1. CONSUMER BEHAVIOUR TOWARDS MOBILE GAMING
In partial fulfilment of the Project Work in Semester VI of the Bachelor of Commerce (Hons.),
course
Prepared by
Rishi Pandey
Registration No:
13010142033
Under the Guidance of Prof. Prasanna Mohan Raj
Bangalore
2. Bachelor of Commerce ( Hons. )
Declaration
This is to declare that the report entitled “Consumer Behaviour towards Mobile Gaming” is prepared for
the partial fulfilment of the Project Work in Semester VI of the Bachelor of Commerce (Hons) course by
me, and under the guidance of Prof. Prasanna Mohan Raj.
I confirm that this project work truly represents my work. This work is not a replication of work done
previously by any other person. I also confirm that the contents of the project report and the views
contained therein have been discussed and deliberated with the faculty guide.
Signature of the Student :
Name of the Student (in Capital Letters) : RISHI PANDEY
Registration No. : 13010142033
3. Bachelor of Commerce (Hons. )
Certificate
This is to certify that Mr./Ms. Rishi Pandey Regn. No. 13010142033 has completed the Project Work Titled
Consumer Behaviour towards Mobile Gaming under my guidance for the partial fulfilment of the Project
Work subject in Semester VI of the Bachelor of Commerce (Hons) course.
Signature of the Faculty Guide:
Name of the Faculty Guide: Prof. Prasanna Mohan Raj
4. Table of Contents
Table of Figures.................................................................................................................................................... 5
EXECUTIVE SUMMARY .......................................................................................................................................... 1
CHAPTER 1........................................................................................................................................................... 2
INTRODUCTION.................................................................................................................................................... 2
Introduction..................................................................................................................................................... 3
Type of Action- Adventure Games..................................................................................................................... 6
Types of Adventure Games ............................................................................................................................... 7
Types of RPG’s ................................................................................................................................................ 7
Advantages of Gaming...................................................................................................................................... 8
Disadvantages of Gaming..................................................................................................................................9
Mobile Gaming .................................................................................................................................................... 9
Limitation of Mobile Gaming ............................................................................................................................ 9
Mobile Gaming in India................................................................................................................................... 10
Casual Gaming in India.................................................................................................................................... 12
Research Motivation....................................................................................................................................... 13
Research Objective ......................................................................................................................................... 13
CHAPTER 2......................................................................................................................................................... 14
LITERATURE REVIEW........................................................................................................................................... 14
CHAPTER 3......................................................................................................................................................... 19
RESEARCH METHODOLOGY................................................................................................................................. 19
Research Design ............................................................................................................................................. 20
Data Collection Method .................................................................................................................................. 20
CHAPTER 4......................................................................................................................................................... 22
DATA ANALYSIS .................................................................................................................................................. 22
CHAPTER 5......................................................................................................................................................... 29
FINDINGS........................................................................................................................................................... 29
CONCLUSUION ................................................................................................................................................... 33
BIBLIOGRAPHICAL REFERENCE............................................................................................................................. 35
6. 1
EXECUTIVE SUMMARY
This report intends to give a brief knowledge about gaming in mobile phones and how it has grown over the
last decades. People have moved on from gaming in consoles and Pc has and are now using mobile to play
games, even the game companies are making and releasing new games every month, thus giving people
more choice and more options to choose. There have been a tremendous growth in the smartphone market
and thus there has been an increase in people playing mobile games. Pictorial representations have been
shown to see how the smartphone market and the mobile game market have risen in India.
A survey had been conducted with the sample size of 100 teenagers. Their responses have been shown in a
graphical form and analysed in the report.
8. 3
Introduction
The game market is increasing and gaining importance and it has already become a major part of the
entertainment industry. Mobile phone games show a rapid evolution from snake in Nokia 6610, which was
released in 1997 to the next-gen heavy graphics game releasing nowadays.
Gaming
Gaming is the running of specialized applications known as electronic games or video games on consoles
like Xbox, PlayStation or Personal computers. The term gaming is a synonym for the word ‘gambling’.
Pong the electronic version of ping-pong was the first widely played computer game. The game had become
popular in 1970. Since then many new games have been coming every month with more advance graphics.
Games, which are designed to play offline on personal computers, can be bought in DVD or can be
downloaded from the internet.
Gamer
A gamer is a person who plays interactive games such as video games. The word gamer can apply to any
person who plays video games on a regular basis or even occasionally. Gamers generally own high end PC
has or consoles such as X-Box, Nintendo and PlayStation.
Types of Gamers
Female Gamer- A female gamer or gamer girl is any female who engages in playing video games. Studies
conducted by the Entertainment software association in 2009, 40% of the game playing population are
females. The percentage of female gamers who play online have risen to 43% since 2004.
Gaymer- Gaymer or gay gamer is a term used to describe to the group of people who identify themselves as
LGBT and have an interest in playing video games. The gaymers community provide a safe place for LGBT
gamers apart from the isolation they feel from both the heteronormative gaming community.
