ReportXsolla
The Xsolla Report: State of Play (2024)
1 Jan 202447 pages~69 min full read
Mobile gaming remains the fastest-growing market segment with 2024 revenues projected at $98.7 billion, driven heavily by Asia’s $65 billion contribution.
See it on page 25Direct-to-consumer web shops are disrupting traditional distribution by allowing developers to bypass 30% app-store fees, a model already utilized by 77% of gamers.
See it on page 33In-app revenue remains highly concentrated, with the top 2–6% of 'whale' spenders generating approximately 95% of total earnings.
See it on page 41Emerging markets in Africa, including Egypt, Nigeria, and South Africa, are experiencing 25–30% annual growth with average spends per user ranging from $12 to $20.
See it on page 23Women now represent 87% of the mobile gaming audience, necessitating a shift toward inclusive talent pipelines and product design that prioritizes monetisation strategy over simple ad insertion.
See it on page 11Regulatory changes like the Digital Markets Act are increasing developer autonomy, contributing to a landscape where 70% of marketers now utilize in-app advertising.
See it on page 32Subscription models are gaining significant traction, particularly in the APAC region, where Singaporean users lead with an 88% adoption rate.
See it on page 25The report establishes that mobile gaming is the fastest‑growing segment of the global games market, with 2024 revenues projected at $98.7 billion and Asia alone contributing $65 billion. Emerging regions—Africa, Latin America, the Middle East—are expanding the player base and creating new monetisation opportunities. A shift toward direct‑to‑consumer web shops, used by 77 % of gamers, is reshaping distribution and allowing developers to bypass the traditional 30 % app‑store fee. The Digital Markets Act further empowers developers with data control and alternative channels, driving a rise in in‑app advertising (70 % of marketers now use it) and subscription models, especially in APAC where Singaporean buyers lead at 88 % adoption.
Key findings highlight the importance of designing monetisation rather than merely inserting ads. Laura Teclemariam’s career trajectory illustrates how product teams that focus on “designing for monetisation” can lift games into the top 25 rankings. Her advocacy for apprenticeship and rotational programs addresses industry barriers to entry, promoting diversity and inclusion—critical as women now represent 87 % of mobile gamers.
Regional data underscore a global trend: mature markets such as the UK and France see $1.4 billion in 2024 revenue, driven by casual and puzzle titles, while emerging markets like Egypt, Nigeria, and South Africa exhibit 25–30 % annual growth with average spend per user between $12 and $20. In all regions, the top 2–6 % of “whale” spenders generate roughly 95 % of in‑app revenue, reinforcing the value of targeted retention strategies.
Overall, the analysis demonstrates that mobile gaming’s explosive growth is underpinned by diversified monetisation models, regulatory shifts favoring developer autonomy, and a demographic shift toward female players. These dynamics create a fertile environment for innovative distribution channels, inclusive talent pipelines, and higher lifetime values across both mature and emerging markets.
