Mobile Gaming in the United States: Analysis of Platforms, Technical and Business Issues, Market Outlook and Forecasts through 2019

1.0 INTRODUCTION 21

1.1 MOBILE GAME VS. CONVENTIONAL APPS DEVELOPMENT 22

1.2 THE DAYS OF MOBILE GAMING AS A SILO STRATEGY ARE DONE 22

1.3 PARLAYING A CORE GAMING PLATFORM FOR COMMUNICATIONS, CONTENT, AND COMMERCE 23

1.4 THE THREAT OF COMMODITIZED BEARER SERVICES: VOICE AND RAW DATA GET “CHEAP” 23

1.5 THE NEED FOR VALUE-ADDED, CROSS-PRODUCT/SERVICE, GAMING INTEGRATION 23

1.6 THE RISE OF LOCAL CONTENT AND USER GENERATED CONTENT (UGC) 23

2.0 MARKET TREND ANALYSIS 25

2.1 MOBILE SOCIAL AND MULTISCREEN GAMING 25

2.2 FREEMIUM MONETIZATION AND ADVERGAMING 25

2.3 GAMING OPTIMIZED DEVICE, DATA NETWORK AND APPSTORE REVOLUTION 26

2.4 HUMAN INTERACTION AND WORD OF MOUTH 28

2.5 WEARABLE GAMING 28

3.0 MARKET IMPACT ANALYSIS 29

3.1 MARKET FORCES VS. IMPACT 29

3.2 SWOT ANALYSIS 31

3.3 MOBILE OS ANALYSIS 32

4.0 MARKET GROWTH DRIVER ANALYSIS 34

4.1 MULTIPLAYER MOBILE GAMING (MMG) 34

4.2 MOBILE SOCIAL GAMING 35

4.3 MOBILE LOCATION BASED GAMING 35

4.4 MOBILE VIDEO GAMING 38

4.5 MOBILE CLOUD GAMING 39

4.6 MOBILE CASUAL GAMING 40

4.7 FREE-TO-PLAY DISTRIBUTION 42

4.8 CONNECTED CONSOLE AND MOBILE CLOUD 43

4.9 MOBILE CASINO GAMING 44

4.10 ADVERGAMING 45

4.11 IN-GAME RMT (REAL MONEY TRANSACTION) 46

4.12 VIRTUAL GO-TO COMMUNITY 47

4.13 GAMIFICATION 48

4.14 CROSS-PLATFORM PUBLISHING 49

4.15 EMERGING GAMING PLATFORM 50

5.0 FUNCTIONALITY DRIVER ANALYSIS 51

5.1 PUBLIC WI-FI 51

5.2 ARTIFICIAL INTELLIGENCE (AI) 51

5.3 3D API 52

5.4 LTE ADVANCE 52

5.5 MOBILE CLOUD 52

5.6 HTML5 - MOBILE WEB'S FUTURE 52

6.0 GAME GENRE ANALYSIS 54

6.1 ARCADE-STYLE GAME 54

6.2 ACTION/ADVENTURE GAME 54

6.3 SPORTS GAME 55

6.4 RACING GAME 56

6.5 STRATEGY/PUZZLE GAME 56

6.6 MOVIE GAMES 57

6.7 CASINO GAMES 58

6.8 BOARD GAMES 59

6.9 SIMULATION GAMES 60

6.10 MOTION DETECTION GAMES 61

7.0 LEGAL FRAMEWORK ANALYSIS 62

7.1 ANTIPIRACY LAW 62

7.2 INDEMNIFICATION LAW 62

7.3 ZYNGA WITH PRIVACYVILLE 63

7.4 CYBERCRIMINAL ATTACK ON MOBILE SOCIAL GAME 64

7.5 IN-GAME SCAM DEBATE IN MOBILE SOCIAL GAME 65

7.6 ROLE OF OPEN WEB TO SAVE DMCA: MINIMEGA GAMES VS. TOMKID GAME CASE 66

7.7 RMT (REAL MONEY TRADING) AND GOLD FARMING REGULATION 67

7.8 GAMING VS. CASINO AND GAMBLING 68

8.0 ECOSYSTEM ANALYSIS 69

8.1 ACTIVITIES IN ECOSYSTEM STRUCTURE 69

8.2 APPSTORE FRAMEWORK 70

8.3 SNS PORTAL FRAMEWORK 71

8.4 ECONOMIC DRIVERS 72

8.5 VALUE CHAIN FRAMEWORK 73

8.6 REVENUE SHARE ACROSS VALUE CHAIN STAKEHOLDERS 73

8.7 ROLE OF NEW ENTRANTS IN MOBILE GAMING VALUE CHAIN 74

8.7.1 TECHNICAL & LEGAL ROLE OF TECHNOLOGY PROVIDER / PUBLISHER 74

8.7.2 VIRTUAL GOODS & CURRENCY PROVIDER CAN PLAY CRITICAL ROLE ON GAME SUCCESS 75

8.7.3 GAMING ECONOMY OR MICRO TRANSACTION SOLUTION PROVIDER TO PROVIDE MONETIZED PLATFORM FOR USER & GAME DEVELOPER 75

8.7.4 OTI VS. OTA DISTRIBUTION FRAMEWORK TO CROSS PLATFORM 76

8.8 DISTRIBUTION FRAGMENTATION OTA VS. OTI (APPSTORE, SNS & BROWSER BASED) 77

8.9 MAJOR CHALLENGES IN FRAGMENTED DISTRIBUTION 78

9.0 MONETIZATION METRICS 79

9.1 CONVERTING MOBILE GAMING METRICS TO CONVERSION FUNNEL 79

9.2 GAME LIFE CYCLE & KPI MANAGEMENT METRICS 81

9.3 ANALYTIC APPROACH 82

9.3.1 VIRAL VS. RETENTION: WHERE TO FOCUS? 83

9.3.2 CHECKLIST FOR RETENTION METRICS 84

9.3.3 CHECKLIST FOR VIRALITY METRICS 84

9.3.4 ACQUISITION METRICS 85

9.3.5 BUSINESS MONETIZATION METRICS 85

9.3.6 CUSTOM METRICS 86

9.4 BRAND MONETIZATION METRICS 87

