Gaming In India report by InMobi

1. EVERYONE’S
GAMING AMONG US
Mobile Gaming through the Pandemic and
Beyond
2021 Mobile Gaming Report, India

2. 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.
ABOUT THE REPORT
Pulse Audience
Intelligence
Marketing
Cloud
Consumer Research Audience Insights Advertising Insights

3. The Leading
Mobile
Consumer
Intelligence
Platform
A mobile survey conducted using
InMobi Pulse
A sample of n=1000+ Indian
smartphone users
Respondents recruited programmatically via
the InMobi mobile advertising platform from
February 9–16, 2021
Results targeted and weighted to be
representative of India’s smartphone
population
RESEARCH METHODOLOGY

4. CONTENT
SETTING
THE STAGE
02
INDIA: THE
LAND OF THE
COMMITED
GAMER
03
EMERGING
TRENDS,
LASTING
BEHAVIOUR
04
GAMING
ADVERTISING
MYTHBUSTERS

5. 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.
SETTING THE STAGE
Source:, NewZoo, 2020, Deloitte India 2021, Statista,2021

6. 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.
NOT JUST A YOUNG URBAN MAN’S GAME
Source: InMobi Audience Intelligence Platform, January 2021
43% 57%
5%
27%
17%
SOUTH INDIA
29%
CENTRAL
NORTH
WEST
22%
EAST
Top Gaming Audiences
Female Gamers
Male Gamers
All Gamers
31%
28%
2% 12%
8% 2%
47%
10%
18-24 25-44 45+
59%

7. Different generations are logging on to play mobile games and their favorites include:
NOT JUST A YOUNG URBAN MAN’S GAME
Gen Z Millennials Gen X
Source: InMobi Audience Intelligence Platform, January 2021
Casual Arcade Card
Action Board Casual
Arcade Board Casual

8. ‘GAME-ON’ INDIA:
THE LAND OF THE
COMMITTED 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

9. Committed
Gamers
Play once to several
times a day
Regular
Gamers
Play at least once
a week
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.
Occasional
Gamers
Play once a
month or less
Source: InMobi Pulse Gaming Survey India, February 2021
Q5. How often do you play games on your mobile phone?
Type of Gamers by Gender
Committed
Gamers
Regular
Gamers
Occasional
Gamers
11%
82%
11%
12%
77%
8%
THE LAND OF THE COMMITTED GAMER
11%
9%
80%
Female Gamers Male Gamers

10. 80% 89% 82%
10%
9%
8%
10% 10%
18 - 34 35 - 44 45+
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.
81%
81%
11%
10%
8%
9%
Metros
Non-Metros
Type of Gamers by Location
THE LAND OF THE COMMITTED GAMER
Source: InMobi Pulse Gaming Survey India, February 2021
Q5. How often do you play games on your mobile phone?
Type of Gamers by Age
Occasional
Gamers
Committed
Gamers
1%
Regular
Gamers

11. Top Reasons why
Committed Gamers play
Top Reasons why Non-
Metros Gamers play
Top Reasons why Gen X (45+)
Gamers play
Entertainment/Relaxation
To compete and win
To improve skills
Entertainment/Relaxation
To compete and win
To fight boredom
Entertainment/Relaxation
To connect with friends/family
To compete and win
MOBILE GAMING = RELAXATION
Source: InMobi Pulse Gaming Survey India, February 2021 | Q13. What are your top 2 reasons to play mobile
games?
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.

