The State of Mobile Gaming 2021

Dec, 2021 The State of
Mobile Gaming
2021
—
An Analysis of Mobile Gaming Market Trends
and Top Titles in the U.S., Europe, and Asia

© 2021 Sensor Tower Inc. – All Rights Reserved
Table of Contents
03 – Market Overview: Worldwide
15 – Market Overview: United States
21 – Market Overview: Europe
32 – Market Overview: Asia
43 – Market Forecast
49 – Game Genre Trends
57 – Monetization Trends
64 – Advertising Trends
73 – Conclusion

—
An Overview of Mobile Gaming Worldwide
Market Overview:
Worldwide

$0
$5B
$10B
$15B
$20B
$25B
Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
App Store Google Play
Global Game Revenue Surged During the Pandemic
Mobile game revenue spiked during the start of
the COVID-19 pandemic, seeing its largest year-
over-year growth in Q2 2020 at 33 percent.
Games earned more than $20 billion globally for
the first time that quarter.
Strong revenue growth continued in the
following quarters. The 25 percent Y/Y growth in
Q1 2021 easily outpaced the growth during the
prior two years.
Market Overview: Worldwide
Worldwide quarterly consumer spending in mobile games on the App Store and Google Play
+16%
+25%
4
© 2021 Sensor Tower Inc. – All Rights Reserved
+18%
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google). $9.2B $8.6B $8.4B $8.1B $7.0B $6.5B $6.5B $6.1B $6.0B $5.7B $5.4B $5.3B $5.2B $13.0B $12.4B $12.4B $12.1B $10.8B $9.9B $10.0B $9.1B $9.0B $8.4B $8.2B $7.8B $7.9B

Genshin Impact Shakes Up the Global Revenue Ranking and Eyes Tencent’s Top Titles
Top mobile games by worldwide revenue on the App Store and Google Play
5
© 2021 Sensor Tower Inc. – All Rights Reserved
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Honor of Kings
Tencent
Monster Strike
Mixi
Fate/Grand Order
Sony
Candy Crush Saga
King
LineageM
NCSOFT
Pokémon GO
Niantic
Fantasy WW Journey
NetEase
DBZ Dokkan Battle
BANDAI NAMCO
Clash of Clans
Supercell
Clash Royale
Supercell
PUBG Mobile
Tencent
Honor of Kings
Tencent
Pokémon GO
Niantic
Coin Master
Moon Active
Roblox
Roblox
Candy Crush Saga
King
Monster Strike
Mixi
Rise of Kingdoms
Lilith Games
Gardenscapes
Playrix
Fate/Grand Order
Sony
PUBG Mobile
Tencent
Honor of Kings
Tencent
Genshin Impact
miHoYo
Pokémon GO
Niantic
Roblox
Roblox
Coin Master
Moon Active
Candy Crush Saga
King
Garena Free Fire
Garena
Fate/Grand Order
Sony
Rise of Kingdoms
Lilith Games
Honor of Kings
Tencent
PUBG Mobile
Tencent
Fate/Grand Order
Sony
Candy Crush Saga
King
Monster Strike
Mixi
Pokémon GO
Niantic
Fantasy WW Journey
NetEase
LineageM
NCSOFT
Clash of Clans
Supercell
Homescapes
Playrix
2018 2019 2020 1Q21
Market Overview: Worldwide

$0
$1B
$2B
$3B
$4B
$5B
$6B
$7B
Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
Top countries by mobile game spending, App Store and Google Play
The U.S. Remains the Top Market for Mobile Game Spending
The U.S. remains the top market for mobile
games having outpaced Japan in Q2 2019, and
surpassed $6 billion in revenue during Q1 2021.
COVID-19 boosted player spending 35 percent Q/Q
in Q2 2020. Although revenue fell slightly over the
next two quarters, growth picked back up again in
Q1 2021.
Japan and China were the next largest markets,
well ahead of any other countries. Japan’s
revenue climbed 35 percent Y/Y in Q1 2021, while
China’s total in particularly impressive considering
Google Play is not available in the country.
6
© 2021 Sensor Tower Inc. – All Rights Reserved
U.S. Japan China South Korea Taiwan
U.S.
+34% Y/Y
China
+6% Y/Y
Japan
+35% Y/Y
South Korea
+16% Y/Y
Taiwan
+23% Y/Y
Market Overview: Worldwide
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google). China numbers only include the App Store as
Google Play is not available there.

Market share for top countries by mobile game spending, App Store and Google Play
The U.S. is Also Gaining Market Share for Revenue
The U.S. passed Japan to become the largest
mobile games market in 2019. Its market share
has continued to grow since, reaching 28 percent
in 2020.
Countries outside of the top five have also slowly
gained market share, suggesting that mobile
game publishers have turned to less-tapped
markets with higher growth potential.
7
© 2021 Sensor Tower Inc. – All Rights Reserved
Market Overview: Worldwide
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google). China numbers only include the App Store as
Google Play is not available there.
2017
2018
2019
2020
0% 25% 50% 75% 100%
U.S. Japan China South Korea Taiwan Other 23% 22% 22% 21% 3% 3% 3% 2% 7% 6% 6% 7% 18% 20% 19% 21% 22% 23% 26% 26% 28% 26% 24% 23%

Top countries by Y/Y mobile game spending growth in Q1 2021, App Store and Google Play
Spending Grew by More than $1 Billion in the U.S. and Japan
Consumer spending in mobile games in the U.S.
grew by more than $1.5 billion Y/Y in Q1 2021.
This growth was more than all but Japan and
China earned in total during the quarter.
The top countries by growth included four of the
top five countries by overall revenue. The one
exception was Germany, the top country in
Europe, with 33 percent Y/Y growth to nearly
$600 million.
8
© 2021 Sensor Tower Inc. – All Rights Reserved
Market Overview: Worldwide
$0
$1B
$2B
$3B
$4B
$5B
$6B
$7B

U.S.

Japan

China

South Korea

Germany
Q1 2020 Q1 2021
+34%
+35%
+6%
+16%
+33%
Note:
Top growing countries are determined
and sorted by the difference in gross
revenue in Q1 2021 vs. Q1 2020, not
percentage growth.
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google). China numbers only include the App Store as
Google Play is not available there. $593M $1.5B $3.9B $5.2B $6.1B $445M $1.3B $3.6B $3.8B $4.6B

0
2B
4B
6B
8B
10B
12B
14B
16B
Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
App Store Google Play
Mobile Game Adoption Soared 39% Amid the Pandemic
The surge in mobile game downloads preceded
that for revenue, with big gains starting in Q1
2020 right at the beginning of the pandemic.
Consumers turned to mobile games for
entertainment during office and school closures.
Although mobile game adoption has slowed
since the peak in Q2 2020, it remained well
above pre-pandemic levels. This suggests that
some of the gains may persist even as countries
begin to re-open in 2021.
Market Overview: Worldwide
Worldwide quarterly downloads of mobile games on the App Store and Google Play
+1%
+5%
9
© 2021 Sensor Tower Inc. – All Rights Reserved
+39% 11.8B 11.5B 11.8B 12.4B 10.4B 8.8B 8.7B 8.2B 7.5B 7.2B 7.2B 7.8B 7.1B 2.3B 2.1B 2.3B 2.7B 3.0B 2.3B 2.4B 2.2B 2.2B 2.1B 2.3B 2.1B 2.4B

Hypercasual and Shooter Titles Frequent the Top 10 for Downloads
Top mobile games by worldwide downloads on the App Store and Google Play
10
© 2021 Sensor Tower Inc. – All Rights Reserved
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Helix Jump
Voodoo
PUBG Mobile
Tencent
Subway Surfers
Sybo Games
Garena Free Fire
Garena
Rise Up
Serkan Ozyilmaz
Love Balls
Lion Studios
Candy Crush Saga
King
Sniper 3D
Wildlife Studios
Kick the Buddy
Playgendary
My Talking Tom
Outfit7
Among Us
InnerSloth
Garena Free Fire
Garena
Subway Surfers
Sybo Games
PUBG Mobile
Tencent
Hunter Assassin
Ruby Game Studio
Gardenscapes
Playrix
Brain Out
Focus Apps
Ludo King
Gametion
Tiles Hop
Amanotes
Homescapes
Playrix
Join Clash 3D
Supersonic Studios
Among Us
InnerSloth
DOP 2
SayGames
Phone Case DIY
Crazy Labs
Garena Free Fire
Garena
High Heels
Zynga
Subway Surfers
Sybo Games
Water Sort Puzzle
Ice Global
Project Makeover
Magic Tavern
Giant Rush
Tapnation
PUBG Mobile
Tencent
Garena Free Fire
Garena
Subway Surfers
Sybo Games
Fun Race 3D
Good Job Games
Color Bump 3D
Good Job Games
Call of Duty: Mobile
Activision Blizzard
My Talking Tom 2
Outfit7
Run Race 3D
Good Job Games
Sand Balls
SayGames
Homescapes
Playrix
2018 2019 2020 1Q21
Market Overview: Worldwide
Shooter Hypercasual

