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Mobile & Handheld Games

Mobile & Handheld Games

Discover, Monetise, Advertise 2014-2019

Publisher: Juniper Research
Date Published: 18/06/2014
Category: Mobile Content & Applications
No of Pages: 145
Coverage: Global ~ 8 key regions◊
 

Overview

•    Monetisation Strategies Assessed
•    Portable Gaming Device Analysis
•    Industry Benchmark Forecasts

This ninth edition of Juniper's Mobile & Handheld Games Report evaluates the impact of the latest key developments in this fast evolving marketplace, ranging from business models and monetisation strategies to increasing tablet penetration rates. Featuring expert market analysis allied to a combination of new and updated forecasts, this report is an essential guide for any mobile games stakeholder. Also available is the accompanying Interactive Forecast Excel (IFxl).

Including an assessment of market drivers together with the primary challenges facing players across the value chain, the report offers a series of key strategic recommendations designed to optimise player growth in this highly competitive space.

Additionally, readers can learn more about the games ecosystem through the 11 Key Games Developers assessed in the report, with analysis based on key capabilities such as financial performance, category and platform coverage and innovation. The results of this analysis are drawn together in a vendor matrix.

Expert analysis is backed up by interviews with and commentaries from leading players across the mobile games industry.

Market forecasts

Juniper delivers the benchmark forecasts on the mobile and handheld games industry. The report includes 74 tables and 44 charts, providing forecasts for smartphones, tablets, feature phones and portable game devices, as well as mobile advertising markets for 8 key regions including:

•    Devices In Use for Games
•    Average Usage Levels
•    Four Key Genres of Games Played on Mobile Devices
•    Total Games Download Volumes and Revenue Values
•    Average Annual Spend Per User on Each Device

Installed base forecasts, including smartphones, tablets, featurephones, and portable game devices, are further broken down by device type (handset vs tablet), while the report also includes global and country-level forecasts for 6 key national markets.

An accompanying product, the Mobile & Handheld Games IFxl (Interactive Forecast Excel), contains additional forecast granularity, including country-level forecasts for 6 key national markets (US, Canada, Germany, UK, Japan, and South Korea) for smartphones, tablet, feature phone, portable game devices, as well as mobile advertising markets. Overall, it contains 283 tables featuring more than 10,000 datapoints.

Table of Contents

Executive Summary
1. Mobile Games Industry Overview

1.1 Introduction
Table 1.1: Quick Stats in the Mobile Games Industry
1.2 Gameplay Platforms
1.2.1 Smartphones and Tablets
i. Fragmentation
Figure 1.1: Current Distribution of Different Versions of the Android Operating System for the 14 Day Period ending 1 May 2014
Table 1.2: Current Distribution of Different Versions of the Android Operating System for the 14 Day Period ending 1 May 2014
ii. HTML5 and Hybrid App Development
1.2.2 Portable Games Devices
Table 1.3: Portable Devices Comparison
1.2.3 Browser & Cloud Games
1.2.4 Cross-Platform Games
i. Case Study: Unity
a. Corporate Profile
b. Service
1.3 Delivery Technology
1.3.1 Physical Distribution
1.3.2 Digital Distribution
1.3.3 Cloud Games
1.4 Games Genres
1.4.1 Action & Arcade Games
1.4.2 Adventure
1.4.3 Educational
1.4.4 Racing & Sports
1.4.5 RPGs (Role Playing Games) & Strategy Games
1.4.6 Casual, Social Games & Traditional Games
1.4.7 Excluded/Adult Genres
Table 1.4: Popular Games Titles by Genre 2012-2013
1.5 Types of Gamers
Figure 1.2: Value Distribution of In-app Purchases in Freemium Games for the Month of January 2014
1.6 Trends in Mobile and Handheld Games
1.6.1 Mobile is the Main Games Platform…
Figure 1.3: Global Smartphone Shipments by Vendor 2012-2013 (million devices)
1.6.2 F2P (Free-to-play) Model...
Table 1.5 Top Free iPhone Games Apps in 2013
Table 1.6: Top Paid-for iPhone Games Apps in 2013
1.6.3 Tablet Ownership
Figure 1.4: Global Tablet Installed Base (m) Split by 8 Key Regions 2014–2019
1.6.4 Mobile Advertising...
1.6.5 New Gamer Demographics...
1.6.6 Social Games
1.6.7 Income Streams...
1.6.8 BRIC by BRIC...
Table 1.7: Trends in Chinese Mobile Usage
ii. Case Study: Kii
a. Corporate Profile
b. Service
1.6.9 Which OS Will Dominate?
Figure 1.5: Android is the Leading Mobile OS
1.6.10 Mobile Messaging Apps...
1.6.11 Self-publishing Games...
1.7 Topline Forecast
Figure 1.6 & Table 1.8: Global Games Revenues ($m) Split by 8 Key Regions 2014–2019
Figure 1.7 & Table 1.9: Global Games Revenues ($m) Split by Device types 2014–2019

