Glu's Segerstrale downplays influence of brands

Mobile game consumers are less influenced by licenses and brands than the wireless gaming industry seems to believe, according to mobile publisher Glu Mobile's EMEA managing director Kristian Segerstrale.

Speaking with MobileIndustry.biz about new research undertaken by Glu in the UK market, Segerstrale revealed that among core consumers of mobile games, brand ranks below both cost and perception of quality in the list of reasons for purchasing titles.

"I think it shows to some extent that we are very much, as an industry, still in a trade marketing situation," he argued, "where at least half the reason why publishers do license brands is because brands will look good to your trade partners, and it will help you to secure your position, rather than actually making a big impact with consumers."

However, while he clearly believes that there is an excessive focus on brands in the industry, Segerstrale is quick to point out that he also believes that key brands can be a powerful driver for the mobile sector.

"Brands are very important, and as a company we believe in brands as a way of communicating a new form of entertainment to customers," he commented. "What the research shows is that in addition to brands, moving forward as the industry matures, there probably will be room also for original content and content which is tailored to the mobile device."

Segerstrale was speaking in an extensive interview with MobileIndustry.biz, the first part of which was published today - click here to read more.