SoLoMo & Location game play behavior in free2play, virtual goods & hybrid eco-system
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This 46-page report from Mind Commerce analyzes social local mobile (SoLoMo) game behavior based on surveys of mobile gamers. Some key findings include: 1) SoLoMo gaming is becoming a significant force in gaming, driven by technologies like LTE, smartphones, tablets, and cloud computing. 2) The report forecasts growth in the number of SoLoMo gamers worldwide from 2012 to 2018, with the majority using smartphones over tablets. 3) SoLoMo gamers spend more on virtual goods for popular genres like casual games. Younger gamers and males spend the most. The report is intended for social media, mobile, and gaming companies to understand trends in the emerging
SoLoMo & Location game play behavior in free2play, virtual goods & hybrid eco-system
- 1. Social Local Mobile (SoLoMo) Game-Play Behavior in Free2Play, Virtual Goods & Hybrid Ecosystem http://mindcommerce.com/Publications/SoLoMoGamingB ehavior.php Published: Dec 2012 Pages: 46 Single User: $995.00 Company Wide: $2,995.00 Team License: $1,865.00 Contact: Kabir@mindcommerce.com From local search to location gaming SoLoMo (Social Local and Mobile) is becoming powerful force with big implications for many applications and gaming in certainly no exception. SoLoMo gaming has passed the honeymoon phase and is revitalizing the mobile gaming ecosystem resulting a huge disruptions for certain existing players. A few key technology developments are driving this disruption including LTE, smartphone, tablet device, HTML5, and the Cloud. Based on surveys among mobile social gamer, location gamer, and emerging eco- system players, Mind Commerce releases this research focusing on SoLoMo game-play behavior. This report is must reading for anyone with a vested interest in the mobile gaming industry or considering a market entry strategy. This research is also critical for any company in the social and/or location-based mobile application space as SoLoMo gaming is poised to become a significant source of revenue throughout the value chain for players who identify, understand, and capitalize upon these trends. Target Audience: Social media companies Mobile network operators Mobile application developers Location-based service developers
- 2. Gaming industry companies of all types Report Benefits: Learn how “Consumption – Engagement – Interaction” based model will manifest in SoLoMo gaming platform Identify the SoLoMo gamer base and regional split vs. split over device platform payment stream and engagement 2013 - 2018. Learn who among existing vs. emerging market players will succeed Identify SoLoMo gamer perceptions, spending patterns, and the industry scope/attributes of ad monetization Learn the psychological predisposition, demographic classification, and market factors driving game-play, spending, and revenue opportunities Learn how SoLoMo