Telephia Reports That More Than Half of Games Played on Mobile Phones Are Downloaded by the Subscriber

On-Portal Purchases Account for 71 Percent of Mobile Game Revenue, With Price, Free Trials, and Familiarity on PCs/Consoles as the Top Three Purchase Drivers

More than half of games played on mobile phones are downloaded by the subscriber, according to Telephia, the leading provider of performance measurement information to the mobile industry. The latest report from Telephia for April 2006 shows that downloaded games comprise 53 percent of all games played on mobile phones, while 39 percent of games played are pre-existing on the subscribers’ phone. The remaining eight percent are played online on the mobile web. In addition, 71 percent of all downloaded mobile game revenues are generated from on-portal game purchases, while 29 percent come from off-portal purchases.

“The large share of pre-existing games reflects an opportunity for carriers and content providers to generate more revenue by converting that game play into downloaded, pay-for-play games,” said Kanishka Agarwal, Vice President of New Products, Telephia.

“In such a dynamic and fast-moving industry, it’s a must that Hands-On Mobile has a reliable source that can give us the granular data to help us track revenue-generating opportunities,” said Hands-On Mobile’s President/General Manager John Rousseau. “Telephia data on revenue performance is critical to understanding the extent of monetization of mobile game titles.”

Mobile Game Familiarity Via PCs/Consoles is a Key Purchase Driver

Four out of 10 mobile game downloaders cited familiarity with titles through other gaming platforms, such as PCs and consoles, as a critical factor when purchasing mobile games (see Table 2). This was third only to price (59%) and free-trials (48%), underscoring the price-sensitive nature of mobile phone purchasers.

“Cohesive marketing across all platforms — PC, console and mobile — is critical to a mobile game title’s overall success,” added Agarwal.

About Telephia

Founded in 1998, Telephia provides syndicated performance measurement information to the leaders of the converging communications and mobile industries, including carriers, device manufacturers, content and application providers, retailers, infrastructure vendors and investment analysts. Telephia is the industry standard measure of subscriber share, customer satisfaction, device share, network quality, revenue share, advertising effectiveness, content audience and many other key performance indicators. For further information, please visit our website at www.telephia.com or call 415-395-0500.