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Report
63 pages
White Paper on Global Mobile Games
Mobile advertising has shifted toward a video-first model, with video ads now accounting for over 85% of total spend and vertical formats outperforming horizontal ones with conversion rates near 0.15%.
Privacy regulations have forced a move toward probabilistic attribution models like SKAN, shifting industry focus from granular user targeting to high-quality creative design.
Ad creative volume surged 200% year-over-year in 2021, while CPMs increased by 34%, reflecting a period of intense market competition.
Monetization
In-Game Advertising
User Acquisition
+2
SocialPeta Data Research Institute
Jan 2021
Report
35 pages
Mobile App Trends 2021: A Global Benchmark of App Performance
The gaming industry reached a $165 billion valuation in 2020, bolstered by a 43% surge in hyper-casual game downloads.
E-commerce experienced a shift toward deeper user integration, evidenced by a 58% increase in in-app transactions despite only a 6% rise in new installs.
Fintech led all sectors in install growth at 51% and saw an 85% increase in total user sessions.
Market Analysis
Player Behavior
Global
+1
Adjust
Jan 2021
Report
8 pages
Post-IDFA Mobile Game Advertising Costs: Casual vs Core
Core games experienced a 78% surge in iOS CPI following the iOS 14.6 release, driven by intensified competition for a shrinking pool of high-value, trackable users.
Casual games saw a 38% decline in iOS CPI post-iOS 14.6, while Android CPI for the same segment rose by 16%.
Android CPI for core games increased by 36% during the same period, reflecting broader market volatility across platforms.
Advertising
User Acquisition
Market Analysis
+2
Moloco
Jan 2021
Report
28 pages
Video Game Streaming Trends Report 2021
Total video game streaming watch time reached 28.7 billion hours in 2021, representing a 21% year-over-year increase.
Twitch maintains market dominance with 71% of total hours watched, while Facebook Gaming and YouTube Gaming tied for the second-most-watched platforms by year-end.
The creator economy is highly concentrated, as 1.2% of influencers generate nearly 16% of Twitch's subscription and bit revenue, while 93% of creators are classified as micro-influencers.
Streaming
Esports
Market Analysis
+1
Stream Hatchet
Jan 2021
Report
53 pages
Mobile Market Forecast: 2021-2025
The global mobile application market is projected to reach $270 billion in consumer spending and 230 billion annual downloads by 2025.
Non-game applications are rapidly gaining market share and are expected to account for nearly 50% of total spending by 2025.
Non-game revenue is projected to surpass gaming revenue on the Apple App Store as early as 2024.
Market Forecast
Market Analysis
Global
+1
Sensor Tower
Jan 2021
Report
26 pages
Gaming Spotlight 2021 Review
Mobile gaming is the dominant market force, with 2021 spending projected to be 3.1 times higher than that of home consoles.
Global game downloads reached over 1 billion per week in Q1 2021, a 30% increase over pre-pandemic levels, while weekly spending grew 40% to $1.7 billion.
Cross-platform functionality is a critical success factor, as evidenced by the performance of titles like Roblox and Genshin Impact that prioritize cross-play and cross-save features.
Market Analysis
Global
Mobile
+1
data.ai
Jan 2021
Report
26 pages
An Analysis of the Card Battler Sub‑Genre 2021
The card battler sub-genre reached a new revenue baseline exceeding $55 million per month in the first half of 2021, driven by a 17 percent quarterly revenue increase.
The United States has become a critical market, accounting for 27 percent of global player spending and experiencing a 53 percent increase in revenue per download during the first half of 2021.
Market leadership is dominated by established intellectual properties, with Yu-Gi-Oh! Duel Links and Hearthstone leading in lifetime earnings and Magic: The Gathering Arena entering the top ten shortly after its March 2021 launch.
Market Analysis
Card Battler
Mobile
+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 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
27 pages
Gaming Deals Activity 2021: Smashing Previous Records
The global video game industry reached a record $80.4 billion in total deal value across 967 transactions in 2021, a 2.5-fold increase over the previous year.
Mergers and acquisitions accounted for nearly half of the total transaction volume, reflecting a significant consolidation trend within the sector.
