Over three-quarters (78%) of the UK online population visit gaming apps or websites, according to the latest data from Comscore. This is the highest reach among five key European markets. Research from WARC Data show that younger and richer consumers in the UK game more than average.
Germany leads in absolute numbers, with 42m online gamers in February 2020. While Spain reports the second-highest reach at 70%, this equals a smaller 24.2m visitors. Spain has also seen strong growth in gaming app downloads, while Germany lags behind.
How this affects in-game marketingremains...