The State of Gaming 2024

Feb, 2024 The State of
Gaming 2024
An analysis of the current mobile gaming market trends

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Mobile Gaming Market Trends
Product Model Breakdown
Marketing Trends
Gaming Insights
Conclusions
One Pager
29
The aim of this report is to deliver a detailed examination of the mobile gaming landscape throughout 2023. We intend to delve into a
granular analysis that spans multiple stores, geographic markets, and game genres, among other facets.
The year 2023 marked a period of notable transformation within the industry, characterized by shifts in market dynamics, the evolution of
live operations practices, the emergence of new game genres, significant workforce reductions, challenges in user acquisition, and
innovative IP collaborations. In this report, we will thoroughly investigate and interpret the data behind these developments, articulating a
clear view of the state of mobile gaming during a year of considerable change.
Objective:

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Mobile Gaming Market Trends
2023 was a challenging year for the mobile
gaming market. A year-over-year
comparison shows a downturn in total
worldwide downloads across both major
stores. Specifically, the App Store saw a 6%
decrease, while Google Play experienced a
more pronounced 11% reduction.
Gaming revenue declined by 6% on Google
Play, while App Store revenue was flat.
These macro-level declines are
predominantly driven by the business
performance of games on Android. A deeper
exploration of micro-trends reveals a more
complex picture, with notable outliers and
winners in some genres, regions, publishers,
live ops and marketing practices.
6.2B
33.2B
App Store
2023 Downloads
Google Play
2023 Downloads
$33.8B
$19.2B
App Store
2023 Revenue
Google Play
2023 Revenue
App Store
Google Play
Uniﬁed
Total downloads growth/decline YoY
App Store
Google Play
Uniﬁed
Total revenue growth/decline YoY -10% -11% -6% -2% -6% 0%

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Arcade
Puzzle
Simulation
Lifestyle
Tabletop
Shooter
Sports
Action
Strategy
Racing
Downloads
0 3B 6B 9B 12B 15B
2022 2023
Downloads decline; evergreen games grow
Top 10 game genres by downloads – Worldwide, App Store and Google Play
-16%
-6%
-17%
-9%
-4%
-8%
-7%
-15%
-2%
+4%
The mobile gaming market in 2023 saw a 10% decline
in downloads year-over-year, largely due to rising user
acquisition costs, highlighting the challenge publishers
faced in connecting with target audiences.
The puzzle genre fell by only 6% YoY, thanks to new games
like Block Blast and Royal Match, and established hits such
as Candy Crush and Gardenscapes. Puzzle remained strong
by focusing on retaining its current user base through events
and live operations. This strategy proved to be one of the
most effective of the year, demonstrating the importance of
keeping existing players engaged.
Tabletop games also held up relatively well with just a
4% YoY decline, as popular titles like Ludo King and Uno!
continued to attract players. The success in these genres
emphasizes the effectiveness of brand recognition in
reducing user acquisition costs.
Genres such as Simulation (-17%), Action (-15%), and
Arcade (-16%), experienced significant drops. These genres,
traditionally fueled by Hypercasual downloads, are the most
affected in part because increased CPI (Cost Per Install)
affects smaller margin games the most.
-10%
Downloads
2023 over 2022 1.6B 1.6B 1.7B 1.7B 1.9B 2.1B 3.6B 6.0B 7.4B 9.8B 1.5B 1.7B 2.0B 1.9B 2.1B 2.1B 3.9B 7.2B 7.8B 11.8B

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The pandemic era triggered a sharp increase in downloads,
particularly within the Casual player base, coinciding with
the emergence of Hypercasual gaming as a global
phenomenon. This surge was driven by people worldwide
seeking entertainment during lockdowns. However, those
peak days have passed, and the industry is now
transitioning into an era characterized by rising costs per
install and market saturation in the mobile gaming space.
The Hypercasual segment, featuring games such as
“Snake.io,” has suffered a 14% YoY decrease, while the
Casual category has also seen a downturn, with a 10%
YoY decline.
Hybridcasual games—a blend of Hypercasual aesthetics,
simple gameplay, ad-based revenue, and in-app purchases
—represent a bright spot despite a slight 2% YoY dip in
downloads. Titles like “Magic Tiles 3” and “Survivor.io”
exemplify this model, resonating with users through their
accessible mechanics and dual monetization strategies.
Exclusive access games like those offered through Netflix’s
subscription are beginning to make an appearance, though
they currently hold a minor market share.
Downloads returning to pre-pandemic levels
Product model downloads – Worldwide, App Store and Google Play
Downloads
0
1.0B
2.0B
3.0B
4.0B
5.0B
6.0B
Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023
Casual
-10% YoY
Exclusive Access
+180% YoY
Hybridcasual
-2% YoY
Hypercasual
-14% YoY
Mid-core
-7% YoY

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In terms of revenue, we see a slight overall decline of -2%
YoY, yet the distribution within various gaming genres has
shifted significantly.
Casual games, tailored for a broad audience with
straightforward mechanics, usually aim to sustain player
engagement to boost revenue. The trend on this chart
highlights a growing success in monetizing casual players,
contrasting a revenue decline for genres targeting the Mid-
core audience.
Casino genre outperformed with an 18% YoY increase,
notably due to “Monopoly Go” by Scopely.
Puzzle category also saw a 10% YoY increase, with strong
contributions from “Candy Crush” and “Gardenscapes”.
These are evergreen casual games that successfully retained
and monetized their existing player base.
Action genre reported a 7% YoY rise, with Hybridcasual titles
like “Survivor.io” effectively retaining players and increasing
revenue.
Mid-core genres such as RPGs, Strategy, and Shooters
declined by 10% to 13% YoY.
Revenue declined 2%; casual genres buck trend
Top 10 game genres by revenue – Worldwide, App Store and Google Play
RPG
Strategy
Casino
Puzzle
Simulation
Shooter
Sports
Action
Arcade
Tabletop
Revenue
$3B $6B $9B $12B $15B
2022 2023
-10%
-10%
+18%
+10%
+2%
-13%
+7%
+7%
-3%
+7%
-2%
Revenue
2023 over 2022 $967M $2B $2B $2B $3B $3B $7B $7B $10B $14B $908M $2B $1B $2B $3B $3B $6B $6B $11B $15B

