 45: Average age of SoLoMo gamers by Male vs. Female 35Figure 46: Average Income of SoLoMo Gamer vs. % distribution among Income Bracket35Figure 47: Age bracket wise % of SoLoMo & Location Gamer vs. Mobile Traditionalgamer 36Figure 48: Average Gamers Age of SoLoMo & Location vs. Mobile Traditional 36Figure 49: % of Male vs. Female spends real life money on virtual goods on SoLoMo &Location gaming 37Figure 50: Ad Impression % of Games vs. Other Apps: tracking 2011 - 2012 38Figure 51: % Branded Games vs. Location Trailed In-Game Banner Ad vs. BrandedVirtual Goods among total SoLoMo Game 2012 – 2018 38Figure 52: % of SoLoMo & Location Gamer prefer Branded Game or In-Game Ads orBranded Virtual Goods 2012-2018 39Figure 53: % of Big Brand vs. SMBs Prefer Branded Game vs. Location Trailed In-GameAd vs. Branded Virtual Goods 2012 - 2018 40Figure 54: Sure Success vs. Repeat % of location trailed ad impressions and CTR 40Figure 55: Social Success vs. Repeat success % of Ads in Community / Casino ClubBases SoLoMo Games 40Figure 56: % of SoLoMo & Location game among total mobile game 2013 – 2018 41Figure 57: Profitable vs. Non Profitable SoLoMo & Location game ratio 2013-2018 41Figure 58: Single Device vs. Multiple Device Gaming Trend % 2013 2018 42Figure 59: Single vs. Multiple Platform SoLoMo & Location Game Distribution 2013 –2018 42Figure 60: Branded vs. Non-Branded SoLoMo & Location game & Virtual Goods % 2013– 2018 43Figure 61: GPS adoption % in Gaming Device 2013-2018 43Figure 62: Hyper Local vs. Gamification adoption % in SoLoMo & Location game 2013 -2018 44Figure 63: % of Casino Club vs. money gambling trend 2013 - 2018 44Figure 64: HTML5 vs. Cloud Gaming % in total SoLoMo & Location gaming 2013-201845Figure 65: Banner Ad vs. Branded Game/Virtual Goods trend 2013 – 2018 45Figure 66: % of NFC chip vs. payment adoption prediction 2018 46Figure 67: % of Augmented Utility vs. RFID vs. Life Logging Platform vs. Mass SocialExperience Adoption by 2018 46