《Sensor Tower：2024年上半年游戲行業聚焦報告：深入分析移動市場趨勢、貨幣化、廣告互動和熱門作品（英文版）（35頁）.pdf》由會員分享，可在線閱讀，更多相關《Sensor Tower：2024年上半年游戲行業聚焦報告：深入分析移動市場趨勢、貨幣化、廣告互動和熱門作品（英文版）（35頁）.pdf（35頁珍藏版）》請在三個皮匠報告上搜索。

1、GamingSpotlightH1 2024 Review Sensor Tower Inc.-All Rights Reserved2Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024ContentsGaming trends were watchingMobile games that defined H1 2024Mobile ad trends+“Native ads”in User Generated Content(UGC)gamesUnderstanding mobile gamer ad engagement and churn fa

2、ctorsKey themes+takeaways5 51313181826262929 Sensor Tower Inc.-All Rights Reserved3Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Gaming Spotlight H1 2024Todays gaming market&its challengesTodays gaming market&its challengesMobile remains the largest opportunity in gaming;however,the ongoing tech in

3、dustry contraction,however,the ongoing tech industry contraction,economic uncertainty,and rising competition have added complexity to user acquisition and growth.This economic uncertainty,and rising competition have added complexity to user acquisition and growth.This has made attracting new users a

4、nd setting realistic revenue growth expectations more challenging.has made attracting new users and setting realistic revenue growth expectations more challenging.Mobile game spending projected to grow by around 6%in 2024 compared to the previous year,driven by,driven by a series of successful hits

5、and new launches across various genres.To maintain a competitive edge and avoid a series of successful hits and new launches across various genres.To maintain a competitive edge and avoid falling behind,it is crucial for mobile game publishers to stay ahead of emerging trends to understand what fall

6、ing behind,it is crucial for mobile game publishers to stay ahead of emerging trends to understand what is,and may soon be,in demand.is,and may soon be,in demand.While IP certainly plays a role in recent successful hits and mobile adaptations,gamers remain quite varied and demanding.Staying on top o

7、f innovative features and revenue.Staying on top of innovative features and revenue-driving live operations updates is driving live operations updates is essential for increasing daily active users(DAU)and enhancing player retention.Without the right partners,essential for increasing daily active us

8、ers(DAU)and enhancing player retention.Without the right partners,gaining visibility on competitors can be timegaining visibility on competitors can be time-consuming and unreliable.consuming and unreliable.Sensor Tower Inc.-All Rights Reserved4Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Gaming S

9、potlight H1 2024Todays gaming market&its challengesTodays gaming market&its challengesWith rising acquisition costs,creative optimization is more important than it has been in the past.Understanding how competitors are effectively converting and whats driving their creative strategy can fuel Underst

10、anding how competitors are effectively converting and whats driving their creative strategy can fuel your own asset and network strategy for growth.your own asset and network strategy for growth.To maximize revenue potential,it is crucial to adopt a comprehensive approach to monetization.With With o

11、ptions like ad revenue,subscriptions,battleoptions like ad revenue,subscriptions,battle-passes,and promotions,understanding what works best for passes,and promotions,understanding what works best for your genre and user base is essential.Staying ahead of the market through monetization insights ensu

12、res your genre and user base is essential.Staying ahead of the market through monetization insights ensures that you are employing the most effective strategies.that you are employing the most effective strategies.For mobile publishers looking to lower cost per install,establishing a captivating fir

13、st ad impression is vital due to players quick installation patterns.Experimenting with special incentives in ads can enhance Experimenting with special incentives in ads can enhance campaign performance by increasing topcampaign performance by increasing top-ofof-funnel conversions and impacting lo

14、ngfunnel conversions and impacting long-term engagement as term engagement as gamers transition from initial novelty to sustained play.gamers transition from initial novelty to sustained play.Sensor Tower Inc.-All Rights Reserved5Gaming Spotlight H1 2024Gaming Spotlight H1 2024Gaming trends were wat

15、ching Sensor Tower Inc.-All Rights Reserved6Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Mobile spending showing signs of recovery amid tech industry contraction and economic uncertaintySource:Sensor Tower&IDC.All totals include applicable digital and physical game spending but exclude ad revenue.

16、Mobile gaming includes all app stores(iOS App Store,Google Play,excluding Android 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 a

17、re typified by Nintendos Switch Lite and Valves Steam Deck.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 optimize your monetization st

18、rategy.The mobile gaming market is set to grow to$83 billion in 2024,a 6%increase from the previous year,driven by the success of recent hit titles likeMONOPOLY GO!,Royal Match,as well as the continued global expansion of games from China such as Honkai:Star Railand Last War:Survival Game.These game

19、s have successfully employed live-ops and innovative monetization strategies,combining in-app purchases,ads,and subscriptions to maximize revenue.Home console game spending should fall 1%in 2024 to$42 billion based on lacklusterfirst party lineups and Switchs transition year.PC/Mac spending should r

20、ise 1%this year to$38 billion,partly driven by strong paid game/DLC game revenue.Handheldspending should drop 2%this year to less than$2.5 billion due to flagging interest in Nintendo Switch Lite games,partly offset by rising Steam Deck game purchases.Worldwide consumer spending on games by major de

21、vice group$0B$20B$40B$60B$80B$100B20142015201620172018201920202021202220232024F Mobile Gaming PC/Mac Gaming Home Consoles Handheld Consoles$83B$42B$38B$2B Sensor Tower Inc.-All Rights Reserved7Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|20245.4%6.2%9.4%10.1%14.0%15.1%11.7%11.7%53.6%48.0%30.4%34.4%45.

22、7%43.7%11.6%12.0%10.6%11.8%25.9%17.2%19.4%20.1%33.2%32.4%30.4%34.0%34.3%38.3%20.9%21.1%43.4%43.9%0%25%50%75%100%Q1 2023 Q1 2024Q1 2023 Q1 2024Q1 2023 Q1 2024Q1 2023 Q1 2024North American markets were the main drivers of revenue growth across Mobile,PC,and MacMajor APAC markets such as China and Japa

23、n experienced slight declines in spending,while emerging markets like India and Indonesia drove the gains in market share for mobile spending in the APAC region.Additionally,growth in mobile gaming spending was notably led by Mexico,Saudi Arabia,and Poland in the Rest of the World region.These shift

24、s highlight the dynamic nature of the global mobile gaming market,with emerging economies increasingly contributing to overall growth.Demand for Switch Lite games held up relatively well in the U.S.and Japan YoY,but not so much in Western Europe,yielding a 4.1%revenue share rise in North America and

25、 a 4%rise in Asia-Pacific.Regional PC and Mac game spending shares were fairly steady YoY,with the ROW region(LatAm+MEA+CEE)picking up about a percent and Asia-Pacific losing 2%(due to ongoing regulatory pressures in PRC and broader macroeconomic softness).Home console share changes were also modest

