Description
Mobile gaming is the fastest growing segment of digital entertainment with roots connected to the console-based platform era building upon lessons learned from the likes of Nintendo DS and PlayStation Portable. Initially, adaptive versions of popular console titles were offered for mobile. Incrementally, entertainment targeted towards smartphones and tablets made inroads, particularly in the casual gaming segment. Today, smartphone-based games lead the mobile gaming industry by users but tablets generate higher rates across paid monetization, micro transactions and advertising.
Mostly casual and non-complex genres are popular on smartphone platforms whereas tablets provide a better user experience due to greater hardware capabilities and a superior user interface. Tablets now represent an attractive mid-core gaming platform as they have started competing substantively with console devices and may overtake them in the near future.
The mobile gaming business has also exploded with emerging revenue models such as free-to-play (F2P), “advergaming” etc. Social and community dynamics are also a revolutionary factor that has enhanced viral growth, user targeting, customer acquisition, and monetization, driving substantial daily average revenue per paying user. The major growth drivers are many and varied including growth of data enabled mobile devices, F2P revenue model and in-game advertising that includes display banner, interactive, video ads and “advergaming” (brand sponsorship).
After acquiring millions of mobile users, gaming companies have realized that the emphasis should be focused on user retention rather than innovation. Therefore, the gaming industry is largely focused upon enhancing in-game experience on a periodic basis rather than creating entirely new games, which have proven to cause a drop in loyal users. In addition, gaming business models have experienced a transition from free-to-play to freemium and also a focus on highly successful categories such as social casino style gaming and real money games.
