Growing Numbers of Game App Fans Among Smartphone Users Over 30: Germany

Key insights

6 takeaways

01
Game app revenue in Germany grew by 54% to 175 million euros in the first half of 2015 compared to the same period in 2014.
02
The 50+ age group saw the highest growth in mobile gaming, with the number of users increasing by 34% to 3.9 million in the first half of 2015.
03
Approximately 59% of mobile game app players in Germany are aged 30 or older, totaling roughly 13 million people.
04
Microtransactions within free-to-play games drove significant revenue, reaching 153 million euros in the first half of 2015, a 72% increase year-over-year.
05
Free-to-play titles account for 95% of all game app downloads in Germany.
06
The average age of a game app user in Germany is 35, according to data from the BIU and GfK.

Summary

The German mobile gaming market experienced significant demographic shifts and financial growth during the first half of 2015, characterized by an expanding user base among older age groups. The primary thesis highlights that intuitive, beginner-friendly game apps—particularly digital versions of traditional board and card games—are successfully attracting older demographics, thereby broadening the reach of the gaming industry.

Data indicates that 59 percent of mobile game app users in Germany were aged 30 or older as of mid-2015, up from 54 percent the previous year. The most notable expansion occurred within the 50-plus age group, which grew by 34 percent to reach 3.9 million users. The average age of a German game app user was 35. This demographic shift coincided with a 54 percent increase in total sales revenue for game apps, which reached 175 million euros in the first half of 2015. Free-to-play titles dominated the market, accounting for 95 percent of downloads and driving a 72 percent increase in microtransaction revenue, which totaled 153 million euros.

The findings are based on market research conducted by GfK, utilizing an ongoing, representative survey of 25,000 German consumers regarding their purchasing and usage habits. This methodology provides a comprehensive view of the German digital games market, covering the first half of 2015. The industry continues to leverage low barriers to entry and cross-platform accessibility, such as integration with set-top boxes and smart televisions, to sustain this growth trajectory across diverse consumer segments.