Geoffrey Zatkin - Why Consumers Disengage From Mobile? - LOGIN Conference 2012 - 9/26/2012

1. Why Consumers Disengage from
Mobile Games
Geoffrey Zatkin
President, EEDAR

2. EEDAR
15,000+ Objectively Quantifiable Attributes of Video Games
Over 50,000 Games (Retail & Digital) observed, tracking more than 80,109,000 Data Points
Downloadable Content
Use of Brand/License
Playable Character Types Multiplayer Support
CONTEXT IS EVERYTHING

3. T HE S URVEY
Survey date: June 2012
Run by: Nielsen
Run for: EEDAR
Participants: 2,400 gamers
Nielson, a market research firm, was commissioned by EEDAR to conduct a
consumer survey in June 2012. The survey measured the attitudes and
behaviors of over two thousand four hundred gamers across more than
250 variables related to smartphone games, tablet games, and general
gaming behavior.
CONTEXT IS EVERYTHING

4. C HOICES
Respondent Choices
• Often
• Sometimes
• Never
CONTEXT IS EVERYTHING

5. W HY DO THEY S TOP ?
Reasons Mobile Gamers Stop Playing a Mobile Game
Game Repetitive
Better Game Caught My Interest
Progression Difficult without Paying Cash
Completing all Content
Game Isn't what I Expected it Would be
Having to Wait/Work a Long Time to make Progress
Game Doesn't Run Well on Phone or Tablet
Too many Updates
Friends Stop
0% 5% 10% 15% 20% 25% 30% 35% 40%
Source: EEDAR
CONTEXT IS EVERYTHING

6. T ABLET VS . M OBILE
Reasons Mobile Gamers Stop Playing a Mobile Game
Game Repetitive
Better Game Caught My Interest
Progression Difficult without Paying Cash
Completing all Content
Game Isn't what I Expected it Would be
Having to Wait/Work a Long Time to make Progress
Game Doesn't Run Well on Phone or Tablet
Too many Updates
Friends Stop
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Tablet Mobile Source: EEDAR
CONTEXT IS EVERYTHING

7. I OS VS . A NDROID
Reasons Mobile Gamers Stop Playing a Mobile Game
Game Repetitive
Better Game Caught My Interest
Progression Difficult without Paying Cash
Completing all Content
Game Isn't what I Expected it Would be
Having to Wait/Work a Long Time to make Progress
Game Doesn't Run Well on Phone or Tablet
Too many Updates
Friends Stop
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Android iOS Source: EEDAR
CONTEXT IS EVERYTHING

8. C ONSUMER S PENDING
Source: EEDAR
CONTEXT IS EVERYTHING

9. E NDORSEMENT
Average Endorsement by Consumer Grouping
40%
35%
30%
25%
20%
15%
10%
5%
0%
Non-Spenders ($0) Minnows ($.01-$9.99) Dolphins ($10-$49.99) Whales (>$50)
Source: EEDAR
CONTEXT IS EVERYTHING

10. BY C ONSUMER G ROUPING
Disengagement by Consumer Grouping
Game Repetitive
Better Game Caught My Interest
Progression Difficult without Paying Cash
Completing all Content
Game Isn't what I Expected it Would be
Having to Wait/Work a Long Time to make Progress
Game Doesn't Run Well on new Phone or Tablet
Too many Updates
Friends Stop
-20% -15% -10% -5% 0% 5% 10% 15% 20%
Whales Dolphins Minnows Non-Spenders
Source: EEDAR
CONTEXT IS EVERYTHING

11. B Y T IME
Average Time Before a Mobile Gamer Loses Interest in a Game
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Short (A day or less) Medium (Several days to a month) Long (Month or Longer)
Source: EEDAR
CONTEXT IS EVERYTHING

12. B Y T IME
Average Time Before a Mobile Gamer Loses Interest in a Game
Game Repetitive
Better Game Caught My Interest
Progression Difficult without Paying Cash
Completing all Content
Game Isn't what I Expected it Would be
Having to Wait/Work a Long Time to make Progress
Game Doesn't Run Well on new Phone or Tablet
Too many Updates
Friends Stop
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Long (Month or Longer) Medium (Several days to a month) Short (A day or less)
Source: EEDAR
CONTEXT IS EVERYTHING

13. Why Consumers Disengage from
Mobile Games
Geoffrey Zatkin
President, EEDAR