Market (Mobile)

Reports in the Market (Mobile) category.

172 documents

State of Mobile Gaming (2023)

An Analysis of Mobile Gaming Market Trends and Top Titles in the U.S., Europe, and Asia An Analysis of Mobile Market Trends and Top Europe, and Asia Gaming Titles in the U.S., GAME GENRE TRENDS 03 THE RISE OF HYBRIDCASUAL 10 EXTERNAL GAME SUBSCRIPTIONS 18 NFT & CRYPTO GAMES 23 MONETIZATION & META FEATURES TRENDS 27 MARKET OVERVIEW: WORLDWIDE ...

mobile market-analysis

Sensor TowerJan 2023

Report

40 pages

EN 2023 Mobile Ad Creative Index (2023)

Introduction 3 Highlights & Methodology 4 Ad Format Definitions 5 Benchmarks & Tips 6 Trends in Creative 33 About Us 44 2023 MOBILE AD CREATIVE INDEX Download 2 2022 was a year of profound macroeconomic change. Inflationary pressures and slowdowns in growth impacted the technology sector as a whole, and mobile marketers entered the new year facing rising costs and reduced budgets.

mobile market-analysis

EAJan 2023

Report

The State of Mobile Gaming in India: A Look at India's Casual, Hyper-Casual, and Real Money Gaming App Industry Trends

This analysis examines the rapid expansion and evolving user behavior within the Indian mobile gaming market, focusing on the casual, hyper-casual, and real-money gaming (RMG) segments. The primary thesis asserts that while the COVID-19 pandemic and increased smartphone penetration triggered a massive "gold rush" in installs and engagement, the industry now faces a critical inflection point. As organic growth stabilized in 2022, the focus for developers has shifted from simple acquisition to sophisticated, insights-led retention and monetization strategies to sustain long-term profitability. Key findings value the Indian gaming industry at $2.6 billion, with projections to reach $8.6 billion by 2027. Data indicates that India has surpassed the United States in terms of user base, exceeding 300 million gamers. During the 2021 pandemic waves, casual games saw a 90% uplift in installs, while RMG apps experienced significant revenue fluctuations, including a 35% increase in April 2021. However, the data reveals a downward trend in "stickiness" and installs moving into 2022, highlighting a retention crisis where 68% of users engage with an app fewer than ten times. The scope of the research covers the Indian market from 2021 through the first quarter of 2022, utilizing data from over 100 gaming brands. The methodology relies on a combination of market analysis from MoEngage, AppTweak, and AppsFlyer, incorporating normalized trends in installs, In-App Advertising (IAA), and In-App Purchases (IAP). The conclusions emphasize that technical optimization and personalized engagement are mandatory for survival. Effective strategies identified include App Store Optimization (ASO) to improve discoverability, RFM (Recency, Frequency, Monetary) segmentation to target "champion" players, and the use of predictive AI to prevent churn. The findings suggest that brands utilizing multi-channel engagement platforms can achieve push notification conversion rates as high as 91%, which is essential for navigating India's highly competitive and maturing digital landscape.

market-analysis player-behavior monetization+2

MoEngageJan 2023

Report

Mobile Games: State of the Market

The mobile gaming market in the first half of 2023 is characterized by a general decline in downloads and revenue across most genres, despite continued dominance in the broader application economy. Mobile games currently account for 29.6% of total app downloads and 51% of total revenue. The analysis, based on data from 37 countries across the App Store and Google Play, reveals a significant platform divergence: Google Play secures 88.6% of downloads, while the App Store generates 56.3% of total revenue. Geographically, India remains the largest market for downloads with a 15.29% share, followed by Brazil and the United States. In terms of revenue, the United States leads with $5.71 billion, followed by Japan and China. While the RPG genre remains the largest revenue generator, it has experienced a gradual decline over the past two years, falling from $5.9 billion in the first half of 2022 to $4.4 billion in the same period of 2023. Casual games maintain the largest download share in most Western markets, whereas Action and Strategy genres show higher resonance in regions such as Southeast Asia and the Middle East. The advertising landscape shows a shift toward video content, which now accounts for 72% of all gaming creatives. Although the total number of advertisers on Android saw a slight decrease, the gaming sector specifically experienced a 22% year-over-year growth in the number of advertisers. In total, gaming apps generated 8.9 million creatives during this period, representing 56% of all mobile advertising creatives. Top-performing titles like Subway Surfers and Roblox continue to lead in downloads, while Coin Master and Honor of Kings remain top revenue earners across their respective platforms.