26、 but North America led in terms of YoY share gains.As with handhelds,Western European console spending results were relatively weak,which could have been affected by macroeconomic factors(i.e.,GDP in the EU in 1Q24 was a meager0.3%).Worldwide consumer spending shares on games by region Q1 2023 vs Q1

27、 2024Source:Sensor Tower&IDCNote:Mobile Gaming across iOS&Google PlayMobile GamingHandheld Game ConsolesHome Game ConsolesPC+Mac GamingNorth AmericaWestern Europe+3.6 pts+4.1 pts+1.1 pts+.5 ptsAsia-PacificRest of World Sensor Tower Inc.-All Rights Reserved8Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|

28、2024Growth in simulation games and MOBA leads mobile game surgeSimulators led by volume among the top five subgenres by downloads share,with 1.5 billion downloads in the first half of 2024,capturing 6%of the market,up 0.4 percentage points from the previous period.MOBAgames also surged,reaching 215

29、million downloads,up from 121 million,driven by releases like Squad Bustersand the global rollout of Honor of Kings.MOBAalso saw substantial growth in revenue share,reaching$2.34 billion,or 5.8%of the market,up from 4.8%previously.This increase was partly driven by recent releases,and Brawl Starssim

30、pressive comeback,which boosted its revenue through new features and effective live operations.Beat emUp(Action Games)also grew significantly,hitting$384 million compared to$45 million in the previous period,driven by the success of Dungeon&Fighter Mobile in China.Top breakout game within genre Mana

31、ge Supermarket SimulatorDrive Zone:Car Simulator GameWood Nuts&Bolts PuzzleGarenaFree FireSquad BustersTop breakout game within genreLast War:SurvivalGameMONOPOLY GO!Brawl StarsLove and DeepspaceDungeon&Fighter MobileTop 5 game sub genres by growth in downloads shareH2 2023 vs H1 2024Top 5 game sub

32、genres by growth in gross revenue shareH2 2023 vs H1 20241.43B(5.7%)1.13B(4.5%)325.0M(1.3%)280.2M(1.1%)1.50B(6.0%)1.25B(5.0%)444.0M(1.8%)369.2M(1.5%)215.0M(0.9%)+0.4%pts+0.5%pts+0.5%pts+0.4%pts+0.4%pts0.00%10.00%20.00%30.00%40.00%50.00%60.00%0%1%2%3%4%5%6%7%Simulator(Simulation)Driving/Flight Simula

33、tor(Simulation)Physics(Puzzle)Battle Royale(Shooter)MOBA(Strategy)$3.40B(8.5%)$2.02B(5.1%)$1.90B(4.8%)$45.5M(0.1%)$3.73B(9.2%)$2.36B(5.9%)$2.34B(5.8%)$450.4M(1.1%)+0.7%pts+0.8%pts+1.0%pts+0.5%pts+0.8%pts00.20.40.60.811.20%2%4%6%8%10%4X Strategy4X Strategy(Strategy)(Strategy)Coin LootersCoin Looters(

34、Casino)(Casino)MOBA(Strategy)MOBA(Strategy)Interactive StoryInteractive Story(Lifestyle)(Lifestyle)Beat em UpBeat em Up(Action)(Action)$384.1M(1%)Source:Sensor Tower Store Insights,iOS&Google Play Combined Sensor Tower Inc.-All Rights Reserved9Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Core game

35、s didnt dominate mobile consumer spending:Emerging genres gained popularity The top 10 mobile games in 2024 are led by MONOPOLY GO!and include a mix of genres such as strategy,puzzle,and simulation,with notable titles like Honor of Kings,Royal Match,and Roblox,reflecting a diverse gaming landscape d

36、ominated by popular and engaging games across various categories.On Steam,three free-to-play games made the top 10(CS2,PUBG,and Apex Legends)and the rest were paid games.Note:Call of Duty aggregates results from MWIII,MWII,and Warzone(the last of which is F2P).Core shooters and RPGs dominated the to

37、p 10.Only four of the paid Steam games launched in H1 2024(HELLDIVERS2,Palworld,Dragons Dogma 2,and Last Epoch).ELDEN RINGs Shadow of the ErdtreeDLC appeared to boost base game sales(the game debuted in Q1 2022&this DLC pack sold 5M copies across Steam and consoles in late 2Q 2024).Perhaps its time

38、to pump the brakes on“IP convergence”narrative between mobile and PCbut the popularity of online multiplayer games remained common.Top 10 worldwide grossing mobile&Steam Gamesby platform H1 2024 Source:Sensor Tower&IDC,2024.Note:Sensor Tower mobile gaming rankings based on H1 2024,Combined iOS and G

39、oogle Play;China is iOS only;IDC Market-level Steam rankings for H1 2024 contain a significant margin of error(up to 15%per title)and should be considered directional.RankMobile GamingRankSteam(Windows PC)1MONOPOLY GO!ScopelyCoin Looters(Casino)1Counter-Strike 2ValveTeam-based FPS2Honor of Kings Ten

40、cent MOBA(Strategy)2HELLDIVERS2Arrowhead Game Studios/PlayStationThird-person co-op shooter3Royal Match Dream Games Swap(Puzzle)3PalworldPocketpairOpen world survival and crafting4ROBLOX Roblox Sandbox(Simulation)4PUBG:BATTLEGROUNDSKRAFTONBattle royale shooter5Candy Crush Saga Activision Blizzard Sw

41、ap(Puzzle)5Dragons Dogma 2CAPCOMAction RPG6Coin Master Moon Active Coin Looters(Casino)6ELDEN RINGBandai Namco/FromSoftwareOpen world fantasy RPG7Game For Peace Tencent Battle Royale(Shooter)7Call of DutyActivisionFPS8Last War:SurvivalGame FirstFun4X Strategy(Strategy)8Last EpochEleventh Hour GamesH

42、ack and slash action RPG9Whiteout Survival Century Games4X Strategy(Strategy)9Baldurs Gate 3LarianStudiosRPG10Brawl StarsSupercellMOBA(Strategy)10Apex LegendsElectronic ArtsBattle royale FPS Sensor Tower Inc.-All Rights Reserved10Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Western Europes top gro

43、ssing games for Q1 2024 highlight mobile casino dominance while Steam spending remained coreTop 10 grossing mobile&Steam GamesWestern Europe,Q1 2024 Source:Sensor Tower&IDC,2024.Note:Sensor Tower mobile gaming rankings based on Q1 2024,Combined iOS and Google Play.IDC Market-level Steam rankings for

44、 Q1 2024 contain a significant margin of error(up to 20%per title)and should be considered directional.Coin Masterand MONOPOLY GO!top the mobile gaming charts in Western Europe,both belonging to the Coin Looters(Casino)subgenre.This highlights the significant revenue-generating potential of casino-s

45、tyle games on mobile platforms.Apart from casino games,mobile titles like Brawl Stars(MOBA)and Candy Crush Saga(Puzzle)indicate a strong preference for strategy and puzzle genres among mobile gamers in Western Europe.On Steam,two of the top 10 were F2P(CS2and War Thunder)and the rest were paid,altho