0
1B
2B
3B
Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
Top countries by mobile game downloads, App Store and Google Play
India’s Mobile Games Market Pulled Away from the Pack
As smartphone penetration in India increased in
recent years, it has become the largest market
for mobile game downloads. COVID-19 boosted
game adoption in the market by 64 percent from
1.7 billion in Q1 2020 to 2.9 billion in Q3 2020.
Emerging markets such as India, Brazil, and
Russia achieved double-digit year-over-year
download growth in Q1 2021. Meanwhile,
relatively mature mobile markets like the U.S. had
lower growth.
11
© 2021 Sensor Tower Inc. – All Rights Reserved
India U.S. Brazil Indonesia Russia
India
+28% Y/Y
Brazil
+10% Y/Y
U.S.
-7% Y/Y
Indonesia
+6% Y/Y
Russia
+16% Y/Y
Market Overview: Worldwide

Market share for top countries by mobile game downloads, App Store and Google Play
India Accounted for 12 Percent of Game Downloads in 2020
India became the only country to gain more than
10 percent of the global game install market
since 2017 in 2020, reaching 12 percent of
downloads. The U.S. was next with 7 percent,
followed by Brazil at 6 percent.
While 77 percent of mobile game revenue in 2020
was concentrated among the five largest
markets, the top five countries by downloads
combined for only 32 percent of the installs. This
demonstrates how getting users to spend in
mobile games remains more challenging than
new user adoption in most markets.
12
© 2021 Sensor Tower Inc. – All Rights Reserved
Market Overview: Worldwide
2017
2018
2019
2020
0% 25% 50% 75% 100%
India U.S. Brazil Indonesia Russia Other 68% 71% 70% 70% 4% 4% 4% 4% 4% 3% 3% 3% 6% 5% 5% 6% 7% 8% 8% 9% 12% 9% 9% 8%

Top countries by Y/Y mobile game download growth in Q1 2021, App Store and Google Play
Google Play Drove Download Growth in Top Markets
Game downloads in India climbed by nearly half
a billion year-over-year in Q1 2021. Indonesia,
Mexico, and Brazil also saw downloads grow by
more than 100 million.
Each of the top five countries by download
growth had at least 90 percent of their installs
from Google Play, with less than 10 percent from
the App Store. This reflected the trends on each
platform, as Google Play installs climbed 66
percent between Q1 2018 and Q1 2021, while App
Store download growth was flat over this period.
13
© 2021 Sensor Tower Inc. – All Rights Reserved
Market Overview: Worldwide
0
500M
1.0B
1.5B
2.0B
2.5B

India

Indonesia

Mexico

Brazil

Philippines
Q1 2020 Q1 2021
+28%
+26%
+23%
+10%
+31%
Note:
Top growing countries are determined
and sorted by the difference in
downloads in Q1 2021 vs. Q1 2020, not
percentage growth. 351M 1.2B 604M 790M 2.2B 269M 1.1B 493M 628M 1.7B

© 2021 Sensor Tower Inc. – All Rights Reserved
Key Takeaways:
Worldwide
1. The mobile games market is booming, as game revenue growth accelerated during the pandemic. Consumer spending surpassed $22 billion in Q1 2021,
representing an all-time high and 25 percent year-over-year growth.
2. Mobile game downloads also surged during the pandemic. This was primarily led by developing markets like India and Brazil.
3. While more than two-thirds of mobile game revenue comes from just three countries (the U.S., Japan, and China), growth in some smaller markets in
Europe and Southeast Asia have exceeded that in these largest markets. It is
unlikely that any other country will compete with the top three anytime soon.
However, these fast-growing alternatives will provide opportunities for game
developers looking to expand to new regions.
14

Market Overview:
United States
—
An Overview of Mobile Gaming in the U.S.

$0
$1B
$2B
$3B
$4B
$5B
$6B
$7B
Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
App Store Google Play
U.S. Game Revenue Growth Outpaced the Global Rate
U.S. mobile game consumer spending
surpassed $6 billion for only the second time in
Q1 2021, just below the $6.1 billion spent in Q2
2020. There was a notable increase at the start
of the pandemic that persisted into 2021.
The U.S. is still the top market for mobile
gaming. Its revenue has more than doubled
since the start of 2018, higher growth than the
worldwide rate.
Market Overview: U.S.
U.S. quarterly gross revenue from mobile games on the App Store and Google Play
+28%
+34%
16
© 2021 Sensor Tower Inc. – All Rights Reserved
+22%
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google). $2.8B $2.6B $2.6B $2.6B $1.9B $1.9B $1.8B $1.8B $1.7B $1.6B $1.4B $1.3B $1.2B $3.3B $3.2B $3.3B $3.5B $2.6B $2.4B $2.3B $2.2B $2.1B $2.0B $1.9B $1.8B $1.7B

Roblox Became the Top Grossing Mobile Game in the U.S. in 2020
Top mobile games by U.S. revenue on the App Store and Google Play
17
© 2021 Sensor Tower Inc. – All Rights Reserved
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Candy Crush Saga
King
Fortnite
Epic Games
Pokémon GO
Niantic
Clash of Clans
Supercell
Slotomania
Playtika
Candy Crush Soda Saga
King
Roblox
Roblox
Toon Blast
Peak Games
Final Fantasy XV
Epic Action
Homescapes
Playrix
Roblox
Roblox
Candy Crush Saga
King
Coin Master
Moon Active
Pokémon GO
Niantic
Gardenscapes
Playrix
Homescapes
Playrix
Clash of Clans
Supercell
Slotomania
Playtika
PUBG Mobile
Tencent
Call of Duty: Mobile
Activision Blizzard
Roblox
Roblox
Candy Crush Saga
King
Coin Master
Moon Active
Lords Mobile
IGG
Pokémon GO
Niantic
Homescapes
Playrix
Garena Free Fire
Garena
Genshin Impact
miHoYo
Gardenscapes
Playrix
State of Survival
FunPlus
Candy Crush Saga
King
Roblox
Roblox
Clash of Clans
Supercell
Pokémon GO
Niantic
Coin Master
Moon Active
Homescapes
Playrix
Slotomania
Playtika
PUBG Mobile
Tencent
Fortnite
Epic Games
Toon Blast
Peak Games
2018 2019 2020
Market Overview: U.S.
1Q21

0
500M
1.0B
1.5B
Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
App Store Google Play
U.S. Game Installs Fell Slightly From a Mid-Pandemic Peak
While U.S. mobile game revenue remained high
each quarter during the pandemic, downloads
fell off from their peak in the first few quarters
of the pandemic. Q1 2021 downloads were still
slightly higher than the pre-pandemic quarters.
Download growth had started to pick up in
2019 even before the spread of COVID-19.
Quarter-over-quarter growth in Q1 2021 also
shows promise for the upcoming quarters.
U.S. quarterly downloads from mobile games on the App Store and Google Play
-2%
-7%
18
© 2021 Sensor Tower Inc. – All Rights Reserved
+25%
Market Overview: U.S. 640M 623M 628M 682M 645M 596M 601M 560M 544M 560M 546M 588M 606M 665M 647M 698M 761M 756M 674M 650M 629M 576M 548M 522M 510M 535M

Top Apps by U.S. Downloads Included Many New Launches
Top mobile games by U.S. downloads on the App Store and Google Play
19
© 2021 Sensor Tower Inc. – All Rights Reserved
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Helix Jump
Voodoo
Fortnite
Epic Games
PUBG Mobile
Tencent
Rise Up
Serkan Ozyilmaz
Hole.io
Voodoo
Roblox
Roblox
Love Balls
Lion Studios
Happy Glass
Lion Studios
Granny
DVloper
Hello Stars
Fastone Games
Among Us
InnerSloth
Roblox
Roblox
Call of Duty: Mobile
Activision Blizzard
Subway Surfers
Sybo Games
Brain Test
Unico Studios
Coin Master
Moon Active
Magic Tiles 3
Amanotes
Fishdom
Playrix
Woodturning
Voodoo
Tangle Master 3D
Zynga
Project Makeover
Magic Tavern
High Heels
Zynga
Among Us
InnerSloth
Roblox
Roblox
Crash Bandicoot: OTR
King
Blob Runner 3D
Zynga
Giant Rush
Tapnation
Sushi Roll 3D
SayGames
Oh God
Alictus
Call of Duty: Mobile
Activision Blizzard
Call of Duty: Mobile
Activision Blizzard
Color Bump 3D
Good Job Games
Aquapark.io
Voodoo
Mario Kart Tour
Nintendo
Roblox
Roblox
Wordscapes
PeopleFun
Fun Race 3D
Good Job Games
Run Race 3D
Good Job Games
Mr Bullet
Lion Studios
Polysphere
Playgendary
2018 2019 2020
Market Overview: U.S.
1Q21

