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North America

The Modern Mobile Gamer: 2021 Gen Z Edition

Mobile is the dominant gaming platform for Gen Z, with 86% of the demographic using smartphones for gaming compared to only 42% who use consoles.
Rewarded advertising is the most effective engagement strategy for this group, with 54% preferring rewarded ads and 53% engaging with them, significantly outperforming Instagram (38%) and TikTok (23%).
The COVID-19 pandemic significantly accelerated mobile gaming adoption, with 71% of Gen Z respondents reporting increased mobile gameplay during 2020.

Player Demographics Player Behavior Monetization+2

TapjoyJan 2021

The State of Mobile Game Advertising 2021

Gaming-centric networks including Chartboost, Unity, Adcolony, ironSource, and Vungle maintained over 90% share of voice (SOV) for mobile game advertising on iOS and Android throughout 2021.
AppLovin and MoPub aggressively pivoted toward hypercasual publishers, increasing their game SOV to approximately 90% on iOS and 80% on Android by early 2021.
AdMob increased its focus on Google Play titles, raising its game SOV from 60% to 80% by Q2 2021.

Advertising North America Mobile+1

Sensor TowerJan 2021

The State of Mobile Gaming: An Analysis of Mobile Gaming Market Trends and Top Titles in the U.S., Europe, and Asia

The mobile gaming market is bifurcated between mature markets like the U.S., Japan, and China, which generate the bulk of global revenue, and emerging regions like India and Brazil, which drive the majority of download volume.
Hyper-casual games are the fastest-growing segment, surging from 757 million installs in Q1 2018 to over 3.4 billion in Q1 2021, representing more than 30% of all mobile downloads.
Freemium models are the industry standard, accounting for 99% of App Store revenue, while subscription models remain a minority, utilized by only 29% of top U.S. games.

Market Analysis Mobile North America+2

Sensor TowerJan 2021

Rapport Annuel 2021

The Canadian video game industry successfully lobbied to be excluded from the revised Canadian Broadcasting Act, avoiding tens of millions of dollars in potential royalties and regulatory burdens.
Approximately 23 million Canadians—61% of the population—are regular gamers, with 58% of adults and 80% of adolescents increasing their playtime during the pandemic.
The industry maintained operational continuity during 2021 as 30,000 employees transitioned to remote work without disrupting the majority of scheduled game releases.

Market Analysis Player Demographics North America

Association canadienne du logiciel de divertissementJan 2021

Rapport Annuel 2020 de l’ALD

Canada’s video game sector generated approximately C$4.5 billion in GDP and supported 48,000 full-time-equivalent positions in 2020.
The number of development studios in Canada grew by 16 percent in 2020, reaching a total of approximately 700 studios.
The industry maintained employment levels throughout the COVID-19 pandemic by implementing remote-work guides and targeted outreach campaigns.

Market Analysis Employment Diversity & Inclusion+1

ESAC – Entertainment Software Association of CanadaJan 2020

Rapport Annuel 2019 Entertainment

The Canadian video-game market remains robust, with a 2018 NPD Group survey identifying over 23 million regular gamers in Canada.
The Entertainment Software Association (ALD) successfully engaged 25 federal legislators and major industry players including Ubisoft, Nintendo, EA, and Xbox during the 'Jeux vidéo sur la Colline' event.
Lobbying efforts focused on securing tax-credit frameworks and innovation policies through direct dialogue with Minister Navdeep Bains and testimonies before parliamentary committees.

Market Analysis Marketing North America

ESAC – Entertainment Software Association of CanadaJan 2019

Faits Essentiels 2014

The 2014 Canadian video game industry landscape was analyzed through data from 90 domestic studios and a global consumer poll of 35,000 respondents.
Consumer behavior and market trends were derived from a 2014 NPD Group survey of 3,359 adults and 526 adolescents, maintaining a margin of error of ±2.19%.
Industry growth and shifts were benchmarked against a 2012 NPD study that surveyed 2,969 adults and 527 adolescents with a margin of error of ±1.5%.