46、ugh the Call of Duty entry includes Warzone.If the two HELLDIVERS2 entries are combined,the new#10 was Dragons Dogma 2.Cyberpunk 2077s Phantom LibertyDLC(from 3Q 2023)appeared to boost base game sales.Compared to Steams global top 10,the“new”entries were Enshroudedand War Thunder.We didnt include it

47、,but if Steam Deck was a game,it would have made the top three.Western Europe(United Kingdom,France,and Germany)RankMobile GamingRankSteam Games1Coin MasterMoon Active Coin Looters(Casino)1Counter-Strike 2ValveTeam-based FPS2MONOPOLY GO!ScopelyCoin Looters(Casino)2HELLDIVERS2Arrowhead Game Studios/P

48、layStationThird-person co-op shooter3Royal Match Dream Games Swap(Puzzle)3Baldurs Gate 3LarianStudiosRPG4Candy Crush Saga Activision BlizzardSwap(Puzzle)4EnshroudedKeen GamesCo-op survival action RPG5Brawl Stars SupercellMOBA(Strategy)5PalworldPocketpairOpen world survival and crafting6ROBLOX Roblox

49、 Sandbox(Simulation)6Last EpochEleventh Hour GamesHack and slash action RPG7Gardenscapesby PlayrixPlayrixSwap(Puzzle)7War ThunderGaijinVehicular combat8Clash of Clans SupercellBuild&Battle(Strategy)8HELLDIVERS2 Super Citizen EditionArrowhead Game Studios/PlayStationThird-person co-op shooter9Whiteou

50、t Survival Century Games4X Strategy(Strategy)9Cyberpunk 2077CD PROJEKT REDOpen world action-adventure RPG10HomescapesPlayrixMatch Swap(Puzzle)10Call of DutyActivisionFPS Sensor Tower Inc.-All Rights Reserved11Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Asia Pacifics gaming titans:Strategy and RPG

51、s reign on mobile,while Steam thrived on RPGs and shootersTop 10 grossing mobile&Steam GamesAsia Pacific,Q1 2024 Source:Sensor Tower&IDC,2024.Note:Sensor Tower mobile gaming rankings based on Q1 2024,Combined iOS and Google Play.China is iOS only;IDC Market-level Steam rankings for Q1 2024 contain a

52、 significant margin of error(up to 20%per title)and should be considered directional.Games like Honor of Kings(MOBA)and Honkai:Star Rail(Turn-based RPG)lead the mobile gaming charts,highlighting the popularity of strategy and RPG genres in the Asia Pacific region.Tencents titles,including Honor of K

53、ings,Game For Peace,and League of Legends:Wild Rift dominate the mobile gaming list,showcasing the companys significant influence in the regions mobile gaming market.On Steam,four of the top 10 were F2P(CS2,PUBG,Apex Legends,and NARAKA:BLADEPOINT).If the two HELLDIVERS2 entries are combined,the new#

54、10 was Monster Hunter:World.Compared to Steams top 10 in Western Europe,the“new”entries were GranblueFantasy:Relink and NARAKA:BLADEPOINT,which were both published by publishers based in Asia-Pacific.Between mobile and PCs,RPGs and Shooters heavily overlapped.Steam Deck didnt show up,but it also can

55、t be bought on Steam.Asia Pacific(China,Japan,South Korea,Taiwan,and Australia)RankMobile GamingRankSteam Games1Honor of Kings Tencent MOBA(Strategy)1HELLDIVERS2Arrowhead Game Studios/PlayStationThird-person co-op shooter2Game For Peace Tencent Battle Royale(Shooter)2Counter-Strike 2ValveTeam-based

56、FPS3Honkai:Star Rail miHoYoTurn-based RPG(RPG)3PUBG:BATTLEGROUNDSKRAFTONBattle royale shooter4TeamfightTactics TencentReal-Time Strategy(Strategy)4PalworldPocketpairOpen world survival and crafting5Genshin Impact miHoYoOpen World Adventure(RPG)5Apex LegendsElectronic ArtsBattle royale FPS 6Monster S

57、trike mixiPuzzle RPG(RPG)6Cyberpunk 2077CD PROJEKT REDOpen world action-adventure RPG7CrossFireTencentFPS/3PS(Shooter)7GranblueFantasy:RelinkCygamesCo-op action JRPG8Legend of Mushroom Joy Net Games Idle RPG(RPG)8Baldurs Gate 3LarianStudiosRPG9Justice OnlineNetease MMORPG(RPG)9NARAKA:BLADEPOINTNetEa

58、se GamesMartial arts battle royale10League of Legends:Wild Rift Tencent MOBA(Strategy)10HELLDIVERS2 Super Citizen EditionArrowhead Game Studios/PlayStationThird-person co-op shooter Sensor Tower Inc.-All Rights Reserved12Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Handheld game console shipments

59、may decline this yearWorldwide handheld game console bundle shipments in two segments,2022-2024FSource:IDC,2024.ThousandsAfter rising 28%in 2023,IDC research suggests that combined Nintendo Switch Lite and Windows-and Linux-based gaming handheld bundle shipments are on track to fall 36%this year,to

60、about 3.3 million.The latter category is currently typified by Valves Steam Deck and Asus ROG Ally.These estimates exclude Android-based gaming handhelds,which tend to focus on local or cloud-based game streaming.This segment is currently typified by Sonys PlayStation Portal and Logitechs G Cloud.It

61、 may be time to pump the brakes on how large a growth opportunity these devices represent for game developers.“Steam Deck 2”is rumoredto be in the works for 2025 or 2026,and“Switch 2”may ship its own Switch Lite variant in the 2027 timeframe,so its plausible shipments will reach a new high circa 202

62、7,especially if the Android segment finds an audience.05001,0001,5002,0002,5003,000202220232024FNintendo Switch LiteNintendo Switch LiteWindows-and Linux-based handheld consolesWindows-and Linux-based handheld consoles Sensor Tower Inc.-All Rights Reserved13Gaming Spotlight H1 2024Gaming Spotlight H

63、1 2024Mobile games that defined H1 2024 Sensor Tower Inc.-All Rights Reserved14Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Mobile games that defined H1 2024Scopelys MONOPOLY GO!,the made-for-mobile reimagining of Hasbros beloved board game,has reached an extraordinary milestone,crossing$3 billion

64、 in gross revenue in July 2024.This achievement makes it the fastest mobile game ever to reach this mark.Since its debut in April 2023,MONOPOLY GO!has become a mobile sensation,captivating players worldwide and uniting a global community of MONOPOLY fans.MONOPOLY GO!distinguishes itself from other g

65、ames with its incorporation of team events(co-operative),Coin Looters mechanics,vibrant 3D art,universal tabletop-themed gameplay presented from a top-down view,and more.Designed to captivate adult audiences of all ages,it emphasizes social and community interaction and regular updates,ensuring a co

