2017解构手机和平板电脑游戏简版（英文版）_28页

Summary of Deconstructing Mobile & Tablet Gaming 2017

Core Content

This report provides an in-depth analysis of the mobile gaming market in North America, focusing on adult and teen gamers. It includes market sizing, demographics, spending habits, play time, and genre performance data. The key goal is to offer actionable insights into player behavior and market trends.

Main Sections

Market Sizing & Segmentation

• The mobile gaming market in North America (US and Canada) for adults and teens aged 13+ is estimated to have 187.0MM active mobile gamers as of 2017.
• Device Segmentation:
  • 40% use smartphone only.
  • 6% use tablet only.
  • 54% use both smartphone and tablet.
• OS Segmentation:
  • 41% of gamers use exclusively Android devices.
  • 35% use exclusively iOS devices.
  • “Other” devices continue to grow due to affordable tablets like the Kindle Fire.
• Recency of Device Purchase:
  • 55% of smartphone gamers and 57% of tablet gamers use devices purchased in 2015 or 2016.
  • 74% of iOS smartphone gamers and 79% of Android smartphone gamers use devices from 2016 or 2017.
  • Tablet gamers are more likely to use outdated devices, with 34% of iPad users and 21% of Android tablet users using devices three or more years old.

Mobile Gaming Revenue

• North American mobile gaming revenue is estimated at $7.5B in 2017.
• Dual-device users generate the highest revenue, contributing 73% of the market, up from 59% the previous year.
• Revenue per gamer is $40.10 annually.

Market Segmentations

• Spend Segments:
  • Non-Payers (52% of the market): Spend $0 on mobile games.
  • Payers (41% of the market): Spend between $0.01 and $99.99 annually.
  • Heavy Payers (7% of the market): Spend over $100 annually, contributing 66% of the total revenue.
• Play Segments:
  • Light Players (15% of the market): Play less than 1 hour per week.
  • Moderate Players (53% of the market): Play 1 to 5 hours per week.
  • Heavy Players (32% of the market): Play over 5 hours per week.
• Investment Index:
  • Combines time and money spent to classify gamers into investment levels.
  • Light players and non-payers are the largest group, but heavy players and payers contribute significantly to revenue.

Demographics

• The market is slightly female-dominated (54%).
• Average Age:
  • Overall: 33.5 years.
  • Female Gamers: 34.7 years.
  • Male Gamers: 32.2 years.
• Teen Gamers:
  • Represent 15% of the market.
  • More likely to be heavy players (44% vs. 31% of adults).
  • Tend to play a wider range of genres.
  • Play more mobile games due to budget constraints and are more inclined to grind rather than spend.

Mobile Gaming Motivations & Scenarios

• Mobile games are primarily used as supplementary entertainment while doing other activities (e.g., watching TV) or waiting.
• Teen Scenarios:
  • Play in person with others.
  • As a transportation passenger.
  • In public places.
  • In focused sessions at home.
• Adult Scenarios:
  • Tend to play more in focused sessions at home.
  • Less likely to engage in multi-scenario play.

Mobile Genre Analysis

• EEDAR classifies genres into Core and Casual based on accessibility and skill requirements.
  • Casual Games: Broadly appealing, highly accessible, minimal investment and skill.
  • Core Games: Niche appeal, require greater investment, focus, and skill.
• Top Performing Genres:
  • Strategy (especially Combat City Builders)
  • Puzzle (especially Matching & Brain Puzzles)
  • Casino (especially Integrated Casino and Skill & Chance)
• These genres dominate the top grossing charts and are the most popular among gamers.

Key Insights

• The mobile gaming market is saturated, with 80% of adults and teens owning or regularly using a smart device.
• Dual-device users are the most invested, both in terms of time and money.
• Teen gamers are more likely to play across multiple scenarios and genres.
• Revenue is heavily skewed towards heavy payers and heavy players.
• Android and iOS dominate the market, with Android being more prevalent (41% vs. 35%).
• Casual and core genres are the main drivers of revenue, with puzzle and casino genres leading the way.

Conclusion

EEDAR's 2017 report offers a comprehensive overview of the North American mobile gaming market, highlighting trends in player behavior, spending, and engagement. It emphasizes the importance of understanding genre performance, device usage, and demographic preferences to make informed decisions in the competitive mobile gaming industry.