A Guide to the Mobile Gaming Industry in the UK vs US


No matter where you live in the world, the mobile gaming industry is going to have an impact on you.

Undoubtably, there are going to be games and apps on your phone that you have played over the years. But there are also going to be some new ones that will catch your attention.

The UK and US mobile gaming industries are quite different but they produce a fantastic array of games to enjoy. So, here is what you need to know about the UK and US mobile gaming industries, especially if you are planning on becoming part of one of them!

The UK Mobile Gaming Industry

Back in 2020, the UK gaming industry actually saw a rise in the amount of revenue since 2019. The overall revenue totalled £4.2 billion, which was a 14.5% increase from 2019. Ultimately, this was due to the pandemic. Users were bored and so needed something new on their mobile phones to enjoy during lockdown.

Right now, there are meant to be 37.3 million gamers in the UK. That’s why if you’re thinking of making your own mobile game, you need to understand what the UK mobile gaming industry is like.

Now, the UK is famous for gaming development companies like Ninja Theory, Rockstar North, and Traveller’s Tales, but it also focuses on the sale of video-game-related films, merchandise and toys. However, there is also the possibility to increase revenue through gaming subscriptions and in-game purchases. There are a number of trends that have appeared in the UK’s mobile gaming industry. But one of the most popular trends right now, especially for mobile games, is remade franchises.

UK Remade Franchises

Over the last few years, some of the best franchises have actually increased their revenues by remaking and remastering their games for the mobile market. One of the best-known games to do this is Pokémon, however you can also see this from Harry Potter, Crash Bandicoot, Call of Duty, FIFA and Grand Theft Auto.

Instead of competing with original scaling mobile games, these types of games rely on titles that have already been established. Some may rely on previous plotlines, but others use the franchise names to create spin-offs that can be downloaded on a mobile phone.

These games may include advertisements, but they are mostly free to play and appeal to a range of gamers who are interested in the genre. If you are on a team to make one of these games, just keep in mind that you will have to create a product that lives up to the franchise name, otherwise gamers may delete the app on their phone.

Simple UK Games

Another trend in the UK mobile gaming industry is in relation to simple game design on an iOS or Android platform. Candy Crush Saga is a straightforward matching game, whilst Pokémon GO is a simple virtual reality game that works by moving around. If you are going to get involved in the mobile gaming industry in the UK, keep it understandable and focus on your advertising. That way, you can appeal to more people.

US Mobile Gaming Industry

One of the biggest differences between the US and UK gaming industries is in relation to cloud gaming services. Right now, a big trend with US mobile games is to offer more social options to help users interact with friends and family. That way, even during the pandemic, gamers could still maintain a social life and be creative during gameplay.

Just look at the success of Animal Crossing: New Horizons! Although this was produced on the Switch, the mobile game of Animal Crossing: Pocket Camp was very successful as well.

AAA Mobile Games

Nowadays, a lot of US mobile games have quite big budgets. This shows in the level of narrative, visuals, soundtrack and marketing strategies that help advertise the games online. One example of this can be seen in the game Genshin Impact. With over 21 million users registered before its official release, the game itself has a beautiful design and has had a lot of attention put into its plot and characters. This has made it a success with its targeted audience on both iOS and Android devices.

Are you ready to make a mobile game?

If you are thinking about making a mobile game, it’s very important that you understand your target audience and game genre. That way, you can make it a success with the right type of players and have it available on a range of different mobile platforms.





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