Market (Overall)·Updated Apr 8, 2026 by IDC
Mobile gaming spending is projected to decline by approximately 2% in 2023 due to rising acquisition costs and increased regulatory pressure.
High-performing titles demonstrate distinct demographic trends: 'Royal Match' generated $1.7 billion in revenue with a strong base of players aged 45+, while 'Honkai: Star Rail' captured $457 million by targeting Gen-Z with high-price bundles.
Consumer sentiment toward standard in-game video ads has dropped significantly, falling from 50% positive in Q3 2020 to 30% by Q3 2022, largely due to ad fatigue and market oversaturation.
Rewarded video ads remain more effective than standard video ads, maintaining a 40% favorability rating among U.S. mobile gamers.
'Monopoly GO' emerged as a top performer in early 2023, securing 45 million installs and $232 million in IAP revenue, particularly among the 25-34 age demographic.
To maintain revenue and user stickiness in a fragmented market, developers must shift toward diversified monetization models, including subscriptions, battle-passes, and data-driven ad optimization.
Mobile gaming spending is projected to decline by approximately 2% in 2023 due to rising acquisition costs and increased regulatory pressure.
High-performing titles demonstrate distinct demographic trends: 'Royal Match' generated $1.7 billion in revenue with a strong base of players aged 45+, while 'Honkai: Star Rail' captured $457 million by targeting Gen-Z with high-price bundles.
Consumer sentiment toward standard in-game video ads has dropped significantly, falling from 50% positive in Q3 2020 to 30% by Q3 2022, largely due to ad fatigue and market oversaturation.
Rewarded video ads remain more effective than standard video ads, maintaining a 40% favorability rating among U.S. mobile gamers.
'Monopoly GO' emerged as a top performer in early 2023, securing 45 million installs and $232 million in IAP revenue, particularly among the 25-34 age demographic.
To maintain revenue and user stickiness in a fragmented market, developers must shift toward diversified monetization models, including subscriptions, battle-passes, and data-driven ad optimization.