In the significant, rapidly evolving gaming industry, emerging and leading players must adapt according to the attitudes and preferences of real gamers. This report offers a forward-looking eye into the gaming world from the gamers’ perspective. Use Mintel’s expert insights to build your strategy today.
UK Future of Gaming Industry – Current Landscape
87% of console gamers including those using handheld consoles say they are satisfied with the quality of graphics on offer. There continues to be sustained effort to improve graphics and increase frame rates. This is often the driving force behind new console launches. However, releases such as the PS5 Pro show fairly incremental upgrades, with enhanced visuals often needing large and high resolution screens for full effect. Long term, there are diminishing returns on graphics and it will be engaging, original gameplay that motivates gamers.
There is some dissatisfaction over the price of console games. The console market must be innovative to counter the increasing threats from mobile games and cloud gaming. Improving broadband speeds will only heighten the threat from cloud gaming, with potential integration into smart TVs and projectors reducing the need for consoles and PCs for gaming.
Mobile gaming has expanded the sector to a much wider audience. There will be strong opportunities for games of all genres and scopes across platforms. This will also open up new advertising opportunities, both within mobile games and even as playable adverts across digital media.
UK Future of Gaming – Market Statistics
- AI gaming innovations: The evolving artificial intelligence (AI) landscape in gaming indicates that development costs can be reduced, as consumers are open to a range of AI-based innovations. For example, almost a third want to see AI opponents that adapt based on skill level.
- Representation in gaming: Women are just as likely to have gamed on a mobile device in the past three months. Yet, 29% of women gamers feel there is a lack of representation, inhibiting growth among women.
- Attitudes towards the future of gaming: Almost three-quarters of gamers want graphics to reach the same level as film, but more are already satisfied with the graphics in games. This indicates that while there is a desire, film-like graphics will not suit all games, as storyline, gameplay, and other factors remain important.
UK Future of Gaming Report – What’s Inside?
Key Topics Analyzed in the Report
- Background to the gaming market and the impact of rising use of AI, evolving technology and the need for improved broadband and mobile data infrastructure.
- Consumer satisfaction levels with games consoles and the implications for the future of the console gaming market, including interest in potential new entrants.
- The growing potential uses of AI in the games industry, with consumers showing interest in potential game enhancements such as more rounded characters, improved training, guidance and feedback.
- Gamers views on the future of gaming platforms, from physical discs versus downloads to the growth of mobile and cloud gaming.
- The importance of improving graphics in games, with diminishing returns and satisfaction levels already high. Engaging gameplay and original titles will continue to be the bigger priority for gamers.
Report Scope
This report provides a look into the future of gaming. For more insights on UK gaming consumers, view our Gaming Consumer Report.
Meet the Expert Behind the Analysis
This report was written by Adrian Reynolds. Adrian has over a decade of experience working in research and insights. He joined the technology and media team in 2017, having previously worked as a TV analyst. Since January 2022, Adrian has focused on financial services and FinTech. He holds a BSc in Business Administration and a Master’s in International Business.
Graphics will continue to improve incrementally and the use of AI will grow, but delivery systems will evolve most moving forwards, with cloud gaming set to thrive.
Adrian Reynolds
Associate Director
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Executive Summary
- Opportunities for the gaming market
- There is strong opportunity for the expansion of cloud gaming services
- Timely shorter games from streamers can capture the imagination
- The subscription model will benefit major annual release games
- Market dynamics
- Mobile gaming growth has made smartphones the most commonly used device for games
- Graph 1: devices used to play video games in the last three months, 2024
- Virtual reality has struggled to capture the public imagination, with gaming growth reliant on mobiles
- The expansion of superfast networks will continue to drive innovation with new possibilities for gaming
- Graph 2: use of and interest in new technologies, 2024
- The popularity of mobile gaming is driving demand for higher speeds and data usage
- Graph 3: average monthly data volume by mobile user, 2014-23
- Graph 4: mobile data traffic by technology, 2020-23
- Growing use of AI is changing the games industry
- What consumers want and why
- Console gamers unlikely to be excited by incremental graphics upgrades
- The price of games is the biggest worry for console gamers
- There are strong opportunities for Amazon and Apple to expand their gaming investments
- Graph 5: interest in potential new console brands, 2024
- The growing use of AI will drive change in gaming
- The games industry must boost representation of cultural backgrounds to engage the widest audience
- Graphics reaching film-level quality will appeal in some game categories
- Graph 6: attitudes towards the future of gaming, 2024
- The future of gaming is set to rely more on digital games and streaming
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Market Dynamics
- The gaming market
- Smartphones have become the leading device for gaming
- Graph 7: devices used to play video games in the last three months, 2024