2. Mobile Games Value Chain

2.1 Introduction
2.2 The Mobile Games Value Chain
2.2.1 The Traditional Value Chain
Figure 2.1: The Traditional Mobile Games Value Chain
2.2.2 The Evolving Mobile Games Value Chain
i. The App Store Value Chain
Figure 2.2: The App Store Value Chain
ii. Mobile Games Value Chain 2.0
Figure 2.3: Dynamics in the Mobile Games Value Chain
a. Revenue Shift
b. New Opportunities
2.3 Business Models
2.3.1 Business Models – Beyond Great Monetisation Strategies
i. Case Study: NativeX
a. Corporate Profile
b. Service
2.4 Promotion of Games
Figure 2.4: Google Play Developer Program Policies
2.4.1 Mobile App Install Ads
Figure 2.5: Games Ads on Facebook
i. Case Study: MobileDevHQ
a. Corporate Profile
b. Service

3. Games on Smartphones

3.1 Introduction
3.2 Methodology
Figure 3.1: Methodology for Mobile Games Downloads and PPD Revenues
Figure 3.2: Methodology for In-Game Purchases
3.3 Market for Mobile Games Downloads
3.3.1 Global Smartphone Installed Base
Figure 3.3 & Table 3.1: Global Smartphone Installed Base (m) Split by 8 Key Regions 2014–2019
3.3.2 Smartphone Games Users and Usage
Table 3.2: Smartphone Users Who Access Mobile Games (%) Split by Genre 2014–2019
Figure 3.4 & Table 3.3: Number of Smartphone Users Who Access Mobile Games (m)  Split by Genre 2014–2019
Table 3.4: Number of Games Accessed from Smartphones Per User Per Annum  Split by Genre 2014–2019
Figure 3.5 & Table 3.5: Total Number of Mobile Games Accessed from Smartphones (m)  Split by Genre 2014–2019
Figure 3.6 & Table 3.6: Total Number of Mobile Games Accessed from Smartphones (m)  Split by 8 Key Regions 2014–2019
Table 3.7: PPD Games Accessed from Smartphones (%)  Split by Genre 2014–2019
Table 3.8: PPD Games Accessed from Smartphones (%)  Split by 8 Key Regions 2014–2019
Figure 3.7 & Table 3.9: Number of Mobile Games Accessed from Smartphones (m) Split by Genre 2014–2019
Figure 3.8 & Table 3.10: Number of PPD Mobile Games Accessed from Smartphones (m) Split by 8 Key Regions 2014–2019
Table 3.11: Average Price per Download from Smartphones ($) Split by Genre 2014–2019
Figure 3.9 & Table 3.12: Total PPD Revenues from Smartphone Games ($m) Split by Genre 2014‑2019
Figure 3.10 & Table 3.13: Total PPD Revenues from Smartphone Games ($m) Split by 8 Key Regions 2014–2019
3.3.3 Market for In-Game Purchases on Smartphones
Table 3.14: Gamers Who Make In-Game Purchases from Smartphones (%) Split by Genre 2014–2019
Figure 3.11 & Table 3.15: Number of Users Who Make In-Game Purchases from Smartphones (m) Split by Genre 2014–2019
Table 3.16: Average Spend On In-Game Content per Smartphone User per Annum ($) Split by Genre 2014–2019
Figure 3.12: Annual Revenue from In-Game Content Sold on Smartphone Games ($m) Split by Genre 2014–2019
Figure 3.13 & Table 3.17: Annual Revenue from In-Game Content Sold on Smartphone Games ($m) Split by 8 Key Regions 2014–2019
3.3.4 Mobile Games Market for Smartphones
Figure 3.14 & Table 3.18: Total Revenues from Smartphone Games ($m) Split by Genre 2014–2019
Figure 3.15 & Table 3.19: Total Revenues from Smartphone Games ($m)  Split by 8 Key Regions 2014–2019

