Mobile gamers prefer a more diverse range of games than ever before

Mobile gamers prefer a more diverse range of games than ever before ...

Mobile gamers are among the most diverse audiences in the industry, and understanding them is critical for many game developers and publishers. Lexi Sydow, the head of market insights at Data.ai (formerly App Annie) gave a talk called The State of Mobile Gaming and the recent trends on the platform.

One of the highlights Sydow highlighted is that mobile gamers enjoy a wider variety of games. Although previous favorites like Candy Crush Saga still reign, new games such as Genshin Impact are making waves. Mobile gamers are more willing to experiment different genres and styles of gameplay, and the mobile trends match those interests.

Mobile gaming genres and who plays them

We are seeing significant increases in the genre of gamers and kinds of games they are playing. So, Sydow said, its a mix of established favorites and new hits. Subway Surfers, which was the second most downloaded game in Q1 2022, is about to reach 2 billion downloads lifetime, which would make them the most downloaded mobile game ever. We now have a few games that have been successful for a very long time. Subway Surfers is certainly, for one reason.

Many of the top ten games in the United States, including Roblox, Homescapes, and Candy Crush Saga, were described as being much more male. This is because many people think of them as being skewing on mobile, although it is really interesting to see it in February. Six of the top 10 games in the United States, including six, are skewing female. That''s absolutely fantastic to see.

Certain demographics preferred certain kinds of games more than others. Matching and word puzzles games are slowly expanding towards the older demographic population. However, we do understand that its not just young gamers, and, as we know earlier, its not just male. Its cross-demographic and they are quite large.

The impact of IDFA

Sydow also commented on Apple''s move to remove IDFA in a bid for consumer privacy. She said this didn''t have as much impact as you might think about mobile gaming advertisements. In fact, they brought in more money than ever.

In terms of total placements, we saw $295 billion spent on mobile in 2021, which is a 23 percent increase on YoY, and its projected to reach $350 billion globally this year. I think youll see a little more on the individual basis how ads are performing. However, there is still a lot of demand to place them to capture some of the mobile attention.

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