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Social Local Mobile (SoLoMo) Game-Play Behavior in Free2Play, Virtual Goods & Hybrid Ecosystem

From local search to location gaming SoLoMo (Social Local and Mobile) is becoming powerful force with big implications for many applications and gaming in certainly no exception. SoLoMo gaming has passed the honeymoon phase and is revitalizing the mobile gaming ecosystem resulting a huge disruptions for certain existing players. A few key technology developments are driving this disruption including LTE, smartphone, tablet device, HTML5, and the Cloud.

Based on surveys among mobile social gamer, location gamer, and emerging ecosystem players, Mind Commerce releases this research focusing on SoLoMo game-play behavior. This report is must reading for anyone with a vested interest in the mobile gaming industry or considering a market entry strategy. This research is also critical for any company in the social and/or location-based mobile application space as SoLoMo gaming is poised to become a significant source of revenue throughout the value chain for players who identify, understand, and capitalize upon these trends.

Target Audience:

  • Social media companies
  • Mobile network operators
  • Mobile application developers
  • Location-based service developers
  • Gaming industry companies of all types
Report Benefits:
  • Learn how “Consumption – Engagement – Interaction” based model will manifest in SoLoMo gaming platform
  • Identify the SoLoMo gamer base and regional split vs. split over device platform payment stream and engagement 2013 - 2018.
  • Learn who among existing vs. emerging market players will succeed
  • Identify SoLoMo gamer perceptions, spending patterns, and the industry scope/attributes of ad monetization
  • Learn the psychological predisposition, demographic classification, and market factors driving game-play, spending, and revenue opportunities
  • Learn how SoLoMo gaming will adopt new market technology as well as anticipated gamer actions, new payment modes, and disruptive innovation over the next 5 years


General Methodology

Mind Commerce Publishing's research methodology encompasses input from a wide variety of sources.

We rely heavily upon our Subject Matter Experts (SME) in terms of their market knowledge, unique perspective, and vision. We utilize SME industry contacts as well as previous customers and participants in our market surveys and interactive interviews.

In addition, we rely upon our extensive internal database, which contains modeling, qualitative analysis, and quantitative data. We review secondary sources and compare to our primary sources to update previous findings (for prior version reports) and/or compile baseline information for technology and market modeling.

We share preliminary models with industry contacts (select previous clients, experts, and thought leaders) to verify the veracity of initial modeling. Prior to final report production (analysis, findings, and conclusions), we engage in an internal review with internal SMEs as well as cross-expertise, senior staff members to challenge results.

We believe that forecasts should be prepared as part of an integrated process which involves both quantitative as well as qualitative factors. We follow the following 3-step process for forecasting.

Forecasting Methodology

Step 1 - Forecasts Input: The inputs for the present and historical revenues are derived from industry players. Financial and other quantitative data for individual sub-market categories are derived from original research and tested with interviews with major industry constituents.

Step 2 - Forecasting of Future Years: Mind Commerce extends forecasts based on a variety of factors including demand drivers as well as supply side data. Key success factors and assumptions are considered.

Step 3 - Validation of Data: The final step is to validate projections, which is accomplished in consultation with both internal and external industry experts, including both topic and regional experts. Adjustments are made to the forecasts based on factors identified throughout this process.


