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Report
66 pages
Insights into Global Mobile Game Marketing Trends for H1 2025
AI-driven creative production has become the industry standard, with generative tools and AI-enhanced playable ads compressing development cycles to under one week.
Europe leads in market participation with over 43,000 monthly advertisers, while North America maintains the highest creative density at approximately 119 assets per advertiser.
Casino games have emerged as the second-largest spending category, recording a 14.5% year-over-year increase in market share.
Market Analysis
Advertising
In-Game Advertising
+2
SocialPeta
Dec 2024
Report
46 pages
Digital Market Index: Q4 2024
Global in-app purchase revenue reached a record $39.4 billion in Q4 2024, bolstered by a 28.2% year-over-year surge in non-game application spending.
TikTok became the first application to surpass $6 billion in annual revenue, highlighting the massive monetization potential of non-game platforms.
The iOS ecosystem captured 70% of total revenue, while Google Play maintained its dominance in scale by facilitating nearly 75% of the 34.1 billion global downloads.
Market Analysis
Global
Mobile
+1
Sensor Tower
Dec 2024
Report
74 pages
2024 Global Mobile Games Marketing Trends & Insights
The top 50 publishers now control 70% of total global mobile gaming revenue, driving a market-wide shift toward hybrid-casual models that combine ad-based revenue with in-app purchases.
Advertising activity surged by 60% year-over-year in 2024, with 250,000 advertisers deploying 46.2 million creative assets despite a decline in new market entrants.
Short-form video has become the dominant engagement driver, accounting for up to 81% of impressions in the Puzzle and Simulation genres.
Market Analysis
Advertising
In-Game Advertising
+2
SocialPeta
Dec 2024
Report
24 pages
Insights into Marketing Trends in Southeast Asian Mobile Games in 2024
Video-centric marketing is the dominant strategy in Southeast Asia, accounting for nearly 70% of all ad creatives across all mobile game genres.
Indonesia is the region's largest market by advertiser volume with 12.3K monthly advertisers, while Thailand leads in content intensity with over 100 creatives per advertiser.
The Southeast Asian mobile gaming market saw a 9.5% year-over-year increase in active advertisers, averaging over 20,000 per month between January and August 2024.
Market Analysis
Advertising
Southeast Asia
+1
SocialPeta
Oct 2024
Report
36 pages
Gaming Industry Report: Q3 2024
The global gaming market reached a valuation of $188 billion in 2024, representing a 2.1% year-over-year growth.
Public gaming ETFs outperformed the S&P 500 year-to-date, posting gains between 22% and 36% compared to the S&P's 21%.
Venture funding in Q3 2024 totaled $517 million across 92 deals, marking a 1% increase in funding despite a 14% decline in deal volume quarter-over-quarter.
Market Analysis
Investment
Funding
+5
Konvoy
Oct 2024
Report
71 pages
Insights into Global Mobile Game Marketing & Ad Spend Trends for H1 2024
Monthly active advertisers in mobile gaming grew 33.7% year-over-year in H1 2024, surpassing 55,000 total advertisers.
Rewarded playtime has become a primary monetization driver, generating eCPMs 2.7 times higher than standard ad formats.
Video remains the dominant ad medium at 77% of total formats, though average monthly creatives per advertiser dropped to 105 as AI-generated imagery gains traction.
Marketing
Advertising
User Acquisition
+2
SocialPeta
Jun 2024
Report
15 pages
Mobile Games Annual Investment Report
Venture capital in 2023 prioritized early-stage mobile gaming ventures, specifically those integrating blockchain technology and decentralized infrastructure.
Andreessen Horowitz led investment activity by deploying 63 million dollars across eight deals, including a 33 million dollar seed round for Proof of Play.
Investment focus remained diverse, spanning social gaming, AI-driven development, and fantasy sports, exemplified by Lumikai’s 22 million dollar investment in Eloelo.
Investment
Market Analysis
Global
+1
DDM
Jun 2024
Report
45 pages
Digital Market Index: Q2 2024
Global consumer spending reached $36.2 billion in Q2 2024, an 11.7% year-over-year increase driven largely by non-gaming applications, which now account for 46% of total expenditure.
Strategy games surpassed RPGs as the top-grossing mobile gaming genre for the first time since 2017, bolstered by the performance of titles like Last War and Squad Busters.
U.S. digital advertising expenditure exceeded $27 billion in Q2 2024, with social media platforms capturing 76% of that total spend.
Market Analysis
Global
Mobile
Sensor Tower
Jun 2024
Report
35 pages
Gaming Spotlight H1 2024
Mobile gaming remains the dominant market segment with projected 2024 revenues of $83 billion, representing a 6 percent year-over-year increase.
Home-console and handheld gaming segments are experiencing a decline, with projected revenues of $42 billion (down 1 percent) and $2.5 billion (down 2 percent) respectively.
Growth in the mobile sector is primarily driven by rapid user acquisition and spending expansion in emerging markets, specifically India and Indonesia.
Market Analysis
Monetization
In-Game Advertising
+2
Sensor Tower
Jun 2024
Report
40 pages
2024 Casual Gaming Apps Report
The casual gaming market is shifting from hyper-casual titles toward hybrid-casual and 3D match models, with 3D Match category market share on US iOS increasing fivefold between April 2023 and April 2024.
Developers are increasingly bypassing app store fees by adopting proprietary web stores and engagement-linked offers, a strategy now utilized by 70% of top-performing US casual games.
User acquisition costs are highly bifurcated, with iOS installs averaging $4.83 compared to $0.65 on Android, though iOS maintains a superior Day 7 return on ad spend.
