The mobile gaming industry is experiencing exponential growth. New technologies are revolutionizing how gamers experience games – from virtual reality to augmented reality – and new apps are drawing players from varying audiences.
This trend will likely continue as 5G networks promise reliable low latency connections that allow smartphones to support AAA-quality games, increasing revenue for carriers and service providers.
Free-to-play model
Mobile game sales have skyrocketed, generating billions in revenues each year. Their immense popularity can be largely attributed to free-to-play models which enable gamers to experience these games without incurring costs for each one they enjoy – however, free-to-play has its own set of issues which need addressing before expanding further into this market.
Many games feature in-game currencies that can be purchased with real money, giving those who do so an unfair competitive edge over those who don’t spend. This has caused much consternation among gamers as well as complaints from psychologists who have established links between specific forms of gaming and gambling addictions.
Mobile gaming has seen another notable trend recently – the proliferation of console-quality titles on smartphones and tablets, fuelled by mergers & acquisitions in the gaming industry – Microsoft and Sony both making major moves to acquire Activision Blizzard and Zynga as examples; also helped by games such as Fortnite’s Battle Royale which proved immensely popular both PC & console before it made it way over to mobile.
Bigger screens
Smartphone screens may seem small compared to PC and console displays, yet they are revolutionizing video gaming industry. Mobile games are now driving global video gaming revenue and have overtaken console and PC titles as the largest segment of this market.
As smartphones become more powerful, mobile gaming has grown into new genres and demographics. Once considered a niche market, mobile gaming now encompasses casual titles as well as major franchises; plus its future is being transformed by larger screen devices like tablets and TVs.
This has created opportunities for traditional console and PC game publishers, who are turning their focus towards mobile gaming to expand their reach and revenue. Meanwhile, CSPs are taking advantage of 4G and 5G networks to deliver high-throughput and low-latency services for mobile gaming, which will enable them to capture more of the video gaming market and grow subscriber bases.
Female gamers
Gaming has traditionally been dominated by men. Thanks to the #MeToo movement and rising awareness of gender bias in game development, however, gaming companies are beginning to recognize female gamers as valuable and highly engaging audiences.
Gamers are beginning to recognize that they need to alter how they approach work and play. Female gamers, in particular, are increasingly seeking games with strong narratives, character-driven storytelling elements as well as social play elements to facilitate socialisation and connection.
Gamer women want to feel included in their gaming community and are willing to put in work to make this possible, yet still face similar barriers such as sexual harassment and discrimination. Yet despite these hurdles, many have found ways around them and become influential members of gaming culture; becoming popular streamers or esports players. Furthermore, their influence can change the way games are produced or even how they’re marketed!
In-app advertising
In-app advertising (IAA) is an integral component of mobile gaming apps, helping developers monetize without disrupting user experience or interrupting gameplay, and marketers to target specific audiences with advertising messages. IAA formats such as rewarded video ads and offerwalls can boost user retention, in-app purchases, and app lifetime value.
Gamers have quickly adopted smartphone and tablet gaming as they provide them with access to games anytime of day or night – resulting in changes such as virtual reality and social gaming being made possible. This trend has significantly affected how the industry evolves with virtual reality becoming mainstream as well as leading to social networking innovations.
As more gamers opt for mobile gaming, developers will need to find innovative ways to monetize their titles. One strategy could include employing rewarded video ads which offer virtual rewards such as extra money or power-ups; additional levels or free in-game content for players.