TikTok: The New Destination to Reach Global Gamers
Download PDFJan, 2022 TikTok:
The New Destination to Reach Global Gamers
The 2021 Global Mobile Gamers Whitepaper
Introduction & Methodology
Mobile Gaming Industry Trends Who’s Playing?
Advertising on TikTok Genre Deep Dive
Contents
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Introduction &Methodology
4
Mobile is the world’s biggest and fastest-
growing game platform, by both player numbers
and revenues. According to Newzoo’s Global
Games Market Report, mobile generated
revenues of $93.2 billion in 2021 (+7.3% year on
year). It accounts for more than half of the
global games market, meaning mobile game
revenues exceed console and PC combined.
We forecast that mobile’s revenue growth will
reach $116.1 billion by 2024, continuing to
outpace growth on PC and console*. Mobile is
clearly a huge opportunity for all companies
involved with gaming.
To that end, TikTok For Business has partnered
with Newzoo to explore this opportunity. We
are proud to present this insightful report, which
aims to help mobile game advertisers
understand how to build, grow, and monetize
their games.
Gamers have always been a highly engaged
community , happily sharing recommendations,
opinions, tips and tricks, and video content for
as long as it’s been possible to do so. TikTok’s
offer to advertisers is unique, supporting
creative and organic campaigns that facilitate
global collaborations between brands, creators,
and people who play games. TikTok makes
sharing this content easier, making it a platform
packed with potential —the new destination for
global gamers as well as advertisers .
* This is for a number of reasons, for example the impact of COVID -19 and its influence on AAA console development (which often requires
considerable cross -team collaborations and high production values) as well as the appearance of higher quality mobile titles cre ated by
smaller, more agile teams and a continuation of the trend for browser players to shift to mobile.
Introduction
$93.2Bn
Global mobile game
revenues in 2021
Source: Newzoo Global Games Market
Report
49%
of mobile gamers
use TikTok
Based on an aggregate of 13 countries
Details on the next page
55
UsersNon
–
users
420 423
424 423
541 283
588 234
537 285
416 421
421 427
417 424
402 420
493 330
525 298
596 225
421 406
Most of the content in this report is based on a
TikTok For Business -sponsored online survey
conducted by Newzoo in September and
October 2021 . The research was widespread in
scope and included 10,800 completed
questionnaires from gamers in 13 countries and
regions. These markets are dominating mobile
gaming or growing and are top destinations for
advertisers looking to promote their games
globally.
Every respondent plays mobile games and is
between the ages of 18 and 50. Roughly half of
the sample in each market are TikTok users,
meaning we can compare mobile gamers who
use TikTok with those who do not.
In markets where more than half of
respondents use TikTok*, we did not adjust the
sample. However, we oversampled in markets
where less than half of respondents use TikTok.
We representatively boosted these samples
using quotas on age and gender. Then, we
weighted the sample using our Consumer
Insights data on mobile gamers in the global
online population, helping us provide a
representative overview of this audience.
Finally, our expert games consultants and
market analysts provided context to the data
in this report, providing thought leadership for
those looking to reach TikTok’s unique mobile
gamer audience.
Survey Sample:
Research Methodology
* These are: Thailand, Vietnam, Indonesia, France, Russia, Turkey, Saudi Arabia, and Brazil. Exact numbers can be found in th e opening sections
of the report.
JPN
KOR THA VNM IDN
BRA
RUS
SAUTUR
U.S.
DEU U.K.
FRA
66
Gaming connects billions of people all over the world
The games market has grown tremendously over the last decade with
three billion gamers across the world in 2021. As early believers (and
examiners!) of gaming’s growth, we at Newzoo have
loved seeing games
empower people, engaging and connecting fans from all corners of the
globe.
I’m excited to finally unveil the insights from our joint research with TikTok
For Business to the world. The findings in this report underline our shared
vision for the future of games and media, where playing, creating,
socializing, and viewing are united under one single experience.
TikTok, a destination for global gamers
TikTok is where gaming and culture collide. People come to TikTok to
discover moments and movements that shape gaming culture today.
TikTok is a platform where creators and brands can be their true selves,
and it’s inspiring to see how our community supports each other and
makes genuine connections through shared interests. We’re excited to
continue building a place where brands of all sizes can share in these
moments of joy and connection with the TikTok community.
Leaders’ Talk
Peter Warman
Co -founder & CEO
Newzoo
Blake Chandlee
President
Global Business Solutions TikTok
Win gamers with TikTok For Business
We’ve witnessed the positive impact that creativity and storytelling from
gaming brands brings to the TikTok community and the experience of our
platform. The whitepaper, in collaboration with Newzoo, shares deep
insights into an ever -growing and active TikTok gaming community. We’re
thrilled to welcome and continue working with gaming brands large and
small to help them build their brands and meaningfully connect with their
community.
Steven Zhang
Head of China
Outbound Business
Global Business Solutions TikTok
7
Mobile is the biggestandfastest -growing game platform
Mobile games accounted for 52% of 2021’s global games market revenues andis
expected to grow at+11.2% CAGRfrom2019to2024.
Summary
TikTok is a new frontier for mobile game publishers and
advertisers
Watching, creating, and engaging with game content is on the rise
Gaming enthusiasts spent 5 times more hours watching and almost 4 times more
hours creating top gaming content on TikTok from Q1 2020 to Q1 2021.
Reach engaged mobile gamers on TikTok
TikTok mobile gamers play 36% longer than those that are not on TikTok. They
also install 50% more games and are over 40% more likely to pay for both games
and add- ons.
Target hard -to -reach and more diverse players
In most regions, TikTok is a viable place to reach a wider diversity of players,
especially compared to other platforms.
Build your game with TikTok’s community
TikTok’s mobile gamers are passionate: they are 50% more likely to recommend
games to friends and 70% more likely to discuss games on social media. If they
like your game, they will spread the word.
Drive action in marketing campaigns
Nearly 70% of mobile gamers on TikTok say the platform is a great way for
developers to get their attention. The same share says they are likely to actively
follow campaigns on TikTok.
Mobile Gaming
Industry Trends
9
1
2
3
6
4
5
The mobile gaming market continues to outpace PC and console as
the biggest and fastest-growing gaming platform .In 2021, 52%of
global game revenues came from mobile.
APAC isthe largest mobilegameregion byrevenues .Mobile
gamers from the APAC region contributed 64% of global mobile
game revenues in 2021.
Chinese game developers are continuing to seek (and find)
international success . In 2021, Chinese game developers made a
total of $18.0 billion in revenues in the international market.
The rising metaverse trend sees games increasingly growing in to
social experiences. The sharpened focus on social experience
means that the communitywill have a much larger role in game
development and operation.
Content creationinside and outside of the gaming world is the new
norm for game -related engagement. Global viewershiphours for
TikTok’s top 100most popular gamingtopics grew +533%fromQ1
2020 toQ1 2021.
With its 1 billion monthly users, TikTokhas become a new hub for
brands, creators, and consumers rallying around passionate gaming
communities at scale.
Key Takeaways
1010
52%
of 2021’s global game
revenues came from mobile,
making it the largest gaming
segment by far. The after –
effects of COVID -19 —
including game delays and
supply constraints —are
having a noticeable impact on
PC and console gaming .
Mobile is less affected and
grew +7.3% year on year.
Source: © Newzoo| 2021 Global Games Market Report
2021 Global Games Market
Per segment
Source: © Newzoo | 2021 Global Games Market Report
Mobile:#1Game Platform byRevenues and
Fastest -Growing Toward 2024
Global Mobile Game Revenues
Forecast toward 2024 +11.2%
Mobile games market CAGR
2019 -2024.
Mobile games will generate
revenues of $116.1 billion in
2024. This increase will be
driven by growth markets in
the Middle East & Africa ,
Latin America, Southeast
Asia, and India. Mobile
networks and affordable
phones will continue to
become more accessible
across these markets.
2021 TOTAL
+1.4%
YoY
1111
1.6X
The Middle East & Africa and
Latin America will be the two
fastest -growing mobile
games markets toward 2024,
growing 1.6x faster than the
global average from 2019 –
2024.
Zooming inon the APAC
region, Southeast Asiaisthe
fastest -growing market,
growing at1.4x theglobal
average.
64%
of 2021’s mobile game
revenues came from Asia –
Pacific.