1.0 Executive Summary
2.0 Changing “consumption-engagement-interaction” Eco-system Metrics And Solomo & Location Gamer Role
3.0 Solomo & Location Gamer Projection
3.1 Worldwide Solomo & Location Gamer (Core + Shifted) Projection 2012 – 2018
3.2 % Of Solomo & Location Gamer Among Total Mobile Gamer 2012-2018
3.3 Core Vs. Shifted Gamer % Among Total Solomo Gamer 2012-2018
3.4 Mobile Social Gamer % Shifting Trend To Solomo & Location Gamer 2012-2018
3.5 Solomo & Location Gamer Prediction In Regions
3.6 Top 10 Solomo & Location Gamer Countries
3.7 Casual Vs. Regular Solomo & Location Gamer % 2013 – 2018
3.8 Micro Transaction / Virtual Goods Gamer % : Solomo & Location Gamer Vs. Worldwide Mobile Gamer 2013 – 2018
3.9 Smartphone Vs. Tablet Device Vs. Featured Phone Gamer % 2013 -2018
3.10 Adult Vs. Teen Ratio Among Total Tablet Device Gamer Under Solomo & Location Gamer 2013-2018
3.11 Dau Vs. Mau Among Smartphone Vs. Tablet Device Gamer In Solomo & Location Platform
4.0 Revenue Trend In Solomo & Location Gaming Platform
4.1 Revenue Generating % By Smartphone Vs. Tablet Device Vs. Featured Phone Category 2013-2018
4.2 Solomo & Location Gaming Arpu Trend 2013-2018
4.3 Revenue Generating Ratio Against % Of Total Micro Transaction In Different Expenditure Range
4.4 Revenue Contribution % By Virtual Goods Only Vs. Hybrid Game 2013-2018
5.0 Spending Behavior Of Solomo & Location Gamer
5.1 Gamer Spending % Among Total Solomo & Location Gaming Revenue 2013 -2018
5.2 Gamer Spending Portion Split Over Different Category Of Revenue Sources 2013-2018
5.3 Virtual Goods Category: Solomo & Location Gamers Spending Portion
5.4 Mobile App Gamer Vs. Solomo & Location Gamer: Either Make In-app Purchase Or Upgrade Free To Paid Version
5.5 Solomo & Location Gamer Spending Preference Over Paid Vs. Virtual Goods Game
5.6 Solomo & Location Gamers Age Bracket Wise Spending Habit On Trading Virtual Goods
5.7 Male Vs. Female Yearly Spending On Virtual Goods While Playing Casual Game Vs. Mmg & Regular Game In Solomo & Location Platform
6.0 Genre Preference Of Solomo & Location Gamer
6.1 Top Preferred Solomo & Location Gaming Genre
6.2 Solomo & Location Game Reach Vs. Game Play Engagement % By Popular Genre
6.3 Male Vs. Female Solomo & Location Game Genre Preference
7.0 Gamer Psychology And Solomo & Location Gaming Trend
7.1 Free2play / Virtual Goods Vs. Paid / Freemium Vs. Hybrid Game Preference % 2013 – 2018
7.2 Mobile Vs. Tablet Device Preference Of Solomo & Location Gamer Under Different Age Bracket
7.3 Mobile Vs. Tablet Device Owners Solomo & Location Gaming Preference 2013-2018
7.4 Solomo & Location Gamer Preference Over Ios Vs. Android Vs. Other Os Platform
7.5 Mobile Vs. Tablet Device: % Of Device Time Spent On Solomo & Location Gaming (Except Voice / Social Media Time)
7.6 Time Spend Vs. Session Of Solomo & Location Gamer During Day Part
7.7 Oti Vs. Ota Download Trend Of Solomo & Location Game 2012-2018
7.8 Real Life Cash Spend Trend On Virtual Goods
7.9 Solomo & Locative Game Play Location
7.10 Game Play Location Inside Home
8.0 Factors Affecting Solomo & Location Gamer Engagement
8.1 Reason For Playing Solomo & Location Game
8.2 Factors Influencing Positive Solomo & Location Game Play
8.3 Benefit Experienced From Solomo & Location Game Play
8.4 Virality / Community Factors Influence Solomo & Location Game Play
8.5 Iphone Vs. Android Vs. Other Platform Wise Hours Spent & % Of Dedication On Solomo & Location Gaming
8.6 Game Features That Influence Solomo & Location Gamer Recommending To Others
9.0 Demography Analysis Of Solomo & Location Gamer
9.1 Male Vs. Female Solomo & Location Gamer
9.2 Age Bracket Wise Male Vs. Female Ratio
9.3 Male Vs. Female: Average Solomo & Location Gamers Age
9.4 Average Income Vs. % Of Solomo & Location Gamer
