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135 reports matching your filters
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Report
29 pages
Liftoff Report: Mobile Ad Creative Index 2024
Gaming ads utilizing video or playable formats are over 20 times more likely to drive installs compared to banner ads.
Native ads represent the most cost-effective acquisition channel, averaging a $1.80 CPI across the analyzed verticals.
E-commerce apps achieve the highest install-to-action (ITA) rates exceeding 30% through native and banner formats, which also maintain the lowest acquisition costs between $2.57 and $3.23.
In-Game Advertising
Advertising
Marketing
+2
Liftoff
Jan 2024
Report
30 pages
Insight into 2024 Marketing Trends for Japanese Mobile Games
Japanese firms dominate the domestic market, holding nine of the top ten revenue spots on the App Store, while Chinese developers account for 30% of the top 100 grossing titles.
RPG titles are the most lucrative genre in Japan, representing 32% of the top 100 revenue-generating games on Google Play.
Marketing in Japan is characterized by low creative turnover, with only 62.23% of advertisers using new creatives and a total new creative volume of 29.77%, both significantly below global averages.
Marketing
Advertising
User Acquisition
+2
SocialPeta
Jan 2024
Report
11 pages
Supercharged: Powering the Future of the UK Video Game and Interactive Entertainment Industry
The UK video game industry has launched a five-year strategy aiming to establish the nation as the global leader in intellectual property and innovation by 2030.
The 2024-25 action plan prioritizes lobbying for more competitive tax reliefs, increased investment, and the introduction of a Digital Creativity GCSE.
Strategic efforts to strengthen the workforce include the expansion of the #RaiseTheGame diversity, equity, and inclusion programme and the creation of a sector-wide skills network.
Market Analysis
Marketing
Investment
+1
Ukie
Jan 2024
Report
21 pages
Marketing Insights into Global Mobile Games & Minigames 2024
Competition is intensifying through creative iteration, with over 72% of the 63,000+ monthly active advertisers releasing fresh ad content by September 2024.
The proportion of new market entrants has dropped below 7%, indicating a shift toward established players focusing on retention rather than market expansion.
Casino games have emerged as a growth leader with a 10% increase in advertiser volume, while casual game advertising has experienced a slight decline.
Marketing
Advertising
Creative Ads
+2
SocialPeta
Jan 2024
Report
35 pages
Guide to Growing Chinese Gaming Apps Overseas: 2024
Chinese publishers are maintaining global dominance in strategy and RPG segments by shifting to hyper-localized art styles, specifically manga-inspired visuals for Japan and realistic or cartoon aesthetics for Western markets.
Generative AI is now a core operational requirement for rapid, compliant localization of ad creative, voice-overs, and marketing copy to manage high costs per install in mature markets like the U.S., Japan, and South Korea.
High-performing user acquisition campaigns are increasingly utilizing minigames and AI-enhanced visuals to capture player attention in highly competitive environments.
Market Analysis
Monetization
User Acquisition
+5
Liftoff
Jan 2024
Report
42 pages
Insights into Marketing Trends of Global Mobile Games: Q3 2023
Frequent creative turnover is a primary strategy for mitigating ad fatigue and sustaining click-through rates in competitive mobile gaming markets.
Deploying fresh creative assets can improve cost-per-install (CPI) benchmarks by up to 12% compared to static creative pools.
High-volume creative production is a critical growth lever, evidenced by a major publisher launching 6,500 distinct ad assets for a single strategy-lite title in Q3 2023.
Marketing
Advertising
User Acquisition
+2
SocialPeta
Sept 2023
Report
43 pages
Insights into Marketing Trends of Global Mobile Games
In Q2 2023, the mobile gaming industry saw a record surge of 9.3 million new creatives, which accounted for nearly 75% of all active advertisements.
Market leaders like Honkai: Star Rail and MONOPOLY GO! achieved rapid global growth by maintaining high-frequency creative refreshes, with new assets making up over 60% of their advertising portfolios.
