2023

Mobile Games Report

OpenMediation
Copyright Dataset
The copyright of this report belongs to OpenMediation, without the prior written Randomly generated from the top 200 free and
authorization of OpenMediation, no institution or individual may copy, publish or grossing mobile games on App Store and
disseminate all or part of the content of this report in any form. Where this report or Google Play in 2021~2022 across 26 regions,
summary is authorized to be published or forwarded, the issuer of the report and the including India(ID), Malaysia(MY),
date of issuance shall be indicated, and the risks of using this report shall be Philippines(PH), Thailand(TH), Vietnam(VN),
indicated. For those who publish or forward this report without authorization or as Japan(JP), Korea(KR), Argentina(AR),
required shall bear corresponding legal responsibility, we reserve the right to pursue Brazil(BR), Colombia(CO), Mexico(MX),
legal liability against them. Indonesia(IN), Pakistan(PK), Australia(AU),
Canada(CA), France(FR), Germany(DE),

Statement Spanish(ES), UK(GB), US, Italy(IT),

The content includes the personal opinion of the author of the report, which only Russia(RU), Egypt(EG), Saudi Arabia(SA),

provides reference to market trends, and does not serve as any investment and Turkey(TR), Hong Kong(HK), Taiwan(TW)

application advice. OpenMediation has the final right of interpretation of this

statement. Base = 34,167; Sample = 9,432.
 2023 Mobile Games
Executive Summary
In 2022, the mobile game industry has transitioned from
1 “Deceleration Phase II” to “Recovery Period”. In the early
days of COVID-19, the growth of global Internet users
accelerated, but in 2022 it has returned to the usual growth
rate.
The global game market can be divided into two categories,
2 one is high-value regions led by the United States and Japan,
and the other is emerging markets. The importance of
emerging market economies is growing. Consumer
spending on mobile games declined overall, but some
emerging markets bucked the trend.
Most regions of the world saw non-gaming apps outpacing
3 mobile games in 2022, Except for Indonesia and Malaysia.
As market verification speeds up and long-term operation
4 space expands, casual game developers need to further
integrate in-app purchases and advertising
The emerging gaming markets as a whole have entered a
5 period of rapid post-epidemic economic recovery from 2022,
among which Brazil, Mexico, Argentina, Malaysia, Vietnam,
Saudi Arabia, and Egypt all have nominal GDP growth rates of
more than 10%, driving the recovery of the whole mobile
game market.
To unlock more potential of the niche market like Brazil and
6 Turkey, it is crucial to identify a group of core users.
 In 2022, the mobile game industry has Deceleration
Phase II
Recovery
Period

transitioned from “Deceleration Phase II”

to “Recovery Period”
At the beginning of 2020, COVID-19 briefly (about a quarter) boosted the online boom. But
then the consumer confidence and app usage time began to decline rapidly, resulting in the
first deceleration period of mobile game development, which lasted for half a year. Starting
in the second half of 2021, the gaming industry developed weakly again, and with the global
Consumer Confidence Index Average app usage time per day (YoY)
spread of Omicron variant, this slowdown continued into the first quarter of 2022. Starting Average mobile games usage
time per day(YoY) Mobile Game sales revenue (YoY)
from Q2 2022, the user growth of the global mobile game industry has picked up quarter by
quarter, but this recovery is mainly reflected in user growth, not in user spend.

Top 200 Mobile Game Downloads, 2021~2022 Top200 Mobile Game DAU, 2021~2022 Top200 Mobile Game IAP, 2021~2022（$)
4.80B Deceleration 1.58B Deceleration Recovery $6.75B Deceleration Recovery
4.75B Phase II 1.56B Phase II Period Phase II Period
4.70B $6.70B
Recovery 1.54B
4.65B $6.65B
Period 1.52B
4.60B
$6.60B
4.55B 1.50B
4.50B $6.55B
1.48B
4.45B $6.50B
1.46B
4.40B
1.44B $6.45B
4.35B
4.30B 1.42B $6.40B
2021Q1

