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Mobile Games on iOS: Winter Results and Forecasts for Spring 2022

This analysis examines the performance and distribution of iOS mobile applications during the winter of 2021–2022 while providing a strategic forecast for the spring 2022 season. The primary objective is to identify market trends by comparing pre-order data with actual release statistics. The scope is global, focusing specifically on the iOS App Store ecosystem across various categories and gaming genres. Data was sourced exclusively from the Apptica platform, utilizing its pre-orders section to gauge developer intent and market direction. Findings indicate that while games were expected to dominate the winter release cycle at 81% of all upcoming apps, the actual market composition was more diversified. By the end of winter, games represented 11.3% of total new releases, followed closely by Lifestyle and Utilities at 10% each. Within the gaming sector, over 12,400 titles were launched. Although Simulation games were predicted to lead, Puzzle games emerged as the most frequent release, totaling approximately 2,200 titles and accounting for 17.1% of new games. Other significant genres included Action and Adventure, while Role-playing and Sports categories saw fewer releases than initially projected based on pre-order volume. The forecast for spring 2022 suggests continued dominance for the gaming category, which accounts for 82.4% of apps currently in the pre-order phase. Simulation and Role-playing games are tied as the most anticipated genres, each representing 26.5% of upcoming titles. The analysis also notes a shift in non-gaming categories, with an increase in Productivity, Dating, and Medical apps, while Food and Drink applications have disappeared from the spring pre-order list. Key takeaways emphasize that Puzzle, Role-playing, and Simulation genres remain the primary drivers of the iOS market, maintaining steady growth and developer interest moving into the next quarter.

market-analysis market-forecast mobile+2

AppticaJan 2022

Report

Mobile Advertising Benchmark Report Q2 2022

The report analyzes the impact of Apple’s AppTrackingTransparency (ATT) rollout on mobile app advertising spend from Q2 2021 to Q2 2022, focusing on performance‑oriented apps spending over $100 k per month. Data from more than 100 North American and EMEA apps, totaling over $500 m in annual spend with a median monthly spend of $354 k, reveal that the ATT mass adoption in June 2021 has reshaped media mix dynamics. Apple Search Ads (ASA) surged to 94.8 % adoption, matching Google and surpassing Facebook’s 82.8 %. ASA’s share‑of‑wallet rose by five percentage points to 15 %, while Facebook’s fell four points to 28 %. Google remained steady at ~35 % share, reflecting its Android‑centric inventory. In lower tiers, TikTok overtook Snap in adoption (43.2 % vs 32.7 %) but saw a seven‑point decline, maintaining a flat 3 % share; Snap’s share halved to 2 %, though adoption rebounded in Q2 2022. Top DSPs and ad networks grew from 20 % to 27 % adoption, indicating a shift toward performance‑focused channels. Channel diversity widened among top spenders ($1 m+ monthly), who added 1.4 channels, whereas smaller advertisers (≤$250k) reduced diversity by 1.1 channels, highlighting cross‑channel complexity challenges under ATT. The findings suggest that advertisers should monitor recovery on Facebook and Snap, leverage ASA’s growing inventory (with potential future Apple DSP expansion), and carefully evaluate TikTok fit before scaling. Smaller advertisers must adopt lean experimentation to diversify spend cost‑effectively in the post‑ATT landscape.

advertising mobile global+1

AppsumerJan 2022

Report

Store Intelligence Data Digest: Q2 2022

The global mobile application market experienced a pivotal transition in the second quarter of 2022, characterized by a 2.5% year-over-year decline in total downloads to 35 billion. While Google Play maintained the largest volume with 27.2 billion installs, the most significant development occurred within the United States, where consumer spending on non-gaming applications surpassed gaming revenue on the App Store for the first time. This shift was fueled by a 40% compound annual growth rate in subscriptions, with non-game subscription revenue soaring 129% above 2019 levels. This trend underscores a fundamental change in consumer behavior as 400 non-game titles generated over $1 million in quarterly revenue, signaling a maturation of the subscription economy. The gaming landscape remained highly competitive, led by the resurgence of Subway Surfers, which achieved its best performance since 2014 with over 80 million downloads. While Garena Free Fire continued its dominance on Google Play, particularly in Asia, the quarter was defined by the successful entry of mid-core titles like Apex Legends Mobile and Diablo Immortal. Regional growth was most pronounced in Indonesia, which surpassed 2 billion quarterly downloads for the first time, while the U.S. market saw a resurgence in travel and ticketing sectors as consumers returned to pre-pandemic activities. Publisher dynamics remained concentrated among established giants, with Meta and Google maintaining their global leadership. Meta saw an 11% year-over-year increase in downloads, driven by its ownership of four of the top five most-installed apps worldwide. The industry also witnessed significant consolidation and strategic shifts, notably Take-Two Interactive’s rise to the top of the U.S. gaming market following its acquisition of Zynga, and Miniclip’s acquisition of the Subway Surfers franchise. These movements, combined with the rising influence of domestic publishers in China and the U.S., illustrate a market balancing global scale with localized dominance.