Table of Contents
1.0 Executive Summary
2.0 Introduction
2.1 Defining Mobile Gaming
2.2 Mobile Gaming App Development
2.3 Gaming Platform Analysis
2.4 Strategic Market Impact Analysis
2.5 Mobile Gaming Apps Types
2.5.1 Multiplayer Mobile Gaming
2.5.2 Mobile Social Gaming
2.5.3 Mobile Location Based Gaming
2.5.4 Mobile Video Gaming
2.5.5 Mobile Cloud Gaming
2.5.6 Mobile Casual Gaming
2.5.7 Free-to-Play Apps
2.5.8 Mobile Casino Gaming
2.5.9 Gamification Apps
2.6 Market Dynamic Analysis
2.6.1 Market Growth Driver Analysis
2.6.1.1 Cross Platform Game Play and Mobile Social Gaming
2.6.1.2 Growing Demand of Local Content
2.6.1.3 Freemium Monetization
2.6.1.4 Gaming Optimized Devices
2.6.1.5 Mobile Platform as Common Gaming Platform
2.6.1.6 Word of Mouth Preference
2.6.1.7 Local Gaming Platforms
2.6.1.8 Wearable Gaming Preference
2.6.1.9 Connected Console and Mobile Cloud
2.6.1.10 Advergaming
2.6.1.11 In-Game Transaction
2.6.1.12 Virtual go-to Community
2.6.1.13 Cross-Platform Publishing
2.6.1.14 Non-Facebook Social Gaming Platform
2.6.2 Market Limitation Analysis
2.7 Regulation and Fraud Analysis
2.7.1 Mobile Game Piracy and Virtual Currency Scam
2.7.2 Kompu Gacha Mobile Social Gambling Ban in Japan
2.7.3 Geographic Implication of Antipiracy Law
2.7.3.1 Japan
2.7.3.2 Russia
2.7.3.3 China
2.7.4 Zynga with PrivacyVille
2.7.5 Cyber Criminal Attack on Mobile Social Games
2.7.6 In-Game Scam Debate in Mobile Social Games
2.7.7 Open Web to Save DMCA: MiniMega vs. TomKid Game
2.7.8 RMT and Gold Farming Regulation
2.7.9 Offshore Opportunity in Asia
2.8 Value Chain Analysis
2.8.1 Mobile Game Developer
2.8.2 Mobile Game Publisher and Service Aggregators
2.8.3 Sales Channel and Platform Providers
2.8.4 Telecom Operators
2.8.5 Hardware Manufacturer
2.8.6 New Entrants Role
2.8.6.1 Technical and Legal Role of Technology Provider
2.8.6.2 Virtual Goods and Currency Provider Role
2.8.6.3 Micro Transaction Solution Provider Role
2.9 Cross Platform OTI vs. OTA Distribution and Fragmentation
2.9.1 Mobile Gaming Fragmentation
2.9.2 Major Challenges in Fragmented Distribution
2.10 Monetization Metrics Analysis
2.10.1 Converting Mobile Gaming Metrics to Conversion Funnel
2.10.2 Game Life Cycle and KPI
2.10.3 Gaming Analytics
2.10.4 Viral vs. Retention
2.10.5 Business Monetization Metrics
2.10.6 Brand Monetization Metrics
2.10.7 Game Monetization
2.10.7.1 Crowded Game Store
2.10.7.2 Player Retention and Engagement
2.10.7.3 Premium Model
2.10.7.4 Opportunity for Game Maker
2.11 Mobile Social Game Design Framework
2.11.1 F2P Mobile Social Game Design Framework
2.11.2 Benefits for using framework
2.11.3 Nine Dimensions of the Framework
2.11.4 Adding Fun in Game Design
2.11.5 Game Marketing: Role of Apps, Video, Smart TV, and Viral
2.11.5.1 Gaming Apps Marketing
2.11.5.2 Video Marketing
2.11.6 Role of Smart TV and Location Targeting
2.11.7 Importance of Viral Adoption
2.12 Mobile Social Gamer Engagement Panorama
2.12.1 First 3 Days Dilemma: Adoption Drop-off
2.12.2 The 7 Day Dilemma of Engagement
2.12.3 Increasing and Enhancing Mobile Gaming Engagement
2.12.4 Blending Game Science with Artistic Influences
2.12.5 Empathy Game: New Wave of Engagement
2.13 Business Model Analysis
2.13.1 Key Mobile Gaming Strategies
2.13.2 Revenue Sources and Cost Items
2.13.3 Trendy Business Model
2.13.3.1 Virtual Items and Micro Transaction
2.13.3.2 In-Game Ad / Branded Games
