Market Analysis-Mobile Gaming - US - 2013-Market Trends and Opportunities

The mobile gaming sector is new, widespread, and growing. Non-traditional demographics have taken to mobile gaming. App store listings and gaining good reviews at app stores are critical, and game makers exploring the optimum way to monetize of their product must keep in mind the increased likelihood of download if the game is free and the already proven in-game spend model.

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Table of Content

Scope and Themes


Data sources

Consumer survey data

Abbreviations and terms



Game genres

Game platforms

Other terms

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Executive Summary

Market factors

Consumers flocking to smartphones and tablets

More than half likely to play a mobile game in a typical week

Figure 1: Frequency of gaming activity, by platform, September 2013

The consumer

Making money from “free” games

Figure 2: Average number of (free vs. paid) mobile apps downloads and deletions in the past month, September 2013

App store browsing an important factor in app discovery

Figure 3: Mobile gamers’ attitudes toward app stores, by gender and age, August 2013

More time spent on tablets for mobile gaming

Figure 4: Frequency of mobile gaming in a typical week, by primary mobile gaming device, September 2013

Mobile gaming slightly more often played at home, most notably among females and younger gamers

Figure 5: Mobile gaming activity at home vs. on-the-go, by gender and age, September 2013

“Spread the word” more

Figure 6: Number of game titles played in the past week on cell phone/tablet, by genre, by gender, August 2013

Despite trend toward social gaming, solo gaming remains prevalent

Figure 7: Attitudes toward playing mobile games by themselves vs. with others, by gender and age, September 2013

Seamless integration between platforms for gaming\'s core demographic

Figure 8: Mobile gamers’ attitudes toward gaming experience and plan to purchase the next generation consoles within the next 24 months, by gender and age, September 2013

Women particularly influenced by friends, family to download games

Figure 9: Social and advertising influence around game apps, by gender, September 2013

A third of mobile gamers see ads in games, but most are averse to ads in paid games

Figure 10: Attitudes toward ads on mobile games, by genre played, August 2013

What we think

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Issues and Insights

Catching the wind of change in mobile gaming

The issues

The implications

“Why Buy” outlooks affect monetization

The issues

The implications

Trend Applications

Inspire Trend: Why Buy

Inspire Trend: Attention Economy

Mintel Futures: Access Anything, Anywhere

Market Drivers

Key points

High smartphone and tablet penetration

App stores/downloads

Minority’s growing population and disposable income favorable to mobile gaming

Figure 11: Population, by race/Hispanic origin, 2008-18

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