ReportSocialPeta
2022 Israeli Mobile Game Market Report
1 Jul 202240 pages~30 min full read
The Israeli mobile game market generated approximately $9 billion in revenue in 2022, supported by 200 development studios and a workforce of 14,000 employees.
Major Israeli publishers including Playtika, Plarium, Moon Active, and Crazy Labs have established themselves as global leaders by maintaining diversified portfolios across social, casino, RPG, and simulation genres.
While social and casual titles attract the highest investment and install volumes, action, strategy, and hyper-casual games—exemplified by titles like Coin Master, PUBG Mobile, and Fill the Fridge!—lead in total downloads and earnings.
The COVID-19 pandemic served as a primary growth catalyst, significantly increasing user engagement and in-app purchase frequency to solidify mobile gaming as a habitual consumer activity.
Successful international expansion requires region-specific marketing strategies, such as utilizing live-action influencer content in the U.S. versus character-driven, gacha-focused narratives in Japan.
The 2022 Israeli mobile‑game market is portrayed as a rapidly expanding sector that now commands a global presence, with the analysis aiming to quantify its economic weight, identify the drivers behind its growth, and assess its competitive standing worldwide. In 2022 the market generated roughly nine billion dollars in revenue, supported by about two hundred development studios employing fourteen thousand people. Social and casual titles dominate both investment flows and install numbers, while action, strategy and hyper‑casual games lead in downloads and earnings, exemplified by hits such as Coin Master, PUBG Mobile and Fill the Fridge!.
The surge was accelerated by the COVID‑19 pandemic, which deepened user engagement and boosted in‑app purchases, turning mobile gaming into a habitual pastime for a broad audience. Leading Israeli publishers—Playtika, Plarium, Moon Active and Crazy Labs—have leveraged this momentum to become global players, delivering diversified portfolios that span social, casino, RPG and simulation genres and consistently ranking among the world’s top‑performing titles.
Beyond domestic performance, the study highlights divergent creative advertising formats across key international markets. U.S. campaigns favor live‑action influencer videos, Japanese ads emphasize character artwork, voice acting and gacha‑driven narratives, while South Korean promotions adopt their own distinct stylistic approaches. These regional preferences underscore the importance of tailored marketing strategies for Israeli developers seeking to expand beyond their home market.
