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Report
25 pages
Mobile Game Genre Report: Comparing & Contrasting Eastern and Western Markets 2021
Western markets prioritize casual genres like puzzle and arcade, while Eastern markets demonstrate a stronger preference for competitive, immersive titles such as Battle Royale and RPGs.
Monetization strategies differ by region, with Western titles leaning toward in-game advertising (IAA) models, while Japanese players show a higher propensity for in-app purchases (IAP).
Puzzle games are a global staple, but Western implementations focus on narrative and decoration, whereas Eastern versions prioritize character collection, deep economies, and gacha mechanics.
Market Analysis
Monetization
Player Demographics
+1
Newzoo
Jan 2021
Report
53 pages
2021-2025 Mobile Market Forecast
By 2025, global mobile consumer spending is projected to reach $270 billion, with annual downloads expected to hit 230 billion.
Non-gaming applications are projected to surpass gaming revenue on the Apple App Store by 2024, driven by a shift toward subscription-based business models.
The Apple App Store and Google Play continue to drive the market with compound annual growth rates of 21% and 17%, respectively.
Market Analysis
Market Forecast
Monetization
+2
Sensor Tower
Jan 2021
Report
52 pages
Innovate to Win on the Next Level with Hybrid Genre Games
Mobile gaming consumer spending reached $36 billion in H1 2021, marking a 73% increase since 2018, with China-based publishers now capturing 23% of the international market.
The industry is pivoting toward hybrid game design, which integrates casual mechanics like farming or social features into hardcore frameworks to diversify monetization and broaden demographics.
The Idol Training subgenre saw a 129% surge in consumer spending, signaling the growing global influence of Asian cultural themes and 'Nijigen' aesthetics.
Market Analysis
Monetization
Game Design
+2
data.ai
Jan 2021
Report
29 pages
How to Win on Mobile in LATAM: 2021
LATAM mobile downloads surged 76% year-on-year to 21 billion, while consumer spending grew 26% to $2.9 billion between July 2020 and June 2021.
Android dominates the market with 89% of total downloads, yet iOS commands 56% of total consumer expenditure in the region.
Brazil and Mexico are the primary drivers of the regional market, collectively accounting for 73% of all mobile downloads.
Market Analysis
Mobile
Latin America
+1
App Annie
Jan 2021
Report
73 pages
Store Intelligence Data Digest: Q1 2021
Global mobile app downloads reached 36.6 billion in Q1 2021, an 8.7% year-over-year increase driven by a 15.3% surge in Google Play installs.
Hypercasual games dominated the mobile gaming sector, accounting for over half of the top 20 titles on Google Play with publishers like Voodoo, AppLovin, and Crazy Labs maintaining market leadership.
Crash Bandicoot: On the Run achieved a strong market entry with 23.6 million downloads and nearly $700,000 in consumer spending during its first week.
Market Analysis
Mobile
Global
+2
Sensor Tower
Jan 2021
Report
7 pages
Audio Ad Engagement in Mobile Games
Audio ads achieve a click-through rate (CTR) of approximately one click per 1.4 listens, vastly outperforming the 0.08% average CTR of static banners.
A Warner Music Group campaign targeting 18-to-30-year-olds achieved a 1.78% CTR, representing a 1,000% increase over traditional banner standards.
Behavioral testing shows 100% of participants continued gameplay during audio ad delivery, with 100% brand recall when ads were paired with a companion banner.
Market Analysis
Monetization
In-Game Advertising
+4
AudioMob
Jan 2021
Report
24 pages
Games Marketing Insights 2021
New gamers who entered the market after the COVID-19 outbreak are spending more on in-game purchases monthly than veteran players, who have actually reduced their spending despite increased engagement.
Mobile marketing is increasingly reliant on brand familiarity, as less than 25% of players in Western markets are willing to try games they have not heard of before.
Live-streaming platforms experienced record growth during the pandemic, with Facebook Gaming reaching over one billion hours watched in Q3 2020.
Market Analysis
Player Behavior
Monetization
+1
Meta
Jan 2021
Report
63 pages
White Paper on Global Mobile Games
Mobile advertising has shifted toward a video-first model, with video ads now accounting for over 85% of total spend and vertical formats outperforming horizontal ones with conversion rates near 0.15%.
Privacy regulations have forced a move toward probabilistic attribution models like SKAN, shifting industry focus from granular user targeting to high-quality creative design.
Ad creative volume surged 200% year-over-year in 2021, while CPMs increased by 34%, reflecting a period of intense market competition.
Monetization
In-Game Advertising
User Acquisition
+2
SocialPeta Data Research Institute
Jan 2021
Report
25 pages
Intellectual Property in the Mobile Games Market 2021: An Analysis of IPs in U.S. Mobile Gaming
While IP-based games represent only 9 percent of the total U.S. mobile market, they account for 23 percent of player spending and 17 percent of all downloads.
Video game-based IPs are the leading category, generating one-third of all licensed mobile game revenue in 2020.
Manga is the fastest-growing IP category, experiencing a 54 percent year-over-year revenue increase.
Market Analysis
Mobile
USA
+3
Sensor Tower
Jan 2021
Report
42 pages
Mobile Game Taxonomy Report 2021
Hypercasual games became the dominant volume leader in 2020 with 6.3 billion downloads, a 123% year-over-year increase that surpassed the Arcade genre.
RPG and Strategy titles maintained their financial stronghold, collectively generating 50% of the total global revenue among top-performing mobile games.
Simulation games experienced the highest spending growth in 2020, recording a 56% increase in consumer expenditure.
