Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Mobile Gaming - US - May 2011

This report builds on the analysis presented in Mintel’s Mobile and Casual Gaming—U.S., December 2010, as well as Mintel’s Video Games—U.S., July 2008, and Gaming in the Interactive World—U.S., July 2009.

For the purposes of this report, the Mobile Gaming market has been defined as consisting of games downloaded for free or for a fee from a mobile carrier or app store onto a smartphone or a tablet. This report covers mobile gaming for consumer use only—not games or any other type of downloadable software intended for commercial, business, or institutional use. The report does not include sales of internet- or social-media-based games accessed via a browser on smartphones or tablet devices. The report also excludes sales and use of games for dedicated portable game-playing devices such as those from Nintendo and Sony.

Basic "feature" cell phone (non-smartphone) users are not the focus of this report, but sales of games for feature phones are included in market size estimates and covered as "other" in the consumer research conducted for this report.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Future looks bright for mobile gaming
                        • Competition for time and from other gaming platforms
                          • Critical choices for game development
                            • Apple juggernaut; carriers and Android counter
                              • EA Mobile, GameLoft, Glu Mobile joined by hundreds of others
                                • Multiplayer gaining steam
                                  • AR and graphic-intensive games rolling out
                                    • WOM primary driver of game awareness
                                      • Mobile gamers predominantly younger than 45
                                        • Free games more popular; freemium model has potential
                                          • Tablet gamers download more games, play more hours
                                            • Opportunity in ethnic markets
                                            • Insights and Opportunities

                                              • Ability to earn “real” goods/services based on game results
                                                • Still more demand for social and multiplayer games
                                                  • Mobile games with console sensibilities
                                                    • Cross-platform play
                                                      • Tournaments and tours
                                                        • Games as part of marketing campaigns
                                                          • Freemium has room to grow
                                                          • Inspire Insights

                                                              • Trend: Rise of the Screenager
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Market poised for growth
                                                                    • “Free” resonates with consumers
                                                                      • Market forecast to grow 82% between 2010 and 2015
                                                                          • Figure 1: Total U.S. sales of mobile phone and tablet-based games, at current prices, 2005-14
                                                                          • Figure 2: Total U.S. sales of mobile phone and tablet-based games, at inflation-adjusted 2010 prices, 2005-14
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Smartphone sales
                                                                            • Figure 3: U.S. smartphone* sales to dealers, 2006-11
                                                                          • Tablet sales
                                                                            • Figure 4: U.S. tablet sales to dealers, 2006-11
                                                                          • Mobile internet subscribers
                                                                            • Figure 5: U.S. mobile internet subscribers, 2005-14
                                                                          • App stores/downloads
                                                                            • Figure 6: Worldwide app downloads, all types, 2009-14
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Competition from other activities on the mobile gaming device
                                                                              • Figure 7: Use of smartphone functions, November 2010
                                                                            • Competition from portable consoles
                                                                              • Mobile gaming makes inroads against portable consoles
                                                                                • Figure 8: Mobile game play compared to portable game play, by gender and age, February 2011
                                                                              • Competition from home consoles and PCs
                                                                                • Figure 9: U.S. video game end user spending, by segment, 2009 and 2011
                                                                              • Time allocated for play on different platforms
                                                                                • Figure 10: Penetration of online, console, and mobile gaming, by age, June 2010
                                                                                • Figure 11: Hours spent with different times of media in the last week, June 2010
                                                                            • Market Segmentation

                                                                                • Business Models: Ad-supported (free) games compared to paid games
                                                                                  • Figure 12: U.S. Mobile game revenue share, ad-supported (free) vs. paid download, 2009-14
                                                                                • Freemium and in-app purchasing model
                                                                                • Retail Distribution

