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Report
36 pages
Retention Radar
A 10% improvement in user retention can drive profit increases of up to 90%, making retention a more critical financial lever than aggressive user acquisition in a market seeing a 2.3% decline in installs.
Simulation games demonstrate the value of long-term engagement by achieving a threefold increase in Return on Ad Spend (ROAS) by the thirtieth day of player activity.
Targeting 'synthesized cohorts'—clusters of interconnected apps based on shared user habits—is more effective than siloed marketing, especially given that RPG players show a 40.2% engagement rate with non-gaming applications.
Retention
Market Analysis
Marketing
+2
Aarki
Jan 2025
Report
37 pages
Starfield: How It Achieved 10M Players
Starfield reached 10 million players at launch, marking the largest release in Bethesda’s history despite a competitive RPG market.
The marketing campaign utilized a $21.2 million advertising budget, the second-highest in the RPG category for 2023.
Over one-third of the total advertising budget was allocated to Over-the-Top (OTT) streaming services, reflecting a strategic shift toward high-impact digital distribution.
Market Analysis
Player Demographics
Marketing
+2
Sensor Tower
Jan 2025
Report
23 pages
The State of Puzzle Games: An Analysis of the Puzzle Category in Mobile Gaming
The hybridcasual puzzle model experienced a 430% revenue increase between early 2022 and early 2023, signaling a major shift in market structure.
Hybridcasual revenue in the 'pair' sub-genre grew from $7 million in Q1 2022 to $40 million in Q1 2023.
Traditional casual puzzle games are experiencing modest declines in both downloads and revenue despite maintaining overall market share through robust meta-features.
Market Analysis
Monetization
User Acquisition
+3
Sensor Tower
Jan 2025
Report
37 pages
The Intrinsic In-Game Advertising Key Trends Report H1 2025
Intrinsic in-game advertising (IIGA) delivers 2,957 attentive seconds per thousand impressions, nearly triple the performance of Facebook Infeed.
Adopting IIGA drives a 20-point lift in ad recall and a 21% lower cost per acquisition (CPA) compared to standard digital benchmarks.
Mobile platforms provide 25 times the scale of impressions and greater audience diversity, while PC and console platforms offer superior immersion through longer session lengths.
In-Game Advertising
Market Analysis
Monetization
+1
Anzu
Jan 2025
Report
5 pages
Mobile Gaming M&A Playbook: How to Identify and Target High‑Growth Gaming Companies
The mobile gaming market is projected to reach $138 billion by 2025, driving significant M&A activity as publishers seek to diversify portfolios and acquire new talent and intellectual property.
High-profile acquisitions demonstrate the scale of industry consolidation, including Zynga’s $2 billion purchase of Peak Games and EA’s $2.1 billion acquisition of Glu Mobile.
Effective target identification requires a data-driven approach using platforms like Sensor Tower to track specific genre trends, revenue trajectories, and regional market share.
Mergers & Acquisitions
Market Analysis
Mobile
+1
Sensor Tower
Jan 2025
Report
31 pages
Influencer Marketing for Brands
Gen Z and Alpha audiences prioritize digital creators over traditional celebrities, requiring brands to shift from disruptive advertising to seamless integration within creator ecosystems.
Long-term ambassador programs and interactive live events in titles like Minecraft and League of Legends yield high interaction rates ranging from 13.4% to 31.8%.
Roblox has doubled its monthly viewership to 400 million users, highlighting the growing importance of immersive environments for fostering authentic connections with digital-native demographics.
Marketing
Global
Streaming
Stream Hatchet
Jan 2025
Report
28 pages
2025 Global Mobile Game Marketing Insights & Creative Breakdown
Over 90% of mobile game advertisers now utilize AI to generate assets, marking a critical industry shift toward automation to combat rising competition.
The average monthly creative volume per advertiser reached 123 in 2025, representing a 20% year-over-year increase, with new creatives accounting for 58% of total monthly output.