gaming will adopt new market technology as well as anticipated gamer actions, new payment modes, and disruptive innovation over the next 5 years Table of Contents: 1.0 EXECUTIVE SUMMARY 8 2.0 CHANGING “CONSUMPTION-ENGAGEMENT-INTERACTION” ECO-SYSTEM METRICS AND SOLOMO & LOCATION GAMER ROLE 10 3.0 SOLOMO & LOCATION GAMER PROJECTION 12 3.1 WORLDWIDE SOLOMO & LOCATION GAMER (CORE + SHIFTED) PROJECTION 2012 – 2018 12 3.2 % OF SOLOMO & LOCATION GAMER AMONG TOTAL MOBILE GAMER 2012-2018 12 3.3 CORE VS. SHIFTED GAMER % AMONG TOTAL SOLOMO GAMER 2012-2018 13 3.4 MOBILE SOCIAL GAMER % SHIFTING TREND TO SOLOMO & LOCATION GAMER 2012-2018 14 3.5 SOLOMO & LOCATION GAMER PREDICTION IN REGIONS 14 3.6 TOP 10 SOLOMO & LOCATION GAMER COUNTRIES 15 3.7 CASUAL VS. REGULAR SOLOMO & LOCATION GAMER % 2013 – 2018 15 3.8 MICRO TRANSACTION / VIRTUAL GOODS GAMER % : SOLOMO & LOCATION GAMER VS. WORLDWIDE MOBILE GAMER 2013 – 2018 16 3.9 SMARTPHONE VS. TABLET DEVICE VS. FEATURED PHONE GAMER % 2013 -2018 16 3.10 ADULT VS. TEEN RATIO AMONG TOTAL TABLET DEVICE GAMER UNDER SOLOMO & LOCATION GAMER 2013-2018 17 3.11 DAU VS. MAU AMONG SMARTPHONE VS. TABLET DEVICE GAMER IN SOLOMO & LOCATION PLATFORM 17 4.0 REVENUE TREND IN SOLOMO & LOCATION GAMING PLATFORM 18 4.1 REVENUE GENERATING % BY SMARTPHONE VS. TABLET DEVICE VS. FEATURED PHONE CATEGORY 2013-2018 18
- 3. 4.2 SOLOMO & LOCATION GAMING ARPU TREND 2013-2018 18 4.3 REVENUE GENERATING RATIO AGAINST % OF TOTAL MICRO TRANSACTION IN DIFFERENT EXPENDITURE RANGE 19 4.4 REVENUE CONTRIBUTION % BY VIRTUAL GOODS ONLY VS. HYBRID GAME 2013- 2018 19 5.0 SPENDING BEHAVIOR OF SOLOMO & LOCATION GAMER 20 5.1 GAMER SPENDING % AMONG TOTAL SOLOMO & LOCATION GAMING REVENUE 2013 -2018 20 5.2 GAMER SPENDING PORTION SPLIT OVER DIFFERENT CATEGORY OF REVENUE SOURCES 2013-2018 20 5.3 VIRTUAL GOODS CATEGORY: SOLOMO & LOCATION GAMERS SPENDING PORTION 21 5.4 MOBILE APP GAMER VS. SOLOMO & LOCATION GAMER: EITHER MAKE IN-APP PURCHASE OR UPGRADE FREE TO PAID VERSION 21 5.5 SOLOMO & LOCATION GAMER SPENDING PREFERENCE OVER PAID VS. VIRTUAL GOODS GAME 22 5.6 SOLOMO & LOCATION GAMERS AGE BRACKET WISE SPENDING HABIT ON TRADING VIRTUAL GOODS 22 5.7 MALE VS. FEMALE YEARLY SPENDING ON VIRTUAL GOODS WHILE PLAYING CASUAL GAME VS. MMG & REGULAR GAME IN SOLOMO & LOCATION PLATFORM 23 6.0 GENRE PREFERENCE OF SOLOMO & LOCATION GAMER 24 6.1 TOP PREFERRED SOLOMO & LOCATION GAMING GENRE 24 6.2 SOLOMO & LOCATION GAME REACH VS. GAME PLAY ENGAGEMENT % BY POPULAR GENRE 24 6.3 MALE VS. FEMALE SOLOMO & LOCATION GAME GENRE PREFERENCE 25 7.0 GAMER PSYCHOLOGY AND SOLOMO & LOCATION GAMING TREND 26 7.1 FREE2PLAY / VIRTUAL GOODS VS. PAID / FREEMIUM VS. HYBRID GAME PREFERENCE % 2013 – 2018 26 7.2 MOBILE VS. TABLET DEVICE PREFERENCE OF SOLOMO & LOCATION GAMER UNDER DIFFERENT AGE BRACKET 26 7.3 MOBILE VS. TABLET DEVICE OWNERS SOLOMO & LOCATION GAMING PREFERENCE 2013-2018 27 7.4 SOLOMO & LOCATION GAMER PREFERENCE OVER IOS VS. ANDROID VS. OTHER OS PLATFORM 27 7.5 MOBILE VS. TABLET DEVICE: % OF DEVICE TIME SPENT ON SOLOMO & LOCATION GAMING (EXCEPT VOICE / SOCIAL MEDIA TIME) 28 7.6 TIME SPEND VS. SESSION OF SOLOMO & LOCATION GAMER DURING DAY PART 28 7.7 OTI VS. OTA DOWNLOAD TREND OF SOLOMO & LOCATION GAME 2012-2018 29 7.8 REAL LIFE CASH SPEND TREND ON VIRTUAL GOODS 29 7.9 SOLOMO & LOCATIVE GAME PLAY LOCATION 30 7.10 GAME PLAY LOCATION INSIDE HOME 30
