2012-2016

Global Mobile Gaming Market

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technavio
insight s
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2012-
Global Mobile Gaming Market
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CONTEN
TS
01. Executive Summar
..............................................1
02. !i"t o# $bbreviation"
..............................................2
0%. &ntro'uction
...........................................................%
0(. Market )e"earc* Met*o'olog
...........................+
Market Research Process
...................................................................................... 5
Research
Design...................................................................................................... 5
Research Methodology .........................................................................................
6
0+. Sco,e o# t*e )e,ort
..............................................-
Market vervie!
..................................................................................................... "
Prod#ct $erings
.................................................................................................... "
06. Market
!an'"ca,e..............................................10
06.1 %y Reven#e
.......................................................................... 10
Market &i'e and (orecast
....................................................................................10
06.2 %y Do!nloads ......................................................................
12
Market &i'e and (orecast
....................................................................................12
06.) Global Mobile Gaming Market vs. Global ther
2012-
Global Mobile Gaming Market
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Market
Gaming Market ...................................................................
1)
Market &i'e and (orecast
....................................................................................1)
06.* Gro!th Rate +om,arison..................................................
15
0-. Market Segmentation
.........................................16
0".1 Global Mobile Gaming Market &egmentation by
Reven#e Model ...................................................................
16
-irt#al Goods and Microtransactions
...............................................................16
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2012-
Global Mobile Gaming Market
Paid Do!nload
......................................................................................................16
.d-based
................................................................................................................16
thers .................................................................................................................
.....16
0".2 Daily /sage o0 Gaming .,,lications vers#s
ther Mobile .,,lications 1Percentage o0 /sers2 ......... 13
0".) Mobile Game Paying Gamers vers#s 4on-,aying
Gamers .................................................................................
15
0".* 6ime &,ent Daily by /sers on 6ablets and
&mart,hones 0or Playing Mobile Games ......................... 20
0".5 Paid Do!nloads o0 Games vers#s ther
.,,lications on a Daily %asis .............................................
21
0".6 (ive (orces .nalysis
............................................................. 22
0.. Geogra,*ical Segmentation
.............................2%
0/. 0e !ea'ing Countrie"
.......................................2+
/&. .....................................................................................................................
......25
+hina ...................................................................................................................
....25
10. 1en'or !an'"ca,e
.............................................2-
11. 2uing Criteria
.....................................................%0
12. Market Gro3t* 4river"
........................................%1
1%. 4river" an' t*eir &m,act
.....................................%%
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Market
2012-
Global Mobile Gaming Market
1(. Market C*allenge"
.............................................%+
1+. &m,act o# 4river" an'
C*allenge".....................%.
16. Market Tren'"
......................................................%/
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Global Mobile Gaming Market
1-. 0e 1en'or $nal"i"
...........................................(1
1-.1 Electronic $rt" &nc.
.............................................................. *1
%#siness vervie!
.................................................................................................*1
7ey
8n0ormation......................................................................................................*2
&96
.nalysis.........................................................................................................**
1-.2 Gamelo#t S.$.
....................................................................... *5
%#siness vervie!
.................................................................................................*5
7ey
8n0ormation......................................................................................................*6
1-.% )ovio Entertainment
!t'...................................................... *5
%#siness vervie!
.................................................................................................*5
7ey
8n0ormation......................................................................................................*5
&96
.nalysis.........................................................................................................51
1.. Ot*er )e,ort" in t*i" Serie"
.................................+2
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Market
2012-
Global Mobile Gaming Market
E56&2&
TS
Ex*ibit 17 Segmentation o# 1i'eo
Game"........................................ %
Ex*ibit 27 Market )e"earc* Met*o'olog
....................................... +
Ex*ibit %7 Global Mobile Gaming Market 2012-2016 89S:
billion; ..................................................................
............. 11
Ex*ibit (7 Global Mobile Gaming Market 2012-
2016 8'o3nloa'" in
billion;...................................................... 12
Ex*ibit +7 Global Mobile Gaming Market ver"u" Global
Ot*er Online Gaming Market 2012-
2016....................... 1(
Ex*ibit 67 Global Mobile Gaming Market ver"u" Global
Ot*er Gaming Market 2012-2016 89S: billion;
.............. 1(
Ex*ibit -7 Gro3t* )ate Com,ari"on o# Global Mobile
Gaming Market ver"u" Global Gaming Market
ver"u" Global Ot*er Gaming Market 2012-
2016........... 1+
Ex*ibit .7 Global Mobile Gaming Market Segmentation
b )evenue Mo'el 2012
................................................. 1-
Ex*ibit /7 4ail 9"age o# Mobile Gaming $,,lication"
ver"u" Ot*er Mobile $,,lication" 2012
......................... 1.
Ex*ibit 107 Mobile Game <aing Gamer" ver"u" Non-
,aing Gamer" 2012 8in million;
.................................... 1/
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Market
2012-
Global Mobile Gaming Market
Ex*ibit 117 Time S,ent 4ail b 9"er" on Tablet" an'
Smart,*one" #or <laing Mobile Game" 2012
.............. 20
Ex*ibit 127 <ai' 4o3nloa'" o# Game" ver"u" Ot*er
$,,lication" on a 4ail 2a"i"
2012................................. 21
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2012-
Global Mobile Gaming Market
Ex*ibit 1%7 Global Mobile Gaming Market b
Geogra,*ical Segmentation 2012-2016
....................... 2%
Ex*ibit 1(7 Global Mobile Gaming Market b
Geogra,*ical Segmentation 2012-2016 89S:
billion; ..................................................................
............. 2(
1
Global Mobile Gaming
Market
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Market
01. :;e c#t ive &#mm ary
Market Si=e
2012< /&=5.) billion
2016< /&=2*.) billion
Gro3t* )ate
2".1* ,ercent +.GR
0e Geogra,*ie"
.P.+< *".23 ,ercent
:M:.< 25."5 ,ercent
4orth .merica< 22.)5 ,ercent
>atin .merica< *.53 ,ercent
0e !ea'ing
Countrie"
/&.< 11-1) ,ercent
+hina< 10-12 ,ercent
0e En'-u"er
Segment
8ndivid#al Gamers
4river"
8ncreased /se o0 &mart,hones and 6ablets 0or Playing
Games
Gro!ing .do,tion o0 (2P Model
8ncrease in 8n-a,, P#rchases in (ree Games
Decrease in +ost o0 +ons#mer .c?#isition
C*allenge"
Piracy +oncerns Relating to Mobile Games
Gro!ing Presence o0 .lternative Gaming Devices
@igh +ost o0 >atest Game .,,lications
(ragmentation o0 Mobile ,erating &ystems
Privacy +oncerns Relating to GamersA 8n0ormation
Tren'"
:vol#tion o0 Mobile Gaming .nalytics
+hanges in Demogra,hics o0 Gamers
Gro!th o0 M#lti,layer Mobile Gaming
Gro!th o0 -irt#al +#rrency
2uing Criteria
+om,atibility
Price
Per0ormance
(eat#res
0e 1en'or"
:lectronic .rts 8nc.
Gamelo0t &...
Rovio :ntertainment >td.
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2
Global Mobile Gaming
Market
02. >ist o0 .bbrev iations
.d - .dvertisement
.P.+ - .sia Paci0ic
:M:. - :#ro,eB Middle :astB and .0rica
(2P - (ree-to-Play
MMRPG - Massively M#lti,layer nline Role-,laying Game
P+ - Personal +om,#ter
& - ,erating &ystem
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Market
)
Global Mobile Gaming
Market
0). 8nt rod#ct ion
. mobile game is a video game ,layed on mobile devices s#ch as tablets and smart,hones.
6hese games are either ,layed #sing the net!ork technology s#ch as m#ltimedia
messaging service and global ,ositioning system location identi0ication in the mobile
devices or by ,laying ,reinstalled non-net!ork mobile gaming a,,lications or a,,lications
do!nloaded 0rom a,,lication stores s#ch as Google Play and .,, &tore. 6he non-net!ork
mobile gaming a,,lications #se the mobile deviceAs ,lat0orm to r#n the gaming so0t!are.
:;hibit 1< &egmentation o0 -ideo
Games
.rcade Games
+om,#ter Games
-ideo Games
+onsoleC@andheld
Games
Mobile Games
nline Games
(lash Games
&o#rce< 6ech4avio .nalysis
6he 0irst game 0or mobile devices !as introd#ced in 155* !ith the la#nch o0 the 6etris
game on the @agen#k M6-2000 device. (ollo!ing thisB in 155"B 4okia released its &nake
game on selected modelsB !hich became very s#ccess0#l. @o!everB !ith the evol#tion
o0 smart,hones and tabletsB the Global Mobile Gaming market has been !itnessing a
signi0icant change in vario#s as,ects s#ch as a shi0t in cons#mer behaviorB a change in
demogra,hicsB an increase in com,etitionB a shi0t 0rom traditional gaming device sales to
game s#bscri,tionsB sales o0 virt#al goodsB advertising s,aceB and games as a service.
6he Global Mobile Gaming market is e;,ected to !itness signi0icant gro!th d#ring the
,eriod
2012-2016. 6he market !as dominated by the .P.+ regionB !hich !as 0ollo!ed by the
:M:. regionB 4orth .mericaB and >atin .merica in 2012. 8n terms o0 market shareB the
-irt#al Goods and Microtransactions segment !as leading the Global Mobile Gaming
market in the same year. 6he overall market is e;,ected to gro! at a +.GR o0 2".1*
,ercent d#ring the 0orecast ,eriod.
