Mobile reports and market data
Documents
Data for Mobile Gaming 2022-2024
This is a slide deck titled "Data for Mobile Gaming 2022-2024" by Mariusz Gasiewski, covering in-app and in-game advertising, trends in mobile gaming categories, and shifts in top mobile gaming countries over 2022 to 2024.
- The deck states that the majority of gamers play on smartphones, and that most new gamers will be playing on mobile.
- The deck reports that revenue is growing faster than downloads in mobile gaming on both Android and iOS.
- The deck states that in-game advertising is an important part of mobile gaming revenue in many countries and grows faster than in-app purchases.
The Hyper-Casual Benchmark Report: Q3 2022
This report provides a benchmark analysis of the hyper-casual mobile game market for Q4 2022, covering ad spend, CPI, and retention rates across iOS and Android platforms.
- Retention is the primary differentiator for success, with top-tier hyper-casual games significantly outperforming the median cohort as acquisition costs rise.
- Median cost-per-install (CPI) reached record highs in Q4 2022, hitting $0.20 on Android and $0.42 on iOS.
- iOS consistently outperforms Android in retention, with top-tier titles achieving 45% Day 1 retention on iOS compared to 38% on Android.
The State of Mobile Gaming: Market Trends and Top Titles in the U.S., Europe, and Asia 2022
Sensor Tower's 2022 report analyzes mobile game market trends worldwide and in the U.S., Europe, and Asia, using App Store and Google Play data covering quarterly revenue, downloads, top titles, genres, and monetization through Q1 2022.
- Worldwide mobile game consumer spending declined year-over-year for the first time in history in Q1 2022.
- U.S. mobile game spending fell 10 percent year-over-year in Q1 2022, dropping below $6 billion for the first time in a year.
- Google Play revenue in the U.S. declined 22 percent year-over-year in Q1 2022, while App Store spending remained stable.
Modern Mobile Consumer 2022: App Monetization Report
The "Modern Mobile Consumer 2022: App Monetization Report" investigates current consumer spending habits and monetization preferences across mobile applications, aiming to provide insights for UA advertisers and monetization managers.
- 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.
Games: India Plays!
This document, "Games: India Plays!", provides an in-depth analysis of the Indian mobile gaming market, focusing on user behavior, preferences, and expectations across both Real Money Gaming (RMG) and non-RMG segments.
- 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.
Global White Paper on Mobile Advertising & Marketing Game
This SocialPeta white paper, H1 2022 Global Mobile Game Marketing, uses advertising data sampled from over 70 channels and nearly 70 countries and regions, capturing over 1.2 billion ad records in total, covering January to June 2022.
- Mobile game creatives fell sharply in H1 2022 while advertiser counts held roughly steady.
- Video was the dominant creative format for mobile games in H1 2022.
- Android held about 70% of mobile game advertisers and creatives in H1 2022.
The Israeli Mobile Game Market Report (2022)
The document is the 2022 Israeli Mobile Game Market Report, produced by SocialPeta with GameIS.
- Casual and puzzle games together accounted for about one-third of the advertising of global mobile games in the report's analysis.
- Global mobile game creatives totalled 20.2 million in the period, down 17.8% year over year, while active advertisers reached 52,900, up 4.2%.
- Mobile game advertisers and creatives on Android accounted for 70% of the total advertisers and creatives.
State of Mobile 2022
data.ai's "State of Mobile 2022" is an interactive market report covering mobile app and game trends for 2021.
- Across the top 10 markets analyzed, weighted average mobile time spent surpassed 4 hours 48 minutes in 2021, up 30% from 2019.
- Global mobile ad spend reached $295 billion in 2021, up 23% year over year, and is poised to hit $350 billion in 2022.
- Mobile game consumer spend added $16 billion in 2021, bringing the total to $116 billion.
Games Can Be Good for the Mind: State of Mobile Games – Cognitive and Psychological Benefits
Skillprint's empirical report challenges the dominant narrative about gaming's harms by examining why people play and whether mobile games deliver psychological benefits.
- Mobile games can significantly enhance specific mental states, with some titles demonstrating larger effect sizes for improving focus and creativity than traditional interventions like guided meditation or journaling.
- Rhythm and puzzle games, specifically Sound Sky and Colorize, produced large effect sizes for improving player focus and creativity.
- The study, based on nearly 500 U.S. participants and 28 individual impact studies, confirms that personality traits—measured via the Big 5 Inventory—directly moderate the psychological benefits a player receives from gaming.
Mobile Games on iOS: Winter Results and Forecasts for Spring 2022
Mobile applications and games on iOS worldwide are examined by comparing pre-order forecasts made in autumn 2021 with what actually launched in winter 2021-2022, then using February 2022 pre-order data to project spring 2022 releases.
- Games accounted for 11.3% of all new iOS releases during the winter 2021–2022 period, significantly lower than the 81% share initially anticipated by pre-order data.
- Puzzle games were the most active gaming genre in winter 2021–2022, with approximately 2,200 new titles representing 17.1% of all game releases.
- Gaming is projected to dominate the spring 2022 release cycle, currently accounting for 82.4% of all apps in the pre-order phase.
The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022
This AdQuantum and SocialPeta report, titled "The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022", analyses mobile app and game advertising for January to June 2022.
- Mobile game creatives fell 27.83% year-over-year, with the authors attributing the shift to a focus on quality over quantity.
- The number of app advertisers fell 6.24% year-over-year in H1 2022, with Europe and America showing the most significant decline.
- Mobile game CPM reached $19.31 in H1 2022, up 18% MoM (compared to the previous half-year, H2 2021), while the report states that advertising costs kept rising.
Mobile Market Forecast 2022‑2026
Sensor Tower's Mobile Insights team published a forecast of global and regional mobile app consumer spending and downloads for 2022 to 2026, built from App Store and Google Play data for January 1, 2014 through May 31, 2022, combined with past trends, macroeconomic projections and other factors.
- Global consumer spending across the App Store and Google Play is projected to reach $233 billion by 2026, up from 132 billion in 2021.
- Non-game app spending on the App Store is projected to surpass spending on mobile games by 2024.
- The U.S. is projected to grow faster than the global rate, with app revenue reaching a 16.5 percent CAGR over the next five years.
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