Sensor Tower

Research

118 documents

Documents

Report65 pages

The State of AAA Game Advertising

AAA game advertising peaked in 2023, with top live-service titles like Fortnite spending US$57M and major launches including Hogwarts Legacy, Diablo IV, and Call of Duty: Modern Warfare III each exceeding US$25M.
YouTube remains the primary advertising channel at 35% of total spend, though publishers are increasingly diversifying into Facebook, TikTok, and Instagram to reach broader audiences.
Activision Blizzard and Epic Games led the market in 2023, each allocating over US$70M to U.S. campaigns for both new intellectual properties and established franchises.

Advertising Marketing

Sensor TowerJan 2024

Report25 pages

Sensor Tower Global Mobile Gaming Industry Outlook 2024

Global mobile gaming revenue reached $76.7 billion in 2023, a 2% year-on-year decline, but is projected to recover to $78 billion in 2024 and exceed $100 billion by 2028.
Consumer spending is shifting toward casual and hybrid-casual models, with casual revenue growing 8% to $28.6 billion and hybrid-casual revenue surging 30% to over $2.1 billion.
Traditional high-revenue segments, specifically RPGs and Strategy games, experienced a 10% decline in 2023, though they remain the largest categories at $20 billion and $14.8 billion respectively.

Mobile Market Analysis Monetization+2

Sensor TowerJan 2024

Report25 pages

Global Mobile Gaming Industry Outlook 2024

The global mobile gaming market generated $76.7 billion in IAP revenue in 2023, a 2% year-on-year decline, but is projected to rebound to $78 billion in 2024 and exceed $100 billion by 2028.
Consumer preferences shifted toward casual and hybrid-casual titles, with casual gaming revenue growing 8% to $28.6 billion, now representing 38% of the total market.
Puzzle and board games were primary growth drivers, each reaching $10 billion in revenue, bolstered by the success of titles like Royal Match and MONOPOLY GO!.

Market Analysis Market Forecast Monetization+2

Sensor TowerJan 2024

Report29 pages

Store Intelligence Data Digest: Q3 2023

Global mobile app downloads reached 35.1 billion in Q3 2023, a 0.7% year-over-year decline driven by a 2% drop in Google Play installs despite a 6.1% increase on the Apple App Store.
Meta dominated the quarter as Instagram secured the top global download spot, while the July launch of Threads generated nearly 40 million installs on its first day to become the fifth most downloaded app globally.
India remains the world's largest mobile market by volume with 6.6 billion downloads, more than double the volume of the United States.

Market Analysis Global Mobile+1

Sensor TowerSept 2023

Report40 pages

Store Intelligence Data Digest: Q2 2023

Global mobile app downloads reached 34.3 billion in Q2 2023, reflecting a stabilizing market despite a 1.5% year-over-year decline.
India has become the world’s largest mobile market, accounting for 24% of all global Google Play downloads, while traditional markets like the U.S., China, and the U.K. experienced contractions.
Temu emerged as a major disruptor with 74 million downloads, while new gaming titles MONOPOLY GO! and Honkai: Star Rail gained significant momentum in Western markets.

Market Analysis Global Mobile+1

Sensor TowerJul 2023

Report20 pages

The Mobile Economy and Digital Ad Space in 2022 and Beyond: An Analysis of Global Trends

Mobile gaming revenue experienced its first year-over-year decline in 2022, generating $79 billion from over 50 billion downloads as consumer spending dropped in major markets like the United States and Japan.
Android revenue fell by 30 percent year-over-year in 2022, while iOS revenue saw a modest 1 percent growth.
Entertainment apps have overtaken social networking in the United States, with revenue from platforms like TikTok, HBO Max, and Disney+ doubling 2019 levels to become the largest non-game category.

Market Analysis Market Forecast Advertising+1

Sensor TowerMar 2023

Report20 pages

The Mobile Economy and Digital Ad Space in 2022 and Beyond: An Analysis of the Global Trends Shaping the Mobile and Digital Advertising Industry

Global consumer spending on mobile games declined for the first time in 2022, falling to $79 billion, with Android devices experiencing a 7 percent revenue drop.
Entertainment apps have overtaken gaming as a primary revenue engine, with U.S. spending on entertainment doubling since 2019 and apps like TikTok, HBO Max, and Disney+ reaching record highs.
Digital advertising reached $28 billion in North America and major European markets in Q4 2022, with TikTok emerging as the fastest-growing channel via a 60 percent quarterly increase in U.S. ad spend.

Market Analysis Advertising Global+1

Sensor TowerMar 2023

Report42 pages

Q1 2023: Store Intelligence Data Digest

AI-powered productivity tools experienced explosive growth in Q1 2023, with a 378% increase in downloads and a nearly 400% surge in revenue to $20 million.
Temu captured a 50% market share in North American retail and surpassed Amazon in user engagement, averaging 64 minutes per user following its Super Bowl campaign.
Global mobile app downloads contracted by 2.6% year-over-year to 35 billion, with 26.9 billion installs on Google Play and 8.1 billion on the App Store.

Mobile User Acquisition Market Analysis+1

Sensor TowerJan 2023

Report68 pages

The State of Mobile Gaming 2023: Mobile Gaming Market Trends and Top Titles in the U.S., Europe, and Asia

Global mobile gaming revenue declined 14% in 2022 from its 2021 peak, though total market size remains above pre-pandemic levels.
The hypercasual genre saw an 18% decline in downloads, while the hybridcasual model grew by 13% to reach $1.4 billion in revenue.
Live Ops are now critical to commercial success, accounting for 97% of revenue among top-grossing titles through features like character collection and social clans.

Market Analysis Monetization Mobile+2

Sensor TowerJan 2023

Report68 pages

SensorTower The State of Mobile Gaming 2023

The mobile gaming market is shifting away from hyper-casual titles, which saw a 24% year-over-year decline in Q4 2022, toward hybrid-casual games that grew 13% and exclusive-access titles that surged 54%.
Hybrid-casual games are successfully utilizing meta-features to drive engagement, with 30% of top titles embedding these features and character collection specifically boosting average playtime by 122%.
Regional revenue performance is diverging, with Asia’s quarterly gross falling 15% to $9.5 billion and Europe’s top five markets experiencing a collective 6% revenue decline to $700 million in Q4 2022.

Market Analysis Monetization

Sensor TowerJan 2023

Report32 pages

Hybridcasual Games Playbook (2023)

Hybridcasual games reached 5 billion downloads in 2022, contrasting with a 15% decline in traditional hypercasual downloads between 2021 and 2022.
Hybridcasual titles achieve a 54% Day 1 retention rate and a 9% Day 60 retention rate, significantly outperforming traditional hypercasual benchmarks.
Average session lengths for top-tier hybridcasual games reach 372 seconds, which is 160 seconds longer than hypercasual industry benchmarks.

Market Analysis Game Design Game Development+4

Sensor TowerJan 2023

Report23 pages

The State of Puzzle Games: 2023

The hybridcasual model has become the primary industry growth driver, with revenue surging approximately 430% between early 2022 and early 2023.
The Pair sub-genre experienced a significant shift toward hybridcasual monetization, which grew from 14.8% to 58.7% of its total revenue in just one year.
Established sub-genres including Real-Time, Chain, and Bubble Shooter faced double-digit declines in both download volume and revenue throughout the 2022–2023 period.

Market Analysis Monetization Mobile+2

Sensor TowerJan 2023