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Mobile Gaming - UK - October 2019

“The mobile games sector is an already established powerhouse, which will continue to see robust growth through to 2024. Technological infrastructure advancements will provide the platform for the development, distribution and consumption of mobile games, growing a diverse audience and capturing the focus of marketers and brands outside of traditional gaming confines.”

– Joe Birch, Consumer Technology Analyst

This report examines the following issues:

  • Technological infrastructure and developments will power the mobile gaming market to new heights by 2022
  • Gaming subscription models will be the next gold rush for content platforms
  • Mobile advertising spend doubles in the space of a year with Gameloft overtaking Niantic as the number one spender

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Gaming forecast to reach £2.03 billion by 2024
              • Figure 1: Forecast for the value of the UK mobile gaming market, 2014-24
            • Gaming continues to be the largest app category for purchasing
              • Mobile advertising spend doubles in the space of a year
                • The emergence of 5G, cloud and AR technologies will power mobile gaming market
                  • Streaming services to compete to who can be the Netflix of gaming
                    • Companies and brands
                      • Pokémon Masters launches early on Android and iOS to a deluge of demand
                        • Top freemium titles still leading the way on App Store and Google Play
                          • Tencent leads investment and acquisition activity
                            • Activision Blizzard eyes up new advertising and marketing activity
                              • AR genre gets two new marquee releases
                                • The consumer
                                  • Puzzle trivia and word games continue to be the most popular
                                    • Figure 2: Types of game played on mobile device in the last six months, July 2019
                                  • Smartphone predominately the go to device for gaming
                                    • Figure 3: Devices used to play mobile games, July 2019
                                  • Mobile gaming is most popular in the home environment, but other settings prove popular gaming occasions
                                    • Figure 4: Locations of mobile gaming, July 2019
                                  • Virtual and augmented reality games are not yet seen as the holy grail by consumers
                                    • Figure 5: Appetite for VR and AR games, July 2019
                                  • A paid for subscription service for mobile gaming could attract a variety of audiences
                                    • Figure 6: Interest in paid for streaming service for mobile games, July 2019
                                  • What we think
                                  • Issues and Insights

                                    • Technological infrastructure and developments will power the mobile gaming market to new heights by 2022
                                      • The facts
                                        • The implications
                                          • Gaming subscription models will be the next gold rush for content platforms
                                            • The facts
                                              • The implications
                                                • Mobile advertising spend doubles in the space of a year with Gameloft overtaking Niantic as the number one spender
                                                  • The facts
                                                    • The implications
                                                    • The Market – What You Need to Know

                                                      • Mobile gaming continues its upward growth trajectory
                                                        • Gaming is the most popular category on revenue on both the app store and Google Play in the first half of 2019
                                                          • 2019 looks set to be a ground-breaking year for the mobile gaming genre
                                                            • Beyond 2019, Mintel forecasts that the mobile gaming market will continue to see further growth until 2022
                                                              • Gaming continues to be the largest app category for purchasing
                                                                • The cloud set to unlock mobile gaming potential as tech giants scramble to be first mover
                                                                  • Augmented Reality looks set to surpass Virtual Reality in developer’s agenda and AI set to influence game development and gameplay
                                                                    • Investment in mobile gaming hits record highs in 2019
                                                                    • Market Size and Forecast

                                                                      • Mobile gaming continues its upward growth trajectory
                                                                        • Figure 7: Forecast for the value of the UK mobile gaming market, 2014-24
                                                                        • Figure 8: Forecast for the value of the UK mobile gaming market, 2014-24
                                                                      • New technologies to drive further growth over the next five years
                                                                        • Player acquisition and retention remains challenging
                                                                          • Forecast methodology
                                                                          • Market Drivers

                                                                            • Gaming continues to be the largest app category for purchasing
                                                                              • Figure 9: App purchasing, July 2019
                                                                              • Figure 10: In-app purchasing, July 2019
                                                                            • 5G set to enhance mobile gaming experience
                                                                              • Cloud gaming set to unlock mobile gaming potential
                                                                                • AR looks set to surpass VR on developers’ agendas
                                                                                  • Continual improvements in AI technology set to drive the market forward
                                                                                    • Analysing player behaviour
                                                                                      • Identifying potential revenue streams
                                                                                        • Enhancing other new technologies
                                                                                          • Speciality gaming phones will drive user experience and provide infrastructure for innovation
                                                                                            • Mobile esports continued their upward trajectory
                                                                                              • Freemium games still lead the way in revenue generated
                                                                                                • Loot boxes continue to be monitored by government
                                                                                                  • Investment in mobile gaming hits record highs in 2019
                                                                                                    • Direct to consumer propositions – The next gold rush?
                                                                                                      • Blockchain’s impact on the gaming landscape
                                                                                                        • Companies from outside the gaming sphere, look to make an imprint by gamifying their stable of brands
                                                                                                        • Companies and Brands – What You Need to Know

                                                                                                          • Tech giants set out their cloud gaming vision
                                                                                                            • Call of Duty: Mobile – Breaks records on release of its free-to-play app game
                                                                                                              • Mario Kart Tour September release hits 4.1 million downloads in its first month
                                                                                                                • Pokémon Masters launches early on Android and iOS to a deluge of demand
                                                                                                                  • Konami Slates October release for flagship PES mobile title
                                                                                                                    • New AR titles released
                                                                                                                      • Developers continue to capitalise on the global esports phenomenon
                                                                                                                        • Mobile advertising spend doubles in the space of a year with Gameloft overtaking Niantic as the number one spender
                                                                                                                          • Niantic makes use of cinema to support Harry Potter: Wizard Unite
                                                                                                                            • In-game advertising creates its own opportunities
                                                                                                                            • Launch Activity and Innovation

