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1、GAMINGSPOTLIGHT2 0 2 3 R E V I E WContentsGAMING SPOTLIGHT 2023Gaming Trends Were WatchingMobile Games That Defined H1 2023Mobile Ad Monetization+User PreferencesKey Themes+TakeawaysDATA.AI+IDC|GAMING SPOTLIGHT|20232DATA.AI+IDC|GAMING SPOTLIGHT|20232Todays Gaming Market&Its ChallengesGAMING SPOTLIGH

2、T 2023DATA.AI+IDC|GAMING SPOTLIGHT|20233DATA.AI+IDC|GAMING SPOTLIGHT|20233Mobile still stands as the largest opportunity in gaming,Mobile still stands as the largest opportunity in gaming,but ongoing updates to privacy regulations,macroeconomic instability,and rising competition has made acquisition

3、 and growth more challengingmade acquisition and growth more challenging.Finding new users and setting expectations for revenue growth has become tougher.New competition is constantly entering the mobile space and with mobile consumer spend set to remain about the same in 2023 as the previous yearwi

4、th mobile consumer spend set to remain about the same in 2023 as the previous year,its more important than ever to stand out from the market.In order to protect ones standing and not fall behind,staying ahead of trendsstaying ahead of trends is critical.Its no longer enough to ride the popular wave;

5、mobile gamers are varied and demanding.Staying on top of popular features and revenue driving updates mobile gamers are varied and demanding.Staying on top of popular features and revenue driving updates is the key to better DAU and stickiness.Without the right partnersWithout the right partners,get

6、ting visibility on competitors is time consuming and often unreliable.GAMING SPOTLIGHT 2023DATA.AI+IDC|GAMING SPOTLIGHT|20234DATA.AI+IDC|GAMING SPOTLIGHT|20234Todays Gaming Market&Its Challenges With rising acquisition costs,creative optimization is more impactfulcreative optimization is more impact

7、ful than it has been in the past.Understanding how competitors are effectively converting and whats driving their creative strategy can fuel your own asset and network strategyfuel your own asset and network strategy for growth.There are more options around how to monetize than ever beforeThere are

8、more options around how to monetize than ever before,but maximizing revenue potential requires a more comprehensive approach to monetization.Ad revenue,subscriptions,battle-passes,promotions and many other optionsAd revenue,subscriptions,battle-passes,promotions and many other options exist.Understa

9、nding whats performing in your genre for your users requires staying ahead of the market through monetization insights.monetization insights.GAMING TRENDS WERE WATCHINGDATA.AI+IDC|GAMING SPOTLIGHT|20235DATA.AI+IDC|GAMING SPOTLIGHT|20235GAMING SPOTLIGHT 2023$0B$30B$60B$90B$120B$150B201420152016201720

10、1820192020202120222023F Mobile Gaming Mobile Gaming PC/Mac Gaming PC/Mac Gaming Home Consoles Home Consoles Handheld Consoles Handheld Consoles6 6Worldwide Consumer Spending on Games Worldwide Consumer Spending on Games by Major Device GroupMobile Spending Decline Is Leveling Out,But Privacy&Macroec

11、onomic Concerns Still LoomMobile Spending Decline Is Leveling Out,But Privacy&Macroeconomic Concerns Still LoomSource:data.ai&IDC.All totals include applicable digital and physical game spending but exclude ad revenue.Mobile gaming includes all app stores(iOS App Store,Google Play and third-party An

12、droid stores in China combined).Home game console total includes discs,digital games and gaming-related subscription services(i.e.,Xbox Live Gold,Game Pass,PlayStation Plus,Nintendo Switch Online,EA Play);handheld consoles are typified by Nintendos Switch Lite and Valves Steam Deck.$108B$43B$40B$3B$

13、108B$43B$40B$3BDATA.AI+IDC|GAMING SPOTLIGHT|2023Gaming Trends Were WatchingDATA.AI+IDC|GAMING SPOTLIGHT|2023Gaming Trends Were WatchingDespite the softening in direct consumer gaming spend,mobile is still the largest market opportunity for games.In this fast-changing landscape its critical to stay a

14、head of trends,streamline your acquisition and optimize your monetization strategy.Despite the softening in direct consumer gaming spend,mobile is still the largest market opportunity for games.In this fast-changing landscape its critical to stay ahead of trends,streamline your acquisition and optim

15、ize your monetization strategy.Consumer spend in mobile games is set to reach$108 billion in 2023Consumer spend in mobile games is set to reach$108 billion in 2023.Such spending has historically been resilient during economic downturns;However,ATT(App Tracking Transparency)and a crackdown on fingerp

16、rinting make itmake it more difficult to target spending“whales”more difficult to target spending“whales”and therefore monetize through IAP.As a result of this and perhaps more importantly the escalating limitations on adolescent mobile use in China,we expect a slight 2%decline year-over-year.Home c

17、onsole spending should rise 3%in 2023 to$43 billion Home console spending should rise 3%in 2023 to$43 billion based on rising PS5 and Xbox Series X/S spending(and falling Switch spending).PC/Mac spending should rise 4%this year to$40 billionPC/Mac spending should rise 4%this year to$40 billion,mostl

18、y driven by an increase in subscription-based game revenue.Handheld spending should drop 20%this year to less than$3 billion Handheld spending should drop 20%this year to less than$3 billion due to waning interest in Nintendo Switch Lite,partly offset by rising interest in Steam Deck and other gamin

19、g handhelds.0%25%50%75%100%Q1 2022Q1 2023Q1 2022Q1 2023Q1 2022Q1 2023Q1 2022Q1 2023Source:data.ai&IDCNote:Mobile Gaming across iOS&Google PlayMobile GamingMobile GamingHandheld Game Handheld Game ConsolesConsolesHome Game Home Game ConsolesConsolesPC+Mac PC+Mac GamingGamingWorldwide Consumer Spendin

20、g Shares on Games Worldwide Consumer Spending Shares on Games by Region Q1 2023 vs Q1 2022North AmericaNorth AmericaWestern EuropeWestern EuropeAsiaAsia-PacificPacificRest of WorldRest of World7 7+1.7 pts+.6 pts-1.9 pts+2.2 pts-1.8 pts-.6 pts+.8 ptsDATA.AI+IDC|GAMING SPOTLIGHT|2023DATA.AI+IDC|GAMING

