The Future of Mobile Gaming Goes Beyond the Screen
In the summer of 2011, Latitude research surveyed a few hundred gamers and interviewed some forward-thinking game makers and game enthusiasts to understand what the future might hold for the gaming scene. The stereotype of the reclusive gamer is outdated. These days, games are everywhere, and gamers are social, tech-savvy, goal-oriented people with a real drive to improve themselves and the world around them.
Portable devices like tablets and smartphones bring people and gaming together, anywhere, anytime. As a result, people expect that “online” games will have a brand new look and move out from the traditional screen environment, continually blend with the real world in new and attractive ways that go beyond just “checking in” with some apps.
Tomorrow’s gamers are more than just casual gamers seeking “bite-sized” escapes. They are dynamic, social, and interested in applying elements of play to the world around them. This creates opportunities for companies across industries to reach users in new ways. Augmented reality is a great example of how mobile gaming can bridge the real and virtual worlds, while different game tactics can be incorporated into a variety of location-aware apps to enhance user engagement, as we see developing around Foursquare and SCVNGR.
However, social gaming can mean more than just having a great time or having fun with your friends, it can influence the power of communities to discuss important issues on a significant range. More than 4 in 5 people agree that games, if executed well, can create positive change in the world, and 96% said they would like to see more games geared toward this objective.
Meanwhile, Millennial Media one of the largest ad networks in mobile, offers another indicator of the mobile gaming space. The July Mobile Mix report shows some interesting numbers, showing that Android rules mobile platforms in July, and its top app category is gaming. This has remained unchanged for a year now, and the trend only continues to grow. Android games drive 39% of ad sales for the mobile OS, lending support to the burgeoning industry that spans in-app purchases and other forms of monetization.
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