Top 3 Markets in 2021
China Total
$31.8Bn
U.S. Total
$15.1Bn
Japan Total
$13.7Bn
0.8x 0.9×1.0x 1.6×1.6x
Source: ©
Newzoo| 2021 Global Games Market Report
2021 Global Mobile Games Market
Per region with year -on- year growth rates
Indexed CAGR (vs. Global) in Mobile Game Revenues
Per region | 2019 -2024
Source: © Newzoo| 2021 Global Games Market Report
China, the U.S., and Japan Are the Three Biggest
Mobile Gaming Markets; Emerging Markets Drive
Growth Toward 2024
Middle East & Africa
Latin America
Asia- Pacific
Europe
North America
1212
Chinese-developed complex andimmersive
games likeMobile Legends: Bang BangandRise
of Kingdoms havefound international audiences ,
fulfilling coremobile gamers’appetite forhigh –
fidelity mobilegames.
The global success ofPUBG Mobile andCall of
Duty: Mobile —both developed byTencent —have
accelerated PCand console developers’
willingness to invest in mobile. These franchises
were created outside of China, but Tencent
brought them successfully to mobile globally.
More PC/console- focusedAAAdevelopers, such
as Riot, Blizzard, andElectronic Arts,are
bringing theirmost popular IPto the mobile
platform . At
the same time,Chinese developers are
expanding theirreach inthe casua lspace. For
example, Magic Tavern ’sProject Makeover has
been arising starinthe Western puzzlegames
market.
Source: Game Publishers Association Publications Committee (GPC) of China
$11.6Bn $15.5Bn
$18.0Bn
2019
2020 2021
Morerecently, theongoing successofGenshin
Impact asacross- platform gameshowcases
the capabilities ofChinese gamecompanies
beyond themobile platform. Andmore and
more Chinese gamecompanies areaiming at
day -one global launches . However, as you will
learn on the next page, engagement with
games goes far beyond just playing.
Overseas Game Revenues by Chinese Developers
2019 -2021
Chinese Game Developers Find Success Across Core and Casual Genres
+24.6%
2019 -2021 CAGR of Chinese
game companies’ revenues
outside of China. The same
CAGR for global mobile
game revenues is +16.8%,
meaning Chinese companies
are growing quickly outside
China. Asthe Chinese games
market becomes increasingly
saturated andregulated ,
Chinese gamecompanies are
eyeing theinternational
market toachieve growth
goals andexpand theirtotal
addressable markets.
Chinese Developers Are Leading the Way in the
Global (Mobile) Games Market
1313
Source: © Newzoo| Newzoo Platform
0.0M0.4M0.8M 1.2M
1.6M
8/1
8/6 8/118/16 8/218/26 8/31
Withtherise ofthe metaverse, socialmetaverse
mobile gamessuchasAvakin Life andZepeto
have attracted alarge amount ofbranded
content inthe form ofnative in -game ads.For
example, O Boticário , a top Brazilian cosmetics
brand, held a five- week promotion with a virtual
store inside AvakinLife. In total, 2.3 million
unique players engaged during the event. As
games aregetting increasingly interactiveand
social, theybecome the perfectplatforms for
brands andadvertisers toconnect withfans and
reach new audiences .
For games themselves, brandorIPinjections
boost useracquisition ,retention ,and monetization
.Successful brand/IPinjections
must beauthentic, matchingfanexpectations
and the game experience. Users are even
contributing themselves. The role of players as
creators is an increasingly important aspect of
social gaming and the metaverse.
The Impact of Ariana Grande’s Rift Tour
Live hours watched in August 2021
SocialMetaverse GamesArePerfect Vehicles forConsumer Brandsand
Advertisers toIntegrate Native In-Game Ads
Next -Level Entertainment: Games Offer
Increasingly Immersive Social Experiences
Live hours watched
on Twitch and YouTube
combined of the Ariana
Grande Rift Tour event.
11. 0M
Going forward, we expect to see more
innovation in native in- game ads, where
branded content will seamlessly blend into the
game world. With the rise of the metaverse
trend, the ways developers integrate these
native in- game ads will only become more
inventive and frictionless.
Over the past decade or so, games have
become an experience, encompassing
playing, viewing, and —vitally—social
engagement . The metaverse is the next
stage of this evolution, integrating non-
gaming experiences and driven by a
combination of technology and how
gamers —and even non- gamers—are
interacting with games. Game publishers are
providing new experiences through non-
gaming content, such as virtual concerts,
virtual fashion shows, IP activations , and
media/product partnerships.
1414
Today,coregamers also engagewiththeir favorite gamesin
various waysoutside ofthe gaming world,such assharing
and watching gamecontent, creatinggame-inspired art,and
cosplaying atreal -life events. User-generated content(UGC)
is apowerful UAtool forpublishers intoday’s games
business, especially in terms of increasing organic installs.
With its creative and engaging form of content, TikTok has
flourished into anew hubforgaming publishers, creators,
and gamers acrosstheglobe. Via producing and watching
UGC, gamers interact with their favorite games in an
expressive way. Global viewershiphours for its top 100most
popular gamingtopics grew +533%fromQ12020 toQ1 2021.
In fact, many publishers are using TikTok to blend game
advertisements into mobile gamers’ everyday lives.
Hours Engaged inRoblox
Q1 2019 –Q3 2021 |Global
UGC: From In-Game Content toStreaming andReal -Life Presence
Inside and Outside of the Gaming World: Content
Creation Isthe New Norm forEngaging With
Favorite Games
Source: ROLOX quarterly financials.
3.0Bn 4.9Bn8.6Bn
11.2Bn
0.0Bn
2.0Bn
4.0Bn 6.0Bn8.0Bn
10.0Bn 12.0Bn
One of the key themes of the
metaverse
is user -generated
content (UGC) . The
metaverse requires
community -sourced
creations to scale effectively .
Game platforms such as
Roblox , Crayta, and Core
lead the trend of user –
created experiences, games,
mods, and worlds.
The growth of in-game
creator tools and no-code
development has lowered
the barriers to content
creation. Withthe
democratization of these
technologies and services,
p layers have become
creators themselves.
COVID-19
pandemic started
Growth inViewership
Among Top100Most
Popular GamingTopics
on TikTok
Q1 2020 -Q1 2021
Middle East &
Africa*
+841%
Southeast
Asia +1,440%
+533% Global
+475% U.S.
* Including UAE, Egypt, Turkey, Saudi Arabia,
and South Africa.
15
PUBG Mobile Vietnam
Branded Solutions for Gaming Brands on TikTok
As today’s gamers are
becoming creators
themselves, enhancing the
creation experience is a
powerful way for advertisers
to connect to their core fans .
Video -streaming and social
media are major ways that
gamers discover new titles.
TikTok combines both with
its “creation” and“sharing”
experiences , making it an
opportunity -filled advertising
platform for mobile games. Consumers go to TikTok for fun, happiness, and
entertainment. The platform’s ingenious innovation is its “For
You” page and its underlying algorithms, which serve hyper –
relevant and curated content that can inspire, connect, and
spark creativity and joy in the community and beyond.
With its 1 billion MAUs (as of September 2021), TikTok has
become a new hub for brands, creators, and consumers in
and around games . In just a short amount of time, TikTok
users have flourished into an integral part of the gaming
community.
Gamers flock to TikTok to discover and create memes, show
off their gaming skills, and spark conversations that are
helping to shape and redefine today’s gaming culture .
Gaming brands have become an integral part of the TikTok
experience for gamers. The platform has become a
springboard for games that the community embraces. Simply
put: mobile game publishers looking to reach their core
audiences across the globe cannot afford to ignore TikTok.
As TikTok has become the
new hub for gamers and
creators, gaming brands are
increasingly leveraging the
platform to reach and
engage with their core
audiences . Solutions such as
Branded Hashtag Challenge
and Branded Effects are
engaging ways to enhance
the creation experience for
TikTok users.
Marketing to Gamers: Enhance the Creation
Experience and Connect to Universes Crafted
by Players
Hō chi Shō joJapan
Who’s Playing?
A deep dive into the unique TikTok mobile gamer audience
17
Almost half of all mobile gamers in the markets we surveyed use
TikTok . Those in emerging markets tend to have even higher TikTok
penetration.
TikTok mobile gamers are often more diverse and younger,
allowing advertisers to reach certain audiences more efficiently .
