Library | Game Industry Library

Five Key Mobile Game Genres in Asia and MENA

The bulletin delivers a data‑driven assessment of the five most influential mobile game genres in Asia and MENA for 2022, combining a 9,000‑respondent survey from Niko Partners with AppMagic’s analytics of Apple and Google Play stores. The analysis covers China, India, Indonesia, Japan, Korea, Malaysia, Philippines, Saudi Arabia, Singapore, Thailand, UAE, Vietnam and Egypt, providing a comprehensive view of regional spending patterns, download volumes, and player demographics. RPGs dominate the market, generating 50 % more revenue than the other four genres combined and achieving the highest monetization score (7.7) thanks to strong spend in East Asia. Strategy games rank second in revenue and third in downloads, yet exhibit the lowest engagement score (5.2) due to shorter play sessions and lower player longevity. MOBAs deliver the second‑highest revenue per download (5.4) and lead in average weekly playtime, but their esports engagement is modest. Puzzle titles enjoy the largest download base (highest engagement score of 6.0) but suffer from low monetization and esports relevance. Battle Royale games, while generating the lowest total revenue, excel in esports metrics (score 9.5) and maintain high engagement levels. The methodology blends survey‑derived player profiles with AppMagic’s download, revenue, and esports viewership data across 21 metrics, weighted into four categories—monetization, engagement, esports appeal, and overall genre score. The resulting scores (1–10) rank RPG as the top genre overall, with Battle Royale leading in esports influence and Puzzle offering the broadest download reach. The bulletin concludes that developers targeting these markets should tailor monetization strategies to RPG’s high spend, leverage MOBAs’ loyal user base, and capitalize on Battle Royale’s esports traction.

market-analysis mobile asia+1

Niko PartnersJan 2023

Report

State of Mobile Games: Cognitive and Psychological Benefits

The report investigates how mobile games influence cognitive and psychological well‑being, drawing on a large U.S. sample of 483 participants (252 men, 213 women, 18 non‑binary) and a series of 28 individual game studies. Personality was measured with the Big 5 inventory, while gaming habits included frequency, genre preference and primary motivations. The study found that personality traits significantly moderate game effects: extraverts gravitate toward social and action games, while introverts prefer relaxation‑oriented titles; openness predicts immersion and inspiration motives. Mood impact was quantified using Cohen’s d effect sizes for pre‑ to post‑play changes. Several games produced moderate to large positive effects on focus (e.g., Sound Sky, d = 0.90), creativity (Colorize, d = 1.17), determination (Nature Video, d = 0.76) and calmness (Color Breathing, d = 0.61). Puzzle‑centric titles consistently boosted creativity and curiosity, whereas timed or competitive games enhanced focus and grit. Non‑game controls such as a dripping faucet video yielded negative mood shifts, underscoring the relative benefit of game interventions. The findings suggest that mobile games can serve as low‑cost, scalable tools for improving mental well‑being, particularly when game design incorporates personalization to match diverse personality profiles. Recommendations target developers (to broaden appeal through adjustable difficulty and genre alignment), players (to select games aligned with desired emotional outcomes), and health professionals (to consider mobile gaming as adjunct therapy for mood disorders or attention deficits). The report calls for future research incorporating real‑time behavioral metrics to refine these insights.

