Monthly Game Industry Report: July 2022

Key insights

7 takeaways

01
Seventy-five percent of advertisers surveyed by Tenjin said their iOS revenue was negatively impacted after Apple's IDFA protocol.See it on page 6
02
Tenjin reports that 59% of surveyed advertisers moved their ad budgets from iOS to Android, though not necessarily leaving iOS completely.See it on page 7
03
Sixty-six percent of Americans play video games every week, according to the Entertainment Software Association study.See it on page 12
04
The majority of American gamers prefer to play on mobile devices, with 70% playing on smartphones.See it on page 13
05
In May 2022, global mobile game player spending was $6.8 billion, an 8% year-over-year decline according to SensorTower.See it on page 21
06
SensorTower projects that mobile app revenue will surpass mobile games by 2026.See it on page 22
07
McKinsey & Company estimates the metaverse industry will reach $5 trillion by 2030.See it on page 23

Summary

The document is a July 2022 monthly mobile game industry report compiled from several sources, including Tenjin, GameRefinery, SensorTower, McKinsey & Company, Entertainment Software Association, Google, Oyunfor and AppQuantum. It covers advertising shifts after Apple's IDFA changes, market trends in the US, China and Japan for May 2022, American player habits, Turkish game revenue and monetization, and metaverse projections. Tenjin reports that 75% of surveyed advertisers said their iOS revenue was negatively impacted by Apple's IDFA protocol, with ad revenue for games and apps decreasing by an average of 39% among those who disclosed figures. Tenjin also found that 59% of surveyed advertisers moved ad budgets from iOS to Android. The ESA study reports that 66% of Americans play video games weekly and that 70% of American gamers play on smartphones. SensorTower states that global mobile game player spending in May 2022 was $6.8 billion, an 8% year-over-year decline. It also projects that mobile app revenue will surpass mobile games by 2026, while McKinsey estimates the metaverse industry will reach $5 trillion by 2030.