21、 SPOTLIGHT|2023Gaming Trends Were WatchingGaming Trends Were WatchingAPAC Markets Are the Main APAC Markets Are the Main Drivers of Revenue Growth Drivers of Revenue Growth Across Mobile,PC and Mac Across Mobile,PC and Mac South Korea recently accounted for the gains in market shareSouth Korea recen

22、tly accounted for the gains in market share for mobile spending in APAC.Brazil,Turkey and Mexico led growth in Rest of World.Interest in Switch Lite declined significantly in JapanInterest in Switch Lite declined significantly in Japan,largely due to the Nintendo Switch OLED version,which continues

23、to account for a larger share of total Switch spending.Handheld console game Handheld console game revenue fell in all regions.revenue fell in all regions.PC and Mac gaming gained share YoY,PC and Mac gaming gained share YoY,partly because of an increase in subscription-based game spending.This rise

24、 also benefited from poor Rest of World results stemming from global conflict and inflation.Home console share changes were driven by steppedHome console share changes were driven by stepped-up PS5 and up PS5 and Xbox Series X/S spending in North America Xbox Series X/S spending in North America and

25、 sub-par Rest of World results due to the war in Ukraine,inflation-related issues in some key markets,and related concerns.Top 5 Game Genres By Growth in Downloads ShareH1 2022 vs H1 2023Top 5 Game Genres By Growth in Consumer Spend Share H1 2022 vs H1 2023Top 5 Game Genres By Growth in Downloads Sh

26、areH1 2022 vs H1 2023Top 5 Game Genres By Growth in Consumer Spend Share H1 2022 vs H1 2023+0.3pts+0.2pts+0.3pts+0.3pts+0.3pts00.050.10.150.20.250.30.350%1%2%3%4%5%6%Driving(Simulation)Simulation Sports(Sports)Arcade Racing(Racing)Team Battle(RPG)Idle RPG(RPG)8Top Breakout Top Breakout Game Within G

27、ame Within GenreGenre Indian Bikes Driving 3DFIFA SoccerHill Climb RacingHonkai:Star RailLegend of Slime:Idle RPGTop Breakout Top Breakout Game Within Game Within GenreGenre Honkai:Star RailRoyal MatchHonor of KingsCoin MasterEggy Party+0.7pts+0.9pts+0.7pts+0.7pts+0.7pts00.10.20.30.40.50.60.70.80.91

28、0%1%2%3%4%5%6%7%8%9%10%Team Battle(RPG)M3-Meta(Match)MOBA(Action)Luck Battle(Party)Party Royale(Party)Interest in Simulation Titles Surged in the First Half,While Team Battle RPGs Grew Their Share of SpendingInterest in Simulation Titles Surged in the First Half,While Team Battle RPGs Grew Their Sha

29、re of SpendingSource:data.ai.Note:Downloads and Consumer Spend across iOS,Google Play.iOS Only for China See our powerful taxonomy tool in action,schedule a demo now!See our powerful taxonomy tool in action,schedule a demo now!Powered by data.ai Game IQPowered by data.ai Game IQDATA.AI+IDC|GAMING SP

30、OTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIGHT|2023Gaming Trends Were WatchingGaming Trends Were WatchingShifts in market share highlight which games are relatively more popular in the current environmentwhich games are relatively more popular in the current environment.Taking over market share may not ne

31、cessarily indicate an absolute growth in downloads or consumer spend if the market contracted overall.Rather,it shows their share of the market is larger.This helps publishersThis helps publishers understand pockets of growth or strongholds relative to peersunderstand pockets of growth or stronghold

32、s relative to peers that may otherwise go unnoticed highlighting potential partnerships or competitors encroaching on mindshare.RankRankMobile GamingMobile GamingNintendo Switch Lite Steam(2022)Nintendo Switch Lite Steam(2022)1Honour of Kings Honour of Kings Tencent,ChinaMOBA-ActionPokmon Scarlet/Po

33、kmon VioletPokmon Scarlet/Pokmon VioletPokmon Co.and Nintendo,JapanRPG-Adventure Counter-Strike:Global OffensiveCounter-Strike:Global OffensiveValve Corp.,USTeam-based tactical shooter2Candy Crush Saga Candy Crush Saga King(Activision Blizzard),UKM3-SagaMario Kart 8 DeluxeMario Kart 8 DeluxeNintendo

34、,JapanRacing-MultiplayerElden RingElden RingBandai Namco Ent.,JapanAction RPG3ROBLOXROBLOX Roblox,United StatesSimulation-Creative SandboxFire Emblem EngageFire Emblem EngageNintendo,JapanRPG-StrategyCall Of Duty Modern Warfare II(2022)Call Of Duty Modern Warfare II(2022)Activision,USFirst-person sh

35、ooter4Coin Master Coin Master Moon Active,IsraelLuck Battle-PartyKirbys Return to Dream Land DeluxeKirbys Return to Dream Land DeluxeNintendo,JapanAction-PlatformerDying Light 2:Stay HumanDying Light 2:Stay HumanTechland.,PolandAction-Survival RPG5Genshin Impact Genshin Impact miHoYo,ChinaRPG-Open W

36、orldMetroid Prime RemasteredMetroid Prime RemasteredNintendo,JapanAdventure-Action-PlatformerDota 2Dota 2Valve Corp.,USMOBA6Game For Peace Game For Peace Tencent,ChinaBattle Royale-ShootingNintendo Switch SportsNintendo Switch SportsNintendo,JapanSports-PartyPUBG:BattlegroundsPUBG:BattlegroundsKRAFT

37、ON,South KoreaBattle Royale 7Royal Match Royal Match Dream Games,Turkey Match-M3-MetaThe Legend of Zelda:Breath of the WildThe Legend of Zelda:Breath of the WildNintendo,JapanAdventure-Action-RPGApex LegendsApex LegendsElectronic Arts,USBattle Royale-Shooter8Gardenscapes Gardenscapes-New Acres-New A