2.13.3.3 Subscription/Bundle Pack with Virtual Items Trading
2.13.3.4 In-Game Ad / Branded Game with In-Store Benefits
2.13.3.5 Premium Game with In-Store Benefits
2.13.3.6 Casino / Club Gambling Model
2.13.3.7 User Generated Model
2.13.3.8 Gamification Centric Model
2.13.4 Tips for Economic and Gamification in Business Model
2.13.4.1 Free entertainment illusion
2.13.4.2 Never set payment limit for user
2.13.4.3 Focus on detail activities
2.13.4.4 Recruit more Players
2.13.4.5 Current Trend in Pricing Model
2.13.5 Advertising Model
2.13.5.1 CPC Advertising Model
2.13.5.2 CPI Advertising Model
2.13.5.3 Profitable CPI
2.13.5.4 Pricing of Virtual Goods
2.13.6 Building Mathematical Model to Set Price
2.13.7 Market Challenge and Game Balancing Method
3.0 Technology and Application Analysis
3.1 Gaming Hardware Analysis
3.2 Gaming Software Analysis
3.3 Gaming Service Analysis
3.4 Gaming Management Provider
3.5 Gaming Technology
3.5.1 Action and Adventure
3.5.2 Social Casino
3.5.3 Sports and Role Playing
3.5.4 Strategy and Brain
3.5.5 Arcade
3.5.6 Other Technologies
3.6 Connectivity Analysis
3.6.1 WiFi
3.6.2 Cellular (4G LTE/5G)
3.6.3 WiMAX
3.6.4 Bluetooth/BLE
3.6.5 LPWAN Connectivity
3.7 Mobile Gaming Success Strategy Analysis
3.7.1 Features to Incorporate in Game
3.7.2 Popular vs. New Gaming IP
3.7.3 Mobile Game Production Cost
3.7.4 Successful Gaming IP line Creation
3.7.5 Minimize Marketing and User Acquisition Cost
3.7.6 Use of Monetization Strategies
3.8 Investment Trend Analysis
3.8.1 Second Screen including Mobile Devices and TV
3.8.2 Social vs. Game Network
3.8.3 Gaming Industry Transition and Fragmentation
3.8.4 Gaming Sector and Business Model
3.8.5 Value vs. Volume Regions
3.9 Wearable Gaming
3.9.1 Smartwatch as Wearable Gaming Platform
3.9.1.1 Pervasiveness
3.9.1.2 Interface
3.9.2 Potential Platform Analysis
3.9.2.1 Mind Pirate
3.9.2.2 OBJE (Obscene Interactive)
3.9.2.3 Oculus Rift
3.9.2.4 Sony
3.9.3 Privacy concerns
3.10 Case Study
3.10.1 Grand Theft Auto
3.10.2 Nike and Sports Game
3.10.3 FitBit Casual Gaming
3.10.4 BMW Ultimate Drive App
3.10.5 Angry Birds
3.10.6 Fruit Ninja
3.10.7 Cut the Rope
3.10.8 Kompu Gacha Games
3.10.9 Colopula
3.10.10 Hostess Club Social Game
3.10.11 Social Horse-Racing Game
3.10.12 Smurf Village: Real Virtual Economy Success
3.10.13 Alchemy: Android Title Success Case in Korea
3.10.14 The Human Element
3.10.15 Half the Sky Movement
3.10.16 FoldIt: Research for Mankind and Community Patent
3.10.17 RecycleBank: Community Awareness
3.10.18 Miller Literacy Game: Education and Literacy
3.10.19 SPENT: Poverty Alleviation
3.10.20 Raise the Village: Constructing Village
3.10.21 WeTopia Case: Charities for Children
3.10.22 Charities for Animal: Joy Kingdom Case
3.10.23 Japan and Korea Success Story
3.10.24 Pretty Simple’s Criminal Case Lesson
4.0 Mobile Gaming Company Analysis
4.1 Mobile Game Developers and Publishers
4.1.1 Halfbrick: Australia
4.1.2 Capcom: Japan
4.1.3 Electronic Arts: Japan
4.1.4 Namco Bandai: Japan
4.1.5 Gamevil (Com2uS): Korea
4.1.6 Zeptolab: Russia
4.1.7 Square Enix: Japan
4.1.8 Gameprom: Russia
4.1.9 Kairosoft: Japan
4.1.10 Konami: Japan
4.1.11 Disney Mobile: Japan
4.1.12 GREE: Japan
4.1.13 DeNA: Japan
4.1.14 Tencent: China
4.1.15 Mig33: China
4.1.16 Sina Weibo: China
4.1.17 Papaya Mobile: China
4.1.18 Mobygames
4.1.19 Games2Win: India
