The past decade has seen gaming grow into an all-round entertainment phenomenon across the world—in developed and emerging markets alike. This year, the total global games market will generate revenues of $148.1 billion, with mobile contributing to just less than half this amount.

In this report, based on research conducted by Activision Blizzard Media and Newzoo in the U.S, U.K, Germany, and France, we shed light on mobile gamers and their untapped potential for brands and advertisers.

We examine their:

• Demographics
• Buying habits and preferences
• Influence they have on purchasing decisions both in and outside of their home
• Attitude toward advertising and brands

We hope you find this report insightful and useful for shaping your brand’s strategy in 2019 and beyond.