Consumer Research

Mobile Gaming Research Highlights – EMEA & LATAM

The past year will be remembered as a time of many changes for brands and marketers. The COVID-19 pandemic has led to great milestones for many media organizations. It has also created new opportunities through the acceleration of digital transformation at a huge scale.

As mobile gaming has exploded because of the COVID-19 pandemic, it is no longer a niche offering. It has become a mainstream channel for advertising. In 2020, Newzoo estimated that 2.7 billion gamers worldwide would spend $159.3 billion on console, mobile, and PC games, up more than 9% over 2019 revenues. The gaming market is estimated to grow beyond $200 billion by 2023.

While in-game advertising has become more viable for advertisers, gamers have grown to be a much broader audience between generations, geographies, and income brackets. Also, research has shown that they are highly engaged in mobile gaming platforms.

So who are mobile gamers, exactly? It’s a question that has been incessantly asked not just in the gaming industry but also among advertisers looking to reach consumers in this channel. To get a definitive answer, Digital Turbine conducted a survey across EMEA & LATAM regions which includes 15 countries, and also, partnered with Nielsen for 9 countries to get to know mobile gamers closely about their mobile gaming behaviors, in-app advertising approaches, and sentiments.

Check out the highlights and infographics below and download the complete Mobile Gaming in EMEA & LATAM 2021 Report with insights from 25 countries!

Who are mobile gamers in EMEA?

EMEA adults are playing mobile games – While 65% of EMEA adults state that they play mobile games, the majority of mobile gamers are generated by males (51%). Nevertheless huge and niche portion is females with a 49% rate. The age distribution also indicates that mobile gamers of all ages in EMEA are in this broader audience group. Between 14-19 with a 34%, 30-49 with a 41% and 50-65 with a 25% rate play mobile games!

Mobile gamers are spending many hours on mobile games per week, per day – Spending hours playing mobile games has become an ordinary day activity! Research shows that 27% of respondents in EMEA spend more than 10 hours on mobile games per week. Besides that, 49% of them state they play mobile games 2-3 times a day.

Puzzle games are on the top priority of mobile gamers in EMEA – Between various types of mobile games, 52% of respondents state they prefer to play puzzle games. Also, the majority (28%) state they have at least 2 games on their mobile to play.

Mobile gamers have different motivations to play – While the survey analyzes the reasons for mobile gaming, 59% of respondents in the EMEA region state they play mobile games because it is entertaining and fun. Also, 52% of mobile gamers are in a good mood while playing mobile games.

Preferring watching rewarded ads lead to remember video ads – While 78% of mobile gamers state they like rewarded video ads much more than traditional video ads without rewards, in an environment of paid games and in-app purchases spreading, 71% of the respondents prefer watching rewarded video ads for getting advancements in a game rather than paying money. Also, 33% of participants state that they remember video ads better when they see them on the smartphone.

Who are mobile gamers in LATAM?

A huge portion of LATAM adults are playing mobile games – While 73% of LATAM adults state that they play mobile games, the majority of mobile gamers are generated by females (52%) following by a 48% rate of males. The age distribution also indicates that mobile gamers of all ages in LATAM are in this broader audience group. Between 14-19 with a 41%, 30-49 with a 40% and 50-65 with a 19% rate play mobile games!

Spending hours on mobile games is more than usual – Spending hours on playing mobile games has become an everyday activity! Research indicates that 29% of respondents in LATAM spend more than 10 hours on mobile games per week. Besides that, 55% of them state they play mobile games 2-3 times a day.

Action/Adventure games are the most playable one for the gamers in LATAM – Between wide types of mobile games, 63% of respondents state they prefer to play Action/Adventure games. Also, the majority (26%) state they have at least 3 games on their mobile to play.

Mobile games are building positive motivations to play – While the survey analyzes the reasons for mobile gaming, 64% of respondents in the LATAM region state they play mobile games because it relaxes them and relieves their stress. Also, 57% of mobile gamers are in a very good mood while playing mobile games.

Rewarded ads are much more preferable than traditional ads – While 70% of mobile gamers state that they like rewarded video ads much more than traditional video ads without rewards, in an environment of paid games and in-app purchases spreading, 67% of the respondents prefer watching rewarded video ads for getting advancements in a game rather than paying money. Also, 41% of participants state that they remember video ads better when they see them on the smartphone.

 
About the Study
Digital Turbine conducted a survey across EMEA & LATAM regions which includes 15 countries, and also, partnered with Nielsen for 9 countries to get to know mobile gamers closely about their mobile gaming behaviors, in-app advertising approaches, and sentiments.

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