Market Analysis
Monetization
Global
+1
Sensor Tower
Jan 2021
Presentation
43 pages
2Q FY2020 Presentation Material: January to March 2020
CyberAgent achieved record-high Q2 FY2020 consolidated sales of 129.1 billion yen and a 45.3% year-over-year increase in operating profit to 12.4 billion yen.
The Game Business drove performance with 44.8 billion yen in revenue, bolstered by anniversary events for Granblue Fantasy and the successful launch of KonoSuba: Fantastic Days.
By the end of the first half of FY2020, CyberAgent had already achieved 63% to 72% of its full-year profit targets.
Market Analysis
Advertising
Monetization
+1
CyberAgent
Apr 2020
Presentation
26 pages
1Q FY2020 Presentation Material: October to December 2019
The company generated 115.6 billion yen in net sales for 1Q FY2020, meeting approximately 25% of its 465 billion yen full-year revenue target.
Operating and ordinary income both reached 7.7 billion yen, tracking toward the annual target range of 28 billion to 32 billion yen.
Profit attributable to owners of the parent was 1.4 billion yen, representing 15% to 18% of the projected 8 billion to 10 billion yen annual goal.
Market Analysis
Monetization
Japan
+1
CyberAgent
Jan 2020
Report
64 pages
2020 Mobile Gaming Apps Report
The global mobile gaming market is projected to exceed $100 billion in 2020, supported by 2.6 billion players and a 24% increase in daily in-app payments.
Midcore and strategy games are the most efficient segments, achieving a 39.5% 30-day return on ad spend with low acquisition costs, particularly on Android.
While the average cost per install has hit a record low of $1.47, the industry faces a 24% rise in install-to-purchase costs and a decline in conversion rates to 3.3%.
Market Analysis
Player Demographics
Monetization
+2
Liftoff
Jan 2020
Report
62 pages
Level Up: A Guide to Succeed in Asia’s Gaming Market
Asia’s gaming market is driven by over 1.5 billion mobile-first players, with free-to-play models generating 99% of mobile revenue.
The female demographic has grown to 500 million players and now contributes nearly 40% of total mobile gaming revenue, necessitating more inclusive content.
Asia accounts for 68% of global mobile esports revenue, with Southeast Asia experiencing a 244% increase in tournament prize pools.
Market Analysis
Player Demographics
Monetization
+1
Newzoo
Jan 2020
Report
15 pages
From Playing to Paying: The Art of Monetizing Games in Asia
Free-to-play (F2P) is the dominant monetization model in Asia, accounting for 98.5% of all mobile games revenue in 2019 and 100% of top-grossing titles in China.
Japan is the most lucrative mobile market in the region, generating $12.84 in revenue per download compared to the $1.53 regional average.
Emerging markets like India are rapidly adopting sophisticated monetization, with battle passes appearing in 50% of the country's top-grossing games by early 2020.
Monetization
Market Analysis
Asia
+1
Niko Partners
Jan 2020
Report
14 pages
Europe and Esports: High Engagement and Even Higher Potential
The European esports market is projected to reach 92 million viewers by the end of 2020, with a 7.4% year-over-year growth rate.
Global esports revenue is forecasted to climb from €974 million in 2020 to €1.6 billion by 2023, with Europe following a similar growth trajectory.
Esports engagement is not limited to the youngest demographic, as the 21–25 age group currently leads in enthusiast participation compared to the 18–20 cohort.
Esports
Player Demographics
Monetization
+1
PayPal
Jan 2020
Report
34 pages
Global Market Trends: Mobile Gaming Benchmarks (H1 2019)
Mid-core genres like Strategy and Role Playing remain the primary revenue drivers, maintaining ARPPU levels of $25 and conversion rates four times higher than other categories.
In-app purchase revenue metrics, including ARPPU and ARPDAU, declined by 15-20% year-over-year in H1 2019, signaling an industry-wide pivot toward ad-based monetization.
Top-tier publishers now apply rigorous performance filtering, discarding 95% of projects that fail to achieve a 50% Day 1 retention rate.
Market Analysis
Monetization
Player Behavior
+2
GameAnalytics
Jun 2019
Report
16 pages
Gaming Spotlight 2018 Review
Mobile gaming solidified its market dominance in 2018, with consumer spending exceeding the combined totals of PC, home consoles, and handheld consoles by nearly 20%.
Mobile games accounted for 75% of total consumer spend on the iOS App Store and Google Play, despite representing only 35% of total app downloads.
The Asia-Pacific region accounted for over 55% of global mobile game spending in 2018, maintaining its lead despite a nine-month freeze on new game approvals in China.
Market Analysis
Monetization
Mobile
+1
data.ai
Mar 2019
Report
45 pages
Evolution of Mobile Esports for the Mass Market
Mobile esports is projected to overtake PC esports as the dominant global competitive gaming format, leveraging a player base of 2.53 billion that exceeds the combined reach of PC and console gaming.
Mobile esports titles generated $15.32 billion in revenue in 2018, accounting for more than 25% of the total mobile gaming market.
The sector is shifting from a publisher-funded marketing tool to a scalable, professionalized industry supported by media rights, sponsorships, and microtransaction-based models like season passes.
Market Forecast
Esports
Monetization
+2
Niko Partners
Jan 2019
Report
52 pages
Mobile Gaming Apps Report: 2019 User Acquisition Trends & Benchmarks
Gaming apps dominate the mobile market, generating 74% of total app store revenue despite rising user acquisition costs that average $35.42 per paying user.
Android provides a more cost-effective reach for user acquisition compared to iOS, with the third quarter identified as the optimal period for high conversion rates and lower acquisition costs.
North America, Japan, and South Korea remain the most expensive regions for acquisition but offer the highest long-term retention and in-app purchase revenue.
User Acquisition
Retention
Monetization
+2
Newzoo
Jan 2019
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