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Cell avid gamers are one of many greatest audiences within the trade, and understanding them is vital for many sport builders and publishers. At GamesBeat Summit 2022, Lexi Sydow, head of market insights at Knowledge.ai (previously App Annie) gave a chat known as “The State of Cell Gaming” and the latest tendencies on the platform.
One of many highlights Sydow talked about is that cell avid gamers take pleasure in a extra various collection of video games. Whereas outdated favorites like Sweet Crush Saga nonetheless reign, new video games equivalent to Genshin Affect are making waves as effectively. Cell avid gamers are extra keen to attempt completely different genres and kinds of gameplay, and the cell tendencies match these pursuits.
Cell gaming genres and who performs them
“We’re seeing robust expansions within the kinds of avid gamers and kinds of video games they’re enjoying… We’re seeing a lot of attention-grabbing areas emerge, new genres,” stated Sydow. She stated that it’s a mixture of each established favorites and new hits. Particularly, she famous Subway Surfers, which was the second-most downloaded sport in Q1 2022. “They’re about to hit 2 billion downloads lifetime, which might make them probably the most downloaded cell sport ever. We see that there are nonetheless some video games doing very and have been doing effectively for a really very long time. Subway Surfers is certainly one in every of them.”
Sydow additionally famous that a number of of the highest video games within the U.S. — sis out the highest ten, particularly — had an viewers that skewed feminine. These included Roblox, Homescapes, and Sweet Crush Saga. “Oftentimes individuals consider avid gamers as skewing far more male, which could be true… however on cell, what was actually attention-grabbing, is that we truly noticed in February: Of the highest 10 video games within the U.S. by spend, six of them skewed feminine. That’s actually spectacular to see.”
Sure demographics did favor sure sorts of video games over others. “You see matching and phrase puzzles video games skewing a bit extra in direction of the older demographic base. However we do see that it’s not simply younger avid gamers, and, as we noticed earlier than, it’s not simply male. It’s cross-demographic they usually’re rising in a short time.”
The affect of IDFA
Along with normal tendencies, Sydow additionally commented on Apple’s transfer to oust IDFA — supposedly in a bid for client privateness. She stated this didn’t have as a lot of an affect as you may suppose on cell gaming ads. In actual fact, they introduced in extra money than ever.
“We noticed $295 billion spent on cell in 2021, which is 23% progress YoY, and it’s poised to succeed in $350 billion globally this 12 months,” stated Sydow. “That features branding adverts vs. in-app set up adverts, so kind of the entire ecosystem. We actually didn’t see an affect there from IDFA by way of complete placements. I feel you’ll see just a little bit extra on the person foundation how adverts are performing. However there’s nonetheless actually robust demand to put them to seize a few of that cell consideration.”
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