Mobile Game Marketing to Increase

Mobile phone games continue to grow as a market force. Just recently, Rovio, publisher of the wildly popular game, Angry Birds, announced a new round of venture funding in the amount of $42 million.  And the firm’s executives reported that over 75 million versions of the game have been downloaded when both paid and ad-​supported activity are included. More mobile phone game publishers will likely be marketing their offerings and as they do so, they’ll be targeting specific demographics.

New data from Popcap Games Mobile Phone Gaming Research notes that there are specific demographics associated with typical mobile phone gamers. Currently, 31% of all gamers are between the ages of 25 and 34 and 17% are between the ages of 18 to 24. (The lower rate of game playing in the younger demographic may be strictly the result of not yet having a more expensive smartphone with a data plan.)  From a household income standpoint, the sweet spot for this market seems to fall between $50,000 and $74,000. About 23% of avid mobile phone gamers belong to that income demographic.

The mere ownership of a smartphone increases the likelihood that a consumer will play  mobile games. Over 90% of smartphone users play a mobile game at least once a week. Analysts noted that the daily and 2–3 times a week game playing frequencies have increased dramatically since Popcap published its previous report, in 2009. Despite the increased use statistics, the amount of time spent playing games by the average gamer is about the same, less than 1 hour a week.

This year, 71% of avid gamers will purchase at least 1 game and 65% all gamers will purchase 1 game. In general , smartphone users buy about twice as many mobile games as standard phone users.  Look for smartphone users in the U.S. to spend $25.94 on games in 2011.

All of this activity in the market means that publishers will be advertising their paid offerings. In addition, they may be striking partnerships with businesses who are looking for new and entertaining ways to advertise or promote their products and services – either by sponsoring games or by paying for product placements in games.

[Source: PopCap Games Mobile Gaming Research. Infosolutionsgroup​.com. 2011. Web. 18 Mar. 2011; Happy Angry birds: Creators land $42 million. Msnbc​.com. 10 Mar. 2011. Web. 18 Mar. 2011.] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.