Pricing and Monetization Trends for Kids Games on the App Store

Smartphones and tablets have changed the games industry. The most popular games are free and in-app purchases are mainstream. But is this the case with children’s games? To find out we’ve combed Apple’s App Store to see the affect free-to-play has had on games for young children and to provide a guide to how to price your children’s mobile game or app.

You can view our report on the kids’ app market below. Below that is a copy of an interview we’ve done with Kidscreen on kids’ mobile games and in-app payments. We go into our report in more detail and suggest the most effective ways to monetize mobile games for young children.

Read More>

Highlights from Ofcom’s Global Media and Communications Report

Mid-December saw Ofcom release their Global Media and Communications report. The report compares the UK’s media and communications activity with that of the rest of the world, it’s quite detailed and very long. If you want to read it for yourself you can do so here. To save time we’ve picked out a few of our favourite charts, specifically related to the mobile market. These charts don’t relate to mobile use by children, but it does provide valuable insight into the country they’re growing up and the behaviour of their parents, who often hold the digital purse strings.

If you liked this report you might also want to check out our breakdown of Ofcom’s review of public service broadcasting, with a focus on children’s media consumption.

Owner and personal use of devices (smartphone, tablet, laptop, desktop, digital radio)

Despite all the attention paid to tablet devices, in the UK they rank below smartphones, laptops, and desktops for ownership. In the report Ofcom states: “In the US and the UK average time spent browsing on a laptop or desktop has fallen significantly since 2012: time spent browsing on these devices fell by nine hours per user in the US and seven hours per user in the UK. This may be due to users in these countries substituting mobile browsing for laptop/desktop browsing. 

“The laptop and desktop active audience is getting older in our comparator countries. People aged over 55 made up the largest proportion of laptop and desktop users in most of our comparator countries. In the UK, a quarter of users (25%) were over 55, up two percentage points since August 2013.”
Read More>

Breaking Down Ofcom’s Report on Kids’ Media Consumption

On Monday Ofcom released their third review of public service broadcasting, examining the public’s consumption of public service broadcasting channels (TV and radio) and their competitors. We’ve examined the report, picked our top findings and charts, and summarised them below, paying specific attention to young people’s media consumption, both digital and traditional. If you want to read the whole document you can get it here.

Next week we’re going to look another recent Ofcom report, this time comparing the UK’s media consumption to the rest of the world. You can keep up with our work by signing up for our newsletters, This Week in Mobile Games and This Week in Youth Insight.

Household Take-up of Digital Communications/AV Devices 2003-2014

This graph highlights the growth and decline of media devices, including Digital TV, MP3 players, and E-readers. Smartphones have now been taken up by more than 60% of households while MP3 players have declined to below 35%.

Read More>

The Best Mobile Gaming Stories of 2014: Part 2

What a year it’s been for mobile games. When it began we were using our phones to become best friends with Kim Kardashian and by the end we were strapping them to our face to experience the wonders of virtual reality. To mark the end of 2014 we’re bringing together the ten best stories from the past six months (we did the first six months earlier in the year).

These articles are the most popular stories featured in our This Week in Mobile Games newsletter, providing insight on how topics including Kim Kardashian became the biggest name in mobile gaming, trends in monetization, design tips from the ‘best worst game of the year’, and plenty of info on app store optimisation and user acquisition.

If you haven’t signed-up for TWICG yet, click here and get the week’s most insightful casual game articles sent to your inbox in one handy weekly email. 

Why Hay Day Fails at Player-to-player Economies

During his talk at this year’s F2P Summit Vili Lehdonvirta of the University of Oxford dared to criticize Supercell for their inability to include player-to-player economies in Hay Day. According to Lehdonvirta player-to-player economies can improve a game’s retention and make a developer’s life much easier. Find out what he said by visiting Pocket Gamer.
Read More>

Inspiring Creativity: The Development of Night Zookeeper

This is a guest post by Josh Davidson, founder and MD at Night Zookeeper. Their game,  Night Zookeeper is a new online game that looks to inspire children to create, whilst being a free game with no advertising.

Night Zookeeper is a story about a young zookeeper exploring a strange Night Zoo and encountering magical animals. Eventually, the zookeeper must battle the evil Lord of Nulth, who has declared war on imagination. Children unlock pages of this story with their own creative illustrations and parents can reward them via email as they go. Night Zookeeper was developed with consultancy from Dubit.

In developing the game we drew inspiration from our in-school user testing with approximately 10,000 children, refining a series of prompts to get them excited and flexing their creative muscles. On top of this an additional 25,000 children in the UK, Canada, USA, Japan and South Africa have given feedback on the game after playing it.

