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Mobile

The Rise of Midcore Mobile Games Snapshot Report July 2022

The snapshot report examines the rapid ascent of midcore mobile games in 2022, arguing that AAA titles adapted from PC and console franchises are reshaping the U.S. iOS market. Data show nine midcore releases among the top‑200 grossing titles in the past year, versus only three casual games, underscoring a shift toward higher‑quality experiences. Midcore revenue captured 36.73 % of U.S. iOS mobile game earnings in Q1 2022, the sole category to grow year‑over‑year (up 1.55 %). Supercell’s *Clash Royale* led the segment, gaining over 4 % market share, while other titles such as *Genshin Impact*, *Call of Duty: Mobile*, and *Diablo Immortal* dominated the top‑ranked list. Key success factors identified include refined control schemes that emulate console precision, diversified monetization with battle passes, multiple gacha systems (over 65 % of top games feature more than five gachas), and a high cadence of live events that introduce new content and currencies. The report notes an emerging trend of external web stores to sidestep Apple and Google fees, exemplified by titles like *Game of Thrones: Conquest* and *Clash of Clans*. Methodologically, the analysis draws on GameRefinery’s SaaS platform data for U.S. iOS downloads, revenue, and player motivations across 365 days of releases. Overall, the report concludes that midcore games’ blend of AAA quality, sophisticated monetization, and continuous content updates is driving their dominance in the evolving mobile gaming landscape.

market-analysis mobile midcore+1

GameRefineryJan 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.

monetization player-behavior market-analysis+2

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.

market-analysis marketing mobile+1

AdQuantumJan 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

Newzoo IP-Based Mobile Games Report (2022)

Intellectual property has emerged as a primary driver of success in the mobile gaming landscape, particularly as privacy changes like Apple’s IDFA have complicated traditional user acquisition. In 2021, the dominance of established franchises was underscored by the fact that only one non-IP title reached the top ten global downloads. High-spending players, defined as those investing over $25 per month, demonstrate a significantly higher propensity to download games based on familiar franchises compared to low spenders. This trend translates into superior long-term value and revenue potential for developers who leverage recognized brands to bypass rising marketing costs. The global market exhibits distinct regional dynamics regarding IP performance. While Western properties such as Disney and Marvel achieve massive download volumes worldwide, Eastern IPs—specifically those originating from Japanese manga and Chinese literature—consistently lead the top-grossing charts. This financial success is driven by the integration of deep monetization mechanics, such as gacha systems, and a strong cultural fit within Asian markets. However, the mere presence of a popular brand does not guarantee longevity. Success requires a "fan-first" approach where game mechanics align seamlessly with the source material. Titles like Umamusume: Pretty Derby illustrate how high-quality simulation and immersive character work drive retention, whereas technical shortcomings or a poor fit between the genre and the IP can lead to rapid player churn. Long-term profitability in the IP-based mobile sector depends on deep collaboration between developers and licensors to create exclusive content that expands the franchise's universe. Experts emphasize that localized cultural optimization and high production values are essential for maintaining engagement. By utilizing comprehensive market data and consumer research, industry stakeholders can better navigate these trends, sizing global opportunities and identifying the specific franchise-mechanic combinations that resonate most effectively with high-value audiences.

market-analysis monetization mobile+2

NewzooJan 2022

Report

State of Mobile 2022

The global mobile economy experienced unprecedented expansion in 2021, characterized by a 19% year-over-year increase in app store spending to $170 billion and a 23% rise in mobile advertising to $295 billion. This growth was underpinned by a fundamental shift in consumer behavior, as users in leading markets now average 4.8 hours daily on mobile devices. Social, photo, and video applications dominate this engagement, accounting for 70% of time spent. The ecosystem's vitality is further evidenced by the release of 2 million new apps and the emergence of 233 individual titles that each surpassed $100 million in annual consumer spend. Mobile gaming remains the primary engine of monetization, reaching a record $116 billion in spend. While hypercasual titles drive download volume, core gaming experiences like 4X March-Battle strategy and creative sandboxes drive the highest revenue. Beyond gaming, the finance sector saw a 28% increase in downloads, propelled by the rise of neobanks in emerging markets and a surge in cryptocurrency adoption. Similarly, retail engagement surpassed 100 billion hours, while the food and drink sector reached record sessions through the rapid expansion of ultra-fast delivery services. The landscape also reflects a recovery in travel and sports, with engagement returning to pre-pandemic levels alongside a 95% increase in dating app spend since 2018. Emerging trends such as live streaming and avatar-based social platforms indicate growing consumer interest in the metaverse, with live streaming engagement outpacing the general market by nine times. Geographically and corporately, the market is led by U.S. giants like Google and Meta in general utility, while Chinese firms like Tencent dominate the gaming sector. This data illustrates a mature yet diversifying mobile industry that has become the central platform for finance, entertainment, and social interaction globally.