market-analysis player-behavior mobile+2

SkillprintJan 2023

Report

The State of Mobile Gaming in India: 2023

India’s mobile‑gaming ecosystem is experiencing rapid expansion, with a projected market value of $8.6 billion by 2027 and more than 600 million active users. Growth is fueled by affordable smartphones, low data costs, and a pandemic‑accelerated surge in casual, hyper‑casual, and real‑money titles. Install rates spiked up to 90 % during lockdowns, while in‑app purchase revenue is expected to reach $284 billion by 2026. To sustain this momentum, brands must deploy comprehensive customer‑engagement platforms that provide real‑time analytics, segmentation, and personalized push campaigns to enhance retention and monetization. Push notifications and in‑app messaging prove critical for user engagement. Data shows a 3.34 % click‑through rate and up to 91 % delivery success for push alerts, while in‑app campaigns achieve 15–44 % conversion rates and a 38 % average on one million impressions. Segmentation techniques such as RFM, affinity profiling, and predictive AI models (e.g., Sherpa) enable targeted, omnichannel flows that reduce churn and lower acquisition costs—new customers cost five times more than retaining existing ones. App Store Optimization tools like AppTweak further amplify visibility; for instance, RummyCircle’s keyword strategy increased visibility by 14.2 % and drove a 200,000‑download spike after A/B testing. Despite the market’s growth, brands face declining installs, stickiness, and revenue. The solution lies in data‑driven engagement: hyper‑personalized messaging powered by AI unlocks deeper customer insights, improves retention, and provides a competitive advantage. Platforms such as MoEngage, already trusted by Fortune 500 and internet‑first brands worldwide, offer the scalability required for publishers to thrive in India’s dynamic mobile‑gaming landscape.

market-analysis mobile casual+5

AppsFlyerJan 2023

Report

Game Development Report 2023

The global game development landscape is currently undergoing a fundamental transition driven by escalating project complexity and the widespread adoption of live service models. With 95% of studios now pursuing or planning live service strategies, the industry faces a critical mismatch between traditional production pipelines and the need for rapid, iterative release cycles. Rising development costs affect 77% of studios, fueled by consumer demands for AAA quality and the technical debt inherent in maintaining custom middleware. Consequently, 88% of developers are actively seeking new technological solutions to address systemic inefficiencies, particularly regarding long build times and fragmented collaborative 3D art pipelines. To mitigate these challenges, there is a significant shift toward a "buy vs. build" philosophy, with 65% of studios prioritizing off-the-shelf tools over proprietary systems to accelerate time-to-market. Modern development is increasingly adopting SaaS-inspired DevOps practices, modular architectures, and automated testing to improve developer velocity and ensure the stability required for live operations. These infrastructure investments are viewed as vital business drivers, as technical outages or defects in a live service environment result in immediate player churn and revenue loss. The industry's future growth depends on the integration of emerging technologies such as cloud infrastructure and artificial intelligence to streamline content creation and enhance player experiences. As market saturation and production risks intensify, the move toward agile, software-centric engineering practices represents a necessary departure from legacy norms. Studios that successfully leverage these innovations to reduce technical debt and improve production sophistication are positioned to become the next generation of category leaders in an increasingly competitive global market.

market-analysis live-ops monetization+1

Rendered VCJan 2023

Report

The Games We Watched: Lurkit’s Top 500 Global Stream Report

The global gaming industry experienced a period of significant contrast in 2023, characterized by record-breaking streaming engagement despite internal industry volatility such as widespread layoffs. Analysis of 170,000 games and 12 million channels reveals that the top 500 titles alone generated nearly 15 billion hours of viewership on Twitch. This engagement is heavily concentrated at the top of the market, with only 11 titles accounting for half of the total viewership among the top 500. Grand Theft Auto V maintained its position as the most-watched title with 1.3 billion hours, while Fortnite demonstrated the broadest creator appeal, engaging 2.8 million unique streaming channels. The performance of mid-tier and newly released titles illustrates a diverse landscape where evergreen sandbox games compete with high-impact narrative launches. While established hits like Stardew Valley maintained steady viewership, 2023 releases such as Alan Wake II and Armored Core VI achieved high average viewership densities, signaling strong concentrated interest during their launch windows. Even at the lower end of the top 500 rankings, titles like PICO PARK maintained substantial footprints, recording nearly 1.8 million hours watched. This indicates a deep tail of engagement where hundreds of games sustain millions of hours of annual viewership. Methodologically, these findings focus exclusively on digital video game software, omitting non-gaming categories such as "Just Chatting" and tabletop games to provide a precise view of the interactive entertainment market. The data accounts for active engagement by excluding streams with zero concurrent viewers, a factor that impacts total hours watched by less than 1%. Ultimately, the 2023 streaming data confirms that while a small number of blockbuster titles dominate the majority of audience attention, the ecosystem remains robust enough to support hundreds of titles with significant, multi-million-hour viewership totals.