12. Majority of Indians play mobile games in short spurts,
almost like they are snacking on it throughout the
day - in between meetings, chores, meals etc.
40%
31%
15% 14%
< 10 minutes 11 - 30 minutes 31 - 60 minutes > 1 hour
37%
47%
50%
32%
31%
22%
15%
17%
13%
16%
5%
15%
Committed Gamers
Regular Gamers
Occasional Gamers
< 10 minutes 11 - 30 minutes 31 - 60 minutes > 1 hour
Committed gamers spend substantially more time per session than
other gamers, with over 84% of players spending up to an hour on
mobile gaming in a single sitting.
SNACKING ON MOBILE GAMING
Source: InMobi Pulse Gaming Survey India, February 2021
Q8. How long do you usually end up playing a session of game at a
stretch?
Time Spent per Gaming Session on Smartphones Time Spent Per Session by Indian Gamers

13. THE RACE FOR SPACE
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?
Indian Gamers love exploring new games, especially
committed gamers who play every day. These folks
try new games every week compared to Regular and
Occasional gamers who tend to experiment a few
times a month.
Nonetheless, most Indian gamers have an average of
3 games installed on theirs phones. Despite the
availability of improved storage space on
smartphones today, Indians have more apps to
choose from. Combined with increasing app sizes,
Indian gamers have to constantly choose between
apps they can keep on their smartphones resulting in
a high app churn.
51%
29%
16%
14%
24%
23%
36%
47%
60%
Committed Gamer Regular Gamer Occasional Gamer
Several times a week Several times a month Once a month or less
62%
24%
14%
Less than 3 games 4 - 6 games 7+ games
Number of Games Installed by the Average Indian
Frequency of downloading new games

14. GOT TO PLAY THEM ALL!
Source: InMobi Pulse Gaming Survey India, February 2021 | Q12. Which out of the following would you say is your favorite kind of game?
The Games that
Committed
Gamers Play
Casual
Card/Puzzle/Board
Multiplayer Online
Battle Arena (MOBA)
Simulation/Adventure
Action
The Games that
Non-Metro Gamers
Play
Card/Puzzle/Board
Casual Multiplayer
Multiplayer Online
Battle Arena (MOBA)
Action/Arcade
E-Sports
Multiplayer Online
Battle Arena (MOBA)
Casual
Card/Board/Puzzle
Action/Arcade
Simulation/Adventure/
Racing
The Games that
Gen-Z Gamers
Play

15. DISCOVERING NEW MOBILE GAMES
Source: InMobi Pulse Gaming Survey India, February 2021 | Q13. What are your top 2 reasons to play mobile games?
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.
26%
23%
19%
Committed
App store recommendations
Ads on gaming apps
Word of mouth
27%
21% 20%
Regular
Ads on other apps
Word of mouth
App store recommendations
24%
21%
19%
Occasional
Word of mouth
Ads on other apps
Via Social media

16. 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 TRENDS,
LASTING BEHAVIOUR

17. EMERGING TREND: ACCELERATED DEMOCRATIZATION
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
The onset of the pandemic in 2020 brought about a
significant shift in mobile usage and consequently in
mobile gaming too. A significant share of Indians took
to mobile gaming in order to unwind. At the same
time, time spent on mobile gaming witnessed a surge
as did the number of apps Indians experimented
with.
45%
Indians started
playing mobile games
due to the pandemic
40%
32%
30%
38%
33%
27%
Committed Gamer Regular Gamer Ocassional Gamer
Change in Mobile Gaming Behavior by Gamer Profile
Increase in Time Spent Increase in Variety of Games

18. LASTING BEHAVIOUR: GAMING APP USERS SURGE
Source: InMobi Audience Intelligence Platform, January 2020, April 2020, January 2021
February March April June May July August September October November December
Gaming
Unique
User
Count
1.5x
growth from
Feb-Dec 2020
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.
Gaming App Usage through the Pandemic

19. EMERGING TREND: INDIANS LOG ON
Source: InMobi Audience Intelligence Platform, January 2020, April 2020, January 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.
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
Gaming
App
Usage
Valid
Ad
Requests
Pre-COVID: Jan 2020 During COVID: Apr 2020
Growth - 6.6x Growth – 4.5x
Game App usage pre-lockdown and during lockdown

20. LASTING IMPACT: GAMING FINDS A PERMANENT SPOT
Source: InMobi Audience Intelligence Platform, January 2020, April 2020, January 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.
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
Engagement
with
Gaming
Apps
Valid
Ad
Requests
Game App usage pre and post lockdown
Pre-Lockdown: Jan 2020 Post-lockdown: Jan 2021
Growth – 2.5x
Growth – 1.8x