4.1.20 Hungama Games: India
4.1.21 Nazara: India
4.1.22 Anino mobile: Philippines
4.1.23 Socialpoint: Spain
4.1.24 Agate Studio: Indonesia
4.1.25 Toge Productions: Indonesia
4.1.26 Creacle Studio: Indonesia
4.1.27 Touchten Games: Indonesia
4.1.28 Maximize Games Studio: Indonesia
4.1.29 Tinker Games: Indonesia
4.1.30 Educa Studio: Indonesia
4.1.31 Altermyth: Indonesia
4.1.32 Nightspade: Indonesia
4.1.33 Alegrium
4.1.34 Kidalang
4.1.35 Menara Games
4.1.36 Own Games
4.2 Emerging Publisher Platform Analysis
4.2.1 Sina WeiBo
4.2.2 Tencent Network (Weibo, Qzone and Pengyou)
4.2.3 Renren
4.2.4 Kaixin001
4.2.5 51.Com
4.2.6 Mixi
4.2.7 Cyworld
4.2.8 Yahoo-Mobage
4.2.9 Ameba Pigg
4.2.10 Bebo
4.2.11 Twitter
4.2.12 Amazon
4.2.13 Gaia Online
4.2.14 Badoo
4.2.15 Tagged
4.2.16 Hi5
4.2.17 Habbo
4.2.18 Come2Play
4.2.19 Chillingo
4.2.20 Tencent QQ
4.2.21 KakaoTalk
4.2.22 Line
4.2.23 Tango
4.2.24 Kik Messenger
4.2.25 Zalo
4.2.26 Qihoo 360 Platform
4.2.27 Wandoujia
4.2.28 Baidu App Store
4.2.29 AppChina
4.2.30 D.cn Games Center
4.2.31 Gfan
4.2.32 VKontakte
4.2.33 Yonja
4.3 Application Store Analysis
4.3.1 Google Play Games
4.3.2 iOS Game Center
4.3.3 Facebook Games
4.3.4 Alternative Android Store
4.3.4.1 Slide ME
4.3.4.2 GetJar
4.3.4.3 CodeNgo
4.3.4.4 Apps UK Ltd.
4.3.4.5 Anzhi
4.3.4.6 F-Droid
4.3.5 Alternative iOS Store
4.3.5.1 Cydia
4.3.6 Cross Platform App Store
4.3.6.1 NVidia (Geoforce)
4.3.6.2 Nook App Store
4.3.6.3 Taobao App Market
4.3.6.4 Bemobi International
4.3.6.5 Mobango
4.3.6.6 Appitalism
4.3.6.7 Kongregate
4.3.6.8 Maopao
4.3.6.9 Alternative.To
4.3.6.10 360 Market
4.3.7 OEM Appstore
4.3.7.1 Xiaomi App store
4.3.8 Carrier AppStore
4.3.8.1 One Store Corp.
4.3.8.2 MTNPlay
4.4 Gaming Service Management Providers
4.4.1 WildTangent
4.4.2 iWin
4.4.3 Twitch.TV
4.4.4 Appia
4.4.5 XSplit
4.5 Communication Service Provider Analysis
4.5.1 NTT DoCoMo Japan
4.5.2 KDDI au, Japan
4.5.3 China Mobile, China
4.5.4 China Unicom, China
4.5.5 China Telecom, China
4.5.6 Airtel (Bharti), India
4.5.7 Vodafone Idea, India
4.5.8 SK Telecom, Korea
4.5.9 Telstra Mobile, Australia
4.5.10 Optus Mobile, Australia
4.5.11 Vodafone, New Zealand
4.5.12 MTS, Russia
4.5.13 MegaFon, Russia
4.5.14 Beeline, Russia
4.5.15 Chunghwa Telecom, Taiwan
4.5.16 3 Hong Kong
4.5.17 Mobicom, Mongolia
4.5.18 Telkomsel, Indonesia
4.5.19 Indosat, Indonesia
4.5.20 Viettel, Vietnam
4.5.21 MobiFone, Vietnam
4.5.22 Smart Communications, Philippines
4.5.23 Globe Telecom, Philippines
4.5.24 Maxis, Malaysia
4.5.25 SingTel Mobile, Singapore
4.5.26 AIS, Thailand
4.5.27 DTAC, Thailand
4.5.28 DSTCom, Brunei
4.5.29 Lao-telecom, Laos
4.5.30 Metfone, Cambodia
4.5.31 Turkcell, Turkey
4.5.32 Mobile Telecommunication Company of Iran
4.5.33 STC, Saudi Arabia
4.5.34 Etisalat, UAE
4.5.35 Cellcom, Israel
4.5.36 BATELCO, Bahrain
4.5.37 Cytamobile-Vodafone, Cyprus
4.5.38 Vodafone, Egypt
4.5.39 Zain, Jordan
4.5.40 Zain, Kuwait
4.5.41 Touch, Lebanon
4.5.42 Q-Tel, Qatar
4.5.43 Omantel, Oman
4.5.44 K’Cell, Kazakhstan
4.5.45 Beeline, Kyrgyzstan
4.5.46 Babilon Mobile, Tajikistan
4.5.47 Uzdunrobita, Uzbekistan
4.5.48 MTS, Turkmenistan
4.5.49 Grameenphone, Bangladesh
4.5.50 Dialog, Sri Lanka
4.5.51 Mobilink, Pakistan
4.5.52 Ncell, Nepal
4.5.53 Dhiraagu, Maldives
4.5.54 B-Mobile, Bhutan
5.0 Country Analysis
5.1 Japan
5.2 China
5.3 South Korea
5.4 India
5.5 Australia
5.6 Russia
5.7 New Zealand
5.8 Hong Kong
5.9 Taiwan
