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,DECONSTRUCTING MOBILE & TABLET GAMING 2016-2017,EEDAR 2016 SYNDICATED REPORT - FREE VERSION,2,TERMS OF USETHIS REPORT IS PROVIDED ON AN “AS IS” BASIS WITHOUT WARRANTIES OF ANY KIND, EITHER EXPRESS OR IMPLIED,INCLUDING WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE, OTHER THAN THOSEWARRANTIES WHICH ARE IMPLIED BY AND INCAPABLE OF EXCLUSION, RESTRICTION OR MODIFICATION UNDER THE LAWSAPPLICABLE TO THE MASTER AGREEMENT FOR SERVICES.THE FOLLOWING DISCLAIMER OF LIABILITY APPLIES TO ANY DAMAGES OR INJURY CAUSED BY ANY ERROR, OMISSION,DELETION, DEFECT OR USE OF, WHETHER FOR BREACH OF CONTRACT, TORTUOUS BEHAVIOR, NEGLIGENCE, OR UNDERANY OTHER CAUSE OF ACTION:IN NO EVENT WILL ELECTRONIC ENTERTAINMENT DESIGN AND RESEARCH OR ANY PERSON OR ENTITY INVOLVEDIN CREATING, PRODUCING OR DISTRIBUTING THIS REPORT BE LIABLE FOR ANY DIRECT, INDIRECT, INCIDENTAL,SPECIAL OR CONSEQUENTIAL DAMAGES ARISING OUT OF THE USE OF OR INABILITY TO USE THE REPORT OR OUTOF THE BREACH OF ANY WARRANTY; YOU HEREBY ACKNOWLEDGE THAT THIS DISCLAIMER OF LIABILITY SHALLAPPLY TO ALL CONTENT CONTAINED IN THIS REPORT. ELECTRONIC ENTERTAINMENT DESIGN AND RESEARCHSLIABILITY TO YOU, IF ANY, SHALL IN NO EVENT EXCEED THE TOTAL AMOUNT PAID TO ELECTRONIC ENTERTAINMENTDESIGN AND RESEARCH FOR THE REPORT.IT IS YOUR RESPONSIBILITY TO EVALUATE THE ACCURACY, COMPLETENESS OR USEFULNESS OF ANY INFORMATION,OPINION, ADVICE OR OTHER CONTENT AVAILABLE IN THIS REPORT. YOU SHOULD USE YOUR BEST JUDGMENT ANDEXERCISE CAUTION WHERE APPROPRIATE.NEITHER ELECTRONIC ENTERTAINMENT DESIGN AND RESEARCH NOR ITS THIRD PARTY CONTENT PROVIDERSSHALL HAVE ANY LIABILITY FOR DECISIONS BASED UPON, OR THE RESULTS OBTAINED FROM THE REPORT. NEITHERELECTRONIC ENTERTAINMENT DESIGN AND RESEARCH NOR ITS THIRD PARTY CONTENT PROVIDERS GUARANTEEOR WARRANT THE ACCURACY OR COMPLETENESS OF ANY SUCH INFORMATION.YOU AGREE TO DEFEND, INDEMNIFY AND HOLD HARMLESS ELECTRONIC ENTERTAINMENT DESIGN AND RESEARCH,ITS AFFILIATES AND THEIR RESPECTIVE DIRECTORS, OFFICERS, EMPLOYEES AND AGENTS FROM AND AGAINST ALLCLAIMS AND EXPENSES, INCLUDING ATTORNEYS FEES, ARISING OUT OF THE USE BY YOU OF THE REPORT.,3,TABLE OF CONTENTS,Report OverviewTerminologyMobile Gaming GenresMobile Gaming Market Overview2016 Mobile Gaming MarketMarket Sizing & RevenueDevice SegmentationOS SegmentationMobile Gaming RevenueMarket Demographics & InvestmentDemographicsMobile Gaming SpendMobile Gaming TimeMobile Gaming InvestmentMarket Behaviors & MotivationsMobile Gaming ScenariosReasons for Playing Mobile GamesMotivational Profile MethodologyMotivations for Mobile GamingMotivational ClustersMobile Gaming FunnelDiscoveryEngagement,5681011121213141617182022232426272829333438,ViralityMonetizationChurnMobile Genre AnalysisEEDARs Mobile Genre SystemMobile Genre PerformanceYearly Revenue by GenreDifference in Yearly Revenue by SubgenreMarket Opportunity vs. Market SaturationMonetization vs. RevenueMobile Genre ProfilesMobile Genre SizingMobile Genre OverlapsMotivational ProfilesPuzzle GenresArcade GenresSkill & Chance GenresSimulation GenresRPG & Strategy GenresAction, Sports & Racing GenresCross Platform EngagementGaming Platform Ownership & UseGenre Engagement by Platform,4246495152535455565758585960616365676971737475,*Highlighted sections are available in full report.,4,TABLE OF CONTENTS,Segmented Response DataReasons for Mobile GamingGaming MotivationsDiscovery Sources for Mobile GamesFactors Affecting Descision to EngageBrand EngagementSharing MethodsIncentivized Ad EngagementMotivations for IAPsFactors Leading to ChurnResearch MethodologyAbout EEDAR,77788694102110118126128136144144,*Highlighted sections are available in full report.,5,REPORT OVERVIEW,2016 Report OverviewThe EEDAR 2016 Deconstructing Mobile & Tablet Gaming Report focuses on thegaming habits of North American (US/Canada) adult mobile gamers, to providea market profile including:,I.II.III.IV.V.,Market Sizing & Device SegmentationsMarket Demographics & InvestmentMarket Behavior & MotivationsMobile Gaming FunnelMobile Genre Analysis,The first series of analyses determines the number of mobile gamers andsegments them based on the devices they use to play mobile games. Thesecond section further segments mobile gamers based on their demographics,and mobile investment (including spend and time). The third profiles playershabits and motivations for playing mobile games. The fourth section examineshow mobile gamers move through the funnel, from the discovery of new gamesand their preferences for play and spend, to the factors that make them stopplaying. The fifth section profiles