Mobile gaming in Asia Pacific. – additional information
Asia Pacific is focused on mobility and this trend can be observed in the entertainment industry. It comes as no surprise that the region is the world leader in terms of mobile gaming revenues, if we take into account that roughly 740 million mobile gamers are located in the Asian countries. In Japan alone, the value of the smartphone game market is expected to reach 824 billion yen (approximately 6.7 billion U.S. dollars) in 2016.
The popularity of mobile gaming among Asian users can be partly explained by their challenging lifestyle. A recent survey conducted among Japanese consumers showed that nearly 70 percent of male and female respondents said their main reason for playing games on their smartphones was to pass the time when traveling. Combating stress was the second most important purpose of engaging in this type of entertainment. However, penetrating the Japanese market might be a difficult task, since more than half of the gamer population admitted they did not play foreign-made games.
In China, on the other hand, studies have shown that the origin of the game is not of such great importance. For instance, the leading mobile game in 2013 was “Temple Run”, a North Carolina production. Either way, the market’s potential is enormous and this is recognized by the advertising industry, hence why mobile advertising spending is projected to be the second biggest after search, with expenditures reaching 4.1 billion U.S dollars in 2015.