38、cres Playrix,Ireland Match-M3-MetaMario Party SuperstarsMario Party SuperstarsNintendo,JapanPartyDestiny 2Destiny 2Bungie,USFirst-person shooter9Pokmon GO Pokmon GO Niantic,United States RPG-Location RPGNew Super Mario Bros.U DeluxeNew Super Mario Bros.U DeluxeNintendo,JapanPlatformer-ActionMonster

39、Hunter RiseMonster Hunter RiseCapcom,JapanAction RPG10Monster StrikeMonster StrikeXFLAG(Mixi),JapanRPG Puzzle RPGSuper Smash Bros.UltimateSuper Smash Bros.UltimateNintendo,JapanFighting-Multiplayer ActionLost ArkLost ArkAmazon Games,USMMORPG Top 10 Worldwide Grossing Mobile,Handheld+PC GamesTop 10 W

40、orldwide Grossing Mobile,Handheld+PC Gamesby Platform H1 2023 9 9Source:data.ai&IDC.Note:data.ai mobile gaming rankings based on H1 2023,Combined iOS and Google Play;China is iOS only;IDC Market-level rankings for Q1 2023.Learn More:Uncover the Most Popular Games By Market Learn More:Uncover the Mos

41、t Popular Games By Market and how data.ais Game IQand how data.ais Game IQ taxonomy transforms how you publish games today.Schedule a Demotaxonomy transforms how you publish games today.Schedule a DemoPowered by data.ai Game IQDATA.AI+IDC|GAMING SPOTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIGHT|2023Gaming

42、Trends Were WatchingGaming Trends Were WatchingCore Games Still Dominate,But Shifting Tastes Make Way for Emerging GenresCore Games Still Dominate,But Shifting Tastes Make Way for Emerging GenresCore Games Core Games with real-time online multiplayer features such as PvP(player-versus-player)PvP(pla

43、yer-versus-player)are among the most popular across the spectrum,with Battle Royale and Shooting GamesBattle Royale and Shooting Games remaining among the top on mobile and PC/Mac.On Nintendo Switch Lite,first-party($60)games dominated.,first-party($60)games dominated.The highest-grossing third-part

44、y game in Q1 2023 was Segas Sonic Frontiers at#15.Evergreen titles made a comeback:Mario Kart 8 Deluxe debuted in Q2 2017.Evergreen titles made a comeback:Mario Kart 8 Deluxe debuted in Q2 2017.On Steam,two first-party free-to-play games made the top fivetwo first-party free-to-play games made the t

45、op five,CS:GO and Dota 2.Elden Ring and Dying Light 2:Stay Human sold very well in H1 2022,while Call Of Duty Modern Warfare 2(2022)returned to Steam and performed solidly in Q4 2022.Battle/season passes also generally performed well.$0.0$0.0$0.5$0.5$1.0$1.0$1.5$1.5$2.0$2.0$2.5$2.5$3.0$3.0$3.5$3.5$4

46、.0$4.00.02.04.06.08.010.012.014.016.020192020202120222023E PC/Mac and TV-based gameplay hours PC/Mac and TV-based gameplay hours Mobile gameplay hours Mobile gameplay hours Revenue(all platforms)Revenue(all platforms)Worldwide Cloud-Streamed Gaming Hours of Use and SpendingWorldwide Cloud-Streamed G

47、aming Hours of Use and SpendingSource:IDCs“Worldwide Cloud-Streamed Gaming Forecast,2022-2026:Mobile Gathers Momentum”study,Sept.2022.Spending$BGameplay hours(B)Spending$BGameplay hours(B)10DATA.AI+IDC|GAMING SPOTLIGHT|2023Gaming Trends Were Watching10DATA.AI+IDC|GAMING SPOTLIGHT|2023Gaming Trends W

48、ere WatchingPicking Up Stream:Gaming In the Cloud Makes Inroads on MobilePicking Up Stream:Gaming In the Cloud Makes Inroads on MobileAs a share of global hours,cloud-streamed gaming(CSG)on smartphones and tablets should represent 26%this yearAs a share of global hours,cloud-streamed gaming(CSG)on s

49、martphones and tablets should represent 26%this year,up from 16%in 2019.Across all platforms,global consumer spending on CSG services should reach$3.8 billion in 2023.Across all platforms,global consumer spending on CSG services should reach$3.8 billion in 2023.This years total revenue should be mor

50、e than 50%higher than 2022s.The worldwide MAU base should be over 60 million this year The worldwide MAU base should be over 60 million this year and almost half this base this base should use mobile devices to access CSG half this base this base should use mobile devices to access CSG at least part

51、 of the time,up from 21%in 2019.A partial list of B2C providers includes:A partial list of B2C providers includes:Amazon Luna,Blacknut,Boosteroid,Microsoft Game Pass Ultimate,NVIDIA GeForce Now,Sony PlayStation Plus Premium,various telcos offerings,Tencent Pioneer and START,Utomik Cloud.11 11Handhel

52、d Game Console Hardware Comparison,Q2 2023Handheld Game Console Hardware Comparison,Q2 2023Source:IDCs analysis of public materials and IDCs“Worldwide Mobile and Handheld Gaming Forecast,20232027:Mobile Gaming Adjusts to Its First-Ever Spending Drop”study,March 2023.DATA.AI+IDC|GAMING SPOTLIGHT|2023

53、DATA.AI+IDC|GAMING SPOTLIGHT|2023Launch Launch QuarterQuarterDeviceDeviceOperating System(OS)and Device SpecsEntry hardware price($)and notesOperating System(OS)and Device SpecsEntry hardware price($)and notes3Q 2019NintendoNintendoSwitch LiteSwitch LiteProprietary5.5 in.LCDProprietary5.5 in.LCDHD(7

54、20p)touchscreenMax 60Hz refresh rate$200$200Supports almost all Switch game cards and digital downloadsAverage battery life1Q 2022ValveValveSteam DeckSteam DeckLinux(SteamOS)7 in.LCDLinux(SteamOS)7 in.LCDWXGA(800p)touchscreenMax 60Hz refresh rate$400$400Digital downloads supported,can play thousands

55、 of Windows PC games(via Proton compatibility)Average battery life4Q 2022LogitechLogitechG CloudG CloudAndroid(with custom launcher)7 in.LCDAndroid(with custom launcher)7 in.LCDFull HD(1080p)touchscreenMax 60Hz refresh rate$350$350Supports Google Play games/apps and CSG services over WiFiGood batter

