Adjust: Mobile Gaming Trends 2023

2022 results were disappointing, but not for every genre.

The report is including data collected from January 2021 to January 2023. More than 5 thousand apps were reviewed.

Market numbers

• Mobile gaming revenue in 2022 was $110B. It’s 5% less than a year before.

• The Chinese gaming market is $42.4B and is the largest one. The US ($24.02B), Japan ($13.1B), South Korea ($5.28B), and Germany ($2.47B) are next.

• Mobile games ad spend in 2023 will reach $362B. Growth to 2022 will be 7.5%.

• The number of users allowing the ATT opt-in has been increasing through 2022. In mobile games, it increased from 30% to 36%.

• Downloads and the number of sessions in games dropped in 2022. But in January 2023 the trend reversed and analytics have seen an increase of 10% in downloads and 11% in sessions. IAP revenue also increased by 14% compared to the average monthly result of Q4 2022.

• However, overall IAP Revenue in 2022 declined by 9% compared to the previous year.

Downloads

• Music games (+190%), educational games (+124%), racing (+32%), board games (+20%) grew by downloads in 2022.

• Hypercasual games are responsible for about 25% of overall game mobile downloads.

• Paid to organic users ratio in 2022 decreased from 0.75 to 0.71. In hypercasual games, the decline was from 3.2 to 2.93.

Product metrics

• An average D1 Retention is 29% - this number remained unchanged in 2022. D3 Retention declined from 20% to 19%; D30 also dropped from 7% to 6%.

• The highest average D1 Retention in Q4 2022 was in sports games - 31%.

• The average session length in January 2023 was 30.96 minutes.

• Action games are responsible for 25% of all sessions.

Source