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Game Mobile Insights 2022 – Google for Games Report (P1)

Today’s mobile game players value diversity of characters and storylines, and pay attention to whether games offer accessibility features or not. While players embrace current trends like cross-platform games and cloud games, they are eagerly awaiting for the enhanced experiences that Metaverse, AR, and VR promise to bring out in the future.

The latest Google for Games report provides game creators and developers with a broader and deeper insight into the real demands of players so that they can understand and develop quality products that suit the tastes of users.

I. Primetime and Gaming Habits:

A qualified game design is built on a foundation of deep understanding of the game and its targeted players. To scale and grow your mobile gaming business, a solid yet flexible platform is the key. Insights into player behavior and priorities can help make the success of a mobile game.

1. Primetime:

Nothing is more important to a game’s success than getting it started at the right time. The launch is the best chance for the developers and publishers to draw attention and excitement based on an existing fan base. That’s when games reach the highest level of awareness, so golden timing is the deciding factor of a game’s success or failure.

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More than half of the mobile players surveyed said they had pre-registered the game to be among the first to experience the game.

2. User’s gaming habits:

Among more than 23,000 people over 18 years old who participated in Google’s online survey globally, 56% of respondents said they usually start playing games when they feel bored. 53% play games at leisure and for fun.

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The general global trend shows that a player usually plays 1-3 games at a time.

II. How to reach and explore new games:

When a player encounters a game for the first time is one of the most important moments for the mobile game business. What makes a player curious to discover your game and why did they decide to play? Understanding the motivations and expectations behind these moments can open the door to further optimization.

Game discovery through app marketplaces and social media:

Players come across potential new games in app stores, on social media, or through recommendations from friends and family. Before deciding to play, they check the genre of the game whether this is the genre they love and used to play.

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Most players search for new games on app marketplaces like the App Store and Google Play. 35% of players know about games through advertising on social networking platforms and 34% through referrals from relatives and friends.

Most players try new games because of the genre they love. 42% of players try to play games because the games look fun in the videos they watch. 41% choose to play the game because of the compelling storyline.Β 

34% of respondents expect future games to have more diverse character/design options. 29% want to experience gameplay as diverse as virtual reality, competitive and more strategic.

Players want their virtual worlds to reflect the dynamic diversity of the worlds they live in. So they look for diverse characters as well as a greater personalization when creating their own characters.

In addition to the variety of characters, players by age and ability are also looking for amazing storylines that they can immerse themselves in. All age groups, especially younger players and people with disabilities, prefer having accessibility options.

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In addition, the in-game language plays a very important part in helping players get information correctly. The majority of mobile game players consider the translation quality of their games to be quite good, but there is still room for improvement with languages ​​in the Europe, Middle East, Africa and Asia Pacific regions.

ABI Game Studio