"Mistplay, the pioneer of play-and-earn in the rewarded ad space, today (4th November, 2025) released its "2025 Mobile Gaming Across Markets Report", uncovering foundational differences in how players discover, play, and spend across the US, UK, Korea, and Japan - four of the world's most valuable mobile gaming markets. One of the key findings is that while 85% of players in every market surveyed log in multiple times per day, the depth of loyalty is split between East and West."
"Based on a Mistplay survey of over 6,000 gamers aged 18+, and with commentary from industry experts throughout, the 2025 Mobile Gaming Across Markets Report demonstrates that localising in-game content is not enough to meet market needs. The report explores player behaviour, discovery, UA, engagement and monetisation strategies across the four increasingly competitive markets. In each case, the report finds global success hinges on tailoring each component to meet individual market needs."
A survey of over 6,000 gamers aged 18+ across the US, UK, Korea, and Japan finds 85% of players log in multiple times daily, with loyalty depth split between East and West. Japan (52%) and Korea (67%) concentrate play on 1–3 core titles, while most US and UK players rotate across four or more games weekly. Discovery is hyper-local: app stores lead in Japan and Korea, while Facebook and Instagram dominate in the West. DTC web shops gain traction in Asia but remain unfamiliar in Western markets. Western players respond to login bonuses; Eastern players prefer stories and limited-time events. Global success requires tailoring UA, engagement, and monetisation strategies to each market.
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