Dedication Spectrum- Games media, business people, and academics divide gamers into broad behavioural
categories. These categories are separated by level of dedication to gaming. Some of the terms are
Newbie- It is a slang, which is used to refer to people who are generally new to a particular game or
gaming in general. It is commonly shortened to noob, n00b or newb.
Casual Gamer – The term “casual gamer” is generally used for gamers who play casual games, it
can also be referred to gamers who play less frequently than other gamers. Casual gamers play
games for the ease of gameplay, or play games in short sessions or at a slower pace. The type of
game the casual gamer play varies according to their choices and also they are less likely to own a
video game console. Casual gamer demographics vary greatly as those of other gamers as the
typical casual gamer is older and more predominantly female. Fitness gamers who play motion
based exercise games are also seen as casual gamers.
Core Gamer- A Core or a mid-core gamer is generally used for a player who has a wider interest
than a casual gamer and plays different types of games. He does not play games for the sense of
9. 4
competition and does not devote large amount of time playing games. A mid-core gamer enjoys
different types of games but may not finish all. He does not devote time to long MMO (Massive
Multiplayer Quests) quests.
Hardcore Gamer- A Hardcore gamer is a person who plays video game as a primary hobby and
devotes more than 10 hours a day playing video games and practicing it. He generally plays games
through LAN (Local Area Network) with friends in home or at different places.
Professional Gamer- A professional gamer is a person who plays games in competition for prize money or
for salaries. He deeply studies about the game and makes strategies as to how to win the games. Professional
gamers and team are sponsored by large companies and can earn more than 1,00,000 USD a year.
Retro Gamer- A retro gamer is a player who prefers playing and collecting retro games (older video games)
and arcade games. They are also called as classic gamers and old school gamers.
Avatar
An avatar, username, game name, alias, gamer tag, screen name is the name used by a video gamer as the
main preferred identification to the gaming community. It is an identity of a gamer, the person can keep any
name he wishes, it can be his favourite game character or anything he has or likes. These names are adopted
by those gamers who play online games or at ESL (Electronic Sports League). Now a day’s game tags or
avatars are used in X-Box, PlayStation network also.
Example of Avatar
1. P3tr0Lh3aD
2. CrashxZ
3. De4thl0k
4. Avent4d0R
Clans and Guilds
Clans refers to group of gamers who come together to form a team and compete against other teams over the
internet in multiplayer games. Clans choose their team name and follow an initiation method to invite
gamers who are interested to join the clan. The clan members use internet communications such as email,
instant messaging or internet telephony to communicate and arrange meetings and practice sessions.
Generally, a clan focuses on one specific multiplayer game, but now a day the clan can be divided in guilds
which focuses on different multiplayer games.
Guilds are smaller parts of a clan which focuses on one particular multiplayer game. A guild can have 4-5
members sometimes the number of members can exceed more than 5 and can go upto 10 members.
Example of Clans-
1. Dark Resistance
2. The Legion Effect
3. Legal Exile
4. Born 2 Kill
10. 5
Genres of Video Games
Video games are based on their gameplay, rather than visual or narrative differences. The difference type of
video games is-
Action Game- Action games genre emphasizes on physical challenges, including hand-eye coordination and
reaction time. In an action game the player controls the protagonist. The avatar must navigate a level,
collecting objects, avoiding obstacles and battling enemies with various attacks. Studies have shown that
people who play action games can improve eyesight. In a test conducted at University of Rochester the
scientists found out that over a period of month performance in eye examinations improved by about 20%.
Example of Action Video Games
Dead Space Series
Battlefield Series
Mass Effect Series
Types of Action Games
1. Beat ’em up- This is the type of video game which features melee combat between the protagonist
and a large number of underpowered antagonist.
Example- Teen Titans
2. Fighting Game- This is a type of video game where the player controls an on screen character and
engages in close combat with the opponent.
Example- Street Fighter
3. Platform Game- this type of game requires the player to control the character to jump to and from
suspended platforms or over obstacles.
Example- Mario
4. Shooter Game- this genre of video game requires the use of weapons often testing the player’s speed
and reaction time. Shooter game has a wide subgenre
First Person Shooter- This type of video game focuses the gameplay on gun and projectile weapon
based combat through the eyes of the protagonist.
Example- Far Cry Series
Shoot em up- this type of video game is where the player controls a lone character, often in a space
craft or aircraft, shooting large numbers of enemies while dodging their attacks.
Example- Mass Effect Series
Tactical Shooter- this type of video game includes both the third-person shooter and the first-person
shooter and stimulates realistic combat, thus making tactics more important than quick reflexes.
Example- Counter Strike
Third-Person Shooter- In this type of video game the player character is visible on the screen
Example- Max Payne
11. 6
Action- Adventure Game- An action-adventure game can be defined as a game with the mix elements of
action game and an adventure game. Action-Adventure game require many of the same physical skills as
action games but also offer a storyline, numerous characters and other features of an adventure game.