                                                                                  • Key points
                                                                                    • Mobile games primarily distributed by app stores
                                                                                      • Android Market gaining share rapidly
                                                                                        • Figure 13: Global mobile application revenue, by store, 2009 and 2010
                                                                                        • Figure 14: Game downloads by distribution channel among all adults and adult phone gamers
                                                                                      • Independent app stores
                                                                                        • Figure 15: Selected independent app stores operating in the U.S.
                                                                                      • Carriers lose control of content as independent developers create apps
                                                                                      • Leading Companies

                                                                                          • Leading Platforms: Android is winning and growing; iOS share is still substantial
                                                                                            • Leading publishers: EA Mobile, GameLoft, and Glu Mobile
                                                                                              • Figure 16: Leading mobile game publishers, by revenue, 2009 and 2010
                                                                                            • Profiles of leading developers and publishers
                                                                                              • EA Mobile
                                                                                                • GameLoft
                                                                                                  • Glu Mobile
                                                                                                    • Rovio Mobile (www.rovio.com)
                                                                                                      • Digital Chocolate
                                                                                                        • Firemint
                                                                                                          • Gamevil
                                                                                                            • ngmoco : )
                                                                                                              • PopCap Games
                                                                                                                • Zynga with Friends (formerly Newtoy & Zynga)
                                                                                                                • Innovations and Innovators

                                                                                                                  • Apple’s Game Center offers multiplayer experience and networking
                                                                                                                    • Chair Entertainment’s Infinity Blade takes high-end graphics to mobile play
                                                                                                                      • OpenFeint enables cross-platform play
                                                                                                                        • Soulbit’s AR Invaders unleashes power of real world immersiveness
                                                                                                                          • Something Else’s Papa Sangre makes (sound) waves
                                                                                                                            • Spacetime Studios sells mobile MMORPG
                                                                                                                              • Wholesale Applications Community (WAC) solving development problems
                                                                                                                              • Marketing Strategies

                                                                                                                                • Overview
                                                                                                                                  • Figure 17: How consumers learn about new mobile games, by gender and age, February 2011
                                                                                                                                • Social media
                                                                                                                                  • Figure 18: Selected mobile game companies, by friends, fans/followers on Facebook & twitter
                                                                                                                                • App stores
                                                                                                                                  • Mobile gaming sites
                                                                                                                                    • Television advertising
                                                                                                                                      • Apple
                                                                                                                                        • Figure 19: Apple iphone 4—Play classic games and the latest and greatest, television ad, March 2011
                                                                                                                                        • Figure 20: Apple iPad—Images and videos: medical scans, baseball game, keyboard, business chart, television ad, September 2010
                                                                                                                                      • AT&T
                                                                                                                                        • Figure 21: AT&T Wireless—Dynamic crime fighters discover new weapon, television ad, February 2011
                                                                                                                                      • Sony Ericsson
                                                                                                                                        • Figure 22: Sony Ericsson Experia Play—Man delivers scissors to guy who cuts layers off robot's hands,
                                                                                                                                    • Brand and Game Integrations

                                                                                                                                      • Key points
                                                                                                                                        • Overview
                                                                                                                                          • Mobile game ad placement
                                                                                                                                            • In-game advertising
                                                                                                                                              • Microsoft Windows 7 and GodFinger All-Stars
                                                                                                                                                • Century 21 and We City
                                                                                                                                                • Game-playing Platforms

                                                                                                                                                  • Key points
                                                                                                                                                    • Gaming on mobile phones is more common than on tablets
                                                                                                                                                      • Regardless of platform, mobile gaming mostly for those younger than 45
                                                                                                                                                        • Figure 23: Use of gaming platforms, February 2011
                                                                                                                                                        • Figure 24: Use of gaming platforms, by age, February 2011
                                                                                                                                                      • Income is a fairly strong predictor of mobile game play
                                                                                                                                                        • Figure 25: Use of gaming platforms, by household income, February 2011
                                                                                                                                                    • App Download Habits On Phones

