The Most Popular Mobile Games Among U.K. 3G Subscribers

Above shows : Game Type Penetration Rate

1. Puzzle/Strategy 61%
2. Retro/Arcade 45%
3. Action/Adventure 42%
4. Card/Casino 39%
5. Trivia/Word 32%
6. Sports/Racing 30%

US : Puzzle/Strategy and Retro/Arcade mobile games are the top game genres among U.K. 3G mobile game players, according to Telephia, the leading provider of performance measurement information to the mobile industry. Telephia's Q2 2006 U.K. 3G Subscriber Report shows that 61 percent or nearly two-thirds of U.K. 3G mobile game players downloaded a Puzzle/Strategy mobile game, while Retro/Arcade games secured a 45 percent penetration rate (see Table 1). Action/Adventure and Card/Casino games secured 42 and 39 percent of downloads, respectively, followed by Trivia/Word (32%) and Sports/Racing (30%) games.

Among U.K. operators, Puzzle/Strategy games had an especially strong showing with Vodafone's 3G mobile game players posting a 70 percent penetration rate. Overall, nearly a third of all U.K. 3G subscribers reported that they have downloaded games to their mobile device.

"Casual games dominate the mobile game market both in the U.S. and in the U.K.," said Bernard Brenner, Director of New Products--International, Telephia. "Their popularity reflects increased work and social time pressures on mobile users, as casual games do not require a substantial investment of time on the part of the user."

Table 1: Top U.K. 3G Subscriber Mobile Game Genres

Game Type Penetration Rate

1. Puzzle/Strategy 61%
2. Retro/Arcade 45%
3. Action/Adventure 42%
4. Card/Casino 39%
5. Trivia/Word 32%
6. Sports/Racing 30%

Source: Telephia U.K. 3G Subscriber Report, Q2 2006

Downloaded Games Played Offline are Preferred over Online Game Play

According to Telephia, 7 out of 10 U.K. 3G subscribers who play mobile games prefer to download games to their mobile devices to be played offline (see Table 2). Though optimized for the speed of 3G service, online gaming did not fare as well among 3G subscribers, with only 5-7 percent preferring any type of online mobile games.

"Offline mobile gaming is the most prevalent choice among 3G game players, suggesting that mobile games continue to be a time-to-kill application as opposed to an activity destination," continued Brenner.

Table 2: Most Preferred Mobile Game Type Among U.K. 3G Subscribers

Game Type Penetration Rate

1. Offline 71%
2. Online, multiplayer, turn-based 7%
3. Online, multiplayer, real-time 7%
4. Online, single player 5%
5. Location-based gaming 3%

Source: Telephia U.K. 3G Subscriber Report, Q2 2006

Telephia is the standard for syndicated mobile audience performance measurement, tracking and analyzing mobile consumption, network and manufacturer performance across Europe, U.S. and Canada. Surveying more than 350K mobile consumers, Telephia dominates mobile research with three times more consumers surveyed than any other market research firm. Through its superior technology platforms, including a proprietary bill-harvesting longitudinal panel, Telephia is the only source for actual consumption data direct from nearly 35K wireless subscribers' cell phone bills per month.

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