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Marketing

2022 Global White Paper on Mobile Advertising & Marketing Game

The global mobile market in the first half of 2022 underwent a significant transition, characterized by a contraction in total advertising volume alongside a strategic pivot toward high-quality, video-centric content. While the total number of advertisers and ad creatives declined year-over-year, emerging markets in the Middle East, South America, and Southeast Asia experienced robust growth. This period saw a sharp rise in advertising costs, with the average CPM reaching $19.31 and the United States and South Korea emerging as the most expensive regions for user acquisition. Casual and puzzle games dominated the advertising landscape by volume, yet RPGs and strategy titles commanded the highest revenue and advertising spend. A notable trend involved mid-core developers utilizing "lightweight" or drama-based video creatives to lower entry barriers for broader audiences. Video formats now constitute over 86% of all creatives, with interactive AR filters and short-form content on platforms like Snapchat and TikTok challenging the traditional dominance of Meta. In the non-gaming sector, shopping and finance apps led in advertiser activity, while reading apps produced the highest volume of individual creatives. The industry faced headwinds from Apple’s IDFA privacy changes, prompting a shift toward "motivation-based" creative strategies and localized global launches, particularly by Chinese firms seeking relief from domestic regulatory pressures. Despite rising costs and a 27% drop in creative volume, the market remains dynamic, driven by the expansion of esports, cross-platform play, and a growing consumer interest in the metaverse. Success is increasingly defined by down-funnel conversion optimization and the use of immersive, emotionally resonant storytelling to engage diverse global demographics.

advertising marketing market-analysis+2

SocialPetaJan 2022

Report

Creative Highlights: August 2021

The August 2021 creative roundup highlights a pronounced shift toward human‑like characters and narrative‑driven formats across mobile‑gaming advertisements. Campaigns for titles such as Garena Free Fire, Call of Duty, Clash of Clans and Mobile Legends foreground anthropomorphic protagonists in both gameplay footage and cinematic sequences, often pairing them with real‑world personalities—DJs Dimitri Vegas & Like Mike and singer Ozuna appear as playable avatars, reinforcing a crossover appeal between music and gaming audiences. Anniversary celebrations and special collaborations dominate the thematic landscape, with multiple brands deploying party‑style visuals, event‑specific soundtracks and promotional codes to drive engagement. Split‑screen designs that juxtapose moving video with static captions recur in hyper‑casual and match‑3 ads, while fail‑state cues and “try‑it‑yourself” calls‑to‑action appear in titles such as Royal Match, Evony and Township, encouraging immediate interaction. Pop music, ranging from mainstream hits to instrumental versions of Rihanna’s “Desperado,” underpins many creatives, particularly on Snapchat and TikTok‑adjacent platforms. Performance data show these assets ranking within the top‑10 positions on networks including Instagram, YouTube, Snapchat, Facebook and ad‑exchange partners such as ironSource and Chartboost. The analysis draws on a sample of the highest‑performing creatives across these channels during August 2021, encompassing a broad geographic spread and covering genres from battle‑royale and hyper‑casual to match‑3 and simulation. The findings suggest that narrative depth, celebrity integration, and music‑driven emotional hooks are now core drivers of ad effectiveness in the mobile‑gaming market.

