With 78 percent of its adult population playing mobile games, Turkey is becoming the incubation center of global game companies. AdColony EMEA & LATAM Marketing Manager Melisa Matlum says, “In 2022, over $550 million is expected to be invested in the Turkish gaming industry.”
With the effect of the pandemic, the global mobile game market reached $ 2021 billion in revenue in 180,3. Mobile game revenues took a 93,2 percent share of the game market with $ 52 billion. Investments in the Turkish gaming industry have increased nearly 1 times in the last 20 year, reaching $266 million. AdColony EMEA & LATAM Marketing Manager Melisa Matlum said:
$550 million expected
“In 2021, 3 billion mobile gamers spent more than $178.8 billion on all games. It is very important to know the target audience in such a large market. The mobile player base, which makes up 78 percent of the adult population in our country, has made Turkey an incubation center for global game giants. Last year, Turkey became one of the top 10 European countries to invest in. We anticipate that this rise will continue in 2022 and the investments made in the Turkish gaming industry will exceed 550 million dollars.''
We spent 5.3 billion hours
AdColony conducted a survey with Nielsen in 2021 to understand the mobile gamer audience in Turkey. According to the research, while 78% of Turkish adults state that they play mobile games, 52% of this audience is male and 42% is female. 46% of Turkish mobile gamers play mobile games for more than 10 hours a week. The most played mobile game genres were Puzzle/Trivia/Word Games with a share of 48 percent. App Annie's Mobile Report, published in the first weeks of 2022, also reveals Turkey's mobile gaming potential. As of the end of 2021, we see that Turkish users spend more than 5,3 billion hours in total on mobile game applications. According to GlobalWebIndex's research conducted in the first quarter of 2021, 42.7% of users state that they use their smartphones more for gaming after the pandemic. In addition, according to Data Portal's 2021 Digital Report, 16% of internet users aged 64-83.3 in Turkey prefer to play games on their mobile devices and spend 61.1% of their time on mobile game applications on a monthly basis.
We are one of 10 European countries
Melisa Matlum, who drew attention to the fact that Turkey was going through its brightest period in the mobile game industry, summarized the developments in the industry with the following words: “Consecutive mobile game investments in Turkey in 2021 made the Turkish mobile game industry known worldwide. Last year, Turkey became one of the top 10 European countries to invest in. The acquisition of Peak Games ($2021 billion) and Rollic Games ($1,8 million) in Turkey by the US game company Zynga in 168 stood out as the most striking events of the past years. In the coming years, the sector will grow even more with new investments.”