- There is huge opportunity in the gaming market with near universal use amongst Gen Z
- Graph 8: have played video games in the last three months, by age, 2024
- The console market is focused on upgrades with overall ownership having plateaued
- Graph 9: ownership of gaming hardware, 2018-24
- VR has not yet captured the wider public imagination, with gaming growth reliant on mobiles
- Gaming remains the leading use of VR headsets
- Alongside ad-supported games and paid downloads, streaming and subscriptions are driving mobile gaming
- Graph 10: use of game subscription services on mobile in the last 12 months, 2023*
- Graph 11: use of cloud gaming services on mobile in the last 12 months, 2023
- Mobile gaming has opened up the gaming market to a far wider audience
- Market drivers
- Consumer sentiment remains fragile and could impact gaming spend
- Graph 12: financial wellbeing index, 2020-24
- Graph 13: financial confidence index, 2020-24
- Growth of superfast networks will continue to drive innovation with new possibilities for gaming
- Graph 14: use of and interest in new technologies, 2024
- Mobile gaming growth will drive speeds and data use
- Graph 15: average monthly data volume by mobile user, 2014-23
- Graph 16: mobile data traffic by technology, 2020-23
- Ultra fast networks will become commonplace and more gamers will look to unlimited data plans
- Graph 17: average fixed broadband data use per month in GB, 2013-23
- Growth in Generative AI could transform the games market
- There are concerns over job losses in the games industry due to AI
- The environmental cost of AI could see increased regulation on use
- Metaverse hype has stalled but Meta is still hoping for long-term impact
- Graph 18: Google searches for the word “metaverse”, 2021-24
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What Consumers Want and Why
- Console satisfaction
- Console satisfaction is high but the sector faces stronger competition than ever
- Graph 19: overall satisfaction with games consoles, 2024
- The rising price of console games is by far the biggest driver of dissatisfaction
- Graph 20: satisfaction with games consoles, by factors, 2024
- Incremental graphics upgrades are unlikely to excite satisfied console gamers
- With many gamers unhappy at rising console game prices, there is opportunity for cheaper cloud gaming
- The shift to digital downloads will limit gamers ability to shop around
- Gamers may pay more for limited editions and personalised consoles
- Key driver analysis of console satisfaction
- The price of console games is the major concern for consumers
- Strong satisfaction levels mean new console iterations must offer real innovation
- New console brands
- There is potential for new brands to shake up the console market
- Amazon has potential to expand its games offering
- Younger gamers preference for Apple could support a console launch
- Graph 21: interest in potential new console brands, 2024
- Samsung is likely to drive the console-less smart-TV gaming market
- Graph 22: interest in potential new console brands, 2024
- AI gaming innovations
- Evolving AI can drive down development costs while bringing innovation for gamers
- Many gamers will expect the rising use of AI to limit price rises
- Graphics innovations will not revolutionise gaming
- Gameplayer time will limit the scope of games
- AI tools can evolve difficulty settings, guidance and player skill
- Representation in gaming
- Representation and inclusivity in the gaming market can still be improved significantly
- There remains a gender gap in the gaming industry
- Gaming must boost representation of cultural backgrounds to engage the widest audience
- Continue to boost both representation and accessibility for disabled gamers
- Boost inclusivity to ensure gaming reaches the widest possible audience
- Online gaming communities must improve efforts to boost inclusivity
- Graph 23: proportion of gamers who find online gaming communities to be inclusive, 2024
- The gaming industry must work together to tackle the rise of radicalisation
- Attitudes towards the future of gaming
- Gamers remain split on the switch to digital
- Film level graphics can enhance some titles but engaging gameplay will remain the key
- Demand for physical games will remain for some time yet
- Mobile and cloud gaming will offer increasing competition to consoles
- Graph 24: attitudes towards the future of gaming platforms, 2024
- Streaming services can leverage their original content with timely short games
- Create exercise-based games that sync with fitness apps and gym equipment
- Multi-game avatars can centralise gamers achievements
- Cryptocurrency in-game payments are some way off but there is interest
- Utilise voice controls to reduce barriers to gaming
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Innovation And Marketing Trends
- Sony announces updated PS5 Pro
- The PS5 Pro offers an incremental upgrade in console specification
- Apple launches Vision Pro but mixed reality will remain a niche gaming segment
- Mixed reality improvements will bring opportunity for innovative games
- Apple pushes spatial gaming with Cityscapes: Sim Builder on the Vision Pro
- Meta looks to broaden the VR appeal with cheaper headset
- Meta unveils Orion prototype AR glasses
- Microsoft set to make moves into mobile gaming
- Football Manager 2025 delay highlights the problem for annual game titles
- Growing role of streaming franchises evident with forthcoming Squid Game: Unleashed
- Home gaming of the future may not need a console nor a TV
- Advertising could be a new frontier for micro-games
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Appendix
- Abbreviations and terms
- Consumer research methodology
- Key driver analysis – methodology
- Key driver analysis – methodology data
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