Who is the target audience for game developers?  An unexpected answer comes from industry experts and witnesses, as well as players themselves.
The players (8:27 min, Subtitled)

The one sure trend about the mobile game industry is that it’s growing. The short shelf live of other trends makes them harder to track, but we look at how movies and celebrities are behind the wave of newest, hottest games.

Marketing mobile games won’t happen the old familiar way, via billboards or ads on buses, television, and radio. Look inside the games themselves for the most effective and exciting way to market this business.

A lot is happening in mobile gaming these days. New and more advanced games are attracting a whole new audience – even your grandmother should want to play. And pervasive gaming, which blurs the boundary between the real and cyber worlds, is being introduced. If you think that is just fantasy, think again!

The marriage between Sony and Ericsson has not only resulted in some very popular music and imaging content. With its high-quality 3D games and player-friendly devices, the company has become a serious player on the world gaming market.

With multiplayer gaming a popular activity among PC and console gamers, it is just a matter of a short time before it takes off in the mobile world, insiders say.