Developers Fight for Fans in India's Flourishing Mobile Game Space - eMarketer

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Developers Fight for Fans in India's Flourishing Mobile Game Space

Stiff competition and distracted consumers make it difficult to level up

November 28, 2016 | Mobile

Digital gaming has become a key area of interest for developers in India. One recent forecast from KPMG and the Federation of Indian Chambers of Commerce and Industry (FICCI) predicted the category would generate 30.8 billion rupees ($480.3 million) in revenues in 2016.

Number of Mobile Games Downloaded on Their Smartphone by Mobile Gamers in India, Oct 2016 (% of respondents)

But companies hoping to profit from this gaming boom have run into roadblocks, particularly when it comes to mobile games. Rising competition from other developers, challenges building consumer awareness and players who aren’t interested in paying for gaming content are all key obstacles.

An October 2016 look at the habits of India’s mobile gamers by Mauj Mobile-owned mobile gaming site GamesBond found a primary challenge was the high volume of games installed on the typical gamer’s phone. The study discovered 30% of respondents—all of whom had downloaded at least one game from a Mauj platform—had six or more games installed on their devices.

This highly competitive environment makes it important for developers to have their games featured in a mobile app marketplace like Google Play. Among game developers in India surveyed by GamesBond for the same study, 30% said being featured by the app store was “critical,” while another 40% said it would take a long time to get noticed if they were not featured.

Importance of Having Their Games Featured on Google Play According to Game Developers in India, Oct 2016 (% of respondents)

Even as competition for mobile gaming customers continues to increase, developers targeting consumers in India would be wise to broaden their approach to include other platforms. So-called multiplatform gaming, where consumers play games across multiple devices like PCs, tablets and gaming consoles, is increasingly popular among gamers of all ages in India. In fact, according to GamesBond’s study, 58% of mobile gamer respondents also used PCs to play, and another 23% used tablets.

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