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10 mobile gaming trends (2010)
 

10 mobile gaming trends (2010)

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Presentation given to mobile operators and aggregators as part of GameHouse Summer Scholl 2010.

Presentation given to mobile operators and aggregators as part of GameHouse Summer Scholl 2010.

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    10 mobile gaming trends (2010) 10 mobile gaming trends (2010) Presentation Transcript

    •   Key trends and opportunities in  the mobile games business jon jordan editor, pocketgamer.biz jon@pocketgamer.co.uk
    • 1. App discovery
        • Apple's App Store is too competitive with 250,000 apps, including 47,624 games
        • App stores aren't good for discovery
        • Only brands can maintain premium price and drive volumes
        • Weak communication between developers, audience and press 
        • Rise of social/viral solutions such as OpenFeint, Plus+ and FreeAppADay
    • 2. Cross platform (1)
        • Huge opportunity – 230k iOS, 200k Android, 260k Nokia and 143k RIM sold daily
        • Using Apple App Store for branding then take to Java, Brew, Android, Ovi
        • Doodle Jump (Real) , Pocket God (Capcom), Flight Control (Namco)
        • Massive upwards price differential
        • Current push onto Android with OpenFeint acting as an aggregator ( Fruit Ninja, MiniSquadron, Flick Kick Football etc)
    • 3. Cross platform (2)
        • Supporting as many mobile platforms as possible is vital for freemium social games trying to create the Facebook effect on mobile as they need the largest audience
        • Driven by social networks such as Plus+, Scoreloop and OpenFeint
        • Also Namco’s Unite, Gameloft LIVE
        • Eventually links into PC and console gaming i.e. Guild Wars 2 Extended Exp.
    • 4. Android
        • Like peeing your pants for warmth according to Nokia's Anssi Vanjoki
        • Free for all for OEMs, ODMs, operators and consumer brands
        • Java versus native gaming
        • Highly fragmented - tablets?
        • Weak market and purchasing
        • The Wild West of mobile so hard to monetise but fortunes will be made and lost
        • Eventually, law and order will be enforced
    • 5. Volume(s)
        • Linked to discovery in terms of the ability to drive download volumes in a short space of time to gain chart visibility i.e. discovery
        • Releasing a large volume of games enables cross promotion cf Backflip Studios' 50 million iOS downloads drive 4 million downloads for each new title
        • Gameloft released 55 iOS games in mid 2008-2009. Plans 60 in 2010
    • 6. App pricing
        • Competition and discovery issues on App Store have been deflationary
        • Best selling Angry Birds' revenue 'only' $4.5 million net to publisher/developer
        • When will we see the first $10 million game from app store(s)
        • Social ARPU estimated at $1-2/month has driven mobile freemium i.e. ngmoco
    • 7. Billing
        • Fine for Apple with its 150 million iTunes accounts but credit cards aren’t scalable
        • 200 million PayPal accounts, now including integration with Android Market
        • Need to have much more flexibility cf Zygna gift cards in 12,800 US stores.  
        • Nokia says operator billing gives 13x increase in sales on Ovi Store
        • Key opportunity for operators cf Vodafone and subscription models
    • 8. Application stores
        • Depending on your philosophy, there are too many app stores or not enough
        • Rise of GetJar, PocketGear, Mobango
        • Operators’ walled gardens (still)
        • Ones that work will be simple in terms of finding, downloading and buying something you enjoy
        • Difference between on-device and web based
    • 9. Marketing
        • Amazing how different the smartphone era is to the Java/Brew market
        • Consumer marketing is mainly from developers and piecemeal
        • Big mobile publishers have backed off
        • Demonstrates the immaturity of the market and will have to change
        • Perhaps the biggest opportunity for operators
    • 10. Game quality
        • This drives the entire market
        • Two years on from Apple's App Store launch, we're finally seeing console quality content
        • 200MB size, OpenGL ES 2.0 graphics such as Modern Combat and N.O.V.A.
        • Highly viral online, cross platform games like We Rule, GodFinger and Pocket Frogs
        • Casual time killers such as Angry Birds, Doodle Jump, Fruit Ninja and Flight Control