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Report
15 pages
Misleading (Non-Core) Gameplay Ads Research 2023
Approximately 75% of Western players and 70% of Japanese and Brazilian players find the mechanics shown in misleading ads more engaging than the actual core gameplay of the advertised titles.
Between 35% and 46% of gamers continue playing a title despite recognizing that the advertisement does not accurately represent the core gameplay experience.
Ad recognition is widespread, with 91% of U.S. respondents and 71% to 77% of respondents in other surveyed regions reporting exposure to non-core gameplay advertisements.
Monetization
In-Game Advertising
Player Behavior
+1
Nexters
Jan 2023
Report
28 pages
Newzoo’s Global Gamer Study 2023
Gaming is now a multidimensional ecosystem where 79% of the online population are enthusiasts, with over 50% of consumers engaging through a mix of playing, viewing, socializing, and content creation.
Younger demographics show the highest engagement levels, with 94% of Gen Alpha and 90% of Gen Z participating in gaming activities beyond just active play.
Multi-platform gaming is a significant trend, with 47% of gamers using at least two platforms and a high-value 'tri-platform' cohort (15% of players) averaging over 11 hours of play per week.
Market Analysis
Player Demographics
Player Behavior
+1
Newzoo
Jan 2023
Report
13 pages
Essential Facts About the U.S. Video Game Industry: Power of Play 2023
71% of global players use video games to relieve stress, while 62% utilize them as a tool to reduce anxiety.
67% of gamers believe that video games foster social connection, with nearly 50% of players having met a close friend or significant other through gaming platforms.
The 2023 survey of nearly 13,000 players across 12 countries confirms that fun remains the primary motivator for gaming, followed by significant mental health and social benefits.
Player Behavior
Market Analysis
Global
Entertainment Software Association
Jan 2023
Report
41 pages
Mobile Growth & Monetization Report 2023
77% of all player conversions occur within the first 14 days, making this initial window the most critical period for monetization.
Low-friction price points between $1.01 and $5.00 are the primary drivers of in-app purchase revenue, with virtual currencies and limited-time bundles accounting for over 56% of total IAP income.
Offerwalls are a major retention driver, as players who engage with them exhibit a 14% retention rate at Day 90 compared to only 3% for non-converters.
Monetization
User Acquisition
Player Behavior
+2
Unity
Jan 2023
Report
50 pages
Mobile App Trends 2023: Japan Edition
Japan's mobile market recovered in Q1 2023 with a 12% surge in consumer spending to $4.65 billion, driven largely by the gaming sector's $3.14 billion contribution.
The Japanese advertising landscape is shifting toward Connected TV (CTV), with the market projected to reach 169.5 billion yen by 2025 as household ownership hits 30 million.
Fintech adoption is accelerating rapidly in Japan, highlighted by a 134% quarterly increase in installations for crypto-related applications.
Market Analysis
Player Behavior
Mobile
+1
Adjust
Jan 2023
Report
33 pages
The Future of NPCs
99% of gamers view the integration of advanced AI into NPCs as a positive value add for the industry.
81% of players are willing to pay more for games that feature intelligent, AI-driven characters.
79% of gamers report an increased likelihood to purchase titles that incorporate advanced AI NPC capabilities.
AI
Player Behavior
Game Design
+1
Inworld AI
Jan 2023
Report
15 pages
In-Game Spending: Parents' Supervision of In-Game Spending 2023
Three-quarters of children do not engage in in-game spending, a figure that has remained stable since 2020.
Average monthly in-game spending among children who do spend increased from €33 in 2020 to €39 in 2023, a rise consistent with inflation.
The majority of in-game spending (64%) is concentrated in the €1–20 monthly range, with gameplay-impacting content (34%) and cosmetic items (33%) being the most popular purchases.
Monetization
Player Behavior
Market Analysis
+1
Video Games Europe
Jan 2023
Report
29 pages
Analyzing the Consumer and Market Impacts of Chinese Games Market Policies
Chinese gaming giants like Tencent and NetEase are aggressively expanding internationally through studio acquisitions and global publishing labels to mitigate domestic regulatory volatility.
Government regulations restrict users under 18 to one hour of gaming on weekend and holiday evenings, a policy that threatens the long-term pipeline of players and esports talent despite minor spending accounting for less than 2% of major firms' revenue.
The game licensing process now utilizes a rigorous scoring system evaluating societal values and cultural propagation, following a nine-month approval freeze that ended in early 2022.
Market Analysis
Player Demographics
Player Behavior
+1
Newzoo
Nov 2022
Report
69 pages
Store Intelligence Data Digest: Q4 2022
Global mobile app installs remained stable at 35.5 billion in Q4 2022, with the Apple App Store growing 2.4% to 8.1 billion downloads while Google Play contracted 0.9% to 27.5 billion.
Meta maintained significant market influence, with Instagram reclaiming the top-ranked global position and Meta’s portfolio occupying half of the top-ten most downloaded apps.
The FIFA World Cup drove massive engagement in sports gaming, resulting in quarter-over-quarter growth of 136% for FIFA Mobile and 112% for Soccer Super Star.
Market Analysis
Global
Mobile
+1
Sensor Tower
Sept 2022
Report
29 pages
The State of Social Apps in Europe 2022
European social app consumer spending reached $830 million in the first ten months of 2022, marking an 86% year-over-year increase.