- 4. 8.0 FACTORS AFFECTING SOLOMO & LOCATION GAMER ENGAGEMENT 31 8.1 REASON FOR PLAYING SOLOMO & LOCATION GAME 31 8.2 FACTORS INFLUENCING POSITIVE SOLOMO & LOCATION GAME PLAY 31 8.3 BENEFIT EXPERIENCED FROM SOLOMO & LOCATION GAME PLAY 32 8.4 VIRALITY / COMMUNITY FACTORS INFLUENCE SOLOMO & LOCATION GAME PLAY 32 8.5 IPHONE VS. ANDROID VS. OTHER PLATFORM WISE HOURS SPENT & % OF DEDICATION ON SOLOMO & LOCATION GAMING 33 8.6 GAME FEATURES THAT INFLUENCE SOLOMO & LOCATION GAMER RECOMMENDING TO OTHERS 33 9.0 DEMOGRAPHY ANALYSIS OF SOLOMO & LOCATION GAMER 34 9.1 MALE VS. FEMALE SOLOMO & LOCATION GAMER 34 9.2 AGE BRACKET WISE MALE VS. FEMALE RATIO 34 9.3 MALE VS. FEMALE: AVERAGE SOLOMO & LOCATION GAMERS AGE 35 9.4 AVERAGE INCOME VS. % OF SOLOMO & LOCATION GAMER 35 9.5 SOLOMO & LOCATION GAMER VS. TRADITIONAL MOBILE GAMER % UNDER DIFFERENT AGE BRACKET 36 9.6 AVERAGE AGE OF SOLOMO & LOCATION GAMER VS. MOBILE TRADITIONAL GAMER 36 9.7 MALE VS. FEMALE REAL LIFE CASH SPENDING ON VIRTUAL GOODS IN SOLOMO & LOCATION GAMING 37 10.0 IN-GAME AD MONETIZATION IN SOLOMO & LOCATION GAMING PLATFORM AND LOYALTY ISSUES 38 10.1 GAME VS. OTHER APPS WISE AD IMPRESSION % 1Q 2011 – 3Q 2012 TRACKING 38 10.2 BRANDED GAMES VS. LOCATION TRAILED IN-GAME AD VS. BRANDED VIRTUAL GOODS % 2012 – 2018 38 10.3 GAMERS PREFERENCE OVER BRANDED GAME VS. IN-GAME ADS VS. BRANDED VIRTUAL GOODS 2012-2018 39 10.4 BIG BRAND VS. SMBS PREFERENCE OVER BRANDED GAME VS. LOCATION TRAILED IN-GAME AD VS. BRANDED VIRTUAL GOODS 2012 - 2018 40 10.5 LOCATION TRAILED IN-GAME ADS: IMPRESSIONS VS. CTR VS. REPEAT 40 10.6 SOCIAL ADS IN COMMUNITY / CASINO CLUB BASED GAME 2013 – 2018 40 11.0 ADOPTION TREND IN SOLOMO & LOCATION GAMING PLATFORM 41 11.1 SOLOMO & LOCATION GAMING % IN TOTAL MOBILE GAMING 2013 – 2018 41 11.2 PROFITABLE VS. NON-PROFITABLE SOLOMO & LOCATION GAMING 2013 – 2018 41 11.3 SINGLE VS. MULTIPLE DEVICE PLATFORM GAME-PLAY TREND 2013 – 2018 42 11.4 SINGLE VS. MULTIPLE PLATFORM GAME DISTRIBUTION 2013 – 2018 42 11.5 BRANDED VS. NON-BRAND GAME / VIRTUAL GOODS TREND 2013 – 2018 43 11.6 GPS ADOPTION PREDICTION IN GAMING DEVICE 2013 – 2018 43 11.7 HYPER LOCAL VS. GAMIFICATION TECHNIQUE ADOPTION IN SOLOMO &
