A data profile of the people who buy, follow and care about Mobile game in United Kingdom — modelled from more than twelve digital signal sources. Mobile game has an estimated audience of 10,641,092 people in United Kingdom.
The average Mobile game fan in United Kingdom is 42.7 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Twitch, TikTok, FIFA World Cup, with strongest over-indexing on Twitch (6× the country average).
Demographically, the Mobile game audience skews balanced with an average age of 42.7, and over-indexes on personality traits such as Early Adopter Mentality, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Mobile game fan in United Kingdom is balanced, around 42.7 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Twitch.
The key figures that characterise the Mobile game profile in United Kingdom.
52.0% are female, 48.0% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 52.0% |
| Male | 48.0% |
| Average age | 42.7 |
| Estimated audience size | 10,641,092 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide Mobile game audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.5% |
| India | 7.4% |
| Brazil | 4.6% |
Where the Mobile game audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~1.5M | 1.15× | |
| 02 | Greater London | ~1.5M | 1.12× | |
| 03 | South East | ~1.5M | 1.09× | |
| 04 | East Midlands | ~800K | 1.08× | |
| 05 | East of England | ~1M | 1.05× | |
| 06 | Scotland | ~1M | 1.04× | |
| 07 | South West | ~900K | 1.02× | |
| 08 | Wales | ~600K | 1.02× | |
| 09 | Northern Ireland | ~300K | 0.98× | |
| 10 | England | ~8M | 0.97× | |
| 11 | Yorkshire and the Humber | ~800K | 0.92× | |
| 12 | North East | ~300K | 0.84× | |
| 13 | West Midlands | ~400K | 0.83× |
The strongest cross-interests of the Mobile game audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Call of Duty | Games | 7.60× | ||
| 02 | Counter-Strike: Global Offensive | Games | 7.36× | ||
| 03 | Assassin's Creed | Games | 6.40× | ||
| 04 | World of Warcraft | Games | 6.33× | ||
| 05 | Twitch | Games | 6.00× | ||
| 06 | League of Legends | Games | 5.42× | ||
| 07 | Fortnite | Games | 5.00× | ||
| 08 | Strategy games | Games | 4.80× | ||
| 09 | Massively multiplayer online games | Games | 4.56× | ||
| 10 | Massively multiplayer online role-playing games | Games | 4.17× | ||
| 11 | Gamer | Games | 3.57× | ||
| 12 | Personal computer | Technology & Electronics | 3.03× | ||
| 13 | Online games | Games | 2.67× | ||
| 14 | TikTok | Internet & Social Media | 2.64× | ||
| 15 | Smartphones | Technology & Electronics | 2.11× | ||
| 16 | Superman | Movies & TV | 1.97× | ||
| 17 | Video games | Games | 1.94× | ||
| 18 | FIFA World Cup | Sports | 1.91× | ||
| 19 | Manchester United F.C. | Sports | 1.63× | ||
| 20 | FIFA World Cup 2026 | Sports | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 2.32× | |
| Social Media Usage | JOY | 1.65× | |
| DIY Mentality | THRILL | 1.39× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.74× | |
| Price Sensitivity | PREMIUM | 0.79× | |
| Spirituality | BALANCE | 0.82× |
Mobile game has an estimated audience of 10,641,092 people in United Kingdom, concentrated in England and Greater London.
52.0% of Mobile game fans are female, 48.0% are male, with an average age of 42.7 years.
Mobile game fans show strongest brand affinity for Twitch (6×), TikTok (2.64×), and FIFA World Cup (1.91×) over the country average.
Mobile game fans in United Kingdom are most concentrated in England (reach ~8M), Greater London (reach ~1.5M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Mobile game itself, the audience over-indexes on TikTok (2.64×), FIFA World Cup (1.91×), World of Warcraft (6.33×), and Fortnite (5×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Mobile game. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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