2013 is over and 2014 well on its way. It is time to look back how Location based games for tablets. performing.
Here is a basic case study from a company that implemented Tablet game on Loquiz platform in 2012. It is a case study about a specific company and not a market as a whole, but hopefully gives some indications of where the market might be heading.
Tablet games first appeared in 2012 and have been quite successful throughout 2013. It has brought sales increase, but also strongly competed with GPS/map based games in their portfolio. Reasons for that are two fold: 1) novelty – customers tend to prefer novel games 2) ease of preparation – instructors tend to prefer easy to provide solutions. New platform opens companies to innovation in more than one way.
Included graph shows the number of games sold in a year. It only includes games that can be carried out with one instructor. Group sizes vary from 10 to 60 pax, with some being higher than 100 pax.
Tablet games include only one Loquiz strategy (Snakes and Ladders) game. GPS/map games contain several games that include navigation using dedicated GPS devices and/or paper maps. Blue area are other games, like photohunts etc. where navigation is not of main concern.
Quick look on the graph shows that:
1. New games have heavily contributed to the sales growth (even though the competitive situation has become tougher)
2. GPS/map games are losing on tablet games – there are several reasons for that
3. Rest of the games have been largely selling on the previous years level.
What is behind the fact that one tablet game contributes to more than half of games portfolio? It is worth mentioning that quite often new games struggle to sell among older and established ones in the portfolio. Here this is not the case. So what contributes to the sales success?
Some claims from instructor interviews:
All in all it seems that reasons are three fold
1. Easier to sell because of the novelty factor and capability to run good demos
2. Surprisingly less intimidating to players than conventional means
3. Less hassle to prepare and carry out
Of those three it seems that third factor is strongest – ease of preparing and running an event.
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