Mobile Advergaming and Ad-Funded Gaming Report 2010-2015

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.

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.

Report Highlights
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
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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
Table 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
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