ReportAppsFlyer
The State of Mobile Gaming in India: 2023
1 Jan 202325 pages~31 min full read
India’s mobile gaming market is projected to reach a value of $8.6 billion by 2027, supported by a user base of over 600 million active players.
See it on page 5In-app purchase revenue in the Indian mobile gaming sector is forecasted to reach $284 billion by 2026.
See it on page 5Retention is critical for profitability, as acquiring new customers is five times more expensive than retaining existing ones.
See it on page 14Data-driven engagement tools are highly effective, with in-app campaigns achieving conversion rates between 15% and 44% and push notifications maintaining a 3.34% click-through rate.
See it on page 12Advanced segmentation techniques, including RFM analysis and predictive AI models like Sherpa, are necessary to reduce churn and lower acquisition costs.
See it on page 18App Store Optimization (ASO) strategies, such as the keyword testing used by RummyCircle, can significantly impact growth, with one campaign driving a 14.2% increase in visibility and 200,000 additional downloads.
See it on page 15India’s mobile‑gaming ecosystem is experiencing rapid expansion, with a projected market value of $8.6 billion by 2027 and more than 600 million active users. Growth is fueled by affordable smartphones, low data costs, and a pandemic‑accelerated surge in casual, hyper‑casual, and real‑money titles. Install rates spiked up to 90 % during lockdowns, while in‑app purchase revenue is expected to reach $284 billion by 2026. To sustain this momentum, brands must deploy comprehensive customer‑engagement platforms that provide real‑time analytics, segmentation, and personalized push campaigns to enhance retention and monetization.
Push notifications and in‑app messaging prove critical for user engagement. Data shows a 3.34 % click‑through rate and up to 91 % delivery success for push alerts, while in‑app campaigns achieve 15–44 % conversion rates and a 38 % average on one million impressions. Segmentation techniques such as RFM, affinity profiling, and predictive AI models (e.g., Sherpa) enable targeted, omnichannel flows that reduce churn and lower acquisition costs—new customers cost five times more than retaining existing ones. App Store Optimization tools like AppTweak further amplify visibility; for instance, RummyCircle’s keyword strategy increased visibility by 14.2 % and drove a 200,000‑download spike after A/B testing.
Despite the market’s growth, brands face declining installs, stickiness, and revenue. The solution lies in data‑driven engagement: hyper‑personalized messaging powered by AI unlocks deeper customer insights, improves retention, and provides a competitive advantage. Platforms such as MoEngage, already trusted by Fortune 500 and internet‑first brands worldwide, offer the scalability required for publishers to thrive in India’s dynamic mobile‑gaming landscape.