6he gro!th o0 the Global Mobile Gaming market is driven by several 0actors. ne o0 the
maDor drivers in this market is the increased #se o0 smart,hones and tablets 0or
,laying games. &mart,hones acco#nt 0or one-0i0th o0 the overall mobile ,hones in the
!orld. .lsoB tablet sales are e;,ected to !itness a hike in demand 0rom 2012. (#rtherB
games acco#nted 0or 60-65 ,ercent o0 the overall money s,ent by the #sers on
a,,lications 0or smart,hones and tablets in
2012. .nother maDor driver !hich is contrib#ting to the gro!th o0 this market is gro!ing
ado,tion o0 (2P model.
Des,ite the ,resence o0 several driversB the gro!th o0 the Global Mobile Gaming market is
c#rtailed by some serio#s challenges. ne o0 the maDor challenges in this market is the
,iracy concerns relating to mobile games. Piracy is a serio#s iss#e that is a$ecting the
reven#e o0 the vendors in this market. Gamers install ,irated versions o0 the ,aid game
a,,lications des,ite the availability o0 0ree!are games. 6his increases the #ns#stainability
o0 the vendorsA b#siness in this market. .nother challenge !hich is a$ecting the market is
the gro!ing ,resence o0 alternative gaming devices.
Des,ite the ,resence o0 serio#s challengesB the Global Mobile Gaming market sho!s
immense ,otential to gro! ra,idly in the 0#t#reB mainly beca#se o0 some trends that are
e;,ected to ,ro,el the gro!th o0 the market d#ring the 0orecast ,eriod. ne s#ch trend is
the evol#tion o0 mobile gaming analytics. 8t is very im,ortant 0or the vendors to ascertain
the behavior and the demogra,hics o0 the #sers be0ore la#nching a game in the market.
@enceB vendors #se game analytics !hich they derive 0rom their c#stomer database to
develo, ne!er and better games. .nother trend !hich the Global Mobile Gaming market is
e;,ected to !itness is the changes in the demogra,hics o0 the gamers. 6h#sB the combined
e$ect o0 these drivers and trends is e;,ected to in0l#ence the Global Mobile Gaming market
,ositively d#ring the 0orecast ,eriod.
0*. Market Research Meth odol ogy
Market Research
Process
6ech4avio identi0ies the key o,,ort#nities in leading markets and develo,s vario#s
methodologies 0or data collection and analysis. 6he microB mesoB and macroeconomic
indicators o0 the market are st#died to ascertain the dynamics o0 the market.
Research
Design
6ech4avioEs re,orts are based on in-de,th ?#alitative and ?#antitative analyses o0 vario#s
markets. F#alitative analysis involves the a,,lication o0 vario#s ,roDection and sam,ling
techni?#esB !hereas ?#antitative analysis involves ,rimary intervie!sB s#rveysB and vendor
brie0ings. 6he data th#s gathered is validated thro#gh e;,ertsA o,inions. %ased on
research res#lts and technical insightsB 6ech4avio analysts re0ine the e;isting
methodologies to analy'e the vario#s as,ects o0 the market.
:;hibit 2< Market Research
Methodology
Global Mobile
Gaming Market 2012-
2016
&o#rce< 6ech4avio .nalysis
6ech4avio analysts gather in,#ts 0rom vario#s vendors and ind#stry e;,erts and
veri0y the in0ormation collected !ith databasesB 0inancial re,ortsB ind#stry ,a,ersB and
vario#s other secondary so#rces. 6he im,act o0 global economic conditions and other
macroeconomic indicators are also considered !hile assessing the market.
Research Methodology
6ech4avio analysts have ado,ted ,rimary as !ell as secondary research techni?#es
to ascertain the si'e and vendor landsca,e o0 the Global Mobile Gaming market. 6he
in0ormation is obtained #sing a combination o0 the bottom-#, and to,-do!n a,,roachesB
besides #sing in- ho#se market modeling tools. 6he data is then corroborated !ith data
obtained 0rom vario#s market ,artici,ants and stakeholders across the val#e chainB
incl#ding vendorsB service ,rovidersB distrib#torsB re-sellersB and end-#sers.
05. &co,e o0 t he Re,ort
Market
vervie!
6his re,ort covers the ,resent scenario and the gro!th ,ros,ects o0 the Global Mobile
Gaming market 0or the ,eriod 2012-2016. 6o calc#late the market si'eB the re,ort considers
the reven#e generated 0rom the 0ollo!ing segments o0 the Global Mobile Gaming market<
-irt#al Goods and
Microtransactions
Paid
Do!nload
.d-
based

thers
6he re,ort also considers the reven#e 0rom mobile gaming a,,lications #sed on tablets and
mobile devices. 8t also com,ares the reven#e generated by the Global Mobile Gaming
market !ith the reven#e generated by the Global ther Gaming market.
8n additionB the re,ort covers the market segmentation by considering the key
geogra,hical regionsB #sage o0 mobile gaming a,,licationsB mobile game ,aying gamersB
and time s,ent daily by the #sers o0 mobile devices 0or ,laying games.
6he re,ort also ,resents the vendor landsca,e and a detailed analysis o0 the to, three
vendors in the Global Mobile Gaming market. 8t also disc#sses the maDor drivers that
in0l#ence the gro!th o0 the market. 8n additionB it disc#sses the challenges 0aced by vendors
and the market at largeB and the key trends that are emerging in the market.
Prod#ct
$erings
&ome o0 the ,rod#cts o00ered by the maDor vendors in the Global Mobile Gaming market are
listed belo!<
Com,an <ro'uct" O##ere'
Electronic $rt" &nc.
&#,reme @eroes
/ltima (orever< F#est 0or the .vatar
6he &im,sons< 6a,,ed #t
6he &ims (reePlay
Mono,oly @otels
&olitaire %lit'
9orld &eries o0 Poker
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Market
&crabble
9orld &eries o0 Gaht'ee
(8(. 1)
9ord &mack
Mono,oly Millionaire
6etris %lit'
Real Racing )
6heme Park
&,ider Hack
6rivial P#rs#it
%eDe!eled >ive
Plants vs Iombies
+onnect *
&,y Mo#se
Gamelo#t S.$.
>#mines Mobile
%#bble %ashJ
6om +lancyAs @...9.K
8ron Man )
(ast L (#rio#s 6
Gangstar +ity
Monsters /niversity
7ingdoms L >ords
.lien F#arantine
. Good Day 6o Die @ard
%lit' %rigade
/4 L (riends
Dragon &#mmoner
D#ngeon @#nter
My >ittle Pony
Pirates
.s,halt .drenaline 6
:ternal >egacy
4ova 2
)ovio Entertainment
!t'.
.ngry %irds &eries
%ad Piggies
%#rger R#sh
Darkest (ear
Darkest (ear series
Dragon and Hade
Desert &ni,er
4eed 0or &,eed< +arbon
(orm#la GP Racing
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Market
Paid to
7ill
Pa,er
Planes
Patron
.ngel
&tar
Marine
&ho,,ing
Madness
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Market
06. Market >andsca,e
06.1 2 )evenue
Market &i'e and
(orecast
6he Global Mobile Gaming market !as val#ed at /&=5.) billion in 2012 and is e;,ected to
reach
/&=2*.) billion by 2016B gro!ing at a +.GR o0 2".1*
,ercent.
&ome o0 the maDor 0actors contrib#ting to the gro!th o0 this market d#ring the 0orecast
,eriod incl#de the increased #se o0 smart,hones and tablets 0or ,laying gamesB gro!ing
ado,tion o0 (2P modelB and the increase in in-a,, ,#rchases 0rom 0ree games.
6he increased ado,tion o0 mobile games in the .P.+ and the :M:. regions is c#rrently
0ostering the gro!ing demand 0or develo,ing better and more innovative mobile gamesB
!hich in t#rn is driving the Global Mobile Gaming market. 6he demand is mainly attrib#ted
to the increase in the time s,ent by gamers 0or ,laying games on mobile devicesB the
increased s,ending by the gamers 0or installing gaming a,,lications on mobile devicesB and
the increasing demand 0or more games and ne!er versions o0 the e;isting ,o,#lar
games. .lsoB !ith the evol#tion o0 mobile gamingB the vendors in the Global Gaming
market are generating additional reven#e by ado,ting vario#s mobile gaming reven#e
models s#ch as virt#al goods and microtransactions and s#bscri,tionsB as !ell as
generating reven#e 0rom the traditional sales o0 consoles. @o!everB the increase in
concerns relating to sec#ring the ,ersonal in0ormation o0 gamers ,oses a ,otential
challenge to the gro!th o0 the market. .dditionallyB tho#gh the market is gro!ing in terms
o0 reven#eB there !ill be a decline in the year-on-year gro!th rate. 6he reason behind the
decline is the high ado,tion o0 mobile gaming a,,lications in the early yearsB !hich
!ill event#ally lead to market sat#ration d#ring the 0orecast ,eriod.
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:;hibit )< Global Mobile Gaming Market 2012-2016 1/&= billion2
&o#rce< 6ech4avio .nalysis
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06.2 2 4o3nloa'"
Market &i'e and
(orecast
6he Global Mobile Gaming market !itnessed 20.3 billion o0 mobile games do!nloads in
2012B !hich incl#des ,aid as !ell as 0ree do!nloadsB and is e;,ected to reach *5.2 billion
o0 mobile games do!nloads by 2016B gro!ing at a +.GR o0 21.* ,ercent.
ne o0 the main drivers contrib#ting to the increase in do!nloads o0 mobile games is the
increase in the im,lementation o0 the (2P model by the vendors in the marketB !hich
enables them to ca,t#re a h#ge base o0 mobile games and then generate reven#e thro#gh
in-a,, ,#rchasesB ad ,lacements in gamesB and sales o0 virt#al goods !ith real money.
