Mobile Gaming EU Says: Play to win: Mobile Pie and Neon Play on mobile gaming business models

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MOBILE GAMING EU SAYS: Mobile gaming is booming. A recent survey for PopCap found that 125mln people were playing games on handheld devices across the UK and US. While SuperData Research says the mobile gaming market will be worth £4.8 billion by 2015, almost three times today’s value.

The explosion of mobile and tablet devices means gaming has gone from being a living-room pursuit to something people do everywhere.

There is no shortage of good news. There are more players, more revenues at stake, widening demographics, and more “occasions” when players are playing. The explosion of mobile and tablet devices means gaming has gone from being a living-room pursuit to something people do everywhere.

The 2012 PopCap Games Mobile Games Research report finds that gamers are still most likely to play on the sofa (69 per cent of those surveyed). But they are now also playing in cars, or on the bus or train (63 per cent), lying in bed (57 per cent), waiting for an appointment (55 percent), or while watching TV (41 per cent).

With expansion comes greater complexity though. In the old days, developing games was mainly a matter of making something good, and hoping people would pay to download it. Today, monetisation is more sophisticated, and competition much fiercer.

Will Luton, CEO, Mobile Pie says: “We’re going to see some new and interesting things, and personally that’s why I like the mobile space. Things move so quickly. There are design problems that need to be solved. And the people that come up with those first are the people that do well.”

Big industry players that once focused on consoles are no longer happy to leave the mobile field open to boutique studios, and they are bringing in marketing muscle and new business models. In the process, they are opening up the market further, but complicating things for smaller rivals.

Oli Christie, CEO, Neon Play says: “In less than five years, your iPhone or your iPad will be console-quality in terms of the graphics and processing power…You won’t need a console any more. Everyone will have a smartphone and tablet, and there will be a multi-billion dollar mobile gaming market.”

Going forward then, the challenge will be to make the most of the new, more disparate environment, and surf the fast-churning waves. Is the future freemium? Or ad-supported? Or subscription? Or paid? Or some hybrid combination? What platforms are going to remain dominant, and what new technologies might appear, changing everything yet again?

To support the growth of the mobile gaming market, Video Games Intelligence has produced a brand new free Mobile Gaming Report, including interviews with Oli Christie, CEO, Neon Play; Jude Ower, CEO, Playmob and Will Luton, CEO, Mobile Pie.

Download the full report here:

George Kiley, Chief Editor, Video Games Intelligence says: “The future of mobile gaming hinges on the development of compelling games that optimise player engagement. This report provides insight from leading mobile studios on how they see today’s market; how they intend to position themselves to make the most of it; and where they believe the market is heading.”

For more information contact George Kiley at gkiley(at),
or Tel: +44 (0) 207 3757545

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George Kiley
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