The mobile gaming market is thriving. It’s a global phenomenon. Recent data revealed in the new Global Games Report showed that an incredible $152.1 billion will be spent on video games in 2019 by over 2.5 billion players. That represents a significant year-on-year increase of 9.6%. But it’s in the mobile gaming market where we’re seeing the greatest growth. The $68.5 billion industry represents almost half of the total gaming market with $54.9 billion coming from smartphone games. By 2021, expectations suggest mobile gaming alone will have 2.7 billion players.
Growth in the UK
The UK itself has seen a similar surge in mobile gamers. Last year, the industry was estimated to be worth £993 million according to Mintel’s data. The report was compiled from statistics shared by App Annie. It indicated that Britain has seen a 12% rise in 12 months with forecasts suggesting by 2023 the market will be worth £1.59 billion (growing by 61%). It isn’t surprising. After all, the total UK games market (including consoles and PCs) is surging.
This is thanks to a number of factors. The availability and affordability of new and innovative technology has brought the games to players and vice-versa. UK sales have been driven by the popularity of PUBG and Fornite. On mobile, the seemingly ubiquitous Minecraft continues to top the charts while Call of Duty has been the big hitter for iOS and Android users in 2019.
Movie and TV crossovers proving popular
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Movie and TV crossovers like Tomb Raider and Rampage have given video games further notoriety. Their presence saw game-related films earn £23 million in 2018, according to data from Ukie. Similarly, crossovers on mobile such as Batman: The Dark Night Rises, Jurassic Park Builder, and Minion Rush: Despicable Me have frequently appeared on “best of” lists. Meanwhile, Vikings, Deal or No Deal, and Spinal Tap remain some of online casino players’ favourite slot machine games. Dirty Dancing, Top Gun, Gladiator and King Kong are others to have inspired mobile iGaming releases in recent years.
In 2019, Harry Potter: Wizards Unite has taken a leaf out of the Pokemon Go playbook to bring augmented reality to the gaming environment. While it has been criticised for not reaching the levels of gameplay immersion that its inspirational predecessor managed, the brands recognisable characters led to 400,000 downloads within 24 hours of its release in the US and UK.
Plenty of choice
Free games are also helping the market to blossom. Pocket Run Pool, Grow in the Hole and Virtua Tennis Challenge have proven popular this year. In the iOS versus Android battle, the latter has closed the gap between the two operating platforms with crowd-pleasers such as Infinity OPS, Major Mayhem 2 and Marvel Strike Force. For Apple users, new games like Telling Lies and Battle Hunters have drawn a lot of attention.
The trend shows no signs of slowing down. It says a lot that, across the EU, the largest mobile games workforce is in the UK. The number of those holding smartphones in their hands is rising every year, meaning that the audience is continually on the up. And with the attractiveness of new technology and a gaming market awash with bigger, better and more innovative titles, this hugely competitive industry is feeding a hunger for more. Crucially, it’s the consumer who’s winning.