At Laurel Gaming, together with UXLAB, we have launched a survey to better understand the attitudes and behaviors of our target audience in relation to mobile games. Additionally, we want to identify the strengths and weaknesses of this segment concerning mobile games and understand their perception of the functionality of these types of games.
With a sample of 500 individuals, comprising 247 women and 253 men, we have collected data on various aspects of mobile gaming usage and preferences. Participants were selected from the 18 to 35 age group and were geographically distributed across Spain. Through a series of questions, we have been able to analyze and observe the responses, leading to several conclusions. Below, we will explain some of the most interesting questions we developed and the answers we have analyzed.
To guide the survey from the beginning, respondents were asked the following:
"Have you downloaded and/or played any mobile/tablet games in the last 6 months?"
If they answered "yes," the survey then proceeded with a series of specific questions.
One of the initial questions relates to the frequency with which participants play, revealing diverse gaming habits. A 27.2% of respondents play daily, while 17.8% play 2-3 times a week. Additionally, 33% indicated they have periods of intensive gaming alternating with less active periods. This diversity has allowed us to understand that it's crucial to create content that sustains long-term interest and provide regular updates to retain players.
At Laurel Gaming, we will continuously introduce new games and enhance our gamification systems to keep users engaged.
Casual games clearly dominate the mobile gaming sector.
Regarding preferences for types of games, we have observed that 76.8% of respondents favor casual games, followed by mid-core and role-playing games. This indicates that users seek diverse gaming experiences, from quick and accessible entertainment to deeper and more complex experiences.
One third of the respondents claim to play mobile games while in the restroom.
We see that the majority of respondents play games during their free time or while waiting. These are typically short periods where playing Laurel Gaming makes sense, as we offer users simple and easy-to-play games. These moments are when users want to relax, have fun, or simply pass the time rather than focusing on and playing challenging games.
We have observed that excessive advertising and poor game performance are the main sources of dissatisfaction. 73.6% of respondents complain about excessive advertising.
To enhance the user experience, it is crucial to minimize advertising, which is why Laurel Gaming does not display any ads within the application. It's essential not to interrupt the user's gameplay experience with intrusive advertising and to utilize alternatives such as "rewarded ads." Other factors include the repetitiveness of content and limitations in free versions.
The most valued aspects are achieving milestones and earning rewards. This indicates that participants highly appreciate game progression and gratification through prizes or rewards, aspects that should be prioritized in game design.
Furthermore, we have observed that 76% of respondents are interested in participating in free tournaments with prizes. In fact, to better understand their prize preferences, we asked what type of prize worth €20 they would like to receive for winning a tournament playing one of our games. The majority prefer Amazon gift cards or clothing. There is also significant interest in gift cards for experiences and digital products.
As we know at Laurel Gaming in the world of mobile gaming, the majority of users do not spend money while playing mobile games, which is a common behavior in the sector. However, those who do spend often opt for microtransactions and in-app purchases (IAP).
In this regard, Laurel Gaming is able to offer real rewards, a variety of games, and different modes, which provides more incentives for users to make purchases.
We have also investigated the competitiveness of players and found varied responses, from highly competitive gamers to those who prefer a more relaxed gaming experience. These insights suggest, as we have implemented at Laurel Gaming, that offering diverse approaches for different types of players is beneficial—from those who enjoy intense competition to those who prefer relaxed and collaborative experiences.
Finally, we asked respondents about their favorite mobile, tablet, console, or PC games. The most mentioned games include Candy Crush, Clash Royale, The Sims, Mario Bros, FIFA, and even Settlers of Catan, among others. The diversity of games mentioned indicates that the audience has varied tastes and seeks different experiences.
Additionally, games that encourage social interaction, whether through real-time competition or collaboration, appear to be popular. Laurel Gaming focuses on promoting a space where users can compete, socialize, and play in a friendly and enjoyable manner.
Laurel Gaming has gained valuable insights from this survey, helping us better understand consumers to tailor the application to their preferences and current market trends. The data collected confirms that Laurel Gaming is on the right track.
We are keenly aware of the importance of offering an engaging and balanced gaming experience with diverse content and minimal intrusive advertising.
Implementing free tournaments with prizes, along with flexible and secure monetization options, are key to increasing user participation and retention. By understanding and adapting to players' needs and expectations, we can better position ourselves in a highly competitive market.
Laurel Gaming is not just an alternative; it's the solution.
PD: For the full survey send us an email to admin@laurelgaming.com
