Pre-Installed Mobile Games Drive Business

According to a new report from Telephia, more than half of the videogames played on mobile phones are downloaded by the subscriber. The latest report from Telephia for April 2006 shows that downloaded games comprise 53 percent of all games played on mobile phones, while 39 percent of games played are pre-existing on the subscribers’ phone. The remaining eight percent are played online on the mobile web. In addition, 71 percent of all downloaded mobile game revenues are generated from on-portal game purchases, while 29 percent come from off-portal purchases.

“The large share of pre-existing games reflects an opportunity for carriers and content providers to generate more revenue by converting that game play into downloaded, pay-for-play games,” said Kanishka Agarwal, Vice President of New Products, Telephia.

The report also found that four out of 10 mobile game downloaders cited familiarity with titles through other gaming platforms, such as PCs and consoles, as a critical factor when purchasing mobile games. This was third only to price (59 percent) and free-trials (48 percent), underscoring the price-sensitive nature of mobile phone purchasers. 

“Cohesive marketing across all platforms—PC, console and mobile—is critical to a mobile game title’s overall success,” added Agarwal.

The report also found that graphics in mobile games weren't that important in the purchase decision-making process (18 percent). Another interesting thing was that those surveyed put consumer reviews of mobile games ahead (8 percent) of professional game reviews (7 percent), but neither factored much in their decision to buy a mobile game. Friend recommendations came in at 18 percent, along with the popularity and the difficulty of the game.

This report sheds light on trends that have been on-going in the mobile games sector. Despite the fact that new 3D graphics are being introduced to cell phone games, the most popular games are simple puzzle, board and classic arcade games. There are few gaming sites that cover the booming mobile gaming space, but the fact that those surveyed don't take these recommendations very seriously is interesting. Unlike console or PC games, mobile games cost $3 to $6, which isn't as big as an investment gamble. And for the most part, you know what you're getting.