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In examining the product model landscape, the trend
toward “casualization” becomes increasingly evident.
Casual players typically seek out light-hearted,
straightforward games that provide a quick entertainment
fix and a sense of progression. This demographic don’t often
identify as “gamers” in the traditional sense.
In contrast, Mid-core players crave experiences with greater
depth, like “Diablo: Immortal” or “League of Legends: Wild
Rift”. These players expect an engaging experience with
significant character progression. Historically, Mid-core
players invest more time and money into games than
Casual players, but their preferences make them harder to
connect with as an audience.
In today’s market, where digital advertisers face many
challenges in effectively reaching their target audiences, the
trend is shifting towards catering to casual gamers. Mid-core
games are beginning to feel the impact of this shift as is
evidenced by the -9% decrease in worldwide revenue. This
is what we refer to as the “casualization trend.”
A notable consequence of this trend is the rise of the
Hybridcasual product model, which has seen an impressive
30% YoY increase in revenue. This success is because of the
model’s blend of Hypercasual visuals with engaging
gameplay, complemented by Mid-core elements like
extended progression systems and monetization strategies.
Casual revenue grows 8%
Product model revenue – Worldwide, App Store and Google Play
Revenue
$2B
$4B
$6B
$8B
$10B
Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023
Casual Hybridcasual Mid-core
Casual
+8% YoY
Hybridcasual
+30% YoY
Mid-core
-9% YoY

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Despite a global downturn of 10% YoY in downloads and 2%
YoY in revenue, regional distribution of these figures reveals
some intriguing trends.
The Middle East reports an 8% increase in revenue, primarily
driven by Mid-core strategy games such as “Whiteout
Survival” and “Rise of Kingdoms.”
Europe saw a 7% rise in revenue despite a -12% fall in
downloads, with casual puzzle games like “Candy Crush”
and “Gardenscapes” leading the charge.
Latin America experienced a 4% revenue boost from
Mid-core shooter titles such as “Call of Duty: Mobile” and
“Garena Free Fire”
Conversely, North America and Europe are grappling with
significant drops in downloads, attributed to escalating user
acquisition costs.
Asia is also experiencing a notable contraction, with a -10%
decrease in downloads and a -6% decrease in revenue.
Revenue up in most regions outside Asia,
despite downloads decline
Downloads and revenue growth by region 2023 – App Store and Google Play
Note Regarding Download Estimates
Our estimates include worldwide downloads for iPhone, iPad, and Google Play in 2023. Apple
apps and Google pre-installed apps are excluded. We report unique installs only. Android
estimates do not include third-party stores.
-14% Downloads
+1% Revenue
in North America
-8% Downloads
+4% Revenue
in Latin America
-12% Downloads
+7% Revenue
in Europe
-8% Downloads
+8% Revenue
in Middle East
-8% Downloads
-4% Revenue
in Africa
-10% Downloads
-6% Revenue
in Asia
-15% Downloads
-5% Revenue
in Oceana

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To conclude our examination of macro market trends,
we focus on the distribution of revenue market share by
product model, segmented by region.
Europe and North America exhibit a preference for casual
gaming, while in Asia, the Middle East, and Latin America
there is more overall spend on Mid-core titles. Mid-core
games like “Garena Free Fire” and “League of Legends: Wild
Rift” have found meaningful traction in these markets over
the past years, indicating that Latin America and the Middle
East present growth opportunities for Mid-core sub-genres.
Latin America has the biggest share of revenue of
Hybridcasual games, with Brazil contributing a substantial
portion. Overall, Hybridcasual games maintain a reasonably
consistent market share worldwide, ranging between 3%
and 5%.
Europe and North America lean casual;
Asia, Middle East, and Latin America lean Mid-core
Product model market share by revenue 2023 – App Store and Google Play
Asia
Europe
Latin America
North America
Middle East
0% 25% 50% 75% 100%
Casual Mid-core Hybridcasual 3% 4% 5% 4% 2% 53% 36% 54% 44% 79% 44% 60% 42% 52% 19%

© 2023 Sensor Tower Inc. – All Rights Reserved | 11
1 MONOPOLY GO!
Scopely
Candy Crush Saga
Activision Blizzard
Roblox
Roblox
Royal Match
Dream Games
Coin Master
Moon Active
Pokémon GO
Niantic
Gardenscapes
Playrix
Jackpot Party
Light and Wonder
Evony
TOP GAMES
2
3
4
5
6
7
8
9
10
North America
Township
Playrix
3
4
5
6
7
8
9
10
Latin America
1
2
Roblox
Roblox
Coin Master
Moon Active
Candy Crush Saga
Activision Blizzard
Royal Match
Dream Games
Gardenscapes
Playrix
Clash of Clans
Supercell
Call of Duty: Mobile
Activision Blizzard
Garena Free Fire
Garena Games Online
EA SPORTS FC
Electronic Arts
Stumble Guys
Scopely
1
2
3
4
5
6
7
8
9
10
Europe
Coin Master
Moon Active
Candy Crush Saga
Activision Blizzard
Gardenscapes
Playrix
Roblox
Roblox
Royal Match
Dream Games
Homescapes
Playrix
PUBG Mobile
Tencent
MONOPOLY GO!
Scopely
Clash of Clans
Supercell
Fishdom
Playrix
3
4
5
6
7
8
9
10
Middle East
1
2
PUBG Mobile
Tencent
Roblox
Roblox
Royal Match
Dream Games
Candy Crush Saga
Activision Blizzard
Coin Master
Moon Active
Yalla Ludo – Ludo&Domino
Yalla Technology FZ-LLC
Whiteout Survival
Century Games
Rise of Kingdoms
Lilith
Ludo STAR
Gameberry Labs
Texas Hold’em Poker: Pokerist
KamaGames
1 Honor of Kings
Tencent
Game for Peace
Tencent
Genshin Impact
Honkai: Star Rail
Monster Strike
mixi
Three Kingdoms Tactics
Justice Online Mobile
NetEase
Fate/Grand Order
Sony
Lineage M
NCSOFT
2
3
4
5
6
7
8
9
10
Asia
miHoYo
miHoYo
Alibaba
Uma Musume Pretty Derby
CyberAgent
Note: Game for Peace is the China only version of PUBG MOBILE.
Regional top 10 rankings vary widely.
Top mobile games by revenue – Worldwide, App Store and Google Play

