New Subgenres: Current Market Positions in the Three Biggest Mobile Game Markets

This analysis examines the market performance of seven newly categorized mobile game subgenres—Merge Games, Asymmetric Survival, Other Casino, Casual Casino, Sovereign Games, Bubble Shooter, and Tower Defense RPG—across the iOS platforms in the United States, China, and Japan. By comparing Q1 2021 data against Q1 2020, the study aims to identify emerging trends and revenue potential for these niche categories within the broader mobile gaming landscape.

While these subgenres do not currently command the massive revenue shares held by dominant categories like Match3, MMORPGs, or turn-based RPGs, they provide valuable insights into evolving player preferences. Regional disparities are significant; for instance, "Other Casino" games, including traditional mahjong, are highly concentrated in the Chinese market, whereas "Casual Casino" titles like Coin Master demonstrate stronger success in Western markets. Similarly, "Merge Games" show higher popularity in the West, with recent titles like Merge Mansion and Evermerge driving growth.

The analysis also highlights specific performance shifts, such as the growth of "Asymmetric Survival" in the U.S. market, driven by titles like Identity V. Conversely, "Tower Defense RPG" titles, such as Arknights, have experienced notable revenue declines in Asian markets. Overall, the findings suggest that while these subgenres occupy smaller market segments, they remain critical indicators of shifting consumer tastes and provide essential competitive intelligence for developers and publishers navigating the global mobile gaming industry.