Tag: Gaming

Games are more than just the most successful entertainment medium of our time – they have also established themselves at the very heart of popular culture, with other media increasingly taking their cue from games. Whereas in the past one might expect a film to be made from a popular book, now people are writing books based on games, designing fashion inspired by games – even creating dances influenced by games. In other words, anyone who can wow the games community today will be making their mark on the entire world tomorrow. The theme of this year’s gamescom – ‘Games: at the heart of pop culture’ – shines a spotlight on games’ cultural relevance. It is not only popular culture that is being shaped by games. Other areas – from digital companies and food retailers to car manufacturers – are devoting ever more attention to games and their communities. As a result, the cultural significance of computer and video games is playing a growing role in spurring innovation and economic growth.

‘Games have long since become established as a key driving force in popular culture: streaming services are more and more frequently turning to games brands as the basis for new series and films, books based on familiar games fill entire shelves in book stores, and fashion brands are producing clothing that either goes with the games or is actually present in the games themselves. All of this goes to show that games are a major force shaping our age,’ said Felix Falk, Managing Director of game – the German Games Industry Association.

Trend: ‘The next generation of mobile gaming’

Smartphones have established themselves worldwide as one of the most successful games platforms. Today’s devices are so good that they are even suitable for more complex games. In addition, more and more familiar game series have released their own mobile versions, allowing them to reach millions of additional players. And with the assistance of cloud gaming, people can seamlessly continue playing their favourite PC and console games on their smartphones when they are on the go. Greater performance and more demanding games for mobile devices are also driving the growing mobile esports trend. Teams and solo players are increasingly taking part in games competitions using their smartphones. The trend, which had previously witnessed its greatest success in Asia, has now established itself in the rest of the world.

Trend: ‘Healthy through games’

Even before the coronavirus struck, many people were using games to keep fit in their own living rooms. Now computer and video games are increasingly being used as a means of improving mental health as well. In fact, a new genre known as wholesome games has come into being that is focused on games whose more laid-back mode of play helps people to relax and unwind from their daily lives. In addition, computer and video games are seeing ever more frequent use within the context of therapy, such as helping patients cope with pain, alleviating the effects of dementia, and supporting children with ADHD.

Numerous major political figures to visit gamescom

gamescom has become one of the most important platforms for political dialogue on digital issues, and with the gamescom congress, the political opening and the Debatt(l)e Royale, the trade fair offers multiple events for these discussions. This year’s gamescom will once again be welcoming numerous top political figures: right from the start of the fair on Wednesday, various officials, including Vice Chancellor and Federal Minister for Economic Affairs and Climate Action Robert Habeck and Hendrik Wüst, Minister-President of North Rhine-Westphalia, will take part in the political opening and the official tour. Starting at 10:30 a.m. on gamescom Thursday, the gamescom congress will kick off with its Debatt(l)e Royale panel talk. Here, Kevin Kühnert (SPD), Mario Czaja (CDU), Emily Büning (Bündnis 90/Die Grünen) and Bijan Djir-Sarai (FDP) will be discussing current issues and the best digital and games policies for Germany. On gamescom Friday, Claudia Roth, Minister of State and Federal Government Commissioner for Culture and the Media, will be visiting the world’s biggest event for computer and video games to tour the various event areas and discover the latest trends.

Adverty AB today unveils a global partnership with Swedish technology company SeenThis; the partnership enables streamed video advertising to be delivered into live-gaming environments for the first time. The groundbreaking collaboration will allow advertisers to stream video creative programmatically through their preferred DSPs into Adverty’s gaming inventory of IAB standard display banners, setting a new standard for immersive, smooth, high-quality in-game video advertising.

Demand for video advertising formats shows no sign of abating. In the US alone, digital video advertising spend surged 49% in 2021 and is expected to reach nearly $50bn this year, with other markets seeing growth on a similar scale.

By streaming rather than using traditional technology, Adverty and SeenThis create lightweight, crystal-clear video advertising placements in contextually appropriate positions through In-Play™ ads – from billboards to bus shelters – within a wide range of games, driving optimal engagement and performance.

