49 Mobile Games Markets

Since 2016, the mobile segment has become the largest in the game market.

Last year, we compiled our first profitability leaderboard for mobile game markets, and now we want to present the information for 2017 and updated data for 2016.

Country Users ARPU, USD Revenue, USD CPI, USD Marginal profit, USD
1 China 402 750 000 35,83 14 428 700 000 0,59 14 189 812 806
2 USA 104 470 000 41,20 8 353 800 000 1,75 8 171 412 195
3 Japan 68 520 000 90,26 6 184 100 000 3,00 5 978 544 146
4 South Korea 17 490 000 86,68 1 515 700 000 0,96 1 498 860 089
5 UK 19 121 000 57,44 1 098 300 000 1,60 1 067 713 056
6 Russia 47 230 000 13,59 641 600 000 0,31 626 751 566
7 Mexico 33 820 000 17,77 601 000 000 0,16 595 455 774
8 India 235 300 000 2,37 556 900 000 0,13 525 438 455
9 France 16 420 000 29,61 486 100 000 1,20 466 314 957
10 Germany 17 920 000 26,23 470 200 000 1,56 442 275 727
11 Indonesia 40 870 000 10,40 425 000 000 0,19 417 130 212
12 Spain 12 990 000 27,73 360 300 000 0,44 354 546 672
13 Italy 13 620 000 25,42 346 200 000 0,68 336 880 151
14 Canada 10 740 000 30,88 331 500 000 1,83 311 869 221
15 Thailand 9 770 000 31,13 304 200 000 0,36 300 676 107
16 Brazil 45 130 000 6,21 280 400 000 0,15 273 845 341
17 Malaysia 8 590 000 30,84 264 900 000 0,51 260 491 157
18 Singapore 2 030 000 105,76 214 300 000 1,47 211 308 116
19 Argentina 11 890 000 16,51 196 300 000 0,17 194 325 859
20 Philippines 11 340 000 15,44 175 100 000 0,29 171 763 610
21 Hong Kong 2 280 000 64,82 148 100 000 1,22 145 327 940
22 Vietnam 14 080 000 10,54 148 400 000 0,26 144 720 039
23 Netherlands 3 840 000 35,22 135 300 000 0,78 132 304 430
24 Turkey 16 800 000 7,74 130 100 000 0,15 127 620 590
25 Poland 6 730 000 16,06 108 100 000 0,24 106 481 205
26 Australia 5 920 000 18,31 108 500 000 1,63 98 832 140
27 Saudi Arabia 3 920 000 23,82 93 400 000 0,27 92 338 731
28 Sweden 3 090 000 30,76 94 900 000 1,04 91 680 556
29 Belgium 2 520 000 24,03 60 600 000 0,77 58 653 225
30 Norway 1 690 000 34,51 58 200 000 1,51 55 645 543
31 Ireland 1 310 000 33,25 43 600 000 0,47 42 990 298
32 Austria 1 740 000 26,09 45 400 000 1,40 42 969 008
33 Denmark 1 300 000 30,70 39 900 000 1,30 38 205 833
34 Switzerland 1 830 000 22,52 41 300 000 1,81 37 989 701
35 Finland 1 490 000 25,97 38 800 000 0,70 37 760 497
36 Czech Republic 2 070 000 15,71 32 500 000 0,34 31 790 530
37 South Africa 6 940 000 5,18 35 900 000 0,63 31 513 296
38 Israel 1 240 000 25,73 31 900 000 0,40 31 408 552
39 Portugal 1 790 000 16,30 29 200 000 0,21 28 822 613
40 Romania 2 040 000 10,90 22 300 000 0,18 21 942 945
41 Hungary 1 210 000 11,11 13 400 000 0,23 13 123 616
42 Slovakia 780 000 8,11 6 300 000 0,27 6 092 771
43 Serbia 630 000 6,96 4 400 000 0,36 4 171 114
44 Croatia 570 000 5,55 3 100 000 0,50 2 813 886
45 Bulgaria 610 000 3,99 2 400 000 0,18 2 291 524
46 Lithuania 330 000 7,35 2 400 000 0,33 2 290 994
47 Slovenia 280 000 7,08 2 000 000 0,51 1 856 586
48 Estonia 180 000 7,97 1 400 000 0,61 1 290 025

THE METHODOLOGY FOR COMPILING A PROFITABILITY LEADERBOARD OF MOBILE GAME MARKETS:

