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Report
68 pages
State of Mobile Gaming 2023
Hyper-casual game downloads declined 24% year-over-year in Q4 2022, while hybrid-casual titles grew 13% and exclusive-access games surged 54%.
Hybrid-casual games utilizing meta-features like Character Collection—found in 18% of top titles—achieve average playtimes of two hours, more than double the duration of titles without such features.
Asia remains the dominant revenue market for RPGs at 39%, though the region saw a 15% quarterly gross revenue decline to $9.5 billion, driven largely by a 20% drop on Google Play.
Market Analysis
Mobile
Monetization
+1
Sensor Tower
Jan 2023
Report
14 pages
5 Mobile App Predictions for 2024
Mobile gaming consumer spending is projected to recover in 2024, reaching $111.4 billion, a 4% year-over-year increase led by the U.S., Japan, and South Korea.
Generative AI integration is accelerating rapidly, with 2.3 billion app downloads expected to feature AI functionality in 2024, a 40% year-over-year increase.
TikTok is set to become the highest-grossing app in history, with lifetime consumer spending projected to surpass $14.6 billion.
Market Forecast
Market Analysis
Mobile
+1
data.ai
Jan 2023
Report
40 pages
The State of Payment Apps: An Analysis of Payment App Market Trends and Top Apps in the U.S.
The U.S. payment app market peaked at 35 million downloads in Q2 2020, driven by pandemic-related shifts toward digital-first and contactless financial tools.
Google Pay achieved a 347% year-over-year growth in early 2021 by utilizing referral incentives, cryptocurrency integration, and cashback rewards.
Buy Now, Pay Later (BNPL) services like Klarna and Afterpay became a primary growth driver, with Klarna exceeding one million monthly installs through influencer-led marketing and retail integrations.
Market Analysis
Mobile
USA
Sensor Tower
Jan 2023
Report
33 pages
Gaming Spotlight 2023
Mobile gaming spending is projected to decline by approximately 2% in 2023 due to rising acquisition costs and increased regulatory pressure.
High-performing titles demonstrate distinct demographic trends: 'Royal Match' generated $1.7 billion in revenue with a strong base of players aged 45+, while 'Honkai: Star Rail' captured $457 million by targeting Gen-Z with high-price bundles.
Consumer sentiment toward standard in-game video ads has dropped significantly, falling from 50% positive in Q3 2020 to 30% by Q3 2022, largely due to ad fatigue and market oversaturation.
Monetization
In-Game Advertising
Market Analysis
+2
IDC
Jan 2023
Report
11 pages
From Hyper to Hybrid in 2023
In-app purchase revenue grew significantly between January 2022 and June 2023, with a 23% increase on Android and a 24% increase on iOS.
Google Ads became the top-performing network for Android installs in H1 2023, while AppLovin rose to the number one position for iOS installs.
Meta has successfully entered the top five ad networks on both Android and iOS platforms as of H1 2023.
Monetization
User Acquisition
Mobile
+1
Tenjin
Jan 2023
Report
27 pages
From Hyper to Hybrid in 2023 (2023)
The mobile gaming market is shifting away from pure hyper-casual models toward hybrid strategies that combine ad revenue with in-app purchases (IAP) to counter declining profitability.
Profitability in the hyper-casual sector has been negatively impacted by iOS App Tracking Transparency, post-COVID user behavior shifts, and higher publisher thresholds for hit metrics.
The United States leads global eCPM earnings across both Android and iOS, while India holds the top position for total ad impressions and IAP volume.
Monetization
In-Game Advertising
Market Analysis
+3
Tenjin
Jan 2023
Report
17 pages
Hyper-Casual Games Benchmark Report: Q4 2022
Hyper-casual median CPI reached an all-time high of $0.42 in Q4 2022, with iOS experiencing a significant $0.17 increase compared to the previous quarter.
iOS consistently outperformed Android in retention, with top-tier (top 2%) games achieving 45% Day 1 retention on iOS compared to 38% on Android.
