2022 Mobile Insights Report

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  1. 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…
    01 - Insights to help you

    01 - Insights to help you

    Design your game

    A 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.

    01 - Insights to help you 01 - Insights to help you

    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

    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

    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

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games.

    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 - Insights to help you

    02 - Insights to help you

    Launch your game

    The 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.

    02 - Insights to help you 02 - Insights to help you

    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.

    Google Play store listing experiments

    Convert more visits to installs with store listing experiments by testing your icon, screenshots, videos, and game description with an actual Google Play audience.
    Pre-registration

    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

    Google Play pre-registration

    Capture early consumer interest and accelerate launch performance with pre-registration on Google Play.

    App campaigns for pre-registration

    Drive early installs and high value users to your game on Android during the pre-launch stage.
    Translations

    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

    Google Play translation services

    Localize your app experience for users around the world by translating your store listing page, app strings, and in-app products.

    OP-ED

    How to win the launch

    Nothing 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.

    Maria Pacheco

    Strategic Partnerships, Google Play Games

    Prepare for launch

    Take this short quiz to help you optimize your game’s success. Your journey to building a better game starts here.
    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    03 - Insights to help you

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on advertising and monetization, to keep your business thriving.

    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    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

    Google Play Billing

    Grow your revenue by selling products within your game using Google Play Billing.
    Mobile in-game advertising

    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

    AdMob

    Increase your ad revenue with engaging ad formats and access to 200+ ad networks competing in real time for your impressions.

    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 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

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.
    04 - Insights to help you

    04 - Insights to help you

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    04 - Insights to help you 04 - Insights to help you

    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.

    Firebase Remote Config

    Dynamically control, change, and optimize your game’s configuration to test new features, deliver personalized experiences, and drive the outcomes you want, without publishing a new version.
    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?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    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.

    YouTube

    Build deeper connections with your audience by posting to the Community tab in YouTube.

    Firebase Cloud Messaging

    Send targeted messages and notifications to re-engage players across platforms at no cost.
  2. 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 view from Asia-Pacific

    In this report, APAC includes China, Vietnam, Japan, India, South Korea, Philippines, Thailand, Indonesia, Singapore, Malaysia, Taiwan, and Hong Kong.

    The unique interests and strong enthusiasm of mobile players in APAC set them apart from other mobile players. For example, they have the greatest likelihood of pre-registering for mobile games (70%). They also have the highest percentage of users (28%) that interact with esports — twice the percentage of mobile players in North America. Players in the region usually spend money in games to customize their items, weapons, characters, or places. By contrast, most players in other regions spend their money on in-game currency.

    Ensure your mobile game reaches its full potential by diving into the four sections of the report that will help you…
    01 - Insights to help you

    01 - Insights to help you

    Design your game

    A 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.

    01 - Insights to help you 01 - Insights to help you

    Player behavior

    Mobile players in APAC turn to games when they have some free time, want to relax, or are feeling bored. In addition, 77% of them tend to switch between two or more games at once.

    Why do mobile players in APAC start playing games?
    Why do mobile players in APAC start playing games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=10,442 respondents in APAC 18+ that primarily play games on their mobile device

    How many different games are mobile players in APAC
    usually playing at any given time?
    How many different games are mobile players in APAC usually playing at any given time?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=10,442 respondents in APAC 18+ that primarily play games on their mobile device

    Localization

    Localization

    Mobile players in APAC, particularly those in China, India, and Vietnam, are strong believers in localization. 90% believe that it’s at least moderately important that a game’s content is localized to their country and region.

    How important is it to mobile players in APAC that a game's content is localized to their country or region?
    How important is it to mobile players in APAC 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, APAC, n=10,442 respondents in APAC 18+ that primarily play games on their mobile device

    Upcoming game features

    Upcoming game features

    When it comes to picking up a new game, mobile players in APAC are equally interested in a variety of features. By a small margin, the features they’re interested in the most include more diverse characters and character creation options, and more games that feature diverse gameplay, such as augmented reality.

    What features are mobile players in APAC interested
    in engaging with in new games?
    What features are mobile players in APAC interested in engaging with in new games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=10,442 respondents in APAC 18+ that primarily play games on their mobile device

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games.

    Diversity, equity, and inclusion

    Mobile players in APAC — especially those with disabilities, and younger players — place a high value on diverse characters and storylines in the games they play. Of all of the regions, they rank second to Brazil in terms of the importance of these features. 78% of them also believe that it’s at least moderately important for games to have accessibility features.

    How important is it to mobile players in APAC
    that games feature any of the following
    (% ‘Extremely Important’ and ‘Very Important’)?
    How important is it to mobile players in APAC that games feature any of the following (% ‘Extremely Important’ and ‘Very Important’)?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, respondents in APAC 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 in APAC that
    the games they play have accessibility options?
    How important is it to mobile players in APAC 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, APAC, respondents in APAC 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 - Insights to help you

    Launch your game

    The 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 in APAC often discover their next game either through the app store, or via ads across social media or YouTube. But before they decide to play something new, they first check whether the game belongs to a genre they know they enjoy.

    How do mobile players in APAC discover new or upcoming games?
    How do mobile players in APAC discover new or upcoming games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=10,442 respondents in APAC 18+ that primarily play games on their mobile device

    What influences mobile players in APAC to try out new games?
    What influences mobile players in APAC to try out new games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=10,442 respondents in APAC 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.

    Google Play Store listing experiments

    Convert more visits to installs with store listing experiments by testing your icon, screenshots, videos, and game description with an actual Google Play audience.
    Pre-registration

    Pre-registration

    More than half of mobile players in APAC reported pre-registering for mobile games, mostly to ensure that they can play it as soon as possible, and in order to access exclusive, in-game items.

    How often do mobile players in APAC pre-register
    for an upcoming mobile game?
    How often do mobile players in APAC pre-register for an upcoming mobile game?

