ReportSensor Tower
An Analysis of IPs in U.S. Mobile Gaming
1 Jan 202125 pages~20 min full read
Licensed IP titles represent only 9% of the U.S. mobile market but account for 23% of total player spending and 17% of all installs.
See it on page 7Video game franchises are the primary drivers of IP revenue, contributing one-third of the total, followed by manga (13%), television (12%), and comics (10%).
See it on page 9Action, shooter, and role-playing games rely most heavily on licensed IP, with these genres deriving 64%, 45%, and 47% of their respective revenues from such titles.
See it on page 19IP-based mobile games achieved a 33.8% year-over-year growth rate in 2020, matching the growth performance of non-IP titles.
See it on page 6High-performing titles such as Pokémon GO, Call of Duty: Mobile, and Marvel Contest of Champions demonstrate the significant revenue potential of leveraging established franchises.
See it on page 12Racing and puzzle genres currently show minimal influence from licensed intellectual property compared to more action-oriented categories.
See it on page 21The analysis evaluates the influence of licensed intellectual property (IP) on the U.S. mobile gaming market during 2020, using Sensor Tower’s taxonomy and revenue data from the App Store and Google Play. It finds that only 9 % of mobile titles in the United States carry an IP license, yet these games generated 23 % of total player spending and 17 % of installs, indicating a disproportionate revenue contribution. Video game IPs dominate the licensed segment, accounting for one‑third of IP revenue and 60 % of that share; manga IPs represent the second largest category at 13 %, followed by television (12 %) and comics (10 %). The report highlights that action, shooter, and role‑playing game genres exhibit the highest proportion of IP revenue—64 % in action, 45 % in shooter, and 47 % in RPG—while genres such as racing and puzzle show minimal IP influence. Top performers include Pokémon GO (video game IP), Call of Duty: Mobile (shooter IP), and Marvel Contest of Champions (comics IP). Year‑over‑year growth for IP titles matched non‑IP titles at 33.8 %, driven largely by Call of Duty: Mobile and new releases like PUBG Mobile. The findings suggest that, despite a small market share in terms of titles, IP‑based games command significant revenue and are poised for continued expansion as publishers leverage popular franchises across multiple genres.
