Mobile Games Survey: Nearly Half of All U.S. and U.K. Adults Are Mobile Gamers; Tablets are Bringing New Players; Freemium is on

  Mobile Games Survey: Nearly Half of All U.S. and U.K. Adults Are Mobile
  Gamers; Tablets are Bringing New Players; Freemium is on the Rise

  Third Annual Poll of Mobile Game Consumption Details Market Growth, Rising
     Opportunity Through Tablets, Shifts in Monetization and Play Trends

Business Wire

SEATTLE -- June 14, 2012

PopCap Games, a division of EA and maker of some of the world’s most popular
video games, today announced the results of its third survey of mobile games
consumption which found an overall increase in the mobile games market, a
broadening audience, new opportunities unlocked through tablets and new
developments in play and spending habits.

“Mobile games continue to vie with social games as the hottest sector of the
video game industry and that trend shows no sign of waning,” stated Dennis
Ryan, VP of Worldwide Publishing at PopCap, which derives more than a third of
its overall revenues from sales of mobile mega-hits like Bejeweled^® and
Plants vs. Zombies^™. “Smartphone adoption continues apace and tablet adoption
has added considerable fuel to the fire. Even more important, consumers are
embracing the shift toward freemium games and other add-on game content
purchases, driving the dramatic and rapid shift in the forms of monetization
being used by developers and publishers.”

The survey, conducted by Information Solutions Group, found increases in
overall usage and frequency of mobile game playing among U.S. and U.K. adults.
Projections from the data indicate that there is now an addressable market of
more than 125 million people playing mobile games in the U.S. and U.K.

Following are highlights from the survey data; full survey results can be
found here: http://www.infosolutionsgroup.com/popcapmobile2012.pdf

Mobile Games Market Expands

More people are playing mobile games: more than 4 in 10 (44%) of adults
surveyed had played at least one mobile game in the past month – an increase
of 29% compared to just a year ago. The ratio of new gamers doubled in the
last three years: In 2009, 22% were new players and this year new players
represented 44%.

Tablet devices are bringing new players: Nearly one in ten (9%) became a new
mobile gamer in the past year by playing one or more games on a recently
acquired tablet, indicating that the iPad, Kindle and other such devices have
brought approximately 11 million new mobile gamers into the fold in the past
12 months.

Almost half (46%) of all video game time is spent on a mobile device: Phones
and computers are the most common game devices (33% and 32% respectively),
with dedicated consoles trailing behind at 18%. Frequency and play time have
increased since last year: The number of people who play daily is up by 29% in
the last year, from 35% to 45%. In addition, 22% play more than 3 hours a
week, compared to 14% in 2011.

Tablets are opening up the audience, opportunities for the industry

Tablets are the new frontier in mobile games: Smartphone adoption among mobile
gamers increased 16% from 61% in 2011 to 71% in 2012. Tablets showcase massive
added potential for the industry: 36% of mobile gamers now own a tablet and
74% of the tablet gamers did not play mobile games previously.

Tablet gets a lot of play: 12% of all mobile gamers play only on a tablet;
respondents that play games only on the tablet spend 31% of their device time
on games, where phone-only players dedicate 24% of their device time to games.
People who play on both devices log more game time on a tablet (40%) than a
phone (31%).

Dual mobile device owners play more often than single device owners: 57% of
dual device owners play daily compared to 41% of single device owners. Dual
device players are more likely to be male (56% vs. 44%).

Spending and Gameplay Patterns Shift with the Rise of Tablet and Freemium

Free games and better phones are growing the market: Among the most popular
reasons cited for the increase in mobile gameplay are the availability of more
free games (70%), acquisition of a new phone with better gaming capabilities
(47%) and purchase of a tablet (25%).

Monetization patterns: general spending data shows half (51%) of mobile gamers
made mobile game-related purchases in the past year. 62% of these expenditures
were for games, while four out of every ten dollars spent was for additional
content and/or in-game currency. Players who spend money on mobile games are
largely younger than 35 (48%), tend to play multiple times a week (86%) and
are likely to own a tablet (45%). Also, mobile gamers who only play on a
tablet spent 1.5 times more on games and game content than those who only play
mobile games on a phone ($25.47 versus $16.68).

In May 2009 and 2011, ISG conducted similar studies of mobile gamers on behalf
of PopCap; where applicable, historical data from those earlier surveys is
presented below along with data from the newly completed survey.

Survey Methodology

This international research was conducted by Information Solutions Group (ISG;
www.infosolutionsgroup.com) exclusively for PopCap Games. The results are
based on 2,301 online surveys completed by members of the world’s largest
online ePanel (Toluna) in the United States and United Kingdom between April
25 and May 1, 2012. To qualify for participation in the survey, individuals
had to own and use a mobile phone. Among these mobile phone owners, 1,004 were
identified as mobile gamers (those who played a game on their mobile phone in
the past month). In addition, 712 of the mobile device owners were also
identified as smartphone owners, while 361 were identified as tablet owners.
In theory, in 19 cases out of 20, the results will differ by no more than 2.3
percentage points from what would have been obtained by seeking out and
polling all U.S. and U.K. mobile phone owners age 18 and over. Smaller
subgroups reflect larger margins of sampling error. Other sources of error,
such as variations in the order of questions or the wording within the
questionnaire, may also contribute to different results.

About PopCap

PopCap Games is the leading global developer, publisher and operator of casual
video games: fun, easy-to-learn, captivating games that appeal to all ages
across PC, mobile, social and other platforms. Based in Seattle, Washington,
PopCap was founded in 2000, was acquired by Electronic Arts in 2011, and has a
worldwide staff of more than 600 people in Seattle, San Francisco, Vancouver,
B.C., Dublin, Seoul, Shanghai and Tokyo. PopCap's games have been downloaded
over 1.5 billion times by consumers worldwide, and its flagship franchise,
Bejeweled, has sold more than 50 million units.

Bejeweled, Plants vs. Zombies and PopCap are trademarks of Electronic Arts
Inc.

Contact:

fortyseven communications:
Chris Kramer, 323-658-1200
popcap@fortyseven.com
or
PopCap Games:
Garth Chouteau, 415-602-8147
garth@popcap.com