All They Need

Blackberry users can't get enough of their games.
This story first appeared in the September 2007 issue of Entrepreneur. To receive the magazine, click here to subscribe.

With a billion-dollar mobile game market and the growing number of BlackBerry addicts, game developers see opportunity in a new audience: 25- to 40-year-old business professionals. Increasingly consumer-friendly devices, such as the BlackBerry Pearl; targeted games like Monopoly, Poker and Sudoku; and partnerships with brands also pursuing the demographic help game-makers reach the business tool's typically higher-income users.

The BlackBerry "isn't just for business anymore," says Steve Beauregard, founder of Santa Monica, California-based mobile software development company Regard. It helps professionals manage their work and personal lives. Beauregard, 43, projects sales in excess of $1.7 million for 2007.

Robb Hecht, a marketing professor at City University of New York, cites the device's addictiveness and the many business professionals who travel for work. "They have a lot of downtime, be it in an airport, a cab or their hotel," he says, adding that brands and game-makers see opportunity in the extensive amount of time this "digital daytime demographic" spends on its BlackBerrys.

In addition, today's BlackBerry users come from the first generation of video-gamers, explains Nicholas Reichenbach, vice president of Bplay, an online entertainment portal for BlackBerry users. "You've got games like Miner 2049er that are [nostalgic] to our generation."

While developers are currently targeting mostly men, they've identified women--who are getting more into gaming--as a future audience.

View Comments (0)