ReportSensor Tower
Intellectual Property in the Mobile Games Market 2021: An Analysis of IPs in U.S. Mobile Gaming
1 Jan 202125 pages~20 min full read
While IP-based games represent only 9 percent of the total U.S. mobile market, they account for 23 percent of player spending and 17 percent of all downloads.
See it on page 7Video game-based IPs are the leading category, generating one-third of all licensed mobile game revenue in 2020.
See it on page 21Manga is the fastest-growing IP category, experiencing a 54 percent year-over-year revenue increase.
See it on page 9IP usage is most concentrated in mid-core genres, with Geolocation AR being almost entirely composed of licensed titles, while Action, RPG, and Shooter genres show the strongest correlation between IP and revenue growth.
See it on page 17The Puzzle genre remains an untapped opportunity for IP expansion, as licensed titles currently account for only 5 percent of its total revenue.
See it on page 21The strategic use of recognizable IP is becoming increasingly critical for user acquisition and brand awareness, particularly as industry changes impact traditional identifier tracking.
See it on page 21The mobile gaming landscape in the United States is significantly influenced by intellectual property (IP), which serves as a powerful driver for both revenue and user acquisition. While IP-based titles represent only 9 percent of the total mobile game market, they command an outsized share of industry performance, accounting for 23 percent of total player spending and 17 percent of all downloads in 2020. This trend underscores the efficacy of established brands in capturing market attention and maintaining stable growth compared to non-IP titles.
Video game-based IPs are the most dominant category, generating one-third of all licensed mobile game revenue in 2020. Other significant contributors include Manga, which emerged as the fastest-growing IP type with a 54 percent year-over-year revenue increase, followed by Television and Comics. Notably, the Marvel brand maintains a pervasive presence across multiple media formats, illustrating how successful IPs often transcend their original medium to achieve cross-platform dominance.
The impact of IP is most pronounced within mid-core genres, specifically Geolocation AR, Action, RPG, and Shooter. Geolocation AR is almost entirely comprised of licensed titles, while Action, RPG, and Shooter genres show the strongest correlation between IP usage and rapid revenue growth. Conversely, massive categories like Puzzle remain largely untapped by IP, with only 5 percent of revenue derived from licensed games, suggesting a potential area for future expansion.
This analysis utilizes data from the U.S. App Store and Google Play throughout 2020, employing a taxonomy that categorizes IPs originating from films, books, television, toys, celebrities, sports, board games, video games, comics, and manga. The findings suggest that as the mobile marketing landscape evolves, particularly following changes to identifier tracking, the strategic deployment of recognizable IPs will become increasingly vital for developers seeking to build awareness and drive sustainable user acquisition.