9.4.1 MONITORING METRICS 88

9.5 GAME MONETIZATION 88

9.5.1 CROWDED GAME STORES 89

9.5.2 PLAYER RETENTION AND ENGAGEMENT 89

9.5.3 PREMIUM MODELS 90

9.5.4 OPPORTUNITY FOR GAME MAKER 90

9.6 MOBILE SOCIAL GAME DESIGN FRAMEWORK & DILEMMA 90

9.6.1 F2P MOBILE SOCIAL GAME DESIGN FRAMEWORK 90

9.6.2 BENEFITS FOR USING FRAMEWORK 91

9.6.3 NINE DIMENSIONS OF THE FRAMEWORK 91

9.6.4 ADDING FUN IN GAME DESIGN 92

9.6.5 INDIE PUBLISHING VS. PLATFORM CHOICE OF GAME DEVELOPERS 94

9.7 GAME MARKETING: ROLE OF APPS, VIDEO, SMART TV, AND VIRAL 95

9.7.1 GAMING APPS MARKETING 95

9.7.2 VIDEO MARKETING 96

9.7.3 ROLE OF SMART TV & LOCATION TARGETING 97

9.7.4 IMPORTANCE OF VIRAL 98

9.8 MOBILE SOCIAL GAMER ENGAGEMENT PANORAMA 102

9.8.1 FIRST 3 DAYS DILEMMA 102

9.8.2 7 DAY + DILEMMA 103

9.8.3 RISING MOBILE GAMING ENGAGEMENT 103

9.8.4 BLENDING GAME SCIENCE WITH ART 104

9.9 EMPATHY GAME: NEW WAVE OF ENGAGEMENT 104

10.0 BUSINESS MODEL ANALYSIS 106

10.1 KEY MOBILE GAMING STRATEGIES 106

10.2 KEY REVENUE SOURCES & COST ITEMS 108

10.3 TRENDING BUSINESS MODELS 108

10.3.1 VIRTUAL ITEMS AND MICRO TRANSACTIONS 108

10.3.2 IN-GAME AD / BRANDED GAMES 108

10.3.3 SUBSCRIPTION/BUNDLE PACK WITH VIRTUAL ITEMS TRADING 109

10.3.4 IN-GAME AD / BRANDED GAME WITH IN-STORE BENEFITS 109

10.3.5 PREMIUM GAME WITH IN-STORE BENEFITS 109

10.3.6 CASINO / CLUB GAMBLING MODEL 109

10.3.7 USER GENERATED MODEL 109

10.3.8 RESEARCH & GAMIFICATION CENTRIC MODEL 110

10.4 TIPS FOR APPLYING ECONOMIC & GAMIFICATION IN BUSINESS MODEL 110

10.4.1 FREE ENTERTAINMENT ILLUSION 111

10.4.2 NEVER SET PAYMENT LIMIT FOR USER 111

10.4.3 FOCUS ON DETAIL ACTIVITIES 111

10.4.4 RECRUIT MORE PLAYERS 112

10.5 CURRENT TREND IN PRICING MODEL 113

10.6 ADVERTISING MODEL 114

10.6.1 CPC ADVERTISING MODEL 114

10.6.2 CPI ADVERTISING MODEL 114

10.6.3 PROFITABLE CPI 114

10.6.4 PRICING OF VIRTUAL GOODS 114

10.6.5 BUILDING MATHEMATICAL MODEL TO SET PRICE 115

10.7 MARKET CHALLENGE & GAME BALANCING METHOD IN VIRTUAL GOODS BASED GAME 116

10.8 BENEFITS OF CROSS-PLATFORM MODEL 118

11.0 SUCCESS STRATEGY ANALYSIS 119

11.1 FEATURES THAT NEED TO INCORPORATE 119

11.2 POPULAR VS. NEW GAMING IP: WHAT TO FOLLOW? 120

11.3 COSTS TABLE 121

11.4 HOW TO CREATE SUCCESSFUL GAMING IP LINE? 122

11.5 HOW TO MINIMIZE MARKETING & USER ACQUISITION COST? 123

11.6 HOW TO USE MONETIZATION STRATEGIES? 124

11.7 CASE STUDY 125

11.7.1 PRETTY SIMPLE’S CRIMINAL CASE LESSON 125

11.7.2 SOJO STUDIO’S WETOPIA AND JOY KINGDOM LESSON 127

11.7.3 KING.COM LESSON 129

11.7.4 ZYNGA LESSON 130

12.0 GAMING INDUSTRY INVESTMENT TREND ANALYSIS 132

12.1 SECOND SCREEN INCLUDING MOBILE DEVICES AND TV 132

12.2 SOCIAL VS. GAME NETWORK 132

12.3 GAMING DEALS 132

12.4 POST ZYNGA ERA VS. VENTURE CAPITAL (VC) IN MIDDLEWARE GAMIFICATION & SOCIAL ELEMENTS INTEGRATION 133

12.5 GAMING INDUSTRY TRANSITION AND FRAGMENTATION ANALYSIS 133

12.6 GAMING SECTOR AND BUSINESS MODEL 136

12.7 VALUE VS. VOLUME REGIONS 140

12.8 MERGER & ACQUISITION (M&A) TREND 142

12.9 GAMING VENTURE CAPITAL (VC) TRENDS 145

12.10 CROWD FUNDING TREND 146

12.10.1 KICKSTARTER PERFORMANCE 146

12.10.2 APPGENIUS WITH GETFUNDED.COM 147

12.10.3 POPPY WITH KICKSTARTER FOR AR GAMES 147

12.10.4 GOLDEN FINGERS WITH INDIEGOGO.COM FOR WRITEON GAME 147

12.11 CASE STUDY 148

12.11.1 IBM FOUNDER FAMILY ON PLAYDEMIC FOR SOCIAL GAME 148

12.11.2 ZATTIKKA ACQUISITION OF HATTRICK, CONCEPT ART HOUSE AND SNEAKY GAMES 148

12.11.3 SUPERCELL FUNDING AND TREND AROUND FREEMIUM MODEL 149

