BuzzCity Reports Shows Mobile Gaming is Mainstream

90 per cent of mobile users download and play games on their mobiles

London, 29 July 2010: The results of BuzzCity’s sixth multi-market survey investigating consumer mobile behaviour are released today and focus on the global usage of mobile games and applications. The BuzzCity study into mobile gaming trends aims to find out gaming patterns on mobile and how marketers and developers can take advantage of its popularity.  

The international survey which questioned mobile users across 10 countries representing various different geographic regions: the Americas, Asia, Africa and the Middle East on their use of the mobile as a games device. The results showed that mobile gaming has evolved significantly beyond traditional ideas of casual games to those with sophisticated plotlines.  

Growing number of female and mature mobile gamers…
Although the typical gamer is male in his mid twenties, at least 29 per cent of mobile gamers are female.  In many markets, female mobile gamers are on the increase – in the US and Thailand, 49 per cent of gamers are female and in South Africa women make up 47 per cent of the gaming population.

The reports also revealed an increasing number of mature mobile gamers. In the US 12 per cent of gamers are above 40. In South Africa and Malaysia, gamers above 40 make up 19 per cent 8 per cent respectively.  This clearly shows that popular association of cellphones and mobile gaming with younger age groups can be misleading.

KF Lai, CEO of BuzzCity, said, “Mobile gaming has gone mainstream and there’s a clear need to address specific demographics.”


Gaming patterns
Some key findings from the survey include:

  • Men and women prefer Action and Adventure (41%) oriented games followed by Sports & Racing (21%). 
  • 32% of correspondents download games sporadically while 46% download games regularly either weekly or fortnightly.
  • 40% played games daily while 17% played throughout the day.
  • 46% play to learn something new or to get the most out of their phones.


The above results suggest that game preferences for both men and women are generally similar. Mobile devices, being a convenient entertainment medium, also enable users to maximize their free time and play games as recreational time fillers.

KF Lai continued, “Increasing mobile game traffic suggests a viable opportunity for ad supported games and advergames, particularly where branding is a key campaign objective. As users get more involved with the sophisticated plotlines of games, the level of consumer engagement increases, creating more branding opportunities for marketers.”

Feature phones remained the most popular device for game play activity with Nokia, Samsung and Sony-Ericcsson handsets leading the way.

The Mobile Gaming Survey is one of the many studies conducted by BuzzCity to assist advertisers and partners with their mobile initiatives. To view the full report, please visit the BuzzCity website here

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For more information please contact:
Speed Communications on behalf of BuzzCity
+44 (0) 207 842 3200
BuzzCity@speedcommunications.com

About BuzzCity

BuzzCity is a mobile media company offering brand owners and agencies access to a global advertising network on the mobile internet. The network is made up of publishers from across the world and BuzzCity’s own mobile media properties. As a leading international player, BuzzCity has developed in-depth knowledge of the mobile consumer and provides marketers with clear opportunities to reach this audience via its advertising and publisher programmes. 

Additional information can be found at www.buzzcity.com.