Mobile Trends

Mobile gaming dominates Australia’s gaming market

Digital Australia’s newest report from IGEA on the video game industry provides a view of the thrilling changes taking place in digital interactive entertainment. This research helps us understand the gaming community, and gives us a look at how Australia is transitioning towards gaming on mobile devices, and how we use games for education, to fight illness and even for workplace training. IGEA’s mobile gaming-related highlights for Australia are as follows:

  • Mobile devices used for gaming have increased by 19% to 66% in popularity between 2013 and 2016, officially outperforming gaming consoles by 3%.
  • The majority of mobile gamers surveyed play to pass the time, have fun, and relax. 68% of Australia’s population plays video games, but 98% of homes with children have video games in their house.
  • 82% of households have 3 or more screens, 33% have 3-4 screens, and 49% have 5 or more screens for viewing various types of media.
  • 65% have 3 or more devices for playing games, including smartphones, tablets, and handheld gaming devices.
  • Smartphones accounted for 23% of devices used for gaming among both Australian adults and children.
  • Tablets accounted for 20% gaming devices used by adults, and 25% of devices children used to play games.
  • Casual Australian gamers play for 10 minutes, three times per day.
  • 31% of Australians surveyed play online games with their partners.
  • Slow internet/low data limits cause over half of mobile users to forego game downloads at home.
  • 57% of Australians choose not to download a game due to fear of going over their mobile data limits.
  • Handheld devices made up 33% of devices used by adult gamers and  24% of devices used by Australian children
  • The average age of all Australian gamers has increased over the past two years to 33 years old.
  • 68% of all Australians play games, up from 65% two years ago.
  • The average Australian gamer has been playing games for 12 years
  • 77% of all children under the age of 18, 71% of 18-64 year-olds, and 39% of 65-94 year-olds play video games.
  • 39% of Australians ages 65 and over play video games.
  • 50% of gamers have watched walkthroughs & streamed gameplay videos and 33% have created this type of content to share their gameplay knowledge.
  • 30% of Australian gamers have posted videos of their gameplay, adding a social element to gaming.

While digital sales for video games are surging, there’s a new frontrunner in the picture of Australia’s now $2.4 billion gaming market. Mobile gaming has increased the competition in the video gaming industry, rising by 56% to become a $703 million market at the close of 2015. Mobile games on smartphones and tablets are now the largest video gaming sector.Its rise in popularity also brought about more digital content to be consumed, as digital content game sales increased by 27%, and now amount to a $1.6 billion industry. Mobile gaming is dominating the video gaming market in Australia, but it isn’t just for entertainment. As consumers become more comfortable with purchasing online content, mobile games are gaining popularity among the elderly as a way to increase mental stimulation and fight dementia.

The increase of gaming in Australia presents a problem for the broadband industry. As multiple screens and fresh, exciting content expand Australians’ options for game play, the broadband bottlenecks tend to constrain it. So while marketers should be open to mobile creative that leverages mobile gaming, they should also be aware of how data heavy the content is, as many Australians avoid large downloads for fear of going over data limits. The average age of most gamers (33 years old) has risen in the last decade, alongside the popularity of video games. The average adult video game player in Australia has been playing games for 12 years, which means, these consumers are familiar with digital interactive content. Thus, they are more likely to engage with interactive campaigns that use mobile gaming content. With 68% of Australians and 77% of children playing games, it’s clear that Australians enjoy engaging directly with interactive, entertaining content.

Far from being a niche market, mobile gaming now threatens to take over from traditional gaming platforms.  As Australians young and old become familiar with gaming concepts and themes, marketers can rest assured that an informed and enthusiastic audience exists for this kind of entertaining content. All that remains is to develop branded game strategies that are engaging and appropriate to the customer. What are you waiting for?

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