    OFTEN

    SOMETIMES

    RARELY

    NEVER

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=10,442 respondents in APAC 18+ that primarily play games on their mobile device

    Why do mobile players in APAC pre-register
    for an upcoming mobile game?
    Why do mobile players in APAC pre-register for an upcoming mobile game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=9,568 respondents in APAC 18+ that pre-register for upcoming mobile games at least rarely

    Google Play pre-registration

    Capture early consumer interest and accelerate launch performance with pre-registration on Google Play.

    App campaigns for pre-registration

    Drive early installs and high value users to your game on Android during the pre-launch stage.
    Translations

    Translations

    In a region where localization matters, translation is a top priority. Most mobile players in APAC believe that translations are of a good quality or better, with 31% reporting that they find the translations excellent. However, the biggest opportunities for improvement can be made in South Korea, Taiwan, and Hong Kong.

    How do mobile players in APAC rate the quality of translations in their language in the games they play?
    How do mobile players in APAC 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, APAC, n=10,442 respondents in APAC 18+ that primarily play games on their mobile device

    Google Play translation services

    Localize your app experience for users around the world by translating your store listing page, app strings, and in-app products.

    OP-ED

    How to win the launch

    Nothing 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.

    Maria Pacheco

    Strategic Partnerships, Google Play Games

    Prepare for launch

    Take this short quiz to help you optimize your game’s success. Your journey to building a better game starts here.
    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    03 - Insights to help you

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on advertising and monetization, to keep your business thriving.

    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    Mobile in-game spend

    Within the last six months, mobile players in APAC have spent money in mobile games to customize in-game items, weapons, and characters. At a high level, their purchases are driven by a desire to access higher quality content and accelerate their progress.

    What mobile in-game benefits have mobile players in APAC spent money on over the past six months?
    What mobile in-game benefits have mobile players in APAC spent money on over the past six months?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=7,096 respondents in APAC 18+ that have spent real money in a mobile game within the past six months

    Why do mobile players in APAC make purchases
    within games using real money?
    Why do mobile players in APAC make purchases within games using real money?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=7,767 respondents in APAC 18+ that have spent real money in a mobile, PC, or console game within the past six months

    Google Play Billing

    Grow your revenue by selling products within your game using Google Play Billing.
    Mobile in-game advertising

    Mobile in-game advertising

    In APAC, mobile players believe that in-app ads amplify the user experience. In fact, half of all players — the largest proportion worldwide — say that ads have a positive effect on their gameplay. 91% report that they’re at least somewhat interested in what the ads are offering and the most common reason for tapping on an in-game ad is to earn in-game incentives.

    What kind of effects do in-game ads have on mobile
    players in APAC’s gameplay experience?
    What kind of effects do in-game ads have on mobile players in APAC’s gameplay experience?

    VERY POSITIVE

    POSITIVE

    NEUTRAL/NO EFFECT

    NEGATIVE

    VERY NEGATIVE

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=7,722 respondents in APAC 18+ that play games that feature in-game ads

    How interested are mobile players in APAC in
    the content of the in-game ads they see?
    How interested are mobile players in APAC 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, APAC, n=7,722 respondents in APAC 18+ that play games that feature in-game ads

    How often do mobile players in APAC tap on in-game ads
    for each of the following reasons?
    How often do mobile players in APAC 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, APAC, n=5,875 respondents in APAC 18+ that have intentionally tapped on an in-game ad

    AdMob

    Increase your ad revenue with engaging ad formats and access to 200+ ad networks competing in real time for your impressions.

    Game trends

    Many mobile players in APAC don’t engage with game trends, but those who do tend to enjoy cross-platform gameplay and esports. In terms of future trends, many players are looking forward to the impact of the Metaverse and VR on game experiences.

    What game trends do mobile players in APAC want
    to interact with in the future?
    What game trends do mobile players in APAC want to interact with in the future?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=10,442 respondents in APAC 18+ that primarily play games on their mobile device

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.

    04 - Insights to help you

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    04 - Insights to help you 04 - Insights to help you

    Retention & churn

    Mobile players in APAC love an engaging story and a fun game. When the game stops being fun, or if it has too many bugs or glitches, they put it down.

    What keeps mobile players in APAC interested
    in continuing to play a game?
    What keeps mobile players in APAC interested in continuing to play a game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=10,442 respondents in APAC 18+ that primarily play games on their mobile device

    What causes mobile players in APAC to quit playing a game?
    What causes mobile players in APAC to quit playing a game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=10,442 respondents in APAC 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.

    Firebase Remote Config

    Dynamically control, change, and optimize your game’s configuration to test new features, deliver personalized experiences, and drive the outcomes you want, without publishing a new version.

    Engagement & community

    Mobile players in APAC love connecting with other users via in-game text chat and messaging, as well as sharing their progress and achievements to social media. Interactions among players outside the game generally take place on social media or YouTube and over half reported being in communities related to games.

    What kinds of social features do mobile players
    in APAC use when playing games?
    What kinds of social features do mobile players in APAC use when playing games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=10,442 respondents in APAC 18+ that primarily play games on their mobile device

    How do mobile players in APAC interact with other
    players outside of the game?
    How do mobile players in APAC interact with other players outside of the game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, n=10,442 respondents in APAC 18+ that primarily play games on their mobile device

    Are mobile players in APAC in groups or
    communities related to games?
    Are mobile players in APAC in groups or communities related to games?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, APAC, respondents in APAC 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.

    YouTube

    Build deeper connections with your audience by posting to the Community tab in YouTube.

    Firebase Cloud Messaging

    Send targeted messages and notifications to re-engage players across platforms at no cost.
  3. 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 view from Europe, Middle East, and Africa

    In this report, EMEA includes Russia, the United Kingdom, Germany, Turkey, South Africa, France, Netherlands, Spain, Italy, Saudi Arabia, United Arab Emirates, Poland, Ukraine, Denmark, Finland, and Sweden.

    Mobile players across EMEA are seeking diverse characters and games that recognize competitive play. They usually discover their next favorite game either through the app store or mobile advertising, and about half at least sometimes pre-register for them — often to take advantage of a discount or sale. When it comes to trends, mobile players in EMEA are fans of cross-platform gameplay and cloud games, and they’re looking forward to seeing how VR and the Metaverse might transform the user experience.