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In 2023, there were significant shifts in top growing
publishers, with both new entrants and established names
achieving remarkable success.
Leading the charge in terms of growth was Scopely, which
after being acquired by Savvy Games earlier in the year
achieved global success with “MONOPOLY GO!”.
Dream Games executed a highly effective user acquisition
campaign to elevate “Royal Match” to great success. Their
ingenious puzzle design and outstanding retention of casual
players set “Royal Match” apart, far exceeding market
expectations.
Century Games showcased their ability to distill the essence
of 4X Strategy games for a casual audience with “Whiteout
Survival”. They also dramatically exceeded market
predictions.
Playrix continued to expand its beloved franchises, with
“Gardenscapes” gaining considerable momentum in 2023.
A noteworthy observation is that seven of the top ten
publishers by revenue growth in 2023 are based in Asia,
suggesting from where future market leaders could originate.
Furthermore, six out of ten top publishers by revenue growth
launched a new game this year. Despite the increased
challenges in introducing new games to the market, the
potential rewards remain substantial.
Six of top ten publishers by revenue growth
launched a new game in 2023
Product model market share by revenue 2023 – App Store and Google Play
Top publishers
by absolute revenue growth
1 Scopely
Dream Games, Ltd.
Century Games
Shiyue
2
3
4
5
6
7
8
9
10 Hortor
miHoYo
Playrix
TUYOO
Bytedance
WEMADEONLINE
Top revenue growth game
MONOPOLY GO!
Royal Match
Whiteout Survival
Chang’an Fantasy
Fish Kingdoms: Idle Games
Honkai: Star Rail
Gardenscapes
Fish Shooting Battle
Crystal of Atlan
Night Crows
Genre
Casino
Puzzle
Strategy
RPG
RPG
RPG
Puzzle
Casino
Action
RPG
Casual Mid-core
NEW
NEW
NEW
NEW
NEW
NEW

In 2023, mobile game downloads were led by Hypercasual games,
accounting for 37% of downloads. While Hypercasual games have been
dominating downloads for a number of years, 2023 may have been the final
one, declining by -14% YoY.
Casual games performed similarly, making up 36% of downloads, followed
by Hybridcasual games at 15%, and Mid-core games at 12%.
Mid-core games are the top revenue contributors at 59%, but their share is
decreasing. In contrast, Casual games are growing steadily, now accounting
for 38% of total revenue. Despite making up only 3% of the revenue,
Hybridcasual games are also seeing an increase year-over-year.
Downloads Revenue
40B $53B
2023 Mobile Gaming
-7%, YoY
-2%, YoY
-14%, YoY
-10%, YoY
-9%, YoY
+8%, YoY
+30%, YoY
© 2024 Sensor Tower Inc. – All Rights Reserved | 14
Product Model
Breakdown Hybridcasual 15% Hypercasual 37% Casual 36% Mid-core 12% Hybridcasual 3% Casual 38% Mid-core 59%

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MONOPOLY GO! and Royal Match break into top five Casual games in 2023
In a casual gaming market that has seen the same leaders dominate for four years, 2023 brought a wave of change with two new games introduced into the Top Grossing charts.
Top five casual games by revenue – Worldwide, App Store and Google Play
Note: Most casino genre games are classified as having a casual product model.
15
2019 2020 2021 2022 2023
Candy Crush Saga
Activision Blizzard
$700M
Pokémon GO
Niantic
$630M
Homescapes
Playrix
$380M
Coin Master
Moon Active
$380M
Gardenscapes
Playrix
$380M
Pokémon GO
Niantic
$840M
Coin Master
Moon Active
$770M
Gardenscapes
Playrix
$660M
Candy Crush Saga
Activision Blizzard
$660M
Homescapes
Playrix
$570M
Pokémon GO
Niantic
$820M
Candy Crush Saga
Activision Blizzard
$810M
Coin Master
Moon Active
$800M
Homescapes
Playrix
$610M
Gardenscapes
Playrix
$530M
Candy Crush Saga
Activision Blizzard
$930M
Coin Master
Moon Active
$720M
Pokémon GO
Niantic
$600M
Homescapes
Playrix
$480M
Gardenscapes
Playrix
$430M
Candy Crush Saga
Activision Blizzard
$960M
MONOPOLY GO!
Scopely
$830M
Royal Match
Dream Games
$790M
Coin Master
Moon Active
$730M
Gardenscapes
Playrix
$620M
1
2
3
4
5