2021Q2

2021Q3

2021Q4

2022Q1

2022Q2

2022Q3

2022Q4

2021Q1

2021Q2

2021Q3

2021Q4

2022Q1

2022Q2

2022Q3

2022Q4

2021Q1

2021Q2

2021Q3

2021Q4

2022Q1

2022Q2

2022Q3

2022Q4
 Global Internet Penetration Rate[1], 2009~2022
In the early days of COVID-19, the growth of 80% 15% Growth in
3 Years
global Internet users accelerated, but in 2022 70%
15% Growth in
6 Years
it has returned to the usual growth rate 60%

50%
2022: Slower
Growth

40%
In the six years of 2012~2017, the overall global Internet penetration rate increased by 15%,
while 2019~2021 only took three years , indicating that COVID-19 has brought about a "rapid 30%

networking growth". But by 2022, the growth rate of netizens has slowed down. Considering that 20%

the elimination rate of new games in 2022 is about 1/3, it can be inferred that new products in the 10%

mobile game market will face a higher elimination rate. 0%

2008 2010 2012 2014 2016 2018 2020 2022 2024

Different Apps on Top200 DAU Rank

Mobile App Data, 2021~2022
2021
2021游戏 2022
2022游戏 2021 Non-
2021非游戏 2022 Non-
2022非游戏 On the Top200 DAU Rank
Games Games Games Games
2021 2022 增长
Growth Rate YoY

100% 3% 4%
3%
90% 3%
1 80%
decreased 1% 2%
3
70%
60% 1%
50% 0%
-1%
40% -1%
30%
-3% -2%
20% -3%
10% -3%
0% -4%
非游戏 apps games
non-game 游戏 非游戏 apps 游戏
non-game games 非游戏 apps games
non-game 游戏

Released 2008年 2009年

2008 2009 2010年
2010 2011年
2011 2012年
2012 2014 2015年
2013 2014年
2013年 2015 2016 2017年
2016年 2017 2018年
2018 2019年
2019 2020年
2020 2021
2021年 2022
2022年 下载量
Downloads DAU IAP

[1] Global Internet penetration rate: the data for 2019 and before comes from the World Bank, and the data for 2020~2022 comes from IWS
The global game market can be divided
into two categories, one is high-value Mobile Game DAU & IAP in Different Regions, 2022
DAU IAP

regions led by the United States and

High-value Regions
Japan, and the other is emerging markets the U.S., Japan

Top200 Mobile Game DAU in Different Regions, 2021~2022

Emerging Markets
2021 2022 变化
Growth Rate YoY
Indonesia, Brazil, Malaysia, Turkey
350M 5% 5%
4%
4% 4%
300M 4%
3%
3% 3% 3% 3%
250M 2% 2%
2% 2%
2%
200M 1% 1% 1% 1%
1% 1%
0% 1%
0%
150M 0% 0%
0%
-1%
100M -1%
-1%
-2%
-2%
50M -2%

0M -3%
US GB DE FR IT ES CA AU IN PK BR MX AR CO ID VN TH PH MY TR SA EG JP KR TW HK

欧美地区
Europe and 南亚地
South 拉美地区
South Southeast
东南亚地区 中东及非洲
Middle 东亚地 中国港
Eastern HK
Asia East and Asia IN US BR ID MX TR VN TH GB DE JP SA FR PH AR KR IT ES EG CO PK MY CA TW AU HK
North America Asia America &
区 Africa 区 澳台
TW
 the United States
U.S. Top Mobile Games DAU 2022
Casual gaming has seen the most impressive growth.
2021 2022 Growth Rate YoY

60M 30%
20%
50M
KEY FINDINGS 10%
40M
0%
30M -10%
• Casual DAU grew 6%, surpassing action games to become the -20%
20M
most popular mobile game category. -30%
10M
-40%
• Casual game IAP grew 13%, with the largest increase in 0M -50%

consumer spend.
• Action games and strategy games IAP shrank by 13% and 6%
respectively, two categories with relatively serious shrinkage in U.S. Top Mobile Games IAP 2022
the United States.
2021 2022 Growth Rate YoY