TikTok mobile gamers in all markets show higher levels of
engagement : they install 50% more games, play 36% longer, and
are over 40% more likely to pay for both games and add -ons.
TikTok mobile gamers are more ‘evangelical’: they are more
passionate about games, recommend them to friends , include them
in their social lives, discuss them on social platforms, etc.
They are also more likely to watch gaming content and already say
TikTok is a key destination to do this .
TikTok mobile gamers are very likely to use social platforms and
short -video apps to learn about games , representing a clear
opportunity for advertisers looking for warm and receptive
audiences.
Key Takeaways
1
2
3
6
4
5
18
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47%45% 48%39% 47%
73% 60%56%
66% 71%23%
34%
65%
Base: All mobile gamers covered in our research
Share of Mobile Gamers Using TikTok per Market
TikTok mobile gamer proportions are especially high in Southeast Asia (Vietnam, Thailand, and
Indonesia), Brazil, and Turkey.
Almost Half of All Mobile Gamers in Key Markets
Use TikTok
Please note all results are based on weighted data from our Consumer Insights data on mobile gamers in the global online popu lation, helping
us provide a representative overview of this audience.
19
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IDNTUR
SAU BRA RUS
JPN FRA THAVNM
DEU
U.K.
U.S.
DEU
U.K. FRA
THA VNM
23% 55%22%
Base: All mobile gamers
TikTok Mobile Gamers Don’t Use TikTok
TikTok Is a Great Place to Find Gamers
Who Can Be Hard to Find Elsewhere:
This is especially true for gender in emerging
markets (e.g., Southeast Asia, The Middle East,
and Brazil). Mobile was already popular among
women in these regions. The market’s ongoing
growth has been key to getting new audiences
into gaming.
In terms of age, TikTok’s popularity among Gen
Z consumers in more established gaming
markets makes it a great place to find mobile
gamers in the group.
TikTok Mobile Gamers Are More Diverse
and Younger
3 2.1 Average Age
Gen Z (18 -24) Gen Y (25 -39) Gen X (40+)
18% 48% 33%
Gen Z (18-24) Gen Y (25
-39) Gen X (40+)
47% 44%
Women Women
34.3 Average Age
Gen Z TikTok Mobile Gamers
(compared to Non -TikTok Mobile Gamers)
175% +
150% +
Similar% Gen Z
Gen Z
Female TikTok Mobile Gamers
(compared to Non -TikTok Mobile Gamers)
150% +
120% + 110% +
Similar%
20
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20
Base: All mobile gamers
Base: TikTok Mobile Gamers
TikTok Mobile Gamers: Play Longer,
Play More, and Are More Likely to Pay
Pay for Games Pay for Add-
Ons
14.49.7 Games installed
(past year)
Don’t Use TikTok TikTokMobile Gamers
Regardless of Market, TikTok Mobile Gamers Are More Engaged
TikTokgamers install 50% more games, spend 36% longer per week gaming, are 66% more likely
to pay for games, and are 40% more likely to pay for add- ons. Their play hours are also usually
longer. Meanwhile, payers are typically more common in emerging markets vs. markets with more
mature gaming industries.
Longest Hours Willingness to Pay (games) Willingness to Pay
(add -ons)
Engagement by Market | TikTok Mobile Gamers
Vietnam : 8.2 Vietnam: 73% Vietnam: 85%
Japan: 8.2 Indonesia: 79% Indonesia: 86%
Thailand: 11.4 Thailand: 84% Thailand: 92%
South Korea: 8.4Turkey: 81% Turkey: 87%
U.S.: 8.2Brazil:69% South Korea: 84%
Turkey: 8.0 South Korea: 66%U.S.: 82%
($12.10/month)
63%
($5.02/ month)
38%
($14.28/month)
76%
($7.55/month)
54%
7. 5 Weekly mobile
play hours 5.5
21
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21
TikTok Mobile Gamers Play More
Genres
TikTok Offers Access to a Broader and
More Varied Gaming Audience
TikTokmobile gamers enjoy a wider range of
genres than non- users, who prefer puzzle and
match games, followed by strategy. These
genres are widely popular in mobile gaming,
suggesting that non- users are more casual when
it comes to mobile game preferences.
Spotlight on Four Popular Mobile Genres
Average number of genres
TikTok mobile gamers play
7.1
Average number of genres non-
users of TikTokplay
4.2
Strategy and MOBA
55%
34 %
of TikTok mobile gamers
of non- users of TikTok
play this genre
Puzzle and Match
56%
50%
of TikTok mobile gamers
of non- users of TikTok
play this genre
Arcade, Casual & Idle
48%
32 %
of TikTok mobile gamers
of non- users of TikTok
play this genre
Role Playing
32 %
22%
of TikTok mobile gamers
of non- users of TikTok
play this genre
22
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22
TikTok Mobile Gamers: More Likely to Recommend,
Discuss, and Socialize in Games
Compared to non-users, TikTok mobile gamers
are nearly 50% more likely to recommend
games to friends. They are over 70% more likely
to talk about games on social media .
TikTok mobile gamers are also more passionate
about games and are likelier to use them to
socialize. Gaming is also more likely to
complement their other pastimes.
Agreement With Statements (‘agree’, ‘strongly agree’, and ‘agree completely’)
Base: All mobile gamers TikTok Mobile Gamers Don’t Use TikTok
38%
36% 38% 45%48% 54%
52%
60%63%65% 67% 70% 76%77%
I often recommend
games to friends
I am very passionate
about gaming
Playing games is a key
part of my social life
Many of my other
pastimes relate to my
interest in gaming
I often talk about games
on social media
I’m usually first in my
social circle to play a
new game
Other people would
describe me as a ‘gamer’
71%
TikTok mobile gamers
43%
Non
-TikTok users
are very actively engaged
with or evangelist about
gaming
Gamers in France, Indonesia, Turkey, and
Brazil are most passionate. TikTokmobile
gamers are most likely to agree that they are
very passionate about gaming (compared to
all other statements).
Gamers in Japanare likely to see games as
key to their social lives; this is the top
statement for gamers in Japan.
Thailand is the only market where the top
statement is about how gaming relates to
other pastimes they enjoy.
Base: TikTok mobile gamers
23
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TikTok Mobile Gamers
Almost All TikTok Mobile Gamers Watch Gaming
Content
Watch gaming content
91% 54% 41% 37% 31%
TikTok Gamers Say TikTok is Second Only to YouTube for Viewing Content
This story is the same for all markets apart from Thailand, Vietnam, and Japan. In these markets,
TikTok is third after YouTube, followed by either Facebook (Thailand and Vietnam) or Twitter (Japan).
Most Popular Content: Gameplay Videos and Tips & Tricks | TikTok Gamers
Around 9 in 10 mobile gamers in South Korea, Thailand, Vietnam, Indonesia, Turkey, Saudi
Arabia, and Brazil watch game-related content. This number is even higher for TikTok
mobile gamers. Elsewhere, overall viewing penetration is around 80%, while TikTok mobile
gamer numbers are closer to 90%. Gameplay and walkthrough content is most popular,
followed by tips and tricks.
42%
38%
33%
33%
32%
Gameplay, walkthrough s
Tips & Tricks Esports
Comedic gaming videos
Streamer/creator content
90%
Don’t Use TikTok
Watch gaming content
76%
Most mobile gamers engage
with their favorite titles
beyond playing. They are
also avid viewers of gaming
content.
Esports content is especially
popular in Asia, ranking
either first or a close second
in every market in the region.
24
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24
Social Networks: The Most Common Source of
Game Information for TikTok Mobile Gamers
TikTok Mobile Gamers Use a Wider Range of
Information Sources Than Non-Users.
Social networking platforms are the number
one resource everywhere but the U.K., Brazil,
South Korea, and Russia (and even here, they
are among the top four channels, except in
Russia where they are fifth). TikTok Mobile Gamers Are More Than Twice as
Likely to Find Games via Subscriptions.
Around 20% of TikTok mobile gamers use
subscription services to find games
vs. 9% of
non- users. We can therefore expect that TikTok
mobile gamers are more open to subscriptions, a
growing business model among many
companies.
Where Do Mobile Gamers Learn About Games?
