Mobile Gaming Places Power in the Palms of Consumers & Advertisers

Posted by Brand Safety Institute • Jun 2, 2023 8:30:00 AM

Mobile gaming is propelling itself to new heights. The widespread availability of smartphones, technological advancements, a diverse range of captivating games, and a global audience that seems enthralled has buoyed mobile gaming. Mashable recently confirmed that mobile gaming now drives the lion's share of the gaming market at 60%.

One of the key drivers behind the rise of mobile gaming is the accessibility, with billions of smartphones in the hands of people worldwide. This allows users to indulge in gaming anytime, anywhere. A major industry report, “Premium by Design,” assembled by Activision & Blizzard said “What makes a game premium isn’t the platform it is played on, but rather a set of key attributes that contribute to a high-quality, engaging and sophisticated gaming experience.”

The key point here is that “premium,” is in the eye of the beholder. In a world where nearly all mobile games are free-to-play, these key attributes vary in importance based on the target subset(s). That same report from Activision & Blizzard boiled it down to games which are challenging, competitive, imaginative, relaxing, satisfying, and fun… among other categories such as relevance and social opportunity.

This phenomenon may be more than a mere trend, but the crest of a wave that has been building over the years and years of increasingly convenient and tailored content and experiences. As the Activision & Blizzard report points out, “not all games are created equal. What elevates established gaming franchises and much-loved titles over others is the superior nature of the gameplay experience, from high quality graphics and audio, to compelling storytelling and carefully crafted game mechanics.” Additionally, “73% of all gamers surveyed consider mobile games to be high quality. The vast majority of mobile gamers can also identify at least one attribute that can make a mobile game “premium.” Mobile gaming is ubiquitous, providing an opportunity to tap in whenever, wherever, offering players all day entertainment. Four-in-five mobile gamers play daily, nearly double that of other platforms.”

As smartphones continue to evolve and advancements like 5G networks and cloud gaming gain momentum, we can expect mobile gaming to flourish even further, solidifying its position as a dominant force in the gaming industry. The future holds endless possibilities for mobile gaming, digital advertising, and brand safety. 

Topics: Brand Safety, Technology, Mobile, gaming, digital advertising