Mobile gaming sudience in 2022: How to reach them and boost your sales?

Mobile gaming sudience in 2022: How to reach them and boost your sales?

In Zorka.Company, we imagine that understanding the motives of an viewers is the important thing to attaining any enterprise objective. In terms of the cellular gaming viewers, realizing why folks play will assist create the best advertising campaigns.


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At this time’s article presents the newest stats on cellular gaming audiences: who they’re, when and why they play cellular video games. We’ll additionally share some suggestions on how app builders and entrepreneurs may finest attain this viewers.

Who performs cellular video games?

There are 3.9 billion cellular customers worldwide (Newzoo). In accordance with GWI, 100% of respondents confirmed that they use cellular units for video games. So doubtlessly each smartphone person at this time performs cellular video games.

53.6% of cellular sport gamers are males and 46.4% are ladies. Though the proportion of feminine gamers has clearly elevated, it’s important to notice that youngsters are included within the stats as feminine customers, because the statistics are counted by units, and children usually use these of their moms.

The worldwide viewers of smartphone customers is distributed as follows:

  • China – 32.8%
  • India – 23.1%
  • United States – 7.9%
  • Europe (Germany, France, UK, Italy and Spain) – 6.9%
  • Canada – 0.9%
  • Australia – 0.5%

Actually, everybody at any age performs video games on smartphones. Probably the most enjoying audiences are folks round 25-34 years previous – 29.5%, children of 16-24 years previous – 28.3%, and 35-44 years previous – 23.1% of your entire cellular gaming viewers.

Thus, the portrait of cellular players goes past the stereotypical picture of a “enjoying geek”. Girls and folks aged 60+ additionally play cellular video games, and the proportion of Gen Z representatives within the gaming viewers is rising.

Why do folks play video games?

Cellular video games, together with social networks, are the primary each day supply of leisure and escape into digital actuality that folks use mechanically to expertise a variety of feelings and preserve social connections. The primary the reason why customers play cellular video games are:

  • for enjoyable – 55.7%
  • to loosen up/unwind – 55.1%
  • to go the time – 47.7%

Thus, for contemporary society folks, cellular video games are largely devices for social escape and time-killers.

Folks additionally play to create social connections: 45.3% assume video games are an effective way to make mates. On high of that, some customers play video games on-line with a purpose to preserve social connections they have already got:

  • 35.9% – play with mates on-line
  • 22.5% – play with colleagues
  • 19.9% – play with their households
  • 19.7% – play with siblings on-line

Folks get used to enjoying cellular video games by way of socialization: 25.5% of respondents had expertise enjoying with mates or household offline.

The development of enjoying to keep away from social connections is much less evident: solely 23% play to flee actuality. On high of that:

  • 47,0% – desire to play on-line on their very own
  • 31,7% –  desire to play offline on their very own

How a lot do folks spend in cellular video games?

The cellular gaming viewers is engaged and able to pay: gamers spent $190 billion in cellular video games in 2021.

The typical test for in-app purchases varies between $10-100. Extra frequent in-app purchases don’t exceed $10. Within the US, for example, this determine is 55.8% of all gamers.

Folks aged 45-54 account for 63.3% of in-app purchases as much as $10, whereas these aged 55-64 purchase 77.8%. That’s, the smallest viewers is essentially the most paying and engaged one.

As for Gen Z buying habits: 62% of kids underneath 13 had already bought paid video games, and over 40% of oldsters mentioned that in-app purchases make as much as $10 per 30 days (FinancesOnline).

Why ought to the cellular gaming viewers be a part of your advertising technique?

The cellular gaming viewers is the most important and most numerous viewers of paying customers on the earth, making them extraordinarily engaging to advertisers. Amongst 3.9 billion males, ladies and kids anyplace on the earth, an advertiser will be capable of discover a audience for his or her product with out fail.

Cellular gaming viewers can be utilized to advertise sport dev merchandise, and can be a supply for selling merchandise from every other enterprise industries: e-commerce, fintech, edutech, leisure, meals and drinks, and others.

We are going to additional look into how loyal the viewers is to promoting and uncover the methods to succeed in customers.

Learn how to attain cellular gaming audiences

Probably the most affinitive channels for reaching players are in-game adverts (in our case in-app promoting), and adverts on social networks, the place the gaming neighborhood is lively. Every possibility has its personal downsides.