    Ensure your mobile game reaches its full potential by diving into the four sections of the report that will help you…
    01 - Insights to help you

    01 - Insights to help you

    Design your game

    A 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.

    01 - Insights to help you 01 - Insights to help you

    Player behavior

    Mobile players in EMEA turn to games when they feel bored, want to relax, or when they have some free time. They also often find themselves switching between two or more games at a time.

    Why do mobile players in EMEA start playing games?
    Why do mobile players in EMEA start playing games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=10,025 respondents in EMEA 18+ that primarily play games on their mobile device

    How many different games are mobile players in EMEA
    usually playing at any given time?
    How many different games are mobile players in EMEA usually playing at any given time?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=10,025 respondents in EMEA 18+ that primarily play games on their mobile device

    Localization

    Localization

    Living and playing in a region rich with diverse languages, cultures, and landscapes, 76% of mobile players in EMEA believe that localization is important in the games they play. This sentiment is largely driven by those in Saudi Arabia, Turkey, and UAE.

    How important is it to mobile players in EMEA that a game's content is localized to their country or region?
    How important is it to mobile players in EMEA 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, EMEA, n=10,025 respondents in EMEA 18+ that primarily play games on their mobile device

    Upcoming game features

    Upcoming game features

    When it comes to choosing new games, mobile players in EMEA keep an eye out for storylines featuring diverse characters – or a greater diversity of options when creating their own characters – and games that recognize competitive play.

    What features are mobile players in EMEA interested
    in engaging with in new games?
    What features are mobile players in EMEA interested in engaging with in new games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=10,025 respondents in EMEA 18+ that primarily play games on their mobile device

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games

    Diversity, equity, and inclusion

    Mobile players in EMEA place a high value on games with diverse stories and characters. In particular, a greater percentage of those with disabilities and younger players consider diverse characters either very or extremely important and also highly value accessibility features.

    How important is it to mobile players in EMEA
    that games feature any of the following
    (% ‘Extremely Important’ and ‘Very Important’)?
    How important is it to mobile players in EMEA that games feature any of the following (% ‘Extremely Important’ and ‘Very Important’)?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, respondents in EMEA 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 in EMEA that
    the games they play have accessibility options?
    How important is it to mobile players in EMEA 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, EMEA, respondents in EMEA 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 - Insights to help you

    02 - Insights to help you

    Launch your game

    The 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.

    02 - Insights to help you 02 - Insights to help you

    Game discovery

    Our research shows that a strong presence in the app store and mobile advertising are key to boosting game discovery in the region. After coming across a potential new game, mobile players in EMEA will decide to play if they find the storyline compelling, or if the game looks fun to play in the videos they watch.

    How do mobile players in EMEA discover
    new or upcoming games?
    How do mobile players in EMEA discover new or upcoming games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=10,025 respondents in EMEA 18+ that primarily play games on their mobile device

    What influences mobile players in EMEA to try out new games?
    What influences mobile players in EMEA to try out new games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=10,025 respondents in EMEA 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.

    Google Play store listing experiments

    Convert more visits to installs with store listing experiments by testing your icon, screenshots, videos, and game description with an actual Google Play audience.
    Pre-registration

    Pre-registration

    Building early interest in a game may mean offering discounts or sales. This is the main motivating factor behind the 50% of mobile players in EMEA who report pre-registering for mobile games.

    How often do mobile players in EMEA pre-register
    for an upcoming mobile game?
    How often do mobile players in EMEA pre-register for an upcoming mobile game?

    OFTEN

    SOMETIMES

    RARELY

    NEVER

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=10,025 respondents in EMEA 18+ that primarily play games on their mobile device

    Why do mobile players in EMEA pre-register
    for an upcoming mobile game?
    Why do mobile players in EMEA pre-register for an upcoming mobile game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=7,966 respondents in EMEA 18+ that pre-register for upcoming mobile games at least rarely

    Google Play pre-registration

    Capture early consumer interest and accelerate launch performance with pre-registration on Google Play.

    App campaigns for pre-registration

    Drive early installs and high value users to your game on Android during the pre-launch stage.
    Translations

    Translations

    In a region of many languages, 67% of mobile players in EMEA say that the translations in the games they play are of at least good quality, with nearly a quarter reporting that they consider them to be excellent. However, the biggest opportunities for improvement can be made in Denmark, Finland, and Sweden.

    How do mobile players in EMEA rate the quality of translations in their language in the games they play?
    How do mobile players in EMEA 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, EMEA, n=10,025 respondents in EMEA 18+ that primarily play games on their mobile device

    Google Play translation services

    Localize your app experience for users around the world by translating your store listing page, app strings, and in-app products.

    OP-ED

    How to win the launch

    Nothing 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.

    Maria Pacheco

    Strategic Partnerships, Google Play Games

    Prepare for launch

    Take this short quiz to help you optimize your game’s success. Your journey to building a better game starts here.
    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    03 - Insights to help you

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on advertising and monetization, to keep your business thriving.

    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    Mobile in-game spend

    The most common items purchased by mobile players in EMEA are in-game currency and power-ups, which help them progress more quickly through the game and to reach a personal goal.

    What mobile in-game benefits have mobile players
    in EMEA spent money on over the past six months?
    What mobile in-game benefits have mobile players in EMEA spent money on over the past six months?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=5,288 respondents in EMEA 18+ that have spent real money in a mobile game within the past 6 months

    Why do mobile players in EMEA make purchases
    within games using real money?
    Why do mobile players in EMEA make purchases within games using real money?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=6,282 respondents in EMEA 18+ that have spent real money in a mobile, PC, or console game within the past 6 months

    Google Play Billing

    Grow your revenue by selling products within your game using Google Play Billing.
    Mobile in-game advertising

    Mobile in-game advertising

    Slightly over a third of mobile players in EMEA say that in-game ads have no effect on their games experience, while another third report a positive effect. When tapping on an in-game ad, the most common reason is to earn an in-game incentive.

