And what marketers can study from new research about the motivators of play
A recent history of smartphone gaming
According to Newzoo, the mobile gaming industry is expected to top $100 billion by 2021, achieving a decade of double-digit growth. And it generated more than 50% of the global games market last year.1 How did such a young industry grow so fast? One way was by offering more payment options, some of which don’t even require a purchase.
How mobile won our free time
According to eMarketer, mobile is expected to top TV in terms of daily screen time this year.2 Many of us will spend that time gaming. Those of us who use gaming apps spend an average of 6.5 hours a week on them, and 78% use them daily.3 Most say they play to “pass the time.”4 That’s where mobile has a clear advantage: Unlike TV, we can take our phones anywhere.
Source: Thinkwithgoogle.com