Poki

Writing industry reports makes up a significant proportion of my work. And we've just launched one of the most fascinating I've ever been involved in. It reveals an untold story about a giant of gaming that's often misunderstood. A new generation of web games are enjoying significant growth, drawing in huge numbers of players as the way we all consume media shifts. And yet there's almost no available data on web gaming out there. With that in mind, Poki commissioned a survey of 2,000 players and 400 devs, and set me on the task of poring through the data, and building an honest, informed picture of the reality of web gaming today - from the opportunities to the challenges. The result is 'The 2026 State of Web Gaming Report'. And the findings! Huge numbers of players highly engaged in all forms of gaming are giving significant time to web games - and certainly not just casual demographics. Devs are finding that web provides a discoverability funnel that leads players to their IP and games across all formats. Web gaming is even eating into how much time many players spend engaged with social media. And that's just a taster of what's inside the report, which you can download here: https://lnkd.in/eeUACV-g Like so many, when I went into this report I carried a slightly nostalgic notion of web gaming as a defining format of the casual boom of the 2000s. And it was so important back then. I well remember covering it. But as I discovered, things have moved on a long way. Finally, thanks to Stein Janssen, a true collaborator and expert voice who made my work (and the report) all the better! And thanks to all the devs - from those working on web games to those yet to commit - for all the insights.

Introducing The 2026 State of Web Gaming Report, a landmark study about the realities of modern browser gaming. Written by veteran games industry journalist Will Freeman 🔜 Develop Conference, with research conducted by an independent research firm, the report analyses perceptions and behaviours of 2,000 web gamers and 400 developers Our findings show how friction-free HTML5 titles act as a vital discovery layer for modern players, alongside the growth opportunities and legacy barriers developers face when reaching this high-value audience. A snapshot of the findings you can read in the full 20+ page report: 🕹️ 37% of web gamers play multiple times a day, and 92% rate HTML5 games as "high quality" 🚀 46% of developers see discoverability as a core benefit—and it works, as 62% of players have downloaded or bought a game on another platform after first playing it on the web 💰 More than a quarter of web gamers spend over $50 a month across the wider gaming ecosystem. 71% of web gamers own premium gaming hardware too! 😐Developers have reservations: 27% of developers view web gaming as a "legacy channel", and 36% cite insufficient revenue as a key barrier 📈 53% of developers plan to port mobile games to browsers this year Whether you’ve released a web game or not, this is your guide to understanding motivations for play and the reasons developers are getting involved (or choosing to hold back)! 📥 Download the full report instantly for free here: https://lnkd.in/evTTKcmV

Our friends at Poki are going all out for both reefs and rainforests. 34 (!!) of their browser-based minigames will introduce new themed elements to engage players on the topic -- and meanwhile, Poki will donate to Rainforest Alliance and Oceana. You can play these games right now here: https://lnkd.in/e_RgPbVG

Attention hasn't disappeared. It's just moved. The commute, the queue, the two minutes between meetings — these aren't low-value moments. They're high-intent ones. For The Drum, Poki COO Stein Janssen wrote about why short doesn't mean shallow, and which formats were built for this environment from the start. Swipe through for the key takeaways on active attention, and dive into the full article here: https://lnkd.in/eHWaZKXQ

As a committed member of the Playing for the Planet Alliance, Poki is joining the Green Game Jam this year with 20+ games from our global developer community! In celebration of # WorldEnvironmentDay, from June 5, participating games on Poki join the Green Game Jam to support the protection of our planet’s reefs and rainforests. For our 100 million monthly players, that means new reef and rainforest-themed levels, maps, characters, and elements to explore! By removing barriers to play, Poki is inspiring curiosity, creativity, and discovery for millions of players around the world. And as players engage with these experiences, Poki will donate to the Rainforest Alliance and Oceana, supporting their vital conservation efforts and helping build a healthier, more sustainable future for our planet. 🌍 You can support the cause too: https://lnkd.in/e_RgPbVG

We've exclusively partnered with OUTFIT7 to bring the Talking Tom & Friends Franchise to the web for the very first time! By adding Talking Tom Gold Run to our curated gaming library, this flagship IP is now available to our 100 million monthly active users. Now, new players (and longtime fans) can play the game instantly! GamesBeat has the full breakdown on the partnership: Read here https://lnkd.in/euDxv_yY

Marketers have been asking the same question for years: how do we earn attention from gamers? The answer isn't behind a download. It isn't gated by a console. It's in the browser most of them already have open. Our COO Stein Janssen wrote this for The Drum: why web gaming is the part of the ecosystem nobody planned for, and the one that solves the operational friction holding broader gaming adoption back. Link here: https://lnkd.in/e-QhY3UK

There's a global audience of 100 million players out there, just waiting to try out your indie game. And you can find it right now in your browser. 🌐 Web gaming offers an opportunity for game developers of all sizes, whether you are an up-and-coming indie or have an established franchise already. Tomorrow, our Business Development Lead Romy Halfweeg 🔜 gamescom LATAM joins the IndieGameBusiness® podcast to discuss the growing opportunities in web gaming. 🎮 Romy will be sharing her insight on why the browser is a powerful distribution channel for indies looking to rise above the noise. Drawing on her experience as a former indie developer, she will explain how Poki supports a community of over 600 developers through curation, fast iteration, and global reach. Tune in tomorrow at 6:00 PM – 7:30 PM CEST to learn about the gameplay mechanics that resonate with web audiences and practical advice for scaling your studio on the world’s leading web gaming platform. Watch the livestream here: https://lnkd.in/e37rXw8C

We’re proud to support both Team Reef and Team Rainforest for the Green Game Jam 2026. 🌲 🪸 As a home for creators, we are constantly inspired by how our developer partners use the reach of web gaming to drive real-world impact. At Poki, we believe play should be accessible, and through this collaboration, we’re making it effortless for players to connect with global causes while they game. This June, keep an eye out for these special updates from the likes of SYBO on Poki.com, alongside a range of games across the wider gaming ecosystem! #GreenGameJam #Poki #WebGaming #Sustainability #GameDev #PlayingForThePlanet