ReportNewzoo
Mobile Game Genre Report: Comparing & Contrasting Eastern and Western Markets 2021
1 Jan 202125 pages~20 min full read
Western markets prioritize casual genres like puzzle and arcade, while Eastern markets demonstrate a stronger preference for competitive, immersive titles such as Battle Royale and RPGs.
See it on page 11Monetization strategies differ by region, with Western titles leaning toward in-game advertising (IAA) models, while Japanese players show a higher propensity for in-app purchases (IAP).
See it on page 18Puzzle games are a global staple, but Western implementations focus on narrative and decoration, whereas Eastern versions prioritize character collection, deep economies, and gacha mechanics.
See it on page 4Live-ops and social engagement features are essential for player retention globally, though content must be culturally localized, such as using anime or manga collaborations in Japan.
See it on page 8Successful global expansion requires rigorous localization of marketing creatives and user acquisition strategies, supported by A/B testing and performance-based ad optimization.
See it on page 17The United States is the leading global market for puzzle games, followed by Japan and China.
See it on page 7This report examines the mobile gaming landscape in 2021, focusing on the strategic differences between Eastern and Western markets regarding genre popularity, monetization, and user acquisition. While mobile is the leading gaming platform globally by revenue and player count, market dynamics vary significantly between regions. The United States remains the largest market for puzzle games, followed by Japan and China, though Western markets generally favor casual genres like puzzle and arcade, whereas Eastern markets demonstrate a higher preference for competitive, immersive titles such as Battle Royale and role-playing games.
Key findings indicate that while puzzle games are popular globally, their implementation differs by region. Western titles often emphasize narrative and decoration, while Eastern titles frequently integrate deeper economies, character collection, and gacha mechanics. Monetization strategies also diverge; Western players show a higher tolerance for in-game advertising, leading to an IAA-focused revenue model. Conversely, Japanese players exhibit a greater willingness to engage in in-app purchases, resulting in a more balanced or IAP-heavy approach. Live-ops, including limited-time events and social engagement features, are identified as critical tools for retention in both regions, though the specific content—such as collaborations with anime or manga in Japan—is tailored to local cultural interests.
The analysis relies on industry data and expert insights, including case studies from developers like Translimit. Methodology involves comparing consumer behaviors, demographic profiles, and revenue streams across key markets. The report concludes that successful global expansion requires rigorous localization of marketing creatives and user acquisition strategies. Developers are encouraged to utilize A/B testing and performance-based ad optimization to navigate the distinct preferences of Western and Eastern audiences, ensuring that both gameplay mechanics and monetization models align with regional expectations.