The United States recorded the highest iOS median CPI among top ad-spending countries at $0.80, while Brazil fell out of the top ten ranking.
Market Analysis
Monetization
User Acquisition
+3
Tenjin
Dec 2022
Report
69 pages
Store Intelligence Data Digest: Q4 2022
Global mobile app installs remained stable at 35.5 billion in Q4 2022, with the Apple App Store growing 2.4% to 8.1 billion downloads while Google Play contracted 0.9% to 27.5 billion.
Meta maintained significant market influence, with Instagram reclaiming the top-ranked global position and Meta’s portfolio occupying half of the top-ten most downloaded apps.
The FIFA World Cup drove massive engagement in sports gaming, resulting in quarter-over-quarter growth of 136% for FIFA Mobile and 112% for Soccer Super Star.
Market Analysis
Global
Mobile
+1
Sensor Tower
Sept 2022
Report
84 pages
DeNA Integrated Report 2022
DeNA is pivoting toward a dual-pillar strategy of 'Entertain' (Games and Live Streaming) and 'Serve' (Healthcare and Sports) to balance stable cash flow with high-growth sectors.
Fiscal year 2021 financial results included 30.5 billion yen in profit attributable to owners and a 13.2% return on equity.
The Game Business revenue declined to 74.7 billion yen due to a lack of new hits, while the Live Streaming segment grew 1.4x and the Healthcare segment achieved its first quarterly profit.
Market Analysis
Japan
Mobile
+1
DeNA Co.
Sept 2022
Report
19 pages
Hyper-Casual Benchmark Report Q3 2022
Hyper-casual revenue remains primarily driven by high-volume user acquisition paired with optimized ad mediation to maximize value during short player lifecycles.
Market leadership among ad networks is defined by the ability to deliver massive scale at low costs per install while integrating seamlessly with attribution partners.
Successful publishers are mitigating the impact of privacy-driven attribution changes by utilizing sophisticated data analytics to balance ad spend across diverse networks.
Market Analysis
Monetization
User Acquisition
+3
Tenjin
Sept 2022
Report
109 pages
Mobile Game Marketing: Insights & Trends of Popular Game Genres Q3 2022
The United States remains the dominant revenue driver for casual games, generating over $250 million in Q3 2022, which represents 46% of total revenue and an 11% year-on-year increase.
Southeast Asia is the fastest-growing market for mobile game downloads, recording 11% year-on-year and 12% quarter-on-quarter growth.
Casual games experienced stagnant download growth of less than 1% year-on-year, yet generated a 7% year-on-year revenue increase, totaling approximately $30 million in additional earnings.
Marketing
Advertising
Market Analysis
+2
SocialPeta
Sept 2022
Report
34 pages
Japan Mobile App Trends 2022: Essential App Performance Benchmarks and Insights
The Japanese mobile market saw a 19% increase in total installs and a 12% rise in user sessions between 2020 and mid-2022, driven primarily by a 52% year-over-year surge in gaming installs.
Hyper Casual and RPG titles dominate the gaming sector, accounting for 15% and 13% of total installs respectively.
E-commerce and Fintech are experiencing significant engagement growth, with sessions rising 29% and 13% respectively compared to 2020 benchmarks.
Market Analysis
Mobile
Japan
+1
Adjust
Aug 2022
Report
25 pages
The Rise of Midcore Mobile Games Snapshot Report
Midcore games were the only mobile category to see market share growth between Q1 2021 and Q1 2022, capturing nearly 37% of US iOS mobile game revenue.
Successful midcore titles are increasingly adopting high-cadence content strategies, with 80% of top-performing games using special live event currencies to drive daily engagement.
Battle Passes are a primary monetization driver for top-tier midcore games, utilized by 75% of the top 20% grossing titles compared to only 25% of lower-ranking games.
Market Analysis
North America
Mobile
+1
GameRefinery
Jul 2022
Report
40 pages
2022 Israeli Mobile Game Market Report
The Israeli mobile game market generated approximately $9 billion in revenue in 2022, supported by 200 development studios and a workforce of 14,000 employees.
