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Monetization & Live Ops

Monetization & Live Ops

Revenue models, in-game economies, retention and live operations.

324 documents

Cover of The State of App Engagement 2021: An Analysis of Key Global App Usage Trends in 2021

Sensor Tower · 2021

The State of App Engagement 2021: An Analysis of Key Global App Usage Trends in 2021

Global app engagement experienced a significant upward trend between 2018 and 2021, catalyzed by the COVID-19 pandemic. Monthly active users (MAU) for the top 500 apps grew at a compound annual growth rate of 12 to 14 percent, with the average top app gaining approximately 10 million MAU annually. While a spike in engagement occurred during 2020 lockdowns, growth rates and time spent largely normalized by the second quarter of 2021, though they remained above pre-pandemic levels. The analysis covers worldwide usage on iOS and Android across various categories and game genres. Business, Education, and Medical apps emerged as the fastest-growing categories due to shifts in remote work and remote learning. Conversely, Travel and Navigation suffered the most significant declines, though they began a slow recovery as restrictions lifted. In the gaming sector, Hypercasual titles dominated MAU and weekly active user metrics, while the Shooter genre led in daily active users. Engagement depth varies significantly by category and platform. Social Networking apps see the highest frequency of use, averaging nearly 10 sessions per day on Android, whereas Entertainment apps lead in daily time spent at approximately 30 minutes. Within gaming, mid-core genres like Strategy and RPG command the highest engagement, with users averaging about one hour of play per day. A strong correlation exists between time spent and revenue per download, particularly in mid-core and Casino genres. Retention trends reveal a divergence between games and non-games. While non-game retention improved during the study period, overall game retention—specifically day 30 metrics—was dragged down by the proliferation of Hypercasual titles, which prioritize high user acquisition over long-term loyalty. Tabletop games remain an outlier in the gaming category, maintaining the highest long-term retention and daily time spent among casual genres. Data for this analysis was sourced from Sensor Tower’s Usage and Store Intelligence platforms, benchmarking the top 100 to 500 apps per category.

Cover of Gaming Spotlight 2021: The Year in Review

data.ai · 2021

Gaming Spotlight 2021: The Year in Review

Mobile gaming has solidified its position as the primary driver of digital games consumption, with global spending projected to extend its lead to 2.9 times that of PC/Mac and 3.1 times that of home consoles in 2021. This growth is underpinned by a significant surge in engagement during the COVID-19 pandemic; by Q1 2021, global users were downloading over 1 billion games per week, a 30% increase over pre-pandemic levels. Consumer spending followed a similar trajectory, reaching $1.7 billion per week, up 40% from late 2019. While the Asia-Pacific region maintains nearly half of the global market share, North America and Western Europe saw the most significant growth in mobile spending during the period. A central thesis of the market analysis is the convergence of mobile and console experiences. High-performing titles like Roblox and Genshin Impact demonstrate that cross-platform play and real-time social features are no longer novelties but essential drivers of long-term engagement. This trend is supported by the rising popularity of console companion apps and the expansion of PC gaming, with Steam reaching a record 26.85 million peak daily concurrent users in early 2021. Additionally, the rise of game livestreaming on platforms like Twitch and Discord has created new avenues for monetization and community building. Regarding monetization, survey data from over 3,300 US gamers indicates a shift in sentiment toward in-game advertising. While video ads remain divisive due to their full-screen nature, rewarded video and playable ads have achieved net positive sentiment because they offer an immediate value exchange, such as in-game currency or a trial experience. However, the data warns of ad oversaturation; gamers in high-saturation genres, such as word and trivia games, report significantly more negative opinions of ads compared to those in low-saturation genres like sandbox games. The findings suggest that publishers must balance ad frequency with format quality to mitigate churn.

