Description

This report covers the US mobile gaming industry in detail. Enable effective strategy by utilizing the data-backed research and analysis offered in this report. Below, we’ve summarized the key topics covered and offer handpicked insights from the document.

Key Topics Covered

  • Defined mobile gaming segment by both motivation and device/frequency.
  • Who plays mobile games and how their spending has trended over recent years.
  • How changes to games affects churn and what changes demographics are willing to tolerate.
  • Lifespan of mobile games on player devices and which demographics will quit a game first.
  • Players preferences including who sees mobile as their primary gaming device.
  • Player attitudes toward mobile game discovery, spending, and privacy in the gaming space.

Global Mobile Gaming Market Overview

The mobile gaming industry is expected to grow despite policy changes from Apple and Google that have disrupted user acquisition, with revenue expected to increase by +0.8% in 2023. Mobile gaming is the most widely adopted gaming option globally, with Android being the most popular operating system, and mobile advertising expenditure surging in Q1 2023.

Mobile Gaming: US Consumer Statistics

  • 40% of mobile gamers will decide if a game is worth playing in as little as the first five minutes. After downloading and playing a mobile game, many consumers decide quickly if they will continue, indicating that mobile games that beat the odds are worth partnering with.
  • Over half of players abandon a mobile game because progress in the game becomes less enjoyable. This indicates that player satisfaction should be the primary concern for game developers.
  • Data in this report indicates that younger audiences are more likely to spend money on new games, while older audiences are more likely to stick to games they already know. Brand messaging should then account for age when tailoring strategy.

Mobile Gaming Industry Opportunity

Mobile games often request permissions for things that are not well explained, which may limit the access gamers are willing to share. Developers and advertisers may want to join forces to bring this to the attention of Apple and Google in order to see positive change.

For a comprehensive analysis of challenges and opportunities in mobile gaming, buy the full report. You can also browse our catalog of gaming market research.

Companies and Brands Referenced

Companies, brands, and games are analyzed within the scope of the report, including innovation, marketing/advertising deployed, and competitive opportunities; names such as Apple/iPhone, Unity, Resident Evil, Silent Hill, Activision Blizzard, Rovio Entertainment Corp, Sega, Niantic, and more.

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Expert Analysis

Leading gaming analyst Brian Benway delivers expert industry insight with this report.

Mobile gaming presents great opportunities, but new regulations and tough competition require knowledge of the latest trends and strategies to ensure success.

Brian Benway - Gaming Research Analyst
Brian Benway
Research Analyst, Gaming and Entertainment

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Spending on mobile games
    • Graph 1: monthly spending on mobile games, 2020-23
    • Graph 2: mobile game spending, by generation, 2023
    • Graph 3: mobile game spending, by mobile brands used, 2023
    • Spending on mobile gaming content
    • Graph 4: participation in mobile gaming activities in the past year, 2023
    • Graph 5: purchased a mobile game that costs money in the past year, by age and gender, 2023
    • Graph 6: downloaded a free mobile game in the past year, by age and gender, 2023
    • Graph 7: purchased a video game subscription in the past year, by age and gender, 2023
    • Graph 8: participation in mobile gaming activities in the past year, by gamer segments, 2023
    • Mobile game abandonment
    • Graph 9: reasons for mobile game abandonment, 2023
    • Graph 10: mobile game abandonment, by gamer segments, 2023
    • Graph 11: mobile game abandonment, by mobile gaming frequency, 2023
    • Mobile game lifespans
    • Graph 12: time it takes to decide if a game is a good fit or worth playing after downloading and playing for the first time, 2023
    • Graph 13: time it takes to decide if a game is a good fit or worth playing after downloading and playing for the first time, men vs women, 2023
    • Graph 14: time it takes to decide if a game is a good fit or worth playing after downloading and playing for the first time, by gamer segments, 2023
    • Mobile game preferences
    • Graph 15: mobile game preferences, 2023
    • Graph 16: my mobile device is my primary gaming device, by age and gender, 2023
    • Graph 17: I don’t mind if a game is only playable on mobile, by age and gender, 2023
    • Graph 18: mobile gaming preferences, by gamer segments, 2023
    • Attitudes toward mobile game discovery
    • Graph 19: attitudes toward app stores, by age, 2023
    • Graph 20: attitudes toward mobile game discovery, by age, 2023
    • Attitudes toward mobile game spending
    • Graph 21: attitudes towards mobile game spending, by financial situation, 2023
    • Graph 22: I like to support my favorite PC and console game developers when they produce mobile games, by age and gender, 2023
    • Graph 23: I would be more willing to spend money on mobile games that I could also play on PC or console, by age and gender, 2023
    • Graph 24: attitudes toward mobile game spending, moms vs dads, 2023
    • Attitudes toward mobile game privacy
    • Graph 25: attitudes toward mobile game privacy, by OS used, 2023
    • Graph 26: attitudes toward mobile game privacy, by age, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
  4. The Market

    • Market context
    • Market overview
    • Graph 27: global video game industry revenue, 2019-25
    • Graph 28: global video game industry revenue share, by device, 2023
    • Graph 29: Consumer Price Index change from previous period, 2020-23
    • Market drivers
    • Market share/brand share
    • Graph 30: top mobile games by revenue, 2022
    • Graph 31: top gaming brands by advertising spend, 2023
    • Graph 32: video game industry advertising spend, by quarter, 2021-23
  5. Appendix

    • The consumer
    • Graph 33: device usage, 2023
    • Graph 34: mobile brands used for gaming
    • Graph 35: OS used for mobile gaming
    • Graph 36: gaming frequency, 2023
    • Graph 37: gamer segments, 2023
    • Graph 38: gamer segments, by age, 2023
    • Graph 39: gamer segments, by gender, 2023
    • Graph 40: gamer segments – devices and frequency, 2023
    • Graph 41: gamer segments – devices and frequency, by age 2023
    • Graph 42: gamer segments – devices and frequency, by gender, 2023

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 tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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