In the UK, there has been a trend toward richer and more complex mobile gaming since the introduction of smartphones and tablets—cannibalizing console-based games. For both smartphone and tablet games, the “freemium” model has emerged supreme. Advertisers are finding that in-game ads overindex for recall, tap-through and conversion, but ad spending remains low.
Always-on, always-connected consumers are spending more than one-quarter of their smartphone time with the home screen—not too surprising when one considers they pick up their phones around 100 times per day, according to research.
Brazil’s sheer size makes it a superlative smartphone gaming market, even at relatively low penetration rates when compared internationally. Still, gaming apps lead usage among smartphone owners in the country.
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