creative-ads marketing global+1

Sensor TowerAug 2021

Financial

Q1 2021/22 Sales

Nacon achieved sales of 33.7 million euros during the first quarter of the 2021/22 fiscal year, representing an 11.3% decline compared to the same period in the previous year. This decrease is attributed primarily to an exceptionally high comparison basis from the first quarter of 2020/21, when global lockdowns significantly inflated consumer demand for digital entertainment and gaming hardware. Despite the year-over-year dip, the results demonstrate a structural growth trend when compared to pre-pandemic levels, particularly within the digital back catalogue. The video games segment generated 12.2 million euros, a 16% decrease from the prior year. However, back catalogue sales remained resilient at 9.2 million euros, nearly four times higher than the 2.4 million euros recorded during the same period in 2019/20. New releases such as Roguebook and Pro Cycling Management 2021 contributed to this performance. In the accessories division, sales fell 8.8% to 20.6 million euros. While the initial launch of RIG helmets in the United States created a difficult year-over-year comparison, other accessory lines grew by 19%, driven by strong demand for PlayStation 4 and Xbox Pro Compact controllers. Management maintains a positive outlook for the remainder of the fiscal year, anticipating growth in the second half driven by a robust release schedule including titles such as WRC 10 and Vampire: The Masquerade – Swansong. Financial targets for 2021/22 remain unchanged, with projected sales between 180 and 200 million euros and a current operating margin of 20%. Looking further ahead to 2022/23, the company expects to reach sales between 230 and 260 million euros, supported by major upcoming releases such as The Lord of the Rings: Gollum and Test Drive Unlimited Solar Crown.

market-analysis france game-publishing+1

NaconJul 2021

Financial

FY 2020/21 Sales Target Exceeded

Nacon achieved record financial results for the 2020/21 fiscal year, generating 177.9 million euros in sales. This performance represents a 37.5% increase over the previous year and exceeds the company’s upwardly revised targets. Growth was particularly robust in the fourth quarter, which saw a 68.7% surge in revenue driven by the resilience of the gaming accessories market and the steady performance of the software publishing division. The accessories segment emerged as the primary growth engine, nearly doubling its revenue to 103.2 million euros. This success was attributed to the integration of premium RIG headsets, strong demand for licensed controllers on the established PlayStation 4 base, and the launch of new peripherals for the Xbox Series X|S. Despite global component shortages, proactive supply chain management allowed for consistent delivery to retail channels. In the gaming division, while overall sales remained stable at 69.1 million euros, back-catalogue revenue tripled to 31.0 million euros. Digital sales continued their upward trajectory, accounting for 75% of total game revenue in the final quarter. Strategically, the period was defined by aggressive expansion following a 2020 IPO. The company acquired three development studios—Neopica, Passtech Games, and BigAnt Studios—and established a direct presence in the United States. With a confirmed current operating income rate of 18%, the company anticipates further momentum as it integrates these new studios and releases a pipeline of titles scheduled through 2024. Consequently, management intends to revise its long-term 2023 strategic plan upwards to reflect this accelerated growth and increased operating margins.

market-analysis monetization marketing+1

NaconApr 2021

Report

Mobile Ad Creative Report: August 2021

Mobile gaming creative trends in August 2021 centered on humanizing digital experiences and leveraging high-profile cultural partnerships. Analysis of top-performing ads across platforms like YouTube, Instagram, Snapchat, and Facebook reveals a heavy reliance on real-world celebrities, particularly musicians. Notable examples include Garena Free Fire featuring DJs Dimitri Vegas & Like Mike as playable characters and Call of Duty Mobile partnering with artist Ozuna. These collaborations often utilize cinematic storytelling and high-fidelity animations to bridge the gap between gaming and mainstream entertainment. The industry continues to utilize specific psychological triggers and visual formats to drive engagement. Fail-state elements, where ads demonstrate a player losing a level to pique viewer interest, remain prevalent in titles like Royal Match and Evony. Additionally, hyper-casual games are increasingly adopting popular music soundtracks and expressive callouts to appeal to younger demographics on Snapchat. Other emerging visual trends include split-screen layouts, the use of Bitmojis, and "search bar" call-to-actions that visually demonstrate how to find the app in stores. Geographically, the findings cover global releases with specific performance data from major ad networks including ironSource, Applovin, and Vungle. The scope encompasses diverse genres, from mid-core shooters and RPGs to hyper-casual and puzzle games. Methodology involves ranking creatives based on their performance and visibility across social media and ad networks during the August 2021 period. Conclusions suggest that successful creatives are moving away from pure gameplay footage in favor of narrative-driven content, anniversary themes, and interactive elements like Buzzfeed-style quizzes or "Christmas in July" promotions.

creative-ads marketing global+1

Sensor TowerJan 2021

Report

The State of Mobile Game Advertising: An Analysis of U.S. Mobile Game Advertising Trends in 2021