the mobile genres, and analyzes their relativeperformance in terms of both market sizing and revenue (with data drawn fromEEDARs mobile trends tracker).,Data Sources & MethodologyThe 2016 Deconstructing Mobile & Tablet Gaming Report leverages data fromthree key sources (each noted in the relevant graphs/tables):,Mobile Survey data comes from a consumer survey conducted by EEDAR,in October 2016 measuring the attitudes and behaviors of a representativesample of three thousand North American (US and CA) active adult mobilegamers that had played mobile games within the past three months on asmartphone or tablet.PlayerPulse data comes from EEDARs monthly consumer tracking service,which surveys over two thousand currently active (i.e. have played videogames on 1+ devices in the past month) gamers regarding their gaminghabits, engagement with key titles across platforms (including mobile, F2PHD and premium HD) and their awareness of upcoming releases. Summary,data is based on six months of aggregated response data collected betweenApril 2016 September 2016.,Market Performance data comes from EEDARs proprietary mobileperformance tracking service.,6,TERMINOLOGY,Smartphone Gamers: Smartphone owners that have played a game on theirsmartphone in the past 3 months.,A smartphone is a cellular telephone that can support and run third-party,applications and has internet access. An iPod Touch is also considered asmartphone.,Tablet Gamers: Tablet owners that have played a game on their tablet in the past3 months.A mobile tablet is a wireless, portable computer with a touchscreen interface,that is capable of running applications and accessing the internet.Moblie Gamers: Active smartphone and/or tablet gamers, past 3 months.,OS: The operating system being run by the smartphone or tablet. The majorgaming OS on smartphone and tablets are Apple iOS, Google Android, and Other,(including Windows, Blackberry, etc.). Each OS has a proprietary app store.Premium Games: Games purchased through the app marketplace. Prices rangefrom $0.99 to $19.99 and higher.Free-To-Play Apps (F2P): Games that are initially free to download from the appmarketplace.In-App Purchases (IAP): F2P and Paid Apps have additional content that canbe purchased from within the game, including both consumable purchases(e.g. currency, boosts, energy, etc.) and permanent content purchases (e.g.level packs, aesthetic items, characters/heroes, etc.).,Mobile Gamer Spend Segment: Categories of mobile gamers based on totalspend in the past year on mobile games. This reflects total spend across allrelevant titles in the given year, not spend on a specific title.,Mobile Gamer Spend Segments are ranked from light spending to heavyspending:,Non-Payer (spent $0 on mobile games in the past year)Moderate Payer (spent $0.99 - $99.99 in the past year)Heavy Payer (Whale; spent over $100 in the past year),Mobile Gamer Play Segment: Categories of mobile gamers based on theiraverage weekly play time of mobile games. This reflects total play time acrossall relevant titles, not play of a specific title.,Mobile Gamer Play Segments are ranked from light play to heavy play:,Light Players (play less than 1 hour per week)Moderate Player (play 1 hour 5 hours per week)Heavy Player (play greater than 5 hours per week).,7,TERMINOLOGY,Investment Index: In addition to separately segmenting mobile gamers onthe basis of money and time spent on mobile games, EEDAR combines theseindependent measures of gamer investment into the Investment Index.,This index features 9 potential pairings of pay and play patterns that represent5 distinctive types of player experiences that range from Minimal Investment(i.e. those who do not pay and play very little), to Extreme Investment (i.e.,Minimal Investors are the least invested in mobile gaming, playing very little (ininfrequent, short bursts), and paying nothing for their games (Non-Payers/LightPlayers).,Low Investors combine a mixture of low investment and moderate investmentacross their spend and play segmentations (including Non-Payers/ModeratePlayers, and Moderate Payers/Light Players).,those who are heavy spenders and players).Moderate Investors represent those who tend to be moderate in their spend and,play segmentations, as well as those whose pay/play habits diverge widely (i.e.those who spend a lot, but do not play a lot, or vice versa).,Heavy Investors combine a mixture of moderate to heavy investment across theirspend and play segmentations (including Moderate Payers/Heavy Players, andHeavy Payers/Moderate Players).Extreme Investors are the most invested mobile gamers heavily playing andpaying