While iOS casual game installs cost $2.23 compared to $0.63 on Android, both platforms yielded a comparable seven-day return on ad spend of approximately 7.7%.
Marketing
Advertising
User Acquisition
+2
SocialPeta
Jun 2023
Report
11 pages
From Hyper to Hybrid: 2023 Follow-up
In-app purchase (IAP) activity grew significantly between 2022 and H1 2023, with revenue increasing by 23% on Android and 24% on Apple platforms.
On iOS, the United Kingdom, Canada, and Germany have displaced China and Saudi Arabia in the top five markets for installs, signaling a pivot toward Western regions.
Google Ads became the top-performing network for Android installs in H1 2023, while AppLovin reclaimed the leading position for iOS installs.
Market Analysis
Mobile
Hypercasual
+4
Tenjin
Jan 2023
Report
50 pages
Mobile App Trends: 2023 Edition
The mobile app market reached a record half-trillion dollars in combined advertising and consumer spending in 2023, despite a 2% decline in consumer spending and a cooling of advertising growth to 14%.
Fintech in-app revenue surged by over 90% between late 2022 and early 2023, while e-commerce sessions grew by 12%.
After a difficult 2022 that saw a 12% decline in installs and a 9% drop in consumer spending, the mobile gaming sector showed early 2023 signs of recovery with a 10% increase in installs and an 11% rise in sessions.
Market Analysis
User Acquisition
Retention
+3
Adjust
Jan 2023
Report
25 pages
The State of Mobile Gaming in India: 2023
India’s mobile gaming market is projected to reach a value of $8.6 billion by 2027, supported by a user base of over 600 million active players.
In-app purchase revenue in the Indian mobile gaming sector is forecasted to reach $284 billion by 2026.
Retention is critical for profitability, as acquiring new customers is five times more expensive than retaining existing ones.
Market Analysis
Mobile
Casual
+5
AppsFlyer
Jan 2023
Report
61 pages
Q1 2023 Insights into Global Mobile Game Marketing Trends
Mobile game advertisers are shifting from quantity to quality, evidenced by a 15% increase in active advertisers to over 160,000 alongside a 16% decline in new creative asset volume.
Video content now dominates the advertising landscape, accounting for over 80% of all ad creatives and frequently utilizing playable mechanics or 'deliberate failure' tropes to improve engagement.
Android remains the dominant advertising platform, capturing nearly 70% of total global ad volume.
Marketing
Advertising
Mobile
+2
SocialPeta
Jan 2023
Report
33 pages
Developer's Guide to the Chinese Market
The provided report content contains only a table of contents and introductory biographical information, lacking the substantive data, market figures, or specific industry insights required to generate a factual summary.
The document identifies Damian Jaskowski as the primary expert contributor, serving as the Expert PR Manager for East Asia at 11 bit studios and Chinese Market Coordinator at the Indie Games Poland Foundation.
The report is structured into three distinct parts, covering a step-by-step market guide and strategies for reaching a Chinese fanbase.
Market Analysis
China
Mobile
+1
Indie Games Poland Foundation
Jan 2023
Whitepaper
191 pages
Global Mobile Game & App (Non‑Game) Marketing White Paper 2022
The mobile gaming sector saw a decoupling of engagement and monetization in 2022, with strategy, simulation, and casual genres experiencing 8% to 10% download growth alongside 9% to 16% revenue declines.
To counter rising acquisition costs, developers are adopting 'Casual + X' strategies, integrating hyper-casual mini-games into complex RPG and strategy titles to broaden appeal and lower entry barriers.
Marketing strategy shifted toward higher efficiency in 2022, characterized by a 17.5% increase in quarterly advertisers despite a 16% reduction in total creative volume.
Marketing
Market Analysis
Global
+1
SocialPeta
Jan 2023
Report
37 pages
How Starfield Reached 10M Users
Starfield achieved the largest launch in Bethesda’s history with 10 million players, driven by a $21.2 million U.S. advertising spend that represented roughly 70% to 77% of the total global marketing budget.