market-analysis global mobile+1

Sensor TowerJan 2022

Report

Mobile Ad Creative Index: 2022

The 2022 Mobile Ad Creative Index analyzes performance trends and benchmarks across four major mobile app verticals: gaming, e-commerce, entertainment, and finance. The report focuses on the strategic importance of ad creative excellence in a privacy-first landscape following Apple’s IDFA changes. It evaluates five primary ad formats—banners, interstitials, playables, native, and video—across both iOS and Android platforms. The findings are based on a massive dataset spanning January 1, 2021, to January 1, 2022, encompassing 805 billion impressions, 12.6 billion clicks, and 200 million installs. Data points indicate that while Android remains more cost-effective, with iOS costs often doubling those of Android for the same formats, specific creative types offer distinct advantages. In gaming, playable ads provide the lowest cost-per-install (CPI) at $1.98, though banner ads deliver the highest return on ad spend (ROAS), reaching nearly 22% by day 30. In the e-commerce and finance sectors, banner ads emerge as the most value-driven format, offering the lowest CPIs and high install-to-action rates. A significant portion of the analysis, supported by GameRefinery and VisualMind technology, examines player motivations. Despite the potential of tailoring creative to specific psychological drivers like "thinking and solving" or "excitement and thrill," the data reveals a massive gap in execution: only 4% of casual game video ads and less than 1% of midcore ads successfully tap into these motivations. The conclusion emphasizes that future performance marketing success depends on "hyper-localization," interactive elements like gamification for non-gaming brands, and iterative creative testing to combat ad fatigue.

advertising in-game-advertising user-acquisition+2

LiftoffJan 2022

Report

Games: India Plays!

The report examines the rapidly expanding Indian mobile gaming market, highlighting a projected 91 % share of online gamers playing on smartphones and an estimated revenue of US$2.2 billion in 2022, with a projected average revenue per user of US$1.5 by 2027. It distinguishes between non‑real‑money gaming (non‑RMG) and real‑money gaming (RMG), focusing on the top five non‑RMG genres—Adventure, Battle Royale, Puzzle, Arcade, and Racing—and key RMG categories such as card‑based games, sports‑fantasy, and casual RMG. Data sourced from Newzoo consumer research and MAAS campaign analytics reveal that 62 % of non‑RMG players are male, while RMG users skew slightly more balanced at 55 % male. Millennials and Gen‑Z (ages 13–41) dominate, with 55 % of adventure and battle royale players in the 13‑27 bracket. Motivations differ: non‑RMG gamers seek entertainment and challenge, whereas RMG players are driven by seasonal events like cricket tournaments or festive card‑game gatherings. Key performance indicators for advertisers include install‑to‑registration rates of ~50 % for casual games and ~25 % for card‑based RMG, with retention dropping from 30 % on day one to 3 % by day thirty for casual titles. The analysis underscores the importance of vernacular creatives, cross‑interest programmatic targeting, and multi‑channel optimization to reduce audience overlap. It also notes emerging trends—Web3 play‑to‑earn models, esports growth, and super‑app consolidation—that signal continued market maturation. The report concludes that while monetization remains a challenge for non‑RMG segments, strategic acquisition and in‑game advertising innovations can unlock substantial growth across India’s diverse gaming ecosystem.

