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Landscape Shifts in IP Gaming

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Feb, 2024 Landscape Shiftsin IP Gaming An analysis of how the competitive landscape of IP in gaming has shifted in 2023

0305162321© 2024 Sensor Tower Inc. – All Rights Reserved|2Introduction to IPsIP Mobile Gaming LandscapeIP Collaboration In-App EventsPC/Console IPHogwarts Legacy LaunchThe IP OpportunitySummary2932

© 2024 Sensor Tower Inc. – All Rights Reserved|3What is an IP?IP stands for “intellectual property.” Intellectual properties are a class of property that include intangible creations of the human intellect. Star Wars is an example of an IP that is owned by Disney.What do Sensor Tower’s Licensed IP tags track?Licensed IP tags identify mobile games that leverage an existing brand that originated from outside mobile gaming, for example books, television shows, toys, or celebrities. Video game IPs that have a large presence in a non-video-game format (for example Tomb Raider) are also included. For each of the 500+ intellectual properties we track, we include Corporate Parent, IP Operator, and Media Type Intellectual properties often have complex ownership rights and histories, so we default to the primary or most well-known operator, corporate parent, and media type.For example, Disney is the corporate parent of IP Operator Lucasfilm, which runs the Star War Licensed Intellectual Property.Sensor Tower tracks Licensed IPs across mobile gamingCorporateParentsExample:Corporate parents are the highest level entity that own a licensed IP.IP OperatorIP Operators are the smaller organizations that directly work with a Licensed IP. (Often a corporate parent is also the IP Operator)Licensed IPLicensed IPs are the actual intellectual property, such as a film, sport, or board game.$16 billiongrossed by mobile IP games via in-app purchases in 2023

© 2022 Sensor Tower Inc. – All Rights Reserved© 2024 Sensor Tower Inc. – All Rights Reserved|4What are Sensor Tower’s IP Media Tags?Sensor Tower’s Game Taxonomy categorizes IPs into media types based on their best known original format. Here are some examples of media types we track:Mobile games that have an IP that did not originate in mobile games will be tagged video gamesAnime / Manga—Manga are Japanese comics, and anime are animated TV and films based on manga.Sports—Mobile games affiliated with a sports IP such as a league are tagged Sports.Board Games—Board games are traditional physical games involving a board.Comics—Mobile games based on comic IPs such as Marvel or DC are tagged Comics.Te l e v i s i o n—Mobile games based on television shows are tagged Television.Video Game—Example:Example:Example:Example:Example:Example:Translated from Japanese:Uma Musume Pretty Derby2023 worldwide gross revenue from in-app purchases by IP Media Type $5 billion$2 billion$1.1 billion$1 billion$400 million$320 million

© 2024 Sensor Tower Inc. – All Rights Reserved|5•MONOPOLY GO! took the world by storm, propelling Hasbro to its current dominant position.•IP corporate parent success tends to be hit driven and focused on a single IP media type.•The next top three IP Corporate Parents after Hasbro are all Asian, one South Korean and two Japanese.•#2 NCSoft’s Lineage RPG games have proven to be incredibly lucrative with Asian audiences, particularly South Korea.•Nintendo taking #3 is no surprise with Pokemon GO.•#4 Hitotsubashi Group’s Shueisha bucks the trend of having one IP carry an IP corporate parent to success. Shueisha regularly generates manga hits, the biggest of which by mobile gaming revenue are One Piece, Naruto, and Yu-Gi-Oh!.•#5 Disney also bucks the trend by having more than one hit IP and various IP Media Types, achieved through acquisitions.•While Riot Games’ Wild Rift has not reached fellow Tencent MOBA and #1 mobile game by revenue in the world Honor of Kings’ level of success, it’s success catapulted Tencent to be the #6 IP Corporate Parent.Hasbro is the top IP Corporate Parent by IP mobile gaming revenue2023 mobile game revenue by corporate parent, corporate operator, licensed IP, and IP media typeRevenue corresponds to areaTop 20 corporate parents by IP mobile gaming revenue, Worldwide, App Store and Google PlayHasbro is the IP Corporate Parent and also the IP Operator. Its biggest IP by revenue is Monopoly.
Board Game Video Game Comics Animated Film Film Book Anime/Manga Celebrity Casino Sports Television

