Table of Contents
Executive Summary
-
- Top takeaways
- Market overview
-
- Figure 1: Global mobile gaming revenue, 2018-20
- Impact of COVID-19 on mobile gaming
-
- Figure 2: Short-, medium- and longer-term impact of COVID-19 on gaming and mobile gaming, September 2020
- Opportunities and challenges
- COVID-19 has deepened consumers’ relationships with mobile games
-
- Figure 3: Attitudes toward mobile gaming since COVID-19, August 2020
- Preparing early adopters for cross-platform gameplay
-
- Figure 4: 5G adoption and consideration, all vs mobile gamers, August 2020
- Casual games reach the most players but don’t require much engagement
-
- Figure 5: Mobile gaming genres played, August 2020
- Freemium model brings big spenders
-
- Figure 6: Reasons to spend money in games and amount spent on mobile games in a typical month, August 2020
- Mobile ads work when players are rewarded
-
- Figure 7: Watching mobile ads for rewards, August 2020
The Market – Key Takeaways
-
- Mobile revenue won’t be slowed by COVID-19
- Smartphones drive mobile gaming
- Tech advancements impact mobile gaming market
- Partnerships extend the reach of mobile gaming
Global Mobile Gaming Market Size
-
- COVID-19 can’t stop significant growth in global mobile gaming
-
- Figure 8: Global mobile gaming revenue, 2018-20
- US implications for mobile gaming
-
- Figure 9: Key drivers affecting growth of the mobile gaming market, 2019-25 (prepared in September 2020)
- Impact of COVID-19 on mobile gaming
- Lockdown
- Re-emergence
- Recovery
-
- Figure 10: Short-, medium- and longer-term impact of COVID-19 on gaming and mobile gaming, September 2020
- COVID-19: US context
- Learnings from the last recession
- Leisure and entertainment spending held strong
-
- Figure 11: Consumer spending on leisure and entertainment, by market segments, at current prices, 2000-25
- Smartphones proved to be a positive alternative to feature phones
-
- Figure 12: Annual % change in US mobile phone sales – Smartphones and feature phones, 2008-11
Global Mobile Gaming Segment Performance
-
- Smartphone gaming drives the majority of mobile gaming revenue
-
- Figure 13: Global mobile gaming revenue, by segment, 2020
- In-game spending driven by strategy and action games
-
- Figure 14: Top mobile games, by worldwide revenue, July 2020
Market Factors
-
- COVID-19 has increased time spent on mobile gaming
-
- Figure 15: Attitudes toward mobile gaming since COVID-19, August 2020
- Mobile gamers will be among the first to adopt 5G
-
- Figure 16: 5G adoption and consideration, all vs mobile gamers, August 2020
- Unlimited data is standard for most gamers
-
- Figure 17: Mobile data plans of mobile gamers, August 2020
- Apple’s push for gaming leads to legal struggles with gaming giants
Market Opportunities
-
- Partner with mobile game developers
-
- Figure 18: @tennisclash Gucci Instagram post, May 2020
- Work with mobile gaming hardware to appeal to hardcore gamers
- Gaming phones
- Gaming accessories
-
- Figure 19: @razer Kishi Instagram post, August 2020
- Make mobile games for women, by women
- Grow mobile gaming through mainstream entertainment
- Leverage nostalgia in the mobile age
- Gamify traditional sports offerings
- Capitalize on retail holidays
Companies and Brands – Key Takeaways
-
- Apple takes a bite out of competition
- Expanding the possibilities of mobile gaming
Market Share
-
- Apple is the primary destination for smartphone gaming, while Samsung dominates Android market
-
- Figure 20: Brand of smartphones used for gaming, August 2020
- Tablet market share has stiffer competition for Androids
-
- Figure 21: Brand of tablet used for gaming, August 2020
Competitive Strategies
-
- Doubling down on competitive mobile games
- Cloud gaming should open up cross-functional gameplay
- Subscription gaming finds a way to work
- Investments flowing into mobile gaming
- Utilizing 5G for mobile-focused events
The Consumer – Key Takeaways
-
- Mobile gaming drives US gaming audience growth
- Casual games bring in the largest crowd
- Free to play doesn’t mean money can’t be made
- Console and computer gamers appreciate versatility of mobile
- Non-gaming brands can look between levels to reach gamers
- It’s important to balance casual and dedicated mobile gaming interests
- Segmentation highlights unique opportunities among mobile gamers
Who Plays Mobile Games?
