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Under The Microscope: Mobile Gaming in South Africa

Posted Aug 11, 2021

Over the last year, consumers all over the world were forced to stay home and find new forms of entertainment. Mobile devices, and specifically mobile games, became that new, fun form of entertainment for millions of people all over the world. But as people begin to return to their typical routines, they are not letting go of their new favorite games. However, these new (and lifelong) mobile gamers do not look the same in every country. Brands and advertisers must get to know these unique audiences in order to better reach these gamers and create meaningful connections. AdColony surveyed mobile gamers around the world to better understand their digital behavior, and this week we’re learning about mobile gamers in South Africa!

When looking at ad spend by medium in South Africa, TV and video advertising have typically held the top spot. However, according to Statista.com, by 2023, ad spend on the Internet will have passed TV’s growth rate for the first time. What’s more, ad spend on mobile will take up 50 percent of revenue, which is an increase from 40 percent in 2018. As more people are increasing their time spent on mobile devices, advertisers must shift their strategy to capture their target audiences in this new location. And how can advertisers reach those audiences? By working with mobile games! In fact, the top-grossing gaming apps in South Africa, as of August 2021, are Candy Crush Saga, Roblox, and Gardenscapes, according to Apptopia. Learn more about this growing mobile gaming market in this edition of Under the Microscope!

Highlights from South Africa

  • 71% of South African adults are playing mobile games.
  • South African mobile gamers spent more than 4 hours on their mobile devices in a day.
  • Favorite gaming genres include Action/Adventure, Racing, and Sports.
  • Top personal interests are music, food & drink, and technology.
  • What are they doing while watching TV? Using social media (81%), messaging friends (79%), reading emails (71%), and playing games (51%).

Check out the infographic for more great insights into mobile gamers in South Africa below. Click the image for a full-size version!

Other Under the Microscope Infographics
Wondering how mobile gamers in South Africa compare to those elsewhere? We’ve got you covered with reports from all over the world and more coming! From Greece to the United Kingdom, Mexico to the United Arab Emirates and beyond, we’ve got you covered. You can check out all of the Under the Microscope infographics here or you can check our Global Mobile Gaming Research 2020 Report to see the worldwide results!

Join the Conversation
What do you have in common with mobile gamers from South Africa? Tweet us at @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on LinkedIn.

Anna

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