Market (Mobile)

Reports in the Market (Mobile) category.

175 documents

Report39 pages

Newzoo IP-Based Mobile Games Report (2022)

Established intellectual property is now a primary driver of mobile success, evidenced by the fact that only one non-IP title reached the top ten global downloads in 2021.
High-spending players, defined as those investing over $25 per month, show a significantly higher propensity to download games based on familiar franchises than low spenders.
While Western IPs like Disney and Marvel drive high global download volumes, Eastern IPs from Japanese manga and Chinese literature dominate top-grossing charts due to deep monetization mechanics like gacha systems.

Market Analysis Monetization Mobile+1

NewzooJan 2022

Report39 pages

IP-Based Mobile Games: 2022

By 2021, nearly all top-downloaded new iOS titles were based on existing intellectual property, confirming IP as the primary strategy for organic user acquisition following privacy shifts like Apple’s App Tracking Transparency.
Western IPs (e.g., Disney, Marvel) drive higher global download volumes, while Eastern IPs (e.g., Japanese manga, Chinese literature) generate superior revenue through specialized monetization models like gacha.
Successful IP-based games require a 'perfect fit' between core gameplay mechanics and source material lore, as seen in titles like Marvel Strike Force and Umamusume: Pretty Derby.

Market Analysis Monetization Mobile

NewzooJan 2022

Report34 pages

Japan Mobile App Trends 2022

The Japanese mobile market saw a 19% surge in total installs between 2020 and 2022, with the gaming sector experiencing a dominant 52% growth rate.
Connected TV (CTV) is a critical emerging channel in Japan, projected to reach 23.2% user penetration and ¥58.8 billion in ad spend by 2024.
Simulation games have become highly efficient for developers, offering lower acquisition costs and superior return on ad spend compared to traditional puzzle games.

Market Analysis Mobile Japan

AdjustJan 2022

Report18 pages

Hyper-Casual Games Benchmark Report

Median CPI for hyper-casual games reached an all-time high of $0.42 in Q4 2022, signaling a significant increase in user acquisition costs.
Median CPL rose to $0.20 on both Android and iOS in Q4 2022, with Android costs increasing by $0.05 and iOS costs by $0.17 compared to Q3.
iOS consistently outperforms Android in player retention, with top-tier games achieving 45% day-1 retention on iOS compared to 38% on Android.

Monetization User Acquisition

TenjinJan 2022

Report106 pages

Global White Paper on Mobile Advertising & Marketing Game

Mobile game advertising volume contracted by nearly 30% in 2022 to 15.8 million creatives, driven by a shift toward quality-focused marketing and the impact of Apple’s IDFA changes.
Video ads dominate the market, accounting for over 86% of all creatives, while casual and puzzle titles have displaced RPGs as the primary drivers of advertising spend.
Cost-per-mille (CPM) is highest for strategy games at $21.58, and iOS advertising remains 15% more expensive than Android equivalents.

Marketing Advertising Global+2

TencentJan 2022

Report53 pages

Mobile Market Forecast

Global mobile app consumer spending is projected to reach $233 billion by 2026, with the App Store growing at a 14% CAGR to $161 billion and Google Play at 9% to $72 billion.
Non-game app spending is forecast to surpass mobile game revenue by 2024, with overall app revenue growth (23% CAGR) significantly outpacing game revenue growth (6% CAGR).
Worldwide annual app downloads are expected to exceed 180 billion by 2026, with Google Play accounting for 143 billion downloads compared to 38 billion for the App Store.

Market Analysis Market Forecast

Sensor TowerJan 2022

Report70 pages

State of Mobile: Germany 2022

The German mobile market reached $4.0 billion in consumer spending in 2021, marking a 72% increase over two years.
Gaming remains the primary economic driver, generating $2.8 billion in revenue and accounting for over 70% of total app spending, led by titles like Genshin Impact and Coin Master.
Daily mobile engagement reached 3.4 hours per user, with social and video applications capturing 60% of that time.

Market Analysis Monetization Mobile+1

data.aiJan 2022

Report31 pages

2022 App Marketer Survey

Privacy regulations are the primary industry obstacle, with 64% of marketers reporting negative impacts from Apple’s App Tracking Transparency (ATT) rollout.
Data loss resulting from privacy changes has left 73% of marketers feeling uninformed, while 72% report increased costs for user acquisition.
Despite a mixed industry outlook, 59% of marketers have increased their 2022 performance targets, though 48% are currently struggling to meet these goals.

Market Analysis User Acquisition Marketing+3

LiftoffJan 2022

Report24 pages

Games India Plays!: A Look into the Gaming Habits of Indian Mobile Gamers and How to Reach Them

The Indian mobile gaming market reached $2.2 billion in 2022, driven by a base of 373 million online gamers where 91% play exclusively on mobile devices.
Real Money Gaming (RMG), including fantasy sports and card games, accounts for over 50% of total industry revenue.
The core demographic for adventure and battle royale genres is young and male-skewing, with 55% of players falling within the 13-27 age bracket.

Market Analysis Player Demographics Mobile+1

NewzooJan 2022

Report42 pages

The State of Mobile Game and App Markets: H1 2022

Marketers reduced mobile game creative volume by nearly 30% year-over-year in H1 2022, shifting focus from raw install volume to performance metrics like Cost Per Purchase and In-App Purchase Return on Ad Spend.
Advertising costs rose significantly, with CPMs increasing 18% for mobile games and 64% for non-gaming applications.
Advertisers are increasingly prioritizing the Android ecosystem, which now accounts for approximately 70% of all mobile game creatives.

Market Analysis Mobile Marketing+3

AdQuantumJan 2022

Report62 pages

State of Mobile 2022 India

The Indian mobile market is defined by high-growth sectors in gaming, fintech, and retail, with 4X march-battle strategy games generating approximately $10 billion in global consumer spend during 2021.
Finance application usage in India grew by 28% year-over-year in 2021, resulting in over 1.2 billion total installations.
Hyper-casual action-puzzle games have achieved significant scale, surpassing five billion downloads worldwide.

Market Analysis Player Behavior Mobile+1

data.aiJan 2022

Report61 pages

State of Mobile 2022 – Indonesia

Gaming remains the primary economic driver in Indonesia, accounting for 42% of all app downloads and 61% of total consumer expenditure, with titles like Mobile Legends: Bang Bang and Free Fire leading the market.
Indonesian mobile users averaged 5.4 hours of daily screen time in 2021, a 38% increase since 2019, totaling 7.31 billion downloads and $532 million in consumer spending.
The Food and Drink category experienced the most explosive growth, with session counts increasing by over 480% due to the rise of delivery services and quick-service restaurant brands.

Market Analysis Player Behavior Mobile+1

data.aiJan 2022