Cover of Deconstructing the Superstars: The Metrics Behind Hyper-Casual Games 2020 Industry Snapshot

GameIntel · 2021

Deconstructing the Superstars: The Metrics Behind Hyper-Casual Games 2020 Industry Snapshot

This industry snapshot provides a detailed analysis of the hyper-casual mobile gaming sector throughout 2020, utilizing aggregated data from a network of over 140,000 integrated games and two billion monthly players. The primary thesis centers on identifying the specific performance benchmarks and mechanical traits that define "superstar" titles within this high-growth category. By segmenting the genre into four distinct sub-genres—Timing, Traversal, Physics, and Shooting—the analysis offers granular insights into the mechanics and player behaviors that drive commercial success. Key findings highlight significant geographic variations in player engagement and retention. European markets, specifically France, Germany, Italy, and the Netherlands, lead in Day 1 retention at 49%, while Germany, the Netherlands, and Japan share the top spot for Day 7 retention at 19%. Despite lower retention rates compared to European counterparts, Japan exhibits the highest average playtime at 63 minutes, significantly outpacing the United States at 43 minutes and China at 27 minutes. These statistics underscore the importance of localized performance expectations for developers targeting global audiences. The analysis concludes with actionable strategic recommendations for game development, emphasizing that successful hyper-casual titles must be short, simple, and satisfying. A critical threshold for viability is identified at 40% Day 1 retention; titles falling below this mark are typically deemed unpromising, necessitating either rapid iterative sprints or abandonment. The study advocates for a forgiving gameplay design—often incorporating multiple lives or low-difficulty curves—to cater to the "snackable" nature of the genre. By examining 2020 hits like High Heels! and Slap Kings, the findings illustrate that low production effort combined with high-impact mechanics remains the dominant model for hyper-casual market leaders.

Cover of 2Q FY2020 Presentation Material: January to March 2020

CyberAgent · 2020

2Q FY2020 Presentation Material: January to March 2020

CyberAgent achieved record-high financial performance during the second quarter of fiscal year 2020, with consolidated sales reaching 129.1 billion yen and operating profit surging 45.3% year-over-year to 12.4 billion yen. This growth was primarily anchored by the Game Business, which generated 44.8 billion yen in revenue. Success in this segment was driven by high-profile anniversary events for established titles like Granblue Fantasy and the strong market debut of KonoSuba: Fantastic Days. By the end of the first half, the company had already secured between 63% and 72% of its full-year profit targets, though projections for the remainder of the year remain cautious due to anticipated declines in advertising demand stemming from the COVID-19 pandemic. The media segment, centered on the ABEMA streaming platform, demonstrated significant momentum as stay-at-home orders accelerated user adoption. ABEMA reached 52 million downloads and grew its premium subscriber base to 676,000, with a clear trajectory toward one million subscribers by the end of the calendar year. While the segment still operates at a loss, these losses narrowed to 4.2 billion yen as sales rose nearly 19%. Monetization efforts are diversifying beyond traditional advertising into subscriptions and related services, such as the WinTicket betting platform, which saw transaction volumes double quarter-on-quarter to 3.5 billion yen. Strategic priorities for the future focus on balancing short-term gains with long-term operational stability. In the gaming sector, the emphasis remains on high-quality development and extending the lifecycle of existing intellectual properties. Simultaneously, the media division is pivoting toward a multi-faceted revenue model to ensure the sustainability of its expanding digital ecosystem. Despite the broader economic uncertainty introduced by global health trends, the current fiscal trajectory suggests a robust foundation built on digital entertainment and diversified media services.

Cover of 1Q FY2020 Presentation Material: October to December 2019

CyberAgent · 2020

1Q FY2020 Presentation Material: October to December 2019

Financial performance for the first quarter of fiscal year 2020, covering October to December 2019, reflects a period of strategic investment and steady growth across core digital segments. Net sales reached 115.6 billion yen, representing approximately 25% of the full-year forecast of 465 billion yen. Operating income and ordinary income both stood at 7.7 billion yen, tracking toward an annual target range of 28 billion to 32 billion yen. Profit attributable to owners of the parent was 1.4 billion yen, fulfilling roughly 15% to 18% of the projected 8 billion to 10 billion yen annual goal. The gaming segment maintained momentum through the performance of established titles and new releases. Key contributors included the third anniversary of Princess Connect! Re:Dive and the ongoing success of Granblue Fantasy and BanG Dream! Girls Band Party. New market entries such as Kick-Flight and the global expansion of Monster Strike further diversified the portfolio. In the media sector, the Abema platform demonstrated significant scaling, reaching 48 million downloads by the end of the quarter. Weekly active users showed consistent upward trends, supported by diverse programming including news, sports, and original reality content like Weekend Homestay. Strategic focus remains on the medium- and long-term monetization of the media business. The revenue model is evolving to balance advertising and subscription income with expanding peripheral businesses, such as the WinTicket betting service. This diversification aims to accelerate the path to profitability for the streaming segment. Geographically centered in Shibuya, Japan, the organizational strategy emphasizes integrated reporting and a unified corporate culture to drive innovation across advertising, gaming, and digital media services.

