Description

The mobile gaming industry is an incredibly lucrative space and brands are implementing new innovations. Two-thirds of Canadians play mobile games, and just under one third spend money on them, indicating massive potential for monetization through either ads or direct in-app purchases.

Canada Mobile Gaming Market Trends

Cloud gaming’s integration into the mobile sphere is significant as it enables gamers who typically play on consoles and PCs to play their favorite games on mobile devices. This transition bypasses the necessity for costly gaming hardware and provides a solution for gamers when such hardware is unavailable.

Furthermore, there are substantial opportunities for brands to infuse modern technology into traditional gaming forms. For instance, enhancing puzzle games with interactive elements, blending casual gaming (i.e. hybrid-casual) elements to increase player retention, and adopting varied revenue strategies that incorporate both in-app advertisements and purchases are all viable strategies. However, brands should exercise caution to avoid excessive monetization, which could potentially alienate players.

Key Issues Covered in this Report

  • What percentage of Canadian consumers plays mobile games?
  • What frequency do consumers play mobile games
  • What genres do mobile gamers play
  • Where do consumers find out about new mobile games to play
  • What percentage of consumers have seen ads in mobile games
  • How have consumers engaged with ads in games
  • What percentage of consumers have spent money on mobile games
  • What types of mobile game transactions have consumers participated in

Meet The Expert

This report is written by Michael Lloy, a tech and media analyst at Mintel with seven years of experience, focuses on consumer sentiment in AI, social media, tech hardware, and gaming. He previously contributed to Comperemedia’s intelligence team and holds an honors BA in history from McMaster University and a Research Analyst certificate from Humber.

It is an exciting time for mobile gaming; AR/VR advancements, cloud gaming and monetization innovations bode well for consumers and brands alike.

Michael Lloy
Research Analyst

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
  2. Consumer Insights

    • Consumer fast facts
    • The mobile gamer
    • Graph 1: mobile gaming frequency, 2023
    • Graph 2: mobile gaming attitudes, 2023
    • Graph 3: played mobile games in the past three months, by age and gender, 2023
    • Graph 4: played mobile games in the past three months, by age and income, 2023
    • Graph 5: mobile gaming frequency (at least weekly), by age and gender, 2023
    • Graph 6: played mobile games in the past three months, by generation, 2023
    • Graph 7: played mobile games in the past three months, by race, 2023
    • Gaming genres
    • Graph 8: mobile game genres played in the past three months, 2023
    • Graph 9: mobile game genres played in the past three months, by age, 2023
    • Graph 10: played word games in the past three months, by age and gender, 2023
    • Graph 11: gaming genres played, by age and gender, 2023
    • Graph 12: gaming frequency, by gaming genres played in the past three months, 2023
    • Graph 13: mobile game genres played in the past three months (select), moms vs dads, 2023
    • Graph 14: mobile game genres played in the past three months (select), by race, 2023
    • Mobile game discovery
    • Graph 15: ways in which new mobile games are discovered, 2023
    • Graph 16: ways in which new mobile games are discovered (% any ad), by age and gender, 2023
    • Graph 17: ways in which new mobile games are discovered, overall by men and women age 18-34, 2023
    • Graph 18: playing mobile games at least once per week, by age and gender, 2023
    • Graph 19: typically learn about new mobile games via Facebook ads, by age and gender, 2023
    • Graph 20: daily visitation of Facebook, by age and gender, 2023
    • Graph 21: find out about new games from friends or peers, by age and gender, 2023
    • Graph 22: ways in which new mobile games are discovered (select), by race, 2023
    • Graph 23: levels of trust for opinions on mobile games, 2023
    • Graph 24: levels of trust for opinions on mobile games (% agree), by race, 2023
    • Mobile game advertising
    • Graph 25: ad seen in a mobile game in the past three months, 2023
    • Graph 26: ad seen in mobile game in the past three months, by age and gender, 2023
    • Graph 27: behaviours related to mobile game ads, 2023
    • Graph 28: mobile game ad related attitudes (% agree), 2023
    • Graph 29: behaviours related to mobile game ads, by age, 2023
    • Graph 30: purchased something from a mobile ad in the past three months, moms vs dads, 2023
    • Graph 31: ad seen in a mobile game in the past three months, by gaming genre played, 2023
    • Graph 32: ad seen in a mobile game in the past three months, by race, 2023
    • Graph 33: behaviours related to mobile game ads, by race, 2023
    • Graph 34: negative mobile game attitudes, 2023
    • Mobile game monetization
    • Graph 35: spending money on mobile games, 2023
    • Graph 36: spent money on mobile games, by ways in which new mobile games are discovered, 2024
    • Graph 37: agreement with “I typically only play free mobile games,” 2023
    • Graph 38: mobile game purchases, 2023
    • Graph 39: agreement with “I have a strict budget for in-game mobile purchases” (% agree), by age and gender, 2023
    • Graph 40: select mobile game purchases (any purchase), 18-34s by gender, 2023
    • Graph 41: genre played in the past three months, overall vs those who spent money on mobile games, by 2023
    • Graph 42: consumers who spent money on mobile games, by race, 2023
    • Graph 43: consumers who spent money on mobile games, overall vs moms and dads, 2023
  3. Competitive strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Graph 44: daily social media usage, by age, 2023
    • Opportunities
  4. The Market

    • Market context
    • Market drivers
    • Graph 45: Consumer Price Index, 2020-24
    • Graph 46: top concerns over the next six months, 2023
    • Graph 47: household savings rate 2019-23
    • Graph 48: proportion of visible minority in Canada, 1981-2036 (projected)
    • Graph 49: population aged 0-14 and 65+, 2000-2040 (projected)
  5. Appendix

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

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Brand/Company

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Data

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