© 2021 Sensor Tower Inc. – All Rights Reserved
Key Takeaways:
U.S.
1. The U.S. was already the largest market for mobile games revenue and looks to likely hold this position for the foreseeable future. U.S. game revenue growth
has exceeded the worldwide rate for each of the past three years, reaching 34
percent Y/Y growth in Q1 2021.
2. While game revenue continues to climb, expect more modest growth for U.S. mobile game adoption. U.S. game installs have mostly fallen off from the spike
seen early in the pandemic. However, steady growth in 2019 plus a strong Q1
2021 suggests that the market may still see steady growth in the coming quarters.
3. The COVID-19 pandemic revealed how games can benefit from having a strong social component. Many multiplayer games like Roblox and Among Us had a
breakthrough year in 2020.
20

—
An Overview of Mobile Gaming in Europe
Market Overview:
Europe

$0
$1B
$2B
$3B
Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
App Store Google Play
The Pandemic Accelerated Europe’s Game Revenue Growth
Mobile game consumer spending in Europe
reached $2.7 billion in Q1 2021, an all-time
high and up 27 percent year-over-year.
Revenue was boosted during the pandemic,
though to a lesser extent than in the U.S.
Growth was similar on both platforms, with
App Store revenue up 28 percent Y/Y in Q1 2021
compared to 27 percent Y/Y growth on Google
Play. Google Play still took the majority of
spending between the two platforms.

Market Overview: Europe
Europe quarterly gross revenue from mobile games on the App Store and Google Play
+11%
+27%
22
© 2021 Sensor Tower Inc. – All Rights Reserved
+21%
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google). $1.5B $1.5B $1.4B $1.4B $1.2B $1.1B $1.1B $1.0B $991M $961M $931M $869M $875M $1.2B $1.1B $1.0B $1.1B $905M $891M $845M $785M $754M $757M $732M $704M $696M

Coin Master Led All Mobile Games In Europe
Top mobile games by Europe revenue on the App Store and Google Play
23
© 2021 Sensor Tower Inc. – All Rights Reserved
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Candy Crush Saga
King
Clash Royale
Supercell
Gardenscapes
Playrix
Pokémon GO
Niantic
Clash of Clans
Supercell
Lords Mobile
IGG
Homescapes
Playrix
Empires & Puzzles
Small Giant Games
Candy Crush Soda Saga
King
Guns of Glory
FunPlus
Coin Master
Moon Active
Brawl Stars
Supercell
PUBG Mobile
Tencent
Gardenscapes
Playrix
Pokémon GO
Niantic
Roblox
Roblox
Candy Crush Saga
King
Homescapes
Playrix
Clash of Clans
Supercell
State of Survival
FunPlus
Coin Master
Moon Active
PUBG Mobile
Tencent
Roblox
Roblox
State of Survival
FunPlus
Brawl Stars
Supercell
Gardenscapes
Playrix
Homescapes
Playrix
Pokémon GO
Niantic
Candy Crush Saga
King
Lords Mobile
IGG
Coin Master
Moon Active
Candy Crush Saga
King
Clash of Clans
Supercell
Brawl Stars
Supercell
Gardenscapes
Playrix
Homescapes
Playrix
Pokémon GO
Niantic
Empires & Puzzles
Small Giant Games
Guns of Glory
FunPlus
Clash Royale
Supercell
2018 2019 2020
Market Overview: Europe
1Q21

$0
$100M
$200M
$300M
$400M
$500M
$600M
Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
Top European countries by mobile game revenue, App Store and Google Play
Germany Led Strong Revenue Growth in Europe
The mobile games market in Germany is
booming, with user spending climbing from less
than $250 million in Q1 2017 to nearly $600
million in Q1 2021. It had a compound annual
growth rate (CAGR) of 25 percent over that period,
higher growth than any of the other top countries
in Europe.
The spikes in revenue during early lockdowns in
response to COVID-19 were particularly evident
in the U.K., France, and Italy. All three of these
markets saw revenue dip after a strong Q2 2020
before climbing again in Q3.
24
© 2021 Sensor Tower Inc. – All Rights Reserved
Germany U.K. France Russia Italy
Germany
+33% Y/Y
France
+21% Y/Y
U.K.
+32% Y/Y
Russia
+13% Y/Y
Italy
+24% Y/Y
Market Overview: Europe
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google).

Top European countries by Y/Y game revenue growth in Q1 2021, App Store and Google Play
Germany and the U.K. Saw Substantial Y/Y Revenue Growth
Germany’s mobile game revenue grew by nearly
$150 million Y/Y in Q1 2021, followed by the U.K.
at $118 million and France at $51 million. No
other country in Europe had Y/Y/ growth of more
than $40 million.
Switzerland, a smaller market in Europe, was
among the top five by revenue growth with 38
percent Y/Y growth. Netherlands just missed the
top five with revenue climbing by $26 million Y/Y,
or 39 percent.
25
© 2021 Sensor Tower Inc. – All Rights Reserved
$0
$100M
$200M
$300M
$400M
$500M
$600M
Germany United Kingdom France Switzerland
«
Italy
Q1 2020 Q1 2021 +33%
+32%
+21%
+38%
+24%
Market Overview: Europe
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google).
Note:
Top growing countries are determined
and sorted by the difference in gross
revenue in Q1 2021 vs. Q1 2020, not
percentage growth. $147M $133M $297M $482M $593M $118M $96M $246M $364M $445M

Top games publishers by European revenue in 2020 on the App Store and Google Play
Top Publishers by European Revenue are Based in the Region
Two Europe-based publishers had the most
revenue in Europe in 2020, with the popular
puzzle and decorate developer Playrix and
strategy game publisher Supercell leading the
way. There were also two Israel-based publishers
among the top 10.
Outside of Europe, publishers from the U.S. and
China found the most success. Tencent and
Roblox revenue in the region each grew by more
than 100 percent.
26
© 2021 Sensor Tower Inc. – All Rights Reserved
$0
$100M
$200M
$300M
$400M
$500M
$600M
$700M

Playrix

Supercell

Activision Blizzard

Zynga

Moon Active

FunPlus

Tencent

Playtika

Niantic

Roblox
2019 2020
+39%
+8%
+7%
+8%
+86%
+68%
+118%
+21% +31% +128%
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google).
Market Overview: Europe $204M $209M $209M $264M $387M $398M $447M $463M $571M $605M $89M $159M $174M $121M $231M $214M $413M $432M $530M $435M

0
1B
2B
3B
4B
Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
App Store Google Play
European Game Installs Approached the Early Pandemic Peak
Q1 2021 mobile game installs in Europe were
down just one percent from their peak in Q1
2020 at the start of the coronavirus pandemic.
Downloads were above the pre-pandemic high
for the past five quarters, suggesting that a
portion of the pandemic boost will likely persist.
The majority of game installs in Europe were
from Google Play. Mobile game adoption on
Google Play reached a new high in Q1 2021,
while App Store downloads fell 17 percent Y/Y.
European quarterly downloads from mobile games on the App Store and Google Play
+3%
-1%
27
© 2021 Sensor Tower Inc. – All Rights Reserved
+28%
Market Overview: Europe 2.7B 2.5B 2.3B 2.6B 2.6B 2.2B 2.1B 1.9B 2.0B 1.9B 1.8B 1.8B 1.9B 556M 545M 536M 616M 673M 603M 575M 531M 539M 531M 520M 492M 547M

Many Hypercasual and Puzzle Titles Were Among the Top Games in Europe
Top mobile games by Europe downloads on the App Store and Google Play
28
© 2021 Sensor Tower Inc. – All Rights Reserved
NEW
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Helix Jump
Voodoo
Subway Surfers
Sybo Games
Love Balls
Lion Studios
Rise Up
Serkan Ozyilmaz
PUBG Mobile
Tencent
Paper.io 2
Voodoo
Knife Hit
Ubiso!
Kick the Buddy
Playgendary
Happy Glass
Lion Studios
Granny
DVloper
Among Us
InnerSloth
Brawl Stars
Supercell
Gardenscapes
Playrix
Brain Test
Unico Studios
Subway Surfers
Sybo Games
Roblox
Roblox
PUBG Mobile
Tencent
Brain Out
Focus Apps
Woodturning
Voodoo
Tiles Hop
Amanotes
DOP 2
SayGames
Among Us
InnerSloth
Phone Case DIY
Crazy Labs
Join Clash 3D
Supersonic Studios
Project Makeover
Magic Tavern
Water Sort Puzzle
Ice Global
Giant Rush
Tapnation
Homescapes
Playrix
Brawl Stars
Supercell
Stacky Dash
Supersonic Studios
Brawl Stars
Supercell
Color Bump 3D
Good Job Games
Fun Race 3D
Good Job Games
Call of Duty: Mobile
Activision Blizzard
Homescapes
Playrix
Run Race 3D
Good Job Games
Sand Balls
SayGames
Aquapark.io
Voodoo
PUBG Mobile
Tencent
Subway Surfers
Sybo Games
2018 2019 2020
Market Overview: Europe
1Q21