for their games (Heavy Payers/Heavy Players).,Non-Payer($0 / Year),Moderate Payer($0.99-$100 / Year),Heavy Payer( $100 / Year),Light Player( 5 Hours / Week),MinimalLowModerate,LowModerateHeavy,ModerateHeavyExtreme,8,MOBILE GAMING GENRES,PuzzleMatching Puzzle: Puzzle games where players must match like things togetherthrough swapping, shooting, manipulation, or other mechanisms. (Candy CrushSaga, Toy Blast, Panda Pop),Brain Puzzle: Puzzle games that focus on manipulating words and letters,numbers, finding hidden objects, or completing trivia. (Words with Friends,Threes, Draw Something 2, QuizUp, Mystery Manor)Physics Puzzle: Puzzle games where gravity, angles, trajectories, and otherphysics-based variables are key characteristics of gameplay. (Angry Birds, Cutthe Rope, Wheres my Water?, Peggle),ArcadeGeneral Arcade: Characterized by an easy to learn interface and rules of play,scoring points, and level progression. (Fruit Ninja, Flick: Homerun, BackflipMadness)Endless Runner: Characterized by a single avatar, scrolling at a fixed or increas-ing pace across a vertical or horizontal 2D or 3D space. The object of thesegames is to prolong gameplay without colliding into obstacles. (Jetpack Joy-ride, Temple Run, Subway Surfers, Color Switch)Music / Rythm: Gameplay focuses on tapping/swiping in time with music or asprompts appear on the screen. (Magic Piano by Smule, Beat Sneak, Love Live!School Idol Festival)Location-Based:Gameswherein-gamelocationscorrespondtoreal-lifelocations,requiring players to visit them in order to interact with the game. (Pokmon GO,Ingress),Skill & ChanceCasino (Skill & Chance): This genre includes all games that mimic those gamesfound in a traditional casino that emphasize gambling with real or fake currency.These can be further divided based on the types of games included:,Casino Skill games afford the player some control over the outcome ofthe game, relying on knowledge of strategy to be successful (e.g. poker,blackjack).Casino Chance games dictate success or failure based on random chance(e.g. slots, bingo, roulette, craps).Integrated Casino games include a variety of gaming experience, often somegames of skill and some of chance, intended to mimic the experience of,going to a real casino.Non-Casino Skill & Chance: This genre includes all traditional card, board anddice games that do not center around gambling. (Dice with Buddies, Monopoly,Solitaire, Uno, Yahtzee, Dominos, Mahjong)SimulationSimulation: Characterized by putting the user in control of a confined socialenvironment, acting as leader or planner. (The Sims FreePlay, High School Story,Covet Fashion, Kim Kardashian: Hollywood)City Builder / Resource Management: Goal of the game is to build and manage acity. Unlike Combat City Builders, these games do not feature significant combat,although players often compete with each other in other ways. (DragonVale, HayDay, The Simpsons: Tapped Out, Smurfs Village),9,MOBILE GAMING GENRES,StrategyGeneral Strategy: Focus of gameplay is combat between many controlled unitswith skillful planning and tactical thinking. Combat can be either real-time or,Combat City Builder: Goal of the game is to build a city and an army. The army isused to attack other players, usually in asynchronous multiplayer combat. (Clashof Clans, Clash of Kings, Modern War, Game of War: Fire Age)Trading Card Game (TCG): Strategy games that mimic traditional table topstrategiccardgames.(MagictheGathering2016,Hearthstone:HeroesofWarcraft)Tower Defense: Games that are similar to RTS, but the purpose is to defendagainst waves of spawning enemies. This is primarily done by placing structuresbetween the spawn point of enemies and their goal (Plants vs. Zombies, BloonsTD, Fieldrunners, Kingdom Rush, Clash Royale),down opposing team towers. (Vainglory, Heroes of SoulCraft, Call of Champions),ActionShooter: The primary action performed by the users personification is shootinga weapon. (Frontline Commando, NOVA, Deer Hunter 2016, Modern Combat),turn-based. (Hero Academy, Plague Inc., Catan, XCOM: Enemy Unknown)Action / Fighting: Elements of Action games include movement (running,jumping, swinging, etc.), exploration, and combat. (Infinity Blade, AssassinsCreed) This genre also includes Fighting games (Injustice: Gods Among Us) andAction RPGs in which the primary gameplay is real-time combat.Action Builder: Emphasis is on exploration, crafting, and building. There may belight combat elements in this sandbox genre. (Minecraft, Terraria)OtherRacing: Allows the user to control a vehicle in a competitive race event. (Need for,
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