66、nsistently fresh and engaging experience for players.The game typically attracts a millennial and above demographic,with only one fifth of players under the age of 25.In fact,the average player age is estimated to be 35 years old.This unique blend of gameplay elements,frequent content updates,and en

67、hanced social featuresattracts a broad audience,making it a standout in the mobile gaming world.MONOPOLY GO!Scopely,Inc(United States)Class:CasinoGenre:CasinoSub-Genre:Coin LootersProduct Model:CasualTheme:TabletopArt Style:3D CartoonCamera POV:Top-DownMonetization:Free to Play,Live Ops,Currency Bun

68、dles,Starter Pack,Loot BoxGame Tags:Character Collection,Co-op,Decoration/Renovation,Levels,PvP,SocialGamblingLicensed IP:MonopolyIP Type:Board GameIP Operator:HasbroCorporate Parent:HasbroGame Taxonomy47.1 M(34.1%)7.8 M(5.6%)7.6 M(5.5%)5.4 M(3.9%)4.9 M(3.5%)0%10%20%30%40%United StatesFranceUnitedKi

69、ngdomGermanyItalyGross Revenue Breakdown$2.33 B(77.3%)$120.6 M(4.0%)$114.3 M(3.8%)$66.9 M(2.2%)$58.3 M(1.9%)0%25%50%75%100%United StatesUnitedKingdomFranceCanadaGermany36%64%MaleFemaleGender19.4%27.9%28.5%15.9%8.3%0%10%20%30%18-2425-3435-4445-5555+Age Distribution411%411%372%327%Peer-to-Peer PayersC

70、asual GamersFlexible PayersHypercasual GamersLikelihood to Fall into Persona(vs.General Population%Difference)Downloads BreakdownSource:Sensor Tower Store InsightsDemographics Breakdown United States iPhoneSource:Sensor Tower Audience Insights,Q1 2024 Sensor Tower Inc.-All Rights Reserved15Sensor To

71、wer+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Class:Lifestyle&PuzzleGenre:PuzzleSub-Genre:SwapProduct Model:CasualSetting:HistoricalTheme:Bubbles/Tiles/ColorsArt Style:2D CartoonCamera POV:SideMonetization:Free to Play,Live Ops,Season Pass,Currency Bundles,Starter Pack,Loot BoxGame Tags:Decoration/Renovatio

72、n,Levels,Match,Social ClansMobile games that defined H1 2024Dream Games 2021 swap(puzzle)game,Royal Match,has reached an incredible milestone,surpassing$3.3 billion in gross revenue to date.This achievement underscores the games widespread popularity and financial success,particularly in the United

73、States,which alone has contributed 57%of the revenue,amounting to$1.87 billion.Royal Match is set against a captivating historical backdrop and features a vibrant bubbles/tiles/colors theme presented in a charming 2D cartoon art style.The game is designed to appeal to fans of lifestyle and puzzle ga

74、mes,offering a rich and engaging experience that keeps players coming back for more.Royal Match has resonated particularly well with a predominantly female audience,who make up 63%of the player base.The game also sees significant engagement from mid-aged adults,with the 35-44 and 45-55 age groups ea

75、ch comprising 28%of players.This demographic insight indicates that the games design and mechanics appeal strongly to mid-aged adults,providing a satisfying and entertaining pastime.Royal MatchDream Games(Turkey)Game Taxonomy44.3 M(14.9%)40.3 M(13.6%)17.0 M(5.7%)16.6 M(5.6%)10.4 M(3.5%)0%10%20%Unite

76、d StatesIndiaRussiaBrazilIndonesiaGross Revenue Breakdown$1.87 B(57.1%)$232.5 M(7.1%)$159.0 M(4.9%)$135.8 M(4.1%)$117.0 M(3.6%)0%25%50%75%United StatesJapanGermanyUnitedKingdomSouth Korea37%63%MaleFemaleGender7.3%16.9%28.4%28.4%19.0%0%10%20%30%18-2425-3435-4445-5555+Age Distribution698%553%325%180%C

77、asual GamersHypercasual GamersFlexible PayersFast FoodiesLikelihood to Fall into Persona(vs.General Population%Difference)Downloads BreakdownSource:Sensor Tower Store InsightsDemographics Breakdown United States iPhoneSource:Sensor Tower Audience Insights,Q1 2024 Sensor Tower Inc.-All Rights Reserve

78、d16Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Class:Action&StrategyGenre:StrategySub-Genre:4X StrategyProduct Model:HybridcasualSetting:Sci-FiTheme:ZombieArt Style:HypercasualCamera POV:Third PersonMonetization:Free to Play,Gacha,Subscription,Currency Bundles,Starter Pack,Loot BoxGame Tags:Chara

79、cter Collection,Decoration/Renovation,Levels,Resource ManagementMobile games that defined H1 2024Last War:Survival Game,developed by FirstFun,has become a standout in mobile gaming,surpassing$710 Million in gross revenue as of July 2024.The U.S.contributes 31%($216 million)to total revenue,with Sout

80、h Korea following at 24%($169.7 million).The game boasts 50 million downloads,notably from the U.S.and Japan.Set in a sci-fi zombie environment,Last War:Survival Game combines hypercasual art with third-person perspective,appealing to action and strategy fans.The hybridcasual model caters to casual

81、and avid gamers,supported by diverse monetization strategies like free-to-play,gacha,and loot boxes that enhance gameplay and revenue.The game primarily attracts male players(75%),with significant engagement from those aged 25-44,especially the 25-34 and 35-44 age groups,reflecting its appeal to adu

82、lts who enjoy strategic depth and action.Last War:Survival Game exemplifies the potential of mobile games to engage a global audience and achieve substantial financial success in the 4X Strategy genre.Last War:Survival GameFirstFun(China)Game Taxonomy8.4 M(16.8%)4.5 M(8.9%)3.6 M(7.1%)2.8 M(5.5%)2.1

83、M(4.1%)0%10%20%United StatesJapanSouth KoreaBrazilGermanyGross Revenue Breakdown$215.9 M(30.6%)$169.7 M(24.1%)$77.8 M(11.0%)$39.8 M(5.6%)$20.1 M(2.8%)0%25%50%United StatesSouth KoreaJapanTaiwanGermany75%25%MaleFemaleGender12%31%33%18%7%0%10%20%30%40%18-2425-3435-4445-5555+Age Distribution249%226%214

84、%202%Gig WorkersFrequent Car RentersWorld TravelersDelivery DinersLikelihood to Fall into Persona(vs.General Population%Difference)Downloads BreakdownSource:Sensor Tower Store InsightsDemographics Breakdown United States iPhoneSource:Sensor Tower Audience Insights,Q1 2024 Sensor Tower Inc.-All Right

85、s Reserved17Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Class:Action&StrategyGenre:StrategySub-Genre:4X StrategyProduct Model:Mid-coreSetting:Sci-FiTheme:Post-ApocalypseArt Style:3D CartoonCamera POV:Top-DownMonetization:Free to Play,Live Ops,Season Pass,Gacha,Subscription,Currency Bundles,Loot B

