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This analysis examines the global mobile economy and digital advertising landscape throughout 2022 and into early 2023, utilizing proprietary market intelligence data from the App Store and Google Play. While global app installs have slowed following the initial pandemic surge, they remain significantly above 2019 levels. Mobile games continue to be the primary driver of downloads globally, exceeding 50 billion installs in 2022, though the utilities category has recently emerged as a significant growth leader, particularly in emerging markets like India.

A major shift occurred in 2022 as global consumer spending on mobile games declined for the first time, falling to $79 billion. This downturn was particularly pronounced on Android devices, which saw a 7 percent revenue drop driven by high inflation and the lifting of COVID-19 restrictions. Japan experienced the most significant contraction, with game revenue falling by $3.2 billion. Conversely, the entertainment category has become a primary engine for revenue growth, with spending on apps like TikTok, HBO Max, and Disney+ reaching record highs. In the United States, entertainment spending doubled compared to 2019 levels, while in Japan, a manga reader app became the top-grossing title for the first time, displacing traditional gaming leaders.

The digital advertising sector reached $28 billion across North America and major European markets in the fourth quarter of 2022. While established platforms like Facebook maintain the largest market share, TikTok has emerged as the fastest-growing ad channel, recording a 60 percent quarterly increase in U.S. ad spend. Facing headwinds from Apple’s privacy changes and reduced marketing budgets, many developers are pivoting toward subscription models and diversified monetization strategies. Looking forward, the reopening of China and the high smartphone penetration growth in Africa are identified as critical factors for the next phase of global mobile adoption.

Analysis of the global video game industry’s financial activity in the first quarter of 2023 reveals a period of market correction and stabilization following previous record highs. While total deal value across private investments, mergers and acquisitions (M&A), and public offerings saw significant year-over-year declines, the volume of private deals suggests a return to regular levels of activity. The data indicates a bifurcated market where early-stage venture capital remains robust while late-stage and public market activities struggle under the pressure of high interest rates and bearish sentiment.

Private investment reached $3.3 billion across 141 deals, representing a 71% decrease in value compared to the same period in 2022. However, early-stage investments showed resilience, acting as a primary driver for future industry growth. In contrast, late-stage deals were scarce, with a single $265 million investment in VSPO accounting for 65% of the total late-stage value. The M&A sector hit a multi-year low with only 43 closed deals totaling $11.4 billion—a 94% drop in value from the previous year—though pending major acquisitions like Scopely and Rovio suggest a potential rebound in subsequent quarters.

Public offerings remained stalled, totaling $0.7 billion across nine deals, as macroeconomic conditions continued to deter companies from entering public markets. The most active venture capital firms during this period included Andreessen Horowitz, Makers Fund, and BITKRAFT Ventures, with a heavy focus on early-stage rounds.

The findings are based on data from InvestGame, which tracks closed transactions in the video game sector excluding gambling and non-gaming blockchain entities. Methodology involves a weighted ranking system for investors that prioritizes lead deal volume and value. Data sources include public media, S&P Capital IQ, and internal market insights.

The analysis evaluates how the mobile ecosystem and digital advertising evolved through 2022 and projects future dynamics, using Sensor Tower’s App Store and Google Play data, quarterly download and revenue estimates, and ad‑spend figures from North America and major European markets. It frames the mobile economy as still expanding beyond pre‑COVID levels while noting a slowdown in install growth, with India, the United States, Brazil and Indonesia leading global downloads and emerging markets such as Africa poised for rapid gains as smartphone penetration rises.

Mobile games retained dominance, accounting for over 50 billion downloads and generating roughly $79 billion in revenue, yet 2022 marked the first year of year‑over‑year revenue decline, driven by reduced spending in the United States, Japan and other major economies. Utilities—particularly VPN apps in India—became the fastest‑growing category, while Turkey showed the sharpest adoption increase but faced inflation‑driven limits on consumer spend. Venture‑capital funding contracted, raising concerns about the emergence of new app disruptors, and Android revenue fell 30 percent year‑over‑year, contrasted with a modest 1 percent iOS growth.