mobile market-analysis player-behavior+1

data.aiJan 2022

Report

Casual Gaming Apps Report 2022

The mobile gaming landscape entered a period of transition in early 2022, marked by the first year-over-year decline in global spending during the first quarter. Despite this contraction, mobile gaming remains the dominant force in the industry, commanding over 60% of the total market share. Analysis of performance metrics from May 2021 to May 2022 reveals an average cost per install (CPI) of $1.10 and a Day 30 return on ad spend (ROAS) of 17.81%. Lifestyle games emerged as a particularly lucrative segment, generating the highest returns for developers despite carrying higher-than-average acquisition costs. Platform and regional disparities significantly influence user acquisition strategies. Android remains the more cost-effective platform with an average CPI of $0.75, which is less than half of the $2.27 required on iOS. Notably, both platforms maintain comparable ROAS at the Day 7 and Day 30 marks, suggesting that Android offers superior efficiency for many casual titles. Geographically, North America represents the most expensive market with a CPI of $3.32, while the LATAM and APAC regions provide the most affordable entry points. However, lower acquisition costs in LATAM are often offset by lower overall returns compared to more established markets. To maintain long-term player investment and monetization, top-grossing casual games increasingly utilize hybrid mechanics. By blending core puzzle or rhythm gameplay with secondary layers like interior design or social competition, developers are successfully extending player lifecycles. These findings, derived from an extensive dataset of 76.1 billion impressions and 58.5 million installs, underscore a shift toward sophisticated, multi-layered game design as a primary driver for growth in an increasingly competitive and price-sensitive mobile environment.

market-analysis global mobile+1

GameRefineryJan 2022

Report

Hyper-Casual Benchmark Report Q3 2022

The report examines hyper‑casual mobile gaming metrics for Q4 2022, focusing on cost‑per‑install (CPI), cost‑per‑lead (CPL) and retention benchmarks across Android and iOS platforms. CPI data show a notable rise, with median CPI reaching $0.20 on both platforms and an overall Q4 average of $0.42, up from previous quarters. Android median CPL increased by $0.05 and iOS by $0.17, indicating higher acquisition costs yet still within competitive ranges for the genre. Geographically, the analysis highlights top spend markets. For Android, the United States, Japan, Canada, South Korea, and the United Kingdom dominate, with China and Mexico emerging as new cost‑decreasing markets. iOS data mirror this distribution but include Australia, Germany, and France as significant players; Brazil also appears in the top ten for iOS. The report notes shifts in rankings, such as South Korea surpassing Canada and Mexico’s CPI decline, and France’s rise to the top spot on iOS. Retention benchmarks reveal platform‑specific performance differences. Top 2 % of games achieve Day 1 retention rates of 45 % on Android and 38 % on iOS, while Day 7 retention stands at 19 % versus 14 %. Median games retain 24 % on Android and 23 % on iOS after one day, dropping to 7 % and 4 % respectively by Day 7. Across all categories, iOS consistently outperforms Android in both Day 1 and Day 7 retention. Methodologically, the data derive from GameAnalytics’ extensive player base of over 100 000 games and one‑third of global mobile players, providing a robust sample for industry benchmarking. The report’s findings underscore rising acquisition costs while highlighting retention advantages on iOS, offering actionable insights for developers targeting hyper‑casual audiences.

