A report recently published by the internet market research firm, ComScore, has revealed that the number of people who play mobile games on a daily basis in the UK has almost doubled since 2011, with 20 million active monthly users and more than 6 million gamers playing every day.
However, despite this high number of monthly users, the report also revealed that only a small percentage of players actually paid for mobile games. 1.3 million mobile users bought games, while 6.8 million downloaded games for free. Of this 6.8 million, 2.2 million purchased enhancements or add-ons to the game after purchase.
The report surprisingly found that playing mobile games was not necessarily a 'mobile' activity, with 64% of mobile gamers playing from their living room and 33% playing whilst commuting. Gaming is also becoming one of the most popular smartphone pastimes, narrowly behind searches, reading the news and checking the weather with 21 million monthly users apiece, and social networking with 22 million monthly users.
This explosion of mobile gaming has been driven by an abundance of freemiums such as Candy Crush Saga, which are free to download and can be upgraded based on in-game purchases. Although free games are extremely popular on smartphones, Newzoo, another market research firm for the games industry, estimated that UK smartphone owners spent £390 million on games in 2012.
The mobile gaming market is thriving and there's no sign of it slowing down any time soon. With such an abundance of games readily available on our mobiles, competition is fierce and profit potential is high. The mobile games industry has been transformed since the launch of Apple and Google's app stores and it will be interesting to see how this sector continues to diversify in the years to come.
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