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Chinese publishers dominate the top five Mid-core chart 2023
In the Mid-core market, where Gacha is the prevailing monetization mechanism, APAC spearheads revenue, with four out of the top five top games being oriented towards the East.
Top five Mid-core games by revenue – Worldwide, App Store and Google Play
16
2019 2020 2021 2022 2023
Honor of Kings
Tencent
$1.1B
Fate/Grand Order
Sony Corporation
$850M
Monster Strike
Mixi
$660M
Game for Peace
Tencent
$550M
Fantasy Westward Journey
NetEase $550M
Roblox
Roblox Corporation
$790M
PUBG MOBILE
Tencent
$740M
Genshin Impact
miHoYo
$1.2M
Free Fire
Garena
$720M
Three Kingdoms Tactics
Alibaba $600M
Honkai: Star Rail
miHoYo
$670M
1
2
3
4
5
Note: Most casino genre games are classified as having a casual product model.
Honor of Kings
Tencent
$1.7B
Game for Peace
Tencent
$1.1B
Monster Strike
Mixi
$680M
Honor of Kings
Tencent
$1.8B
Game for Peace
Tencent
$1.2B
Roblox
Roblox Corporation
$920M
Honor of Kings
Tencent
$1.9B
Genshin Impact
miHoYo
$1.3M
Game for Peace
Tencent
$960M
Roblox
Roblox Corporation
$830M
Honor of Kings
Tencent
$1.9B
Genshin Impact
miHoYo
$950M
Roblox
Roblox Corporation
$880M
Game for Peace
Tencent
$800M

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Hybridcasual top five remains highly dynamic
Despite the Hybridcasual term only being coined recently, games embodying its principles have long existed. The top charts for this model see frequent changes, highlighting the
competition and innovation within this category.
2019-2023, Annual Downloads – WW, App Store and Google Play
17
2019 2020 2021 2022 2023
aquapark.io
Voodoo
150M
Tiles Hop EDM Rush Music Ball
Amanotes 150M
Sniper 3D
Wildlife Studios
145M
Crowd City
voodoo
125M
Magic Tiles 3
Amanotes
125M
Join Clash
SUPERSONIC STUDIOS
160M
Brain Test: Tricky Puzzles
SUPERSONIC STUDIOS 150M
Hill Climb Racing
Fingerso!
95M
Stumble Guys
Scopely
180M
Race Master 3D
SayGames
130M
Piano Fire
Adaric Music
100M
Traﬀic Rider
skgames
100M
My Perfect Hotel
SayGames
90M
1
2
3
4
5
Tiles Hop EDM Rush Music Ball
Amanotes 170M
Magic Tiles 3
Amanotes
150M
Sniper 3D
Wildlife Studios
135M
Join Clash
SUPERSONIC STUDIOS
150M
Magic Tiles 3
Amanotes
130M
Tiles Hop EDM Rush Music Ball
Amanotes 120M
Sniper 3D
Wildlife Studios
100M
Magic Tiles 3
Amanotes
100M
Race Master 3D
SayGames
110M
Stumble Guys
Scopely
100M
Magic Tiles 3
Amanotes
95M
Hill Climb Racing
Fingerso!
90M

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Top Hypercasual game downloads are down 30% from 2019
Hypercasual developers are transitioning towards the Hybridcasual domain. Supersonic Studios successfully maintained two games at the top of the charts for two consecutive years.
2019-2023, Annual Downloads – WW, App Store and Google Play
18
2019 2020 2021 2022 2023
Fun Race 3D
Azur Interactive Games
220M
Color Bump 3D
Azur Interactive Games
200M
Run Race 3D
Azur Interactive Games
160M
Sand Balls – Digger Puzzle
SayGames 160M
Stack Ball 3D
Azur Interactive Games
155M
Brain Out
EYEWIND
180M
Save The Girl!
AppLovin Corp
155M
High Heels!
Take-Two Interactive
120M
Going Balls
SUPERSONIC STUDIOS
100M
Merge Master:
Dinosaur Monster
Homa Games
100M
DOP 4: Draw One Part
SayGames
90M
Attack Hole
– Black Hole Games
Homa Games
80M
1
2
3
4
5
Hunter Assassin
Ruby Games AS
205M
Worms Zone .io
Azur Interactive Games
130M
Bridge Race
SUPERSONIC STUDIOS
175M
Hair Challenge
Take-Two Interactive
150M
Count Masters: Crowd Runner 3D
Tap2Play 130M
Phone Case DIY
Embracer Group
120M
Tall Man Run
SUPERSONIC STUDIOS
90M
Block Blast!
Hungry Studio
140M
Indian Bikes Driving 3D
Rohit Gaming Studio
100M
Fun Race 3D
Azur Interactive Games
130M
Bridge Race
SUPERSONIC STUDIOS
130M
Bridge Race
SUPERSONIC STUDIOS
110M
Going Balls
SUPERSONIC STUDIOS
105M

Marketing
Trends
In mobile game publishing, the optimization of digital advertising strategies
is crucial for success. Mobile games command a dominant 67% share of
global gaming ad spend, with PC and console games trailing at 28%. Across
top social media platforms, YouTube leads in the US, earning 49% of total
gaming spend.
Let’s explore some of the most successful practices of 2023 and the
emerging trends for effective advertising in the coming years.
US digital ad spend breakdown 2023
© 2024 Sensor Tower Inc. – All Rights Reserved | 20
Top social ad networks by US gaming spend 2023 Other 1% Virtual Reality Games 4% PC & Console Games 28% Mobile Games 67% 4% 11 % 13% 14% 49%

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Brands and IPs offer a new frontier of opportunities for games
Roblox (#4 mobile game by 2023 worldwide revenue) partnered
with world renowned brands throughout 2023. MONOPOLY GO! has driven over 100 million downloads and less
than a year post launch leveraging its IP
Selected brands with Roblox
custom experiences in 2023 The top gaming creative on TikTok in January
2024 was this Lamborghini x Roblox ad. MONOPOLY GO!
cumulative downloads
All MONOPOLY GO! creative feature
recognizable IP elements.
Downloads
40M
80M
120M
2Q2023 3Q2023 4Q2023 1Q2024
#1 TikTok US gaming
video creative January
2024 Link
MONOPOLY GO! top
video creative 4Q2023

