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33%

of casual gamers play games because they are easy to understand.

Google/Kantar TNS, 2018 Global Mobile Gamer Behavior and Attitude Report, n of 3,611 mobile gamers aged between 18–49 in U.S., U.K., Germany, Japan, Korea, and Indonesia across three game genres (Casual: n=1299, Strategy: n=1218 and Fantasy: n=1094), 2018.

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Related Data

59%

of mobile gamers download a game within a day of discovering it.
Google/Kantar

The No. 1 reason players say they came back to a game is new features, like additional levels.
Google/Kantar
64%

of players who play free games said they would be willing to watch a video in return for points, new levels, extra lives, and skills.
Google/Kantar
63%

of casual gamers play games to pass the time.
Google/Kantar
48%

of strategy gamers play games to pass the time.
Google/Kantar
49%

of fantasy gamers play games to pass the time.
Google/Kantar