Jonas Söderqvist, CEO at Adverty comments: “At a time when programmatic video advertising continues to explode, we are delighted to announce our global partnership with SeenThis to bring video ads to in-game advertising. This industry-first streaming solution is incredibly data-light and allows short, snappy content to be shared with ultimate flexibility. This adds significantly to the immersive quality of our leading in-game environments, with smooth, high-quality, fast-rendering video ad units now available across all our formats.”

Jesper Benon, CEO at SeenThis, adds: “Through our streaming technology, we’re speeding up and evolving the digital media landscape to set a new standard for content delivery online. SeenThis’s groundbreaking screen experience enables advertisers to stream high-quality video creative in display across the programmatic ecosystem – at speed and at scale – thereby delivering highly engaging experiences. This marks the first time that SeenThis streaming video is used in-game and we are delighted to see Adverty’s ad platform fully supporting our state-of-art video technology.”

This new format will allow brands which are investing in video to place short form videos of between six and 15 seconds, as seen on platforms such as TikTok, Instagram, Facebook and YouTube, into games where they find captive, engaged and often hard-to-reach audiences. With over 3 billion gamers across the world, more and more brands are opting to implement in-game advertising – with increasingly sophisticated ads yielding impressive results at a time when such opportunities are coming to be regarded as central for future innovations within the Metaverse.

LEAP’s inventive developing team has recently partnered with INEOR, to produce ‘GOOOAL’ – a high-end 3D virtual football lottery game with seamless gameplay, for Swisslos, online gaming platform and national lottery game provider Swisslos.

INEOR is a software development company providing advanced software development services using AI and innovative machine learning technologies. INEOR’s products are distinguished for their high responsiveness, excellent user experience and ease of maintenance. The combination with LEAP’s digital art expertise, excellent 3D soccer visualisations, streaming capabilities, and gaming experience.

GOOOAL’s virtual football matches offer everything a football fan can possibly desire. The superb 3D graphics replicate the realism of a real-life football game, creating a fully immersive experience. These visually stunning football matches are highly entertaining and accessible on any mobile device at any time, allowing punters to relax, enjoy the match, cheer on the action, and see whether they’ve scored a win.

We are therefore absolutely thrilled to announce that thanks to LEAP and INEOR’s partnership and collaboration, Swisslos has now launched GOOOAL online, and it is available in English, Italian, French and German.

The “Global Mobile Gaming Market by Technologies, Platforms, Connectivity Types and Ecosystem Stakeholders 2022 – 2027” report has been added to ResearchAndMarkets’ offering.

This report represents a comprehensive analysis of global mobile gaming opportunities. It provides insights into the mobile gaming business and analysis of current limitations, challenges, and opportunities. The report evaluates current and future mobile gaming technologies, new media, and its dynamics with the mobile gaming business.

The report includes mobile game development studios, publishing companies including local app stores and social networks, gaming economy management companies, mobile gaming business model and drivers, global and gaming business prospects, and mobile network operators.

The report includes extensive user analysis including demographics and preference analysis by game type, device type, connection type and more. It includes comparative analysis by age, gender, income, and spending habits.

Select Report Findings:

• Mobile social game will hold highest market share
• Retail industry will be the fast adopter in branded game segment
• Consumer payment will be the highest market share within gaming service segment
• Gaming Management provider will experience highest CAGR during forecasted period

Today smartphones lead the mobile gaming platform by users but tablets generate higher rates across paid monetization, micro transactions, and advertising. Tablets have started competing substantively with console devices and may overtake them in the near future. Tablets now represent an attractive mid-core gaming platform.

The proliferation of app store and social networking site portals has greatly contributed to the development of the mobile gaming market. Developers can now sell games directly through the app store and can build social communities that lead to greater scope for monetization. Cloud-based publishing has enabled multi-screen publishing and seamless game play across mobile, console and mobile devices that fostered mobile gaming greatly.

