Consoles and PCs are OK. But mobile games are lucrative and accessible

Why is Take Two buying Zynga?

By betting big on mobile games with the $ 12.7 billion acquisition of Zynga, which publishes some of the most popular games – Farmville, Words With Friends – and has a cult following, Take-Two Interactive becomes the biggest player in this growing sector. space.

It will give the company, publisher of Grand Theft Auto, NBA 2K and Red Dead Redemption, access to a lucrative advertising market.

Zynga “was among the first to really take advantage of micro-transactions and in-game purchases on mobile,” Chris Sutcliffe wrote in The Drum.

“It was also one of the first publishers to use in-app advertising in its games, effectively monetizing users who otherwise wouldn’t spend. “

Some speculate that Zynga is building its own ad network based on the first-party data it has on its users. The company acquired advertising firm Chartboost last year for $ 250 million.

It’s a huge market

The number of users in the United States is expected to increase by 20% to 181.3 million in 2025, from 150.5 million in 2020.

Mobile games accounted for 57% of global gaming revenue in 2020, according to a recent report from Statista, a provider of market and consumer data. It has become the “driving force” for the rapid growth of the global video game market.

That same year, smartphone games accounted for almost half of video game revenues worldwide. It is on track to surpass the $ 100 billion mark by 2023.

In the United States, one of the largest video game markets, mobile game revenues have reached a record high of $ 10.73 billion and could reach $ 30 billion in 2025.

Like their console and PC counterparts, some mobile games offer in-app or in-game purchase options for virtual items or game-enhancing experiences.

Most mobile games are free, where video games and consoles are expensive and require investment. Free mobile games open big doors for curious audiences.

Indeed, what has made the success of some of the most popular mobile games, such as Angry Birds, Candy Crush and even Clash of Clans, is their literally “free to play” quality. No need to browse websites and stores to find a good deal on the game you have in mind.

Games and hardware on PC or console represent a significant budget for households. But to play a mobile game all you need is a mobile phone.

No need to line up and pray that the all-new game isn’t already out of stock. No risk of having to find time in a working week to sit in front of a console and be able to enjoy a game for a few hours. And you can play pretty much anywhere.

They are accessible and affordable

Mobile games do not require any special skills. They are easy to access and do not require gamers to be familiar with video games.

From jackpot slots like Mega Moolah to the latest Fortnite Battle Royale game, there is something for everyone: games of skill, puzzle, management, strategy, racing, combat and shooting.

Robert P. Miller