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Emma was on a cramped London bus, scrolling through her phone, when her friend texted: “Did you see that match on PUBG Mobile last night? The team made a comeback in under two minutes.” The screen flickered with a scoreboard that read 3–1, 4–2, 5–4. nine win.
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In 2024, the average UK household spends more than 1.5 hours a day on mobile games. That figure eclipses the time spent watching linear TV, and it is growing at 8 % annually. nine win.