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Celebrities, influencers, and user generated content make waves in creative strategy
Games can leverage celebrity and influencer audiences.
User generated content (UGC) has low
production costs but organic feel
Candy Crush Saga (#1 game by 2023 US revenue) partnered with
the Jonas Brothers for an ad campaign and an in-app event. Stumble Guys (#1 Platformer Runner by 2023 US
revenue) partnered with Mr. Beast. Royal Match (#2 fasting growing game by downloads
2023) uses low production cost UGC ads frequently.
Link

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Reengagement campaigns saw success in 2023
Gardenscapes’ downloads reached
a three year high in April 2023. Gardenscapes utilized reengagement
campaigns heavily in this period.
World of Tanks Blitz’ downloads reached
a three year high in December 2023. World of Tanks Blitz’ top creative during
this time retargeted previous players.
+270%
Downloads
April 2023 over April 2022
+64%
Revenue
April 2023 over April 2022
Peak impression timeframe: April 2023 – June 2023
Peak impression timeframe: May 2023
+75%
Downloads
December 2023 over December 2022
+6%
Revenue
December 2023 over December 2022

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© 2024 Sensor Tower Inc. – All Rights Reserved | 24
With Sensor Tower’s new Audience Insights product, we’re
able to analyze the demographics of gaming audiences with
new more precision than ever before. Contrary to the
prevailing stereotype that gamers are predominantly
teenage boys, our data reveals a different story.
Over 60% of Hypercasual and Casual gamers in the US are
female, and the Mid-core gaming audience on mobile has
reached gender parity.
The dominant age group among players is 25-34 years old,
with Hypercasual and Mid-core gamers skewing younger,
and Casual gamers becoming older.
While some of this data reaffirms what mobile gaming
industry professionals already know, it sets the stage for an
intriguing look at how these demographics intersect with
advertising data…
US core gamers are evenly split between
women and men; casual gamers skew older
20%
40%
60%
80%
Hypercasual Gamers
Casual Gamers
Core Gamers
20%
40%
60%
80%
18-24 25-34 35-44 45-54 55+
Gaming personas by gender
US 4Q2023
Gaming personas age breakdown
US 4Q2023

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 25
By integrating Audience Insights with ad network metrics,
we can accurately gauge the marketing potential of each
channel. Comparing the percentage of impressions a
specific gaming persona receives versus the general
population reveals critical insights.
YouTube emerges as a key advertising channel for Mid-core
and Core games, though it falls short in reaching Casual
gamers. However, Hypercasual and Hybridcasual
developers have successfully utilized Google Ads on
YouTube to reach their target audience effectively.
TikTok’s short-form video format aligns well with Core
gamers. Despite the success of numerous Hypercasual and
Hybridcasual publishers with TikTok campaigns, they are
only reaching a fraction of their potential audience at the
moment.
Facebook and Pinterest, on the other hand, are preferred
platforms for reaching the predominantly female Casual
gamer demographic.
This overview offers a snapshot of the comprehensive
analysis possible through Audience Intelligence,
highlighting the strategic use of digital platforms to
connect with diverse gaming audiences.
Understanding the social ad channel
landscape is key to reaching specific audiences
% of impressions seen by persona on average vs general population – US 4Q2023
-25%
10%
45%
80%
Hypercasual Gamers
Casual Gamers
Core Gamers

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 27
MONOPOLY GO! dethrones Honor of Kings
Monthly revenue of top six games by revenue in December 2023 – Worldwide, App Store and Google Play
“Honor of Kings” has long dominated the charts as the
highest-grossing game globally. However, the exceptional
success of “Monopoly Go” in December 2023 disrupted this
trend.
“Monopoly Go” effectively leveraged its intellectual property,
merging it with the compelling core loop of the Coin Looter
sub-genre*. The game also capitalized a robust social
competitive challenge that aligns with the IP’s brand
characteristics. This strategic blend, coupled with a vigorous
marketing strategy and dynamic live operations, culminated
in one of the most significant mobile game releases the
industry has ever seen.
*Coin Looters are defined as games with a random-based
mechanic at the center of the game experience, that are
“casualized” with meta features such as base building and
decoration. These games usually have an art style that
appeals to casual audiences. Examples of the sub-genre
include “MONOPOLY GO!,” “Coin Master,” and “Dice Dreams™”
Note: Sensor Tower does not track 3rd party app stores in China.
MONOPOLY GO!
Honor of Kings
Roblox
Royal Match
Game for Peace
Candy Crush Saga
MONOPOLY GO!
Honor of Kings
Roblox
Royal Match
Game for Peace
Candy Crush Saga
$40M $70M $100M $130M $160M
December
2023
November
2022 $68.2M $72.1M $59.6M $76.6M $79.2M $86.8M $71.6M $91.5M $135.4M $142M $134.8M $153.6M

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 28
Coin Looters hit the jackpot
Coin Looter sub-genre saw phenomenal growth in both
downloads and revenue that was significantly propelled
by “MONOPOLY GO!”.
Real-Time Puzzle, led by PlayStudios’ “Tetris,” experienced
a notable surge, doubling its downloads in 2023.
Idle RPGs also witnessed a 60% growth in downloads YoY,
with games like “Hero Wars: Alliance” achieving this success
by cleverly marketing themselves as Hypercasual in their
advertising campaigns.
Realistic Racing, featuring titles such as “Racing Master,”
saw a dramatic fivefold YoY revenue growth.
Top 5 sub-genres by revenue % growth – Worldwide, App Store and Google Play
Coin Looters
Real-Time Puzzle
Idle RPG
Drag Racing
Other Casino
40% 80% 120% 160%
Top 5 sub-genres by revenue % growth – Worldwide, App Store and Google Play Top contributor
Realistic Racing
Real-Time Puzzle
Virtual Pet
Platformer / Runner
Coin Looters
110% 220% 330% 440% 550%
Racing Master
NetEase
MONOPOLY GO!
Scopely
Tetris
PlayStudios
Hero Wars: Alliance
NEXTERS
Drift 2 Drag
HyperMonk Games
Rush: Ludo,
Carrom Game Online
Hike Private
Triple Master 3D:
Goods Match
Starfun Studio
Pokémon Sleep
The Pokémon Company
Eggy Party
NetEase
MONOPOLY GO!
Scopely
Top contributor

