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An Analysis of IPs in U.S. Mobile Gaming

1 January 202125 pages2,438 words

Summary

This analysis explores the impact and performance of Intellectual Property (IP) within the United States mobile gaming market, specifically focusing on the 2020 calendar year. Utilizing Sensor Tower’s Game Taxonomy, the study defines IP as multiplatform licenses originating from sectors such as film, books, television, and console video games, while excluding direct mobile ports. The findings demonstrate that while IP-based titles represent only 9 percent of the total games on the market, they command an outsized share of performance, accounting for 23 percent of player spending and 17 percent of all installs. Data indicates that licensed titles are particularly dominant among mid-core audiences. In 2020, three of the top ten revenue-generating mobile games in the U.S. utilized licenses: Pokémon GO, PUBG Mobile, and Call of Duty: Mobile. Pokémon GO led the market with approximately $480 million in player spending. Furthermore, while top-tier IP and non-IP games saw identical revenue growth of 33.8 percent, IP-based titles significantly outperformed in user acquisition; downloads for the top ten IP games grew by 31.1 percent year-over-year, whereas non-IP titles in the same bracket saw a 3.9 percent decline. The research categorizes performance by IP type and genre, noting that video game IPs contribute one-third of all licensed mobile revenue. Manga follows as the second-largest and fastest-growing category, increasing 54 percent year-over-year. From a genre perspective, Geolocation AR is almost entirely driven by IP, while the RPG and Shooter categories generated $1.1$ billion and $500 million respectively from licensed titles. Conversely, the massive Puzzle genre remains largely untapped by IP, with only 5 percent of its revenue coming from licensed games. The conclusion suggests that as the marketing landscape shifts post-IDFA, recognizable IPs will become increasingly vital for organic discovery and player acquisition.

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