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Social Local Mobile (SoLoMo) Game-Play Behavior in Free2Play, Virtual Goods & Hybrid Ecosystem
Publication Date Dec 2012
Product Type Report
Pages 46
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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 ecosystem 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.

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

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

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 & 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

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