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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
31 pages
AI Apps Market Insights 2024
Global AI app downloads are projected to reach 3.3 billion by the end of 2024, with in-app purchase revenue expected to grow 51% year-over-year to $3.3 billion.
AI Art Generators dominate the market as the most profitable sub-genre, capturing 53% of total industry revenue, followed by AI Chatbots at 29%.
ChatGPT remains the industry benchmark with 190 million monthly active users and a record $45 million in monthly revenue as of August 2024.
Market Analysis
AI
Mobile
+1
Sensor Tower
Mar 2024
Report
38 pages
Landscape Shifts in IP Gaming: An Analysis of How the Competitive Landscape of IP in Gaming Has Shifted in 2023
Established intellectual properties dominated the 2023 market, accounting for every top-performing launch on both PC and console platforms.
Licensed mobile titles generated $16 billion in gross revenue in 2023, with Monopoly GO! reaching $1 billion in under seven months to drive Hasbro and Scopely to the top of industry rankings.
Video game and anime IPs dominate the Asian market with a 70% share of downloads, while board game IPs saw a notable revenue surge in the United States.
Market Analysis
Monetization
Global
+1
Sensor Tower
Jan 2024
Report
78 pages
2023 Global Mobile Games Marketing Trends White Paper
The mobile gaming industry shifted toward a hybrid-casual model in 2023, blending hyper-casual accessibility with mid-core monetization to stabilize revenue through combined in-app advertising and purchases.
Monthly active advertisers surged by nearly 50% year-over-year, surpassing 40,000 globally as competition for user acquisition intensified.
Video ads remain the dominant format, accounting for over 76% of total impressions, while AI-generated image creatives are increasingly used to mitigate rising acquisition costs.
Marketing
Monetization
In-Game Advertising
+2
SocialPeta
Jan 2024
Report
103 pages
State of Mobile 2024
The global mobile economy grew 3% to $171 billion in 2023, supported by a $362 billion advertising market projected to exceed $400 billion in the coming year.
Mobile gaming spending contracted by 2% as the industry consolidated around established high-fidelity IPs and social multiplayer genres, though titles like Monopoly GO and Honkai: Star Rail proved that high-quality debuts remain viable.
Non-gaming apps reached a record $64 billion in consumer spend, highlighted by TikTok becoming the first non-game app to surpass $10 billion in lifetime revenue.
Market Analysis
Global
Mobile
+1
data.ai
Jan 2024
Report
55 pages
State of Play: Winter 2024
Global gaming revenue is projected to reach $205.7 billion by 2026, growing at an average annual rate of 3.9 percent from its 2023 baseline of $106.8 billion.
Mobile gaming serves as the primary industry engine, with the sector expected to generate $111.4 billion in spend following 76.8 billion app downloads across iOS and Google Play in the first half of 2023.
Consumer spending experienced high volatility in 2023, surging by 60 percent early in the year before stabilizing within a range of –10 percent to +20 percent.
Market Analysis
Market Forecast
Monetization
+2
Xsolla
Jan 2024
Report
47 pages
The Xsolla Report: State of Play (Autumn 2024 Edition)
Mobile gaming is the dominant global segment, generating $98.7 billion in 2024, with $65 billion of that revenue originating from Asian markets.
A small 'whale' cohort comprising 2% to 6% of the player base accounts for 95% of all in-app spending.
Direct-to-consumer (D2C) web shops are highly effective, with 81% of players aware of them and 77% having completed at least one purchase.
Market Analysis
Player Behavior
Mobile
+1
Xsolla
Jan 2024
Report
48 pages
Mobile App Trends: 2024 Edition
Fintech and e-commerce drove significant market growth in 2023, with fintech seeing a 42% increase in installs and a 118% surge in in-app revenue.
E-commerce performance remained strong with a 43% year-over-year rise in installs and a 34% increase in revenue.
Banking sector efficiency improved significantly as eCPIs dropped from $2.33 to $1.37, enabling faster return on investment for marketers.
Market Analysis
Marketing
Advertising
+2
Adjust
Jan 2024
Report
46 pages
The State of Gaming 2024: An Analysis of the Current Mobile Gaming Market Trends
The global mobile gaming market contracted in 2023, with a 10% decline in downloads and a 2% drop in total revenue due to rising user acquisition costs and post-pandemic habit stabilization.
Player preferences shifted toward accessibility, resulting in an 8% revenue increase for Casual games and a 30% surge in the Hybridcasual segment, while Mid-core titles saw a 9% revenue decline.
Publishers are pivoting to emerging markets to offset costs, with the Middle East, Europe, and Latin America seeing revenue growth of 8%, 7%, and 4% respectively.
Market Analysis
Mobile
Global
+1
Sensor Tower
Jan 2024
Report
372 pages
Türkiye Game Market Report: 2024
The Turkish gaming market is valued at $810 million in 2024, with a projected growth to $1 billion by 2029 supported by a domestic player base of over 48 million.
Mobile gaming currently leads the market with $490 million in revenue, though developers are strategically pivoting toward more complex PC and console titles like Supermarket Simulator and Liars Bar.
Investment remains resilient despite economic headwinds, recording over $120 million in deal flow across more than 20 transactions in the first half of 2024.
Market Analysis
Player Demographics
Mobile
+1
Gaming in Turkey
Jan 2024
Report
29 pages
Mobile Ad Creative Index 2024
High-engagement formats like video and playables outperform banners by 20 times in gaming installs, while finance sector interstitials are 18 times more effective at conversion.
Long-form video ad spend grew by 245% year-over-year, and 'triple-page' ads combining video, playables, and end cards saw a 355% increase in investment.
