Mobile gaming is a far different world to the stasis of PC and even AAA gaming on consoles. Regionalised differences between device specs and cultural norms there are different approaches to gaming in different corners of the globe with hot titles in Asia failing to break through in the Americas and vice versa. We will be looking at not just some of the major games but the different genres and stylistic preferences of players around the world.
Asia – Competitive & Live Service Maximising
If you’ve ever wondered why some games you have never heard of are very popular in eSports circles, look no further than the Asian gaming market where competitive mobile games and live service titles or gacha games are leading the way with this user base. The vast improvements in the average device quality means that competitive RPGs or strategy games are easier to access for Asian players, enabling more and more to play competitively. Mobile Legends: Bang Bang and Honor of Kings are two main examples of this.
The other big hit in this region is gacha style games, free entry but either grinding required or payments given to get the character or equipment you want. Umamusume: Pretty Derby was popular globally but it was players in Asia who pretty quickly found the methods to grind out their favourite drops and as such are the leading players in this genre.
North America – ‘Addictive’ Gaming On The Go & Sports Tie-Ins
While the Asian market is dominated by a high average quality of device and the capability of playing competitively, in North America the growing trends are more focused on addictive games, titles marketed to the entire family regardless of quality that are played in chunks. While some like Scizino are more focused on gambling, others like Candy Crush and Roblox, are games that drip-feed the player bit by bit while offering the chance to pay for more. They also intentionally appeal to a wide age range with Candy Crush focusing on an older demographic with more bite size levels while Roblox provides an open experience for younger players.
The other major emerging trend is the tie-in to major AAA series’ EA FC Mobile and NBA 2K have popular mobile tie-ins that players of all ages can use to get more of their AAA experience on the go. With the high number of sales for sports franchises in North America, the tie-in on mobile allows for further monetisation for the developers who are looking to sink microtransactions into their games as much as possible in the modern era.
Europe – Free For All
Once again, Europe is an interesting mix of things. Playable ads have made it a mad grab of titles and genres that appeal to players through these ads, there is a mix of strategy games, arcade games, and action games, as well as a mix of free games, freemium games with in-app purchases, with less of the premium purchasable games succeeding through these in-ad gameplay sessions. There is no one genre or standout trend dominating gaming news in the region with the quality of what grabs players standing out above anything else.
Europe is also impacted by a wide range of devices, the wealth disparity throughout the continent means that high-end mobiles are available in some nations while others will have less capable phones that provide a barrier to entry for competitive gaming. This as well as the playable ads make this a murky region for mobile gaming with a wide variety of gaming styles and genres represented.