Unity-owned Everyplay has studied the key discovery, and sharing motivations and behaviors of mobile game players on mobile devices. The Mobile Gaming Social Motivations study shows that overall; U.S. mobile gamers are typically playing more than two games per month, and spending an average of $4 each per month. Over 3,000 U.S. mobile gamers completed the questionnaire in 2014.
According to the study, key segments of players identified as “Super Whales" (spending over $20 per month and spending over $50 per month) are motivated by competitive play and genres that enable it. These players often discover new games through offline word-of-mouth, the App Store, Facebook and YouTube, and are highly influenced by online word-of-mouth, gameplay video, and advertising. These gamers also tend to seek and download more games and engage more in social play in games, share gaming experiences more often, and be more involved in gaming communities.
“Mobile video sharing of gameplay represents a huge opportunity for game developers to increase the discovery of their games virally, and also tap into the heavier spenders and whales who naturally engage in more social behaviors than non-spenders. We believe video replay sharing will continue to grow in adoption over time as well. Results and data within our report will help game developers to prioritize and design features for virality and retention with existing social media channels as well,” said Jussi Laakkonen, Executive Vice President, Everyplay & Ads at Unity Technologies.
Additional highlights from the study: Male U.S. mobile gamers spend almost twice as much on games monthly over female mobile gamers. Whales still drive the bulk of revenues – 10% of players considered “High Spenders” (spending over $10 per month) make up two-thirds of the revenue from mobile gaming. The more you play, the more you pay – those playing 10 hours per week spent over three times the average spender in primarily strategy, combat, RPG, action and casino games.
Mobile gamers who play primarily on iOS devices tend to spend more than do their Android counterparts; however, the greatest spending and game downloading comes from mobile gamers who play on both platforms.
Mobile game players typically download up to five games per month and play up to three hours per week. A majority (70%) of all users watched online game video in the last 7 days and over 45% said watching the video directly led them to download the game featured in the video. Word of mouth is the #1 way that mobile gamers discover games and decide whether to download, and top sources include: Reading User Reviews (43%), Hearing from a friend/family member (36%), Seeing a friend/family member play the game (25%). In addition, usage of mainstream social networks is strong with Facebook (89%), YouTube (60%), Google+ (41%) and Twitter (38%) being most popular.