While video games have been around in one form or another for over half a century now – beginning with Pong and its initial cohort of titles – mobile gaming has put this pastime into the hands of more players than ever before. And even those titles have rapidly become more sophisticated, going from Snake on the humble Nokia 3310 to the intense 3D action games we
Given that around 95% of the UK population possess a smartphone, it’s not hard to imagine how many millions of Brits play games on their phone. They’ve made it considerably easier to become a casual gamer and opened the door to more sophisticated titles. However, just how accessible are mobile games to the wider population – and are they as affordable as they seem?
Monetisation Models: Free-to-Play and Beyond
The free-to-play model has fundamentally reshaped how games reach audiences. Rather than requiring an initial investment from a player, they can instead get a feel for a game and then decide whether to pay for a paid version – or make in-game purchases to enhance their experience. Along with subscription services running alongside free-to-play models, games have made it easier to get started and keep players involved in the development process.
Some mobile game libraries, such as Google Play, also offer a subscription service that allow players to pay one fee to access a number of premium titles. This lowers the barrier to entry and can allow more involved mobile gamers to sample more titles. You also have games doing tie-ins with recognisable franchises or leveraging popular formats, such as giving the Deal or No Deal free game a go, that shows how these elements can appeal to players too.
Social Connectivity and Evolving Player Experiences
Multiplayer features aren’t anything especially new, but the way that mobile games have implemented them means that more players can connect than ever before. Leaderboards and community challenges create a sense of a collective effort, all integrating into a mobile game’s core mechanics.
That’s to say nothing of the chat functionality you’ll now find in many mobile games, allowing players to communicate and enhance their experience. Games that take place in real-time, like Minecraft: Dream it, Build it! and League of Legends: Wild Rift, now bring experiences that were reserved for desktop alone into the mobile space – both of which can be played with friends.
It’s also worth mentioning how, despite having a rocky introduction into the mobile gaming space, cloud gaming is now finally in a stable position. It’s pushing the boundaries of what’s possible on mobile, using 5G networks and improving Wi-Fi speeds to allow players who don’t have dedicated consoles to still play AAA titles – which is incredible within itself.
The UK Perspective: Market Growth and Industry Challenges
The UK mobile gaming market has experienced tremendous growth in player base in recent years too. UK consumers spent £7.6bn in 2024 on video games which encompasses the mobile gaming sector too. However, challenges remain, particularly around investment and international competition. Without stronger backing from the government, the UK could lag behind in terms of talent attraction and exciting IPs compared to developers in other countries.
Mobile gaming appears to be moving from strength to strength, especially with more cross-platform releases that offer mobile versions of popular titles. Provided industry in the UK can keep pace, the coming years will be especially interesting to see how things develop.
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