2016解构手机和平板电脑游戏简版（英文版）_31页_2mb

2016 Deconstructing Mobile & Tablet Gaming Report Summary

Core Content Overview

This report by EEDAR provides an in-depth analysis of the North American mobile gaming market in 2016, focusing on the gaming habits, demographics, and motivations of adult mobile gamers. It explores the market structure, revenue trends, device usage, and genre performance, offering insights into how players engage with mobile games and what drives their spending and retention.

Main Sections and Key Points

I. Market Sizing & Device Segmentations

• Total Active Mobile Gamers: In 2016, there were an estimated 155.3 million active adult mobile gamers in North America.
• Device Usage:
  • Smartphone Only: 41% of gamers
  • Tablet Only: 8%
  • Smartphone & Tablet: 51%
• OS Segmentation:
  • Android: 48% of gamers
  • iOS: 31%
  • Other: 21%
• Revenue:
  • North American mobile gaming revenue reached $6.1 billion in 2016.
  • The average spend per gamer was $39.29 annually.
  • Smartphone-only users contributed 34% of revenue, up from 19% in 2015.

II. Market Demographics & Investment

• Gender Distribution:
  • 55% female, 45% male gamers.
  • Female gamers are less likely to spend money on games (39% are payers) compared to male gamers (60%).
• Age Distribution:
  • The average age of mobile gamers increased to 37.1 years in 2016 from 35.1 years in 2015.
• Investment Index:
  • EEDAR categorizes gamers into 5 investment types based on spending and play time:
    • Minimal Investors: Non-payers and light players.
    • Low Investors: Moderate spenders and light players, or non-payers and moderate players.
    • Moderate Investors: A mix of spend and play patterns.
    • Heavy Investors: Moderate spenders and heavy players, or heavy spenders and moderate players.
    • Extreme Investors: Heavy spenders and heavy players.
  • Heavy Payers (7% of the market) contribute 55% of mobile gaming revenue.
  • Heavy Players (35% of the market) are the largest group in terms of revenue contribution.

III. Market Behaviors & Motivations

• Common Scenarios:
  • Home: 57% of gamers are aware of VR devices.
  • Relaxation: 37% play while relaxing at home.
  • Bedtime: 32% play in bed before sleep.
  • On-the-go: 25% multitask while watching TV.
  • Bathroom: 21% play while in the bathroom.
  • Waiting: 36% play while waiting for something/someone.
  • Transportation: 30% play as a passenger.
  • Work/School Breaks: 36% take breaks by playing.
• Motivations for Playing:
  • Top Reasons:
    • Easy way to pass the time (83%)
    • Cheap or free entertainment (65%)
    • Playable anywhere (63%)
    • Easy to pick up and put down (53%)
    • Playable on a convenient device (49%)
    • Does not require as much effort (33%)
    • Does not require as much attention (31%)
    • Mobile versions of favorite games (28%)
    • People they know play them (28%)
    • Social connectivity (16%)
    • Unique game types not available elsewhere (13%)
    • Different range of controls (12%)

IV. Mobile Gaming Funnel

• The report outlines the mobile gaming funnel, which includes:
  • Discovery: Where gamers find new games.
  • Engagement: How they interact with games.
  • Churn: Why they stop playing.
• Discovery Sources:
  • Social media, app stores, and word-of-mouth are key.
• Engagement Factors:
  • Accessibility, convenience, and quick-play experiences drive engagement.
• Churn Factors:
  • Games that lack regular updates, poor performance, or fail to meet player expectations.

V. Mobile Genre Analysis

• EEDAR classifies genres into Casual and Core, based on accessibility and appeal.
• Top Revenue-Generating Genres:
  • Strategy (especially Combat City Builders)
  • Puzzle (especially Matching and Brain Puzzles)
  • Casino (especially Integrated Casino and Slots)
• Genre Profiles:
  • Puzzle games are popular for their casual and quick-play nature.
  • Arcade games are also widely played due to their simplicity and accessibility.
  • Skill & Chance games, such as traditional card and board games, are popular among casual players.
  • Simulation games focus on social interaction and management.
  • Action games include shooting, combat, and exploration.
  • RPG games emphasize character progression and storytelling.
  • Racing and Sports games cater to competitive players.

Key Insights

• The mobile gaming market is becoming more saturated, leading to slower growth in revenue.
• Smartphones are more versatile and widely used for gaming across various scenarios.
• Tablets are used more for home-based gaming and for more immersive experiences.
• Heavy Payers are the primary revenue drivers, despite being a small segment of the market.
• Casual games dominate the market due to their accessibility and ease of play.
• Gender differences are evident in spending and device preferences, with men more likely to be dual-device users and spend more.
• Mobile gaming is increasingly seen as a convenient and accessible form of entertainment, especially for those who do not have the time or resources to invest in more complex games.