Start by Measuring the Numbers
In 2023, 42 % of UK adults logged on to a mobile game at least once a week. That’s roughly 27 million people. If you’re wondering whether that matters, think about the total UK population of 67 million: almost every other person is a potential mobile gamer.
Identify the Core Genres Driving Growth
The top three genres by revenue are puzzle, strategy and casual social games. Puzzle titles like Cut the Rope pull in an average session of 12 minutes, while strategy games such as Clash of Clans keep players engaged for 45 minutes or more. Casual social games, exemplified by Words with Friends, average 8 minutes per session but have a high daily active user count.
- Puzzle: 30 % of downloads, 25 % of spend.
- Strategy: 25 % of downloads, 35 % of spend.
- Casual social: 20 % of downloads, 15 % of spend.
Notice the Shift in Monetisation Models
In the past, micro‑transactions were the only route to profit. Today, subscription‑based models are on the rise. For example, Supercell’s “Supercell+” launched in 2024 and now accounts for 18 % of its total revenue. Players pay £4.99 a month for extra skins, faster progression and ad‑free gameplay.
Leverage Cross‑Platform Play to Expand Reach
Many titles now support cross‑play between iOS, Android and PC. Fortnite reports that 60 % of its UK mobile players also play on console. This synergy boosts brand loyalty and encourages spending across devices.
Watch for the Common Mistake: Ignoring Data Analytics
New developers often launch a game without a clear analytics plan. Without tracking retention, lifetime value or churn, it’s impossible to optimise. A small tweak—like adding a daily login reward—can lift retention from 30 % to 45 % within a month.
Bridge to Online Entertainment
Mobile gaming’s success illustrates how digital experiences are reshaping leisure. Whether you’re chasing a quick puzzle or a deep strategy session, the same patterns apply to online casinos and sports betting. Visit Visit for a look at how technology is being leveraged across the entertainment sector.
Apply the Learnings to Your Own Projects
Start with a clear target audience. Use the genre data above to pick a niche that aligns with your team’s strengths. Then, build in analytics from day one: set up funnels for acquisition, activation, retention and revenue. Finally, test monetisation options—freemium with ads, in‑app purchases, or a subscription tier—and iterate based on real numbers.
Conclude with a Forward‑Looking Thought
Mobile gaming is no longer a side hobby; it’s a core driver of the UK’s entertainment economy. As hardware improves and 5G spreads, the line between mobile and other digital platforms will blur even further. Staying ahead means listening to data, adapting quickly and keeping the player’s experience at the heart of every decision.
Frequently Asked Questions
How many UK adults play mobile games weekly?
In 2023, 42% of UK adults logged on to a mobile game at least once a week, equating to about 27 million people.
What are the top revenue‑generating genres?
Puzzle, strategy, and casual social games lead the market, with puzzle titles averaging 12‑minute sessions.
Why is mobile gaming important for marketers?
With almost every other person in the UK a potential gamer, mobile offers a vast, engaged audience for campaigns.