monetization in-game-advertising user-acquisition+3

TenjinJan 2022

Report

PaaS for Mobile Cloud Gaming

The emergence of Business-to-Business (B2B) Platform as a Service (PaaS) for mobile cloud gaming represents a transformative shift in the global games market. While consumer-facing cloud services for PC and console titles are still seeking widespread adoption, mobile cloud PaaS is already being deployed as a strategic tool for developers and publishers. This technology allows high-end mobile games to run on low-end hardware without local installations, effectively removing hardware constraints and storage limitations that previously hindered market penetration. The primary thesis centers on how PaaS solutions enable industry stakeholders to circumvent traditional app store ecosystems. By hosting games in the cloud, publishers can reduce user acquisition costs, which typically account for 30% of revenue, and avoid the 30% "take-rate" fees charged by standard app stores. This model is particularly effective for Free-to-Play (F2P) titles, as it facilitates seamless social discovery through shareable links and instant-play advertisements, converting non-gamers into active users without the friction of large downloads. Geographically, China serves as the primary proving ground due to its massive mobile-first population and aggressive 5G rollout, with over 365 million 5G users as of 2021. While the Chinese market is currently saturated with B2C platforms, B2B providers like Tencent, Haima Cloud, and WeLink are gaining traction. Internationally, companies such as Now.gg and Ubitus are scaling these solutions globally. Data indicates that while only 30% of Chinese gamers have tried cloud services, the addressable market is vast, as mobile gamers currently account for less than half of the 1.5 billion smartphone users in the region. Methodologically, the analysis draws on proprietary research from Niko Partners, utilizing a consumer panel of over 4 million users in China and millions more across Asia. The findings conclude that mobile cloud PaaS will mature faster than premium B2C cloud offerings because it integrates with existing F2P monetization habits rather than requiring new subscription behaviors. This shift is expected to redefine live operations, social integration, and the overall value chain of the global mobile gaming industry.

market-analysis cloud-gaming monetization+2

Niko PartnersNov 2021

Financial

Summary of Financial Results for Third Quarter of Fiscal Year Ended December 31, 2021

KLab Inc. reported a significant downturn in financial performance for the first nine months of the fiscal year ended December 31, 2021. Consolidated revenue fell by 29.0% year-over-year to 18.7 billion yen, resulting in an operating loss of 729 million yen and a net loss attributable to owners of the parent of 1.76 billion yen. This represents a sharp reversal from the same period in 2020, which saw 26.3 billion yen in revenue and 855 million yen in profit. The decline is primarily attributed to the core Game Business segment, where revenue dropped from 26.1 billion yen to 18.4 billion yen. Profitability was further impacted by a substantial increase in extraordinary losses, specifically impairment losses, which rose from 498 million yen in the previous year to 1.54 billion yen. While selling, general, and administrative expenses were reduced by approximately 25% to 2.7 billion yen, these savings were insufficient to offset the contraction in gross profit. Geographically focused on the Japanese market but operating globally, the company’s balance sheet shows total assets decreased to 20.8 billion yen from 23.4 billion yen at the end of 2020. Despite the losses, the equity ratio remained stable at 70.6%. The full-year forecast for 2021 anticipates continued challenges, with projected annual revenue of 24.0 billion yen and a net loss of 2.3 billion yen. No dividends were paid or forecasted for the fiscal year. The results were prepared under Japanese GAAP and include data from January 1 to September 30, 2021.

investment market-analysis japan+1

KLabNov 2021

Financial

FY2022 First Quarter Financial Results

GREE’s financial results for the first quarter of fiscal year 2022, ending September 30, 2021, reflect a period of strategic transition and heavy investment in new growth pillars. The company reported net sales of ¥13.7 billion and an operating income of ¥1.6 billion. While these figures represent a slight decline compared to the previous quarter and the same period last year, the results were bolstered by the Investment and Incubation Business, which offset a temporary dip in the Internet and Entertainment segment. The Internet and Entertainment Business saw a decrease in revenue following the conclusion of major anniversary events for flagship titles like Another Eden and SINoALICE. However, the company made significant progress in its game pipeline, launching That Time I Got Reincarnated as a Slime: ISEKAI Memories and initiating pre-registration for Heaven Burns Red. Simultaneously, the company is aggressively expanding its Metaverse Business through the REALITY app, which achieved global distribution and saw increased advertising investment to grow its international user base. The Investment and Incubation Business remains a critical earnings pillar, with assets under management reaching approximately ¥67.0 billion. This segment contributed ¥1.1 billion in operating income during the quarter, driven by revaluations of startup investments and venture capital fund performance. The company’s total assets stood at ¥141.8 billion, supported by a strong cash position of ¥91.5 billion. Looking ahead, the company aims for sales and profit growth through the stable operation of existing games and the release of two to three in-house developed titles annually. Management also emphasized shareholder returns, executing a stock repurchase program of up to 35 million shares. The overall strategy focuses on strengthening the three core pillars of gaming, the metaverse, and investment to ensure long-term stability and growth.

