Tapjoy Holiday Prediction: Mobile Gamers to Install and Play More Games

Three-quarters of mobile gamers say they are likely to download a new game during the holidays.

That’s according to a new study from Tapjoy, which further notes that a majority of gamers are also now more likely to engage with rewarded ads.

Findings from the study were released in a research report titled “The Modern Mobile Gamer: The Marketer’s Guide to Holiday Gaming Trends.”

All told, the report suggests, this holiday season should be a busy one for mobile gamers.

Nearly three-quarters of mobile gamers (72 percent) said they intend to download at least one new game during the upcoming holiday season, while 80 percent reported that they expect to spend more time playing games during the holidays.

“This study validates why the the mobile gaming audience presents such a great opportunity for performance and brand advertisers alike – particularly during the holidays,” said Shannon Jessup, chief revenue officer of Tapjoy. “Mobile gamers are already a uniquely engaged audience, but holiday downtime means that they spend even more time in-app, are more curious to try new games, and are more likely to engage with in-app advertising, making it the perfect time for advertisers to drive value for their campaigns.”

Other key findings from the study include:

  • Mobile gamers will play more hours per day during the holidays. While 8 out of 10 mobile gamers say they’ll play more often during the holiday season, 30 percent estimate they’ll play an additional three or more hours per day. Eleven percent report they’ll play an additional five or more hours per day.
  • Three-quarters of mobile gamers will download a new game. Seventy-two percent of mobile gamers intend to download at least one new game during the holiday season, and nearly half (43 percent) will download two or more games. Twelve percent will download five or more games.
  • Gamers are most likely to download Action titles. Gamers said they were most likely to download Action titles this holiday season, followed by Puzzle games, Adventure games, Strategy games, Simulation games and Casino or Card games.

To learn more, get the report here.