4. Games on Tablets

4.1 Introduction and Methodology
4.2 Market for Mobile Games Downloads
4.2.1 Global Tablet Installed Base
Figure 4.1 & Table 4.1: Global Tablet Installed Base (m) Split by 8 Key Regions 2014–2019
4.2.2 Tablet Games Users and Usage
Table 4.2: Tablet Users Who Access Mobile Games (%) Split by Genre 2014–2019
Figure 4.2 & Table 4.3: Number of Tablet Users Who Access Mobile Games (m) Split by Genre 2014–2019
Table 4.4: Number of Games Accessed from Tablets per User Per Annum Split by Genre 2014‑2019
Figure 4.3 & Table 4.5: Total Mobile Games Accessed from Tablets (m) Split by Genre 2014–2019
Figure 4.4 & Table 4.6: Total Mobile Games Accessed from Tablets (m) Split by 8 Key Regions 2014–2019
Table 4.7: PPD Mobile Games Accessed from Tablets (%) Split by Genre 2014–2019
Table 4.8: PPD Games Accessed from Tablets (%) Split by 8 Key Regions 2014–2019
Figure 4.5 & Table 4.9: Number of PPD Mobile Games Accessed from Tablets (m) Split by Genre 2014–2019
Figure 4.6 & Table 4.10: Number of PPD Mobile Games Accessed from Tablets (m) Split by 8 Key Regions 2014–2019
Table 4.11: Average Price per Download from Tablets ($) Split by Genre 2014–2019
Figure 4.7 & Table 4.12: Total PPD Revenues from Tablet Games ($m) Split by Genre 2014–2019
Figure 4.8 & Table 4.13: Total PPD Revenues from Tablet Games ($m) Split by 8 Key Regions 2014‑2019
4.2.3 Market for In-Game Purchases on Tablets
Table 4.14: Gamers Who Make In-Game Purchases from Tablets (%) Split by Genre 2014–2019
Figure 4.9 & Table 4.15: Number of Users Who Make In-Game Purchases from Tablets (m)  Split by Genre 2014–2019
Table 4.16: Average Spend On In-Game Content per Tablet User per Annum ($) Split by Genre 2014–2019
Figure 4.10 & Table 4.17: Annual Revenue from In-Game Content Sold on Tablet Games ($m) Split by Genre 2014–2019
Figure 4.11 & Table 4.18: Annual Revenue from In-Game Content Sold on Tablet Games ($m)  Split by 8 Key Regions 2014–2019
4.2.4 Mobile Games Market for Tablets
Figure 4.12 & Table 4.19: Total Revenues from Tablet Games ($m) Split by Genre 2014–2019
Figure 4.13 & Table 4.20: Total Revenues from Tablet Games ($m) Split by 8 Key Regions 2014–2019
Table 4.20: Total Revenues from Tablet Games ($m) Split by 8 Key Regions 2014–2019

5. Games on Featurephones

5.1 Introduction and Methodology
5.2 Market for Mobile Games Downloads
5.2.1 Global Featurephone Installed Base
Figure 5.1 & Table 5.1: Global Featurephone Installed Base (m) Split by 8 Key Regions 2014–2019
5.2.2 Featurephone Games Users and Usage
Table 5.2: Featurephone Users Who Access Mobile Games (%) Split by Genre 2014–2019
Figure 5.2 & Table 5.3: Number of Featurephone Users Who Access Mobile Games (m)  Split by Genre 2014–2019
Table 5.4: Number of Games Accessed from Featurephones per User per Annum Split by Genre 2014–2019
Figure 5.3 & Table 5.5: Total Mobile Games Accessed from Featurephones (m) Split by Genre 2014‑2019
Figure 5.4 & Table 5.6: Total Mobile Games Accessed from Featurephones (m) Split by 8 Key Regions 2014–2019
Table 5.7: PPD Games Accessed from Featurephones (%) Split by Genre 2014–2019
Table 5.8: PPD Games Accessed from Featurephones (%) Split by 8 Key Regions 2014–2019
Figure 5.5 & Table 5.9: Number of PPD Mobile Games Accessed from Featurephones (m) Split by Genre 2014–2019
Figure 5.6 & Table 5.10: Number of PPD Mobile Games Accessed from Featurephones (m) Split by 8 Key Regions 2014–2019
Table 5.11: Average Price per Download from Featurephones ($) Split by Genre 2014–2019
Figure 5.7 & Table 5.12: Total PPD Revenues from Featurephone Games ($m) Split by Genre 2014‑2019
Figure 5.8 & Table 5.13: Total PPD Revenues from Featurephone Games ($m)  Split by 8 Key Regions 2014–2019
5.2.3 Market for In-Game Purchases on Featurephones
Table 5.14: Gamers Who Make In-Game Purchases from Featurephones (%) Split by Genre 2014‑2019
Table 5.15: Number of Users Who Make In-Game Purchases from Featurephones (m) Split by Genre 2014–2019
Table 5.16: Average Spend On In-Game Content per Featurephone User per Annum ($) Split by Genre 2014–2019
Table 5.17: Annual Revenues from In-Game Content Sold on Featurephone Games ($m) Split by Genre 2014–2019
5.2.4 Mobile Games Market for Featurephones
Figure 5.9 & Table 5.18: Total Revenues from Featurephone Games ($m) Split by Genre 2014–2019
Figure 5.10 & Table 5.19: Total Revenues from Featurephone Games ($m)  Split by 8 Key Regions 2014–2019