    What kind of effects do in-game ads have on mobile players in EMEA’s gameplay experience?
    What kind of effects do in-game ads have on mobile players in EMEA’s gameplay experience?

    VERY POSITIVE

    POSITIVE

    NEUTRAL/NO EFFECT

    NEGATIVE

    VERY NEGATIVE

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=7,382 respondents in EMEA 18+ that play currently games that feature in-game ads

    How interested are mobile players in EMEA in the content of the in-game ads they see?
    How interested are mobile players in EMEA 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, EMEA, n=7,382 respondents in EMEA 18+ that play currently games that feature in-game ads

    How often do mobile players in EMEA tap on in-game ads for each of the following reasons?
    How often do mobile players in EMEA 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, EMEA, n=5,253 respondents in EMEA 18+ that have intentionally tapped on an in-game ad

    AdMob

    Increase your ad revenue with engaging ad formats and access to 200+ ad networks competing in real time for your impressions.

    Game trends

    In EMEA, many mobile players have yet to interact with current games trends. Among those who do, most engage with cross-platform gameplay and cloud games. Future trends seem to hold greater intrigue than current ones, as mobile players in EMEA are eager to see how the Metaverse and VR could impact games.

    What game trends do mobile players in EMEA want
    to interact with in the future?
    What game trends do mobile players in EMEA want to interact with in the future?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=10,025 respondents in EMEA 18+ that primarily play games on their mobile device

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.
    04 - Insights to help you

    04 - Insights to help you

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    04 - Insights to help you 04 - Insights to help you

    Retention & churn

    Games that capture the greatest interest in EMEA are fun to play and follow an engaging storyline. If the game stops being fun, shows too many ads, or crashes too often, users will set the game aside.

    What keeps mobile players in EMEA interested
    in continuing to play a game?
    What keeps mobile players in EMEA interested in continuing to play a game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=10,025 respondents in EMEA 18+ that primarily play games on their mobile device

    What causes mobile players in EMEA to quit playing a game?
    What causes mobile players in EMEA to quit playing a game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=10,025 respondents in EMEA 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.

    Firebase Remote Config

    Dynamically control, change, and optimize your game’s configuration to test new features, deliver personalized experiences, and drive the outcomes you want, without publishing a new version.
    What kinds of social features do mobile players
    in EMEA use when playing games?
    What kinds of social features do mobile players in EMEA use when playing games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=10,025 respondents in EMEA 18+ that primarily play games on their mobile device

    How do mobile players in EMEA interact with
    other players outside of the game?
    How do mobile players in EMEA interact with other players outside of the game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, n=10,025 respondents in EMEA 18+ that primarily play games on their mobile device

    Are mobile players in EMEA in groups or
    communities related to games?
    Are mobile players in EMEA in groups or communities related to games?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, EMEA, respondents in EMEA 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.

    YouTube

    Build deeper connections with your audience by posting to the Community tab in YouTube.

    Firebase Cloud Messaging

    Send targeted messages and notifications to re-engage players across platforms at no cost.
  4. 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 view from North America

    Among all the regions surveyed, mobile players in North America are least likely to pre-register for mobile games, and a large percentage of them don’t engage in social games features or take part in any social activities related to games — including interacting with players outside of the game. Mobile players in North America also have the highest percentage of users who don’t belong to any game communities and possess the lowest level of interest when it comes to engaging with game trends.

    Ensure your mobile game reaches its full potential by diving into the four sections of the report that will help you…

    01 - Insights to help you

    01 - Insights to help you

    Design your game

    A 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.

    01 - Insights to help you 01 - Insights to help you

    Player behavior

    Mobile players in North America love to switch between games, with 77% playing at least two games at a time. They turn to games when they have a spare moment, when they’re feeling bored, or looking for a way to relax.

    Why do mobile players in North America start playing games?
    Why do mobile players in North America start playing games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=961 respondents in North America 18+ that primarily play games on their mobile device

    How many different games are mobile players in North America usually playing at any given time?
    How many different games are mobile players in North America usually playing at any given time?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=961 respondents in North America 18+ that primarily play games on their mobile device

    Localization

    Localization

    Three quarters of mobile players in North America say that it’s important for them to play a game that’s been localized to their region.

    How important is it to mobile players in North America that a game's content is localized to their country or region?
    How important is it to mobile players in North America 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, North America, n=961 respondents in North America 18+ that primarily play games on their mobile device

    Upcoming game features

    Upcoming game features

    Mobile players in North America are excited about a variety of features in any new game they pick up. The top two categories that capture their interest are games with more diverse characters. They’re also interested in receiving recognition for more strategic playing, as opposed to simply playing to win.

    What features are mobile players in North America interested in engaging with in new games?
    What features are mobile players in North America interested in engaging with in new games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=961 respondents in North America 18+ that primarily play games on their mobile device

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games.

    Diversity, equity, and inclusion

    Compared to mobile players from other regions, it’s less important for those in North America to play games with diverse characters and diverse stories. It also matters less to them whether games have accessibility features. Interestingly, our research shows a divide along gender lines. Men feel more strongly than women about the importance of diversity, equity, and inclusion in games.

    How important is it to mobile players in North America
    that games feature any of the following
    (% ‘Extremely Important’ and ‘Very Important’)?
    How important is it to mobile players in North America that games feature any of the following (% ‘Extremely Important’ and ‘Very Important’)?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, respondents in North America 18+ that primarily play games on their mobile device (segmented by gender)

    How important is it to mobile players in North America that the games they play have accessibility options?
    How important is it to mobile players in North America 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, North America, respondents in North America 18+ that primarily play games on their mobile device (segmented by gender)

    02 - Insights to help you

    02 - Insights to help you

    Launch your game

    The 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.

    02 - Insights to help you 02 - Insights to help you

    Game discovery

    Mobile players in North America find out about new games through the app store, or from ads that surface in mobile games or social media. After coming across a new game, they’ll decide to play it based on whether the game looks like fun in the videos they watch, or if it comes recommended by a friend or family member.

