Modojo has a piece from M:Metrics about mobile gaming, with a nice graph charting all the different segments for the last 6 months. Of more interest is the mention that carriers are beginning to target demographics other than young males for mobile games. It was realised a while ago that females play mobile games as much as males, but males had a higher download and purchase rate…something M:Metrics ascribed to the fact that the games carriers promoted on their decks were targeted at the young male audience.
However, “in this tracking of the market for the past two years, we’ve seen a marked shift in operator merchandising aimed at appealing to different and previously underserved markets. Cingular, for example, now offers a “Her Favorites” feature near the top of the deck, which includes titles such as “Destiny Child Groove,” “Lost” and “The Sims 2.” Sprint offers an end-cap entitled, “More Fun Stuff/Kids” and T-Mobile features “Easy Play” titles, which seems targeted to parents looking to entertain their children.” The result is that the percentage of mobile game buyers that were female increased from 38 percent in January 2005 to 45 percent in November 2006, with a much larger total revenue.
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