Why 60% of UK Smartphone Owners Now Play Mobile Games

According to reports, around 60% of UK smartphone owners now play mobile games. To put that into perspective, that’s about 20 million people in the country.

The reason for this rise tells us a story about UK consumers and how they use their phones. They’re not just for social media or communication; they’re for entertainment as well.

The Engagement of Casual Mobile Games

Mobile games are popular because they offer great variety. In just a few clicks, UK consumers can download all types of casual games from the App Store and the Play Store.

We see this in the adult entertainment industry as well. Slingo bingo is a good example of this. These games are a hybrid of slots and bingo. They were once a small gaming category, but now, some platforms have over 60+ options to choose from.

The demand for these games also comes from the diversity of themes on offer. Casual games rarely rely on one type of theme only. For example, players can find regular chess alongside football chess, music chess, travel chess, and so forth.

Session flexibility is another advantage. Casual mobile games are designed for short, bite-sized sessions, somewhere around 3 to 17 minutes. Therefore, they’re ideal for how people use their phones; they don’t just sit on them all day; they play them every now and then.

Smartphones and Gaming

Mobile games have also become more popular thanks to increased access to smartphones. Nowadays, it is easy to pick up a brand-new, budget-friendly mobile device for under £100. In fact, reports suggest that 92% of UK adults now own a smartphone. Therefore, it’s no longer a premium product; it’s just a near-universal household tool.

Upgrades in mobile connectivity play a huge role in this as well. Mobile networks now cover 99% of the UK, with at least 4G coverage. 83% of the country has access to 5G, which is a huge improvement when compared to 4G.

Who is Playing These Games?

The 45-and-over demographic has been one of the fastest-growing segments to play mobile games, which isn’t surprising. This generation loves smartphone technology and classic games like word games, trivia titles, and so forth.

However, in terms of who’s playing the most, 16-24-year-olds are at 52%. This is then followed by the 25-34 age bracket at 49% and the 35-44 age bracket at 43%, which, compared to previous years, has been pretty stable.

Where Mobile Gaming Goes Next

Over the next 18 to 24 months, casual mobile gaming is set to grow by a CAGR of 9.57%.

There are several reasons behind this: consumers will continue to access more powerful devices, better game development, and improved 5G coverage. Each of these factors will play a part in player accessibility and engagement.

For UK developers, publishers, and operators, the data can be used as a powerful motivator as well. We know the industry isn’t going to slow down. The only thing missing is demand being met and engagement being fulfilled.