Key Topics Covered:

1.0 Executive Summary

2.0 Introduction
2.1 Defining Mobile Gaming
2.2 Mobile Gaming App Development
2.3 Gaming Platform Analysis
2.4 Strategic Market Impact Analysis
2.5 Mobile Gaming Apps Types
2.5.1 Multiplayer Mobile Gaming
2.5.2 Mobile Social Gaming
2.5.3 Mobile Location Based Gaming
2.5.4 Mobile Video Gaming
2.5.5 Mobile Cloud Gaming
2.5.6 Mobile Casual Gaming
2.5.7 Free-to-Play App
2.5.8 Mobile Casino Gaming
2.5.9 Gamification App
2.6 Market Dynamic Analysis
2.6.1 Market Growth Driver Analysis
2.6.2 Market Limitation Analysis
2.7 Regulation and Fraud Analysis
2.7.1 Mobile Game Piracy and Virtual Currency Scam
2.7.2 Mobile Social Gambling Ban in Japan
2.7.3 Geographic Implication of Antipiracy Law
2.7.3.1 Japan
2.7.3.2 Russia
2.7.3.3 China
2.7.4 Zynga with PrivacyVille
2.7.5 Cyber Criminal Attack on Mobile Social Game
2.7.6 In-Game Scam Debate in Mobile Social Game
2.7.7 Open Web to Save DMCA: MiniMega vs. TomKid Game
2.7.8 RMT and Gold Farming Regulation
2.7.9 Offshore Opportunity in Asia
2.8 Value Chain Analysis
2.8.1 Mobile Game Developer
2.8.2 Mobile Game Publisher and Service Aggregators
2.8.3 Sales Channel and Platform Providers
2.8.4 Telecom Operators
2.8.5 Hardware Manufacturer
2.8.6 New Entrants Role
2.8.6.1 Technical and Legal Role of Technology Provider
2.8.6.2 Virtual Goods and Currency Provider Role
2.8.6.3 Micro Transaction Solution Provider Role
2.9 Cross Platform OTI vs. OTA Distribution and Fragmentation
2.9.1 Major Challenges in Fragmented Distribution
2.10 Monetization Metrics Analysis
2.10.1 Converting Mobile Gaming Metrics to Conversion Funnel
2.10.2 Game Life Cycle and KPI
2.10.3 Gaming Analytics
2.10.4 Viral vs. Retention
2.10.5 Business Monetization Metrics
2.10.6 Brand Monetization Metrics
2.10.7 Game Monetization
2.10.7.1 Crowded Game Store
2.10.7.2 Player retention and Engagement
2.10.7.3 Premium Model
2.10.7.4 Opportunity for Game Maker
2.11 Mobile Social Game Design Framework
2.11.1 F2P Mobile Social Game Design Framework
2.11.2 Benefits for using framework
2.11.3 Nine Dimensions of the Framework
2.11.4 Adding Fun in Game Design
2.11.5 Game Marketing: Role of Apps, Video, Smart TV, and Viral
2.11.5.1 Gaming Apps Marketing
2.11.5.2 Video Marketing
2.11.6 Role of Smart TV and Location Targeting
2.11.7 Importance of Viral
2.12 Mobile Social Gamer Engagement Panorama
2.12.1 First 3 Days Dilemma
2.12.2 7 day + Dilemma
2.12.3 Rising Mobile Gaming Engagement
2.12.4 Blending game science with art
2.12.5 Empathy Game: New Wave of Engagement
2.13 Business Model Analysis
2.13.1 Key Mobile Gaming Strategies
2.13.2 Revenue Sources and Cost Items
2.13.3 Trendy Business Model
2.13.3.1 Virtual Items and Micro Transaction
2.13.3.2 In-Game Ad / Branded Games
2.13.3.3 Subscription/Bundle Pack with Virtual Items Trading
2.13.3.4 In-Game Ad / Branded Game with In-Store Benefits
2.13.3.5 Premium Game with In-Store Benefits
2.13.3.6 Casino / Club Gambling Model
2.13.3.7 User Generated Model
2.13.3.8 Gamification Centric Model
2.13.4 Tips for Economic and Gamification in Business Model
2.13.4.1 Free entertainment illusion
2.13.4.2 Never set payment limit for user
2.13.4.3 Focus on detail activities
2.13.4.4 Recruit more players
2.13.4.5 Current Trend in Pricing Model
2.13.5 Advertising Model
2.13.5.1 CPC Advertising Model
2.13.5.2 CPI Advertising Model
2.13.5.3 Profitable CPI
2.13.5.4 Pricing of Virtual Goods
2.13.6 Building Mathematical Model to Set Price
2.13.7 Market Challenge and Game Balancing Method