Base: All mobile gamers
10%
9% 15% 22% 30%
14% 37%
31% 41%
32%
18% 20% 22% 25% 32%34% 41%44%44%45%
Social networking
platforms
Online store or
appstore
Online video channels
(like YouTube)
Friends and
people I know
Short video apps (like TikTok)
Online advertising
General online
searches
Specialist
gaming sites
Subscription services
Messaging apps
TikTok mobile gamers are
much more likely to use
short -video apps to get
gaming information.
This is even more popular in
some markets:
Indonesia: 44%
Thailand: 43%
Brazil: 37%
France: 37%
U.S.: 37%
Saudi Arabia: 36%
TikTok Mobile Gamers Don’t Use TikTok
Advertising on TikTok
How to run effective campaigns on TikTok
26
Key Takeaways
1
2
3
4
5
TikTok mobile gamers are very positive about seeing more game
content on the platform. They are also excited to follow new and
unique campaigns.
First and foremost, TikTok mobile gamers want advertisers to tell
them about characters, settings, story, and the overall game
objectives.
Action -packed, trendy, and friendly campaigns have greater appeal
among TikTok mobile gamers vs. non -users, as do as campaigns
based on real life and real people.
Mobile gamers on TikTok are open to more types of campaign vs.
non -users. Advertisers can get creative and try new things.
TikTok mobile gamers are more than twice as likely to notice
certain types of online ads, especially sponsored events &
livestreams, user-generated content (UGC), memes and
challenges, and branded content.
27
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27
TikTok: A Clear Opportunity
for Advertisers
TikTok mobile gamers across all markets agree
that the platform can offer developers new
and unique ways to show off their games . The
group also has a strong desire to see more
content and follow mobile gaming campaigns
on TikTok. Developers and publishers on
TikTok can benefit from this appetite for
content.
At the same time, game makers can use TikTok
to target hard -to -reach younger gamers who
install more games, play for longer, and are
more willing to spend money on them. The
opportunity is huge.
*Respondents selected either agree or strongly agree
TikTok’s Audience Is Keen for More Promotional Gaming Content
Agreement With the Following Statements* | TikTok Mobile Gamers
75%
70%
69%
69%
69%
68%
TikTok is a platform mobile games developers can use in unique and exciting ways
I want to see more mobile- game-related content
on TikTok
TikTok could easily be a preferred place to follow mobile gaming campaigns
I’m more likely to follow mobile gaming
campaign if it is blended with content on TikTok
I am likely to spend more time on TikTok over the coming months
TikTok is one of the best ways mobile game developers can get my interest
TikTok mobile gamers also show an appetite
for gaming campaigns that are blended with
content on TikTok . Therefore, partnering with
game- related content creators on the platform
could be a viable way to resonate with gamers
on TikTok.
As more than two -thirds of TikTok mobile
gamers expect to spend more time on the
platform in the coming months, these
opportunities for advertisers are only due to
increase.
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28
TikTok Mobile Gamers Are Twice as Likely t o
Notice Innovative Content Ads
28
Very Likely to Notice Ad Types | TikTok Mobile Gamers vs. Non TikTok Users
2.6x
2 .1 x
2.2x
2.2x
2.2x
Sponsored
events &
livestreams
AR ads
UGC, memes,
challenges
Streamer/ Influencer posts
Brand
stories and posts
Between 26% and 29% of TikTok mobile gamers say they are very likely to notice all key online ad
types for games (compared to between 12% and 16% of non- users). This suggests all ad types are
about equally effective for attracting the attention of this group. Therefore, advertisers have many
opportunities to develop creative campaigns on TikTok, using multiple ad styles.
TikTok Mobile Gamers Are More Likely to Pay Attention to Online Gaming
Advertising
Compared to non -users, TikTok mobile gamers
are around 2.3 times more likely to notice key
ad types .
This further enforces the idea that campaigns
using a range of styles are likely to work well on
TikTok .
29
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29
Advertisers Should Prioritize Story, Settings,
Characters, and Overall Game Objectives
Base: All TikTok mobile gamers
TikTok mobile gamers globally want advertisers to focus on similar things. Characters, settings,
story, and the overall game objective are the most important. However, there are some
differences to consider when building local campaigns.
What TikTok Mobile Gamers Most Want Advertisers to Communicate
Higher priority in:
Higher priority in:
Higher priority in:
Higher priority in:
Higher priority in:
Higher priority in:
Higher priority in:
Characters, setting, story
Overall objective
Art style
Imagery, sounds
and effects
The level of challenge
Powers, special features,
character skills Real life gameplay between
players
46%
46%39%38%
38% 37%
32%
30
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30
Advertisers Can Be More Creative on TikTok: Its
Gamers Are More Open to All Ad Styles
TikTok mobile gamers are much more likely to enjoy action -packed, trendyand friendly ads, as
well as ads based on real life, compared to non- TikTokusers.
Ad Styles TikTokMobile Gamers Enjoy Most
31%
40%
28%
20% 28%
28%
22%
20%
16%
45%
40% 31%
30%
30%
28%27%
26%
24%
Most preferred ad style
is cute (42%)
More often like trendy
(44%) and factual
(38%) ads
Like friendly styles
more than most (35%)
Humor is more popular
in France (34%) and
Germany (32%)
Most preferred are
simple ads (51%)
More often like trendy
ads (Thailand, 50%,
Saudi Arabia, 44%)
Korea (32%), Turkey
(31%), and Brazil (31%)
all more likely to like ad
styles based on real life
Action packed
Simple
Factual
Trendy
Relaxing
Humorous
Friendly
Personalized
Based on real life
stories & people
TikTok Mobile Gamers Don’t Use
TikTok
Base :All mobile gamers
Genre Deep Dive
Reasons to play, pay, churn, and return
32
Strategy
PuzzleRole
Playing
Casual/ Arcade
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Genre Deep Dive
A focus on key genres
Strategy and Battle Arena (MOBA) Gameslike Clash of Clans, Lords Mobile,
Teamfight Tactics, Auto Chess, Clash Royale, Civilization, Plants vs. Zombies,
Kingdom Rush, Arena of Valor, Vainglory, Mobile Legends: Bang Bang, etc.
Puzzle and Match Games like 2048, Sudoku, Angry Birds, Monument Valley,
Words with Friends, Bejeweled, Candy Crush, Gardenscapes , Toy Blast, Bubble
Shooter, etc.
Casual, Arcade and Idle Games like Among Us, Subway Surfers, Temple Run,
Archero , Streets of Rage, Helix Jump, Aquapark.io, Zigzag, Hole.io, AMAZE!!!,
Stack Ball 3D, Idle Miner Tycoon, Adventure Capitalist, Tap Tap Trillionaire, etc.
Role Playing Games like Empires & Puzzles, Monster Strike, AFK Arena,
Summoners War, Raid: Shadow Legends, Kim Kardashian: Hollywood, Lineage, Fire Emblem, etc.
The following pages show the results of the research’s genre deep dive.
We analyze motivations for
playing, paying, churning, and returning to games within certain genres . This is a valuable
reference for mobile developers and publishers looking to support their strategies, market their
games, and increase user retention and acquisition.
We selected four key genres for this analysis, based on their importance to mobile gamers and their
relevance to mobile developers and publishers. These are defined below.
To streamline reporting, we focus on the most mature global gaming markets (Japan, Korea, U.S.,
U.K., Germany, and France), emerging Southeast Asian markets (Thailand, Vietnam, and Indonesia —
as a single group), and finally Brazil for a Latin American perspective.
33
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Strategy Players Skew Male and Te n d
to be in Their Early 30s.
Looking at the averages across all markets,
TikTok strategy players are most likely to be
male and in their early thirties. Still, there are
high shares of female players in each market,
especially in SEA, Brazil, and France. TikTok
mobile gamers are more likely to play the
genre vs. non- users.
Strategy Games Are Really Popular, Especially in
SEA, Brazil, and South Korea
Strategy Games: How Many Play and Who Plays?
Base: TikTok mobile gamers
Strategy Is Especially Popular in SEA and
Demographics Are Diverse.
An impressive three -quarters of mobile gamers
in SEA emerging markets play strategy games.
SEA’s strategy players are younger and more
diverse in terms of gender vs. those in the
other markets.
