MGF 2010: Consumers give their views on mobile games

Jo is 30, a part-time IT student who has an iPhone, and tends to download apps more than games.

Starting with Nick, why isn't he downloading? Because he's a console gamer. "I might play Tetris on the way into work," he said. "If I was to get more into gaming while I was doing other things [commuting] DS or PSP would probably be the way I would go. Maybe the iPod is going to bridge that gap, but we'll have to wait and see as technology gets better."

Jerome next. Why does he like mobile games? He said he prefers the DS for a more solid gaming experience - flying or a long commute. "But if I've got 10-15 minutes on the train I'll go on the BlackBerry and play the preloaded games that come with it, like Brick Breaker."

He also warned - RIM take note - that ditching the trackball has made it harder to play Brick Breaker.

"You want a mindless challenge to keep you occupied on the train," he said. "Sometimes you can't get the paper out to read, but if you're in a packed tube carriage with 30 people around you, you can still get your phone out."

Jerome also described his wife as an "aspirational iPhone user" - she downloads apps for her iPod touch, and may get an iPhone when her contract is next up. "If I wasn't such a cheap bastard I'd get myself an iPhone, but my work only let us have BlackBerries. Our corporate IT haven't approved the iPhone yet as a work device..."

Hmm, IT guys' fear of the iPhone to stimulate BlackBerry gaming. Discuss.

Nick next, who said he mainly uses his iPhone when commuting. "I'll load up whatever I want to play on the walk to the station, then I'll play it when I'm waiting for my delayed train, and then play it some more when waiting for my delayed tube..."

So he literally locks up his flat, and walks to the station downloading Lite versions of games - "If I like it, I might download the full version at lunch and play it over the weekend. But it really focuses around my daily commute."

How does he discover games? "I try to read as many reviews as I can, and I talk to my friends on Facebook or forums, and get an idea of a game to download from them."

Next, Jo. Why does she go for apps more than games? "I mainly use them on the bus, so I use Facebook and Twitter to see what my friends are doing. If I was on the tube I might use games, because you don't have an internet connection [there]."

Also, most of the stuff she's downloaded has been a pound or under, or free.

Moderator Tim Harrison then opened it out to the floor for questions. First up: have the panel played Lite versions of game then bought the full versions?

Nick talks about his wife playing a pets game on his iPhone, and insisting that he buy the paid version. "Now I have to update the sodding dog every week," he said, head in hands.

Do they pay attention to mobile advertising? Nick says no. "I think I'm getting a lot of viral marketing. A friend will say something - the latest thing was a game called Sway. I've not seen any advertising for it at all, but I heard about it on a podcast, saw a demo and it was fantastic - I had to run out of my work and download it. The buzz around it was so good, it made me actively go out and get the game."

Jerome says he's clicked on some mobile ads through curiousity, although he does work in marketing himself, he admits. Was it effective though? "I'm not in the market to buy a BMW..."

Jo has seen banner ads in all the Lite game she's downloaded, but "I don't remember what any of them were for, and I don't think I've ever clicked on any."

The panel also had views on pricing, suggesting that £5 was the most they'd pay for a mobile game - partly through the sense that they're already paying £30 a month (for example) for their mobile contract.

(Has any operator considered doing a Nokia-style 'Comes With Games' unlimited tariff? Just a thought.)

However, Jerome admitted that attitudes are changing fast - people may pay more for packaged games for DS and PSP than digital games for iPhone, but as more and more stuff goes digital on all devices (music, films and newspapers as well as games), people may think differently.

However, Sean was resolute in his thinking. "A tenner is way too much to pay for an iPhone app. £5 is my limit. Although I did spend a tenner on iPhone games yesterday. I was shocked! It was my dinner money. My wife wasn't best pleased..."

Finally, how much gameplay do they expect from a mobile game, if it costs, say, £2? Sean and Jerome expect about a week's worth of play on the train - around 10 hours. Nick says four to five hours is fine for him.

And that was a wrap.