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Games Marketing Insights 2021

This analysis examines the profound shifts in the global gaming landscape triggered by the COVID-19 pandemic, focusing on the emergence of a massive new player demographic. Based on a July 2020 survey of over 13,000 respondents across nine global markets—including the US, UK, Germany, and South Korea—the findings highlight a permanent expansion of the mobile gaming audience. These "new gamers," who began playing after the initial outbreak, are generally younger than existing players and demonstrate "core" gaming behaviors, such as a higher propensity for multiplayer engagement and a preference for complex genres. Data indicates that while both new and existing players increased their weekly gaming hours, their financial behaviors diverged. New gamers are significantly more likely to spend money on in-game purchases and report higher monthly expenditures than veteran players. Conversely, existing players reported spending less than they did pre-pandemic, despite their increased engagement. Across all cohorts, there is a clear preference for free-to-play, ad-supported monetization models. In terms of discovery, the research underscores the critical role of brand familiarity; less than 25% of players in Western markets tried games they had never heard of, suggesting that mobile marketing is increasingly mirroring the IP-driven strategies of the console industry. The scope of the industry extends beyond active play into community and content consumption. Live-streaming platforms saw record growth, with Facebook Gaming surpassing one billion hours watched in Q3 2020. Furthermore, the rise of digital commerce has fundamentally altered purchasing habits, with 89% of global consumers expressing concern about physical retail, driving a shift toward mobile-first discovery and online game acquisition. The analysis concludes that developers must adopt mixed monetization strategies and foster out-of-game communities to retain this expanded, platform-agnostic audience.

market-analysis player-behavior monetization+1

MetaJan 2021

Report

Genre and Great Games: Understanding Audiences and Designing Better Mobile Games

The mobile gaming landscape is currently defined by a significant trend toward genre diversification, where only a small minority of players expect their next title to fall within the same category as their current one. Genre serves as the primary catalyst for game discovery, influencing 49% of players, though specific preferences vary geographically, with RPGs dominating in Japan and Card or Casino games leading in the United States. Despite the popularity of established genres like Strategy and Puzzle, a notable fulfillment gap exists; many players cite boredom and repetitive gameplay as primary reasons for churn, indicating that current titles often fail to meet demands for challenge, accomplishment, and self-expression. To combat player fatigue and drive long-term retention, successful developers are increasingly integrating sophisticated social frameworks and "light meta" features into traditional gameplay loops. In the Strategy and RPG segments, top-grossing titles differentiate themselves through advanced community features such as guild wars, co-op tasks, and item donation systems. Similarly, Puzzle and Hyper-casual games are evolving beyond simple mechanics by incorporating collectibles, decorative skins, and leaderboards. These elements foster a sense of community and progression that extends the lifecycle of a game, with data showing that integrating social and ad-based engagement can increase total minutes played by over 130% several months after installation. Monetization strategies are shifting toward mixed models that balance in-app purchases with rewarded advertising. While Strategy and RPG players remain the highest spenders, over 70% are receptive to in-app ads if they provide tangible progression benefits. Battle Pass systems and RPG-style character layers have emerged as highly effective revenue drivers that mitigate the friction of aggressive direct-purchase prompts. In the Hyper-casual and Puzzle sectors, where purchase conversion rates often fall below 4%, ad-based revenue remains essential. Players across all regions generally accept ads as a fair exchange for free content, though they express a clear preference for longer, less frequent ad breaks over constant interruptions.

market-analysis player-behavior monetization+2

MetaAug 2020