EVERYONE’S

GAMING AMONG US
Mobile Gaming through the Pandemic and
Beyond

2021 Mobile Gaming Report, India

 ABOUT THE REPORT
The following report is based on a detailed analysis of a survey conducted in India between 9th Feb – 16th Feb
2021 on the InMobi Pulse Platform along with data from the InMobi Advertising and Audiences Platform. The
analysis explores the mobile advertising opportunity in the mobile gaming space in India. The analysis is based
on data from Jan 2020 to Jan 2021 (over 1.7 trillion auctions) and highlights gaming personas, advertiser insights
and the performance of different ad experiences in the gaming category.

Consumer Research Audience Insights Advertising Insights

Pulse Audience Marketing

Intelligence Cloud
RESEARCH METHODOLOGY

A sample of n=1000+ Indian

A mobile survey conducted using
smartphone users
InMobi Pulse
The Leading
Mobile
Consumer
Intelligence
Platform
Respondents recruited programmatically via Results targeted and weighted to be
the InMobi mobile advertising platform from representative of India’s smartphone
February 9–16, 2021 population
 02
SETTING INDIA: THE
THE STAGE LAND OF THE
COMMITED
GAMER

03
CONTENT EMERGING
TRENDS,
LASTING
BEHAVIOUR

04
GAMING
ADVERTISING
MYTHBUSTERS
SETTING THE STAGE
Home to 1 out of 10 gamers across the globe, India is the 5th
largest mobile gaming market across the world. This boom
has been made possible in large parts by access to
affordable smartphones, the cheapest network data tariffs
in the world, and improving mobile internet speeds.
According to some estimates, 44% of India’s smartphone
population will be playing games on their devices by 2022.
Gaming has now achieved escape velocity in India,
competing with other popular entertainment categories
such as short-form video, streaming services, and social
networks for user attention.

Source:, NewZoo, 2020, Deloitte India 2021, Statista,2021

 NOT JUST A YOUNG URBAN MAN’S GAME

Ditch the notion that gaming is only popular among the Gen Z men. It is equally popular among those in
the age group of 45 to 54.

Top Gaming Audiences

NORTH

43% 57% 18-24 25-44 45+ 27%

WEST

Female Gamers
2% 12% 28%
22%
5%
CENTRAL EAST

17%
Male Gamers 8% 47% 2%

10% 59% 31%

All Gamers SOUTH INDIA

29%

Source: InMobi Audience Intelligence Platform, January 2021

 NOT JUST A YOUNG URBAN MAN’S GAME

Different generations are logging on to play mobile games and their favorites include:

Gen Z Millennials Gen X

Casual Arcade Card Arcade Board Casual

Action Board Casual

Source: InMobi Audience Intelligence Platform, January 2021

‘ G A M E-O N ’ I N D I A :
THE LAND OF THE
C O M M ITTED GAMER
With over 2.7 billion players across the world, can we place
each gamer in the same category? Absolutely not. The
types of gamers are about as varied as the types of games
themselves. In our research we found 3 overarching
themes. There are the committed gamers, the regular
gamers and the occasional gamers. In this section we dive
deeper into their behavior and motivations
 THE LAND OF THE COMMITTED GAMER

80% Type of Gamers by Gender

11%
9%
11% 8%

12% 11%

77% 82%
Committed Regular Occasional
Gamers Gamers Gamers
Female Gamers Male Gamers
Play once to several Play at least once Play once a
times a day a week month or less Committed Regular Occasional
Gamers Gamers Gamers

The majority of Indians – 80% are committed gamers, playing

a mobile game every day. Across age group, gender and
cities, Indians love their mobile games.

Source: InMobi Pulse Gaming Survey India, February 2021

Q5. How often do you play games on your mobile phone?
 THE LAND OF THE COMMITTED GAMER
Type of Gamers by Age

1%
10% 9% 10%

10% 8% Type of Gamers by Location

Non-Metros 81% 10% 9%

Metros 81% 11% 8%

80% 89% 82%

18 - 34 35 - 44 45+

Committed Regular Occasional

Gamers Gamers Gamers

Gaming has become a very popular source of entertainment regardless of age and location. Access to smartphones and high-speed internet have
been huge drivers in bringing about this change. Gaming is now truly accessible no matter who you are or where you’re from.

