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Addictive fun?
Mobile game creators, like their console-focused peers, manipulate psychological levers that emotionally reward gamers and keep them engaged in ways that some say can be addictive. The World Health Organization has classified “gambling disorder” as a disease characterized by “poor control over gambling, which increases the priority given to gambling over other activities”, even if it is harmful to life. But, in a stressful world, mobile gaming can be a relaxing escape while queuing, waiting for food orders, or just hanging out, depending on the players. Playing mobile games can improve your mood; boost brain power and provide a sense of community, according to proponents. “Taking a little time to play games can improve your mental health in so many amazing ways,” Lifehack digital marketer Zuhair Sharif said in a blog. “This has led many to incorporate video games into their daily lives.” Mobile game lovers are quick to point out that playing console or computer games on airplanes, buses, or cars is not an option, while smartphones can be pulled out anywhere to make a few moves.
Mobile Millennials
Worldwide, an estimated 72 percent of active mobile game players are “millennials” between the ages of 23 and 38. The broadest audience for mobile games includes those in parts of the world where smartphones are the main, if not the only, way that people connect to the internet. “In emerging regions, particularly China and India, it is absolutely huge,” Garrard said. Mobile gaming revenue is based on the fact that it is readily available to more than four billion people in the world with smartphones, according to Garrard. “They may not be spending a lot, but there are a lot of people who spend a little on mobile games and it really adds up,” Garrard said. A trend toward cloud streaming services is likely to drive mobile gaming as titles that were once limited to consoles will be able to offer more games on smartphones or tablets as the action is driven by data centers. Ultra-fast, high-capacity 5G telecommunications networks could enable game creators to bring console-quality graphics and action to mobile devices, attracting the most expert gamers. “The concept of gaming on the go will be increasingly present, supported by improvements in mobile infrastructure,” said Garrard. “Not only will the gaming platform benefit, but also companies like Google and Apple.” Apple and Google are behind mobile operating systems, iOS and Android respectively, which power almost every smartphone in the world. The US tech titans also have online stores for mobile apps, charging a 30 percent commission on transactions in what has become a controversial toll given their dominance in the market.
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