Now & Next: Mobile Gaming – ExchangeWire (blog)

Think you might be obsessed with gaming on your mobile? You’re not alone.

– In 2016, 53% of South Korean mobile gamers spent between 30 and 120 minutes playing mobile games every day

– By 2020, it is predicted that 77% of the American mobile population will be mobile gamers

– This year, in India, 43% of smartphone users will download a new game on a weekly basis, with 16% downloading one daily.

Whether it’s Angry Birds, Clash of Clans, or Candy Crush, mobile gamers are always on the lookout for their newest distraction. This edition of ExchangeWire’s Now & Next looks at key players in the space; how advertisers are exploiting the opportunity; and what lies ahead for an industry which is expected to reach USD$64.9bn (£49.8bn) by 2020.

A booming behemoth

The size of the mobile gaming market is colossal. This isn’t a niche revenue opportunity that will fall off the radar in a couple of years. The big players in the industry (such as Tencent and Supercell) are making vast sums of money right now. One of Supercell’s most recent games – Clash Royale – garnered USD$1bn (£767m) in just under a year.

The opportunity in the market hasn’t gone unnoticed by investors – deals such as gaming giant Activision’s acquisition of King for USD$5.9bn (£4.52bn) back in 2015 prove this. However, developers aren’t the only ones looking to jump on the mobile gaming bandwagon; and the promise of such high use on a global scale is attracting advertisers to gaming apps.

Making the money

Despite advertiser demand for mobile gaming inventory, there are numerous monetisation methods available to publishers, aside from advertising. This means media buyers face a fight for a larger slice of the gaming monetisation pie. The most popular of these alternative methods

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