There are now more than 20m monthly mobile gamers in the UK – an increase of 92 per cent from January 2011 to April 2013 – with 6m playing every single day, according to comScore’s latest gaming figures.
While daily gamers are more likely to be women – 52 per cent of players – monthly gamers are more likely to be men. The largest group of mobile gamers are 25 to 34-year-olds, representing 25 per cent of the total.
While SMS remains the most popular activity on mobile, used by 45.2m mobile owners in the UK every month, with the camera used by 33.1m and email by 25.4m, gaming makes it into the top 10 along with social, weather, news, search and MMS. 
64 per cent of gamers say they play while in their living room, followed by 45 per cent who play in bed and 33 per cent who play on their commute. 4m people play games while watching TV – with females aged 25 to 34 the largest demographic here. comScore says it is clear that TV advertisers are now targeting an increasingly distracted audience.
Gamers are more likely to recall seeing mobile ads in games, at 40 per cent, compared to 29 per cent for app and mobile web users, with a 7 per cent click through rate, compared to standard users at 4 per cent.