6. Mobile Advertising Market

6.1 Introduction & Methodology
Figure 6.1: Methodology for Mobile Games Advertising Revenues
6.2 Mobile Advertising Forecast for Handsets
Table 6.1: Games Downloaded Featuring In‑Game Advertising on Handsets (%) Split by 8 Key Regions 2014–2019
Figure 6.2 & Table 6.2: Number of Games Downloaded Featuring In-Game Advertising on Handsets (m) Split by 8 Key Regions 2014–2019
Table 6.3: Number of Ad Impressions per Game on Handsets Split by 8 Key Regions 2014–2019
Figure 6.3 & Table 6.4: Total Ad Impressions from Handsets (bn) Split by 8 Key Regions 2014–2019
Table 6.5: Average CPM on Handsets ($) Split by 8 Key Regions 2014–2019
Figure 6.4 & Table 6.6: Total Advertising Spend on Handsets ($m) Split by 8 Key Regions 2014–2019
6.3 Mobile Advertising Forecast for Tablets
Table 6.7: Games Downloaded Featuring In‑Game Advertising on Tablets (%) Split by 8 Key Regions 2014–2019
Figure 6.5 & Table 6.8: Number of Games Downloaded Featuring In-Game Advertising on Tablets (m) Split by 8 Key Regions 2014–2019
Table 6.9: Number of Ad Impressions per Game on Tablets  Split by 8 Key Regions 2014–2019
Figure 6.6 & Table 6.10: Total Ad Impressions from Tablets (bn) Split by 8 Key Regions 2014–2019
Table 6.11: Average CPM on Tablets ($) Split by 8 Key Regions 2014–2019
Figure 6.7 & Table 6.12: Total Advertising Spend on Tablets ($m) Split by 8 Key Regions 2014–2019
6.4 Trends in Mobile Advertising
6.4.1 Native and Other Rich Advertising will be King
Figure 6.8: Native Advertising on Twitter
Figure 6.9: 3D Advertising Campaign by Amobee
6.4.2 Maturity of Mobile Advertising

7. Portable Games Devices

7.1 Introduction
Figure 7.1: Methodology for Portable Games Devices Software Revenue
7.2 Portable Games Devices Forecasts
Figure 7.2 & Table 7.1: Global Installed Base of Portable Games Devices (m)  Split by 8 Key Regions 2014–2019
Table 7.2: Number of First-Hand Titles Sold Per Annum (m) Split by 8 Key Regions 2014–2019
Table 7.3: Number of Portable Games Device Games Purchased First-Hand per User per Annum Split by 8 Key Regions 2014–2019
Figure 7.3 & Table 7.4: Total Revenues from Software Sales for Portable Games Devices ($m) Split by 8 Key Regions 2014–2019

8. Regulatory Environment and Challenges

8.1 Introduction
Table 8.1: Hurdles in the Mobile Games Market
8.2 Regulatory and Legal Developments
8.2.1 Patent and Copyright Infringement
i. The Saga of King.com and the Copyrighted ‘Candy’
8.2.2 South Korean Games Market Regulations
8.3 Development Hurdles
Figure 8.1: No. 1 Search Results for Terms: Ninja, Jewels and Paper
8.4 Distribution Hurdles
Figure 8.2: Google Play Store is Unavailable for Chinese Customers
Figure 8.3: China’s Fragmented Mobile Market
8.5 Into the Future…