Optimized user-generated content (UGC) ads achieve a 20% lower cost-per-install (CPI) compared to standard video creative.
Market Analysis
Monetization
In-Game Advertising
+3
Liftoff
Jan 2024
Report
30 pages
State of Mobile Games in Japan
Japan’s mobile gaming market generated approximately ¥2.5 trillion in total in-app purchase (IAP) revenue during the first seven months of 2024.
Established intellectual properties remain the primary revenue drivers, with titles like Fate/Grand Order, eFootball, Pokémon GO, and the One Piece franchise collectively accounting for over ¥1 trillion in earnings.
Advertising-derived income grew by 35% year-on-year, now representing 8% of total mobile gaming revenue, fueled by user acquisition campaigns on YouTube, TikTok, and Instagram.
Market Analysis
Mobile
Japan
Sensor Tower
Jan 2024
Report
16 pages
The State of Games Media Buying United States Spotlight
The U.S. mobile gaming ad market is maturing, evidenced by a marginal 0.25% growth in active advertisers and a 29% decline in new market entrants during the first half of 2024.
Publishers are prioritizing established assets over experimentation, as total ad purchases grew by only 0.46% while the volume of new ad creatives dropped by 12%.
Genre dominance is shifting, with Puzzle games now leading in ad impressions, while Sports and Shooting genres saw the fastest growth, rising six and four places respectively.
Market Analysis
In-Game Advertising
Mobile
+2
Mintegral
Jan 2024
Report
46 pages
Q4 2024 Digital Market Index
Global in-app purchase (IAP) revenue hit a record $39.4 billion in Q4 2024, a 13.5% year-over-year increase, with non-game apps ($19.2 billion) nearly reaching parity with gaming ($20.2 billion).
iOS remains the primary revenue driver, generating $30 billion (70% of total IAP revenue) and outpacing Google Play’s growth at 15.4% versus 9.7%.
Strategy games became the most lucrative gaming segment with $4.8 billion in Q4 IAP revenue, marking an 80% quarter-over-quarter increase that helped offset an 11% year-over-year decline in RPG revenue.
Market Analysis
Global
Mobile
+1
Sensor Tower
Jan 2024
Report
47 pages
The Xsolla Report: State of Play (2024)
Mobile gaming remains the fastest-growing market segment with 2024 revenues projected at $98.7 billion, driven heavily by Asia’s $65 billion contribution.
Direct-to-consumer web shops are disrupting traditional distribution by allowing developers to bypass 30% app-store fees, a model already utilized by 77% of gamers.
In-app revenue remains highly concentrated, with the top 2–6% of 'whale' spenders generating approximately 95% of total earnings.
Market Analysis
Mobile
Global
+1
Xsolla
Jan 2024
Report
30 pages
Insight into 2024 Marketing Trends for Japanese Mobile Games
Japanese firms dominate the domestic market, holding nine of the top ten revenue spots on the App Store, while Chinese developers account for 30% of the top 100 grossing titles.
RPG titles are the most lucrative genre in Japan, representing 32% of the top 100 revenue-generating games on Google Play.
Marketing in Japan is characterized by low creative turnover, with only 62.23% of advertisers using new creatives and a total new creative volume of 29.77%, both significantly below global averages.
Marketing
Advertising
User Acquisition
+2
SocialPeta
Jan 2024
Report
25 pages
Global Mobile Gaming Industry Outlook 2024
The global mobile gaming market generated $76.7 billion in IAP revenue in 2023, a 2% year-on-year decline, but is projected to rebound to $78 billion in 2024 and exceed $100 billion by 2028.
Consumer preferences shifted toward casual and hybrid-casual titles, with casual gaming revenue growing 8% to $28.6 billion, now representing 38% of the total market.
Puzzle and board games were primary growth drivers, each reaching $10 billion in revenue, bolstered by the success of titles like Royal Match and MONOPOLY GO!.
Market Analysis
Market Forecast
Monetization
+2
Sensor Tower
Jan 2024
Report
35 pages
Guide to Growing Chinese Gaming Apps Overseas: 2024
Chinese publishers are maintaining global dominance in strategy and RPG segments by shifting to hyper-localized art styles, specifically manga-inspired visuals for Japan and realistic or cartoon aesthetics for Western markets.
Generative AI is now a core operational requirement for rapid, compliant localization of ad creative, voice-overs, and marketing copy to manage high costs per install in mature markets like the U.S., Japan, and South Korea.
High-performing user acquisition campaigns are increasingly utilizing minigames and AI-enhanced visuals to capture player attention in highly competitive environments.
Market Analysis
Monetization
User Acquisition
+5
Liftoff
Jan 2024
Report
48 pages
Mobile Growth and Monetization Report 2024
Offerwalls significantly outperform rewarded video for non-paying users, generating $4.04 in monthly ad revenue per converter compared to $0.15 for rewarded video.
Only 1.83% of mobile users convert to in-app purchases, but 29% of those converters become repeat buyers, with most transactions occurring within the first 30 days of installation.
Strategic use of monthly currency sales can increase in-app purchase conversion rates by up to 46%.
Monetization
User Acquisition
Retention
+2
Unity
Jan 2024
Report
21 pages
Marketing Insights into Global Mobile Games & Minigames 2024
Competition is intensifying through creative iteration, with over 72% of the 63,000+ monthly active advertisers releasing fresh ad content by September 2024.
The proportion of new market entrants has dropped below 7%, indicating a shift toward established players focusing on retention rather than market expansion.
Casino games have emerged as a growth leader with a 10% increase in advertiser volume, while casual game advertising has experienced a slight decline.
Marketing
Advertising
Creative Ads
+2
SocialPeta
Jan 2024
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