12.11.4 IMI.VC INVESTMENT FOR GAME INSIGHT 149

12.11.5 ROCK GAMING INTEREST ON CAESARS INTERACTIVE 149

12.11.6 NEXON INVESTMENT TO RUMBLE ENTERTAINMENT, ROBOTOKI, SHIVER ENTERTAINMENT, AND SECRETNEWCO 150

12.11.7 FACEBOOK’S ACQUISITION OF OCULUS RIFT 150

12.11.8 ALIBABA’S INVESTMENT IN KABAM 151

12.11.9 AMAZON’S ACQUISITION OF TWITCH 151

12.11.10 TANGO’S GAME INVESTMENT FUND 151

12.11.11 MICROSOFT’S ACQUISITION OF MOJANG 152

12.11.12 ZHONGJI’S ACQUISITION OF FUNPLUS 152

12.11.13 OPPORTUNITY CHART BY GAMING SECTORS 152

13.0 WEARABLE TECHNOLOGY INFLUENCE ON GAMING 154

13.1 WEARABLE TECHNOLOGY 154

13.1.1 BODY AREA NETWORKS (BAN) 154

13.1.2 AUGMENTED REALITY (AR) 155

13.1.3 VIRTUAL REALITY (VR) 155

13.1.4 SENSORS AND AMBIENT AWARENESS 156

13.2 SMARTWATCH AS WEARABLE GAMING PLATFORM 156

13.2.1 PERVASIVENESS 157

13.2.2 INTERFACE 157

13.3 GAMING PLATFORM ANALYSIS 157

13.3.1 MIND PIRATE 157

13.3.2 OBJE (OBSCENE INTERACTIVE) 158

13.3.3 OCULUS RIFT 158

13.3.4 SONY 158

13.4 PRIVACY CONCERNS 158

13.5 CASE STUDY 158

13.5.1 GRAND THEFT AUTO (GTA) 158

13.5.2 NIKE AND SPORTS GAME 159

13.5.3 FITBIT CASUAL GAMING 159

14.0 MARKET PROJECTIONS AND DEMOGRAPHIC ANALYSIS 161

14.1 MARKET VALUE / REVENUE PROJECTION & ANALYSIS 2014 - 2019 161

14.1.1 MARKET VALUE IN $ BLN 161

14.1.2 MARKET VALUE IN $ BLN BY REGION 161

14.1.3 MARKET VALUE IN $ BLN BY DEVICE 162

14.1.4 MOBILE LEARNING GAME MARKET VALUE IN $ BLN 163

14.1.5 MARKET VALUE BY TYPE 163

14.1.6 MARKET VALUE BY ECOSYSTEM STAKEHOLDERS 164

14.1.7 MARKET VALUE BY OS PLATFORM 165

14.1.8 MARKET VALUE BY MOBILE GAME CATEGORY 165

14.1.9 ARPU VS. ARPPU 166

14.1.10 SPENDING ON GAMING APP 166

14.2 MOBILE GAMER PROJECTION & DEMOGRAPHY ANALYSIS 2014 - 2019 167

14.2.1 MOBILE GAMER IN MLN 167

14.2.2 MOBILE GAMER IN MLN BY DEVICE 168

14.2.3 MOBILE GAMER IN MLN BY REGION 168

14.2.4 PAYING VS. F2P GAMER 168

14.2.5 MOBILE GAMER BY OS PLATFORM 169

14.2.6 MOBILE GAMER BY GAME CATEGORY 169

14.2.7 CASUAL VS. REGUALR GAMER 169

14.2.8 DAU VS. MAU 169

14.2.9 MOBILE GAMER BY GENDER 170

14.2.10 MOBILE GAMER BY AGE BRACKET 170

14.2.11 MOBILE GAMER BY HOUSEHOLD INCOME 171

14.2.12 MOBILE GAMER BY RACE 171

14.2.13 MOBILE GAMER BY EDUCATION 172

14.2.14 AVERAGE GAME DOWNLOAD 172

14.2.15 AVERAGE MONTHLY EXPENSE 173

14.2.16 GAMING TIME VS. MOBILE GAMING REVENUE 173

14.2.17 TABLET GAMER 174

14.2.18 VIRTUAL GOODS GAMER 174

14.2.19 GAMER RECOMMENDATION 175

14.2.20 MOBILE GAME GENRE PREFERENCE 175

14.2.21 DAILY GAMING TIME SPEND FOR MOBILE GAMING 176

14.2.22 MOBILE GAMER LIFE CYCLE 176

14.2.23 TIME SPENT ON MOBILE GAMES 177

14.2.24 MOBILE GAME PLAY ACTIVITY CHANGE 177

14.2.25 REASON OF MOBILE GAME PLAY INCREASE 178

14.2.26 BENEFITS OF MOBILE GAME PLAY 178

14.2.27 SOURCES OF MOBILE GAME PLAY INFLUENCE 179

14.2.28 GAME KEEPING RATIO 179

14.2.29 TIME SPEND VS. DEDICATION BY OS PLATFORM 180

14.2.30 MOBILE GAME PLAY LOCATION 180

14.2.31 MOBILE GAMING GENRE INTEREST 181

14.2.32 POPULAR GAME GENRE 182

14.2.33 MOBILE GAME ACQUISITION METHOD 182

14.2.34 CROSS-DEVICE GAME PLAY 183

14.2.35 NEW PLAYER RETENTION RATIO 183

14.3 MOBILE GAME DEVELOPER ANALYSIS 2014 - 2019 184

14.3.1 DEVELOPER REVENUE 184

14.3.2 DEMOGRAPHY 184

14.3.3 DAY TIME CONSUMPTION ON WRITING MOBILE GAMING APPS 185

14.3.4 OS PLATFORM PREFERENCE 185

14.3.5 DISTRIBUTION PREFERENCE BY OS PLATFORM 186

14.3.6 BELIEF OVER BRAND VS. NON-BRAND GAME 186

14.4 MOBILE GAME TREND ANALYSIS 2014 - 2019 187

14.4.1 GAMING APPS VS. OTHER APPS 187

