While competitive esports mobile gaming has been big in Asia and Europe, it hasn’t taken off in North America, where it’s the domain of casual gaming (and a significant revenue driver there). But there’s a new opportunity to change that. The Esports World Cup's recent decision to spotlight the likes of PUBG Mobile, Mobile Legends: Bang Bang and Free Fire helps highlight mobile games’ competitive potential on a global stage -- and could unlock new revenue-generating opportunities.
North American companies like Savvy Games Group haven’t been averse to spending on casual gaming. Recently in an interview with Bloomberg, SGG CEO Brian Ward said that the company would be investing more resources into mobile games after watching the revenue-generating success of Monopoly Go. SGG added it to its portfolio after acquiring the game’s developer, Scopely, in April 2023.
And while Microsoft was in the process of acquiring Activision Blizzard, it was King, the mobile gaming division of Activision Blizzard, experts were talking about. King is the developer of games such as Candy Crush Saga, which has made billions.
But this summer in Saudi Arabia may show why expanding beyond casual into competitive is profitable, too. “Mobile esports is here to stay, and global events like Esports World Cup are playing an important role in helping unfamiliar fans recognize the true scale of mobile fandom,” said Sam Braithwaite, VP/mobile game ecosystems for ESL FaceIt Group. “We’re seeing this growth firsthand through our Snapdragon Pro Series in partnership with Qualcomm. As smartphone technology continues to rival computing power and 5G connectivity improves, mobile esports offer a popular, accessible path forward for esports.”
Mobile esports have traditionally been overshadowed by PC and console. The accessibility and convenience of mobile gaming has spurred its popularity, particularly in regions such as Southeast Asia, India and Latin America.
“Mobile esports have long needed that visual ‘wow’ moment that other esports have had to sell the idea that they're as big as their console and PC brethren,” veteran esports journalist-turned-PR rep Dustin Steiner told me. “Being on the same stage, and being given the same amount of billing, will go a long way towards doing just that.”
The inclusion of mobile esports in such a prestigious event is likely to have several immediate effects. For one, the EWC could help confirm the competitive integrity and excitement of mobile games, proving they can offer the same thrilling experiences as traditional esports. This recognition could in turn encourage more game developers to invest in creating high-quality mobile titles designed for competitive play and expanding the ecosystem.
“Mobile is already mainstream in Asia, it's just in Western countries that it isn't,” explained former explained Duran Parsi, former director of collegiate esports for ESL FaceIt Group. “In Southeast Asia, Indonesia, and China, Mobile Legends: Bang Bang is the biggest game by a big margin -- both in terms of players and viewership.”
Gains to be had for North American orgs, brands
As mobile games gain legitimacy and visibility, North American audiences could become more receptive, especially given the region's smartphone penetration and tech-savvy population. This could lead to more sponsorship deals, partnerships and advertising opportunities.
In anticipation of the EWC, esports organizations such as NRG, Cloud9 and G2 Esports have added teams to compete in the event -- and it appears this isn’t a one-and-done proposition.
Critical in this evolution: Making the experience of watching mobile esports as compelling as participating in it, with innovations in broadcasting, such as enhanced spectator modes and interactive features. Grow the audience, and the sponsors will follow.
