UK Largest Smartphone Gaming Market In Europe

Internet marketing research company comScore has announced the results of their comScore MobiLens research, revealing that smartphone gaming is rising significantly.

The survey examined the gaming habits of smartphone owners in the five leading European markets: France, Germany, Italy, Spain and the UK. It revealed that 42 per cent of smartphone users in these countries (the EU5) played a game on their device in February 2012, an increase of 55 per cent since last year.

More than half of smartphones users in the UK were reported as having played a game on their device in February 2012, making the UK the largest mobile gaming market in the EU5.

“The rise in mobile gaming is being propelled by the rapid adoption of smartphones and the vast ecosystems of game apps they provide,” explained Hesham Al-Jehani, comScore Europe product manager for Mobile. “As mobile games evolve from simple pre-loaded games to highly challenging and visually appealing games, their entertainment value has increased substantially. But another important – and perhaps less often reported – driver of mobile gaming is that many can be played without accessing the internet on people’s phones. This means that gaming is an easy way to fill idle time on the underground or in other locations where internet access is spotty."

Social gaming is also on the increase, as in February 2012, 6.1 million EU5 gamers logged into a social game on their smartphones. These social gamers represent 13.2 per cent of smartphone gamers overall.