14.4.2 MOBILE GAMING APP REVENUE 187

14.4.3 MOBILE PHONE USER USE MOBILE APPS 188

14.4.4 MOBILE SOCIAL GAMING ARPU OF TOP 6 INTERNET COMPANIES 188

14.4.5 GAME VS. OTHER MOBILE APPS USAGE 189

14.4.6 SPENDING WILLINGNESS OF MOBILE GAMING APP USER 190

14.4.7 MOBILE GAME BY GAME CATEGORY 190

14.4.8 GAMING FEATURE ADOPTION 191

14.4.9 GAME CHARACTERISTICS 191

14.4.10 MOBILE GAME DOWNLOAD 192

14.4.11 MOBILE GAME TITLE 192

14.4.12 MOBILE GAME PRICE 193

14.4.13 OTI VS. OTA VS. PEER-TO-PEER 193

14.4.14 MOBILE GAME DISCTRIBUTION 194

14.4.15 MOBILE GAME DOWNLOAD BY OS 194

14.4.16 MOBILE GAME DOWNLOAD BY INDIVIDUAL GAMER 195

14.4.17 PROFITABLE VS. NON-PROFITABLE MOBILE GAME 195

14.5 SOCIAL POINT WITH MASS GAME 196

15.0 APPSTORE ANALYSIS: GOOGLE PLAY VS. IOS 197

15.1 GOOGLE PLAY VS. IOS 197

15.1.1 “GOOGLE GAMES” - UNIFIED GAMING PLATFORM TREND 197

15.1.2 FACEBOOK’S MOBILE-PLUS-OPEN-GRAPH COMBINATION 197

15.1.3 TREND ANALYSIS 2013 198

15.1.4 APPSTORE PERFORMANCE 2013 199

15.1.5 TOP 5 COUNTRIES BY DOWNLOAD VS. REVENUE Q2 2013 200

15.1.6 TOP 5 CATEGORIES BY DOWNLOAD VS. REVENUE Q2 2013 201

15.1.7 TOP 10 PUBLISHER BY DOWNLOAD VS. REVENUE ON JUNE 2013 202

15.1.8 TOP 10 GAME APPS BY DOWNLOAD VS. REVENUE IN JUNE 2013 204

15.1.9 TOP 5 REVENUE GENERATING APPS IN JULY 2013 206

15.1.10 TOP 5 PAID DOWNLOAD APPS IN JULY 2013 206

15.1.11 TOP 5 FREE DOWNLOAD APPS IN JULY 2013 207

15.2 ALTERNATIVE APPSTORE FOR ANDROID 207

15.2.1 SLIDE ME 207

15.2.2 GETJAR 207

15.2.3 SOC.IO MALL 207

15.2.4 CODENGO 208

15.2.5 APPSLIB 208

15.2.6 1MOBILE 208

15.2.7 CAMANGI MARKET 208

15.2.8 TEGRA STORE 208

15.2.9 MIKANDI 208

15.2.10 ANDROIDPIT 208

15.2.11 ANZI 208

15.2.12 HIAPK 208

15.2.13 N-DUO MARKET 208

15.2.14 F-DROID 208

15.3 ALTERNATIVE APPSTORE FOR IOS 209

15.3.1 CYDIA 209

15.3.2 LIMA 209

15.3.3 PREMIERAPPSHOP 209

15.3.4 SEXAPPSHOP 209

15.3.5 91 HIAPK 209

15.4 ALTERNATIVE APPSTORE FOR BLACKBERRY OS 209

15.4.1 BLACKBERRY WORLD 209

15.4.2 CRACKBERRY STORE 209

15.4.3 BBNATION 209

15.5 ALTERNATIVE CROSS-PLATFORM APPSTORE 210

15.5.1 NOOK APP STORE 210

15.5.2 TAOBAO APP MARKET 210

15.5.3 HANDMARK & ONELOUDER 210

15.5.4 HANDSTER 210

15.5.5 PHOLOAD 210

15.5.6 MOBANGO 210

15.5.7 HANDANGO 210

15.5.8 BISKERO 210

15.5.9 OPERA MOBILE APP STORE 211

15.5.10 APPITALISM 211

15.5.11 NEXVA 211

15.5.12 KONGREGATE 211

15.5.13 MAOPAO 211

15.5.14 DJUZZ 211

15.5.15 APPCITY 211

15.5.16 ALTERNATIVE.TO 211

15.5.17 360 MARKET 212

15.5.18 APPOKE 212

15.6 OEMS APPSTORE 212

15.6.1 SAMSUNG APPS 212

15.6.2 LG SMART WORLD 212

15.6.3 DOCOMO MARKET 212

15.6.4 XIAOMI APPSTORE 212

15.7 MOBILE CARRIER APPSTORE 213

15.7.1 VODAFONE DEVELOPER 213

15.7.2 MOBILE MARKET OF CHINA MOBILE 213

15.7.3 SPRINT DEVELOPER PROGRAM 213

15.7.4 AIRCEL POCKETAPPS 213

15.7.5 AIRTEL APP CENTRAL 213

15.7.6 MAXIS 1STORE 213

15.7.7 M1 APP STORE 213

15.7.8 T-STORE 213

15.7.9 TURKCELL T-MARKET 214

15.7.10 OMNITEL APP STORE 214

15.7.11 MTNPLAY 214

16.0 EMERGING GAME PLATFORMS AND A LOOK AT OTHER COUNTRIES 215

16.1 SINA WEIBO IN CHINA 215

16.2 TENCENT NETWORK IN CHINA: WEIBO, QZONE AND PENGYOU 215

16.3 RENREN IN CHINA 216

16.4 KAIXIN001 IN CHINA 216

16.5 51.COM IN CHINA 216

16.6 MIXI IN JAPAN 216

16.7 CYWORLD IN KOREA 217

16.8 IBIBO GAMES IN INDIA 218

16.9 MILLAT FACEBOOK IN PAKISTAN 218

16.10 YAHOO-MOBAGE IN JAPAN 218

16.11 AMEBA PIG IN JAPAN 219

16.12 BEBO 219

16.13 TWITTER 219

16.14 AMAZON 220

16.15 ZORPIA 221

16.16 PERFSPOT 221

16.17 FRIENDSTER 222

