North America mobile games worth $3 billion by 2012
UK-based analyst firm Juniper Research has released a paper predicting that the mobile games market in North America will increase by almost four times from the USD 800 million revenues seen last year to over USD 3 billion by 2012.
UK-based analyst firm Juniper Research has released a paper predicting that the mobile games market in North America will increase by almost four times from the USD 800 million revenues seen last year to over USD 3 billion by 2012.
That high level of growth will come about, according to the report, off the back of a number of developments in the mobile phone space, including improved user interfaces, broadband-style data price plans and free trials for subscription games.
Additionally the report predicts that ad-funded games will account for 30 per cent of the US market by 2012, that retail price points will rise as a result of better quality offerings, but that the US will continue to trail parts Asia and Europe in this sector.
Around 18 million people in North America download or rent mobile games at least once in a year, but free trials could be significant, according to the report's author, Dr Windsor Holden.
"This 'try before you buy' strategy not only makes the customer more comfortable about purchasing a particular title: it also makes him or her more familiar with mobile gameplay per se and will provide further encouragement for the consumer to seek out additional titles in the future."
The report also highlights the potential issue with the marketing of games, and that publishers could grow their audience by expanding the range of titles on offer.