Cover of Europe and Esports: High Engagement and Even Higher Potential

PayPal · 2020

Europe and Esports: High Engagement and Even Higher Potential

The study demonstrates that European esports audiences are expanding rapidly, with a projected 92 million viewers by the end of 2020 and a year‑over‑year growth of 7.4 %. Enthusiasts—those watching professional content more than once a month—total 33 million, while occasional viewers comprise the remaining 59 million. Revenue forecasts show a global market of nearly €974 million in 2020, rising to €1.6 billion by 2023, with Europe mirroring this trajectory. Survey data from 10,175 respondents aged 18‑45 across ten Western and Northern European countries reveal that esports engagement is not confined to the youngest cohort; only 33 % of 18‑20 year olds are regular enthusiasts, whereas the 21‑25 age group leads in engagement. Geographic variation is pronounced: Finland shows a 52 % enthusiast rate among 18‑20 year olds, compared to 21 % in the UK. COVID‑19 lockdowns increased viewership in markets with stricter restrictions, and 62 % of respondents in Spain and the UK expect continued higher viewership post‑lockdown. Gender analysis indicates that 32 % of the audience are women, primarily occasional viewers. Nonetheless, female participation in competitive play is rising, with 60 % of respondents acknowledging growth in women’s involvement. Women spend money on esports products at a comparable rate to men (46 % vs 38 %) and favor physical merchandise, whereas men lean toward digital items such as skins and premium passes. The research underscores strong cross‑sport interest, with 64 % of viewers also supporting a favorite sports team, and highlights the strategic opportunity for brands to engage this growing, diverse, and monetarily active audience.

Cover of 2020 Mobile Gaming Apps Report

Liftoff · 2020

2020 Mobile Gaming Apps Report

The global mobile gaming market is projected to surpass $100 billion in revenue in 2020, fueled by a 2.6 billion-person player base and a 24% surge in daily in-app payments. While the average cost per install has reached a record low of $1.47, the industry faces a tightening conversion landscape where install-to-purchase costs have risen by 24% and conversion rates have dropped to 3.3%. Midcore and strategy games have emerged as the most efficient segments, offering the highest 30-day return on ad spend at 39.5% while maintaining low acquisition costs, particularly on the Android platform. Geographic performance varies significantly, with Japan and North America established as the premier markets for user retention and monetization. Japan consistently outperforms global benchmarks, doubling the retention rates of its regional peers and exceeding return on ad spend targets by over 10 percentage points. While the Asia-Pacific region as a whole delivers high returns, it is characterized by the highest acquisition costs. In contrast, the EMEA region, specifically the United Kingdom, provides a high-value alternative by balancing affordable install costs with strong returns. Emerging markets like Brazil offer the lowest entry costs globally but present high risks due to poor long-term retention and low conversion. The hyper-casual sector is expected to reach $3 billion in 2020, though market saturation is driving a shift toward hybrid monetization models to combat declining long-term engagement. Across all genres, platform choice remains a critical strategic factor; iOS provides a slight advantage in return on investment but requires four times the acquisition spend of Android. Furthermore, while paid user acquisition drives initial engagement in midcore and social casino categories, organic users continue to demonstrate superior long-term loyalty, highlighting the ongoing importance of organic growth strategies in a competitive global landscape.

