Almost two-thirds of Brits used a mobile gaming app in the past 12 months, up seven percentage points since 2020. Find out how your business can harness the latest consumer trends and further accelerate this growth with Mintel’s UK Mobile Gaming Market Report 2023. Get a 360° view of the UK mobile games market, including uk mobile gaming market size, consumer trends, and industry analysis from an expert.
Below, we’ve handpicked some key insights from our report and summarised the core topics.
The UK market for mobile gaming saw a huge increase between 2018 and 2021, fueled by the pandemic and subsequent lockdown measures. The market entered a cooling off period in 2022, but it is still above pre-pandemic levels, and is forecast to grow further in the next five years. Â
The freemium model, where consumers get a game for free and pay for in-game content and extras, is by far the biggest driver of revenue for mobile games, accounting for 99% of income. With consumer caution around their finances likely to continue, mobile gaming brands are well placed to accentuate the value of mobile gaming and encourage further growth.
Over a fifth of mobile gamers tapped an in-game ad for any game-related product/service. Brands should be mindful of this and align advertising content to complement game preferences and mood, for example promoting energy drinks in a sports game.
Almost two-thirds of females aged 65+ play mobile games. It is clear that mobile gaming attracts a varied demographic. While there is near ubiquitous use amongst the youngest audiences, even older less tech savvy audiences are drawn into mobile gaming. Games of chance, such as card or lottery games, are most popular with baby boomers, so brands should promote these types of games to encourage uptake amongst the older generation.
In order to further accelerate growth in the UK mobile gaming market, brands need to know what consumers want and why. Purchase our full market research report for a comprehensive overview of the market and consumer insights. Readers of this report may also be interested in Mintel’s UK Smartphones Market Report 2023.
This report, written by Joe Birch, a leading Technology analyst, delivers in-depth commentary and analysis to highlight current trends in the UK Mobile Gaming market and add expert context to the numbers.
Mobile gaming attracts a varied and growing audience, offering advertisers rich opportunities to reach engaged consumers in innovative and meaningful ways.
Joe Birch
Technology Analyst
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