Annual VASland report for 2006
Buongiorno took the liberty of releasing their annual VASland report for 2006. Looking at the press release, the report devides our consumer base into three types of consumers which is beyond popular terms like early adapters, casual gamers or even male vs. female.
They kick off with the “Symbiotics”. This is about 48% of the consumer base and makes it the biggest. These consumers just can’t live without their mobile phone. With the mobile phone as a reason to live, personalisation is their main drive to download VAS products. The Symbiotic consumer is above 25 years of age and mainly downloads top 10 ringtones and personalised ringtones and wallpapers.
Second biggest are the “Fashionistas”. They represent 27% of the market for VAS products and are mostly teenagers and young adults. Since their mobile is to show-off, they want the hottest content available to be on there. This is where famous brands count when it comes to wallpapers. Also ringtones have to be music hits.
The third and smallest group is the “Rationals”. The rationals account for 25% and look at a mobile phones as just a tool in life. They love it’s functionality and look at VAS for a way of extending it. They like software applications and often subscribe to SMS and MMS.
The descriptions don’t tell much about mobile gaming behaviour. I do expect though that brand awareness at the Fashionatas also goes for games. The report did write a bit about mobile games though. Buongiorno clearly states men as our number 1 consumer according to their results.
Reebok to Sponsor EA Sports Titles
Reebok today announced it has entered into a multi-title agreement to sponsor sport games with EA. Wasting no time getting started, Reebok shoes and apparel will be featured prominently in NFL Street 2 due to release on the 26th. Along with current products, upcoming gear not yet available for sale will be in the game. This includes key pieces from the NFL licensed apparel line and the Pre-Season Bringback footwear collection.
Speaking for EA, Director of Marketing Tom Goedde said,
“Reebok is the exclusive athletic brand worn by every player in the NFL and NBA and therefore adds great authenticity to a wide variety of our video games.” Brian Povinelli, vice president of integrated marketing at Reebok, echoed the sentiment saying,
“Reebok is excited to partner with the global leader in entertainment software — EA.”
After making its debut in NFL Street 2 Goedde said to expect
“more integration in EA’s upcoming NBA Street V3.” With the player likenesses already immediately recognizable on modern consoles, seeing them in the right gear adds one more touch of authenticity to the games.