Why Games Matter Now More Than Ever


Over the last 10 years, we’ve seen the the games industry evolve into the biggest entertainment industry in the world. In 2015, it was worth over $100 billion worldwide. Major new consoles are certainly partially responsible for the recent growth spurt, but in fact the fastest growing area is mobile.

Recent research shows that :

  • About 79% of Australians own a smartphone and about 80% of their time is spent on smartphone apps

Deloitte's Mobile Consumer Study 2015, surveyed 2,000 Australian consumers and highlighted the ever increasing popularity of the smartphone. Described as the personal remote for life, the smartphone is the favoured device allowing users to manage their multi-dimensional lives. 79% of Australians now own a smartphone, and this number is expected to grow by 5 million (just in the next 12 months).According to the study, "Retailers have to be able to attract and retain consumers through engaging smartphone apps which is where the Australian mobile consumer spends more than 80% of their time."(p.48) 

  • Social, entertainment and gaming are the most popular activities on both smartphones and tablets

Nielsen's second Mobile Ratings Study also recognised the dominance of the smartphone, stating that Australians aged 18 and over, spend close to 35 hours per person per month on smartphones, and almost 33 hours on smartphone apps.  For smartphone and tablet users, there was little difference in how people spent their time - social, entertainment and gaming were at the top of the list. 

  • The heavy reliance on mobiles is most evident in those aged 20-34 where mobiles take first priority in the morning, are in constant use throughout the day and are checked last thing at night.

OMD and NewsLifeMedia launched the preliminary findings of its Millennial Moments Study, highlighting the significance of devices in the lives of 220 people aged 20-34 years.  The mobile takes first priority on waking, and is never far away during sleep (see graph below -sourced from the report). Participants expressed high separation anxiety over mobiles, admitting to constant phone checking, falling asleep with devices, and 'feeling lost' in their absence. With the heavy reliance on mobiles, it's not surprising that a few thought they'd shed tears over a lost phone.The study examines the behavioural traits of Gen Y which further supports their dependence on technology, especially the smartphone. 

Game designers know that gamification has tech appeal, and that users expect a positive digital experience anywhere, anytime, and on any device. Is you business making the most of opportunities provided by technology?

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