Weekly Reports Recap: August 23 - August 27
European Gaming market in 2020 overview by ISFE; Cloud Gaming Report by Newzoo and Mobile Advertising Reports from Sensor Tower and SocialPeta inside.
This week:
Sensor Tower: State of Mobile Game Advertising 2021 Report
Sensor Tower: Tabletop games Revenue in the US increased by 40% last year
Clash Royale earned record revenue in the last 2 years in June
Newzoo & Pangle: Puzzle Games Report
App Annie & AppsFlyer: State of App Marketing in Latin America 2021
Sensor Tower: Gardenscapes Revenue passed $3 billion
App Annie: Hypercasual downloads increased by 15% in Q2 2021
ISFE: European Gaming market earned €23.3 billion in 2020
Newzoo: Global Cloud Gaming Report 2021 - briefly
SocialPeta: Mobile Marketing Situation in H1 2021
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Sensor Tower: State of Mobile Game Advertising 2021 Report
There were five ad networks highly focused on games - Chartboost, Unity, Adcolony, ironSource, and Vungle - each of them has more than 90% share of voice for mobile games (iOS).
Video is still the most popular format in mobile games with >50% share from all creatives.
Puzzles are responsible for lion's share of all UA. The genre is at first place in Chartboost, Adcolony, Unity, Vungle, ironSource, MoPub, Facebook, and AdMob.
4 US Creatives trends:
Fake Playable Ads.
Relaxing music videos.
Playable Ads for Mid-Core games.
Real-World conversations videos.
Link to the full version of the report.
Sensor Tower: Tabletop games Revenue in the US increased by 40% last year
Genre revenue reached $703.8 million.
Solitaire Grand Harvest is on top by revenue ($115.3M), Solitaire TriPeaks (GSN) is second, and Yahtzee with Buddies Dice (Scopely) is third.
The genre generated 202.7M downloads last year - it’s 12.1% less than the year before.
Happy Color from X-Flow is the top project by downloads with 8.3M.
When we’re talking about subcategories, solitaire\mahjong - is the main revenue driver of the genre. It’s responsible for $310M (44% of all genre) of revenue and 76.8M downloads (about 37%).
Clash Royale earned record revenue in the last 2 years in June
The project received $42.5 million from both App Store and Google Play. It’s 2 times more than a year before.
Clash Royale showed the best month by downloads - 5.5 million times. It’s the best number from September 2020.
The last time the game earned more only in July 2019. Its revenue was $46M then.
An increase in revenue is connected with “magic items” implementation in March 2021.
Newzoo & Pangle: Puzzle Games Report
In 2020 Puzzle Genre earned $6.9B in revenue. It’s 8% of the overall income of the mobile gaming market.
The majority of money ($2B) came from the US. Japan is second with $1.2B and China is third with $0.9B. Cumulatively, those 3 countries are responsible for more than 50% of genre revenue.
Puzzle Games were one of the first to try hybrid monetization with in-apps, ads, and subscriptions mix.
Puzzle Games is the first genre by the popularity in the US, Great Britain, Japan, and South Korea.
In the US the Puzzle genre has the same amount of Top Grossing games (10) as the Strategy genre.
Women are playing Puzzle games more often. The closest to equality situation is in South Korea, where 48% of the Puzzle audience are male.
It’s one of the few titles, where Western developers are performing much better than Eastern. Even in the Asian markets.
App Annie & AppsFlyer: State of App Marketing in Latin America 2021
The number of downloads in Latin America reached 5.1B in Q1 2021 and showed a 20% YoY growth.
The amount of paid traffic in Brazil increased by 41% compared to 2020 and by 178% compared to 2019. Mexico is just behind with 48% growth to 2020 and 120% to 2020.
Google Play is responsible for 9 out of 10 downloads in the region.
In Brazil and Mexico in Q1 2021 amount of both paid and organic traffic decreased slightly.
Coin Master, Garena Free Fire, and Lords Mobile are three Top Grossing games in LATAM in Q1 2021.
In Brazil, in Q1 2021 the amount of in-app purchases in games increased by 64%.
On average, the amount of paying users in Latin America increased by 32% in 2020.
Top 10% of games in the region has the following Retention numbers:
D1 - 37%
D3 - 18,95%
D7 - 11,69%
D14 - 7,47%
D30 - 4,3%
Sensor Tower: Gardenscapes Revenue passed $3 billion
H1 2021 brought Gardenscapes $405M, which is less than Homescapes ($469M), but more than Fishdom ($222M). Interesting, that all three games were released by Playrix.
2020 was the most lucrative year for Gardenscapes with $959M of revenue. It’s 78% higher than in 2019.
The US is responsible for the major part of the share (37%) - $1.1 billion. Japan is second, Germany is third, China is fourth.
The distribution of revenue between platforms is almost equal. 50.2% for App Store and 49,8% for Google Play.
App Annie: Hypercasual downloads increased by 15% in Q2 2021
Bridge Race from Supersonic was the main game of the quarter.
The highest growth showed the Action subgenre of Hypercasual games - by 35%. Analytics are connecting such results with solid Join Clash 3D performance.
ISFE: European Gaming market earned €23.3 billion in 2020
It’s 22% higher than in 2019. An increase from 2018 to 2019 was only 3%.
44% of the earned sum came from the console revenue. Mobile devices are responsible for 40% of the share, 14% were generated by the PC market. Rest 2% came from the streaming platforms.
Despite the small share, streaming services grew from €341M in 2019 to €397M in 2020 showed a 16.5% up.
40% of revenue came from digital sales, 40% - from the app and in-app purchases. The other 20% are box games sales.
The Digital games market in Europe in 2020 was evaluated at €14 billion - it’s 31% more than a year before.
The cybersport will beat the €1B mark in 2021. In 2020 it was valued at €947M.
In the European gaming industry were working 86,953 people in 2019. It’s an increase from 77,916 in 2018. Only 20% of employees are women.
Top hits of the 2020 year are FIFA 21, Grand Theft Auto V, FIFA 20, Call of Duty: Black Ops Cold War, and Animal Crossing New Horizons
Newzoo: Global Cloud Gaming Report 2021 - briefly
The number of paying users in the Cloud Gaming services in 2021 will reach 24M users.
There are 607M users living in places, where such services are available. However, Newzoo analytics estimates the serviceable obtainable market as 165M users in 2021. This number will grow to 309.5M in 2024.
In 2024 the number of paying users will increase almost by 3 times - to 60.7M users.
This year the Cloud Gaming market will reach $1.57B of revenue. By 2024 it is supposed to grow to $6.53 billion. Currently, China is leading in terms of revenue.
Newzoo expects that by 2024 the ARPPU of Cloud Gaming services will be $107.6. Currently, it’s $66.3.
As for the regions, the North American and Western European markets are responsible for 59% of user spendings.
SocialPeta: Mobile Marketing Situation in H1 2021
In April 2021 there were about 18,000 gaming advertisers. It’s 5.79% more than a year before.
Gaming advertisers are 23% of the overall amount.
The number of both advertisers and creatives is higher on Android - 58.17% and 55.81% versus 41.83% and 44.19% respectively on iOS.
Gaming advertisers launched 19 million creatives in H1 2021 showed 108% growth.
On average, there are 504 creatives for one advertiser in H1 2021. It’s 183% higher than the year before.
The highest increase in ad spending is in North America and Oceania. Other regions increased insufficiently or fell down.
The video format is still the major part of the industry with 86.93% of all amount of creatives.