• Puzzle, RPG, gaming, and leisure achieved growth while 1200M 200%
ensuring a large amount of in-app purchase revenue. 1000M 150%

• Both the music game DAU and IAP are growing rapidly, with 800M 100%

products represented by Cyber Surfer and My Singing Monsters. 600M 50%

400M 0%

200M -50%

0M -100%
 Casual gaming: As market verification speeds up and long-term operation space
expands, casual game developers need to further integrate in-app purchases and
advertising
Consumer spending on hyper-casual games grew significantly in Q3 2022 [4] , exceeding the same period in 2021, with in-app purchases becoming increasingly important
for casual games. The old games “Subway Surfers”, “Candy Crush Saga”, “Township”, and the new games “Tall Man Run”, “Bucket Crusher”, “Snow Race” in 2022
have successfully benefited from in-app purchases.

Fast-growing new mobile games in 2022 Fast-growing old mobile games in 2022
0M 10M 20M 30M 40M 50M 0M 10M 20M 30M 40M 50M 60M

休闲 街机
Casual Arcade

模拟 休闲
Simulation Casual

动作 竞速
Action Racing

益智 冒险
Adventure
Puzzle

街机
Arcade 动作
Action

RPG
RPG 体育
Sports

竞速
Racing 策略
Strategy

[4] Date from data.ai

 Japan
Number of mobile game players in Japan (in millions) [5]

34.3 34.8 33.9 35.1 36.1 37.2 38.2

32.5 32.5 32.6 33.0

It is difficult to achieve large user growth, and it is necessary to 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

deeply cultivate and activate existing users. Japan Top Mobile Games DAU 2022

2021 2022 Growth Rate YoY

8M 40%
KEY FINDINGS 7M 30%
6M 20%
5M 10%

• With a total population of 125 million, a population growth 4M 0%

3M -10%
rate of -0.5% (Wikipedia), Japan's aging population is serious, 2M -20%
and there is little room for new user growth. 1M -30%
0M -40%
• The growth rate of DAU in many categories in Japan is more
than 5%, such as action, adventure, simulation, etc., which
suggests that there are still opportunities in the Japanese Japan Top Mobile Games IAP 2022
market. 2021 2022 Growth Rate YoY

• You can start with old players and explore the preferences 3500M 253% 262% 300%
3000M 250%
and market opportunities of new players, so as to obtain new
2500M 200%
development opportunities.
2000M 150%
1500M 100%
1000M 9% 22% 13% 50%
1% -4% -3% 1% -2% -6% 0% -8% -1% -12%
-17% -19%
500M 0%
0M -50%

[5] Date from Statista

 Most regions of the world saw non-gaming
apps outpacing mobile games in 2022, Except “In the second quarter of this

for Indonesia and Malaysia year, U.S. consumer spending

in non-game mobile apps
surpassed spending in mobile
The game growth rate in Indonesia and Malaysia is 7.4% and 6.3% respectively, which is the
games for the first time in
only two regions in the world in 2022 where the user growth rate of games surpasses the
May 2022 and the trend
growth rate of non-game applications. In both regions, the fast-growing games in 2022
continued in June. ”
include Stumble Guys, Super Sus, Find the Aline, Save the Doge, Piggy GO - Clash of Coin,
——Newzoo
etc.

Top200 App DAU Annual Growth Rate Comparison, 2021~2022

mobile games non-game apps

20%

Compared with other

15%
emerging markets, Southeast
10%
Asia is the best market after

5% Europe and the United States

in terms of mobile games.
0%
US GB DE FR IT ES CA AU ID VN TH PH MY BR MX AR CO IN PK TR SA EG JP KR TW HK

-5% Europe and North America Southeast Asia South America South Asia Middle East and Africa East Asia HK & TW

-10%

-15%
 Number of mobile gamers in Indonesia (in millions)[7]

Indonesia 59.8 60.1

64.3
68.0
71.0
74.0
76.9

54.7
The market has huge room for growth. 44.1
40.2
37.0

KEY FINDINGS

• According to Statista's forecast, by 2027, the number of mobile 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
game players in Indonesia will reach 76.9 million, an increase
of 74% compared to 2019 and 28% compared to 2022. Indonesia Top Mobile Games DAU 2022