Example-
Grand Theft Auto Series
Assassins Creed Series
Batman Series
Type of Action- Adventure Games
Open World- It is a type of video game where a player can roam around freely through a virtual world and is
given considerable freedom in regards to how or when to approach objectives. In an open world game
environment player can roam around exploring the game and interacting with all the other non-playable
characters in the game.
Example- Grand Theft Auto
Stealth Game- It is a type of video game where the player uses stealth to avoid or overcome antagonists. The
game environment is typically designed for the players to remain stealthy by hiding, using disguises or
avoiding noise.
Example- Hitman
Survival horror- It is a genre of video game which focuses on the survival of the player as the game tries to
frighten them. The game is set in such a way that the player feels less control of the character as there is less
ammunition, speed, health and vision. The game makes use of horror themes like dark maze like
environment and unexpected attack from enemies.
Example- The Evil Within
Adventure Game- It is a type of video game in which the player assumes the role of protagonist in an
interactive story driven by exploration and puzzle solving. Many adventure games story allow it to draw
heavily from other narrative based media, literature and film. Many adventure games are designed for single
player, because the story and design makes it difficult for multiplayer.
Example-
The Secret of Monkey Island
Myst
The Walking Dead
12. 7
Types of Adventure Games
Graphic Adventure Game- These are adventure games that use graphics to convey the environment to the
player. Games under these banner may have a variety of input types, from text phrases to touch screen
interfaces.
Example- King’s Quest
Escape the Room- It is a type of adventure game where the game requires the player to escape imprisonment
by interacting and exploiting the surroundings. The room generally consists of a locked door, objects to
manipulate, and hidden clues and secret compartments. The player must use all the clues and interact with
all the items to escape the room.
Example- Crimson Room.
Visual Novels- it is an interactive game featuring mostly static graphics, most static graphics, most often
using anime style art. The game resembles the mixed-media novels.
Example- Zero Escape
Interactive Story- This type of adventure game is also called as movie game or vcr game. It is a video game
that features highly cinematic presentation and use of heavy scripting, often using the full motion video of
either animated or live action footage.
Example- Dragon’s Lair
Role Playing Video Game- Role Playing game (RPG) is a type of video game genre where the player
controls the actions of a main character immersed in some well defined world. The player controls a single
character or a set of characters (called as Party) and attain victory by completing series of quests or reaching
the conclusion of a storyline. The players explore the game world by solving puzzles and battling enemies.
Examples-
Dark Dungeons
Dungeon and Dragons
Fantasy Hero
Types of RPG’s
Action Role Playing Game- This video game incorporates the elements of action or adventure games,
emphasizing real time action where the player has real time control instead of turn-based or menu-based.
These games often used combat systems similar to that of hack and slash or shooter games.
Example- The legend of Zelda
13. 8
Dungeon Crawl- It is type of game under RPG in which the player navigates a labyrinthine environment
(dungeon) battling various monsters and looting treasures that they may find. These type of games often lack
meaningful plot or logical consistency.
Example- Legend of Grimrock
Advantages of Gaming
There are lot of advantages of gaming for an adult or a child. Some of the advantages are
1. Video games are therapeutic for children with chronic illnesses- Regular gaming done by children
with chronic illness like autism, depression, Parkinson’s disease. Kids who played games showed
signs of improvements in resilience, empowerment and fighting spirit.
2. Video game reduces stress and depression- Studies by researchers found out that people who were
suffering from mental health issues such as stress and depression were able to vent their frustration
and aggression by playing video games and showed improvement after sometime.
3. Video game provides pain relief- According to researcher’s video game also provide relief to people
suffering from physical pain. When a person is in intense physical pain, playing game can divert his
mind so that the person can feel less pain while undergoing medication.
4. Video game improves vision- Developmental psychologist Dr Daphen Maurer found out that people
suffering from cataract can improve their vision by playing First-person shooter games such as call
of duty and Far Cry. These games are fast-paced so they require extreme amount of attention,
training the visually impaired to view things more sharply. Gamers can track 6 moving objects in the
environment at a single time while a non-gamer can only track 3 moving objects in the environment.
5. Video game improves decision-making skills- Certain video games require fast reactions and split
second decisions which can lead to virtual life and virtual death. These types of games give the
players plenty of practice for making decisions in the real world. Action oriented games acts as a
simulator for the decision making process by letting the players decide as to how to proceed further
in the game by taking the help from the surroundings and reacting accordingly.
14. 9
Disadvantages of Gaming
Gaming has certain advantages on health and nurture of children’s and adults. But gaming also has certain
disadvantages as well. Some of the disadvantages are-
1. Personal physical health can be affected by poor video game habit. Many gamers become too
addicted to video games and neglect necessary activities such as exercise, eating healthy and proper
foods.