@o!everB the increase in concerns relating to ,rivacy and boredom !ith a ,artic#lar
game,lay co#ld a$ect the do!nloading o0 mobile games. (#rtherB the Global Mobile Gaming
market is e;,ected to !itness a trend o0 having a mobile device as a ,rimary medi#m 0or
,laying video games.
:;hibit *< Global Mobile Gaming Market 2012-2016 1do!nloads in
billion2
&o#rce< 6ech4avio .nalysis
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06.% Global Mobile Gaming Market v". Global Ot*er Gaming Market
Market &i'e and
(orecast
6he Global Mobile Gaming market acco#nted 0or 1*.) ,ercent or /&=5.) billion o0 the
Global Gaming market in 2012B !hereas the Global ther Gaming market acco#nted 0or
35." ,ercent or /&=55.6 billion.
@o!everB the Global Mobile Gaming market is e;,ected to !itness an increase in reven#e
and acco#nt 0or 23.) ,ercent or /&=2*.) billion o0 the Global Gaming market by 2016B
!hereas the Global ther Gaming market !ill lose its share in the Global Gaming market
and acco#nt 0or
"1." ,ercent or /&=61.6 billion o0 the market. 6he increased #sage o0 mobile devices 0or
,laying games is e;,ected to red#ce the time and money s,ent by the gamers on other
devices s#ch as consoles d#ring the 0orecast ,eriod. (#rtherB the money s,ent on mobile
devices is com,aratively less than !hat a ,layer !o#ld have to ,ay 0or b#ying consoles.
.lsoB technological advancements leading to the develo,ment o0 more innovative and
creative games are e;,ected to contrib#te to the gro!th o0 the Global Mobile Gaming
market d#ring the 0orecast ,eriod.
6he Global ther nline Gaming market incl#des gaming s#ch as consolesB handheldsB and
social and cas#al gaming.
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:;hibit 5< Global Mobile Gaming Market vers#s Global ther nline Gaming Market
2012-2016
&o#rce< 6ech4avio .nalysis
:;hibit 6< Global Mobile Gaming Market vers#s Global ther Gaming Market 2012-
2016 1/&= billion2
&o#rce< 6ech4avio .nalysis
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Market
06.( Gro3t* )ate
Com,ari"on
6he Global Mobile Gaming market is e;,ected to gro! at a +.GR o0 2".1* ,ercent d#ring
the ,eriod 2012-2016B !hich is higher than the +.GR o0 the overall market and the Global
ther Gaming market. 6he Global Gaming market is e;,ected to gro! at a +.GR o0 ".)
,ercent d#ring the ,eriod 2012-2016 and the Global ther Gaming market is e;,ected to
gro! at a +.GR o0 2.6 ,ercent d#ring the 0orecast ,eriod.
6he high gro!th rate o0 the Global Mobile Gaming market co#ld be attrib#ted to 0actors s#ch
as increased ado,tion o0 smart,hones and tablets and increased #sage o0 gaming
a,,lications in s#ch devices. (#rtherB advancements in technology and the evol#tion o0 the
m#lti,layer mobile gaming 0acility co#ld 0#rther increase the reven#e o0 the Global Mobile
Gaming market d#ring the 0orecast ,eriod.
:;hibit "< Gro!th Rate +om,arison o0 Global Mobile Gaming Market vers#s
Global
Gaming Market vers#s Global ther Gaming Market 2012-2016
&o#rce< 6ech4avio .nalysis
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Market
0". Market &egment at ion
0-.1 Global Mobile Gaming Market Segmentation b )evenue Mo'el
-irt#al Goods and
Microtransactions
-irt#al goods are non-e;istent obDects in real li0e !hich can be ,#rchased by #sing real
moneyB !hile microtransactions are small ,ayments made !ith act#al money !hich gives
bon#ses and ,oints in-game.
Paid Do!nload
Paid do!nload incl#des the game a,,lications 0or !hich the #ser needs to ,ay the vendor
to install the a,,lication in his mobile device.
.d-based
.d-based is the model #sed by the vendors that allo!s #sers to do!nload and ,lay a game
0ree o0 cost b#t !ith ad ,lacements in it.
ther
s
thers incl#de reven#e models s#ch as
s#bscri,tion.
6he Global Mobile Gaming market !as dominated by the -irt#al Goods and
Microtransactions segment !ith a market share o0 5* ,ercent in 2012 and is e;,ected to
reach 5" ,ercent by
2016. -irt#al goods are ,ro,elling the gro!th o0 this market since the ,layer needs to
s,end a certain amo#nt o0 money to b#y goods s#ch as coins and vario#s avatars to
discover the ne;t stage in the game. 6he ,layerAs c#riosity and high enth#siasm 0or the
game,lay triggers his need to discover and ,lay the ne;t stage in a game. (#rtherB the
demand 0or the virt#al c#rrency is gro!ing at an increasing rate and is e;,ected to ,ro,el
the demand 0or virt#al goods d#ring the 0orecast ,eriod. 8n additionB the enth#siasm o0 the
gamers to #nlock items !ithin the games and get additional ,oints 0or ,laying a game at a
higher level co#ld ,ro,el the gro!th o0 microtransactions d#ring the 0orecast ,eriod.
6he Paid Do!nload segment 0ollo!ed the -irt#al Goods and Microtransactions segment
!ith a market share o0 )5 ,ercent in 2012 and is e;,ected to lose it share to reach 1*
,ercent by 2016. 6his segment c#rrently acco#nts 0or a high market share since s#ch
gaming a,,lications o$er better 0eat#res and gaming e;,erience. @o!everB !ith the
advancements in technology and the increased com,etitionB high-end gaming a,,lications
are e;,ected to be available to the gamers as 0ree!are.
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Market
:;hibit 3< Global Mobile Gaming Market &egmentation by Reven#e Model
2012
&o#rce< 6ech4avio .nalysis
6he Paid Do!nload segment !as 0ollo!ed by the .d-based segment !ith a market share o0
3 ,ercent in 2012. 6his segment is e;,ected to gain share and acco#nt 0or 20 ,ercent o0
the market by 2016. 6he increase in online and mobile ad s,ending by ad net!ork vendorsB
,#blishersB and maDor ind#stries is e;,ected to drive the gro!th o0 this segment d#ring the
0orecast ,eriod.
6he thers segment acco#nted 0or ) ,ercent o0 the market in 2012 and is e;,ected to
acco#nt 0or 5 ,ercent o0 the Global Mobile Gaming market by 2016.
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0-.2 4ail 9"age o# G a ming $,,lication" ver"u" Ot*er Mobile
$,,licatio n "
8<ercentage o# 9"er";
8n 2012B the mobile gaming a,,lication !as the most ,o,#lar a,,lication category and it
!as #sed by 6)-65 ,ercent o0 the #sers daily on their mobile devices. 6he
advancement o0 the mobile gaming a,,lication has increased its #sage and ,enetration
among most o0 the #sers.
ther ,o,#lar mobile a,,lications have daily #sage less than that o0 mobile gaming
a,,licationsB as sho!n in the e;hibit belo!.
:;hibit 5< Daily /sage o0 Mobile Gaming .,,lications vers#s ther
Mobile
.,,lications 2012
&o#rce< 6ech4avio .nalysis
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0-.% Mobile Game <aing Gamer" ver"u" No n -,aing
Gamer"
8n 2012B o#t o0 *30-520 million gamers !ho ,layed games on their mobile devicesB )10-))0
million !ere non-,aying gamers and 1"0-150 !ere ,aying gamers. 6he reven#e generated
0rom the ,aying gamers directly in0l#ences the gro!th o0 the Global Mobile Gaming
market. @o!everB the non-,aying gamers are a ,ros,ective c#stomer base 0or the vendors
as they generate reven#e 0or them thro#gh other means s#ch as in-a,, ,#rchasesB
,#rchase o0 virt#al goodsB and ads in the contents model.
:;hibit 10< Mobile Game Paying Gamers vers#s 4on-,aying Gamers 2012 1in
million2
Mobile Game 4on-,aying
Players
)10-))0
Mobile Game Paying Players 1"0-150
Mobile Gaming Players *30-550
&o#rce< 6ech4avio .nalysis
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0-.( Time S,ent 4ail b 9"er" on Tablet" a n ' Smart,*one" #or
< laing Mobile
Game"
8n 2012B tablet #sers s,ent 66-63 ,ercent o0 their time in ,laying gamesB !hile )3-*0
,ercent o0 #sers s,ent their time ,laying games on smart,hones. 6his s#ggests that the
evol#tion o0 smart,hones and tablets has changed the o#tlook o0 the gamers and the
Gaming ind#stry. (#rtherB tablets and smart,hones are being vie!ed as ,ros,ective
hard!are !ith good screens 0or s#,,orting video games.
:;hibit 11< 6ime &,ent Daily by /sers on 6ablets and &mart,hones 0or Playing
Mobile
Games 2012
&o#rce< 6ech4avio .nalysis
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0-.+ <ai' 4o3nloa'" o# Game" ver"u" Ot*er $,,lication" on a 4ail 2a"i"
8n 2012B the mobile gaming a,,lication !as the to, grossing a,,lication !ith 52-5*
,ercent o0 the #sers do!nloading it on their mobile devices.
