In today’s technical world, apps are the new prime time and games have grabbed the lion’s share. Mobile games made up 60% of revenue for the global video game market in 2019, generating $49 billion in revenue and a profit of $16.9 billion, a study by found. The mobile gaming market is forecast to grow 2.9% annually to hit $56.6 billion by 2024, per the research. It is being presumed that at this rate consumers will collectively spend 674 billion hours on their screened devices in 2020. This is because as per the current trends being analyzed close to 15% of the 792K publishers on Google Play Store and Apple’s App Store are gaming publishers.
By the end of 2019, the global gaming market is estimated to be worth $152 billion with 45% of that ($68.5 billion) come directly from mobile games. Just over the last 18 months the global gaming industry has seen about$9.6 billion in investments and if the investments continue at the current pace, the amount of investment generated in 2018-2019 will be higher than the ten previous years combined. By 2021, the predicted amount of time people spent on mobile devices in the US is predicted to increase to more than 30 minutes than last year. Accessibility is the highest it’s ever been as barriers to entry are virtually non-existent. From casual games to the recent rise of the wildly popular hyper-casual game genre that are quick to download, easy to play and lend themselves to being played in short sessions throughout the day, games are played by almost every demographic stratum of society.
Not only the mobile app development and android app development companies across United States, companies across most of Europe and Latin America as well as India and South-East Asia have reported growth of demand in numbers. The number of hyper – casual apps in app stores has increased by 170% this year, which is more than three times compared to the gaming industry average. This genre’s aggressive use of ad demonetisation is impacting the entire mobile gaming space, according to mobile insights specialist.
If we look at market share geographically, in 2019, Asia-Pacific accounted for 47% of the market, followed by North America at 26%, Europe, Middle East and Africa at 23%, and finally, Latin America at 4%. In 2019, 48% of all consumer spending came from the US and China. Today, the average age of a mobile gamer is 36.3, which is higher as compared with 27.7 in 2014. The gender split is 51% female, 49% male, and one-third of all gamers are between the ages of 36-50 — a far cry from the traditional stereotype of a “gamer.” With these demographic, geographic and consumption sea-changes in the mobile ecosystem and entertainment landscape, it’s no surprise that the game space is getting increased attention and investment, not just from within the industry, but more recently from traditional financial markets and even governments.
The creative strategy of these mobile gaming apps is seen to be playing a crucial role in capturing user attention. This creative approach uses first party data to precisely optimize the audience list. An example is acquiring a high Lifetime Value (LTV) user is showing the user what the game is about and its unique features. This could be done through the usage of game footage with in-game characters, if there are any, paired with exciting animation, like booster combinations. Also, for a reactivation campaign, creative strategies are personalised so that lapsed users feel valued. Additionally, presenting ways to gain free game items through login bonuses or other means can be used to engage users. Another strategy to attract lapsed users is showing the benefits of continuous gameplay, like unlocking new levels or having access to special events.
Hyper-casual games are easy to learn and play. They are addictive, with very little time and attention required. These games typically have intuitive mechanics that can remain consistent throughout gameplay or can require more dexterity as the game increases in difficulty. More intricate games can alienate players who do not have the time required to learn or play, but hyper-casual games eliminate both barriers. The intuitive user interface paired with a user experience that entertains is the perfect recipe for continued engagement and long-term retention.
The modern mobile gamer is far off the “gamer” stereotype. Google named mobile gaming the future of leisure time. There are types of mobile gamers, each driven into habit by their motivations; namely, casual, strategy and fantasy gamer. Games like PUBG, Fortnite and Free Fire have showed us how powerful mobile devices have become. Multiplayer style of gaming apps is very attractive to strategy gamers, while casual gamers will usually enjoy spending their time playing casual games.