2. Spending too many hours gaming and neglecting social interaction can also cause social problems,
which results gamers in becoming shy and introvert.
3. Many games developed nowadays are violent and gamers who play more of these violent games
have the tendency to lose control and become more aggressive.
4. Many games are aimed at single player and this could lead to gamers been isolated from their family
and friends.
5. Playing for long hours can lead to poor blood circulation as sitting for long hours causes fatigue in
limbs, painful cramps, blood clots.
Mobile Gaming
A mobile game is a video game that is played on a feature phone, smartphone, smart watch, tablet computer,
portable media player. Mobile phone history dates back to 1997 when Nokia released its first ever-game
called snake in its mobile phones. The game instantly took the world by storm and it has since became the
most played game and found in more than 350 million devices worldwide. A variant of snake was found on
Nokia 6610, which by using the infrared port can be played by two people.
Nowadays, the OEM (original equipment manufacturer) preloads mobile games via infrared connection,
Bluetooth, memory card or using a cable. Mobile games can be downloaded by visiting the app store or by
going to the mobile operator’s portal.
Limitation of Mobile Gaming
Though, mobile games is played by everyone but the memory used by the games becomes the problem as
games nowadays are using advance graphics and thus, they tend to consume lot of space on the mobile
phone. The graphics and the space becomes a limiting factor for the success of mobile games as phones with
fewer graphic cannot run a specialized game and a mobile phone with higher graphics is very costly and
thus, cannot be afforded by everyone. Even though phones in the current period are having memory but that
also becomes used up by the operating system and thus, very little memory is left for the user to install and
play games and store music and pictures.
15. 10
Mobile Gaming in India
The Indian mobile gaming market is becoming one of the fastest growing markets in the world and is
expected to grow to USD 571.6 million by 2016. The Indian gaming market will grow to USD 571.6 million
by 2016 at 134.5% CAGR (Compounded Annual Growth Rate) between 2013-16 from about USD 44.3
million in 2013.
The year-on-year growth of 132.2% revenues in India’s mobile gaming market has grown more quickly than
those of any BRIC (Brazil, Russia, India, and China) country.
By 2016, India is projected to have 208.2 million mobile gamers, a 22.8% CAGR from 2013. As the
purchasing powers of these gamer are increases, the ARPU (Average Revenue Per User) is expected to rise
as well as to USD 2.75. That is a modest number, but it represents an amazing 351% growth from 2013.
Mobile Operating System Share in India
Figure 1
Android, 90%
IOS, 9%
Windows & others, 1%
Android
IOS
Windows & others
16. 11
Figure 2
Current Gaming Trends in Indian Mobile Market
Figure 3
Samsung, 22.80%
Micromax,16.80%
Intex, 10.90%
Lava , 6.90%
Lenovo, 6%
Others, 36.60%
Indian Smartphone Market Share
Samsung
Micromax
Intex
Lava
Lenovo
Others
Cricket, 4%
Racing,5%
Action , 11%
Simulation ,6%
Shooting, 7%
RPG, 8%
Sports, 4%Strategy, 15%
Deletion , 5%
Casual ,15%
Teen Patti,8%
Texas, 4%
Slots,3%
Cricket
Racing
Action
Simulation
Shooting
RPG
Sports
Strategy
Deletion
Casual
Teen Patti
Texas
Slots
17. 12
Casual Gaming in India
Casual gaming in India is increasing year after year and the revenues earned by the mobile Game companies
are increasing at a tremendous rate. There are several factors, which drives the mobile game market all over
the world.
The four factors, which drives the casual gaming, market in India are-
1. Increasing penetration of devices-
Availability of low-cost handsets increases the target market
Increasing penetration of tablet will increase the gaming market.
2. Wireless Broadband is the catalyst for broadband penetration-
Launch of 3G & 4G services enable mobile gamers to play online games more often
Online gaming requires high-speed internet which are been provided by network operators
at cheap prices.
3. Aggressive marketing by telecom companies-
Telecom companies are actively promoting games to encourage the gamers to switch to
3G, as it is faster than the previous versions.
Leading telecom companies have launched app stores with free games with a
subscription.
4. Wider choice of content across multiple platforms-
Well-known international games are now available across different devices with ease.
All the app stores of different telecom operators or that of different mobile operating
systems update their content and games on a regular basis so that the costumers have
something new every time.
Challenges Faced for gaming in India
1. Ease of payment
Non-availability of one-click payment mechanism for online transactions.
Indian consumers are not comfortable for using credit card for online transactions.
Gaming companies which partnership with telecom companies tend to lose 70% revenue as
the telecom company retains the maximum amount.
2. Lack of local content
Majority of the games are based on international themes and story lines and invoke limited
interest
Lack of casual games based on Indian environment, society, lifestyle and culture lose out
market share in tier 2 and tier 3 cities
3. Piracy
Piracy impacts the revenues of the game development companies
18. 13
In India for every 1 legitimate game copy sold there are 10 pirated copies sold. Side loading
of pirated games are common in smartphones.
