As the mobile gaming industry has continued to grow, game developers have become increasingly interested in learning more about the target market for mobile games. Who are the people who play mobile games? Why do they play them? And what can marketers of mobile games do to better appeal to these players?
In this article, we will explore the target market for mobile games and answer these questions. We will also look at some factors that contribute to the popularity of mobile gaming.
So, if you are thinking about developing a new mobile game or are planning to market one and are interested in deepening the understanding of your target market, read on!
Target Market for Mobile Games: Who plays Mobile Games?
The target market for mobile games is not restricted just to those who like video games or mobile games but includes people who like all kinds of games as long as they are willing to play some of these games on a mobile device.
In this respect, there are intersects between markets for different types of games. For instance, there is an overlap between the target market for mobile games and the target market for board games. Why? Because those who play board games might also be interested in playing the same game on a mobile device.
Take chess players for example. Chess players love playing chess on a traditional board. But they always need someone on the other side to play with. So when they are on the go and have no one to play with, they can play by themselves or with someone online simply through a chess app on their mobile device.
So, who can we count in the target market for mobile games?
Here are some of the groups of people who are usually interested in mobile games:
- People who enjoy games
- People who are bored
- People with long commutes
- People planning to go on a long flight
- People with gaming consoles
Let’s now look at each of these segments of the target market for mobile games.
1. People who enjoy games
Almost everyone enjoys games but remember that not everyone who enjoys games will be willing to spend money on purchasing a game.
So this segment includes people who are willing to spend their hard-earned cash on a game that they will then dedicate time to playing. This market segment is usually looking for games that are challenging, rewarding, and have engaging gameplay.
2. People who are bored
These people might not necessarily be actively looking for games to play but are looking for something to stimulate themselves and get rid of the boredom. They are often willing to try out new things and might even be willing to spend money on a game if it looks interesting enough.
The key to targeting this market segment is to target them when they are bored. Bored people will often whip out their mobile phones and start browsing. So, if you can get your game in front of them when they are browsing, then there is a higher likelihood that they will download and play it.
One way to do this is through app advertising. You can target people who have already installed certain apps on their devices by displaying ads for your game within those apps.
Another way to target bored people is through social media platforms like Twitter and Facebook where people also tend to spend time when they are bored and have nothing better to do.
This segment of the target market for mobile games is usually looking for games that are easy to pick up and require no commitment. They might also be attracted to games with a social element where they can compete with friends.
3. People with long commutes
This target market segment is usually looking for games that can be played in short bursts. They are often interested in games that do not require too much time commitment and can be paused and resumed easily.
Puzzle games and strategy games are usually popular with this target market segment as they can be played for a few minutes at a time without having to start from the beginning every time.
Games targeting this segment are usually not time-based, that is there is no deadline or timer and no time is being counted.
4. People planning to go on a long flight
This market segment is looking for games that will help them pass the time while they are traveling. They want games that are entertaining and engaging but do not require too much concentration.
Popular genres with this segment include casual games, puzzle games, and adventure games. Games with a lot of levels or stages are also popular as they provide a sense of achievement and can be played for hours on end – something quite useful on long-distance flights.
This segment also looks for games that can be played in offline mode as they might not have access to an internet connection while on a flight.
5. People with gaming consoles
This target market segment is usually made up of hardcore gamers who are willing to spend money on games that offer immersive and challenging experiences. Some of them may look down upon mobile games but most will appreciate the mobile aspect of a mobile game.
What is interesting about this market segment is that they already like to and know how to play video games. And so after discounting the limitations of a mobile game, they may still enjoy the challenge that comes with playing on a mobile device.
Also, gamers cannot always take their gaming consoles with them – whether it be on a vacation or on their daily subway or bus commute to work. And a mobile game can be an ideal, short-term alternative to their gaming console.
Why do people play Mobile Games?
There are many reasons why people play mobile games. Some of the most common ones are:
- To have fun and pass the time
- To relieve boredom
- To escape from reality
- To connect with friends or family members
- To compete with others
1. To have fun and pass the time
One of the main reasons anyway plays games – mobile or otherwise – is to have fun and pass the time. Games are a form of entertainment and can provide players with an enjoyable way to spend their free time.
With mobile games, in particular, people can take their gaming anywhere they go and have something to do while waiting in line, commuting or traveling.
2. To relieve boredom
Another common reason people play mobile games is to relieve boredom. When people are bored, they often look for something to do and games can be a fun way to fill that time.
Mobile games are especially well-suited for this as they are easy to pick up and play without requiring any prior knowledge or experience.
3. To escape from reality
Some people play mobile games to escape from the stress and monotony of their everyday lives. Games can provide a much-needed break from reality and allow players to relax and unwind.
For some people, mobile games can even be used as a form of meditation where they can focus on the game and clear their minds of all other thoughts.
4. To connect with friends or family members
Many people also play mobile games to connect with friends or family members. Games can be a fun way for people to socialize and spend time together.
Especially when more and more families are geographically separated from each other, a mobile game played between family members can connect them to each other.
Online Mobile games can be ideal for this as they can be played by multiple people simultaneously.
5. To compete with others
Lastly, some people play mobile games to compete with others. This can be for bragging rights or simply to see who is the best.
Mobile games are well-suited for this as they often have leaderboards and rankings which allow players to compare their scores and standings with others.
Summary
In summary, different kinds of people buy and play mobile games for different reasons. The target market for mobile games can be segmented to include people who enjoy games, people who are bored, people with long commutes, people planning to go on a long flight, and people with gaming consoles.
There are many reasons why people play mobile games. Some of the most common ones are to have fun and pass the time, relieve boredom, escape from reality, connect with friends or family members, and compete with others. Mobile games are well-suited for all of these reasons and provide players with a fun and engaging way to spend their free time.
If you are planning to develop a new mobile game or are interested in marketing one, be clear who your target market is and what their motivation to download and play your game will be. Knowing these basic facts will not only help you craft effective marketing strategies it will, most of all, help you design and develop a better game that your target audience actually will enjoy playing.
