The Real Face of US Mobile Gamers: What Statistics Won't Tell You
"The average age of US mobile gamers is 36."
You see this statistic and target mid-30s players, right? But when you launch your campaign, only early-20s users show up. What went wrong?
Nothing. The statistics didn't lie—you just asked the wrong question.
At Playio, we meet tens of thousands of gamers every day. We see what games they actually play, when and how they play, and what makes them open their wallets. And we've discovered a completely different world from what market reports show.
Let me tell you the real story, not the statistics.
7:30 AM, On the subway to San Francisco
Jake (28, software engineer) pulls out his phone on his commute. Roblox? No, not now. It's morning. He opens Screw Puzzle. Unscrew, remove the panel, next level. 2 minutes per round. Exactly 3 rounds by the time he reaches the station.
12:20 PM, Company restroom
After lunch, in the bathroom. This time it's Acrylic Nails. Decorate nails, serve customers. 3 levels cleared in 7 minutes. He stands up, washes his hands.
Strange, isn't it? Jake is definitely a "hardcore gamer." In the evening, he plays Free Fire team battles for 2 hours straight. But during the day, why does he play hyper-casual games like Screw Puzzle?
The answer is simple: different contexts.
Data shows 86% of US users play multiple games simultaneously (YouGov). But they choose completely different games depending on the time of day.
Commute (6-8 min sessions): Hyper-casual, puzzle
Bathroom (5-10 min): Games with instant gratification
Evening (30+ min): Strategy, RPG, multiplayer
If your game is a "strategy game," don't just target "people who like strategy games." The real user is someone like Jake who plays strategy games at certain times of day and casual games at others.
Pro Tip: When creating creatives, first decide "when will this game be played?"
For commutes → "Make your boring commute fun"
For evenings → "Battle with friends tonight?"
For bathroom → (seriously) "5 minutes is all you need"
8:30 PM, Living room couch
Jake now pulls out his iPad. Time for Free Fire. He turns on voice chat and connects with 3 friends. "Hey, let's try that spot from yesterday again. I bet there's good loot there."
An hour and a half. 5 rounds. 2 wins, 3 losses. Frustrating but fun. He'll play again tomorrow.
This is a completely different experience from Screw Puzzle. Not alone but with friends. Not 2 minutes but 20 minutes per round. Not something you can quit but something that makes you want one more round.
This is what high-retention games on Playio have in common:
Roblox: Create things together with friends
Free Fire: Team battle competition
Even Screw Puzzle: Compete with friends on leaderboards
"Tactile feedback" and "playing together"
US gamers aren't looking for "easy games." They're looking for "engaging games."
According to Bain & Company, 24% of US gamers discover games through influencers. App store searches? Only 12%. Why?
Because influencers don't show "games"—they show "moments in games."
"Wow, look at this! I just pulled that off!"
"My friend did this to me, I was so mad lol"
"This combo is OP but nobody knows"
It's not game specs but stories that happen in games that pull users in.
Pro Tip: A/B test your creatives:
Version A: "100+ levels! Stunning graphics!"
Version B: Real player beating their friend—replay the moment
Version B wins. Every time.
So why is Playio different?
"Aren't all reward platforms the same? People flock when you give stuff for free, right?"
No. Completely different.
Look at the North American reward app market—mostly slot machines and casino games. Target users: 35-55 year-old women. Match-3 and merge games are popular too.
But Playio?
Playio US User Profile:
Low proportion of 40+ users
20-30s make up 63%
Preferred games: Roblox, Free Fire, Screw Puzzle
They play hyper-casual but also enjoy action/strategy simultaneously
Same "reward platform" but completely different people. Why?
Because Playio isn't a "rewards app"—it's a "gaming community."
What users do on Playio:
Share game strategies
Post high score screenshots
"Have you tried this game? It's amazing"
Show off quest achievements
Just like Instagram isn't a "photo storage app" but a "photo sharing platform," Playio isn't an "app to get rewards" but a "platform to share gaming experiences."