© 2024 Sensor Tower Inc. – All Rights Reserved|Scopely is the top IP mobile game publisher 2023 with MONOPOLY GO!.Top publishers by worldwide unified revenue from IP mobile games6Notes: Microsoft here represents the historical combination of all current Microsoft holdings, such as Activision Blizzard King.1BANDAI NAMCOSQUARE ENIXNCSOFTNetmarble Games23456789102020TencentNianticSony CorporationKonamiScopelyElectronic Arts-2+2+1+11BANDAI NAMCONCSOFTSQUARE ENIXNetmarble23456789102021ScopelyCyberAgentNianticSony CorporationTencentKonami+1NEW+2-1-1-21NCSoftBANDAI NAMCOTencentCyberAgent23456789102022ScopelySQUARE ENIXNianticSony CorporationNetmarbleKonami-2-21ScopelyTencentBANDAI NAMCOSQUARE ENIX23456789102023-1KonamiNianticNCSOFTSony CorporationCyberAgent, Inc.Netmarble+9-2-1-2JapanChinaSouth KoreaCountryUSA+5-4+2-4-2-2+1-1+5-1-1-4+1+1

© 2024 Sensor Tower Inc. – All Rights Reserved|7Media TypeTo p G e n r eTop Grossing Game of this Media Type and Genre1VideogameRPGFate/GrandOrder2Anime/MangaRPGUma MusumePretty Derby 3SportsSportsEA Sports FC4Board GameCasinoMONOPOLY GO!5ComicsActionMarvel Contest of ChampionsTop IP media types by revenueWorldwide, 2023, App Store and Google Play•Worldwide, RPGs drive 36% of all IP mobile game revenue. The drive to collect and interact with favorite IP characters seems to be a top monetization motivation for IP mobile games.•Fate/Grand Order is the top grossing video game IP RPG (it is also has a very popular anime series). Fate/Grand Order and top anime/manga IP game Uma Musume Pretty Derby also showcases effective character gacha monetization.•Scopely essentially created the Board Game Casino category and carries it with MONOPOLY GO!.•In Sports, the top IP game is EA Sports FC, who recently ended their partnership with FIFA. Instead, EA is currently partnering with FIFPRO for this game, like several other Soccer/Football sports games.•Interestingly, Comics’ top genre is Action. While Comic RPGs win out as a category in Asia, Comic Action games are more popular in the US and EU. Comics as a category drive more revenue in the West.RPGs are the top genre for IP media games and the top two IP media types

© 2024 Sensor Tower Inc. – All Rights Reserved|8IP Downloads by Media Type, split by region2023 Google Play and App Store•While video game IPs are the #1 IP media type globally, they are particularly dominant in Asia, where they drive 70% of all IP gaming downloads.•The new top IP mobile game in the world, MONOPOLY GO!, is #1 in the west, but #24 in Asia.•Despite video games being the dominant IP Media Type in Asia (and the rest of the world), the top grossing IP game in Asia, is not a video game IP game, but an anime one: Uma Musume Pretty Derby.•In the US and Europe, video game IPs are #1, but board game IPs are the next most popular in downloads. In contrast, Asia’s second most downloaded IP media type is Anime/Manga.Video game IP areespecially popular in Asia!AsiaTop Grossing IP Game: Uma Musume Pretty Derby”Top Grossing IP Game: MONOPOLY GO!#USAEuropeTop Grossing IP Game: MONOPOLY GO! Other 9% Board Game 3% To y s 4% Sports 5% Animated Television 5% Anime / Manga 6% Videogame 67% Other 12% Anime / Manga 4% Te l e v i s i o n 4% To y s 5% Sports 8% Animated Television 8% Board Game 18% Videogame 43% Other 9% Anime / Manga 3% Animated Film 3% Sports 3% To y s 7% Animated Television 10% Board Game 12% Videogame 53%

© 2024 Sensor Tower Inc. – All Rights Reserved|9•The top two IP anime mobile games by revenue in France are both Dragon Ball Z games.•Spain and Italy also have significantly higher anime revenue market share than the UK and Germany.•Video game IPs drive the most revenue of any IP media type in the EU and in most EU countries.•The second most revenue driving media types for most European countries is Anime/Manga IPs, with Board Game IPs in third.•The UK is an exception, with Board Game IPs generating more revenue than Anime/Manga.•Fourth place varies, with the UK and Germany preferring Television IPs and France, Spain, and Italy preferring Comic IPs.France uniquely drives more anime IP mobile revenue than video game IPMobile game revenue by IP media typeTop revenue driving European countries2023 App Store and Google Play$%&'( Other 9% Books 4% Sports 5% Film 7% Te l e v i s i o n 8% Comics 8% Anime / Manga 9% Board Game 19% Videogame 32% Other 7% Te l e v i s i o n 3% Sports 4% Film 4% Comics 8% Board Game 16% Anime / Manga 20% Videogame 38% Other 6% Books 3% Te l e v i s i o n 3% Film 4% Comics 6% Board Game 18% Videogame 28% Anime / Manga 31% Other 6% Sports 4% Books 5% Comics 5% Film 7% Te l e v i s i o n 7% Anime / Manga 13% Board Game 15% Videogame 38% Other 5% Books 3% Film 3% Te l e v i s i o n 3% Sports 4% Comics 12% Anime / Manga 20% Board Game 21% Videogame 28%