2021 2022 Growth Rate YoY

55%
30M 60%
• From the data shown in 2022, in the past year, most mobile 50%
41%
game DAUs in Indonesia showed a growth trend, of which the 25M 33% 40%
26% 27%
three categories of simulation, puzzle and sports showed the 20M
23% 23% 30%

largest growth, with an increase of more than 1.5 million, and 20%
6% 4% 5%
15M 1% 0% 1% 10%
the growth of these three categories provided opportunities for -5%
-8% -8% 0%
the development of mobile games in Indonesia. 10M -13%
-10%
-27% -20%
5M
-30%
0M -40%

[7] Date from Statista

 Malaysia Number of mobile gamers in Malaysia (in millions)[9]

7.2
7.6 7.6
8.0
8.4
8.8
9.2
9.5

The number of players is predicted to grow rapidly in the next 5.8 5.9
6.2

five years.

KEY FINDINGS

• According to Statista's forecast, the number of players in

Malaysia will continue to grow rapidly in 2022~2027, and it is 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

predicted that the number of players will reach 9.5 million by

2027, an increase of 25% over 2022. Malaysia Top Mobile Games DAU 2022

2021 2022 Growth Rate YoY

• From the perspective of DAU, simulation, puzzle, sports, and 6M

38%
50%
32% 29% 40%
racing games need to grow further, and the growth rates of the 5M
20% 30%
18%
four categories are all above 15% (although family games 4M
20%
0% 2% 2% 3% 10%
increased by 38%, the overall volume of such games is too -1% -3%
-4% -6%
3M -11% 0%
small ). -15%
-22% -20% -10%
2M
-20%
-35%
-30%
1M
-40%
0M -50%

[9] Date from Statista

The importance of emerging market
economies is growing
In 2022, advertising in South America increased by 55.52% YoY,
The emerging gaming markets as a whole have entered a period of rapid post-epidemic
ranking first in the world; Southeast Asia ranked third with 49.87%.
economic recovery from 2022, among which Brazil, Mexico, Argentina, Malaysia,
Vietnam, Saudi Arabia, and Egypt all have nominal GDP growth rates of more than 10%,
driving the recovery of the whole mobile game market.

Nominal GDP[2] of Mature Gaming Markets, 2021~2022 Nominal GDP[2] of Emerging Gaming Markets, 2021~2022

2022 GDP (nominal) 2021 GDP (nominal) GDP (nominal) YOY 2022 GDP (nominal) 2021 GDP (nominal) GDP (nominal) YOY

30,000,000 15.0% 4,000,000 28.3% 30.0%

11.8%
10.5%
8.9% 3,500,000
25,000,000 10.0% 25.0%
21.2%
3,000,000
20,000,000 5.0% 17.8% 20.0%
2,500,000 16.5% 16.1%
0.4%
15,000,000 -2.5% 0.0% 2,000,000 14.1% 15.0%
-3.6%
-4.5% -4.9% 10.2%
-5.4% 1,500,000 9.3% 9.1%
8.7% 8.7%
10,000,000 -5.0% 10.0%
-12.9% 1,000,000 5.7%
4.7%
5,000,000 -10.0% 1.9% 5.0%
500,000

0 -15.0% 0 0.0%
US DE GB CA FR IT AU ES JP KR IN PK BR MX AR CO ID TH MY VN PH SA TR EG
Eastern Southern Middle East and
欧美地区
Europe and North America 东亚地区
Asia 南亚地区
Asia 拉美地区
South America 东南亚地区
Southeast Asia 中东及非洲
Africa

[2] 2021 GDP data from the World Bank; 2022 GDP data from the IMF
 Consumer spending on mobile games declined Top200 Mobile Game IAP, 2021~2022($)

overall, but some emerging markets bucked Deceleration

Phase II
Recovery
Period

the trend
Although the user spending of mobile games experienced a recovery of half a year in Q2~Q3 of
2022, on the whole, the spending power of game users has not returned to the level of 2021, and
the overall shrinkage in 2022 will fall by 5%, falling to 110 billion US dollars[3]. However, France,

2021Q1

2021Q2

2021Q3

2021Q4

2022Q1

2022Q2

2022Q3

2022Q4
Malaysia, the Philippines, Turkey, Argentina and Pakistan achieved increases in mobile game
user spend, up 0.8%, 1.2%, 0.9%, 0.2% and 0.7% respectively.

