Mobile gaming


Travel Tech

Gaming is one of the central topics in tourism in 2013. Gamification in tourism is one of the areas in which large travel brands are investing at the moment. Now, mobile gaming is also becoming increasingly interesting for a variety of industries due to the huge increase in consumers using their Smartphones on a daily basis. This is no surprise as the Smartphones are very handy to use especially for consumers on the go. Latest research by eMarketer now revealed that mobile gaming in the UK is increasing its popularity. Between January 2011 and April 2013, the number of mobile gamers increased by 92%. This remarkable growth is also due to women playing mobile games throughout the day. On the whole, men are still accounting for the majority of overall mobile gamers (eMarketer 2013).


Mobile gamers show a quite interesting high recall of in-game ads. When playing a game on a mobile device, 40% consumers are more likely to recall the in-game ad than when prompted with an ad while using an app or browser. This is very interesting, especially with advertising being a substantial area in terms of allocating money for a lot of tourism companies. Conversions also showed a similar pattern, as these were a lot higher for mobile games.


Mobile gaming is particularly interesting for consumers in the UK. The Smartphone adoption and usage is very high within the UK, leading to much more consumers playing mobile games frequently in their daily lives. Among UK mobile users, games are already amongst the top 10 most popular activities. In ninth place, games are actually ahead of listening to music, instant messaging or maps. Each year, the number of consumers playing games on mobile phones is increasing with 6% of UK consumers in 2009 to 13% in 2012. Since 2011, the number for tablet gaming is also increasing but is still very low at 5% in 2012.


The Smartphone is increasing its popularity and is now already replacing other devices. Many consumers worldwide are using Smartphones as a replacement of an alarm clock. In years to come, this will only be more and more the case. Smartphones are used instead of watches by 57% of UK consumers, Smartphones also replace separate cameras or even game consoles. This is a very interesting development and shows that consumers that are better and better connected prefer using one device for a variety of things. The Smartphone will continue to replace other devices which means that the tourism industry also needs to think ahead and ensure that travel brands are ready for this Smartphone revolution.


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