Mobile game advertising in the United States remained resilient through the first half of 2021, showing no immediate negative impact from privacy changes such as the deprecation of IDFA. Analysis of the advertising landscape reveals a strategic divide between ad networks. Specialized platforms like AppLovin, Chartboost, and Vungle maintain a high concentration of gaming content, often exceeding 90 percent share of voice. In contrast, diversified platforms like Facebook, TikTok, and YouTube maintain a more balanced split between gaming and non-gaming advertisements, serving as critical channels for reaching broader audiences. Market trends indicate that ad network selection is increasingly driven by genre and demographic alignment. Puzzle and Hypercasual games dominate gaming-focused networks, while mid-core genres like Strategy and Shooter find higher engagement on social platforms like YouTube and Instagram. Notably, Adcolony emerged as a primary hub for Casino games, catering to an older, female-leaning demographic. Across most platforms, video remains the dominant creative format, though playable ads have gained significant traction, particularly on AppLovin where they account for over 40 percent of gaming share of voice. Creative strategies are evolving to include "fake playables," relaxing music for casual titles, and real-world testimonial-style conversations. Even mid-core titles with complex mechanics, such as Call of Duty: Mobile, have begun adopting simplified playable "mini-games" to lower the barrier for user acquisition. This data, compiled by Sensor Tower using its Ad Intelligence platform, covers U.S. trends across iOS and Android from 2018 through the second quarter of 2021, suggesting that success in the current market requires a sophisticated mix of genre-specific network targeting and experimental creative formats.

marketing advertising mobile+1

Sensor TowerJan 2021

Presentation

1Q FY2021 Presentation Material: October to December 2020

CyberAgent achieved record-high consolidated sales of 131 billion yen during the first quarter of fiscal year 2021, representing a 13.3% year-over-year increase. This growth was primarily propelled by the Media and Advertising segments, offsetting a temporary downturn in the Game business. While the Game segment saw revenue decline 15% to 29.9 billion yen and operating profit drop 77.8% due to seasonal factors and elevated marketing expenditures, the company maintained a strong financial foundation with 252 billion yen in total assets. This performance establishes a solid trajectory toward meeting full-year targets despite the mixed results across different business units. The Media segment emerged as a significant growth engine, with ABEMA driving a 67% surge in revenue to 20.4 billion yen. This expansion was supported by a premium subscriber base exceeding 921,000 users and an elevenfold increase in transaction volume for the WINTICKET platform. To capitalize on this momentum, the company restructured ABEMA into distinct Free and Premium business units. Simultaneously, the Game business prepared for a recovery through the high-profile launches of titles such as Uma Musume Pretty Derby and NieR Re[in]carnation, signaling a strategic focus on high-quality content to stabilize future earnings. Corporate strategy remains centered on governance and technological adaptation within the Japanese market. The organizational structure utilizes a clear distinction between supervision and execution, supported by a board of eight directors that includes significant outside representation. By emphasizing environmental data disclosure and the integration of artificial intelligence within advertising and media functionality, the company aims to align with modern ESG standards. These initiatives, framed within the context of the New Normal, reflect a commitment to long-term sustainability and operational agility in a rapidly evolving digital landscape.