Research Motivation
The gaming industry in India is growing and will continue to grow in the coming years and will become the
fastest growing industry in the future. I am a hard-core gamer and want to work in the gaming industry so I
was motivated to do the research on the topic.
Research Objective
1. Determining the percentage of mobile owners who play mobile games
2. Understand current mobile phone game play activity and preference
3. Reasons for people to play mobile games
4. Timings preferred by the consumers to play games
5. Gamming pattern preferred by the consumer to play games
6. Type of game preferred by the consumer
20. 15
HOW WOMEN PLAY MOBILE GAMES (HARRI LIIMATAINEN) 2015
This research paper by Harri Liimatainen talks about the consumer culture of mobile games in women. The
author had interviewed young adult females for the research paper and asked them certain questions as to
when do they play mobile games and what type of games do they like to play?
The researcher conducted this study so to know the female preferences and obstacles of adoption. The
researcher topic was how young adult females play mobile games do and what factors are linked to the
consumption culture. The researcher went to café’s and other places to meet the targeted population and
asked them the questions and noted down all the answers, which were given by the female respondents. The
question was very simple, as the researcher has asked only one question as to what motivates the females to
play mobile games and what types of games do they like to play. After all the answers, he got from the
respondents the author found out that the young adult females like to play games when they are bored. The
researcher also found out that most of the women like to play games that are bright and has many colours in
it. Very less women tend to play action and adventure games.
The author also found out that most of the women would play only those games, which would display
feminine characters in the game. The study also found out young adult females also tend play those games
which motivates them, this helps them to achieve more and play games for more hours. The author also tell
that when many of the women play online games they tend to show themselves superior so that the other
members can acknowledge them. The author also talks that some females, which he interviewed, tend to
play less games but would think of the games many a times about the levels and the gameplay. This happens
when a person has been stuck on a level and cannot get out so when he is not playing games he starts to
think about the game and would create a virtual world of the game and tend to stimulate the same situation
and tries to finish the level.
The author tells in his research that most of the people play mobile games because they are bored and they
tend to take a break from the reality and pass the time. Most people play games in situations where there is
no other means of entertainment. Some of the respondents thought that mobile games were quick and easy,
low-commitment activity in the midst of their everyday lives described it as “brainless”.
The research paper also tells that the people play to get enjoyment from the game when they achieve certain
points in the game or objectives that they deemed desirable such as reaching targets or improving the skills
in the game.
The author in the conclusion says that according to his study that there are more female gamers than male
gamers. Only that generally, females tend to play games, which are colourful, and not action based games.
21. 16
VIDEO GAMES AND THE EFFECT ON CHILDREN (DILLYN CHADWICK)
In the research paper on video games and the effect on children, the researcher Dillyn Chadwick talks about
the negative and positive effects on children. Dillyn tells that how playing video games helps children to
learn and concentrate but on the other side it also has some negative sides as to create violence, addiction
and health problems in children.
Positive Effects of Gaming
The researcher wrote about the positive sides of gaming by mentioning all the research done by doctors
about the positive sides of gaming. Gaming increases a person concentration, children or adults having
cataract are told to play first-person shooter games, which help them, increase their eyesight. People with
chronic illness and those children with autism are told to play video games as playing games can boost their
self- confidence and morale.
The researcher also wrote that nowadays video games contains English phrases as dialogues which help
them learn vocabulary better and also do better in English language exams. Gaming increases children
decision-making skills, children while playing computer games need to think and act fast as there is a time
permit in certain video games, which require the children to act fast by analysing the environment and using
the environment to his advantage.
Negative Effects of Gaming
The researcher also wrote about the negative sides of gaming by mentioning all the research done by doctor,
all the complains received by the by the parents and all the court filings of cases towards the video game
companies. Despite all the controversies towards mobile games, the company is earning profits of $91.5
billion per year as per 2015 report. The parents complain that certain video games make their children
violent. Certain reports have said that children who play first-person shooter games tend to be more violent
because these kinds of games are more realistic and interactive than other games. Games tend to make
people aggressive and anti-social, children who play violent games tend to commit crime only because they
wanted to feel the video game in the real environment.
Children become vulnerable to develop strong addiction to video games, once when a child has developed
an addiction towards games he tends to play games for more than 7-8 hours a day and also spend lots of
money on games and upgrades of the existing console, pc or mobile. Long exposure to games may tend
children to submerse in the virtual reality and be totally cut off from the real world.
Long gaming hours lead children vulnerable to health diseases. Though gaming tends to cure some diseases,
prolonged gaming also leads to heart diseases and eye problems. When a child plays games, he submerses
into the game thus any event in the game leads him to make an overwhelming response by showing
aggressive nature or extreme happiness which leads to a child being vulnerable. Long hours of gaming make
stains in the eyes, which make them dry and lead to eye problems. Playing games regularly and avoiding
food can lead to health problems and it makes a child introvert.
