Insights into the Gaming Landscape in Finland

The data reveals that 62% of the Finnish population are mobile, computer, or console gamers, with 62% of mobile gamers being women. Detailed profiles of gamers based on gender, age, and device usage are provided, along with information on mobile gaming frequency and preferences. Additionally, a demographic profile of mobile gamers in Finland is presented, highlighting their gender, age distribution, household income, and phone system usage.

• Gaming Landscape
• Finland
• Mobile Gamers
• Console Gamers
• Demographics

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1. 62 % of Finnish population are mobile, computer or console gamers 1

2. 62 % of mobile gamers are women 2

3. Gamer profiles Mobile gamers (n=351, 70%) E-sport followers (n=54, 10%) Console gamers (n=177, 35%) Computer gamers (n=242, 48%) 0% 25% 50% 75% 100% 0% 25% 50% 75% 100% 0% 25% 50% 75% 100% 0% 25% 50% 75% 100% Men Men 38% 58% Men 55% Men 76% Women Women 62% 42% Women 44% Women 24% 18-24 yo 18-24 yo 15% 11% 18-24 yo 18% 18-24 yo 14% 25-34 yo 25-34 yo 24% 26% 25-34 yo 35% 25-34 yo 42% 35-44 yo 35-44 yo 21% 19% 35-44 yo 26% 35-44 yo 28% 45-54 yo 45-54 yo 18% 15% 45-54 yo 16% 45-54 yo 14% 55-64 yo 55-64 yo 12% 14% 55-64 yo 3% 55-64 yo 2% 65-74 yo 65-74 yo 10% 16% 65-74 yo 2% 65-74 yo 0% iPhone users iPhone users 28% 18% iPhone users 26% iPhone users 27% Android users Android users 72% 78% Android users 73% Android users 73% Quoestion: Which of the following includes your free time activities? Kysymys: Mitk seuraavista kuuluvat vapaa-ajanviettotapoihisi? 3

4. 43 % of total population Est. 1 693000 MOBILE GAMER: demographic PROFILE Gender Age Life situation Place of residence 19% 15% Capital area 18-24 24% 25-34 Other city over 100 000 people 29% Couple 31% (36 %) Single 31% (37 %) 21% 35-44 50 000 - 99 000 people city 17% 38 % 62 % (51 %) 18% 45-54 (49 %) 20 000 - 49 999 people town 18% 12% 55-64 Live with parents (over 18 yo) 4% (3%) Family 32% (23 %) Rural area under 20 000 people 10% 65-74 17% Gaming Profession Household income Phone system in use 10% Director, upper white collar 100% 19% Mobile Under 20.000 72% Android phone 11% White collar worker, lower 35% Computer 16% 20.000 - 35.000 2% Entrepreneur 31% Blue collar worker 34% 28% Console 17% iPhone 35.001 - 50 000 17% Retired 10% E-sports 16% 15% Student 50.001 - 70.000 0% None of these Other 3% 0% Other 17% Over 70.000 11% Unemployed Total population (starting sample, n=811) Mobile gamers (n=351) 4

5. Mobile games are played more frequently 47 % Being daily gamers 5

6. Gaming frequency 0% 25% 50% 75% 100% Mobile games are played most frequently, 47 % being daily gamers. Mobile games 47% 21% 15% 6% 4% 3% 4% Console games are also played mostly at least couple of times a week. Computer games 30% 23% 17% 9% 4% 10% 8% Compared to mobile and computer games console games are played less frequently. Console games 14% 22% 19% 13% 6% 17% 9% Daily Once a week Less frequent Several times a week Every other week Couple of times a week Once a month 6 Quoestion: How often do you play these games? Kysymys: Kuinka usein yleens pelaat n it pelej ? Base: mobile gamers n=351, console gamers n=177, computer gamers n=242

7. 77% Play for relaxation 7

8. Typical reasons for gaming 0% 25% 50% 75% 100% Relaxation 77% The most typical reasons for gaming are need for relaxation, feeling bored or waiting time to fly. Feeling bored 51% Waiting time to fly 46% Development in gaming 19% Social aspect (playing with others) 18% Competing, winning others 12% Other 2% 8 Quoestion: Which of the following things are typical reasons for your own gaming? Kysymys: Mitk seuraavista asioista ovat tyypillisi syit omalle pelaamisellesi? Base: total n=500

9. Emotions aroused while gaming 0% 25% 50% 75% 100% Focused Gaming arouse more positive emotions such as relaxed, exited and comfortable compared to negative emotions like frustrated, annoyed or nervous. 54% Relaxed 53% Normal 40% Excited 35% Comfortable 34% Curious 16% Frustrated 8% Annoyed 6% Nervous 6% Other 0% 9 Quoestion: Which of the following describe best your emotions when gaming? Kysymys: Mitk seuraavista tunteista kuvaavat tyypillist olotilaasi pelatessasi? Base: total n=500

10. 78% remembers seeing video advertising while playing mobile games 10

11. 43 % of total population Est. 1 693000 Mobile gamer profile Time of the day when gaming Reasons for gaming Playing frequency Time spent with mobile gaminig Relaxation 77% Morning 29 % Under 5 minutes 4% Once a week or less 16 % Feeling bored 59% 5-15 min 28% Day time 35 % Waiting for time to fly 53% 16-30 min 30% Daily 47 % Afternoon 54 % 31-45 min 15% Development in gaming 18% Several/couple of times a week 36 % 46-60 min 10% Evening 81 % Social aspect (playing with others) 17% 1-2 hours 9% Night 21 % Competing, winning others 12% Over 2 hours 5% Top 5 areas of interest Desired video ads Frequency of Watching ads Ad recall 38% Rewarded video ads 65 % Movies Advertising of products and brands suitable for me 24% Almost always 21% 78 % 65 % News 14% Informative advertising Now and then 38% 64 % Music 11% Gaming advertising Advertising of many different brands Seldom 25% 60 % Entertainment 10% Remembers seeing video ads while gaming 1% 59 % Food and cooking Something else Never 16% 60% Want to see ads (net) Base: mobile gamers (n=351) 11