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Market Analysis
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Report
13 pages
Interview with Kim Yoo, License Manager at Bandai Namco Korea
The Japanese character market has shifted from a niche segment to a mainstream industry driven by high-spending female consumers in their 20s and 30s.
Market demand is moving away from traditional collectible figures toward lifestyle goods, customizable plush toys, and content optimized for social media sharing.
Strategic success requires a dual-track model that balances mass-market accessibility with premium, limited-edition product offerings.
Market Analysis
Player Demographics
Game Publishing
KOCCA – Korea Creative Content Agency
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
Report
25 pages
The Big Game Engine Report: End of the Era of In-House Engines
Proprietary in-house engine usage has declined significantly, accounting for only 13 percent of new game releases by 2024.
Unreal Engine has become the industry standard for high-budget AAA productions, particularly following the release of Unreal Engine 5.
Unity maintains the highest total volume of game releases, primarily driven by adoption among indie and smaller-scale developers.
Market Analysis
Game Engines
Game Development
+3
Video Game Insights
Jan 2025
Report
2 pages
The Romanian Video Games Development Industry
The Romanian video game industry has nearly tripled its turnover in the last decade, growing from approximately €119 million in 2015 to over €340 million in 2024.
The sector’s workforce has expanded at an annual rate of 12%, with total headcount projected to reach 343,160 employees by 2024.
Market dominance is held by major multinational publishers like Electronic Arts in Bucharest and Ubisoft in Cluj-Napoca, while mid-size studios such as Amber, Green Horse Games, and Playtika contribute between 5% and 15% of total earnings.
Market Analysis
Employment
Salary
+1
RGDA – Romanian Game Developers Association
Jan 2025
Report
10 pages
Interview with Lee, Su-Hyun: South Korea
South Korea’s fashion industry is undergoing a comprehensive digital transformation (DX) that integrates generative AI for 3-D virtual prototyping, smart-factory automation, and data-centric marketing to reduce sample costs and lead times.
The adoption of on-demand production and digital traceability is being prioritized to meet carbon-neutral objectives and support circular-economy initiatives within the fashion value chain.
Smart apparel development is currently limited to functional niches in sports, healthcare, and disaster safety, with technical progress hindered by the durability of conductive fibers and the need for miniaturized, flexible battery solutions.
AI
Market Analysis
South Korea
KOCCA – Korea Creative Content Agency
Jan 2025
Report
28 pages
Global Gaming Report 2025
The gaming M&A market reached a landmark $161 billion in total disclosed value across 759 announced deals in 2025.
Netflix announced a major $82.7 billion acquisition of Warner Bros. and its gaming division, which triggered a hostile $108.4 billion bid for Warner Bros. Discovery by Paramount–Skydance.
A consortium led by PIF completed a $55 billion leveraged buyout of Electronic Arts (EA) in September 2025.
Mergers & Acquisitions
Investment
Market Analysis
+1
Drake Star Partners
Jan 2025
Report
28 pages
Newzoo Hypercasual Mobile Game Genre Report: Eastern vs Western Markets
Hypercasual games accounted for 36 of the top 100 most downloaded mobile games in 2021, though the sector is highly volatile with only eight of the top 36 titles from 2020 remaining in the top rankings the following year.
Standard hypercasual titles struggle with retention, typically seeing less than 10% of players return by the seventh day, which is driving a strategic shift toward hybrid-casual models that incorporate meta-features and live operations.
Runner and racing games became the most downloaded subgenres in 2021, surpassing the previously dominant simulation and puzzle categories.
Market Analysis
Player Demographics
Hypercasual
+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
20 pages
Match-3 Genre Snapshot Report: May 2021
Candy Crush Saga remains the market leader with a 16.74% share and a revenue per download (Rev/DL) of $11.27 as of Q1 2021.
Project Makeover demonstrates the most aggressive growth in the sector, capturing a 10.57% market share with a high-premium monetization strategy yielding a $45.51 Rev/DL.
Modern match-3 success is driven by fast-paced core loops, quick animations, and progression systems integrated with home or makeover themes, as seen in titles like Royal Match and Project Makeover.
Market Analysis
Match 3
Mobile
+1
GameRefinery
Jan 2025
Report
15 pages
Interactive Entertainment: Global Market Sizing & Forecast 2025
The global interactive entertainment market is projected to reach $250.2 billion in 2025, marking a 4.6% year-over-year recovery.
Software publishing remains the dominant revenue driver at $196 billion, with mobile gaming leading the sector at $115.7 billion despite rising user acquisition costs.
The console hardware sector is in a significant downturn, evidenced by a 31% decline in revenue during 2024 as the current cycle concludes.
Market Analysis
Market Forecast
Mobile
+3
Aldora
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
26 pages
Newzoo Puzzle Games Report: Mobile Game Genre Insights
The United States is the world's largest mobile puzzle market, followed by Japan and China.
Western puzzle games rely heavily on in-app advertising (IAA) and simple economies, while Eastern titles—especially in Japan—prioritize deep character collection and gacha mechanics to drive higher in-app purchase (IAP) revenue.
Western players demonstrate a higher tolerance for frequent ad breaks, whereas Japanese players prefer longer, uninterrupted sessions and show a greater willingness to pay for aesthetic enhancements and additional functions.
Market Analysis
Player Demographics
Global
+2
Newzoo
Jan 2025
Report
8 pages
Tower Defense Games - Industry Snapshot
Top-tier Tower Defense games achieve a 3.83% conversion rate and an ARPDAU of $1.66, significantly outperforming Idlers, Platformers, and Board Games.
The genre sustains a highly committed player base with an Average Revenue Per Paying User (ARPPU) of $83 and an average daily playtime of 130 minutes.
China is the most lucrative market for the genre, reaching a conversion rate of 8.7%, while France leads in engagement with 210 minutes of daily playtime.
Market Analysis
Player Behavior
Tower Defense
+2
GameAnalytics
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
17 pages
Diversity and Inclusion in Gaming: Newzoo & Intel Report
Nearly 50% of U.S. gamers are more likely to support publishers that take active stances on social justice issues, signaling a shift in consumer expectations toward corporate responsibility.
47% of U.S. gamers actively avoid titles they perceive as not being designed for them, highlighting a significant barrier to market penetration for non-inclusive content.
Black and Hispanic/Latinx gamers are younger and more engaged than white counterparts, with 75% of Black PC players under the age of 35 compared to 50% of white players.
Diversity & Inclusion
Player Demographics
Market Analysis
+1
Newzoo
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
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
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
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
37 pages
Japan Market Report 2025
Japan generates 9.1% of global games revenue from only 2.2% of the global player base, with an average revenue per user of $223 compared to $145 in the UK.
International stakeholders have a $2.5 to $3.0 billion market opportunity when excluding mobile and Nintendo platforms, which currently command 70% of console hardware dominance.
Japanese gamers prioritize narrative depth, character design, and solo play, contrasting with Western preferences for open worlds, high-end graphics, and competitive multiplayer.
Market Analysis
Player Demographics
Player Behavior
+1
UKIE – UK Interactive Entertainment
Jan 2025
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