- 5. LOCATION GAME 2013 – 2018 44 11.8 COMMUNITY / CASINO CLUB GAMING VS. IN-GAME MONEY GAMBLING TREND 2013 – 2018 44 11.9 HMTL5 VS. CLOUD PUBLISHING TREND 2013 – 2018 45 11.10 BANNER AD VS. BRANDED GAMING / VIRTUAL GOODS MODEL TREND 2013 - 2018 45 11.11 NFC CHIP WITH DEVICE VS. NFC PAYMENT WITH SOLOMO & LOCATION GAME ADOPTION 2018 46 11.12 AUGMENTED UTILITY VS. RFID VS. LIFE LOGGING PLATFORM VS. MASS SOCIAL EXPERIENCE ADOPTION 2018 46 Illustrations Figure 1: “Consumption-Engagement-Interaction” Metrics & Identified Task Behavior in SoLoMo & Location Gaming Eco-System 11 Figure 2: YOY SoLoMo & Location Gamer (core + shifted) 2012-2018 12 Figure 3: YOY % of SoLoMo & Location Gamer among Total Mobile Gamer 2012-2018 13 Figure 4: YOY Core vs. Shifted SoLoMo Gamer % 2012-2018 13 Figure 5: YOY % of Mobile Social Gamer will be shifting to SoLoMo & Location Gamer 2012-2018 14 Figure 6: SoLoMo & Location Gamer Split in Regions by % 14 Figure 7: % of SoLoMo & location gamer holding by Top 10 Countries 15 Figure 8: Casual vs. Regular Gamer % among total SoLoMo & Location Gamer 2013- 2018 15 Figure 9: Micro Transaction/Virtual Goods Gamer % in SoLoMo & Location Gamer vs. Worldwide Mobile Gamer 2013 -2018 16 Figure 10: % of SoLoMo & Location Gamer on Smarpthone vs. Tablet Device vs. Featured Phone Platform 2013-2018 16 Figure 11: Total Tablet Device Gamer Split in Adult vs. Teen under SoLoMo & Location Gamer 2013-2018 17 Figure 12: Smartphone vs. Tablet SoLoMo & Location Gamer DAU vs. MAU ratio 17 Figure 13: Smartphone vs. Tablet Device vs. Featured Phone category wise revenue generating % 2013-2018 18 Figure 14: SoLoMo & Location Gaming ARPU in US $ 2013 – 2018 18 Figure 15: Micro Transaction % Split in different expenditure range vs. Revenue generating ratio 19 Figure 16: Virtual Goods only vs. Hybrid Games revenue contribution ratio 2013-2018 19 Figure 17: Gamer spending ratio in SoLoMo & Location Gaming Revenue 2013-2018 20 Figure 18: Split of Gamer Spending Portion on Categories of Revenue Sources 2013 -
- 6. 2018 20 Figure 19: SoLoMo & Location Gamers Spending % on Different Virtual Goods Category 21 Figure 20: SoLoMo & Location Gamer vs. App Gamer % either make in-app purchase or upgrade free to paid version 21 Figure 21: Spending Preference of SoLoMo & Location Gamer on Paid vs. Virtual Goods game 22 Figure 22: Age Bracket Wise SoLoMo & Location Gamers Virtual Goods Spending Habit 22 Figure 23: Male vs. Females Yearly Spending on Virtual Goods while Playing MMG & Regular vs. Casual Game 23 Figure 24: % of SoLoMo & Location Gamer Prefer Different Genre 24 Figure 25: Reach vs. Game Play Engagement % by Popular SoLoMo & Location Game Genre 24 Figure 26: Male vs. Female SoLoMo & Location Game Genre Preference list 25 Figure 27: % SoLoMo & Location Gamer Prefer F2P, Paid, Freemium or Hybrid Gaming 2013-2018 26 Figure 28: Age Bracket wise % of SoLoMo & Location gamer prefer Mobile vs. Tablet Device 26 Figure 29: % of Mobile vs. Tablet Device owner prefer SoLoMo & Location Gaming 2013-2018 27 Figure 30: % of SoLoMo & Location gamer prefer iOS vs. Android vs. Other Platform 27 Figure 31: % Device time of SoLoMo & Location Gamer spent Gaming by Mobile vs. Tablet Device (except voice / social media time) 28 Figure 32: Time Spend % vs. Sessions of SoLoMo Gamers during different time slot of a day 28 