SocialPeta shared a huge report of the mobile marketing in 2022 (with a gaming part, of course); AppMagic delivered the top games of January 2023; Tenjin & GameAnalytics showed benchmarks of the hypercasual market in Q4 2022.
- Newzoo: How people of different ages interact with digital and real worlds
- SocialPeta: Mobile Games marketing in 2022
- AppMagic: Top Mobile Games in January 2023 by Revenue & Downloads
- Tenjin & GameAnalytics: Hypercasual Games benchmarks in Q4 2022
Newzoo: How people of different ages interact with digital and real worlds
All numbers are relevant for the US market. Newzoo conducted research with people from 10 to 50 years old.
- 67% of Generation Z (from 10 to 25 years old) play in both real life (doing sports) and virtual worlds. There are 55% of such people from Millenials, and 48% from Generation X (41-50 years).
- Generation Z (10-25 years) spends about 12.2 hours per week on games.
- Mobile devices are the dominant platform for content consumption. The average person in the US is spending about 4.3 hours per day with a smartphone in their hands. All other devices combined are taking about 3 hours per day.
- People of all ages in the US are spending in games & virtual worlds about 12 hours per week. This amount counts people who are not playing games at all. If we’ll count only gamers, the number will increase to 14.46 hours per week.
- Gaming content is becoming more & more popular outside of the gaming community. TV series, movies, and bloggers are helping it.
- Generation Z (10-25 years) in the US is spending more time playing games than watching TV.
- People in the US are spending on average 4.5 hours per day on passive content consumption (watching or listening to something) and 4.3 hours per day on active (reading, creating something, playing).
- Only 47% of all gaming content consumption in the US is actually playing. The remaining is creating something new, reading about games, watching new content, and listening to podcasts & radio about games.
- People in the US, on average, are spending 6.6 hours per day on digital activities and 2.9 hours on physical.
SocialPeta: Mobile Games marketing in 2022
- The number of advertisers in Q4 2022 increased to 37.1k (+17.5% YoY).
- The number of creatives despite growth in all quarters of 2022 was lower than in 2021 by 15.9% (12M creatives).
- Casual games (27.87%), puzzles (12%), and simulators (9.27%) are the genres with the largest share of advertisers.
- Casual games (22.69%), puzzles (12.86%), and RPG (11.36%) are leaders by the number of creatives.
- US by the end of 2022 become the leader by a number of advertisers. Asian users saw the most creatives last year.
- The share of advertisers on iOS was increasing during the year. Its share increased from 29.78% in Q1 2022 to 38% in Q4 2022.
- 80.76% of all creatives in 2022 are videos. 14% are images. Playables are taking 2.36% of the share. Other creatives SocialPeta put in the “other” section.
- Coloring Book!, Fishdom, and The Ants are leaders in iOS by marketing. Google Play’s top performers are Jackpot World, The Grand Mafia, and Lords Mobile.
Genres results by downloads and revenue
- Strategy games – downloads in 2022 increased by 10.52%. Revenue declined by 9.48%.
- RPG – downloads increased by 4.76%, and revenue dropped by 13.06%.
- Simulation games – downloads grew by 10.65%, and revenue reduced by 16.67%.
- Casual games – downloads climbed up by 8.56%, and revenue shrank by 11.26%.
- Casino – downloads improved by 0.66% while revenue dropped by 9.04%.
- Southeast Asia countries showed the best result in DAU growth. The US is second (+5%), and Japan showed the same increase.
- According to SocialPeta data, revenue declined in all countries despite Turkey, which managed to show a 1% growth.
AppMagic: Top Mobile Games in January 2023 by Revenue & Downloads
- First three games by revenue remain unchanged – Honor of Kings, PUBG Mobile, and Genshin Impact.
- CrossFire: Gunfight King made it to the top 10 despite it being an 8 year of the game in live ops. It earned $56M in January.
- Eggy Party successfully launched in China – the game reached the top 10 on iOS by Revenue and earned $46.1M.
- Garena Free Fire, Subway Surfers, and Candy Crush Saga are top-downloaded games in January.
- Attack Hole from Homa Games is the most successful newcomer with 17.1M of revenue.
- Eggy Party is not only having significant revenue, but also great downloads. In January game was downloaded 12.2M times. The western release should happen sometime this year.
Tenjin & GameAnalytics: Hypercasual Games benchmarks in Q4 2022
Companies were collecting the data from 01.10.2022 to 31.12.2022. Only countries with more than $1M spend during this period were included in the CPI report.
- Share of marketing spending on iOS in Q4 2022 increased by 5% compared to the previous quarter. iOS in Q4 2022 was responsible for 48% of all spending and Android for the remaining 52%.
- Median CPI on iOS reached $0.42, on Android – $0,2. It’s an all-time high.
- The US (CPI – $0.58), Brazil (CPI – $0.07), Japan (CPI – $0.45), South Korea (CPI – $0.33), and the UK (CPI – $0.3) are the top-5 countries by marketing spend on Android.
- The US (CPI – $0.65), Japan (CPI – $0.61), the UK (CPI – $0.39), Canada (CPI – $0.49), and France (CPI – $0.33) are leaders on iOS by marketing spend.
- AppLovin, Google Ads, Mintegral, Meta & ironSource are Android’s most popular ad networks. The lowest median CPI has Mintegral ($0.12), highest – Snapchat ($0.6).
- AppLovin, Mintegral, ironSource, TikTok, and Google Ads are the iOS most popular ad networks. Mintegral as on Android has the lowest median CPI ($0.34); while Apple Search Ads has the highest ($0.7).
- An average D1 Retention of the top-2% of hypercasual games in Q4 2022 was 45% on iOS and 38% on Android. An average D7 Retention on iOS was 19% and 14% on Android.
- Among the top-25% of games, an average D1 Retention on iOS was 33%; on Android – 28%. D7 Retention on iOS – 10%; on Android – 6%.
- Median D1 Retention across all hypercasual games in Q4 2022 on iOS was 24%; on Android – 23%. Median D7 Retention on iOS was 7% with only 4% on Android.