Study On The Rapidly Growing Influence Of Smartphones In China’s Mobile Gaming Industry

Currently, the smartphone industry is one of the most profitable and fastest growing business sectors, and its impact on China’s mobile gaming business is scrutinized. The mobile gaming industry is growing rapidly and is becoming a daily activity for mobile phone users. Due to the rapid penetration of mobile phones around the whole world, mobile gaming brings many types of exciting opportunities for new business models and growth strategies. This study attempts to highlight the key factors driving the ever-growing smartphone to mobile gaming industry. This study attempts to explore the major aspects of consumer behavior in CBMG. We propose a research model to explore why gamers actively play mobile games and how this engagement affects their smartphone choice behavior. The study was conducted using informal interviews, questionnaires and We Chat surveys based on questions created by the researcher. The respondents included 132 target participants, including college students, housewives, and people randomly selected from different locations. The results show that the rapid growth of smartphones can have a positive impact on the mobile gaming business and contribute to business success.

Introduction

As technology is transforming global business and becoming more important than ever, it is having a significant impact on the accountability and market prevention capabilities of many companies. Information and innovation have proven to be the most important assets for most companies. New technologies can have both positive and negative impacts on many ongoing businesses. Most sales activities are now done online, making it easier than ever. The goal of any person involved or engaged in online business is to make profits. However, they need to ensure that their products are known and recognized by consumers. Online business was born with the Internet as an innovative way to do business and make profits at the same time. Since then, every entrepreneur has been looking for ways to use the Internet for business purposes. Spreading information about products and goods helps a lot in promoting a company and updating its products.

The race for innovation for new technologies especially in the mobile phone sector is no longer a hindrance and mobile phones are no longer just devices for making calls and sending messages. They have become smart with many functions and apps and their name has changed to “Smartphones”. Based on Jyoti, Suti, and Fpraxia (2014), a smartphone can be considered as a mobile device that allows users to make calls, send and receive emails, download files, connect to the Internet, and use applications. Allows. Nowadays, smartphone applications bring more and more benefits and are significantly changing the mobile gaming business. Last but not least, the ubiquity of smartphone applications as a business model and as a means of two-way communication is increasing among consumers. The purpose of this document is to focus on the most important aspect of using smartphone applications, namely mobile games in the smartphone business, and explain how they can help to grow a successful mobile gaming business.

Problem Statement

Technology and productivity are changing with extraordinary growth in scale around the world. Productivity is one of the most closely watched indicators of long-term economic prospects. Productivity growth is critical to enabling sustained increases in living standards. New technologies have given rise to research and studies to find possible methods of mobile gaming. Smartphones play a central role in modern technological inventions. Smartphones are used as a means of communication as social media plays a major role in socialization, especially through mobile games. This social aspect needs to be extended to the broader business context. The mobile game business has been introduced in various ways, but some methods were not suitable because certain factors influence mobile games in one way and the growth of smartphones in another. Therefore, to improve smartphone business opportunities, it is necessary to offer solid solutions for smartphone applications such as mobile games. This study aims to answer the following questions to evaluate how the rapid growth of smartphones is affecting the mobile game industry in China:

1. Does the use of smartphone applications such as mobile games have an impact on the growth of mobile games in the mobile business? Is there any significant impact?
2. Can smartphone applications like mobile games help in growing mobile business?

Literature Reviews

Currently, mobile technology is growing rapidly due to its application in daily business life, which impacts brand awareness, diversification, relationship building and business growth, for example through advertising by SMS, creating smartphone apps, websites. Making it smartphone compatible etc. Acquiring mobile customers through social networks and mobile games. All these features are connected to the mobile application. When it comes to smartphone applications, different business categories have different application requirements, such as Google apps on Android, which are better than competitors. To conduct business, many applications can be downloaded for free. Smartphones have become an essential part of making business more efficient. This gives a big boost to this operating system, as it is open source and offers a variety of programs that businessmen can use to grow their business.

