G3-247 Report MOBILE & TABLET GAMING
way to work, during the day desktop is more common, and in the evening tablets are most popular.”
Neill Whyte, Head of Product Channels, Microgaming - We see gameplay on mobile devices connecting through both phone networks and via Wi-Fi, so this would imply that players use their devices in all environments. Moreover, from looking at times when mobile devices are connecting and our gaming content is being played, it is apparent that play occurs at all times of day, which includes a player’s journey to work and when they are at home at night.
In fact, we recently undertook a piece of qualitative market research on players’ behavior, specifically look- ing at the UK market and the results from this study support the above. It was fascinating to hear how play- ers interacted with their devices throughout the day. For example, a player would play on their Smartphone on their commute to work and then on their tablet device, at night, in bed with their partner!
Luke Davis, Marketing Director, Playtech - Playtech’s advanced Multi-Channel functionalities allow players to use a single account and wallet across all platforms and products, wherever and whenever they are playing. This has created numerous cross-sale opportunities for today’s leading operators and sets firm foundations for them to fully integrate their online and retail offering in the future. The result of this is that mobile players are now part of the same eco-system offered by the operator. Across all channels, device usage varies from player to player with no specific pat- tern. Playtech technology does give mobile players some unique gaming opportunities though. They can now use their mobile device, be it a phone or a tablet, as their second or third screen for an enriched player experience, from the comfort of their home or while out, on the go.
Jerry Bowskill, Chief Technology Officer for Williams Interactive - Our data shows that mobile play is concentrated around the evening time with spikes around 9-11PM, similar to desktop play. This leads me to believe that people are playing at home – and though main concentration of play is evening time we are seeing smaller spikes in play on the commute into work and lunchtimes.
It is also becoming clear that for a large percentage of players, their tablet is the primary method for accessing the Internet in the home.
Ashley Lang, Founder and CEO of Odobo - Players connect to play on both 3/4G connections and Wi-Fi, but a Wi-Fi connection does not necessarily mean that players are at home. Wi-Fi connectivity is available today at so many locations outside the home including cafes, lounges, trains, and hotels. It would be an incor- rect assumption to presume Wi-Fi connected players are at home. Gambling games are typically made up of short single ‘game rounds’ that are played in succession during a game session – think of spins of a slot machine or hands of blackjack. By nature these games are inherently “snackable” meaning a player can get enjoy- ment out of even short games sessions. Gambling games are therefore well suited for play on the go, while commuting, or having a coffee at a café. One simply needs to look around at fellow passengers in an airport
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lounge or train platform to know that games entertain- ment is amongst the most popular activity for people outside the home on their smartphones and gambling games are increasingly a popular form of this entertain- ment
HOW LONG ARE THE GAMING PERIODS ON MOBILE AND TABLET - HOW DO THEY COMPARE TO PLAY ON OTHER DEVICES/ MACHINES?
Mathias Larsson, Director of Business Development, Ezugi - Mobile gaming periods have a tendency to have game session times throughout the day of between 3-10 minutes. The average session time is about 5 mins. As mobile players tend to be on the move and play during their free spare time, for example waiting to catch a bus, in a line at the fast food outlet. Therefore speed of download or access to the game is a critical factor of engagement, given that the player may only have minutes before a distraction occurs.
Conversely on the tablet, distractions are less and that of time to download or access the game play. Tablets provide a deeper engagement due to the screen size, the games graphics and ability to entertain the player and therefore games sessions are similar to those of a desk- top between 15 minutes to hours of game play duration.
Tablet play is seeing the most growth at the moment, but it’s not necessarily more important than mobile. Tablet play is,
however, cannibalising desktop play, which is becoming less dominant as the growth of handheld devices continues. Both mobile and tablet game development is important to Inspired, and we consider tablet and mobile separately in terms of UX design. Players use and interact with the devices in different ways, so the games and navigation must be sympathetic towards these differences. Luke Alvarez, CEO, Inspired Gaming Group.
Neill Whyte, Head of Product Channels, Microgaming - The average session time on a mobile device is noticeably shorter than the average session time on a PC – but that is to be expected. Mobile and tablet devices are principally being used when people are on the go - short bursts of usage - whereas PC users are at home and have the ability to play for a longer time period.
Ashley Lang, Founder and CEO of Odobo - We observe tablet play sessions to be similar on duration to desktop play whereas smartphone play is 1/3 to ½ the average session length of desktop. This is very likely a reflection of the use of smartphones while on-the-go versus a tendency to use a tablet when stationary for a period of time.
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