:;hibit 12< Paid Do!nloads o0 Games vers#s ther .,,lications on a Daily %asis 2012
&o#rce< 6ech4avio .nalysis
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0-.6 >ive >orce" $nal"i"
2argaining <o3er
o#
Su,,lie
r"
8!o3
;
6he bargaining ,o!er o0
s#,,liers is lo! since most
o0 the vendors develo, and
,#blish their o!n
games,lays.
T*reat o#
Sub"titute"
86ig*
;
&#bstit#tes s#ch as
gaming consoles and P+
gaming have a strong
,resence in the market
as they are highly
,re0erred by gamers.
T*reat o#
)ivalr
86ig*
;
6he threat o0 rivalry in
the Global Mobile
Gaming market is high
beca#se o0 the ,resence
o0 a large n#mber o0
vendors !ith distinct
game,lays in the
market.
2argaining <o3er
o#
2uer
"
86ig*
;
6here are many vendors
in this market ,roviding a
variety o0 choices to the
gamers 0or choosing and
,laying the game,lays.
T*reat o# Ne3
Entrant"
86ig*
;
6he threat o0 ne! entrants
is high d#e to the lo!
ca,ital investment
involved in develo,ing
games.
03. Ge ogra,hical &egmentat ion
8n 2012B the Global Mobile Gaming market !as dominated by the .P.+ regionB !hich !as
0ollo!ed by the :M:. regionB 4orth .mericaB and >atin .merica. 8n 2012B the .P.+ region
acco#nted 0or the largest share o0 *".23 ,ercent !ith estimated reven#e o0 /&=*.* billion in
the overall market. 8t is 0orecast to reach *3.35 ,ercent or /&=11.5 billion by 2016B gro!ing
at a +.GR o0 23.1 ,ercent. 6his steady gro!th in the market share co#ld be
attrib#ted to the ra,id ado,tion o0 smart,hones and tablets by the #sers in this region.
6he :M:. region acco#nted 0or 25."5 ,ercent o0 the market !ith estimated reven#e o0
/&=2.* billion in 2012. 6his region is e;,ected to reach 23.2* ,ercent or /&=6.5 billion by
2016B gro!ing at a +.GR o0 )0 ,ercent d#ring the 0orecast ,eriod. 6he increase in the
market share co#ld be attrib#ted to the 0act that vendors attract #sers to ,lay games by
,roviding mobile hard!are !ith a ,re-installed gaming a,,lication. (#rtherB this region is
!itnessing the trend o0 an increase in 0emale gamers.
:;hibit 1)< Global Mobile Gaming Market by Geogra,hical &egmentation 2012-
2016
&o#rce< 6ech4avio .nalysis
4orth .merica held the third ,osition !ith a market share o0 22.)5 ,ercent and estimated
reven#e o0 /&=2.1 billion in 2012. 6his is e;,ected to decrease to 13.1* ,ercent and
estimated reven#e o0 /&=*.* billion by 2016B declining at a +.GR o0 20.6 ,ercent. 6he
reason 0or the decline in the reven#e co#ld be attrib#ted to the 0act that console gaming
has a high ado,tion rate in this region and the gamers in this region are not !illing to shi0t
to an alternative device 0or ,laying games. >atin .merica held a market share o0 *.53
,ercent !ith estimated reven#e o0 /&=0.* billion in 2012.
:;hibit 1*< Global Mobile Gaming Market by Geogra,hical &egmentation 2012-
2016 1/&= billion2
&o#rce< 6ech4avio .nalysis
05. 7e y >eading +o#ntries
6he leading co#ntries in the Global Mobile Gaming market in 2012 are sho!n belo!<
USA
11-1) ,ercent
China
10-12 ,ercent
/&
.
6he /& led the Global Mobile Gaming market in 2012 and acco#nted 0or 11-1) ,ercent o0
the overall reven#e. 6he key driver contrib#ting to the gro!th o0 the market is increasing
demand 0or 0ree!are games. @o!everB com,etition 0rom alternative gaming ,lat0orms s#ch
as gaming consoles is hindering the gro!th o0 the Mobile Gaming market in the /&.
.dditionallyB the co#ntry is e;,ected to !itness an increase in the time s,ent by the #sers
0or ,laying games on mobile devices d#ring the 0orecast ,eriod.
MaDor Driver
MaDor +hallenge MaDor 6rend
M8ncreasing Demand
0or
(ree!are Games
M+om,etition 0rom
.lternative
Gaming Plat0orms
M8ncrease in 6ime
&,ent on Mobile
Devices 0or Playing
Games
+hina
+hina !as another leading co#ntry in the Global Mobile Gaming market in 2012B
having acco#nted 0or 10-12 ,ercent o0 the total reven#e. 6he key driver contrib#ting to the
gro!th o0 the market in +hina is the develo,ment o0 advanced mobile devices. @o!everB
the increase in concerns relating to video game ,iracy is hindering the gro!th o0 the Mobile
Gaming market in
+hina. verallB the co#ntry is e;,ected to !itness ra,id develo,ment o0 mobile
o,erating systems d#ring the 0orecast ,eriodB !hich !o#ld ,ro,el the gro!th o0 the
Mobile Gaming
market in +hina.
MaDor Driver
MaDor +hallenge MaDor 6rend
MDevelo,ment o0
.dvanced Mobile
Devices
M8ncrease in +oncerns
Relating to -ideo Game
Piracy
MRa,id Develo,ment o0
Mobile ,erating
&ystems
10. -en dor >andsca,e
6he Global Mobile Gaming market is 0orecast to be the 0astest-gro!ing market in the
Gaming ind#stry. (#rtherB the gaming a,,lication is 0orecast to be the most ,o,#lar
a,,lication in terms o0 both #sage and reven#e. 6h#sB the Global Mobile Gaming market is
a highly 0ragmented market !ith an increasing n#mber o0 ne! vendors entering the market.
.s a res#lt o0 the increased ado,tion o0 technologically-advanced mobile devices s#ch as
smart,hones and tablets by the #sersB the Global Mobile Gaming market has been
!itnessing a drastic change in the gamersA ,ro0ile and in the #se o0 gaming a,,lications.
Mobile gaming a,,lications are #sed by many #sers o0 mobile devices every day. 6his has
,ro,elled the e;isting gaming vendors to develo, and create ne! and im,roved versions o0
mobile game,lays. 8t has also attracted many ne! vendorsB and to maintain their 0oothold
in this marketB these vendors are coming #, !ith ne! game,lays. (or instanceB 8mangi
&t#dios >>+B the ,o,#lar develo,er o0 the game N6em,le R#nNB !as 0o#nded in 2003.
.lsoB 7abamB an interactive entertainment com,anyB has gained tremendo#s ,o,#larity in
the market !ith its game,lay N7ingdoms o0 +amelotN.
verallB the Global Mobile Gaming market is dominated by three vendors< :lectronic .rts
8nc.B Gamelo0t &...B and Rovio :ntertainment >td. Gamelo0t is the market leader and it is
0ollo!ed by :lectronic .rts and Rovio.
6he to, three vendors in the Global Mobile Gaming market are ranked in the table
belo!<
)ank 1en'or"
1 Gamelo0t &...
2 :lectronic .rts 8nc.
) Rovio :ntertainment >td.
6he Global Mobile Gaming market !as dominated by Gamelo0t !ith the highest market
share in
2012. 6he com,any has more than 50 million monthly active #sers. (#rtherB the com,anyAs
reven#e is mainly driven by the s#ccess o0 its games on smart,hones and tablets. verallB
the com,any generates more than 50 ,ercent o0 its smart,hone reven#e 0rom in-a,,
,#rchases and advertising.
:lectronic .rts !as in the second ,osition in the Global Mobile Gaming market in 2012. 6he
reason behind the com,anyAs s#ccess in this market co#ld be attrib#ted to its contin#o#s
e00ort in develo,ing ne! game,lays and coming #, !ith ne! versions o0 the e;isting
game,lays. .dditionallyB the com,any has strong brand visibility d#e to its ,o,#lar
game,lays s#ch as 6he &ims series and the (8(. series.
Rovio 0ollo!ed :lectronic .rtsB !hich !as in the third ,osition in the Global Mobile Gaming
market in 2012. 6he 0amo#s N.ngry %irdsN game,lay series is the key reason
behind the com,anyAs s#ccess in this market. (#rtherB the com,any has alternative and
additional reven#e so#rces s#ch as licensing cons#mer ,rod#cts.
&ome o0 the vendors in the Global Mobile Gaming market are described
belo!<
Com,an 4e"cri,tio
n
.ctivision %li''ard Global gaming com,any
+ell#0#n Mobile device-based social gaming comm#nity
Disney 8nteractive Develo,er o0 mobile games and a,,lications
Digital +hocolate Develo,er and ,#blisher o0 video games
:lectronic .rts 8nc.
