2022 Mobile Insights Report
Select region:
Select region:
Select a region
-
The best game experiences emerge from insight-based innovations. As the world of mobile games continues to evolve, accessing the right insights can help industry partners grow their business and delight users with top-of-the-line experiences. The 2022 Mobile Insights Report is the first in a series of four to help game developers figure out where to go next.
The global view
In this report, the global view includes countries within APAC, EMEA, and North America, as well as Mexico and Brazil.
Today’s mobile players are competitive and seek out games that recognize and reward winners. They value diversity across characters and storylines, and pay attention to whether a game offers accessibility features. Though mobile players are fans of current trends such as cross-platform gameplay and cloud games, their eyes are on the future as they excitedly await the enhanced experiences that the Metaverse, AR, and VR promise to bring.
Ensure your mobile game reaches its full potential by diving into the four sections of the report that will help you…
Design your gameLaunch your gameGrow your businessRetain your community01
Design your gameA powerful game design is built on a foundation of insights. To scale up and grow your mobile games business, a strong – yet flexible – foundation is key. Having a deep understanding of player behavior and priorities can help set your game up for success.
Player behavior
Mobile players often begin to start playing games when they feel bored. The overall global trend also reveals that they generally stick with playing 1-3 games at the same time.
Why do mobile players start playing games?
Why do mobile players start playing games?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
How many different games are mobile players usually playing at any given time?
How many different games are mobile players usually playing at any given time?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
Localization
Games designed with a local context in mind boast a competitive edge. Our research shows that it’s important for mobile players, particularly those in Brazil and APAC, to play in a familiar virtual environment, one that’s been localized to their country or region.
How important is it to mobile players that a game's content is localized to their country or region?
How important is it to mobile players that a game's content is localized to their country or region?
EXTREMELY IMPORTANT
VERY IMPORTANT
MODERATELY IMPORTANT
SLIGHTLY IMPORTANT
NOT IMPORTANT AT ALL
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
Upcoming game features
Mobile players want their virtual worlds to reflect the rich variety of the world they live in. For their next game, mobile players are seeking diverse characters as well as a greater level of personalization when creating their own characters.
What features are mobile players interested in
engaging with in new games?What features are mobile players interested in engaging with in new games?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
Diversity, equity, and inclusion
Beyond seeking diversity in characters, mobile players across age and ability divides are also looking for diverse storylines they can immerse themselves in. Our research shows that all groups, especially younger audiences and those with disabilities, place a high value on having accessibility options.
How important is it to mobile players that games feature any of the following (% ‘Extremely Important’ and ‘Very Important’)?
How important is it to mobile players that games feature any of the following (% ‘Extremely Important’ and ‘Very Important’)?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, global respondents 18+ that primarily play games on their mobile device (segmented by ability and age) Note: Those who chose not to disclose whether they have a disability were not included in the “Ability” segment.
How important is it to mobile players that the games they play have accessibility options?
How important is it to mobile players that the games they play have accessibility options?
All of the values in the below chart are listed in %.
EXTREMELY IMPORTANT
VERY IMPORTANT
MODERATELY IMPORTANT
SLIGHTLY IMPORTANT
NOT IMPORTANT AT ALL
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, global respondents 18+ that primarily play games on their mobile device (segmented by ability and age) Note: Those who chose not to disclose whether they have a disability were not included in the “Ability” segment.
02
Launch your gameThe moment a player first comes across a game is one of the most critical junctures for a mobile games business. How do players discover your game, and why do they decide to play? Learning the motivations and expectations behind these moments can unlock opportunities for future optimization.
Game discovery
Mobile players come across potential new games in app stores, on social media, or through the recommendations of friends and family. Before deciding to play, they check the genre of the game: is this a genre they’ve played before, and enjoyed?
How do mobile players discover new or upcoming games?
How do mobile players discover new or upcoming games?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
What influences mobile players to try out new games?
What influences mobile players to try out new games?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
App campaigns
Ensure that your game gets discovered by promoting your mobile game on Google Search, Play, YouTube, and more.
Google Analytics
Capture first-party data that you can use to understand player behavior and enhance app performance marketing.
Pre-registration
More than half of the mobile players surveyed reported pre-registering for games, motivated by the idea that they’ll be one of the very first players.
How often do mobile players pre-register for
an upcoming mobile game?How often do mobile players pre-register for an upcoming mobile game?