56、y life1Q 2023RazerRazerEdgeEdgeAndroid6.8 in OLEDAndroid6.8 in OLEDFull HD+(2040p)touchscreenMax 144Hz refresh rate$400$400Supports Google Play games/apps and CSG services over WiFi(or 5G for$600)Good battery life2Q 2023AsusAsusROG AllyROG Ally Windows 117 in.LCDWindows 117 in.LCDFill HD(1080p)touch

57、screenMax 120Hz refresh rate$700$700Full Windows PC gaming options available,CSG services over WiFiPoor battery life4Q 2023?SonySonyProject QProject QProprietary8 in.LCDProprietary8 in.LCDFull HD(1080p)touchscreenMax 60Hz refresh rate$300?$300?PS5 required,streams PS5 games over WiFi via Sonys Remot

58、e Play appGood battery life?Handheld consoles compete directly with one of mobile gamings core strengths:portability.While they provide an added benefit of tactile controllers,the additional price points create a barrier to entry unlikely to make significant inroads on the mobile gaming market.Handh

59、eld consoles compete directly with one of mobile gamings core strengths:portability.While they provide an added benefit of tactile controllers,the additional price points create a barrier to entry unlikely to make significant inroads on the mobile gaming market.Gaming Trends Were WatchingGaming Tren

60、ds Were WatchingHandheld Gaming Is Back,But Fragmentation Raises ConcernsHandheld Gaming Is Back,But Fragmentation Raises ConcernsHistorical Nintendo dominationHistorical Nintendo domination:Switch Lite shipments exceeded 21 million globally through Q1 2023.Nearly two million Steam Deck bundles Near

61、ly two million Steam Deck bundles appear to have shipped through Q1 2023.Geographic interest and availability variesGeographic interest and availability varies:IDCs Q1 2023 Consumer Pulse:Home and Entertainment survey found that,considering Switch Lite and Steam Deck gamers only,8 to 11%of responden

62、ts in the US,UK,and Germany had a Steam Deck while in Japan 98%had Switch Lite(4-country N=1,770).Demographic Differences:Demographic Differences:IDCs Q3 2022 US Gamer Survey found 55%of Switch Lite gamers were female but only 27%of Steam Deck owners were female55%of Switch Lite gamers were female b

63、ut only 27%of Steam Deck owners were female,and 52%of Switch Lite gamers were less than 35 years old and 83%of Steam Deck gamers were over 35(Switch Lite N=171;Steam Deck N=12).MOBILE GAMES THAT DEFINED H1 2023DATA.AI+IDC|GAMING SPOTLIGHT|202312DATA.AI+IDC|GAMING SPOTLIGHT|202312GAMING SPOTLIGHT 202

64、3 Published by Scopely,Monopoly GO has surpassed 45 million downloads and has been#1 by daily downloads 54 out of the first 60 days since launch in Italy and the UK,and 37 out of 60 in the US,Germany and Australia.Free-to-play with in-app purchases(IAP),it has generated more than$232 million in cons

65、umer spend globallybally.The title combines the classic board game with innovative social features(play with family&friends)and frequent touchpoints for engagements(events,minigames,offers)that have elevated its stickiness with players.Among markets analyzed(Japan,South Korea,Canada,US,Germany and U

66、K),on average,the game is 10%more likely to be played by female players and leans toward the 25 to 34 age group.050100150UnitedKingdomGermanyCanadaJapanUnited States18-2425-3435-4445+1313Mobile Games That Defined H1 2023Mobile Games That Defined H1 2023Source:data.ai Note:iOS,Google Play Combined.Li

67、fetime Downloads&Consumer Spend as of August 6th,2023.Powered by data.ai Game IQDATA.AI+IDC|GAMING SPOTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIGHT|2023Monopoly GO:Family Board Game Monopoly GO:Family Board Game Party|Luck Battle Scopely(United States)Mobile Performance ScoreMobile Performance ScoreBased

68、on the Worldwide performance of iOS and Android(Unified)apps inPartyPartygenre from May 28 to Jun 39999Gender BreakdownAge BreakdownGender BreakdownAge Breakdown020406080100120GermanyUnitedKingdomCanadaUnited StatesJapanMaleFemaleNumber of Days Among Top 10 Games by Downloads Number of Days Among To

69、p 10 Games by Downloads First 60 Days(April 11th 2023 to June 9th 2023)iOS&Google Play Combined,Select Top Markets5454534437373735010203040506070ItalyUnitedKingdomSpainFranceUnitedStatesGermany Australia Canada#1 By Downloads#2 to#10 by DownloadsDemographic breakdown determined by average demographi

70、c usage across Android phones.Index values above 100 indicate proportionally more users for the app relative to the averageSee how our Mobile Performance Score works now!See how our Mobile Performance Score works now!Schedule a Demo Schedule a Demo Mobile Games That Defined H1 2023Mobile Games That

71、Defined H1 2023Powered by data.ai Game IQDATA.AI+IDC|GAMING SPOTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIGHT|2023Honkai:Honkai:Star Rail Star Rail RPG|Team BattleMihoyo(China)Mobile Performance ScoreMobile Performance Score9393Source:data.ai Note:In App Purchase Items for iOS App Store.China is iOS only.L

72、ifetime Downloads&Consumer Spend as of August 6th,2023.Honkai:Star Rail is Mihoyos second global success after Genshin Impact.Also a cross-platform title,it features high production values,story-driven gameplay,anime style art,team-battle RPG mechanics and free-to-play IAP monetization.It has genera

73、ted nearly 62 million downloads and over$457 million in spend,led by Japan,China and the United States.In the US,one in every seven sales was for“6480 Oneiric Shard IAP item”,which costs$99.99.This bundle of in-game currency players can use to jump-start their experience contributed 61%of the titles

74、 total revenue in May 2023.On average,the game is 10%more likely to be played by males(except in Germany and the UK where females saw a higher likelihood of use)and 110%more likely to be played by Gen Z gamers in the 18 to 24 age group.1414Gender BreakdownAge BreakdownGender BreakdownAge BreakdownDe

