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Report
77 pages
Store Intelligence Data Digest: Q4 2020
The global mobile app ecosystem reached 143 billion total downloads in 2020, a 23.8% year-over-year increase driven largely by pandemic-related shifts in consumer behavior.
Business app downloads surged by 134% in 2020, highlighted by Zoom and Google Meet reaching 681 million and 331 million annual downloads respectively.
Mobile gaming revenue exceeded $21 billion in Q4 2020, with social-oriented titles like Among Us driving engagement via 166 million quarterly downloads.
Market Analysis
Global
Mobile
Sensor Tower
Jan 2021
Report
10 pages
Deconstructing the Superstars: The Metrics Behind Hyper-Casual Games 2020 Industry Snapshot
A Day 1 retention rate of 40% serves as the critical threshold for commercial viability, with titles failing to meet this benchmark requiring immediate iteration or abandonment.
European markets lead global engagement, with France, Germany, Italy, and the Netherlands achieving a 49% Day 1 retention rate.
Japan exhibits the highest average playtime at 63 minutes, significantly outperforming the United States at 43 minutes and China at 27 minutes.
Market Analysis
Player Behavior
Monetization
+3
GameIntel
Jan 2021
Report
30 pages
The State of Mobile Game Advertising: U.S. 2021
Mobile game advertising in the U.S. remained resilient through H1 2021, showing no immediate negative impact from IDFA privacy changes.
Mobile games continue to dominate the share of voice across major ad networks, with platforms like AppLovin, MoPub, Facebook, AdMob, and Unity reporting an increased focus on gaming-related advertisements.
Successful user acquisition strategies are increasingly dependent on matching specific game genres to networks with compatible demographics, such as YouTube for younger, male-dominated strategy/RPG audiences and Adcolony for older, female-focused casino players.
Market Analysis
Advertising
Creative Ads
+3
Sensor Tower
Jan 2021
Report
39 pages
The State of MOBA Mobile Games 2021
The mobile MOBA market is a 'winner-takes-all' environment dominated by Tencent, Supercell, and ByteDance, making it difficult for new entrants to succeed without established brand recognition.
Global MOBA player spending reached approximately $2 billion in the first half of 2021, with Asia accounting for 84 percent of total revenue.
Honor of Kings is the industry leader with over $10 billion in lifetime revenue, while Pokémon Unite set a sub-genre record with 15 million downloads in its first two days following its September 2021 launch.
Market Analysis
Global
MOBA
+1
Sensor Tower
Jan 2021
Report
93 pages
2021 H1 Global Mobile App Marketing Whitepaper
Chinese developers dominated the global market in 2021 H1, accounting for 70% of top-charting mobile game media buying and 100% of the top ten advertisers on Facebook’s News Feed.
Advertising costs surged significantly, with Facebook’s average CPC and CPM increasing by 128% year-over-year due to heightened competition.
Apple’s IDFA policy changes triggered a 13% decline in the share of iOS advertising creatives, forcing a strategic shift in focus toward Android platforms.
Advertising
Marketing
Global
+1
SocialPeta
Jan 2021
Report
30 pages
Mobile Game Genre Report: Role-Playing Games 2021
Mobile RPGs generated $18.5 billion in 2020, representing nearly 25% of total mobile gaming revenue.
The market is heavily concentrated in East Asia, with China, Japan, and South Korea accounting for over 70% of global RPG earnings.
Approximately 50% of top-performing RPG titles rely on established intellectual properties, such as the Marvel franchise, to drive player acquisition and revenue.
Market Analysis
RPG
Mobile
+5
Pangle
Jan 2021
Report
23 pages
Newzoo Trends to Watch 2021
The global games market is projected to reach $189.3 billion in revenue by the end of 2021, supported by a permanent shift in consumer spending habits and a total player base of 2.8 billion people.
Cloud gaming is expected to surpass $1 billion in annual revenue for the first time in 2021, while 5G-ready active smartphones are forecasted to grow from 5% in 2020 to 16% (700 million units) by year-end.
Mobile titles such as PUBG Mobile and Garena Free Fire are increasingly challenging traditional PC giants in esports viewership, marking a significant shift toward mobile-first competitive gaming.
Market Analysis
Player Behavior
Global
+1
Newzoo
Jan 2021
Report
80 pages
Store Intelligence Data Digest: Q4 2021
Global mobile app downloads reached 144.2 billion in 2021, with Q4 alone contributing 36.1 billion installs, a 2.7% year-over-year increase.
Meta and Google maintained market dominance as the world’s top publishers, each surpassing 600 million downloads in the fourth quarter.
Business app installs remained significantly elevated, more than doubling 2019 pre-pandemic levels, while Medical apps also sustained higher-than-normal activity.
Market Analysis
Global
Mobile
Sensor Tower
Jan 2021
Report
20 pages
Market Snapshot: Q2 2021 US, China & Japan
Live-service feature updates increased by 37% year-over-year, with Strategy games leading the surge at 208% growth.
Engagement tactics are shifting toward non-recurring live events and limited-time in-app purchase offers, which saw frequency increases of 143% and 122% respectively.
In the US, the Strategy genre grew while the Puzzle genre declined, with Supercell emerging as a top-performing publisher.
Market Analysis
Mobile
USA
+3
GameRefinery
Jan 2021
Report
30 pages
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 Tower
Jan 2021
Report
78 pages
The State of Mobile Gaming 2021
The mobile gaming industry reached a record $22.2 billion in quarterly revenue in early 2021, marking a 33% year-over-year increase.