Strategy games lead the industry in advertising intensity with 325 monthly creatives per advertiser, while Casino games prioritize the highest turnover with 65.6% of assets being new each month.
Marketing
Advertising
Creative Ads
+2
SocialPeta & Reforged Labs
Jan 2025
Report
20 pages
The Importance of Wishlists in 2025: Do Wishlists Matter?
Steam wishlists are a primary indicator of commercial success, showing a 70% correlation between pre-launch counts and first-month unit sales.
The 100,000-wishlist threshold is the critical benchmark required to reliably forecast a breakout performance for a new title.
The vast majority of games launch with fewer than 10,000 wishlists, reflecting a highly top-heavy distribution of pre-launch momentum.
Market Analysis
Marketing
User Acquisition
+3
Video Game Insights
Jan 2025
Report
67 pages
Global Games Market Report 2025
The global games market is projected to reach $188.8 billion in 2025, a 3.4% year-over-year increase, with mobile platforms accounting for 55% of total revenue at $103 billion.
Mobile gaming remains the primary growth engine with a 4.5% year-over-year expansion, while PC and console segments grow at 3.1% and 2.5% respectively.
Single-player AAA titles launched between February and May outperform those released in the August–November holiday window by an average of 34% due to reduced market cannibalization.
Market Analysis
Monetization
Global
Newzoo
Jan 2025
Report
20 pages
Global Gaming Report Q2 2025
Public gaming equities significantly outperformed the broader market in H1 2025, with the Drake Star Gaming Index rising 28% compared to a 5% gain in the S&P 500.
Private-market financing reached $3 billion across 110 placements in H1 2025, bolstered by major exits such as Dream Games’ $2.5 billion minority stake sale to CVC.
M&A activity remains steady with 46 deals recorded in H1 2025, including Krafton’s $516 million purchase of ADK and Epic Games’ acquisition of AI studio Loci.
Mergers & Acquisitions
Investment
Global
+1
Drake Star
Jan 2025
Report
29 pages
InvestGame Q4'24 Report (Unknown Time)
The gaming industry is shifting toward long-term, objective-driven transactions, evidenced by a strong Q4 2024 M&A market and a 22% year-over-year increase in private investment funding.
Venture capital is pivoting away from game development studios in favor of platform and technology startups, forcing corporate venture arms to become the primary source of studio financing.
The work-for-hire sector is seeing major consolidation, underscored by the $2.8 billion buyout of Keywords.
Market Analysis
Mergers & Acquisitions
Investment
+1
InvestGame
Jan 2025
Report
37 pages
Trends Report 2025
In-game advertising delivers high efficiency, with conversion costs averaging 21% below established goals and brand recall increasing by 20 points.
North American advertising costs drop by over 25% in the first quarter, providing a cost-effective window for brands to reach highly active players.
Mobile gaming offers twenty-five times the impression scale of PC and console platforms, while PC and console environments provide deeper immersion with average session lengths of 107 minutes.
In-Game Advertising
Monetization
Market Analysis
+1
Anzu
Jan 2025
Report
49 pages
Target, Connect, Engage: Driving Profitable App Growth
Mobile marketing strategy must shift from simple installation metrics to prioritizing high-value user engagement and long-term profitability to ensure sustainable growth.
Integrating Mobile Measurement Partners (MMPs) with platform-specific optimization tools is essential for navigating cross-channel journeys, mitigating ad fraud, and improving return on ad spend.
App Event Optimization and Value-Based Optimization are the primary methodologies for scaling performance through granular audience segmentation and real-time tracking.
Marketing
User Acquisition
Monetization
+2
King
Jan 2025
Report
39 pages
State of the Game Industry
Job instability is widespread, with 10% of developers experiencing layoffs in the past year and 58% expressing concern over future job security.
Generative AI adoption is high, with 52% of studios using it company-wide, yet negative sentiment has risen to 30% due to ethical, IP, and displacement concerns.
Work-life balance is deteriorating, as the proportion of developers working over 50 hours per week increased from 8% to 13%, with half of the workforce viewing these hours as problematic.
