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Report
68 pages
Mobile App Trends 2022: A Global Benchmark of App Performance
Mobile gaming remains the dominant sector, capturing 52% of total consumer spend and seeing a 32% increase in global installs.
The mobile economy reached record-breaking scale with $170 billion in consumer spending and $336 billion in projected ad spend.
Fintech experienced significant growth with a 34% rise in installs and 53% increase in sessions, though acquisition costs (eCPI) spiked from $1.05 to $3.40.
Market Analysis
Global
User Acquisition
+2
AppLovin
Jan 2022
Report
21 pages
Newzoo’s Global Gamer Study 2022
Gaming has become a primary entertainment ecosystem for 79% of the global online population, with Gen Alpha prioritizing gaming over social media and streaming.
The gaming sector reached a projected consumer spend exceeding $200 billion in 2023, with approximately 50% of Millennials, Gen Z, and Gen Alpha actively spending money on games.
Gaming is increasingly used as a social platform, as 75% of players engage in game worlds for social interaction rather than playing the primary game mechanics.
Market Analysis
Player Demographics
Player Behavior
+1
Newzoo
Jan 2022
Report
51 pages
Global Esports & Live Streaming Market Report 2022
Global esports revenue is projected to reach $1.38 billion in 2022, with a total audience of 532 million, and is expected to grow to $1.86 billion by 2025.
Sponsorship currently accounts for nearly 60% of total esports revenue, though organizations are shifting toward direct-to-fan models like digital merchandise and loyalty programs to improve financial sustainability.
The live streaming audience is forecast to reach 1.41 billion by 2025, driven by the integration of non-gaming content and interactive features to boost user retention.
Esports
Streaming
Market Analysis
+3
Newzoo
Jan 2022
Whitepaper
106 pages
2022 Global White Paper on Mobile Advertising & Marketing
The mobile gaming market is shifting toward quality over volume, evidenced by a 2% decline in total advertisers and a 27.83% reduction in ad creatives during the first half of 2022.
RPG and strategy titles remain the primary revenue drivers, commanding the highest advertising costs with average CPMs reaching $21.58.
Video is the dominant advertising format, accounting for over 86% of all ad creatives as marketers prioritize dramatic storytelling and influencer-led content.
Market Analysis
Mobile
Marketing
+3
SocialPeta
Jan 2022
Report
31 pages
State of the Game Industry Report: 2022
Labor organization is gaining significant momentum, with 55 percent of developers supporting unionization and nearly 25 percent of workplaces actively discussing collective bargaining.
Work-life balance has improved, as 60 percent of developers now report working 40 hours per week or less.
Despite progress in working hours, a majority of studios have failed to effectively address internal reports of workplace toxicity and misconduct.
Market Analysis
Game Development
Employment
+5
GDC
Jan 2022
Report
17 pages
The Hyper-Casual Benchmark Report: Q3 2022
Retention is the primary differentiator for success, with top-tier hyper-casual games significantly outperforming the median cohort as acquisition costs rise.
Median cost-per-install (CPI) reached record highs in Q4 2022, hitting $0.20 on Android and $0.42 on iOS.
iOS consistently outperforms Android in retention, with top-tier titles achieving 45% Day 1 retention on iOS compared to 38% on Android.
Market Analysis
Monetization
User Acquisition
+5
Tenjin
Jan 2022
Report
67 pages
The State of Mobile Gaming: Market Trends and Top Titles in the U.S., Europe, and Asia 2022
The global mobile gaming market experienced its first revenue decline since 2019, contracting 6% year-over-year in early 2022.
Consumer spending in the U.S. and Japan saw double-digit drops, including a 22% decline on Google Play in the U.S., while emerging markets like Brazil and Vietnam gained significant share.
Europe bucked the global trend with an 18% revenue increase to $8.6 billion, fueled by growth in Turkey and Poland and the popularity of hyper-casual titles.
Market Analysis
Global
Mobile
Sensor Tower
Jan 2022
Report
12 pages
Modern Mobile Consumer 2022: App Monetization Report
Rewarded ads and in-app purchases (IAP) do not cannibalize each other, allowing for a hybrid monetization strategy that maximizes revenue without sacrificing user experience.
The percentage of users making occasional IAPs has grown significantly to approximately one-third of the total user base, up from 2-3% five years ago.
Free apps with IAP are the dominant model, accounting for 52% of all gaming app downloads.
Monetization
Market Analysis
Player Behavior
+2
ironSource
Jan 2022
Report
48 pages
Market Outlook 2022
Global mobile-game revenue declined 7% year-over-year in Q1 2022, marking the first such contraction after a period of rapid expansion.
Quarterly mobile-game installs have plateaued at approximately 14 billion, with casual titles continuing to represent 80% of total downloads.
Mid-core games now drive 60% of total mobile-game earnings, despite the U.S. market accounting for only 4% of global MMORPG revenue.
Market Forecast
Global
Mobile
+1
Sensor Tower
Jan 2022
Report
46 pages
The Metaverse, Blockchain Gaming, and NFTs: Navigating the Internet’s Uncharted Waters 2022
The metaverse and blockchain gaming have evolved into mainstream commercial forces, with major brands like Nike, Gucci, Samsung, and Louis Vuitton investing in virtual storefronts and digital real estate.
Virtual events are demonstrating massive scale, as evidenced by Ariana Grande’s Rift Tour and Justin Bieber’s Wave performance attracting millions of concurrent viewers.
Blockchain gaming is expanding through play-to-earn models, highlighted by Axie Infinity’s 3 billion gamers and Illuvium’s $72 million in funding, though long-term viability depends on engagement beyond speculative gains.