16.18 GAIA ONLINE 223

16.19 BADOO 223

16.20 TAGGED 223

16.21 HI5 224

16.22 HABBO 224

16.23 COME2PLAY 224

16.24 VIXIMO GAME NETWORK 225

16.25 CHILLINGO 225

16.26 WECHAT & QQ MOBILE: INTEGRATED MOBILE GAMING PLATFORM 226

16.27 KAKAOTALK 227

16.28 LINE 228

16.29 91 WIRELESS 228

16.30 WHATSAPP 229

16.31 TANGO 229

16.32 KIK MESSENGER 229

16.33 ZALO 229

16.34 QIHOO 360 PLATFORM 230

16.35 WANDOUJIA 230

16.36 BAIDU APP STORE 230

16.37 APPCHINA 231

16.38 D.CN GAMES CENTER 231

16.39 GFAN 231

16.40 MOBAGE IN JAPAN 231

16.41 HEYZAP 232

16.42 VKONTAKTE IN RUSSIA 232

16.43 YONJA IN TURKEY 232

17.0 SERVICE & ECONOMY MANAGEMENT PROVIDER 233

17.1 VIXIMO GAME NETWORK 233

17.2 WILDTANGENT 233

17.3 IWIN 234

17.4 KAMCORD 234

17.5 EVERYPLAY 235

17.6 TWITCH.TV 235

17.7 MEDIUM / MATCHFUEL 236

17.8 ONEAPI 236

17.9 APPOLICIOUS 237

17.10 APPIA 237

17.11 XSPLIT 237

18.0 CASE STUDIES 238

18.1 BMW ULTIMATE DRIVE APP 238

18.2 ANGRY BIRDS 239

18.3 FRUIT NINJA: $1 MLN BUSINESS VS. CHINA SUCCESS 240

18.4 CUT THE ROPE 242

18.5 KOMPU (COMPLETE) GACHA GAMES 243

18.6 COLOPULA 244

18.7 HOSTESS CLUB SOCIAL GAME (KOI SHITE KYABA JO) 246

18.8 SOCIAL HORSE-RACING GAME 247

18.9 SMURF VILLAGE: THE REAL VIRTUAL ECONOMY SUCCESS 248

18.10 ALCHEMY: ANDRIOD TITLE SUCCESS CASE IN KOREA 249

18.11 THE HUMAN ELEMENT 250

18.12 MOBILE SOCIAL NETWORK GAME 251

18.12.1 HALF THE SKY MOVEMENT 251

18.12.2 FOLDIT: RESEARCH FOR MANKIND & COMMUNITY PATENT 252

18.12.3 RECYCLEBANK: COMMUNITY AWARENESS 253

18.12.4 MILLEE LITERACY GAME: EDUCATION & LITERACY 254

18.12.5 SPENT: POVERTY ALLEVIATION 255

18.12.6 RAISE THE VILLAGE: CONSTRUCTING VILLAGE 255

18.12.7 WETOPIA CASE: CHARITIES FOR CHILDREN 256

18.12.8 CHARITIES FOR ANIMAL: JOY KINGDOM CASE 257

18.12.9 SOCIAL-GOOD FOCUSED GAMING COMPANY OR NETWORK: ZYNGA, SOJO STUDIOS, GRAMBLE, ONEHAZE, & BUDGE 258

18.13 JAPAN & KOREA SUCCESS STORY 259

19.0 CONCLUSIONS AND RECOMMENDATIONS 260

19.1 RECOMMENDED CONSIDERATION FOR USA MARKET 261

19.2 RECOMMENDATION FOR GAME DEVELOPER AND PUBLISHER 262

19.3 RECOMMENDATION FOR GAME NETWORKS INCLUDING MOBILE SOCIAL NETWORK 263

19.4 RECOMMENDATION FOR CONTENT AGGREGATOR 263

19.5 RECOMMENDATION FOR PAYMENT SOLUTION PROVIDER 264

19.6 RECOMMENDATION FOR OEM AND MNO 265

19.7 RECOMMENDATION FOR INVESTORS 266

19.8 RECOMMENDATION FOR BRANDS 266

Figures

Figure 1: UGC in MineCraft 24

Figure 2: McDonald Features Special Events on Firmville 26

Figure 3: Nokia’a Single Player Primitive Snake Game vs. GREE’s Mobile Social Game Screen 28

Figure 4: Top Five USA Smartphone OEMs Market Share 2014 32

Figure 5: Top Five Smartphone OS Market Share in USA 2014 33

Figure 6: Tablet Market Share in USA 2014 33

Figure 7: MMG: N.O.V.A. 3 - Near Orbit Vanguard Alliance 34

Figure 8: My Town 2: Location Based City Building Mobile Social Game 35

Figure 9: Game Pattern follow by Gamer while Playing Mobile Location Based Gaming 36

Figure 10: Sample Trail-Map of Gamer in a Mobile Location Based Gaming 37

Figure 11: Life is Crime: a Social Location based Mobile Game for iOS and Android 37

Figure 12: Fruit Ninja: a Popular Mobile Video Game 38

Figure 13: Mobile Cloud Gaming Network Ecosystem 39

Figure 14: G-Cloud on Docomo Tablet 40

Figure 15: Mobile Casual Game Flow where Most Casual Gamer Belongs 41

Figure 16: Angry Birds Mobile Casual Game 42

Figure 17: Snoopy Street: Free-to-Play Game on iOS 43

Figure 18: Onlive Mobile: Cloud Gaming App on Android Played on PC, Console, Tablet & Smartphone 44

