Chapter 1: Introduction
1. Executive Summary
1.1. What is a Smartphone?
1.2. Features
1.3. Smartphone History
1.4. History of Mobile Gaming
Figure 1.1 Screenshot of Snake
1.4.1. Handset progression in games market
1.4.2. Future of Mobile Gaming
1.5. Smartphone Gaming
Chart 1.1: Share of 2010 Q1 Smartphone sales by OS
Chapter 2: Mobile Apps
2.1 Introduction to apps
2.1.1. Free versus Paid apps Chart 2.1: Free vs. Paid for app comparison (%)
2.2. Competing App store
Chart 2.2: Android Apps added per month
2.3. App Store breakdown
2.3.1. Apple
2.3.2 Google – Android
2.3.3. RIM – Blackberry
2.3.4 Microsoft – Windows Marketplace for Mobile
2.3.5. Nokia – Ovi Store
2.4. Scope for Smartphone gaming
Chart 2.3: Available iPad Apps by Category
Chapter 3: App Development
3.1. Choosing a Platform
3.2. Platform and handset specifics
3.2.1. Platforms that run on multiple devices
3.2.2. Platforms that run on single devices
Chapter 4: The Advantage of Smartphone Games
4.1. iPhones and Smartphones
4.2. Technology – What can a Smartphone do?
4.2.1. Location based games
4.2.2. Augmented Reality games
4.2.3. Games Console Emulators
4.2.3.1. Emulator Legal issues
4.3. Current Game Examples
4.3.1. Augmented Reality gaming
4.3.1.1. Current use
Figure 4.1: Layar Augmented Reality Browser
4.3.1.2. Sky Siege for iPhone
Figure 4.2: Sky Siege for iPhone
4.3.1.3. TagDis
Figure 4.3: TagDis for iPhone
4.3.1.4. Parallel Kingdom – The Age of Emergence
4.3.1.4.1. Immersive Gameplay
Figure 4.4: Parallel Kingdom
Chapter 5: Competition? Smartphones versus handheld Games consoles
5.1. Rival Platforms
5.1.1. Handheld Console market in decline
Chart 5.1: Combined Sony and Nintendo revenue for Handheld Console Sales
5.2. Era of Smartphones
Chapter 6: The Future of Gaming
6.1. Transition – Smartphones on the rise
6.2. Smartphone Gamers
Chart 6.1: % of phone users that have installed a game on their handsets 2009
6.3. Demographics – Everyone's playing
Chart 6.2: Gamer Gender demographic
Chart 6.3: Ages of Smartphone users in the US
6.4. The Takeover
6.5. Smartphone adoption rates
6.6 Smartphone web browsing
Chart 6.4: US Smartphone data consumption per subscriber, 2010-2015
Chapter 7: Social Gaming
7.1. How Smartphone's can capitalise
7.2. Platform specific
7.2.1. Platforms and Development
Chapter 8: Open Handset Alliance
8.1. Rivals – Android and beyond
8.2. Android Mission statement
8.3. Competitive Market
Chapter 9: Mobile Games
9.1. Multiplayer
9.2. Bluetooth
9.3. GPRS
9.4. 3G
Chapter 10: App Store – Proposed business model for game apps
10.1. Downloaded at cost to consumer
10.2. Game demos
10.3. Advergaming
10.4. Virtual Goods
10.5. Up-Selling
Chapter 11: Current Market Leaders
11.1. Video game developers enter market
11.1.1. Company information
11.1.2. EA Mobile
11.1.2.1. History
11.1.2.2. Devices catered for
11.1.2.3. Advantages
11.1.3. Gameloft
11.1.3.1. History
11.1.3.2. Devices catered for
11.1.3.3. Awards
11.1.3.4. Revenues
Chart 11.1 Gameloft revenues from console and mobile game sales
11.1.4. Glu Mobile
11.1.4.1. History
11.1.4.2. Games and Properties
11.1.4.3. Upcoming Projects
11.1.5. RealArcade
11.1.5.1. History
11.1.5.2. Popular Titles
11.1.5.3. Future Plans
11.1.6. THQ Wireless
11.1.6.1. History
11.1.6.2. Licenses
11.1.6.3. Franchises
11.1.7. Digital Chocolate
11.1.7.1. History
11.1.7.2. Popular Titles
11.1.8. I-Play
11.1.8.1. History
11.1.8.2. Popular Titles
