Gaming
data.ai’s Lexi Sydow in the gaming hotseat
data.ai uses AI technology to provide data and insights on the latest apps and mobile
trends. Here Lexi Sydow, Head of Insights at
data.ai talks about console vs mobile gaming, the gaming trends between different demographic groups and much more.
Lexi Sydow, Head of Insights at
data.ai had this to say. In your view, what’s the biggest gaming trend right now? One major trend taking the gaming industry by storm right now is cross-platform interaction. At
data.ai, we’ve observed that gaming fans tend to over-index on social media platforms such as Discord and video streaming apps like Twitch, more so than the general population. Te premise is that gamers live-stream their console gaming sessions to audiences generated from social media followings on other platforms. While the future of PC/console gaming has been questioned in recent years, thanks to the rise of mobile, the popularity of gamers on streaming platforms has highlighted a new way for the two industries to merge. Ultimately, it’s bought more people into the gaming community, which is a positive for the market overall.
What does competition look like in the mobile gaming market? Mobile gaming has definitely changed competition in the market as it’s opened the market up to a much wider audience of people who may not have traditionally considered themselves ‘gamers’. With this comes the opportunity for more apps to meet those new demands. Despite there being some major developers in the market, such
as Tencent, gaming as a whole is largely democratic. In fact, the top 10 titles accounted for just 17% of market share in mobile game consumer spend in H1 2022. Further, in the UK, the top 10 mobile games only account for 24% of total consumer spend. Tis again
20 | November 2022
shows that despite being a highly saturated market, there is plenty of opportunity for up and coming games to make their mark.
What does the metaverse mean for gaming? Te purpose of the metaverse is to allow users to traverse a virtual world, mimicking our own real life. But if we reflect back a few years to games like First Life and Sims, it’s not that new a concept. It’s hard to say just how much influence the metaverse will have on
gaming, but it can certainly expand the immersive and interactive aspect that users currently enjoy. Roblox is an example of a metaverse game that has exploded in recent years. In 2021, Creative Sandbox (a popular metaverse platform) downloads went up 17.5% from 936.1 million the year prior, so it’s a genre that is already popular. We’re also seeing collaborations between brands across metaverse games, such as Nike opening a store in Roblox. Tis trend will grow as more brands recognise metaverse games as an effective and targeted way to reach their audience.
Does console gaming have a future, or is it dead? Tere’s been a question mark over the future of console gaming for a long time. In 2022, mobile gaming is set to surpass 60% market share in annual global consumer spend - that’s 3.2x more than console gaming. Te accessibility of gaming through mobile devices is a key driving force, as it opens the entertainment up to millions of people that would otherwise not invest in the equipment needed for console
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