Mobile Games Played Most Often at Home

SAN FRANCISCO – March 20, 2012

Miniclip Mobile Infographic - click for full image
Miniclip Mobile Infographic - click for full size image

A joint study from games company Miniclip and the one-stop mobile ad server MoPub paints a picture of today’s mobile gamers by age, gender and content preference. Despite the no-strings-attached freedom of mobile devices, 44 percent of gamers are playing on their couch versus any out-of-home location, including time spent traveling or waiting.

Miniclip conducted this comprehensive survey across its ad-supported mobile games over a three-week period. The data was collected using MoPub’s real time performance reporting and analytics dashboard, which provided Miniclip with insights into their growing mobile audience, currently more than 15 million monthly active users and 70 million downloads. The voluntary questionnaire, taken by 1,625 respondents, revealed information on Miniclip’s audience and grouped results into clear demographic segments defined by game genre, device, and operating system.

Additional findings from this study:

  • Moms rule on the iPod Touch: of the parents who responded through an iPod touch device, an overwhelming 73 percent were female
  • Parents are the most likely audience segment to access games in restaurants or in travel situations; presumably allowing their children to play on their devices as a form of digital babysitter
  • No surprise here but apps prominently featured in the iTunes App Store or Android Marketplace drive maximum downloads; 37 percent of the audience downloaded an app for this reason.
  • One surprising finding showed that reviews trump friends: A good review in the App Store was a stronger motivation for downloading (18 percent) than a “recommendation by someone I trust.” (14 percent)

The connection between mobile devices and gaming was further emphasized by major announcements from the two dominant platforms during last week’s Game Developers Conference. Google chose that event to announce the rebranding of the Android Market as Google Play, a “digital entertainment destination”. One day later Apple used the same event to announce its latest iPad. The company featured several gaming apps to highlight the benefits of the higher resolution graphics and increased processing power offered by this version.

“It’s interesting to see that mobile games fueled by powerful smartphone and tablets are now competing for gamer time on the same couch where console gaming used to reign supreme,” said Pietro Macchiarella, research analyst at Parks Associates. “The growth in tablet penetration will have an enormous impact on the size of the mobile gaming market.”

In a separate consumer research project, Online Gaming and Digital Distribution, Parks Associates found that 71 percent of adults and 79 percent of teen tablet owners play games on their tablets at least one hour per month.

Miniclip’s partnership with MoPub played a critical role in the prolific game publisher’s ability to collect responses. Miniclip runs everything from banner ads to rich media campaigns across its portfolio of games through MoPub’s ad serving platform. MoPub’s one-stop ad serving solution lets Miniclip sell their ad impressions directly to advertisers, work with multiple ad networks, and monetize through MoPub Marketplace, a real-time bidding exchange similar to a “trading floor” for mobile ads. This three-prong approach provides publishers with greater transparency, flexibility, and ad revenue opportunities, in a single interface, enabling mobile gaming leaders like Miniclip to provide quality, freemium games without detracting from the user experience.

About Miniclip:

Miniclip develops, publishes and distributes more than 750 cross-platform games, through its website and via app stores for iOS, Android, Windows 7, Symbian and MeeGo devices, with new games released every week. Miniclip's rapid success in the mobile industry is due to its worldwide online and mobile games distribution network, decade long games experience and the Miniclip brand name recognition by game players.

Founded in 2001, Miniclip is privately owned and privately funded, with an expanding multi-national workforce distributed across ten offices in six countries. Everyone in our team, wherever they are around the globe, shares the Miniclip ethos of innovation and creativity in all that we do whilst of course always having fun!

About MoPub:

MoPub is a one-stop ad serving platform designed to help mobile app publishers manage and optimize their ad inventory on iOS and Android devices. MoPub works with mobile application publishers, both large and small, to turn their apps into businesses. Unlike other ad servers, exchanges, and mediation networks that only provide one solution, MoPub manages all of a publisher’s advertising inventory needs – including direct sales to brands, house ads, ad network mediation, or real-time bidding (RTB) campaigns through MoPub Marketplace – in one product. MoPub's single, open-source SDK allows users more control over their inventory and transparency into how much revenue they are receiving from every ad and campaign.

MoPub was founded by former AdMob and Google team members and has raised over $6.5 million in venture capital from Accel Partners and Harrison Metal Capital. MoPub has offices in San Francisco and New York City. For more information, please visit www.mopub.com and follow MoPub on twitter at www.twitter.com/mopub.