2023年手机游戏报告（英）-68页_7mb

Mobile Gaming Market Trends 2023: Analysis Summary

• Market Overview: Global mobile gaming downloads and revenue declined in 2022 due to factors like ATT policies, economic recession, and post-COVID recovery. Downloads peaked during COVID but stabilized at ~13.8B per quarter from 2021-2022. Revenue declined in many regions but surpassed pre-pandemic levels. China and India are key markets, with India leading in downloads and China in revenue.

• Genre Trends: Hypercasual games saw an 18% revenue decline, attributed to rising user acquisition costs and shifting player behaviors. Hybridcasual games grew by 13% in downloads and incorporated elements like simplified mechanics and meta features (e.g., Character Collection). Action and Simulation genres showed positive growth, driven by titles like Survivor.io and Roblox-inspired games. RPG and Shooter genres experienced sharp revenue declines of 14% and 22%, respectively.

• Regional Insights:

  • U.S.: Revenue fell 6% year-over-year, with declining downloads, especially on Google Play. Games like Candy Crush Saga and Roblox dominated. India overtook the U.S. as the second-largest market by revenue growth.
  • Europe: Revenue declined 11% year-over-year, impacted by regional regulations like EU investigations into Loot Boxes. Mobile game installs fell to pre-pandemic levels, with Russia experiencing severe declines due to the Ukraine war.
  • Asia: Overall revenue dropped 14% year-over-year, but Asia remains the largest revenue-generating region. Downloads surged in countries like India, and games like Honor of Kings and Ludo King maintained top positions.

• Specific Trends:

  • Hybridcasual Uptake: This model, combining casual mechanics with Mid-core features, drove engagement and revenue, with examples like Archero and Subway Surfers. It evolved from Hypercasual and adopted by Core and Mid-core developers.
  • External Subscriptions: Netflix's Exclusive Access games downloaded 24.6M times in 2022, leveraging subscription models for targeted user acquisition and story-driven experiences. Apple Arcade and Google Play Pass also expanded subscription-based games.
  • NFT/Crypto Games: Downloads plummeted in 2022 due to market downturn and platform issues (e.g., Apple's policies), with revenue from this sector decreasing by 35% year-over-year.
  • Monetization: Live Ops is standard in top revenue-generating games, boosting engagement and revenue. Loot Boxes generated 73% of global revenue, but face regulatory scrutiny in Europe, where they account for 63% of mobile revenue.

• Key Takeaways: The mobile gaming industry is shifting towards Hybridcasual and subscription models for sustainability. While some genres declined, Action and Simulation thrived. Regional diversification (e.g., India and Southeast Asia) is key for growth. Uncertainty from regulations and economic factors persists, urging developers to innovate in monetization and engagement strategies.