0
100M
200M
300M
400M
500M
600M
700M
800M
Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
Top European countries by mobile game downloads, App Store and Google Play
Russia and Turkey Drove European Game Downloads
Russia was the top European market in Q1 2021
with 758 million downloads, followed by Turkey
at 537 million installs. This was more than double
the No. 3 market, the U.K., which had 248 million
downloads in the quarter.
Many of the top countries in Europe saw
downloads decline year-over-year from the early
pandemic highs in Q1 2020. Turkey was a notable
exception with 17 percent Y/Y growth, and
Germany also managed to experience slightly
positive growth.
29
© 2021 Sensor Tower Inc. – All Rights Reserved
Russia Turkey U.K. Germany France
Russia
-1% Y/Y
United Kingdom
-7% Y/Y
Turkey
+17% Y/Y
Germany
+0.1% Y/Y
France
-11% Y/Y
Market Overview: Europe

Top European countries by Y/Y game download growth in 1Q21, App Store and Google Play
Turkey Led Download Growth in Europe
As overall downloads in Europe decreased one
percent year-over-year in Q1 2021, most countries
saw little to no growth. Turkey was the exception,
with downloads up by nearly 80 million.
The rest of the top countries by growth were
smaller markets such as Ukraine, Portugal, and
Ireland. Only eight countries in Europe had
positive Y/Y growth in Q1 2021.
30
© 2021 Sensor Tower Inc. – All Rights Reserved
0
100M
200M
300M
400M
500M
600M

Turkey

Ukraine

Portugal

Ireland

Greece
Q1 2020 Q1 2021
+17%
+1%
+5% +7% +1%
15M 16M
Market Overview: Europe
Note:
Top growing countries are determined
and sorted by the difference in
downloads in Q1 2021 vs. Q1 2020, not
percentage growth. 33M 16M 43M 198M 537M 32M 15M 41M 196M 458M

© 2021 Sensor Tower Inc. – All Rights Reserved
Key Takeaways:
Europe
1. Mobile game revenue also accelerated in Europe in 2020, reaching a record $2.7 billion in Q1 2021 with 27 percent year-over-year growth. While this Y/Y growth
was lower than in the U.S. (which saw a particularly pronounced boost from
COVID-19), it was still slightly higher than the global growth rate.
2. Germany, the top European country by mobile game revenue, reached nearly $600 million in consumer spending in Q1 2021. Revenue growth was strong
across top European markets, with the U.K., France, and Italy joining Germany
with more than 20 percent Y/Y revenue growth in Q1 2021.
3. Mobile game installs in Q1 2021 were just 1 percent lower than their peak from Q1 2020. However, most countries have seen installs decline from this pandemic-
fueled peak, with Turkey as a notable exception.
31

—
An Overview of Mobile Gaming in Asia
Market Overview:
Asia

$0
$5B
$10B
$15B
Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
App Store Google Play
Asia’s Game Revenue Growth is Picking Up
Asia’s mobile game revenue surpassed $12
billion for the first time in Q1 2021, up 21
percent year-over-year Growth has only
accelerated in recent years.
Mobile game revenue growth in Asia lagged
behind that seen in the U.S. and Europe. Still, it
remains by far the largest region for mobile
game revenue, led by China and Japan.
Market Overview: Asia
Asia’s quarterly gross revenue from mobile games on the App Store and Google Play
+11%
+21%
33
© 2021 Sensor Tower Inc. – All Rights Reserved
+15%
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google). $4.3B $4.0B $3.9B $3.5B $3.3B $3.1B $3.1B $2.8B $2.9B $2.7B $2.6B $2.7B $2.7B $7.8B $7.3B $7.4B $6.7B $6.7B $6.0B $6.2B $5.6B $5.7B $5.2B $5.1B $4.8B $5.1B

-1
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Honor of Kings
Tencent
Monster Strike
Mixi
Fate/Grand Order
Sony
LineageM
NCSOFT
Fantasy WW Journey
NetEase
Puzzle & Dragons
GungHo
Knives Out
NetEase
QQ Speed
Tencent
Lineage2 Revolution
Netmarble
DBZ Dokkan Battle
Bandai Namco
Honor of Kings
Tencent
PUBG Mobile
Tencent
Monster Strike
Mixi
Fate/Grand Order
Sony
3 Kingdoms Tactics
Alibaba
LineageM
NCSOFT
Lineage2M
NCSOFT
Fantasy WW Journey
NetEase
Knives Out
NetEase
AFK Arena
Lilith Games
Honor of Kings
Tencent
PUBG Mobile
Tencent
Genshin Impact
miHoYo
LineageM
NCSOFT
Fate/Grand Order
Sony
Monster Strike
Mixi
3 Kingdoms Tactics
Alibaba
Pro Baseball Spirts A
Konami
Puzzle & Dragons
GungHo
Fantasy WW Journey
NetEase
Honor of Kings
Tencent
Fate/Grand Order
Sony
PUBG Mobile
Tencent
Monster Strike
Mixi
Fantasy WW Journey
NetEase
LineageM
NCSOFT
Puzzle & Dragons
GungHo
Perfect World
Tencent
Knives Out
NetEase
DBZ Dokkan Battle
Bandai Namco
Genshin Impact Emerged as a Top Game in Asia with a Strong Q1 2021
Top mobile games by Asia revenue on the App Store and Google Play
34
© 2021 Sensor Tower Inc. – All Rights Reserved
2018 2019 2020
Market Overview: Asia
1Q21

$0
$1B
$2B
$3B
$4B
$5B
$6B
Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
Top Asian countries by mobile game revenue, App Store and Google Play
Japan’s Game Revenue Surpassed $5 Billion in Q1 2021
Four of the top five countries globally by mobile
game revenue are in Asia, with the U.S. as the only
exception. Japan surpassed $5 billion in Q1 2021,
followed by China at $3.9 billion and South
Korea at $1.5 billion.
While China’s mobile game adoption has
decreased in recent years, revenue has
continued to grow. Note that China’s revenue also
only includes the App Store, as Google Play is not
available in the country.
35
© 2021 Sensor Tower Inc. – All Rights Reserved
Japan China South Korea Taiwan Hong Kong
Japan
+35% Y/Y
South Korea
+16% Y/Y
China
+6% Y/Y
Taiwan
+23% Y/Y
Hong Kong
+23% Y/Y
Market Overview: Asia
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google). China numbers only include the App Store as
Google Play is not available there.

Top Asian countries by Y/Y game revenue growth in Q1 2021, App Store and Google Play
Japan Saw 35 Percent Y/Y Revenue Growth in Q1 2021
Japan’s game revenue increased by more than
$1.3 billion in Q1 2021 vs. Q1 2020, an increase of
35 percent. China, the No. 2 country by growth,
was well behind with year-over-year growth of
$236 million.
Thailand was the No. 5 country in Asia by
growth, with user spending up nearly 50 percent
Y/Y. Spending surpassed $200 million in the
country for the first time, more than double the
total from just two years prior in Q1 2019.
36
© 2021 Sensor Tower Inc. – All Rights Reserved
$0
$1B
$2B
$3B
$4B
$5B
$6B

Japan

China

South Korea

Taiwan

Thailand
Q1 2020 Q1 2021
+35%
+6%
+16%
+23%
+49%
Market Overview: Asia
$137M
Note:
Top growing countries are determined
and sorted by the difference in gross
revenue in Q1 2021 vs. Q1 2020, not
percentage growth. $204M $630M $1.5B $3.9B $5.2B $137M $511M $1.3B $3.6B $3.8B

Top games publishers by SEA revenue in 2020 on the App Store and Google Play
Half of the Top SEA Publishers are Based in China
Singapore-based Garena remained the dominant
publisher in Southeast Asia (SEA) with more than
double the revenue of the next closest publisher
(Moonton). It had strong revenue growth at 37
percent year-over-year.
China represented half of the top 10 publishers
by revenue in SEA in 2020. Interestingly, half of
the top 10 publishers in SEA were also among the
top 10 in Europe: Tencent, Moon Active, FunPlus,
Playrix, and Supercell.
37
© 2021 Sensor Tower Inc. – All Rights Reserved
$0
$50M
$100M
$150M
$200M
$250M
$300M
$350M

Garena

Moonton

Lilith Games

Tencent

Netmarble

Moon Active

FunPlus

Playrix

miHoYo

Supercell
2019 2020
+37%
+40%
+99%
+36%
+103% +765% +155%
+48% +440%
+1%
$9M $6M Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google).
Market Overview: Asia $41M $47M $48M $54M $56M $59M $89M $97M $143M $314M $40M $9M $33M $21M $6M $29M $66M $49M $102M $229M

0
1B
2B
3B
4B
5B
6B
7B
Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
App Store Google Play
Asia’s Mobile Game Adoption Surged in 2020
Quarterly mobile game downloads in Asia
surpassed 5 billion for the first time in Q1 2020,
and then climbed to 6.3 billion in Q2 2020.
Although installs dropped off a bit from this
peak, they still surpassed 5.5 billion for each of
the next three quarters.
The vast majority of game installs in Asia came
from Google Play, driven largely by countries
like India and Indonesia where Android phones
are much more popular than iPhones. About 86
percent of the downloads in Q1 2021 were from
Google Play, up from 71 percent in Q1 2018.