market-analysis player-behavior mobile+2

EAJan 2022

Report

IP-Based Mobile Games: 2022

The mobile gaming landscape has shifted toward intellectual property (IP) as a primary strategy for navigating user-tracking challenges like Apple’s App Tracking Transparency. By 2021, nearly all top-downloaded new iOS titles were based on existing IPs, demonstrating that established brands are essential for driving organic acquisition and attracting high-spending players. While Western franchises like Disney and Marvel lead in global download volume, Eastern IPs—particularly those rooted in Japanese manga and Chinese literature—command superior revenue through specialized monetization models like gacha. This geographic divide highlights a fundamental difference in market behavior, where Western audiences prioritize battle mechanics while Asian markets focus on deep character development and simulation. Success in this sector requires a rigorous alignment between an IP’s core values and the chosen game genre. Titles such as Marvel Strike Force and Umamusume: Pretty Derby illustrate how faithful adherence to lore and character-driven mechanics fosters emotional attachment and long-term retention. However, leveraging a known brand introduces operational complexities, including intensive stakeholder management, extended development timelines for licensor approvals, and the necessity of localized adaptations to meet regional preferences. The primary objective for developers is to deliver a unique IP experience rather than prioritizing original game design, as any perceived misalignment with the source material can lead to immediate user churn. The industry is currently evolving toward a transmedia model where mobile games are no longer secondary products but integral components of a franchise’s universe. This strategy involves integrating game-original content back into the broader IP narrative to sustain community engagement across multiple platforms. Ultimately, the effectiveness of an IP-based title hinges on its ability to lower user acquisition costs while maintaining a "perfect fit" between the theme and gameplay. As the market matures, the integration of cross-platform strategies will be vital for publishers seeking to maximize the lifecycle and monetization potential of global entertainment brands.

market-analysis monetization mobile

NewzooJan 2022

Report

The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022

The first half of 2022 marked a shift toward more efficient, data‑driven acquisition in the mobile app and game markets. Overall advertiser numbers fell 6.24 % YoY, while creative volume dropped 27.83 % MoM, yet Tier‑2 and Tier‑3 regions—especially the Asia‑Pacific (excluding mainland China) and Hong Kong/Macao/Taiwan—added new advertisers at a rapid pace. Publishers responded by favoring higher‑quality, user‑generated content and automated targeting, while predictive analytics and Apple’s SKAdNetwork 4.0 were adopted to better separate paid from organic traffic and optimize ROI. In the gaming sector, a 27.8 % YoY decline in total creatives (from 22.3 M to 15.8 M) reflected a move from quantity to quality. Marketers concentrated on high‑performing creative mechanics and event‑based optimisations such as IAP ROAS and CPP on major networks like Unity Ads and AppLovin, while also testing offerwall formats for incentive traffic. Advertiser counts remained stable at roughly 45 k, but the focus on targeted, high‑value users became the dominant revenue driver. Geographically, the United States dominated paid‑social and ad‑network share of voice, with Tier‑1 markets (Australia, Germany, South Korea, UK, France) driving the bulk of spend and revenue. CPMs spiked in fall‑winter—almost doubling by December—before normalising in January–February, and mobile games saw an 18 % MoM CPM increase versus H2 2021. Offerwall experiments such as TapJoy delivered positive ROI when optimised for the right user‑payback events, and Android remained the primary platform amid Apple’s IDFA changes. Search results increasingly drive app installs, with about 65 % of downloads coming from organic search and half of users in key markets using generic queries. This trend forces publishers to prioritise ASO alongside paid channels. In H1 2022, Android advertisers outpaced iOS in creative volume (70 % vs 60 %), and paid‑social optimisation shifted toward conversion‑value and blended events. Subscription prices rose 33–40 % due to A/B pricing tests and higher UA costs, underscoring tighter budget management amid rising CPI pressures.