.merican com,any that develo,sB ,#blishesB marketsB
and distrib#tes video games
Gamelion
Develo,er o0 video games and entertainment a,,lications
0or mobile devices
Gamelo0t &... Develo,er and ,#blisher o0 video games
Game@o#se Develo,er and distrib#tor o0 video games
Gl# Games 8nc. P#blisher o0 mobile games
G#ng@o :ntertainment Develo,er o0 mobile games
@andyGames Develo,er and ,#blisher o0 mobile games
8ndia Games Develo,er o0 mobile games
7abam 8nteractive entertainment com,any
7iloo .,& Danish game develo,ment com,any
Minh +ha# +or,. Develo,er o0 mobile games
4amco %andai Games 8nc. Develo,er and ,#blisher o0 arcadeB homeB and mobile video
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Market
games
ngmoco 8nc. .merican ,#blisher o0 video games
beron Media Provider o0 cas#al games
Po,+a, Games .merican develo,er and ,#blisher o0 video games
P#nch :ntertainment Provider o0 mobile games
Redboss Develo,er and distrib#tor o0 mobile games
Rovio :ntertainment >td. :ntertainment com,any and develo,er o0 video games
&G% Games Game develo,ment st#dio
Iynga 8nc. Provider o0 social game services
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Market
11. %# ying +rit eria
<arameter" 4etail" En'-u"er Segment" Signi?cance
$ttac*e'
Com,atibili
t
<rice
<er#orman
ce
>eature"
6he mobile gaming
a,,lications sho#ld be
com,atible !ith
di$erent o,erating
systems
6he ,rice that gamers
need to ,ay 0or
installing the gaming
a,,lications on their
mobile device
6he mobile devices
sho#ld be able to ,lay
even the most advanced
games (eat#res incl#des
an
online service 0or
additional do!nloadsB
#,gradation o0 the
gaming a,,licationsB
and a social net!orking
!eb bro!sing 0eat#re
!hich
im,roves the
0#nctionality o0 the
mobile gaming
a,,lications
8ndivid#al
Gamers
8ndivid#al
Gamers
8ndivid#al
Gamers
8ndivid#al
Gamers
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
0e

6he im,act o0 the b#ying criteria is graded on the basis o0 the intensity and d#ration o0
their im,act on the c#rrent market landsca,e. 6he magnit#de o0 the im,act has been
categori'ed as described belo!<

>o! - 4egligible or no im,act on the market landsca,e

Medi#m - Medi#m-level im,act on the market
@igh - -ery high im,actB !ith radical in0l#ence on the gro!th o0 the
market
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Market
12. Market Gro!t h Drive rs
6he gro!th o0 the Global Mobile Gaming market is driven by several 0actors. ne o0 the
maDor drivers in this market is the increased #se o0 smart,hones and tablets 0or
,laying games. &mart,hones acco#nt 0or one-0i0th o0 the overall mobile ,hones in the
!orld. .lsoB tablet sales are e;,ected to !itness a hike in demand 0rom 2012. (#rtherB
games acco#nted 0or 60-65 ,ercent o0 the overall money s,ent by #sers on a,,lications 0or
smart,hones and tablets in 2012. .nother maDor driver !hich is contrib#ting to the gro!th
o0 this market is gro!ing ado,tion o0 (2P model.
&ome o0 the key drivers that are contrib#ting to the gro!th o0 the Global Mobile Gaming
market are disc#ssed belo!<
8ncreased /se o0 &mart,hones and 6ablets 0or Playing
Games
Gro!ing .do,tion o0 (2P
Model
8ncrease in 8n-a,, P#rchases in (ree
Games
Decrease in +ost o0 +ons#mer
.c?#isition
&ncrea"e' 9"e o# Smart,*one" an' Tablet" #or
<laing Game"
&mart,hones and tablets are the devices that are driving the Global Mobile Gaming market
to generate higher reven#e. 6he Global Mobile Gaming market is e;,ected to gro! at a
+.GR o0
2".1* ,ercent d#ring the ,eriod 2012-2016. ne o0 the main reasons 0or the high +.GR is
the increased ado,tion o0 smart,hones and tablets 0or ,laying games and entertainment.
Gaming thro#gh smart,hones and tablets c#rrently contrib#tes 1*.) ,ercent o0 the reven#e
o0 the Global Gaming market and the contrib#tion is e;,ected to reach 23.) ,ercent by
2016. (#rtherB in 2012B o#t o0 nearly 500 billion mobile ,hones in the !orldB a,,ro;imately
100 billion !ere smart,hones. .lsoB tablets have !itnessed a hike in demand since 2012B
!hen they acco#nted 0or 105.5 million #nits. &mart,hones have diverse connectivity
o,tions s#ch as )GB %l#etoothB and 9i-(iB !hich makes them more attractive than la,to,s
and consoles. .lsoB in 2012B it !as !itnessed that 6)-65 ,ercent o0 the #sers #sed their
mobile devices daily to ,lay games and that 66.6" ,ercent o0 the money s,ent on
a,,lications in smart,hones and tablets !as 0or games. @enceB the increased #se o0
smart,hones and tablets 0or ,laying games is one o0 the key drivers ,ro,elling the gro!th
o0 the Global Mobile Gaming market.
Gro3ing $'o,tion o# >2<
Mo'el
6he (2P model is a reven#e model ado,ted by the mobile develo,ers and ,#blishers that
allo!s #sers to do!nload or ,lay games on their devices 0or 0ree. 6his model is increasingly
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Market
becoming ,o,#lar beca#se it !o#ld enable the vendors to ca,t#re a !ide #ser base
and generate
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Market
reven#e thro#gh other means s#ch as in-game ,#rchasesB !hich involves selling virt#al
goods and integrating advertisements into the game. .dditionallyB vendors have
an added advantage o0 accessing the #ser content !hich the game a,,lication
generates !hen the #sers do!nload the 0ree game a,,lication on their device. 6he (2P
model also resolves the iss#e o0 video game ,iracy and the need 0or high-end hard!are 0or
,laying games. @enceB gro!ing ado,tion o0 (2P model is another maDor driver !hich is
contrib#ting to the gro!th o0 the Global Mobile Gaming market.
&ncrea"e in &n-a,, <urc*a"e" in >ree
Game"
6he virt#al goods and microtransactions reven#e model acco#nted 0or 5* ,ercent o0
the reven#e o0 the Global Mobile Gaming market in 2012 and is e;,ected to reach 6)
,ercent in the ne;t t!o years. 6his is d#e to the increase in in-a,, ,#rchases !hich re?#ire
the #sers to ,ay 0or b#ying virt#al goodsB i.e.B the non-e;istent obDects !ithin the game.
-irt#al goods incl#de obDects s#ch as !ea,ons or ,otions in gamesB virt#al dresses in online
dress-#, gamesB and clothing 0or avatars. (or instanceB .,,le 8nc.B !hich ,revio#sly charged
0or do!nloading any a,,licationB has !elcomed the (2P model so that it can charge the
,remi#m gamers thro#gh in-a,, ,#rchases !hile maintaining its s#stainability. (#rtherB
more time is s,ent by gamers 0or ,laying games on mobile devices than 0or ,laying
games on other devices s#ch as consoles and P+s. 6his has increased the ,robability o0 a
,layer making in-a,, ,#rchases either to advance to a ne! level or to get a ne! 0eat#re in
the game.
4ecrea"e in Co"t o# Con"umer
$c@ui"ition
8n the Global Mobile Gaming marketB the cost o0 ac?#isition is the cost o0 ac?#iring
c#stomersB i.e.B gamers. 8nitiallyB to ac?#ire a c#stomer thro#gh a single device s#ch as a
consoleB the vendors had to inc#r higher cost to attract and retain the ,layers. @o!everB as
the gamers have started distrib#ting their time s,ent across di00erent devices d#e to
o!nershi, o0 m#lti,le devices to ,lay video gamesB vendors have started reali'ing the !orth
o0 other devices to decrease their cost o0 ac?#isition. .s a res#ltB the vendors s,read
their cost o0 ac?#isition across m#lti,le gamers s,read across vario#s gaming devices
along !ith a single ,layer involved in their game thro#gh several devices. @enceB the
decrease in the cost o0 cons#mer ac?#isition is another driver !hich is contrib#ting to the
gro!th o0 the Global Mobile Gaming market.
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Market
1). Drive rs and th eir 8 m,act
4river
&m,act on En'-u"er
Categor
&n'ivi'ual
Gamer"
&ncrea"e' 9"e o# Smart,*one"
an'
Tablet" #or <laing Game"
Gro3ing $'o,tion o# >2< Mo'el
&ncrea"e in &n-a,, <urc*a"e" in
>ree
Game"
4ecrea"e in Co"t o# Con"umer
$c@ui"itio
n
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
4river
&m,act on
Geogra,*
$<$C
EME$
&ncrea"e' 9"e o#
Smart,*one" an'
Tablet" #or <laing
Game"
Gro3ing $'o,tion o#
>2< Mo'el
&ncrea"e in &n-
a,,
<urc*a"e" in >ree
Game"
4ecrea"e in Co"t
o#
Con"umer
$c@ui"ition
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
4river
&m,act on
Geogra,*
Nort* $merica
!atin $merica
&ncrea"e' 9"e o#
Smart,*one" an'
Tablet" #or <laing
Game"
Gro3ing $'o,tion o#
>2< Mo'el
&ncrea"e in &n-
a,,
<urc*a"e" in >ree
Game"
4ecrea"e in Co"t
o#
Con"umer
$c@ui"ition
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
!o3
6ig*
1 2 %
( +
0e

6he im,act o0 the drivers is graded on the basis o0 the intensity and d#ration o0 the im,act
on their c#rrent market landsca,e. 6he magnit#de o0 the im,act has been categori'ed as
described belo!<

>o! - 4egligible or no im,act on the market landsca,e

Medi#m - Medi#m-level im,act on the market
@igh - -ery high im,actB !ith radical in0l#ence on the gro!th o0 the
market
1*. Market +hallenges
Des,ite the ,resence o0 several driversB the gro!th o0 the Global Mobile Gaming market is
c#rtailed by some serio#s challenges. ne o0 the maDor challenges in this market is the
,iracy concerns relating to mobile games. Piracy is a serio#s iss#e that is a$ecting the
reven#e o0 the vendors in this market. Gamers install ,irated versions o0 the ,aid game
a,,lications des,ite the availability o0 0ree!are games. 6his increases the #ns#stainability
o0 the vendorsA b#siness in this market. .nother challenge !hich is a$ecting the market is
the increased ,resence o0 alternative gaming devices.
