Global Mobile Games in August: August 2023

The August 2023 snapshot of the global mobile gaming market highlights a mix of sustained franchise performance and emerging titles. In revenue, MONOPOLY GO! dominated the U.S. App Store with $72.5 million in a single‑store month, up 67% from July, while anime titles such as “Qin Shi Huang” and FGO saw double‑digit growth, with FGO surpassing $7 billion in lifetime revenue. MiHoYo’s Honkai: Star Rail and Genshin Impact posted $47.2 million and $17.8 million respectively, both benefiting from new character drops. On Google Play, PUBG Mobile generated $15.7 million, and Lineage M earned $44.5 million, reflecting strong MMO engagement.

Download activity mirrored these trends. My Perfect Hotel achieved 5.3 million iOS downloads, a tenfold increase from July, while Proiect Makeover and Whiteout Survival saw 35% and 29% month‑on‑month gains. Google Play downloads surged for Football League 2023 (16.5 million, 180% MoM), Royal Match (13.1 million, 26% MoM), and Stumble Guys (7.3 million, 62% MoM). These figures underscore the continued appeal of idle and casual titles alongside high‑end action games.

Advertising activity was concentrated on major markets, with PUBG Mobile’s “Metal Slug: Awakening” campaign deploying 18,000 deduplicated creatives—326% MoM growth—and 89% new ads. Video formats dominated, especially landscape 1280×720 clips under 30 seconds, targeting nostalgia and gameplay highlights. Other notable campaigns included Moonlight Thieves Guild’s celebrity‑endorsed pre‑registration push and several new MMO launches in Southeast Asia.

Overall, August 2023 demonstrated robust revenue streams from established IPs, significant download growth for idle and casual games, and a strategic shift toward video‑centric advertising across key regions.