Alongside the website, Night Zookeeper sends parents weekly, curriculum linked educational activities that children can complete away from their computer screens. Kids also receive stickers, a poster and a t-shirt in the post for a monthly subscription of £5 (US$7.99).

I’d like to use this post to talk you through three key parts of the game’s development: how we decided on the correct business model, how and why to implement parental sharing and how to inspire creativity.
Read More>

Kids Tell us why They Love Kim Kardashian: Hollywood

Last time we looked some of the reasons why Kim Kardashian: Hollywood has become one of the biggest mobile games of the year, with annual earnings expected to reach $200m. Now we’re going to let the kids tell us what they think. We spoke with four Kim Kardashian: Hollywood fans to ask them what got them playing the game, what they thought about it and whether they’ve spent any real money on it.

The kids are Melaine and Amy, both 16 and from England, Remington (Remy), who’s 13 and from America, and Lena who is 15 and lives in Norway. All the girls had been playing the game for between three and four weeks.

Read More>

How the Kim Kardashian Game Will Make $200m!

How does a game starring Kim Kardashian, one that many journalists are laughing at, stand to generate $200m by the end of the year? We wanted to find out, so we spent a couple of hours playing Kim Kardashian: Hollywood, meaning you don’t have to. But we’ve not been doing it alone. We’ve also been speaking with four teenagers about their experiences with the game to find out what they love, what they hate and how they found out about it in the first place.

First let’s put these numbers into perspective. Of the $200m Kim Kardashian: Hollywood is expected to gross, the Kanye-marrying socialite is to take home $90m! When you consider that as of June this year her estimated net worth was estimated to be $45m it’s clear that Kim Kardashian: Hollywood is big business, even for someone who spent $150,000 on hair and makeup for her wedding.

Kim isn’t known for her coding skills but according to the Wall St Journal she has been, and still is, heavily involved in the game’s development. Between them Kim and Glu Mobile (the developer) have managed to create one of the biggest mobile gaming success stories of the year. We wanted to know how they turned all those players into payers!

Read More>

The Hubris of Youth: What Ofcom’s Report Really Says About Young People and Digital Media

The Ofcom Communications Market Report caused a stir earlier this month. The Guardian, a British broadsheet, stated that “six-year-olds understand digital technology better than adults.” This isn’t entirely true, it reminds of the quote (wrongly) attributed to Mark Twain:

“When I was a boy of fourteen, my father was so ignorant I could hardly stand to have the old man around. But when I got to be twenty-one, I was astonished at how much he had learned in seven years.”

I imagine a similar picture plays out across the country today: children wonder why their parents don’t understand Minecraft, why they don’t watch ‘TV’ on YouTube, and why they still send SMS and email!

It’s easy to see how The Guardian reached their conclusion, Ofcom said: “six year olds claim to have the same understanding of communications technology as 45 year olds.” But even this is deceptive. The children weren’t asked if they were more or less tech-savvy than a 45 year old, what they, and all the respondents, did was complete a survey to obtain a ‘Digital Quotient’ score. This wasn’t so much a test, but a series of questions asking respondents how confident they felt about the use of technology. It’s almost like the question was setup to spot misplaced hubris!
Read More>

How Young Early Adopters Share new Entertainment

At this year’s Children’s Media Conference we presented new research that examined how young people find a share new entertainment, whether that’s a new TV show, vine, movie, or a song on Spotify.

The aim of the research is to help IP owners identify their early adopters (who they are and what they do) and to be able to optimise their launch strategy with early adopters in mind.

The work draws upon a number of studies involving quantitative and qualitative research, carried out by Dubit and Sherbert with over 5,000 adults and children in the UK the US.

You can view the presentation below.
Read More>

The Ten Best Casual Gaming Articles of 2014 – Part 1

So far this year readers of our TWICG (This Week in Casual Games) newsletter have wanted to find out more about Flappy Bird, how to retain users, and make more money from those playing their games. We know this because we’ve been looking at which stories have been clicked the most so we can put the ten most popular into this blog post. Other stories that caught our readers’ attention looked at Candy Crush, Clash of Clans and nearer the end of the year our virtual reality.

If you haven’t signed-up for TWICG yet, click here and get the week’s most insightful casual game articles sent to your inbox in one handy weekly email.

For now, here are the ten stories that our readers have clicked on more than any other over the past six months.

How Flappy Bird Became an Overnight Success

At the start of 2014 Flappy Bird became the biggest game on the app stores, had a mysterious and elusive developer and took over the Dubit office. Most interesting of all, nobody saw it coming! So how did such a simple game, from a developer nobody had heard of before, make it to the top of the charts? Techcrunch spoke to the game’s creator to find out. As well as reading the article also check out the comments section for other possible explanations.
Read More>