The mobile gaming industry is experiencing a significant transformation, with changes in player demographics and increasing competition for downloads. To understand and navigate these changes, TikTok collaborated with the National Research Group (NRG) using their “Franchise IQ” tracker.
This comprehensive tool analyzes franchise health among consumers aged 18-64, incorporating data from over 4 years, 700 franchises, and 50 metrics across 9 countries.
The Rise of the Modern Gamer
TikTok revealed that mobile gaming, representing over half of the global gaming spend, is expected to surpass two billion players by 2024. This means one in four people globally will be mobile gamers this year.
A significant portion of these gamers, two out of every three, are classified as “Modern Gamers,” dedicating at least seven hours weekly to mobile gaming. The influence of this group is substantial due to their cultural awareness, influence on popular culture, and brand loyalty.
Key Strategies for Engaging Modern Gamers
Cultural Relevance: Modern Gamers are more likely to recommend culturally relevant games. Incorporating current trends into game marketing is crucial to resonate with this audience.
Connection: Establishing a presence on TikTok is vital, as Modern Gamers are notably active on the platform. They are more likely to recommend games that care about their fans, emphasizing the importance of genuine interaction and brand trust.
Community: Leveraging creators and user-generated content is essential for keeping the game within ongoing social conversations. Modern Gamers value community-driven experiences, and partnering with creators amplifies this effect.
TikTok’s Role in Mobile Gaming
TikTok is not just a social media platform but a powerful tool for engaging Modern Gamers. For ages 18-24, TikTok is the top platform for discovering new mobile games. Over half of Modern Gamers post gaming content to TikTok, making it a key platform for understanding their behaviours and leveraging their influence.
In the dynamic world of mobile gaming, understanding and aligning with the behaviours of Modern Gamers is crucial for success. Platforms like TikTok offer unparalleled opportunities to share values with these gamers, expand influence in the mobile gaming sector, and play a pivotal role in shaping its culture.