investment market-analysis japan+1

GREENov 2021

Financial

Summary of Main Supplementary Explanations Questions and Answers at the FY2022 First Quarter GREE Results Briefing Held on November 5, 2021

The strategic focus for the first quarter of fiscal year 2022 centers on the expansion of the REALITY platform and the stabilization of the Investment and Incubation Business. Management intends to maintain a consistent level of advertising investment for REALITY, adhering to a recovery standard that ensures marketing spend is recouped over a defined period. Beyond advertising, capital is being directed toward app development, specifically targeting labor and outsourcing costs to enhance platform functionality. This investment strategy aims to capitalize on the growing global audience for Japanese anime aesthetics, which serves as the primary differentiator for the platform in the emerging metaverse sector. Competitive advantages are defined by the integration of social networking service functions with gaming elements within a stylized virtual environment. While the metaverse segment remains a high-growth priority, the Internet and Entertainment Business anticipates a second-quarter operating income in the range of several hundred million yen. This projection accounts for the revenue contributions of new game titles balanced against increased development and outsourcing expenditures required for upcoming releases. The Investment and Incubation Business is positioned as a source of long-term stable income, though performance remains subject to quarterly volatility. Because returns are primarily derived from dividend distributions from venture capital funds, precise timing for income recognition is difficult to forecast. Despite this inherent unpredictability, the segment is expected to provide a meaningful contribution to the overall financial health of the organization as it navigates the transition toward metaverse-driven growth and diversified digital entertainment offerings.

investment advertising metaverse+2

GREENov 2021

Financial

Consolidated Financial Results for the Six Months Ended September 30, 2021

Mixi, Inc. reported a decline in financial performance for the first half of the fiscal year ending March 31, 2022, covering the period from April 1, 2021, to September 30, 2021. Net sales reached ¥51,587 million, a 12.2% decrease compared to the same period in the previous year. Profitability saw a more significant contraction, with operating income falling 47.5% to ¥7,382 million and profit attributable to owners of the parent decreasing 33.9% to ¥6,167 million. Despite these declines, the company maintained a strong financial position with an equity ratio of 85.2% and total assets of ¥215,166 million. The Digital Entertainment Business, primarily driven by the flagship title Monster Strike, remains the company's largest segment but experienced a drop in net sales from ¥51,438 million to ¥40,699 million. Conversely, the Sports Business saw growth, with revenue increasing from ¥5,377 million to ¥8,000 million, though it continued to operate at a segment loss. The Lifestyle Business showed improvement, moving from a loss to a modest profit of ¥48 million. A significant portion of the report details the adoption of new Accounting Standards for Revenue Recognition. For Monster Strike, the company transitioned from recognizing revenue at the point of in-game currency consumption to recognizing it over the estimated period of character use. Additionally, transaction prices are now allocated across both paid and free "orbs" because they provide equivalent functional value. While these changes resulted in a ¥667 million increase in beginning retained earnings, the impact on the current period's operating income was minimal. Looking ahead, Mixi revised its full-year forecast for the fiscal year ending March 31, 2022, providing a range of estimates that anticipate continued year-on-year declines. Net sales are projected between ¥105,000 million and ¥110,000 million, while operating income is expected to fall between 78.2% and 91.3% compared to the previous fiscal year. The company intends to maintain its annual dividend at ¥110.00 per share.

