Social Local Mobile (SoLoMo) Game-Play Behavior in Free2Play, Virtual Goods & Hybrid Ecosystem

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
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

List of Figures

List of Tables
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 - 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
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

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