Mobile gaming continues to advance into the mainstream and looks poised to dethrone handheld gaming consoles in the long term. In the EU5 a third of mobile users play games on their phones, up 14% YoY and the number of daily gamers has risen 34% in the same period. This trend is underscored by smartphone owners who are increasingly playing games downloaded from app stores – trial, free and purchased. For game publishers and developers alike this is welcome news, but monetisation and audience reach remains their raison d’être. The presentation is a keynote delivered at the Mobile Games Forum 2013 in London with key insights into mobile gaming trends, audience reach, demographics with a look at where investment returns can be realised.