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Report
30 pages
Creative Highlights: August 2021
Mobile gaming advertisements in August 2021 shifted toward narrative-driven formats featuring human-like characters and anthropomorphic protagonists.
Major titles including Garena Free Fire, Call of Duty, Clash of Clans, and Mobile Legends integrated real-world celebrities like Dimitri Vegas, Like Mike, and Ozuna as playable avatars to bridge gaming and music audiences.
High-performing ad creatives utilized pop music, including mainstream hits and instrumental tracks like Rihanna’s “Desperado,” to create emotional hooks on platforms such as TikTok and Snapchat.
Creative Ads
Marketing
Global
+1
Sensor Tower
Aug 2021
Report
26 pages
State of Card Battler Mobile Games Report 2021
Mid-core games drive 60 percent of total mobile player spending despite accounting for only 20 percent of worldwide installs.
The U.S. has become a critical growth engine for card battlers, capturing 27 percent of the revenue market share and seeing a 53 percent increase in revenue per download.
Mobile card battlers reached a new financial baseline of over $55 million in monthly player spending during the first half of 2021.
Market Analysis
Global
Card Battler
+1
Sensor Tower
Jul 2021
Report
40 pages
India: Mobile Market Spotlight: A Booming Mobile Economy
India is a global mobile-first leader, ranking second in total app downloads with 24 billion installs in 2020, a 28% year-over-year increase.
India became the world's largest market for game downloads in the first half of 2021, accounting for nearly 20% of global installs.
Daily mobile usage per user surged from 3.3 hours in 2019 to 4.8 hours by Q3 2021, fueled by pandemic-driven engagement.
Market Analysis
Player Behavior
Monetization
+2
data.ai
Jun 2021
Report
71 pages
Q2 2021: Store Intelligence Data Digest
Global app downloads reached 35.9 billion in Q2 2021, a 4.8% year-over-year decline as the market stabilized from 2020 pandemic highs.
TikTok maintained its position as the top global application with over 200 million installs during the quarter.
India remained the largest market by volume, exceeding 7 billion downloads in Q2 2021.
Market Analysis
Global
Mobile
Sensor Tower
Jun 2021
Report
19 pages
RPG Genre Snapshot Report June 2021
As of mid-2021, RPGs account for approximately 14% of total revenue on the US iOS mobile gaming platform.
The RPG market is shifting from traditional turn-based titles toward high-fidelity, open-world Action RPGs that offer console-quality experiences.
Genshin Impact is the primary driver of the genre's evolution, currently commanding over 10% of the total RPG market share.
Market Analysis
Global
RPG
+1
GameRefinery
Jun 2021
Report
19 pages
RPG Genre Snapshot
RPG titles account for 14% of the total revenue share on the US iOS mobile gaming market.
Genshin Impact alone captures 10% of the total RPG market share, signaling a shift from turn-based titles toward high-production action RPGs.
Market leaders are increasingly defined by console-quality production values, open-world environments, and narrative-heavy gameplay.
Market Analysis
RPG
Mobile
+1
GameRefinery
Jun 2021
Report
20 pages
Match3 Genre Snapshot: US iOS (May 2021)
As of May 2021, the Match3 subgenre accounts for approximately 16% of total US iOS mobile gaming revenue.
No new Match3 titles entering the top 500 grossing rankings over the last 18 months utilize standard swapping mechanics, indicating a shift toward gameplay diversification.
Modern Match3 success is increasingly driven by meta-layers, specifically decoration and customization features seen in titles like Royal Match and Project Makeover.
Market Analysis
Monetization
Live Ops
+5
GameRefinery
May 2021
Report
21 pages
Market Snapshot: Q1 2021 US, China & Japan
In Q1 2021, mobile gaming genre preferences diverged globally: US markets favored simulation games, Japan saw a shift from RPGs to sports titles led by Cygames’ Uma Musume Pretty Derby, and China moved toward shooter games.
Roblox Corporation established itself as the top-grossing publisher in the US market during Q1 2021.
Monetization strategies varied by region, with collectible albums appearing in over 70% of top-grossing US games, battle passes in over 25% of top-grossing Japanese titles, and special gacha mechanics in 30% of top-grossing Chinese games.
Market Analysis
Mobile
USA
+2
GameRefinery
Apr 2021
Report
21 pages
Casino Snapshot Report: Market, Features & Updates, Motivations (March 2021)
The mobile Casino category is the second-largest revenue generator on US iOS, capturing 17.2% of total mobile game revenue as of Q4 2020.
Slots dominate the category with 80% of total revenue, characterized by a highly competitive landscape where market share is evenly distributed among top titles like Slotomania and DoubleDown Casino.
In contrast to the fragmented Slots market, the Poker and Bingo subgenres are dominated by single 'king of the hill' titles such as World Series of Poker and Bingo Blitz.
Market Analysis
Social Casino
Mobile
+1
GameRefinery
Mar 2021
Report
29 pages
How to Win on Mobile in LATAM: 2021
LATAM mobile downloads surged 76% year-on-year to 21 billion, while consumer spending grew 26% to $2.9 billion between July 2020 and June 2021.
Android dominates the market with 89% of total downloads, yet iOS commands 56% of total consumer expenditure in the region.
Brazil and Mexico are the primary drivers of the regional market, collectively accounting for 73% of all mobile downloads.
Market Analysis
Mobile
Latin America
+1
App Annie
Jan 2021
Whitepaper
23 pages
PaaS for Mobile Cloud Gaming: China
Mobile cloud PaaS is emerging as a strategic B2B solution to bypass traditional app store fees and reduce user acquisition costs, which currently consume 30% to 40% of total game revenue.