75%
67%60% 53%49% 49%
46%
38%
48% 46% 25%34%40% 46% 41%34%
30.4 31.035.133.0 32.3 31.131.6 35.3
Share of women
Avg. age
Strategy
Puzzle
Role
Playing
Casual/ Arcade
Strategy : Strategy and Battle Arena (MOBA) Games like Clash of Clans, Lords Mobile,
Teamfight Tactics, Auto Chess, Clash Royale, Civilization, Plants vs. Zombies,
Kingdom Rush, Arena of Valor, Vainglory, Mobile Legends: Bang Bang, etc
34
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Problem-Solving, Creativity, Excitement, and
Competition Motivate TikTok Mobile Gamers
Base: TikTok users who play mobile strategy or MOBA games,
selected for deep dive
Reasons to Play
To relax/unwind 33%
To solve problems tactically 31%
To be creative 30%
For adrenaline/excitement 29%
To escape from everyday life 29%
Relaxation often tops the list, but
motivations to play strategy
games differ across markets.
Players in emerging markets tend
to be thrill- seekers. Playing for
excitement is the #1 answer in
Brazil and #3 in SEA.
Escapism is important for TikTok
gamers in mature markets, while
those in Japanand South Korea
are very motivated by
achievements.
Base: TikTok users who play mobile strategy or MOBA games,
selected for deep dive
Reasons to Pay
Unlock extra playable content 43%
Personalize your character 38%
Take advantage of a sale/offer 35%
Support a game/developer 32%
Get access to seasonal content 30%
Reasons for paying are relatively
similar across the markets. The
top answer across almost all
markets is unlocking extra
content. This is popular across all
genres, but especially for
strategy.
Offers and sales are another
viable way to entice players to
pay.
TikTok mobile gamers across all
markets are also likely to pay to
personalize their characters.
Brazil is especially enthusiastic
about paying for these
customization options.
Strategy
Puzzle
Role
Playing
Casual/ Arcade
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TikTok’s Strategy Gamers Churn Due to Bugs and
Challenge but Return for Content
Why do Players Churn? South Korea’s gamers are serious
about strategy games, so it’s no
surprise that more than half of its
TikTok mobile gamers churn
from the genre when it’s not
challenging enough. This is a top
reason for most markets.
Why do Players Return? Content is king; new content,
levels, or missions is the top
reason gamers come back to a
game in every market except
France (where it was number
two). Free content might be a
way to win back players who are
thinking about returning.
Base: TikTok users who play mobile strategy or MOBA games,
selected for deep dive
Bugs and flaws 41 %
Not challenging/engaging 39 %
Took too long to level up 35 %
Moved onto other game 31%
Completed the game 31%
Base: TikTok users who play mobile strategy or MOBA games,
selected for deep dive
New content, levels, missions 45%
Bug fixes, patches, other fixes 34%
Graphical or design overhauls 30%
Nostalgic reasons 29%
Friends/families playing it again 27%
Players in many markets say they churn due to
bugs. Therefore, fixing bugs is also the top- cited
reason for Strategy gamers to come back,
especially in Brazil. Nostalgia is a popular reason to return in Japan,
South Korea, the U.S., and Europe. This is no
surprise, as these markets have historic gaming
roots going back decades.The U.S.
is the only market in
which “moved onto other
game” is the top answer.
Strategy
Puzzle
Role
Playing
Casual/ Arcade
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Real-time strategy is the most popular subgenre
across these four markets, except for Japan. It is
especially popular in South Korea, which is
known for its love of RTS titles.
Real -Time Strategy Games Are Very Popular in
Korea, but MOBA Wins in Japan
Strategy Games: Sub- Genres
TikTok users who play mobile strategy or MOBA games, selected for deep dive
Japan is the only market of these four where
RTS isn’t the top sub genre and the only market
where turned -based strategy is in the top four.
Multiplayer online
battle arena (MOBA)
62%
Real -time strategy
(RTS)
57%
Real -time strategy
(RTS)
48%
Real -time strategy
(RTS)
46%
Real -time tactics
(RTT)
55%
Real -time tactics
(RTT)
47%
Multiplayer online
battle arena (MOBA)
44%
Empire building
39%
Real -time strategy
(RTS)
53%
Multiplayer online
battle arena (MOBA)
47%
Real -time tactics
(RTT)
40%
Multiplayer online
battle arena (MOBA)
38%
Turn -based Strategy
(TBS)
40%
Empire building
37%
Empire building
40%
Real -time tactics
(RTT)
33%
Strategy
Puzzle
Role
Playing
Casual/ Arcade
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There is a lot of variation across the markets
when it comes to most preferred sub-genres. As
is the case in Japan and South Korea, MOBA is
very popular in SEA, thanks to Mobile Legends:
Bang Bang’s prominence in the region.
Gamers Have Different Preferences in Each of
These Four Markets
Strategy Games: Sub- Genres
TikTok users who play mobile strategy or MOBA games, selected for deep dive
MOBA is the least popular option in Germany
and France. France and Brazil both enjoy empire
building, while it’s the least popular sub-genre in
Japan, Korea, and the U.S. Wargames are
notably a top choice in Brazil.
Real -time strategy
(RTS)
41%
Empire building
42%
Multiplayer online
battle arena (MOBA)
69%
Wargames
53%
Real -time tactics
(RTT)
40%
Real -time strategy
(RTS)
38%
Empire building
44%
Empire building
53%
Wargames
32%
Multiplayer online
battle arena (MOBA)
32%
Real -time strategy
(RTS)
43%
Real -time strategy
(RTS)
51%
Empire building
29%
Real -time tactics
(RTT)
32%
Wargames
41%
Multiplayer online
battle arena (MOBA)
42%
Strategy
Puzzle
Role
Playing
Casual/ Arcade
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Realistic art styles
resonate with TikTok
mobile gamers across
all markets. The same
is true for non-TikTok-
using gamers.
The Realistic Art Style Is the Most Preferred in
Every Market
Base: TikTok users who play mobile strategy or MOBA games, selected for deep dive
Top Art Styles | Strategy Games
Cartoonish and Anime
styles are also very
popular in most
markets. In the U.K.
and Germany , gamers
also uniquely enjoy
abstract styles.
54%
Anime
46%
Cute Asian
46%
Anime
42%
Abstract
31%
Abstract
32%
Cartoonish
44%
Anime
51%
Anime
55%
Cartoonish
49%
Cartoonish
52%
Cartoonish
48%
Cartoonish
37%
Cartoonish
40%
Anime
51%
Cartoonish
51%
Cute Asian
63%
Realistic
58%
Realistic
61%
Realistic
55%
Realistic
58%
Realistic
5 4%
Realistic
62 %
Realistic
76%
Realistic
Strategy
Puzzle
Role
Playing
Casual/ Arcade
39
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Mystery is much more
popular among
Western than Asian
gamers. In fact, it’s
not in the top three
for any of the Asian
markets. Fantasy and
sci -fi prevail in the
East.
Fantasy Is the Most Preferred Strategy Setting in
Most Markets
Base: TikTok users who play mobile strategy or MOBA games, selected for deep dive
Top Settings | Strategy Games
Germany is the only
market where gamers
prefer a contemporary
setting. In Brazil and
the U.S, sci-fi is
relatively more
popular than in other
markets.
62%
Fantasy
56%
Fantasy
63 %
Fantasy
56%
Sci -Fi
56%
Fantasy
50%
Sci -Fi
51%
Fantasy
45%
Contemporary
49%
Historic
41%
Fantasy
38%
Mystery
53%
Historic
49%
Historic
45%
Contemporary
41%
Mystery
37%
Historic
54%
Sci -Fi
43%
Mystery
40%
Sci -Fi
54%
Mystery
56%
Sci -Fi
51%
Sci -Fi
50%
Fantasy
49%
Mystery
Strategy
Puzzle
Role
Playing
Casual/ Arcade
40
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Japanese TikTok Mobile Gamers Are
Much More Likely to Play Puzzle
Games Than Non-Users.
In Japan, 60% of TikTok users who play mobile
games play puzzle games. This is compared to
just 42% of gamers who don’t use TikTok.
France is the only country where this trend is
reversed. It is worth noting that there are
puzzle games in Japan that include core
gaming mechanics, appealing to core gamers
(as well as casual ones).
Puzzle Games Are Equally Popular in the U.K.,
Japan, and Brazil
Puzzle Games: How Many Play and Who Plays?
Base: TikTok mobile gamers
Women Make Up Lion’s Share of TikTok’s
Puzzle Gamers in Most Markets.