3.0 Technology and Application Analysis
3.1 Gaming Hardware Analysis
3.2 Gaming Software Analysis
3.3 Gaming Service Analysis
3.4 Gaming Management Provider
3.5 Gaming Technology
3.5.1 Action and Adventure
3.5.2 Social Casino
3.5.3 Sports and Role Playing
3.5.4 Strategy and Brain
3.5.5 Arcade
3.5.6 Other Technologies
3.6 Connectivity Analysis
3.6.1 WiFi
3.6.2 Cellular (4G LTE/5G)
3.6.3 Wimax
3.6.4 Bluetooth/BLE
3.6.5 LPWAN Connectivity
3.7 Mobile Gaming Success Strategy Analysis
3.7.1 Features to Incorporate in Game
3.7.2 Popular vs. New Gaming IP
3.7.3 Mobile Game Production Cost
3.7.4 Successful Gaming IP line Creation
3.7.5 Minimize Marketing and User Acquisition Cost
3.7.6 Use of Monetization Strategies
3.8 Investment Trend Analysis
3.8.1 Second Screen including Mobile Devices and TV
3.8.2 Social vs. Game Network
3.8.3 Gaming Industry Transition and Fragmentation
3.8.4 Gaming Sector and Business Model
3.8.5 Value vs. Volume Regions
3.9 Wearable Gaming
3.9.1 Smartwatch as Wearable Gaming Platform
3.9.1.1 Pervasiveness
3.9.1.2 Interface
3.9.2 Potential Platform Analysis
3.9.2.1 Mind Pirate
3.9.2.2 OBJE (Obscene Interactive)
3.9.2.3 Oculus Rift
3.9.2.4 Sony
3.9.3 Privacy concerns