TikTok dominated the European market in 2022 but saw its revenue growth decelerate by the third quarter, indicating a maturing market.
The barrier to entry for top-tier App Store rankings decreased, with the required download threshold falling 30% compared to 2019.
Market Analysis
Europe
Monetization
+1
Sensor Tower
Sept 2022
Report
28 pages
Essential Facts About the Video Game Industry 2022
The U.S. gaming industry generated $60.4 billion in total sales in 2021, with 67% of players participating in in-game purchases.
Approximately 215.5 million Americans, or 66% of the population, play video games at least weekly.
Pandemic-era engagement levels have stabilized, with 90% of players maintaining or increasing their playtime since the peak of the pandemic.
Market Analysis
Player Demographics
Player Behavior
+1
Entertainment Software Association
Jun 2022
Report
31 pages
Motivations and Demographics Snapshot Report: The Motivations Driving Top Mobile Games, February 2022
Gender and age are primary indicators of genre preference, with women comprising 63% of the audience for Match3 and Hidden Object games, while men make up 76% to 84% of the audience in 4X strategy and synchronous PvP titles.
Every top-grossing casual game released between 2020 and 2022 has integrated renovation and customization elements to increase player expression and broaden market appeal.
Motivational drivers are demographic-specific; younger males prefer high-sensomotoric challenges like Battle Royales, while players aged 45 and older seek similar thrills through low-sensomotoric experiences like Slots.
Market Analysis
Player Demographics
Player Behavior
+2
GameRefinery
Feb 2022
Report
62 pages
State of Mobile India 2022
India’s mobile market saw 26.7 billion app downloads in 2021, a 41% year-over-year increase, with Android users spending an average of 4.7 hours per day on apps.
Gaming revenue is driven by two distinct models: hyper-casual action and puzzle games generated over $5 billion globally, while strategy-based '4× March-battle' games captured nearly $10 billion.
Food and drink app engagement in India surged 33% year-over-year to 12.1 billion sessions in Q4 2021, fueled by the rapid adoption of hyper-fast grocery delivery models.
Market Analysis
Mobile
India
+1
Intel
Jan 2022
Report
62 pages
State of Mobile 2022 Brazil
Brazil leads the world in mobile engagement, with users spending an average of 5.4 hours daily on apps in 2021.
The mobile economy saw 10.3 billion total downloads and a 63% increase in consumer spending over two years, reaching $1.13 billion.
Gaming is a primary market driver, accounting for 4.5 billion downloads and $571 million in revenue, with Free Fire maintaining dominance in the battle royale genre.
Market Analysis
Mobile
Brazil
+1
data.ai
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
24 pages
Games: India Plays!
The Indian mobile gaming market generated US$2.2 billion in 2022, with smartphones accounting for 91% of the online gaming audience.
Non-real-money gaming (non-RMG) is dominated by Adventure, Battle Royale, Puzzle, Arcade, and Racing genres, while real-money gaming (RMG) centers on card games and sports-fantasy.
Demographics skew young, with 55% of Adventure and Battle Royale players falling into the 13–27 age bracket, and 62% of non-RMG gamers being male.
Market Analysis
Player Behavior
Mobile
+2
EA
Jan 2022
Report
73 pages
State of Mobile 2022
The global mobile economy saw massive growth in 2021, with app store spending rising 19% to $170 billion and mobile advertising increasing 23% to $295 billion.
Mobile gaming remains the primary revenue driver, reaching a record $116 billion in consumer spend, with 4X March-Battle strategy and creative sandbox titles generating the highest returns.
Daily mobile usage in leading markets reached 4.8 hours, with social, photo, and video applications capturing 70% of that time.
Mobile
Market Analysis
Player Behavior
+1
data.ai
Jan 2022
Report
26 pages
Multiplayer Report 2022
Multiplayer gaming engagement grew by 3.3% year-over-year, with 77% of the global gaming population now participating in online play.
Unity internal data shows a 150% surge in PC multiplayer development and a 40% increase in mobile multiplayer projects since early 2021.
Genre remains the primary driver for game selection at 49%, followed by social connectivity factors including existing friend groups (34%) and in-game chat capabilities (31%).
Market Analysis
Player Behavior
Global
+1
Unity
Jan 2022
Report
61 pages
State of Mobile 2022 – Indonesia
Gaming remains the primary economic driver in Indonesia, accounting for 42% of all app downloads and 61% of total consumer expenditure, with titles like Mobile Legends: Bang Bang and Free Fire leading the market.
Indonesian mobile users averaged 5.4 hours of daily screen time in 2021, a 38% increase since 2019, totaling 7.31 billion downloads and $532 million in consumer spending.
The Food and Drink category experienced the most explosive growth, with session counts increasing by over 480% due to the rise of delivery services and quick-service restaurant brands.
Market Analysis
Player Behavior
Mobile
+1
data.ai
Jan 2022
Report
18 pages
Consumer Insights: Games and Esports 2022
The research is based on a global dataset of over 75,000 consumers across 36 international markets, covering North America, Europe, Latin America, the Middle East, and the Asia-Pacific region.
Consumer spending is primarily driven by three factors: price sensitivity, the desire for exclusive content, and the need for social connectivity.
Gaming engagement is categorized into distinct personas, with 'Time Fillers' and 'Mainstream Gamers' identified as the most prevalent segments.
Market Analysis
Player Demographics
Player Behavior
+5
Newzoo
Jan 2022
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