Analyst Bulletin: Mobile Game Market Review February 2023

The mobile game market in February 2023 was characterized by a strategic focus on player retention through the implementation of diverse gameplay modes and high-profile collaboration events. Developers across the United States, China, and Japan increasingly utilized cross-media partnerships—particularly with anime franchises—and integrated secondary mechanics, such as minigames and roguelite elements, to sustain engagement and drive revenue.

In the US market, collaboration events proved highly effective for monetization. Mobile Legends: Bang Bang achieved its highest-ever grossing rank following a partnership with the Jujutsu Kaisen anime, while Goddess of Victory: Nikke reached the 25th-grossing rank through a Chainsaw Man crossover. Marvel Snap saw a 600% daily revenue spike following the introduction of a new Battle Mode and a season pass tied to the release of Ant-Man and the Wasp: Quantumania. Additionally, developers continued to experiment with user acquisition through minigames, as seen in X-Hero’s implementation of rotating puzzle-based modes and the expansion of merge-mechanic events within the Playrix portfolio.

Market activity in China and Japan highlighted a trend toward deepening core gameplay loops. In China, QQ Speed expanded its card-battler mode with synchronous PvP, and Harry Potter: Magic Awakened introduced a desert-themed map featuring roguelite mechanics and home-decoration systems. Japan’s market saw significant success with Umamusume Pretty Derby, which reached the top of the charts following a second-anniversary update that included a new training scenario. Puzzle & Dragons also leveraged its Gundam collaboration to introduce complex multi-attribute character mechanics. These updates collectively demonstrate a broader industry shift toward enriching existing titles with varied, content-heavy features to maintain competitive standing in major mobile gaming regions.