advertising marketing market-analysis+1

CyberAgentJan 2021

Report

2021 H1 Global Mobile App Marketing Whitepaper

The global mobile marketing landscape experienced a massive surge in activity during the first half of 2021, characterized by a 108% year-on-year increase in advertising creatives totaling over 19 million. This growth was primarily driven by hard-core gaming titles and a significant expansion in the non-game sector, where creatives rose 38% to 47.6 million. Despite this volume increase, Apple’s IDFA policy changes caused a 13% decline in the share of iOS creatives, shifting more focus toward Android platforms. Geographically, the United States remained the largest advertising market, while Oceania emerged as the fastest-growing region for non-game advertisers. Chinese companies solidified their global dominance during this period, accounting for 70% of top-charting mobile game media buying and over 25% of the total global market share. These developers maintained a particularly strong presence on major social platforms, representing 100% of the top ten advertisers on Facebook’s News Feed. However, this increased competition contributed to a sharp rise in acquisition costs, with Facebook’s average CPC and CPM both climbing 128% year-over-year. RPG and Puzzle genres led in total creative volume, while Strategy games exhibited the highest media buying intensity per advertiser. Marketing strategies have evolved toward high-engagement, "snackable" short-form video content and influencer-led campaigns to combat rising costs and privacy-related tracking challenges. In the gaming sector, creative tactics shifted toward live-action footage and gameplay extensions, while non-game apps—particularly in the education and shopping sectors—capitalized on pandemic-related lifestyle shifts. As the industry navigates the post-IDFA era, the integration of high-quality in-game ads and diverse creative formats has become essential for maintaining user retention and driving monetization across both domestic Chinese and international markets.

advertising marketing global+1

SocialPetaJan 2021

Legal

Raport Bieżący ESPI Nr 20/2021: Popremierowy Raport Sprzedażowy Bum Simulator

PlayWay S.A. released post-launch performance data for Bum Simulator following its Early Access debut on the Steam platform on August 26, 2021. Developed and published through Ragged Games S.A., in which PlayWay holds a 70% stake, the title represents a strategic entry into the simulation genre. Financial disclosures indicate that the total investment for development, testing, localization, and marketing remained below 1 million PLN. Within the first few days of release, sales revenue reached approximately 50% of these total production costs, signaling a rapid initial recoupment phase. Market reception was characterized by a peak position of seventh on the Steam Global Bestsellers list. Quantitative data shows 19,000 units sold on PC, supported by a high player approval rating of 89% based on 315 reviews. The title maintained a strong outstanding wishlist of 218,000 entries, with 10,000 units sold directly from wishlist conversions. While gross sales figures are primary, the data accounts for 2,000 refunds, adhering to the platform’s standard 14-day return policy. The geographic distribution of sales reflects a broad international appeal, led by Germany and the United States at 15% each, followed by Russia at 13% and China at 12%. Other notable markets include Argentina, Poland, and France. Looking forward, the growth strategy involves leveraging the PlayWay capital group to develop ports for consoles, Nintendo Switch, and virtual reality platforms to expand the game's reach beyond its initial PC audience.

game-publishing marketing investment+4

PlayWayJan 2021

Legal

Trialogue Negotiations on the Proposal for an e-Privacy Regulation: Key Considerations from the Video Games Industry

Video Games Europe, representing 17 major publishers and national trade associations across 15 European countries, urges trialogue negotiators to craft an e‑Privacy Regulation that aligns with GDPR consistency while preserving the sector’s capacity to innovate and protect users. The industry, valued at €23 billion in consumer spend in 2020 and growing 22 percent year‑on‑year, comprises roughly 5,100 developer studios and publishers with combined annual turnover of €12 billion and a workforce of about 90 000 employees. Key positions stress that in‑game communications, particularly chat rooms open to all players, must remain outside the definition of an interpersonal communication service, as clarified in Recital 11aa, to enable monitoring for cheating, hate speech, bullying, grooming and child sexual abuse. Requiring consent for such monitoring would be ineffective, especially for under‑age users, and could impede investigations. The industry also seeks broad adoption of the Council’s provisions in Article 8, allowing processing of terminal equipment information for performance optimisation, audience measurement, security, fraud prevention and software updates without individual consent, thereby avoiding consent fatigue and cumbersome parental authorisation. Video Games Europe opposes the introduction of mandatory privacy‑setting requirements in Article 10, arguing that they would stifle competition, concentrate power among a few software providers, and impose costly technical burdens on consoles. Finally, the association calls for Article 11 to be aligned with GDPR Article 23, expanding public‑interest exemptions to include protection of data subjects, enforcement of civil claims and IP enforcement, ensuring law‑enforcement access while safeguarding fundamental rights.

marketing europe regulation+1

Video Games EuropeJan 2021

Report

The African Mobile Apps Landscape (2021)