Cover of Level Up: A Guide to Succeed in Asia’s Gaming Market

Newzoo · 2020

Level Up: A Guide to Succeed in Asia’s Gaming Market

Asia has established itself as the epicenter of the global gaming industry, driven by a mobile-first population exceeding 1.5 billion players. The region’s market is characterized by the dominance of free-to-play models, which account for nearly 99% of mobile revenue and all top-grossing titles. While China and Japan lead in total revenue, Japan maintains the highest value per user with an average revenue per download of $12.84. Growth is increasingly fueled by the female demographic, which expanded to 500 million players by 2019 and contributes nearly 40% of total mobile gaming revenue. This shift necessitates more inclusive storylines and diverse development teams to capture a demographic that is currently outgrowing its male counterpart. The competitive landscape is defined by the rapid ascent of mobile esports, with Asia generating 68% of the sector's global revenue. Southeast Asia, in particular, has seen a 244% increase in tournament prize pools, signaling a transition from casual play toward complex, competitive genres like MOBAs and Battle Royales. Despite high interest, a significant gap remains between esports viewership and active participation, representing a massive untapped opportunity for developers. Success in these markets requires sophisticated monetization strategies, such as hybrid models combining gacha mechanics, battle passes, and rewarded video ads to accommodate varying income levels across the territory. Navigating the Asian market demands deep localization that extends beyond language to include cultural customs, religious sensitivities, and technical optimization for diverse hardware. While Japan and South Korea remain dominated by local developers and legacy RPG franchises, India and Southeast Asia offer high-growth potential for international titles that provide "lite" versions for accessible play. To achieve long-term engagement, developers must leverage local influencers and community-driven gameplay, ensuring that titles resonate with the specific pop culture trends and infrastructure capabilities of each unique sub-region.

Cover of From Playing to Paying: The Art of Monetizing Games in Asia

Niko Partners · 2020

From Playing to Paying: The Art of Monetizing Games in Asia

This analysis examines the evolving landscape of game monetization across Asia, focusing on how developers adapt revenue models to meet the demands of a maturing market. The central thesis posits that while free-to-play (F2P) remains the dominant force, the rise of hybrid models and advanced mechanics like battle passes and gacha are essential for capturing the increasing purchasing power of Asian gamers. The scope covers major markets including China, Japan, South Korea, India, and Southeast Asia, utilizing 2019 and 2020 data to highlight shifts accelerated by the COVID-19 pandemic. Key findings underscore the overwhelming success of the F2P model, which accounted for 98.5% of all mobile games revenue in 2019. In China, 100% of the top-grossing mobile titles utilized F2P. However, regional nuances are significant; Japan represents the most valuable mobile market with a revenue per download of $12.84, compared to a regional average of $1.53. While premium models remain a staple in console-heavy Japan, emerging markets like India are "leapfrogging" traditional stages by quickly adopting sophisticated F2P mechanics, such as battle passes, which were featured in half of India’s top-grossing games by early 2020. The methodology relies on a combination of proprietary consumer panels exceeding four million users, developer interviews, and market modeling. The conclusions suggest that developers must move toward hybrid monetization—blending in-app purchases with rewarded ads—to mitigate economic risks and appeal to diverse player segments. By aligning monetization with core gameplay rather than interrupting it, publishers can sustain long-term engagement in a region where player motivations range from high-spend competition to time-intensive casual play.

Cover of Global Market Trends: Mobile Gaming Benchmarks (H1 2019)

GameAnalytics · 2019

Global Market Trends: Mobile Gaming Benchmarks (H1 2019)

The global mobile gaming landscape in the first half of 2019 reflects a significant pivot in monetization strategies, characterized by a 15-20% year-over-year decline in in-app purchase revenue metrics such as ARPPU and ARPDAU. This downturn suggests a broader industry transition toward ad-based revenue models, particularly within the hyper-casual segment. Despite this shift, mid-core genres like Role Playing and Strategy remain the primary drivers of financial conversion, maintaining ARPPU levels as high as $25 and conversion rates nearly four times higher than other categories. Geographically, China has emerged as a formidable market, with eCPM rates reaching $3.90, effectively rivaling the United States in advertising value. Performance benchmarks for the period indicate that sustainable success requires a Day 1 retention rate of at least 35% and an average session length of seven minutes. However, top-tier publishers now employ much more aggressive filtering processes to ensure profitability. Leading firms often discard 95% of projects that fail to meet a 50% Day 1 retention threshold. While "Classic" genres like Trivia and Word games demonstrate the highest long-term stickiness, the most successful developers utilize real-time data integration and advanced player segmentation to optimize game lifecycles. The integration of custom APIs and remote configuration tools has become essential for modern game management, allowing developers to adjust in-game variables without code updates. By monitoring 1.2 billion monthly active users across diverse global markets, the industry has established that high-performing titles must maintain a Day 28 retention of at least 4% to remain viable. Ultimately, the data underscores a dual-track market where mid-core titles dominate direct spending while hyper-casual games rely on extreme retention standards to fuel ad-based growth.