    How do mobile players in North America discover new or upcoming games?
    How do mobile players in North America discover new or upcoming games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=961 respondents in North America 18+ that primarily play games on their mobile device

    What influences mobile players in North America to try out new games?
    What influences mobile players in North America to try out new games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=961 respondents in North America 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.

    Google Play store listing experiments

    Convert more visits to installs with store listing experiments by testing your icon, screenshots, videos, and game description with an actual Google Play audience.
    Pre-registration

    Pre-registration

    Nearly half of mobile players in North America report pre-registering for mobile games. They’re motivated to pre-register because they want to play as soon as possible, or to take advantage of an early discount or sale.

    How often do mobile players in North America pre-register for an upcoming mobile game?
    How often do mobile players in North America pre-register for an upcoming mobile game?

    OFTEN

    SOMETIMES

    RARELY

    NEVER

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=961 respondents in North America 18+ that primarily play games on their mobile device

    Why do mobile players in North America pre-register for an upcoming mobile game?
    Why do mobile players in North America pre-register for an upcoming mobile game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=677 respondents in North America 18+ that pre-register for upcoming mobile games at least rarely

    Google Play pre-registration

    Capture early consumer interest and accelerate launch performance with pre-registration on Google Play.

    App campaigns for pre-registration

    Drive early installs and high value users to your game on Android during the pre-launch stage.
    Translations

    Translations

    Most mobile players in North America are happy with the way the games they play have been translated, with 71% reporting that the translations are at least good, sometimes excellent.

    How do mobile players in North America rate the quality of translations in their language in the games they play?
    How do mobile players in North America 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, North America, n=961 respondents in North America 18+ that primarily play games on their mobile device

    Google Play translation services

    Localize your app experience for users around the world by translating your store listing page, app strings, and in-app products.

    OP-ED

    How to win the launch

    Nothing 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.

    Maria Pacheco

    Strategic Partnerships, Google Play Games

    Prepare for launch

    Take this short quiz to help you optimize your game’s success. Your journey to building a better game starts here.
    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    03 - Insights to help you

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on advertising and monetization, to keep your business thriving.

    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    Mobile in-game spend

    Mobile players in North America report spending money on in-game currency, followed by power-ups as the second most popular purchase. They’re driven to buy in-game items to either progress more quickly through the game, or to reach a personal goal.

    What mobile in-game benefits have mobile players in North America spent money on over the past six months?
    What mobile in-game benefits have mobile players in North America spent money on over the past six months?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=548 respondents in North America 18+ that have spent real money in a mobile game within the past 6 months

    Why do mobile players in North America make purchases within games using real money?
    Why do mobile players in North America make purchases within games using real money?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=626 respondents in North America 18+ that have spent real money in a mobile, PC, or console game within the past 6 months

    Google Play Billing

    Grow your revenue by selling products within your game using Google Play Billing.
    Mobile in-game advertising

    Mobile in-game advertising

    36% of mobile players in North America say that ads don’t affect their gameplay at all, while 38% say that ads have a positive impact on their experience. 81% of them report at least a slight interest in the in-game ad content they’re seeing, with the most common reason to tap on them being to earn in-game incentives.

    What kind of effects do in-game ads have on mobile players in North America’s gameplay experience?
    What kind of effects do in-game ads have on mobile players in North America’s gameplay experience?

    VERY POSITIVE

    POSITIVE

    NEUTRAL/NO EFFECT

    NEGATIVE

    VERY NEGATIVE

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=679 respondents in North America 18+ that currently play games that feature in-game ads

    How interested are mobile players in North America in the content of the in-game ads they see?
    How interested are mobile players in North America 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, North America, n=679 respondents in North America 18+ that currently play games that feature in-game ads

    How often do mobile players in North America tap on in-game ads for each of the following reasons?
    How often do mobile players in North America 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, North America, n=453 respondents in North America 18+ that have intentionally tapped on an in-game ad

    AdMob

    Increase your ad revenue with engaging ad formats and access to 200+ ad networks competing in real time for your impressions.

    Game trends

    While many mobile players in North America don’t engage with game trends, those who do are mostly interested in cross-platform gameplay and cloud games. Among those looking forward to future trends, there’s a strong interest in the potential of the Metaverse and AR.

    What game trends do mobile players in North America
    currently interact with?
    What game trends do mobile players in North America currently interact with?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=961 respondents in North America 18+ that primarily play games on their mobile device

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.
    04 - Insights to help you

    04 - Insights to help you

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    04 - Insights to help you 04 - Insights to help you

    Retention & churn

    Mobile players in North America continue to stick with a game when the game is fun and challenging. If the game stops being fun, shows too many ads, or bugs and glitches keep popping up, they set the game down.

    What keeps mobile players in North America interested in continuing to play a game?
    What keeps mobile players in North America interested in continuing to play a game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=961 respondents in North America 18+ that primarily play games on their mobile device

    What causes mobile players in North America
    to quit playing a game?
    What causes mobile players in North America to quit playing a game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=961 respondents in North America 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.

    Firebase Remote Config

    Dynamically control, change, and optimize your game’s configuration to test new features, deliver personalized experiences, and drive the outcomes you want, without publishing a new version.
    What kinds of social features do mobile players in North America use when playing games?
    What kinds of social features do mobile players in North America use when playing games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=961 respondents in North America 18+ that primarily play games on their mobile device

    How do mobile players in North America interact with
    other players outside of the game?
    How do mobile players in North America interact with other players outside of the game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, n=961 respondents in North America 18+ that primarily play games on their mobile device

    Are mobile players in North America in groups or
    communities related to games?
    Are mobile players in North America in groups or communities related to games?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, North America, respondents in North America 18+ that primarily play games on their mobile device (segmented by gender)

    Google Cloud Vertex AI

    Improve the player experience by applying AI capabilities to areas like content moderation, chat translation, toxicity detection, and more.

    YouTube

    Build deeper connections with your audience by posting to the Community tab in YouTube.

