Mobile Gaming in India – The Game’s Afoot! “ an Informate Mobile Intelligence Report” March 2009

The Indian mobile gaming industry clearly is on a roll and there is a massive opportunity for the mobile operators and VAS providers. Informate, in order to keep the mobile services community informed, developed a special meter and sent it to the mobile devices of opt-in panel members. This meter would track how the panelist uses their mobile phone and provides a wealthy amount of actual mobile usage data The following study on the Mobile gaming usage in India is a part of this research content and is catered to the mobile gaming service providers Know how is it done, in the next slide Executive Summary Time Spent on Mobile Gaming Demographics of Mobile Gaming Users Type of Mobile Games played in India Mobile Service Providers & Mobile Gaming Mobile Gaming by Metros vs. Non-metros © Copyright 2009 Informate. Reproduction of this document is forbidden unless authorized. All rights reserved. Contents Monthly Report: March 2009

Executive Summary

Time Spent on Mobile Gaming

Demographics of Mobile Gaming Users

Type of Mobile Games played in India

Mobile Service Providers & Mobile Gaming

Mobile Gaming by Metros vs. Non-metros

Informate Mobile Tracker : Methodology Demographics Service Provider Handset Usage Exec Summary How?– Time Spent Type of Games Contents Respondents are recruited using purposive sampling as per the quota plan Quota plan based on tele-circle (representative cities within each circle), age range, gender spread, handset price range & available service operator On successful registration & installation of the Smartmeter, his/her profile data is collected The meter starts tracking the usage and Actual usage data of every panelist is captured and is transferred through GPRS to the server, on a daily basis Captured actual usage of applications/ features etc., are analyzed at the aggregate level to understand behavior and track usage patterns Mobile User Agrees to be a part of the meter panel Installs meter application on device Online access to view periodic reports Application transfers usage data to Online Servers on a daily basis How Infor mate works? Registers Online Informate is the one & only company providing Mobile Market Intelligence based on Actual mobile usage data Receives an SMS with a WAP link to the application What is captured by the Smart meter? Informate Option s Menu Operator Oparticipating in the brands survey. Click http://test.mobileinformate.com/Ol.aspx?t=e31f1fedf288190 to continuen behalf of DB5, thank you for Call Chat Connectivity e-mail Messaging Voice Mail Communication Entertainment Browsing Ph. Mgmt Other Apps Others Games Multimedia Download Surfing Phone Navigation Security Call Apps Productivity Suites Phone Feature Phone Utility Active Time Other Communication

Respondents are recruited using purposive sampling as per the quota plan

Quota plan based on tele-circle (representative cities within each circle), age range, gender spread, handset price range & available service operator

On successful registration & installation of the Smartmeter, his/her profile data is collected

The meter starts tracking the usage and Actual usage data of every panelist is captured and is transferred through GPRS to the server, on a daily basis

Captured actual usage of applications/ features etc., are analyzed at the aggregate level to understand behavior and track usage patterns

Gaming in Mobile Phone – India: Executive Summary Demographics Service Provider Handset Usage Methodology How?– Time Spent Type of Games Indian Mobile gaming market is growing in excess of 200% for the next two years; expected to reach $450 Million in 2012 Source: www.pluggd.in Informate research shows that time spent on mobile phone gaming is around 7.5% of the total time spent on mobile phones, among those who play game at least once in a month While this is only a small part of the overall time spent on entertainment (40%,largely mobile music), the time spent on mobile gaming is shows an increase over previous month The choice of game selection differs with the age-group and gender 18-30 aged youths account for the higher-than average time spent on games While the most popular mobile games are of the established genre ( Card, Puzzle, Arcade ) , there is a spike in popularity for mobile games inspired by Hollywood, Bollywood movies and Cricket Source: financial express Informate research indicate that in March 2009, average usage of games by Vodafone users is 14 minutes which is high compared to overall average of 11 minutes Huge window of opportunity for the VAS providers with the entertainment hungry Indian youth willing to explore the world of mobiles and mobile internet Host of India-based Game production companies sprouting given the lively market, enriching the competition and providing ever-increasing variety of games for all ages Contents

Indian Mobile gaming market is growing in excess of 200% for the next two years; expected to reach $450 Million in 2012 Source: www.pluggd.in

Informate research shows that time spent on mobile phone gaming is around 7.5% of the total time spent on mobile phones, among those who play game at least once in a month

While this is only a small part of the overall time spent on entertainment (40%,largely mobile music), the time spent on mobile gaming is shows an increase over previous month

