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Whitepaper
191 pages
Global White Paper on Mobile Advertising & Marketing Game H1 2022
The mobile advertising ecosystem contracted in H1 2022, with the total number of advertisers falling 5.79% to approximately 83,400 and creative volume dropping 27% to 40 million assets.
Mobile-game advertising costs remain high in key markets, with the U.S. and Japan recording average CPMs of $27.54 and $25.93, while iOS campaigns command a 15% price premium over Android.
While playable ads offer the lowest cost-per-install (CPI), banner formats currently generate the strongest return on ad spend (ROAS).
Marketing
Advertising
In-Game Advertising
+2
SocialPeta
Jan 2022
Report
30 pages
Mobile Ad Creative Index: 2022
Playable ads in the gaming sector achieve the lowest cost-per-install (CPI) at $1.98, while banner ads generate the highest 30-day return on ad spend (ROAS) at nearly 22%.
iOS advertising costs are frequently double those of Android, making Android the more cost-effective platform for mobile user acquisition.
There is a significant disconnect between player psychology and creative execution, with only 4% of casual game video ads and less than 1% of midcore ads successfully targeting specific player motivations.
Advertising
In-Game Advertising
User Acquisition
+2
Liftoff
Jan 2022
Report
26 pages
Shooter Games
Shooter games are the fifth highest-revenue generating genre globally, maintaining a massive footprint across PC, console, and mobile platforms as of 2022.
Monetization is heavily driven by microtransactions, with 97% of players engaging in titles that feature in-app purchases.
The player base is predominantly male (63%) and young, with 38% of players falling within the 10 to 20 age demographic.
Market Analysis
Global
Shooter
+1
Newzoo
Jan 2022
Report
32 pages
Member Survey & Report 2021
The blockchain gaming sector saw $4 billion in capital inflows from venture firms and DAOs in 2021, signaling strong institutional confidence in the industry's long-term viability.
Industry professionals expect traditional gaming entities to integrate blockchain technology within the next two years, driven by the adoption of play-to-earn mechanics and true digital asset ownership.
Regulatory uncertainty is the primary concern for over 50% of organizations in the space, followed by challenges regarding public education, user-friendliness, and a shortage of specialized engineering talent.
Blockchain
NFT
Market Analysis
+1
Blockchain Game Alliance
Dec 2021
Report
24 pages
In-Game Events Snapshot: November 2021
Seasonal in-game events are a standard industry practice, utilized by 90% of the top 100 grossing mobile titles to drive player retention and monetization.
External brand collaborations are a major growth area, appearing in 42% of top US iOS games, 51% of top Chinese games, and 62% of top Japanese games.
Strategic event implementation can drive massive revenue spikes, such as Genshin Impact’s Lantern Rite event increasing daily revenue from $200,000 to over $1.25 million.
Monetization
Live Ops
Retention
+1
GameRefinery
Nov 2021
Report
16 pages
Strategy Genre Snapshot: October 2021
As of October 2021, the strategy genre accounts for 17% of total mobile revenue on the US iOS platform, with 4X titles occupying 20 of the top 25 grossing spots.
Genre-blending is the primary growth strategy, with developers integrating merge, match-3, and RPG mechanics to broaden appeal beyond traditional 4X gameplay.
State of Survival leads the 4X market following a year-long collaboration with The Walking Dead, while Supercell remains the primary outlier succeeding with non-4X titles like Clash of Clans.
Market Analysis
Strategy
Mobile
+1
Vungle
Oct 2021
Report
91 pages
Sports & Racing Games Report: Q3 2021
The sports and racing sectors saw a 40.2% year-over-year revenue increase to $2 billion between 2020 and early 2021.
Market power is highly concentrated among major publishers like Electronic Arts, Konami, Tencent, and Zynga, who are driving growth through strategic acquisitions such as Glu Mobile and Codemasters.