Figure 19: Casino Games for Nokia E90 Mobile 45

Figure 20: AMEX Social Currency Promotion in FarmVille 46

Figure 21: Triple Town: Micro-transaction Social Games for iOS 47

Figure 22: BMW Ultimate Drive Apps on-go Community 48

Figure 23: Simulation based Gamification Training Game 49

Figure 24: Dungeon Defenders: Second Wave- Cross Platform Game 50

Figure 25: Boom: Mobile Arcade Style War Game on Android 54

Figure 26: Dead Space: 3D Action-Adventure Dark and Hunting Game for Android 55

Figure 27: MADDEN NFL 12: Sports Game for Mobile 56

Figure 28: Racing Moto: Fast Paced Racing Game on Android 56

Figure 29: Angry Brids: Casual Strategy - Puzzle Game 57

Figure 30: The Adventures of Tintin: Movie Mobile Game 58

Figure 31: MyNuMo Blackjack: High Quality Mobile Casino Game for iPhone 59

Figure 32: Monopoly: Mobile Board Game 60

Figure 33: SimCity: City Building Mobile Simulation Game for iOS 60

Figure 34: Snowboard Super Extreme 3: Motion Censored Mobile Game 61

Figure 35: Piracy warning in Spyro: Year of the Dragon 62

Figure 36: Privacy Points on PrivacyVille 63

Figure 37: Number of cyber-criminal attack in different countries 64

Figure 38: How Malware Works in Game 65

Figure 39: Typical Scam Offering in-game Currency 66

Figure 40: Lead-generation Scam 66

Figure 41: SLAP! - Original vs. Copy Version 67

Figure 42: Activities in Mobile Gaming Ecosystem 69

Figure 43: Mobile Game Publishing Framework for Appstore 70

Figure 44: Mobile Game Publishing Framework for SNS Portal 71

Figure 45: Economic Drivers of Mobile Gaming Ecosystem 72

Figure 46: Mobile Gaming Value Chain Framework 73

Figure 47: Revenue Sharing Percent across Mobile Gaming Value Chain 74

Figure 48: Mobile Game OTI vs. OTA Distribution 76

Figure 49: Cross Platform Distribution 76

Figure 50: Metrics to Connect Mobile Gamer 79

Figure 51: Conversion Funnel to Analyze Mobile Gamer 80

Figure 52: Life cycle of a Mobile game 81

Figure 53: KPI Framework including Direction to Manage Mobile Game Life Cycle 82

Figure 54: Steps to Develop Game Analytics Approach 82

Figure 55: Sample viral vs. retention metrics: what to focus? 83

Figure 56: Checklist to Develop Retention Metrics 84

Figure 57: Checklist to Measure Game Virality 84

Figure 58: Checklist for Managing Acquisition Metrics 85

Figure 59: Checklist for Business Monetization Metrics 85

Figure 60: Sample Custom Metrics for Actionable Insight 86

Figure 61: Sample Monitoring Metrics 88

Figure 62: F2P Mobile Social Game Design Framework 90

Figure 63: Framework to Identify the Psychology behind Fun 92

Figure 64: Game Developers Preference over Platforms in 2013 94

Figure 65: Developer Attitudes towards eCPM claims of App Marketing Agency 2013 96

Figure 66: Share of impression of Gaming apps marketing on May 2012 vs. 2013 96

Figure 67: Result of Samsung’s Angry Birds integrated Smart TV Promotion 2012 98

Figure 68: Viral Marketing & Adverting Loop for Social Games 99

Figure 69: Best Viral Placement of Feeds Notifying Installation 100

Figure 70: Viral Feeds that can Increase Gamers Accomplishment 100

Figure 71: Viral Placement using Screenshot 101

Figure 72: Viral Placement in Direct Invitation 101

Figure 73: Mobile Social Gamer Engagement Percent during Day 1 - 11 102

Figure 74: Social Game: 7day + Engagement 103

Figure 75: The Presence of Monsters in Tourette’s Quest 105

Figure 76: Trendy Mobile Game Pricing Model 113

Figure 77: Framework to Deploy a Need Bragging Approach in Mobile Social Game 117

Figure 78: Key Business benefits with Cross-Platform Model 118

Figure 79: Nightclub City vs. Party Central Case 121

Figure 80: Retention Funnels to Monitor Game Performance 124

Figure 81: Objects in Criminal Case 125

Figure 82: Contribution for Children Education in WeTopia 128

Figure 83: Contribution for Animals in Joy Kingdom 129

Figure 84: Apps Category vs. Gaming Apps Usage 2014 133

Figure 85: Mobile Game vs. Non-Game Mobile App Revenue 2010 - 2013 134

Figure 86: Gaming Companies Spotted in the Market Fragmentation Chart 135

Figure 87: Communal Gameplay Trend 2014 136

Figure 88: Communal Game Revenue Trend 2014 137

Figure 89: Business Model Trend 2014 - 2016 138

Figure 90: Gaming Investment Trend in Sectors 2014 138

Figure 91: Selected Gaming Investment & Values 2013 139

Figure 92: Video Game Acquisition Deal & Values 2014 139

Figure 93: Top Countries under Value vs. Volume Regions 140

Figure 94: Gaming Revenue Trend in Regions 2011 - 2017 141

Figure 95: Global Video Games Revenue Trend 2011 - 2017 142

Figure 96: Global Video Game Investment vs. M&A Volume (ex-IPOS) 2005 - 2014 142

Figure 97: Global Video Game Investment vs. M&A Volume (inc-IPOs) 2005 - 2014 143

Figure 98: M&A Volume Trend in Gaming Sectors 2014 143

Figure 99: M&A Volume Trend in Gaming Sectors 2013 143

Figure 100: Selected M&A Deal Value 2014 145

Figure 101: Game Sector among Total Mobile VC Ecosystem 2013 146

Figure 102: Kickstarter Performance by Game Sector vs. Value Range 2012 147

Figure 103: Gaming Sectors in Consolidation and Investment Chart 2014 and Beyond 152

Figure 104: GTA Running Interface 159

Figure 105: Nike Sports Point 159

Figure 106: FitBit Lifestyle Marketing 160

Figure 107: Mobile Gaming USA Market Value / Revenue 2014 - 2019 161

Figure 108: Mobile Learning Game USA Market Value 2014 - 2019 163

Figure 109: Average Spending Per Year in $ on Gaming Apps by OS Platform 166

Figure 110: Mobile Gamer in USA 2014 - 2019 167

Figure 111: Average Number of Mobile Game Download in USA by Gender vs. Age Bracket vs. OS Platform 172