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 29
Gaming IPs make the transmedia leap
Digital ad spend breakout, selected gaming transmedia movies/shows
US, 14 days before release + initial release day + 14 days post release
Throughout 2023, a key theme that emerged is transmedia.
Transitioning gaming IPs into film and television gives the
new content a head-start by tapping into an existing
audience. It also introduces these rich game worlds to new
audiences, potentially driving a new cohort back to the
original games.
This chart details the digital ad spend across various
channels for selected transmedia entertainment projects.
For instance, Netflix’s “The Witcher” focused its ad spend
predominantly on Instagram (49%), while HBO’s “The Last of
Us” split its budget between Instagram (32%) and TikTok
(25%). The “Super Mario Bros.” movie leaned heavily on OTT
(36%) and YouTube (24%).
Furthermore, cross-pollination of content across different
media offers another avenue to monetize, through licensing
deals, merchandise, and increased game sales driven by the
heightened visibility of the IP. This success is prompting
major entertainment companies to venture into the gaming
industry, with Netflix launching its own studios and
acquiring games for its subscription service, and Disney
announcing a partnership with Epic.
0% 25% 50% 75% 100%
Instagram OTT TikTok YouTube Facebook Desktop Video Desktop Display Mobile Display Other
Note: Time frames are based on The Witcher Season 3 and The Last of Us first episode release. 3% 4% 1% 6% 6% 5% 27% 14% 11% 14% 16% 24% 9% 25% 11% 4% 36% 32% 4% 49%

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 30
Stumble Guys take a page from the Fortnite playbook
A prominent trend in 2023 is the strategic collaboration
between gaming IPs and non-gaming entities for in-app
events.
“Stumble Guys” is an exemplary case: an original gaming IP
that has hosted numerous collaborations with brands from
outside the gaming world, including Hot Wheels, NERF,
Barbie, and Mr. Beast, through limited-time live operations
events. These events typically last a week, introducing new
themed content such as IP-specific cosmetic items (skins),
new maps, and gameplay modifications.
For example, the NERF collaboration introduced a first-
person shooter mode and a NERF-themed map to the game.
These partnerships have markedly succeeded, excluding the
Barbie collaboration, which saw minimal impact on new
downloads possibly due to audience misalignment. There
was a 120% surge in downloads during the first week of the
NERF event and a 20% rise for the Rabbids collaboration’s
first week.
However, the Mr. Beast collaboration outshone these,
boasting a 600% increase in downloads. Launched on July
17, 2023, this event introduced Mr. Beast game modes, a
special map, and ‘Beast Bucks’—a limited-time currency for
purchasing Mr. Beast themed in-game items. Accompanying
special event missions and leveraging Mr. Beast’s vast
influence resulted in significant PR and marketing exposure,
substantially boosting the game’s visibility.
Daily Stumble Guys downloads with event collaborations
2023 Worldwide, App Store Only
40K
80K
120K
160K
January February March April May June July August September October November December

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 31
Live Ops events are more vital than ever
In today’s competitive gaming environment, with user
acquisition costs on the rise, leveraging Live Ops and events
has become essential for retaining and monetizing existing
user bases.
Developers and publishers are increasingly focusing their
budgets on risk-averse strategies, reverting to proven
methods such as in-app events, which have shown
significant effectiveness.
Keeping players engaged demands the introduction of new
elements on a weekly basis, a requirement that has deeply
influenced the game production process. As a result,
development teams are now often split between focusing
on live operations and traditional development tasks.
Our analysis of the top 10 games by gross revenue in 2023
revealed the high-impact role of in-app events in revenue
generation. For instance, the “Timeless Travels!” event in
Pokémon Go resulted in a 250% lift in revenue within the
first three days, amassing over $1.5 million.
Similarly, titles like “Gardenscapes” have effectively
leveraged weekly events throughout the year, consistently
securing their place among the top-grossing charts.
Note:
Revenue figures are gross revenue (including the cut taken by Apple or Google).
“Revenue Lift” looks at the growth in revenue on the App Store within a three-day
window around the event’s start.
“Revenue Generated” is the total revenue generated within the first three days on
the App Store in the US.
$350M $700M
Casual Mid-core Promotional Image Event Name Revenue Lift Revenue Generated
Baking Partners! +250% $2.3M
Don’t miss the festive finale!
+70% $2M
Cinnamon Star Cookie
+80% $4M
Dragon Nest +100% $3M
Halloween with Coin Master
+70% $800K
Timeless Travels!
+250% $1.5M
Egyptian
expedition!
+95% $1M
New Casino Slot Available Now!
+140% $1M
Christmas Miracles
+150% $1.3M
Napoleon
Collaboration Begins
+310% $1.5M
Top 2023 in-app event Top 10 Games by US revenue in 2023,
App Store and Google Play $199M $438M $205M $210M $216M $232M $264M $408M $511M $643M