22. 17
WHO PLAYS MOBILE GAMES (BUZZ CITY) 2010
This research paper focused on conducting a multi-country survey to investigate the consumer traits in every
particular country. According to the researcher, the survey was kept short and carter to the users of mobile
internet.
In the survey, which was conducted from, may to June 2010 in 10 countries, which represented various
different geographic regions. These countries were chosen as they are among top 20 countries, which create
traffic in the Buzz City Ad network.
The researcher placed text banners on various sites and when the person clicked on the ad it would redirect
them to the survey. The researcher customized the advertisement such that a person would not see the
advertisement more than 5 times. The total responses, which the researcher got, were 1417 from
Bangladesh, Egypt, India, Malaysia, Nigeria, Kenya, Africa, Thailand and USA. From the 1417 respondents
he found out that 71% of the mobile gamers were male and 29% were female. Students make 37% of mobile
gamers, 19% are self-employed, 22% are in service sector, 12% are free-lancers and 10% are not working.
In Bangladesh 90% of the gaming population are males and the remaining 10% are women. Among which
46% of gamers are students. Many of the respondents claimed that they have never downloaded any games
and some said that they could not find what they want. Some of the respondents told that they play game in
every chance they get while some said that they play either few times a week or few times a month and very
few said that they play games on a daily basis. Respondents in Bangladesh sports games and action and
adventure fantasy games.
In Egypt 62% of the gaming population are men and the rest 38% are women. Among which 52% of the
respondents were below 20 years of age. Mobile gamers in Egypt are frequent and 32% of the respondents
play game whenever they get a chance, while 24% of the respondents play daily and 27% of the respondents
play a few times a week, 17% of the respondents played games rarely. Respondents in Egypt love playing
action and adventure games and sports games.
In India, 87% of the respondents were male and 13% of the respondents were female, students made 53% of
the total population of playing mobile games. Among the total respondents 9% had never want to play
games. Or have never downloaded it, 13% never download because they do not find what they want, 18%
download games once a month and 60% respondents download games every week. Most of the people in
India play games at no particular times some play at schools and colleges and some play when going to
sleep. In India the population of female gamers are less but in the 15-20 age category there are equal number
of male and female gamers.
After the survey the researcher gave some suggestions, there are less female games in the market and most
of the females like to play only those games which describes their feminine nature and not action or shooting
games. So the game developers should focus on making more games to cater the female audience as in every
country the female gaming population is increasing.
There are many people who use feature phones and there are not many games for feature phones so the
gaming companies can make games for the feature phones so that the more and more people can play mobile
games. The gaming companies can also release games, which are stress relievers as people can play that
type of games after a long tiring day at work or after working in their homes when they are relaxing.
23. 18
GAMING ADDICTION (FAUZAN FAKHRUL AFRIN)
In this research, paper the researcher talks about gaming and how the addiction of gaming affects the people.
The researcher tells all the problems faced by a child if he is addicted to video games. Gaming addiction is
more terrifying than alcohol or drugs as it is a mysterious problem. A child who is unpopular at school starts
playing a game where he is very dominant in the virtual world, then he may like the virtual world more than
the real world as people in the virtual world respect him while in the reverse world he is been treated badly.
Some of the signs and behaviours of gaming addiction are-
1) Significant interference with school, work and relationships.
2) Often avoiding other commitments in order to keep playing
3) Frequently turning down social invitations in favour of gaming
4) Loss of interest in previously enjoyed activities.
Although anyone who plays computer games can be addicted but certain people are more likely to develop
unhealthy levels of play, children, teenagers, people with psychological disorder are the type of people who
generally try to avoid the real life situations and submerse themselves into the virtual world.
Not all computer games are addictive, but some computer games like MMO’s (Massive Multiplayer Online)
games like World of Warcraft and FPS (First-Person shooter) games like Call of Duty are more addictive
than racing and adventure games. These type of games encourage long hours of play by using the levelling
system that requires only minimal effort to level-up in the early stages which slowly evolves into long
gaming sessions to progress to the next stage.
The children or teenagers who play mobile games excessively on PC are most likely to get addicted and
most of the gamer addicts are MMO players. Competing online with other players is a significant factor that
makes a person more addictive to computer games.
According to the researcher, there are some symptoms and negative consequences of excessive gaming are-
Social Consequences- people tend to spend more time on gaming and less time interacting to real
people so they may lack the face-to-face human contact and experience isolation and loss of friends.
Academic Consequences- Children addicted to video games experience falling grades and decreased
academic performance and homework completion and studies become low priorities.
Financial Consequences- people who are addicted to video games spend large money in buying new
games, expansion packs and upgrading the system and buying in-game expansions.