Spending patterns shifted as entertainment apps eclipsed social networking in the United States, with TikTok, HBO Max and Disney+ leading a surge that doubled 2019 levels and made entertainment revenue twice that of the next‑largest non‑game category. In Japan, a manga‑reader app topped overall gross revenue for the first time, highlighting diversification beyond games.

Investment in Blockchain Games (Q4 2022 → Q1 2023)

| Quarter | Investment (USD) | Investment (Bn USD) | % Quarter‑over‑Quarter Change | |---------|------------------|----------------------|--------------------------------| | Q4 2022 | ≈ $654.5 million | ≈ 0.655 Bn | – | | Q1 2023 | $739 million | 0.739 Bn | +12.95 % |

How the numbers were derived

The report states that Q1 2023 saw a 12.95 % increase over the previous quarter and that the Q1 2023 total was $739 M. To back‑calculate the Q4 2022 figure:

\[ \text{Q4 2022 Investment} = \frac{\text{Q1 2023 Investment}}{1 + 0.1295} = \frac{739\text{ M}}{1.1295} \approx 654.5\text{ M} \]

Converting to billions (1 Bn = 1,000 M):

\[ 654.5\text{ M} \approx 0.655\text{ Bn} \qquad 739\text{ M} = 0.739\text{ Bn} \]

Key take‑away

Q1 2023 investment in blockchain gaming and metaverse projects reached $739 M (0.739 Bn), marking a robust 12.95 % quarter‑over‑quarter growth from the ≈ $654.5 M (0.655 Bn) invested in Q4 2022. This upward trajectory underscores the accelerating capital interest in the blockchain gaming sector.

Japan is rapidly evolving from a video game superpower into a significant esports market, overcoming historical regulatory and cultural hurdles. While the country previously lagged behind China and South Korea due to strict anti-gambling laws that capped prize pools and a lack of domestic titles in popular esports genres like MOBAs, recent policy shifts have transformed the landscape. Following the 2019 removal of most legal restrictions and the formation of the Japan Esports Union (JeSU), the market grew by 11% to reach $77 million in 2022.

The ecosystem is characterized by a unique "watching but not playing" culture, where livestreaming and content creation drive engagement among both gamers and non-gamers. This has led to the rise of prominent organizations such as Crazy Raccoon, DetonatioN FocusMe, FENNEL, SCARZ, and ZETA DIVISION. These teams increasingly operate as lifestyle brands, generating revenue through traditional sponsorships, merchandise, and specialized content partnerships. Notably, non-endemic brands like Nissin Foods have entered the space, with sponsorship fees reportedly increasing tenfold over the last five years.

Despite this momentum, the industry faces challenges, including a "Galapagos syndrome" where domestic game preferences differ from global trends, and a power imbalance where publishers maintain strict control over tournament formats. However, the outlook remains optimistic. Industry leaders anticipate further consolidation and professionalization, mirroring the evolution seen in Western markets a decade ago. As teams seek international expansion and venture capital, Japan is positioned to become a major hub for esports talent and tourism in Asia.

The announcement serves to inform viewers of the upcoming televised presentation of the inaugural “Kami‑Game Creator Evolution” contest, a competition designed to discover and nurture emerging game developers across Japan. The broadcast is scheduled for February 23, 2023 at 23:45 on NHK General, with simultaneous streaming on NHK Plus, NHK On‑Demand, and the contest’s official YouTube and Niconico channels, ensuring broad accessibility for a national audience.

Organized by NHK Enterprise and endorsed by the Computer Entertainment Association, the project integrates three pillars: a nationwide contest held between December 2022 and January 2023, a televised program that showcases the finalists, and an online community hosted on Discord for participants and candidates. The contest solicited entries from young creators throughout the country, aiming to spotlight innovative concepts and support their development through exposure, mentorship, and peer interaction.

The initiative’s strategic goal is to invigorate the Japanese gaming sector by fostering fresh talent and encouraging collaboration between creators and broadcasters. By leveraging both traditional television and digital platforms, the program seeks to reach diverse demographics, from casual viewers to industry professionals, thereby amplifying the impact of the selected works.