Source: InMobi Pulse Gaming Survey India, February 2021

Q5. How often do you play games on your mobile phone?
 MOBILE GAMING = RELAXATION

Mobile Gaming has democratized playing, helping folks relax and stay entertained, unlike console gaming, where competition and
winning take priority. With the rapid rise on multiplayer in app games, gaming has also become an avenue for folks to connect with
friends and family, harboring a sense of community on these apps.

Top Reasons why Top Reasons why Non- Top Reasons why Gen X (45+)
Committed Gamers play Metros Gamers play Gamers play

Entertainment/Relaxation Entertainment/Relaxation Entertainment/Relaxation

To compete and win To compete and win To connect with friends/family

To improve skills To fight boredom To compete and win

Source: InMobi Pulse Gaming Survey India, February 2021 | Q13. What are your top 2 reasons to play mobile
games?
 SNACKING ON MOBILE GAMING

Time Spent per Gaming Session on Smartphones Time Spent Per Session by Indian Gamers

40%
31%
Occasional Gamers 50% 22% 13% 15%

15% 14% Regular Gamers 47% 31% 17% 5%

Committed Gamers 37% 32% 15% 16%

< 10 minutes 11 - 30 minutes 31 - 60 minutes > 1 hour

< 10 minutes 11 - 30 minutes 31 - 60 minutes > 1 hour

Majority of Indians play mobile games in short spurts, Committed gamers spend substantially more time per session than
almost like they are snacking on it throughout the other gamers, with over 84% of players spending up to an hour on
day - in between meetings, chores, meals etc. mobile gaming in a single sitting.

Source: InMobi Pulse Gaming Survey India, February 2021

Q8. How long do you usually end up playing a session of game at a
stretch?
 THE RACE FOR SPACE
Number of Games Installed by the Average Indian Indian Gamers love exploring new games, especially
committed gamers who play every day. These folks
14%
try new games every week compared to Regular and

Less than 3 games 4 - 6 games 7+ games Occasional gamers who tend to experiment a few
24%
62% times a month.

Frequency of downloading new games

Nonetheless, most Indian gamers have an average of
60%
51%
3 games installed on theirs phones. Despite the
47%
availability of improved storage space on
36%
29% smartphones today, Indians have more apps to
24%
23%
16%
choose from. Combined with increasing app sizes,
14%
Indian gamers have to constantly choose between
apps they can keep on their smartphones resulting in
Committed Gamer Regular Gamer Occasional Gamer
a high app churn.
Several times a week Several times a month Once a month or less

Source: InMobi Pulse Gaming Survey India, February 2021 | Q6. How often do you download new mobile games? | Q7. In all, how many games do you have installed on your phone?
 GOT TO PLAY THEM ALL!

The Games that The Games that The Games that

Committed Non-Metro Gamers Gen-Z Gamers
Gamers Play Play Play

Card/Puzzle/Board Multiplayer Online

Casual Battle Arena (MOBA)

Card/Puzzle/Board Casual Multiplayer

Casual

Multiplayer Online Multiplayer Online

Card/Board/Puzzle
Battle Arena (MOBA) Battle Arena (MOBA)

Action/Arcade Action/Arcade
Simulation/Adventure

E-Sports Simulation/Adventure/
Action
Racing

Source: InMobi Pulse Gaming Survey India, February 2021 | Q12. Which out of the following would you say is your favorite kind of game?
 DISCOVERING NEW MOBILE GAMES

26% 27%
24%
23% 21%
21% 20% 19%
19%

Committed Regular Occasional

Ads on other apps Word of mouth
App store recommendations
Ads on gaming apps Word of mouth Ads on other apps
Word of mouth App store recommendations Via Social media

When it comes to discovering new games, each avatar has a different source they like to tap into. Committed gamers are most likely
to rely on app store recommendations or ads on other gaming apps. Whereas regular gamers are far more likely to rely on in-app
advertising for their next download suggestion. Occasional gamers on the other hand are far more likely to rely on word of mouth
when compared to other groups as they are only interested in playing games that already enjoy a certain amount of popularity.

