New Survey Finds BlackBerry® Devices & Smartphones Arent Just for Email Anymore Entertainment is the Killer Application

More than 90% of Respondents Unlikely to Switch Back to Traditional Handset, Citing Superior Smartphone Entertainment Experience

Game Developers Conference 2008

SAN FRANCISCO--(BUSINESS WIRE)--In an expansive market research survey released by Magmic Games and Information Solutions Group (ISG), users of mobile entertainment products on smartphone devices responded overwhelmingly that smartphone devices provided a superior entertainment experience than traditional feature-phone handsets. The results also indicate that playing games on smartphone devices is becoming the dominant method of gaming for those users compared to other gaming platforms. The survey results represent more than 3,750 consumers that have purchased games, themes, music and other entertainment products for BlackBerry® devices or other smartphones.

“The results suggest that positive entertainment experiences on devices are a critical factor in product adoption and loyalty. As a result, it is important for mobile carriers, OEMs and entertainment publishers to continue efforts to offer compelling entertainment products to mobile customers.”

Key findings of the survey:

  • 90 percent of respondents who play games felt that gaming on a BlackBerry® device or other smartphone device was a superior experience to that of a traditional feature-phone device
  • 91 percent of respondents who prefer playing games on a BlackBerry® device or other smartphone device said that they would be unlikely to switch back to a traditional feature phone for entertainment products, citing the better image quality, larger screen size, easier controls and easier product downloading all as important factors
  • Over half (51 percent) of respondents said that they played games on their BlackBerry® device or other smartphone device more than on any other type of gaming platform/hardware (computer, console, handheld, arcade, etc.); among women only, this figure was 60 percent
  • 83 percent of respondents fell within the 22-49 age segment

This survey speaks volumes about the powerful riptide smartphone and BlackBerry® devices are creating in the mobile entertainment market, said Nicholas Reichenbach, executive vice president of publishing for Magmic Games. The results suggest that positive entertainment experiences on devices are a critical factor in product adoption and loyalty. As a result, it is important for mobile carriers, OEMs and entertainment publishers to continue efforts to offer compelling entertainment products to mobile customers.

Other results from the survey:

  • 65 percent of BlackBerry® device or smartphone users purchase a mobile entertainment product (games, themes, music or other products) at least once every three months
  • 45 percent of respondents earned an annual household income of $100,000 U.S. or more; 63 percent work as business executives/professionals
  • Puzzle games (e.g. Tetris, Sudoku) were identified as the most popular game genre, with 60 percent of respondents reporting that they enjoyed those types of games
  • 41 percent of respondents indicated that they played games during their workday, with 69 percent doing so primarily during lunch or other official breaks
  • 79 percent of those that play games at work said that they felt more relaxed and less stressed out after playing mobile games, by far the most cited feeling produced

Respondents were offered 50 percent off their next purchase to complete the survey. Additional information from the survey is available upon request.

(a) ISG conducted the online survey exclusively for Magmic Games, Inc., a worldwide developer and publisher of mobile games and entertainment across all mobile platforms. Magmic Games owns and operates Bplay.com, a direct-to-consumer BlackBerry® device shopping portal, and offers other smartphone products through Magmic.com. Randomly selected users were polled from January 25, 2008, through February 2, 2008. Of the total group surveyed, 70 percent of respondents were male, 30 percent female.

About Magmic Games

Magmic Games is a world leading developer and publisher of mobile entertainment with over 80 titles in action, sports, casino, puzzle retro and multiplayer genres across a variety of mobile platforms. Magmic publishes a full range of content, from original IP to partnering with top entertainment publishers including THQ Wireless, Glu Mobile, Hands-On Mobile, PopCap Games and Konami. Magmic houses some of the biggest titles in the game industry such as Brain-Up, Texas Holdem King, Phase 10, Frogger®, Monopoly® Tycoon, Call of Duty®, Chuzzle, Miner 2049er, Breeders Cup World Championships, World Poker Tour®, the NBA® and NFL®.

About Bplay

Owned and operated by Magmic Games, Bplay is a leading entertainment portal that offers a robust suite of content that includes games, music, graphics, themes and lifestyle applications, tailored expressly for the BlackBerry® device audience. The product offers a white-label solution for carriers to direct customers to a branded Web store front and an on-deck icon for easy downloading of content. For more information on Bplay, visit www.bplay.com.

Trademark Disclaimer: Research In Motion, the RIM logo, BlackBerry, the BlackBerry logo and SureType are registered with the U.S. Patent and Trademark Office and may be pending or registered in other countries - these and other marks of Research In Motion Limited are used under license.

Contacts

mPRm Public Relations for Magmic
Megan Kellett / Zella Panossian, 323-933-3399
mkellett@mprm.com
zpanossian@mprm.com

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