By enabling high-end games to run on low-end hardware, mobile cloud PaaS removes storage and hardware constraints, facilitating instant, link-based game discovery via social media and browsers.
China’s 5G infrastructure, which supports over 365 million users, provides the essential low-latency foundation for the rapid maturation of the B2B cloud gaming segment.
Market Analysis
Cloud Gaming
Mobile
+2
Niko Partners
Jan 2021
Report
63 pages
White Paper on Global Mobile Games
Mobile advertising has shifted toward a video-first model, with video ads now accounting for over 85% of total spend and vertical formats outperforming horizontal ones with conversion rates near 0.15%.
Privacy regulations have forced a move toward probabilistic attribution models like SKAN, shifting industry focus from granular user targeting to high-quality creative design.
Ad creative volume surged 200% year-over-year in 2021, while CPMs increased by 34%, reflecting a period of intense market competition.
Monetization
In-Game Advertising
User Acquisition
+2
SocialPeta Data Research Institute
Jan 2021
Report
30 pages
The State of Mobile Game Advertising: An Analysis of U.S. Mobile Game Advertising Trends in 2021
Mobile game advertising in the U.S. remained resilient through H1 2021, showing no immediate negative impact from the deprecation of IDFA.
Playable ads have become a dominant creative format, accounting for over 40 percent of the gaming share of voice on AppLovin.
Specialized ad networks like AppLovin, Chartboost, and Vungle maintain a gaming-focused inventory exceeding 90 percent share of voice, while platforms like Facebook, TikTok, and YouTube provide broader audience reach.
Marketing
Advertising
Mobile
+1
Sensor Tower
Jan 2021
Report
35 pages
Mobile App Trends 2021: A Global Benchmark of App Performance
The gaming industry reached a $165 billion valuation in 2020, bolstered by a 43% surge in hyper-casual game downloads.
E-commerce experienced a shift toward deeper user integration, evidenced by a 58% increase in in-app transactions despite only a 6% rise in new installs.
Fintech led all sectors in install growth at 51% and saw an 85% increase in total user sessions.
Market Analysis
Player Behavior
Global
+1
Adjust
Jan 2021
Report
8 pages
Post-IDFA Mobile Game Advertising Costs: Casual vs Core
Core games experienced a 78% surge in iOS CPI following the iOS 14.6 release, driven by intensified competition for a shrinking pool of high-value, trackable users.
Casual games saw a 38% decline in iOS CPI post-iOS 14.6, while Android CPI for the same segment rose by 16%.
Android CPI for core games increased by 36% during the same period, reflecting broader market volatility across platforms.
Advertising
User Acquisition
Market Analysis
+2
Moloco
Jan 2021
Report
15 pages
The African Mobile Apps Landscape (2021)
Between Q1 2020 and Q1 2021, mobile app installs across Nigeria, South Africa, and Kenya grew by 41%, with Nigeria leading the growth at 43%.
The gaming sector saw a 50% jump in installs during Q2 2020, while in-app advertising revenue for gaming surged by 167% between Q2 2020 and Q1 2021.
In-app purchasing revenue for gaming peaked in Q3 2020, contributing one-third of the total annual revenue.
Market Analysis
Marketing
User Acquisition
+2
AppsFlyer
Jan 2021
Report
29 pages
How to Win on Mobile in LATAM
Brazil and Mexico dominate the LATAM mobile market, collectively accounting for 73% of the region's 20.9 billion downloads between July 2020 and June 2021.
While Android commands 89% of total downloads, iOS captures 56% of consumer spend, highlighting a significant disparity in monetization potential between the two platforms.
Gaming represents 50% of total consumer spend in the region, with hypercasual titles driving volume while Strategy and RPG subgenres account for 60% of gaming revenue.
Market Analysis
Player Behavior
Mobile
+1
data.ai
Jan 2021
Report
78 pages
The State of Mobile Gaming 2021: U.S., Europe, and Asia
The global mobile gaming market reached $22 billion in quarterly consumer spending by early 2021, marking a 25% year-over-year increase.
The industry is projected to reach $117 billion in consumer spending and 67.2 billion annual downloads by 2023.
Monetization is highly concentrated, with the top five global markets accounting for 77% of total spending and the freemium model generating 99% of App Store revenue.
Market Analysis
Mobile
Battle Royale
+4
Sensor Tower
Jan 2021
Report
30 pages
Sensor Tower Creative Highlights August 2021
Top-performing mobile game ads frequently utilize celebrity and DJ collaborations, such as Garena Free Fire’s partnership with Dimitri Vegas & Like Mike and Call of Duty’s work with Ozuna, to drive engagement.
Over 50% of top-performing ad creatives incorporate reward-driven messaging, including promo codes and anniversary-themed incentives, to boost user retention.
Successful ad campaigns prioritize character-centric narratives that feature extreme scenarios like fires, volcanoes, or zombie outbreaks to heighten emotional stakes.
Creative Ads
Mobile
Global
+1
Sensor Tower
Jan 2021
Report
7 pages
Audio Ad Engagement in Mobile Games
Audio ads achieve a click-through rate (CTR) of approximately one click per 1.4 listens, vastly outperforming the 0.08% average CTR of static banners.
A Warner Music Group campaign targeting 18-to-30-year-olds achieved a 1.78% CTR, representing a 1,000% increase over traditional banner standards.
Behavioral testing shows 100% of participants continued gameplay during audio ad delivery, with 100% brand recall when ads were paired with a companion banner.
Market Analysis
Monetization
In-Game Advertising
+4
AudioMob
Jan 2021
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