streaming market-analysis global

LurkitJan 2023

Report

Mobile Games: State of the Market

The mobile gaming market in the first half of 2023 is characterized by a general decline in downloads and revenue across most genres, despite continued dominance in the broader application economy. Mobile games currently account for 29.6% of total app downloads and 51% of total revenue. The analysis, based on data from 37 countries across the App Store and Google Play, reveals a significant platform divergence: Google Play secures 88.6% of downloads, while the App Store generates 56.3% of total revenue. Geographically, India remains the largest market for downloads with a 15.29% share, followed by Brazil and the United States. In terms of revenue, the United States leads with $5.71 billion, followed by Japan and China. While the RPG genre remains the largest revenue generator, it has experienced a gradual decline over the past two years, falling from $5.9 billion in the first half of 2022 to $4.4 billion in the same period of 2023. Casual games maintain the largest download share in most Western markets, whereas Action and Strategy genres show higher resonance in regions such as Southeast Asia and the Middle East. The advertising landscape shows a shift toward video content, which now accounts for 72% of all gaming creatives. Although the total number of advertisers on Android saw a slight decrease, the gaming sector specifically experienced a 22% year-over-year growth in the number of advertisers. In total, gaming apps generated 8.9 million creatives during this period, representing 56% of all mobile advertising creatives. Top-performing titles like Subway Surfers and Roblox continue to lead in downloads, while Coin Master and Honor of Kings remain top revenue earners across their respective platforms.

market-analysis mobile global

AppticaJan 2023

Report

Mobile Growth & Monetization Report 2023

The mobile gaming landscape in 2023 reflects a strategic pivot toward operational efficiency as developers navigate softening in-app purchase (IAP) and advertising revenues. Success currently hinges on capturing player interest within the first 14 days, a critical window where 77% of all conversions occur. To capitalize on this timeframe, monetization strategies emphasize low-friction price points between $1.01 and $5.00, with high-performing assets such as virtual currencies, limited-time bundles, and sales generating over 56% of total IAP revenue. Beyond direct purchases, the integration of rewarded video ads and offerwalls has become essential for sustaining non-paying user bases. Strategic ad placement between levels or within game lobbies yields the highest engagement, particularly when incentivized by currency or gacha mechanics. Offerwalls, in particular, represent a significant growth lever, contributing 33% of total ad revenue for games utilizing multi-faceted monetization. These tools also serve as powerful retention drivers; players engaging with offerwalls demonstrate a 14% retention rate at Day 90, vastly outperforming the 3% rate seen among non-converters. From a global marketing perspective, hypercasual advertising remains the most effective conversion engine across the majority of gaming genres. Advertisers are increasingly looking toward high-value Tier-2 markets, noting exceptional click-through rates for sports titles in Japan and trivia games in South Korea. Furthermore, the adoption of Custom Store Pages is emerging as a vital tactic for improving return on investment, particularly within the puzzle, casino, and lifestyle segments. These findings underscore a broader industry trend toward data-driven personalization and diversified revenue streams to maintain long-term player lifetime value.

monetization user-acquisition player-behavior+2

UnityJan 2023

Report

State of the Game Development Industry 2023: Workplace Health & HR Culture, Mental Trends

