Market (Mobile)·Updated Mar 17, 2026 by Newzoo
Established intellectual property is now a primary driver of mobile success, evidenced by the fact that only one non-IP title reached the top ten global downloads in 2021.
High-spending players, defined as those investing over $25 per month, show a significantly higher propensity to download games based on familiar franchises than low spenders.
While Western IPs like Disney and Marvel drive high global download volumes, Eastern IPs from Japanese manga and Chinese literature dominate top-grossing charts due to deep monetization mechanics like gacha systems.
Leveraging recognized brands serves as a critical strategy to bypass rising user acquisition costs caused by privacy changes such as Apple’s IDFA.
Long-term retention requires a 'fan-first' approach where game mechanics, such as the high-quality simulation found in Umamusume: Pretty Derby, align seamlessly with the source material.
Sustainable profitability depends on deep collaboration between developers and licensors to create exclusive content that expands the franchise's universe rather than relying on brand recognition alone.
Established intellectual property is now a primary driver of mobile success, evidenced by the fact that only one non-IP title reached the top ten global downloads in 2021.
High-spending players, defined as those investing over $25 per month, show a significantly higher propensity to download games based on familiar franchises than low spenders.
While Western IPs like Disney and Marvel drive high global download volumes, Eastern IPs from Japanese manga and Chinese literature dominate top-grossing charts due to deep monetization mechanics like gacha systems.
Leveraging recognized brands serves as a critical strategy to bypass rising user acquisition costs caused by privacy changes such as Apple’s IDFA.
Long-term retention requires a 'fan-first' approach where game mechanics, such as the high-quality simulation found in Umamusume: Pretty Derby, align seamlessly with the source material.
Sustainable profitability depends on deep collaboration between developers and licensors to create exclusive content that expands the franchise's universe rather than relying on brand recognition alone.