Figure 112: USA Tablet Gamer Play Game vs. Adult vs. Teen Tablet Gamer 2014 - 2019 174

Figure 113: Smartphone vs. Tablet Gamer Recommend Mobile Game to Others 175

Figure 114: Smartphone & Tablet Gamer vs. Daily Percent of Gaming Time Spend on Mobile Gaming 176

Figure 115: Mobile Gamer Life Cycle by Percent of Smartphone vs. Tablet Gamer 176

Figure 116: Smartphone Gamer and Handheld Device Time Spend on Mobile Gaming 177

Figure 117: Mobile Game Play Increased vs. Decreased vs. Remained Same in 2014 Comparing 2013 177

Figure 118: Reason of Mobile Game Increase vs. Percent of Smartphone vs. Tablet Gamer 178

Figure 119: Percent of Mobile Gamer get Influenced from Different Sources 179

Figure 120: Percent of Mobile Gamer by OS Platform keeps Mobile Game on Devices 179

Figure 121: Monthly Average Hours Spend by Mobile Gamer vs. Percent of Dedication 180

Figure 122: Game Play Location vs. Percent of Mobile Gamer 180

Figure 123: Game Play Location in Home vs. Percent of Mobile Gamer 181

Figure 124: Mobile Gaming Smartphone Gamer & Other Handheld Device Gamer vs. Casual & Regular Gamer 181

Figure 125: Mobile Game Genre Preference by Percent of Mobile Gamer 182

Figure 126: Mobile Game Acquisition Method by OS Platform 182

Figure 127: Cross-Device Game Play by Percent of Mobile Gamer 2014 - 2019 183

Figure 128: Retention Ration by Percent of New Mobile Gamer 183

Figure 129: Mobile Game USA Developer Revenue in $ mln 2014 - 2019 184

Figure 130: Percent of Mobile Game Developer USA by Age Bracket 184

Figure 131: Percent of Mobile Game Developer USA Spends Daytime on writing Gaming Apps 185

Figure 132: Percent of Mobile Game Developer USA prefer OS Platform 185

Figure 133: Percent of Game Developer USA prefer OS Platform for Mobile Game Distribution 186

Figure 134: Percent of Mobile Game Developer USA Belief over Brand vs. Non-Brand Game for Success 186

Figure 135: Percent of Gaming vs. Other Apps among Top 100 Grossing Apps 187

Figure 136: Percent of Total Mobile Gaming vs. Other Apps Generates Revenue 2014 - 2019 187

Figure 137: Percent of Mobile Phone User use Mobile Apps 2014 - 2019 188

Figure 138: Mobile Social Gaming ARPU Per Year in $ of Top Six Internet Companies 188

Figure 139: Mobile App User use Game vs. Other Apps 189

Figure 140: Mobile App User want to Spend on Gaming vs. Other Apps 190

Figure 141: Mobile Game by Standalone vs. MMG vs. Social vs. Location Based vs. Wearable Game 2014 - 2019 190

Figure 142: Mobile Game would Use Local vs. Hyper Local vs. Gamification Feature in 2019 191

Figure 143: Mobile Gamer recommend Mobile Game to Others by Different Characteristics 192

Figure 144: Mobile Game Download by Free vs. Paid Model 2014 - 2019 192

Figure 145: Free vs. Paid Game Title among Total Mobile Game 2014 - 2019 192

Figure 146: Average Mobile Game Price vs. Percent of Mobile Game 2014 - 2019 193

Figure 147: Mobile Game Download by OTI vs. OTA vs. Peer-to-Peer 2014 - 2019 193

Figure 148: Mobile Game Distribution by OTI vs. OTA 2014 - 2019 194

Figure 149: obile Game Download by OS Platform 2014 - 2019 194

Figure 150: Number of Mobile Game Download Per Year by Individual Gamer 2014 - 2019 195

Figure 151: Profitable vs. Non-profitable Game Ratio among Total Grossing Mobile Games 195

Figure 152: iOS App Store vs. Google Play App Downloads vs. Revenue in Q2 2013 198

Figure 153: Revenue growth of iOS vs. Google Play Q1 & 2, 2013 198

Figure 154: Google Play vs. iOS revenue proportion of top 10 countries in July 2013 199

Figure 155: Top 5 countries by download on iOS vs. Google Play 200

Figure 156: Top 5 countries by revenue on iOS vs. Google Play 200

Figure 157: Top 5 categories by download on iOS vs. Google Play 201

Figure 158: Top 5 categories by revenue on iOS vs. Google Play 201

Figure 159: Top 10 Publishers on iOS vs. Google Play by downloads 202

Figure 160: Top 10 Publishers on iOS vs. Google Play by Revenue 203

Figure 161: Top 10 Game Apps on iOS vs. Google Play by Downloads 204

Figure 162: Top 10 Game Apps on iOS vs. Google Play by Revenue 205

Figure 163: Top 5 revenue generating apps in iOS vs. Google Play in July 2013 206

Figure 164: Top 5 paid downloaded apps in iOS vs. Google Play in July 2013 206

Figure 165: Top 5 free downloaded apps in iOS vs. Google Play in July 2013 207

Figure 166: Mixi Park with 3D avatar facility 217

Figure 167: Top 5 Free vs. Paid Downloaded Applications June 2013 221

Figure 168: Game on Zorpia group section 221

Figure 169: Games & Reward on Friendster 223

Figure 170: WE-LINK mobile social game on Android 227

Figure 171: Accumulated Kakao game subscription 228

Figure 172: Kamcord in-game Video Recorder and Social Sharing UI 235

Figure 173: In-game Recording & Sharing on Everyplay 235

Figure 174: BMW Ultimate Drive Apps: Mobile Social Gaming + Discount Promotion 239