11.1.9. Player One Sports
11.1.9.1. History
11.1.9.2. Popular Titles
11.1.10. Handy Games
11.1.10.1. History
11.1.10.2. Devices catered for
11.1.10.3. Popular Titles
11.1.11. Namco Bandai Games
11.1.11.1. History
11.1.11.2. Popular Titles
Chapter 12: Top Games and game playing habits
12.1. Android
12.1.1. Top Paid
12.1.2. Top Free
12.2. iPhone
12.2.1. Top Paid
12.2.2 Top Free
12.3. Top game genres
Table 12.1: % of mobile games downloaded by genre (3months ending Feb 2010)
12.4 Game playing Habits
12.4.1. Origin of game
Table 12.2: % of mobile users playing native/browser games
12.4.2 Frequency of play
Table 12.3 Frequency of game-playing on a monthly basis
Table 12.4: Mobile Users playing games once per year Feb 09 – Feb 10
12.4.3 Number of games per user
Table 12.5: Number of Games installed on handsets
Chapter 13: Making games better
13.1. Improved network capability
13.1.2. Network capability improvements facilitate gaming growth
13.2 Smartphone popularity increases appeal
Chart 13.1: Ages of Smartphone users in the US
13.3. User interface
Table 13.1: Touch screen and Smartphone adoption in US, August 2008 – August 2009
13.4. Web browsing
Chart 13.2: US Smartphone data consumption per subscriber, 2010-2015
13.5. Advertising
13.6. Effect of the iPhone
13.7. Improved UI
13.8. Accelerometer enables games
13.9. Screen size
13.10. iPhone Apps
Chapter 14: Advergaming
14.1. Klondike
14.2. Moving to Android and other devices?
14.3. Cellufun
Table 14.1: Examples of Cellufun Partners
14.4. Fishlabs
14.5. Barclaycard's Waterslide Extreme
Chart 14.1: Barclaycard's Waterslide Extreme download and brand engagement figures, July 2009 – January 2010
14.6. Jump Games
14.6.1. Coca Cola
14.7. Mamut Digital
Chapter 15: Film Tie-ins
15.1. Taking a share of Hollywood revenues
15.2 Connectivity – More than just a game
15.3. Film Tie-in Examples
15.3.1 Iron Man 2
Figure 15.1: Screenshot from Iron Man iPhone game
15.3.2. Shrek 3 – Shrek Kart
Figure 15.2: Screenshot of Shrek Kart iPhone game
Figure 15.3: Ad for Shrek Kart iPhone game
Figure 15.4: Ad for Shrek Kart iPhone game
15.3.3. The Karate Kid
Figure 15.5: Screenshot from The Karate Kid iPhone Game
15.3.4. Universal
Figure 15.6 : Screenshot of “Land of the Lost” game
Chapter 16: Alternate Reality Gaming
16.1. What is ARG?
16.1.1. Nokia and the Conspiracy For Good
16.2. Monetising ARGs
Chapter 17: Naturally Viral – social media and app store connections
17.1. Viral pathways – Social Media
17.1.1 Facebook Connect
17.1.2. OpenSocial
17.1.3. Taking it to Smartphones
17.1.4. New marketing paradigm
Chapter 18: Screen Ecosystems
18.1. Blinkendroid – New game concepts
18.2. MeeGo - Nokia and Intel Join forces
Chapter 19: Future Strategies19.1. Current business climate
19.2. Why games will sell
19.3. Targeting Emerging economies
19.4. Future Actions
Chapter 20: Projected global growth
Chart 20.1: Projected figures for global app downloads 2010-2015
Chart 20.2: projected global revenue for apps 2010-2015
20.1. Average Selling Price for apps
Chapter 21: Conclusions and Recommendations21.1. Advent of app stores crucial
21.2. Recommendations
21.2.1. For Advertisers
21.2.2. For Game developers
21.2.3. For Manufacturers
21.4. Change with the times
21.5. Follow on from examples set
Appendix A: About Visiongain
Appendix B: Visiongain report evaluation form
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