Mobile Games Index 2023

“We are seeing many mobile publishers further blending their monetization methods. They are balancing advertising and IAP monetization to maximize revenue potential. Partly due to the economic situation, when people have less disposable income, it is crucial to make the most of and reward players with video and rewarded ads.”

“The growth of in-app purchases is being driven by the increasing sophistication of mobile gamers, who are willing to spend money to unlock new levels, characters, and other in-game features. Role-playing games, in particular, offer a deeper, more immersive gameplay experience that keeps users engaged and willing to spend money. On the other hand, CPIs are high in this genre, so developers need to pay special attention to the CPI vs LTV equation to stay ROAS positive.”

“Action games have great potential but are one of the hardest to compete in. The graphics are more realistic than ever. Players can invest in games, own items, and build their profile for years. After that, once you’re hooked, it’s hard to switch to another game. The popularity of esports is also helping the competitive landscape in action games, but entering this market requires a great vision, funding, and patience.”