2021
9
UK Mobile Gaming Market Report 2021
2021-11-09T03:10:00+00:00
OX1049271
2995
144358
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Report
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“Mobile gaming looks set to enjoy another stellar year in 2021, building on the success the sector saw during the peak of the pandemic. Longer term, the impact of faster…

UK Mobile Gaming Market Report 2021

$ 2,995 (Excl.Tax)

Description

The UK Mobile Gaming report identifies consumer attitudes towards the mobile gaming market, mobile gaming apps, and video game platforms in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Mobile Gaming market in the UK.

Current Market Landscape 

The COVID-19 pandemic has had a sizeable effect on the UK mobile games market, with lockdowns meaning that consumers were looking for easy ways to be entertained and pass the time. Being an easily accessible and low-cost pastime, mobile gaming has massively benefited from this.

  • 40% of mobile gamers would rather pay for a service that provides access to multiple games than buy games individually (rising to 70% among those interested in mobile gaming competitions)
  • COVID-19 has had a sizeable effect on the market, driving revenues up by 35% between 2019 and 2020.
  • 47% of consumers who play mobile games have actively tried to reduce the time they spend playing mobile games in the last 12 months.

There has been no change in the number of consumers playing mobile games since July 2020, showing that despite social restrictions being eased, there has not been a fall-off of mobile gaming usage since the peak of the pandemic.

Future Market Trends in Mobile Gaming

To some degree, mobile gaming’s phenomenal success during 2020 and 2021 has meant consumers may start to row back from such habitual use, as concerns over screen time and addiction mean they take a more mindful approach to mobile gaming.

Cloud gaming service will continue to make inroads with consumers with cloud services competing to see who can be the Netflix of games. Rollouts of Fibre Wi-Fi and 5G networks and the release of newer models of phones suitable for a heightened gaming experience will help drive interest in cloud gaming services, as will the convenience and accessibility of having a library of games all in one place.

Read on to discover more details or take a look at all of our UK Technology market research.

Quickly understand

  • The impact of COVID-19 on the mobile gaming market.
  • The market size and forecast of the value of the mobile games market.
  • Launch activity and innovations from brands operating in the mobile games market.
  • Consumer take-up and interest in using game streaming services.
  • Frequency of use of mobile gaming apps and genres of games played.
  • Attitudes towards mobile gaming.
  • Use of video gaming platforms and motivations for playing video games.

Covered in this report

Brands: EE, Netflix, Razer, Xbox, Qiiwi, Sony, King.Com, Seriously Digital Entertainment, Ndt 2017, Amazon, Viker, Big Fish Games, Gram Games, Google Stadia, NVIDIA GeForce Now, Vortex, Shadow.

Mobile Games: HQ, WordTrip, Temple Run, Candy Crush, PUBG Mobile, Clash Royale, Solitaire, Pokemon Go, Jurrassic World Alive, Championship Manager, Pro Evolution Soccer, Zynga Poker, Online Bingo, Fortnite, Call of Duty, Clash of Clans, Final Fantasy, Kingdom Hearts Mobile, Farm Heroes, Kitchen Nightmares: Match & Renovate.

Expert analysis from a specialist in the field

This report, written by Joe Birch, a leading analyst in the Technology sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Mobile gaming looks set to enjoy another stellar year in 2021, building on the success the sector saw during the peak of the pandemic. Longer term, the impact of faster networks, phones with gaming-centric specs and the growth of cross platform cloud gaming services will build on this momentum and contribute to the sector’s ongoing success.
Joe Birch
Consumer Technology Analyst

 