Asia’s quarterly downloads from mobile games on the App Store and Google Play
-4%
+7%
38
© 2021 Sensor Tower Inc. – All Rights Reserved
+46%
Market Overview: Asia 4.9B 4.9B 5.3B 5.4B 4.1B 3.5B 3.4B 3.4B 2.8B 2.7B 2.8B 3.3B 2.6B 762M 613M 745M 904M 1.2B 746M 893M 790M 822M 755M 954M 866M 1.1B

Top Battle Royale Games Were Popular in Asia
Top mobile games by Asia downloads on the App Store and Google Play
39
© 2021 Sensor Tower Inc. – All Rights Reserved
NEW
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PUBG Mobile
Tencent
Ludo King
Gametion
Subway Surfers
Sybo Games
Helix Jump
Voodoo
Garena Free Fire
Garena
Mobile Legends: Bang Bang
Moonton
Temple Run 2
Imangi Studios
Candy Crush Saga
King
Honor of Kings
Tencent
My Talking Tom
Outfit7
Ludo King
Gametion
Garena Free Fire
Garena
PUBG Mobile
Tencent
Hunter Assassin
Ruby Games
Subway Surfers
Sybo Games
Brain Out
Focus Apps
Worms Zone.io
Azur Interactive
Carrom Pool
Miniclip
Gardenscapes
Playrix
Among Us
InnerSloth
Join Clash 3D
Supersonic Studios
Ludo King
Gametion
Garena Free Fire
Garena
Bubble Shooter
Miniclip
Subway Princess Runner
Ivy
Subway Surfers
Sybo Games
Worms Zone.io
Azur Interactive
Candy Crush Saga
King
Phone Case DIY
Crazy Labs
PUBG Mobile
Tencent
PUBG Mobile
Tencent
Garena Free Fire
Garena
Ludo King
Gametion
Subway Surfers
Sybo Games
Mobile Legends: Bang Bang
Moonton
Fun Race 3D
Good Job Games
My Talking Tom 2
Outfit7
Temple Run 2
Imangi Studios
Carrom Pool
Miniclip
Candy Crush Saga
King
2018 2019 2020
Market Overview: Asia
1Q21

0
1B
2B
3B
Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
Top Asian countries by mobile game downloads, App Store and Google Play
India’s Game Installs Dwarfed All Other Markets
India is the largest mobile games market by
downloads in the world. It has seen rapid growth
since the start of 2019, climbing from 1.2 billion in
Q1 2019 to nearly 2.9 billion in Q3 2020.
Indonesia has also experienced strong growth of
26 percent year-over-year in Q1 2021. China’s
installs have declined since 2017, with a surge at
the start of COVID-19 in Q1 2020 as an exception.
However, China’s mobile game user spending has
continued to climb despite its decline in adoption.
40
© 2021 Sensor Tower Inc. – All Rights Reserved
India Indonesia China Vietnam Philippines
India
+28% Y/Y
China
-44% Y/Y
Indonesia
+26% Y/Y
Vietnam
-21% Y/Y
Philippines
+31% Y/Y
Market Overview: Asia
Note:
China numbers only include the App Store as Google Play is not
available there.

Top Asian countries by Y/Y game download growth in Q1 2021, App Store and Google Play
India and Indonesia Top Install Growth in Asia
Mobile game installs in India have grown by
roughly half a billion year-over-year in Q1 2021.
Indonesia was the only other country with growth
of more than 100 million downloads.
Pakistan, the No. 7 country in Asia by downloads
in Q1 2021, was No. 4 by Y/Y growth that quarter.
Kazakhstan, the 10th largest market in Asia by
downloads, was another notable country with
strong Y/Y growth.
41
© 2021 Sensor Tower Inc. – All Rights Reserved
0
500M
1.0B
1.5B
2.0B
2.5B

India

Indonesia

Philippines

Pakistan

Kazakhstan
Q1 2020 Q1 2021
+28%
+26%
+31%
+41%
+26%
Market Overview: Asia
Note:
Top growing countries are determined
and sorted by the difference in
downloads in Q1 2021 vs. Q1 2020, not
percentage growth. 144M 232M 351M 790M 2.2B 114M 164M 269M 628M 1.7B

© 2021 Sensor Tower Inc. – All Rights Reserved
Key Takeaways:
Asia
1. Asia is the top region for mobile games. Mobile game consumer spending surpassed $12 billion there for the first time in Q1 2021, an increase of 21 percent
year-over-year. Asia’s mobile game revenue growth accelerated during COVID-19,
similar to the pattern seen in other regions.
2. Four of the top five countries by mobile game revenue are in Asia, including Japan, China, and South Korea. Japan has seen particularly strong growth in
recent quarters, as its revenue has climbed 35 percent Y/Y in Q1 2021.
3. India is the primary driver of mobile game download trends in Asia, reaching nearly 3 billion installs in Q3 2020. Some other countries including Indonesia,
Philippines, and Pakistan have also seen really strong download growth.
42

—
3-Year Revenue and Download Forecast
Market Forecast:

Consumer Spending in Mobile Games Will Reach $117 Billion by 2023
Three-year consumer spending forecast for the Games category on the App Store and Google Play
44
© 2021 Sensor Tower Inc. – All Rights Reserved
Market Forecast
$117 Billion
App Store + Google Play Revenue By 2023
$67 Billion
App Store Revenue By 2023
$50 Billion
Google Play Revenue By 2023
$0
$25B
$50B
$75B
$100B
$125B
2019 2020 2021F 2022F 2023F
+13.5% CAGR
$0
$25B
$50B
$75B
$100B
$125B
2019 2020 2021F 2022F 2023F
$0
$25B
$50B
$75B
$100B
$125B
2019 2020 2021F 2022F 2023F
+12.3% CAGR
+15.9% CAGR
Worldwide App Store and Google Play Spending Worldwide App Store Spending Worldwide Google Play Spending
Note: Revenue figures are gross revenue (including the cut taken by Apple or Google). $117B $106B $95B $80B $63B $67B $62B $55B $48B $38B $50B $44B $40B $32B $25B

Mobile Game Installs are Projected to Rise Steadily to 67.2 Billion by 2023
Three-year download forecast for the Games category on the App Store and Google Play
45
© 2021 Sensor Tower Inc. – All Rights Reserved
Market Forecast
67.2 Billion
App Store + Google Play Downloads By 2023
11.9 Billion
App Store Downloads By 2023
55.3 Billion
Google Play Downloads By 2023
0
10B
20B
30B
40B
50B
60B
70B
80B
2019 2020 2021F 2022F 2023F
+6.1% CAGR
0
10B
20B
30B
40B
50B
60B
70B
80B
2019 2020 2021F 2022F 2023F
+5.7% CAGR
0
10B
20B
30B
40B
50B
60B
70B
80B
2019 2020 2021F 2022F 2023F
+6.2% CAGR
Worldwide App Store and Google Play Downloads Worldwide App Store Downloads Worldwide Google Play Downloads 67.2B 61.8B 57.5B 56.3B 42.7B 11.9B 11.4B 10.5B 10.1B 9.2B 55.3B 50.4B 47.0B 46.2B 33.5B

Germany is projected to gain the most market
share for mobile game revenue by 2023 with
annual growth of 18 percent. Four other
European countries will join Germany among the
top 10, including the U.K., France, Netherlands,
and Italy.
Southeast Asia has three countries among the
top 10 by market share growth. Malaysia and
Philippines are projected for a compound annual
growth rate (CAGR) of 30 percent or higher, while
Thailand is projected for a CAGR of 24 percent.
Top 10 countries by projected market share growth between 2020 – 2023
European and Asian Markets Projected for Strong Growth
46
© 2021 Sensor Tower Inc. – All Rights Reserved
Germany .
Canada .
United Kingdom .
Malaysia .
Thailand .
Philippines .
France .
Netherlands .
Italy .
Australia .
$0 $500M $1.0B $1.5B $2.0B $2.5B $3.0B $3.5B
2020 2023F
+18.0% CAGR
+19.4% CAGR
+18.5% CAGR
+30.7% CAGR
+23.9% CAGR
+18.3% CAGR
+30.0% CAGR
+27.3% CAGR
+21.6% CAGR
+17.3% CAGR
Market Forecast
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google).

