"92.5% of Mobile Game Users Want to Download Games from Various App Markets"

[Asia Economy Reporter Seol Gina] "Why isn't this game available on domestic application markets? Please list it."

A survey found that most domestic mobile game users want to download their desired games from various app markets. Amid the noticeable concentration of major game companies entering overseas platforms, there are games that are only unavailable on domestic app markets, raising concerns about 'consumer rights violations.'

According to the results of the 'Consumer Awareness and Status Survey on App Markets' released by Seoul YMCA on the 19th, a survey conducted on 1,000 mobile paid game users showed that 92.5% of respondents answered, "It is the consumer's right to be able to download the games, content, and apps they want from various app markets."

The top reason users chose an app market was 'whether the app is registered' (86.4%). Seven out of ten respondents said the reason they do not use domestic app markets such as One Store and Galaxy Store is 'because the app is not available.' Additionally, 89% of Google Play users said they would be willing to use domestic app markets if the variety of games increased.

Seoul YMCA pointed out, "It seems that game companies deciding on app market listings are not properly accommodating the demands of users who want to enjoy games while enjoying the various benefits provided by each app market."

Recently, Kim Young-sik, a member of the People Power Party, investigated the status of game content listings on app markets. Among 53 mobile games released by the three major domestic game companies?NCSoft, Netmarble, and Nexon (3N)?only 7 games, or 13%, were listed on domestic app markets. In contrast, all 53 games were listed on both Google Play Store and Apple App Store. Starting with the representative domestic game companies 3N, most games are not listed on domestic app markets, forcing domestic users to rely solely on overseas app markets.

The reasons users choose each app market are even more distinct between foreign and domestic app markets in this survey.

Among users who mainly use Google Play, 90.6% cited 'app registration status' as their primary reason for use. In contrast, 83.2% of users who mainly use One Store said the main reason was 'various benefits such as discounts and coupons' provided by the app market. Also, 67.8% of Google Play primary users said they do not use domestic app markets because 'the app is not registered,' while 75.8% of domestic app market primary users said they do not use Google Play because 'there are no benefits provided.'

There is also a growing call for all app markets to have a balanced listing of desired content to further expand consumer benefits. Among all respondents, 90.8% answered that 'fair competition among app market brands increases the benefits consumers can receive.' Among them, 61.5% cited 'activation of price and promotion competition among app markets increases consumer benefits' as the primary reason for needing to download desired games, content, and apps from various app markets.

Additionally, 88.3% of respondents said they would choose the app market with better benefits if their desired game launched simultaneously on all app markets.

This survey targeted Android smartphone users who spent more than 10,000 KRW on in-game item purchases in mobile games over the past three months (September 24?30, 2021). Among the 1,000 respondents, 87.6% primarily used Google Play, while 12.4% primarily used domestic app markets such as One Store and Galaxy Store.

Meanwhile, according to the Mobile Content Industry Status Survey, last year Google and Apple's domestic app market share reached 88% (Google 66.5%, Apple 21.5%).