The obvious benefit is the vast and increasingly diverse audience: from Candy Crush to Roblox to Clash of Clans, there’s a game for everyone, providing opportunities to connect with your ideal customers. It’s no surprise that advertisers want a slice of the pie: ironSource estimates that overall, mobile game advertising revenue is approaching $39.8 billion. We’ve passed that peak, but other factors like fast-growing smartphone adoption and growing intranet infrastructure worldwide keep the market healthy. The 2020 lockdown was a major boost for the industry, as millions of us found ourselves stuck at home with time on our hands: installations shot up 45% on the previous year. So how did we all fall in love with pocket gaming? Well, Covid-19 has a lot to answer for.
Mobile games are having a moment: the industry generated around $92 billion in 2022. We also know mobile accounts for more than half of online gaming revenues, and games are the most downloaded app category across both Apple’s App Store and Google Play. Others put that figure well over 2 billion. Statista reports that worldwide, more than 1.75 billion of us played mobile games in 2022. Some might be checking work emails or keeping up with the news - but statistically, there’s a strong chance they’re playing a game.
On the train, in the waiting room, even walking down the street… Everywhere you look, people are fixed on their phones.
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