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2020 2021F 2022F 2023F
Worldwide Southeast Asia Europe North America Rest of Asia
Revenue growth by region, App Store and Google Play
Southeast Asia Game Revenue to Rise 90% by 2023
When looking at projected mobile game revenue
growth by region, Southeast Asia and Europe are
expected to far exceed the worldwide rate.
Southeast Asia revenue will grow by 88 percent
between 2020 and 2023, while Europe is projected
for 76 percent growth over the same period.
North America revenue growth will be similar to
the worldwide rate. Meanwhile, slower growth in
mature gaming markets like China and Japan will
result in a slightly lower growth rate in the rest of
Asia (excluding Southeast Asia).
47
© 2021 Sensor Tower Inc. – All Rights Reserved
Southeast Asia
Worldwide
Europe
North America
Rest of Asia
Market Forecast

© 2021 Sensor Tower Inc. – All Rights Reserved
Key Takeaways:
Market Forecast
1. Mobile game revenue will reach $117 billion by 2023, a CAGR of 13.5 percent. The App Store will contribute $67 billion with a 12.3 percent CAGR, while Google
Play will reach $50 billion with a 15.9 percent CAGR.
2. Mobile game downloads will surpass 67 billion by 2023, or an annual growth rate of 6.1 percent. More than 55 billion of these installs will be from Google Play,
with the App Store contributing around 12 billion.
3. Europe and Southeast Asia are key markets for mobile game developers, as revenue growth in these regions are expected to easily outpace the worldwide
rate over the next three years. Currently, Europe-based publishers have found
the most success in Europe, while some top China-based publishers have
emerged as key players in Southeast Asia.
48

—
Worldwide Trends by Mobile Game Genre
Game Genre Trends

Top 10 game genres by worldwide gross revenue, App Store and Google Play
RPG Was the Top Game Genre by Revenue in 2020
RPG led all genres by mobile game revenue in
2020, followed by Strategy and Puzzle. RPG
revenue grew by $3.6B year-over-year, while
Strategy was close behind with growth of $3.4B.
Among top genres, Simulation led the way by Y/Y
growth at 53 percent, followed by Shooter with
50 percent and Casino at 46 percent. Each of
these genres had one of the top five games by
revenue in 2020, with PUBG Mobile (Shooter),
Coin Master (Casino), and Roblox (Simulation).
50
© 2021 Sensor Tower Inc. – All Rights Reserved
Game Genre Trends
RPG
Strategy
Puzzle
Casino
Shooter
Simulation
Lifestyle
Sports
Action
Geolocation AR
$0 $5B $10B $15B $20B $25B
2019 2020 Top Game:
Monster Strike
Honor of Kings
Candy Crush Saga
Coin Master
PUBG Mobile
Roblox
Disney:
Twisted-Wonderland
Pro Baseball Spirits A
Genshin Impact
Pokémon GO
Top Country:
34%
30%
52%
64%
32%
50%
48%
47%
39%
52%
$1.9B
Top Sub-Genre:
MMORPG
4X Strategy
Puzzle & Decorate
Slots
Battle Royale
Sandbox
Music / Band
Realistic Sports
Fighting
Geolocation AR
$2.2B
$2.2B
$3.0B
$2.1B
$2.9B
$1.7B
$1.3B
$2.7B
+19%
+30%
+23%
+46%
+50%
+53%
+33%
+36%
+39%
+44%
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google). $1.9B $2.2B $2.9B $3.0B $4.1B $5.7B $7.2B $8.5B $15.1B $21.9B $1.3B $1.7B $2.1B $2.2B $2.7B $3.8B $4.9B $7.0B $11.7B $18.3B

$0
$1B
$2B
$3B
$4B
$5B
$6B
$7B
Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
RPG Strategy Puzzle Casino Shooter Simulation
Worldwide revenue by game genre, App Store and Google Play
Strategy’s Growth Has Kept Pace with RPG Since 2018
Strategy has been able to stay within $1.4 billion
of RPG gross revenue each quarter since 2018.
Strategy has a CAGR of 25 percent since Q1 2018
vs. RPG’s CAGR of 15 percent.
Casino and Simulation benefited from a few hit
titles gaining traction during the pandemic. Coin
Master contributed to much of Casino’s revenue
gains in 2020, while Roblox was responsible for a
large portion of Simulation’s growth.
51
© 2021 Sensor Tower Inc. – All Rights Reserved
RPG
+17% Y/Y
Puzzle
+24% Y/Y
Strategy
+27% Y/Y
Casino
+32% Y/Y
Shooter
+14% Y/Y
Simulation
+38% Y/Y
Game Genre Trends
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google).

4X Strategy
Open World Adventure
Squad RPG
MMORPG
Puzzle & Decorate
MOBA
Slots
Sandbox
Geolocation AR
Music / Band
$0 $100M $200M $300M $400M $500M $600M $700M
Strategy Action RPG Puzzle Casino Simulation Geolocation AR Lifestyle
Top 10 game sub-genres by year-over-year revenue growth in Q1 2021
4X Strategy is the Fastest Growing Sub-Genre
4X Strategy is the fastest growing sub-genre by
revenue, followed by Open World Adventure. Six
different 4X Strategy games earned at least $100
million in Q1 2021, while Open World Adventure
was boosted by the hugely successful launch of
Genshin Impact.
Top growing sub-genres were spread across
many different genres. Sub-genres from eight
different genres were among the top 10 by
growth, with Strategy and RPG as the only two
genres with multiple sub-genres.
52
© 2021 Sensor Tower Inc. – All Rights Reserved
Game Genre Trends
Note:
Revenue figures are gross revenue (including the cut taken by
Apple or Google).
4X Strategy (Strategy)
Open World Adventure (Action)
Squad RPG (RPG)
MMORPG (RPG)
Puzzle & Decorate (Puzzle)
MOBA
(Strategy)
Slots
(Casino)
Sandbox
(Simulation)
Geolocation AR
(Geolocation AR)
Music / Band (Lifestyle)

Top 10 game genres by worldwide downloads, App Store and Google Play
The Assent of Hypercasual Continued in 2020
Hypercasual install growth continued in 2020,
rising 60 percent year-over-year. Most of the
growth occurred early in 2020 as downloads rose
35 percent between Q4 2019 and Q1 2020.
Other top growing genres included Simulation
and Lifestyle with 57 percent and 52 percent Y/Y
growth, respectively. India was the top country
by downloads for both of these genres, followed
by Brazil and the U.S.
53
© 2021 Sensor Tower Inc. – All Rights Reserved
Game Genre Trends
Hypercasual
Puzzle
Arcade
Simulation
Lifestyle
Shooter
Tabletop
Racing
Sports
Strategy
0 2B 4B 6B 8B 10B 12B 14B
2019 2020 Top Game:
Tiles Hop 3D
Gardenscapes
Among Us
Roblox
My Talking Tom 2
Garena Free Fire
Ludo King
Hill Climb Racing
8 Ball Pool
Brawl Stars
Top Country:
16%
20%
18%
15%
26%
31%
28%
18%
9%
Top Sub-Genre:
Puzzle
Other Puzzle
Platformer / Runner
Driving /
Flight Simulator
Lifestyle Simulator
FPS / 3PS
Board
Realistic Racing
Realistic Sports
4X Strategy
14%
1.6B
1.6B
1.6B
1.5B
1.6B
1.4B
+60%
+31%
+20%
+57%
+52%
+24%
+32%
+23%
+7%
+12% 1.6B 1.6B 1.9B 2.1B 2.8B 3.9B 4.7B 5.2B 5.5B 12.0B 1.4B 1.5B 1.6B 1.6B 2.2B 2.6B 3.0B 4.4B 4.2B 7.5B

0
1B
2B
3B
4B
Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
Hypercasual Puzzle Arcade Simulation Lifestyle Shooter
Worldwide download growth by game genre, App Store and Google Play
Hypercasual Has Seen Staggering Growth Since 2018
Hypercasual installs have skyrocketed, climbing
from 757 million in Q1 2018 to more than 3.4
billion in Q1 2021. The genre was responsible for
31 percent of downloads in Q1 2021; no other
genre had more than 12 percent.
Other genres like Puzzle, Arcade, and Shooter
saw downloads dip compared to the highs seen
during the start of the pandemic. Most genres
still saw solid growth compared to 2019 totals.
54
© 2021 Sensor Tower Inc. – All Rights Reserved
Hypercasual
+17% Y/Y
Arcade
-2% Y/Y
Puzzle
-7% Y/Y
Simulation
+9% Y/Y
Lifestyle
+19% Y/Y
Shooter
-17% Y/Y
Game Genre Trends