  • Countries are placed in descending order of the profitability of their mobile game market.
  • Marginal profit, in this case, is a relative indicator. It is the difference between the total market value and the cost of a mobile game install by all users using the formula: Marginal profit = Market revenue − Number of users × CPI.
  • Market value and profitability match up to the 21st place in the leaderboard but can diverge from this point on (if the mobile players in the country have a low ARPU and high CPI).
  • The number of users is the number of mobile game users in a specific country.
  • For these purposes, the ARPU (average revenue per user) is average revenue from a game user per year. The data source for total market value, ARPU, and the number of players is Statista. The ARPU, highlighted in blue, is predicted to fall, while the rest are going to increase at various speed.
  • The CPI (cost per install) is an average cost of a game install (of any genre) by a user for Android or iOS by country standardized to 100% (discounting other platforms). The data source for the CPI is Chartboost (as of February 2018 for the games’ leaderboard in 2017 and as of November 2016 for the games’ leaderboard in 2016). The data filled in green is provided by Geenapp as of January 2017.
  • The data source for the ratio of mobile OS users on smartphones and tablets is StatCounter (an average value for 2017 and as of November 2016 for the 2017 and 2016 leaderboards respectively).

FACTS ABOUT THE MOBILE GAME MARKET 2017

In 2017, the computer game market was worth 106.9 billion dollars (according to Newzoo) or 96.5 billion for digital games (according to Superdata). Revenue from mobile games amounted to 44.1 billion dollars or 42% of the entire games market (38.72 billion according to Statista) and increased by 13.9% as compared to the previous year (according to Newzoo).

The average ARPU in 2017 was USD 25.38 (according to Statista). As shown by SuperData figures, there were 2.9 billion mobile OS users at the end of the year, and 2.1 billion of them played games.

The compound annual growth rate (CAGR) forecasts 7.03% until 2022 (Statista) and 11.7% until 2020 (Newzoo).

The ratio of the mobile OS users’ number to the number of residents: 24.8% in 2017, and 31.4% in 2022.

Among mobile game developers, the Action genre is still popular. At the same time, in terms of the ARPU, the Strategy, Racing, and Role-Playing genres are in the lead and in terms of “involvement” (DAU/MAU ratio), card games, and the Board and World genres top.

 

 

GameAnalytics data

With regard to mobile users, they are mostly women. In some countries (for example, the US), women play mobile games more frequently than men.

GlobalWebIndex data.

Mediakix data

In 2017, several tendencies were observed in the mobile game market:

  • Numerous amalgamation and takeover deals, in which, as a rule, Chinese companies took over European companies. In particular, Tencent now owns the Riot Games and Supercell companies, has a share in Activision Blizzard, Ubisoft, Glu Mobile, Bluehole Studio (PUBG developers), and Epic Games, as well as in a large number of Asian companies: game developers, video streaming services, platforms, and so on.
  • The successful release of mobile games based on old games, franchises, and IP (for example, two mobile games in the Lineage universe).
  • Strong growth in revenue from the Battle Royale and MOBA game genres.
  • Development of e-sports and game video streaming, including mobile games.

RESEARCH CHARACTERISTICS

In our research, we use data from the Statista, App Annie, Priori Data, and Newzoo companies. It’s worth noting that the Statista data on certain markets (India, Mexico, US) was corrected in 2017 and 2018 almost twice, and in relation to certain countries, the numbers from other sources, such as Newzoo and App Annie, may seriously differ. In addition, for various reasons, no analytics company has reliable data on the Android games market.

In research like this, the profitability of the mobile game market is traditionally grouped by region (North America, Asia, Europe, etc.). Several countries are combined into one group and examined as a whole.

However, we’ve analyzed each country individually and created a mobile game market leaderboard by attractiveness, encompassing forty-nine countries.

In addition, we endeavored to take into account expenditure for entering each market. To do this, we’ve calculated the cost per install (CPI) of the app by all users and subtracted it from the total revenue in each country. This allowed us to obtain data on the marginal profit for that market.

Our Mobile Games leaderboard takes into account applications for smartphones and tablets. The main stores like Google Play and the App Store offer users to pay to download applications or download them for free, providing the option to make in-app purchases or pay for the access time. Games on physical media and free games have not been included in the research.

Users are understood to be 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 that use this information for their business or for other purposes.

 

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