There were 2.8 million gamers in Finland at the end of last year—more than half the country’s total population. And Finland’s games market generated revenues of $435 million in 2020, as shown in our Global Games Market Report.
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- Games Market & Its Gamers
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Gamers in Finland engage with gaming and the culture surrounding it in many ways, even approaching platform agnosticism for some demographics. Keep reading for a Consumer Insights deep dive into gamers in Finland, featuring:
- Platform preferences and gender splits.
- Players’ favorite games.
- High-level spending behavior.
We’ll use gamers in Sweden as a point of comparison due to the similarities of these Nordic markets.
The data in the rest of this article is based on our Consumer Insights research among people aged 10-65 in each country. We surveyed 1,292 gamers in Finland and 1,369 in Sweden. Learn more about our methodology here.
Like Most Games Markets, Finland Is Mobile-First (but With a Twist)
As part of the survey, we asked respondents whether they play games and—if they do— which platforms they regularly play on. Of the gamers in Finland:
- 86% of play on mobile (vs. 90% in Sweden).
- 77% play on PC (vs. 68% in Sweden).
- 76% play on console (vs. Sweden’s 72%).
Relative to Sweden and many of the other markets we cover (33 in total), gamers in Finland spread out their playtime across different platforms. We call this platform agnosticism.
In most markets, mobile is overwhelmingly more popular than PC or consoles. This is not the case in Finland, which some may find striking as the country is home to some of the West’s biggest mobile developers—Rovio, Supercell, Seriously Digital Entertainment, the list goes on.
Finland also boasts major PC and console developers, including Remedy and Housemarque. And many (younger) Finnish people have enjoyed a strong relationship with PC and console gaming since the early nineties, perhaps motivated by the country’s long and cold winters.
Male Gamers in Finland Are Even More Platform Agnostic
As you can see in the bar chart below, female gamers in Finland are far more likely to play via a mobile device, while men are more likely to play on PC and console than on mobile:
Our male respondents’ platform agnosticism here could signal opportunities for cloud gaming services and game subscriptions that serve multiple platforms (e.g., Xbox Game Pass Ultimate). Finland is of course a relatively small market by population, but it could provide a strong testbed for such services.
As mentioned, most female gamers in Finland (93%) play on mobile, highlighting mobile games as a viable marketing vehicle for brands targeting the group.
Which In-Game Items Are Popular Among Finland’s Paying Gamers?
In our gamer Consumer Insights survey, we asked paying gamers which in-game items they buy (if any). We define paying gamers as those who spend money on games. We found that 69% of payers in Finland bought in-game items in the past six months (vs. 73% in Sweden).
The image below shows some of the most commonly purchased in-game items across the two markets:
You can see above that the data is relatively uniform for both markets. Still, gamers in Finland are slightly more likely to have bought in-game currencies and content packs, while playable characters and power-ups are more commonly bought in Sweden.
Interestingly, female gamers are driving Finland’s higher rate of in-game currency buyers: 32% bought in-game currencies, compared to just 17% of men. This prevalence is a testament to the higher share of women who play on mobile, where free-to-play monetization is the standard.
Popular Game Franchises in Finland
We also asked gamers in Finland which franchises they played in the past six months, giving further context to their playing and spending habits:
- 26% played Candy Crush Saga (36% of women and 19% of men).
- 25% played Grand Theft Auto (15% of women and 32% of men).
- 24% played Minecraft (21% women and 26% of men).
- 21% played Call of Duty (11% women and 28% men).
The high share of female in-game currency buyers makes sense given their interest in Candy Crush Saga and their preference for mobile titles. Candy Crush, which is monetized via in-game currency, is the group’s most played franchise in the past six months and is indicative of common mobile monetization strategies.
In conclusion, Finland’s games market is diverse and thriving, full of innovative games companies and engaged gamers eager to play. However, the Consumer Insights data we have covered here merely scratches the surface of this exciting market.
Consumer Insights Suite Provides More Granular Data
We feature more robust and actionable data on everything covered in this article, but we also cover:
- Consumer attitudes towards game and non-game brands.
- Game video content watched (live streams, reruns, recordings).
- Payment behavior.
- Engagement with digital media subscriptions and hobbies.