Supporting resources include a dedicated website, official Twitter feed, YouTube channel, and archived event streams, which together provide continuous updates, promotional material, and a repository of contest content for ongoing community engagement.

People Can Fly’s strategic update, issued on 31 January 2023, outlines a transformation from a single‑title studio into a multi‑project, globally distributed developer and emerging self‑publisher. The core thesis is that leveraging the group’s expertise in AAA shooters, Unreal Engine technology, and a newly expanded talent pool will enable simultaneous delivery of several high‑quality games while shifting revenue generation toward Game‑as‑a‑Service and diversified monetisation models.

Over the past two years the group has completed the Outriders launch and its Worldslayer expansion, restructured its production pipeline from one‑game‑at‑a‑time to parallel development, and opened new studios in Kraków and Montréal. Acquisitions of Phosphor Games (Chicago), Game On Creative (motion‑capture and cinematics), and Incuvo S.A. (VR) have broadened capabilities into compact‑AAA, virtual‑reality and live‑service titles. The workforce now exceeds 600 “Aviators,” including roughly 400 developers, with two‑thirds based in Europe and one‑third in North America. Internal processes rely on agile, matrix‑based feature teams, a proprietary PCF Framework for Unreal Engine, and Centers of Excellence that foster cross‑project knowledge sharing.

Future plans target six new releases by 2027, aiming for at least 3 billion PLN in combined revenue from 2023‑2027. The pipeline includes the AAA work‑for‑hire title Gemini (partnered with Square Enix, slated for 2026), the self‑funded AAA projects Dagger, Bifrost and Victoria (all projected for 2025‑26), the compact‑AAA concept Red, and the self‑published VR titles Thunder (2023) and Green Hell VR (202

The Swedish game industry is currently experiencing a critical talent shortage that threatens its long-term competitiveness and growth. With the sector recording 1,348 new hires in 2021 alone, domestic educational institutions are failing to meet demand, producing fewer than half of the required professionals. This imbalance is exacerbated by the rapid expansion of the industry and the lack of official recognition for game development as a formal academic discipline, which complicates data tracking and strategic planning. To sustain its global standing, the industry must bridge the gap between educational output and the evolving needs of studios, particularly in core disciplines such as programming, design, and graphics.

The Swedish educational landscape is characterized by a robust ecosystem of vocational programs and academic institutions that prioritize project-based, team-oriented learning. While these programs are highly effective at producing job-ready graduates, the reliance on international recruitment remains essential, with roughly one-third to half of the workforce originating from abroad. However, this dependency is hampered by significant bureaucratic obstacles, including restrictive work permit policies for non-EU vocational students and complex regulations regarding international remote work. Furthermore, the industry faces persistent challenges related to housing shortages and the need to improve gender diversity within the workforce.

To ensure future stability, the industry must foster closer alignment between academic research funding and practical studio requirements. Strengthening the pipeline for domestic talent while simultaneously streamlining pathways for international professionals is vital. By formalizing game development within the academic framework and addressing the administrative barriers that currently impede the retention of global talent, Sweden can maintain its position as a leading hub for game development. These systemic adjustments are necessary to transform the current recruitment bottleneck into a sustainable model for continued innovation and economic success.

The global gaming market achieved a record $127 billion in total deal value across 1,320 transactions in 2022, a surge primarily fueled by a threefold increase in merger and acquisition volume. This consolidation was headlined by transformative deals such as Microsoft’s $68.9 billion pending acquisition of Activision Blizzard and Take-Two’s $12.7 billion purchase of Zynga. While the PC, console, and platform tools segments attracted the highest volume of interest, major technology firms including Meta, Google, and Netflix simultaneously expanded their internal capabilities through strategic acquisitions in virtual reality, artificial intelligence, and independent studio development.