In almost every market except for the U.S. and
South Korea, women make up at least half of all
puzzle gamers. In France and SEA, this share
jumps to 61%. Korean puzzle gamers also skew
older than in any other market.
54%50% 59%49% 58% 61%61%39%
31.8 34.8 31.333.6 34.131.230.7 35.3
Share of women
Avg. age
Strategy
Puzzle
Role
Playing
Casual/ Arcade
60% 60%60%
56%54%
47%45% 45%
Puzzle: Puzzle and Match Games like 2048, Sudoku, Angry Birds, Monument Valley,
Words with Friends, Bejeweled, Candy Crush, Gardenscapes, Toy Blast, Bubble
Shooter, etc
41
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Puzzle Players Play to Relax but Pay to Progress
Base: TikTok users who play mobile puzzle or match games, selected
for deep dive
Reasons to Play
To relax/unwind 41%
To pass time 37 %
To solve problems tactically 31 %
To escape from everyday life 28 %
To get as high level as possible 28%
The top reasons for playing
puzzle games are to relax and
pass the time (more than any
other genre). Over half of
France’s puzzle gamers play the
genre to unwind. Only 33% do so
in the U.K. and Japan.
Instead, 46% of puzzle players in
Japan play the genre for a sense
of achievement —far higher than
the average of 26%. Less casual
puzzle games, like Puzzle &
Dragons, are popular in Japan.
Base: TikTok users who play mobile puzzle or match games, selected
for deep dive
Reasons to Pay
Complete a level quicker 37%
To help you when you get stuck 3 7 %
Unlock extra playable content 3 2%
Take advantage of a sale/offer 29 %
Personalize your character or things
you build in- game
28%
Meanwhile, the top reasons for
paying in puzzle games were
related to progression. As
cosmetics and personalization
are less of a factor in many
puzzle titles, this makes sense.
Paying to unlock content is the
#3 reason to pay across all
markets, but gamers in emerging
markets are especially drawn to
this. Monetizing progression can
be lucrative in puzzle games on
mobile.
Strategy
Puzzle
Role
Playing
Casual/ Arcade
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JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Challenge Is a Major Reason for Churn; New
Content and Fixes Bring People Back
Why do Players Churn? Taking too long to level up
seems to be a frustration for
many puzzle players. While this
makes some players churn, it
triggers others to spend. This
means it is vital for puzzle
developers to strike the right
progression balance.
Why do Players Return? As is the case with many genres,
new content is the main way to
re-engage lapsed puzzle
players —particularly in Germany.
Base: TikTok users who play mobile puzzle or match games, selected
for deep dive
Not challenging/engaging 36 %
Took too long to level up 35%
Bugs and flaws 35 %
Completed the game 34%
Taking up too much storage on my
device
31%
Base: TikTok users who play mobile puzzle or match games, selected
for deep dive
New content, levels, missions 36%
Bug fixes, patches, other fixes 32%
Nostalgic reasons 31%
Friends/families playing it again 25%
Free in -game credit to spend on
cosmetics, loot, etc.
24 %
Fixing bugs is also important for winning puzzle
players back. As many puzzle games have social
elements (leaderboards), it is unsurprising to see
that many are drawn back by friends and family.
The U.S., where social -heavy Candy Crush dominates, is especially receptive to this. Puzzle
players are a little less likely to return due to new
content (vs. players of other genres). This makes
sense, as puzzle games often already have many
levels and gameplay is often less varied.
Strategy
Puzzle
Role
Playing
Casual/ Arcade
43
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TikTok gamers in the U.S. show the biggest
affinity for match games, with a massive two-
thirds enjoying this subgenre. They are also far
more likely to play word games than any other
gamers. This subgenre is only popular in the
European markets.
Tile Matching Is the Most Popular Sub-Genre in
Each Market
Puzzle Games: Sub -Genres
TikTok users who play mobile puzzle or match games, selected for deep dive
Japan is the only market in which Puzzle RPGs
are very popular, taking the second spot. Brain
training is relatively popular in each market.
Match/Tile-Matching
47%
Match/Tile -Matching
42%
Match/Tile -Matching
64%
Match/Tile -Matching
42%
Puzzle RPGs
37%
Brain Training
41%
Word Games
48%
Word Games
36%
Brain Training
36%
Detective Games
36%
Brain Training
39%
Brain Training
35%
Logic Puzzles
32%
Trivia Games
29%
Trivia Games
33%
Logic Puzzles
34%
Strategy
Puzzle
Role
Playing
Casual/ Arcade
44
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
There is a lot of variation across the markets
when it comes to puzzle sub-genres. Brain
training is the most popular in Germany and SEA
but doesn’t feature on the favorite list in France,
where trivia and hidden object are preferred.
France Is the Only Market Where Trivia and Hidden
Object Games Are Popular
Puzzle Games: Sub -Genres
TikTok users who play mobile puzzle or match games, selected for deep dive
Brazil is the only market where logic puzzles is
the number one sub-genre. It’s also the only
market of these four in which detective games
feature as a favorite.
Brain Training
47%
Match/Tile -Matching
44%
Brain Training
52%
Logic Puzzles
52%
Logic Puzzles
38%
Trivia Games
36%
Match/Tile -Matching
49%
Brain Training
49%
Match/Tile -Matching
37%
Hidden Object
34%
Logic Puzzles
38%
Match/Tile -Matching
38%
Word Games
35%
Word Games
34%
Word Games
36%
Detective Games
36%
Strategy
Puzzle
Role
Playing
Casual/ Arcade
45
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Realistic art styles are
popular with TikTok
mobile gamers in
every market, except
Japan and South
Korea where it does
not feature in the top
three.
Realistic Art Styles Are Dominant, Except in Japan
and Korea
Base: TikTok users who play mobile puzzle or match games, selected for deep dive
Top Art Styles | Puzzle Games
While Cartoonish
styles are generally
popular, only 17% of
gamers in Europe
favor Anime. Cute
Asian is a top choice
in each of the Asian
markets.
Cute Asian
Cartoonish
33%
Pixelated
49%
57%
44%
Realistic
46%
Realistic
43%
Realistic
60%
Realistic
67 %
Realistic
31%
Anime
48%
Pixelated
44%
Realistic
42%
Cartoonish
38%
Cartoonish
28%
Abstract
49%
Cartoonish
55%
Cute Asian
28%
Cute Asian
47%
Cartoonish
38%
Pixelated
27%
Abstract
31%
Cute Asian
22%
Cartoonish
48%
Abstract
52%
Cartoonish
Strategy
Puzzle
Role
Playing
Casual/ Arcade
46
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Fantasy takes the top
spot in all the Asian
markets and in the
U.S .Mystery is the top
settings choice for the
other Western
markets.
Fantasy or Mystery Are the Top
Settings in All Markets
Base: TikTok users who play mobile puzzle or match games, selected for deep dive
Top Settings | Puzzle Games
Sci-fi is only in the top
three for gamers in
the U.K. and SEA.
Brazil is the only
market in which
historic settings are
popular.
24%
Mystery
36%
Fantasy
30%
Contemporary
40%
Historic
45%
Mystery
37%
Contemporary
34%
Contemporary
27%
Sci -Fi
51%
Fantasy
40%
Mystery
60%
Fantasy
55%
Mystery
57%
Fantasy
53%
Fantasy
37%
Mystery
46%
Mystery
36%
Contemporary
42%
Contemporary
37%
Fantasy
49%
Fantasy
47%
Sci -Fi
45%
Mystery
44%
Mystery
34%
Fantasy
Strategy
Puzzle
Role
Playing
Casual/ Arcade
47
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Casual Games Are Most Popular in the
United States.
This genre performs better in the U.S. than any
other market with 56% of TikTok gamers
playing it. Among all mobile gamers in the U.S.,
the share is 45%; the highest overall, together
with the U.K.
Many gamers in Western markets associate
mobile with casual and arcade games, whereas
emerging markets tend to play more core
genres on mobile. This might explain why
TikTok gamers in mature markets skew toward
casual.
Casual Games Do Best in Mature
Gaming Markets
Casual/Arcade Games: How Many Play and Who Plays?
Base: TikTok mobile gamers
SEA and French Gamers Skew Younger and
Female.
In SEA and France, more than half of
casual/arcade gamers are women. The average
age of around 30 is also lower than in most of
the other markets. This is in stark contrast to
South Korea and Japan where these gamers
are overwhelmingly male and closer to 34 and
35, respectively.