    Firebase Cloud Messaging

    Send targeted messages and notifications to re-engage players across platforms at no cost.
  5. 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 view from Brazil

    Mobile players in Brazil love having localized characters, settings, and content in the games they play. They’re likely to discover their next favorite game through watching YouTube videos, and many juggle two or more games at once. When it comes to ads and in-app purchases, mobile players in Brazil fall to one end of the spectrum. They report having the most negative experiences with ads compared to all other regions.

    Ensure your mobile game reaches its full potential by diving into the four sections of the report that will help you…
    01 - Insights to help you

    01 - Insights to help you

    Design your game

    A 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.

    01 - Insights to help you 01 - Insights to help you

    Player behavior

    Mobile players in Brazil, staying true to a global trend, decide to pick up a game when they want to relax, when they have some free time, or when they’re feeling bored. A significant portion also tend to engage with at least two games at once.

    Why do mobile players in Brazil start playing games?
    Why do mobile players in Brazil start playing games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=969 respondents in Brazil 18+ that primarily play games on their mobile device

    How many different games are mobile players in Brazil usually playing at any given time?
    How many different games are mobile players in Brazil usually playing at any given time?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=969 respondents in Brazil 18+ that primarily play games on their mobile device

    Localization

    Localization

    For mobile players in Brazil, it’s critical that their games experience involve characters, settings, and events based on their region. Our research shows that 91% believe that it’s important to have localized content in a game.

    How important is it to mobile players in Brazil that a game's content is localized to their country or region?
    How important is it to mobile players in Brazil 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, Brazil, n=969 respondents in Brazil 18+ that primarily play games on their mobile device

    Upcoming game features

    Upcoming game features

    Similar to mobile players in Mexico, those in Brazil seek two key features in the games they play: an ability to maintain high performance on less powerful phones and a more diverse set of characters and wider range of character-creation options.

    What features are mobile players in Brazil interested in engaging with in new games?
    What features are mobile players in Brazil interested in engaging with in new games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=969 respondents in Brazil 18+ that primarily play games on their mobile device

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games

    Diversity, equity, and inclusion

    Diverse stories and characters, along with accessibility options, are critical for mobile players in Brazil. This especially holds true for females.

    How important is it to mobile players in
    Brazil that games feature any of the following
    (% ‘Extremely Important’ and ‘Very Important’)?
    How important is it to mobile players in Brazil that games feature any of the following (% ‘Extremely Important’ and ‘Very Important’)?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, respondents in Brazil 18+ that primarily play games on their mobile device (segmented by gender)

    How important is it to mobile players in Brazil that the games they play have accessibility options?
    How important is it to mobile players in Brazil 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, Brazil, respondents in Brazil 18+ that primarily play games on their mobile device (segmented by gender)

    02 - Insights to help you

    Launch your game

    The 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 in Brazil usually discover their next game either through an app store or by watching YouTube videos. Before they decide to download and play, they’ll first check whether the game belongs to a genre they know they enjoy, and check out a few videos about the game to see if it’s fun to play.

    How do mobile players in Brazil discover new or upcoming games?
    How do mobile players in Brazil discover new or upcoming games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=969 respondents in Brazil 18+ that primarily play games on their mobile device

    What influences mobile players in Brazil to try out new games?
    What influences mobile players in Brazil to try out new games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=969 respondents in Brazil 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.

    Google Play store listing experiments

    Convert more visits to installs with store listing experiments by testing your icon, screenshots, videos, and game description with an actual Google Play audience.
    Pre-registration

    Pre-registration

    More than half of mobile players in Brazil report pre-registering for mobile games, mostly influenced by the opportunity of a discount or a sale.

    How often do mobile players in Brazil pre-register for
    an upcoming mobile game?
    How often do mobile players in Brazil pre-register for an upcoming mobile game?

    OFTEN

    SOMETIMES

    RARELY

    NEVER

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=969 respondents in Brazil 18+ that primarily play games on their mobile device

    Why do mobile players in Brazil pre-register for
    an upcoming mobile game?
    Why do mobile players in Brazil pre-register for an upcoming mobile game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=823 respondents in Brazil 18+ that pre-register for upcoming mobile games at least rarely

    Google Play pre-registration

    Capture early consumer interest and accelerate launch performance with pre-registration on Google Play.

    App campaigns for pre-registration

    Drive early installs and high value users to your game on Android during the pre-launch stage.
    Translations

    Translations

    In a region where localization is critical for mobile players, 81% find that the translations in the games they play are either good or excellent.

    How do mobile players in Brazil rate the quality of translations in their language in the games they play?
    How do mobile players in Brazil 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, Brazil, n=969 respondents in Brazil 18+ that primarily play games on their mobile device

    Google Play translation services

    Localize your app experience for users around the world by translating your store listing page, app strings, and in-app products.

    OP-ED

    How to win the launch

    Nothing 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.

    Maria Pacheco

    Strategic Partnerships, Google Play Games

    Prepare for launch

    Take this short quiz to help you optimize your game’s success. Your journey to building a better game starts here.
    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    03 - Insights to help you

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on advertising and monetization, to keep your business thriving.

    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    Mobile in-game spend

    Within the last six months, the majority of mobile players in Brazil who spent money in mobile games reported purchasing in-game currency. Mobile players in the region generally buy these items in order to move more quickly through the game, or to take advantage of a sale or discount.

    What mobile in-game benefits have mobile players in Brazil spent money on over the past six months?
    What mobile in-game benefits have mobile players in Brazil spent money on over the past six months?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=514 respondents in Brazil 18+ that have spent real money in a mobile game within the past 6 months

    Why do mobile players in Brazil make purchases within
    games using real money?
    Why do mobile players in Brazil make purchases within games using real money?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=609 respondents in Brazil 18+ that have spent real money in a mobile, PC, or console game within the past 6 months

    Google Play Billing

    Grow your revenue by selling products within your game using Google Play Billing.
    Mobile in-game advertising

    Mobile in-game advertising

    37% of mobile players in Brazil report that ads don’t impact their games experience at all, while only 28% say that ads have a positive impact. A strong majority are at least slightly interested in the content of the in-game ads they see and tap on ads because they want to earn in-game incentives.

