Mobile Operators May Have To Lower Their Revenue Share To Entice Consumers

“Speaking at the Mobile Entertainment Market event in London this morning, I-Play publishing and marketing VP Paul Maglione said that the mobile gaming industry may have to accept changes to its revenue models if the market is to take off.”
This is a great piece on how slow the take-up of mobile games is (only 4 per cent of consumers with enabled handsets use them to download games) and why (games are too expensive and hard to get).
“The figures come from an I-Play survey of more than 2500 consumers from the US, UK, Italy, Germany and Spain, which also revealed that more than 50 per cent of mobile phone owners have played a mobile game before…Of this number, 25 per cent have tried to download a game – but less than two out of five have successfully completed the process”. That equates to 5% successfully downloading a game…
The argument is that with the high operator margin coupled with high download fees are putting off consumers, and that if operators adopt a more reasonable (and less greedy) approach to selling mobile games they will sell more, and in the end get more money.
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