Although 64% do not identify as gamers, according to a new study, British people play mobile games an average of three times a week

LONDON 13th February 2019AppLovin, an independent mobile gaming and growth platform, announced today that three quarters (75%) of Britons have played a mobile game, with smartphone users browsing their favorite gaming apps an average of three times a week.

The survey of the current consumer appetite for mobile games, conducted by census, also found that the four most important qualities that make a good mobile game are games that are: free (54%), easy to play and understand (42%), brain-challenging (39%), and have short sessions (25th). %). However, these criteria do not keep consumers’ attention forever; The research found that respondents check for new games an average of four times a month, which shows that no matter how good the game, the British are always interested in trying something new.

In the survey of more than 2,000 UK respondents, only 26% of women identified themselves as “gamers”. Even so, 80% of women played a mobile game. Of those women, more than half have tried their hand at King’s casual puzzle smash hit Candy Crush, and 35% have played Mobile Gaming’s mega-franchise Angry Birds. The study found that casual games like this one are dominated by female gamers, with 26% of women choosing it as their video game genre of choice. This is also underpinned by the fact that casual games averaged eight of the ten most downloaded games on the App Store per week in 2018, up from six in ten in 2017 (according to clear data from Sensor tower, set up for AppLovin). The rise of casual games is driving a new breed of “gamers” who, despite not identifying with the label, are pushing the genre to the top of the charts.

“This research is turning the gamer stereotype on its head,” said Simon Spaull, Managing Director EMEA at AppLovin. “Smartphones really changed the game and opened up the audience to a much larger audience; The mobile gaming market has really grown in recent years, partly because of these new demographics. “

The study also found that consumers view mobile games as more than just cheap entertainment. Just over three in 10 (31%) of respondents who have played a game on their smartphone play cell phone games to relieve stress, with 39% even saying they feel relaxed while playing cell phone games. Overall, playing mobile games ranks fourth among the most popular forms of relaxation (40%), behind watching TV (63%), reading a book (43%) and going for a walk (41%). With nearly three-quarters (73%) of respondents spending up to 30 minutes on gameplay, mobile games are traditionally stress-busters as their brief game breaks help Brits relax.

Note to the editor
The research was conducted by Censuswide of 2,004 UK general respondents (ages 16+) between 12/21/2018 and 12/28/2018. Censuswide adheres to and employs members of the research company based on the ESOMAR principles.

About AppLovin
AppLovin helps indie and established mobile game developers connect with billions of users worldwide each month so they can be discovered. Founded in 2012, the company offers the comprehensive solutions developers need to monetize, publish, understand and grow their business – all in one place. Developers use the AppLovin marketing platform and powerful analytics tools to attract new users and improve profitability. Lion Studios, AppLovin’s new independent media division, gives developers access to proven resources for publishing and promoting their apps. AppLovin is headquartered in Palo Alto and has offices in San Francisco, New York, Dublin, Beijing, Tokyo, Seoul and Berlin. Learn more at


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