Despite the record-breaking M&A activity, the broader financial landscape reflected significant volatility. Public gaming stocks experienced sharp declines, with many market capitalizations falling by more than 30%. Private financing deal counts rose by 29%, yet the total capital raised decreased to $11.1 billion as late-stage investments cooled. Blockchain gaming emerged as a particularly resilient sub-sector, securing $4 billion in funding across nearly 400 companies, supported by over $13 billion raised by specialized venture capital funds. Established industry leaders like Sony and Nintendo maintained robust EBITDA margins of 19.5% and 35.0% respectively, demonstrating operational stability amidst macroeconomic shifts.

The industry is transitioning into a period of heavy consolidation and potential "taking private" transactions as companies capitalize on lower public valuations. Future growth and investment are expected to concentrate on augmented and virtual reality, AI-driven development tools, and mobile audience expansion. Furthermore, the emergence of the Savvy Gaming Group, backed by a $35 billion investment fund, signals a shift toward new geographic centers of influence. As the market matures, the first significant wave of consolidation within the blockchain gaming sector is anticipated, marking a move toward more sustainable, high-quality project development.

Mobile games: state of the market & playtime Joint report of Apptica & Gamelight The purpose of this study is to analyse the state of gaming category in Q3 2023. All data presented in this report has been collected from Apptica and Gamelight platforms. "Games" category is defined by a store's tag. The basis of this analysis is made up of data from the Apptica's Store, Ad and Market Intelligence sections and Gamelight's playtime and app usage data.

This analysis examines the performance of the mobile puzzle gaming category during the first quarter of 2023, utilizing data from the Apptica platform across 35 countries. The study focuses on the Apple App Store and Google Play, evaluating key metrics including download volume, revenue generation, and advertising activity. The findings highlight a significant platform disparity, where Android accounts for 80% of total puzzle game downloads, yet iOS generates 56% of the category's total revenue.

Match 3 games maintain a dominant position within the puzzle sector, representing approximately one-third of all downloads and between 56% and 86% of revenue across the analyzed markets. On a broader industry scale, Match 3 titles account for 6% of all gaming downloads and share the second-highest revenue position at 9%, trailing only MMORPGs. While subgenres like Trivia, Merge, and Word games show regional variance in profitability, Bubble Shooter games demonstrate high download volume but contribute significantly less to total revenue.

Advertising remains a critical component of the puzzle category, which accounts for over 50% of ad traffic on iOS and more than 33% on Android. Leading titles such as Candy Crush Saga, Royal Match, and Gardenscapes consistently rank at the top for both downloads and revenue. Geographically, the United States leads in both download and revenue shares, while markets like Japan show a unique preference for Merge-style mechanics. Overall, the data underscores the continued maturity and high monetization potential of the puzzle genre within the global mobile gaming ecosystem.

The gaming industry experienced a significant contraction in deal-making activity during the first half of 2023, characterized by a challenging macroeconomic environment and a cooling of investor sentiment. The primary thesis of this analysis is that the sector is navigating a period of turbulence where high-value exits and late-stage investments have stalled, forcing companies to prioritize profitability, cost optimization, and internal restructuring over aggressive growth.

Key data points highlight a sharp decline across all major investment categories compared to the first half of 2022. Private investments fell to $1.5 billion across 239 deals, representing a substantial decrease in both volume and value. M&A activity saw an even more pronounced drop, with deal values plummeting as strategic investors shifted focus toward internal housekeeping and portfolio management. Public offerings remained largely muted, with companies increasingly opting to postpone listings due to unfavorable market conditions and valuation corrections. While early-stage venture capital remains the most resilient segment, it has also seen a shift in mindset, with startups moving away from "growth at all costs" toward sustainable business models.

The scope of this analysis covers global gaming industry transactions, including private investments, M&A, and public offerings, throughout the first half of 2023. The methodology relies on tracking closed transactions involving companies with core operations in the video game sector, excluding pure gambling, betting, and non-gaming blockchain entities. Data is synthesized from public media, S&P Capital IQ, and market insights to provide a comprehensive view of the industry's financial health. Despite the current downturn, the report identifies emerging interest in artificial intelligence as a potential driver for future deal activity, even as the broader market continues to face headwinds.

