Google recently released the 2022 Mobile Insights Report, which aims to provide game developers with a series of reports to help identify player behavior and how to inform game design. The report includes data from 23,364 respondents across the Asia Pacific, EMEA (Europe, Middle East, and Africa), North America, and Brazil and Mexico, who play games primarily on mobile devices.
Among the core motivations for why they choose to play mobile games, 56% of respondents admitted to “being bored”, followed by “having free time” and “needing to relax”, each accounting for 53%. This also correlates with the development of genres such as hyper-casual games, which are positioned to provide instant and quick gratification.
And 34% of players said they found new games through built-in advertisements to get into the pit, and 37% of players said that it was because mobile games were always the most prominent position in the app store and wanted to try them out. Only 21% of gamers watch mobile games and find the right time to play with friends.
Overall, more players were satisfied with engaging with in-game advertising in a positive way, but 35% also said the ads were “not effective”. In terms of players’ attitudes about the future of NFT games, 39% of players said that it should be realized in the metaverse, and 30% of players believed that it was VR games.
However, while 32% of the player base currently engages in cross-platform gaming, excitement about its future potential is much lower, with only 15% of respondents keen to engage with cross-platform gameplay. It is worth noting that only 16% of respondents are interested in NFT-based games, a slight decrease compared to the number of respondents who are currently playing NFT games (19%).
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