Realistic simulation titles consistently outperform arcade-style games in revenue, while arcade games continue to lead in total download volume.
Market Analysis
Global
Sports Games
+1
Sensor Tower
Sept 2021
Report
39 pages
Global Cloud Gaming Report: The Infrastructure Edition 2021
The global cloud gaming market reached $1.6 billion in revenue and 23.7 million paying users in 2021, with projections estimating growth to over $6.5 billion and 60.7 million users by 2024.
North America and Europe currently dominate the sector, accounting for 59% of total consumer spending.
The global semiconductor shortage has acted as a catalyst for cloud gaming adoption by positioning streaming services as a viable alternative to scarce and expensive local hardware.
Cloud Gaming
Market Analysis
Market Forecast
+1
Newzoo
Sept 2021
Report
22 pages
Shooter Genre Snapshot: September 2021
The shooter genre on US iOS is highly concentrated, with the 'Big Three'—Garena Free Fire, Call of Duty: Mobile, and PUBG Mobile—collectively generating over 84% of total genre revenue.
Garena Free Fire experienced significant growth in 2021, doubling its iOS revenue and capturing approximately 30% of the market share to rival Call of Duty: Mobile for the top position as of Q2 2021.
The shooter genre accounts for roughly 6% of total US iOS revenue, currently ranking as the platform's 6th largest mobile genre.
Market Analysis
Shooter
Mobile
+1
GameRefinery
Sept 2021
Report
21 pages
Gaming Deals Activity Report Q1‑Q3 ’21
The global video games industry saw a 2.5x year-over-year increase in deal value, totaling $57.7 billion across 667 closed transactions during the first three quarters of 2021.
Mergers and acquisitions dominated the market, accounting for 48% of total deal value, with mobile gaming specifically driving 84% of M&A value in Q3, exemplified by Electronic Arts' $1.4 billion acquisition of Playdemic.
Blockchain gaming experienced explosive growth, recording a 34x year-over-year increase in deal value to reach $1.56 billion, with investment focused on NFT infrastructure and play-to-earn platforms.
Mergers & Acquisitions
Investment
Market Analysis
+1
InvestGame
Sept 2021
Report
26 pages
Mobile Game Genre Report: Puzzle Games
The global mobile puzzle game market generated $6.9 billion in 2020, with the United States leading at $2.0 billion, followed by Japan at $1.2 billion and China at $0.9 billion.
Puzzle games account for 8% of total mobile game revenue and represent the most popular genre across the United States, United Kingdom, Japan, and South Korea.
Western markets favor casual experiences and in-app advertising (IAA), whereas Eastern markets demonstrate a higher propensity for in-app purchases (IAP) and complex mechanics like gacha systems.
Market Analysis
Monetization
Mobile
+3
Newzoo & Pangle
Aug 2021
Report
30 pages
Creative Highlights: August 2021
Mobile gaming advertisements in August 2021 shifted toward narrative-driven formats featuring human-like characters and anthropomorphic protagonists.
Major titles including Garena Free Fire, Call of Duty, Clash of Clans, and Mobile Legends integrated real-world celebrities like Dimitri Vegas, Like Mike, and Ozuna as playable avatars to bridge gaming and music audiences.
High-performing ad creatives utilized pop music, including mainstream hits and instrumental tracks like Rihanna’s “Desperado,” to create emotional hooks on platforms such as TikTok and Snapchat.
Creative Ads
Marketing
Global
+1
Sensor Tower
Aug 2021
Report
58 pages
Casual Puzzle Category Review 2021
The Puzzle & Decorate sub-genre has overtaken Classic Match-3 as the primary revenue driver, led by titles like Project Makeover and Royal Match that utilize narrative-driven 3D customization.
The Merge sub-genre is the fastest-growing segment, achieving a 498% four-year compound annual growth rate and a 44% revenue increase over 18 months.
Market consolidation remains high in the Puzzle & Decorate segment, where Playrix and AppLovin control 88% of total downloads and revenue.
