Umamusume: Pretty Derby

IP-Based Mobile Games: 2022

The mobile gaming landscape has shifted toward intellectual property (IP) as a primary strategy for navigating user-tracking challenges like Apple’s App Tracking Transparency.

• By 2021, nearly all top-downloaded new iOS titles were based on existing intellectual property, confirming IP as the primary strategy for organic user acquisition following privacy shifts like Apple’s App Tracking Transparency.
• Western IPs (e.g., Disney, Marvel) drive higher global download volumes, while Eastern IPs (e.g., Japanese manga, Chinese literature) generate superior revenue through specialized monetization models like gacha.
• Successful IP-based games require a 'perfect fit' between core gameplay mechanics and source material lore, as seen in titles like Marvel Strike Force and Umamusume: Pretty Derby.