The African mobile app market experienced a period of rapid acceleration between Q1 2020 and Q1 2021, driven by a young, mobile-first population and the unique conditions of the COVID-19 pandemic. Analysis of 6,000 apps and 2 billion installs across South Africa, Nigeria, and Kenya reveals that overall app installs grew by 41% during this period. Nigeria led this growth with a 43% increase, while South Africa saw the most immediate surge in downloads following strict lockdown measures. The gaming sector proved particularly resilient, with installs jumping 50% in Q2 2020 as consumers sought home entertainment. This trend extended to monetization, as in-app advertising revenue surged by 167% between Q2 2020 and Q1 2021. Furthermore, in-app purchasing revenue peaked in Q3 2020, accounting for one-third of the year's total revenue. While Android remains the dominant platform with a 54% increase in non-organic installs, iOS also showed growth despite a 21% rise in cost-per-install. Several structural trends define the current landscape, including the rise of fintech apps addressing the needs of unbanked populations and the emergence of super apps that consolidate multiple services to overcome device storage limitations. Despite this progress, challenges remain regarding connectivity, as mobile internet adoption in Sub-Saharan Africa stands at 26%, well below the global average. To succeed, marketers are encouraged to move toward a multi-moment maturity model by integrating durable measurement foundations, focusing on high-value user acquisition, and utilizing remarketing strategies to drive long-term engagement.

market-analysis marketing user-acquisition+2

AppsFlyerJan 2021

Whitepaper

White Paper on Global Mobile Games

The global mobile gaming market underwent a significant transformation in 2021, characterized by a stabilization of advertiser growth alongside a massive 200% surge in ad creative volume. This shift was largely driven by the dominance of video content, which now accounts for 86% of all advertisements. Rising competition and privacy policy changes, specifically Apple’s IDFA update, contributed to a 34% increase in Facebook CPM and an 81% jump in CPC. Consequently, advertisers shifted their focus toward Android, which now represents two-thirds of the market, while North America remains the most expensive advertising region with a peak CPM of $28.18. Casual and puzzle games maintain the highest number of individual advertisers across major platforms like Meta and Google, yet RPG and strategy genres lead in total creative output. In regions like Southeast Asia, casino games command a significant share of creative assets, while the CIS market shows a distinct preference for shooter games. Conversely, mainland China experienced a sharp decline in advertisers during the latter half of the year due to tightened domestic regulations. To mitigate rising acquisition costs, developers are increasingly utilizing "light" casual elements in hardcore game ads, real-person trailers, and celebrity endorsements to broaden appeal. The industry is currently moving toward a high-quality growth model centered on global expansion, particularly into the Middle East, and the integration of emerging technologies like VR, AR, and the metaverse. Future success depends on hybrid monetization models and the inclusion of social features, such as in-game chat and PvP, to bolster long-term retention. As personalization becomes more difficult due to privacy restrictions, the strategic focus has pivoted toward creative-heavy campaigns and the exploration of blockchain-based assets like NFTs to maintain engagement in an increasingly competitive landscape.

marketing advertising in-game-advertising+2

SocialPeta Data Research InstituteJan 2021

Legal

Zyciorysy Czlonkow Zarzadu PlayWay S.A.

The leadership structure of PlayWay SA is defined by a management team with extensive experience in game development, distribution, and media relations within the Polish and global markets. Krzysztof Kostowski, the company’s President, has been a central figure in the industry for over twenty-five years. After establishing Play sp. z o.o. as a leading Polish game distributor between 2002 and 2011, he founded PlayWay SA to focus on high-quality production and the incubation of innovative development teams. Kostowski is credited with the conceptualization of the company’s most successful franchises, including Car Mechanic Simulator and House Flipper, and currently oversees a massive corporate ecosystem comprising over seventy subsidiary companies and multiple internal development teams. Supporting the executive leadership is Jakub Trzebiński, who has served as Vice President since 2016 and holds the dual roles of Chief Operating Officer and Chief Marketing Officer. Trzebiński’s background is rooted in marketing, public relations, and specialized journalism, having previously written for prominent industry publications such as CD-Action and Polygamia.pl. His responsibilities within the organization involve managing global brand integrations for major titles like Farm Expert, supervising production cycles, and identifying new development talent. Furthermore, his influence extends across the broader Polish gaming sector through past supervisory roles at Ultimate Games SA and Movie Games SA. Together, these executives manage a business model centered on rapid incubation and global scaling. The leadership’s methodology emphasizes a hands-on approach to the entire production pipeline, from initial game concepts and team assembly to international publishing. By 2020, this strategic direction solidified PlayWay’s position as a dominant force in the simulation genre and a prolific incubator for small to medium-sized development studios.

