The New Frontier: Portable and Mobile Gaming

Table of Contents

1.0 Notes on Methodology

2.0 Mobile Gaming: Market Overview

• 2.1 Key Industry Trends
• 2.2 Drivers and Inhibitors
• 2.3 Future Outlook

3.0 Mobile Carriers

• 3.1 Data Revenue Growth and Mobile Entertainment
• 3.2 Carriers and Mobile Gaming
• 3.3 Merchandising, Marketing, and Distribution
• 3.4 Mobile Gaming Business Models
• 3.5 The “Three-Screen” Strategy
• 3.6 International Case Studies
  • 3.6.1 South Korea
  • 3.6.2 Japan
  • 3.6.3 Europe

4.0 Mobile Game Developers and Publishers

• 4.1 Competitive Landscape
• 4.2 The Danger of Market Stagnation
• 4.3 New Market Entrants
• 4.4 To License or Not To License
• 4.5 Industry Consolidation
• 4.6 The Casual Focus
• 4.7 Off-Deck Channels
• 4.8 Porting as a Core Competency

5.0 Innovation: Technology, Content, and Business Model

• 5.1 Connected and Multiplayer Mobile Gaming
• 5.2 Pervasive (Cross Platform) Gaming
• 5.3 BREW, N-Gage, and Xbox Live Anywhere
• 5.4 Mobile In-Game Advertising
• 5.5 Putting “Mobile” Back Into “Mobile Gaming”
• 5.6 3D Mobile Gaming
• 5.7 Other Relevant Technology Developments
  • 5.7.1 IMS
  • 5.7.2 Flash Lite
  • 5.7.3 Location-based Gaming

6.0 Portable Gaming

• 6.1 Key Market Trends
• 6.2 Potential for a New Market Entrant
• 6.3 Convergence or Collision: Mobile and Portable Gaming

7.0 Market Forecasts

8.0 Key Recommendations

1.0 Mobile Phone as a Gaming Platform

• 1.1 Mobile Gaming vs. Other Mobile Applications
• 1.2 Mobile Gaming vs. Other Gaming Platforms

2.0 Profile of a Mobile Gamer

• 2.1 Adoption of Mobile Gaming
• 2.2 Mobile Gaming and Carriers
• 2.3 Mobile Gaming and Smart Phone Ownership
• 2.4 Perceived Importance of Mobile Gaming
• 2.5 Expected Change in Gaming Expenditure
• 2.6 Perspectives on Mobile Game Advertising
• 2.7 Dominant Mobile Gaming Genres
• 2.8 Multiplayer and Cross-Platform Mobile Gaming

3.0 Portable Game Players

• 3.1 Adoption and Purchase Intention
• 3.2 Portable Game Software
• 3.3 Potential for a New Market Entrant
• 3.4 Portable Gaming vs. Mobile Gaming

4.0 Global Consumer Data

• 4.1 Mobile Gaming
• 4.2 Portable Gaming

5.0 Profiles of Mobile Carriers

• 5.1 AT&T Wireless
• 5.2 Sprint
• 5.3 Verizon Wireless

6.0 Profiles of Portable and Mobile Game Publishers

• 6.1 Capcom Interactive, Inc.
• 6.2 Digital Chocolate
• 6.3 EA Mobile
• 6.4 Gameloft
• 6.5 Glu Mobile
• 6.6 Hands-On Mobile
• 6.7 Jamster, LLC
• 6.8 NAMCO Networks America, Inc.
• 6.9 Oberon Media / I-Play
• 6.10 Nintendo Entertainment America
• 6.11 PopCap Games
• 6.12 RealNetworks
• 6.13 Sony Pictures Mobile / Sony Ericsson & Sony Computer Entertainment America
• 6.14 THQ Wireless
• 6.15 Vivendi Games Mobile

7.0 Profiles of Technology Companies

• 7.1 Amobee Media Systems
• 7.2 Exit Games
• 7.3 Greystripe, Inc.
• 7.4 Hovr
• 7.5 Microsoft
• 7.6 Motricity, Inc.
• 7.7 Nokia
• 7.8 Qualcomm, Inc.
• 7.9 Sun Microsystems / Java
• 7.10 Tira Wireless

