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Off-deck marketing, mobile game advertising, episodic content delivery, and micro-payments to rekindle industry growth

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.

Source: Parks Associates press release

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