                                                                                                                              • Apple Arcade and Google Stadia set to be the marquee launches of 2019
                                                                                                                                • Other tech giants launch their own cloud mobile gaming services
                                                                                                                                  • Microsoft enters the arena with xCloud
                                                                                                                                    • Pokémon Masters launches early on Android and iOS to a deluge of demand
                                                                                                                                      • Konami Slates October release for flagship PES mobile title
                                                                                                                                        • Mario Kart Tour September release hits 90 million downloads in its first week, but monetisation strategy dogs the success
                                                                                                                                          • Mobile versions of cult classics to launch at the back end of 2019
                                                                                                                                            • Board Games to become mobile apps
                                                                                                                                              • Final Fantasy… gets multi-player treatment
                                                                                                                                                • New AR titles released
                                                                                                                                                  • Call of Duty: Mobile – Breaks records on release of its free-to-play app game
                                                                                                                                                    • Developers continue to capitalise on the global esports phenomenon
                                                                                                                                                    • Advertising and Marketing Activity

                                                                                                                                                      • Mobile advertising spend doubles in the space of a year with Gameloft overtaking Niantic as the number one spender
                                                                                                                                                        • Niantic makes use of cinema to support Harry Potter: Wizard Unite
                                                                                                                                                          • In-game advertising creates its own opportunities
                                                                                                                                                            • In-game influencers
                                                                                                                                                              • Activision Blizzard invests in mobile gaming advertising
                                                                                                                                                                • Figure 11: Total above-the-line, online display and direct mail advertising expenditure, August 2018-July 2019
                                                                                                                                                              • Nielsen Ad Intel
                                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                                • Gaming app usage static, but overtaken by finance/payment category
                                                                                                                                                                  • Puzzle, trivia and word games continue to be the most popular
                                                                                                                                                                    • Male bias remains in key genres but with signs that change is coming
                                                                                                                                                                      • Older generations are engaged with mobile games
                                                                                                                                                                        • Smartphone the go to device for gaming
                                                                                                                                                                          • 5G set to underscore mobile gaming’s dominance
                                                                                                                                                                            • The smartphone could be a proxy for the console
                                                                                                                                                                              • Mobile gaming is most popular in the home environment
                                                                                                                                                                                • VR and AR games not seen as the Holy Grail by consumers
                                                                                                                                                                                  • Genre drives varying levels of in-game expenditure
                                                                                                                                                                                    • A paid-for subscription service could attract a variety of audiences
                                                                                                                                                                                    • App Usage

                                                                                                                                                                                      • Gaming app usage static, but overtaken by finance/payment category
                                                                                                                                                                                        • Figure 12: Regularity of app usage by category, July 2019
                                                                                                                                                                                    • Genres Played

                                                                                                                                                                                      • Puzzle, trivia and word games continue to be the most popular
                                                                                                                                                                                        • Male bias remains in key genres but with signs that change is coming
                                                                                                                                                                                          • Figure 13: Types of games played on mobile devices, July 2019
                                                                                                                                                                                        • Older generations are engaged with mobile games
                                                                                                                                                                                        • Devices Used to Play Mobile Games

                                                                                                                                                                                          • Smartphone the go to device for gaming
                                                                                                                                                                                            • Figure 14: Devices used to play mobile games, July 2019
                                                                                                                                                                                          • 5G set to underscore mobile gaming’s dominance
                                                                                                                                                                                            • The smartphone could be a proxy for the console
                                                                                                                                                                                              • Figure 15: Devices utilised for gaming, July 2019
                                                                                                                                                                                          • Locations for Mobile Gaming

                                                                                                                                                                                            • Mobile gaming is most popular in the home environment
                                                                                                                                                                                              • Gaming on the go set to get a 5G boost
                                                                                                                                                                                                • Figure 16: Locations of mobile gaming, July 2019
                                                                                                                                                                                            • Augmented and Virtual Reality Gaming

                                                                                                                                                                                              • VR and AR games not seen as the Holy Grail by consumers
                                                                                                                                                                                                • The rules of gameplay design still apply to AR/VR titles
                                                                                                                                                                                                  • AR can connect seniors with online communities
                                                                                                                                                                                                    • Figure 17: Appetite for VR and AR games, July 2019
                                                                                                                                                                                                • Spending on Games and Additional Content

                                                                                                                                                                                                  • Genre drives varying levels of in-game expenditure
                                                                                                                                                                                                    • Arcade micro-transactions and multiplayer enhancements
                                                                                                                                                                                                      • In-game gifting can create a virtuous circle
                                                                                                                                                                                                        • Figure 18: Spend on smartphone games and additional content or access, July 2019
                                                                                                                                                                                                    • Interest in Game Streaming Subscriptions

                                                                                                                                                                                                      • A paid-for subscription service could attract a variety of audiences
                                                                                                                                                                                                        • Families could be key targets
                                                                                                                                                                                                          • Broadening access beyond traditional gaming audiences
                                                                                                                                                                                                            • Figure 19: Interest in paid for streaming service for mobile games, July 2019
                                                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                            • Abbreviations
                                                                                                                                                                                                              • Consumer research methodology
                                                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                                                • Market forecast
                                                                                                                                                                                                                  • Figure 20: Forecast for the value of the UK mobile gaming market, 2014-24
                                                                                                                                                                                                                • Forecast methodology

                                                                                                                                                                                                                Mobile Gaming - UK - October 2019

                                                                                                                                                                                                                £1,995.00 (Excl.Tax)