Page 4 - AeM_September_2022

RESEARCH, ANALYSIS & TRENDS

Mobile is driving the gaming market

biggest impact on consumer spending was in Russia as
Google and Apple froze payment processing in that
country. Russia's share of consumer spending on
games in Eastern Europe fell from 50% to 10% as early
as April 2022. Outside of Russia, consumer spending
on games in Eastern Europe remained relatively stable

According to IDC, most mobile gamers (at a 3:1 ratio)
would rather see ads in exchange for free content and
services than pay for apps and thereby avoid ads,
despite increasing privacy demands. Data.ai numbers
also show that games funded through app stores are
experimenting with hybrid models that include
Mobile games will account for more than 60% of advertising to make free games more accessible to a
the total gaming market share in 2022 according wider audience and more lucrative for publishers.
to a forecast by Data.ai. Ultimately, the data and
analysis service provider expects the games Decades ago, it was already foreseeable that
market to reach a total volume of 222 billion digitization would change the entertainment industry. In
dollars this year. particular, the developments in the gaming sector do
not seem to have been completed yet. Due to the
pandemic, the numbers are even in the three-digit
Mobile gaming takes the majority of the market shares
and is expected to surpass $136 billion this year. This billion range, with mobile gaming being the strongest
means that smartphone games are growing 1.7 times growth driver.
faster than the gaming market as a whole.
Consumer spending on the small, mobile companion
has also reached a new all-time high. In the first quarter
of 2022, users spent more than $1.6 billion per week on
mobile games on iOS and Google Play, up 30% from
pre-pandemic levels.

Democratization of gaming

Mobile gaming is the most inclusive form of gaming to
date for all genders, generations and gaming interests.
In addition, there is the uncomplicated equipment
compared to playing with the console. The smartphone
has enabled the full democratization of gaming, giving
every type of gamer access to their niche, be it a Consumer spending is up 30% from the year before the
specific subgenre or demographic. The latest report pandemic and, at $136 billion, accounts for more than
from Data.ai, powered by Game IQ, highlights the half of the overall games industry market share.
range of interests reflected in the app stores' most in- Although smartphone gaming is pulling all age groups
demand subgenres. in front of the mini-screen, manufacturers seem to have
a special interest in Gen Z, as many of the top games
Russia-Ukraine war is affecting the gaming are geared towards them. ◊
industry
By MediaBUZZ
Weekly game downloads and consumer spending have
both declined since the start of the war in Ukraine. The

4 September 2022: Mobile Marketing