9.5 Solomo & Location Gamer Vs. Traditional Mobile Gamer % Under Different Age Bracket
9.6 Average Age Of Solomo & Location Gamer Vs. Mobile Traditional Gamer
9.7 Male Vs. Female Real Life Cash Spending On Virtual Goods In Solomo & Location Gaming
10.0 In-game Ad Monetization In Solomo & Location Gaming Platform And Loyalty Issues
10.1 Game Vs. Other Apps Wise Ad Impression % 1q 2011 – 3q 2012 Tracking
10.2 Branded Games Vs. Location Trailed In-game Ad Vs. Branded Virtual Goods % 2012 – 2018
10.3 Gamers Preference Over Branded Game Vs. In-game Ads Vs. Branded Virtual Goods 2012-2018
10.4 Big Brand Vs. Smbs Preference Over Branded Game Vs. Location Trailed In-game Ad Vs. Branded Virtual Goods 2012 - 2018
10.5 Location Trailed In-game Ads: Impressions Vs. Ctr Vs. Repeat
10.6 Social Ads In Community / Casino Club Based Game 2013 – 2018
11.0 Adoption Trend In Solomo & Location Gaming Platform
11.1 Solomo & Location Gaming % In Total Mobile Gaming 2013 – 2018
11.2 Profitable Vs. Non-profitable Solomo & Location Gaming 2013 – 2018
11.3 Single Vs. Multiple Device Platform Game-play Trend 2013 – 2018
11.4 Single Vs. Multiple Platform Game Distribution 2013 – 2018
11.5 Branded Vs. Non-brand Game / Virtual Goods Trend 2013 – 2018
11.6 Gps Adoption Prediction In Gaming Device 2013 – 2018
11.7 Hyper Local Vs. Gamification Technique Adoption In Solomo & Location Game 2013 – 2018
11.8 Community / Casino Club Gaming Vs. In-game Money Gambling Trend 2013 – 2018
11.9 Hmtl5 Vs. Cloud Publishing Trend 2013 – 2018
11.10 Banner Ad Vs. Branded Gaming / Virtual Goods Model Trend 2013 - 2018
11.11 Nfc Chip With Device Vs. Nfc Payment With Solomo & Location Game Adoption 2018
11.12 Augmented Utility Vs. Rfid Vs. Life Logging Platform Vs. Mass Social Experience Adoption 2018
Illustrations
Figure 1: “Consumption-Engagement-Interaction” Metrics & Identified Task Behavior in SoLoMo & Location Gaming Eco-System
Figure 2: YOY SoLoMo & Location Gamer (core + shifted) 2012-2018
Figure 3: YOY % of SoLoMo & Location Gamer among Total Mobile Gamer 2012-2018
Figure 4: YOY Core vs. Shifted SoLoMo Gamer % 2012-2018
Figure 5: YOY % of Mobile Social Gamer will be shifting to SoLoMo & Location Gamer 2012-2018
Figure 6: SoLoMo & Location Gamer Split in Regions by %
Figure 7: % of SoLoMo & location gamer holding by Top 10 Countries
Figure 8: Casual vs. Regular Gamer % among total SoLoMo & Location Gamer 2013-2018
Figure 9: Micro Transaction/Virtual Goods Gamer % in SoLoMo & Location Gamer vs. Worldwide Mobile Gamer 2013 -2018
Figure 10: % of SoLoMo & Location Gamer on Smarpthone vs. Tablet Device vs. Featured Phone Platform 2013-2018
Figure 11: Total Tablet Device Gamer Split in Adult vs. Teen under SoLoMo & Location Gamer 2013-2018
Figure 12: Smartphone vs. Tablet SoLoMo & Location Gamer DAU vs. MAU ratio
Figure 13: Smartphone vs. Tablet Device vs. Featured Phone category wise revenue generating % 2013-2018
Figure 14: SoLoMo & Location Gaming ARPU in US $ 2013 – 2018
Figure 15: Micro Transaction % Split in different expenditure range vs. Revenue generating ratio
Figure 16: Virtual Goods only vs. Hybrid Games revenue contribution ratio 2013-2018
Figure 17: Gamer spending ratio in SoLoMo & Location Gaming Revenue 2013-2018
Figure 18: Split of Gamer Spending Portion on Categories of Revenue Sources 2013 - 2018
Figure 19: SoLoMo & Location Gamers Spending % on Different Virtual Goods Category
Figure 20: SoLoMo & Location Gamer vs. App Gamer % either make in-app purchase or upgrade free to paid version
Figure 21: Spending Preference of SoLoMo & Location Gamer on Paid vs. Virtual Goods game
Figure 22: Age Bracket Wise SoLoMo & Location Gamers Virtual Goods Spending Habit
