4. Bridging the Gap
• 18-24 year olds are “Mobile Addicts”
• Mobile games make up the most app
downloads
• Spend the most time with mobile games, but
not the most money
Source: FLURRY, 2014; MILLENNIAL MEDIA, 2013
5. How We Gathered Insights
Four focus groups
National Survey
241 completions
8. Mobile Gaming
Classifications
Play > 4 hours per week
Heavy - 18%
Play < 4 hours per week
Light - 82%
Key 1: Keep it Lite Source: YAYA CONNECTION NATIONAL SURVEY, 2014
9. Key 1: Keep it Lite
r
Yoursel
f
a
Gamer?
No
77%
Yes
23%
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
10. Key 1: Keep it Lite
Why
Are
They
Playing
?
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
11. Key 1: Keep it Lite
Where Are They Playing?
51%
At home
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
27%
In transit
15%
At school
4%
At work
3%
“On the toilet”
?
12. Key 1: Keep it Lite
Favorite Mobile Games:
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
13.
14. Key 1: Keep it Lite Source: YAYA CONNECTION FOCUS GROUP, 2014
15. Key 1: Keep it Lite Source: YAYA CONNECTION FOCUS GROUP, 2014
16. Key 1: Keep it Lite Source: YAYA CONNECTION FOCUS GROUP, 2014
17. Source: YAYA CONNECTION NATIONAL SURVEY, 2014Source: YAYA CONNECTION NATIONAL SURVEY, 2014
How long do you actively play a game before abandoning or
deleting it?
1-2
< 1
3-4
5-6
7-8
> 8
Weeks
60%
Play 1-
4
weeks
Key 1: Keep it Lite
19. Key 2: Know the Social Taboos
Walking a Thin Line
Source: GAMES.COM; IMGFLIP; SOCIALMEDIAOVERFLOW
20. Key 2: Know the Social Taboos Source: YAYA CONNECTION NATIONAL SURVEY, 2014
Yes No
How many people
send Facebook
invites?
17%
83%
Always Sometimes Never
How many accept
them?
87%
12%
1%
21. Key 2: Know the Social Taboos
Light gamers
Facebook Invites Mostly Ineffective.
Except:
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
+20%
Heavy gamers
22. Key 2: Know the Social Taboos
So what works?
Most recent
mobile game
download
motivated by:
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
44%
Word of
Mouth
23. Key 2: Know the Social Taboos
Competition
Source: YAYA CONNECTION FOCUS GROUP, 2014
24. Key 2: Know the Social Taboos
Screenshots Spur Competition
25. Key 2: Know the Social Taboos
The Voices of the YAYA Mobile
Gamer
Social W.O.M
30. Why YAYA Gamers Don’t Buy
Games
83% 76%
15%
5%
Key 3: In-Game is the Way to Go Source: YAYA CONNECTION NATIONAL SURVEY, 2014
31. Key 3: In-Game is the Way to Go
In-Game
Purchases
: Cracking
the YAYA
Wallet
No
74%
Yes
26%
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
32. Key 3: In-Game is the Way to Go
Industry Findings
Source: SWRVE, 2014
Less than one percent of mobile gamers
account for half of in-game revenue.
33. Key 3: In-Game is the Way to Go
Get a competitive edgeExtra levels
Why YAYAs Make In-Game
Purchases:
Difficulty level
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
Time saver
34. Sense of Guilt
Key 3: In-Game is the Way to Go Source: YAYA CONNECTION FOCUS GROUP, 2014
49. INSIGHT: KEEP IT
I’m not a gamer. A gamer is someone who plays
Halo in his mom’s basement. Mobile games are just
something to do when I have time to kill or want to
procrastinate. I don’t feel as guilty pulling out my
phone as I do turning on TV when I have things to do. It
was a joke among my friends when we all got addicted
to Flappy Bird, but I never told them
I accidentally spent three hours playing one night,
#whoops.
50. INSIGHT: FOSTER, DON’T FORCE SOCIAL
I’m not going to download a game just because my friend’s
dad sent me a Facebook invite for it. That’s weird.
Sometimes I purposely don’t play games I get invites for out
of spite; it’s just so spammy. I’ll only send invites to my
close friends in dire situations (like when I run out of lives
on Candy Crush and I’m trying to beat my brother) because
we have a joking agreement about it.
51. “Yes, I did it. I paid a dollar for a stupid Candy Crush life,
but I was just on this one level I couldn’t beat and it was
getting late, ya know? Instead of waiting 30 minutes for a
new life, sometimes I’ll just pay the dollar to get one
immediately. I hate to admit it, but I’ve also forked over
the 99 cents a few times when playing my boyfriend. I
can’t stand losing to him.”
INSIGHT: IN GAME IS THE WAY TO GO
52. No, I really don’t want to download Farm Heroes right now.
Do they actually expect people to click on these ads? I
don’t want any of these things, but I could go for a pizza.
Gah! Those stupid tiny Xs my fingers are too fat for drive
me crazy. If anything I click on takes me to three different
browsers, you can bet I’m not going to click on it again.
And what is this, the ‘90s? I haven’t seen graphics this bad
since ATARI.
INSIGHT: ADVERTISERS, ADD VALUE
54. #1
Game Design Essentials
Must be easy to pick up/put down
Have frequent and evolving objectives/achievements
Have a simple layout
Make success screens prominent
Add visual—piggy bank
Animations
Less than one percent of mobile gamers account for half of in-game revenue.
More than three-quarters of survey respondents have never made an in-game purchase.
Keep these in mind while designing games
Experiment with the positioning of your commodities
Add quote
IN game ads rapidly evolving to include – good news I that YAYA mobile gamers
1. A small banner that doesn’t interface with gameplay. It could even have small images with it like a Facebook ad.
2. Integrate the brand into the game environment, but don’t be too distracting.
3. An ad showing on an end-of-level screen is more appealing tan one that shows during the game.
Submitting to Apple today—official launch date is May 17th
Game design is simple, clean, yet colorful. Easy to pick up and play in short bursts, but interesting enough to play for longer. There is an info button on the homescreen that wasn’t live in beta, but it will have a trailer and gameplay instructions
More to come: Later updates include achievements—reach this after releasing 5 babies and beating the first boss, Hotsy
New monsters will be released
Three difficulty levels
EVOLVING CONTENT
Level gameplay a possibility with seasonal backgrounds
After our initial test we noticed there wasn’t a social component, but this is something they are putting the finishing touches on. Ability to screenshot your score and share via FB and Twitter
- Working on incentivising shares
You can buy gems! The only issue we see here is that this is the only in-game commodity so far. The examples we talked about earlier had several different options
Currently the free version has a banner ad in the top right corner of the home screen and the game over screen. – GOOD not interrupting gameplay!
We focused on advertisers adding value with branded sponsorship and rewards-based ads—may be potential for this in the future
Hopefully we’ve left you with quite a bit more knowledge than what you came in with about this hard-to-reach YAYA mobile gamer demographic.
