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17th July 2006 - Puzzle/Strategy and Retro/Arcade mobile
games are the top game genres among U.K. 3G mobile game players,
according to Telephia, the leading provider of performance
measurement information to the mobile industry. Telephia's
Q2 2006 U.K. 3G Subscriber Report shows that 61 percent or
nearly two-thirds of U.K. 3G mobile game players downloaded
a Puzzle/Strategy mobile game, while Retro/Arcade games secured
a 45 percent penetration rate (see Table 1). Action/Adventure
and Card/Casino games secured 42 and 39 percent of downloads,
respectively, followed by Trivia/Word (32%) and Sports/Racing
(30%) games.
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Left chart shows : Game Type Penetration
Rate
1. Puzzle/Strategy 61%
2. Retro/Arcade 45%
3. Action/Adventure 42%
4. Card/Casino 39%
5. Trivia/Word 32%
6. Sports/Racing 30%
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Among U.K. operators, Puzzle/Strategy games had an especially
strong showing with Vodafone's 3G mobile game players posting
a 70 percent penetration rate. Overall, nearly a third of
all U.K. 3G subscribers reported that they have downloaded
games to their mobile device.
"Casual games dominate the mobile game market both in
the U.S. and in the U.K.," said Bernard Brenner, Director
of New Products--International, Telephia. "Their popularity
reflects increased work and social time pressures on mobile
users, as casual games do not require a substantial investment
of time on the part of the user."
Top U.K. 3G Subscriber Mobile Game Genres
Game Type Penetration Rate
1. Puzzle/Strategy 61%
2. Retro/Arcade 45%
3. Action/Adventure 42%
4. Card/Casino 39%
5. Trivia/Word 32%
6. Sports/Racing 30%
Source: Telephia U.K. 3G Subscriber Report, Q2 2006
Downloaded Games Played Offline are Preferred over Online
Game Play
According to Telephia, 7 out of 10 U.K. 3G subscribers who
play mobile games prefer to download games to their mobile
devices to be played offline (see Table 2). Though optimized
for the speed of 3G service, online gaming did not fare as
well among 3G subscribers, with only 5-7 percent preferring
any type of online mobile games.
"Offline mobile gaming is the most prevalent choice
among 3G game players, suggesting that mobile games continue
to be a time-to-kill application as opposed to an activity
destination," continued Brenner.
Most Preferred Mobile Game Type Among U.K. 3G Subscribers
Game Type Penetration Rate
1. Offline 71%
2. Online, multiplayer, turn-based 7%
3. Online, multiplayer, real-time 7%
4. Online, single player 5%
5. Location-based gaming 3%
Source: Telephia U.K. 3G Subscriber Report, Q2 2006
Telephia is the standard for syndicated mobile audience performance
measurement, tracking and analyzing mobile consumption, network
and manufacturer performance across Europe, U.S. and Canada.
Surveying more than 350K mobile consumers, Telephia dominates
mobile research with three times more consumers surveyed than
any other market research firm. Through its superior technology
platforms, including a proprietary bill-harvesting longitudinal
panel, Telephia is the only source for actual consumption
data direct from nearly 35K wireless subscribers' cell phone
bills per month.
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