Source: InMobi Pulse Gaming Survey India, February 2021 | Q13. What are your top 2 reasons to play mobile games?
EMERGING TRENDS,
LASTING BEHAVIOUR
Despite many misjudging it as a fad that will
go out of style over time, mobile gaming is
truly here to stay. While mobile gaming
accelerated during the first phase of
lockdown in India, it has become a main
stay in the life of the average Indian.
 EMERGING TREND: ACCELERATED DEMOCRATIZATION

The onset of the pandemic in 2020 brought about a Change in Mobile Gaming Behavior by Gamer Profile
significant shift in mobile usage and consequently in
mobile gaming too. A significant share of Indians took 40%
38%
to mobile gaming in order to unwind. At the same 32% 33%
30%
time, time spent on mobile gaming witnessed a surge 27%

as did the number of apps Indians experimented

with.

Committed Gamer Regular Gamer Ocassional Gamer

45%
Indians started Increase in Time Spent Increase in Variety of Games
playing mobile games
due to the pandemic

Source: InMobi Pulse Gaming Survey India, February 2021 | Q11. how has pandemic affected the following aspects of gaming for you - Time spent on gaming | Q11. how has pandemic affected the following aspects of gaming
for you - Variety of games
 LASTING BEHAVIOUR: GAMING APP USERS SURGE

Gaming App Usage through the Pandemic

Gaming Unique User Count

1.5x
growth from
Feb-Dec 2020

February March April June May July August September October November December

While many considered that gaming would be a fad, Indians have retained their habit of playing mobile
games even much later into Jan 2021. With a 1.5X increase in the unique user count from February (pre-
lockdown) to December (post lockdown) in 2020.

Source: InMobi Audience Intelligence Platform, January 2020, April 2020, January 2021
 EMERGING TREND: INDIANS LOG ON

Gaming App Usage Game App usage pre-lockdown and during lockdown
Valid Ad Requests

Growth - 6.6x Growth – 4.5x

5:30 6:30 7:30 8:30 9:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 23:30 0:30 1:30 2:30 3:30 4:30
Pre-COVID: Jan 2020 During COVID: Apr 2020

Pre-lockdown, Indians would increase their game play between 4:30 – 6:30pm. However, during and post lockdown, game play declines
during these hours. Pre-lockdown these hours would typically be when folks would travel back home after a long day at office. However,
during lockdown, these would continue to remain work hours.

Source: InMobi Audience Intelligence Platform, January 2020, April 2020, January 2021
 LASTING IMPACT: GAMING FINDS A PERMANENT SPOT

Game App usage pre and post lockdown

Engagement with Gaming Apps
Valid Ad Requests

Growth – 1.8x
Growth – 2.5x

5:30 6:30 7:30 8:30 9:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 23:30 0:30 1:30 2:30 3:30 4:30
Pre-Lockdown: Jan 2020 Post-lockdown: Jan 2021

Indians have retained their habit of playing more mobile games which started during the pandemic, even much later into Jan 2021
Pre-lockdown, Indians would increase their game play between 4:30 – 6:30pm. However, during and post lockdown, game play declines
during these hours. Pre- lockdown these hours would typically be when folks would travel back home after a long day at office. However,
during lockdown, these would continue to remain work hours.

Source: InMobi Audience Intelligence Platform, January 2020, April 2020, January 2021
 RISING THROUGH THE RANKS

Gaming Audience engagement between Jan 2021 -2021

After Lockdown
January'21
App Usage

Before Lockdown

January'20

Unique Users

Source: InMobi Audience Intelligence Platform, January 2020, January

2021
 RISING THROUGH THE RANKS
Mobile Gamers in a Pre- and Post-lockdown World

January 2021
January 2020

Source: InMobi Audience Intelligence Platform, January 2020, January

2021
GAMING ADVERTISING
MYTHBUSTERS
Despite the explosive opportunity right in front of
them, most marketers seem to be hesitant when it
comes to investing in advertising on mobile
gaming. They carry misplaced notions on the lack of
personas, placements, engagement, and of course
brand safety – but this couldn’t be further from the
truth! Let’s bust some of the most popular myths the
advertisers hold today!
 BUSTING MYTH #1: WOMEN HAVE ENTERED THE ARENA!
Mobile Gaming has seen a surge in players and usage since the onset of COVID-19 where more people are
spending time indoors due to the lockdown

Women Gamers in India are highly The Most Popular Mobile Games
among Indian Women
Committed!
77%
12%
11%
Casual Board/card/Puzzle Action/Arcade

E-Sports Simulation/Adventure
Committed Regular Ocassional
Gamers Gamers Gamers

Source: InMobi Pulse Gaming Survey India, February 2021 | Q5. How often do you play games on your mobile phone? | Q12. Which out of the following would you say is your favourite kind of game
 BUSTING MYTH #1 WOMEN HAVE ENTERED THE ARENA!

