Google’s 2022 Mobile Insights Report reveals what players value now

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Presented by Google for Games

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Mobile games continue to make up an important part of the larger games industry. Of the 3 billion global players, 50% of total revenue comes from mobile games.

But mobile gaming isn’t a market where you can throw any idea at the wall and watch it stick, as players’ needs continue to evolve and change. The Google for Games 2022 Mobile Insights Report found players continue to value diversity across storylines and characters, maintain strong opinions regarding monetization, and emphasize localization as being more important than ever.

“Player insights help game companies define their audience, and develop across a range of cultural and regional differences to ensure players’ needs are being met,” says Ashley Black, head of Americas app gaming at Google. “Insights help developers think through the lifecycle for their game more critically as well, so they can better plan for the future of their game.”

Here’s a look at some of the report’s key findings.

Diversity and representation has surfaced as a significant element to engage players within game design. When asked about what features they’d like to see in future games, 34% of players said they looked forward to seeing more diverse characters and character creation options. About two-thirds of those surveyed felt that it was very important or extremely important that the games they play include diverse characters, as well as diverse storylines.

All groups, especially younger audiences and those with disabilities, place a high value on having accessibility options. That means