The global game development industry entered a period of profound instability throughout 2023, characterized by widespread layoffs affecting 28% of the workforce and a pervasive crisis of employee loyalty. This volatility is reflected in a negative Employee Net Promoter Score of -19%, signaling deep-seated dissatisfaction across the sector. While economic recalibration and management failures are the primary drivers of this distress, only 3% of job losses are currently attributed to AI automation. Instead, the workplace is increasingly defined by "quiet hiring" practices, where 37% of employees take on expanded responsibilities without additional compensation, often coupled with unpaid overtime and insufficient severance packages. Despite these hardships, remote and hybrid work models have become the industry standard, with 80% of professionals operating outside traditional office environments. Job seekers now prioritize salary, remote flexibility, and skill development above all else. However, a significant disconnect exists between employer expectations and worker reality. While 88% of firms prioritize industry expertise and portfolios over formal education, they simultaneously struggle to fill high-level specialist roles. This talent gap is exacerbated by a competitive market where 50% of professionals find suitable opportunities scarce, particularly entry-level candidates and marginalized groups who face heightened barriers to entry. The most critical factor for improving retention and workplace culture is managerial mindfulness, specifically ethical leadership and empathy. Despite its statistical importance to employee satisfaction, only 13% of companies provide leadership training in these areas. As 70% of professionals report general dissatisfaction and 34% of companies have scaled back hiring, the industry faces a structural imbalance. Success in the current landscape requires a shift away from traditional recruitment and toward fostering supportive environments that address the mental health and professional growth of a demoralized workforce.

employment salary diversity-inclusion+1

80 LevelJan 2023

Report

How Starfield Reached 10M Users

The launch of Starfield represents a significant evolution in Bethesda’s marketing methodology, transitioning from traditional brand-focused teasers to a sophisticated, multi-channel digital strategy. By prioritizing TikTok, Instagram, and Twitch, the campaign successfully targeted modern gaming audiences, ultimately reaching 10 million players to become the largest launch in the studio's history. A central component of this success was the strategic integration with Microsoft’s ecosystem, which emphasized immediate availability on Xbox Game Pass and utilized AI-driven cross-promotion via Bing. This approach was bolstered by hardware partnerships with companies like AMD, which bundled the game with PC components to incentivize premium edition adoption. The financial scale of the campaign was substantial, involving a $21.2 million advertising spend in the United States, which accounted for approximately 70% to 77% of the total global marketing budget. During the critical launch window, investment pivoted heavily toward Over-the-Top media and short-form video content. While these efforts secured a top-30 all-time peak on Steam and record-breaking player counts, the title faced a complex competitive landscape. Simultaneous releases and updates for Baldur’s Gate 3 and Cyberpunk 2077 contributed to a polarized reception, reflected in a Metacritic user score of 6.6/10 despite the game's commercial dominance. Data-driven market intelligence remains essential for navigating such competitive environments, as evidenced by the reliance on digital monitoring tools to optimize regional targeting and creative messaging. By analyzing competitor spending and platform-specific engagement, major industry entities like Activision and Electronic Arts continue to refine their strategies. The Starfield case study illustrates that while massive financial investment and platform exclusivity can drive unprecedented user acquisition, long-term sentiment is increasingly shaped by the broader market context and the specific demands of a digitally native player base.