Health Consequences- gaming addicts neglects personal hygiene, have poor sleep habits, avoid
physical exercises and make meal preparations based on easy preparation rather than looking at
dietary needs.
As, computer game addiction is a new development in the world of mental health, treatments are not well established
as those for depression, anxiety, anger etc. Psychologists who are expert in addictions are very less, the fees of these
psychologists are very costly, and the method used is very time consuming
25. 20
Research work can be defined as a systematic process to accumulate data into meaningful form for
making business decisions. This includes various methods of collection of the required data, which can be
Primary (interviews, surveys), as well as secondary (research papers, journals). Research can be based on
the present data or any historical data. It is very important to select a suitable method of collection of data
before starting any research work.
The method used by the researcher in this study for data collection is a designed questionnaire that is
distributed online to consumers. The researcher conducted a survey to get an idea about consumer behaviour
towards mobile games, as to which mobile games are liked by the consumer’s and what are the reasons
behind downloading and playing of a particular game.
Research Design
A systematic and analytical method has been used for this study and to explore different attitudes, views,
motives and behaviour that a consumer displays towards mobile gaming.
Data Collection Method
This study includes collection of data from the primary sources and the secondary sources available.
Primary Data- Primary Data is very important for any researcher because it is completely reliant on the
respondent’s opinion. The primary source of data collection was a designed survey of 15 questions, which
the respondent had to answer through a link, which was given to him through mail and other social
networking sites. The questions were very general and the respondents were to answer questions, which
were asked. The respondents can only choose one answer through the dropdown list.
Secondary Data- The main sources of secondary data obtained in this research work are mostly from the
databases like Ebescohost and Google scholar and from the websites like Wikipedia, NASSCOM,
crackberry.com, and economic times. In addition to the various articles which the researcher found online.
The method used for taking survey was-
Convenience Sampling- Convenience sampling is a type of non-probability sampling method that relies on
data collected from population members. In this sampling method, we cannot take the whole population so
we take random people for our survey to determine the choice of the whole population.
In the survey, the researcher has used convenience-sampling method to determine as to which games and
what drive them to play computer games. The researcher has chosen teenagers as his population size. As the
population is very big and the budget and time of the researcher is, less so convenience sampling method is
chosen and the researcher has selected only 100 students from different colleges and cities across India.
The cities, which were the part of the survey, were-
28. 23
Question 1- Gender of the Respondent
Figure 4
Question 2- Reason for playing mobile games
Figure 5
Male, 67%,
Female,
33%,
Male
Female
Pass the
time, 40.40%
Exercise my
mind, 17%
Competitio
n, 18.10%
Challenge,
24.50% Pass the time
Exercise my mind
Competition
Challenge
29. 24
Question 3- How do you find new mobile games
Figure 6
Question 4- Would you buy mobile games
Figure 7
Search by
myself
30%
Facebook
advertisment
7%
Advertisment
in other apps
5%
Friends
Recommenda
tion
58%
Search by myself
Facebook advertisment
Advertisment in other
apps
Friends Recommendation
Yes
24%
No
76%
Yes
No
30. 25
Question 5- What is the major factor in taking decision to purchasedownload a mobile game
Figure 8
Question 6- How many games do you download in a month
Figure 9
Good reviews
31%
Looks
Challenging
21%
Friends
Recommendati
on
23%
Free
25%
Good reviews
Looks Challenging
Friends Recommendation
Free
Less than 1
game
47%
2-4 games
39%
More than 4
14%
Less than 1 game
2-4 games
More than 4
31. 26
Question 7- What kind of device do you play the most on?
Figure 10
Question 8- How many hours do you play mobile games?
Figure 11
Computer
20%
Mobile
54%
Console
26%
Computer
Mobile
Console
1 hour
56%
2-4 hours
33%
More than 4
hours
11%
1 hour
2-4 hours
More than 4 hours
32. 27
Question 9- When do you play mobile games?
Figure 12
Question 10- Have you ever played multiplayer games.
Figure 13
During
school/college
15%
While waiting
27%
Before going
to bed
25%
Every chance I
get
33%
During school/college
While waiting
Before going to bed
Every chance I get
Yes
74%
No
26%
Yes
No
33. 28
Question 11- Which type of multiplayer game have you played?
Figure 14
Question 12- Which genre of games do you play the most.
Figure 15
Bomb Squad
9%
Mini Militia
27%
Clash Of Clans
30%
Glow Hockey
13%
8 Ball Pool
21%
Bomb Squad
Mini Militia
Clash Of Clans
Glow Hockey
8 Ball Pool
Arcade
41%
First-Person
Shooter
12%
Sports
15%
Multiplayer
32% Arcade
First-Person Shooter
Sports
Multiplayer
35. 30
Findings is one of the essential element of any research work. It is based on the information and facts that a
researcher has collected to form certain opinions and conclusions and to meet the objectives specified in any
particular study.
