We all play every day. But how we play says everything about where we come from.
Everyone’s on their phone. Every day. More than 85% of players open a game multiple times a day.
But what happens next depends entirely on where you live.
In Japan or Korea, people stick to their favorite three games and play them for months, even years.
In the US or UK? They bounce between four or five titles a week, always chasing something new.
It’s not loyalty versus boredom — it’s culture. The East builds deep worlds you live in. The West scrolls for a hit of fun.
And how they find those games? Totally different story.
In Japan, it’s all about LINE. In Korea, KakaoTalk and Naver.
In the US and UK? Facebook and Instagram still rule the feed.
So that one-size-fits-all global ad campaign? Waste of money. You’ve got to speak the local language — literally and emotionally.
Even what keeps people coming back isn’t the same.
Western players love a daily bonus. Show up, get a coin, spin the wheel.
In Asia, it’s the opposite. They come back for limited-time events, storylines, and the feeling that something big is happening.
Different hooks. Same addiction.
And then there’s Japan — the king of spending.
A third of players there regularly drop more than ten bucks per purchase.
In the West, it’s less than one in ten.
That’s not small change. That’s an entirely different economy.
So yeah, the mobile gaming world is one big marketplace — but it’s split down the middle.
If you want to win globally, you can’t copy-paste your way to success.
You need to understand who’s playing, why they’re playing, and what makes them stay.
The truth? Global reach starts with local thinking.
Always has, always will.
Find the report here,
2025 Mobile Gaming Across Markets Report | Mistplay