Traversal
Action
Lifestyle Simulator
Simulation
Simulator
Social Party
Puzzle
Driving / Flight Simulator
Arcade Driving
Arcade
0 50M 100M 150M 200M 250M 300M
Hypercasual Lifestyle Simulation Arcade
Top 10 game sub-genres by year-over-year download growth in Q1 2021
Hypercasual Sub-Genres Drove Adoption Growth
Five of the top 10 fastest growing sub-genres by
Y/Y growth in Q1 2021 were in the Hypercasual
genre, including the top two. Simulation and
Arcade each had two sub-genres represented.
The top game in Q1 2021 was Join Clash 3D from
Supersonic Studios with more than 81 million
downloads, representing the Hypercasual –
Traversal sub-genre. Among Us drove nearly all of
the growth for the Arcade – Social Party sub-genre.
55
© 2021 Sensor Tower Inc. – All Rights Reserved
Traversal
(Hypercasual)
Action
(Hypercasual)
Lifestyle Simulator (Lifestyle)
Simulation
(Hypercasual)
Simulator
(Simulation)
Social Party (Arcade)
Puzzle
(Hypercasual)
Driving / Flight Simulator (Simulation)
Arcade Driving (Arcade)
Arcade
(Hypercasual)
Game Genre Trends

© 2021 Sensor Tower Inc. – All Rights Reserved
Key Takeaways:
Game Genre Trends
1. RPG and Strategy were the top two genres by revenue in 2020 at $21.9 billion and $15.1 billion, respectively. No other genre had more than $10 billion in
revenue that year.
2. Revenue growth was strong across top genres in 2020, with Simulation (53 percent year-over-year growth), Shooter (50 percent), and Casino (46 percent)
leading the way. Eight different genres had one of the top 10 sub-genres by
revenue growth in Q1 2021.
3. When it comes to mobile games installs, hypercasual has seen staggering growth in recent years. While hypercasual game download growth slowed after a
large spike in Q1 2020, downloads still reached a record high 3.4 billion in Q1
2021, up 17 percent from a year prior. More than 30 percent of game installs in Q1
2021 were from hypercasual games.
56

—
Trends in Mobile Game Monetization Strategies
Monetization Trends

© 2021 Sensor Tower Inc. – All Rights Reserved
Monetization Trends:
Mobile Monetization Strategies
Early on, mobile games primarily monetized by offering a fixed price for full access. Monetization strategies have evolved since, with many top mobile
games utilizing different in-app purchase (IAP) and advertising strategies to boost revenue far beyond the levels reached by premium (paid) games at
the launch of the app stores. This section explores current strategies used by the leaders in mobile gaming.
Minecraft Heads Up!
Bloons TD 6
Paid Games
Free Games
With IAPs Free Games
With Ads
PUBG Mobile Roblox
Pokémon GO
Tie Dye Tiles Hop
Join Clash 3D
Monetization Trends
1 2 3

Paid game shares relative to free games on the App Store
Freemium Has Edged Out Premium in Mobile Gaming
Since the start of 2014, paid (or premium) games
have continued to lose market share to free
games. By Q4 2020, only five percent of newly
released games were paid games, and the share of
paid games on the App Store had fallen to 12
percent (down from 43 percent in Q1 2014).
Freemium games have held an edge in
monetizing since 2014, explaining the transition
away from the premium model. Paid games only
accounted for eight percent of mobile game
revenue on the App Store at the start of 2014. By
Q4 2020 this share had fallen to one percent.
59
© 2021 Sensor Tower Inc. – All Rights Reserved
Monetization Trends
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 2014 Q1 2015 Q1 2016 Q1 2017 Q1 2018 Q1 2019 Q1 2020
Paid Free
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 2014 Q1 2015 Q1 2016 Q1 2017 Q1 2018 Q1 2019 Q1 2020
Paid Free
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 2014 Q1 2015 Q1 2016 Q1 2017 Q1 2018 Q1 2019 Q1 2020
Paid Free
% of Available Games % of Newly Released Games % of App Store Revenue

0%
20%
40%
60%
80%
100%
2017 2018 2019 2020
Subscription No Subscription
Subscription Model is On the Rise
By 2020, 29 percent of the top games by U.S.
revenue on the App Store had a subscription.
This number has climbed steadily, up from just 9
percent in 2017.
More games have begun to adopt the
subscription model, including some top titles
like Roblox, Clash of Clans, and PUBG Mobile.
While the subscription is no the top in-app
purchase for most of these games, it does
provide a boost to the freemium model when
implemented correctly.
Share of the top 100 games by U.S. App Store revenue in 2020 that have a subscription
60
© 2021 Sensor Tower Inc. – All Rights Reserved
Monetization Trends 71% 73% 83% 91% 29% 27% 17% 9%

Most Mobile Games Don’t Rely on Subscriptions
Even games that have successfully
implemented the subscription model tend to
get the bulk of their revenue from one-time
purchases. Roblox is an exception, with monthly
recurring subscription as its top three IAPs.
Roblox also give subscribers a discount on
additional Robux, the in game currency, as an
extra incentive to subscribe.
Other top games like Clash of Clans, PUBG
Mobile, and Rise of Kingdoms have their
subscription among the top 10 IAPs but outside
the top three spots. The subscriptions
contribute to these games’ success but are not
the only monetization strategy they use.
Top in-app purchases (IAPs) for games with subscriptions
61
© 2021 Sensor Tower Inc. – All Rights Reserved
Monetization Trends
Roblox
Roblox
Clash of Clans
Supercell
PUBG Mobile
Tencent
Rise of Kingdoms
Lilith Games
Note:
In-app purchase rankings are as of the end of Q1 2021

Number of Hypercasual games reaching 50 million worldwide downloads by year
More Than 50 Hypercasual Titles Crossed 50M Installs in 2020
The rise of Hypercasual games illustrates how
more and more developers are monetizing
primarily through ads. 56 different Hypercasual
games surpassed 50 million downloads in 2020,
up from just 14 Hypercasual games that reached
that threshold in 2018.
It is yet to be seen what the impact of IDFA will
be on the Hypercasual games space, and mobile
games advertising more broadly.
62
© 2021 Sensor Tower Inc. – All Rights Reserved
2018
2019
2020
0 10 20 30 40 50 60
150M+ 100MM-150M 50M-100M
Monetization Trends 41 24 9 12 6 2 3 6 3

© 2021 Sensor Tower Inc. – All Rights Reserved
Key Takeaways:
Monetization Trends
1. The vast majority of mobile games utilize the freemium model over the premium model. By Q4 2020, freemium games earned 99 percent of the revenue
on the App Store compared to just one percent from premium games.
2. Some top games have found success using the subscription model, with examples including Roblox, PUBG Mobile, Clash of Clans, and Mario Kart Tour.
While a subscription can help boost the revenue for games when it fits into the
overall monetization strategy, most still rely on one time in-app purchases.
3. More and more games are monetizing through ads, with 56 different Hypercasual games adding at least 50 million users in 2020. The impact of IDFA
on this strategy is yet to be seen.
63

—
Trends in Mobile Game Advertising
Advertising Trends

© 2021 Sensor Tower Inc. – All Rights Reserved
Advertising:
Definitions
Advertising Trends
Stack Ball
Azur Interactive
Ad Publisher
The app monetizing its
platform by displaying
ads to its users
Advertiser
Apps that are running
mobile ad campaigns
Game Developer
Developer that
publishes the
advertising app
High Heels
Zynga
Shortcut Run
Voodoo
Snake.io
Kooapps

2020 U.S. share of voice by game genre of the ad publishers on iOS
Hypercasual and Puzzle Genres Rely on Ads the Most
Puzzle was the top genre by ad publishing share
of voice on five of the eight ad networks studies,
and Hypercasual had the highest share of voice
on the remaining three. Hypercasual games in
particular monetize through showing ads, so it is
not surprising that this genre publishes a high
percentage of ads in mobile games.
Tabletop was the No. 2 genre by ad publishing
share of voice on MoPub, and it ranked third on
AdMob, Facebook, ironSource, and Vungle.
Arcade also ranked among the top five on six of
the eight networks.
66
© 2021 Sensor Tower Inc. – All Rights Reserved
Advertising Trends
Hypercasual
Puzzle
Sports
Simulation
Casino AdColony
Hypercasual
Arcade
Puzzle
Tabletop
Simulation
AppLovin
Puzzle
Hypercasual
Tabletop
Arcade
Sports
A
AdMob
Puzzle
Hypercasual
Tabletop
Action
Sports
Facebook
Puzzle
Hypercasual
Tabletop
Simulation
Arcade ironSource
Puzzle
Tabletop
Hypercasual
Action
Arcade MoPub
Hypercasual
Puzzle
Simulation
Arcade
Tabletop Unity
Puzzle
Hypercasual
Tabletop
Simulation
Arcade Vungle
5%
3%
4%
Note:
Share of voice is calculated among game ad publishers only.
Non-game ad publishers are excluded. 5% 10% 13% 20% 38% 7% 11% 13% 14% 28% 8% 8% 10% 18% 22% 3% 9% 15% 23% 31% 7% 8% 16% 18% 19% 4% 7% 24% 28% 28% 8% 9% 10% 22% 22% 9% 9% 12% 24% 30%