75、mographic breakdown determined by average demographic usage across Android phones.Index values above 100 indicate proportionally more users for the app relative to the averageSee how our Mobile Performance Score works now!See how our Mobile Performance Score works now!Schedule a Demo Schedule a Demo

76、 Based on the Worldwide performance of iOS and Android(Unified)apps inRPGRPGgenre from May 28 to Jun 31515Mobile Games That Defined H1 2023Mobile Games That Defined H1 2023Source:data.ai Note:iOS,Google Play Combined.China is iOS only.Lifetime Downloads&Consumer Spend as of August 6th,2023.Genre bre

77、akdown based on data.ai Game IQ Taxonomy as of July 18th,2023.Powered by data.ai Game IQDATA.AI+IDC|GAMING SPOTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIGHT|2023Royal MatchRoyal MatchMatch|M3-MetaDream Games(Turkey)Mobile Performance ScoreMobile Performance Score95Top 10 Match Games by Global Consumer Spen

78、d2021 H1 202395Top 10 Match Games by Global Consumer Spend2021 H1 2023Royal Match from Turkeys Dream Games is currently available in more than 174 markets around the world more than 174 markets around the world and has secured wide global appeal across varied markets through its themes universal app

79、eal.Offering a familiar but fresh take on popular Match-3 mechanics,the title has been downloaded nearly 149 million times.The game has also done well monetizing;IAP Premium Coins have generated$1.7 billion in consumer spend to date.It was the#2 match game by consumer spend globally in H1 2023,trail

80、ing just behind Candy Crush Saga,up from#8 two years prior and#3 in 2022 showing a steady upward trajectory.The title is 20%more likely to be played by females and 40%more likely to be played by gamers in the 45+age group.050100150200JapanGermanyUnitedKingdomUnitedStatesCanadaSouth Korea18-2425-3435

81、-4445+Gender BreakdownAge BreakdownGender BreakdownAge Breakdown050100150GermanyUnitedKingdomJapanSouth KoreaCanadaUnitedStatesMaleFemaleDemographic breakdown determined by average demographic usage across Android phones.Index values above 100 indicate proportionally more users for the app relative

82、to the averageSee how our Mobile Performance Score works now!See how our Mobile Performance Score works now!Schedule a Demo Schedule a Demo Based on the Worldwide performance of iOS and Android(Unified)apps inMatchMatchgenre from May 28 to Jun 3Year-over-Year Downloads For FIFA SOCCER2016-2023Year-o

83、ver-Year Downloads For FIFA SOCCER2016-20231616Mobile Games That Defined H1 2023Mobile Games That Defined H1 2023Powered by data.ai Game IQDATA.AI+IDC|GAMING SPOTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIGHT|2023FIFA SoccerFIFA SoccerSports|Simulation SportsElectronic Arts(US)Mobile Performance ScoreMobile

84、 Performance Score96Lifetime Downloads For FIFA SOCCER2016-202396Lifetime Downloads For FIFA SOCCER2016-20230M100M200M300M400M500M600M2016201720182019202020212022H1 2023+34%+74%0M50M100M150M2016201720182019202020212022H1 2023+135%+15%FIFA Soccer was first released 2016 and is currently available in

85、over 174 markets.The game has seen multiple revisions throughout the years,with the FIFA World Cup serving as an anchor for major updates and promotions.During the 2022 World Cup in Qatar,it saw 135%more downloads compared to the year prior.In H1 2023,it was the#8 game by worldwide downloads and#12

86、by breakout consumer spend showing strong growth.It has generated$1 billion in consumer spend globally since launch.IAP are structured around unlocking premium players for gamers to build their Dream Soccer Team,as well as access to exclusive content,events and leagues.Source:data.ai Note:iOS,Google

87、 Play Combined.China is iOS only.Lifetime Downloads&Consumer Spend as of August 6th,2023.See how our Mobile Performance Score works now!See how our Mobile Performance Score works now!Schedule a Demo Schedule a Demo 050100150200250CanadaSouth KoreaGermanyUnited StatesUnitedKingdom18-2425-3435-4445+Ge

88、nder BreakdownAge BreakdownGender BreakdownAge Breakdown050100150200UnitedKingdomUnited StatesGermanySouth KoreaCanadaMaleFemaleDemographic breakdown determined by average demographic usage across Android phones.Index values above 100 indicate proportionally more users for the app relative to the av

89、erageBased on the Worldwide performance of iOS and Android(Unified)apps inSportsSportsgenre from May 28 to Jun 3MOBILE AD MONETIZATION+USER PREFERENCES DATA.AI+IDC|GAMING SPOTLIGHT|202217DATA.AI+IDC|GAMING SPOTLIGHT|202217GAMING SPOTLIGHT 2023181844.7%44.3%37.9%39.5%32.9%29.1%25.1%21.2%22.1%19.3%15.

90、0%17.8%12.1%22.0%22.3%23.3%21.6%24.3%23.3%23.1%23.7%19.8%20.1%19.5%14.1%12.8%0%10%20%30%40%50%60%70%80%MatchMatchCasinoCasinoTabletopTabletopHypercasualHypercasualPuzzlePuzzleStrategyStrategyShootingShootingRPGRPGSimulationSimulationSportsSportsPartyPartyActionActionRacingRacingPaid Ad DownloadsPaid

91、 Ad DownloadsPaid Search DownloadsPaid Search DownloadsShare of Game Downloads From Paid SourcesShare of Game Downloads From Paid SourcesAverage of Top 100 Games Per Genre in Q1 2023,United StatesSource:data.aiNote:Downloads across iOS,Google Play.To make sure youre not missing out on valuable new u

92、sers you need to uncover the right user acquisition channels for your game:those that will bring in the most revenue and capture growing,engaged mobile markets.To make sure youre not missing out on valuable new users you need to uncover the right user acquisition channels for your game:those that wi

93、ll bring in the most revenue and capture growing,engaged mobile markets.Powered by data.ai Game IQDATA.AI+IDC|GAMING SPOTLIGHT|2023Mobile Ad Monetization+User PreferencesDATA.AI+IDC|GAMING SPOTLIGHT|2023Mobile Ad Monetization+User PreferencesPaid User Acquisition:Match,Casino and Tabletop Games Lead