OFTEN
SOMETIMES
RARELY
NEVER
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
Why do mobile players pre-register for
an upcoming mobile game?Why do mobile players pre-register for an upcoming mobile game?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=19,878 global respondents 18+ that pre-register for upcoming mobile games at least rarely
Translations
Getting communication right matters. An overwhelming majority of mobile players say that the translation quality of their games are pretty good, but there’s an opportunity for improvement in EMEA and APAC.
How do mobile players rate the quality of translations in their language in the games they play?
How do mobile players rate the quality of translations in their language in the games they play?
EXCELLENT
GOOD
FAIR
POOR
VERY POOR
I'M NOT SURE
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
OP-ED
How to win the launchNothing is more important to a game’s ultimate success than getting the launch right. The launch is a developer’s best opportunity to generate buzz for something new, or rev up excitement if the title has an existing fan base. It’s when games enjoy their highest level of awareness, so it’s worth taking the extra time to make sure you get it right.
OP-ED
How to win the launchNothing is more important to a game’s success than getting the launch right.
During my 20 years in mobile games, I’ve seen it all; beloved brands have flopped because they weren’t really ready for primetime; original titles have come out of the woodwork to enjoy massive and immediate success; billion-dollar franchises have delayed launches for years because the KPIs were off. The launch is a developer’s best opportunity to generate buzz for something new, or rev up excitement if the title has an existing fan base. It’s when games enjoy their highest level of awareness, so it’s worth taking the extra time to make sure you get it right.
Developers should use a soft launch or open beta to make sure key performance indicators like retention, engagement and monetization are meeting expectations. It’s also a good time to test technical performance, creative for ads, and live ops campaigns. Running an open test on Google Play enables you to collect invaluable feedback about user behavior within the game without risking negative ratings that could impact future downloads.
Another crucial piece of the puzzle is to nail the first-time user experience (FTUE). If controls aren’t easy to use and tutorials are poorly designed, people will get frustrated and leave the game before they’ve really played. In our research, nearly 40% of people said they stopped playing a game because it wasn’t as fun as they’d hoped; 29% stop because it takes too long or costs too much to proceed to the next level.
Ask the right questions
An open beta or soft launch can help you answer several key questions:
- Is your promotional content compelling? Globally, nearly nine out of ten mobile gamers express interest in the content of in-game ads. A soft launch is a good time to test your creative so you can see what types of ads resonate best with players.
- Are the in-game mechanics performing the way they’re supposed to? More than a third of gamers who abandon a title do so because it was glitchy or crashed too often.
- Are players engaged and monetizing the way you’d hoped? Developers typically like to see at least 5% of free-to-play customers convert to paid. During the soft launch, you can test different price points for in-game purchases. In some emerging markets, lowering price points for IAPs can lead to an increase of overall revenue. Learn tips in our guide to help you monetize with ease.
Use the right tools
I’ve been involved with over 200 game launches and there’s been such great evolution during that time. Developers used to launch a game, cross their fingers, and hope for the best. Now they can take advantage of sophisticated tools that allow them to reach the right players, fine-tune game mechanics, and quantify success.
For example, Firebase App Distribution makes it easy to distribute pre-release copies to a select cohort of trusted testers. Firebase Crashlytics helps devs track and fix stability issues so they can deliver a high quality gaming experience in less time. The Google Analytics for Firebase SDK captures first-party data that you can use to enhance app performance marketing and set your title up for growth.
We also provide additional tools that help you acquire new audiences and increase their lifetime value. Pre-registration lets users know when a new game is available for download on the Play store. App campaigns use machine learning to reach potential players across all major Google properties. Google Analytics Predictive Audiences give you insight into which segments of users are likely to churn or spend so you can optimize your monetization. Firebase Remote Config gives you the power to control, change, and optimize the behavior and appearance of your game dynamically, without having to release a new version.
These are just some of the tools available to help make the launch a success and you can learn more in our guide to help you release with confidence.
Keep it fresh
What you do in the weeks, months, and years after the launch is obviously very important, as well. It’s vital to always be pushing fresh content regularly.
