The UK Mobile Gaming Landscape

Mobile gaming in the UK continues to grow at a steady pace with little that separates it from social media in terms of audience reach. There are now over 20 million monthly mobile gamers, with 6 million playing games on their mobile on a daily basis. As smartphone gamers have a higher propensity to recall seeing and tapping on in-game advertising, compared to the average browser and app user, one wonders why brands aren’t exploiting this channel more. Conversely, TV advertising is targeting an increasingly distracted audience with 64% of mobile gamers playing in their living room and 4 million playing mobile games whilst watching TV.