Major Israeli publishers including Playtika, Plarium, Moon Active, and Crazy Labs have established themselves as global leaders by maintaining diversified portfolios across social, casino, RPG, and simulation genres.
While social and casual titles attract the highest investment and install volumes, action, strategy, and hyper-casual games—exemplified by titles like Coin Master, PUBG Mobile, and Fill the Fridge!—lead in total downloads and earnings.
Market Analysis
Israel
Mobile
+1
SocialPeta
Jul 2022
Report
25 pages
The Rise of Midcore Mobile Games
Midcore mobile games accounted for 37% of US iOS mobile game revenue in Q1 2022 and were the only category to experience year-over-year growth.
Top-tier midcore titles demonstrate superior retention, with nine midcore games maintaining top-200 grossing positions over a 365-day period compared to only three casual titles.
Monetization in top-grossing midcore titles is heavily standardized, with 75% of games utilizing Battle Passes and over 65% incorporating five or more distinct gacha mechanics.
Market Analysis
USA
Mobile
+1
GameRefinery
Jul 2022
Report
25 pages
The Rise of Midcore Mobile Games Snapshot Report July 2022
Midcore mobile games were the only category to achieve revenue growth in the US iOS market between Q1 2021 and Q1 2022, now capturing 36.73% of total mobile gaming revenue.
New midcore titles are outperforming casual games in long-term retention, with nine midcore releases from the past year remaining in the top 200 grossing chart compared to only three casual titles.
Top-performing midcore titles like Diablo Immortal, Genshin Impact, and Apex Legends Mobile prioritize console-like manual controls over autoplay mechanics to drive engagement.
Market Analysis
Mobile
Midcore
+1
GameRefinery
Jul 2022
Report
15 pages
Mobile Advertising Benchmark Report Q2 2022
Apple Search Ads (ASA) has emerged as a core duopoly partner alongside Google, with advertiser adoption reaching 94.8% and share-of-wallet increasing by five points to 15%.
Facebook’s market position declined between Q2 2021 and Q2 2022, with adoption dropping to 82.8% and share-of-wallet falling four points to 28%.
Google remains the dominant advertising channel with 95% adoption and a 34% share-of-wallet, largely driven by its stability on the Android platform.
Advertising
Market Analysis
Global
+1
Appsumer
Jun 2022
Report
35 pages
Innovative Monetization Features Snapshot Report June 2022
Gacha mechanics are the dominant revenue driver, integrated into 93% of top-grossing Japanese titles and 75% of the top 20% of US-grossing games.
Battle Passes have matured into primary retention tools, appearing in 60% of high-performing games and increasingly incorporating social and cooperative progression features.
Progressive reward systems, which grant bonuses based on cumulative spending, are utilized by 23% of top-performing US iOS games compared to only 9% of lower-performing titles.
Monetization
Market Analysis
Global
+1
GameRefinery
Jun 2022
Report
16 pages
The Highest-Grossing Mobile Games on iOS & Android: Q2 2022 Report & Infographics
Mid-core games emerged as the highest-grossing genre in Q2 2022, underscoring the sector's dominance in mobile revenue generation.
King was the top-earning publisher for the quarter with over $264 million in aggregate revenue, followed by Lilith Games at $254.6 million and Playrix at $182.8 million.
Rise of Kingdoms by Lilith Games led iOS revenue with over $179.5 million, while Candy Crush Saga topped Android charts with more than $122 million.
Market Analysis
Mobile
Global
+2
Apptica
Jun 2022
Report
35 pages
Innovative Monetization Features Snapshot Report
Gacha mechanics are the industry standard, appearing in 93% of the top 20% grossing mobile titles, while Battle Passes are utilized by 60% of that same demographic.
In the U.S. mobile market, 75% of top-grossing games now incorporate gacha mechanics.
Progressive reward systems, which offer escalating gifts based on cumulative spending, are nearly three times more likely to be found in top-performing iOS games than in lower-grossing titles.
Monetization
Market Analysis
Global
+1
GameRefinery
Jun 2022
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