•  7 out of 10 Gen Z (15-25 years old) of Latin Americans considers video games to be the best entertainment format, surpassing social networks and streaming.
• Mexico and Brazil are the leading video game markets in Latin America, ranking 12th and 13th globally.
• Mexicans now spend 4.8 hours on their mobiles every day, 30 minutes of which is playing games, while Brazilians spend 5.4 hours on their mobile and play for over 40 minutes

City, date - Almost three-quarters (72%) of Latin American Gen Z (15-25 years old) consumers consider video games to be the 'best entertainment format', even better than social networks and streaming. And they're not alone, as an increasing number Latin Americans from all generations have taken up casual gaming in what's being described as an 'explosion' of a trend that's set to dethrone more traditional media such as films and television.
 

"This recent boom in casual gaming among Latin Americans has certainly put to bed, once and for all, any preconceived idea that gaming is something of a niche market compared to film and television," comments Harisson K. Santos, Yandex Games executive in Latin America. "The figures speak for themselves. Consider the case of casual gaming, where a staggering 24 million players worldwide engage in online platforms such as Yandex Games, spending an average of 40 minutes each day".
 

The trend is no different in Latin America, where mobile gaming is just as popular. In fact, Mexico and Brazil are the leading video game markets in the region, ranking 12th and 13th globally. Brazilians spend an average of 5.4 hours on their mobile devices, with 40 minutes (8.6% of their screen time) dedicated to mobile gaming, while Mexicans spend an average of 4.8 hours on their mobiles and allocate 30 minutes (7.8% of their total screen time) for mobile gaming.
 

The executive points to both market revenue alongside other quantitative and qualitative data, as he argues that in Latin America especially, videogames are now the majority of the population's go-to entertainment choice. For example, 66% of Latin Americans now say they 'enjoy gaming daily' and around 44% of them play for 'at least an hour every single day'.
 

"It's not just that video games are increasingly capturing people's attention, providing tailor-made 'moments that count', of fun, relaxation, camaraderie and competition in our increasingly atomised and busy lives, but they're also capturing more and more market share," Harisson K. Santos demonstrates this by citing the two largest video game industries in the region: Mexico and Brazil.
 

The video game industry in Mexico generated revenues of over MXN＄41 billion in 2022, making it one of the top 10 most important markets in the world." Brazil is even bigger. The region's largest market by both mobile game players and revenue saw 88.4 million players generate over ＄1.0 billion in 2021. And the number of Brazilians participating is projected to reach 116.5 million in 2026.
 

There are plenty of reasons why Latin Americans are turning away from more traditional forms of entertainment and instead choosing casual gaming to provide them with their 'moments that count,' including, but not limited to, the undeniable fact that Latin American workers are some of the most free-time-squeezed in the world, coupled with a whirlwind of increasing internet access, mobile connectivity and smartphone use all mixed in with a once-in-a-century pandemic.
 

"There's no escaping that life, while seemingly more flexible, has never felt busier," the executive proposes. "Our free time has become fragmented, as we capture little snatches of downtime on the bus, waiting for a colleague's email, or between one of our many jobs. While we can't turn back the clock, it's clear that for an increasing number of people, the way to enjoy these moments is to make them into 'moments that count'."
 

However, this goes beyond merely looking for a quick hit of dopamine, as 57% of Latin Americans now also agree that 'the aesthetics of video games are more impressive than the aesthetics of cinematic films'. Harisson K. Santos concludes, "Instead, we've done what humans always do and have adapted, choosing gaming, a past time that provides us with more choice, freedom and stimulation, to fulfill both a social and emotional role, alongside a mere diversion, as more and more people - from casual gamers to pay-to-play e-gamers - find their 'moments that count' in the ever-evolving world of video games."

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About Yandex Games

Yandex Games is a free, global gaming platform that offers a diverse selection of games in over 70 languages. The platform, founded in 2018, boasts over 15,000 games in various genres, including action, puzzles, and races. Yandex Games aims to cater to the casual gamer looking for fun and relaxation, with games that do not require installation and can be played on both browsers and mobile devices. Users spend an average of 40 minutes on the platform every day, and over 24 million users worldwide play games on the platform every month. Yandex Games offers income and game monetization opportunities for developers through advertising and in-app purchases. Developers can also port HTML5 games from their portfolio, reducing the need to create a new game from scratch. Recently, Yandex Games announced its arrival in Latin America and is actively working in the region. It is the perfect destination for the casual gamer who is seeking to seize every free moment with fun and amusement on their terms, regardless of where, when, or how they choose to spend their time. Users can join the platform and play now!