                                                                                                                                                      • Key points
                                                                                                                                                        • Game download and play habits
                                                                                                                                                          • Figure 26: Game capability and use on phones, by age, Feb 2010-Sept. 2010
                                                                                                                                                          • Figure 27: Any game downloads to phone in past three months, February 2011
                                                                                                                                                        • Phone gamers download twice as many free games as paid games
                                                                                                                                                          • Men download more games than women
                                                                                                                                                            • Figure 28: Number of game downloads to phone in past three months, by gender, February 2011
                                                                                                                                                          • Adults 35+ more likely to download a free game
                                                                                                                                                            • Figure 29: Any game downloads on phones in past three months, by age, February 2011
                                                                                                                                                            • Figure 30: Number of game downloads on phones, by age, February 2011
                                                                                                                                                          • Lower-income households download fewer games
                                                                                                                                                            • Figure 31: Frequency of app downloads on phones, by household income, February 2011
                                                                                                                                                            • Figure 32: Number of game downloads to phone in past three months, by household income, February 2011
                                                                                                                                                        • App Download Habits on Tablets

                                                                                                                                                          • Key points
                                                                                                                                                            • Two thirds of tablet gamers download free games
                                                                                                                                                              • Women play free; men pay
                                                                                                                                                                • Figure 33: Any game downloads to tablets in past three months, by gender, February 2011
                                                                                                                                                                • Figure 34: Number of game downloads to tablets in past three months, by gender, February 2011
                                                                                                                                                              • Tablet gamers aged 35+ don’t pay to play
                                                                                                                                                                • Figure 35: Any game downloads to tablets in past three months, by age, February 2011
                                                                                                                                                                • Figure 36: Number of game downloads to tablets in past three months, by age, February 2011
                                                                                                                                                              • Higher income does not mean more paid downloads
                                                                                                                                                                • Figure 37: Any game downloads to tablets in past three months, by household income, February 2011
                                                                                                                                                                • Figure 38: Number of game downloads to tablets in past three months, by household income, February 2011
                                                                                                                                                            • Time Spent Playing Games and Number of Games Played

                                                                                                                                                              • Key points
                                                                                                                                                                • Tablet gamers put in more time
                                                                                                                                                                  • Figure 39: Time spent gaming on phones and tablets, February 2011
                                                                                                                                                                • Two thirds of phone gamers play games less than five hours a week
                                                                                                                                                                  • Figure 40: Time spent gaming on phones, February 2011
                                                                                                                                                                • The most dedicated tablet game players are men or aged 18-34
                                                                                                                                                                  • Figure 41: Time spent playing games on tablets, by age and gender, February 2011
                                                                                                                                                                • Gamers download more games than they play
                                                                                                                                                                  • Men play more game titles in a week than women
                                                                                                                                                                    • Figure 42: Number of games played per week on phones, by gender, February 2011
                                                                                                                                                                  • Adults 35+ stick to fewer game titles
                                                                                                                                                                    • Figure 43: Number of games played per week on phones, by age, February 2011
                                                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Hispanics and Asians more likely to play games on phones/tablets
                                                                                                                                                                      • Figure 44: Game-playing platforms, by race and hispanic origin, February 2011
                                                                                                                                                                    • Black consumers download fewer games
                                                                                                                                                                      • Figure 45: Frequency of app downloads on phones, by race and ethnicity, February 2011
                                                                                                                                                                      • Figure 46: Frequency of app downloads on phones, by race and ethnicity, February 2011
                                                                                                                                                                    • Blacks and Hispanics most likely to play more than 25 hours
                                                                                                                                                                      • Figure 47: Time spent playing games on phones, by race and ethnicity, February 2011
                                                                                                                                                                    • Friends, app stores, and social media essential sources for new games
                                                                                                                                                                      • Figure 48: How consumers learn about new mobile games, by race and ethnicity, February 2011
                                                                                                                                                                  • Teens and Mobile Gaming