The choice of game selection differs with the age-group and gender

18-30 aged youths account for the higher-than average time spent on games

While the most popular mobile games are of the established genre ( Card, Puzzle, Arcade ) , there is a spike in popularity for mobile games inspired by Hollywood, Bollywood movies and Cricket Source: financial express

Informate research indicate that in March 2009, average usage of games by Vodafone users is 14 minutes which is high compared to overall average of 11 minutes

Huge window of opportunity for the VAS providers with the entertainment hungry Indian youth willing to explore the world of mobiles and mobile internet

Host of India-based Game production companies sprouting given the lively market, enriching the competition and providing ever-increasing variety of games for all ages

Gaming in Mobile Phone – Time Spent Informate’s Mobile Usage Tracker shows that the respondents who play game at least once in a month, are spending around 7.5% i.e. 11 minutes of active time (147 minutes) on playing games In Feb 2009, The average usage (minutes per day) for gaming was only 5.4 minutes as compared to 32.3 for Multimedia. In March 2009, The average usage (minutes per day) for gaming was 7.0 minutes as compared to 38.2 for Multimedia. The Informate Mobile Usage Tracker data shows that time spent on mobile games differs month to month For a comprehensive view on usage of mobile phone by features and functionality, subscribing to Informate Mobile Usage Tracker available here Fig 1. Overall Active Game Time on Mobile, Feb 09 (in %) Base = 800 Average usage = 113 mins./ day Demographics Service Provider Handset Usage Methodology Exec Summary Type of Games Contents © Copyright 2009 Informate. Fig 2. Overall Active Game Time on Mobile, Mar 09 (in %) Source: Informate Mobile Usage Tracker Base = 815 Average usage = 147 mins./ day From the graph: Infor mate ’s Mobile Usage Tracker reveals that 30% more active time spent on mobile gaming in March 09 from Feb 09 What is Active Time? ” Active Time” is the time spent on mobile phones doing deliberate activities. For example, calling a contact, playing games or listening to music are accounted to "Active Time"

In Feb 2009, The average usage (minutes per day) for gaming was only 5.4 minutes as compared to 32.3 for Multimedia.

In March 2009, The average usage (minutes per day) for gaming was 7.0 minutes as compared to 38.2 for Multimedia.

The Informate Mobile Usage Tracker data shows that time spent on mobile games differs month to month

For a comprehensive view on usage of mobile phone by features and functionality, subscribing to Informate Mobile Usage Tracker available here

According to Informate’s Mobile Gaming study, age group 18-30 Years play mobile games for more duration in a day (around 12 minutes), which is higher than the average of 11 minutes Gaming in Mobile Phone – Demographics Average Usage Per Person (Minutes Per Day) Average Usage Per Person (Minutes Per Day) Tab 1. Mobile Gaming by Age Group Tab 2. Mobile Gaming by Gender How? –Time Spent Service Provider Handset Usage Methodology Exec Summary Type of Games Contents The choice of game selection differs with the age-group and gender Be the first to know about the trends across the Games played in Mobile phones. Refer to the Informate Mobile Usage Tracker report here © Copyright 2009 Informate. © Copyright 2009 Informate. Source: Informate Mobile Usage Tracker Source: Informate Mobile Usage Tracker Age 18-30 Age 30+ Base N = 327 N =198 Average Usage per Person (Minutes per Day) 11.7 9.8 Most Preferred Game Puzzle Card Men Women Base = 473 Base = 52 Card Word or Number Puzzle Card Action Arcade Board Action Arcade Sports 10.7 11.4

The choice of game selection differs with the age-group and gender

Be the first to know about the trends across the Games played in Mobile phones. Refer to the Informate Mobile Usage Tracker report here

Fig 3. Duration of the Games played in Mar 09 (in%) The most popular mobile games are of the established genre , Card, Puzzle, Action & Arcade. Gaming in Mobile Phone – Type of Games Clearly, the Mobile Usage Tracker identifies that the choice of games played in mobile differs in a matter of few days The choice of mobile games varies constantly, mainly due to the plethora of game titles available through the Internet and Operators for every taste, either as a free or as a paid service Get a new perspective on the actual gaming usage patterns in India by taking a closer look at the Informate Mobile Gaming Tracker report here Views from public domain: Financial Express reports that the most popular games downloaded in India are Cricket, Action games and Bollywood games. ( The Financial Express ) Cricket has been the dominant genre with the top download for 2008 being 2020 Cricket ( IndiaGames ) Base = 525 How? –Time Spent Service Provider Handset Usage Methodology Exec Summary Demographics Contents © Copyright 2009 Informate. Source: Informate Mobile Usage Tracker

