2016解构手机和平板电脑游戏简版（英文版）_33页-2mb

Summary of EEDAR 2016 Deconstructing Mobile & Tablet Gaming Report

Core Content

The EEDAR 2016 Deconstructing Mobile & Tablet Gaming Report provides an in-depth analysis of the North American (US/Canada) adult mobile gaming market. It focuses on the habits, behaviors, and motivations of mobile gamers, and segments them based on device usage, spending, and play time. The report also explores the performance of various mobile game genres and their contribution to the market.

Main Sections & Key Insights

1. Market Overview

• Market Sizing: In 2016, there were an estimated 196.1 million mobile gamers in North America, with 155.3 million being active mobile gamers (those who played games in the past 3 months).
• Device Usage: 77% of device owners actively play mobile games. Smartphone-only usage is the most common (41%), followed by smartphone & tablet (51%), and tablet-only (8%).
• OS Segmentation: Android dominates with 48% of users, followed by iOS at 31%, and Other (including Windows, Blackberry, etc.) at 21%.
• Revenue: North American mobile gaming revenue reached $6.1B in 2016. Dual-device users generate the most revenue, but smartphone-only users are growing and now contribute 34% of revenue compared to 19% in 2015.
• Demographics: The market is slightly female-majority (55%). The average age of mobile gamers increased to 37.1 in 2016. Men are more likely to be dual-device users (54%) and spend (60% are payers), while women are less likely to spend (39% are payers).

2. Spending & Play Time Segmentation

• Spend Segments:
  • Non-Payers (52% of the market): Spend $0 on mobile games.
  • Moderate Payers (41%): Spend between $0.01 and $99.99.
  • Heavy Payers (7%): Spend over $100 on mobile games.
• Play Time Segments:
  • Light Players (20%): Play less than 1 hour per week.
  • Moderate Players (45%): Play 1–5 hours per week.
  • Heavy Players (35%): Play more than 5 hours per week.
• Investment Index: Combines spending and play time to classify gamers into 5 investment types:
  • Minimal Investors: Non-Payers/Light Players
  • Low Investors: Non-Payers/Moderate Players or Moderate Payers/Light Players
  • Moderate Investors: Moderate Payers/Moderate Players or Heavy Payers/Moderate Players
  • Heavy Investors: Moderate Payers/Heavy Players or Heavy Payers/Heavy Players
  • Extreme Investors: Heavy Payers/Heavy Players
• Revenue Contribution: Heavy Payers contribute over half of the mobile gaming revenue (55%), despite making up only 7% of the market.

3. Mobile Game Genres

The report categorizes mobile games into several genres, each with distinct gameplay mechanics and appeal:

Puzzle Genres

• Matching Puzzle: Swapping, shooting, or manipulating to match items (e.g., Candy Crush Saga).
• Brain Puzzle: Focus on words, numbers, hidden objects, or trivia (e.g., Words with Friends).
• Physics Puzzle: Use of gravity, angles, and trajectories (e.g., Angry Birds).

Arcade Genres

• General Arcade: Easy to learn, score-based, and level progression (e.g., Fruit Ninja).
• Endless Runner: Scroll-based gameplay, avoid obstacles (e.g., Temple Run).
• Music / Rhythm: Tap/swipe in time with music or screen prompts (e.g., Magic Piano by Smule).
• Location-Based: Real-world locations integrated into gameplay (e.g., Pokémon GO).

Skill & Chance Genres

• Casino (Skill & Chance): Games that mimic traditional casino experiences, including skill-based (e.g., poker) and chance-based (e.g., slots) games.
• Non-Casino Skill & Chance: Traditional card, board, and dice games not centered on gambling (e.g., Uno, Yahtzee).

Simulation Genres

• Simulation: User controls a social environment, acting as a leader or planner (e.g., The Sims FreePlay).
• City Builder / Resource Management: Focus on building and managing a city, with less combat (e.g., Hay Day).

Strategy Genres

• General Strategy: Combat with tactical planning (e.g., Plague Inc.).
• Combat City Builder: Build a city and army to attack others (e.g., Clash of Clans).
• Trading Card Game (TCG): Mimic traditional card games (e.g., Hearthstone).
• Tower Defense: Defend against enemy waves by placing structures (e.g., Plants vs. Zombies).
• MOBA: Team-based multiplayer combat (e.g., Vainglory).

RPG Genres

• Role Playing Game (RPG): Focus on character progression and storyline (e.g., Final Fantasy).
• Collectable Battle RPG: Mix of RPG and collectible card game mechanics (e.g., Summoner's War).

Action Genres

• Shooter: Primary action is shooting (e.g., Frontline Commando).
• Action / Fighting: Movement, exploration, and combat (e.g., Assassin's Creed).
• Action Builder: Exploration, crafting, and light combat (e.g., Minecraft).

Other Genres

• Racing: Competitive vehicle control (e.g., Need for Speed).
• Sports: Replicate real sports or team management (e.g., FIFA Mobile Soccer).

4. Market Behaviors & Motivations

• Gaming Scenarios: Over half of mobile gamers play regularly at home. Common scenarios include:
  • Relaxing at home (37%)
  • Playing in bed before sleep (32%)
  • Multitasking while watching TV (25%)
  • Playing in the bathroom (21%)
• On-the-Go Play: Most common when waiting for something/someone (36% weekly), as a passenger (30% weekly), or taking a break at work/school (36% weekly).
• Device Usage: Smartphones are more versatile, used both at home and on-the-go, while tablets are more common for home-based play.

5. Key Trends

• The mobile gaming market is becoming more saturated, leading to slower growth.
• There is a growing trend of smartphone-only gaming, shifting revenue distribution.
• Casual-friendly genres (Puzzle, Skill & Chance, Arcade) are the most popular.
• Spend and play time are closely correlated, with Heavy Payers and Heavy Players driving the majority of revenue.