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Most teens have a mobile phone capable for gaming
                                                                                                                                                                        • Figure 49: Cell phone services had by teens, by gender and age, Oct. 2009-Dec. 2010
                                                                                                                                                                      • One in four teens used phone for gaming in the past 30 days
                                                                                                                                                                        • Figure 50: Cell phone services used by teens in the last 30 days, by gender and age, Oct. 2009-Dec. 2010
                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                        • Eager tableteers
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • BlackBerry-frees
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                    • Android-less cell-phoners
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Characteristic tables
                                                                                                                                                                                            • Figure 51: Mobile gaming clusters, February 2011
                                                                                                                                                                                            • Figure 52: Type of device used in mobile gaming, by mobile gaming clusters, February 2011
                                                                                                                                                                                            • Figure 53: Sources of information for new mobile games, by mobile gaming clusters, February 2011
                                                                                                                                                                                            • Figure 54: Attitudes and habits of mobile game play, by mobile gaming clusters, February 2011
                                                                                                                                                                                          • Demographic tables
                                                                                                                                                                                            • Figure 55: Mobile gaming clusters, by gender, February 2011
                                                                                                                                                                                            • Figure 56: Mobile gaming clusters, by age, February 2011
                                                                                                                                                                                            • Figure 57: Mobile gaming clusters, by household income, February 2011
                                                                                                                                                                                            • Figure 58: Mobile gaming clusters, by race, February 2011
                                                                                                                                                                                            • Figure 59: Mobile gaming clusters, by Hispanic origin, February 2011
                                                                                                                                                                                            • Figure 60: Mobile gaming clusters, by household size, February 2011
                                                                                                                                                                                            • Figure 61: Mobile gaming clusters, by children younger than 18 in household, February 2011
                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                              • Men 18-34 most likely to have played a game on almost all mobile devices
                                                                                                                                                                                                  • Figure 62: Game-playing platforms, by gender and age groups, February 2011
                                                                                                                                                                                                • Male gamers 18-34 download the most games
                                                                                                                                                                                                  • Figure 63: Frequency of app downloads on phones, by gender and age group, February 2011
                                                                                                                                                                                                • Women 35+ most likely to play less than 10 hours a week
                                                                                                                                                                                                  • Figure 64: Time spent playing games on phones, by gender and age, February 2011
                                                                                                                                                                                              • Appendix: Other Useful Tables

                                                                                                                                                                                                  • Figure 65: How consumers learn about new mobile games, by household income, February 2011
                                                                                                                                                                                                  • Figure 66: How consumers learn about new mobile games, by presence of children and level of educational attainment, November 2010
                                                                                                                                                                                                  • Figure 67: How consumers learn about new mobile games, by area, February 2011
                                                                                                                                                                                                  • Figure 68: Game-playing platforms, by marital status and household size, February 2011
                                                                                                                                                                                                  • Figure 69: Game-playing platforms, by education and employment status, February 2011
                                                                                                                                                                                                  • Figure 70: Frequency of app downloads on phones, by level of educational attainment, February 2011
                                                                                                                                                                                                  • Figure 71: Frequency of app downloads on phones, by employment status, February 2011
                                                                                                                                                                                                  • Figure 72: Time spent playing games on phones, by income, February 2011
                                                                                                                                                                                                  • Figure 73: Number of games played per week on phones, by income, February 2011
                                                                                                                                                                                                  • Figure 74: Cell phone ownership, Feb. 2010–Sept. 2010
                                                                                                                                                                                                  • Figure 75: Cell phone device brands, by age, Feb. 2010-Sept. 2010
                                                                                                                                                                                                  • Figure 76: Cell phone service providers, by age, Feb. 2010-Sept. 2010
                                                                                                                                                                                              • Game Capability and Use on Phones