86、oxGame Tags:Character Collection,Co-op,Idle,Narrative Stories,PvP,Resource Management,Social ClansMobile games that defined H1 2024Century Games 2023 release Whiteout Survival has reached an impressive milestone,surpassing$1 billion in gross revenue by July 2024.This post-apocalyptic,sci-fi game cap

87、tivates players with its 3D cartoon art style and top-down perspective,appealing to both action and strategy enthusiasts.The success of Whiteout Survival is driven by its robust monetization model,which includes free-to-play elements,live operations,season passes,gachamechanics,subscriptions,and in-

88、game purchases.These diverse revenue streams ensure financial sustainability while offering players various ways to enhance their experience.The game has seen 56 million downloads globally,with the United States leading at 20%(11 million),followed by significant player bases in Saudi Arabia,Japan,Tu

89、rkey,and Germany.Revenue generation is highest in the United States,contributing 35%($349.2 million)of the total,with South Korea following at 16%($155.8 million).In the U.S.,the player base is predominantly male(55%)with a significant female audience(45%),primarily aged 25-34.Whiteout Survival attr

90、acts a diverse range of gamers,including core,hypercasual,and console gamers,highlighting its broad market appeal and strong financial performance.Game TaxonomyWhiteout SurvivalCentury Games(China)Downloads BreakdownSource:Sensor Tower Store InsightsDemographics Breakdown United States iPhoneSource:

91、Sensor Tower Audience Insights,Q1 202411.1 M(19.9%)3.2 M(5.7%)3.0 M(5.5%)2.9 M(5.2%)2.4 M(4.3%)0%10%20%30%United StatesSaudi ArabiaJapanTurkeyGermanyGross Revenue Breakdown$349.2 M(35.0%)$155.8 M(15.6%)$75.3 M(7.5%)$46.6 M(4.7%)$39.8 M(4.0%)0%25%50%United StatesSouth KoreaJapanTaiwanGermany55%45%Mal

92、eFemaleGender18%45%21%7%9%0%10%20%30%40%50%18-2425-3435-4445-5555+Age Distribution318%299%280%223%Core GamersHypercasual GamersConsole GamersE-ReadersLikelihood to Fall into Persona(vs.General Population%Difference)Sensor Tower Inc.-All Rights Reserved18Gaming Spotlight H1 2024Gaming Spotlight H1 20

93、24Mobile ad trends+“Native ads”in UGC games Sensor Tower Inc.-All Rights Reserved19Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Paid user acquisition:Puzzle,Tabletop and Strategy lead in paid installsThe market benchmarks for paid downloads vary by game genre and country.Casual genres,such as Puzz

94、le,Tabletop,and Arcade,require more paid promotion due to crowded markets and low entry barriers.These genres also have shorter engagement periods and quicker monetization,necessitating continuous paid acquisition to attract new players and sustain revenue streams.Casual games often feature quicker

95、monetization models,like ads and in-app purchases.Investing in paid acquisition can lead to immediate returns,making it an effective strategy for rapidly generating revenue.To make sure youre not missing out on valuable new users you need to uncover the right user acquisition channels for your game:

96、those that will bring in the most revenue and capture growing,engaged mobile markets.Share of game downloads from paid sourcesAverage of top 100 games per genre in Q1 2024,United StatesSource:Sensor TowerNote:Downloads across iOS,Google Play.49.7%42.1%41.3%39.4%38.7%38.0%37.3%35.0%33.9%32.4%31.3%30.

97、7%26.7%0%10%20%30%40%50%60%PuzzlePuzzleTabletopTabletopStrategyStrategyArcadeArcadeLifestyleLifestyleRacingRacingSimulationSimulationActionActionCasinoCasinoRPGRPGGeolocationGeolocationShooterShooterSportsSportsPaid Ad Downloads Sensor Tower Inc.-All Rights Reserved20Sensor Tower+IDC+MISTPLAY|GAMING

98、 SPOTLIGHT|2024U.S.mobile gamer ad sentiment:U.S.mobile gamer ad sentiment:Sentiment towards in-game ads improved in 3Q 2023 but the broader pattern remainedRewarded video(RV)ads remained the most popular overall format among the U.S.mobile gamers IDC surveyed in Q3 2023.Video ads were least popular

99、.We recommend leaning into RV opportunities.At right,the share of respondents who indicated they“do not like”an ad format was subtracted from the share that said they“like”it.Neutral and N/A responses were excluded.RV ads were defined as ads that“I get virtual currency or items for watching,”and the

100、yre nearly always interstitial.Playable ads were defined as ads that“that allow me to demo or trial another game,”and theyre nearly always interstitial.Native ads were defined as ads that“that are integrated right into the game itself.”We didnt ask about this format prior to 3Q 2023.Banner/Display a

101、ds were defined as“picture or text”ads,and they nearly always take up a small portion of the screen.Video ads are almost always interstitial,and they may or may not be skippable.Q3 2023 N=3,580Source:IDCs Q3 2019 Q3 2023 US Gamer SurveysU.S.mobile gamer net sentiment towards five Ad formats,Q3 2023,

102、and 3Q 2019 to Q3 2023 AveragesShare of Respondents11%11%5%5%3%3%-5%5%-7%7%-9%9%-19%19%-11%11%-24%24%-30%-30%-20%-20%-10%-10%0%0%10%10%20%20%Q3 2023 like minus dislike shareQ3 2023 like minus dislike shareQ3 2019 to Q3 2023 like minusQ3 2019 to Q3 2023 like minusdislike share averagesdislike share a

103、veragesRewarded video adsRewarded video adsPlayable adsPlayable adsNative adsNative adsBanner/DisplayBanner/DisplayVideo adsVideo ads Sensor Tower Inc.-All Rights Reserved21Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024U.S.mobile gamer ad viewing rates:U.S.mobile gamer ad viewing rates:Video ads re

104、mained the most common format experienced,native ads were lowestQ3 2023 N=3,580Sources:IDCs Q3 2019 Q3 2023 US Gamer Surveys.Unity data leveraged Unity Levelplayand Unity Analytics data(data analyzed200 games using Unity Ads,IAP,and analytics solutions).U.S.mobile gamer net sentiment towards five Ad

105、 formats,Q3 2023,and 3Q 2019 to Q3 2023 AveragesAccording to the same U.S.survey,the three relatively popular ad formats were the least commonly used.We recommend leaning into these three formats.IDC didnt ask about native ads prior to 3Q 2023,so that format is missing in the righthand set of column

106、s.The“2024 Unity Gaming Report,”which was released in March,found that worldwide IAA ARPDAU rose from$0.03 in 2022 to$0.038 in 2023 and worldwide IAP ARPDAU slid from$0.018 to$0.015.These results varied significantly by genre,however:the year-over-year shift toward IAA was far more pronounced in the