38%29%45% 47% 51%56% 47% 36%
31.5 33.9 30.2 30.230.0 30.6 32.6 35.1 Share of women
Avg. age
Strategy
Puzzle
Role
Playing
Casual/ Arcade
56% 55%
54%
48% 47%
44% 43%
41%
Casual/Arcade: Casual, Arcade and Idle Games like Among Us, Subway Surfers, Temple
Run, Archero, Streets of Rage, Helix Jump, Aquapark.io, Zigzag, Hole.io, AMAZE!!!, Stack
Ball 3D, Idle Miner Tycoon, Adventure Capitalist, Tap Tap Trillionaire, etc.
48
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Casual and Arcade Gamers Play to Relax but Pay to
Enrich Their Playing Experience
Base: TikTok users who play mobile arcade, hyper casual, or idle
games, selected for deep dive
Reasons to Play
To relax/unwind 37 %
To get as high level as possible 29 %
For calming/relaxing gameplay 28%
To escape from everyday life 27 %
To pass time 26 %
Casual and arcade games tend to
feature basic and accessible
gameplay mechanics, so it’s
unsurprising to see that relaxing
is the top motivator for these
gamers.
High scores and leader boards
are also inherent to arcade- style
games, so it makes sense to see
reaching a high level as the #2
reason to play. The U.S.is
particularly driven by this reason.
Base: TikTok users who play mobile arcade, hyper casual, or idle
games, selected for deep dive
Reasons to Pay
Complete a level quicker 38%
Unlock extra playable content 3 6 %
Personalize your character 31%
To help you when you get stuck in the game 30 %
Gain an advantage over other players 28%
Progression is also a key reason
to spend money on casual and
arcade games across all markets,
especially in the U.S. This makes
sense, given the American
market’s reasons for playing.
TikTok mobile gamers across all
the markets pay to unlock extra
playable content, but less so in
Germany . Instead, German
gamers are more likely to pay for
randomized items or rewards.
Strategy
Puzzle
Role
Playing
Casual/ Arcade
49
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Bugs Cause Casual and Arcade Players to Churn;
Content and Fixes Bring Them Back
Why do Players Churn? Frustration and taking too long
to progress are the top reasons
that gamers in Japanchurn.
Arcade and casual gamers in the
U.S. are likelier than any other
market to churn because they
don’t have time to play anymore.
Why do Players Return? Gaming’s history is rooted in
arcades and high -score
gameplay. “Nostalgic reasons”
taking the #4 spot for bringing
casual and arcade players back
makes sense.
Base: TikTok users who play mobile arcade, hyper casual, or idle
games, selected for deep dive
Bugs and flaws 3 7 %
Not challenging/engaging 35%
Moved onto other game 3 2%
Completed the game 32%
Took too long to level up 31%
Base: TikTok users who play mobile arcade, hyper casual, or idle
games, selected for deep dive
New content, levels, missions 36%
Bug fixes, patches, other fixes 31%
Graphical or design overhauls 26%
Nostalgic reasons 26%
Battle/season passes, other ways of
getting timed rewards
25%
Almost a third of TikTok gamers stopped
playing casual games because they finished
them. Therefore, it is no surprise to see new
content as the top reason to return in all markets
covered except in Germany. Here, gamers are more likely to be drawn back by free in-
game
credit to spend on cosmetics, loot, or other in-
game items. This complements Germany’s top
reason to pay (trying their luck at getting a
random reward or item they want).
Strategy
Puzzle
Role
Playing
Casual/ Arcade
50
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Gamers in every market except for Japan prefer
the casual match sub-genre. In Japan and South
Korea, idle/tap games are also very popular.
These do not feature in the U.K. or the U.S.
Idle/Tap Games Are Popular in Asia, With Word
Games Popular in the U.S. and the U.K.
Casual/Arcade Games: Sub- Genres
TikTok users who play mobile arcade, hyper casual, or idle games, selected for deep dive
Conversely, word games are a popular sub-
genre in both the U.S. and the U.K. but not in the
Asian markets. io Games are only popular in
South Korea and the U.K.
Idle/Tap Games
44%
Casual Match
48%
Casual Match
50%
Casual Match
46%
Card Games
40%
Idle/Tap Games
43%
Casual Strategy
Games
41%
Card Games
39%
Casual Match
38%
Casual Strategy Games
37%
Card Games
40%
Word Games
33%
Casual Strategy Games
35%
io Games
35%
Word Games
36%
io Games
29%
Strategy
Puzzle
Role
Playing
Casual/ Arcade
51
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Germany is one of the only markets studied
where casual strategy games are not a preferred
sub-genre, while jigsaw games are notably
popular here. France also has unique
preferences, with card rhythm/music games
being among its most popular sub- genres.
Gamers Have Different Preferences in Each of
These Four Markets
Casual/Arcade Games: Sub-Genres
TikTok users who play mobile arcade, hyper casual, or idle games, selected for deep dive
SEA and Brazil have similar preferences,
enjoying casual sub-genres and io games. Like in
the other Asian markets (Japan and South
Korea), idle/tap games are popular in SEA.
Card Games
38%
Casual Match
43%
Casual Strategy
Games
50%
Casual Strategy Games
50%
Casual Match
37%
Casual Strategy Games
41%
Casual Match
49%
Casual Match
50%
Jigsaw
30%
Trivia Games
31%
Idle/Tap Games
46%
io Games
38%
Trivia Games
29%
Card Rhythm/Music Games
25%
io Games
33%
Card Games
35%
Strategy
Puzzle
Role
Playing
Casual/ Arcade
52
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Cute Asian is the
preferred art style in
all Asian markets
covered. Many local
publishers in, and
targeting these
markets, use this art
style.
The East Prefers Cute Asian Art Styles; The West Is
Interested in Realism
Base: TikTok users who play mobile arcade, hyper casual, or idle games, selected for deep dive
Top Art Styles | Casual/Arcade Games
Meanwhile, the
Western markets are
more drawn to
realistic and
cartoonish art styles
in their casual and
arcade games.
Cute Asian
Cartoonish
60%
48%
Cute Asian
64%
43%
Realistic
47%
Realistic
43%
Realistic
62 %
Cute Asian
64%
Realistic
53%
Anime
46%
Anime
57%
Realistic
42%
Cartoonish
43%
Cartoonish
42%
Cartoonish
57%
Cartoonish
58%
Cartoonish
47%
Cartoonish
45%
Pixelated
43%
Abstract
35%
Cute Asian
41%
Abstract
29%
Abstract
46%
Pixelated
56%
Realistic
Strategy
Puzzle
Role
Playing
Casual/ Arcade
53
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Fantasy is the most
popular casual and
arcade setting in all
markets except the
U.K., where mystery
takes the top spot.
Mystery tends to be
less popular in the
Asian markets.
Fantasy and Mystery Are the Preferred Themes
Across the Markets Covered
Base: TikTok users who play mobile arcade, hyper casual, or idle games, selected for deep dive
Top Settings | Casual/Arcade Games
SEAis far more
enthusiastic about
fantasy than any other
setting. Sci -fi and
contemporary is
another top choice
across many markets.
Mystery
55%
Sci -Fi
46%
Mystery
44%
Mystery
48%
Mystery
44%
Sci -Fi
50%
Contemporary
41%
36%
Fantasy
41%
Contemporary
40%
Contemporary
33%
Sci -Fi
47%
Historic
43%
Mystery
43%
Sci -Fi
37%
Sci -Fi
33%
Contemporary
62%
Fantasy
50%
Fantasy
67 %
Fantasy
56%
Fantasy
61%
Fantasy
55%
Fantasy
44%
Mystery
46%
Fantasy
Strategy
Puzzle
Role
Playing
Casual/ Arcade
54
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
TikTok Mobile Gamers in the West Are
Less Likely to be Mobile RPG Players.
Gamers in Asian markets are far more likely to
be playing RPG titles, especially those in Japan
and South Korea. In Japan, half of TikTok
mobile gamers and 38% of non- users are
playing the genre. This is a big contrast to 25%
and 20% in the U.K., respectively. The most
popular mobile games in Japan are often RPGs,
and the genre tends to be more diverse.
Role Playing Games Are Most Popular With Asian
Gamers
Role Playing G ames: How Many Play and Who Plays?
