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Title : AppLovin's Study Reveals New Gaming Trends
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AppLovin's Study Reveals New Gaming Trends
[ad_1]Although 64% do not identify as gamers, the average British person plays mobile games three times a week, according to new research
LONDON, February 13 2019 - AppLovin, an independent mobile game and growth platform, today revealed that three-quarters (75%) of the UK have played mobile games, with smartphone users switching to their favorite gaming applications on average three times a week.
Research on current consumer tastes for mobile gaming, conducted by Censuswide, also found that the top four qualities that make good mobile games are those that are: free (54%), easy to play and understand (42%), challenging the brain (39) %), and have a short session (25%). This criterion does not attract the attention of consumers forever; the study found that, on average, respondents looked for new games to play four times a month, showing that no matter how good the game was, Englishmen always wanted to try something new.
In a survey of more than 2,000 general respondents in the UK, only 26% of women identified themselves as "gamers". Even so, 80% of women have played mobile games. Of these women, more than half had tried their hand at the hit smash puzzle King, Candy Crush, and 35% had played the Angry Birds mega-franchise mobile gaming game. The study found that casual games like this were dominated by female players, with 26% of women choosing them as their favorite video game genre. This is further supported by the fact that casual games represent an average of eight of the 10 most downloaded games on the App Store every week in 2018, up from six out of 10 in 2017 (according to unique data from Sensor Tower, equipped for AppLovin). The advent of casual games pushed a new type of "gamer", which, although not identifying with labels, pushed the genre to the top of the charts.
"This research changed the stereotype of gamers on its head," said Simon Spaull, Managing Director of EMEA at AppLovin. "Smartphones really change the game and open the target audience to a much bigger base; The mobile game market has really grown in the last few years, in part because of this new demographic. "
The research also found that consumers see mobile gaming as more than just cheap entertainment. Just over three out of 10 (31%) of those surveyed who have played games on their smartphones play mobile games to relieve stress, with 39% saying that mobile games make them feel relaxed. Overall, playing mobile games ranks fourth in the most popular ways to relax (40%), behind watching TV (63%), reading books (43%), and walking around (41%). With nearly three-quarters (73%) of respondents spending up to 30 minutes playing games, mobile games are recognized among traditional stress relievers, with their brief game boom helping British people to relax.
Note to editor
This research was conducted by Censuswide with 2,004 respondents from the United Kingdom (Aged 16+) between 21.12.2018 and 28.12.2018. Censuswide adheres to and employs members of the Market Research Society, which is based on the principles of ESOMAR.
About AppLovin
AppLovin helps indie and established mobile game developers connect with billions of global users every month so they can be found. Founded in 2012, the company provides a comprehensive set of solutions that developers need to monetize, publish, understand and grow their business - all in one place. Developers use AppLovin's marketing platform and powerful analysis tools to gain new users and increase profits. Lion Studios, AppLovin's new independent media division, gives developers access to proven resources for publishing and promoting their applications. AppLovin is headquartered in Palo Alto with offices in San Francisco, New York, Dublin, Beijing, Tokyo, Seoul, and Berlin. Learn more at www.applovin.com.
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