market-analysis marketing advertising+2

AdQuantumJan 2022

Report

The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022

**Document Title:** *The State of Mobile Game and App Markets: H1 2022* --- ## Executive Overview - **Market Contraction, but Not Uniform:** - Overall mobile‑app and game ecosystem shrank – 6.2 % YoY drop in the number of advertisers and a 27 % decline in total creatives. - The contraction was **regional**: Europe, North America, and Oceania bore the brunt, while **Tier‑2/3 markets** (especially Hong Kong, Macau, and Taiwan) surged – advertiser counts rose **37 % YoY**. - **Creative Strategy Shift:** - Marketers moved away from “quantity‑over‑quality” to **higher‑quality, user‑generated‑content (UGC)‑style creatives**. - This pivot drove a **27.8 % YoY reduction** in total mobile‑game creatives (down to **15.8 M**), while the advertiser base remained relatively stable (≈ 45.1 K). - **Performance‑Driven Campaigns:** - Adoption of **cost‑per‑play (CPP)** and **in‑app‑purchase‑return‑on‑ad‑spend (IAP‑ROAS)** optimization grew sharply. - **Machine‑learning‑powered** tools—predictive analytics, automated bidding, and the new **SKAdNetwork 4.0** attribution framework for iOS—helped offset rising **cost‑per‑install (CPI)** pressures and improve early‑stage ROI measurement. - **App‑Store Search Dominance:** - **64.7 %** of all app installs in H1 2022 originated from **App Store search**. - Consequently, publishers and marketers doubled‑down on **App Store Optimization (ASO)** and **Apple Search Ads**, treating search visibility as a primary acquisition channel. - **Growth Outlook:** - Future expansion is expected to be **driven by emerging markets** (Tier‑2/3 regions) and **increased reliance on AI/ML‑based campaign automation**. - Continued investment in **high‑impact, UGC‑styled creatives** and **search‑centric acquisition** will be critical to sustain performance as CPI trends upward. --- ## Section‑by‑Section Highlights | Section | Core Findings | |---------|----------------| | **1 – Market Landscape** | • 6.2 % YoY decline in advertisers; 27 % drop in creatives. • Steepest losses in Europe, NA, Oceania. • 37 % YoY advertiser surge in Hong Kong, Macau, Taiwan (Tier‑2/3). • Shift to higher‑quality, UGC‑style creatives and predictive‑analytics‑driven campaigns (incl. SKAdNetwork 4.0). | | **2 – Creative & Optimization Trends** | • 27.8 % YoY reduction in total mobile‑game creatives → 15.8 M. • Advertiser count stable at ~45.1 K. • Widespread adoption of **CPP** and **I

market-analysis marketing in-game-advertising+2

AdQuantumJan 2022

Report

Games India Plays!: A Look into the Gaming Habits of Indian Mobile Gamers and How to Reach Them

The Indian mobile gaming industry is undergoing a significant transformation, driven by affordable data, increased smartphone penetration, and a shift toward digital entertainment. This analysis, covering the 2022-2027 period, segments the market into Real Money Gaming (RMG)—including card-based and fantasy sports—and non-RMG categories like adventure, battle royale, and puzzles. Utilizing data from Newzoo and Affle MAAS, the findings highlight a market of 373 million online gamers as of 2022, with 91% playing on mobile devices. Revenue for 2022 reached $2.2 billion, with RMG contributing over 50% of the total industry revenue in the preceding year. Demographic data reveals a young, male-skewing audience, particularly in the adventure and battle royale genres, where 55% of players are aged 13-27. While non-RMG players are motivated by stress relief and time-filling, RMG players are driven by seasonal events and the opportunity to earn rewards. Fantasy sports see massive spikes during major cricket tournaments, while card-based RMG peaks during festive seasons. Engagement is exceptionally high, with over 80% of mobile gamers consuming gaming video content and 44% engaging with esports. For advertisers, the report establishes critical benchmarks and growth strategies. Successful user acquisition relies on navigating a complex funnel where install-to-registration rates hover around 25-50% depending on the sub-genre. Experts suggest that growth is increasingly driven by Tier 2 and Tier 3 cities, facilitated by UPI-based micro-payments. To maximize return on ad spend, marketers are encouraged to use vernacular creatives, programmatic targeting to reduce audience overlap, and a mix of ad formats like playable and short-video ads. The industry is poised for further disruption through the integration of Web3 technologies, blockchain-based play-to-earn models, and the rise of "gaming malls" or super-apps.

market-analysis player-demographics mobile+1

NewzooJan 2022

Report

Japan Mobile App Trends 2022: Essential App Performance Benchmarks and Insights

Japan’s mobile‑app market expanded strongly from 2020 to 2021, with gaming installs rising 52 % and overall app sessions up 23 % year‑over‑year. In the first half of 2022, hyper‑casual and role‑playing game titles accounted for 15 % and 13 % of installs, respectively, while gaming sessions averaged 26.5 minutes—roughly fifteen minutes longer than the vertical average. Across all verticals, casual gaming apps maintained a cost‑per‑install near $5.50 and delivered Day‑7 and Day‑30 return‑on‑advertising spend (ROAS) of about 7 % and 20 %, underscoring robust monetisation potential even as acquisition costs climb. Within casual gaming, iOS and Android platforms perform similarly in terms of Day‑7 and Day‑30 ROAS, with Android users achieving a modest two‑percentage‑point advantage. Simulation titles exhibit the lowest CPI ($5.04 versus $6.48 for puzzle games) and higher ROAS on both Day 7 (22 % versus 18.8 %) and Day 30 (7.4 % versus 7.0 %). Beyond gaming, e‑commerce and fintech apps experienced the most pronounced session growth in H1 2022—7 % and 13 % YoY, respectively. Payment apps dominate the fintech space (73 % of sessions), and Japan’s retention rates consistently exceed APAC averages yet remain below global benchmarks. The analysis draws on Adjust’s top 2,000 apps and its full tracking dataset across 45 and approximately 250 ISO‑3166 countries from January 2020 to June 2022, supplemented by Liftoff data for casual gaming and dating verticals from June 2021 to June 2022. All financial metrics are converted to USD, and the report is produced by Adjust (a subsidiary of AppLovin) in partnership with Liftoff, both leading mobile‑marketing analytics platforms.

