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BizReport : Mobile Marketing : May 27, 2013

Word of mouth key to mobile game discovery

Word of mouth is the number one way mobile gamers learn about and find games they like, according to a new study released by app promotion firm Applifier.

by Helen Leggatt

When Applifier asked 1,800 gamers what their number one way of discovering mobile games was, the overwhelming result was word of mouth. The top three options were all word of mouth related:

43% - reading user reviews;
36% - hearing about a game from a friend or family member;
25% - watching a friend or family member play a game.

Another online format that drives mobile gamers to acquire a game is video. A significant number, 70%, said they have watched online video about mobile games in the last week and 45% said watching such video had driven them to download a game right away.

While most mobile gamers download up to five mobile games each month, 20% are classed as "sharers". This segment of mobile gamers is more likely to download more games, play more frequently and for longer and convert to paying users. They also love sharing features such as sharing scores and achievements, sharing game tips and sharing screenshots.

"Given the challenging road ahead for game discovery in the app stores, and the results revealed in the Applifier survey, we encourage developers to focus on improving online word of-mouth by addressing Sharers via building sharing functionality into mobile games, using social features to attract and retain Sharers and targeting online game video as an influential form of sharing," concludes Applifier's 'State of Mobile Game Discovery Q2 2013', which can be found online.

Tags: gaming, mobile, mobile apps, product discovery, social marketing, word of mouth

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