market-analysis user-acquisition marketing+1

Sensor TowerJan 2023

Report

Misleading (Non-Core) Gameplay Ads Research 2023

The prevalence and perception of non-core gameplay advertisements, often categorized as misleading, represent a significant shift in mobile gaming marketing strategies. Based on a 2023 survey of 5,212 respondents across the United States, Japan, Europe, and Brazil, findings indicate that a vast majority of gamers have encountered these ads. Recognition is highest in the United States at 91%, while other regions range between 71% and 77%. Despite the controversial nature of these promotions, approximately 75% of players in Western markets and 70% in Japan and Brazil admit that the mechanics showcased in these ads are often more fascinating than the actual core gameplay of the advertised titles. The research challenges the assumption that misleading ads lead to immediate user churn. Between 35% and 46% of gamers reported they would continue playing a game despite the discrepancy, choosing to evaluate the product on its own merits rather than the accuracy of the advertisement. Players generally understand that developers use these tactics to inflate download numbers and revenue or to revitalize interest in older titles. The most appealing elements of these ads are the specific gameplay mechanics and puzzles, while user interface and new features hold the least draw. Notable titles associated with this phenomenon include Hero Wars, various "Scapes" games, and Evony. Demographic data reveals that the modern gaming audience is maturing, with nearly 10% of U.S. gamers over the age of 60 and less than 2.5% of the global sample under 18. Regional preferences vary significantly; casual titles dominate the U.S. market, while RPGs and complex math-based mechanics are preferred in Japan. In Europe and Brazil, competitive RPG and MMORPG genres lead in popularity. While engagement is high in the West, with many playing over 18 hours weekly, nearly half of Japanese respondents play for less than four hours per week. Ultimately, the industry is seeing a blurring of lines as developers integrate these advertised mini-games into their products to transition from "misleading" to "non-core" content.

monetization in-game-advertising player-behavior+1

NextersJan 2023

Report

5 Mobile App Predictions for 2024

The mobile app market is poised for a transformative year in 2024, characterized by the integration of artificial intelligence, a shift in social media monetization, and a rebound in gaming expenditures. This analysis, based on proprietary market estimates and historical data, identifies five critical trends that will define the industry landscape. The findings suggest that while macroeconomic headwinds have previously constrained growth, strategic pivots toward direct consumer monetization and AI-driven functionality are creating new avenues for revenue. A primary driver of 2024 growth is the proliferation of generative AI, with 2.3 billion downloads expected to feature AI-integrated functionality. This represents a 40% year-over-year increase, fueled by the rapid adoption of chatbots and photo-editing tools. Simultaneously, the mobile gaming sector is projected to recover from recent declines, with consumer spending expected to reach $111.4 billion—a 4% year-over-year increase. The United States, Japan, and South Korea are identified as the primary engines for this recovery, with RPG and match-based genres leading the growth. The social media landscape is undergoing a structural shift as microblogging platforms face declining daily active users in favor of video-first platforms. TikTok is positioned to become the highest-grossing app in history, projected to surpass $14.6 billion in lifetime consumer spend. This success is driving a broader industry trend where social networks are moving away from pure ad-based models toward in-app purchases and creator-tipping features. Media-sharing networks are expected to see a 152% increase in consumer spend, reaching $1.3 billion as platforms increasingly shift costs from advertisers to end-users. These trends collectively indicate a move toward more diversified, direct-to-consumer revenue streams across the global mobile ecosystem.

market-forecast market-analysis mobile+1

data.aiJan 2023

Report

Peak Play: Trends in East Asian Videogame Streaming H1 2023

The East Asian videogame livestreaming market is a mature and culturally distinct ecosystem where competitive esports serve as the primary engine for audience engagement. During the first half of 2023, MOBA and Battle Royale titles accounted for over half of the region's most-watched content. While established franchises like League of Legends maintain a dominant presence, the market is increasingly shaped by the influence of Key Opinion Leaders and VTubers. These creators contribute up to 15% of total viewership for major titles and have demonstrated the power to revitalize older games such as Minecraft and Escape from Tarkov. Regional preferences reveal a bifurcated landscape where specific titles command massive scale. In China, Honor of Kings remains the undisputed leader with 5.67 billion views, while VALORANT and Apex Legends dominate the Japanese and Korean markets, each surpassing 100 million hours watched. The barrier to entry for new releases is high, as only high-profile 2023 titles like Diablo IV, Honkai: Star Rail, and Street Fighter 6 managed to break into regional top-ten rankings. The rapid ascent of Honkai: Star Rail in China notably came at the expense of Genshin Impact, which saw a 31% decline in viewership as audiences shifted toward the newer release. The integration of granular streaming analytics and market intelligence is essential for navigating this complex environment. By tracking metrics across platforms such as Twitch, YouTube, and AfreecaTV, stakeholders can monitor audience retention and demographic shifts. This data-driven approach highlights the volatility of the market, evidenced by the 68.5% decline in Splatoon 3 viewership following its launch period. Understanding these dynamics—ranging from the professional esports circuit to the rising prominence of virtual avatars—is critical for identifying growth opportunities and executing successful market entry strategies across Asia.