investment market-analysis japan+1

mixiNov 2021

Report

Strategy Genre Snapshot: October 2021

The strategy genre represents a cornerstone of the mobile gaming market, accounting for approximately 17% of total revenue on the US iOS platform as of October 2021. Analysis reveals that the genre is heavily dominated by the 4X strategy subgenre, which comprises 20 of the top 25 grossing strategy titles. While the market is characterized by aging hits and high competition, recent success has been driven by genre-blending, where developers integrate mechanics from other categories—such as merge, match-3, or RPG elements—to broaden player appeal. Key market leaders include State of Survival, which became the top-grossing 4X title following a massive year-long collaboration with The Walking Dead, and Supercell, which remains the primary outlier succeeding with non-4X strategy titles like Clash of Clans. In contrast, the MOBA subgenre continues to face sustainability challenges in the US; despite a strong launch, League of Legends: Wild Rift struggled to maintain a position in the top 200 grossing charts, leaving the long-term viability of newer entries like Pokémon UNITE uncertain. The core appeal of the genre is rooted in long-term power progression, complex live operations, and deep social integration. Data indicates that successful titles leverage permanent boosts, recurring event loops, and competitive guild mechanics to drive engagement. According to a survey of over 7,000 mobile gamers in English-speaking Western markets, the primary motivational drivers for strategy players are strategic planning, resource optimization, and social competition. These findings suggest that while the 4X subgenre remains the revenue leader, the path to growth lies in sophisticated monetization through battle passes and the continuous expansion of social and competitive features.

market-analysis strategy mobile+1

VungleOct 2021

Report

Audio Ad Engagement in Mobile Games

This analysis explores the emergence and efficacy of in-game audio advertising as a non-intrusive alternative to traditional mobile game monetization models. The primary thesis posits that audio ads solve the "interruption" problem inherent in video and banner ads, which often frustrate players by blocking gameplay. By allowing users to continue playing while hearing promotional content, audio ads maintain player retention and foster more positive brand associations. The findings are based on a 2020 study involving a YouGov survey of 2,200 UK adults and behavioral focus group testing conducted by Go Live Test. The research highlights a significant shift in consumer preference, noting that 86% of UK adults dislike video ads in mobile games. In contrast, 28% of respondents identified audio ads as their preferred monetization model, surpassing both video ads (18%) and in-app purchases (26%). Behavioral data further validates this format, showing that 100% of tested players continued gameplay during audio ads and demonstrated perfect brand recall when the audio was paired with a clickable banner. Geographically focused on the global mobile gaming market with specific data points from the UK and US, the research demonstrates high engagement metrics. A case study involving Warner Music Group’s promotion of a single revealed a 1.78% click-through rate—a 1,000% increase over the industry standard for traditional banners. Additionally, the campaign achieved a 75% ad completion rate and a remarkably low 1.8% bounce rate. These statistics suggest that audio ads are particularly effective for reaching younger demographics, such as the 18-to-24-year-old segment, 67% of whom already listen to music while gaming. The analysis concludes that audio ads offer a superior balance between game monetization and user experience.

monetization in-game-advertising advertising+2

AudioMobSept 2021

Report

Global Mobile Market Report 2021

The 2021 global mobile market analysis underscores a rapidly expanding ecosystem in which smartphone ubiquity, rising active‑device counts, and the early rollout of 5G networks are driving unprecedented growth in mobile gaming. By integrating socio‑economic indicators, device‑usage data from more than 400 million monthly active devices, and revenue tracking from major app‑store partners, the study projects that mobile‑game spending will climb from $90.7 billion in 2021 to $116.4 billion by 2024, reflecting an 11.2 % compound annual growth rate. Smartphone penetration reached 3.9 billion users in 2021, a 6 % year‑over‑year increase, while 5G‑ready devices are beginning to reshape gameplay experiences and monetisation models. Regulatory shifts, notably Apple’s App‑Tracking Transparency and Google’s parallel privacy policies, together with the high‑profile Apple‑Epic litigation, are redefining user‑acquisition strategies and prompting developers to explore platform‑driven revenue streams such as in‑game advertising, subscriptions, and direct storefronts. Revenue distribution remains heavily skewed: the top 20 % of spenders—players who spend $25 or more per month—account for roughly 80 % of total income, favouring socially rich, competitive titles and showing greater openness to ads and subscription offers. A consumer survey of 5,400 gamers aged 10‑50 across the United States, China, Germany, and Japan reveals modest regional variation in intellectual‑property preferences, suggesting that aligning established entertainment IPs—books, comics, movies, and TV series—with appropriate game genres can enhance engagement. Overall, the findings highlight a market poised for continued expansion, driven by technological adoption, evolving privacy landscapes, and a concentrated core of high‑value players.

