INTERNATIONAL_ Mobile has become the largest and fastest growing gaming platform in the world, both in terms of player count and revenue.
According to data from Newzoo’s Global Game Market Report, the global mobile game market revenue in 2021 reached US$93.2 billion (up 7.3% year-on-year) and the number Global mobile game players reached 2.8 billion.
The gaming community has long been an important part of the gaming market. As mobile gaming becomes more competitive, the gaming community naturally becomes the focus of the gaming industry.
To explore future opportunities in the mobile market and player base, Newzoo partnered with TikTok For Business to detail this report with the goal of helping mobile developers and advertisers understand how build, develop and commercialize their products.
The 2021 Global Mobile Game Player White Paper, provided by Newzoo, provides insights into mobile gaming trends in various markets and games around the world. “We hope that our objective and careful studies will help you better envision your future marketing products and services,” said Zhang Steven, TikTok’s overseas development manager.
As of September 2021, the number of monthly active users on TikTok has surpassed 1 billion and many mobile gamers are also using the TikTok platform to create and share game-related content.
From the first quarter of 2020 to the first quarter of 2021, global watch time for the 100 most popular game topics on TikTok increased by 533%. As shown in the report, this type of content is growing faster in emerging markets like Southeast Asia, the Middle East, and Africa.
TikTok gives game publishers a great opportunity to gain users and grow their business. “To better support companies looking to expand in this space, we’ve drilled down into user demographics, both mobile players and TikTok users,” Newzoo said.
The diversity of the TikTok community is also very evident in gamers, more diverse in gender and age composition. Players using TikTok are not only more balanced in terms of gender, but also more diverse in group composition.
In emerging markets such as Southeast Asia, the Middle East, and Brazil, the ratio of male and female gamers is more balanced, and the rapid growth of mobile devices and technology has also brought in many new players and paid users to these markets.
Higher engagement also means more willingness to pay, with mobile users using TikTok willing to pay 66% more than mobile gamers not using TikTok. TikTok’s highly engaged mobile player base also offers a great opportunity for word of mouth.
Unsurprisingly, mobile gamers using TikTok are also more likely to watch game-related content, and more choose to watch live on TikTok. This group is also interested in using social media to discover new games (45% vs 32% of mobile players who don’t use TikTok).
Mobile gamers who use TikTok will enjoy a wider variety of games than mobile gamers who don’t. TikTok users play an average of 7.1 different types of games, while non-platform mobile players only play 4.2 games on average.