© 2024 Sensor Tower Inc. – All Rights Reserved|10Synergistic media types and IP drive the most revenueTop genres by revenue for top IP media types by revenueWorldwide, 2023, App Store and Google PlayRankVideo GameAnime/MangaBoard GameSportsComics1RPGRPGCasinoSportsAction2GeolocationActionTa b l e t o pStrategyRPG3StrategyStrategyStrategyRPGStrategy4ShooterSportsPuzzleRacingPuzzle5ActionArcadeRPGActionSimulation•The top mobile genre for video game and anime/manga IPs is RPG. These media types fit naturally with role-playing games, as fans want to interact with popular characters and be immersed in the IP’s world, which RPGs excel at. In particular, fans’ desire to own their favorite characters motivates them to monetize in RPG gacha systems. This is especially true in the East.•Adapting sports IPs as a simulation game of that sport is an obvious choice, whether as a simulation of the sport itself or a simulation of managing a sports team.•Casino tops the list of top board game IP genres with MONOPOLY GO!, the top mobile game by US revenue. While casino may not be as obvious of a fit to board game IPs as the tabletop genre, it is more optimized to mobile game mechanics and monetization.•While it makes sense that Comic IPs would gravitate naturally to action games, it’s interesting that it differs significantly from Anime/Manga, which are essentially just Japanese (and other asian) comics and animations. This highlights the difference between how audiences approach these media types.

© 2024 Sensor Tower Inc. – All Rights Reserved|11•Board game IP mobile games have always been strong in the US, but now take up nearly a third of IP mobile gaming revenue.•Celebrity and Television IP mobile game downloads have been declining.•Toys show decline in 2023.•Sports have held steady.•The top 6 media types have gained significant market share. from less popular media types.Board game IP mobile gaming US revenue market share boosted by MONOPOLY GO!in 2023Downloads market share by IP media typeUS, App Store and Google Play201820192020202120222023Board GameSportsAnimated TelevisionToysTelevisionCelebrityOther 24% 33% 31% 30% 32% 36% 4% 6% 8% 10% 8% 7% 7% 9% 9% 10% 12% 11 % 9% 12% 13% 13% 13% 13% 13% 10% 13% 11 % 11 % 11 % 16% 15% 14% 13% 15% 15% 28% 15% 13% 13% 9% 7%

© 2022 Sensor Tower Inc. – All Rights Reserved© 2024 Sensor Tower Inc. – All Rights Reserved|12Growth for individual Licensed IP revenue is found primarily in new launches% revenue growth year over year, selected top IPs by worldwide revenueWorldwide, App Store and Google PlayDownload Growth-20%0%20%40%60%80%2019202020212022Dragon Ball ZMarvel PortfolioDisney AnimationOne PieceFIFA2020: Disney: Twisted Wonderland releases, virtually all revenue driven in Japan.2021: One Piece: the Voyage releases in China2023: Revenue increase driven primarily from EA Sports FC Mobile. 37% 5% 14% 0% 2% 54% -7% -4% -28% -16% 80% -13% -17% 1% 17% 6% -3% -12% -1% 15%

© 2022 Sensor Tower Inc. – All Rights Reserved© 2024 Sensor Tower Inc. – All Rights Reserved|13MONOPOLY GO! on top in the US, but three out of the top ten are Marvel IP from three different publishersTop IP mobile games by US revenue, 2023 YTDApp Store and Google PlayGameLicensed IPIP OperatorCorporate Parent1MONOPOLY GO!ScopelyMonopolyHasbroHasbro2Pokémon GONianticPokémonThe Pokémon CompanyNintendo3Call of Duty®: MobileActivision BlizzardCall of DutyActivision BlizzardActivision Blizzard4Dragon Ball Z Dokkan BattleBANDAI NAMCODragon Ball ZTo e iToei Company5Dragon Ball LegendsBANDAI NAMCODragon Ball ZTo e iToei Company6Marvel Contest of ChampionsNetmarbleMarvel PortfolioMarvelDisney7WSOP Poker: Texas Holdem GamePlaytikaWorld Series of PokerCaesars EntertainmentCaesars Entertainment8Star Wars: Galaxy of HeroesElectronic ArtsStar WarsLucas fi lm Disney9Marvel SnapBytedanceMarvel PortfolioMarvelDisney10Marvel Strike Force: Squad RPGScopelyMarvel PortfolioMarvelDisneyVideo GameBoard GameAnimeCasinoComicsMedia TypeFilm

