2022 Global Mobile Gamers' Key Behavior Shifts

Key insights

6 takeaways

01
Inflation concerns are driving more focus on managing finances among mobile gamers.See it on page 1
02
Gamers are triggered to spend by great value in-game promotions and high-quality content.See it on page 1
03
Seven in ten mobile gamers play on more than one device.See it on page 1
04
Games from different platforms greatly appeal to gamers, but they also expect enhanced graphics, audio, a clearer screen, and control mechanisms.See it on page 1
05
Social interaction is an increasing demand with gamers, and building connections with others in game becomes even stronger.See it on page 1
06
Establishing word of mouth and social interaction early in a game release can enhance connection among gamers.See it on page 1

Summary

Google and Ipsos surveyed 6,000 mobile gamers in the USA, Japan, South Korea, Germany, Brazil, and Indonesia in April 2022, as part of their study The Shifting Needs of Global Mobile Gamers. The study examines how shifting life and gaming dynamics have created a desire for new gaming experiences that game developers need to respond to.

Inflation concerns are driving more focus on managing finances. Gamers are triggered to spend by great value in-game promotions and high-quality content, which the document says can deepen long-term gamer value.

Seven in ten mobile gamers play on more than one device. Games that originate from different platforms greatly appeal because they embrace cross-platform features, but gamers also expect enhanced graphics, audio, a clearer screen, and control mechanisms.

Social interaction is an increasing demand among gamers, and building connections with others in game becomes even stronger. Establishing word of mouth and social interaction in the early stages of a game release can enhance the connection among gamers.