streaming market-analysis esports+1

Niko PartnersJan 2023

Report

2023 Serbian Gaming Industry Report

The report demonstrates that Serbia’s gaming sector has experienced a dramatic expansion in 2023, with the workforce more than doubling from roughly 1,700 to over 4,300 employees. Revenue climbed 17 % year‑on‑year to €175 million, largely driven by mobile titles and original intellectual property, while about a third of earnings originate from overseas markets. The growth is underpinned by an influx of talent from Russia, Ukraine and Belarus, a robust mix of large international studios—such as Ubisoft Belgrade, Playrix Serbia and Wargaming—and a vibrant indie scene that includes boutique developers like Yboga, Art Bully and Flat Hill Games. Key findings reveal that mobile gaming dominates the revenue landscape, with Android accounting for 60 % of market share and large studios (40+ staff) capturing the majority of profits. Smaller firms, though experiencing higher employee growth, face heightened client concentration and single‑client risk. The industry’s service arm also flourishes; firms such as GameBiz Consulting manage substantial revenue streams and provide financial, tax and user‑acquisition support to local studios. Serbia’s strategic positioning on the European stage is evident through participation in mentoring programs, visibility at Gamescom, and targeted funding from Creative Europe’s €16 million grant pool. Partnerships with global players like Google, Epic Games and major publishers reinforce the country’s reputation as a regional hub. Education and talent pipelines have expanded markedly, with universities, technical schools and informal hubs offering comprehensive programs that feed a growing workforce. Initiatives such as the Serbian Games Association’s “Playing Narratives” and Shift2Games demonstrate successful placement of graduates into industry roles. Overall, the sector’s rapid growth is tempered by regulatory complexity, limited funding access and emerging legal challenges around AI‑generated content. Continued policy support and diversification of revenue sources will be essential to sustain Serbia’s ascent as a leading contributor to AAA, mobile F2P and emerging VR experiences across Europe.

market-analysis serbia player-demographics

SGAJan 2023

Report

SensorTower The State of Mobile Gaming 2023

The 2023 SensorTower analysis demonstrates a pronounced shift in mobile gaming dynamics, with hyper‑casual titles experiencing a 24 % year‑over‑year decline in Q4 2022, while hybrid‑casual games grow 13 % and exclusive‑access titles surge 54 %. Revenue patterns echo this trend: action and tabletop genres record modest gains, whereas shooter, RPG, and casino segments suffer double‑digit drops. Geographic revenue distribution shows RPG dominance in Asia (39 %) but a more balanced genre mix across North America and Europe, each contributing at least 12 % of total earnings. Hybrid‑casual games differentiate themselves through the adoption of meta‑features. Thirty percent of leading hybrid‑casual titles embed at least one such feature, compared with only five percent of hyper‑casuals. Character collection is the most prevalent meta‑feature, present in 18 % of hybrid‑casuals and boosting average playtime by 122 %. Downloads for hybrid‑casual games rose 17 % in Europe and a striking 124 % in Asia during 2022, while the global market grew 4 % YoY. Live‑Ops events prove highly lucrative for flagship titles. Marvel Snap’s themed events generated between $670 k and $746 k on launch day, illustrating the monetization power of well‑timed in‑app events. SensorTower’s event‑tracking tool offers publishers granular revenue attribution, facilitating competitive benchmarking and schedule optimization. Regional performance highlights divergent trends. Europe’s top five markets—Germany, the U.K., France, Russia, and Italy—saw a collective 6 % revenue decline to $700 million in Q4 2022, with Russia’s market plummeting 72 % YoY after the Ukraine conflict. Despite an 8 % overall download drop, Russia remained Europe’s largest volume market with 673 million downloads (24 % of the region). In contrast, Asia’s quarterly gross fell 15 % to $9.5 billion, largely due to a 20 % Google Play decline, while downloads stayed flat above 5.5 billion per quarter; India led the region by a wide margin.

