This document summarizes mobile gaming trends in 2020 and predictions for 2021. It finds that mobile gaming revenue grew substantially in 2020, especially in emerging markets and countries outside Western markets. It predicts that mobile gaming revenue will continue growing significantly and become more concentrated among the top games. It also recommends strategies for developers like focusing on emerging markets, adopting hybrid monetization approaches, and better understanding opportunities around user retention and acquisition.

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2020 overview,
predictions for 2021
Quo vadis
mobile gaming?
Mariusz Gąsiewski
CEE Mobile Gaming Lead, Google
6/2/2021

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Agenda
Opportunities:
genres and
countries
Mobile gaming
in 2020 and
during Covid-19
Opportunities:
monetisation
Business growth in
mobile gaming

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It was good year in gaming:)
Source: AppAnnie 2018-2020

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It was good year in gaming:)
Source: AppAnnie 2018-2020
+13%
+19%
+5%
+21%

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Global Mobile Game Revenues 2018-2020
Source: Newzoo
February 2020 vs November 2020 estimates

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Gaming market in 2020 vs 2023 based on latest data
Source: NewZoo 2020
Gaming in 2020 Gaming in 2023

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Predictions for share of mobile revenue in 2020
Source: NewZoo 2020

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Predictions for share of mobile revenue in 2022
Source: NewZoo 2020

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Share of mobile revenue will increase
in 76 out of 99 countries
Source: NewZoo 2020

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Estimates for growth of mobile gaming
Source: Newzoo, Global Mobile Market Report Update November 2020

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Mobile gaming market (Android)
Source: AppAnnie, Android

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Mobile gaming market (Android)
Source: AppAnnie, Android

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Mobile gaming market (Android)
Source: AppAnnie, Android

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Acceleration of growth in Q4 2020 (downloads)
Source: AppAnnie, Android

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Acceleration of growth in Q4 2020 (revenue)
Source: AppAnnie, Android

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Opportunities in countries
Source: AppAnnie, Android

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Not T1 countries only
Source: AppAnnie, Android

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Where is the growth?
Source: AppAnnie, Android

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Where is the growth?
Source: AppAnnie, Android

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Emerging markets
Source: NewZoo 2019-2020
Population (in mln)
Smartphone
penetration (2019)
Smartphone penetration
(2020)
China 1,434 59% 61%
India 1,366 28% 32%
United States 329 81% 82%
Indonesia 271 53% 58%
Brazil 211 47% 51%
Russia 146 66% 68%
Japan 127 52% 53%
Mexico 128 50% 54%
Germany 84 76% 78%
United Kingdom 68 77% 78%
France 65 76% 77%
Iran 83 54% 59%
Italy 61 74% 75%
Turkey 83 53% 56%
Vietnam 96 43% 49%

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1. Emerging markets. Consider introducing sub-dollar pricing
to reach more price sensitive players
Source: Google Play internal data, http://bit.ly/3aRXHZq

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Indian languages (case studies)
Source: External case studies
25%
Lower cost of user acquisition
Junglee Games
84%
Lower cost of user acquisition
MPL Games
27%
Incremental users
RummyCircle

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Games Mostly Played by young people: India example
Source: Google Play internal data
Player Demographics
Europe & US
Player Demographics
Tier 1 Countries in Asia
Player Demographics
India
27%
31%

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2. Mobile In-App Ad spending in US (in billions)
Source: eMarketer, December 2020

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Mobile In-App Video Ad spending in US (in billions)
Source: eMarketer, December 2020

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3. Looking for additional revenue streams
Source: own estimations based on internal and external data
Board genre example Sniper genre example

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Source: eMarketer, June 2020

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Source: eMarketer, June 2020

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Estimations for smartphones market
Source: Newzoo, Global Mobile Market Report Update November 2020

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Estimated number of games in
Google Play store: 8 152 219
Source: Apptopia, 2021
Estimated number of games in
iOS store: 4 501 961

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1. Mobile gaming revenue is getting more
concentrated in many aspects
Source: AppAnnie 2018-2020

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Many gamers are playing new games downloaded since the
start of Covid-19
Source: Google Play research in cooperation with Savanta, July 2020

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Global retention rates trend by platform
Source: https://www.appsflyer.com/app-retention-benchmarks-2020/

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Negative global app uninstall rate trend
Source: https://www.appsflyer.com/2020-app-uninstall-benchmarks/

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Gaming App Install Ad Spend, 2019-2022 (Billions)
Source: https://www.appsflyer.com/blog/gaming-app-install-ad-spend/

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Share of wallet by OS (Q3 2020, Appsumer report)
Source:Appsumer report

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Summary
Not only Western
countries
Get prepared for it
Mobile is on the rise
Take advantage of
it
Hybrid
monetisation
Understand
opportunities
Growth is the key
Work on scale

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GameCamp webinars: www.gamecamp.io

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gasiewski@google.com