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Report
24 pages
Mobile Gaming Benchmarks for Q1 2024
Global median retention rates for Q1 2024 are 22.91% for day-1, 4.20% for day-7, and 0.85% for day-28.
Classic genre titles, including board, card, casino, trivia, and word games, consistently outperform casual and mid-core titles in retention metrics across all tracked regions.
The global median session length is 4.45 minutes, though casino and card games significantly exceed this, reaching up to 25 minutes in European markets.
Retention
Live Ops
Mobile
+1
GameAnalytics
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
24 pages
Mobile Gaming Benchmarks: Q1 2024
Global median retention rates for Q1 2024 were 22.91% for Day 1, 4.20% for Day 7, and 0.85% for Day 28.
Classic games, including board, card, casino, and trivia titles, consistently outperformed all other genres across most regions and metrics.
The global median session length is 4.45 minutes, with most genres averaging between 4 and 5 sessions per day.
Market Analysis
Retention
Live Ops
+2
GameAnalytics
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
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
46 pages
The State of Gaming 2024
The global mobile gaming market contracted in 2023, with a 10% decline in downloads and a 2% dip in revenue due to rising user acquisition costs and post-pandemic habit stabilization.
Market segment preferences shifted significantly in 2023, as mid-core revenue fell by 9% while casual and hybrid-casual segments grew by 8% and 30%, respectively.
Mobile advertising now accounts for 67% of global gaming ad spend, with marketing strategies increasingly relying on high-impact collaborations and transmedia IP to drive organic discovery.
Market Analysis
Global
Mobile
+1
Sensor Tower
Jan 2024
Report
29 pages
Liftoff Report: Mobile Ad Creative Index 2024
Gaming ads utilizing video or playable formats are over 20 times more likely to drive installs compared to banner ads.
Native ads represent the most cost-effective acquisition channel, averaging a $1.80 CPI across the analyzed verticals.
E-commerce apps achieve the highest install-to-action (ITA) rates exceeding 30% through native and banner formats, which also maintain the lowest acquisition costs between $2.57 and $3.23.
In-Game Advertising
Advertising
Marketing
+2
Liftoff
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
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
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
5 pages
2024 Analysis of Short-Form Video Usage Patterns and Platform Preferences in Korea
Consumer preference for ultra-short videos (15 seconds or less) in South Korea surged from 19.7% in 2021 to 53.2% in 2023.
TikTok leads in engagement volume, with users watching an average of 15.4 short videos per session, compared to 11 on YouTube Shorts and 10.6 on Instagram Reels.
Humor and gag content is the primary driver for both YouTube Shorts (48.2%) and TikTok (40.5%).
Market Analysis
Player Behavior
South Korea
+1
KOCCA – Korea Creative Content Agency
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
14 pages
Mobile Game Market Review December 2023
Clash of Clans experienced a 350% daily revenue spike in the U.S. following the December 2023 release of Town Hall 16, new building-merging mechanics, and a hero equipment system.
Mobile developers are increasingly adopting cross-genre mechanics, such as Royal Match integrating cooperative partner events and midcore titles like Diablo Immortal adding roguelite survival modes.
Tencent’s new party royale title, DreamStar, emerged as a top-grossing competitor to Eggy Party in China by focusing on social hubs and user-generated content.
Market Analysis
Mobile
Global
+1
GameRefinery
Dec 2023
Report
13 pages
Analyst Bulletin: Mobile Game Market Review November 2023
Royal Match has emerged as the primary industry trendsetter, with competitors like Monopoly GO!, Matchington Mansion, and BTS Island adopting its 'Social Win Streak' and 'Digging Minigame' mechanics.
Midcore titles including Free Fire, State of Survival, and Last Fortress: Underground are shifting toward aggressive monetization by pay-gating exclusive event content and gameplay modes.
The 3D match subgenre is expanding rapidly following the success of Triple Match 3D, leading to new entries like Match Factory and 3D spin-offs of established franchises such as Candy Crush.
Market Analysis
Mobile
Global
+1
GameRefinery
Nov 2023
Report
13 pages
Mobile Game Market Review: November 2023
Midcore mobile titles are increasingly gating core event gameplay and story missions behind paywalls, as seen in Free Fire’s Luminous Pass and State of Survival’s Resident Evil collaboration.
The casual gaming sector is experiencing widespread mechanical imitation, specifically the adoption of 'Social Win Streak' and 'Digging Minigame' features by major titles like Monopoly GO! and Matchington Mansion.
The 3D match subgenre is seeing rapid expansion and increased competition from industry leaders, with King and Peak launching Candy Crush 3D and Match Factory to challenge the success of Triple Match 3D.
Market Analysis
Monetization
Mobile
+1
GameRefinery
Nov 2023
Report
12 pages
Leveling Up: State of India Gaming FY'23
The Indian gaming market reached $3.1 billion in FY23 and is projected to grow at a 20% CAGR to $7.5 billion by FY28.
The player base grew 12% to 568 million users, with non-metro regions now accounting for 66% of the total demographic.
While the Real Money Gaming (RMG) sector grew 33% in FY23, future growth is expected to slow due to new GST and TDS regulations, which 60% of users believe will reduce their play frequency.
Market Analysis
Monetization
Mobile
+1
Lumikai Investment Advisors
Oct 2023
Report
95 pages
Integrated Report: Value Creation Story 2023
DeNA is pivoting from a hit-driven gaming model to a diversified 'Serve' strategy, focusing on healthcare, digital transformation, and urban development to ensure long-term sustainable growth.
The Healthcare & Medical segment is a primary growth engine, targeting ¥20 billion in revenue by FY2024 by leveraging a health database of 18 million people and medical IoT expansion.
Consolidated revenue for FY2022 reached ¥134.9 billion, with the gaming segment experiencing declines that are now being addressed through a global pipeline of major IP partnerships with Nintendo and Shueisha.
Market Analysis
AI
Japan
+1
DeNA Co., Ltd
Sept 2023
Report
29 pages
Store Intelligence Data Digest: Q3 2023
Global mobile app downloads reached 35.1 billion in Q3 2023, a 0.7% year-over-year decline driven by a 2% drop in Google Play installs despite a 6.1% increase on the Apple App Store.
Meta dominated the quarter as Instagram secured the top global download spot, while the July launch of Threads generated nearly 40 million installs on its first day to become the fifth most downloaded app globally.
India remains the world's largest mobile market by volume with 6.6 billion downloads, more than double the volume of the United States.
Market Analysis
Global
Mobile
+1
Sensor Tower
Sept 2023
Report
36 pages
Mobile Games: State of the Market & Playtime Benchmarks Q3 2023
Revenue in the mobile sector is highly concentrated, with Coin Master generating €5.3 million on Android in France and €6.7 million on Android in Germany during Q3 2023.
iOS users consistently demonstrate higher engagement than Android users, with average session lengths ranging from 35 to 51 minutes on iOS compared to 29 to 44 minutes on Android.
Japan records the longest average mobile game sessions globally, while France exhibits the smallest platform-based engagement gap at approximately 3.6 minutes.
Market Analysis
Player Behavior
Monetization
+2
Apptica
Sept 2023
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