© 2024 Sensor Tower Inc. – All Rights Reserved|14•With the end of EA and FIFA’s partnership, we can expect FIFA position in the top Sports IPs in mobile gaming to fall precipitously.•South Korea contributes the largest share of FIFA mobile gaming revenue and the second largest share of MLB mobile gaming revenue.•China is the biggest revenue contributor for NBA mobile games, beating out the US.•The NFL is incredibly US centric.•The WWE is popular in the US and Europe, lacking the popularity in Asian countries other Sports IPs have.US and Asia are the most important regions to top Sports IPs in mobile gamesTop 5 sports licensed IPs revenue by country2023, Worldwide, App Store and Google PlayFIFAMLBWWENBANFL Other 3% Japan 4% Canada 4% Ta i w a n 9% South Korea 12% US 68% Other 23% Germany 3% UK 3% Japan 3% US 10% China 20% South Korea 37% Other 18% Canada 4% Germany 9% United Kingdom 11 % US 58% Other 19% Japan 4% US 32% China 45% Other 6% US 94%

© 2024 Sensor Tower Inc. – All Rights Reserved|15•Of the top 10 celebrity licensed IPs, five are influencers, two are celebrities, two are characters, and one is a musical K-pop group.•The “Ellen” IP games are “Heads Up!”, “Psych! Outwit Your Friends”, and “Heads Up! Charades for Kids”, three social party games created in collaboration with Ellen Degeneres.•Three of the influencers are YouTubers targeting kids and families (Ryan’s World, FGTeeV, Vlad and Nikki).•Hatsune Miku is an anime-style virtual idol. The Hatsune Miku rhythm game drives the most revenue of any celebrity IP game in the US and worldwide.Celebrities and influencers seem to be on relatively equal footing in driving downloadsTop celebrity licensed IPs by downloads2023, US, App Store and Google PlayRankCelebrity IPType1EllenCelebrity2Ryan’s WorldInfluencer3Hatsune MikuCharacter4Gordon RamsayCelebrity5BlackpinkMusical Group6PewdiepieInfluencer7Chuck E. CheeseCharacter8KardashiansInfluencer9FGTeeVInfluencer10Vlad and NikiInfluencer

© 2024 Sensor Tower Inc. – All Rights Reserved|16•Konami launched eFootball just a few weeks before EA rebranded from FIFA to FC.•eFootball’s revenue dropped a few weeks after launch, coinciding with EA’s rebrand from FIFA to FC.•EA’s title saw a significant boost in revenue the week it became FC.•eFootball’s top three countries by revenue over this time period are Japan, China, and Thailand, while FC’s top three are South Korea, US, and China.•eFootball launched with an in-app “startup campaign” event.Konami’s eFootball surpasses EA FC revenue at launchWeekly revenueWorldwide, App Store and Google Play$0$2M$4M$6M$8M7/24/237/31/238/7/238/14/238/21/238/28/239/4/239/11/239/18/239/25/2310/2/2310/9/2310/16/23EA SPORTS FC MOBILE 24eFootball 2024FIFA Mobile becomes EA Sports FC Mobile.9/26/23Konami launches eFootball 24.9/5/23

© 2024 Sensor Tower Inc. – All Rights Reserved|17•Netflix’s live adaptation of legendary anime series One Piece has benefited One Piece IP mobile games, which saw downloads increase in this period.•The largest spike in downloads coincided with promotional events just before.•Downloads spiked in Vietnam 450% on August 26, 2023 compared to the previous day. Indonesia downloads spiked nearly 200% on the same day.•Spikes are most noticeable for mobile game “Voyage: The Grand Fleet”, though other games also saw increases.The week ahead of One Piece release saw mobile game downloads spikeDaily downloads of One Piece IP gamesWorldwide, App Store and Google Play0100,000200,000300,000400,0007/19/237/26/238/2/238/9/238/16/238/23/238/30/239/6/239/13/239/20/239/27/2310/4/2310/11/23One Piece Net fl ix live adaptation releases worldwide8/31/23