    What kind of effects do in-game ads have on mobile players in Brazil’s gameplay experience?
    What kind of effects do in-game ads have on mobile players in Brazil’s gameplay experience?

    VERY POSITIVE

    POSITIVE

    NEUTRAL/NO EFFECT

    NEGATIVE

    VERY NEGATIVE

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=759 respondents in Brazil 18+ that currently play games that feature in-game ads

    How interested are mobile players in Brazil in the content
    of the in-game ads they see?
    How interested are mobile players in Brazil 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, Brazil, n=759 respondents in Brazil 18+ that currently play games that feature in-game ads

    How often do mobile players in Brazil tap on in-game ads for each of the following reasons?
    How often do mobile players in Brazil 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, Brazil, n=585 respondents in Brazil 18+ that have intentionally tapped on an in-game ad

    AdMob

    Increase your ad revenue with engaging ad formats and access to 200+ ad networks competing in real time for your impressions.

    Game trends

    Many mobile players in Brazil don’t interact with any game trends, but most of the ones who do are fans of cross-platform gameplay. Mobile players in Brazil are also incredibly eager to see how the Metaverse and VR might enhance games in the future.

    What game trends do mobile players in Brazil want to
    interact with in the future?
    What game trends do mobile players in Brazil want to interact with in the future?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=969 respondents in Brazil 18+ that primarily play games on their mobile device

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.

    04 - Insights to help you

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    04 - Insights to help you 04 - Insights to help you

    Retention & churn

    One of the main reasons mobile players in Brazil continue to play games is because of how fun the gameplay is. If it stops being fun, continually gets interrupted by glitches or crashes, or suddenly deletes the user’s progress, they’ll set the game aside.

    What keeps mobile players in Brazil interested in
    continuing to play a game?
    What keeps mobile players in Brazil interested in continuing to play a game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=969 respondents in Brazil 18+ that primarily play games on their mobile device

    What causes mobile players in Brazil to quit playing a game?
    What causes mobile players in Brazil to quit playing a game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=969 respondents in Brazil 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.

    Firebase Remote Config

    Dynamically control, change, and optimize your game’s configuration to test new features, deliver personalized experiences, and drive the outcomes you want, without publishing a new version.

    Engagement & community

    While playing a game, mobile players in Brazil tend to connect with each other through in-game text chat and messaging, and by sharing progress and their game achievements to social media. They also turn to social media, as well as YouTube, to interact with fellow players outside of the game and 43% of players report being a part of communities related to games.

    What kinds of social features do mobile players in Brazil
    use when playing games?
    What kinds of social features do mobile players in Brazil use when playing games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=969 respondents in Brazil 18+ that primarily play games on their mobile device

    How do mobile players in Brazil interact with other
    players outside of the game?
    How do mobile players in Brazil interact with other players outside of the game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, n=969 respondents in Brazil 18+ that primarily play games on their mobile device

    Are mobile players in Brazil in groups or communities
    related to games?
    Are mobile players in Brazil in groups or communities related to games?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Brazil, respondents in Brazil 18+ that primarily play games on their mobile device (segmented by gender)

    Google Cloud Vertex AI

    Improve the player experience by applying AI capabilities to areas like content moderation, chat translation, toxicity detection, and more.

    YouTube

    Build deeper connections with your audience by posting to the Community tab in YouTube.

    Firebase Cloud Messaging

    Send targeted messages and notifications to re-engage players across platforms at no cost.
  6. 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 view from Mexico

    Out of all mobile players worldwide, those in Mexico are the most likely to discover their next game through an ad on social media. In-game items are a strong motivating force for the region: they drive players to pre-register for games, and to purchase in-game currency, which is often used to complete collections of in-game items. They are also eager to participate in current and future games trends, such as cross-platform gameplay, the Metaverse, and virtual reality (VR). In fact, mobile players in Mexico report the highest interest in VR globally. But any new game they pick up, no matter the category or trend, needs to perform well on lower-end, less powerful devices.

    Ensure your mobile game reaches its full potential by diving into the four sections of the report that will help you…

    01 - Insights to help you

    01 - Insights to help you

    Design your game

    A 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.

    01 - Insights to help you 01 - Insights to help you

    Player behavior

    Mobile players in Mexico often turn to games when they’re feeling bored, or they have some free time on hand. They also tend to switch between multiple games – 82% are playing at least two games at once.

    Why do mobile players in Mexico start playing games?
    Why do mobile players in Mexico start playing games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    How many different games are mobile players in Mexico usually playing at any given time?
    How many different games are mobile players in Mexico usually playing at any given time?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    Localization

    Localization

    For mobile players in Mexico, having localized content is key. 80% believe that it’s at least moderately important that a game’s content is localized, while 20% say that it’s extremely important to them.

    How important is it to mobile players in Mexico that a game's content is localized to their country or region?
    How important is it to mobile players in Mexico 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, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    Upcoming game features

    Upcoming game features

    When it’s time to pick up a new game, mobile players in Mexico are mostly interested in games that perform well on lower-end, less powerful devices, and those that offer more diverse characters or greater opportunities to create their own diverse characters.

    What features are mobile players in Mexico interested in engaging with in new games?
    What features are mobile players in Mexico interested in engaging with in new games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games.

    Diversity, equity, and inclusion

    Mobile players in Mexico love diverse characters and diverse storytelling and many of them emphasize the importance of accessibility features in the games they play.

    How important is it to mobile players in Mexico
    that games feature any of the following
    (% ‘Extremely Important’ and ‘Very Important’)?
    How important is it to mobile players in Mexico that games feature any of the following (% ‘Extremely Important’ and ‘Very Important’)?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    How important is it to mobile players in Mexico that the games they play have accessibility options?
    How important is it to mobile players in Mexico 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, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    02 - Insights to help you

    02 - Insights to help you

    Launch your game

    The 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.

