Glu Research Finds Consumers Still in the Dark About Mobile Games
Consumers Crave More Information on Games
LOS ANGELES--(BUSINESS WIRE)--Sept. 12, 2006--Today at CTIA Wireless I.T. and Entertainment® 2006, Glu Mobile, a leading creator and global publisher of mobile entertainment, announced results of qualitative and quantitative research conducted in conjunction with U30 Group, Inc. (www.u30.com). Glu's general manager of the Americas and senior vice president of worldwide marketing, Jill Braff, will highlight the results at CTIA's Mobile Games Plenary entitled "What are the Initial Results & What's Next?" held today at 4:50pm PT in room 403 A&B at the Los Angeles Convention Center.
Glu's research indicates that a lack of collective knowledge about mobile games has caused consumers to fixate on the limitations of the mobile phone as a gaming device instead of on the convenience and affordability that mobile games offer. The research also found that consumers are unaware of the variety and quality of mobile games available today, do not know where to go to find information about the games, and therefore have low expectations for the mobile gaming experience.
"Too many publishers are solely focused on putting pressure on the carriers for better deck placement and are failing to present alternative marketing solutions to build better awareness among the general population," said Jill Braff, general manager of the Americas and senior vice president of worldwide marketing, Glu Mobile. "The industry will benefit in the long-term if we collectively focus on building awareness and meeting the desires and expectations of the consumer."
Glu's research, which included qualitative information from a series of focus groups and quantitative data from surveys, demonstrated consumer interest in the ability to preview or play a demo of games so that they have an experience on which to base their purchase decision. Though high and low volume gamers differed slightly on how they would prefer to learn about new games, the research showed overall consumer interest in learning about games from other people through communal ratings and reviews.
Methodology
For the qualitative portion of the study, Glu commissioned focus groups in San Francisco and Alexandria, Virginia, which were segmented by consumption behavior. For the quantitative portion of the study, U30 executed web-based surveys aimed at determining purchasing preferences and modes of learning about mobile games in the United States. Respondents were evenly split between men and women and ranged in age from 10 to 35 years old. Respondents were sampled from U30's double opted-in panel of consumers, geographically representative of the US. Excerpts of the research are available to Glu partners and members of the media. For more information, please email press@glu.com.
About Glu Mobile
Glu Mobile is a leading developer and global publisher of mobile entertainment. Glu's portfolio of games, ringtones, wallpapers and information applications include both original titles and entertainment based on major brands from Atari, Cartoon Network, Celador International, FOX Sports Interactive, Harrah's, Hasbro, PlayFirst, PopCap Games, Sega and Twentieth Century Fox. Based in San Mateo, California with offices in Hong Kong, London and Manchester, Glu is funded by top venture firms NEA, BA Venture Partners, Granite Global Ventures, Sienna Ventures and Globespan Capital Partners, and by Time Warner Investments. Recently Glu acquired the UK-based mobile entertainment company iFone, adding SONIC THE HEDGEHOG, MONOPOLY, and ATARI Classics to its portfolio. Consumers can find fresh entertainment created exclusively for their mobile phones wherever they see the 'g' character logo or at www.glu.com.
About U30 Group
U30 Group, Inc., a member of the Omnicom network of companies, is a full-service qualitative and quantitative research firm specializing in marketing-driven, creative approaches to consumer insight, including proprietary consumer panels and various online methodologies. U30's clients are the leading marketers in the United States. For more information, contact Chad Young at 865.525.5721 or chad.young@u30.com.