market-analysis mobile japan+1

AdjustJan 2022

Report

State of Mobile 2022 – Indonesia

Indonesia emerged as one of the world’s most mobile-centric markets in 2021, with users averaging 5.4 hours daily on mobile devices, representing a 38% increase since 2019. This engagement translates to roughly one-third of total waking hours, fueling 7.31 billion new app downloads and $532 million in consumer spending. While social, communication, and video applications captured 70% of total time spent, the gaming sector remained the primary economic driver, accounting for 42% of all downloads and 61% of total consumer expenditure. Titles such as Mobile Legends: Bang Bang and Free Fire led the market in both engagement and monetization, while Hypercasual games dominated the download charts. Beyond entertainment, the Indonesian mobile landscape experienced transformative growth in utility and commerce sectors. Finance app downloads surged by 82% year-over-year, and time spent in shopping applications reached 5.5 billion hours, a 52% increase. The Food and Drink category saw the most explosive growth, with sessions increasing by over 480% due to the rise of quick-service restaurant brands and delivery services. Additionally, the video streaming market nearly doubled its engagement levels since 2019, driven by a shift toward mobile-first content and the continued dominance of platforms like YouTube and TikTok, the latter of which saw 75% year-over-year growth. Niche sectors also demonstrated significant momentum as the market matured. Consumer spending on dating apps rose 188% since 2018, while Health and Fitness engagement remained 56% higher than pre-pandemic levels. Business and utility apps like BukuWarung and PLN Mobile emerged as breakout leaders, signaling a deeper integration of mobile solutions into daily professional and civic life. As travel restrictions eased in late 2021, the recovery of travel and sports applications further solidified the mobile device as the central hub for the Indonesian consumer's digital and physical interactions.

market-analysis player-behavior mobile+1

data.aiJan 2022

Report

Mobile Gaming in 2022

The mobile gaming landscape in 2022 reflects a period of stabilization and strategic recalibration following the unprecedented growth seen during the height of the global pandemic. While the sector remains the largest segment of the interactive entertainment industry, it faced significant headwinds due to shifting privacy regulations, specifically Apple’s App Tracking Transparency framework, and a general cooling of consumer discretionary spending. These factors contributed to a slight year-over-year decline in overall consumer spend, marking a departure from the historical upward trajectory of the previous decade. Despite this contraction in revenue, engagement metrics remained robust, with total downloads and daily active users continuing to show resilience across both mature and emerging markets. Geographically, the industry saw a distinct divergence between Western markets and the Asia-Pacific region. While China remained the largest single market by revenue, regulatory tightening and licensing freezes slowed domestic growth, forcing major publishers to accelerate international expansion efforts. Conversely, emerging markets such as India, Brazil, and Indonesia emerged as primary drivers for volume, accounting for a significant portion of new installs. From a genre perspective, hypercasual games continued to dominate download charts due to their low barrier to entry, but mid-core and 4X strategy titles remained the primary engines for monetization, leveraging sophisticated live-ops and battle pass systems to maintain high average revenue per user. The technological shift toward cross-platform play and the integration of blockchain elements represented the primary innovation trends throughout the year. Developers increasingly prioritized building intellectual properties that could transition seamlessly between mobile and PC, aiming to diversify revenue streams and improve player retention. While the hype surrounding play-to-earn models began to wane toward the end of the year, the underlying focus on digital ownership and decentralized economies continued to influence long-term development roadmaps. Ultimately, the industry entered a phase of maturity where success is increasingly defined by data-driven user acquisition and the ability to sustain long-term engagement through high-quality content updates.

