42 out of 100 people play mobile games at least once a day


Compiled from “Mobile Games and Social Media Platforms: Advertising Preferences Survey 2021” conducted by AdColony, one of the largest mobile advertising platforms in the world with 1.5 billion user access by AA correspondent, in Europe, the Middle East and Africa (EMEA) region with 250 participants. According to the data, mobile games are more and more settling into the lives of smartphone users day by day.

While 88 percent of the participants in the EMEA region stated that they play mobile games, 42 percent stated that they play mobile games once a day, indicating that mobile games have become a part of daily life.

The time spent by smartphone users in mobile games, which is the biggest savior of their spare time, regardless of the location, is increasing day by day. 67 percent of respondents in the EMEA region state that they play mobile games for more than 3 hours a week.

Advertisers for mobile games must adapt to the platform

The fact that 56 percent of the respondents stated that mobile games could become new “social media platforms” in the near future and the communication network in the mobile game ecosystem is developing day by day, proving that mobile games have an infrastructure that can replace social media platforms.

According to the report, which stated that mobile games have slowly become new social media platforms with the new type of coronavirus (Kovid-19) epidemic, with the increase of mobile usage, the need for advertisers to adapt to the relevant platform to highlight their brands while running a campaign on different platforms came to the fore.

8 out of 10 people feel happy while playing games

The fact that 83 percent of the respondents stated that they are in a good mood while playing mobile games and 47 percent play mobile games to make their leisure time fun, making mobile games indispensable for brands that want to reach their target audience in happy and enjoyable moments.

The increase in brand recall rates thanks to mobile ads is invaluable. While 71 percent of the respondents stated that they remember the product or brand they encountered in user-initiated advertisements, 72 percent stated that they were more receptive to such advertisements.

67 percent of the participants stated that they prefer to encounter ads in mobile games compared to other social platforms, and an increase in their buying tendency is observed after the ads they encounter in mobile games.

36 percent of respondents stated that ads in mobile games led them to shop more than ads on other platforms, while 66 percent stated that they purchased a product or service directly from a mobile ad.

Only the youngsters don’t play

As it is thought, only young people do not play mobile games. Turkey says that 79 percent of adults in mobile play.

81.7 percent of these adults are women and 76.5 percent are men. Current data show that also play mobile games at least one device with 84 percent of all Internet users in Turkey.

As in every field, preferences vary between the types of mobile games. mobile player in Turkey’s favorite action game genre with 49.2 percent-while her Adventure games, racing games, puzzle followed with 46.2 percent and 45.7 percent.

When looking at the personal interests of mobile players, movies and music stand out with 81.7 percent and 72.8 percent.

Technology and food & beverage follow with 70.5 percent and 70.1 percent. Especially in these days when television is now called the second screen, 60.6 percent of mobile players play mobile games while watching television.

In-app shopping preference is increasing

In the research, it is seen that advertisements in mobile games, which have become the biggest socialization tool, have started to turn into online stores.

While 72 percent of the participants stated that the mobile ads they encountered positively affect their shopping, 66 percent stated that they preferred to shop in-app.

While 88 percent of respondents buy gifts for their loved ones through an ad directly on their mobile device, 36 percent of respondents say they purchase a product within a few days of seeing an ad online or offline.