Metaverse
Blockchain
NFT
+2
Newzoo
Jan 2022
Report
106 pages
Global White Paper on Mobile Advertising & Marketing Game
Mobile game advertising volume contracted by nearly 30% in 2022 to 15.8 million creatives, driven by a shift toward quality-focused marketing and the impact of Apple’s IDFA changes.
Video ads dominate the market, accounting for over 86% of all creatives, while casual and puzzle titles have displaced RPGs as the primary drivers of advertising spend.
Cost-per-mille (CPM) is highest for strategy games at $21.58, and iOS advertising remains 15% more expensive than Android equivalents.
Marketing
Advertising
Global
+2
Tencent
Jan 2022
Report
75 pages
Data Digest Q2 2022
Global mobile app downloads declined 2.5% year-over-year to 35 billion in Q2 2022, while Google Play downloads reached 7 billion, a 26% year-over-year increase that remains 9.7% below pre-pandemic Q2 2019 levels.
Meta continues to dominate the global app market, securing over 550 million Google Play downloads compared to Google’s 320 million, with Instagram leading Meta’s growth in Asia at 22% of all its regional installs.
TikTok remains the top-ranked app globally, with India accounting for 70% of its total downloads during the quarter.
Market Analysis
Global
Mobile
+1
Sensor Tower
Jan 2022
Report
15 pages
Mobile Games on iOS: Winter Results and Forecasts for Spring 2022
Games accounted for 11.3% of all new iOS releases during the winter 2021–2022 period, significantly lower than the 81% share initially anticipated by pre-order data.
Puzzle games were the most active gaming genre in winter 2021–2022, with approximately 2,200 new titles representing 17.1% of all game releases.
Gaming is projected to dominate the spring 2022 release cycle, currently accounting for 82.4% of all apps in the pre-order phase.
Market Analysis
Market Forecast
Mobile
+1
Apptica
Jan 2022
Report
44 pages
Newzoo Trend Report 2022: An Overview and Outlook of Virtual Reality
The global active VR hardware install base is projected to reach 46 million units by the end of 2024, representing a 42.0% compound annual growth rate since 2019.
Market growth is primarily driven by the transition to affordable standalone 6DoF devices, such as the Meta Quest and Pico 4, which have significantly lowered barriers to mainstream entry.
VR gaming shows strong user retention, with nearly 60% of gamers engaging with their headsets at least once a week.
Market Analysis
VR
Global
+1
Newzoo
Jan 2022
Report
27 pages
Gaming Deals Activity 2021
The gaming industry saw record financial activity in 2021, with closed transactions totaling $71.3 billion across 937 deals, representing a 2.1x increase in value and 1.4x increase in volume over the previous year.
Mergers and acquisitions were the primary growth driver at $34.5 billion, with mobile gaming capturing 49% of that value, followed by 34% for PC and console gaming.
Public offerings, including IPOs and SPACs, generated $24.8 billion in value, while private investments doubled to $12 billion, primarily driven by late-stage funding.
Investment
Mergers & Acquisitions
Market Analysis
+1
InvestGame
Jan 2022
Report
16 pages
Modern Mobile Consumer 2022: App Discovery Report
Mobile gaming has become a universal behavior, with 60% of non-gaming app users playing mobile games daily, matching social media as the top usage category.
In-app advertising is a primary driver for app discovery, leading to downloads for 70% of gaming audiences and 78% of non-gaming control group users.
While users typically maintain over 20 apps on their devices, the majority limit their daily engagement to only five to ten apps.
User Acquisition
Monetization
In-Game Advertising
+3
ironSource
Jan 2022
Report
68 pages
Mobile App Trends 2022
The mobile industry generated $170 billion in consumer spending and $288 billion in advertising expenditures during 2021.
Apple’s App Tracking Transparency framework saw a 25% global opt-in rate, exceeding initial industry expectations for resilience.
Fintech and gaming led installation growth at 35% and 32% respectively, while e-commerce downloads increased by 12%.
Market Analysis
User Acquisition
Retention
+2
Adjust
Jan 2022
Report
22 pages
Newzoo Gen Z & Gen Alpha Report 2022
90% of Gen Alpha and Gen Z are game enthusiasts, significantly outpacing the 79% engagement rate found in the total online population.
Gaming is the primary entertainment source for Gen Alpha and a top-three source for Gen Z, competing directly with social networks and streaming services.
70% of Gen Z are interested in using virtual game worlds for social activities beyond gameplay, such as attending parties or watching movies, positioning them as the primary drivers of metaverse adoption.
Market Analysis
Player Demographics
Player Behavior
+1
Newzoo
Jan 2022
Report
46 pages
Newzoo Trend Report 2022: The Metaverse, Blockchain, Gaming, and NFTs
The metaverse is evolving into a persistent, 3D social ecosystem driven by Gen Z and Gen Alpha's prioritization of digital identities and direct-to-avatar commerce.
Gaming platforms like Roblox have achieved significant scale, currently maintaining over 50 million daily active users.
Current blockchain gaming models, particularly play-to-earn and scholarship guilds, face critical challenges regarding long-term financial sustainability and core gameplay quality.
Metaverse
Blockchain
NFT
+1
Newzoo
Jan 2022
Report
42 pages
For the Game
The global gaming industry is projected to reach 3.5 billion players and $225 billion in revenue by 2025.
Gamers are high-value 'super-consumers' who engage with television and internet platforms for nearly 60 hours per week.
Over one-third of the global player base uses gaming primarily as a social platform, necessitating a shift toward community-focused engagement strategies.
Market Analysis
Player Demographics
Marketing
+2
dentsu
Jan 2022
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