Market Analysis
Monetization
Puzzle
+1
Sensor Tower
Jul 2021
Report
26 pages
State of Card Battler Mobile Games Report 2021
Mid-core games drive 60 percent of total mobile player spending despite accounting for only 20 percent of worldwide installs.
The U.S. has become a critical growth engine for card battlers, capturing 27 percent of the revenue market share and seeing a 53 percent increase in revenue per download.
Mobile card battlers reached a new financial baseline of over $55 million in monthly player spending during the first half of 2021.
Market Analysis
Global
Card Battler
+1
Sensor Tower
Jul 2021
Report
19 pages
RPG Genre Snapshot Report June 2021
As of mid-2021, RPGs account for approximately 14% of total revenue on the US iOS mobile gaming platform.
The RPG market is shifting from traditional turn-based titles toward high-fidelity, open-world Action RPGs that offer console-quality experiences.
Genshin Impact is the primary driver of the genre's evolution, currently commanding over 10% of the total RPG market share.
Market Analysis
Global
RPG
+1
GameRefinery
Jun 2021
Report
71 pages
Q2 2021: Store Intelligence Data Digest
Global app downloads reached 35.9 billion in Q2 2021, a 4.8% year-over-year decline as the market stabilized from 2020 pandemic highs.
TikTok maintained its position as the top global application with over 200 million installs during the quarter.
India remained the largest market by volume, exceeding 7 billion downloads in Q2 2021.
Market Analysis
Global
Mobile
Sensor Tower
Jun 2021
Report
19 pages
RPG Genre Snapshot
RPG titles account for 14% of the total revenue share on the US iOS mobile gaming market.
Genshin Impact alone captures 10% of the total RPG market share, signaling a shift from turn-based titles toward high-production action RPGs.
Market leaders are increasingly defined by console-quality production values, open-world environments, and narrative-heavy gameplay.
Market Analysis
RPG
Mobile
+1
GameRefinery
Jun 2021
Report
16 pages
Esports Rising: State of the Global Esports Market
The global esports market is projected to reach $1.08 billion in revenue by the end of 2021, marking a 14.5% year-over-year increase driven primarily by sponsorships and media rights.
Total hours watched on major streaming platforms like Twitch and YouTube surged by 76% in 2020, with the global audience expected to exceed 577 million viewers by 2024.
China remains the dominant market leader, holding the largest share of global esports revenue and the highest concentration of enthusiasts.
Market Analysis
Esports
Streaming
+1
Newzoo
May 2021
Report
22 pages
Deals Report Q1 2021
The global gaming industry saw a record-breaking Q1 2021 with $25 billion in closed transactions across 249 deals, a twofold increase compared to the first half of 2020.
Mergers and acquisitions were the primary growth driver, accounting for 57% of total deal value at $14.3 billion, a nearly sixfold year-over-year increase fueled by major acquisitions like Microsoft’s $7.5 billion purchase of ZeniMax Media.
Public offerings reached $8.3 billion across 36 deals, bolstered by high market valuations and prominent listings from companies including Roblox, Playtika, and Huuuge Games.
Investment
Mergers & Acquisitions
Market Analysis
+1
InvestGame
Mar 2021
Report
25 pages
Mobile Game Genre Report: Comparing & Contrasting Eastern and Western Markets 2021
Western markets prioritize casual genres like puzzle and arcade, while Eastern markets demonstrate a stronger preference for competitive, immersive titles such as Battle Royale and RPGs.
Monetization strategies differ by region, with Western titles leaning toward in-game advertising (IAA) models, while Japanese players show a higher propensity for in-app purchases (IAP).
Puzzle games are a global staple, but Western implementations focus on narrative and decoration, whereas Eastern versions prioritize character collection, deep economies, and gacha mechanics.
Market Analysis
Monetization
Player Demographics
+1
Newzoo
Jan 2021
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