market-analysis global mobile+1

AppMagicJan 2022

Report

Modern Mobile Consumer 2022: App Monetization Report

The report examines how modern mobile consumers interact with app monetization, revealing that rewarded ads and in‑app purchases (IAP) coexist without cannibalizing revenue. Surveying 30,457 participants—18,894 from gaming apps and 11,563 from non‑gaming apps on the ironSource network, plus a 500‑person control group outside MobileVoice®—the study covers North America and global markets from April to May 2022. Respondents were verified as adults and opted in for virtual rewards, ensuring engagement accuracy. Key findings show an almost even split between IAP and ad‑supported preferences across both gaming and non‑gaming audiences. Generation X favors occasional or frequent IAP yet prefers ad support overall, while 24% of Gen Z would pay a one‑time fee to remove ads. Approximately one third of users make occasional IAPs, a significant rise from the 2‑3% noted five years earlier. Free apps with IAP dominate downloads (52% of gaming users), and 15‑17% of consumers now spend more on IAPs than five years ago. Methodologically, the study combined custom MobileVoice® surveys with third‑party polling (Pollfish) to mitigate bias. Data were analyzed using ironSource’s Offerwall and native survey offers, with age verification and global reach. The report concludes that diversified monetization strategies—balancing ads, IAPs, and optional removal fees—are essential to meet evolving consumer expectations. It recommends audience‑specific research, price optimization, and value bundle offerings to maximize revenue while preserving user experience.

monetization market-analysis player-behavior+2

ironSourceJan 2022

Report

Market Outlook 2022

The analysis outlines a 2022 outlook for the global mobile‑gaming market, emphasizing that quarterly installs have plateaued at roughly 14 billion after a pandemic‑driven surge, with casual titles still accounting for about 80 % of downloads. Revenue dynamics have shifted: mid‑core games now generate 60 % of total earnings, while overall mobile‑game revenue fell 7 % year‑over‑year in Q1 2022, marking the first decline since the industry’s rapid expansion. The United States remains the largest spend market, yet Asia‑Pacific regions—especially Taiwan and Brazil—exhibit the fastest growth rates. Advertising spend analysis reveals that role‑playing games dominate iOS channels, with YouTube capturing an 8.2 % share of voice and exceeding 10 % in Q2 2022; Android spend lags across all networks. Card‑battler titles emerge as the fastest‑growing sub‑genre, driven largely by Japan and China, which together account for 62 % of player spending. Yu‑Gi‑Oh! Master Duel leads launch revenue, reaching $80 million in five months and achieving a worldwide revenue per day of $20—twice that of its nearest competitor. MMORPGs hold the second‑largest spending position globally, with Diablo Immortal topping U.S. spend at $22 million in H1 2022 and maintaining a modest 10 % share of U.S. MMORPG installs. In the United States, Diablo Immortal generated over $30 million in its first six weeks and captured 3.2 % of mid‑core revenue, yet U.S. players still lag behind Asian markets where Lineage M and Odin: Valhalla Rising amassed $225–$350 million in the same period. The report underscores that U.S. MMORPG revenue represents only about 4 % of the global total, highlighting the critical need for localized market strategies in future mobile RPG releases.

market-forecast global mobile+1

Sensor TowerJan 2022

Report

Mobile Market Forecast 2022‑2026

The forecast projects a decisive shift in the global mobile app economy between 2022 and 2026, positioning the United States as the pre‑eminent App Store market for both consumer spending and download volume, overtaking China for the first time. While the United States already leads Google Play revenue, India continues to register the highest adoption rates, and Brazil is expected to break into the top tier of markets by the mid‑term horizon. Growth is predicted to decelerate in 2022, reflecting macro‑economic headwinds, but a robust rebound is anticipated from 2023 onward, driven by renewed consumer confidence and expanding monetisation strategies across emerging regions. The analysis draws on comprehensive data covering major geographic territories—including North America, Europe, East Asia, South Asia, and Latin America—and spans the full spectrum of mobile industry segments, from app store transactions and download activity to advertising spend and software‑development‑kit performance. By integrating these variables, the forecast delivers a granular view of revenue trajectories, market share dynamics, and user‑acquisition trends that inform strategic planning for developers, marketers, and investors. Underlying the outlook is Sensor Tower’s suite of intelligence products—Store, App, Ad, Usage, and Benchmark Intelligence—designed to support organic growth, optimise paid acquisition, and evaluate SDK efficacy. The firm’s proprietary data and analytical tools underpin the projections, while usage policies restrict unauthorised redistribution of the findings. Contact channels for demonstrations, media, and sales are provided to facilitate deeper engagement with the platform’s capabilities.