game-development marketing poland

PlayWayNov 2020

Presentation

FY2020 Presentation Material

CyberAgent achieved record-high financial performance in fiscal year 2020, reporting consolidated sales of 478.5 billion yen and an operating profit of 33.8 billion yen. These results represent year-over-year increases of 5.5% and 9.9% respectively, surpassing initial forecasts despite the operational challenges posed by the global pandemic. Growth was primarily catalyzed by the Game business, which generated 155.8 billion yen in sales. This segment benefited from the sustained performance of legacy titles and the successful launch of Project SEKAI, which acquired over two million users within its first three weeks. The Media business, centered on the ABEMA streaming platform, remains a critical pillar for long-term expansion. ABEMA experienced a 22.6% increase in annual sales to 57 billion yen, supported by a cumulative download base exceeding 59 million. While the segment continues to operate at a loss of 18.5 billion yen due to aggressive up-front investments, these losses are narrowing as new monetization streams mature. Specifically, the rapid adoption of Pay-Per-View services and a seventeen-fold increase in transaction volume for the WINTICKET cycling betting service have diversified the platform's revenue model beyond traditional advertising. Looking toward fiscal year 2021, the strategic focus shifts toward scaling consolidated sales to 500 billion yen while maintaining a robust financial position. To manage this growth, a new governance structure has been implemented to separate management oversight from execution. Although increased selling, general, and administrative expenses led to a quarterly dip in operating profit during the final months of 2020, the overall trajectory remains positive. The combination of a highly profitable gaming portfolio and the accelerating monetization of digital media assets positions the organization for sustained domestic leadership in the Japanese internet services market.

market-forecast marketing advertising+1

CyberAgentOct 2020

Financial

Sales for First Half of FY 2020/21

Nacon experienced significant financial growth during the first half of the 2020/2021 fiscal year, covering the period from April 1 to September 30, 2020. Total sales reached 86.6 M€, representing a 35.9% increase compared to the previous year. This growth accelerated in the second quarter, which saw a 46.4% rise in turnover to 48.6 M€. The primary driver of this performance was the accessories segment, which surged 118% to 51.6 M€ for the half-year. This expansion was fueled by strong demand for premium RIG headsets in the United States and steady sales of official PlayStation 4 controllers. The gaming software division reported mixed results, with total half-year sales down 13.1% to 32.8 M€ due to a high basis of comparison from major releases in the prior year. However, the second quarter showed signs of recovery with a 3.0% increase, supported by the launches of WRC 9 and Tennis World Tour 2. Digital sales now account for 72% of total game revenue, bolstered by a 242% increase in back-catalogue performance. Geographically, the company maintains a global presence with 17 subsidiaries and distribution across 100 countries, focusing on the AA video game market and premium peripherals. Looking forward, the outlook remains positive as the industry transitions to next-generation consoles like the PlayStation 5 and Xbox Series X|S. Nacon plans to release five new titles and a range of specialized controllers for cloud gaming and new hardware. Based on these trends, the company has upwardly revised its full-year sales target to between 150 M€ and 160 M€, maintaining a current operating income target of 18%. Long-term strategic goals for the 2023 Nacon Plan include reaching sales of 180 M€ to 200 M€ with operating margins exceeding 20%.