Cover of Gaming Spotlight 2018 Review

data.ai · 2019

Gaming Spotlight 2018 Review

The 2018 Gaming Spotlight Review analyzes the global gaming landscape, focusing on the shifting dynamics between mobile, PC, and console platforms. The report establishes that mobile gaming has solidified its dominance, with consumer spending in 2018 exceeding the combined totals of home consoles, PC/Mac, and handheld consoles by nearly 20%. This represents a significant shift from 2016, when mobile spending trailed these combined categories by 14%. The analysis covers global markets with specific emphasis on North America, Asia-Pacific, and Western Europe, utilizing consumer spend data from app stores and retail tracking. A primary finding is the maturation of mobile gaming into a platform for sophisticated, hardcore experiences. While games accounted for only 35% of total app downloads, they generated 75% of total consumer spend on the iOS App Store and Google Play. The market is increasingly bifurcated between hyper-casual titles that monetize through advertising and hardcore-leaning multiplayer games. In 2018, three of the top five grossing mobile games featured real-time multiplayer elements, such as Battle Royale and MOBA mechanics, reflecting a trend where mobile experiences now rival traditional console and PC gameplay. Geographically, the Asia-Pacific region remained the leader, accounting for over 55% of global mobile game spending despite a nine-month freeze on new game approvals in China. In North America, the Nintendo Switch drove strong home console performance, while the handheld market faced contraction as franchises like Pokémon migrated from the Nintendo 3DS to more modern platforms. Methodologically, the report compares 2018 data against historical benchmarks from 2014–2017 and incorporates a 2018 survey of U.S. gamers, which revealed a 3.5% increase in hardcore-leaning players compared to 2015. The conclusion highlights that publishers with PC or console backgrounds are increasingly dominant in mobile monetization, holding seven of the top ten spots for consumer spend.

Cover of Mobile Gaming Apps Report: 2019 User Acquisition Trends & Benchmarks

Newzoo · 2019

Mobile Gaming Apps Report: 2019 User Acquisition Trends & Benchmarks

The 2019 mobile gaming landscape is defined by a period of unprecedented consumer spending, with gaming apps accounting for 74% of total app store revenue. While the market continues to expand, user acquisition costs have escalated, reaching an average of $35.42 to acquire a single paying user. This environment necessitates a strategic approach to platform and regional selection, as Android currently offers a more cost-effective reach than iOS. Seasonal trends also play a critical role in performance, with the third quarter emerging as a peak period for high conversion rates and optimized acquisition costs. Geographically, the market presents a stark contrast between established and emerging territories. North America, Japan, and South Korea remain the most expensive regions for acquisition but continue to lead in long-term retention and in-app purchase revenue. Conversely, Russia, Brazil, and the broader EMEA region offer high-value opportunities characterized by lower registration costs and strong initial conversion rates. While these emerging markets provide a lower barrier to entry, they often struggle with deep-funnel engagement and monetization compared to the high-yield but competitive Asian and North American markets. Genre-specific data reveals that Social Casino and Hyper Casual games are the primary drivers of early engagement, with Social Casino apps achieving a category-leading 14.3% install-to-purchase conversion rate despite high acquisition costs. Hyper Casual games have solidified their position through ad-supported models and high Day 1 retention, effectively targeting non-traditional gamers in markets like Colombia and Turkey. Meanwhile, Midcore and Strategy titles demonstrate the greatest potential for long-term revenue and sustained engagement, particularly within the EMEA region, where they outperform North American benchmarks in conversion efficiency.

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