SPOTLIGHT: Mobile games struggle to find an audience

As mobile gaming matures, it is becoming clear to many game publishers and analysts that this market segment is not nearly the powerhouse performer it could be. Many believe the fault lies in the industry's inability to connect with consumers and promote their games. "It's a big issue that two-thirds of the population doesn't know they can download a mobile game," says Telephia's senior director of mobile media Jerry Rocha. "It has to come down to promotion and modeling. If you're going to educate a market you have to make a promotion out of it." Feature