&ome o0 the maDor challenges that are hindering the gro!th o0 the Global Mobile Gaming
market are disc#ssed belo!<
Piracy +oncerns Relating to Mobile
Games
Gro!ing Presence o0 .lternative Gaming
Devices
@igh +ost o0 >atest Game
.,,lications
(ragmentation o0 Mobile ,erating
&ystems
Privacy +oncerns Relating to GamersA
8n0ormation
<irac Concern" )elating to Mobile
Game"
Piracy is one o0 the maDor concerns !hich is red#cing the reven#e o0 any ind#stryB
es,ecially so0t!are and mobile gamingB !hich s#$ers a high n#mber o0 ,iracy
attacks. Des,ite the ,resence o0 the 0ree!are model that allo!s #sers to do!nload game
a,,lications 0ree o0 costB gamers still install ,irated versions o0 the ,aid game
a,,lications on their mobile devices to enDoy better 0eat#res and better gaming
e;,erience. &#ch activity not only a$ects the reven#e o0 the vendorsB b#t also increases
the chances o0 their #ns#stainability in the Global Mobile Gaming market. (#rtherB vendors
are increasingly 0acing ,ress#re to innovate and create ne! game,lays and better versions
o0 the e;isting game,lays. @o!everB the inability to innovate and create ne! game,lays or
!ithstand the increase in ,iracy concerns co#ld ca#se the vendors to lose their market
shareB and hence res#lt in their e;it 0rom the Global Mobile Gaming market.
Gro3ing <re"ence o# $lternative Gaming
4evice"
.s a res#lt o0 m#lti,le hard!are system available in the market !hich co#ld be integrated
!ith video gamesB the gamers are getting 0ragmented. 6ho#gh there are gamers !ho ,lay
games on m#lti,le devicesB their ,re0erences vary !ith their need 0or having better ,laying
e;,erience. 6his is !hy the Global +onsole Gaming market acco#nted 0or the highest share
o0 **." ,ercent in the Global Gaming market in 2012. (#rtherB the Global Mobile Gaming
market is 0acing com,etition 0rom alternatives s#ch as handheldsB P+sB and online and
social gaming. -endors
that have a ,resence in all these Gaming segments co#ld bene0it 0rom an increase in
their ,layer baseB b#t vendors that have a ,resence only in the Mobile Gaming segment
co#ld 0ace sti$ com,etition and threat o0 !ithdra!al 0rom the market. @enceB the gro!ing
,resence o0 alternative gaming devices is another challenge !hich is hindering the gro!th
o0 the Global Mobile Gaming market.
6ig* Co"t o# !ate"t Game
$,,lication"
6he RLD cost involved in develo,ing ne! and im,roved versions o0 games is generally very
high. 6his increases the cost o0 the latest game a,,lications. @enceB vendors sell these
games at ,remi#m ,rices to the gamers in order to trans0er the b#rden o0 high cost to them.
@o!everB the ado,tion rate may 0all drastically d#e to the high ,ricing since a$ordability is
a very im,ortant b#ying criterion. .s a res#ltB the gamers may o,t 0or 0ree!are mobile
game a,,lications as an alternative or !ait 0or the ,rice o0 the ne! games to red#ce.
@enceB this !o#ld not only red#ce the reven#e o0 the vendorsB b#t also increase the threat
o0 !ithdra!al 0rom the market beca#se vendors have to contin#o#sly im,rove the
mobile games !hich they o$er as 0ree!are to maintain the stability and s#stainability o0
their c#stomer base. 6here0oreB the high cost o0 the latest game a,,lications is another
challenge !hich is hindering the gro!th o0 the Global Mobile Gaming market.
>ragmentation o# Mobile O,erating
S"tem"
Mobile a,,lications need to be develo,ed !ith 0eat#res and s,eci0ications that !o#ld be
com,atible !ith di$erent o,erating systems. 6he task o0 develo,ing mobile gaming
a,,lications !hich !o#ld be com,atible !ith di$erent o,erating systems or develo,ing
gaming a,,lications 0or di$erent o,erating systems is a challenging task. 6his is beca#se it
involves a lot o0 investment and cons#mes a lot o0 time. /nder,er0ormance o0 the
o,erating system 0or !hich the vendors develo, mobile gaming a,,lications co#ld lead to a
h#ge loss o0 c#stomer share and reven#e. 6his is a maDor barrier 0or vendors ,resent in the
market since they !o#ld al!ays have to 0ace the risk o0 losing their market share. @enceB
the 0ragmentation o0 mobile o,erating systems is another challenge !hich is hindering the
gro!th o0 the Global Mobile Gaming market.
<rivac Concern" )elating to Gamer"A
&n#ormation
-endors in the Global Mobile Gaming market #se tracking cookies to gather in0ormation
abo#t the gamers #sing their gaming a,,lications. @o!everB increased a!areness among
the gamers abo#t s#ch activities o0 gaming vendors has led to blocking o0 s#ch tracking
cookies or #ninstallation o0 the gaming a,,lications 0rom the mobile devices. 6his has led to
loss o0 vendorsA reven#e and their ca,ability to generate reven#e by de,loying the 0ree!are
model. @o!everB vendors these days ask 0or ,rior consent o0 the gamers be0ore the
gamers do!nload or install the games on their mobile devices. 4everthelessB gamers
!o#ld al!ays be !ary o0 making
e;tensive #se o0 the gaming a,,lications d#e to the 0ear o0 allo!ing the vendors to have
access to their ,ersonal data. @enceB ,rivacy concerns relating to gamersA in0ormation
is another challenge !hich is hindering the gro!th o0 the Global Mobile Gaming market.
15. 8m ,act o0 Drive rs and +hal lenges
0e

6he im,act o0 the drivers and challenges is graded on the basis o0 the intensity and
d#ration o0 their im,act on the c#rrent market landsca,e. 6he magnit#de o0 the im,act has
been categori'ed as described belo!<

>o! - 4egligible or no im,act on the market landsca,e

Medi#m - Medi#m-level im,act on the market
Moderately @igh - &igni0icant im,act on the gro!th o0 the market
@igh - -ery high im,actB !ith radical in0l#ence on the gro!th o0 the
market
16. Market 6rends
Des,ite the ,resence o0 serio#s challengesB the Global Mobile Gaming market sho!s
immense ,otential to gro! ra,idly in the 0#t#reB mainly beca#se o0 some trends that are
e;,ected to ,ro,el the gro!th o0 the market d#ring the 0orecast ,eriod. ne s#ch trend is
the evol#tion o0 mobile gaming analytics. 8t is very im,ortant 0or the vendors to ascertain
the behavior and demogra,hics o0 the #sers be0ore la#nching a game in the market.
@enceB vendors #se game analytics !hich they derive 0rom their c#stomer database to
develo, ne!er and better games. .nother trend !hich the Global Mobile Gaming market is
e;,ected to !itness is changes in the demogra,hics o0 the gamers.
&ome o0 the key trends that the Global Mobile Gaming market is e;,ected to !itness are
disc#ssed belo!<
:vol#tion o0 Mobile Gaming
.nalytics
+hanges in Demogra,hics o0 the
Gamers
Gro!th o0 M#lti,layer Mobile
Gaming
Gro!th o0 -irt#al
+#rrency
Evolution o# Mobile Gaming
$naltic"
.s a res#lt o0 the increase in the mobile devices s#,,orting integration o0 video gamesB the
com,etition has increased and res#lted in gaming evol#tion. -endors make #se o0 the
analytics they gather 0or the game develo,ment ,rocess since the analytics !o#ld give
#se0#l and im,ortant insights abo#t the gamers !ho are ,laying games on their mobile
devices. 8na,,ro,riate #se o0 analytics co#ld lead to the !astage o0 time and money since
the com,etition in the Global Mobile Gaming market is e;,ected to increase. .s the
com,etition is increasingB it is im,ortant that the vendors develo, and ,#blish games that
!o#ld ca,t#re and retain the gamers. (#rtherB a,,ro,riate #se o0 analytics !o#ld enable
the vendors in this market to increase their reven#e and s#rvive in the market. @enceB
these analytics !o#ld enable the vendors to develo, marketing strategies 0or gaining more
visibility and im,roving their brand image. 6here0oreB the evol#tion o0 mobile gaming
analytics is one o0 the key trends that is e;,ected to contrib#te to the gro!th o0 the Global
Mobile Gaming market.
C*ange" in 4emogra,*ic" o# t*e
Gamer"
6he Global Mobile Gaming market has been !itnessing a shi0t in the demogra,hics o0 the
gamers 0rom hard-core male gamers to 0emale and yo#ng gamers along !ith the e;isting
male gamers. @enceB this change in the gamersA demogra,hics res#lts in a shi0t in the
vendorsA 0oc#s 0rom traditional bo; sales to sales o0 virt#al goodsB s#bscri,tion-based
gamesB ad-based gamesB
and games as a service. (#rtherB the changes in the demogra,hics !o#ld change the
vendorsA marketing strategy and the #ni?#e selling ,ro,osition o0 their ,rod#ct. MoreoverB
gamers in the age gro#, o0 bet!een 13 and )* years are more likely to #se the (2P model-
based mobile games. .lsoB it has been !itnessed that gamers !ho are in the age gro#, o0
bet!een 25 and )* years are more !illing to ,ay 0or the gaming a,,lications than the
yo#ng gamers. 8t has been also been !itnessed that this age gro#, s,ends heavily on
microtransactions !hen they ,lay games on their mobile devices. 6here0oreB the changes in
the demogra,hics o0 the gamers are another trend !hich the Global Mobile Gaming
market is e;,ected to !itness d#ring the 0orecast ,eriod.