The industry is projected to reach $117 billion in annual revenue by 2023, maintaining a compound annual growth rate of 13.5%.
The freemium model now dominates the market, accounting for 99% of App Store revenue through in-app purchases, subscriptions, and advertising.
Market Analysis
Market Forecast
Global
+1
Sensor Tower
Jan 2021
Report
52 pages
Go Global Mobile Game: New Insights
China-headquartered publishers captured 23% of overseas mobile gaming consumer spend in H1 2021, achieving $8 billion in revenue and 47% year-over-year growth.
Developers are increasingly adopting a hybridization strategy, integrating casual mechanics into core genres to broaden audience appeal and improve user engagement.
The 4X March-Battle subgenre remains the leading driver of consumer spend in major markets like the United States and the United Kingdom.
Market Analysis
Global
Mobile
+1
data.ai
Jan 2021
Report
78 pages
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 Tower
Jan 2021
Report
73 pages
Q1 2021: Store Intelligence Data Digest
Global mobile app downloads rose 8.7% year-over-year to 36.6 billion in Q1 2021, driven by a 15.3% surge on Google Play that offset an 8.6% decline on the App Store.
Hypercasual games dominated the U.S. market, accounting for 80% of the top 20 titles, with Join Clash 3D ranking as the most downloaded game globally.
Finance category downloads in the U.S. and Europe grew by 34%, fueled by retail investing and cryptocurrency platforms like Robinhood, Coinbase, and Binance.
Market Analysis
Global
Mobile
+1
Sensor Tower
Jan 2021
Report
53 pages
2021-2025 Mobile Market Forecast
By 2025, global mobile consumer spending is projected to reach $270 billion, with annual downloads expected to hit 230 billion.
Non-gaming applications are projected to surpass gaming revenue on the Apple App Store by 2024, driven by a shift toward subscription-based business models.
The Apple App Store and Google Play continue to drive the market with compound annual growth rates of 21% and 17%, respectively.
Market Analysis
Market Forecast
Monetization
+2
Sensor Tower
Jan 2021
Report
30 pages
Mobile Ad Creative Report: August 2021
Mobile gaming ads in August 2021 shifted toward high-fidelity, narrative-driven content featuring real-world celebrity partnerships, such as Garena Free Fire’s collaboration with Dimitri Vegas & Like Mike and Call of Duty Mobile’s integration of Ozuna.
Top-performing creatives are increasingly moving away from pure gameplay footage in favor of cinematic storytelling, anniversary-themed promotions, and interactive elements like Buzzfeed-style quizzes.
Psychological triggers remain a core engagement strategy, with 'fail-state' ads—demonstrating a player losing a level—continuing to drive performance for titles like Royal Match and Evony.
Creative Ads
Marketing
Global
+1
Sensor Tower
Jan 2021
Report
52 pages
Innovate to Win on the Next Level with Hybrid Genre Games
Mobile gaming consumer spending reached $36 billion in H1 2021, marking a 73% increase since 2018, with China-based publishers now capturing 23% of the international market.
The industry is pivoting toward hybrid game design, which integrates casual mechanics like farming or social features into hardcore frameworks to diversify monetization and broaden demographics.
The Idol Training subgenre saw a 129% surge in consumer spending, signaling the growing global influence of Asian cultural themes and 'Nijigen' aesthetics.
Market Analysis
Monetization
Game Design
+2
data.ai
Jan 2021
Report
26 pages
Gaming Spotlight 2021: The Year in Review
Mobile gaming is the dominant market force, with 2021 spending projected to reach 2.9 times that of PC/Mac and 3.1 times that of home consoles.
Pandemic-driven engagement peaked in Q1 2021 with over 1 billion weekly game downloads, a 30% increase over pre-pandemic levels, and weekly consumer spending rising 40% to $1.7 billion.
Cross-platform play and real-time social features are now essential for engagement, as evidenced by the success of titles like Roblox and Genshin Impact.
Market Analysis
Monetization
Global
+1
data.ai
Jan 2021
Report
36 pages
The State of App Engagement 2021: An Analysis of Key Global App Usage Trends in 2021
Monthly active users for the top 500 apps grew at a compound annual growth rate of 12 to 14 percent between 2018 and 2021, with the average top app adding 10 million users annually.
While pandemic-driven engagement spikes normalized by Q2 2021, overall usage metrics across iOS and Android remain higher than pre-pandemic levels.
Mid-core gaming genres like Strategy and RPG command the highest engagement, with users averaging one hour of play per day and showing a strong correlation between time spent and revenue per download.
Market Analysis
Retention
Player Behavior
+2
Sensor Tower
Jan 2021
Report
28 pages
Casual Gaming Apps Report: The State of Play in 2021
Casual gaming user acquisition costs rose significantly between March 2020 and February 2021, with the average cost-per-install (CPI) increasing 45.2% year-over-year to $1.96.
Return-on-ad-spend (ROAS) for casual games declined by 7.5 percentage points to 29.6% by Day 30, signaling a tightening market for profitability.
Android CPIs surged 120% as marketers shifted strategies ahead of iOS privacy changes, though iOS remains more expensive with an average CPI of $4.30 compared to $1.15 on Android.
Market Analysis
Global
Mobile
+2
Liftoff
Jan 2021
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