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Popcap's 3rd Survey of Mobile Game Consumption Yields Interesting Results

By Dave Flodine, on June 14, 2012

A survey conducted by ISG and commissioned by Popcap Games has found that there is substantial growth within the mobile market. The survey was conducted amongst adults both in the USA and UK, with projections indicating there is now an addressable market of over 125 million people playing mobile games. Here are some of the highlights of the report:

 

  • * The ratio of new gamers playing mobile games has doubled over the last three years, with 44% of those surveyed having started playing at least one mobile game within the last month (as opposed to the 22% surveyed in 2009).
  • * It is thought that tablets have brought in at least 11 million new players, with 9% of these new gamers using their iPad, Kindle or other such devices.
  • * Almost half of all video game time of those surveyed is spent on a mobile device at 46%, with computers and consoles trailing. The number of people who play daily has risen by 29%
  • * 12% of mobile play is done exclusively on a tablet, with 36% of smartphone users now owning one.
  • * 51% of mobile gamers purchased games within the last year. Out of this number only 62% was on initial purchases, with the rest being spent on either additional content or in game currency.

Not only does this data show the growing expansion of the mobile market (especially with the inclusion of tablets to the mix), but it definitely shows that not only are free games popular, but in-app purchases are also a driving force for monitization. In and of themselves, we have no issues with in-app purchases or freemium games. It's when developers get greedy, locking away content or limiting play (or even worse, designing their game around a purchasing model), that this becomes a negative that not only shouldn't be rewarded, but will sow distrust amongst the speedily growing market of mobile gamers.

The mobile space is growing exponentially, and a larger base not only means more opportunity for developers to showcase their talents in creating unique play experiences, but there will sadly be a greater amount of games based on popular trends and proven play styles. Dealing with that is worth it for those few games that really shine, and that is first and foremost the service Appspy does its best to provide its readers and viewers with.

The next couple of years will be especially interesting indeed.

[Popcap Mobile Game Research]


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