94、 in Paid InstallsPaid User Acquisition:Match,Casino and Tabletop Games Lead in Paid Installs The market benchmarks for paid downloads vary both by game genre and countryvary both by game genre and country.In addition,some genres are more likely to require paid promotion than others.Overall,Paid App

95、Install Ads(vs Paid App Store Search)tends to contribute a larger portion of paid game downloadsPaid App Install Ads(vs Paid App Store Search)tends to contribute a larger portion of paid game downloads.Paid downloads indicate both the benchmark level of UA activity for a subgenre and channelbenchmar

96、k level of UA activity for a subgenre and channel and can illustrate when competitors are running burst campaigns.1919Share of Advertising SOV by Format Among Top 20 Games By Downloads per Genre Share of Advertising SOV by Format Among Top 20 Games By Downloads per Genre United States,iPhone,May 202

97、3Source:data.aiNote:Downloads across iOS,Google Play 5%4%8%16%79%0%10%20%30%40%50%60%70%80%90%100%RacingRacingShootingShootingMatchMatchSimulationSimulationKidsKidsCasinoCasinoSportsSportsPartyPartyStrategyStrategyPuzzlePuzzleHypercasualHypercasualTabletopTabletopActionActionRPGRPGBannerBannerInters

98、titialInterstitialPlayablePlayableVideoVideoDiscover which creatives and ad formats perform best across varying ad networks and markets in order to drive down acquisition costs and maximize your daily average users.Discover which creatives and ad formats perform best across varying ad networks and m

99、arkets in order to drive down acquisition costs and maximize your daily average users.Powered by data.ai Game IQDATA.AI+IDC|GAMING SPOTLIGHT|2023Mobile Ad Monetization+User PreferencesDATA.AI+IDC|GAMING SPOTLIGHT|2023Mobile Ad Monetization+User PreferencesMobile UA Ad Formats:Action and Tabletop Gam

100、es Lead Playable Ad ImpressionsMobile UA Ad Formats:Action and Tabletop Games Lead Playable Ad Impressions In terms of user acquisition ad formats,Video Ads dominate most game subgenres apart from RPG and Action gamesRPG and Action games.PlayablePlayable ads have nearly 80%of Share of Voice(SOV)for

101、advertisers of Action games,indicating a successful ad type for that subgenre.Tabletop games also bucked the trend with the second highest share of Playable Ads representing 16%of all SOV indicating they tend to perform well with viewers and lead to game downloads,likely due to their simple gameplay

102、 mechanics.Viewers can achieve the satisfaction of a tabletop title in a playable adViewers can achieve the satisfaction of a tabletop title in a playable ad to quickly get a sense of the game,then subsequently download it quickly(the main metric of a successful ad).US Gamer Sentiment US Gamer Senti

103、ment Towards InTowards In-Game Banner Game Banner Ads Has FallenAds Has FallenBanner/Display Ads0%10%20%30%40%I like them I dont like them*Theyre okayN/A I havent seen ads of this type20Q3 2022 n=3,414Source:IDCs Q3 2019 Q3 2022 US Gamer Surveys*Response option in Q3 2019*Response option in Q3 2019

104、Q3 2021 was“I cant stand them”.Q3 2021 was“I cant stand them”.Q:If youve seen inQ:If youve seen in-game ads in the mobile games youve played in the past three game ads in the mobile games youve played in the past three months,can you indicate what type youve seen and your attitude towards them?month

105、s,can you indicate what type youve seen and your attitude towards them?Option selected:Ive seen static banner(picture or text)ads andOption selected:Ive seen static banner(picture or text)ads andUS Mobile Gamer Sentiment Towards Banner/Display AdsUS Mobile Gamer Sentiment Towards Banner/Display AdsQ

106、3 2019 to Q3 2022Q3 2019 to Q3 2022-25 pts-24 ptsDATA.AI+IDC|GAMING SPOTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIGHT|2023Q3 2019Q3 2019Q3 2021Q3 2021Q3 2020Q3 2020Q3 2022Q3 2022Share of RespondentsMobile Ad Monetization+User PreferencesMobile Ad Monetization+User PreferencesBad performing ads waste money

107、and drive up the cost of new Bad performing ads waste money and drive up the cost of new users.Stay informed on top performing ad types and see how users.Stay informed on top performing ad types and see how changing your creative mix can improve your costchanging your creative mix can improve your c

108、ost-perper-click and click and accelerate your conversion to download.accelerate your conversion to download.About 24%more US gamers said they“dont like”24%more US gamers said they“dont like”banner/display adsbanner/display ads than those who said they“liked”them in Q3 2022.The gap between these two

109、 sentiments rose 6.1%The gap between these two sentiments rose 6.1%between Q3 2021 and Q3 2022.Roughly 81%of respondents reported seeing in81%of respondents reported seeing in-game game banner/display adsbanner/display ads in Q3 2022.InIn-Game Video Ads Game Video Ads Remained the Furthest Remained

110、the Furthest Underwater In the USUnderwater In the US0%10%20%30%40%50%I like them I dont like them*Theyre okayN/A I havent seen ads of this type21US Mobile Gamer Sentiment Towards Video AdsUS Mobile Gamer Sentiment Towards Video AdsQ3 2019 to Q3 2022Q3 2019 to Q3 2022-29.1 pts-31.8 ptsDATA.AI+IDC|GA

111、MING SPOTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIGHT|2023Video AdsQ3 2022 n=3,414Source:IDCs Q3 2019 Q3 2022 US Gamer Surveys*Response option in Q3 2019*Response option in Q3 2019 Q3 2021 was“I cant stand them”.Q3 2021 was“I cant stand them”.Q:If youve seen inQ:If youve seen in-game ads in the mobile gam

112、es youve played in the past three game ads in the mobile games youve played in the past three months,can you indicate what type youve seen and your attitude towards them?months,can you indicate what type youve seen and your attitude towards them?Option selected:Ive seen video ads andOption selected:

113、Ive seen video ads andQ3 2019Q3 2019Q3 2021Q3 2021Q3 2020Q3 2020Share of RespondentsMobile Ad Monetization+User PreferencesMobile Ad Monetization+User Preferences About 32%more US gamers said they“dont like”video 32%more US gamers said they“dont like”video adsads than said they“liked”them in Q3 2022