market-analysis market-forecast mobile

NewzooSept 2021

Report

Shooter Genre Snapshot: September 2021

**Shooter Genre Snapshot – September 2021 (GameRefinery)** --- ### 1. Market Overview | Metric | Insight | |--------|----------| | **Genre rank (US iOS)** | 6th largest mobile genre, ~6 % of total iOS revenue. | | **Revenue share** | The “Big Three” – **Call of Duty: Mobile**, **PUBG Mobile**, and **Garena Free Fire** – generate > 84 % of shooter revenue. | | **Impact of Fortnite removal** | Apple‑Epic lawsuit (Fortnite removed Aug 2020) erased a game that once held ~30 % of the shooter market on iOS. | | **Growth leader** | Garena Free Fire doubled its iOS revenue in 2021, climbing from ~10 % to ~30 % market share and now rivals CoD Mobile for the top spot (Q2 2021). | | **New‑entry stagnation** | No shooter launched in the last **2 years** cracked the top‑grossing 200; only **Bullet Echo** (May 2020) entered the top‑500. | --- ### 2. Top‑Performing Titles (US iOS – Q2 2021) | Rank | Game | Publisher | Sub‑genre | Share | |------|------|-----------|-----------|-------| | 1 | **Garena Free Fire – 4th Anniversary** | Garena International | Battle‑Royale | **28.56 %** | | 2 | **Call of Duty: Mobile** | Activision | Classic FPS/TPS | **28.17 %** | | 3 | **PUBG Mobile – Ignition** | Tencent | Battle‑Royale | **26.55 %** | | 4 | **War Robots** | Pixonic | Tactical Shooter | 3.5 % | | 5 | **Sniper 3D** | Fun Games | Sniper | 3.5 % | | 6 | **Pixel Gun 3D** | Cubic Games | Classic FPS/TPS | 2.12 % | | 7 | **War Machines: Tank** | Fun Games | Tactical Shooter | 1.9 % | | 8 | **Zooba: Zoo Battle Royale** | Wildlife Studios | Battle‑Royale | 1.88 % | | 9 | **World of Tanks Blitz** | Wargaming | Tactical Shooter | 1.61 % | | 10| **Tacticool** | – | – | ~1 % | *Key takeaway:* The top three dominate ~83 % of the genre’s revenue; the rest of the field is highly fragmented. --- ### 3. Why the “Big Three” Stay on Top | Driver | How It’s Implemented | |--------|----------------------| | **Battle Pass** | Seasonal “free + paid” tracks that reward playtime, cosmetics, and progression. | | **Limited‑time Gachas** | Time‑bound loot‑box style draws with increasing price/odds, often tied to events or milestones. | | **Live Events & New Modes** | Frequent, high‑visibility updates (e.g

market-analysis shooter mobile+1

GameRefinerySept 2021

Report

Sports & Racing Games Report: Q3 2021

The sports and racing gaming sectors experienced a transformative period throughout 2020 and early 2021, characterized by a 40.2% year-over-year revenue increase to $2 billion. This growth was underpinned by a clear bifurcation in market dynamics: while realistic sports and racing titles consistently outperformed arcade-style counterparts in revenue generation, arcade games maintained higher download volumes. The industry remains highly concentrated, with a small cohort of major publishers—including Electronic Arts, Konami, Tencent, and Zynga—exerting significant control over both market share and intellectual property. Strategic consolidation through high-profile mergers and acquisitions, such as the integration of Glu Mobile and Codemasters into Electronic Arts, reflects a broader industry trend toward portfolio expansion and market dominance. Geographic performance reveals distinct regional preferences that dictate global revenue flows. The United States remains the primary revenue driver for Western-centric sports and drag racing, while Japan serves as the critical hub for baseball and soccer titles. Conversely, emerging markets such as India and Brazil lead in total download volume, highlighting a disparity between user acquisition and monetization potential. Within the racing segment, kart racing has emerged as a superior model for long-term player retention and balanced gender demographics, contrasting with the gradual revenue decline observed in racing simulators since late 2019. Despite a temporary pandemic-induced surge in arcade racing downloads during 2020, the market has largely normalized to pre-pandemic levels. The sports manager sub-genre exemplifies the industry’s shift toward high-value monetization, as it has successfully increased net revenue despite a multi-year decline in download volume. Ultimately, the sector is defined by a reliance on established intellectual property and a strategic focus on realistic simulation, with revenue spikes frequently tethered to the launch of major new titles. These trends underscore a mature, consolidated market where success is increasingly dependent on publisher scale and the ability to sustain engagement within specific, high-performing sub-genres.