2020 U.S. share of voice by game genre of the advertiser on iOS
Puzzle Advertises the Most Across the Majority of Networks
When it comes to advertising, Puzzle games
advertise frequently on mobile to drive
adoption. Puzzle games were responsible for
more than 30 percent of the mobile game
advertising share of voice (SOV) on six of the 10 ad
networks studied, including 42 percent on MoPub
and 36 percent on ironSource.
Strategy and Hypercasual game genres also
advertise considerably. Hypercasual was the top
genre by SOV on AppLovin and it ranked among
the top three genres on six other networks.
Meanwhile, Strategy was the top genre on
YouTube and was the No. 2 genre on four other ad
networks.
67
© 2021 Sensor Tower Inc. – All Rights Reserved
Advertising Trends
Puzzle
Casino
Tabletop
Simulation
Shooter AdColony
Hypercasual
Puzzle
Simulation
Casino
Arcade AppLovin
Puzzle
Strategy
Casino
Simulation
RPG Instagram
Puzzle
Strategy
Hypercasual
RPG
Tabletop
A
AdMob
Puzzle
Strategy
Hypercasual
Casino
RPG
Facebook
Puzzle
Hypercasual
Casino
Arcade
Tabletop ironSource
Puzzle
Strategy
Hypercasual
Casino
Tabletop MoPub
Puzzle
Hypercasual
Strategy
Tabletop
Casino Unity
Puzzle
Hypercasual
Lifestyle
Strategy
Shooter
Strategy
RPG
Action
Shooter
Simulation YouTube Vungle
4%
6%
5%
6%
5%
Note:
Share of voice is calculated among game advertisers only. Non-
game advertisers are excluded. 4% 13% 14% 24% 28% 5% 6% 6% 31% 37% 8% 11% 11% 12% 20% 7% 8% 10% 14% 34% 8% 9% 11% 13% 23% 7% 7% 10% 15% 36% 5% 6% 10% 12% 42% 6% 7% 9% 22% 35% 6% 6% 8% 19% 35% 8% 9% 10% 15% 23%

AppLovin and Activision Blizzard Are Among the Top Ad Publishing Developers
Top ad publishing developers by U.S. advertising share of voice on iOS
68
© 2021 Sensor Tower Inc. – All Rights Reserved
Electronic Arts
AppLovin
Activision Blizzard
zplay
InnerSloth 1
2
3
4
5
1
2
3
4
5
Activision Blizzard
Habby
Zynga
Voodoo
Miniclip AppLovin
RobTop Games
Ubiso!
Playgendary
Elokence
1
2
3
4
5
1
2
3
4
5
Ninja Kiwi
Miniclip
Take-Two Interactive
Ubiso!
Sybo Games
AppLovin
Voodoo
Zynga
InnerSloth
Stillfront Group
1
2
3
4
5
1
2
3
4
5
X-Flow
Easybrain
Voodoo
Zynga
AppLovin
1
2
3
4
5
1
2
3
4
5
X-Flow
Zynga
Habby
Voodoo
Easybrain
AdColony AdMob AppLovin Facebook
MoPub Unity Vungle ironSource
Activision Blizzard
Miniclip
Jam City
MobilityWare
Take-Two Interactive
Advertising Trends

Zynga Was a Top Advertiser Following Its Rollic Games Acquisition
Top game developers by U.S. advertising share of voice on iOS
69
© 2021 Sensor Tower Inc. – All Rights Reserved
Playrix
Zynga
Easybrain
AppLovin
Activision Blizzard 1
2
3
4
5
1
2
3
4
5
Zynga
AppLovin
Voodoo
Habby
Topwar Studio AppLovin
Voodoo
Easybrain
SayGames
Good Job Games
1
2
3
4
5
1
2
3
4
5
Playrix
Stillfront Group
Nordcurrent
Big Run Studios
Tether Studios
Zynga
Playrix
Easybrain
Playgendary
BitMango
1
2
3
4
5
1
2
3
4
5
Playrix
Activision Blizzard
Voodoo
Zynga
Crazy Labs
1
2
3
4
5
1
2
3
4
5
Playrix
Zynga
Activision Blizzard
AppLovin
Easybrain
AdColony AdMob AppLovin Facebook
MoPub Unity Vungle YouTube
Activision Blizzard
miHoYo
Lilith Games
Aristocrat Technologies
Moon Active
Advertising Trends

Homescapes Saw Steady Advertising Across Many Networks
Top apps by U.S. advertising share of voice on iOS
70
© 2021 Sensor Tower Inc. – All Rights Reserved
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
AdColony AdMob AppLovin Facebook
MoPub Unity Vungle YouTube
Homescapes
Playrix
Toon Blast
Peak Games
Double Down
Double Down
Happy Color
X-Flow
Gardenscapes
Playrix
Archero
Habby
Top War
Topwar Studio
Toon Blast
Peak Games
CSR 2
NaturalMotion
Wordscapes
PeopleFun
Wordscapes
PeopleFun
Brain Test
Unico Studios
Ink Inc
Lion Studios
Save the Girl
Lion Studios
Cooking Fever
NordCurrent
Homescapes
Playrix
BitLife
Candywriter
Gardenscapes
Playrix
Blackout Bingo
Big Run Studios
Marvel Contest of Champions
Kabam
Homescapes
Playrix
Gardenscapes
Playrix
Happy Color
X-Flow
Word Collect
Super Lucky Games
Pokémon GO
Niantic
Call of Duty: Mobile
Activision Blizzard
Genshin Impact
miHoYo
RAID: Shadow Legends
Plarium
Coin Master
Moon Active
Rise of Kingdoms
Lilith Games
Homescapes
Playrix
Call of Duty: Mobile
Activision Blizzard
Fishdom
Playrix
Episode
Episode Interactive
State of Survival
FunPlus
Homescapes
Playrix
Fishdom
Playrix
Call of Duty: Mobile
Activision Blizzard
Township
Playrix
Gardenscapes
Playrix
Advertising Trends

Zynga’s U.S. share of voice by ad network
0%
5%
10%
15%
20%
Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
0%
5%
10%
15%
20%
Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
Ad Network Share of Voice Average Share of Voice Across Ad Networks
0%
5%
10%
15%
20%
Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
0%
5%
10%
15%
20%
Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
0%
5%
10%
15%
20%
Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
0%
5%
10%
15%
20%
Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
Zynga Advertising Increased After Hypercasual Acquisition
Zynga’s advertising surged in Q4 2020 along with
its acquisition of hypercasual games publisher
Rollic Games. While its share of voice dipped
somewhat in Q1 2021, it was still higher than it
had been in Q1 2019 through Q3 2020.
Zynga’s ad push in Q4 2020 was most
pronounced on networks including AdMob,
AppLovin, Facebook, and YouTube.
71
© 2021 Sensor Tower Inc. – All Rights Reserved
Advertising Trends
Note:
Share of voice includes advertising from all games currently
owned by Zynga, even if it was prior to the acquisition. Average
share of voice takes the mean across 10 ad networks (AdMob,
AppLovin, Chartboost, Facebook, Instagram, ironSource,
MoPub, Unity, Vungle, and YouTube).
AdMob
MoPub
AppLovin Facebook
Unity YouTube

© 2021 Sensor Tower Inc. – All Rights Reserved
Key Takeaways:
Advertising Trends
1. Hypercasual and Puzzle games published the most ads across ad networks. Meanwhile, Puzzle games had the highest share of voice among game
advertisers, suggested that these games are particularly reliant on advertising for
user acquisition. Strategy and Hypercasual games also had a large portion of the
share of voice on a few networks.
2. Playrix continued to be one of the top advertisers in the U.S., with the highest share of voice on Adcolony, AdMob, and Vungle networks. Its puzzle and
decorate game Homescapes was the top advertising game on each of these
networks, and it also advertised heavily for Gardenscapes and Fishdom.
3. Zynga’s acquisition of Hypercasual games publisher Rollic Games suggests that it still believes in the value of the genre despite the concerns around IDFA.
Zynga’s share of voice surged following this acquisition.
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Key Takeaways from the Report
Conclusion

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Conclusion
●The mobile games market was larger than ever in 2020 and shows no signs
of slowing down. In fact, revenue growth only accelerated during the
COVID-19 pandemic and users spent more than $22 billion in mobile games in
Q1 2021.
● The U.S. continues to be the top market for mobile game spending. Mobile
game revenue in the country surged at the start of the pandemic, and the U.S.
accounted for 28 percent of global game revenue in 2020. Meanwhile, Europe
and Southeast Asia are also projected for strong growth over the next
several years and are key regions for game developers to expand.
● Mobile game monetization has trended away from premium apps and
towards the freemium and ad models in recent years. Some top games have
had success with subscriptions, demonstrating how being creative with
monetization strategies can give game developers an edge in such a
competitive space. It will also be important to monitor how IDFA impacts
mobile game advertising and genres such as Hypercasual and Puzzle that
rely heavily on ads.
Conclusion
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