Why mobile gaming is the future of leisure time
And what marketers can learn from new research about the motivators of play
A recent history of gaming
According to Newzoo, the mobile gaming industry is expected to top $100 billion by 2021, achieving a decade of double-digit growth. And it generated more than 50% of the global games market last year.1 How did such a young industry grow so fast? One way was by offering more payment options, some of which don’t even require a purchase.
Players get benefits like points and extra lives for watching a video ad, keeping them in the game.
Subscriptions are a big trend, with more than 70% year-over-year growth in games subscribers on Google Play.
From coins to catapults, in-app purchases (IAP) of virtual goods are made electronically.
Players can barter, share, or compete to win each other’s virtual goods in social games.
How mobile won our free time
According to eMarketer, mobile is expected to top TV in terms of daily screen time this year.2 Many of us will spend that time gaming. Those of us who use gaming apps spend an average of 6.5 hours a week on them, and 78% use them daily.3 Most say they play to “pass the time.”4 That’s where mobile has a clear advantage: Unlike TV, we can take our phones anywhere.
Meet the Genre Gamers
To understand what motivates mobile gamers, Google and Kantar TNS surveyed more than 3,500 of them across six countries. Three mindsets emerged, each tied to a different game genre.
Casual Gamer
Candy Crush
Gardenscapes
Subway Surfers
Strategy Gamer
PUBG Mobile
Arena of Valor
Clash Royale
Fantasy Gamer
Fate/Grand Order
Dragon Ball Z
Ragnarok M
Genre Gamers play for different reasons. Your quest? Find out how they play and why.
Level one complete
You’re ready for your next adventure. But first, take a closer look at the top two motivators of play for each type of gamer. Beyond just passing the time, their answers provide insight into the needs they look to fulfill when they select a game. Get familiar with those needs so you can easily spot them — and meet them.
Casual Gamers
Play games:
Strategy Gamers
Play games:
Fantasy Gamers
Play games:
Source: Google/Kantar TNS, 2018 Global Mobile Gamer Behavior and Attitude Report, n of 3,611 mobile gamers aged between 18–49 in U.S., U.K., Germany, Japan, Korea, and Indonesia across three game genres (Casual: n=1299, Strategy: n=1218 and Fantasy: n=1094), 2018.
Find the dragon egg to unlock the bonus.
Level two complete
You’re on a roll. But before you head to the castle, make sure you understand the top three motivators that keep mobile gamers engaged. (Tip: Nobody likes a game that crashes.)
Casual Gamers
Keep playing games that:
Strategy Gamers
Keep playing games that:
Fantasy Gamers
Keep playing games that:
Source: Google/Kantar TNS, 2018 Global Mobile Gamer Behavior and Attitude Report, n of 3,611 mobile gamers aged between 18–49 in U.S., U.K., Germany, Japan, Korea, and Indonesia across three game genres (Casual: n=1299, Strategy: n=1218 and Fantasy: n=1094), 2018.
Find the gem to unlock the bonus.
Level three complete
You’re almost there! Before you collect your prize, make sure you know the top reasons players pay — and what they pay for — in each genre.
Casual Gamers
Strategy Gamers
Fantasy Gamers
Source: Google/Kantar TNS, 2018 Global Mobile Gamer Behavior and Attitude Report, n of 3,611 mobile gamers aged between 18–49 in U.S., U.K., Germany, Japan, Korea, and Indonesia across three game genres (Casual: n=1299, Strategy: n=1218 and Fantasy: n=1094), 2018.
Find the bag of gold to unlock the bonus.
You’ve unlocked the secrets of play and pay
Use them wisely by applying these tips to your mobile strategy.
Sources (15)
- 1 Newzoo, Global Games Market Report, April 2018
- 2 “Mobile Soon to Pass TV in Time Spent.” eMarketer, April 2018
- 3 Google/Ipsos Mori, “Something for Everyone,” Global, n of 12,301 smartphone users, aged 18–64, across the U.K., U.S., France, Germany, Italy, and the Netherlands, 2017.
- 4-8 Google/Kantar TNS, 2018 Global Mobile Gamer Behavior and Attitude Report, n of 3,611 mobile gamers aged between 18–49 in U.S., U.K., Germany, Japan, Korea, and Indonesia across three game genres (Casual: n=1299, Strategy: n=1218 and Fantasy: n=1094), 2018.