Mobile Games: Analyzing the Needs and Values of the Consumers

Global Mobility Roundtable 24.11.2008Esko Penttinen, HSE (joint paper with Samu Sylvander, Matti Rossi, and Virpi Kristiina Tuunainen)

Introduction

• Telecom operators have considered mobile games as a good strategy for creating added value for consumers for a long time

– Several market research companies have expected mobile gaming to grow considerably

• Introduction of the smart phone– Smart phone growth rates of over 50%– Fruitful basis for the breakthrough of mobile games

• Despite the potential of mobile games, there is little empirical research on the actual consumer values, therefore…

Research Questions

• RQ1: Explore the values, needs, and objectives related to the purchasing process of mobile games

• RQ2: Explore the characteristics of the different consumer groups interested in playing mobile games

Mobile games, definition

• A mobile game is a video game played on a mobile phone, smart phone, PDA or handheld computer (Wikipedia)

• In our research, we focus on games that are downloaded onto the mobile phone

– We acknowledge that there are other mobile games such as Nintendo Game Boy, but we leave these games outside the scope of our study

Value-based thinking (Keeney 1994, 1999)

• Three steps identified1. Develop a list of customer values2. Express each value in common form3. Organize the values to indicate their relationships

Fundamental vs. means objectives– Fundamental objectives fundamental to the

decision to the purchase– Means objectives important because they suggest

numerous mechanisms for how companies can improve their product or delivery systems for customers

– Distinguish using the “Why is that important?” questions

Deriving the fundamental and means objectives

• Based on Keeney’s value-based framework (Keeney 1999; Siau et al. 1994), studies on mobile commerce and entertainment (e.g. MacInnes et al. 2002), and expert interviews at operators, mobile game developers, and ISS academics

– 25 fundamental objectives– 37 means objectives

Empirical study

• 1,128 responses, 714 usable (all questions answered)

– 82.5% male, 17.5% female– < 20 years 53.3%, 21-30 years 32.4%, > 30 years

14.1%– Who pays the bill?

• Personally 51%• Parents 41.7%• Employer 7.3%

Fundamental objectives

• Four components– Satisfaction of quality expectations– Gaming experience– Ease/quickness of setup– Social aspects

Means objectives

• Six components– Audiovisual effects– Customer support– Product information– Product comparison– Trust– Independence of time and place in purchasing

process

Cluster analysis

1. Value seekers (98 respondents, 14 %)• Value good quality as the most important factor

2. Heavy players (309 respondents, 43 %)• Objectives related to the features of the game

important

3. Casual gamers (230 respondents, 32 % )• Value quick and smooth buying process

4. Non-players (77 respondents, 11 %)• Not interested in mobile games, no difference in

terms of age or education

Value seekers

-2,2

-1,7

-1,2

-0,7

-0,2

0,3

0,8

Satisfaction of quality expectations

Gaming experience

Ease/quickness of setup

Social aspects

Audiovisual effects

Customer support

Product information

Product comparison

Trust

Independence of time and place inpurchasing process

ValueseekersAverage

Heavy players

-2,2

-1,7

-1,2

-0,7

-0,2

0,3

0,8

Satisfaction of quality expectations

Gaming experience

Ease/quickness of setup

Social aspects

Audiovisual effects

Customer support

Product information

Product comparison

Trust

Independence of time and place inpurchasing process

HeavyplayersAverage

Casual gamers

-2,2

-1,7

-1,2

-0,7

-0,2

0,3

0,8

Satisfaction of quality expectations

Gaming experience

Ease/quickness of setup

Social aspects

Audiovisual effects

Customer support

Product information

Product comparison

Trust

Independence of time and place inpurchasing process

CasualgamersAverage

Non-players

-2,2

-1,7

-1,2

-0,7

-0,2

0,3

0,8

Satisfaction of quality expectations

Gaming experience

Ease/quickness of setup

Social aspects

Audiovisual effects

Customer support

Product information

Product comparison

Trust

Independence of time and place inpurchasing process

Non-playersAverage

Conclusions

• Value-focused thinking generates useful insights• Study confirms earlier findings concerning the

categories• Shows values unique to the mobile environment• Guides practitioners to develop games that fit

certain types of users

Questions?

Fundamental objectives

• Satisfaction of quality expectations– Mobile game is well produced; The playability and gaming

experience of the game is adequate; Game functions well on a mobile phone; Price/quality ratio of the mobile game is good; Quality of the mobile game is good; Mobile game’s functionality is good; Mobile game corresponds to my expectations; It is easy to play the mobile game using the mobile phone’s keypad; Mobile game corresponds to the advertisement of the game; Mobile game is meaningful; Mobile game fits to the mobile phone’s small screen

• Gaming experience– Objective in the mobile game is getting a high score; High scores

can be compared in the hall of fame; Length of the mobile game depends on the gamer’s own skills; Gamer can reach the next level only after completing the previous level; Playing the mobile game requires the use of reflexes and cleverness

• Ease/quickness of setup– It is easy to install the mobile game; Mobile game is quickly

delivered; It is easy to order the mobile game• Social aspects

– Mobile game has received good reviews (e.g. in game magazines or web sites); Friends have recommended the mobile game

Means objectives

• Audiovisual effects– Mobile game uses a lot of sounds; Mobile game is three-dimensional; Mobile

game includes good music; Mobile game has good graphics; Mobile game uses a lot of colors

• Customer support– Customer support services are easily available; Customer support services are

inexpensive; Customer support services are of good quality; Customer support services are available through Internet; Customer support services are available through phone

• Product information– Information about the mobile game is quickly available; Information about the

mobile game is available before purchase; Information about the mobile game is available through multiple sources; Information about the mobile game is reliable

• Product comparison– Mobile game can be tested before purchase (demo-versions); One can

familiarize oneself with the mobile game before purchase; Mobile game can be compared to other games before purchasing

• Trust– The carrier of the mobile game is well-known; The developer of the mobile

game is a well-known company; The publisher of the mobile game is reliable• Independence of time and place in purchasing process

– Mobile game can be paid on the mobile phone bill; Game can be ordered using text-messaging; Game can be ordered through a wap-menu