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • COVID-19 boost to game playing lays foundation for future growth
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on mobile gaming, 2021
    • The market
    • Mobile gaming market set for record breaking year in 2021
      • Figure 2: Market forecast for mobile gaming, 2016-26
    • Mobile gaming can benefit from further COVID disruption
      • Figure 3: COVID-19 scenario forecasts for mobile gaming, 2016-26
    • Continued expansion of 5G networks and ultrafast broadband will boost mobile gaming
    • Mobile phones launch with specs dedicated to optimum mobile gaming experience
    • Companies and brands
    • Netflix trials mobile gaming in Europe
    • Razer launches gaming accessories to aid game playing experience
    • EE offers Xbox game pass deal
    • Smart glasses offer glimpse of AR’s gaming potential
    • The consumer
    • Daily gaming habit increases slightly in 2021
      • Figure 4: Frequency of using mobile gaming apps, 2020 and 2021
    • Uptick in use of adventure and sports mobile games in 2021
      • Figure 5: Genre of mobile games played, 2020 and 2021
    • Increase in use of game streaming services
      • Figure 6: Use of game streaming service, 2020 and 2021
    • Xbox Cloud Gaming becomes dominant cloud game streaming service
      • Figure 7: Use of cross platform game streaming services, 2020 and 2021
    • Brands to further capitalise on competitive mobile gamers
      • Figure 8: Attitudes towards mobile gaming, 2021
    • Gaming ecosystem can push cross platform play to new highs
      • Figure 9: Use of devices for video gaming, 2021
  3. Issues and Insights

    • Hardware and 5G roll-out to drive interest in mobile game streaming services
    • Many services set to offer cloud gaming options
    • Mobile network operators can use mobile gaming to highlight value of 5G
    • Entertainment services look to incorporate game streaming
    • Community and competition are key drivers of the mobile gaming experience
  4. Market Size and Performance

    • COVID-19 boost to game playing lays foundation for future growth
      • Figure 10: Short-, medium- and long-term impact of COVID-19 on mobile gaming, 2021
    • Mobile gaming builds on 2020’s stellar success
      • Figure 11: UK consumer spending on App Store and Google Play Store games, 2014-20 and H1 2021
    • Freemium model still drives the majority of mobile gaming revenues
      • Figure 12: Consumer spending on App Store and Google Play Store games, 2018-21
    • Half of mobile gamers are typically not spending any money in mobile gaming apps
      • Figure 13: Typical monthly spend in mobile game apps, 2021
  5. Market Forecast

    • Mobile gaming market set for record-breaking year in 2021
    • Mobile gaming’s growth will be spurred by infrastructure and hardware developments
    • Mintel estimates that the market will grow by 133% between 2021 and 2026 to £4.9bn
      • Figure 14: Market forecast for mobile gaming, 2016-26
    • Market drivers and assumptions
      • Figure 15: Key drivers affecting Mintel’s market forecast (prepared on 5 October, 2021), 2015-25
    • Forecast methodology
    • Cloud gaming services will continue to accrue subscribers
    • Investment in mobile gaming budgets can drive the market to further highs
    • Mobile gaming’s sense of community was boosted through the pandemic
    • Mobile gaming can be a victim of its own success
  6. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • Mobile gaming can benefit from further COVID disruption
      • Figure 16: COVID-19 scenario forecasts for mobile gaming, 2016-26
    • A rapid recovery can see spending and time diverted to other entertainment and leisure activities
    • COVID-19 market disruption: risks and outcomes
      • Figure 17: Summary of Mintel scenario expectations and the impact on the foodservice market, 2021
  7. Market Drivers

    • Judge rules Apple must allow app developers alternatives to in-app payments
    • Apple is not a monopoly, judge rules
    • Google launches Google Play Pass as a rival to Apple Arcade
    • Cloud gaming services launch browser versions
    • Continued expansion of 5G networks will be boost for mobile game streaming
    • Boosted mobile game performance can be a driver of 5G take-up
      • Figure 18: 5G take-up and intentions for the next year, 2020
    • Mobile phones launch with specs dedicated to optimum mobile gaming experience
    • Console-like features in handhelds will become more common
    • Cloud streaming services can benefit from mobiles’ high-end technical capacity
    • Major manufacturers’ new phones made more suitable for mobile gaming
      • Figure 19: Ownership and interest in buying foldable smartphones, 2021
  8. Launch Activity and Innovation