When operating in-app adverts, entrepreneurs are confronted with the problem of attracting the viewers’s consideration to the advert and stimulating folks to carry out the goal motion.

Not like PC, VR headsets or every other units, cellular video games are at all times a “second display screen” for the person:

  • 53% play whereas watching TV/sequence (AdColony).
  • 48% play throughout a lunch break (AdColony).
  • Greater than 50% of players play whereas within the toilet (Mediakix).

Thus, gamers pay much less consideration to any in-game promoting. However, they’re loyal to promoting:

  • 50% of players desire rewarded video adverts to paid and freemium cellular adverts (Tapjoy).
  • 32% of gamers discover rewarded video adverts helpful, 27% discover them fascinating, and 12% assume they’re pleasurable (Fb Viewers Community).
  • 25.6%  watch an advert in alternate for an in-game reward (GWI)
  • In-game rewarded video adverts generate 40% of income. (BusinessofApps).

34% of the American cellular gaming viewers clicks on in-game adverts, which confirms the development. In-game adverts are remembered effectively and so they contribute to product model consciousness since 24% of cellular players go to the model’s web site after they’ve performed a sport, whereas 22% google the identify of the product being marketed.

All in-game adverts metrics are on common 5-7% decrease than these of different forms of placements. That’s, players are extra concerned within the sport course of and could be aggravated by an irrelevant supply. In-game promoting placements ought to due to this fact be as native {and professional} as attainable, in order to not trigger a destructive notion of the model.

As a way to attain extra customers inside the sport, it’s good for entrepreneurs to make use of creatives in adverts. Inventive advert codecs are extra memorable and might reveal the values of the marketed model in a local means. For instance, in the case of selling a sport dev product, attempt utilizing the next methods in your creatives:

  • reveal sport development
  • present gameplay variability
  • deal with super-action results
  • leverage humor

Moreover in-app promoting placements, cellular gaming audiences are lively on social networks.

About 63.5% of players use social networks to maintain up with the information. On high of that:

  • 21.7% publish on social media about gaming experiences
  • 23.5% are lively in on-line chats and communities
  • 11.4 % weblog or vlog in regards to the video games they play

Folks primarily discover out about video games and novelties by way of the world-of-mouth:

  • 44.1% find out about video games from mates on-line
  • 41% find out about video games from mates offline
  • 36.6% advisable video games to mates

Recreation dev influencers are additionally extremely popular among the many gaming neighborhood: they evaluate video games and business novelties, stream the sport course of, and so on.

The place to seek for a cellular players viewers?

Gamedev influencers have the most important viewers on platforms like YouTube, Instagram, TikTok, Twitch, Snapchat, and so on.

Listed below are some fascinating statistics:

  • 29.7% watch gaming streaming on Twitch or YouTube (corresponding to Markiplier, VanossGaming or Jackseptic) (GWI).
  • Greater than 100 billion hours have been spent watching YouTube gaming in 2021 (WashingtonPost).
  • 12.4% livestream personal video games to Twitch or different streaming platforms (GWI).
  • 68% declare they use Twitch as their most popular methodology of streaming dwell sports activities (SocialPubli).
  • YouTube customers spent $3 billion throughout dwell streaming in 2021 (AppAnnie).

Customers are burning out on too many single-type adverts on social media. Folks rewind and ignore even bloggers’ promoting integrations, which makes out-of-the-box and inventive options much more essential.

A sublime resolution that each reaches cellular players on social media and creates a memorable promoting integration is to launch artistic initiatives with sport dev influencers’ audiences. Extra info on the challenges and benefits of reaching players’ audiences with the assistance of influencer advertising could be present in this text.


  • The cellular gaming viewers is the most important one on the earth (with 3.9 billion customers), each women and men play video games on smartphones, actually everybody at any age, together with youngsters and folks aged 60+. Folks play video games worldwide: in China, India, the USA, Europe, Canada and Australia.
  • Importantly, cellular gamers are a paying viewers, spending $190 billion yearly mixed.
  • Thus, entrepreneurs and app builders shouldn’t neglect this viewers when selling their manufacturers and merchandise.
  • On the identical time, the cellular gaming viewers is choosy, which creates the necessity for out-of-the-box options.