The gaming industry experienced a significant cooling period in the first quarter of 2023, characterized by a sharp decline in deal activity across private investments, mergers and acquisitions (M&A), and public offerings. Following years of rapid expansion, the market has returned to more normalized levels as high interest rates and bearish public market conditions create a challenging environment for capital deployment. The analysis, which tracks closed transactions within the global video game industry, highlights a transition toward cautious investment strategies and a notable scarcity of late-stage funding.

Private investment activity remains the most resilient segment, though it has retreated from previous record highs. While early-stage funding continues to show robustness and serves as a primary driver for future industry unicorns, late-stage deals have stalled significantly, with only two closed transactions recorded in the quarter. Corporate investment activity has remained relatively stable compared to the previous year, though many participants have opted to keep deal values undisclosed. M&A activity reached a low point during the quarter, recording roughly half the volume of previous years, though early indicators suggest a potential rebound in subsequent periods driven by major strategic acquisitions.

Public offerings remain largely stagnant, with no immediate signs of recovery due to the prevailing macroeconomic climate. The methodology relies on tracking closed transactions—excluding pure gambling and non-gaming blockchain entities—using data from public media, business partners, and S&P Capital IQ. Despite the current downturn, the industry maintains a focus on early-stage development, with venture capital firms such as Andreessen Horowitz, Makers Fund, and BITKRAFT Ventures leading in deal volume and value. The overall outlook suggests a period of adjustment where market participants are prioritizing smaller, early-stage opportunities while navigating the uncertainties of the broader financial landscape.

The global games market is entering a period of recovery in 2023, characterized by a projected revenue of $187.7 billion and a total player base of 3.38 billion. This 2.6% year-on-year growth signals a stabilization following the post-pandemic market correction of 2022. While mobile gaming remains the largest revenue segment, console gaming serves as the primary catalyst for this year’s expansion, rebounding significantly from previous development delays. Looking toward 2026, the industry is expected to maintain this upward trajectory, with total revenues forecasted to reach $212.4 billion.

Regional performance remains uneven, as strong console demand in Western markets contrasts with slower growth in the Asia-Pacific region, where regulatory challenges in China continue to dampen momentum. To mitigate rising production costs and extended development cycles, studios are increasingly prioritizing live-service monetization models and integrating generative AI into their workflows. While these technologies offer potential for streamlined asset creation and prototyping, their long-term viability is complicated by unresolved legal and ethical concerns regarding copyright and intellectual property.

The industry is undergoing a structural shift toward digital-first engagement, evidenced by the continued decline of physical media and the rise of transmedia strategies and influencer-led development. Hardware diversification is also accelerating, with the emergence of complementary handheld devices expanding the reach of traditional platforms. Despite these advancements, specific genres are experiencing shifting player preferences; while adventure and shooter titles remain dominant, the battle royale genre is losing traction. Furthermore, the mobile sector faces persistent headwinds in monetization and user acquisition, largely driven by evolving privacy policies that have impacted the performance of previously lucrative genres like RPGs.

The Middle East and North Africa (MENA) gaming market is experiencing a period of rapid expansion, characterized by significant government investment, a growing base of digital natives, and an increasing emphasis on cultural localization. As of 2022, the MENA-3 region—comprising Saudi Arabia, the United Arab Emirates, and Egypt—generated $1.8 billion in revenue and supported 67.4 million gamers. This growth is underpinned by a strong mobile-first ecosystem and a burgeoning esports sector that benefits from high engagement rates and substantial public sector backing, most notably through Saudi Arabia’s National Gaming and Esports Strategy.

The industry’s trajectory is heavily influenced by the necessity of localized content. Data indicates that 86.6% of regional gamers prioritize language localization, and successful titles like PUBG Mobile have demonstrated that integrating regional celebrities, cultural themes, and Arabic-language support is essential for market penetration. Beyond content, the region is actively fostering a domestic development pipeline through workforce training, educational initiatives, and high-profile mergers and acquisitions, such as those led by the Savvy Games Group. These efforts aim to transition the region from a consumer market into a global hub for game development and esports.