© 2024 Sensor Tower Inc. – All Rights Reserved|18•Roblox regularly collaborates with IPs, typically in 31 day events.•Roblox had collabs with famous circus Cirque du Soleil, K-pop group BLACKPINK, Japanese game show Takeshi’s Castle, and celebrity Paris Hilton in the past few months.•This wide variety in partnerships shows Roblox’s versatility, but the lack of revenue spikes calls the effectiveness of these events into question.•Out of these, only the BLACKPINK collaboration showed a revenue bump at the beginning of the event.Roblox shows its versatility with a variety of IP collaboration eventsRoblox daily revenueWorldwide, App Store and Google Play$0$1,200,000$2,400,000$3,600,000$4,800,0007/24/237/31/238/7/238/14/238/21/238/28/239/4/239/11/239/18/239/25/2310/2/2310/9/2310/16/23BLACKPINK event begins8/25/23Takeshi’s Castle event begins8/31/23Cirque du Soliel event begins8/12/23Paris Hilton event begins9/9/23

© 2024 Sensor Tower Inc. – All Rights Reserved|19•Tencent mobile RPG Goddess of Victory: Nikke drove a massive spike in revenue by collaborating with a popular Japanese RPG and IP, NieR:Automata.•Both games have a Sci-fi anime theme with attractive characters, fueling the collaboration’s success. Synergy between IP and the mobile game for an in-app collaboration event is crucial.•The event was divided into two parts, with the beginning of the second part driving more revenue than the beginning of the entire event.NieR:Automata collab event drives Goddess of Victory: Nikke revenueGODDESS OF VICTORY: NIKKE daily revenueWorldwide, App Store and Google Play$0$550,000$1,100,000$1,650,000$2,200,0007/19/237/26/238/2/238/9/238/16/238/23/238/30/239/6/239/13/239/20/239/27/2310/4/2310/11/23“OuteR Automata” event begins8/31/23Second part of “OuteR Automata” event begins9/8/23

© 2024 Sensor Tower Inc. – All Rights Reserved|20•With development for multiple platforms becoming easier, reaching huge new audiences through cross-platform development is a huge opportunity.•There aren’t many IP cross-platform games, but several of them are category defining outliers.There’s huge room for growth in mobile games through cross-platformhave cross-play capabilities3were released simultaneously on mobile and PC/console3were ported from PC/console to mobile3were ported from mobile to PC/console3Example: RobloxExample: Honkai: Star RailExample: Teamfight TacticsExample: Honor of Kingsare extensions of existing brands3Example: Call of Duty: MobileGoogle Play and the App Store will allow games to be run natively on PC/Mac.Out of the top 100 mobile games by worldwide unified revenue:

© 2022 Sensor Tower Inc. – All Rights Reserved© 2024 Sensor Tower Inc. – All Rights Reserved|21Three out of the top five 2023 IP mobile game launches have been Eastern video game IPsTo p 2 0 2 3 I P m o b i l e g a m e l a u n c h e sWorldwide, App Store and Google PlayGameRevenue/DayGenrePublisherMedia TypeMost popular country by revenueMONOPOLY GO!$2,300,000CasinoScopelyBoard GameUSMonster Hunter Now$200,000GeolocationNianticVideo GameJapanPokemon Sleep$90,000LifestyleThe Pokemon CompanyAnime/MangaJapanTower of God: NEW WORLD$70,000RPGNetmarble Games CorpVideo GameSouth KoreaStreet Fighter Duel – Idle RPG$65,000RPGSony CorporationVideo GameUSKey Takeaways•MONOPOLY GO!, the only western IP in the this list, has far outstripped any other 2023 launch in revenue, IP or not.•Niantic seems to have another hit on its hands with Monster Hunter Now, after Harry Potter: Wizards Unite shut down and Transformers: Heavy Metal didn’t make it out of soft launch•Japanese video game IPs Street Fighter and Pokemon have broken into genres, RPG and Lifestyle, respectively.•Korean webtoon IP Tower of God is greatly. outperforming the previous Tower of God game, Tower of God: Great Journey.

© 2022 Sensor Tower Inc. – All Rights Reserved© 2024 Sensor Tower Inc. – All Rights Reserved|22NamePublisherDetailsRainbow Mobile SixUbisoftUbisoft brings the Rainbow Six IP to mobile. Players play unique operators in competitive, multiplayer 5v5 shooter matches, quite similar to Call of Duty: Mobile.Game of Thrones: LegendsTake-Two InteractiveZyngaAfter a successful partnership on Game of Thrones slots, Zynga and Warner Bros. have soft launched a Game of Thrones puzzle RPG. Zynga wil no doubt take learnings from running Empires & Puzzles.OCTOPATH TRAVELER: CotCExcptional Global (NetEase)Square Enix already released this game in 2022, but it seems that they’ve partnered with NetEase to soft launch in some southeast Asian countries like Thailand, Singapore, and Indonesia.MHA: Rise of HeroesBRIGHTON FRINGE LT DThe hit anime My Hero Academia is getting another mobile game; this time it’s an adventure card game. The given publisher name, “Brighton Fringe LTD”, does not have another game to its name. Brighton Fringe is an arts festival in England.EVE Galaxy ConquestCCP GamesEVE Galaxy Conquest brings the EVE Online universe to mobile for the fi rst time in this 4X game. Instead of fl ying one ship at a time, players will control entire fl eets. CCP Games has also published EVE Portal, a companion app for EVE Online.AnimeVideo GameTe l e v i s i o nMedia TypeSeveral IP games are currently in soft launch or preorder