9. Corporate Profiles

9.1 Vendor Landscape
9.2 Vendor Analysis
9.2.1 Vendor Assessment Criteria
Table 9.1: Vendor Capability Assessment Factors
9.2.2 Limitations and Interpretation
9.2.3 Vendor Matrix Positioning - 2014
Figure 9.1: Global Mobile Games Vendor Positioning Matrix 2014
i. Summary
ii. On Track Vendors
iii. Vendors Exceeding Expectations
iv. Vendors with Further Potential
9.3 Developers and Publishers
9.3.1 Activision Blizzard
Table 9.1: Activision Blizzard’s Key Financial Indicators 2010–2013
9.3.2 EA (Electronic Arts)
Table 9.2: EA’ Key Financial Indicators 2010–2014
9.3.3 Ubisoft
Table 9.3: Ubisoft’s Key Financial Indicators 2010–2013
9.3.4 Tencent
Table 9.4: Tencent’s Key Financial Indicators 2010–2013
9.3.5 Glu Mobile
Table 9.5: Glu Mobile’s Key Financial Indicators 2010–2013
9.3.6 Zynga
Table 9.6: Zynga’s Key Financial Indicators 2010–2013
9.3.7 Com2uS
Table 9.7: Com2uS’ Key Financial Indicators 2010–2013
9.3.8 Gamevil
Table 9.8: Gamevil’s Key Financial Indicators 2010–2013
9.3.9 Digital Chocolate
9.3.10 Peak Games
9.3.11 Nintendo
Table 9.9: Nintendo’s Key Financial Indicators 2010–2013
9.4 Distributors
9.4.1 GetJar
9.4.2 Amazon
9.4.3 Windows Phone Apps+Games Store

Companies Referenced

Interviewed: Amobee, Unity.

Profiled: Activision Blizzard, Amazon, Com2Us, Digital Chocolate, EA (Electronic Arts), Gamevil, GetJar, Glu Mobile, Microsoft, Nintendo, Peak Games, Tencent, Ubisoft, Zynga.


Case Studied: Kii, NativeX, MobileDevHQ, Unity.


Mentioned:
Addicting Games, Adobe, AdsNative, Alibaba, AOL, AppData, Apple, AT&T, Best Buy, Betable, BlackBerry, Blammo Games, Blockbuster, Blue Byte Software, Brainz, Bungie, BuzzFeed, bwin.party, Chartboost, China Mobile, Cingular, COLOPL, Creative Visions Foundation, Dark Horse Comics, DBROS, DNA Games, Drop Box, eBay, Epic Games, Erlikhan, Everple, Facebook, Fireproof Studios, Five Mobile, Foundation 9 Entertainment, Gaikai, Gameloft, Games for Change, GameShop, GameSpy Industries, GameStop, GamingAnywhere, G-cluster, Geeksphone, Google, Griptonite, Guinness World Records, GungHo Online, Half the Sky Movement, Hasbro, HMV, HP, HTC, Humble Bundle, Hybrid Apparel, IBM, If You Can Company, IGN Entertainment, Imangi Studios, Instagram, Intellisync, Jagex Games Studio, KakaoTalk, Kickstarter, King, Kingsoft Network Technology, Leju Holdings, LG, Lotum, Lucas Pope, Lucasfilm Ltd, Mojang AB, Mozilla, NaturalMotion, Ndemic Creations, New Regency, Newtoy, Next Level Games, Nine Wheels, Ninja Metrics, Nokia, NQ Mobile, NTT DoCoMo, O2, Ocean View Games, Omgpop, Online Publishers Association, OpenX, Orange, Ouya, Peak Games, PEZ International, PopCap Games , Red Storm Entertainment, RIM, Riot Games, RiskIQ, Rockstar Games, RockYou, Rovio, Samsung , SEGA, SnapChat, Sony, Spooky Cool Labs, Sprint, Starbucks, Supercell, SuperData, Swrve, T Mobile, Tapastic, TechCrunch, The Binary Mill, The Fullbright Company, The Learning Company, THQ Montreal, TinyCo, Twitter, Umaykut, Verizon Wireless, Violin Memory, Vlambeer, Vodafone, Wal-Mart, Walt Disney, Wandoujia, WhatsApp, Wooga, Zadzen Games.

Extra Info

◊8 Key Regions include: North America; Latin America; Western Europe; Central & Eastern Europe; Far East & China; Indian Subcontinent; Rest of Asia Pacific and Africa & Middle East.

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Key Questions

•    What is the current value of the market? Which areas of the market will grow the most over the next five years?
•    How many people will be playing mobile games in 2019 and what types of games will be most popular?
•    How many players are paying for games at the point of download, and how many are making in-app purchases?
•    How has the smartphone and tablet gaming impacted the dedicated portable game devices market?
•    What are the key trends in the mobile games industry? What types of gamers are there and how has shifting gaming demographics influenced the development of key games genres?
•    What are the key challenges facing the mobile games industry?

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