Top200 Mobile Game IAP in Different Regions, 2021~2022($)

2021 2022 变化
Growth Rate YoY
12.00B 1.2% 2.0%
0.8% 0.9% 0.7%
0.4% 0.2% 0.2% 1.0%
-0.1% -0.1% 0.1% -0.1%
10.00B -0.3% -0.2% -0.3%
-0.6% -0.5% -0.5% -0.7% 0.0%
-0.8%
8.00B -1.5% -1.0%
-2.0% -1.9%
-2.7% -2.0%
6.00B
-3.6% -3.0%

4.00B -4.5% -4.0%

-5.6% -5.0%
2.00B
-6.0%

0.00B -7.0%
JP KR US DE GB AU FR CA IT ES TW HK TH MY ID PH VN TR SA EG BR MX AR CO IN PK
Eastern Middle East
东亚地区 欧美地区
Europe and North America 中国港澳台
HK & TW 东南亚地区
Southeast Asia 中东及非洲 拉美地区
South America 南亚地区
South Asia
Asia and Africa

[3] state of mobile 2023, data.ai

 Brazil Number of mobile gamers in Brazil (in millions) [6]

66.1
69.8 68.4
72.1
75.5
78.4
81.2
84.1

52.4 54.7
50.7
Brazil is a relatively good country in emerging markets where
mobile games are developing.

KEY FINDINGS
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
• According to Statista, as of 2022, the number of mobile game
players in Brazil is 68.4 million, with a penetration rate of
Brazil Top Mobile Games DAU 2022
31.7%. It is predicted that in the next five years, the number of
2021 2022 Growth Rate YoY
mobile game players in Brazil will continue to grow, and by
35M 50%
2027, it will exceed 84 million, an increase of 23% over 2022.
39%
37%
30M 40%

25M 24% 30%

• Brazil's top categories achieved DAU growth, with sports 23%
17% 16% 16%
20M 20%
(↑37%), arcade (↑17%), and simulation (↑7%) having the
7% 8%
largest increases, and niche markets such as text, cards, 15M
1%
10%
1%
gambling, and family also showing significant growth. 10M -7%
-3%
0%
-9% -11%
-15% -13%
5M -17% -10%

0M -20%

[6] Date from Statista

 Turkey Number of mobile gamers in Turkey (in millions)[8]

18.7
19.5
20.5
21.4
22.2
23.0

17.5 17.9

The market potential needs to be further unleashed. 14.4

12.9 13.5

KEY FINDINGS

• According to Statista, the number of mobile game players in

Turkey has grown by 38.8% in the past five years and is 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

forecast to continue to grow in the next five years, with the

Turkey Top Mobile Games DAU 2022
number of players expected to reach 23 million by 2027.
2021 2022 Growth Rate YoY

16M 40%

• Compared with the DAU data of the past two years, the growth 14M
23%
28%
30%
rate of family (↑28%), music (↑23%), racing (↑16%), puzzle 12M 16% 20%
13%
(↑13%), simulation (↑9%), and cards (↑7%) is relatively fast, 10M 9%
5% 5% 7%
3% 10%
but the two categories of family and cards are very niche in 8M
-3% -2%
0%
-6% -5% 0%
Turkey. 6M
-12% -13%
-16% -10%
4M
-24% -20%
2M

0M -30%

[8] Date from Statista

 壹·2022年全球手游市场综合发展概况

Different Mobile Games DAU in 2021~2022

To unlock more potential of the 2021 2022 变化
Growth Rate YoY

niche market like Brazil and 1.60B

6%
7%

Turkey, it is crucial to identify a 1.40B

6%

group of core users

1.20B
5%

1.00B

20% of the products of the game head occupy 80% of the market share, 4%

which seems to form a monopoly of the head. 0.80B

3%
But after a closer look, it turns out that the bottom 80% of games will 0.60B 2%

actually have more room for development. In 2022, the DAU of the
2%
bottom 50% of games will grow by 6%, outpacing the overall user 0.40B

growth rate of the top 50% of games.