market-analysis mobile global

AppticaJan 2023

Report

State of Mobile 2023

The global mobile landscape in 2022 was characterized by record-breaking engagement and a strategic shift in monetization despite a cooling macroeconomic environment. While total consumer spend experienced a slight 2% contraction to $167 billion—primarily due to a 5% decline in mobile gaming expenditures—user engagement reached an all-time high of five hours per day. This period marked a transition where non-gaming services, particularly short-form video, OTT streaming, and dating apps, demonstrated significant resilience. Mobile advertising continued its upward trajectory, reaching $336 billion, while the travel and food sectors fully recovered to or exceeded pre-pandemic levels. Geographically, the market remains bifurcated between established high-spend regions like the United States and high-growth emerging markets in APAC and LATAM. The U.S. continues to lead in health, fitness, and sports betting monetization, while Chinese publishers have expanded their global footprint to capture one-third of total gaming spend. Inflationary pressures significantly altered consumer behavior in the finance and retail sectors; while cryptocurrency adoption plummeted, there was a 44% surge in cash advance apps and a marked increase in "Buy Now, Pay Later" services and coupon-based shopping. Demographic trends reveal a diversifying user base where Gen Z and female users drive growth in social and simulation categories, while older demographics favor puzzle genres and telehealth services. TikTok emerged as a dominant economic force, becoming only the second non-game app to surpass $6 billion in lifetime spend. As the industry moves into 2023, the focus is shifting toward diversified revenue streams, with social platforms increasingly adopting subscription models and retail brands prioritizing digital loyalty programs to maintain momentum in a volatile global economy.

market-analysis monetization user-acquisition+1

data.aiJan 2023

Report

5 Mobile App Forecasts: 2023

Global mobile market projections for 2023 indicate a complex landscape defined by shifting consumer priorities and economic pressures. While total mobile advertising spend is expected to reach $362 billion, growth is projected to slow due to macroeconomic headwinds. Short-form video apps are anticipated to be the primary drivers of this ad spend, helping to offset a decline in performance marketing budgets. Conversely, mobile gaming is facing a downturn, with consumer spending forecasted to drop to $107 billion in 2023. This decline is attributed to a combination of the global economic squeeze and tightening privacy regulations, such as IDFA and Google’s upcoming changes, which complicate the targeting of high-spending users. Despite the contraction in gaming spend, specific high-performing titles continue to reach massive financial milestones. Fourteen new apps and games are projected to surpass $2 billion in lifetime consumer spend during 2023, with eleven of those being games. Notably, the video streaming sector remains robust, with platforms like HBO Max and iQIYI expected to join the $3 billion lifetime spend club, reflecting a sustained consumer shift toward mobile-first entertainment. The broader mobile economy is also seeing a migration of retail dollars toward experiential sectors. As discretionary income tightens, consumers are prioritizing travel, live events, sports, and wellness over physical goods. This shift is supported by a long-term trend of increasing mobile engagement; total time spent in apps is forecasted to surpass 6 trillion hours by 2028. This growth is fueled by 5G rollout and the deepening personalization of apps, with emerging markets in Latin America, Southeast Asia, and the Middle East driving significant engagement. These findings are based on proprietary market estimates and historical data analysis of global app store performance and consumer behavior.

market-forecast mobile global+1

data.aiJan 2023

Report

Mobile App Trends: 2023 Edition

The mobile application market entered a period of significant transition in 2023, navigating a complex landscape defined by economic volatility and evolving privacy regulations. Despite these headwinds, the industry achieved a record half-trillion dollars in combined advertising and consumer spending. While global advertising growth slowed to 14% and consumer spending experienced a marginal 2% decline, the sector demonstrated remarkable resilience through strategic adaptations. Key shifts include a rising App Tracking Transparency (ATT) opt-in rate of 29% and an increased reliance on media mix modeling and Connected TV (CTV) to optimize return on investment in a privacy-centric environment. Sector-specific performance reveals a stark contrast between industries. Fintech and e-commerce emerged as primary growth drivers, with fintech in-app revenue surging over 90% between late 2022 and early 2023. E-commerce sessions grew by 12%, supported by record-breaking revenue peaks in late 2022. Conversely, the mobile gaming industry faced its most challenging year on record in 2022, marked by a 12% decline in installs and a 9% drop in consumer spending. However, early 2023 data indicates a nascent recovery for gaming, with installs and sessions rebounding by 10% and 11% respectively over previous averages. The current market environment necessitates a shift from broad acquisition strategies toward long-term user retention and sophisticated measurement. As retention and "stickiness" remain persistent challenges across all verticals, developers are increasingly prioritizing reattribution campaigns, personalized onboarding, and loyalty programs. Success in the coming years depends on the adoption of advanced analytics and cross-platform insights to navigate data-privacy requirements. By leveraging these tools, stakeholders can effectively drive user acquisition and maximize lifetime value in an increasingly competitive global marketplace.

