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Report
68 pages
State of Mobile Gaming 2023
Hyper-casual game downloads declined 24% year-over-year in Q4 2022, while hybrid-casual titles grew 13% and exclusive-access games surged 54%.
Hybrid-casual games utilizing meta-features like Character Collection—found in 18% of top titles—achieve average playtimes of two hours, more than double the duration of titles without such features.
Asia remains the dominant revenue market for RPGs at 39%, though the region saw a 15% quarterly gross revenue decline to $9.5 billion, driven largely by a 20% drop on Google Play.
Market Analysis
Mobile
Monetization
+1
Sensor Tower
Jan 2023
Report
37 pages
How Starfield Reached 10M Users
Starfield achieved the largest launch in Bethesda’s history with 10 million players, driven by a $21.2 million U.S. advertising spend that represented roughly 70% to 77% of the total global marketing budget.
The marketing strategy shifted from traditional teasers to a multi-channel digital approach, prioritizing TikTok, Instagram, Twitch, and AI-driven cross-promotion via Bing.
Integration with the Microsoft ecosystem and immediate availability on Xbox Game Pass were central to the game's commercial scale and user acquisition.
Market Analysis
User Acquisition
Marketing
+1
Sensor Tower
Jan 2023
Report
31 pages
The State of OTT Advertising in the U.S.: An Analysis of OTT Ad Spending Trends and Top Advertisers
The U.S. OTT advertising market reached a mature state between late 2021 and 2022, averaging $3.26 billion in quarterly spend and accounting for nearly 15% of total digital advertising investment.
Consumer Packaged Goods replaced Financial Services as the leading spending category by mid-2022, while the automotive industry increased its OTT ad spend by 74% year-over-year.
Tubi emerged as the fastest-growing publisher with a 37% increase in ad revenue, while Hulu and Peacock remain the dominant platforms for reaching viewers under the age of 35.
Market Analysis
Advertising
USA
Sensor Tower
Jan 2023
Report
40 pages
The State of Payment Apps: An Analysis of Payment App Market Trends and Top Apps in the U.S.
The U.S. payment app market peaked at 35 million downloads in Q2 2020, driven by pandemic-related shifts toward digital-first and contactless financial tools.
Google Pay achieved a 347% year-over-year growth in early 2021 by utilizing referral incentives, cryptocurrency integration, and cashback rewards.
Buy Now, Pay Later (BNPL) services like Klarna and Afterpay became a primary growth driver, with Klarna exceeding one million monthly installs through influencer-led marketing and retail integrations.
Market Analysis
Mobile
USA
Sensor Tower
Jan 2023
Report
69 pages
Store Intelligence Data Digest: Q4 2022
Global mobile app installs remained stable at 35.5 billion in Q4 2022, with the Apple App Store growing 2.4% to 8.1 billion downloads while Google Play contracted 0.9% to 27.5 billion.
Meta maintained significant market influence, with Instagram reclaiming the top-ranked global position and Meta’s portfolio occupying half of the top-ten most downloaded apps.
The FIFA World Cup drove massive engagement in sports gaming, resulting in quarter-over-quarter growth of 136% for FIFA Mobile and 112% for Soccer Super Star.
Market Analysis
Global
Mobile
+1
Sensor Tower
Sept 2022
Report
29 pages
The State of Social Apps in Europe 2022
European social app consumer spending reached $830 million in the first ten months of 2022, marking an 86% year-over-year increase.
TikTok dominated the European market in 2022 but saw its revenue growth decelerate by the third quarter, indicating a maturing market.
The barrier to entry for top-tier App Store rankings decreased, with the required download threshold falling 30% compared to 2019.
Market Analysis
Europe
Monetization
+1
Sensor Tower
Sept 2022
Report
48 pages
Market Outlook 2022: An Overview & Analysis of Industry Trends
The global mobile gaming market is projected to reach $117 billion in annual revenue by 2026, despite a 6% year-over-year revenue decline to $21.2 billion in early 2022.
Mid-core genres, specifically RPG and strategy, drive 60% of total player spending, while casual titles account for 78% of total downloads.
Asian markets contribute 80% of total RPG and MMORPG revenue, though Western appetite for these complex titles is growing, evidenced by Diablo Immortal earning $28 million in the U.S. during its first six weeks.
Market Analysis
Player Demographics
Monetization
+1
Sensor Tower
Aug 2022
Report
48 pages
Mobile Gaming Market Outlook 2022
The mobile gaming market is in a stabilization phase, with quarterly downloads holding at 14 billion despite a 6% year-over-year revenue decline to $21.2 billion in early 2022.
Casual games dominate volume at 80% of all downloads, while Mid-Core titles remain the primary revenue driver, accounting for 60% of total player spending.
The Asia-Pacific region is a critical economic force, generating 80% of global MMORPG revenue and 62% of Card Battler revenue.
Market Analysis
Market Forecast
Player Demographics
+2
Sensor Tower
May 2022
Report
75 pages
Store Intelligence Data Digest: Q1 2022
Global app downloads reached 36.9 billion in Q1 2022, a 1.4% year-over-year increase, with mobile gaming accounting for 14.34 billion of those installs.
The U.S. video streaming market has significantly fragmented, with the top three apps' market share dropping from 80% in 2019 to 37% in Q1 2022 due to the rise of competitors like Disney+ and HBO Max.
TikTok surpassed 3.5 billion all-time downloads to become the top global app, while Meta reclaimed its position as the leading global publisher for the first time in two years.
Market Analysis
Global
Mobile
+1
Sensor Tower
Apr 2022
Report
53 pages
Mobile Market Forecast
Global mobile app consumer spending is projected to reach $233 billion by 2026, with the App Store growing at a 14% CAGR to $161 billion and Google Play at 9% to $72 billion.
Non-game app spending is forecast to surpass mobile game revenue by 2024, with overall app revenue growth (23% CAGR) significantly outpacing game revenue growth (6% CAGR).
Worldwide annual app downloads are expected to exceed 180 billion by 2026, with Google Play accounting for 143 billion downloads compared to 38 billion for the App Store.
Market Analysis
Market Forecast
Sensor Tower
Jan 2022
Report
67 pages
The State of Mobile Gaming: Market Trends and Top Titles in the U.S., Europe, and Asia 2022
The global mobile gaming market experienced its first revenue decline since 2019, contracting 6% year-over-year in early 2022.
Consumer spending in the U.S. and Japan saw double-digit drops, including a 22% decline on Google Play in the U.S., while emerging markets like Brazil and Vietnam gained significant share.
Europe bucked the global trend with an 18% revenue increase to $8.6 billion, fueled by growth in Turkey and Poland and the popularity of hyper-casual titles.
Market Analysis
Global
Mobile
Sensor Tower
Jan 2022
Report
75 pages
Store Intelligence Data Digest: Q2 2022
In a historic shift for the U.S. App Store, consumer spending on non-gaming applications surpassed gaming revenue for the first time, driven by a 129% increase in non-game subscription revenue compared to 2019 levels.
The global mobile market saw a 2.5% year-over-year decline in total downloads to 35 billion in Q2 2022, though Google Play retained the largest share with 27.2 billion installs.
Meta solidified its market dominance by owning four of the top five most-installed apps globally, contributing to an 11% year-over-year increase in the company's total downloads.
Market Analysis
Global
Mobile
+1
Sensor Tower
Jan 2022
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