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Top 50 Mobile Games Markets

In 2016, the dominance of the gaming industry’s mobile segment became apparent. Since then, we have published the ratings of the most promising markets for mobile games developers.

This year, we’ve added a language rating to the country rating since this is a particularly important parameter for developers to consider when localizing games.

CountryUsersARPU, USDRevenue, USDCPI, USDMarginal profit, USD
1China422 250 00036,3216 252 900 0001,0215 822 324 367
2United States173 060 00054,979 513 800 0001,809 202 936 021
3Japan46 880 000134,836 320 200 0002,006 226 334 467
4South Korea18 000 00099,541 791 200 0000,531 781 722 037
5United Kingdom17 000 00074,341 263 900 0001,181 243 848 043
6India121 610 0006,75821 100 0000,05814 642 131
7Russia26 130 00027,39715 900 0000,18711 230 112
8Mexico34 380 00020,46703 300 0000,11699 363 943
9Taiwan12 000 00058,33700 000 0000,83690 025 227
10Nigeria61 140 0009,94607 600 0000,17597 206 200
11France16 510 00036,05595 300 0000,55586 250 454
12Indonesia64 030 0008,91570 500 0000,13562 348 134
13Germany16 280 00031,84518 200 0000,63507 877 808
14Colombia18 100 00023,17419 300 0000,10417 460 512
15Italy13 910 00029,92416 300 0000,26412 678 305
16Canada12 600 00029,96377 400 0001,11363 361 514
17Brazil55 480 0005,96330 900 0000,10325 626 195
18Iran23 490 00013,12308 300 0000,23302 944 626
19Spain9 150 00032,72299 400 0000,34296 326 841
20Egypt20 960 00013,16275 700 0000,12273 266 854
21Argentina8 580 00023,20199 000 0000,12197 967 402
22Netherlands3 550 00044,71158 500 0000,58156 428 647
23Peru6 960 00020,29141 300 0000,15140 271 471
24Saudi Arabia3 660 00037,89138 600 0000,18137 939 966
25Turkey11 020 00011,71129 100 0000,09128 124 877
26Poland4 700 00027,33128 400 0000,21127 392 203
27United Arab Emirates2 700 00047,32127 800 0000,26127 098 303
28Australia6 320 00020,34128 700 0001,24120 834 127
29Sweden2 290 00050,54115 600 0000,75113 885 025
30Belgium3 840 00025,5798 300 0000,5096 379 258
31Thailand3 250 00026,4586 100 0000,1585 624 172
32Pakistan14 760 0005,7985 500 0000,0884 364 711
33Norway1 230 00064,2979 400 0000,9478 248 159
34Chile4 200 00017,8975 200 0000,1474 603 362
35New Zealand1 350 00053,0271 600 0001,1170 102 752
36Philippines3 770 00017,8867 500 0000,1566 949 685
37Denmark750 00073,3954 700 0000,8254 086 088
38Malaysia4 000 00013,5854 300 0000,2653 263 812
39Austria1 360 00037,7151 400 0000,8050 313 544
40Ireland1 820 00028,0751 000 0000,4850 124 970
41Israel1 020 00048,6649 800 0000,3149 482 677
42Vietnam3 580 00012,7245 500 0000,1544 966 037
43Switzerland1 850 00025,1846 500 0001,1844 312 164
44Finland960 00046,5444 700 0000,6044 121 485
45Singapore860 00048,7741 800 0000,6341 262 349
46Ecuador5 890 0007,0741 600 0000,1340 829 722
47Hong Kong1 650 00025,4841 900 0000,9040 411 381
48Sri Lanka3 670 00010,6739 200 0000,1038 826 354
49South Africa9 960 0004,1341 100 0000,5036 085 790
50Czech Republic1 510 00022,6934 300 0000,2933 856 145
51Uruguay1 320 00025,2133 300 0000,1933 043 536
52Portugal1 140 00024,9728 600 0000,2128 355 245
53Venezuela5 060 0005,6328 500 0000,1227 867 597
54Kenya4 510 0006,1227 600 0000,1127 100 315
55Romania1 700 00013,6823 200 0000,1322 986 142
56Hungary1 270 00013,7817 500 0000,1717 287 905

METHODOLOGY FOR COMPILING A RATING ON THE PROFITABILITY OF MOBILE GAMES MARKETS:

  • Countries and languages are placed in descending order of their relative profitability of the mobile games market.
  • Marginal profit in this case is a relative indicator. It is the difference between the total market value and the cost per install for a mobile game across all users, determined using the formula: Marginal profit = Market revenue – Number of users × CPI.
  • The number of users is the number of mobile games users in a specific country.
  • In this case, ARPU (Average Revenue Per User) is the average revenue per user per year. The data source for revenue, number of players, and ARPU is the Statista portal. The ARPU figure, highlighted in blue, is predicted to fall, while the rest will increase at various rates.
  • CPI (Cost Per Install) is the average cost for a user to install a game of any genre for Android or iOS in every country which is standardized to 100%, disregarding other platforms. The data source for CPI, as of March 2019 for the games rating in 2018, is the Chartboost platform. Data for March 2019 marked in green was provided by the analytical company Niko Partners.
  • Statistics on the breakdown of mobile users by OS on smartphones and tablets were published by the StatCounter online service.
  • Language market size was calculated with data for all countries that speak the target language with regard to the proportion of target language speakers in each population.

FACTS ABOUT THE MOBILE GAMES MARKET IN 2018

In 2018, the video games market generated USD 137.9 billion. Revenue from mobile games grew from 36% of the total amount in 2017 to 41% in 2018. Forecasts predict this figure will continue to grow, reaching 49% by 2021 (according to Newzoo).

Facts about the Mobile game market

According to Chartboost, the average ARPU for 2018 was USD 31. The average CPI equaled USD 0.47.

As for the gender of mobile games users, there are slightly more men playing than women. In some countries, like the USA, there are considerably more women playing mobile games.

Several trends were observed in the mobile games market in 2018:

  • Just like the year before, a large number of company mergers and acquisitions took place.
  • Successful release of mobile games based on older games, franchises, and IP.
  • Rapid growth of the Asian segment.
  • Steady income growth from the Battle Royale and MOBA game genres.
  • Development of e-sports and videogame streaming, including mobile games.

RESEARCH CHARACTERISTICS

For our research, we use data from Statista, App Annie, Priori Data, and Newzoo. It’s worth noting that the Statista portal corrected the data for some markets (India, Mexico, and USA) in 2017 and 2018, and these figures may change significantly. For some countries, the numbers from other sources such as Newzoo and App Annie may differ dramatically. Additionally, not a single analytics company has reliable data on the Chinese games market for Android for certain reasons.

In research like this, the profitability of the mobile games market is traditionally grouped by region (North America, Asia, Europe, etc.). Several countries are grouped together and examined as one.

However, we analyzed each country individually and ranked mobile games markets by attractiveness, a list that included 56 countries in 2019.

In addition, we endeavored to take into account the necessary costs for entering the market. To do so, we calculated the cost per install (CPI) for all users and subtracted it from the total income in each country. This allowed us to obtain data on the marginal profit for that market.

The term “users” is understood to mean active players (or accounts) registered in the chosen market.

These materials are intended for informational purposes only. The Allcorrect company does not bear any responsibility for potential losses or other negative consequences incurred by companies or individuals using this information for their business or for other purposes.