market-analysis user-acquisition retention+3

AdjustJan 2023

Report

State of the Market 2023

The global mobile application market underwent a period of stabilization in 2023, characterized by a slight year-over-year decline of 3.6% in downloads and 1% in total revenue. Despite these minor contractions, the industry remains a massive economic force, with a distinct divide between platform utility and monetization. Android continues to dominate the global market share by volume, facilitating 84% of all installs, while iOS remains the primary engine for monetization, accounting for 67% of total consumer spending. Geographically, while emerging markets like India and Brazil are driving significant download growth, global revenue remains highly concentrated, with the United States, China, and Japan collectively generating 58% of all spending. Gaming persists as the most influential vertical, particularly within the Casual and RPG subgenres, though performance metrics across most categories have trended downward. A significant disparity exists between the apps that consumers download most frequently and those that generate the highest revenue. While Meta-owned platforms and utility services lead in global installs, high-engagement entertainment and social platforms like TikTok and Tinder drive the highest financial returns. Notably, Duolingo has established a unique position as a leader in both volume and monetization within the education sector, signaling the potential for specialized platforms to achieve cross-metric dominance. The mobile advertising landscape is currently adapting to increased privacy restrictions and tracking challenges by pivoting toward AI-driven video and hybrid formats. Although the total number of advertisers and publishers decreased in 2023, the volume of creative content surged, reflecting a highly competitive environment where over half of all ads are cycled out within three days. Gaming advertisers remain the most active participants, representing 53% of all advertisers and nearly 79% of App Store traffic. Current strategic trends favor user-generated content and gamified video over traditional or misleading creatives, emphasizing high-quality, targeted engagement to maintain visibility in an increasingly saturated digital ecosystem.

market-analysis global mobile+1

AppticaJan 2023

Report

Hybrid Casual Games Playbook

The mobile gaming landscape is undergoing a significant shift as developers move from hypercasual to hybridcasual models. This evolution combines the simple, accessible mechanics of hypercasual titles with the sophisticated progression and monetization strategies typically found in mid-core games. The primary thesis is that hybridcasual games offer a more sustainable business model by prioritizing long-term user engagement and diversified revenue streams, specifically balancing advertisements with in-app purchases (IAPs). Data from 2022 highlights this trend, showing a 3% increase in hybridcasual downloads to 5 billion, while hypercasual downloads saw a 15% decrease. Hybridcasual titles demonstrate superior retention and engagement metrics; for instance, top-performing games in this category achieved a 54% Day 1 retention rate and a 9% Day 60 retention rate, significantly outperforming hypercasual benchmarks. Furthermore, average session lengths for hybridcasual games reached 372 seconds, nearly 75% longer than their hypercasual counterparts. The geographic scope is global, focusing on the mobile industry throughout 2021 and 2022. Methodology involves a comparative analysis of top-performing titles across various subgenres, including Arcade Idle, Tower Defense, and Battle games. Case studies, such as Zombie Defense and Aquarium Land, illustrate that successful hybridization can increase IAP revenue to 35% of total earnings and boost lifetime value (LTV) by optimizing game economies through rigorous A/B testing. Key conclusions suggest that developers must deepen the "metagame" by adding narrative elements, social features, and complex progression to maintain interest. The transition to hybridcasual requires a strategic shift in focus toward metrics like Day 30 retention and "whale" potential. By simplifying core mechanics while layering in strategic depth, developers can attract a broader audience and achieve higher profitability through a balanced 50/50 split between ad revenue and IAPs.

market-analysis game-design monetization+2

Sensor TowerJan 2023

Report

Five Key Mobile Game Genres in Asia and MENA

This analysis examines the performance and player demographics of five dominant mobile game genres—RPG, Strategy, MOBA, Puzzle, and Battle Royale—across Asia and the MENA region. These genres collectively represented nearly 80% of total mobile game spending in these territories during 2022. By synthesizing survey data from 9,000 gamers across 14 countries with mobile market intelligence, the findings provide a comparative framework based on monetization, engagement, esports involvement, and general appeal. RPGs emerge as the leading genre by overall score, dominating in revenue and monetization. The genre benefits from a high-income player base and a more balanced gender distribution than its competitors. While RPGs lead in total spend, the Puzzle genre leads in total downloads, appealing to an older demographic that prioritizes localization. In contrast, MOBA titles demonstrate the highest player loyalty and weekly time commitment, though the market is difficult to penetrate due to the entrenched dominance of a few key titles. The research highlights a significant divide in the esports landscape. Battle Royale ranks as the premier genre for esports engagement, with players showing the highest propensity to stream content and aspire to professional competition. Strategy games also show a surprising affinity for esports, with players being the most likely to attend live events. Conversely, while MOBA games have high tournament prize pools, their players are the least likely to attend events in person. The geographic scope covers major markets including China, India, Japan, South Korea, Egypt, and Saudi Arabia. Methodology involved scoring genres across 21 unique metrics to create weighted averages. Conclusions suggest that while some segments like shooter-based Battle Royales face saturation, opportunities remain for innovation in sub-genres, such as merge-style puzzle games or casual competitive titles, to capture the diverse and growing player base in these regions.

market-analysis player-demographics mobile+2

Niko PartnersJan 2023

Market (Mobile)

State of Mobile Gaming (2023)

EN 2023 Mobile Ad Creative Index (2023)

The State of Mobile Gaming in India: A Look at India's Casual, Hyper-Casual, and Real Money Gaming App Industry Trends

Mobile Games: State of the Market

State of Mobile 2023

5 Mobile App Forecasts: 2023

2023 Midcore Gaming Apps Report - EN (2023)

Mobile App Trends: 2023 Edition

State of Mobile

State of the Market 2023

Hybrid Casual Games Playbook

Five Key Mobile Game Genres in Asia and MENA