5.10 Indonesia
5.11 Thailand
5.12 Philippine
5.13 Malaysia
5.14 Singapore
5.15 Vietnam
5.16 Brunei
5.17 Turkey
5.18 UAE
5.19 Saudi Arabia
5.20 Israel
5.21 Egypt
5.22 Kazakhstan
5.23 Kyrgyzstan
5.24 Tajikistan
5.25 Bangladesh
5.26 Srilanka
5.27 Pakistan
6.0 Mobile Gaming Asia Market Analysis and Forecasts 2022 – 2027
6.1 Mobile Gaming Asia Market 2022 – 2027
6.1.1 Mobile Gaming Asia Market
6.1.2 Mobile Gaming Asia Market by Platform
6.1.2.1 Mobile Gaming Asia Market by Hardware Type
6.1.2.2 Mobile Gaming Asia by Software Type
6.1.2.2.1 Mobile Gaming Asia Software Market by Gaming Apps Type
6.1.2.2.2 Mobile Gaming Asia Software Market by Gaming OS Type
6.1.2.3 Mobile Gaming Asia Market by Gaming Service Type
6.1.2.3.1 Mobile Gaming Asia Service Market by Consumer Payment Type
6.1.2.3.2 Mobile Gaming Asia Branded Game Market by Industry Vertical
6.1.2.4 Mobile Gaming Asia Market by Gaming Management Provider Type
6.1.3 Mobile Gaming Asia Market by Stakeholder Type
6.1.4 Mobile Gaming Asia Market by Gaming Technology Type
6.1.5 Mobile Gaming Asia Market by Connectivity Type
6.1.6 Mobile Gaming Asia Market by Enterprise Type
6.1.7 Mobile Gaming Asia Market by Region
6.1.7.1 East Asia & Pacific Mobile Gaming Asia Market: Hardware, Software, Gaming Service, Management Provider, Stakeholder, Gaming Technology, Connectivity, Enterprise, and Country
6.1.7.2 SEA Mobile Gaming Asia Market: Hardware, Software, Gaming Service, Management Provider, Stakeholder, Gaming Technology, Connectivity, Enterprise, and Country
6.1.7.3 Middle East Mobile Gaming Asia Market: Hardware, Software, Gaming Service, Management Provider, Stakeholder, Gaming Technology, Connectivity, Enterprise, and Country
6.1.7.4 Central Asia Mobile Gaming Asia Market: Hardware, Software, Gaming Service, Management Provider, Stakeholder, Gaming Technology, Connectivity, Enterprise, and Country
6.1.7.5 South Asia Mobile Gaming Asia Market: Hardware, Software, Gaming Service, Management Provider, Stakeholder, Gaming Technology, Connectivity, Enterprise, and Contry
6.2 Mobile Gaming in Asia by Users 2022 – 2027
6.2.1 Mobile Gaming in Asia by Users
6.2.2 Mobile Gamer in Asia by Device Type
6.2.3 Mobile Gamer in Asia by Casual vs. Regular
6.2.4 Mobile Gamer in Asia by Game Category
6.2.5 Mobile Gamer in Asia by Gaming OS Type
6.2.6 Mobile Gamer in Asia by Game Payment Type
6.2.7 Mobile Gamer in Asia by DAU vs. WAU vs. MAU
6.2.8 Mobile Gamer in Asia by Gaming Technology Type
6.2.9 Mobile Gamer in Asia by Connectivity Type
6.2.10 Mobile Gamer in Asia by Regions
6.2.10.1 East Asia & Pacific Mobile Gamer: Device, Game Category, Gaming OS, Game Payment, DAU vs. MAU, Gaming Technology, Connectivity, and Country
6.2.10.2 SEA Mobile Gamer: Device, Game Category, Gaming OS, Game Payment, DAU vs. MAU, Gaming Technology, Connectivity, and Country
6.2.10.3 Middle East Mobile Gamer: Device, Game Category, Gaming OS, Game Payment, DAU vs. MAU, Gaming Technology, Connectivity, and Country
6.2.10.4 Central Asia Mobile Gamer: Device, Game Category, Gaming OS, Game Payment, DAU vs. MAU, Gaming Technology, Connectivity, and Country
6.2.10.5 South Asia Mobile Gamer: Device, Game Category, Gaming OS, Game Payment, DAU vs. MAU, Gaming Technology, Connectivity, and Country
6.3 Mobile Gamer Asia Demographic Analysis 2022 – 2027
6.3.1 Mobile Gaming Asia Yearly ARPU vs. ARPPU