Market Analysis
Employment
AI
+1
GDC
Jan 2025
Report
65 pages
The State of AAA Game Advertising: A Look Back on the Biggest Launches and Trends of the Past Year
AAA advertising shifted heavily toward new title launches in 2023, which accounted for 50% of total ad spend compared to just 20% in the previous year.
YouTube remains the dominant advertising channel at 35% of total spend, though marketing budgets are increasingly diversifying into TikTok, Instagram, and OTT services to leverage short-form video engagement.
High-budget marketing is no longer the sole path to success, as titles like Lethal Company and PalWorld achieved millions of sales through viral gameplay and creator-driven interest with minimal ad investment.
Advertising
Market Analysis
Global
+2
Sensor Tower
Jan 2025
Report
40 pages
The Gaming App Insights Report 2025: Unlocking Growth Opportunities for Mobile Marketers
The mobile gaming market is projected to reach $126.1 billion in revenue by 2025, driven by a shift toward hybrid monetization and AI-powered personalization.
Global install volume grew by 4% in 2024, but growth is geographically polarized with stagnation in North America and Europe contrasted by expansion in Latin America and the MENA region.
Global App Tracking Transparency (ATT) opt-in rates remain low at 37.9%, with the United States market stagnant at a 32% opt-in rate.
Market Analysis
Mobile
User Acquisition
+5
GamingReport
Jan 2025
Report
49 pages
Target. Connect. Engage: Driving Profitable App Growth with Revenue-Boosting Strategies
Integrating AppsFlyer’s measurement suite with TikTok’s advertising ecosystem enables brands to maximize ROAS through real-time attribution and privacy-compliant user acquisition.
Case studies demonstrate significant performance gains, including a 7x ROI for Burger King, a 44% conversion lift for Casas Bahia, and a 29% increase in in-app revenue for Carrefour.
App marketers should prioritize App Event Optimization (AEO) and Value-Based Optimization (VBO) to focus advertising spend on high-value user actions.
Monetization
Marketing
User Acquisition
+2
AppsFlyer
Jan 2025
Report
37 pages
Games 2025: The Industry Quest for Growth
The global games market reached $199.4 billion in 2024, but growth is projected to decelerate to approximately 1% in 2025 due to release delays and reduced early-stage funding.
Publishers are prioritizing operational efficiency and asset optimization, focusing on remakes, remasters, and multi-platform porting to mitigate the rising costs of AAA development.
Strategic growth is shifting toward geographic expansion in the Middle East and Southeast Asia, alongside targeting underserved demographics like older gamers and young adult females.
Market Analysis
Market Forecast
Player Demographics
+1
Ampere Analysis
Jan 2025
Report
21 pages
Newzoo's Generations Report: How Different Generations Engage with Games
Gen Z and Millennials spend significantly more time gaming weekly, averaging 7 hours 20 minutes and 6 hours 30 minutes respectively, compared to just over 2 hours for Baby Boomers.
Platform spending habits are polarized by generation, with Gen Z allocating 77% of their gaming budget to mobile while Baby Boomers direct 73% of their spend toward PC.
Engagement with game-related content is higher among younger cohorts, as 67–71% of Gen Z and Millennials both play and watch games, compared to 44–51% for older generations.
Player Demographics
Global
Market Analysis
+1
Newzoo
Jan 2025
Report
32 pages
Hybrid Casual Games Playbook
Hybrid-casual games are outperforming hyper-casual titles, with 5 billion downloads in 2022 (a 3% increase) compared to a 15% decline in hyper-casual downloads.
Hybrid-casual games achieve significantly higher retention, with day-30 retention at 54% (vs. 42% for hyper-casual) and day-60 retention at 9% (vs. 1%).
Revenue is split evenly between ads and in-app purchases, with session lengths averaging 372 seconds, which is 160 seconds longer than hyper-casual benchmarks.
Market Analysis
Game Design
Monetization
+1
Sensor Tower
Jan 2025
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