That's why Playio users:
Keep playing even without rewards (high retention)
Recommend games to friends (high virality)
Actually enjoy the games (high LTV)
"So what should we do with our game?"
To answer this question, you need to ask a different question first.
"When, where, and why do people play our game?"
Case 1: If your game is strategy/RPG
Target users like Jake.
20-30 year-old males
Long evening sessions
Playing with friends or competitive elements matter
Where do you meet them?
Playio: Where Roblox and Free Fire users gather
Traditional slot-focused reward apps: Not a good fit
What creatives work?
"Build the strongest guild with friends"
"The moment our team won first place last night"
What quests work?
Time Quest: 30+ minutes play (ensures sufficient immersion)
Hidden Quest: Reach level 50, join guild (experience core content)
Case 2: If your game is hyper-casual
You can still target Jake. Just at different times of day.
Commute time
Bathroom
Spare moments
Where do you meet them?
Playio works: Games like Acrylic Nails are popular
But remember: Playio users don't "only" play hyper-casual
What creatives work?
"Two subway stops is all you need"
"The tactile feedback is incredible"
What quests work?
Time Quest: 10-15 minutes (can accumulate across sessions)
Hidden Quest: Reach level 100 (encourage long-term play)
Case 3: If your game is match-3/merge
Traditionally, this genre is strong with 35-55 year-old women. Playio's US user base centers on 20-30 year-old males, so the target might differ.
But this also depends on game design:
If your match-3/merge game has:
Competitive elements (leaderboards, PvP)
Strategic depth (requires strategy, not just matching)
Social features (guilds, cooperation)
Male-oriented themes (fantasy, war, sci-fi, etc.)
With these elements? You can definitely succeed on Playio.
Two approaches:
Traditional approach: Target existing audience on slot/casino-focused reward platforms
New attempt: Appeal to young males on Playio from a different angle
Example: "Compete with your boyfriend/husband"
Example: "Puzzles that require strategic thinking"
We recommend testing both channels and letting data decide.
Pre-campaign checklist
□ What's our game's core play time? (5 min / 15 min / 30+ min)
□ Solo game? Game with friends?
□ Is tactile feedback/feel important? Strategy/thinking important?
□ Target user age and gender?
□ What platforms are competitors using?
Answer these questions and the right channel strategy becomes clear.
Games especially strong on Playio:
Action, strategy, multiplayer
Targeting 20-30 year-old males
Tactile feedback or competitive elements matter
Sessions 15+ minutes
Hyper-casual but with "satisfying feel"
Games to consider multi-angle approach:
Match-3, merge but with competitive/strategic elements
Can target wide age range
Theme or design works for both male/female audiences
Casual games with strong social features
The key is not being trapped by stereotypes. Don't assume "our game is match-3 so Playio won't work" without testing. Actually test it. Data will give you the answer.
Conclusion: Forget statistics, see the people
"The average age of US mobile gamers is 36."
Now you see how useless this sentence is, right?
The real questions are:
Who will enjoy our game?
When, where, and why do they play games?
Where do they gather?
Playio has 20-somethings playing Roblox. 28-year-old engineers staying up all night on Free Fire. Office workers playing Screw Puzzle on their commute. And there will be users you never expected.
These are real people, not statistical averages.
Don't get trapped by stereotypes. Don't assume "our game is this genre so it won't work there" without testing. You might get unexpected results.
Data will give you the answer.
Start now
Stop being trapped by the bias that "reward users are low quality." User demographics differ by platform.
Playio user characteristics:
Real gamers who love games
They enjoy rewards, but play because the game itself is fun
They prefer action and strategy over slots
Can your game appeal to them? Don't assume—test it.
Start a new approach to the US market UA.
Contact: [email protected]
Want more insights like this? Download our latest Global Game Advertising Trends Report.
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E-mail: [email protected]
