Reportlinker Adds Mobile Advergaming and Ad-Funded Gaming Report 2010-2015

Jun 07, 2010, 13:18 ET from Reportlinker

NEW YORK, June 7 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Mobile Advergaming and Ad-Funded Gaming Report 2010-2015

http://www.reportlinker.com/p0203684/Mobile-Advergaming-and-Ad-Funded-Gaming-Report-2010-2015.html

Facebook games based around advertising now achieve over 1 million monthly active users, with many of these coming through mobile usage.

Whether its referred to as advergaming, ad-funded gaming or casual games, the advergaming industry had revenues in excess of $3 billion on mobile, iPhone, social networks platforms. Targeted user information continues to emerge about who plays games, spurring interest on the part of advertising agencies who can use games to reach specific markets.

Broadening of interest has meant that gamers are not just teenage males, but men through to 35 years and beyond as well as women between the ages of 35 and 55.

If as we know advertising is a crucial means for brands to promote their products and services, hooking the user into loyal, opt-in repeat acknowledgement of the brand through gaming can increase this brand awareness exponentially. Many advertisers believe mobile advergaming can provide the distinctive edge that their ad campaign needs. Traditional advertising methods such as print, TV and radio are becoming less popular - with brands and advertisers as they are unable to reach out to consumers as much as they would wish. Instead the likes of internet and mobile advertising are witnessing increased usage and spend. However, even within advergaming changes are happening as we see advertisers and developers linking up to take the user from free-to-use games through to pay-to-play generating revenue while also advertising.

Ad-funded content is attractive to consumers as it is available for free or at little cost; consequently users engage with the content. So how can mobile network operators, developers and gaming companies continue to utilise this growing market. How can advergaming and ad-funded gaming benefit you? How should you approach your advergame strategy?

Decisions need to be made in how to target the game - whether simple traditional games rebranded, which are often found on social networking sites or search engines, or often built into the handset. These are cheap for the advertiser to utilise, and for the developer to provide, but won't be exclusive. Specific companies will custom-develop complex games for large brand marketers allowing further game-play with additional features. Alternatively, we see the increased introduction by advertisers partnering with developers to have products embedded in games, often pay-to-play high-end games, suited to higher end handsets.

Brands, developers, marketeers and carriers each need to be aware of which format will achieve the greatest return for them - customised games can cost approximately 1 million euros.

Distribution is the key for any ad-funded game. No matter how good the game is, if players don't play then the advert element will be lost.

Therefore key tie-ups with social networkers, capturing audience interest as well as harnessing user opt-in so that loyalty can be built up is essential. Registration within the game can allow brands increased access to users, as well as on-going relationship building, plus allowing for the increased up-sell of pay-to-play. Games will however be limited by the inventiveness, creativity and user-friendly nature of the developers, directed by the brand-marketeers and harnessing the technology provided by improved networks and handsets.

Reading this exclusive management report will tell you the following:

* How does mobile advergaming compare to other advertising methods?

* What effect will mobile advergaming have on other forms of advertising and vice-versa?

* Which providers, advertisers and operators have been active in the mobile advergaming and ad-funded gaming markets?

* What does the future hold for mobile advergaming and ad-funded gaming?

* How will technological improvements and user trends affect the market?

* How can the mobile gaming market as a whole benefit from advergaming?

Our latest report will provide you with valuable insight in to the mobile advergaming and mobile ad-funded content market. Mobile advertising is set to be crucial to brands looking to target the consumer in a more personalised and direct manner. Leading brands and content providers are already implementing successful mobile advergame strategies in order to differentiate from rivals and engage with consumers. How will this affect handset development, network access and user integration - this report will tell you.

Can you afford to take no action and risk falling behind?

Who needs to read this report?

Directors, VP and Senior managers in:

* Mobile/Cellular carriers and operators

* Mobile ad providers

* Mobile brands/marketers

* Mobile web content players

* Mobile gaming providers

Chapter 1 - Executive Summary

1.1. Importance of advertising

1.2. Using mobile as an advertising tool

1.3. Scope for mobile gaming

1.4. Market trends

Chapter 2 - Introduction

2.1. Technological progression

2.2. Trends in mobile

2.1. Mobile apps

Chart 2.1: Free vs. Paid for app comparison (%)

2.2.1.1. Which apps are popular?

Chart 2.2: Most popular app categories (selected app stores)

2.2.2. Rise in social networking

2.2.3. Web browsing

Chapter 3 - Advergaming

3.1. What is advergaming?

3.1.1. Types of advergaming

3.2. Advergames compared with other ad methods

3.2.1. TV ad

3.2.2. Online banner ad

3.2.3. Print ad

3.3. What can use of advergaming achieve?

3.4. Advantages of advergames

3.5. Opportunities

3.6. Barriers

Chapter 4 - Mobile Advertising

4.1 Building trust

4.2. Mobile advertising efforts being made

4.2.1. Market drivers for mobile advertising

4.2.2. Mobile advertising vs. traditional methods Chart

4.1: Ad spend Chart

4.2: Agency and brand mobile ad spend survey, 2009-2010

4.2.3. Mobile advertising barriers

4.3. Types of advertising 4.3.1. Apps

4.3.2. Banner

4.3.3. Competitions 4.3.4. Coupons

4.3.5. LBA 4.3.5.1. GPS-enabled handsets

4.3.6. Mobile Web

4.3.7. Mobisodes

4.3.8. MMS 4.3.9. Proximity marketing

4.3.10. SMS

4.3.10.1. Premium SMS

4.3.10.2. Short Codes

4.3.11. Video Chart

4.3: Would consumers be willing to receive ads in order to receive free video content on mobile?