In this present research work all the data gathered are from the primary as well as the secondary sources
available. From the secondary sources of data like, several research papers, online journals, newspapers,
published books etc. the researcher got to know the various factors which affect the consumers behaviour
towards mobile games.
But only referring to the secondary sources of data and jumping to any conclusion is not enough and will not
aid us to see and know about the overall scenario about consumer behaviour and their buying intention
towards these products. So dependability on the primary data is also very important for the reason that it is
more practical and current in nature in knowing the respondent’s opinion.
In this study the collection of primary data was through the collection of a planned and designed
questionnaire which was sent to the respondents through e-mail, social messaging and networking sites.
When the survey was closed by the surveyor the total number of respondents were 100 school or college
going teenagers.
In figure 1 we can see that out of 100 respondents 67% of the respondents were male and the rest 33% of the
respondents were female. This shows that in India still the female players don’t play that much of game than
the male population but the figures are rising from the past.
The next question was an open question of age of the respondents, the research was targeted towards the
young college/school going generation and the maximum number of respondents who answered the survey
were of the age group of 20-22.
In Fig 2 the researcher asked a question to the respondents about their reason for playing mobile games,
40.4% of the respondents said that they played mobile games because they wanted to pass their time, 17%
said they wanted to exercise their mind by playing puzzle games, 18.1% said that they play mobile games
for competing with friends and 24.5% people said that they play mobile games to challenge others.
36. 31
In Figure 3 the researcher asked a question to the respondents as to how do they find new mobile games,
58% of the respondents said that they rely on their friends to tell them about new games, 30% of the
respondents searched the games by themselves, 7% of the people found game advertisements in Facebook
and the rest 5% of the respondents found game in advertisements in applications or games.
In Figure 4 the researcher asked a question to the respondents as to would they want to buy mobile games,
76% of the respondents would never want to buy mobile games, and 24% of the respondents said that they
would buy mobile games. This shows that though the game is good but the respondents would not buy
games.
In figure 5 the researcher asked about the decision factor which leads the respondents to download mobile
games, 31% of the respondents said they would buy or download mobile games based on reviews, 25% of
the respondents said they would only download free games, 23% of the respondents said that they will
download or buy games if their friends said it was good and 21% of the respondents said that they will
download or buy games if it looks challenging to them.
In figure 6 the researcher asked the question to the respondents about their total game download in a month,
to which the 47% of the respondents replied that they download only 1or sometimes no game in a month,
39% of the respondents answered that they download 2-4 games in a month and 14% of the respondents
answered that they download more than 4 games in a month.
In figure 7 the researcher asked the respondents as to on what device they like to play game the most on, to
which 54% of the respondents answered that they love to play games on a mobile phone, 26% respondents
loved to play games on their consoles and 20% love to play on their personal computers.
In figure 8 the researcher asks the respondents as to how many hours do they play mobile game in a day,
56% of the respondents play only 1 hour a day, 33% of the respondents play 2-4 hours a day and 11% of the
respondents play more than 4 hours a day.
In figure 9 the respondents answer the question when do you play mobile games in which 33% of the
respondents answered that they play in every chance they get, 27% of the respondents play while waiting,
25% of the respondents play before going to bed and 15% of the respondents play in school or college.
37. 32
In figure 10 the respondents had to answer whether they have played multiplayer games or not to which 74%
people answered that they have played multiplayer games before and 26% of the people answered that they
have never played multiplayer games before.
In figure 11 the respondents had to answer which multiplayer games they have played the most to which the
most played multiplayer game among the respondents are clash of clans (30%), mini militia (27%), 8 ball
pool (21%), glow hockey (21%) and bomb squad (9%).
In figure 12 the respondents had to answer which genre of game they have played the most to which 41% of
the people have played arcade game the most, 32% of the people have played multiplayer games the most,
15% of the people have played and like playing sports games and 12% of the people love playing first-
person shooter games the most.
39. 34
At the end of any study it is very important to summarize and highlight certain key points, ideas, opinions,
arguments and findings discussed in a research work. This research paper brought out many interesting facts
and findings about the consumer behaviour towards their mobile games. Based on various important terms,
issues and findings highlighted in this present study several conclusion and suggestions can be made in the
context of the topic of the study.
Mobile games have been increasing in the recent times and more and more number of people have started
playing mobile games. People are not only playing video games in their free time but also they are playing
in their work or school timings. The number of female gamers are also increasing day by day and now days’
people who have an age of more than 40 are also playing mobile games as most of the people are either
retired or having their own business.
Gaming in India is increasing at a tremendous rate with all age groups and gender of people playing games.
In India people like to play action and adventure games. The gaming market of India is at the growth stage
with many companies coming with their games and applications.
People in India love to play games which portray the scenario of India with all its culture, heritage, people
etc. games like 3Patti is one of the most downloaded game in India as the game is of India origin and the
people of the generation x like to play only those games which are made in India as they are mostly attached
towards their country and avoid using foreign goods.
41. 36
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