Page 30 - gs140502
P. 30
TheMobileBuzz
Global 'freemium'
mobile gaming
market advances
In China, the conversion rate of turning Chinese free-
to-play gamers into in-game payers rests at 2.9 percent,
representing 20 percent growth since 2013, the report
said. But the U.S. conversion rate of 5 percent is down by
4 percent from 2013, SuperData added, which provides
evidence that the U.S. mobile gaming market may have
reached saturation.
In-game payment comfort level grows
SuperData noted that Chinese game developers have
substantially increased their marketing budgets. In
comparing January 2013 marketing costs to January
2014 numbers, marketing costs have more than doubled.
Meanwhile, in the U.S. market the cost per install – the
amount of money it takes per user for game developers to
get users to download and install their gaming apps – has
grown by 36 percent since 2013, according to SuperData.
"Developers in both markets will need to focus on
researching effective monetization mechanics and
their most lucrative audiences in order to conquer an
he mobile technology revolution has resulted increasingly competitive and ubiquitously free-to-play
in a robust and expanding worldwide gaming market," SuperData said.
market. From a payments perspective, people
T get hooked on playing mobile games for free, Additionally, SuperData noted that Chinese and
American mobile gamers are more comfortable today
then start to spend a little money to enhance their gam-
ing experiences. The "freemium" model has thus grown in making in-game payments because mobile carriers,
third-party payment providers and operators of app
with the penetration of mobile phones in the global mar-
ketplace. stores have increased payment safeguards.
New York-based game sector researcher SuperData
Research Inc., in collaboration with mobile data analyst
TakingData, issued a report that said the mobile gaming
market in China will shortly overtake the U.S. market. In China, the conversion
The researchers said Chinese gamers are on track to
spend about $3 billion on mobile games in 2014, while the rate of turning Chinese
corresponding U.S. market may have plateaued at $3.2
billion. free-to-play gamers into
in-game payers rests at 2.9
According to the Digital Games Market Brief: United States &
China, the average revenue per paying customer (ARPPU) percent, representing 20
in China has grown by 21 percent since 2013 and stands
at $32.46, while the ARPPU in the United States is $21.60, percent growth since 2013.
up 11 percent in the same time frame.
30
Global 'freemium'
mobile gaming
market advances
In China, the conversion rate of turning Chinese free-
to-play gamers into in-game payers rests at 2.9 percent,
representing 20 percent growth since 2013, the report
said. But the U.S. conversion rate of 5 percent is down by
4 percent from 2013, SuperData added, which provides
evidence that the U.S. mobile gaming market may have
reached saturation.
In-game payment comfort level grows
SuperData noted that Chinese game developers have
substantially increased their marketing budgets. In
comparing January 2013 marketing costs to January
2014 numbers, marketing costs have more than doubled.
Meanwhile, in the U.S. market the cost per install – the
amount of money it takes per user for game developers to
get users to download and install their gaming apps – has
grown by 36 percent since 2013, according to SuperData.
"Developers in both markets will need to focus on
researching effective monetization mechanics and
their most lucrative audiences in order to conquer an
he mobile technology revolution has resulted increasingly competitive and ubiquitously free-to-play
in a robust and expanding worldwide gaming market," SuperData said.
market. From a payments perspective, people
T get hooked on playing mobile games for free, Additionally, SuperData noted that Chinese and
American mobile gamers are more comfortable today
then start to spend a little money to enhance their gam-
ing experiences. The "freemium" model has thus grown in making in-game payments because mobile carriers,
third-party payment providers and operators of app
with the penetration of mobile phones in the global mar-
ketplace. stores have increased payment safeguards.
New York-based game sector researcher SuperData
Research Inc., in collaboration with mobile data analyst
TakingData, issued a report that said the mobile gaming
market in China will shortly overtake the U.S. market. In China, the conversion
The researchers said Chinese gamers are on track to
spend about $3 billion on mobile games in 2014, while the rate of turning Chinese
corresponding U.S. market may have plateaued at $3.2
billion. free-to-play gamers into
in-game payers rests at 2.9
According to the Digital Games Market Brief: United States &
China, the average revenue per paying customer (ARPPU) percent, representing 20
in China has grown by 21 percent since 2013 and stands
at $32.46, while the ARPPU in the United States is $21.60, percent growth since 2013.
up 11 percent in the same time frame.
30
