Marketing 50

Jamdat Mobile

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Jamdat Mobile took a key customer insight and scored a strike with one of its first products: a bowling game for the mobile phone.

Minard Hamilton, 42, exec VP-sales and marketing, says most electronic games are conceived, created and played by young males. But Jamdat executives realized that the mobile phone had a kinder, gentler and more mainstream audience, and one that included a large percentage of women.

Since then, Jamdat consistently has held four out of the top 10 video game titles, among them Tetris and Downtown Texas Hold 'Em, according to mobile researcher Telephia. Not bad for a category with current global revenue of $2.6 billion, which is expected to grow to $11.2 billion by 2010.

Mr. Hamilton, formerly at ESPN's Internet Group, has engineered strategic distribution deals for Jamdat Mobile, including one in which Sprint and Cingular Wireless sub- scribers are able to purchase games at RadioShack stores.

It all spells doom, he says: Doom as in the video game Jamdat Mobile just released for the cellphone.

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