There is still a disconnect between where users spend their time and where advertisers spend their money. Research shows that 78 percent of smartphone users use game apps daily, logging an average of six and a half hours a week trying to raise their score, conquer the world, manage resources or complete a mission. The most popular mobile gaming related apps in the United States as of May 2018, according to Statistsa, were Google Play Games and IGN, followed by Candy Crush Saga, Pokémon Go and Words With Friends. At the same time, the global mobile app market is experiencing remarkable growth. During Apple’s annual Worldwide Developer Conference earlier this month, Apple announced $100 billion had been paid to app makers over the past 10 years.