Sunday, April 14, 2024

    Content is king…

    … but what content will truly rule in 2022 and beyond? Over the coming pages we take a look at some of the key mobile content categories that are going to shape the market, starting with an overview of some of 2022’s biggest hitters?

    Content is the life blood of the mobile industry, generating $170bn in apps stores alone and many billions more across the whole sector. In fact, consumers now spend an average of nearly five hours a day using their mobiles and content services now cover everything from shopping to gaming to video chat to social – and even the nascent metaverse.

    So what are the hot buttons for content? 


    Over the last couple of years, mobile games broke records and made billions in revenue. In 2020 alone, the entire market surged by 25% and hit $95.1bn. 

    According to data from, more than 2 billion people are expected to play mobile games by 2023, a significant increase compared to pre-pandemic figures.

    Besides impressive user base growth, the mobile gaming industry also witnessed a huge revenue increase, especially after the COVID-19 struck. Statistics show the global mobile games industry is forecast to hit a $109.6bn value this year and then jump by another 25% to nearly $138bn by 2023. By, 2025 the entire market is forecast to hit over $160bn value.

    As the two leading markets, China and the United States, are expected to generate around 56% of total revenues that year.

    Mobile gamer demographics are also changing and evolving. What was true about gamers just a couple of years ago is much different now. Around 55% of mobile gamers in China and the United States, as the two leading markets, are aged between 18 and 34 years old. Millennials or people aged between 25 and 44 make approximately 24% of all users in these two mobile games markets, according to Statista.

    However, data show the two largest mobile gaming markets globally have around 20% of users aged between 45 and 64 years, more than much younger Gen Z members, or those aged between 18 and 24 years.

    Currently 21% of the gaming market goes to role playing games (RPGs), generating $8bn in China alone.


    eSports have become one of the key winners from the pandemic in 2020-21 and will continue to thrive this year and beyond. eSports is the live streaming of games, often featuring professional gamers, and games streaming includes the streaming of gameplay content to audiences in a casual environment.

    The global eSports and games streaming industry will be worth $3.5bn by 2025; rising from $2.1bn in 2021. This represents a growth of 70% over the next four years, according to Juniper Research.

    Demonstrating how entrenched eSports has become in telemedia, Cookies Factory Group this year launched its own eSports platform in conjunction with footballing legend Alessandro Del Piero.

    The eSports industry has seen tremendous growth over the years, both in terms of viewership and revenue. By 2023, Newzoo predicts that the annual growth rate will be approximately 10.4%. 

    They also expect that the number of casual viewers will grow to 351 million. And that there will be 295 million eSports enthusiasts, making the total audience 646 million.

    “We are excited about this partnership,” says Valentina Tranquilli, Cookies Digital COO. “Teaming up with Alessandro Del Piero and Palco will enable us to bring fans closer to their eSports stars through exclusive news, games, interviews amongst other surprises. This partnership advocates collaboration as a mean to deliver superior value to our customers. The path taken with Alessandro Del Piero is an enormous reinforcement of the growth process of Cookies Digital, an incentive to continue to focus on always greater goals.”

    Healthcare and wellness

    During the pandemic, consumers turned to digital platforms for their health and fitness needs driving remarkable growth in the industry. According to the research data analysed and published by Comprar Acciones, worldwide consumer spend on health and fitness apps grew by 49.7% in 2020.

    Moreover, based on a Washington Post report, 2.5 billion health and fitness apps were downloaded globally from January to November 2020. During the first half of 2020, downloads in the category shot up by 46% year-over-year (YoY).

    The growth was particularly remarkable in Europe, where there was a 70.2% upsurge to $544.2 million. Europe accounted for 30.3% of the total global spend on industry apps. The UK was its top market, generating $160.6 million, a 29.5% share of the tally. Germany was second with $89.3 million and France was third with $56.4 million.

    Travel, transport and EV charging

    Travel and transport, along with EV charging are not strictly speaking content, but they are becoming key mobile services that rely on apps and which generate sales. 

    The global smart ticketing market is projected to reach from $8.29 billion in 2021 to $21.33 billion by 2028 at a CAGR of 14.5% in forecast period, 2021-2028. But it is in the electric vehicle market where there is a real opportunity.

    With the pledges of the COP26 ringing in everyone’s ears, attention is increasingly turning to electric vehicles (EVs) and how they can save the planet – and it offers a potential boom for telemedia and billing.

    A new study from Juniper Research has found that the global volume of EV charging sessions, where an EV’s battery is charged using a charging point, will exceed 1.5 billion per annum in 2026, from just 200 million in 2021.

    One content opportunity lies in access to data of where to charge, as well as paying for the charging. Allstar Business Solutions Limited, one of the UK’s leading fuel and electric vehicle (EV) charging companies, is a prime example. It has partnered with the UK’s leading EV charging app and digital platform, Zap-Map, to provide a seamless payment solution for fleets with EVs.

    Attracting 180,000 UK users per month to its app, Zap-Map provides EV drivers with access to detailed mapping of charge point locations across the UK, allowing users to search for chargers, plan their journeys, pay for charging and share live updates with other EV drivers all within one, unified app experience.

    Transport, ticketing, parking and EV is different. The needs and requirements of an industry using old legacy systems requires a focused approach. 

    This is why Debit My Mobile (DMM) was formed, with the remit of educating the market, influencing policy development, developing relevant products and services, supporting with compliance and regulation, providing case studies and giving integration support for businesses that are looking to leverage mobile payments in the transport, ticketing and EV market – and bringing a whole new meaning to ‘charging’. 

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