For example, EA’s Star Wars™: Galaxy of Heroes has had a successful seven-year run on the Play Store. It brings a passionate fan base with high expectations, and they will skewer you in the reviews if you fail to meet those expectations. That’s why Heroes has a dedicated team constantly pushing new updates and live ops events. They’re not resting on their laurels. With a brand as beloved as Star Wars, they know they need to keep it fresh and get it right to continue to engage and retain their users.
One of the things that keeps me passionate about mobile gaming is that technology and our ecosystem is constantly changing. Every day presents a new opportunity, the bar is always rising, and the possibilities are endless. And now, with all the great tools Google has to offer, you too can win the launch.
Mobile in-game spend
Around the world, mobile players have been prioritizing their spend on in-game currency and unlocking special items or content and are primarily driven by a desire to speed up their progress in the game.
What mobile in-game benefits have mobile players spent money on over the past six months?
What mobile in-game benefits have mobile players spent money on over the past six months?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=13,999 global respondents 18+ that have spent real money in a mobile game within the past six months
Why do mobile players make purchases within
games using real money?Why do mobile players make purchases within games using real money?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=15,937 global respondents 18+ that have spent real money in a mobile, PC, or console game within the past six months
Mobile in-game advertising
When done right, ads can enhance the user experience. 40% of mobile players report that ads have a positive to very positive effect on their gameplay and 35% report that ads have no effect. An overwhelming majority have at least a slight interest in the content of the ads they come across, and most tap through to earn an in-game incentive.
What kind of effects do in-game ads have on mobile players’ gameplay experience?
What kind of effects do in-game ads have on mobile players’ gameplay experience?
VERY POSITIVE
POSITIVE
NEUTRAL/NO EFFECT
NEGATIVE
VERY NEGATIVE
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=17,249 global respondents 18+ that currently play games that feature in-game ads
How interested are mobile players in the content of the in-game ads they see?
How interested are mobile players in the content of the in-game ads they see?
EXTREMELY INTERESTED
VERY INTERESTED
MODERATELY INTERESTED
SLIGHTLY INTERESTED
NOT INTERESTED AT ALL
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=17,249 global respondents 18+ that currently play games that feature in-game ads
How often do mobile players tap on in-game ads for each of the following reasons?
How often do mobile players tap on in-game ads for each of the following reasons?
All of the values in the below chart are listed in %.
FEW TIMES A WEEK
ONCE A WEEK
FEW TIMES A MONTH
ONCE A MONTH
FEW TIMES A YEAR
NEVER DONE THIS
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=12,710 global respondents 18+ that have intentionally tapped on an in-game ad
Game trends
When considering the future of games, mobile players are immensely excited by the opportunities in AR, VR, and the Metaverse. In the short-term, they are looking to engage with cross-platform gameplay and cloud games.
What game trends do mobile players currently interact with?
What game trends do mobile players currently interact with?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
What game trends do mobile players want
to interact with in the future?What game trends do mobile players want to interact with in the future?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
Retention & churn
What brings a mobile player back to a game? They love a good, engaging story, and continue to play as long as they’re having fun. If a mobile player encounters too many bugs or too many ads, they’ll put the game down.
What keeps mobile players interested in
continuing to play a game?What keeps mobile players interested in continuing to play a game?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
What causes mobile players to quit playing a game?
What causes mobile players to quit playing a game?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
Firebase Crashlytics
Track, prioritize, and fix stability issues faster with Firebase’s powerful, realtime crash reporter.
App campaigns for engagement
Reconnect with the players who have installed your game by showing them relevant ads across Google Search, Display, YouTube, and more.
Engagement & community
A game lives beyond its time on the screen, forming bonds among players who connect both virtually and in-person. Mobile players chat with each other via in-game messaging features, and enjoy sharing their progress and achievements straight to social media. Outside the game, mobile players around the world connect via social media and game communities.
What kinds of social features do mobile players
use when playing games?What kinds of social features do mobile players use when playing games?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
How do mobile players interact with other
players outside of the game?How do mobile players interact with other players outside of the game?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, n=23,364 global respondents 18+ that primarily play games on their mobile device
Are mobile players in groups or communities related to games?
Are mobile players in groups or communities related to games?
Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Global, global respondents 18+ that primarily play games on their mobile device (segmented by ability and age) Note: Those who chose not to disclose whether they have a disability were not included in the “Ability” segment.
Google Cloud Vertex AI
Improve the player experience by applying AI capabilities to areas like content moderation, chat translation, toxicity detection, and more.