114、;this gap also this gap also increased 8.5%yearincreased 8.5%year-overover-year.year.Video ads have the highest presence of all formats:Video ads have the highest presence of all formats:about 85%of mobile gamers reported seeing an ad of this type in a game during Q3 2022.Video ads had the highest n

115、egative sentiment among the in-game ad formats considered;their sheer prevalence(as seen on slide 19)partly explains this outcome.User preference is constantly evolving and metrics like clickUser preference is constantly evolving and metrics like click-throughthrough-rates and install conversion can

116、 change day by day.Stay rates and install conversion can change day by day.Stay informed on how different creative content is driving growth in informed on how different creative content is driving growth in the market.the market.Q3 2022Q3 2022Rewarded Video Ads Still the Rewarded Video Ads Still th

117、e Most Popular with Gamers,Most Popular with Gamers,But US Sentiment DippedBut US Sentiment Dipped0%10%20%30%40%I like them I dont like them*Theyre okayN/A I havent seen ads of this type22US Mobile Gamer Sentiment Towards Rewarded Video AdsUS Mobile Gamer Sentiment Towards Rewarded Video AdsQ3 2019

118、to Q3 2022Q3 2019 to Q3 2022+6.9 pts-5.9 ptsDATA.AI+IDC|GAMING SPOTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIGHT|2023Rewarded Video AdsQ3 2022 n=3,414Source:IDCs Q3 2019 Q3 2022 US Gamer Surveys*Response option in Q3 2019*Response option in Q3 2019 Q3 2021 was“I cant stand them”.Q3 2021 was“I cant stand th

119、em”.Q:If youve seen inQ:If youve seen in-game ads in the mobile games youve played in the past three game ads in the mobile games youve played in the past three months,can you indicate what type youve seen and your attitude towards them?months,can you indicate what type youve seen and your attitude

120、towards them?Option selected:Ive seen rewarded video ads(that I get virtual currency or items Option selected:Ive seen rewarded video ads(that I get virtual currency or items for watching)ads andfor watching)ads andQ3 2019Q3 2019Q3 2021Q3 2021Q3 2020Q3 2020Share of RespondentsMobile Ad Monetization+

121、User PreferencesMobile Ad Monetization+User Preferences About 6%more US gamers said they“dont like”6%more US gamers said they“dont like”rewarded video adsrewarded video ads than said they“like”them in Q3 2023,indicating users remain willing to part with their attention if it benefits their gameplay,

122、but sentiment toward these ads also declined 8.9%yeardeclined 8.9%year-overover-yearyear.77%of gamers reported seeing at least one ad of this 77%of gamers reported seeing at least one ad of this typetype in a mobile game in 2Q 2022.Rewarded Video Ads had the highest positive sentiment among all ad t

123、ypes with 20%of all gamers reporting that with 20%of all gamers reporting that they“like them”;they“like them”;the value exchange remains direct and immediate for rewarded video ads.Staying on top of high performing creative types is key to an Staying on top of high performing creative types is key

124、to an efficient user acquisition strategy.Save money on impressions,efficient user acquisition strategy.Save money on impressions,clicks and installs by optimizing your creative mix based on clicks and installs by optimizing your creative mix based on trending formats.trending formats.Q3 2022Q3 2022

125、Share of RespondentsPlayable Ads Are#2 Among Playable Ads Are#2 Among US Gamers,With Waning US Gamers,With Waning PopularityPopularity0%10%20%30%40%I like them I dont like them*Theyre okayN/A I havent seen ads of this type23-4.4 pts-14.9 ptsDATA.AI+IDC|GAMING SPOTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIG

126、HT|2023Playable AdsQ3 2019Q3 2019Q3 2021Q3 2021Q3 2020Q3 2020See how to analyze and find the top performing creatives in your See how to analyze and find the top performing creatives in your market and refine your creative strategy for efficiency.market and refine your creative strategy for efficien

127、cy.Schedule Schedule a demo now!a demo now!Mobile Ad Monetization+User PreferencesMobile Ad Monetization+User Preferences About 15%more US gamers said they“cant stand”15%more US gamers said they“cant stand”Playable AdsPlayable Ads(which are designed to let users“test drive”game levels before a poten

128、tial download)than said they“liked”them in Q3 2022.The negative sentiment toward these ads rose 8.6%negative sentiment toward these ads rose 8.6%year-over-year,similar to Video Ads.Playable ads had the second highest“like”sharePlayable ads had the second highest“like”share at 16%of all gamers.Q3 202

129、2Q3 2022US Mobile Gamer Sentiment Towards Playable AdsUS Mobile Gamer Sentiment Towards Playable AdsQ3 2019 to Q3 2022Q3 2019 to Q3 2022Q3 2022 n=3,414Source:IDCs Q3 2019 Q3 2022 US Gamer Surveys*Response option in Q3 2019*Response option in Q3 2019 Q3 2021 was“I cant stand them”.Q3 2021 was“I cant

130、stand them”.Q:If youve seen inQ:If youve seen in-game ads in the mobile games youve played in the past three game ads in the mobile games youve played in the past three months,can you indicate what type youve seen and your attitude towards them?months,can you indicate what type youve seen and your a

131、ttitude towards them?Option selected:Ive seen playable ads(that allow me to demo or trial another Option selected:Ive seen playable ads(that allow me to demo or trial another game)andgame)andTheres No Clear Evidence ATT Negatively Theres No Clear Evidence ATT Negatively Impacted iOS Ad Sentiment in

132、the USImpacted iOS Ad Sentiment in the US0%10%20%30%40%50%iOS video ad like share iOS video ad dont like share Android video ad like share Android video ad dont like shareATT rolled out in Q2 2021US Mobile Gamer Sentiment Towards Video AdsUS Mobile Gamer Sentiment Towards Video AdsQ3 2020 to Q3 2022

133、Q3 2020 to Q3 2022*Response option in Q3 2019*Response option in Q3 2019 Q3 2021 was“I cant stand them”.Q3 2021 was“I cant stand them”.Q:If youve seen inQ:If youve seen in-game ads in the mobile games youve played in the past three game ads in the mobile games youve played in the past three months,c