Figure 33: OTI vs. OTA download trend of SoLoMo & Location Game 2012-2018 29 Figure 34: % of SoLoMo & Location Gamer Prefer Real Life Cash spending on Virtual Goods 29 Figure 35: % of total Time spend on different Game Play Location 30 Figure 36: % of SoLoMo & Location Home Gamer Spend time on different location inside home 30 Figure 37: Why SoLoMo & Location Gamer Play 31 Figure 38: Factors that influence positive SoLoMo & Location Game Play 31 Figure 39: % of Benefit Experienced from SoLoMo & Location Game Play 32 Figure 40: % of Influence Weight among Virality / community medium to SoLoMo & Location Game Play 32 Figure 41: Hour Spent & % of Dedication on SoLoMo & Location Gaming by iPhone vs. Android vs. Other Platform 33 Figure 42: % of SoLoMo & Location gamers recommendation based on game features 33
- 7. Figure 43: % of SoLoMo & Location Gamer is Male or Female 34 Figure 44: Male vs. Female % under Different Age bracket 34 Figure 45: Average age of SoLoMo gamers by Male vs. Female 35 Figure 46: Average Income of SoLoMo Gamer vs. % distribution among Income Bracket 35 Figure 47: Age bracket wise % of SoLoMo & Location Gamer vs. Mobile Traditional gamer 36 Figure 48: Average Gamers Age of SoLoMo & Location vs. Mobile Traditional 36 Figure 49: % of Male vs. Female spends real life money on virtual goods on SoLoMo & Location gaming 37 Figure 50: Ad Impression % of Games vs. Other Apps: tracking 2011 - 2012 38 Figure 51: % Branded Games vs. Location Trailed In-Game Banner Ad vs. Branded Virtual Goods among total SoLoMo Game 2012 – 2018 38 Figure 52: % of SoLoMo & Location Gamer prefer Branded Game or In-Game Ads or Branded Virtual Goods 2012-2018 39 Figure 53: % of Big Brand vs. SMBs Prefer Branded Game vs. Location Trailed In-Game Ad vs. Branded Virtual Goods 2012 - 2018 40 Figure 54: Sure Success vs. Repeat % of location trailed ad impressions and CTR 40 Figure 55: Social Success vs. Repeat success % of Ads in Community / Casino Club Bases SoLoMo Games 40 Figure 56: % of SoLoMo & Location game among total mobile game 2013 – 2018 41 Figure 57: Profitable vs. Non Profitable SoLoMo & Location game ratio 2013-2018 41 Figure 58: Single Device vs. Multiple Device Gaming Trend % 2013 2018 42 Figure 59: Single vs. Multiple Platform SoLoMo & Location Game Distribution 2013 – 2018 42 Figure 60: Branded vs. Non-Branded SoLoMo & Location game & Virtual Goods % 2013 – 2018 43 Figure 61: GPS adoption % in Gaming Device 2013-2018 43 Figure 62: Hyper Local vs. Gamification adoption % in SoLoMo & Location game 2013 - 2018 44 Figure 63: % of Casino Club vs. money gambling trend 2013 - 2018 44 Figure 64: HTML5 vs. Cloud Gaming % in total SoLoMo & Location gaming 2013-2018 45 Figure 65: Banner Ad vs. Branded Game/Virtual Goods trend 2013 – 2018 45 Figure 66: % of NFC chip vs. payment adoption prediction 2018 46 Figure 67: % of Augmented Utility vs. RFID vs. Life Logging Platform vs. Mass Social Experience Adoption by 2018 46