market-forecast mobile global

Sensor TowerJan 2022

Report

State of Mobile India 2022

India’s mobile ecosystem in 2021 experienced a surge of activity, with total app downloads reaching 26.7 billion—a 41 % increase from the previous year—and Android users spending an average of 4.7 hours per day on apps, up 27 % from 2019. Consumer spend hit $417 million, positioning India as a dominant force in global downloads (10 % of worldwide figures) and driving significant growth in finance (+27 %) and medical (+38 %) categories. The country’s high usage time and spend levels make it a key growth engine for advertisers and developers. Gaming shifted sharply toward hyper‑casual titles, which now dominate worldwide downloads. In 2021, hyper‑casual action and puzzle games generated over $5 billion in consumer spend, while strategy‑based “4× March‑battle” games captured nearly $10 billion in revenue. These trends highlight a pivot toward low‑friction, highly engaging experiences that accelerate user acquisition and monetization. Food & drink apps saw explosive growth, with user sessions rising 33 % YoY to 12.1 billion in Q4 2021 after a pandemic dip. Rapid‑delivery services such as Zepto, Getir, Gorillas and Flink experienced double‑digit download surges, driven by international expansion and hyper‑fast grocery models. Brand‑centric searches dominate India’s market, while generic terms (“food”, “delivery”, “coffee”) rise in emerging regions, indicating a blend of branded and discovery‑driven usage. Travel and rideshare apps rebounded strongly in H2 2021. India alone accounted for 259.5 million travel‑app downloads, up 15 million from H2 2020, while global downloads approached pre‑pandemic levels at 1.95 billion versus 2.08 billion in H2 2019. Rideshare demand recovered sharply, with rider sessions outnumbering driver sessions by roughly 3:1 in key markets such as the US, UK, and India. Travel apps and on‑demand transport services are regaining traction, with India playing a pivotal role in the global rebound. In 2021, the most downloaded and highest‑spending apps in India included Google Pay, Instagram, Flipkart, Jio MyJio and Hotstar. In gaming, Free Fire (Tencent), Call of Duty: Mobile (Activision Blizzard) and Gardenscapes – New Acres (Playrix) led downloads, with Free Fire and Call of Duty: Mobile also topping spend charts. These figures underscore India’s status as a leading mobile market across diverse verticals and user segments.

market-analysis mobile india+1

IntelJan 2022

Report

Global White Paper on Mobile Advertising & Marketing Game

The white paper examines the global mobile game advertising landscape in 2022, focusing on spend trends, genre dynamics, and creative performance across key markets. Mobile advertising contracted sharply in the first half of 2022, with creatives falling 27.8 % YoY to 15.8 million while the advertiser base stayed flat at roughly 45,000. Video formats dominated (over 86 % of creatives), and Android captured about 70 % of activity, a shift driven by Apple’s IDFA changes. Casual and puzzle titles remained the most popular genres for spend, whereas RPGs saw a steep decline in both advertiser and creative share. Regional analysis reveals divergent patterns. In China’s HK/Macau/TW region, RPGs still led creative spend but action and MOBA titles gained traction. The U.S. saw mid‑core and hardcore titles drive revenue, yet casual/puzzle games attracted the largest advertiser base. Japan’s simulation and RPG sectors dominated, while South Korea shifted from MMO revenue to card‑RPG advertising. Turkey’s market is driven by high‑engagement shooters and casual titles, with peak activity in January. South Asia’s top downloads are shooters and board games, with Meta platforms hosting the majority of ads. Cost metrics vary by genre and demographic. Strategy games command the highest CPM ($21.58), while female users and older cohorts (55‑64) pay 12–13 % more. Playable ads deliver the lowest CPI but also the lowest ROAS, whereas banner ads yield the highest return on spend. Creative trends show a heavy reliance on video (≈92 % in casino ads) and narrative hooks such as free‑coin offers or small wins to build anticipation. Interest in emerging experiences remains modest: only 39 % of gamers desire metaverse titles, and NFT games attract just 16 %. Nonetheless, AR on platforms like Snapchat is gaining traction, with immersive filters driving higher engagement. Overall, the data underscore a shift toward diversified genre portfolios, targeted creative strategies, and a growing emphasis on localized, programmatic solutions to navigate privacy constraints and declining traditional ad revenues.

marketing advertising user-acquisition+2

SocialPetaJan 2022

Report

Mobile Gaming M&A Playbook: How to Identify and Target High-Growth Gaming Companies

