Table of Contents
Executive Summary
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- Impact of COVID-19 on mobile gaming
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on mobile gaming, 9 October 2020
- The market
- Mobile gaming market forecasted to reach £3.6 billion by 2025
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- Figure 2: Gross mobile games revenue for App Store and Google Play Store, 2015-25
- COVID-19 adds to growth in consumer spending on mobile games
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- Figure 3: Consumer spending on App Store and Google Play Store games, 2014-19 and January-August 2020
- Major doubts over game streaming on iOS
- Companies and brands
- Game streaming via Xbox Game Pass now available to play with over 100 titles
- WHO and gaming firms partner on #PlayApartTogether
- The Witcher: Monster Slayer AR game to be available soon
- The consumer
- Over a quarter of mobile gamers play daily
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- Figure 4: Frequency of playing mobile games, July 2020
- Six in ten mobile gamers only play on smartphones
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- Figure 5: Device used to play mobile games, July 2020
- Generation Z are most interested in action games
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- Figure 6: Gaming genres played in the last six months, July 2020
- Google Stadia set to be challenged by Xbox Game Pass Ultimate
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- Figure 7: Playing game streaming services, July 2020
- Figure 8: Platforms used for game streaming, July 2020
- Continued roll-out of 5G key to success of mobile game streaming
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- Figure 9: Game streaming as a purchase driver for 5G smartphones, July 2020
- Interest in accessories point to growth in competitive gaming on mobile
- Developers can use Samsung Galaxy Store to offer cheaper in-game content
- Recording and sharing to grow audience for social gaming
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- Figure 10: Attitudes towards gaming accessories and social gaming, July 2020
Issues and Insights
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- How COVID-19 is shaping the mobile gaming industry
- Control over when to view ads in games
- Discounts on new games to reward progress
- Mobile game streamers can take advantage of video-calling platforms
The Market – Key Takeaways
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- COVID-19 boost to the market is not as big as dedicated consoles
- Android could have a key advantage over iOS with game streaming
Market Size and Forecast
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- Impact of COVID-19 on mobile gaming
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- Figure 11: Short-, medium- and long-term impact of COVID-19 on mobile gaming, 9 October 2020
- COVID-19 adds to growth in consumer spending on mobile games
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- Figure 12: Consumer spending on App Store and Google Play Store games, 2014-19 and January-August 2020
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- Figure 13: Consumer spending on App Store and Google Play Store games, July 2019 and July 2020
- Mobile gaming market forecasted to reach £3.6 billion by 2025
- Market drivers and assumptions
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- Figure 14: Gross mobile games revenue for App Store and Google Play Store, 2015-25
Market Drivers
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- Apple and Google put their foot down on Fortnite’s in-game payments
- Epic Games pushes for greater freedom over mobile game installation and payments
- Huawei offers bigger revenue share to developers to build AppGallery apps
- Major doubts over game streaming on iOS
- Potentially a key advantage for Android manufacturers
Companies and Brands – Key Takeaways
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- Game streaming platforms emerge
- The Witcher: Monster Slayer has similarities in use of AR to Pokémon Go
Launch Activity and Innovation
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- Game streaming via Xbox Game Pass Ultimate now available to play with over 100 games
- WHO and gaming firms partner on #PlayApartTogether
- Facebook rolls out new Gaming app and joins cloud game streaming market
- Forza adds new Forza Street game to franchise
- The Witcher: Monster Slayer AR game to be available soon
- Apex Legends to be available on mobile before the end of 2020
The Consumer – Key Takeaways
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- Motivate gamers to return with discounts on other titles
- Growing market for mobile gaming and esports
- Inclusion of game streaming in mobile contracts to persuade consumers to switch
Impact of COVID-19 on Consumer Behaviour
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- Consumers reserved about spending despite higher mobile gaming
- Discounts based on in-game progress
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- Figure 15: Changes to mobile gaming habits since COVID-19, July 2020
Frequency of Gaming and Device Used
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- Over a quarter of mobile gamers play daily
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- Figure 16: Frequency of playing mobile games, July 2020
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- Figure 17: Device used to play mobile games, July 2020
Types of Games Played
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- Generation Z are most interested in action games
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- Figure 18: Gaming genres played in the last six months, July 2020
Mobile Game Streaming Services
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- Google Stadia set to be challenged by Xbox Game Pass Ultimate
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- Figure 19: Playing game streaming services, July 2020
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- Figure 20: Platforms used for game streaming, July 2020
- Continued roll-out of 5G key to the success of game streaming
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- Figure 21: Reasons against game streaming, July 2020
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- Figure 22: Game streaming as a purchase driver for smartphones, July 2020
Attitudes towards Mobile Gaming
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- Interest in accessories points to growth in competitive gaming on mobile
- Developers can use Samsung Galaxy Store to offer cheaper in-game content
- Recording and sharing to grow audience for social gaming
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- Figure 23: Attitudes towards gaming accessories and social gaming, July 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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