market-analysis market-forecast france+1

NaconOct 2020

Financial

Integrated Report 2020

Bandai Namco’s 2020 integrated report presents a unified strategy that positions the group as a leading global entertainment innovator through an “IP‑axis” model, which aligns its five business units around roughly 300 core intellectual properties such as Gundam, Dragon Ball, and Idolmaster. The thesis emphasizes that coordinated exploitation of these franchises across toys, games, visual‑music content, and animation drives both short‑term profitability and long‑term fan engagement, while digital transformation and a people‑first culture sustain competitive advantage. Financial results for the fiscal year ending March 2021 demonstrate the effectiveness of this approach. Net sales reached ¥723.9 billion and operating profit ¥78.7 billion, delivering a 10.9 % operating margin and a 13.1 % return on equity despite a COVID‑19‑related sales dip of about ¥14 billion and a ¥4 billion profit reduction. Gundam model shipments totaled 31 million units, with half of sales generated overseas—predominantly in Asia and growing in North America—while the PAC‑MAN 40‑year anniversary campaign expanded the brand into music, fashion, sports and AI. Total assets rose modestly to ¥619.8 billion, net assets to ¥4.18 trillion, and the effective tax rate fell to 26.5 %. Strategic initiatives reinforce the IP‑centric vision. A ¥25 billion mid‑term content fund and dedicated IP‑Strategy Division support new‑IP creation and global roll‑outs, while the Visual‑Music Production Unit delivered over 1,100 copyrighted works and targets ¥30 billion in sales for FY

market-forecast investment marketing+4

Bandai NamcoSept 2020

Report

Annual Report 2020

Games Workshop achieved record-breaking financial results for the 2019/20 fiscal year, demonstrating significant resilience despite the operational disruptions caused by the COVID-19 pandemic. Annual revenue rose 5.1% to £269.7 million, while profit before tax reached £89.4 million. This performance marks the fourth consecutive year of record growth, driven primarily by a robust trade segment—which now accounts for 52% of total revenue—and a substantial increase in royalty income from licensing agreements in the video game and media sectors. The company’s strategic focus remained on the global expansion of its Warhammer intellectual property and the modernization of its industrial infrastructure. Significant capital investments totaling £18 million were directed toward production and logistics expansions in Nottingham and North America, alongside the implementation of a new ERP system. While physical retail sales declined by 11% due to pandemic-related store closures, digital engagement and online sales saw marked growth. The company also successfully navigated the transition to IFRS 16 accounting standards, which brought £32.1 million in lease liabilities onto the balance sheet. Geographically, North America remains the company's largest market, contributing £104.8 million to total revenue. Despite the economic uncertainties of the pandemic and Brexit, the Group maintained a strong liquidity position, ending the period with £52.9 million in cash and no utilized borrowing facilities. This financial stability allowed the board to maintain its commitment to shareholders through dividends of 145 pence per share and to support its workforce by providing full pay during shutdowns and distributing profit-share bonuses to all staff. The report concludes with a focus on long-term sustainability, ethical sourcing, and continued IP exploitation to ensure future viability.

investment market-analysis uk+1

Games Workshop GroupAug 2020

2022 Global White Paper on Mobile Advertising & Marketing Game

Creative Highlights: August 2021

Q1 2021/22 Sales

FY 2020/21 Sales Target Exceeded

Cultural and Creative Sectors in Post-COVID-19 Europe: Crisis Effects and Policy Recommendations

Mobile Ad Creative Report: August 2021

The State of Mobile Game Advertising: An Analysis of U.S. Mobile Game Advertising Trends in 2021

1Q FY2021 Presentation Material: October to December 2020

2021 H1 Global Mobile App Marketing Whitepaper

Raport Bieżący ESPI Nr 20/2021: Popremierowy Raport Sprzedażowy Bum Simulator

Trialogue Negotiations on the Proposal for an e-Privacy Regulation: Key Considerations from the Video Games Industry

The African Mobile Apps Landscape (2021)

White Paper on Global Mobile Games

Zyciorysy Czlonkow Zarzadu PlayWay S.A.

FY2020 Presentation Material

Sales for First Half of FY 2020/21

Integrated Report 2020

Annual Report 2020

Casual vs Core Post-IDFA Ad Pricing

White Paper on Global Mobile Games