Market Insight

Telefónica selects Player X for its home market

March 09, 2009

Jack Kent Jack Kent Director, Media and Advertising

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Player X Distribution, a division of UK mobile content company Player X, has launched its 100% Mobile games portal with Spanish operator Movistar, part of the Telefónica Group. Movistar is Player X's second operator partner for 100% Mobile, following its Q4 2008 launch with another Telefónica subsidiary, O2 UK. The 100% Mobile store is on the operator's Emoción portal and offers games from a range of global and local Spanish publishers. As with the UK site, the store allows for a variety of business models including try-before-you-buy, pay-per-play, rental, subscription and pay-per-download.

 


100% Mobile offers various benefits for mobile gamers including:
  • Lower entry prices: Users typically unable to afford the full download price (often younger customers on prepaid tariffs) can go for lower cost pay-per-play and rental options.
  • More consumer friendly: The try-before-you-buy option enables customers to find the appropriate games for them, rather than being put off by paying for a poor quality or unsuitable game.
Although including flexible billing methods will likely improve consumer loyalty during a period of reduced mobile games spend, without a strong marketing push it will fail to attract new customers. The number of payment options could even confuse the non-experienced gamer.
Player X expects to introduce100% Mobile to additional European operators in 2009, possibly with other Telefónica subsidiaries. The company has improved its presence in Spain following the purchase of Madrid based publisher Gaelco Moviles. Screen Digest forecasts that growth in the Spanish mobile games market will be 8.5 per cent in 2009, 15 per cent higher than the European average.

Geography
Spain UK
Organization
Telefonica
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