Chart of the Week: Which company makes the most addictive mobile game?

This week, Microsoft announced it was acquiring PlayFab, in a bid to beef up its Azure gaming platform. Many suspect this is just the latest move as the Xbox maker struggles in an increasingly competitive console market: rumor also are swirling that Microsoft is considering acquiring Electronic Arts as a defensive move against Sony’s Playstation dominance. But in the mobile games sector, the playing field (or screen, as it were) is dominated by a more diverse set of games publishers, ranging from Scopely to Zynga.

Which mobile games companies attract the most gamer time?

Which of these mobile game publishers is producing the most addictive games? Verto Analytics looked at the amount of time that players (among U.S. adults, ages 18 and above) spent playing titles from some of the leading mobile games companies. We then segmented these players into three player types:

  • Heavy: top 25% of players based on amount of time spent playing mobile games per month. On average, these players spent 61.2 (61 hours 12 mins) hours per month playing mobile games.
  • Medium: middle 50% of players based on amount of time spent playing mobile games per month. On average, these players spent 8.7 (8 hours 42 mins) hours per month playing mobile games.
  • Light: bottom 25% of players based on amount of time spent playing mobile games per month. On average, these players spent 0.3 hours (18 minutes) per month playing mobile games.

In order to identify which mobile gaming company produces to most addictive, engaging games, we analyzed the proportion of heavy gamers among the overall audience for six leading mobile games publishers: Playrix (best known for Gardenscapes), Rovio (the Angry Birds franchise), Scopely (Yahtzee with Buddies and a variety of other “with Buddies” titles), Activision (Call of Duty), Supercell (Clash of Clans, Clash Royale), and Nintendo (Pokémon GO, Mario Run). Playrix attracts the greatest proportion of heavy gamers, with more than half (54%) of their user base falling into this category. Half of Rovio and Scopely’s user bases are heavy gamers, while only a small portion (in both cases, 4%) of their user base are considered light gamers. And Activision, Supercell, and Nintendo titles are most popular with medium gamers, who form the majority of users for all three companies.

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