Blockchain-integrated gaming experienced explosive growth, with deal value increasing 68-fold year-over-year.
Market Analysis
Mergers & Acquisitions
Investment
+3
InvestGame
Jan 2021
Report
47 pages
Next-Gen Mobile Games: The Arrival of Cross-Platform and Evolution of High-Fidelity Mobile Games
Mobile gaming is the industry's dominant force, generating $90.7 billion in 2021 and accounting for over half of total global gaming revenue.
The global mobile player base is projected to grow from 2.8 billion in 2021 to 3.2 billion by 2023.
High-fidelity games with AAA-quality production now account for nearly 70% of the top-grossing iOS titles in China, signaling a shift away from casual-only dominance.
Market Analysis
Market Forecast
Global
+1
Newzoo
Jan 2021
Report
55 pages
State of Mobile 2021
Mobile gaming remains the primary economic engine of the industry, accounting for 66% of total consumer spending and projected to exceed $120 billion in 2021.
Global consumer spending on apps rose 20% year-over-year to $143 billion, while daily mobile engagement reached an average of 4.2 hours per user, surpassing live television viewership in the U.S.
The mobile advertising market reached $240 billion in total spend, bolstered by a 95% increase in ad placements within the United States.
Market Analysis
Player Behavior
Global
+1
data.ai
Jan 2021
Report
10 pages
Hyper-Casual Games – Industry Snapshot
A 40% Day 1 retention rate serves as the critical performance benchmark for hyper-casual titles; games falling below this threshold should be iterated upon immediately or terminated.
European markets lead in short-term engagement with a 49% Day 1 retention rate, while Japan excels in long-term retention at 19% and average session lengths of 63 minutes.
The United States market shows moderate engagement metrics, recording a 43% Day 1 retention rate and an average playtime of 43 minutes.
Market Analysis
Global
Mobile
+1
GameIntel
Jan 2021
Report
24 pages
Games Marketing Insights 2021
New gamers who entered the market after the COVID-19 outbreak are spending more on in-game purchases monthly than veteran players, who have actually reduced their spending despite increased engagement.
Mobile marketing is increasingly reliant on brand familiarity, as less than 25% of players in Western markets are willing to try games they have not heard of before.
Live-streaming platforms experienced record growth during the pandemic, with Facebook Gaming reaching over one billion hours watched in Q3 2020.
Market Analysis
Player Behavior
Monetization
+1
Meta
Jan 2021
Report
19 pages
Beyond 2021: Where Does Gaming Go Next?
The global games market reached $175.8 billion in 2021 and is projected to exceed $218 billion by 2024, representing a compound annual growth rate of 8.7%.
Mobile gaming remains the dominant sector, accounting for 52% of total industry revenue.
The pandemic-driven surge added 173 million new or returning players, 53% of whom are female, bringing the global player base to nearly 3 billion.
Market Analysis
Market Forecast
Player Behavior
+1
Google & Newzoo
Jan 2021
Report
24 pages
In-Game Events Snapshot
Seasonal events are a standard industry practice, utilized by 90% of the top-grossing 100 mobile games to drive player re-engagement and revenue spikes.
Brand collaborations are a significant growth lever, appearing in 62% of top-100 games in Japan, 51% in China, and 42% in the US.
High-profile collaborations, such as Sky: Children of the Light’s Kizuna AI partnership and Genshin Impact’s Lantern Rite, have demonstrated the ability to generate multi-million dollar daily revenue surges.
Monetization
Live Ops
Global
GameRefinery
Jan 2021
Whitepaper
61 pages
The 2021 Global Mobile Gamers Whitepaper
Mobile gaming generated $93.2 billion in 2021, accounting for over half of total industry revenue, with projections to reach $116.1 billion by 2024.
Users who engage with short-video platforms represent a high-value demographic that installs 50% more games and spends 36% more time playing weekly than the average gamer.
Short-video platform users are twice as likely as non-users to discover new titles through social content and subscription services, making them a primary target for strategy and MOBA developers.
Player Demographics
Mobile
Global
+1
TikTok
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
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
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