November 15th, 2010 by Arjan Olsder Posted in Analysis & Editorial | No Comments »
According to research from Mintel, only 12% of the consumers in the UK own a smartphone. One of the reasons is that 30% of British consumers are only interested in the cheapest deal and it shows the smartphone market is still a minor one.
Connect2Media’s network allows the publisher to reach 2.5 billion consumers. Main growth for the company is in the US where it is expanding its efforts.
Important to the company is not only to have games that are visible, but also fun and high in quality. To reach all consumers, C2M’s handsetlist spans over 2.3 thousand devices (including a washing machine from Samsung as requested by a Spanish operator). Another key element in publishing, is knowing your market. That might mean localizing even the title of a mobile game.
So you have to target the right device in the right country for the right culture and with the right presentation. With the presentations, C2M is investing a lot in good quality video trailers which they use to promote the titles to key carriers.
Even though smartphones are still a big part of the market, C2M is transitioning to the smartphone platforms as well. Still, the end of market dynamics are very good for the next few years as the major players are dropping out.