107、 Simulation,Puzzle,and“Other casual”genres,for example,than in the Shooter,RPG,and Hypercasualgenres.We suspect more studios leaned into the IAA business model in 2024 and that their success was partly a function of how well they aligned genre,formats,placements,and creatives.86%86%86%86%82%82%79%79

108、%81%81%78%78%78%78%77%77%71%71%0%0%20%20%40%40%60%60%80%80%100%100%Q3 2023 share that saw ads in thisQ3 2023 share that saw ads in thisformatformatQ3 2019 to Q3 2023 avg.shares thatQ3 2019 to Q3 2023 avg.shares thatsaw ads in this formatsaw ads in this formatVideo adsVideo adsBanner/DisplayBanner/Di

109、splayPlayable adsPlayable adsRewarded video adsRewarded video adsNative adsNative adsShare of Respondents Sensor Tower Inc.-All Rights Reserved22Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024U.S.mobile gamer satisfaction among RV and U.S.mobile gamer satisfaction among RV and nonnon-RV ad viewers:R

110、V ad viewers:RV ads didnt seem to boost overall mobile gamer sat scores vs.other ad formatsQ3 2023 N=1,251(left group)and N=241(right group)Sources:IDCs Q3 2023 US Gamer Survey.Unity data leveraged Unity Analytics BigQueryand TapJoyBigQuery(data analyzedgames with 5,000 DAU in H2 2023).U.S.mobile ga

111、mer RV and non-RV viewing rates and overall satisfaction scores in three genres,Q3 2023Share of RespondentsGrouped mean satisfaction:8.32Grouped mean satisfaction:8.47We tested whether RV ads were associated with higher overall mobile gamer satisfaction scores compared to gamers that experienced oth

112、er ad formats,but we didnt find this was the case in 3Q 2023.Satisfaction here was measured on a scale of 0 to 10,where 0 was“Not at all satisfied”and 10 was“Completely satisfied”with the respondents“overall mobile gaming experience.”RV ads may boost retention rates,however:Marchs“2024 Unity Gaming

113、Report”found that games that used both RVs and offerwallshad a 12%average D7 retention rate while games that showed neither(but included other ad formats)had an 8%average D7 retention rate.The comparable D30 retention rates were 5%and 3%.These results must be taken with a grain of salt,but they impl

114、y RV ads can deliver material upsides,so lean into this format especially.76%71%75%61%74%70%0%20%40%60%80%100%Share that saw RV adsShare that saw non-RV adsPlaying card&social casino(slots,dice,poker&other card games)Word&trivia(i.e.,Trivia Crack,WordScapes,Words With Friends 2)Puzzle match 3&tile-m

115、atching(i.e.,Candy Crush Saga,Tetris)Sensor Tower Inc.-All Rights Reserved23Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Speaking of“native ads”They made inroads on UEFN(Unreal Editor for Fortnite)in H1 2024Top 10 worldwide UEFN games by current playersLate June Early July 2024 Source:Fortnite.gg,

116、2024.A top ten PC and console game by worldwide MAU in 2H 2023 and 1H 2024,“Fortnite”has splintered into 6+variants.LEGO Fortnite launched in December 2023.This co-branded island(highlighted yellow at right)was consistently on UEFNs top 10 list by current players in 1H 2024,according to Fortnite.gg.

117、Three other LEGO-branded islands launched in March:LEGO Prop Hunt,LEGO Battle Arena,and LEGO Cat Island Adventure.Theyre currently ranked between 1,400 and 1,750(and are much less successful by the same measure).How long before we see Star Wars,Marvel,and Pixar islands based on Disneys$1.5B investme

118、nt in Epic in February?In March,Epic announced that non-first party UEFN creators had collected$320 million over the preceding 12 months.The top 3 UGC creators(highlighted blue at right)were 7%of top 10 current players in late June and early July a higher share than Ranked Battle Royale.That appears

119、 to be many$M each for these creators.We believe the combination of UGC and“native ads”on UEFN represents a significant opportunity for game studios in 2024+.RankGame Title,Creator,and SubgenreNotes1ReloadEpic Games Fast-paced 40-player Battle RoyaleUGC:No(first party)Uses licensed nonendemic brand:

120、No2Battle RoyaleEpic Games Classic 100-player Battle RoyaleUGC:No(first party)Uses licensed nonendemic brand:No3Zero Build-Battle RoyaleEpic Games 100-player Battle Royale without BuildingUGC:No(first party)Uses licensed nonendemic brand:No4Reload-Zero BuildEpic Games 40-player Battle Royale without

121、 BuildingUGC:No(first party)Uses licensed nonendemic brand:No5Ranked Battle Royale Epic Games 100-player Battle Royale against like playersUGC:No(first party)Uses licensed nonendemic brand:No6LEGO FortniteEpic Games Open world survival and sandboxUGC:No(first+third party)Uses licensed nonendemic bra

122、nd:Yes7GO GOATED!Zone Warstheboydilly4-team zone warsUGC:YesUses licensed nonendemic brand:No8The Pit-Free For AllgeerzyPractice PVP free for allUGC:YesUses licensed nonendemic brand:No9CRAZY RED VS BLUE rvbPractice PVP free team deathmatchUGC:YesUses licensed nonendemic brand:No10Ranked Zero BuildE

123、pic Games Battle Royale against like players without BuildingUGC:No(first party)Uses licensed nonendemic brand:No Sensor Tower Inc.-All Rights Reserved24Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024The opportunity isnt limited to UEFN:Roblox is the“OG”of UGC(User Generated Content)“native ads”Top

124、5 worldwide Roblox games,and next three branded games,by revenue and visitsH1 2024 Source:Source:revenues and visits are estimates provided by Spaceport.xyz2024RobloxsDAU was 77M in Q1 2024;Robloxis 100%UGC games.TelanthricDevelopments Toilet Tower Defense(highlighted green at right)was consistently

125、 on Robloxs top 5 list by revenue and player visits 1H 2024,according to Spaceport and the game used an officially licensed IP franchise,SkibidiToilet.(Spaceport connects brands to UGC creators by easing IP licensing processes.)The next 3 Roblox games that used licensed brands that came from outside

126、 of gaming ranked between 20 and 150 by revenue and they ranked between 50 and 250 by player visits in H1 2024,according to Spaceport.Combined,the top four Roblox games with licensed IP generated approximately$13.8M in H1 2024 for their developers,nearly as much as the top four comparable games made

127、 in 2023($16M).In 2023,Robloxs top four games with licensed IP generated 2.6 billion player visits and H1 2024s total for the top four comparable games was 1.8 billion,per Spaceport.RankBy Revenue:Game Title,Creator,and GenreNotesBy Visits:Game Title,Creator,and GenreNotes1BloxFruitsGamer RobotAdven