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 32
2023 Asian
market snapshot
The Asian market experienced a -10% YoY decline in
downloads and a -6% YoY decline in revenue. With internal
competition escalating, an increasing number of Asian
developers and publishers are shifting their focus toward
Western audiences. This marks a strategic pivot in their
approach to global expansion.
The Gacha-based monetization model remains dominant,
widely accepted culturally and driving the success of Mid-
core titles, which generate 79% of gaming revenue in the
region. Casual games account for 19%, while Hybridcasual
games make up just 2%. Local industry leaders Tencent,
NetEase, and miHoYo continue to top the publisher
rankings.
Broken down by country, China contributes 39% of Asia’s
revenue, with Japan accounting for 33%, and South Korea
representing 12%.
Note: Game for Peace is the China only version of PUBG MOBILE.
Strategy
RPG
Casino
1
2
3
4
5
Top Genres
Shooter
Puzzle
1
2
3
4
5
Top Publishers
1
2
3
4
5
Top Games
Honor of Kings
Tencent
Game for Peace
Tencent
Genshin Impact
Honkai: Star Rail
Monster Strike
mixi
miHoYo
miHoYo
–
+1
-1
NEW
–
–
–
–
–
Tencent
NetEase
miHoYo
NCSOFT
Konami
–
–
–
–
NEW NEW
16.4 Billion
Downloads
$26.5
Billion
Revenue
-5%, YoY
+12%, YoY
+20%, YoY -3%, YoY
-14%, YoY
-10%, YoY
-10%, YoY
$26.5 Billion
Revenue
!
”
#
+1%, YoY
-14%, YoY
-8%, YoY
-2%, YoY
-10% Downloads 2023 over 2022 -6% Revenue 2023 over 2022 Hybridcasual 15% Hypercasual 36% Casual 35% Mid-core 14% Hybridcasual 2% Casual 19% Mid-core 79% Other 15% 12% 33% 39%

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 33
Eggy Party reshaped the platformer/runner landscape
Top five sub-genres by downloads – China, App Store only
One game that achieved remarkable success in China is
“Eggy Party,” NetEase’s response to the Western hit
“Stumble Guys.”
“Eggy Party” is a Platformer/Runner game enriched with a
vibrant social party component, where players navigate 3D
cartoon characters through a series of entertaining mini-
games alongside friends. Adding a unique twist, “Eggy
Party” incorporates a user-generated content feature,
blending elements of “Stumble Guys” with “Roblox.”
This innovative combination sparked a social media frenzy,
positioning “Eggy Party” as a dominant force in China’s
casual gaming landscape throughout most of 2023 and
inspiring a wave of competitors throughout the year.
Downloads
0K
10M
20M
30M
40M
2019 2020 2021 2022 2023
Platformer / Runner Swap Tycoon / Crafting Virtual Pet Time Management
Eggy Party
China Release Date:
May 25, 2022
20M
40M
60M
80M
2021 2022 2023
Other Platformer / Runner Eggy Party
Eggy Party share of Other Platformer/Runner sub-genre
downloads
China, App Store only

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 34
2023 Europe market snapshot
The European market shows -12% year-over-year decrease
in downloads, yet a 7% increase in revenue driven by Casual
games such as “Coin Master,” “Candy Crush,”
“Gardenscapes,” and “Royal Match.”
This result can be attributed to “casualization” and effective
seasonal events strategies. Rising CPI in Tier 1 countries
leads to fewer installs, but publishers are countering this by
enhancing existing games’ value through Live Ops, boosting
revenue.
Casual games are the dominant force in Europe, making up
over 52% of gaming revenue, with Mid-core games at 44%,
and Hybridcasual games at 4%.
Interestingly, “Monopoly Go” strategically avoided focusing
on Europe, opting instead to target regions with more
favorable CPI and concentration environments.
Strategy
Puzzle
RPG
1
2
3
4
5
Top Genres
Casino
Simulation
1
2
3
4
5
Top Publishers
1
2
3
4
5
Top Games
Coin Master
Moon Active
Candy Crush Saga
Activision Blizzard
Gardenscapes
Roblox
Royal Match
Dream Games
Playrix
Roblox
–
Playrix
Activision Blizzard
Moon Active
Take-Two Interactive
Supercell
–
–
–
NEW
-12% Downloads YoY +7% Revenue YoY
-1
+1
-1
+1
-1
+1
–
–
+2
-1
10%
20%
30%
Lithuania Ukraine Turkey Poland Romania
Top 5 European countries by YoY revenue growth
8 Billion
Downloads
-12%, YoY
-2%, YoY
-13%, YoY
-14%, YoY
$7 Billion
Revenue
+34%, YoY -3%, YoY
+15%, YoY
Total revenue in Europe in 2023 – App Store and Google Play Hybridcasual 14% Hypercasual 37% Casual 38% Mid-core 11 % Hybridcasual 4% Casual 52% Mid-core 44%

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 35
Genshin Impact is the most dominant
game by sub-genre revenue concentration
One common inquiry we receive is, “Which sub-genres are
most concentrated?” Meaning, which sub-genres are
dominated by a single game that captures most of the
revenue? Our comprehensive data, alongside our Game
Intelligence and Game Taxonomy tools, can answer this
question.
Here’s a brief overview of some notable examples, listing
sub-genres alongside their top game and the revenue
market share of that game within the sub-genre.
Mid-core games such as Open World Adventure, Sandbox,
and Build & Battle are among the most concentrated, where
a single game often accounts for 80% of market share.
Conversely, there are sub-genres with intense competition
where no single game holds more than 10% of the market
share, such as Slots, 4X Strategy, or MMORPGs.
Additionally, we present a case study on Coin Looters,
highlighting the sub-genre’s shift in dynamics. “Coin Master”
previously dominated this niche with 82% of the sub-genre’s
revenue in 2022. However, “Monopoly Go!” emerged as a
formidable contender, capturing 47% of the revenue in
2023, thereby reshaping the competitive landscape of the
sub-genre.
Sub-genre To p G a m e
Revenue Market Share
Open World Adventure
Genshin Impact
miHoYo
86%
Sandbox
Roblox
Roblox
82%
Build & Battle
Clash of Clans
Supercell
81%
Most
concentrated
sub-genres
Least
concentrated
sub-genres
Slots
Jackpot Party
Light and Wonder
7%
4X Strategy
Three Kingdom Tactics
Alibaba
8%
MMORPG
Justice Online Mobile
NetEase
9%
Coin looter case
study
Ye a r To p G a m e
Revenue Market Share
2023
MONOPOLY GO!
Scopely
47%
2022
Coin Master
Moon Active
82%