Market Analysis
Monetization
Live Ops
+3
Liftoff
Apr 2024
Report
4 pages
Transparent and Fair Purchases of In-Game Content
The PEGI Code of Conduct mandates that signatories display purchase icons, provide receipts, and disclose real-world costs for virtual currency, while requiring transparent probability disclosures for paid random items like loot boxes.
Only 20.8% of PEGI-rated games include in-game purchase options, with just 3% of all rated games offering paid random items.
Parental supervision remains robust, with 76% of parents reporting their children do not make in-game purchases, a figure that has remained stable since 2020.
Monetization
Europe
Mobile
+1
Video Games Europe
Apr 2024
Report
40 pages
State of the Market 2023: An Annual Analysis of App Market and Advertising Activities
Video advertising is the primary revenue driver, experiencing a 37% growth on Android and a 16% increase on iOS during 2023.
Facebook and Instagram remain the dominant platforms for social advertising, serving as the primary channels for broad audience reach and engagement.
Android is outpacing iOS in video ad adoption, demonstrating a significantly stronger growth trajectory for video-based marketing strategies.
Market Analysis
Advertising
Global
+1
Apptica
Mar 2024
Report
53 pages
Mobile App Trends 2024: Japan Edition
The Japanese mobile market generated $17.9 billion in consumer spending in 2023, with Q1 2024 showing a 3.5% increase in spending and a 3% rise in downloads.
Mobile gaming remains the primary revenue driver, with RPGs capturing nearly 50% of consumer spend and simulation games achieving session lengths exceeding 40 minutes.
Finance apps experienced a 53.5% surge in spending in early 2024, while e-commerce apps reached a first-month lifetime value of $9.67, nearly double the global median.
Market Analysis
Player Behavior
Mobile
+1
Sensor Tower
Mar 2024
Report
49 pages
State of Play: Spring Edition
Mobile gaming is the industry's primary growth engine, with 1.9 billion players and projected annual revenue of $118 billion by 2027.
Regulatory changes like the EU's Digital Markets Act are dismantling app store walled gardens, enabling developers to bypass standard commission fees through alternative billing and direct-to-consumer commerce.
Cross-platform play is now a standard expectation, with 87% of multiplayer gamers participating and developers increasingly integrating 5G and mobile wallets to facilitate unified 'cross-pay' ecosystems.
Market Analysis
Investment
Mobile
+1
Xsolla
Mar 2024
Report
33 pages
Marketing Insights into Global Casual & Puzzle Games for Q1 2024
The global mobile gaming advertiser base grew 29% year-over-year in Q1 2024 to 51,300 participants, while the volume of unique creatives per advertiser dropped by 18% as firms shifted toward quality over quantity.
Casual and puzzle games dominate the market, accounting for 50% of all active advertisers, with casual games alone responsible for nearly 40% of total ad creatives.
Success in saturated markets like the US and Europe requires high-quality short-form video content and rapid creative iteration to mitigate player fatigue.
Marketing
In-Game Advertising
Global
+2
SocialPeta
Mar 2024
Report
44 pages
Q1 2024 Digital Market Index
The global digital gaming market reached $23.7 billion in Q1 2024, a 4.2% year-over-year increase driven primarily by subscription models and live-ops monetization.
Top-tier publishers consolidated their market position, capturing over 45% of global digital game sales as mid-size and indie developers faced increased pressure from rising user acquisition costs.
Mobile gaming trends shifted away from hyper-casual titles, which saw a decline of over 10% year-over-year, in favor of niche sub-genres offering deeper mechanics and social interaction.
Market Analysis
Advertising
Mobile
+1
Sensor Tower
Mar 2024
Report
14 pages
The True Cost of Building a Mobile Game Backend: Spring 2024
Building an in-house mobile game backend costs an average of $21.6 million per studio, based on 52 developers working for 36 months at a mean annual salary of $138,864.
The decision to build proprietary backend technology frequently diverts gameplay programmers from core development, with nearly 50% of studios reporting slowed production timelines as a result.
Internal backend development negatively impacts human capital, as one-third of surveyed studios reported increased employee crunch and higher turnover rates.
Live Ops
Game Development
Mobile
+1
Metaplay
Mar 2024
Report
72 pages
Africa Games Industry Report
The African gaming market is a high-growth mobile-first sector, with the player base expanding from 77 million in 2015 to 186 million in 2021 and annual revenues projected to exceed $1 billion by 2024.
Infrastructure instability remains the primary barrier to professionalization, with 60% of industry participants identifying poor power supply and high internet costs as critical obstacles to growth.
The industry is currently in a nascent, hobbyist-dominated state where 59% of developers have never secured external investment and only 36% earn a full-time living from their work.
Market Analysis
Player Demographics
Mobile
+1
Games Industry Africa
Mar 2024
Report
14 pages
The True Cost of Building a Mobile Game Backend
Building an in-house mobile game backend costs an average of $21.6 million, requiring 52 developers working over a 36-month period.
Diverting gameplay programmers to backend infrastructure tasks slows overall development velocity for 50% of surveyed studios.
Internal backend development contributes to negative organizational outcomes, including increased employee turnover, higher rates of crunch, and direct revenue loss for 20% of studios.
Game Development
Live Ops
Market Analysis
+2
Metaplay
Mar 2024
Report
35 pages
Store Intelligence Data Digest: Q4 2023
Global mobile app downloads fell 6% year-over-year in Q4 2023 to 33.4 billion, driven by an 8% decline in Google Play installs despite a 1.3% increase in iOS downloads.
India remains the world's largest mobile market with 6.1 billion downloads, though Google Play installs in the region declined by 13% while iOS adoption grew.
TikTok reclaimed the top spot for global downloads following an 80% surge in China, while Temu dominated Western markets but struggled with user stickiness, maintaining daily engagement rates below 20%.
Market Analysis
Mobile
Global
+1
Sensor Tower
Mar 2024
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