Mobile gaming, the trend that is here to stay

The mobile gaming industry is constantly evolving, as are gamers, who have changed their consumption habits in recent years. Since the COVID-19 pandemic, mobile gaming has skyrocketed to record levels. It became one of the preferred activities during social isolation and this trend continues today. 

Mobile gaming, the trend that is here to stay

In this framework, Cisneros Interactive, an Entravision company and digital marketing company in Latin America; together with Justmob, a mobile marketing company belonging to Cisneros Interactive, developed research on the consumption of mobile games in Latin America. Specifically in Argentina, Brazil, Chile, Colombia, Mexico, and Peru. 

The analysis aims to point out the fact that everyone plays from a larger perspective. Because playfulness has become popular in digital. 

Nowadays, mobile games are widely available. Therefore, the analysis seeks to demonstrate that everyone, in some way, plays through a mobile device.

And for that, it is relevant to note that advertising in games became an important part of the media mix. Since gamers are the second-largest digital audience after social networks.

Check this also: How to work in the video game industry?

The general panorama of gamers, between men and women over 18 years of age in the world; shows that gamers are very fond of mobile gaming. More than 50% play daily and 74% at least 3 times a day.

One of the most interesting aspects revealed by the research is that the smartphone is the absolute king of devices when it comes to choosing how to play. 3 out of 5 use it preferring it before the Tablet or PC.

The reason why different generations of Mexicans are fans of mobile games; is the wide variety of supply that exists in the market. Action, adventure, and strategy games are the most chosen. Candy Crush is the most popular among women while PUBG and Clash of Clans are the most popular among men. 

These games function as moments of disconnection in a hyperconnected world, not only during the pandemic. Adults and adolescents needed this type of distraction to deal with isolation, but rather as a space for relaxation within daily life. 

The report also shows that ads have become a fundamental part of the gaming experience. 80% state that they choose to watch ads to gain extra lives and/or in-game content by expressing; plus a positive attitude about their experience with the ads.

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