Off-deck marketing, mobile game advertising, episodic content delivery, and
micro-payments to rekindle industry growth
DALLAS, Feb. 5 /PRNewswire/ -- According to The New Frontier: Portable
and Mobile Gaming, gamers will soon begin migrating from the traditional
carrier deck, which refers broadly to the carrier-maintained storefront on
the handset, to newer, more innovative channels. This new Parks Associates
report finds mobile game revenue generated through carrier decks will
decrease from 90% of the total U.S. mobile gaming revenue to 72% in the
next five years. By 2012, off-deck channels and ad-supported or subsidized
mobile gaming will account for 28% of the market.
"Lack of competition has left most carrier decks with an uninspired
user interface and poor merchandising environment, which contributed to the
recent market stagnation," said Yuanzhe (Michael) Cai, Director of
Broadband and Gaming, Parks Associates. "Off-deck marketing and
distribution, combined with new business models such as mobile game
advertising, episodic content delivery, and micro-payments, will rekindle
industry growth."
Parks Associates reports that many market forces are driving off-deck
distribution of mobile content and services, including the growing
influence of established media companies, experiments with alternative
distribution channels and advertising models, and recent efforts to open
carriers' walled gardens, including the Open Handset Alliance and Nokia's
Ovi services.
"Many mobile game publishers are working on off-deck initiatives," Cai
said. "Even carriers like AT&T are building business-to-business platforms
to allow game publishers to market and distribute games directly to mobile
gamers."
The New Frontier: Portable and Mobile Gaming studies market trends in
mobile and portable gaming, examines new business models, and profiles more
than 30 companies. For more information, visit
http://www.parksassociates.com or contact sales@parksassociates.com.
About Parks Associates
Parks Associates is an internationally recognized market research and
consulting company specializing in emerging consumer technology products
and services. Founded in 1986, Parks Associates creates research capital
for companies ranging from Fortune 500 to small start-ups through market
reports, primary studies, consumer research, custom research, workshops,
executive conferences, and annual service subscriptions.
Each year, Parks Associates co-hosts executive thought leadership
conferences CONNECTIONS(TM) and CONNECTIONS(TM) Europe in partnership with
the Consumer Electronics Association (CEA(R)). In addition, Parks
Associates produces the online publication Industry Insights in conjunction
with the CONNECTIONS(TM) Conference series.
http://www.parksassociates.com
http://www.connectionsconference.com
http://www.connectionseurope.com
http://www.connectionsindustryinsights.com
Contact: Chelsey Tyson
Parks Associates
972-490-1113
Email: Chelsey@parksassociates.com
Available Topic Expert(s): For information on the listed expert(s), click
appropriate link.
Michael (Yuanzhe) Cai
http://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=68896
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