Gamasutra is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Gamasutra: The Art & Business of Making Gamesspacer
View All     RSS
July 9, 2020
arrowPress Releases

If you enjoy reading this site, you might also want to check out these UBM Tech sites:

Press Releases
  Mobile Games Have Gone Mainstream, Enabling Brands to Reach Every Major Demographic in the U.S., According to a New Study by Tapjoy
  Share on Twitter RSS

[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource GamesPress.]


Mobile games are so important to our daily lives that most people would rather give up social networks than mobile gaming, study finds

SAN FRANCISCO -- May 15, 2019 -- Consumers from every walk of life play mobile games: young and old, male and female, urban and rural. They play mobile games several times a day, for many hours a week. A vast majority (87 percent) have been playing mobile games for more than two years. Mobile games have in fact become so ingrained into their daily lives that most consumers -- 69 percent -- say they would rather give up social networking or television than mobile gaming, according to new research in the Modern Mobile Gamer Personas 2019 report, published today by Tapjoy (, the Maximum Impact Platform™ for mobile advertisers and app developers.


The rise of mobile gaming among U.S. audiences has created a wealth of opportunities for brands and advertisers looking to reach just about any demographic. Tapjoy’s third edition Modern Mobile Gamer Personas report found that more consumers say they are likely to pay attention to advertisements in mobile games (41 percent) than more traditional ad placements on the Internet (17 percent), in magazines (15 percent), on billboards (15 percent) or other mediums. Meanwhile, consumers tend to view most forms of digital advertising as annoying and intrusive, whereas those who play mobile games tend to understand the role ads play in allowing games to be free, and many (72 percent) say they actually like interacting with ads in exchange for in-app currency or premium content.


“Mobile games might just be the most ubiquitous form of entertainment in the world today,” said Emily McInerney, Vice President of Marketing at Tapjoy. “People from every demographic and every region are playing games on their smartphones and tablets, and they’re playing them a lot. The good news for brands is that mobile games make consumers very focused, relaxed and engaged, putting them in a frame of mind that makes them more receptive to advertising messages than any other medium.”


Another sign that mobile games have gone mainstream, 60 percent of people who play mobile games now openly identify as a “gamer,” up 27 percent from Tapjoy’s previous survey in September 2016. Back then, two-thirds of respondents did not identify as gamers despite the fact that many of them played mobile games several times a week.


Other findings from Tapjoy’s latest Modern Mobile Gamer Personas report include:


  • 63 percent of mobile gamers are women, 28 percent are men, and nine percent prefer not to say which gender they most identify with
  • 54 percent of mobile gamers are parents
  • 74 percent of mobile gamers open a gaming app at least three times per day; 43 percent open a mobile gaming app between 5 - 10 times or more a day
  • A majority of mobile gamers (54 percent) play for at least one hour every day
  • Puzzle, Strategy and Role Playing Games are the most popular categories.

Tapjoy’s Modern Mobile Gamer Personas report takes a deep dive into three major market segments that emerged from the study’s findings -- Millennials, Parents, and High Income Earners -- taking a close look at their persona demographics, gaming habits and overall mobile app usage.


The report features research conducted with 18,442 respondents in the U.S. ages 18 and above, from surveys conducted in February and March, 2019.


About Tapjoy

Tapjoy is a leading mobile advertising and app monetization company. Our Maximum Impact Platform™ empowers advertisers to connect with over 800 million monthly active users through value exchange advertising that drives awareness, engagement and the metrics that matter most to their overall growth. Meanwhile, companies such as Scopely, Crowdstar, Topps and many of the Top 200 grossing app publishers trust our platform to monetize their content, grow their audiences and reward their users. Founded in 2007 and headquartered in San Francisco, Tapjoy is a global organization with more than a dozen offices worldwide.  

# # #

Media Contact:

Matt McAllister

Fluid PR & Communications


Tapjoy Contact:

Lauren Baca

Director of Marketing

lauren.baca @