6.3.2 Mobile Gaming Asia Monthly ARPU vs. ARPPU
6.3.3 Mobile Gamer in Asia by Male vs. Female
6.3.4 Mobile Gamer in Asia by Age Bracket
6.3.5 Mobile Gamer in Asia by Yearly Income Bracket
6.3.6 Mobile Gaming Asia: Relative Time Spend vs. Revenue Contribution by Age Bracket
6.3.7 Gaming Device Preference by Broadband Household and Age Brackets in Asia
6.3.8 Tablet Gamer Statistics in Asia
6.3.9 Virtual Goods Spending Pattern
6.3.10 Virtual Goods Unique Payer
6.3.11 Game Play Frequency
6.3.12 Game Purchase and Plan to Purchase
6.3.13 Freemium Gamer Upgrade: Free to Paid Game
6.3.14 In-Game Content Purchase
6.3.15 Social Game Play Percent
6.3.16 Social Game Play: DAU vs. WAU vs. MAU
6.3.17 Game Recommendation to Others
6.3.18 Game Genre Preference by Gender
6.3.19 Gaming Time Spend Ratio
6.3.20 Game Play Duration
6.3.21 Mobile Time Spend (Except Voice)
6.3.22 Game Play Activity Change Ratio
6.3.23 Mobile Game Play Increase Factor
6.3.24 Mobile Game Play User Benefit
6.3.25 Mobile Game Play Influence Source
6.3.26 Mobile Game Keeping Ratio by Device
6.3.27 DAU Mobile Gamer by OS
6.3.28 Mobile Gaming OS: Time Spend vs. Dedication
6.3.29 Mobile Game Play Location
6.3.30 Mobile Game Play Location in Home
6.3.31 Mobile Game Genre Interest: On-the-Go
6.3.32 Popular Mobile Game Category
6.3.33 Mobile Game Acquisition Method
6.3.34 Cross Platform Game Play
6.3.35 Game Deployment Ratio
6.3.36 East Asia & Pacific Game Genre Deployment by Country
6.3.37 SEA Game Genre Deployment by Country
6.3.38 Middle East Game Genre Deployment by Country
6.3.39 Central Asia Game Genre Deployment by Country
6.3.40 South Asia Game Genre Deployment by Country
6.3.41 Mobile Game Developer by Age Bracket
6.3.42 Day-time consumption on writing Mobile Game Apps
6.3.43 Game Developer Demography by OS
6.3.44 Game Developer Preference over Platform
6.3.45 Game Developers believe Over Brand Game
6.3.46 Gaming App vs. Other App Preference
6.3.47 Revenue Generation by Gaming App vs. Other App
6.3.48 Mobile User Using Mobile Apps
6.3.49 Social Gaming ARPU by Company
6.3.50 App Usage: Game vs. Others
6.3.51 Mobile App User Time Spend Ratio
6.3.52 Spending on Gaming App by OS
6.3.53 Mobile Game Percent by Game Category
6.3.54 Mobile Game Feature Adoption
6.3.55 Mobile Game Feature Influence
6.3.56 Mobile Game Download: Free vs. Paid
6.3.57 Mobile Game Title: Free vs. Paid
6.3.58 Mobile Game Price
6.3.59 Mobile Game Download: OTI vs. OTA
6.3.60 Mobile Game Distribution: OTI vs. OTA
6.3.61 Mobile Game Download by OS
6.3.62 Mobile Game Download by Individual Gamer
6.3.63 Profitable Mobile Game Ratio
6.3.64 Smartphone Market Share
6.3.65 Tablet Market Share
7.0 Conclusions and Recommendations
7.1 Advertisers and Media Companies
7.2 Artificial Intelligence Providers
7.3 Automotive Companies
7.4 Broadband Infrastructure Providers
7.5 Communication Service Providers
7.6 Computing Companies
7.7 Data Analytics Providers
7.8 Immersive Technology (AR, VR, and MR) Providers
7.9 Networking Equipment Providers
7.10 Networking Security Providers
7.11 Semiconductor Companies
7.12 OEM Companies
7.13 IoT Suppliers and Service Providers
7.14 Software Providers (Game Developers and Publishers)
7.15 Content Aggregators
7.16 Payment Solution Provider
7.17 Social Media Companies
7.18 Enterprises and Governments
7.19 Gaming Investors
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