Mobile Gaming Dominates with 79% of Gamers Playing on Their Phones

Published: June 2023

A recent study conducted by Newzoo has provided insights into the state of mobile gaming, revealing that 79% of all gamers prefer to play on their phones. This is significantly higher than those who choose PC (43%) or consoles (41%) as their gaming platform. Surprisingly, only 15% of gamers play on all three platforms.

The report also highlights that mobile gaming is the most popular platform, with 35% of all gamers exclusively using their phones. In comparison, only 9% exclusively play on consoles, and 8% solely use PCs. This demonstrates the exceptional popularity and accessibility of mobile gaming.

Newzoo attributes the strength of mobile gaming to its lower barrier of entry and increased accessibility compared to other platforms. The platform’s attractiveness has also led PC and console developers to invest in mobile gaming. Additionally, advancements in mobile and 5G technology, as well as the rise of cloud gaming services, have enhanced player experiences and enabled cross-platform engagement. Notable examples of cross-platform hits include popular games like Roblox and Fortnite.

Spending Patterns

The study found that 57% of gamers have spent money on gaming within the past six months. However, mobile gaming lags behind other platforms in terms of spending, with a play-to-pay conversion rate of 45%, compared to 55% for PC and 66% for consoles. Newzoo attributes this difference to the prevalence of the free-to-play business model in mobile gaming. As a result, in-game items play a crucial role in generating revenue in the mobile gaming sector.

According to the study, 87% of players have spent money on in-game items in the past six months. The top three reasons for spending money were attractive prices, sales, or special offers (34%), the availability of extra or exclusive playable content (34%), and the ability to personalize characters or in-game items (29%).

The most popular in-game item to spend money on was in-game currency (29%), followed by expansion or content packs and in-game gear (both at 25%).

The Influence of Gaming

The study also revealed that 50% of players have discovered new brands while gaming, and 47% stated that they are more likely to make purchases from brands featured in their favorite games. Newzoo highlights how digital spaces are becoming an important platform for brands to establish their presence and reach new audiences. Gaming offers advertisers and marketers added value while providing creative options to engage with consumers in a more personal and playful manner.

Globally, gamers displayed a more positive attitude towards branded content and media collaborations, which was evident across all studied categories.

In a separate report from last month, Newzoo revealed that the mobile gaming industry experienced a 6.7% decline in 2022.