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Report
25 pages
Mobile Casual Benchmarks Report 2025
Hybrid casual games are significantly more profitable than hypercasual models, with top subgenres like Merge 3, Luck Battle, and Life Simulator achieving ARPU figures between $11.08 and $14.83.
Pure hypercasual and simulation games suffer from poor long-term sustainability, characterized by low 30-day retention rates of approximately 3% and an ARPU of only $0.79.
Merge 3 games demonstrate high player engagement, leading all subgenres with an average session duration of 656 seconds.
Market Analysis
Player Behavior
Retention
+2
Appodeal
Jan 2025
Report
8 pages
Strategies for Creating Global Hit Formats: Exporting and Localizing K-Broadcast Formats
Successful global format export requires a proactive strategy of deliberate localization rather than relying on passive inbound interest.
Core attributes for cross-cultural success include simplicity, flexibility, scalability, authenticity, compelling storytelling, and play-along participation, often enhanced by a 'Korean Twist' of genre-blending.
Protecting intellectual property is essential and should be managed through the FRAPA Format Registration System, detailed e-trail documentation, and the creation of a comprehensive 'format bible'.
Game Development
Marketing
Global
+1
KOCCA – Korea Creative Content Agency
Jan 2025
Report
46 pages
Global State of Game Publishing & Marketing 2025 Industry Report
The global game publishing market is projected to grow from $117.4 billion in 2025 to $150.7 billion by 2030, driven by cross-platform development and the democratization of publishing tools.
Digital sales now account for 95% of total revenue, signaling a near-total transition away from traditional retail channels.
Subscription-based revenue models are forecasted to grow at a 12.2% CAGR, reaching $21.6 billion by 2030, while the premium one-time purchase market experiences only marginal growth.
Market Analysis
Marketing
Global
+1
Epic Games
Jan 2025
Report
64 pages
Power of Play: Informe Global de Videojuegos 2025
Gaming is primarily used for stress relief (55%) and mental stimulation (46%), with 73% of the 24,000 surveyed players reporting that it reduces feelings of isolation.
Skill development is a major outcome, as 77% of players associate gaming with enhanced creativity and 74% with improved problem-solving abilities.
Mobile devices are the leading platform for 55% of global gamers, followed by PCs/laptops and consoles.
Market Analysis
Player Demographics
Diversity & Inclusion
+1
AEVI
Jan 2025
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
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
36 pages
Intelligence Top Mobile Games Challenges: A User Acquisition, Ad & Product Monetization Report
Market saturation and rising costs per installment are the primary obstacles for 41% of user acquisition managers, driven by intense competition from non-gaming entities.
Product managers are prioritizing LiveOps as their most significant challenge, with nearly 30% ranking it above traditional concerns like game economy balancing or prototyping.
The industry is shifting away from high-volume acquisition toward sustainable growth models that prioritize long-term user retention and lifetime value maximization.
Monetization
User Acquisition
In-Game Advertising
+2
AppLovin
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
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
23 pages
2025 Mobile Gaming Benchmarks
75 percent of mobile games failed to achieve a 3 percent retention rate by day 28 in 2024, highlighting a widespread struggle to maintain long-term player loyalty.
Retention is the primary driver for both user acquisition ROI and sustainable monetization, making it the most critical metric for long-term viability.
Multiplayer titles command the longest average session durations of 8 to 9 minutes but struggle significantly with long-term user retention.
Market Analysis
Player Behavior
Retention
+2
GameAnalytics
Jan 2025
Report
15 pages
Access for All: Expanding Opportunities for Players and Publishers Worldwide
Out-of-app monetization is a dominant force in Asia, accounting for 53% of the mobile gaming market in China and 21% in Southeast Asia.
In the SEA-6 region, 40-50% of the adult population is unbanked, rendering traditional credit card-centric app store models ineffective for a large segment of potential players.
Publishers are increasingly bypassing primary app stores to avoid high take rates and to implement localized payment methods like e-wallets, carrier billing, and physical vouchers.
Monetization
Market Analysis
Global
Niko Partners
Jan 2025
Report
37 pages
The Industry Quest for Growth
Global games spending reached a record $199.4 billion in 2024, a 3.5% year-over-year increase, with projections stabilizing near $200 billion in 2025.
The upcoming Nintendo Switch 2 is projected to generate $7–8 billion in upside and reach 103 million units sold by 2030.
The delay of GTA VI is expected to reduce 2025 console spending by $2.7 billion, creating a strategic window for other publishers to capture holiday market share.
Market Analysis
Monetization
Global
+1
Nintendo
Jan 2025
Report
8 pages
Dynamics of Gaming Deals
Global gaming VC investment peaked at $5.3 billion across 186 deals in 2021 before contracting sharply to $874 million in 2023.
The decline in total capital was primarily driven by a scarcity of Series A-plus growth-stage funding, even as early-stage financing remained relatively stable.
A modest market rebound is underway in 2024, supported by the entry of new funds and expectations for higher returns despite ongoing user-acquisition challenges.
Investment
Funding
Market Analysis
+1
The Games Fund
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
71 pages
State of AI Apps Report 2025
Generative AI applications experienced explosive growth in H1 2025, reaching 1.6 billion downloads and $1.2 billion in in-app purchase revenue.
Revenue growth significantly outpaced adoption, with a 200 percent increase in in-app purchase revenue and a 67 percent rise in downloads compared to H2 2024.
The user base is heavily skewed toward younger males, with approximately 60 percent of users being male and nearly 70 percent under the age of 35.
Market Analysis
AI
Monetization
+2
Sensor Tower
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
33 pages
Power of Play: 2025 Global Video Games Report
Video games provide measurable professional benefits, with gamers outperforming non-gamers in robotic surgery, emergency response, and retail simulations due to improved cognition, decision-making speed, and attentional control.
Organizations including NASA, the U.S. Air Force, and elite sports teams have integrated game-based platforms into their training pipelines to reduce error rates and improve return on investment.
Mobile devices are the primary gaming platform globally, accounting for 60–96% of all play sessions.
Market Analysis
Player Demographics
Player Behavior
+1
Video Games Europe
Jan 2025
Report
15 pages
Interactive Entertainment 2025: Global Market Sizing and Forecast
The global interactive entertainment market is forecast to reach $250.2 billion in 2025, marking a 4.6% year-over-year recovery driven by software publishing and established intellectual property.
Mobile gaming remains the industry's primary revenue driver, generating $115.7 billion in 2025, while PC gaming leads in growth rate at 4.2%.
Console hardware revenue is projected to contract by 31% in 2024 as the current hardware cycle concludes, though this is partially mitigated by a 5% increase in accessory sales.
Market Analysis
Market Forecast
Mobile
+3
Aldora
Jan 2025
Report
40 pages
Gaming App Insights Report: 2025 Edition
Global mobile-gaming app installs grew by 4% year-over-year in 2024, signaling a recovery from 2023 market volatility.
Monetization is under pressure as median revenue per active user declined from $0.31 to $0.28.
User retention metrics weakened in 2024, with day-1 retention falling to 27% from the previous year's 28%.
Market Analysis
Monetization
User Acquisition
+2
Adjust
Jan 2025
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