Telephia: Promotional Placement of Mobile Games on Carrier Decks Can Double Sales Volume
Promotional Placement of Mobile Games on Carrier Decks Can Double Sales Volume
Results From Telephia’s Newly Launched Mobile Game Merchandising Product Show EA Mobile and Gameloft Dominate Share of Top Shelf on Sprint’s
Game Decks
SAN FRANCISCO, CA — (MARKET WIRE) — January 30, 2007 — Positioning on carrier decks can make orbreak a mobile game title. Publishers who grab the best shelf space oncarrier decks to show off their merchandise are rewarded with a significantbump in downloads and revenues, according to Telephia, the world’s largestprovider of syndicated consumer research to the telecom and mobile mediamarkets. Telephia today launched its Mobile Game Merchandising productwhich, for the first time in the industry, quantifies and tracks the linkbetween carrier deck placement and sales.
Telephia’s Mobile Game Merchandising data shows that mobile games promotedon a carrier’s New, Featured or Best Seller decks saw 90 percent moredownloads than when those same games were not promoted. Furthermore, titlesthat got top shelf placement on the first page of the carrier’s deckachieved 53 percent more downloads than when those titles appeared onsubsequent pages of the deck.
Conducted during Q4 2006, Telephia’s research statistically analyzed therelationship between deck placement and sales for a broad sample of mobilegame titles. Telephia is uniquely positioned to provide this analysisbecause it collects both deck placement data and title-level sales data.Rather than relying on self-reported purchases from consumer surveys totrack games sales, Telephia maintains a panel of 35,000 mobile subscribersand passively tracks their purchase behavior by monitoring their phonebills. Telephia’s point-of-sale data is the mobile media industry’sstandard measure of title-level market share.
Telephia
“On-deck game downloads accounted for 74 percent of mobile game revenues inQ3 2006. Given the limited real estate on the mobile screen and thedifficulty of driving consumer trial, getting top shelf placement is the #1priority for game publishers,” said Kanishka Agarwal, Vice President ofMobile Content, Telephia. “Our Mobile Game Merchandising product allowsgame publishers to competitively benchmark their share and quality of shelfspace, and directly link it to the sales success of their titles. Ourresearch takes the guesswork out of distribution and marketing mixdecisions.”
EA Mobile and Gameloft Dominate Top Shelf Space on Sprint’s Game Decks
As the top mobile game publisher, with 29 percent share of all revenues inQ3 2006, it’s not surprising to find EA Mobile as the top publisher onSprint’s What’s Hot deck, which features best selling games. According toTelephia, EA Mobile’s titles secured a 39 percent share of the first pageon Sprint’s What’s Hot deck during the last six months of 2006 (see Table1). They were followed by Gameloft, Namco, Hands-On Mobile and Glu Mobile.In comparison, on the first page of Sprint’s What’s New deck, Gamelofttitles led with a 26 percent share of shelf, followed by Digital Chocolate,Glu Mobile, Vivendi Games and SkyZone Entertainment. Sprint’s What’s Newdeck features newly launched titles.
Table 1: Top Publishers on Sprint’s What’s Hot and What’s New Decks, Ranked by Share of Shelf (U.S., H2-2006) First Page of Sprint’s First Page of Sprint’s What’s Hot Deck What’s New DeckPublisher Share of Shelf Publisher Share of Shelf————————————————————————–EA Mobile 39% Gameloft 26%Gameloft 21% Digital Chocolate 15%Namco 17% Glu Mobile 12%Hands-On Mobile 12% Vivendi Games 5%Glu Mobile 7% SkyZone Entertainment 4%Source: Telephia Mobile Game Merchandising, (H2, 2006)Note: Decks as served on the Sanyo SCP 8200. Up to 25 positions/deck were tracked weekly.
About Telephia
Telephia is the world’s largest provider of syndicated consumer research tothe telecom and mobile media markets. Telephia is your connection to thedigital consumer. Since 1998, executives at service providers, devicemanufacturers, content providers, and retailers have relied on Telephiadata to make confident competitive strategy, marketing and resourceallocation decisions. Telephia uses its unique measurement tools andlarge-scale consumer panels to completely understand the digital consumer’sbehavior, attitudes and experience.
To learn how Telephia data can help you understand the digital consumer andtrack your competitive performance, please contact us at (415) 395-0500 orwww.telephia.com.
Popularity: 1% [?]
