M-Biz Global, which provides embedded software and content for mobiles, has revealed that around 50% of European consumers with mobile phones that carry its TryNBuy (TnB) service go on to buy a mobile game. The company says this figure dwarfs the circa 5% average figure of paid-for downloaded mobile games from operator portals and other WAP sites.
M-Biz Global says the 50% conversion rate supports Mits theory that if you give consumers compelling content that is easy to buy, then they will. With the M-Biz Global TnB Mobile solution, consumers are no more than four clicks away from unlocking the full game, having tried out a level or played for a limited time.
M-Biz Global works with all Java handsets and is now available for native games running on the Windows Mobile, Symbian and Android platforms. M-Biz Globals TnB Mobile service pre-installs full games onto handsets, with trial versions available instantly to the user. Customers can play demos of the games – either through limited game-time or limited level trials – and then post trial, have the option of buying the full game via a Premium SMS service.
The top five games in Europe during February paid for using M-Biz Globals TnB Mobile service, were, in order of popularity, Mini Golf Las Vegas; Paris Hiltons Diamond Quest; Asphalt Urban 2; Midnight Pool; and Tetris.