Figure 23: Male vs. Females Yearly Spending on Virtual Goods while Playing MMG & Regular vs. Casual Game
Figure 24: % of SoLoMo & Location Gamer Prefer Different Genre
Figure 25: Reach vs. Game Play Engagement % by Popular SoLoMo & Location Game Genre
Figure 26: Male vs. Female SoLoMo & Location Game Genre Preference list
Figure 27: % SoLoMo & Location Gamer Prefer F2P, Paid, Freemium or Hybrid Gaming 2013-2018
Figure 28: Age Bracket wise % of SoLoMo & Location gamer prefer Mobile vs. Tablet Device
Figure 29: % of Mobile vs. Tablet Device owner prefer SoLoMo & Location Gaming 2013-2018
Figure 30: % of SoLoMo & Location gamer prefer iOS vs. Android vs. Other Platform
Figure 31: % Device time of SoLoMo & Location Gamer spent Gaming by Mobile vs. Tablet Device (except voice / social media time)
Figure 32: Time Spend % vs. Sessions of SoLoMo Gamers during different time slot of a day
Figure 33: OTI vs. OTA download trend of SoLoMo & Location Game 2012-2018
Figure 34: % of SoLoMo & Location Gamer Prefer Real Life Cash spending on Virtual Goods
Figure 35: % of total Time spend on different Game Play Location
Figure 36: % of SoLoMo & Location Home Gamer Spend time on different location inside home
Figure 37: Why SoLoMo & Location Gamer Play
Figure 38: Factors that influence positive SoLoMo & Location Game Play
Figure 39: % of Benefit Experienced from SoLoMo & Location Game Play
Figure 40: % of Influence Weight among Virality / community medium to SoLoMo & Location Game Play
Figure 41: Hour Spent & % of Dedication on SoLoMo & Location Gaming by iPhone vs. Android vs. Other Platform
Figure 42: % of SoLoMo & Location gamers recommendation based on game features
Figure 43: % of SoLoMo & Location Gamer is Male or Female
Figure 44: Male vs. Female % under Different Age bracket
Figure 45: Average age of SoLoMo gamers by Male vs. Female
Figure 46: Average Income of SoLoMo Gamer vs. % distribution among Income Bracket
Figure 47: Age bracket wise % of SoLoMo & Location Gamer vs. Mobile Traditional gamer
Figure 48: Average Gamers Age of SoLoMo & Location vs. Mobile Traditional
Figure 49: % of Male vs. Female spends real life money on virtual goods on SoLoMo & Location gaming
Figure 50: Ad Impression % of Games vs. Other Apps: tracking 2011 - 2012
Figure 51: % Branded Games vs. Location Trailed In-Game Banner Ad vs. Branded Virtual Goods among total SoLoMo Game 2012 – 2018
Figure 52: % of SoLoMo & Location Gamer prefer Branded Game or In-Game Ads or Branded Virtual Goods 2012-2018
Figure 53: % of Big Brand vs. SMBs Prefer Branded Game vs. Location Trailed In-Game Ad vs. Branded Virtual Goods 2012 - 2018
Figure 54: Sure Success vs. Repeat % of location trailed ad impressions and CTR
Figure 55: Social Success vs. Repeat success % of Ads in Community / Casino Club Bases SoLoMo Games
Figure 56: % of SoLoMo & Location game among total mobile game 2013 – 2018
Figure 57: Profitable vs. Non Profitable SoLoMo & Location game ratio 2013-2018
Figure 58: Single Device vs. Multiple Device Gaming Trend % 2013 2018
Figure 59: Single vs. Multiple Platform SoLoMo & Location Game Distribution 2013 – 2018
Figure 60: Branded vs. Non-Branded SoLoMo & Location game & Virtual Goods % 2013 – 2018
Figure 61: GPS adoption % in Gaming Device 2013-2018
Figure 62: Hyper Local vs. Gamification adoption % in SoLoMo & Location game 2013 -2018
Figure 63: % of Casino Club vs. money gambling trend 2013 - 2018
Figure 64: HTML5 vs. Cloud Gaming % in total SoLoMo & Location gaming 2013-2018
Figure 65: Banner Ad vs. Branded Game/Virtual Goods trend 2013 – 2018
Figure 66: % of NFC chip vs. payment adoption prediction 2018
Figure 67: % of Augmented Utility vs. RFID vs. Life Logging Platform vs. Mass Social Experience Adoption by 2018

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