-
- Share of adults who play video games is growing
-
- Figure 22: Share of US adults who play video games, any device vs mobile devices, 2018-20
- Mobile attracts the largest audience
-
- Figure 23: Gaming devices used, August 2020
- Mobile gaming closes gaps in key demographics
-
- Figure 24: Profile of mobile gamers, by key demographics, August 2020
- Gamers don’t only play on mobile devices
-
- Figure 25: Mobile gamers – Exclusives vs non-exclusives, August 2020
- Gaming is a daily habit
-
- Figure 26: Mobile gamers’ frequency of gaming, August 2020
- Casual gaming is common
-
- Figure 27: Mobile gamers’ reasons to play video games, August 2020
Mobile Gaming Genres Played
-
- Most players want games to pick up and put down easily
-
- Figure 28: Mobile gaming genres played, August 2020
- In their words: the appeal of casual games
- Casual game preferences differ by gender
-
- Figure 29: Mobile gaming genres played – Select items, by gender, August 2020
- Younger mobile players get more adventurous
-
- Figure 30: Mobile gaming genres played – Select items, by age, August 2020
Mobile Gaming Purchases
-
- Free games dominate, but many players still make mobile purchases
-
- Figure 31: Mobile gaming purchases, August 2020
- Android gamers drive purchases
-
- Figure 32: Mobile gaming purchases, by brand of mobile device, August 2020
- Big spending among mobile payers
-
- Figure 33: Amount spent on mobile games in a typical month, August 2020
- Spending money to build up abilities
-
- Figure 34: Types of in-game mobile purchases, August 2020
- In their words: spending within games
Mobile vs Consoles and Computers
-
- Console/computer gamers see mobile gaming as equal
-
- Figure 35: Attitudes toward mobile vs console and computer gaming, by mobile gamer segments, August 2020
- Convenience gives mobile gaming the greatest appeal
-
- Figure 36: How mobile gaming is better than console/computer, August 2020
- Games will lead mobile gamers to consoles/computers
-
- Figure 37: Factors to bring mobile gamers to consoles/computers, August 2020
- In their words: differences between mobile and console/computer gamers
Advertising in Mobile Games
-
- Rewards bring mobile gamers to pay attention to ads
-
- Figure 38: Watching mobile ads for rewards, August 2020
- Mobile ads get players’ attention
-
- Figure 39: Effectiveness of mobile gaming advertisements, August 2020
Attitudes toward Mobile Gaming
-
- The appeal of mobile gaming is far reaching
-
- Figure 40: Attitudes toward the appeal of mobile gaming, August 2020
- Mobile gamers are homebound and attentive
-
- Figure 41: Attitudes toward mobile gaming routines, August 2020
- Players want to be the best while staying relaxed
-
- Figure 42: Attitudes toward relaxation and skill in mobile gaming, August 2020
- It doesn’t take money to make a mobile game good
-
- Figure 43: Attitudes toward mobile gaming payments and data usage, August 2020
Mobile Gamer Consumer Segments
-
- Factors
-
- Figure 44: Mobile gamer segmentation, August 2020
- Mobile Investors (30%)
- Demographics
- Characteristics
- Opportunities
-
- Figure 45: Profile of Mobile Investors, August 2020
- Mobile Meditators (25%)
- Demographics
- Characteristics
- Opportunities
-
- Figure 46: Profile of Mobile Meditators, August 2020
- Mobile Tourists (24%)
- Demographics
- Characteristics
- Opportunities
-
- Figure 47: Profile of Mobile Tourists, August 2020
- Mobile Influencers (21%)
- Demographics
- Characteristics
- Opportunities
-
- Figure 48: Profile of Mobile Influencers, August 2020
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Mintel Trend Drivers
-
-
- Figure 49: Mintel Trend Drivers and Pillars
-
Back to top