Esports serves as a primary driver of engagement, with 73% of regional gamers participating in competitive gaming. The rise of local influencers and streamers, coupled with massive prize pools and the development of dedicated infrastructure like esports cities, has created a self-sustaining cycle of fan engagement and corporate sponsorship. Furthermore, the market is increasingly viewed as a strategic partner for international firms, particularly those from China, which have successfully utilized the region as a growth market. By leveraging social gaming trends—where voice chat and online socialization are central to the player experience—and prioritizing gender-inclusive gaming spaces, the MENA region is positioning itself as a significant, high-growth player in the global gaming landscape.

The puzzle game sector is undergoing a significant structural evolution, characterized by a shift in product models and monetization strategies. This analysis, covering global mobile market data from January 2018 through mid-2023, examines the performance of various sub-genres, including Swap, Blast, Merge, and Pair. The primary objective is to evaluate how developers are leveraging meta-features and hybrid monetization to sustain growth in a maturing market.

Key findings indicate that while traditional casual puzzle games continue to dominate total revenue, the hybridcasual model has emerged as a primary growth driver. Between early 2022 and early 2023, hybridcasual revenue surged by approximately 430%, signaling a departure from purely hypercasual, ad-supported frameworks. This transition is particularly evident in the Pair sub-genre, where hybridcasual revenue grew from 14.8% to 58.7% of the total within a single year. Conversely, many established sub-genres, such as Real-Time, Chain, and Bubble Shooter, experienced double-digit declines in both downloads and revenue during the same period.

Methodologically, the findings rely on consumer spending and download estimates from the Apple App Store and Google Play Store, excluding third-party Android marketplaces. The data highlights that successful titles increasingly integrate complex meta-features—such as narrative storytelling, decoration, and social clans—alongside diversified monetization tools like season passes and loot boxes. While casual games maintain the largest market share, the data suggests that future industry success depends on the ability to blend accessible gameplay with the deeper retention mechanics and hybrid revenue streams characteristic of the hybridcasual model.

The 2023 Games & Interactive Salary & Satisfaction Survey establishes that financial compensation has emerged as the primary catalyst for professional mobility within the global gaming industry. Driven largely by the prevailing cost of living crisis, employees are increasingly prioritizing salary increases when evaluating career moves. While monetary remuneration remains the dominant factor, non-monetary benefits such as flexible working arrangements, private healthcare, and robust pension schemes are essential for talent retention. The data indicates a high degree of industry volatility, with a significant portion of the workforce—particularly among programmers and artists—actively considering new employment opportunities throughout the year.

Geographically focused on the UK, Europe, and broader global markets, the findings underscore a fundamental shift in workplace expectations. Remote work has transitioned from a temporary accommodation to a standard requirement, with the vast majority of professionals now expecting at least one day of remote work per week. Despite this, a disconnect persists between employee needs and employer support. Many workers report inadequate institutional backing regarding mental health, neurodiversity accommodations, and financial pressures. Furthermore, project completion cycles serve as a major inflection point for retention, as employees frequently initiate job searches immediately following the conclusion of their current assignments.

Ultimately, the industry faces a complex retention landscape where high mobility is tempered by a desire for stability and work-life balance. Although a large percentage of the workforce is open to changing employers, many candidates decline offers that fail to meet specific salary thresholds or project-based interests. To remain competitive, organizations must reconcile the demand for flexible, remote-first environments with the necessity of addressing the financial and psychological well-being of their staff, particularly as project-based turnover continues to threaten long-term team cohesion.

Hybridcasual gaming represents a strategic evolution in the mobile industry, bridging the gap between the accessibility of hypercasual titles and the sophisticated progression systems of casual games. The primary thesis of this analysis is that by blending simple, intuitive mechanics with deeper metagame layers—such as narrative progression, resource management, and social features—developers can significantly increase user retention, session length, and lifetime value (LTV). This shift addresses the declining interest in traditional hypercasual games, which saw a 15% decrease in downloads between 2021 and 2022, while hybridcasual titles experienced continued growth, reaching 5 billion downloads in 2022.