© 2024 Sensor Tower Inc. – All Rights Reserved|23Top selling PC/Console games of 2023Source: CircanaRankGamePublisherGenre1Hogwarts LegacyWarner Bros. GamesAction RPG2Call of Duty: Modern Warfare 3 (2023)Activision BlizzardShooter3Madden NFL 24Electronic ArtsSports4Marvel’s Spider-Man 2Sony Interactive EntertainmentAction Adventure5Legend of Zelda: Tears of the KingdomNintendoAction Adventure6Diablo 4Activision BlizzardAction RPG7Call of Duty: Modern Warfare 2 (2022)Activision BlizzardShooter8Mortal Kombat 1Warner Bros. GamesFighting9Star Wars Jedi: SurvivorElectronic ArtsAction Adventure10EA Sports FC 24Electronic ArtsSportsEvery top PC/Console 2023 launchwas an IP game•The top release of the year was Warner Bros.’ Hogwarts Legacy, a new game from the Harry Potter IP.•#2 was Call of Duty: Modern Warfare 3 (2023). Call of Duty: Modern Warfare 2 (2022) also continues to be a top 10 seller despite being released in 2022. It is a sequel to the 2019 Modern Warfare reboot, and follows an alternate storyline to the original Call of Duty: Modern Warfare 2.•Three were sequels (Legend of Zelda: Tears of the Kingdom, Diablo IV, Star Wars: Jedi Survivor, Call of Duty: Modern Warfare 2, Call of Duty: Modern Warfare 3).•Two were annual installments of a franchise (Madden NFL 24, EA Sports FC 24).•Three were remakes of an older game (Call of Duty: Modern Warfare 3, Call of Duty: Modern Warfare 2, Mortal Kombat 1).

© 2024 Sensor Tower Inc. – All Rights Reserved|24•Hogwarts Legacy, an original game with the top tier Harry Potter IP, had more impressions than the other top five selling PC/Console games combined.•IP franchises with regular releases (Legend of Zelda, Madden) achieved excellent sales results without significant impressions.•Marvel’s Spider-Man 2 also achieved impressive results with a much smaller launch than the top 2 games. The original Marvel’s Spider-Man performed superbly and was received exceedingly well by the community. It seems likely that this existing audience was excited for a sequel.•Remake Call of Duty: Modern Warfare 3 had a significant launch campaign that drove it to a solid #2 best-selling game of 2023.•Madden 24’s launch had very little in the way of ad impressions. It’s likely they reached their audience through other channels directly affiliated with the NFL and NFL teams.Hogwarts Legacy had by far the most US ad impressions out of 2023 launchesTop 2023 PC/Console launches ad impressionsUS Impressions 14 days before and after launch, including launch dayHogwarts LegacyCall of Duty: Modern Warfare 3 (2023)Madden 24Marvel’s Spider-Man 2Tears of the Kingdom00B1B1B2B2B3B3B 67M 11 5 M 63M 568M 2.5B

© 2024 Sensor Tower Inc. – All Rights Reserved|Hogwarts LegacyCoD: Modern Warfare 3Marvel’s Spider-Man 2Tears of the KingdomMadden NFL 24Yo u T u b eFacebookSnapchatTikTokInstagramDesktop VideoOTTMobile DisplayDesktop DisplayOther25•YouTube and Facebook were the most commonly utilized channels by impressions.•Hogwarts Legacy, by far the largest launch campaign this year, used YouTube, Facebook, TikTok, and Instagram.•Madden 24 ran the most unique launch campaign, leaning heavily into TikTok and Snapchat over YouTube and Facebook. Madden 24 was also the only launch to use Desktop and Mobile Display ads to a significant degree (>5%).•TikTok was utilized by Hogwarts Legacy, CoD: MW 3, and Madden 24.•Instagram• made up around 10% of each launch’s impressions with the exception of Madden 24, which didn’t use the device at all.•Marvel’s Spider-Man 2 and The Legend of Zelda: Tears of the Kingdom used Desktop Video during their launches.•Tears of the Kingdom and CoD: MW 3 dipped into OTT.YouTube the top channel for PC/Console gamesTop five selling releases 2023 device mixUS Impressions by device % 2% 1% 9% 3% 3% 6% 12% 8% 4% 10% 22% 4% 10% 10% 8% 13% 25% 16% 21% 25% 21% 39% 29% 19% 21% 9% 32% 30% 46% 42%