134、an you indicate what type youve seen and your attitude towards them?months,can you indicate what type youve seen and your attitude towards them?Option selected:Ive seen video ads andOption selected:Ive seen video ads andQ3 2021Q3 2021Q3 2020Q3 2020Q3 2022Q3 2022Share of Respondents24DATA.AI+IDC|GAMI

135、NG SPOTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIGHT|2023Video and Rewarded Video AdsQ3 2022 n=3,252Source:IDCs Q3 2020 Q3 2022 US Gamer Surveys0%10%20%30%iOS rewarded video ad like share iOS rewarded video ad dont like share Android rewarded video ad like share Android rewarded video ad dont like shareATT

136、 rolled out in Q2 2021Q3 2021Q3 2021Q3 2020Q3 2020Q3 2022Q3 2022US Mobile Gamer Sentiment Towards Rewarded Video AdsUS Mobile Gamer Sentiment Towards Rewarded Video AdsQ3 2020 to Q3 2022Q3 2020 to Q3 2022*Response option in Q3 2019*Response option in Q3 2019 Q3 2021 was“I cant stand them”.Q3 2021 wa

137、s“I cant stand them”.Q:If youve seen inQ:If youve seen in-game ads in the mobile games youve played in the past three game ads in the mobile games youve played in the past three months,can you indicate what type youve seen and your attitude towards them?months,can you indicate what type youve seen a

138、nd your attitude towards them?Option selected:Ive seen rewarded video ads(that I get virtual currency or items Option selected:Ive seen rewarded video ads(that I get virtual currency or items for watching)ads andfor watching)ads andMobile Ad Monetization+User PreferencesMobile Ad Monetization+User P

139、referencesKEY THEMES+TAKEAWAYSDATA.AI+IDC|GAMING SPOTLIGHT|202325DATA.AI+IDC|GAMING SPOTLIGHT|202325GAMING SPOTLIGHT 2023Key Takeaways To Drive Growth In 2023GAMING SPOTLIGHT 2023DATA.AI+IDC|GAMING SPOTLIGHT|202326DATA.AI+IDC|GAMING SPOTLIGHT|202326Mobile is still the primary driver of Mobile is sti

140、ll the primary driver of growth for digital games consumption despite a softening in 2022,cementing its role as the worlds preferred form of gaming,and central to a robust cross-platform experience,making it more critical and challenging to stand out.Mobile has enabled the democratization of gaming

141、democratization of gaming allowing for every type of gamer to gain access to their own niche,whether its a specific subgenre from hypercasual to match-3 to core games like open world adventure titles.Mobile gaming appears to be setting the stage for the“new gamer”,which is the most inclusive cohort

142、yet.Mobile gaming appears to be setting the stage for the“new gamer”,which is the most inclusive cohort yet.Games that have performed well in H1 2023 are varied,including the launch of a board game turned on-the-go mobile experience,a board game turned on-the-go mobile experience,a highly anticipate

143、d RPG release building on the popularity of genre-defining Genshin Impact,a a savvy title disrupting a stable Match-3 market savvy title disrupting a stable Match-3 market in under three yearsthree years,and a cross-platform IP franchise based on the worlds most popular sportcross-platform IP franch

144、ise based on the worlds most popular sport seeing renewed fervor from tentpole live sporting events.Strong IP,capitalizing on market momentum and leveraging events are common themes for success.GAMING SPOTLIGHT 2023DATA.AI+IDC|GAMING SPOTLIGHT|202327DATA.AI+IDC|GAMING SPOTLIGHT|202327 Sentiment towa

145、rds in-game mobile ads generally deteriorated in Q3 2022,especially compared to Q3 2021,according to US mobile gamer surveys.To find new users,its important to stay informed on top performing ad networks and formats.Rewarded video and playable ads were gamers preferred ad types in the US.Rewarded vi

146、deo and playable ads were gamers preferred ad types in the US.Capitalizing on creative trends is challenging without the right partner.Oversaturation may be a problem for games that primarily monetize through ads.In the US,consumer opinion of in-game ads tended to fall as the prevalence of different

147、 types of ads has risen,so we recommend diversifying the types/formats of ads shown in-game.we recommend diversifying the types/formats of ads shown in-game.We further recommend using demographics to assess the type and format of ad that has the most favorable sentiment among a given games user base

148、 We further recommend using demographics to assess the type and format of ad that has the most favorable sentiment among a given games user base to help combat“ad fatigue”a challenge that creates expensive installs,lower retention for new users and has grown tougher since Apples ATT Framework was ro

149、lled out(and we expect Googles comparable Privacy Sandbox will arrive in early 2024).Contextual market data is important for advertisers to succeed in this dynamic environment.Key Takeaways To Drive Growth In 2023DATA.AI+IDC|GAMING SPOTLIGHT|2023DATA.AI+IDC|GAMING SPOTLIGHT|202378 out of 100 top pub

150、lishers trust datadata.ai ai insights to grow their businessInternational Data Corporation(IDC)is the premier global provider of market intelligence,advisory services,and events for the information technology,telecommunications,and consumer technology markets.IDC Offers Unmatched Global&Local Expert

151、ise IDC Offers Unmatched Global&Local Expertise DATA.AI+IDC|GAMING SPOTLIGHT|202330DATA.AI+IDC|GAMING SPOTLIGHT|202330More than 1100 analysts1100 analysts in over 50 countries50 countries with 49%in emerging markets49%in emerging marketsSignificant primary demand-side research with over 350,000 end

152、users surveyed annually350,000 end users surveyed annuallyGlobal,regional and local expertise on technology+industry trends in 110 countriesin 110 countriesIDCs Gaming and eSports service advises video game development studios,publishers,distributors,retailers,hardware system and peripheral manufact

153、urers,and related brands and advertisers about the video game industry from a global and regional perspective.Request a DemoThank Youdata.aiLewisAWardpressdata.ai DisclaimerDisclaimerdata.ai is a mobile market estimate service provider.data.ai is not registered in any investment advisory capacity,an

154、d does not offer any financial,investment or business advice.Nothing data.ai communicates,provides,or produces(including in its products and services)should be construed as an offer,recommendation,or solicitation to buy or sell any security or investment,or to make any investment decisions.data.ai does not make any representations or warranties with respect to the content contained herein.No liability may accrue to data.ai as a result of providing this content to you.