Smartphone Apps for the Mobile Gaming Market

With this growth and change, smartphones as gaming sector has developed its own. More and more developers have been attracted to this medium, and the game section of the App Store has become saturated. Mobile gaming apps found success in the early days of mobile gaming with a prepaid download model, where consumers typically paid a small fee to download an app, but the proliferation of apps has led to a change in monetization strategies. More and more apps are adopting the free-to-play model, where consumers can download the app for free, and the app is then monetized through in-app purchases and in-app advertisements. Since this change, most consumers have come to expect high-quality mobile gaming apps at low or no cost. BI Intelligence explores how changes in F2P monetization have impacted the mobile gaming market. It also details how the saturation of the mobile gaming category with the standard F2P model has created a number of problems for developers, including increased marketing to acquire users (so-called “whales”) paying high prices for games. There are costs and premiums involved, as well as the impact on mobile players who don’t spend money on the app. The report then identifies innovations in mobile app marketing and engagement that aim to mitigate F2P’s problems in the face of rising marketing costs and inadequate monetization.

The market for mobile gaming apps is so big that other app categories seem small in comparison. According to AppsFlyer, in March 2016, 20% of active apps on Apple’s App Store were mobile gaming apps. This is more than double the share of business apps, the second most popular category.

This share will only continue to grow as quality smartphones become more affordable and more consumers use them to play games. In the United States alone, eMarketer estimates that 180.4 million consumers are expected to play games on their mobile phones in 2016, which is 56% of the total population and 70% of all mobile phone users.

This rapid growth will create many challenges in the initial stages. Market saturation has led to the dominance of free-to-play monetization models, resulting in astronomically high marketing costs. As marketing costs for mobile gaming apps increase, apps focus on a smaller percentage of gamers who spend the most on the app. This leads to the creation of game mechanics that optimize the amount spent by this small group of users, often ignoring users who do not spend money on the app.

Many new solutions have come to market, providing developers and publishers with more diverse monetization models that combine in-app purchases with other methods.

Asia Smartphone Market Outlook

There are 1.2 billion mobile gamers in Asia, accounting for 55% of the .9 billion in global mobile gaming revenue. Currently, the “Big 3” of China, Japan and South Korea control 90% of mobile revenues in the region. With so many opportunities in major and emerging markets, the question arises: “How can Western publishers capture the Asian mobile gaming market?” (Super Data Report, 2015). Mobile gaming is particularly prevalent in Asia, accounting for 47% of digital gaming revenues (41% globally). Super Data’s report provides insights into the Big Three and emerging markets of India, Indonesia, Malaysia, Vietnam, Hong Kong and Singapore. The report also sheds light on gamer preferences in India’s emerging mobile gaming market. The findings include that two-thirds of mobile gamers play racing games, making it the most popular mobile genre in the country, and only 3% of mobile gamers in the country are 45 years of age or older. Other key findings from the report “What to know about Asia’s mobile market in 2016” are:

Japan is the world’s largest mobile gaming market, with revenues of .2 billion in 2015. Despite having fewer gamers than China and the US, Japan has the highest average spending on mobile gaming among major countries.

There are 785 million mobile gamers in China, accounting for 62% of the Asian total. Asia’s second-largest mobile gaming market is volume-driven, with China having the lowest conversion rates and average spend among the big three. India is the fastest growing mobile gaming market in Asia. Revenue more than doubled from 6 million in 2015 to .2 billion in 2018. India’s mobile gaming market has a lot of room for expansion, as smartphone penetration is still low and payment infrastructure is underdeveloped. In China and South Korea, Android accounts for 73% of total mobile revenues. Google’s operating system has a big lead over iOS in both countries, with local brands like Xiaomi and Samsung using the platform.

Read Also:

1. Exploration of Problematic Smartphone Use Among Chinese University Students
2. Future Generation Of Smartphone
3. Smartphone Market Shares
4. Competition Between Smartphone Brands
5. 60 Good and Bad Effects Of Smartphones On Our Social Lives

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