• Key Drivers and Inhibitors for Mobile Gaming
• Percentage of Data ARPU: U.S. Carriers
• Mobile Phone: Features Never Used (Q2/07)
• Important Influencers for Choosing a Mobile Service Provider
• Carrier Deck Size & Top Sellers
• Competitive Analysis: Key Mobile Game Publishers
• Growth of Leading Mobile Gaming Companies
• Percentage of Mobile Phone Users (among Internet Households) That Have Paid to Download Games in the Past 12 Months
• Leading Media Companies: Mobile Gaming Initiatives
• Key Licensing Partnerships
• Recent Mergers and Acquisitions in the Mobile Gaming Industry
• Consumer Interest in On-the-go Gaming
• Social Network/Avatar-based Mobile Games
• Interest in Multiplayer, Connected, and Community Gaming Applications
• Multiplayer Mobile Gaming Platforms
• Interest in Pervasive Gaming Very High among Core Gamers
• Mobile Game Advertising Solution Providers
• Innovative Mobile Games
• Unit Sales of Nintendo DS and Sony PSP (Fiscal Year 2006-2008)
• Sales of Nintendo Portable Game Players in Different Regions (Fiscal Year 2003-2007)
• Portable Game Players: Brand Mindshare (Q2/07)
• Top Desired Features on a New PGP among PGP Owners and Intenders
• Correlation between Portable Console and Mobile Phone Gaming
• Forecast of Mobile Service Subscribers and Paying Mobile Gamers (2007-2012)
• Forecast of U.S. Mobile Gaming Revenue (2007-2012)
• U.S. Households with at Least One Portable Game Player
• Unit Sales of Portable Game Players

• Mobile Phone: Entertainment Features
• Usage of Various Mobile Applications
• Mobile Phone: Features Never Used
• Devices Used for Gaming
• Number of Hours Spent on Various Gaming Devices
• Comparison of Gaming Time across Platforms
• Gaming Time by Platform: Percentile Analysis
• Average Gaming Session Length by Platform
• Gaming Hour Allocation by Platform: by Age Groups
• How Do Different Gamer Groups Allocate Gaming Time
• Percentage of Gamers Planning to Increase Mobile Game Spending in the Next 12 Months
• Adoption of Paid Mobile Game Downloads
• Frequent Mobile Gamers Are More Likely to Download
• Number of Mobile Games Downloaded in the Last 12 Months
• Mobile Gaming Adoption by Gender
• Mobile Gaming Adoption by Age
• Mobile Gaming Adoption by Gender: Q2 2005 vs. Q2 2007
• Mobile Gaming Adoption by Age: Q2 2005 vs. Q2 2007
• Number of Gaming Sessions on Portable Players: by Age and Gender
• Number of Gaming Sessions on a Mobile Phone: by Age and Gender
• Gaming Outside of the Home: by Gender and Age
• Important Influencers for Choosing a Mobile Service Provider
• Percentage of Mobile Game Downloaders and Mean Number of Games Downloaded by Carrier Brands
• Mobile Gaming Behavior among Smart Phone Owners vs. Regular Mobile Phone Owners
• Satisfaction with Internet Browsing Experience on a Mobile Phone: Smart Phone vs. Regular Phone
• Perceived Importance of Different Capabilities on a Mobile/Portable Device
• Perceived Importance of Mobile and Portable Gaming by Age
• Expected Change in Mobile Gaming Expenditure
• Expected Change in Mobile Gaming Expenditure: by Age
• Mobile Phone: Service Subscription Intention
• Consumer Sentiment about Mobile Advertising
• Consumer Perspectives on Mobile Advertising
• Ad-Supported Mobile Applications Boost Consumer Interest
• Interest in Ad-Supported Mobile Services by Gender
• Interest in Ad-Supported Mobile Services by Age
• Interest in Ad-Supported Mobile Gaming by Perceived Importance of Mobile Gaming
• Interest in Ad-Supported Mobile Gaming: Paying vs. Non-Paying Downloaders
• Interest in Ad-Supported Mobile Gaming by Downloading Frequency
• Interest in Various Game Genres on Different Portable Devices
• Interest in Multiplayer, Connected, and Community Gaming Applications
• Interest in Mobile Gaming Features by Gender
• Interest in Pervasive Gaming Very High among Core Gamers
• Interest in New MMOG Game Services
• Ownership of Different Portable Game Players
• Purchase Intention for Different Portable Game Players
• Interest in a New Portable Game Player by Gender
• Monthly Expenditure on Gaming
• Time Spent on Playing New vs. Old Games
• Number of Games Owned Personally
• Average Number of Games Played Personally
• Portable Game Players: Brand Mindshare
• Preferred Brand for New Portable Game Player by Current Ownership
• Preferred Brand for a Portable Game Player by Gender
• Portable Game Player Ownership by Game Console Ownership
• Gamers with Both Fixed and Portable Consoles Spend More Money on Software
• Top Desired Features for a New PGP among PGP Owners and Intenders
• Important Features on a PSP and Portable Multimedia Player
• Correlation between Portable Console and Mobile Phone Gaming
• Mobile Gamers More Likely to Own Portable Game Players
• Mobile Gaming Frequency among Owners of Portable Game Players (Q2/07)
• Adoption of Mobile Gaming in 13 Countries
• Weekly Mobile Gaming Activities
• Mobile Gaming Adoption in 13 Countries: by Age and Gender
• Ownership of Portable Game Players in 13 Countries
• Portable Game Player Ownership in 13 Countries: by Age and Gender
• Adoption of Portable Gaming among 13 Countries
• High Intender for Portable Game Players in 13 Countries