Gro3t* o# Multi,laer Mobile
Gaming
6he evol#tion o0 high-end and more innovative mobile devices co#ld 0oster the gro!th
o0 m#lti,layer mobile gaming d#ring the 0orecast ,eriod. .ro#nd 6-3 ,ercent o0 the gamers
in the .P.+ region and 2-) ,ercent o0 the gamers in 4orth .merica ,lay m#lti,layer games
on their mobile devices. 6his s#ggests that the m#lti,layer mobile gaming is still in its
in0ancy stage. @o!everB the increased innovation and so,histication o0 the mobile devices
!o#ld ,ro,el the gro!th o0 the M#lti,layer Mobile Gaming segment d#ring the 0orecast
,eriod. (#rtherB increased ado,tion o0 MMRPG is e;,ected to ,ro,el the gro!th o0 this
market d#ring the 0orecast ,eriod. 6here0oreB the gro!th o0 m#lti,layer mobile gaming is
another trend !hich the Global Mobile Gaming market is e;,ected to !itness d#ring the
0orecast ,eriod.
Gro3t* o# 1irtual
Currenc
-irt#al c#rrency is #sed to b#y virt#al goods thro#gh microtransactions in the mobile
games. 6he virt#al goods and microtransactions reven#e model is e;,ected to acco#nt 0or
more than 50 ,ercent o0 the reven#e in the Global Mobile Gaming market d#ring the
0orecast ,eriod. 6he #,s#rge in the virt#al c#rrency in recent times has been d#e to the
increased demand 0or virt#al goods and di$erent avatars in mobile gaming. (#rtherB the
mobile gamers s,end real money on virt#al goods to ,#rchase items s#ch as magic !andsB
coinsB ho#sesB and s!ords. 6here0oreB the gro!th o0 virt#al c#rrency is another trend !hich
is e;,ected to ,ro,el the gro!th o0 the Global Mobile Gaming market d#ring the 0orecast
,eriod.
1". 7e y -en dor .nal ysis
1-.1 Electronic $rt" &nc.
%#siness vervie!
<arameter" 4e"cri,tion
6y,e &ociOtO .nonyme
8nd#stry
-ideo Game and
8nteractive
:ntertainment
(o#nded May 23B1532
@ead?#arters Red!ood +ityB +ali0orniaB /&
Reven#e /&=*.1* million 1(G20122
:m,loyees More than 5B200 1F) 201)2
:lectronic .rts 8nc. is an .merican com,any that develo,sB ,#blishesB marketsB and
distrib#tes video games. 8t !as 0o#nded as .ma'inA &o0t!are by 6ri, @a!kinsB !ho !as also
the 0o#nder o0 6he )D +o. and Digital +hocolate 8nc. 6he com,any develo,s and ,#blishes
games #nder several labels s#ch as Madden 4(>B 4@>B (8(. (ootballC&occerB 4%. HamB and
&&K. 6he com,any also develo,s games #nder the label o0 established 0ranchises s#ch as
6he &ims and Medal o0 @onor and ne! 0ranchises s#ch as Mass :$ect and Dead &,ace. 6he
com,any also o!ns and o,erates gaming st#dios in 6ib#ron in rlandoB (loridaB /&B and
Montreal in +anada.
6he com,any !as originally a ,#blisher o0 home com,#ting games !hich started its
o,erations by develo,ing games in-ho#se. 6he com,any started develo,ing games 0or
consoles in the early 1550s and gre! by ac?#iring vario#s develo,ers o0 games. 6he
com,any started its direct distrib#tion channel o0 games and services !ith the ac?#isition
o0 Pogo.comB an online gaming siteB in 2001. 6he com,any had ,artnered !ith 4okia in
2006 0or becoming an e;cl#sive s#,,lier o0 games 0or 4okia mobile devices. (#rtherB the
com,any generates a considerable amo#nt o0 its reven#e 0rom the Mobile Gaming segment.
6he ,ort0olio o0 ,rod#cts o$ered by the com,any incl#des s,ortsB m#sicB 0antasyB racingB
strategyB and MMRPG. 6he com,any has its o,erations in 4orth .mericaB .siaB :#ro,eB
.#straliaB and >atin .merica.
6he com,any o,erates #nder 0o#r labels< :. GamesB :. &,ortsB :. PlayB and :. 8nteractive.
6he com,any ,romotes its mobile gaming #nder the label :. 8nteractive.
7ey 8n0ormation
Com,an 4etail" 4e"cri,tion
<ro'uct <ort#olio
&#,reme @eroes
/ltima (orever< F#est 0or the .vatar
6he &im,sons< 6a,,ed #t
6he &ims (reePlay
Mono,oly @otels
&olitaire %lit'
9orld &eries o0 Poker
&crabble
9orld &eries o0 Gaht'ee
(8(. 1)
9ord &mack
Mono,oly Millionaire
6etris %lit'
Real Racing )
6heme Park
&,ider Hack
6rivial P#rs#it
%eDe!eled >ive
Plants vs Iombies
+onnect *
&,y Mo#se
)ecent <ro'uct !aunc*e"
H#ly 201)< >a#nched 4+.. (ootball 1* 0or the Kbo;
)60 video game and entertainment system and the
Play&tation ) 0or com,#ter entertainment system
H#ne 201)< .nno#nced the release o0 6he &ims )
8sland
Paradise e;,ansion ,ack 0or P+ and Mac 0or 4orth
.merica
H#ne 201)< .nno#nced the la#nch o0 Madden 4(> 25
0or Kbo; ne 0rom Microso0t and the Play&tation * 0or
com,#ter entertainment system
0e <artner"*i,
May 201)< :ntered into a strategic ,artnershi,
!ith
Microso0t +or,. 0or Kbo; ne
0e Merger" an' $c@ui"ition"
H#ne 2012< .c?#ired :&4B a social gaming
,rod#ct develo,er
H#ly 2011< .c?#ired Po,+a, GamesB a develo,er and
,#blisher o0 mobile video games
May 2011< .c?#ired (iremintB a develo,er and
,#blisher o0 mobile video games
May 2011< .c?#ired Mobile Post Prod#ctionB a
develo,er and ,#blisher o0 mobile video games
ctober 2010< .c?#ired +hilliongoB a /7-
based ,#blisher o0 games 0or the iPhone and iPad
&96 .nalysis
Strengt*"
:ntertainment .rts has maintained
its brand name by contin#o#sly
develo,ing ne! games.
6he com,any is dynamic and has
a strong ability to change beca#se
it narro!ed do!n its b#siness into
0o#r divisions to s,eed #, its
o,erations and the develo,ment
o0 games 0or increasing its
reven#e.
8t has high visibility d#e to ,o,#lar
game titles s#ch as 6he &ims series
and the (8(. series
Beakne""e"
6he com,any is 0acing iss#es in
handling its c#stomersA gaming
iss#es.
8t has high de,endence on
consoles 0or generating reven#e.
@enceB this co#ld lead to a loss o0
reven#e 0rom other ,lat0orms.
8ts global sales have been
!eaker than those o0 its
com,etitors.
O,,ortunitie"
6he com,any co#ld generate higher
reven#e in the Global Mobile
Gaming market by ac?#iring mobile
game develo,ers.
8ts 0oc#s on non-traditional gamers
s#ch as 0emale gamers co#ld
enable it to ca,t#re considerable
market share in the 0#t#re.
T*reat"
6he com,anyAs only so#rce o0
reven#e is 0rom video games.
@enceB mismanagement o0
reso#rces and com,etencies co#ld
cost the com,any the loss o0 its
market share.
8ncreased de,endence on consoles
0or generating reven#e along !ith
the 0l#ct#ations in s,ending on
hard!are systems co#ld ,ose a
threat to the com,any in the long
r#n.
6he increase in ,iracy o0 the
game titles co#ld ,ose a threat
to the com,any.
1-.2 Gamelo#t S.$.
%#siness vervie!
<arameter" 4e"cri,tion
6y,e Private
8nd#stry
-ideo Game and
8nteractive
:ntertainment
(o#nded December 1B1555
@ead?#arters ParisB (rance
Reven#e /&=26".* million 1(G20122
:m,loyees More than 6B000 120122
Gamelo0t &... is a develo,er and ,#blisher o0 video games. 6he com,any r#ns #nder the
leadershi, o0 Michel G#illemotB !ho is the ,resident and +: o0 the com,any and one o0
the co-0o#nders o0 /biso0t :ntertainment &...B a global develo,er and ,#blisher o0 video
games. 6he com,any !as established in 1555 as Gamelo0t.com &... and !as renamed to
Gamelo0t &... on 4ovember )0B 2001. 6he com,any !as 0o#nded as a ,artnershi, bet!een
/biso0t :ntertainment &... and G#illemot +or,.B a ,rod#cer o0 m#ltimedia ,rod#cts.
6he com,any ,rimarily develo,s games 0or mobile devices backed !ith ,lat0orms s#ch as
.ndroidB i&B %lackberry &B 9indo!s PhoneB and &ymbian &. 8t also develo,s games 0or
consoles s#ch as 4intendo and &ony Play&tation ) and 0or other ,lat0orms s#ch as set-to,
bo;esB connected 6-sB and 9eb&. 6he com,any o,erates globally thro#gh its 23
s#bsidiariesB incl#ding Gamelo0t 8nc. 1+anada2B Gamelo0t &R> 18taly2B and Gamelo0t &o0t!are
%eiDing 1+hina2. (#rtherB the com,any has a distrib#tion net!ork in more than 30 co#ntries.
