Poor consumer experience and a “content is king” attitude costs the mobile games industry $3 billion a year

(PRLEAP.COM) Difficulty in downloading games, lack of pricing transparency, little emphasis on customer loyalty and suspicion of games providers – key factors behind the poor customer experience that prevent the sector growing beyond $1.6 billion. These are the findings of Wireless World Forum’s executive research panel (ERP) in the “Creating a Compelling Mobile Games Consumer Experience” report launched today.

Less than 33% of the 177 million consumers who buy mobile games buy again – a situation that is destructive to both shareholder and customer value.

“Many of the improvements in customer experience and the way we retail games can be implemented today and don’t require major strategic changes”, says Jan Kuczynski, research analyst for Wireless World Forum.

“For example, changing the way we view the customer is critical. We talk of “users” and “end customers” – but go to the retail sector and try to find that terminology – it simply doesn’t exist. Our research has found that spending time learning from companies such as Tesco, Toyota, Ikea and Amazon can produce a far more significant return on investment than chasing the latest gaming technology.”

Findings from “Creating a Compelling Mobile Games Consumer Experience” reveal three key implementations to improve the consumer experience:

a) Moving from “content is king” to “customer is king” by changing focus from “users” to “consumers”
b) Moving away from the concept of “media snacks”. Online consumers of games are not “snacking” on games but investing large amounts of time and converting their skill into social benefits through interaction and status within their peer groups. This report investigates how developing mobile games as “media snacks” can potentially overlook the true market potential.
c) Building the mobile games real estate – the grossly underexploited touchpoints between the consumer and the games provider. Providers can achieve significant results by paying attention to the basics – the report discusses how small implementations such as more effective categorization, microsites and loyalty programmes can yield profitable returns.

“Creating a Compelling Mobile Games Consumer Experience” is the third in a series of four mobile games reports published today by Wireless World Forum in association with their Executive Research Panel.

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