For this report, Facebook Gaming commissioned a survey of more than 13,000 people in July 2020 and separated respondents into two groups: new gamers and existing players. Respondents were assigned to a group based on whether or not they had regularly played mobile games “before the initial peak of the pandemic.”
Facebook’s report analyzed consumers’ mobile gaming habits in four major markets—Germany, South Korea, the U.K. and the U.S.—finding that the mobile gaming audience has grown significantly since March 2020. For instance, in the U.S., the mobile gaming audience has grown by 28%, and 28 million people became mobile gamers since March 2020.
In Germany, the U.K. and the U.S., Facebook Gaming found that new mobile gamers are “significantly younger than existing players,” while the opposite can be said for South Korea, where new mobile gamers were found to be “significantly older than existing” mobile players.
In terms of hours spent, Facebook Gaming found that new gamers play games for more hours each week than existing players across all four markets. Both new and existing players were found to complete a “similar number” of gameplay sessions each week.
New mobile gamers were also found to be more willing than existing players to spend money in mobile games following the start of the pandemic.
Likewise, on average, new players spend more on games each month than existing players.
Facebook Gaming’s report also analyzed data related to consumer habits outside of actually playing games. Facebook Gaming surpassed 1 billion viewing hours for the first time in the third quarter 2020. For a comparison, Facebook Gaming had 500 million watch hours in the fourth quarter of 2019. YouTube Gaming and Twitch also saw year-over-year and quarter-over-quarter increases in viewing hours in the third quarter of 2020.
Facebook vice president of global gaming Rick Kelley said in a statement, “Our latest Facebook Gaming Marketing Report showed that the unpredictable nature of 2020 led to a significant increase in gaming audience and player engagement, with over 28 million new gamers joining the community in the U.S. alone and livestreamed gaming hitting 1 billion hours for the first time. All indications are that this boost is not a flash in the pan, and this latest report offers marketers insight into new gamer preferences, behavior shifts and advice on how to engage with these growing audiences through awareness and social connection.”
View Facebook Gaming’s complete report here.