Leading adtech company adjoe and Appinio, a real-time market research platform, have joined forces to release a new report on the behavior of mobile gamers in Germany. The collaboration between the two Hamburg-based companies highlights the German city’s critical position as a leading tech, data, and mobile hub.

The report comes at a time when Germany has been identified as Europe’s largest gaming market and has been awarded greater funding – €20 million more, in fact – from the German Bundestag to support the development of mobile games in the region. adjoe and Appinio decided to take a closer look at where this immense growth has come from by speaking directly to the users fueling this European gaming powerhouse.

“We see that mobile games have become the biggest revenue generator in terms of the worldwide app market. As app installs, revenues, and the number of games available increase, understanding players’ behavior, wants, and needs is critical for companies to continue connecting with their users in the most meaningful way,” says Carly Ostasiewski, Director of Growth at adjoe.

Thanks to a nationally representative survey of 1,000 Germans – in terms of age and gender – conducted via the Appinio platform, the report covers all-important player insights and the keycharacteristics of the German mobile gaming market. Based on this analysis, not just adjoe and Appinio but also advertisers and publishers are able to better understand player behavior and motivations.

According to the report Mobile Gamers of Germany 2023, the region is full of Android advocates, with seven in ten German gamers playing mobile games on an Android device instead of Apple. This platform preference is especially prevalent among more financially mature demographics – 69 percent of the active workforce play their games on an Android phone.

Other findings include the popularity of casual games and the fact that player loyalty is not absolute. For German players, it’s not about one game, and it’s also not about one type of game. With the majority of users installing new games every month and switching between two and three games at once, what’s important to users is that they game and keep gaming. This demand for a consistent new stream of games highlights that there is still room in the market for gaming developers to expand their presence in the region.

The report also considers the impacts of increasing financial pressure on consumers in a postpandemic era. Users reported that over the past six months, 62 percent of heavy gamers’ in-app purchase behaviors have changed. Over one-third of these users no longer make in-app purchases or have reduced their spending in gaming apps. This has even caused them to shift toward engaging with rewarded ads in order to gain the perks they previously paid for.

"Collaborations such as this one between adjoe and Appinio are crucial for advancing the mobile gaming industry in Germany and beyond. This is the first of many rounds of behavioral analyses we intend to publish alongside Appinio and are excited to provide user reports in key mobile markets," said Ostasiewski.

The report is available for readers to review at https://adjoe.io/mobile-gamers-of-germany-2023/.

For more information about adjoe and Appinio, visit their respective websites.

About adjoe: adjoe is a leading mobile ad platform that is committed to challenging the industry status quo. By creating market-changing technologies and engaging ad formats – from unique in-app monetization solutions to our own ad mediation WAVE – we ensure app developers and publishers unlock new ways to exceed their UA and revenue goals. Backed by both applike group and Bertelsmann, the company has secured €100 million in funding to continue pushing the mobile adtech industry forward and help apps achieve their next revenue milestone.

About Appinio: Appinio helps companies eliminate guesswork through real-time market research and put consumers’ opinions at the heart of every decision. As the world’s largest consumer network, Appinio collects millions of opinions to allow companies to move from questions to insights in minutes (literally). More than 2,000 customers worldwide rely on their all-in-one platform to make the right decisions.