Clearly, the Mobile Usage Tracker identifies that the choice of games played in mobile differs in a matter of few days

The choice of mobile games varies constantly, mainly due to the plethora of game titles available through the Internet and Operators for every taste, either as a free or as a paid service

Get a new perspective on the actual gaming usage patterns in India by taking a closer look at the Informate Mobile Gaming Tracker report here

Views from public domain:

Financial Express reports that the most popular games downloaded in India are Cricket, Action games and Bollywood games. ( The Financial Express )

Cricket has been the dominant genre with the top download for 2008 being 2020 Cricket ( IndiaGames )

The Mobile Tracker reports that the average usage of games by Vodafone users is 14 minutes which is high compared to overall average of 11 minutes Fig 4. Top Games Category among Service Providers – Airtel and Vodafone Gaming in Mobile Phone – Service Provider Game usage varies with the Operator due to the reason that different genre of games are offered to the subscribers by different operators Card games chosen by more of Vodafone users could be for the fact that those are Smartphone users with pre-installed card game application Industry reports indicate that service providers are the most popular source for purchasing game(s) followed by general portals such as rediff.com, entertainment portals such as Hungama.com and gaming portals such as Zapak.com How? -Time Spent Type of Games Handset Usage Methodology Exec Summary Demographics Contents © Copyright 2009 Informate. Source: Informate Mobile Usage Tracker Base : Airtel: 216; Vodafone: 148

Game usage varies with the Operator due to the reason that different genre of games are offered to the subscribers by different operators

Card games chosen by more of Vodafone users could be for the fact that those are Smartphone users with pre-installed card game application

Industry reports indicate that service providers are the most popular source for purchasing game(s) followed by general portals such as rediff.com, entertainment portals such as Hungama.com and gaming portals such as Zapak.com

According to Informate’s Mobile Gaming study, respondents in Metros play mobile games for more duration in a day (11.2 minutes), as compared to Non-metros (10.4 minutes). Gaming in Mobile Phone – Metros vs. Non-metros Tab 3. Mobile Gaming by Metros vs. Non-metros How? –Time Spent Service Provider Handset Usage Methodology Exec Summary Type of Games Contents Average game playing duration is more for Metros compared to Non metros. Card game is more preferred in metros, whereas Puzzle in Non metros. © Copyright 2009 Informate. Metros Non-metros Base N = 222 N = 303 Average Usage per Person (Minutes per Day) 11.2 10.4 Most Preferred Game Card Puzzle Source: Informate Mobile Usage Tracker Power Gamers? ” Power Gamers” are those people playing games on their phones on an almost daily basis

Average game playing duration is more for Metros compared to Non metros.

Card game is more preferred in metros, whereas Puzzle in Non metros.

Mobile Gaming in India (Published; April 2009) Mobile Applications in India ( Upcoming; July 2009 ) Mobile Music in India ( Upcoming; August 2009 ) Mobile Calls and Messaging in India ( Upcoming; August2009 ) Mobile Multimedia in India ( Upcoming; August 2009 ) Mobile Internet in India ( Upcoming; September 2009 ) Published and Upcoming Research

Mobile Gaming in India (Published; April 2009)

Mobile Applications in India ( Upcoming; July 2009 )

Mobile Music in India ( Upcoming; August 2009 )

Mobile Calls and Messaging in India ( Upcoming; August2009 )

Mobile Multimedia in India ( Upcoming; August 2009 )

Mobile Internet in India ( Upcoming; September 2009 )

Terms used and their Definitions © Copyright 2009 Informate. Terms Definition Active time Time spent on mobile phone doing deliberate activities. Example calling, playing games, listening to music etc Communication All activities related to voice calls, messaging, being connected through Bluetooth or WLAN etc Entertainment All activities related to playing games or using multimedia features Browsing Internet activity for surfing the internet or downloading over a GPRS connection Phone Management All activities related to phone navigation or phone security features Other Application All other activities such as using office packages (like documents, spreadsheet, presentations etc.) phone features or utility features Usage criteria Heavy users Respondents with average active time more than 15% of 24 hour day i.e. more than 216 minutes Medium users Respondents with average active time between 5-15% of 24 hour day i.e. between 72 & 216 minutes Low users Respondents with average active time less than 5% of 24 hour day i.e. less than 72 minutes

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If you are interested in purchasing the full gaming report or any other research reports or if you have a question about our research services please contact:

Deepak Dasila

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Phone: +91 22 4068 2894

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