1%
1%
0.20B

0.00B 0%
头部产品
Top 20% 腰部产品
Top 21%~49% 尾部产品
Bottom 50%
Mobile Games Mobile Games Mobile Games
More About High-value Regions
U.S.
Players love puzzle and casual games
the most. In 2022, the "dog" theme +
"line" gameplay is deeply loved by
intelligent gamers; Casual games are
more multi-theme life simulation
gameplay.
The United States is the most mature
region for mobile game development,
and there are both opportunities and
risks for new - such as the monopoly
of giants.
Europe Japan
Mobile Games market is The popular gameplay in Japan is RPG, and more
similar to the United specifically, RPG games with the theme of saving the world
States. and IP and RPG games that integrate card gameplay are the
types with the strongest willingness of players to pay.
Whether it is mainstream
gameplay, mobile game Although Japan is the region with the highest mobile game
manufacturers, or mobile revenue, it is also extremely selective and belongs to the
game development trends, "high-value market". If mobile games cannot catering to the
they are very similar to Japanese netizens quickly, it will be very difficult to
the United States, but in monetize in the later stage.
comparison, they are not
as large as the US market.
More About Emerging Markets
Brazil
Brazil has always
implemented the concept of
"football for all", and the
hosting of the 2022 World
Cup has promoted the rapid
growth of football games in
Brazil.
Players are particularly fond
of women-oriented life
simulation games.
Indonesia Turkey
Casual simulation Turkey is known as the "first stop
games that incorporate for games to go overseas in the
idle elements are Middle East", and from the
popular. "Save X” performance point of view, the
themed puzzle games growth of mobile game revenue in
are also popular, such Turkey in 2022 is also very
as Save the Dog. impressive.
Sandbox games are growing rapidly.
There is also a market for racing
games, and most of the new games
that are growing are hyper-casual
parkour games.
Malaysia
Malaysia is a region
with a high ARPU for
mobile games in
Southeast Asia.
Romance themed
scenario puzzle games
are growing very fast
in Malaysia.
Social mobile gaming
is growing rapidly.
About OpenMediation

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Global Mobile
Mobile Games Startups Games
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Content Localization Gameplay Optimization

Content Provider
Monetization Design SDK Mediation Recommendations

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 XTiming Case Study: Publish Globally from Scratch
Idle Fossil Museum
Gravity Games develops and
publishes high-quality mobile
games across multiple game
genres for Android and iOS.
Games released by Gravity
Games include: Adventures in
Dreamland, Nightmare No.k,
Puzzle Germ, and Idle Fossil
Museum.
Idle Fossil Museum is a
Simulation game with Idle
gameplay. It is the first title that
entered our XTiming Accelerator
Program.
The Challenge
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cloud service, to event tracking points, etc.
Monetization Optimization: XTiming adjusted the game’s waterfall, monitored the fluctuation of data, and provided feedback
about the monetization situation in real-time, to ensure that the needs of players can be met in the game.
The Result
XTiming Accelerator Program accompanied Idle Fossil Museum from a demo project to global publishing. The evaluation
optimized the game from the core gameplay, graphic design and interactive experience, acknowledged its potential and
recommended a suitable test region. The launch test verified our market forecast, with the CTR (click-through rate) 10% higher
than similar games. As Idle Fossil Museum launched globally, XTiming offered vast resources, industry experience, manpower,
data and expertise to help Gravity Games better understand the whole process and avoid pitfalls. With our data-driven tools and
customized analytics, XTiming helped Gravity Games optimize its game and monetize appropriately while increasing user
retention.
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