Exploring the Rise of Mobile Gaming Penetration in the UK

The Pandemic’s Influence on Mobile Gaming

The COVID-19 pandemic in 2020 acted as a catalyst for the gaming industry. With lockdowns in place, many turned to mobile games as a source of entertainment and connection. During this period, mobile gaming experienced double-digit growth across all age groups, with the 35 to 44 age bracket seeing a notable increase of 24 percentage points(*).

This surge wasn’t just about passing time; it reflected a broader shift in entertainment preferences. Mobile games offered an accessible and engaging way to cope with the challenges of isolation and lots of games have strong social elements to them. Some even think more people were drawn to specifically social games, such as Among Us, in this time.

*Ofcom. (January 20, 2025). Mobile phone gaming penetration in the United Kingdom (UK) from 2012 to 2024, by age group [Graph]. In Statista. Retrieved May 19, 2025, from https://www.statista.com/statistics/300522/mobile-gaming-in-the-uk-by-age/

Shifts in Age Group Engagement

A lot of people think of young adults as being the main demographic playing online games. However, this is not necessarily the case. Mobile games cover a wide variety of different genres and options. Some people will think of poker games and gambling, while others will think of things like Candy Crush or even mobile strategy games.

Recent surveys suggest a mixed picture. As of late 2024, 34% of UK adults reported having played games on their mobile phones, a slight decrease from 36% in 2022.

The 16 to 24 age group, traditionally strong in mobile gaming, saw a decline from 58% in 2020 to 52% in 2024. This reduction may be attributed to the easing of lockdown restrictions and a return to pre-pandemic routines.

Different forms of games appeal to different age groups and demographics. Some people who don’t even consider themselves “gamers” may play a puzzle or a word game, or even have a poker or slots app on their phone. Gaming has such a broad range and appeal that even with slight shifts and changes in the behaviours of some demographics, the industry is in a strong place.

The Dominance of Smartphones

Not many of us even know an adult without a smartphone these days. They are everywhere, and it is not hard to see why. The functionality that these offer provide a lot of different options, from online banking and checking directions through to gaming.

Smartphones have become the primary gaming device for many. A 2022 Uswitch report highlighted that 39% of UK adults used their mobile phones for gaming. This trend shows the convenience and accessibility of mobile gaming, allowing users to play anytime and anywhere. On the bus to work? It is easy to connect and play a wide variety of games.

The ubiquity of smartphones, combined with the vast array of available games, has solidified mobile gaming’s position in the entertainment sector. This is not just a small niche, it is a huge part of the gaming experience.

There is crossover, too.

Console game makers and developers know that mobile is crucial, which is why they are offering a lot of different ways for people to access games on mobile. There are app versions of some popular console games, and the new concept of cloud gaming is on the rise, allowing people to access their game libraries on-the-go.

Economic Impact and Market Trends

There is a huge financial effect and impact of mobile gaming, which can be a driver for economic growth. The mobile gaming market in the UK has seen substantial growth. In 2022, revenues from mobile gaming apps were estimated at £1.648 billion. This financial success reflects the increasing monetisation of mobile games through in-app purchases and advertising. There are also still mobile games that generate revenue the “old-fashioned” way as people pay to own them.

Things like Apple Arcade have also changed the scene somewhat, giving a subscription model that includes many different games and has more in common with Netflix than the way we used to buy physical discs.

However, the market faces challenges. Factors such as advertising saturation and concerns over gaming addiction have prompted discussions about implementing time limits and promoting mindful gaming habits. The gambling industry is already having to adapt and include warnings for players as well as responsible gambling tools.