This document summarizes data from a survey of 385 mobile game players in the United States conducted in June 2012. The key findings are: 1. Mobile games are played most frequently by both males and females aged 25-53 across a variety of mobile devices. Word, puzzle and card games are the most popular genres. 2. Games are most often discovered through friends' recommendations or top app store ratings. Free games are downloaded more often than premium games. In-app purchases are also common. 3. Mobile games are regularly played for short periods of time in many contexts as a way to pass time or multi-task. Social interaction and engagement with friends is an important motivation for playing.

1. WO IST
GAMIN

9. World of Warcraft (2005)

10. Guitar Hero (2006)
Portal (2007)

11. World of Goo (2008)
Sims 3 (2009)

12. Heavy Rain (2010)
Skyrim (2011)

16. WO IST
GAMIN

17. #1 Console & PC Games #3 Casual Social Games
#2 Mobile Games

18. WER IST
GAME

19. #1
CONSOLE &
PC

21. #2
MOBILE
GAMES

22. Inside Network
Inside Virtual Goods:
Spending and Usage Habits of the Mobile
Gaming Audience
Juni 2012

23. Ziele
• Nutzung: Was, wo & mit wem wird gespielt?
• Path-to Purchase: Wie werden neue Spiele
entdeckt? Was sind Entscheidungen beim
Download? Monetarisierung?
Methode
• Besitzer von iOs und Android Tablets und
Smartphones
• SurveyMonkey ZoomPanel
• 385 ausgewertete Interviews
• Juni 2012

24. Soziodemographische Angaben
Eine breite Zielgruppe spielt mindestens einmal in der Woche Mobile Games
Mobile Gaming – Frequency - US
Gender - US Age - US
How often do you play games on your
19- 54 and mobile device?
24, 11% up, 21% Once per Several
week, 9% times per
25-
hour, 8%
30, 15%
Several
Female, 5 times per
0% Male, 50 49-
week, 24
% 53, 11% % Several
31- times per
36, 18% day, 40%
37- 43-
42, 13% 48, 12%
Once per
day, 20%
Devices owned / Play Games - US
60% 47% 50%
50%
40% 30% 31% 25%
30% 20%
20% 10% 9% 11%8%
10% Ownership
0%
Plays games

25. Genres & Games
Mobile Gamer spielen vor allem Wort-, Puzzle- & Kartenspiele
Types of Games Played – US
What types of games do you play regularly? (at least once
per month?)
60% 50%
50% 44% 41%
40%
27% 26%
30% 20% 17%
20% 13%
7%
10%
0%
Word Puzzle Card Arcade Action Board Casino Hidden MMO
games Games games Games Games games games Object and
games RPG
Games Played in Last 30 Days - US
Please select the mobile games you've played in the last 30 days
50% 45%
38%
40%
28%
30%
17%
20% 13%
9% 7% 6% 5% 5%
10%
0%

26. Orte & Motivation
Mobile Gamer spielen vielerorts als Zeitvertreib und Zweitbeschäftigung
Where Mobile Gamers are Playing
Please select where you are when playing
games on your mobile device.
100% 86%
80%
60% 35% 34% 29%
40% 22% 24%
9% 14%
20% 5%
0%
Attitudes: I enjoy playing games on mobile devices because...
Extremely Disagree Disagree Neutral Agree Extremely Agree
It's something to do when I'm bored
It's convenient
I don't have to buy another device
The games don't take up a lot of time
I can play while doing other things
It's another way to engage with friends
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

27. Soziales
Mobile Gamer schätzen Interaktion mit Freunden und sind vernetzt
Who do you play mobile games with? – US - Age
Connections to Social Networks – US - Age
18 to 30 31 to 48 49 and up Total Sample Facebook Twitter Never / None of the above
100% 87%
80%
60%
Total Sample 43% 10% 55%
38%
40%
14% 13% 8%
20% 6% 5%
49 and up 22% 2% 77%
0%
31 to 48 45% 11% 54%
18 to 30 67% 19% 29%
Attitudes: I enjoy playing games because… “It's
another way to engage with friends” – US - Age
Extremely Disagree 49 and up 14% 25% 30% 26% 6%
Disagree
31 to 48 9% 8% 32% 39% 12%
Neutral
18 to 30 3%9% 22% 41% 25%
Agree
Extremely Agree 0% 20% 40% 60% 80% 100%

28. Path-to-Purchase
How do you find out about
games? Empfehlungen
Game Recommendations
60% und Bewertungen
Discovery from Friends
führen zum Kauf
Top rated on
app stores 45%
Download: Free or Premium?
100% 63%
Downloa 50%
37% „Free“ is key!
d 0%
Decision Free Only Free and/or
Premium
In-Game Purchase
In-Game Purchase?
Yes, 17% Have bought
33% 67%
premium
Spen Yes
d No
Free Only 9% 91%
No, 83%

29. Do you download free games, premium games
(pay at download), or both?
Which of the following is most important to you when
iOS Android
deciding on which mobile game to download? 80%
70%
Android iOS 70%
60% 51%
It's free 59%
46% 50%
40%
9% 40%
My friend recommended it 18%
30% 24%
Good Ratings & Reviews 9% 20%
14%
10% 5%4% 2%1% 3%2%
Whether I can play with friends 3%
6% 0%
Company's reputation for high 3% Only Both, but more free gamespremium gamesgamesfree games equally
free gamesBoth, but more than premium than
Only premium games Both free games and premium games
quality games 5%
It's in the Top Games list 5%
4%
The screenshots in the description 6%
3% In-Game Purchase – US - Platform
Other (please specify) 2% Yes No
2%
0% 10% 20% 30% 40% 50% 60% 70%
Android 17% 83%
iOS 22% 78%

30. Do you download free games, premium games (pay at
Which of the following is most important to you when download), or both?
deciding on which mobile game to download?
100% 18 to 30 31 to 48 49 & up
80%
90% 65% 68%
Other
60% 53%
47%
80% 35% 32%
8% 16%
40%
It's in the Top
70% 20%
Games list
15% 14% 8%
60% 0%
Company's Only free games Free games and/or premium
50% reputation for
17%
high quality
games
40% Whether I can
play with friends
Yes: Have paid for in-game
30% 58% 60% Downloads 3 or more games
purchase
Good Ratings &
20% 41% 49 & up 14%
Reviews 49 & up 15%
10% 31 to 48 27% 31 to 48 16%
My friend
recommended it 18 to 30 48% 18 to 30 24%
0%
18 to 30 31 to 48 49 & up
0% 20% 40% 60% 0% 10% 20% 30%

37. #3
CASUAL
SOCIAL

40. planungs-Datei
Erstellung
internet facts
Media-
Datensatz II
Schritt 2:
Fusion
Datensatz I
Säule 3
Telefonische
Basisbefragung
Säule 1 Grundgesamtheit:
Data-Mining +
Säule 2
Gesamt-bevölkerung
Schritt 1:
Technische
Profiling
14+
Messung OnSite-Befragung
Grund-gesamtheit: Grund-gesamtheit:
Browser Internetnutzer 14+

44. 1. Online-Panels 2. Nutzerbefragung:
(respondi, Toluna):
• 6400 Interviews • 1.516 registrierte Nutzer per
• 4.097 Online-Spieler Email
• 1.641 King.com-Spieler
• 2.303 Nichtspieler für
Strukturvergleiche
3.157 Interviews
Gewichtung nach Geschlecht und Alter nach
Vorgabe der AGOF-Studie

67. WAS IST
FLOW?

81. http://www.agof.de/methode.585.de.html