Base: TikTok mobile gamers
Demographics of RPG Gamers in SEA
Are More Diverse.
In SEA, the biggest share of RPG gamers are
women. It’s the only market where this is the
case. In France and Brazil, it’s roughly half. As
with other genres, Japan and South Korea have
a smaller share of women and an older average
age.
32% 25%53%34% 43%49% 50% 41%
35.1 35.2 31.131.833.6 30.230.9 32.8
Share of women
Avg. age
Strategy
Puzzle
Role
Playing
Casual/ Arcade
48% 45%
41%38%
29% 29%
28%
25%
Role Playing : Role Playing Games like Empires & Puzzles, Monster Strike, AFK Arena,
Summoners War, Raid: Shadow Legends, Kim Kardashian: Hollywood, Lineage, Fire
Emblem, etc.
55
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
RPG Gamers Play for Immersion but Pay for New
Content, Progression, and Personalization
Base: TikTok users who play mobile role-playing games, selected for
deep dive
Reasons to Play
To get immersed in another world 3 5 %
To relax/unwind 32%
To escape from everyday life 30%
To play as another character/
person
29%
To be creative 29%
Role -playing games often include
strong exploration and
narratives, taking place in
fantastical fictional settings.
Immersion being the #1 reason to
play is somewhat expected. 57%
of Japan’s TikTok-using RPG
players chose immersion as their
top motivator.
To “r elax/unwind” and to
“escape from everyday life” are
also top answers across most
markets. This may be tied to
players immersing themselves in
RPG worlds. JapanandKorea are
more serious about RPGs and
place relaxation lower on the list.
Base: TikTok users who play mobile role -playing games, selected for
deep dive
Reasons to Pay
Unlock extra playable content 41%
Personalize your character 3 9 %
Trying luck getting a random
reward/item
31%
Take advantage of a sale/offer 31%
Get access to seasonal content 31%
All markets cite extra content as
a reason for paying in RPGs,
especially in the emerging
markets. Trying to get random
rewards/items is also a top
answer. Popular RPGs like
Genshin Impact use this “gacha ’’
monetization mechanic.
Paying for personalization is
unsurprisingly a top choice, as
players often like to modify their
avatar to fit the role they have
chosen to play.
Japan andSouth Korea are more
likely to pay to progress when
they are stuck in an RPG.
Strategy
Puzzle
Role
Playing
Casual/ Arcade
56
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Lack of Engagement and Challenge Churns RPG
Players, New Content Can Bring Them Back
Why do Players Churn? RPG games are all about
immersion, so it is unsurprising to
see lack of engagement or
challenge appearing at #2
Lack of challenge and
engagement scored especially
highly in South Korea andSEA.
Why do Players Return? New content unanimously brings
players back across all markets.
This is no surprise, as the #3
reason for churning is having
completed the game
Base: TikTok users who play mobile role -playing games, selected for
deep dive
Bugs and flaws 3 7 %
Not challenging/engaging 3 3%
Completed the game 33%
Took too long to level up 33%
Taking up too much storage on my
device
30%
Base: TikTok users who play mobile role -playing games, selected for
deep dive
New content, levels, missions 44%
Bug fixes, patches, other fixes 33%
Nostalgic reasons 30%
Graphical or design overhauls 29%
Friends/families playing it again 28%
Nostalgia is the #2 reason in both Japan and
Korea, two markets with longstanding ties to
RPG development and fandom. Relatively
speaking, nostalgia is less of a factor in the
European markets, where people stopped playing as they were simply done with the game.
Fixing bugs is the #2 reason to return across all
markets, but Brazil again brings up the average
with 56% of its players returning due to fixes.
Strategy
Puzzle
Role
Playing
Casual/ Arcade
57
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Action RPGs are either the first or second choice
in each market, except for the U.K. where they
are fourth. First-person party -based RPGs are
notably the most popular sub- genre for U.K.
gamers.
First -Person Party -Based RPGs Are Much More
Popular With Gamers in the U.K.
Role Playing Games: Sub- Genres
TikTok users who play role- playing games, selected for deep dive
Japanese RPGs are the second most popular
sub-genre in Japan with more than half of its
gamers playing them. South Korea is the only
market in which sandbox games are not a
favorite.
Action RPGs
60%
MMORPGs
65%
Action RPGs
52%
First
-person party –
based RPGs
57%
JRPGs (Japanese RPGs)
55%
Action RPGs
61%
Sandbox/Openworld RPGs
42%
Sandbox/OpenworldRPGs
40%
Sandbox/OpenworldRPGs
39%
Tactical RPGs
42%
MMORPGs
40%
MMORPGs
38%
First-person party –
based RPGs
32%
First -person party –
based RPGs
33%
First -person
party -based RPGs
38%
Action RPGs
37%
Strategy
Puzzle
Role
Playing
Casual/ Arcade
58
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
While action RPGs are popular in each of these
markets, there are some interesting variations
outside of the top spot. France is the only
market outside of Japan in which Japanese
RPGs are popular, and puzzle RPGs are only
popular in Germany,
Action RPGs Are the Top Choice in Every Market;
Japanese RPGs Are Popular in France
Role Playing Games: Sub-Genres
TikTok users who play role- playing games, selected for deep dive
Similar to gamers in Japan, the U.S., and the
U.K., gamers in Brazil also enjoy sandbox RPGs.
But the genre is not popular in any of the other
markets. SEA is the only market in which
Western fantasy/sci -fi RPGs are featured.
Action RPGs
53%
54%
64%
69%
Tactical RPGs
41%
40% 58%
59%
MMORPGs
40%
39%
48%
54%
Puzzle RPGs
36%
39%
48%
47%
Action RPGs JRPGs (Japanese
RPGs) First
-person
party -based RPGs Tactical RPGs
Action RPGs MMORPGsTactical RPGs Western
Fantasy/
Sci -Fi RPGs
Action RPGs MMORPGsFirst-person
party -based RPGs Sandbox/Openworld
RPGs
Strategy
Puzzle
Role
Playing
Casual/ Arcade
59
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Realism and cartoon
are the top art style
answers across all
markets. This
complements the idea
that people play RPGs
for immersion and
escapism.
Realism and Cartoonish Art Styles Reign for RPGs,
but Japan Prefers Anime Styles
Base: TikTok users who play mobile role -playing games, selected for deep dive
Top Art Styles | Role Playing Games
Anime is the #1 art
style in Japan, where
anime mobile RPGs
Genshin Impact and
Fate/Grand Order are
very popular for
spending and
engagement.
48%
Cartoonish
54%
Cartoonish
52%
Cartoonish
53%
Realistic
53%
Cartoonish
53%
Anime
67%
Cartoonish
64%
Cute Asian
57%
Anime
58%
Realistic
65%
Realistic
60%
Cartoonish
64%
Realistic
5 4%
Realistic
68%
Realistic
75 %
Realistic
48%
Realistic
46%
Cute Asian
50%
Pixelated
49%
Abstract
43%
Anime
45%
Cartoonish
57%
Anime
61%
Cartoonish
Strategy
Puzzle
Role
Playing
Casual/ Arcade
60
JPN KOR U.S. DEU U.K. FRA BRA Emerging SEA
Fantasy is almost
unanimously the #1
RPG style. RPGs found
their origins in
fantasy-based
Dungeons and
Dragons, and the
theme has remained a
staple of the genre.
Fantasy Takes an Almost Unanimous #1 for Favorite
Mobile RPG Settings
Base: TikTok users who play mobile role -playing games, selected for deep dive
Top Settings | Role Playing Games
Sci -fi is another
notable RPG theme.
Therefore, It is
unsurprising to see it
represented in the
RPG ranking. Asian
markets are likeliest
to prefer the Sci -fi
theme. Contemporary
50%
Sci -Fi
47%
48%
Mystery
56%
Historic
56%
Sci -Fi
50%
Contemporary
44%
Mystery
52%
Mystery
71%
Fantasy
57%
Fantasy
64 %
Fantasy
59%
Mystery
59%
Fantasy
66%
Fantasy
69%
Fantasy
52%
Mystery
39%
Contemporary
47%
Sci -Fi
45%
Sci -Fi
56%
Fantasy
48%
Mystery
50%
Sci -Fi
41%
Sci -Fi
39%
Sci -Fi
Strategy
Puzzle
Role
Playing
Casual/ Arcade