The marketing strategy shifted from traditional teasers to a multi-channel digital approach, prioritizing TikTok, Instagram, Twitch, and AI-driven cross-promotion via Bing.
Integration with the Microsoft ecosystem and immediate availability on Xbox Game Pass were central to the game's commercial scale and user acquisition.
Market Analysis
User Acquisition
Marketing
+1
Sensor Tower
Jan 2023
Report
65 pages
Insights into Marketing Trends of Global Mobile Apps
Video content now accounts for 45% of global ad impressions, reaching up to 72% in the Middle East, as traditional static image performance continues to decline.
AI-integrated tool apps experienced over 100% year-over-year advertiser growth across all tracked regions in the first half of 2023.
Android remains the dominant marketing platform, accounting for over 70% of the total creatives launched by the 170,000 active advertisers.
Marketing
Advertising
Global
+1
SocialPeta
Jan 2023
Report
21 pages
In-Game Advertising Report 2023
In-game advertising achieves a 98% viewability rate, significantly outperforming the 78% average observed across standard digital advertising formats.
Gaming environments generate 2,795 attentive seconds per 1,000 impressions, representing a 22% higher attention level than the average for other digital media.
85% of in-game ad impressions are actively viewed by players, compared to a 65% norm for traditional digital channels.
In-Game Advertising
Marketing
Advertising
+1
Anzu
Jan 2023
Report
109 pages
Mobile Game Marketing: Insights & Trends of Popular Game Genres Q3 2022
The United States remains the dominant revenue driver for casual games, generating over $250 million in Q3 2022, which represents 46% of total revenue and an 11% year-on-year increase.
Southeast Asia is the fastest-growing market for mobile game downloads, recording 11% year-on-year and 12% quarter-on-quarter growth.
Casual games experienced stagnant download growth of less than 1% year-on-year, yet generated a 7% year-on-year revenue increase, totaling approximately $30 million in additional earnings.
Marketing
Advertising
Market Analysis
+2
SocialPeta
Sept 2022
Report
34 pages
Japan Mobile App Trends 2022: Essential App Performance Benchmarks and Insights
The Japanese mobile market saw a 19% increase in total installs and a 12% rise in user sessions between 2020 and mid-2022, driven primarily by a 52% year-over-year surge in gaming installs.
Hyper Casual and RPG titles dominate the gaming sector, accounting for 15% and 13% of total installs respectively.
E-commerce and Fintech are experiencing significant engagement growth, with sessions rising 29% and 13% respectively compared to 2020 benchmarks.
Market Analysis
Mobile
Japan
+1
Adjust
Aug 2022
Report
230 pages
Türkiye Game Market 2022 Report
The Turkish gaming market generated $625 million in 2022, reflecting a structural pivot from hyper-casual volume toward sustainable, high-quality PC, console, and hybrid-casual intellectual property.
Investment activity reached a record $424 million across 23 deals, establishing Istanbul as a premier global hub for gaming capital.
While the number of new gaming startups fell by 48% year-over-year, the remaining 6,000 publishers are increasingly prioritizing long-term viability through AI integration and professionalized operations.
Market Analysis
Marketing
Advertising
+2
Riot Games
Jan 2022
Report
22 pages
Newzoo Gamer Insights: The Future of Gaming
90% of Gen Alpha and Gen Z are active game enthusiasts, significantly higher than the 79% engagement rate seen in the general online population.
Gaming is the primary entertainment source for Gen Alpha and a top-three source for Gen Z, competing directly with social media and video streaming platforms.
Economic engagement is high, with 52% of Gen Alpha and 48% of Gen Z spending money on games, primarily driven by mobile platform purchases for exclusive content and personalization.
Market Analysis
Player Demographics
Marketing
+1
Newzoo
Jan 2022
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