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Market Analysis
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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
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
10 pages
Take Rates in China: Will Quality Development Beat Out Traditional Distribution?
Major Chinese developers like miHoYo, Lilith Games, and NetEase are bypassing traditional Android app stores to achieve gross profit margins exceeding 95%, compared to the 50% margin typical of standard distribution.
The Chinese mobile gaming market is dominated by a 50% take rate imposed by smartphone manufacturers and tech firms organized under the Mobile Hardcore Alliance and the Global Developer Service Alliance.
High-profile titles are successfully leveraging direct-to-consumer models and community platforms like TapTap and Bilibili to circumvent traditional distribution fees.
Market Analysis
Game Publishing
Monetization
+2
Niko
Jan 2025
Report
15 pages
Interview with Yi Yuan, at Hiverlab: Southeast Asia
Southeast Asia’s convergent-content market has shifted from speculative metaverse projects to a pragmatic, ROI-driven focus on augmented reality for marketing and tourism.
Success in the region is measured by quantitative metrics including dwell time, interaction density, and social-virality indicators rather than technological novelty.
Large-scale AR deployments are currently anchored by government funding and mobile-first infrastructure, utilizing WebXR and 5G networks to ensure scalability.
Market Analysis
AI
AR
+1
KOCCA – Korea Creative Content Agency
Jan 2025
Report
22 pages
Mobile App Trends Spotlight Edition: Türkiye 2025
The Turkish mobile app market is projected to reach $1.65 billion in revenue by 2029, supported by an 87% internet penetration rate and a global top-ten ranking for downloads and time spent in-app.
Generative AI applications experienced a 142.5% surge in downloads between 2023 and 2024, driven by local hyper-casual studios pivoting to AI-first development and proprietary Turkish-language models.
Finance app installs grew by 30% in the first half of 2025, bolstered by an 85% mobile banking adoption rate and retention rates that consistently outperform global medians.
Market Analysis
Player Behavior
Monetization
+2
Adjust
Jan 2025
Report
29 pages
Mobile Game Market Insights: India 2025
India is the world's largest mobile gaming market by volume, recording 8.45 billion downloads in the 2024-25 fiscal year.
Despite high download volume, in-app purchase revenue is limited to $400 million, though it is growing at 8.5% year-over-year due to increased digital payment adoption and high-value iOS spenders.
Revenue is heavily concentrated in core competitive genres, with Battle Royale titles like Garena Free Fire and Battlegrounds Mobile India accounting for 50% of total market earnings.
Market Analysis
Monetization
India
+1
Sensor Tower
Jan 2025
Report
74 pages
Japan’s World of Gaming & Influencer Marketing 2025
Japan’s gaming market is valued at $26.3 billion in 2024 and is projected to exceed $60 billion by 2033, supported by 55.5 million players and the world's highest average revenue per user at approximately $580.
Mobile gaming currently accounts for 75% of consumer spending, with a projected rebound to $21 billion by 2025, while the PC sector maintains a robust 8.8% annual growth rate.
Domestic leaders Sony and Nintendo maintain market dominance by leveraging iconic intellectual properties and a strong cultural preference for narrative-heavy RPGs and adventure titles.
Market Analysis
Marketing
Player Behavior
+1
Nintendo
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
29 pages
Sensor Tower India: Mobile Game Market Insights 2025
India is the world's largest mobile-gaming market by volume, recording 8.45 billion downloads in FY 2024-25 but generating only $400 million in in-app purchase (IAP) revenue.
Monetization is heavily concentrated in competitive, engagement-heavy genres including Shooter, Casino, and Strategy (4X), while high-volume downloads are driven by casual Simulation, Arcade, and Tabletop titles.
The player base is predominantly male (86%) and aged 18-34 (77%), though lifestyle titles represent a unique segment for attracting female gamers.
Market Analysis
Mobile
India
+1
Sensor Tower
Jan 2025
Report
38 pages
The 2025 Guide to US Gaming Audiences: From Data to Personas
The US gaming audience is now gender-balanced and financially stable, with significant segments earning between $51,000 and over $250,000 in net worth.
Modern gamers prioritize immediate lifestyle quality and discretionary spending over long-term asset accumulation, frequently investing in premium groceries and convenience services.
Gaming is primarily a social and familial activity rather than a solitary pursuit, with consumer habits heavily influenced by multi-generational household dynamics.
Market Analysis
Player Demographics
Marketing
+1
Anzu & Semcasting
Jan 2025
Report
46 pages
Yearly Live Streaming Trends Report 2024
The live streaming industry reached 35 billion hours watched in 2024, reflecting a stable 3% year-over-year growth rate as the market shifts toward long-term sustainability.