Figure 175: Angry Birds Version to Play as Pig against Birds 240

Figure 176: Fruit Nina Frenzy Fruit Slicing 241

Figure 177: Om Nom Monster in Handy Candy update of Cut the Rope 243

Figure 178: Kompu Gacha Game Example 244

Figure 179: Colopula Territory Demo 246

Figure 180: Social Hostess Simulation on Mobage 247

Figure 181: 1 mln winning post of Horse Racing Social Games 248

Figure 182: Smurf Village Screenshot 249

Figure 183: Alchemy Genetics More Addictive than Original Classic One 250

Figure 184: The Human Element -Future of LBS Mobile game 251

Figure 185: In-game donation opportunity for Brands and Gamers 252

Figure 186: Protein puzzle & social ranking 253

Figure 187: Recycle - Redeem - Reward Quest 254

Figure 188: Literacy game vs. Community engagement 254

Figure 189: Money Flow in the Game 255

Figure 190: African Village Quest in the Game 255

Figure 191: Contribution for children education in WeTopia 256

Figure 192: Contribution for Animals in Joy Kingdom 258

Tables

Table 1: Examples of Mobile Casual Game by iOS & Android 41

Table 2: Google Play vs. Apple Store Distribution 77

Table 3: Factors to Consider to Monetize Brand 88

Table 4: Mobile Gaming Power User vs. Session Length 2012 vs. 2013 103

Table 5: Key Considerable Mobile Gaming Strategies 107

Table 6: Revenue Sources vs. Cost Items Affecting Business Model 108

Table 7: Market Challenges & Potential Solutions under Micro Transaction Model 116

Table 8: Parameters to Balance Need Bragging Approach 117

Table 9: Cost vs. Revenue for Successful Single vs. Series of Mobile Social Games 121

Table 10: Unique Natures of Value vs. Volume Markets 141

Table 11: Mobile Gaming Market Value by West vs. Northeast vs. South vs. Midwest Region 2014 - 2019 161

Table 12: Lists of Division & State by Region 162

Table 13: Mobile Gaming Market Value by Device 2014 - 2019 162

Table 14: Split of Mobile Gaming USA Market Value by Consumer Spending Categories vs. Ad Funded 2014 - 2019 163

Table 15: Mobile Gaming USA Market Value Split in $ bln by Consumer Spending Categories vs. Ad Funded 2014 - 2019 164

Table 16: Percentage Split of Mobile Gaming USA Revenue by Ecosystem Stakeholders 164

Table 17: Mobile Gaming USA Market Value Split in $ bln by Ecosystem Stakeholders 2014 - 2019 164

Table 18: Mobile Gaming USA Market Value Split by Percent and Value in $ bln by OS Platform 2014 - 2019 165

Table 19: Percent of Revenue vs. Market Value Split in $ bln by Mobile Game Category 2014 - 2019 165

Table 20: Mobile Gaming USA Monthly and Yearly ARPU and ARPPU in $ 2014 - 2019 166

Table 21: ARPU in $ by Tablet vs. Mobile Phone Device 2014 - 2019 166

Table 22: ARPPU in $ by Tablet vs. Mobile Phone Device 2014 - 2019 166

Table 23: Mobile Gamer by Tablet vs. Smartphone vs. Feature Phone vs. Connected Console vs. Wearable Device 2014 - 2019 168

Table 24: USA Mobile Gamer in mln by West vs. Northeast vs. South vs. Midwest Region 2014 - 2019 168

Table 25: Gamer vs. Mobile Gamer USA in mln by Paying vs. F2P Gamer 2014 - 2019 168

Table 26: Gamer vs. Mobile Paying Gamer USA in mln by Premium vs. Freemium vs. Micro Transaction Gamer 2014 - 2019 169

Table 27: Mobile Gamer vs. Mobile Gamer USA in mln by Android vs. iOS vs. Others 2014 - 2019 169

Table 28: Mobile Gamer vs. Mobile Gamer USA in mln by Standalone vs. MMG, Mobile Social, and Wearable Gamer 2014 - 2019 169

Table 29: Mobile Gamer vs. Mobile Gamer USA in mln by Casual vs. Regular Gamer 2014 - 2019 169

Table 30: Mobile Gamer vs. Mobile Gamer USA in mln by DAU vs. MAU 2014 - 2019 169

Table 31: Tablet Gamer vs. Tablet Gamer USA in mln by DAU vs. MAU 2014 - 2019 170

Table 32: Mobile Phone Gamer vs. Mobile Phone Gamer USA in mln by DAU vs. MAU 2014 - 2019 170

Table 33: Mobile Gamer vs. Mobile Gamer USA in mln by Male vs. Female 2014 - 2019 170

Table 34: Mobile Gamer vs. Mobile Gamer USA in mln by Age Bracket 2014 - 2019 170

Table 35: Mobile Gamer vs. Mobile Male Gamer USA in mln by Age Bracket 2014 - 2019 170

Table 36: Mobile Gamer vs. Mobile Female Gamer USA in mln by Age Bracket 2014 - 2019 171

Table 37: Mobile Gamer vs. Mobile Gamer USA in mln by Household Income Bracket 2014 - 2019 171

Table 38: Mobile Gamer vs. Mobile Gamer USA in mln by Race 2014 - 2019 171

Table 39: Mobile Gamer vs. Mobile Gamer USA in mln by Education 2014 - 2019 172

Table 40: Mobile Gamer vs. Mobile Social Gamer USA in mln by Education 2014 - 2019 172

Table 41: Average Monthly Expense Mobile Gamer USA in $ by Gender vs. Age Bracket vs. OS Platform vs. Time Spent 2014 - 2019 173

Table 42: Percent of Gaming Time Spent vs. Mobile Gaming USA Revenue Contribution by Age Bracket 2014 - 2019 173

Table 43: Virtual Goods Gamer by Percent of Mobile Gamer vs. Gamer Paying Real World Money 2014 - 2019 174

Table 44: Virtual Goods Consumption Patterns in Micro Transaction Mobile Gamer in mln 2014 - 2019 174

Table 45: Average Gamer Spending on Virtual Goods 2014 - 2019 174

Table 46: Preferred Lists of Mobile Game Genre by Male vs. Female 175

Table 47: Benefits of Mobile Game Play for Mobile Gamer vs. Percent of Smartphone & Tablet Gamer 178

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