Key performance data highlights the superiority of the hybridcasual model in maintaining player interest. Top-tier hybridcasual games demonstrate average session lengths of 372 seconds, exceeding hypercasual benchmarks by 160 seconds. Furthermore, retention rates are substantially higher, with hybridcasual titles achieving 54% Day 1 retention and 9% Day 60 retention, compared to significantly lower figures for hypercasual counterparts. Revenue models have also matured; while advertisements remain a core component, they are increasingly optional and rewarded, allowing in-app purchases (IAPs) to account for a growing share of total revenue. Successful implementation of IAP strategies, such as secondary currencies and exclusive content packs, has been shown to increase IAP revenue by as much as 35% in specific case studies.

The industry scope covers global mobile gaming, with a focus on subgenres including arcade idle, tower defense, and simulation. Methodologically, the findings rely on comparative performance metrics from 2022, internal product strategy analysis, and specific case studies of titles like Zombie Defense and Aquarium Land. The analysis concludes that long-term success in this segment requires a rigorous, data-driven approach to post-launch optimization, including A/B testing of game economies, audience segmentation, and the continuous integration of new content to sustain player engagement.

The mobile gaming landscape experienced a notable shift in monetization and user acquisition patterns between 2022 and the first half of 2023. In-app purchase (IAP) activity demonstrated robust growth across both major mobile operating systems, with Android and Apple platforms recording increases of 23% and 24%, respectively. This upward trend in monetization suggests a resilient consumer base despite broader economic fluctuations within the mobile app ecosystem.

Geographic distribution of installs remained relatively stable on Android, with India, Brazil, and the United States maintaining their positions as the top three markets. Conversely, the iOS landscape underwent more significant regional changes, as the United Kingdom, Canada, and Germany gained prominence, displacing China and Saudi Arabia from the top five rankings. These shifts highlight the evolving importance of Western markets for iOS-based mobile game developers.

Ad network performance also saw a realignment in competitive dominance. On Android, Google Ads ascended to the top position for total installs in the first half of 2023, while Meta entered the top five. On iOS, AppLovin reclaimed the leading position, and Meta secured a top-five spot, reflecting a dynamic advertising environment where major platforms continue to vie for market share.

This analysis relies on anonymized data aggregated by Tenjin from January 1, 2022, through June 30, 2023. The findings are restricted to ad networks and countries that achieved a minimum threshold of 25 million installs, ensuring that the reported trends represent significant market activity. By tracking these metrics, the data provides a clear view of the shifting priorities and regional focus areas for mobile publishers navigating the transition toward hybrid monetization models.

The report examines mobile advertising and in‑app purchase (IAP) trends across Android and iOS platforms from January 2022 through June 2023, focusing on the shift toward hybrid marketing strategies. Key findings show a 23 % rise in Android IAPs and a 24 % increase on Apple, indicating robust revenue growth for both ecosystems. Geographic analysis reveals that India, Brazil, the United States, Indonesia, and Mexico remain the top five Android install markets in both 2022 and H1 2023, while iOS installs shift from China and Japan in 2022 to Canada and Germany in H1 2023, underscoring changing regional appetites.

Ad network performance also evolved: Google Ads ascended to the top Android spot in H1 2023, overtaking AppLovin, while Meta entered the top five on both platforms. On iOS, AppLovin moved from second to first place, and Google Ads entered the top five for the first time. These shifts suggest advertisers are reallocating spend toward networks with stronger cross‑platform reach and data capabilities.

The methodology relies on anonymized Tenjin data collected between 1 January 2022 and 30 June 2023, with rankings limited to networks and countries exceeding 25 million installs. Tenjin positions itself beyond attribution, offering a data‑science platform, SKAdNetwork reporting, LTV analytics, automation APIs, and cost aggregation to support hyper‑growth for small and medium publishers. The report thus provides actionable insights into platform performance, regional dynamics, and network effectiveness for mobile marketers navigating the hybrid advertising landscape.