    • Netflix trials mobile gaming in Poland, Spain and Italy
    • Move into mobile gaming can be valuable differential for Netflix
    • Razer gaming finger sleeves launches to aid game playing experience
    • Schuh launches an AR gaming experience with ‘Schuh Sneaker Hunt’ title
    • Playbyte uses TikTok dynamic to create rolling game feed within a single app
    • Utilising creator content will help games harness sense of community
    • EE offers Xbox game pass deal
    • Smart glasses offer glimpse of AR’s gaming potential
    • AR glasses can turn the world into a playground
  9. Advertising and Marketing Activity

    • Further drop-off in mobile gaming advertising in 2021 as marketers aim for more strategic spending
      • Figure 20: Total above-the-line, online display and direct mail advertising expenditure on mobile gaming apps, 2016-21
    • Advertising via online display down
      • Figure 21: Total above-the-line, online display and direct mail advertising expenditure on mobile gaming apps, 2016-21, by media type
    • Growth in spend on TV advertising
      • Figure 22: Total above-the-line, online display and direct mail advertising expenditure on mobile gaming apps, by top 10 advertisers and media type, 2020-21
    • Nielsen Ad Intel coverage
    • In-app advertising has grown significantly since 2019
      • Figure 23: Number of mobile ad placements in-app by format, 2019-20
    • Apple’s IDFA looks set to shake up the mobile advertising industry
    • Brands will seek partnerships with influencers to drive app visibility and social discovery
  10. Impact of COVID-19 on Consumer Behaviour

    • Social gaming helps people stay connected in the pandemic and create a sense of community
    • Mobile games provide winning content outside of core game features
      • Figure 24: Key factors driving consumer behaviour around identity, 2021
    • The return of the commute can boost another valuable mobile gaming occasion
      • Figure 25: Post-pandemic working from home trends, 2021
    • Commuting and travelling can shine a light on 5G network’s capabilities
      • Figure 26: Locations of mobile gaming, 2019
  11. Frequency of Gaming and Genres Played

    • Daily gaming habit increases slightly in 2021
      • Figure 27: Frequency of using mobile gaming apps, 2020 and 2021
    • Better representation of older female gamers can help further its reach with this demographic
      • Figure 28: Daily use of mobile gaming apps, by age and gender, 2021
    • Focusing on keeping the brain active can be a key driver for engagement with older audiences
    • Live-streamed games can expand beyond the battle royale genre
      • Figure 29: Genre of mobile games played, 2020 and 2021
    • Uptick in use of adventure and sports mobile games in 2021
    • Old favourites continue to endure
  12. Use of Game Streaming Services

    • Increase in use of game streaming services
    • Game streaming can be the next cog in the family entertainment experience
      • Figure 30: Use of game streaming service, 2020 and 2021
    • Game streaming services can be a new battleground for communications providers
    • Xbox Cloud Gaming becomes dominant cloud game streaming service
      • Figure 31: Use of cross platform game streaming services, 2020 and 2021
    • Nearly three in 10 cloud gaming streamers are mobile-only players
      • Figure 32: Devices used for game streaming service, 2021
      • Figure 33: Devices used for game streaming service, 2021
  13. Attitudes towards Mobile Gaming

    • Brands can focus on building community through friendly competition
    • Mobile gaming can be a purchase driver for new 5G phones
    • Mobile networks can use mobile gaming events to showcase 5G
      • Figure 34: Attitudes towards mobile gaming, 2021
    • Mobile gaming can feed into wider video gaming sector
  14. Broader Gaming Habits

    • Gaming ecosystem can push cross platform play to new highs
    • Apps fostering cross platform communication and gameplay will become more important
      • Figure 35: Use of devices for video gaming, 2021
    • Motivations for video gaming
      • Figure 36: Motivations for playing video games, 2021
  15. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  16. Appendix – Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 37: Lower bound, central and upper bound forecast for mobile gaming, 2021-26
    • Market drivers and assumptions
      • Figure 38: Key drivers affecting Mintel’s market forecast, 2020-25
    • Forecast methodology
  17. Appendix – COVID Scenario Performance Methodology and Assumptions

    • Scenario performance
      • Figure 39: Scenario performance for value of mobile gaming, 2021-26
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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