Market Analysis Player Demographics North America

ESAC – Entertainment Software Association of CanadaJan 2014

Essential Facts 2014: Canada

Canada’s video game sector directly employs 16,500 people, representing 27,000 full-time equivalent jobs.
The industry contributed $2.3 billion to Canada’s GDP and generated $1.6 billion in direct spending, marking a 12.5% increase since 2011.
Employment in the sector grew by 5% between 2011 and 2013, with 40% of firms projecting a 25% staff expansion within two years.

Market Analysis Player Demographics Salary+1

ESAC – Entertainment Software Association of CanadaJan 2014

Canada's Video Game Industry in 2013: Final Report

Canadian video-game firms rate tax credits as highly effective, awarding them an average satisfaction score of 4.4/5.
The tax-credit regime is a primary driver of industry expansion, with 40% of firms projecting revenue growth exceeding 25% in the coming year.
Tax incentives are most effective at creating project opportunities, which received an impact score of 4.0/5, followed by strong benefits for employee retention and industry visibility.

Market Analysis Employment Salary+1

ESAC – Entertainment Software Association of CanadaJul 2013

Faits Essentiels 2013 : Canada

Canada is the world's third-largest video game developer and leads globally on a per-capita basis, with the industry contributing $2.3 billion annually to the national economy.
The sector employs over 16,500 full-time workers across 329 studios, with 68% of that workforce concentrated in the 12% of firms classified as large studios.
Quebec is the industry hub with 8,750 employees, followed by British Columbia with 5,150, while Ontario’s market is defined by a high density of micro-studios focused on mobile and casual gaming.

Market Analysis Employment North America

ESAC – Entertainment Software Association of CanadaJan 2013

Essential Facts 2012: Canada

The Canadian video game industry contributed $1.7 billion to the economy in 2011 and supports approximately 16,000 direct jobs across 348 companies.
Gaming is a mainstream activity in Canada with an average player age of 31, and 90% of children and teens identifying as gamers.
While 68% of industry labor remains focused on console development, mobile gaming has surged, with 25% of Canadians now citing mobile as their primary gaming platform.

Market Analysis Player Demographics North America

ESAC – Entertainment Software Association of CanadaJan 2012

Faits Essentiels 2012: Profil de l'industrie canadienne du jeu vidéo

The Canadian video game industry contributes $1.7 billion to the economy and supports 16,000 direct jobs across 348 companies, ranking Canada third globally in industry employment.
Industry growth is accelerating, with an 11% increase between 2009 and 2010 and a projected 17% growth rate for the 2011-2012 period.
The sector provides high-value employment with an average annual salary of $62,000, which is more than double the Canadian national average.

Market Analysis Player Demographics Employment+1

ESAC – Entertainment Software Association of CanadaJan 2012

Essential Facts: About the Canadian Computer and Video Game Industry

The Canadian video game industry employs approximately 16,000 people across 350 firms, generating $1.7 billion in direct economic impact as of 2011.
The sector experienced 11% growth over the previous two years and is projected to expand by an additional 17% in the next two-year horizon.
Quebec serves as the primary industry hub with 8,236 employees and $733 million in spending, while Ontario shows the highest growth potential with a projected 21% expansion.

Market Analysis Employment North America

ESAC – Entertainment Software Association of CanadaJan 2011

Faits Essentiels 2011 sur le Secteur Canadien des Jeux Vidéo et Informatiques

Canada’s video game industry generated C$1.7 billion in direct economic impact in 2011, ranking third globally in revenue and first in jobs per capita.
The sector employed approximately 16,000 workers across 350 firms, with an 11% growth rate over the previous two years and a projected 17% increase for the following two.
Quebec serves as the industry hub with 8,236 employees and C$733 million in spending, while Ontario exhibits the fastest growth trajectory at 20–21%.

Market Analysis Salary Player Demographics+1

ESAC – Entertainment Software Association of CanadaJan 2011

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