market-analysis monetization

Sensor TowerJan 2023

Report

Q1 2023 Gaming Deals Report: Cooling Off After Years of Blistering Growth

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.

market-analysis mergers-acquisitions investment+2

InvestGameJan 2023

Report

Gaming Spotlight 2023

Mobile gaming continues to dominate the industry’s growth trajectory, yet recent regulatory tightening and rising acquisition costs are poised to curb spend by roughly 2 % in 2023. The analysis underscores that creative optimization, diversified monetization models—including ads, subscriptions, and battle‑passes—and data‑driven partner insights are essential to counter ad fatigue and maintain daily active users, stickiness, and revenue in an increasingly fragmented market. Contextual market data is highlighted as a critical tool for staying ahead of evolving consumer preferences and macroeconomic headwinds. First‑half 2023 data reveal that free‑to‑play titles remain the most influential drivers of downloads and in‑app purchase (IAP) revenue. “Monopoly GO” led mobile downloads with over 45 million installs and $232 million in IAP, attracting a slightly higher female audience and players aged 25‑34. “Honkai: Star Rail” achieved 62 million downloads and $457 million in spend, largely fueled by a high‑price bundle that accounted for 61 % of May revenue; it appeals more to male players but enjoys strong traction among Gen‑Z gamers. “Royal Match” secured the second spot in global spend with $1.7 billion, driven by a 20 % female skew and significant engagement from players aged 45 and older. These findings illustrate a demographic shift: match‑3 games are increasingly monetized by female and older players, while high‑ticket RPGs continue to attract Gen‑Z consumers. Survey results indicate a sharp decline in U.S. mobile gamers’ positive sentiment toward in‑game video ads—from 50 % “like” in Q3 2020 to 30 % by Q3 2022—while rewarded‑video ads maintain a more favorable reception at around 40 %. The drop aligns with the rollout of Apple’s ATT framework, yet ad fatigue and oversaturation are identified as primary drivers rather than regulatory causation. The recommendation is to diversify ad formats, prioritizing rewarded videos and playable ads, and to tailor these experiences to specific demographic segments to mitigate fatigue and sustain growth.

monetization in-game-advertising market-analysis+2

IDCJan 2023

Report

2023 Games & Interactive Salary & Satisfaction Survey

The ninth‑year Games & Interactive Salary & Satisfaction Survey demonstrates that financial remuneration has become the predominant catalyst for career moves, eclipsing flexible or remote work as a primary motivator. Across the United Kingdom and Western Europe, 31 % of respondents cite higher pay as their main reason for leaving a position, while culture and benefits remain significant secondary drivers. In Eastern Europe, remote working is almost universal (91 %) yet salary still leads the list of motivations for job changes. The survey’s high response rate allows a granular view of compensation trends, revealing junior programmers earning £25‑£50 k globally and senior or managerial roles reaching up to £200 k in certain markets. A notable trend is the heightened turnover during project close‑out periods, with 22 % of UK respondents declining offers to finish current projects and a global job‑hunt rate of 46 %. This suggests studios must strengthen retention strategies once projects conclude. Remote work expectations are high, with 92 % of global respondents anticipating at least one remote day per week, and flexible/remote working remains a top benefit sought (16‑19 % across regions). Artist compensation has risen sharply, with average salaries increasing 35 % from 2021 to 2023. Mid‑level artists now earn around £75 k, while senior and lead roles approach £50 k. Remote work is preferred by 76 % of artists, and private health care (41 %) and pension plans (39 %) are the most valued benefits. Technical artists show lower job‑hunting activity compared to concept or character artists, indicating varying stability across creative roles. Overall, the survey underscores a cost‑of‑living pressure that prioritizes pay, while culture, flexibility, and robust post‑project retention remain critical for talent attraction and retention across the global games industry.

