UK Mobile Gaming Market Report
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Mobile Gaming market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
This report looks at games available on mobile devices (ie smartphones and tablets). Games on handheld consoles (eg Nintendo 3DS, PlayStation Vita) are not within the scope of this report.
Market size data represents the value of app purchases made through Apple’s App Store and Google’s Google Play app store, plus the value of in-app purchases made through those apps, based on data supplied by App Annie (see below). Other terms used in this report:
- Freemium – games that are downloadable for free but offer IAPs (in-app purchases). Subscription/membership fees that unlock content for a certain period of time are included under the term ‘freemium’.
- Casual games – video games with simple mechanics and controls typically played in web browsers, through social media or on mobile devices.
- Core games – video games with deep mechanics and more complex controls that are typically played on PCs or dedicated games consoles (eg PS4, Xbox One).
- Paid apps/games – apps that users pay an upfront fee to download.
- In-app advertising – advertisements found within apps such as banner ads, video ads, etc.
Key questions explained
- Will more games choose to bypass the Play Store?
- What is the effect of cross-play and cross-progress?
- Do purchasable cosmetic items translate from core gaming platforms to mobile?
What you need to know
Mobile gaming is the largest segment of the mobile device app market, and is expected to remain that way in forecasts up to 2023. Games are becoming increasingly more advanced, with some offering high-quality graphics, online real-time multiplayer, and gameplay that closely resemble PC (Personal Computer) and console gaming.
Whilst these have created new revenue opportunities in the form of in-game purchases, advertising, and eSports, the growth of high-spec gaming might be restricted simply because people value their phones too much – if mobile gaming is too battery intensive it will lose its casual “dip-in” nature. Despite this, developers are flocking to mobile as a viable platform for game releases, either as spin-offs to established franchises or as stand-alone games based on established intellectual property.
Expert analysis from a specialist in the field
Written by Andrew Moss, a leading analyst in the Consumer Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Although it is possible that the app store model will face disruption from developers choosing to offer their products outside of established stores, revenue from games is expected to show strong growth and remain the dominant app category on mobile. In-game purchasing has remained an effective monetisation method, and has been boosted by the effective use of in-game currencies, loot boxes, and cosmetic items to craft a perception of value for these digital items.
What you get
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.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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