The mobile gaming industry is experiencing a period of rapid consolidation, driven by a market projected to reach $138 billion in player revenue by 2025. This strategic guide outlines how major publishers and investors utilize mergers and acquisitions to mitigate competitive threats, diversify portfolios, and capture new audience segments. By examining high-profile deals—such as Electronic Arts’ $2.1 billion acquisition of Glu Mobile and Zynga’s expansion into hyper-casual and golf genres—the analysis demonstrates that M&A has become a primary vehicle for growth in an increasingly crowded global market. The primary thesis posits that successful M&A requires a data-driven approach to identify synergies and growth opportunities. Key objectives for acquirers include buying out competition, acquiring specialized talent, and gaining scale in specific sub-genres like sports or merge games. For example, the acquisition of Ludia by Jam City illustrates how smaller developers gain access to global resources and corporate expertise, while larger entities bolster their reputations as preferred partners for major intellectual property brands. Methodologically, the findings rely on Sensor Tower’s proprietary store intelligence and genre taxonomy, which covers 99.9% of U.S. mobile gaming revenue. The scope is global, focusing on market activity from 2020 through late 2021, a period that saw over 280 deals valued at $39 billion in the first quarter of 2021 alone. The guide concludes that navigating this landscape requires rigorous evaluation of target health, including revenue trends, ARPDAU, and geographic presence, to ensure acquisitions are well-timed and strategically aligned with broader industry shifts.

mergers-acquisitions market-analysis investment+2

Sensor TowerJan 2022

Report

Modern Mobile Consumer 2022: App Monetization Report

The 2022 App Monetization Report examines the evolving spending habits and monetization preferences of mobile users across gaming and non-gaming environments. The primary thesis asserts that modern consumers are increasingly receptive to hybrid monetization models, where rewarded ads and in-app purchases (IAP) coexist without cannibalizing revenue. A significant shift in the industry is the blurring of lines between "gamers" and "non-gamers," as both groups demonstrate nearly identical attitudes toward app interaction and spending. Key findings indicate that approximately one-third of consumers now make occasional in-app purchases of a few dollars, a sharp increase from the 2% to 3% industry standard reported five years ago. While 78% of users prefer free apps, between 28% and 49% are willing to spend once they have engaged with the content. Demographic data reveals nuanced preferences: Generation X is the most likely group to make frequent IAPs yet still prefers ad-supported models, while 24% of Gen Z users express a unique preference for one-time fees to remove advertisements. The research is based on a comprehensive survey of 30,457 respondents conducted in April and May 2022. The methodology utilized the MobileVoice market research network to reach 18,894 gamers and 11,563 non-gaming app users, supplemented by a 500-person third-party control group to ensure accuracy. Respondents were all aged 18 or older and participated via an opt-in model in exchange for virtual rewards. The scope is global, covering a broad spectrum of the mobile app economy and providing actionable insights for developers to diversify revenue streams through value bundles and balanced ad integration.

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ironSourceJan 2022

Report

The State of Mobile Game and App Markets

The analysis demonstrates that mobile app and game advertising in the first half of 2022 experienced a notable contraction, with a 6.24 % year‑over‑year decline in app advertisers and a 27.83 % drop in creative volume, yet the sector is pivoting toward higher‑quality, data‑driven campaigns. Predictive analytics and Apple’s SKAdNetwork 4.0 are emerging as essential tools for optimizing cost‑per‑install, in‑app purchase return on ad spend, and overall campaign effectiveness. Advertisers are concentrating on impactful creative mechanics and event‑based optimisations, particularly within casual gaming, fitness, and finance verticals. The number of game creatives fell 27.8 % while the advertiser base remained flat at roughly 45,000, indicating a shift from quantity to quality. Major networks such as Unity Ads and AppLovin are leading the charge, with experimentation on offerwall formats that demand precise attribution windows. Meta continues to dominate paid‑social traffic outside the gaming sphere, underscoring its broader reach. Geographically, tier‑1 markets—US, Australia, Germany, South Korea, UK, and France—dominate spend and revenue, with CPMs peaking in the United States at approximately $27. Lower‑cost regions such as Turkey and India present attractive lifetime value opportunities, especially during seasonal CPM spikes in fall and winter holidays. Android creatives have gained prominence post‑IDFA, while incentive‑based offerwalls are becoming more prevalent. Publishers increasingly rely on search‑driven installs and coordinated ASO/paid‑social strategies, with Apple Search Ads projected to reach $20 billion by 2025. The focus on higher‑quality ad creatives, blended event optimisation (trial plus subscription), and rising subscription prices—driven by A/B testing and post‑iOS‑14.5 user acquisition costs—highlights a tightening competitive landscape, particularly in Android and tier‑2/3 markets.

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AdQuantumJan 2022