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Facebook: Mobile gaming is going tribal and global

Facebook recently produced a report on game marketing that represented its latest effort to understand the evolution of both gaming and gamers. The report delved into trends like hypercasual games, which are played in a matter of seconds and go viral for a couple of weeks.

Gamers are shifting their habits, and big changes such as the coming bandwidth bonanza of 5G networks will likely change things even more. Facebook found in the report that gamers are likely to spend more time with mobile games in the coming year. And it found that gamers are forming loyal communities around their games and friend networks. They’re gravitating toward brands and intellectual properties that they can engage with across multiple media and platforms.

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Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.