Casual gamesSTEEP analysis – TechnologyGroup 4a

CASUAL GAMESo Low production cost

o Low distribution cost

o Extremely simple game play

o Played by non-fans (non-gamers)

o Addictive

Business models:o Try before you buy

o Advertising

Technological forces

Change of platforms

•17% of mobile phones sold in US are Smartphones1

•50% of iPhone owners purchase at least 1 app per

month2

•87% of players play games on PC/Mac platforms

•50% of players play games on Facebook

•28% of players play games on Smartphones

•52% of players play on at least two of the three platforms

•14% of players play on all three platforms3

Technological forces

Rise of social networks

•The development of social network benefits the online game industry

•Internet users are spending more Web time with social networking

sites and games and less with e-mail and traditional portals.

•Web users devote 10% of their time online to Online games,

propelled by social applications such as Zynga's FarmVille 4

Technological forces

Change in game development technologies•Flash to HTML 5

References

1. Amusingly-drawn Chart Shows Smartphone Statistics, BlackBerry Still Most Used

http://www.ismashphone.com/2010/09/amusingly-drawn-chart-shows-smartphone-stat

istics-blackberry-still-most-used.html

2. iPhone User Statistics http://www.sanneblad.com/2010/02/27/iphone-user-statistics/

3. US Video Game Study Reveals Casual Gaming Trends

http://www.nineoverten.com/2010/09/28/us-video-game-study-reveals-casual-gaming-trend

s/

4. Social Networking and Games Leap in Web Use

http://www.businessweek.com/technology/content/aug2010/tc2010081_994774.htm