ReportSensor Tower
The State of MOBA Mobile Games 2021
1 Jan 202139 pages~20 min full read
The mobile MOBA market is a 'winner-takes-all' environment dominated by Tencent, Supercell, and ByteDance, making it difficult for new entrants to succeed without established brand recognition.
Global MOBA player spending reached approximately $2 billion in the first half of 2021, with Asia accounting for 84 percent of total revenue.
Honor of Kings is the industry leader with over $10 billion in lifetime revenue, while Pokémon Unite set a sub-genre record with 15 million downloads in its first two days following its September 2021 launch.
While overall sub-genre downloads have stagnated, MOBAs remain one of the fastest-growing segments within the Strategy genre.
Emerging markets including Brazil, Indonesia, and Russia have become critical hubs for daily active user growth.
In the United States, licensed intellectual property is a major driver of engagement, accounting for 43 percent of all MOBA installs.
Monetization strategies are diverging, with some titles prioritizing simplified mechanics for long-term retention while others utilize 'paid advantage' mechanics to increase revenue per download.
This analysis explores the Multiplayer Online Battle Arena (MOBA) sub-genre within the mobile gaming market, focusing on its rapid financial growth and competitive landscape. Leveraging data from Sensor Tower’s Game Intelligence and Store Intelligence platforms, the report examines global trends from 2019 through August 2021. The central thesis identifies MOBAs as a "winner-takes-all" market dominated by a few high-performing titles that command significant player spending despite a general stagnation in overall sub-genre downloads.
The findings reveal that MOBAs are among the fastest-growing segments of the Strategy genre, generating approximately $2 billion in global player spending during the first half of 2021. While Asia remains the dominant force, accounting for 84 percent of total revenue, emerging markets like Brazil, Indonesia, and Russia have become critical hubs for daily active users. Honor of Kings stands as the industry leader, surpassing $10 billion in lifetime revenue, while Mobile Legends and Brawl Stars maintain strong global positions. Notably, the September 2021 launch of Pokémon Unite set a new record for the sub-genre, achieving 15 million downloads in its first two days.
The study also highlights a divergence in monetization and engagement strategies. Titles like Brawl Stars favor simplified mechanics and high long-term retention, whereas others utilize "paid advantage" mechanics—such as stat-boosting skins—to drive higher revenue per download at the potential risk of lower retention. In the United States, intellectual property plays a significant role, with licensed IP games accounting for 43 percent of all MOBA installs. Ultimately, the market is characterized by high concentration among top publishers like Tencent, Supercell, and ByteDance, creating a challenging environment for new entrants without established brand recognition.