6he com,any has a direct sales and marketing ,resence in vario#s co#ntries s#ch as
+anadaB the /7B the /&B GermanyB &,ainB +hinaB and Ha,an.
6he com,anyAs reven#e increased by 2" ,ercent in 2012 and it hired more than 300
em,loyees in 2012 to com,lete its transition to!ard the (2P model. 8n 2011B the com,any
reassigned all its console and deskto, game develo,ment sta$ to the develo,ment o0
games 0or smart,hones.
6he com,any develo,s several mobile games #nder the 0ranchise o0 /biso0t :ntertainment
&... 6he com,any is an inde,endent sister com,any o0 /biso0t.
7ey 8n0ormation
Com,an 4etail" 4e"cri,tion
<ro'uct <ort#olio
>#mines Mobile
%#bble %ashJ
6om +lancyAs @...9.K
8ron Man )
(ast L (#rio#s 6
Gangstar +ity
Monsters /niversity
7ingdoms L >ords
.lien F#arantine
. Good Day 6o Die @ard
%lit' %rigade
/4 L (riends
Dragon &#mmoner
D#ngeon @#nter
My >ittle Pony
Playmobil Pirates
.s,halt .drenaline 6
:ternal >egacy
4ova 2
)ecent <ro'uct !aunc*e"
H#ne 201)< Gamelo0t and /niversal Partnershi,s
L >icensing anno#nced the la#nch o0 the game
NDes,icable Me< Minor R#shN 0or iPadB iPhoneB
iPod to#chB and .ndroid devices
May 201)< Gamelo0t and Mattel 8nc.B a
toy
man#0act#rerB anno#nced the la#nch o0 /4 L
(riends. 6he game is available 0or 0ree on iPadB
iPhoneB iPod to#chB and .ndroid devices
0e 6ig*lig*t
(ebr#ary 201)< Gamelo0t and @asbro 8nc. revealed
a ne! added virt#al ,et collection 0eat#re 0or the
game a,,lication >866>:&6 P:6 &@P on iPadB iPhoneB
iPod to#chB and .ndroid devices
0e <artner"*i,"
H#ly 2012< Partnered !ith Discovery +hannel
and 9ild.idB a non-,ro0it organi'ation to raise
0#nds and a!areness in s#,,ort o0 marine ,rotection
Han#ary 2012< .nno#nced its ,artnershi, !ith
6encent
Mobile FF Game Plat0ormB a +hinese mini
cas#al game o,en ,lat0orm 0or ,#blishing the
o0 Gamelo0tAs social game N8ce .ge -illageN in Mainland
+hina
&96 .nalysis
Strengt*"
Gamelo0t has more than 50
million monthly active #sers.
6he com,any generates more than
50 ,ercent o0 its smart,hone reven#e
0rom in-a,, advertising and
,#rchases.
8ts reven#e is driven by the s#ccess
o0 its games on tablets and
smart,hones.
8ts ,artnershi,s !ith some o0 the
most re,#ted gamers in the
:ntertainment ind#stry has increased
its brand visibility and im,roved its
brand image.
Beakne""e"
6he higher cost involved in RLD
on games has decreased the
s,ending ca,ability o0 the
com,any.
8ncreased cost in selling and
administration red#ced the sco,e
o0 the gro!th o0 the com,any in
2012.
O,,ortunitie"
6he gro!th o0 the &mart,hones and
6ablets market ,rovides an
o,,ort#nity 0or the com,any to
increase its c#stomer base since it
has !itnessed steady gro!th in
reven#e 0rom these markets in the
,ast.
8ts increased s,ending on RLD !o#ld
enable it to develo, advanced high-
end games to ,rovide gamers !ith
enhanced #ser e;,erienceB !hich !ill
in t#rn increase its reven#e.
T*reat"
6he increased com,etition 0rom
vendors in the Global Mobile Gaming
market ,oses a threat to the
com,anyAs reven#e.
&ince it o,erates in most o0 the
geogra,hical regions thro#gh its
s#bsidiariesB its reven#e co#ld be
a$ected d#e to c#rrency 0l#ct#ations
in the co#ntries in !hich it o,erates.
6he shi0t in 0oc#s in develo,ing
mobile games 0rom console games
co#ld ,ose a threat to the com,any
d#e to its increased de,endency on a
single reven#e stream coming 0rom
smart,hone and tablet games.
1-.% )ovio Entertainment !t'.
%#siness vervie!
<arameter" 4e"cri,tion
6y,e Private
8nd#stry -ideo Game
(o#nded 200)
@ead?#arters :s,ooB (inland
Reven#e /&=155.* million 1(G20122
:m,loyees More than 500 1201)2
Rovio :ntertainment >td. is an entertainment com,any and a develo,er o0 video games.
6he com,any !as 0o#nded as Rel#deB a mobile game develo,ment st#dioB by three
st#dents 0rom @elsinki /niversity o0 6echnology< Harno -akevainenB 7im DikertB and 4iklas
@ed. 6he com,any !as renamed Rovio in 2005. 6he com,any is ,o,#lar 0or its video game
N.ngry %irdsN. N.ngry %irdsNB a single shot ,#''le gameB !as la#nched 0or the iPhone in
2005. 6he com,any also
,#blishes books !hich are based on N.ngry
%irdsN.
8n H#ly 2011B the com,any !as renamed to Rovio :ntertainment >td.
7ey 8n0ormation
Com,an 4etail" 4e"cri,tion
<ro'uct <ort#olio
.ngry %irds &eries
%ad Piggies
%#rger R#sh
Darkest (ear
Darkest (ear series
Dragon and Hade
Desert &ni,er
4eed 0or &,eed< +arbon
(orm#la GP Racing
Paid to 7ill
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Market
Pa,er Planes
Patron .ngel
&tar Marine
&ho,,ing Madness
&9.6< :lite 6roo,s
6otomi
)ecent <ro'uct !aunc*e"
H#ne 201)< Released 8cebreakerB a -iking voyage
March 201)< P#blished a mobile gameB 6he +roods
May 201)< Released N.ngry %irds< (riendsN
0e 6ig*lig*t
201)< :ntered the P#blisher segment by ,#blishing
third- ,arty games thro#gh its Rovio &tars ,rogram
0e <artner"*i,
H#ne 201)< :ntered into a licensing agreement
!ith @asbro 8nc. allo!ing @asbro to develo, toys and
,hysical games based on the .ngry %irds brand
0e Merger an' $c@ui"ition
March 2012< .c?#ired (#t#remark Games &t#dioB
a game develo,ment com,any
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&96 .nalysis
Strengt*"
Rovio :ntertainment has a strong
brand image d#e to its video
game N.ngry %irdsN.
6he com,any generates reven#e
by charging 0or the ,remi#m
version o0 the gamesB licensing
cons#mer ,rod#ctsB and thro#gh
in-a,, ,#rchases and ad
,lacements in the games.
8t has more than 600 million
do!nloads o0 N.ngry %irdsN and
this is one o0 the to, ,aid
a,,lications.
8t has diversi0ied its risks by
engaging in broadcast media and
merchandi'ing.
Beakne""e"
6he com,any 0oc#sed solely on
N.ngry %irdsN 0or creating a strong
brand image and did not 0oc#s
m#ch on other game,lays created
by it 0or im,roving its brand image.
8t de,ends maDorly on N.ngry %irdsN
0or generating reven#e. @enceB
boredom !ith the game by the
gamers co#ld a$ect its reven#e.
O,,ortunitie"
6he com,anyAs entry into the
P#blisher segment co#ld enable it to
generate higher reven#e by
,romoting and marketing games
develo,ed by the other develo,ers.
8t has develo,ed games 0or almost
all kinds o0 mobile devicesB !hich
!o#ld enable it to increase the
,enetration o0 its ne! game titles in
s#ch devices in the 0#t#re.
8t has em,loyees 0rom more than )0
nationsB !hich !o#ld enable it to
#nderstand the changing tastes and
,re0erences o0 the gamers in the
long r#n and develo, and ,#blish
games !hich !o#ld s#it their habits
and c#lt#res.
T*reat"
8ncreased com,etition 0rom the
,#blishers in the Global Mobile
Gaming market co#ld ,ose a threat
to the s#ccess o0 the com,any in
the P#blisher segment since it is
ne! to this segment.
6he increase in ,iracy o0 the
mobile games co#ld ,ose a threat
to the com,any.
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13. t her Re,orts in t his &eries
Global Mobile .d &,ending Market 2012-2016
Global nline .d &,ending Market 2012-2016
&et 6o, %o; Market in 8ndia 2012-2016
Global Mobile M#sic .ccessories Market 2012-2016
Global 8ntegrated Playo#t .#tomation Market 2012-2016
Global %roadcasting and +able 6- Market 2012-2016
Global 8nteractive 7iosk Market 2012-2016
Global Mobile Gaming Market 2012-2016
:nter,rise -ideo Market in the .P.+ Region 2012-2016
Global Game +onsoles Market 2012-2016
ISIEmergingMarketsPDF in-micaahd from 220.22.!"#.$% on 20!"-0&-!2 !$'!('2& ED). DownloadPDF.
2012-2
Do
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2012-2016
Global Mobile Gaming Market
4&SC!$&M
E)
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