4.4. Big players take action

Table 4.3: US mobile ad spend 2009

4.4.2. Apple

4.5. Ad-funded content

4.5.1. What affect will ad-funded content have?

4.5.2. Ad-funded apps

4.5.3. Music and video

4.5.3.1. Is ad-funded music profitable?

4.5.3.2. Emerging markets better suited to ad-funded video

4.6. Why are companies turning to mobile advergaming?

4.6.1. Which markets in particular are best suited to mobile advergaming?

Chapter 5 - Mobile Gaming

Chart 5.1: Mobile media usage trends amongst teens

5.1. History and development of mobile gaming

5.1.1. Handset progression in games market

5.2. Appeal in mobile games increases

5.2.1. Video game developers enter market

5.2.2. Greater quality increases appeal of mobile games

5.2.3. Improved network capability

5.2.3.1. Network capability improvements facilitate gaming growth

5.2.3. Smartphone popularity increases appeal

Chart 5.2: Ages of Smartphone users in the US

5.2.3.1. User interface

5.1: Touch screen and Smartphone adoption in US, August 2008 - August 2009

5.2.3.2. Web browsing Chart 5.3: US Smartphone data consumption per subscriber, 2010-2015

5.2.3.3. Advertising

5.2.2. Effect of the iPhone

5.2.3. Improved UI 5.2.3.1. Accelerometer enables games

5.2.3.1.1. Accelerometer usage in advergames

5.2.4. Screen size

Chapter 6 - Companies involved

6.1. 123play.com

Table 6.1: Publishers working with 123play.com

6.1.1. MetroPlay

6.2. Blockdot

6.2.1. iPhone Apps

6.2.1.1. Universal Figure 6.1: Screenshot of Land of the Lost game

6.2.1.2. Klondike

6.2.1.3 Simply Organic

6.2.2. Moving to Android and other devices?

6.3. Cellufun

Table 6.2: Examples of Cellufun Partners

6.3.1. Butterball

6.4. Fishlabs

6.4.1. Scope for Advergames Chart

6.1: Fishlabs revenue percentage from advergames, 2009-2010

6.4.2. Games produced by Fishlabs

6.4.2.1. Volkswagen

6.4.2.2. Barclaycard's Waterslide Extreme

Figure 6.2: Barclaycard's Waterslide Extreme screenshot

Chart 6.2: Barclaycard's Waterslide Extreme download and brand engagement figures, July 2009 - January 2010

6.5. Greystripe

6.5.1. AdWRAP

Table 6.3: AdWRAP games publishers at launch

6.5.2. Success in mobile

6.5.3. Company deals

6.5.3.1. Engage

6.5.3.2. Celltick

6.5.3.3. AXE/LYNX

6.5.3.4. Tapjoy 6.6. Handjoy

Table 6.4: Handjoy Client Examples

6.6.1. Kidnapped bartender

6.7. innerActive

Table 6.5: Example of brands that have worked with innerActive

6.8. Jump Games

Table 6.6: Jump Games Selected Mobile Operators

6.8.1. Coca Cola

6.8.2. ITC

6.8.3. KPS Film

6.9. Mamut Digital

6.10. Phonevalley

6.10.1. HP - Computer Is Personal Again

6.10.2. Puma F-Wan

6.11. Punchkick

6.12. Unkasoft

Table 6.7: Selection of Unkasoft customers

6.12.1. Mobixell

Chapter 7 - Future Strategies

7.1. Advergames must not be too transparent

7.2. Cost Saving

7.2.1. For Consumers

7.2.2. For Advertisers

7.3. Change with the times

7.4. Follow on from examples set

Chapter 8 - Conclusions and recommendations

8.1. Advent of app stores crucial

8.2. Recommendations

8.2.1. For Advertisers

8.2.2. For Content Providers

8.2.3. For Manufacturers

Appendix A

Appendix B

About visiongain

visiongain report evaluation form

Companies Listed

3

123play.com

3D Arts

4th Screen

Adidas

AdMob

AOL

Apple

AXE/LYNX

Barclaycard

Big Blue Bubble

Blastone

Blockdot

Bluepod Media

Bogee Interactive

Butterball

Celltick

Cellufun

Cellular South

Chakra Interactive

Chanel

Cingular

ClearSky Mobile Media

Coca Cola

Dare

Dialog Telekom

Digital Chocolate

EA Mobile

Engage

Facebook

FIFA

Fishlabs

FIVE

FunRunGames

Google

GPShopper

Greystripe

Handjoy

Hands-On Mobile

HP

Indiagames

In-Fusio

InMobi

innerActive

ITC

Jump Games

Jumptap

KDDI

Klondike

Konami Mobile

KPN

KPS Film

Levis

LG

M1

Mamut Digital

MetroPCS

Microsoft

Mobix Interactive

Mobixell

Modtones

Mojiva

Motorola

Mpowerplayer

MTN

Namco Bandai

NetFront

News 24

Nintendo

Nokia

NTT DoCoMo

O2

Omikron

Optimus

Orange

Phonevalley

PlayerX

Progressive Media

Puma

Punchkick

Quattro Wireless

RealArcade

Reliance

Rhythm NewMedia

RIM

Samsung

Simply Organic

Sony

Sony Ericsson

Sprint

Staropramen

Symbian

Tapjoy

Tele2

Telenor

Telia

Telstra

THQ Wireless

TIM

Tlogic

T-Mobile

Uniqlo

Universal

Unkasoft

USA Today

Utarget.Fox

Verizon Wireless

Virgin Mobile

Vodafone

Volkswagen

Warner Brothers

WildTangent

Yahoo!

Zagat Survey

Zenith China

To order this report:

Online Advertising Industry: Mobile Advergaming and Ad-Funded Gaming Report 2010-2015

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Nicolas Bombourg

Reportlinker

Email: nbo@reportlinker.com

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