The global mobile gaming market is projected to exceed $100 billion in 2020, supported by 2.6 billion players and a 24% increase in daily in-app payments.
See it on page 3Midcore and strategy games are the most efficient segments, achieving a 39.5% 30-day return on ad spend with low acquisition costs, particularly on Android.
See it on page 37While the average cost per install has hit a record low of $1.47, the industry faces a 24% rise in install-to-purchase costs and a decline in conversion rates to 3.3%.
See it on page 9Japan remains the premier market for monetization and retention, doubling regional peer retention rates and exceeding return on ad spend targets by over 10 percentage points.
See it on page 62iOS offers a higher return on investment than Android but requires four times the acquisition spend, while organic users continue to outperform paid users in long-term loyalty.
See it on page 55The hyper-casual sector is projected to reach $3 billion in 2020, though market saturation is forcing a transition toward hybrid monetization models to address falling engagement.
See it on page 30The global mobile gaming market is projected to surpass $100 billion in revenue in 2020, fueled by a 2.6 billion-person player base and a 24% surge in daily in-app payments. While the average cost per install has reached a record low of $1.47, the industry faces a tightening conversion landscape where install-to-purchase costs have risen by 24% and conversion rates have dropped to 3.3%. Midcore and strategy games have emerged as the most efficient segments, offering the highest 30-day return on ad spend at 39.5% while maintaining low acquisition costs, particularly on the Android platform.
Geographic performance varies significantly, with Japan and North America established as the premier markets for user retention and monetization. Japan consistently outperforms global benchmarks, doubling the retention rates of its regional peers and exceeding return on ad spend targets by over 10 percentage points. While the Asia-Pacific region as a whole delivers high returns, it is characterized by the highest acquisition costs. In contrast, the EMEA region, specifically the United Kingdom, provides a high-value alternative by balancing affordable install costs with strong returns. Emerging markets like Brazil offer the lowest entry costs globally but present high risks due to poor long-term retention and low conversion.
The hyper-casual sector is expected to reach $3 billion in 2020, though market saturation is driving a shift toward hybrid monetization models to combat declining long-term engagement. Across all genres, platform choice remains a critical strategic factor; iOS provides a slight advantage in return on investment but requires four times the acquisition spend of Android. Furthermore, while paid user acquisition drives initial engagement in midcore and social casino categories, organic users continue to demonstrate superior long-term loyalty, highlighting the ongoing importance of organic growth strategies in a competitive global landscape.