© 2024 Sensor Tower Inc. – All Rights Reserved|26•Hogwarts Legacy was also available on PC and Xbox Series X, but was exclusively PlayStation branded in ads.•Hogwarts creative outros often included a pre-order call to action, followed by more PlayStation branding.•Second intro screen often included a callout to the PlayStation exclusive quest. Making some of the content PlayStation exclusive was a controversial decision that made some PC and Xbox players unhappy.Many Hogwarts Legacy creative were PlayStation brandedExampleYouTube Intro for Hogwarts Legacy AdsAccompanied by PlayStation “tone” audioExample YouTube Outrofor Hogwarts Legacy Ads

© 2022 Sensor Tower Inc. – All Rights Reserved© 2024 Sensor Tower Inc. – All Rights Reserved|0500M1.0B1.5B-6-5-4-3-2-1Launch Month12345Yo u T u b eTikTokFacebookInstagramOTTDesktop VideoDesktop DisplayMobile Display27Hogwarts Legacy focused on launch month, with a secondary campaign for PS4 launchRamp up started two months before launch. PS4 branding was originally included in early creative, but was not seen in ads as launch date approached, as the PS4 and Xbox One versions were delayed after the PS5/PC/Xbox Series X launch. Snapchat was not used significantly. The channel was tested once three months before launch and twice in launch month but not scaled.Top 2023 Launches by Sales (Circana)US Spend 14 days before and after launchYo u T u b eTikTokFacebookInstagramPlayStation 4 launch campaign. (Hogwarts Legacy was available on PlayStation 5 from launch)Note: The top devices by impressions for the PS4 campaign were YouTube, Facebook, TikTok, and Instagram.

© 2024 Sensor Tower Inc. – All Rights Reserved|28•The next most common Hogwarts Legacy YouTube ads were around 20 seconds long, followed by 15 second long ads.•Nearly 20% of spend were on “other durations”.•Hogwarts Legacy’s focus on 30 second YouTube ads stands in contrast to the other top 5 launches, which focused more on 15 second ads. Star Wars: Jedi Survivor uniquely invested significantly in 6 second ads.•It seems 15 – 30 second YouTube ads are a sweet spot of short and punchy while still allowing messaging to come across for PC/Console games.Half of Hogwarts Legacy Yo u Tu b e a d s p e n d w a s directed towards creative around 30 seconds longHogwarts Legacy YouTube spend by video lengthJanuary and February 2023Hogwarts Legacy launched February 10, 2023 Other durations 19% 15 seconds 11 % 19-20 seconds 21% 28-30 seconds 49%

© 2022 Sensor Tower Inc. – All Rights Reserved© 2024 Sensor Tower Inc. – All Rights Reserved|29MONOPOLY GO! combined the broad appeal of the Monopoly IP with proven casino mechanics and monetization to drive $1 billion less than 7 months after launch.Top MONOPOLY GO! creativesDecember 2023“Mr. Monopoly”, beloved and instantly recognizable Monopoly characterDice and piece on board gameplay frequently highlightedScreenshot from Board KingsScreenshot from Coin MasterMONOPOLY GO! took inspiration from Casino games like Coin Master and Board Kings that have proven core loops and monetization.MONOPOLY GO! uses globally recognizable IP elements of the classic board game in creative to drive downloads.

© 2022 Sensor Tower Inc. – All Rights Reserved© 2024 Sensor Tower Inc. – All Rights Reserved|30Successful IP partnerships can take time to cultivateLaunch: Wheel of Fortune:TV GameLaunches: Yahtzee with BuddiesWalking Dead: Road to SurvivalLaunch: WWE ChampionsYahtzee withBuddies DiceLaunch: Looney ToonsWorld of MayhemLaunch: Scrabble Go(Partnering withPierPlay)Acquisitions: Omnidrone(Titan Brawl)GSN Games (TikiSolitaire Tripeaks)Launch: Launch:Kingdom Maker(Partnering withGlobal Worldwide)Savvy Games Group acquires ScopelyLaunch:MONOPOLY GO!Acquisition:WithBuddies (Dice With Buddies)Acquisitions: PierPlay(Scrabble Go)Genjoy (Tuscany Villa)FoxNext (MARVEL Strike Force)Digit (Star Trek Fleet Command) Acquisitions: Stumble GuysAcquisitions: Tag Games (Pocket Mortys)2011201220132014201520162017201820192020202120222023Timeline of selected Scopely launches and M&A events with highlighted gamesScopely FoundedFrom 2015 – 2018, Scopely focused on licensed IP launches, but switched to growth by acquisition strategy in 2020.The Scopely and Hasbro partnership started in 2015 with Yahtzee with Buddies.Scopely and Hasbro partnered for years before MONOPOLY GO!. Over this time, Scopely presumably came to deeply understand Hasbro IPs and Hasbro gained a deeper understanding of the mobile game market and Scopely’s capabilities as a publisher.Scopely publishes games for several IPs, including Marvel, Star Trek, Walking Dead, and more. Scopely was acquired by Savvy Games in 2023, just a few months after the launch of MONOPOLY GO!.

