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Mobile Gaming Tracking Program
 GfK Audits & Surveys has initiated a syndicated weekly tracking program to measure the mobile game offerings of the major MNO’s and MVNO’s in the U.S. This is part of a global GfK initiative that already includes eight other countries in Europe and Asia. The program measures not only every individual title being offered on the WAP portals of each of the major wireless service providers in each country but it also reports on the quality of those offerings in terms of where they appear, how frequently and whether or not they are being promoted.
Conducting "Store Checks" on WAP Portals
- “Fieldwork” is conducted by GfK employees in each country via a direct audit of mobile game offerings surfing each wireless operator’s mobile internet portal (WAP/GPRS) utilizing a representative sample of various handsets
- At least 3 models of handheld devices are used per operator for monitoring: the models are selected based on technology levels (low, mid, high-end), popularity and brand offerings from each operator
- Reporting is on a weekly basis and promotions (pictures, banners), which have the potential to change every day, are monitored daily
- The key measure for each available game is the number of clicks required on the mobile device to locate the downloadable game; starting at the home page of the WAP portal (click 0) each following page/screen is recorded as an additional click. For reporting purposes, five levels of click are displayed – 0, 1, 2, 3 and 4+
- The sample in the U.S. consists of the WAP portals of the top four operators – Cingular, Verizon Wireless, Sprint/Nextel and T-Mobile – and represents approximately 80% of all cellular subscribers.
- Each of these operators is monitored on a daily basis from Monday through Friday each week.
Reporting
Weekly results are delivered to our clients via electronic GfK QuickView Report Files (in Excel) on the Tuesday following the week being measured. The QuickView File contains:
- RUNNING REPORT: Trended weekly periods up to and including the current week are displayed in columns across the page, for a single marketing fact
- STANDARD REPORT: Separate marketing facts are displayed in columns, for the current period
- SEGMENTATION BY OPERATOR/PORTAL: Providers and portals are displayed in columns, for the current period and a single marketing fact
- SEGMENTATION BY PRICE BAND: Price bands (<$1.00, $1.00-1.99, $2.00-2.99, …, ≥$10.00) are displayed in columns, for the current period
- HIT-LIST: Ranked listing of the top publishers/titles sorted per one fact but with other marketing facts displayed for the current period
Reporting Examples
Number of Mobile Gaming Titles Available and Average Price
Weighted Distribution of Mobile Gaming Titles by Publisher
Hit List of Top Mobile Gaming Titles
The GfK Advantages
- Rigorous methodology assures accuracy and consistency across all countries
- Superior database organization, structure and warehousing within GfK’s proprietary StarTrack™ system
- Reporting that is fast, insightful and complete
- Global coverage
- Research driven – every aspect of the program is managed by dedicated GfK research team professionals
- Competitive pricing
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