Top Mobile Game Apps of Millennials
Millennials, born between 1981 and 1996, are now in their prime earning years and represent a significant portion of the mobile gaming market. Their gaming habits reflect a blend of nostalgia, social connection, and a desire for quick, engaging experiences. In this blog, learn about the top mobile game apps of Millennials, their playing behaviors and the retargeting strategies to re-engage them to meet your brand’s long-term goals.
The Dominance of Mobile Gaming
Across every generation, mobile is the most common platform for playing games. According to Newzoo, this is due to mobile gaming’s low barriers to entry which make it the most accessible option across platforms.
Source: Newzoo’s “Gaming Across Every Generation” report
According to Newzoo’s report, 79% of Millennials play games on mobile devices, making it their preferred gaming platform.
Millennial Gaming Habits
Across emerging demographics — including Gen Alpha and Gen Z — mobile games dominate. In fact, 73% of Gen Alpha and 69% of Gen Z choose mobile as their platform of choice when they play games. But, Millennials outpace both generations when it comes to their inclination towards mobile games. A staggering 90% of Millennials have a preference for mobile gaming. It’s clear this generation wholeheartedly embraces gaming as a form of entertainment and a means of connecting with others.
Looking towards video gaming behaviors as a proxy for mobile gaming engagement — 68% of Millennials play video games daily. For comparison, only 58% of individuals in their 20s play video games daily. Furthermore, 40% of the Millennial audience spends over 22 hours per week gaming. These insights reflect two trends:
- Gaming remains a significant part of Millennials’ lives, even as they transition into adulthood.
- Millennials have a dedication and passion for mobile game apps, as showcased by their consistent weekly engagement.
Other Millennial Gaming Trends
A Diversity of Game Genres
According to Newzoo, younger generations play a wider array of genres than older players do. Genre preferences also differ from one generation to another. For example, while older gamers tend to play more casual-type Puzzle and Match games, Gen Alpha, Gen Z, and Millennials all play Adventure games more frequently.
Source: Newzoo’s “Gaming Across Every Generation” report
Forty-one percent of Millennial players engage with Adventure games followed by Racing and Battle Royale titles. Notably, the popularity of multiplayer genres like Battle Royale and Racing among Millennial players underscores the importance of socializing in games and gaming culture.
Social Gaming on the Rise
Millennials value social connections, even in their gaming experiences. In fact, over 40% of Millennials chose massively multiplayer online (MMO) games as their favorite genre. Multiplayer games that allow for cooperation or competition with friends have seen a surge in popularity. This trend extends to games with social features like leaderboards, chat functions, and the ability to share achievements.
Nostalgia-Driven Choices
Many Millennials are drawn to mobile versions of classic games they enjoyed in their youth. Retro-style platformers, updated versions of old console games, and mobile adaptations of beloved franchises have found a receptive audience in this demographic.
There is no “Typical” Millennial Gamer
Far from a one-size-fits-all archetype, Millennial gamers are more diverse than many people often assume. For example, 60% of mobile gamers are female and in China and the U.S., female gamers outnumber male gamers on mobile gaming platforms. What’s more, female gamers on average spend 25% more time on mobile gaming than male gamers. This data underlines the importance of investing in advertising that is inclusive and aligned with diverse perspectives to engage players.
Millennials are the Largest Untapped Segment of Mobile Gaming
With this data in mind, there’s a clear indication that Millennials are a large and untapped market for mobile gaming revenue. According to Fandom, Millennials spend over 22 hours per week gaming, compared to only 29% of tweens. What’s more, Millennials are more than +24% more likely to be heavily influenced to make an in-game purchase compared to the average user.
5 Tips on Retargeting Millennial Mobile Gamers
- Leverage Nostalgia: Create campaigns that evoke memories of classic games Millennials enjoyed in their youth, adapting them for mobile platforms.
- Emphasize Social Features: Highlight multiplayer modes, leaderboards, and community aspects in your retargeting messages to appeal to Millennials' social gaming preferences.
- Personalize Recommendations: Use data on individual gaming habits to suggest new games or in-app purchases that align with their demonstrated interests.
- Offer Time-Limited Events: Create a sense of urgency with exclusive, time-limited events or special offers to capitalize on Millennials' fear of missing out (FOMO).
- Implement Loyalty Programs: Develop and promote loyalty programs that reward consistent engagement, appealing to Millennials' appreciation for value and brand loyalty.
Takeaways
- 90% of Millennials prefer mobile gaming over other platforms.
- 68% of Millennials play video games daily, with 40% spending over 22 hours per week gaming.
- Adventure, Racing, and Battle Royale are the top game genres among Millennial players.
- Social features and multiplayer modes are crucial for engaging Millennial gamers.
- Female Millennials represent a significant portion of mobile gamers, spending 25% more time gaming than their male counterparts.
- Millennials are more likely to make in-game purchases compared to other demographics.
Ready to unlock the full potential of Millennial mobile gamers for your app? Schedule a meeting with YouAppi today to discover how our expert retargeting strategies can help you engage and retain this valuable audience. Let's work together to boost your app's success among Millennial gamers and drive long-term growth.