21. Gaming Audience engagement between Jan 2021 -2021
RISING THROUGH THE RANKS
Source: InMobi Audience Intelligence Platform, January 2020, January
2021
January'20
January'21
App
Usage
Unique Users
Before Lockdown
After Lockdown

22. RISING THROUGH THE RANKS
Source: InMobi Audience Intelligence Platform, January 2020, January
2021
Mobile Gamers in a Pre- and Post-lockdown World
January 2020
January 2021

23. 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!
GAMING ADVERTISING
MYTHBUSTERS

24. Committed
Gamers
Regular
Gamers
Ocassional
Gamers
Women Gamers in India are highly
Committed!
The Most Popular Mobile Games
among Indian Women
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
BUSTING MYTH #1: WOMEN HAVE ENTERED THE ARENA!
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
Casual
Simulation/Adventure
Board/card/Puzzle
E-Sports
Action/Arcade
77%
12%
11%

25. Why do Indian
women
gamers play?
Entertainment/Relaxation
Connect with family/friends
To compete and win
While most women gamers snack and play in 10-minute increments, a substantial share play for much
longer – over an hour
BUSTING MYTH #1 WOMEN HAVE ENTERED THE ARENA!
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?
40%
32%
31%
28%
15% 17%
14%
23%
Overall Women 25+
Time spent per session gaming
< 10 minutes 11 - 30 minutes
30 - 60 minutes > 1 hour

26. In pursuit of the other: Other Apps that
Gamers use
In pursuit of the other: Offline
characteristics
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!
BUSTING MYTH #2 ONE GAMER, MANY AVATARS
Source: InMobi Audience Intelligence Platform, January
2021
Music
Social networking
Sports
Entertainment
Photo and video
Lifestyle
Retail Store
Visitors
Transport
Hub Visitors
Pharmacy
Visitors
Shopping
Centers And
Malls Visitors
Supermarkets
And Grocery
Store Visitors
Community
Center
Visitors
Restaurant
Visitors
Hospital
Visitors
Sports
Enthusiasts
1%
2%
5%
5%
6%
12%
13%
News

27. 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.
BUSTING MYTH #3 A WATCHFUL AUDIENCE
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?
26%
74%
Pay Money
Watch an Ad
Preferred method to progress in a game
Top Reasons for Ad Recall
When the ad helps
them benefit in the
game
When the ad is about
a brand/product or
topic of interest
When the ad is
engaging and
interactive
Ad Recall when playing Mobile Games
40%
60%
Yes, I recall the Ad
No, I ignore Ads

28. Who’s Spending on Gaming apps
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.
BUSTING MYTH #4 NO IMPOSTERS AMONGST US
Source: InMobi Advertising Platform, January 2021
Shopping
Games
Chat &
Communications
Social Media Entertainment
31%
higher video completion
rate seen on gaming than
the MOAT benchmark for in-
app video ads.
2.6x
times higher video ad
engagement seen on
gaming apps than on non-
gaming apps

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

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

31. P
ul
se
P
ulse
P
ulse
P
ulse
READY, SET, GAME ON! (LANDSCAPE VIDEO)
Mobile Gamer Engaged in Gameplay
Non-intrusive and Immersive Ad Experience
Gameplay Resumes Immediately after Ad Experience
Natural Break in Gameplay

32. Marketing Cloud
InMobi drives real connections between brands and
consumers by leveraging its technology platforms and
exclusive access to mobile intelligence. Its Marketing
Cloud creates new paths for brands to understand,
identify, engage and acquire connected consumers.
Powered by
• Mobile Intelligence
• Transparent
• Always On
• Integrated
Interested in learning more? Write to us at mobilemarketing@inmobi.com
Understand
& Identify
Engage &
Acquire
www.Inmobi.com @inmobi fb.com/inmobi linkedin.com/company/inmobi