4.0 Company Analysis
4.1 Mobile Game Developer and Publisher
4.1.1 Activision Blizzard
4.1.2 Alphabet (Google)
4.1.3 Apple
4.1.4 Electronic Arts
4.1.5 Gameloft SE
4.1.6 Games Inc.
4.1.7 Take-Two Interactive Software
4.1.8 Glu Mobile
4.1.9 GungHo Online Entertainment
4.1.10 IBM corporation
4.1.11 InMobi
4.1.12 Kabam Games
4.1.13 MocoSpace
4.1.14 NetEase
4.1.15 Nintendo
4.1.16 Oracle corporation
4.1.17 Rovio Entertainment
4.1.18 Sony Interactive Entertainment
4.1.19 Supercell Oy
4.1.20 Tencent Holdings
4.1.21 The Walt Disney Company
4.1.22 Ubisoft Entertainment SA
4.1.23 Zynga
4.1.24 Halfbrick
4.1.25 Capcom
4.1.26 Namco Bandai
4.1.27 Gamevil (Com2uS)
4.1.28 Zeptolab
4.1.29 Square Enix
4.1.30 Gameprom
4.1.31 Kairosoft
4.1.32 Konami
4.1.33 GREE
4.1.34 DeNA
4.1.35 Sina Weibo
4.1.36 Papaya Mobile
4.1.37 Hungama Games
4.1.38 Anino mobile
4.1.39 Socialpoint
4.1.40 Agate Studio
4.1.41 Renren
4.1.42 Kaixin001
4.1.43 51.Com
4.1.44 Mixi
4.1.45 Cyworld
4.1.46 Bebo
4.1.47 Amazon
4.1.48 Gaia Online
4.1.49 Badoo
4.1.50 Chillingo
4.1.51 KakaoTalk
4.1.52 Line
4.1.53 Wandoujia
4.1.54 Baidu App store
4.1.55 Facebook Games
4.1.56 Slide ME
4.1.57 GetJar
4.1.58 CodeNgo
4.1.59 Apps UK Ltd.
4.1.60 Anzhi
4.1.61 F-Droid
4.1.62 Cydia
4.1.63 Nvidia (Geoforce)
4.1.64 Nook App Store
4.1.65 Taobao App Market
4.1.66 Bemobi International
4.1.67 Mobango
4.1.68 Appitalism
4.1.69 Kongregate
4.1.70 Maopao
4.1.71 Alternative.To
4.1.72 360 Market
4.1.73 Xiaomi App store
4.1.74 One Store Corp.
4.1.75 MTNPlay
4.2 Gaming Service Management Provider
4.2.1 WildTangent
4.2.2 iWin
4.2.3 Twitch.TV
4.2.4 Appia
4.2.5 XSplit
4.3 Carrier Analysis
4.3.1 AT&T
4.3.2 Verizon
4.3.3 T-Mobile USA
4.3.4 Vodafone
4.3.5 EE
4.3.6 Telenor
4.3.7 NTT DoCoMo
4.3.8 KDDI au
4.3.9 China Mobile
4.3.10 China Unicom
4.3.11 China Telecom
4.3.12 Airtel (Bharti)
4.3.13 Vodafone Idea
4.3.14 SK Telecom
4.3.15 Telstra Mobile
4.3.16 Optus Mobile
4.3.17 MTS
4.3.18 Telkomsel
4.3.19 Indosat
4.3.20 Viettel
4.3.21 Globe Telecom
4.3.22 Maxis
4.3.23 SingTel Mobile
4.3.24 AIS
4.3.25 DTAC
4.3.26 Etisalat
4.3.27 Cellcom

5.0 Market Analysis and Forecasts 2022 – 2027
5.1 Mobile Gaming Market 2022 – 2027
5.2 Mobile Gamer 2022 – 2027
5.3 Mobile Gamer: Demography Analysis 2022 – 2027

6.0 Conclusions and Recommendations

Leading in-game advertising specialist Adverty AB (publ), announced a collaboration with Oracle Moat to provide enhanced measurement and verification across in-game ad environments. Adverty’s award-winning, multi-patented and industry-leading ad viewability technology BrainImpression™ is now available within Oracle Moat Analytics, enabling advertisers to measure ad impressions, invalid traffic (IVT) and viewability.

Adverty’s CTO Calle Sténson says: “We are thrilled that Oracle Moat is taking up the wider industry challenge to measure the impact of ads across in-game environments, and we are delighted that the patented technology we have been developing since early 2017 aligns so perfectly. Accurate and meaningful measurement of in-game ad viewability is a sought-after metric, but more importantly, it is essential for industry confidence in the advertising world we now inhabit and the massively exciting, multi-faceted metaverse to come. Having third-party ad verification from a measurement provider like Oracle Moat is a vital element of that confidence.”

The collaboration with Oracle Moat will allow Adverty clients to measure ad impressions, invalid traffic (IVT) and viewability for In-Play™ ads. In-Play™ gives brands access to hard-to-reach, highly-engaged audiences via non-disruptive in-game placements that mirror the physical ads we see in our offline lives. Oracle Moat’s sophisticated measurement of ads takes into account the size of the ad, the length of time it appears on screen and the angles from which it is viewed.

With over 3 billion gamers across the world, the in-game advertising industry is drawing growing numbers of mainstream brands, with increasingly sophisticated ads yielding impressive results.

Irina Dzyubinsky, Head of Product, Oracle Moat, comments: “Oracle Moat provides trusted third-party measurement of ads across channels, formats and platforms. By expanding our collaboration with Adverty to measure impressions, invalid traffic and viewability within in-game environments, we’re giving advertisers the confidence and tools they need to make more informed buying decisions that help maximize every advertising dollar and deliver better business outcomes.”