salary employment global

SkillsearchJan 2023

Report

2023 A Liftoff Company Midcore Gaming Apps Report

Midcore mobile games now represent roughly one‑third of U.S. iOS gaming revenue, a share that has expanded thanks to higher player engagement and diversified monetization streams. The average cost per install on iOS is about $2, roughly double the figure for casual titles, while Android users cost only $0.73 per install. Despite higher acquisition costs, day‑seven return on ad spend averages 4.3 % overall, with shooters and EMEA markets achieving the highest returns (6 % and 4.4 %, respectively). These figures underscore the importance of sustained LiveOps to maintain high lifetime value among midcore players. Genre analysis shows that strategy games—particularly 4X‑build and battle titles—dominate the top‑grossing segment, accounting for seven of the ten highest‑earning iOS midcore games. Shooter titles such as Call of Duty: Mobile and PUBG Mobile anchor the shooter category, while Genshin Impact remains the sole RPG in the top‑ten. New releases that remain within the top 200 over a full year are almost exclusively midcore, highlighting their longer‑term engagement and monetization potential. Publishers increasingly bypass Apple and Google storefronts, directing players to external web stores after the Epic‑Apple lawsuit opened that possibility. Leading titles—including Game of Thrones: Conquest, Clash of Clans, Star Wars: Galaxy of Heroes and Star Trek Fleet Command—use these sites to offer better‑priced bundles. Concurrently, top midcore games maintain high LiveOps activity, running an average of 15 simultaneous events such as PvP seasons and guild competitions to drive engagement and in‑app purchase revenue.

market-analysis global mobile+1

A Liftoff CompanyJan 2023

Report

From Hyper to Hybrid in 2023

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.

monetization user-acquisition mobile+1

TenjinJan 2023

Report

Q1 2023 Insights into Global Mobile Game Marketing Trends

The global mobile game marketing landscape in early 2023 is characterized by a strategic pivot toward high-quality video content and localized engagement strategies. While the number of monthly active advertisers grew by 15% to over 160,000, the volume of new creative assets declined by 16%, signaling an industry-wide shift from quantity to quality. Android remains the primary platform for advertising, accounting for nearly 70% of total ad volume. Casual games continue to lead the market in both advertiser density and creative volume, though strategy and simulation genres are experiencing the most significant growth in advertiser participation. Marketing tactics have become increasingly sophisticated to combat rising acquisition costs and shifting consumer habits. Video content now comprises over 80% of all ad creatives, frequently utilizing "mini-game" mechanics, playable ads, and "deliberate failure" tropes to drive engagement. In the strategy sector, which is projected to see a 6.42% compound annual growth rate through 2027, developers are increasingly integrating casual gameplay elements into their marketing to broaden appeal. Conversely, the RPG market has cooled, experiencing its first revenue decline of 16% in 2022, leading advertisers in this space to rely more heavily on celebrity endorsements and gacha-related incentives. Geographic trends reveal a stark contrast in regional preferences and growth trajectories. North America maintains the highest advertiser density, while Southeast Asia and the Middle East are emerging as high-growth hubs, with Southeast Asian revenue projected to nearly double between 2020 and 2023. Regional success depends heavily on localization, such as TikTok-driven tournament content in Southeast Asia and social-integrated voice features in the Middle East. While puzzle games offer the most cost-effective advertising in the United States, the casino and simulation sectors are finding success in South America and global markets through relaxing creative themes and slots-focused advertising.

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SocialPetaJan 2023