Key Drivers As UK Mobile Content Market Prepares for Challenging Year

Although mobile entertainment spending in Q1-2009 has remained fairly flat and market performance is down over 2008, there are still reasons to be cheerful, as trends shift towards video and music subscriptions, casual gaming proves popular and flat rate mobile internet continues to expand - reports GfK Retail and Technology.

Subscription based purchases (as opposed to pay per download) of video and music are on the rise and now represent 40% of all mobile entertainment downloads.

Casual and classic trivia and word games are proving the mainstays of the games market and continue to thrive with 27% of sales. In addition, the budget sector (£3 or less) is also enjoying success, as more basic and retro games are selling strongly, indicative of the top 20 which features many of these titles.

Bundles and ad funded games are on the rise, bundles account for over 15% of revenue in games and in spite of currently occupying a small proportion of the download market (2%) ad funded games are exhibiting considerably accelerated growth.

Retailing has become increasingly sophisticated with live portal management ensuring that the right games get in the right place at the right time. Flat rate mobile internet has expanded and emerged as a key market driver. In 2009, 9% of all tariffs signed up to have a bundled in internet flat rate subscription.

With Touchscreen and 3G phones continuing to enjoy strong sales, the portents for the mobile entertainment remain encouraging amidst the present economic challenges as manufacturers, retailers and consumers become increasingly inventive.

Posted to the site on 17th June 2009