    02 - Insights to help you 02 - Insights to help you

    Game discovery

    Mobile players in Mexico primarily come across new games through social media ads, though discovering a new game doesn’t necessarily mean they’ll immediately download and play. They’ll first consider whether the game is from a genre they know they already enjoy, and if it looks fun in the videos they watch.

    How do mobile players in Mexico discover new or upcoming games?
    How do mobile players in Mexico discover new or upcoming games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    What influences mobile players in Mexico to try out new games?
    What influences mobile players in Mexico to try out new games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 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.

    Google Play store listing experiments

    Convert more visits to installs with store listing experiments by testing your icon, screenshots, videos, and game description with an actual Google Play audience.
    Pre-registration

    Pre-registration

    Over half of mobile players in Mexico report pre-registering for a game, driven by the opportunity to access exclusive, in-game items.

    How often do mobile players in Mexico pre-register for an upcoming mobile game?
    How often do mobile players in Mexico pre-register for an upcoming mobile game?

    OFTEN

    SOMETIMES

    RARELY

    NEVER

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    Why do mobile players in Mexico pre-register for an upcoming mobile game?
    Why do mobile players in Mexico pre-register for an upcoming mobile game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=844 respondents in Mexico 18+ that pre-register for upcoming mobile games at least rarely

    Google Play pre-registration

    Capture early consumer interest and accelerate launch performance with pre-registration on Google Play.

    App campaigns for pre-registration

    Drive early installs and high value users to your game on Android during the pre-launch stage.
    Translations

    Translations

    To players who value localized content, quality translations are critical. 78% of mobile players in Mexico believe that translations in their games are at least good, with a quarter reporting that they find them to be excellent.

    How do mobile players in Mexico rate the quality of translations in their language in the games they play?
    How do mobile players in Mexico 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, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    Google Play translation services

    Localize your app experience for users around the world by translating your store listing page, app strings, and in-app products.

    OP-ED

    How to win the launch

    Nothing 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.

    Maria Pacheco

    Strategic Partnerships, Google Play Games

    Prepare for launch

    Take this short quiz to help you optimize your game’s success. Your journey to building a better game starts here.
    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    03 - Insights to help you

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on advertising and monetization, to keep your business thriving.

    03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you 03 - Insights to help you

    Mobile in-game spend

    In the last six months, mobile players in Mexico primarily purchased in-game currency, motivated by the opportunity to unlock new experiences and content, or to improve or complete collections.

    What mobile in-game benefits have mobile players in Mexico spent money on over the past six months?
    What mobile in-game benefits have mobile players in Mexico spent money on over the past six months?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=553 respondents in Mexico 18+ that have spent real money in a mobile game within the past 6 months

    Why do mobile players in Mexico make purchases within games using real money?
    Why do mobile players in Mexico make purchases within games using real money?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=653 respondents in Mexico 18+ that have spent real money in a mobile, PC, or console game within the past 6 months

    Google Play Billing

    Grow your revenue by selling products within your game using Google Play Billing.
    Mobile in-game advertising

    Mobile in-game advertising

    46% of mobile players in Mexico say that ads have no effect on their games experience, while almost a third say that ads have a positive effect. In addition, a majority of them are at least slightly interested in the content of the in-game ads they see and most often tap on in-game ads to earn an in-game incentive.

    What kind of effects do in-game ads have on mobile players in Mexico’s gameplay experience?
    What kind of effects do in-game ads have on mobile players in Mexico’s gameplay experience?

    VERY POSITIVE

    POSITIVE

    NEUTRAL/NO EFFECT

    NEGATIVE

    VERY NEGATIVE

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=707 respondents in Mexico 18+ that currently play games that feature in-game ads

    How interested are mobile players in Mexico in the content of the in-game ads they see?
    How interested are mobile players in Mexico 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, Mexico, n=707 respondents in Mexico 18+ that currently play games that feature in-game ads

    How often do mobile players in Mexico tap on in-game ads for each of the following reasons?
    How often do mobile players in Mexico 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, Mexico, n=544 respondents in Mexico 18+ that have intentionally tapped on an in-game ad

    AdMob

    Increase your ad revenue with engaging ad formats and access to 200+ ad networks competing in real time for your impressions.

    Game trends

    Mobile players in Mexico enjoy interacting with current trends, especially cross-platform gameplay, and are looking forward to what the Metaverse and VR can bring to the next phase of games.

    What game trends do mobile players in Mexico
    currently interact with?
    What game trends do mobile players in Mexico currently interact with?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.
    04 - Insights to help you

    04 - Insights to help you

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    04 - Insights to help you 04 - Insights to help you

    Retention & churn

    Mobile players in Mexico tend to stick to games that are fun to play and have a vast amount of content to explore. If they want to start playing another game, or if their current game has too many ads, they’ll set the game aside.

    What keeps mobile players in Mexico interested in
    continuing to play a game?
    What keeps mobile players in Mexico interested in continuing to play a game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    What causes mobile players in Mexico to quit playing a game?
    What causes mobile players in Mexico to quit playing a game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 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.

    Firebase Remote Config

    Dynamically control, change, and optimize your game’s configuration to test new features, deliver personalized experiences, and drive the outcomes you want, without publishing a new version.
    What kinds of social features do mobile players in Mexico use when playing games?
    What kinds of social features do mobile players in Mexico use when playing games?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    How do mobile players in Mexico interact with other players outside of the game?
    How do mobile players in Mexico interact with other players outside of the game?

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, n=967 respondents in Mexico 18+ that primarily play games on their mobile device

    Are mobile players in Mexico in groups or
    communities related to games?
    Are mobile players in Mexico in groups or communities related to games?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    Google/VGM, “Mobile Insights Report”, January 2022, Online survey, Mexico, respondents in Mexico 18+ that primarily play games on their mobile device (segmented by gender)

    Google Cloud Vertex AI

    Improve the player experience by applying AI capabilities to areas like content moderation, chat translation, toxicity detection, and more.

    YouTube

    Build deeper connections with your audience by posting to the Community tab in YouTube.

    Firebase Cloud Messaging

    Send targeted messages and notifications to re-engage players across platforms at no cost.