128、tureUGC:YesUses licensed nonendemic brand:NoBrookhaven RPWolfpaqTown and city simUGC:YesUses licensed nonendemic IP:No2Pet Simulator 99!BIG Games PetsObbyand collectionUGC:YesUses licensed nonendemic brand:NoBloxFruitsGamer RobotAdventureUGC:YesUses licensed nonendemic IP:No3Toilet TowerTelanthricDe

129、velopmentTower defenseUGC:YesUses licensed nonendemic brand:YesThe Strongest BattlegroundsYielding ArtsFightingUGC:YesUses licensed nonendemic IP:No4Blade BallWiggityFightingUGC:YesUses licensed nonendemic brand:NoToilet Tower DefenseTelanthricDevelopmentTower defenseUGC:YesUses licensed nonendemic

130、brand:Yes5Adopt Me!Uplift GamesRPGUGC:YesUses licensed nonendemic brand:NoMurder Mystery 2NikilisHorror and fightingUGC:YesUses licensed nonendemic IP:NoNext 3 branded:Driving Empire Car RacingVoldexAdventure and racingUGC:YesUses licensed nonendemic brand:YesDriving Empire Car RacingVoldexAdventure

131、 and racingUGC:YesUses licensed nonendemic brand:YesSonic Speed SimulatorGamefamx SonicAdventureUGC:YesUses licensed nonendemic brand:NoBarbie DreamHouseTycoonGamefamx Barbie Building/RPGUGC:YesUses licensed nonendemic brand:YesMy Hello Kitty CafRock Panda GamesTown and city simUGC:YesUses licensed

132、nonendemic brand:YesSonic Speed SimulatorGamefamx SonicAdventureUGC:YesUses licensed nonendemic brand:NoThe“native ad”oppisnt limited to UGC games:licensed IP is already being sold in Robloxs and Fortnites avatar and item stores and making$M.Nonendemic brands should let game devs lead.Sensor Tower I

133、nc.-All Rights Reserved25Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|202451.36 51.36 59.17 59.17 47.32 47.32 37.61 37.61 56.04 56.04 15.90 15.90 33.50 33.50 30.16 30.16 11.96 11.96 25.21 25.21 0 01010202030304040505060607070RobloxRobloxMinecraftMinecraft Brawl StarsBrawl StarsFortniteFortnitePUBGPUBG

134、MOBILEMOBILESubwaySubwaySurfersSurfersPokmonPokmonGOGOClashClashRoyaleRoyaleGeometryGeometryDash LiteDash LiteClash ofClash ofClansClansUser-generated content doubles player engagement in mobile gamesAverage minutes per day among top 5 games by MAU UGC vs non UGC,Q1 2024,United StatesSource:Sensor T

135、owerNote:Active Users across iPhone&Android Phones.Average Minutes Per Game on Android Phones.We looked at the impact of inclusion of User Generated Content(UGC)on player engagement within mobile games by examining the top five games by monthly active users,both with and without UGC.Our focus was on

136、 the average minutes per day spent by players in the United States.The results were striking:on average,users of UGC enabled games spend about 50 minutes per day on their games,while users of non-UGC games spend just 24 minutes per day.This means that players engaged with UGC content spend roughly t

137、wice as much time gaming compared to their non-UGC counterparts.These findings highlight the significant role UGC plays in enhancing player engagement and extending game sessions,underscoring the value of integrating UGC features in mobile games.Average Among Top 5Average Minutes Per Top Game50.30 5

138、0.30 23.35 23.35 0 01010202030304040505060607070UGCUGCNon UGCNon UGC Sensor Tower Inc.-All Rights Reserved26Gaming Spotlight H1 2024Gaming Spotlight H1 2024Understanding mobilegamer ad engagementand churn factors Sensor Tower Inc.-All Rights Reserved27Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|20242

139、2%22%17%17%19%19%42%42%0%0%10%10%20%20%30%30%40%40%50%50%Actively pay attention if the adActively pay attention if the adis appealing,no matter theis appealing,no matter thetype of game advertisedtype of game advertisedOnly pay close attention if the Only pay close attention if the ad is for a simil

140、ar game/genre ad is for a similar game/genre Im already playingIm already playingOnly pay close attention if Im Only pay close attention if Im actively looking for a new actively looking for a new game to start playinggame to start playingTypically ignore and disengageTypically ignore and disengagew

141、ith all advertisementswith all advertisementsSource:MistplayJuly 2024 Mobile Gamer Survey,8,000+respondents from the US,18+42%of gamers disengage from ads in mobile games,while 22%pay attention no matter the genre being advertised.Users of Puzzle games are the least engaged,while users of Lifestyle

142、games are the most engaged with ads.28%of players install a game within 24 hours of seeing an ad they like,27%within a few days nearly one in five(19%)will not install at all.Users of Racing games are among the quickest to convert rate after ad impressions.Mobile ad Mobile ad behaviorsbehaviors:US g

143、amers are quick to install after ad impression,but many ignore in-app ads overallIn effort for mobile publishers to lower cost per install,establishing a captivating first ad impression is crucial not only due to players quick installation patterns,but also to capture maximum engagement from both co

144、re and broad audiences.Mobile gamer behavior during ads in mobile gamesAmong all genres&select standout genresQ:Which best describes your behaviorwhen experiencing an ad in a mobile game?Frequency of ad impression to InstallAmong all genres&select standout genresQ:If a new game looks appealing,how m

145、any times do you generally need to see ads for it before you download?Lifestyle(29%)RPG(26%)Puzzle(46%)Geolocation(46%)Tabletop(46%)Racing(23%)Racing(35%)Lifestyle(34%)28%28%27%27%15%15%11%11%19%19%0%0%5%5%10%10%15%15%20%20%25%25%30%30%Install the gameInstall the gamewithin 24 hours orwithin 24 hour

146、s orlesslessSee more ads for aSee more ads for afew days beforefew days beforeinstallinstallSee more ads for aSee more ads for afew weeks beforefew weeks beforeinstallinstallSee more ads for aSee more ads for amonth or moremonth or morebefore installbefore installI typically dont I typically dont in

147、stall the game,install the game,even if it seems even if it seems interestinginteresting Sensor Tower Inc.-All Rights Reserved28Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|202449%49%49%49%49%49%42%42%35%35%27%27%23%23%14%14%12%12%7%7%0%0%10%10%20%20%30%30%40%40%50%50%60%60%The game had tooThe game ha

148、d toomany adsmany adsThe game became The game became too“pay to win”too“pay to win”No longer able toNo longer able toachieve anyachieve anyprogressprogressToo many bugs andToo many bugs andissuesissuesRan out of things toRan out of things todo(e.g beat thedo(e.g beat thegame)game)The file sizeThe fi

149、le sizebecame too bigbecame too bigRan out ofRan out ofresources/virtualresources/virtualcurrencycurrencyAnother game wasAnother game wasadvertised thatadvertised thatcaught mycaught myattentionattentionCustomer serviceCustomer servicewas not helpful inwas not helpful inresolving issuesresolving iss