While most women gamers snack and play in 10-minute increments, a substantial share play for much
longer – over an hour

Time spent per session gaming

40%

31% 32%
Entertainment/Relaxation
Why do Indian 28%
23%
women Connect with family/friends 17%
15% 14%
gamers play?
To compete and win

Overall Women 25+

< 10 minutes 11 - 30 minutes
30 - 60 minutes > 1 hour

Source: InMobi Pulse Gaming Survey India, February 2021 | Q8. How long do you usually end up playing a session of game at a stretch? | Q13. What are your top 2 reasons to play mobile games?
 BUSTING MYTH #2 ONE GAMER, MANY AVATARS

Gamers have a wide variety of interests both online and offline. Be it social networking apps or
visiting retail store visitors, it is likely that the audiences you are after are gamers too!

In pursuit of the other: Other Apps that In pursuit of the other: Offline
Gamers use characteristics

Music 13%
Shopping Sports
Centers And Enthusiasts Community
Social networking 12% Center
Malls Visitors
Visitors
Sports 6% Retail Store
Visitors
Hospital
Entertainment 5% Visitors Supermarkets
And Grocery
Photo and video 5% Store Visitors
Transport
Hub Visitors
Lifestyle 2% Pharmacy
Visitors
Restaurant
News 1% Visitors

Source: InMobi Audience Intelligence Platform, January

2021
 BUSTING MYTH #3 A WATCHFUL AUDIENCE

Gamers are familiar with gaming ads and clearly prefer to watch them over and above paying money when looking to progress in a
game or in exchange for a benefit. Ad recall is also very high amongst Indian Gamers, especially when it is engaging and about a topic
of interest.

Preferred method to progress in a game Ad Recall when playing Mobile Games

60%
Watch an Ad 74% Yes, I recall the Ad

40%
No, I ignore Ads
Pay Money 26%

Top Reasons for Ad Recall

When the ad is about When the ad helps When the ad is

a brand/product or them benefit in the engaging and
topic of interest game interactive

Source: InMobi Pulse Gaming Survey India, February 2021

Q16. How do usually prefer to progress to the next level in a game? For e.g. when you find yourself stuck on a level.
Q17. Can you recall the ads that you see while gaming?
 BUSTING MYTH #4 NO IMPOSTERS AMONGST US

Gamers are familiar with gaming ads and clearly prefer to watch them over and above paying money when looking to progress
in a game or in exchange for a benefit. Ad recall is also very high amongst Indian Gamers, especially when it is engaging and
about a topic of interest.

Who’s Spending on Gaming apps

31% 2.6x
Shopping Social Media Entertainment

higher video completion times higher video ad

rate seen on gaming than engagement seen on
the MOAT benchmark for in- gaming apps than on non-
Chat & Games app video ads. gaming apps
Communications

Source: InMobi Advertising Platform, January 2021

READY, SET, GAME ON! (VERTICAL VIDEO)

P ulse

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Mobile Gamer Engaged in Natural Break in Gameplay Non-intrusive and Immersive Gameplay Resumes
Gameplay Ad Experience Immediately after Ad
Experience
READY, SET, GAME ON! (REWARDED VERTICAL VIDEO)

P ulse

P ulse
P ulse

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Mobile Gamer Engaged in Natural Break in Gameplay Non-intrusive and Immersive Gameplay Resumes
Gameplay Rewarded Ad Experiences Immediately after Rewarded
Ad Experience
READY, SET, GAME ON! (LANDSCAPE VIDEO)

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Mobile Gamer Engaged in Gameplay Natural Break in Gameplay

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P ul se
Gameplay Resumes Immediately after Ad Experience Non-intrusive and Immersive Ad Experience
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