market-analysis global sports-games+1

Sensor TowerSept 2021

Financial

Fact Book 2021

The 2021 Fact Book presents a comprehensive overview of Bandai Namco Holdings’ strategic direction, emphasizing its transformation into a globally integrated entertainment conglomerate and its commitment to corporate social responsibility. Central to the narrative is the thesis that sustained growth across toys, video games, animation and amusement can be achieved through diversified product portfolios, expansive international operations, and proactive sustainability initiatives. The company’s evolution is traced from a collection of independent toy, arcade‑machine and media firms to a unified group after the 2005‑2007 merger of Bandai and Namco. Key milestones include the launch of flagship lines such as Gundam models (over 500 million units shipped), Tamagotchi (exceeding 20 million units), and Zatchbell Battle (300 million units), as well as the development of major video‑game franchises—TEKKEN, DARK SOULS III and Tales—collectively surpassing 50 million sales. International expansion is evident through subsidiaries and regional headquarters in North America, Europe and Asia, reinforced by repeated listings on the Tokyo Stock Exchange and industry recognitions such as Cannes Best Actor and TSE awards. Environmental and social performance data for fiscal year 2021 highlight a suite of CSR actions, including CO₂ reduction targets, supply‑chain safety measures and work‑life‑balance programmes, all framed within the “NEXT STAGE” mid‑term plan aimed at deepening engagement with a mature fan base and broadening cross‑media offerings. The Fact Book thus underscores Bandai Namco’s dual focus on market leadership and sustainable corporate practices across a worldwide footprint and multiple entertainment segments.

market-analysis monetization game-publishing+5

Bandai NamcoSept 2021

Report

India Market Update: September 2021

The Indian gaming and esports landscape is undergoing a period of rapid institutional growth and diversification, characterized by significant foreign investment and the expansion of domestic infrastructure. During the 2021 period, international developers such as Sumo Digital, Kwalee, and CrazyLabs have deepened their commitment to the region. Sumo Digital’s establishment of a second studio in Bangalore and the expansion of its Pune facility highlight a strategic shift toward utilizing India as a hub for end-to-end creative development rather than just a support center. This trend aligns with forecasts predicting substantial increases in India’s online population, player base, and total number of paying users over the next four years. The mobile gaming sector remains a primary driver of market activity, though it faces operational hurdles. Krafton’s Battlegrounds Mobile India has seen explosive growth but must navigate the technical challenge of maintaining competitive integrity. The company has permanently sanctioned over 1.52 million accounts to combat cheating, illustrating the friction between accessibility in free-to-play titles and the necessity of robust anti-cheat measures. Simultaneously, the real-money and fantasy gaming segments are accelerating, evidenced by Mobile Premier League reaching a $2.3 billion valuation following a $150 million Series E funding round intended to fuel global expansion into markets like the United States. The esports ecosystem is maturing through consolidation and the convergence of gaming with broader entertainment sectors. Market leader NODWIN Gaming has expanded its reach into the casual and mid-core demographics by acquiring OML Entertainment’s IP business and partnering with PVR Cinemas to pilot in-theater esports viewing. These moves signify a transition toward a more integrated media model where gaming, music, and comedy intersect to drive brand engagement. Overall, the Indian market is evolving into a sophisticated environment defined by high-value capital raises, localized content strategies, and the professionalization of the broader creator economy.

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