Uncommited Players1
Overview
motivations
the study
results
gender
hardcore/casual
2
motivations
literature on ‘new’ mobile phone games
popularity of the game
“taken for grantedness”
3
the study
Portugal (16)
Romania (2)
Italy (1)
Finland (1)
Spain (1)
21 participants
majority in their 20s
4
the study
Angry Birds playing habits
and style
personal mobile gaming history
gaming habits
5
where?
when?
how often?
how?
in which device?
first contact with the game
motivations
the studyplaying Angry Birds
Angry Birds playing habits
and style
personal mobile gaming history
gaming habits
6
the studypersonal mobile gaming history
Angry Birds playing habits
and style
personal mobile gaming history
gaming habits
which was 1st mobile phone game?
in which phone was it played?
when?
how much?
other games and phones
favourite games and phones7
the studygaming habits
Angry Birds playing habits
and style
personal mobile gaming history
gaming habits
description as a gamer
favorite games and platforms
why?
when?
how much?
where?
8
results
short sessions
several times per week
no commitment
progression over optimal performance
Angry Birds
9
gender hardcore/casual
10
genderstatistics
sources: Martinez-Moncada, D. “Mobile Gaming [Infographic].” Daily Infographic, (2011, August 1).. Retrieved from http://dailyinfographic.com/mobile-gaming-infographicEntertainment Software Association. 2011 Sales, Demographic and Usage Data: Essential Facts About the Computer and Video Game Industry. 2011. Accessed December 2011. http://www.theesa.com/facts/pdfs/ESA_EF_2011.pdf.
11
genderliterature
representations
themes
access to technology
gendering of spaces
“entertainment for the boys”
advertising
(Bryce and Rutter, 2001; Carr, 2006; Cassel and Jenkins, 1998; Lewis ad Griffiths, 2002)
12
genderliterature
representations
themes
access to technology
gendering of spaces
“entertainment for the boys”
advertising
(Bryce and Rutter, 2001; Carr, 2006; Cassel and Jenkins, 1998; Lewis ad Griffiths, 2002)
13
genderaccess to technology
similar phones
similar acquisition timing
a-gendered first contact with the game
Angry Birds
14
gender“entertainment for the boys”
similar engagement
similar attitudeAngry Birds
“god no... my brother and my father are serious gamers. I am not (...)”“gamer”
15
genderin this study
similar phones
similar acquisition timing
a-gendered first contact with the game
similar engagement
similar attitude
Angry Birds
“god no... my brother and my father are serious gamers. I am not (...)”“gamer”
16
hardcore/casual
Can we identify ‘hardcore’ and ‘casual’ mobile gamer profiles?
How differently do ‘hardcore’ and ‘casual’ gamers play Angry Birds?
17
hardcore/casualCan we identify ‘hardcore’ and ‘casual’ mobile gamer profiles?
gaming attitudes and knowledge
playing habits
playing preferences
buying habits(Ip and Jacobs, 2004)
18
hardcore/casualCan we identify ‘hardcore’ and ‘casual’ mobile gamer profiles?
gaming attitudes and knowledge
playing habits
playing preferences
buying habits(Ip and Jacobs, 2004)
19
hardcore/casualCan we identify ‘hardcore’ and ‘casual’ mobile gamer profiles?
“mobile phone games are more of bite-sized games for
very short moments.”
How differently do ‘hardcore’ and ‘casual’ gamers play Angry Birds?
20
hardcore/casual
similar frequency
similar length of sessions
similar technology
similar engagement
Can we identify ‘hardcore’ and ‘casual’ mobile gamer profiles?
21
Questions?
22
Recommended