150、uesFriends/familyFriends/familyswitched to playingswitched to playinga different gamea different game42%40%38%29%24%10%0%10%20%30%40%50%Rewards and incentivesRewards and incentives(e.g sign-up bonus,(e.g sign-up bonus,limited-time events)limited-time events)Game genre and personalGame genre and pers

151、onalpreferencespreferencesEngaging gameplay(e.gEngaging gameplay(e.gexciting features,exciting features,compelling visuals)compelling visuals)Visual appeal(e.g high-Visual appeal(e.g high-quality graphics,quality graphics,appealing art style)appealing art style)Social proof(e.g positiveSocial proof(

152、e.g positivereviews,awards)reviews,awards)Community andCommunity andmultiplayer features(e.gmultiplayer features(e.gcommunity events,community events,competitions)competitions)Source:MistplayJuly 2024 Mobile Gamer Survey,8,000+respondents from the US,18+Leading motivations for ad interaction are rew

153、ards and incentives(42%),relevance to game genre(40%),and engaging gameplay(38%).Users of Casino games are among the most responsive to ads driven by rewards and incentives.“Too many ads”is a top 3 reason to churn for nearly 50%of players,14%claim to churn after they see an ad and install a differen

154、t game to play.Users of Geolocation games have a lower tolerance for bugs and issues,with half citing them as the primary reason for churn.Mobile ad engagementMobile ad engagementand churn:and churn:Rewards and game relevance drive ad engagement for gamersBeyond relevant and engaging gameplay,try ex

155、perimenting with special incentives in ads to increase campaign performance.Inclusion of offers can yield higher top of funnel conversion while also impacting deeper funnel value as gamers progress from initial novelty to long-term engagement.Motivations to engage with an ad and install a gameAmong

156、all genres&select standout genresQ:What motivates you to click on an ad and install a different game?(Select all that apply)(10%“none of the above,”4%“other”not shown)Reasons for mobile game churnAmong all genres&select standout genresQ:What are the reasons you would stop playing your current favori

157、tegame(s)and fully switch to playing a different game?(Select all that apply)Casino(51%)Arcade(52%)Lifestyle(51%)RPG(51%)Shooter(18%)Racing(17%)Lifestyle(39%)Action(37%)Sports(22%)Geolocation(50%)Sensor Tower Inc.-All Rights Reserved29Gaming Spotlight H1 2024Gaming Spotlight H1 2024Key themes+takeaw

158、ays Sensor Tower Inc.-All Rights Reserved30Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Gaming Spotlight H1 2024Gaming Spotlight H1 2024Key takeaways to drive growth in 2024Mobile remains the primary driver of growth in digital games consumption,showing signs of recovery in 2024.This resurgence ce

159、ments mobile gaming as the worlds preferred form of gaming and a key component of a robust cross-platform experience.As a result,standing out in this competitive market has become even more critical and challenging.Mobile gaming has enabled the democratization of gaming,allowing every type of gamer

160、to access their own niche.Whether itsa specific subgenre like driving simulators and interactive story games or core genres like MOBA and 4X strategy titles,mobilegaming caters to all preferences.This trend is setting the stage for the new gamer,the most inclusive cohort yet.Mobile games that have p

161、erformed well in H1 2024 are diverse,including a familiar board game turned into an on-the-go mobile experience,a savvy Match-3 game blending puzzle and lifestyle mechanics,and a 4X strategy game set in post-apocalyptic themes.Leveraging strong IP,capitalizing on market momentum,and utilizing live o

162、perations are common themes driving their success.Sensor Tower Inc.-All Rights Reserved31Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024Sentiment towards in-game mobile ads improved in Q3 2023,according to US mobile gamer survey results,but a broad pattern showing the relative unpopularity of video

163、ads remained.Rewarded video and playable ads were gamers preferred ad types in the US.However,native ads have emerged as another option that appears to be relatively popular with gamers.Oversaturation may be a problem for games that primarily monetize through ads.In the US,consumer opinion of in-gam

164、e ads tended to fall as the prevalence of different types of ads has risen.Diversify the types,formats,and placements of ads shown in-game as pragmatism allows.Ad interaction is primarily driven by rewards,game relevance,and engaging gameplay.However,too many ads can lead to player churn,with 14%of

165、players claiming they churn after installing a different game.Games with UGC significantly enhance player engagement,with mobile users spending about twice as much time on these games compared to non-UGC games.This highlights the importance of integrating UGC features in mobile games to boost engage

166、ment and extend game sessions.Gaming Spotlight H1 2024Gaming Spotlight H1 2024Key takeaways to drive growth in 2024 2023 Sensor Tower Inc.-All Rights Reserved32Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024About Sensor TowerSensor Tower is the source of truth for mobile app,digital advertising,and

167、audience insights.Since 2013 our digital data estate has grown into the largest and most trusted among the biggest brands,media companies,investment firms,and mobile game and app publishers across the Americas,Europe,Africa,Asia,Middle East and the Pacific.We deliver the most robust picture of the m

168、obile app and digital advertising ecosystems in the most privacy safe way possible.Sensor Tower mobile app insights help mobile marketers and app and game developers capture consumer mindshare where they spend their time their mobile devices.Pathmaticsby Sensor Tower Digital Advertising Insights hel

169、p demystify the digital ad ecosystem helping marketers drive waste from their budgets and better position their campaigns.Press Inquiries:International Data Corporation(IDC)is the premier global provider of market intelligence,advisory services,and events for the information technology,telecommunica

170、tions,and consumer technology markets.IDC Offers Unmatched Global&Local Expertise More than 1100 analysts in over 50 countries with 49%in emerging marketsSignificant primary demand-side research with over 350,000 end users surveyed annuallyGlobal,regional and local expertise on technology+industry t

171、rends in 110 countriesIDCs Gaming and eSports service advises video game development studios,publishers,distributors,retailers,hardware system and peripheral manufacturers,and related brands and advertisers about the video game industry from a global and regional perspective.Sensor Tower Inc.-All Ri

172、ghts Reserved34Sensor Tower+IDC+MISTPLAY|GAMING SPOTLIGHT|2024The MistplayplatformMistplayis the#1 loyalty app for mobile gamers.*Headquartered in Montreal and launched in 2016,Mistplayhas climbed the ranks as a media source for game publishers,most recently achieving#8 overall on the Appsflyer Perf

173、ormance Index for Android Retention and Top 10 for ROI and Retention on the 2024 Singular ROI Index.Heres how publishers succeed with Mistplay:A growing community of millions of gamers means publishers can reach a massive audience of engaged players looking for their next favorite game.An AI-driven

174、recommendation engine suggests games based on player habits,ensuring users play and spend in games theyre most likely to enjoy.Play-and-earn fosters increased user retention and LTV as users redeem loyalty points for tangible rewards like gift cards from top brands.To learn more,contact us at or visit on 2024 Sensor Tower data Sensor Tower Inc.-All Rights Reserved35Thank YousensortowerLewisAW