Mobile gaming will exceed $136 billion in 2022 - growing 1.7 times faster than the overall gaming market. Mobile gaming to exceed 60% market share of annual global consumer spending by 2022. This article will introduce you to different game markets around the world, as well as gaming growth trends on specific devices. In addition to this, you are most concerned about how to succeed in the game market after 2022.

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The overview of mobile gaming

In cross-platform gaming, mobile gaming will further extend its global lead to 3.4x PC/MAC

• Gaming will reach $222 billion in 2022. Mobile gaming is now the main driver of growth in digital gaming consumption and will expand its global lead to 3.3 times that of home consoles in 2022.

As COVID-19 fuels a surge in console sales, the wider availability of newly released XBOX Series X/S and PlayStation 5 consoles will also further spur gaming growth in 2022+. Mobile devices are now able to offer console-like graphics and gaming experiences, as well as cross-platform competitive and social gaming capabilities. But mobile devices also provide an important conduit for a large number of game subtypes across the entire game range.

source: app annie

Mobile gaming is growing 1.7 times faster than the overall market. It has maintained strong momentum amid the pandemic surge – 2021 games are as vibrant as the year before. Now is the time to act.

Asia Pacific sees biggest growth in mobile gaming spending

• From the first quarter of 2021 to the first quarter of 2022, China leads the growth of the mobile gaming spending market share in Asia Pacific. North America and Western Europe still accounted for around half of mobile gaming spending in the first quarter of 2022, but their market share has been flat as other regions catch up. Brazil and Saudi Arabia lead the rest of the world in mobile consumer spending

• Switch Lite continues to resonate in North America and Asia Pacific (particularly in Japan); Steam Deck launches in late February 2022, but with Switch Lite's much larger installed base, it's a big challenge for handheld gaming in Q1 2022 The machine segment had a modest impact.
  
  

Mobile gaming market marks most inclusive gaming format across genders, generations and gaming interests

Growing inclusion: Nearly 50% of U.S. consumer spending on popular games skews toward women

• Digging deeper into demographic trends for top games by consumer spending in specific markets, found that games skewed towards female audiences are increasingly prominent. For example, 47% of the top 1,000 games in the U.S. in 2021 are skewed toward female audiences, meaning women are more likely to play these games than men. This is up from 37% (10 percentage points or +50%) two years ago.

Looking at consumer spending.ai, ROBLOX users are 30% more likely to be women than men in the U.S., while Japanese users of Ensemble Stars Music are 80% more likely to be women.

Across the markets analyzed, excluding the U.S., consumer spending more than 40% of the top 1000 games are skewed towards Gen Z users, and this has been growing by a whopping 29 % (+94%) over the past two years. Cookie Run: Kingdom is wildly popular in Korea, and Gen Z is 130% more likely to use it.

Growth of older gamers: Gen X and baby boomers are also seeing steady growth in mobile gaming spending

• The U.S. represents a unique market compared to other top mobile gaming markets: Gen X/Boomer-biased (45+) games account for nearly 25% of top-selling games and are growing every year, more than in 2019 (+30%) up 6 percentage points - the fastest growing group in the US.
  
  Mobile technology has mainstreamed gaming and penetrated into every age group - engagement and spending are increasing among older gamers who tend to have more disposable income available and, if retired, may There will be more time. In fact, Baby Boomers and Gen Xers are the wealthiest age group in America, controlling 80% of the wealth.
  
  

Geopolitical Macro-Climate Impacts Eastern European Gaming Market in 2022

Weekly game downloads and consumer spending declined in Eastern Europe in March and April 2022. When it comes to consumer spending, Russia has been hit the hardest — a result of Google and Apple freezing payments processing in the country. In April 2022, Russia’s share of gaming consumer spending in Eastern Europe fell from 50% to 10%. Outside of Russia, consumer spending on games in Eastern Europe has remained relatively stable through mid-April 2022.

Gamers’ tolerance for ads varies by genre

Typically most mobile app and game users (on a 3:1 ratio) would rather see ads in exchange for free content and services than pay for the app and avoid all ads.

Games monetized through the app store are experimenting with hybrid models that include advertising to make games more inclusive and accessible to a growing gaming audience, while also generating more profits for publishers.

Takeaways for all game developers in 2022

• Mobile is now a major driver of growth in digital game consumption, increasingly the world's preferred form of gaming, and at the heart of a powerful cross-platform experience.

• Mobile enables the democratization of gaming - allowing every type of gamer to access 'their' niche, whether it's a specific sub-genre of core games from ultra-casual to match-3 to open-world adventure games . Since the beginning of 2020, mobile gaming appears to be laying the groundwork for "new gamers," the most inclusive group to date.

• Consumers are spending more time at home and seeking new ways to connect with others; we expect cross-platform gaming to continue to gain a relative advantage over mobile-only gaming - a trend that should reach all smartphone users More console and PC quality experiences. Not all ad formats are treated the same. In the US, rewarded video and playable ads are the preferred ad types for gamers.

• Oversaturation can be a problem for games that are primarily monetized through advertising. In the US, consumer perception of in-game advertising tends to decline as different types of advertising become more common, so we recommend diversifying the types/formats of ads displayed in-game. Google's similar "privacy sandbox" will launch in early 2024). Contextual market data is very important for advertisers to succeed in this environment.