How To Increase Global Market Reach And Exposure For Mobile Applications And Wireless Gaming

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The way in which people communicate, spend their leisure time

, shop and work have changed fundamentally with the proliferation of smartphones. Mobile applications (or simply apps) and wireless gaming are both growing industries as a result of the move towards smartphones. The market's global reach means businesses need to ensure their products are translated and localised to make the most of markets overseas.

According to Googles Understanding the Mobile Consumer report, the US smartphone penetration has now reached 44 percent, up from just 31 per cent in the first quarter of 2011. This demonstrates remarkable growth and suggests that the majority of cell phone users will be smartphone users before long. Whilst people are using their smartphones, 63 per cent are playing games and almost all are downloading and using apps. On average, each smartphone stores 28 downloaded apps.

Separately from smartphones, but increasingly linked is the growing gaming market internationally. In terms of the gaming software market in the US, the industry grew by 9.1 per cent in 2011 alone, to reach a value of $13.1 billion. However, this accounts for just 34.3 per cent of the global market- with Western Europe taking the lead in terms of market share.

According to Datamonitor, in France for example, the market grew by 13.1 per cent last year and is expected to grow 50 per cent to a value of $3.7 billion by 2016. France already accounts for 18.5 per cent of the European market. Germany and the UK are also nations that love wireless gaming. These markets are set to grow by 10.5 per cent and 7.4 per cent between 2011 and 2016 respectively. By 2016, both of these markets will be worth around $4.3 billion.

These figures illustrate why mobile app and wireless gaming industries need to ensure that their products have global appeal and are localised and translated for use internationally. Translating and localising the application and/or game, platform and the content are vital in reaching users in North America, Europe and beyond not only opens up huge potential for more downloads and sales, it also introduces opportunities for sponsorship deals and advertising on an international basis.

Increasingly, smartphone users are multi-tasking their media by using their smartphones whilst watching the TV. Gaming and app companies with global reach can use this opportunity for integrated media advertising. Sponsorship programs are also a major source of income for mobile app and gaming developers. It is widely expected to be the most lucrative sector of the wireless gaming industry going forward and brands will only be able to home in on this opportunity if they have an international reach via their localised products.

There have been a handful of major success stories prompted by a brands willingness to fully embrace a globalised product. Rovios Angry Birds mobile game, for example, has been a huge success. It reached a remarkable 50 million downloads, but instead of resting on its laurels, the company upped its goal to 100 million downloads.

Rovios focus on updating the offering and localising content, advertising and sponsorship means that it has taken the Angry Birds brand much further. Peter Vesterbacka, the creator of the game told Google, Angry Birds is the first example of a brand that was created on the mobile side and is now going everywhere.

By working with a translation service that is ISO-accredited and has extensive experience in mobile translation services, such as Merrill Brink, mobile applications and wireless game developers can ensure their product is as global as the market.

About Merrill Brink International

Merrill Brink International (www.merrillbrink.com) is a leading provider of complete translation and language solutions for global companies and law firms, with special expertise in serving the legal, financial, life sciences, software, heavy machinery and corporate markets. A proven leader with more than 30 years of experience, Merrill Brink offers a wide range of language solutions including translation, localisation, desktop publishing and globalisation services.

Merrill Brink is recognised in the industry for its commitment to quality and its pioneering approach of leveraging technology to reduce costs, eliminate redundant processes and accelerate translation life cycles. Merrill Brink is certified to ISO 9001:2008; ISO 27001:2005 and ISO 13485:2003, and registered to EN 15038:2006 and ISO 14971:2007. Together, these standards provide assurance that the most stringent process and quality standards for translation are followed. Merrill Brink International is a wholly owned subsidiary of Merrill Corporation.

For more information, please contact Merrill Brink at eurosales@merrillbrink.com or in Europe, call 353-(0)91-393000 or in the U.S., call 800-688-4400; Web: http://www.merrillbrink.com

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