Is your mom the future of mobile games?

(PRLEAP.COM) Although 177 million consumers will download titles in 2006, the growth of the $1.6 billion mobile games industry is beginning to slow. At the heart of the slowdown is a need to evolve the sector from focusing on young male core-gamers to older female casual consumers.

Wireless World Forum’s mobile games Executive Research Panel (ERP) today launches “Understanding the Mobile Games Consumer” – a report snapshot and events series dealing with the key challenges faced by games executives in the industry.

Findings from the report suggest the industry needs to evolve from its current focus on young, male core-gamers to middle-aged females – the very same market that has grown significantly online in recent years.

“The draw of the mobileYouth segment is compelling”, adds Graham Brown – CEO of Wireless World Forum and author of “mobileYouth”, “but revenues are limited and competition for this segment is intense. On the other hand, females, and in particular older consumers, are a real growth area. In 2006, we will see the number of female games consumers outnumber males for the first time globally.”

The report provides recommendations for dealing with the key challenges facing the sector today. In particular, its contributors recommend:
a) Clear segmentation of consumer groupings across behavioural and demographic lines to facilitate more effective marketing and product development
b) Developing media relationships to target niche audiences and profitably reach into the “long tail”
c) Employing flexible pricing strategies appropriate to the consumer segments identified in this report

“Understanding the mobile games consumer” 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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