© 2024 Sensor Tower Inc. – All Rights Reserved|31•Most genres’ revenue IP market share is less than 20%.•Niantic dominates the Geolocation genre with Pokemon Go and their new launch Monster Hunter Now.•Sports also have significant IP revenue market share from league supported games; IP market share was even higher before EA and FIFA ended their partnership.•RPG IP revenue is driven by games like Fate: Grand Order and Uma Musume. Non-IP revenue comes from games like Honkai: Star Rail and Monster Strike.•Top IP Action games include DRAGON BALL LEGENDS, ONE PIECE Bounty Rush, and Marvel Contest of Champions.•Casino IP revenue is driven almost solely by MONOPOLY GO!.•Puzzle, Simulation, and Lifestyle have the least IP revenue share, suggesting that there may be room for IP game growth in these casual genres.IP mobile game market is far from saturatedIP mobile gaming revenue market share2023, Worldwide, App Store and Google PlayGeolocationSportsRPGActionArcadeTa b l e t o pRacingStrategyShooterCasinoLifestyleSimulationPuzzle0%25%50%75%100%IP Revenue ShareNon-IP Revenue Share 92% 90% 89% 88% 86% 85% 84% 83% 74% 71% 70% 63% 5% 8% 10% 11 % 12% 14% 15% 16% 17% 26% 29% 30% 37% 95%

© 2022 Sensor Tower Inc. – All Rights Reserved© 2024 Sensor Tower Inc. – All Rights Reserved|32SummaryMONOPOLY GO! propelled Scopely and Hasbro to the top in 2023.This new mega-hit fixed Scopely as the top IP mobile games publisher and Hasbro as the top IP mobile games corporate parent. The Monopoly IP’s global appeal and proven casino mechanics and monetization made for an explosive combination. The IP opportunity in mobile gaming is just beginning.In a market where games with broad appeal are beating out games that need to fi nd niche audiences, IP is one way to get attention and drive installs. Most genres are far from saturated with IP, and innovative combinations like MONOPOLY GO!’s board game + casino are surely waiting to be discovered.IP based PC/Console seriesreach huge audiences withless spending.Hogwarts Legacy is the top game by sales in 2023, but installments in series like The Legend of Zelda: Tears of the Kingdom and Madden 24 spent a fraction of Hogwarts Legacy’s budget to become some of the best-selling titles of the year in a year filled with hits.

© 2022 Sensor Tower Inc. – All Rights Reserved© 2022 Sensor Tower Inc. – All Rights Reserved|Discover the power of tailored intelligence with Sensor Tower’s custom gaming reporting solutions. Our expertise in data-driven insights and the gaming domain is your gateway to a sustainable competitive edge. At Sensor Tower, we don’t just provide data; we deliver answers tailored to your business landscape. Our top class team collaborates with you to craft reports laden with exclusive insights that propel you miles ahead of the competition. With Sensor Tower’s custom reports, you’re not just surviving the market dynamics; you’re leading the narrative. Uncover the latent potential in your data and transform insights into action. Choose Sensor Tower, where every report is a roadmap to market leadership. Elevate your strategy, illuminate opportunities, and drive unparalleled growth. With Sensor Tower, see beyond the market to the future, today.Want more?© 2024 Sensor Tower Inc. – All Rights Reserved|33

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© 2022 Sensor Tower Inc. – All Rights Reserved© 2022 Sensor Tower Inc. – All Rights Reserved|© 2024 Sensor Tower Inc. – All Rights Reserved|37This report and all original content contained within are wholly owned by Sensor Tower, Inc. © 2022. Modification, republication, distribution, or other unauthorized usage violate this copyright, unless express permission has been granted.App icons, images, and other branding assets are property of their respective publishers and are used expressly for the purpose of editorial commentary.If you would like to republish any of the data contained in this report, please email info@sensortower.com for further information on how to do so.We’re always happy to work with news organizations to provide custom data, insights and commentary.Contact press@sensortower.com for help. Sensor Tower Terms of Use