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The Secret of Gree and Mobage's Success
- How to succeed with in-App Purchase in the mobile SNS market

The Secret of Gree and Mobage's Succes

Pages

84 + special Excel data

 

Editor

ENTERBRAIN, INC.

 

Release date

2012/8/14

 

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*USD 3000*

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■ Report Objectives

    *With key players like Facebook and Zynga struggling with sustaining momentum (as seen in their stock prices), the Western PC social game market seems to be hitting a growth ceiling sooner or later. Whereas in Japan, the social game market is still on a very positive track, with the market size almost doubling in 2011, from 2010's 112.0 billion yen to 211.7 billion yen, thanks to the country's widespread consumer application of payment through mobile carriers. In the global market, Japanese social game companies have been rapidly enhancing their presences over the last few years, with GREE and Mobage aggressively investing in M&A, IP, and brand equity.



    *The purpose of this research is to dig deeper into the behavior and criteria of content-purchasing social gamers, alongside exploring their personal characteristics ranging from their demographic statistics and sense of values to their thoughts and actions in purchasing premium content.



    ●Report SAMPLE

    sample01 sample02 sample03

■ Research Abstract

    [Procedure]
    Internet

    [Coverage Area]
    Japan

    [Profile of Participants]
    Individuals of both genders who are aged 15 to 59 and play social games on a regular basis of more than a few days per week.

    [Sample]
    Preliminary Research: 69,570 individuals Main Research: 1,600 social gamers

    [Survey Dates]
    February 25, 2012 (Sat) to February 28, 2012 (Tue)

    [Main Conductor]
    Global Marketing Department, ENTERBRAIN, INC.

■ Table of Contents

Key to Success in World's Most Profitable Social Gaming Market -- Japan
Executive Summary: To Survive This Age of Global "Free To Play" Gaming
Research Abstract
Summary of Research Findings
SNS and Social Game Use
Social Gaming vs. Traditional Gaming
Premium-Content Use Statistics
User Thoughts and Actions in Starting Social Gaming
User Thoughts and Actions in Purchasing Premium Content
User Motives for Premium-Content Purchases
Acceptable Monthly Payment Range
Demographic/Personality Profiling of Premium-Content Payers
Summary of Chapter 1
SNS Use Rates by Service/Gender/Age
Purposes of SNS Use
Summary of Chapter 2
Premium-Content Purchasing Debut
Images of Social Network Games
Images of Console Games
[From Previous Survey] Triggers for Starting Social Gaming
User Hesitation in Starting Social Gaming
Anxieties in Starting Social Gaming
User Criteria for Choosing SNS (Platform vs. Games)
User Criteria for Choosing Social Games
User Impressions Towards Each SNS
Non-Social-Gaming Smartphone Owners and their Reasons for Not Playing
Time from Staring Playing to Making First Purchase
Decision-Making Process in Making First Purchase
Pre-Purchase Intent
First-Purchase Items
First-Purchase Amount
Payment Method Used for First Purchase
Post-First-Purchase Reactions (1): Satisfaction Level
Post-First-Purchase Reactions (2): Effects on Gameplay
Post-First-Purchase Reactions (3): Intent for Continuing Premium-ContentPurchasing
Post-First-Purchase Reactions (4): Degree of Regret
User Motives for Purchasing Premium Content
New Purchases After First Time
Hesitation for New Purchases
Average Monthly Premium-Content Spending per Payer
Average Monthly Spending per Payer (1): Mobage
Average Monthly Spending per Payer (2): GREE
Average Monthly Spending per Payer (3): mixi
Average Monthly Spending per Payer (4): Facebook
Average Monthly Spending per Payer (5): Ameba Pigg
Average Monthly Spending per Payer (6): Google+
Average Monthly Spending per Payer (7): Hangame
Distribution of Payment Methods Used for Premium-Content Purchases
Distribution of Payment Methods (1): Mobage
Distribution of Payment Methods (2): GREE
Distribution of Payment Methods (3): mixi
Distribution of Payment Methods (4): Facebook
Distribution of Payment Methods (5): Ameba Pigg
Distribution of Payment Methods (6): Google+
Distribution of Payment Methods (7): Hangame
Maximum Limit of Monthly Payment for Premium Content (1)
Maximum Limit of Monthly Payment for Premium Content(2)
Reasons for Continuing Social Gaming
User Motives for Continuing Social Gaming
Classification of Premium-Content Payers
Demographic Data by Classified Group
Comparison of Classified Groups by Strength of Appetite and Spending Amount
User Motives for Purchasing Premium Content by Classified Group
Age and Gender Mix of Classified Groups
Occupation Mix in Classified Groups
Average Disposable Money by Classified Group
Smartphone Ownership and Adoption Timing by Classified Group
SNS Use by Classified Group
Social Game Use by Classified Group
Criteria for Choosing Social Games by Classified Group
Average Length of Social Gaming Experience by Classified Group
Daily Social Gaming Time by Classified Group
Number of Social Games in Play by Classified Group
Percentages of Current/Past/Never Premium-Content Payers on Each SNS Platform
Number of Social Games in Premium Play by Classified Group
Average Monthly Spending on Premium Content by Classified Group
User Motives for Purchasing Premium Content by Classified Group
Reasons for Continuing Social Gaming by Classified Group
User Motives for Continuing Social Gaming by Classified Group
Use Rate of Video Games by Platform and Classified Group
Use Frequency of Video Games by Platform
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