Kick grew its viewership by 45% in 2024 by leveraging aggressive revenue-sharing models and non-exclusive contracts to challenge Twitch’s market leadership.
The 'Just Chatting' category remains the dominant content type, accounting for nearly 15% of all platform activity across the industry.
Market Analysis
Global
AI
+2
Stream Hatchet
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
27 pages
Making Games, Making Future: Inside the Realities of Game Careers
Despite 76% of professionals reporting high job satisfaction, the industry's Net Promoter Score (NPS) has plummeted to -40, signaling a collapse in trust regarding long-term career sustainability.
The industry is experiencing a talent bottleneck as recruitment slows and employers prioritize senior staff, leaving nearly half of the workforce concentrated in the 6-to-10-year experience bracket.
Systemic instability is driving professional disillusionment, with 54% of respondents citing low compensation, 43% citing job insecurity, and 30% citing burnout as primary deterrents.
Market Analysis
Employment
Diversity & Inclusion
+1
Duamentes Gaming
Jan 2025
Report
19 pages
What Does the Monetization Landscape Look Like for Video Games in MENA?
The MENA-3 gaming market (KSA, UAE, Egypt) generated $2 billion in player spending in 2024 and is projected to grow to over $2.7 billion by 2028.
Payment infrastructure is a major barrier, as 67% of the regional population lacks access to traditional credit or debit cards, necessitating the integration of local payment networks like Mada in Saudi Arabia and Fawry in Egypt.
Direct-to-consumer (D2C) web shops are essential for bypassing 30% app store fees, with 53% of paying gamers in the region already utilizing official game websites for purchases.
Monetization
Market Analysis
Player Demographics
+1
Xsolla & Niko Partners
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
28 pages
Mobile Game Genre Report: Comparing and Contrasting Eastern and Western Markets
Hypercasual games represent 36% of the top 100 global mobile downloads, though they command nearly 50% of top charts in the U.S. and U.K. compared to only 20% in Japan and South Korea.
The hypercasual sector suffers from high volatility, with only eight of the top 36 titles from 2020 maintaining their positions in the 2021 rankings.
Developers are shifting toward 'hybrid-casual' models—incorporating lite meta features and live operations—to address retention rates that typically drop below 10% by day seven.
Market Analysis
Player Demographics
Monetization
+3
Pangle
Jan 2025
Report
33 pages
The Future Of NPCs: What Gamers Demand From Next-Gen Characters
99% of gamers believe that integrating advanced AI into NPCs would positively impact gameplay, while 88% expect it to significantly improve overall immersion.
81% of players are willing to pay a premium for games featuring intelligent NPCs, and 79% report a higher likelihood of purchasing titles that utilize this technology.
78% of gamers indicate they would increase their playtime in titles featuring advanced, autonomous NPCs, suggesting a direct link between AI sophistication and player retention.
Market Analysis
Player Behavior
AI
+1
Inworld AI
Jan 2025
Report
74 pages
Big Games Industry Employment Survey 2025: Salaries, Compensation Trends and State of the Games Sector in Europe
The European games industry is in a state of contraction, with 26% of professionals experiencing layoffs and 39% of junior-level talent exiting the sector entirely.
Financial stability has become the primary motivator for 87% of the workforce, leading many to accept pay cuts or inferior contract terms to maintain employment.
Over 50% of the workforce reports suffering from professional burnout, while 67% of companies now lack dedicated diversity and inclusion specialists.
Employment
Salary
Market Analysis
+1
InGameJob & Values Value
Jan 2025
Report
61 pages
Mobile Monetization Report 2025
Top US mobile titles are increasingly bypassing platform fees, with direct-to-consumer revenue via webshops and alternative payment systems growing by 46%.
The App Store is significantly outperforming Google Play, evidenced by a 71% increase in 90-day ARPPU and a rise in high-value US players spending over $100 from 22% to 32%.
The Strategy genre surged over 25% globally, driven by a 213% explosion in Card Battlers, while the Puzzle genre grew 15% behind a 911% revenue spike in Block Puzzles.
Monetization
Market Analysis
Player Behavior
+2
AppMagic
Jan 2025
Report
112 pages
Championing the 25 Retailers and Digital Services Who Connect Music, Video and Games Creators with UK Fans Yearbook
The UK entertainment market reached a record £12.0 billion valuation in 2024, marking twelve consecutive years of growth and a 50% increase since 2019.
Digital services and streaming now dominate the industry, accounting for 93% of total revenue, with subscription models driving over 75% of consumer spending.
Video is the largest sector at £5.0 billion, fueled by an 8.3% rise in Subscription Video on Demand (SVoD) to £4.46 billion, which successfully offset the decline in physical media.
Market Analysis
Marketing
Player Behavior
ERA
Jan 2025
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