                                                                                                                                                                                                  • Figure 77: Game capability and use on phones, by age, Feb. 2010-Sept. 2010
                                                                                                                                                                                                  • Figure 78: Teen cell phone ownership, by gender and age, Oct 2009-Dec 2010
                                                                                                                                                                                                  • Figure 79: Teen brand of cell phone owned, by gender and age, Oct. 2009-Dec. 2010
                                                                                                                                                                                                  • Figure 80: Teen brand of wireless provider, by gender and age, Oct. 2009-Dec. 2010
                                                                                                                                                                                                  • Figure 81: Teen type of wireless contract, by gender and age, Oct. 2009-Dec. 2010
                                                                                                                                                                                                  • Figure 82: Whether teens are part of a family plan or individual plan, by gender and age, Oct. 2009-Dec. 2010
                                                                                                                                                                                                  • Figure 83: Teen attitudes toward cell phone features and ownership, by gender and age, Oct. 2009-Dec. 2010
                                                                                                                                                                                                  • Figure 84: Teen cell phone bill size, by gender and age, Oct. 2009-Dec. 2010
                                                                                                                                                                                                  • Figure 85: Teen length of cell phone ownership, by gender and age, Oct. 2009-Dec. 2010
                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • ALLTEL Corporation
                                                                                                                                                                                                • Amazon.com Inc
                                                                                                                                                                                                • Apple, Inc
                                                                                                                                                                                                • Archos
                                                                                                                                                                                                • AT&T Wireless
                                                                                                                                                                                                • Audi of America Inc
                                                                                                                                                                                                • Barclaycard
                                                                                                                                                                                                • Casual Games Association (CGA)
                                                                                                                                                                                                • Century 21 Real Estate Corporation
                                                                                                                                                                                                • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                • Consumer Electronics Association
                                                                                                                                                                                                • Electronic Arts, Inc
                                                                                                                                                                                                • Entertainment Software Association
                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                • Fédération Internationale de Football Association
                                                                                                                                                                                                • Ferrari S.p.A.
                                                                                                                                                                                                • Gameloft (USA)
                                                                                                                                                                                                • Glu Mobile Inc.
                                                                                                                                                                                                • GNC Corporation
                                                                                                                                                                                                • Google, Inc.
                                                                                                                                                                                                • Hasbro Inc
                                                                                                                                                                                                • HTC
                                                                                                                                                                                                • International Game Developers Association
                                                                                                                                                                                                • Kyocera International Inc.
                                                                                                                                                                                                • Microsoft USA
                                                                                                                                                                                                • Namco Bandai Holdings (USA)
                                                                                                                                                                                                • National Basketball Association
                                                                                                                                                                                                • National Football League Inc.
                                                                                                                                                                                                • National Geographic Society
                                                                                                                                                                                                • Nintendo of America Inc.
                                                                                                                                                                                                • Nokia Corporation (US)
                                                                                                                                                                                                • Palm Inc.
                                                                                                                                                                                                • PricewaterhouseCoopers
                                                                                                                                                                                                • Red Bull North America, Inc.
                                                                                                                                                                                                • Research In Motion (USA)
                                                                                                                                                                                                • Samsung Electronics (USA)
                                                                                                                                                                                                • Sanyo North America Corporation
                                                                                                                                                                                                • Sephora
                                                                                                                                                                                                • Sony Corporation of America
                                                                                                                                                                                                • Sony Ericsson (USA)
                                                                                                                                                                                                • Sprint Nextel Corporation
                                                                                                                                                                                                • TracFone Wireless, Inc.
                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                • Verizon Wireless (Cellco)
                                                                                                                                                                                                • Virgin Group Ltd.
                                                                                                                                                                                                • Vivendi Universal S.A.
                                                                                                                                                                                                • YouTube, Inc.
                                                                                                                                                                                                • Zynga

                                                                                                                                                                                                Mobile Gaming - US - May 2011

                                                                                                                                                                                                £2,684.63 (Excl.Tax)