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 36
Middle East, Europe, Latin America revenue grows in 2023
Revenue growth is evident in emerging markets like the
Middle East and Latin America.
Brazil has risen to become the third-largest country by
downloads in 2023, trailing only the US and India, and it
ranks 13th in revenue. This is part of the growing importance
of the LATAM gaming market.
Interestingly, LATAM has even outpaced Europe in
downloads, as user acquisition strategies pivot towards
regions with lower costs per install (CPI).
The Middle East, particularly Saudi Arabia, has seen
increases in both downloads and revenue, in part aligned
with the country’s expanding role and interest in the mobile
gaming landscape.
Revenue growth/decline YoY 2022-2023
App Store and Google Play
-7%
-3.6%
-0.2%
3.2%
6.6%
10%
Middle East Latin
America Europe North
America
Africa Asia
$890 million
Latin America revenue 2023
$700 million
Revenue
Middle East revenue 2023
-4%, YoY
-0.4%, YoY
+4%, YoY
+5%, YoY
+5%, YoY
+20%, YoY
+13%, YoY
+2%, YoY Other 21% Chile 10% Mexico 28% Brazil 40% Other 9% Kuwait 10% Israel 17% United Arab Emirates 24% Saudia Arabia 39%

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2024 Sensor Tower Inc. – All Rights Reserved | 37
External game subscriptions see positive momentum
External game subscriptions significantly grew in 2023.
Major players such as Apple with Apple Arcade, Google with
Play Pass, and Netflix with its gaming subscription have all
pursued a similar concept—a subscription service that offers
a unique selling point and access to a curated library of
games.
Netflix has achieved some initial success in 2023. By
incorporating popular games like “GTA: San Andreas,”
“Storyteller,” and “Bloons TD 6” into their service,
Netflix managed to boost its gaming downloads by 194%.
However, there’s still a significant journey ahead if they aim
to compete with more established publishers, as these
downloads currently account for only a small fraction of
total game downloads.
The future of these subscription models remains uncertain;
while they are experiencing growth, it is slow and often
unprofitable. This emerging landscape presents a
challenging yet potentially rewarding avenue for the gaming
industry to explore further.
Action
Lifestyle
Puzzle
Simulation
Strategy
Arcade
Other
2023
2022
2023
2022
2023
2022
2023
2022
2023
2022
2023
2022
2023
2022
Downloads
Netflix Games downloads by genre – 2023, Worldwide, App Store and Downloads
Top
contributor
GTA: San Andreas
Storyteller
THTH:
Love is a Game
SpongeBob: Get
Cooking
Bloons TD 6
Sonic Prime Dash
Asphalt Xtreme
+194%
Netflix Games downloads YoY 14M 4M 1M 2M 2M 4M 0M 11 M 5M 8M 11 M 11 M 14M 18M

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2022 Sensor Tower Inc. – All Rights Reserved |
Key Takeaways: Overall
© 2023 Sensor Tower Inc. – All Rights Reserved | 39
In 2023, the mobile gaming industry saw declines in downloads and
revenue, particularly on Google Play. Despite this, some market
segments managed to grow.
Live Operations and focusing on existing users proved effective for
casual genres, showing the value of engaging existing players to avoid
paying rising user acquisition costs.
Hypercasual games faced significant drops, while Hybridcasual games
showed resilience, benefiting from hybrid monetization strategies.
The industry is moving towards casualization, with Mid-core games
struggling to connect with their audience due to advertising challenges.
Casual games are dominating in Europe and North America, while Mid-
core titles are preferred in Asia, the Middle East, and Latin America.

© 2022 Sensor Tower Inc. – All Rights Reserved
© 2022 Sensor Tower Inc. – All Rights Reserved |© 2023 Sensor Tower Inc. – All Rights Reserved | 40
Key Takeaways: Marketing
Brands and IPs collaborations work.
A strategy initiated by Epic with Fortnite a few years ago,
has become more crucial than ever. This approach not
only mitigates rising user acquisition costs but also
resonates with user habits shaped by social media
consumption, creating a mutually beneficial relationship
between game publishers and brands/IPs.
Celebrities, influencers, and user generated
content are key new creative strategies.
In a similar vein, the rise in social media consumption is
reshaping how we interact with all forms of entertainment,
which has affected game marketing. These marketing
practices must evolve to focus more on content creation
methods to effectively reach their target audience.

© 2023 Sensor Tower Inc. – All Rights Reserved 41
Monopoly GO!AT of 2023
Scopelys strategic use of IP and innovative
gameplay mechanics propelled it to
unprecedented success, overcoming global
trends
Sub-genre Winners
Coin Looters, Real-Time Puzzle, Realistic
Racing, and Idle RPGs sub genres found
growth in 2023, driven by innovative
marketing strategies
The Rise of Transmedia
Game IPs transition to movies/series to
engage and expand audiences, driving
cross-media monetization and prompting
giants like Netflix and Disney to invest in
gaming
Brand/IP Collaborations Work
Games collaborating with non-gaming
brands and IPs achieve significant success,
boosting downloads and revenue for both
parties.
Live Ops: A Proven Strategy
Amid rising acquisition costs, the gaming
industry pivots to Live Ops and in-app
events to retain and monetize existing
player bases
Asian Market Declines
Asia’s gaming market faced a -6% revenue
drop and a -10% download decrease, and
Asian developers shift their focus towards
Western markets
Europe Faces Concentration
Europe’s market sees -12% downloads
decline but 7% revenue increase, driven by
casual games and Live Ops strategies amid
rising CPI challenges
Emerging New Markets
Middle East and Latin America revenue
rises partly because of lower CPIs. Brazil
and Saudi Arabia are key countries
EGS Still Small
External Game subscriptions like Netflix or
Apple Arcade are on the rise in popularity
but still too small to matter
Key Gaming Insights

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