Weekly Reports Recap: October 25 - October 29
European market overview by Sensor Tower & American gamers behaviors by Newzoo inside. And two more!
This week:
Naavik & Wooga: There are too few LGBTQ+ characters in mobile casual puzzles
Sensor Tower: European Consumers have paid more in Mobile Apps & Games in Q3 2021
GameRefinery & Liftoff: Social Casino Market in 2021
Newzoo: American Gamer Portrait
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Naavik & Wooga: There are too few LGBTQ+ characters in mobile casual puzzles
In top-50 casual puzzles, only 20% of main characters are BIPOC (Black, Indigenous, and People of Color) representatives. And only 4% of them are lead characters.
80% of lead characters in such projects are women. If we’re talking about supportive characters, then women representative drops to 36%.
In 40% of top-50 mobile casual puzzles no BIPOC people at all.
Only 1% of characters in top-50 casual puzzles can be identified as LGBTQ+.
In Switchcraft from Wooga (who have ordered the research) - equal representation of men and women. Moreover, 63% of characters are BIPOC. 38% (up to 50% due to freedom of choice of the sexual orientation of Bailey Ward) of characters are LGBTQ+ representatives.
Sensor Tower: European Consumers have paid more in Mobile Apps & Games in Q3 2021
European consumers have spent $4.6B in Q3 2021. It’s 21% higher than a year before.
Europe is responsible for 13.6% of overall apps spending in Q3 2021.
Games revenue resulted in $2.7B - it’s 60% of the overall amount. The European’s mobile games revenue increased by 16.7% compared to Q3 2020.
Players have spent $1.6B (+14.3% YoY) in Google Play, while App Store revenue was $1.1B (+10% YoY).
The largest market for Google Play in Europe is Germany ($366M), for App Store - UK ($269.7M).
Downloads in Q3 2021 in mobile games declined by 3.4% to 2.8M. Google Play is responsible for 2.3M of downloads.
PUBG Mobile is the most successful game in Europe in Q3 2021 with more than $100M of revenue (+56.7% YoY). Coin Master & State of Survival are the following.
The most downloaded mobile game in Europe of Q3 2021 was Count Masters (16M downloads).
GameRefinery & Liftoff: Social Casino Market in 2021
Social Casino titles in the US earned about $1B for the last year only in the US.
The average CPI is $7.21. On Android the traffic is cheaper (about $5), on iOS it’s twice as higher.
The average 7 Day ROAS is 11.12%; 30 Day ROAS - 25.18%. It’s interesting, that compared to 30 Day, the Android traffic is more reasonable to buy.
The lowest CPI’s are in the LATAM region ($1.43). But the Day 30 ROAS there is only 15.81%. Users cost less but pay significantly worse.
The most popular feature in top-100 Social Casinos is collectible albums. Special side-modes and piggy bank features are next.
Link to the full version of the report.
Newzoo: American Gamer Portrait
The US gaming market is $41.1B of revenue and 190M of players.
Games are a big part of US citizens of all ages. On average, 21% of free time online-active population spend on games. Only broadcast television watching is ahead - 23%.
The younger the generation, the more it plays. The US population in age from 10 to 20 years spend in games 26% of their free time; segment from 21 to 35 years - 25%; from 36 to 50 years - 21% of free time.
60% of users are playing games to relax and unwind. 48% - to fill free time. 40% - to escape the real-life routine.
The most popular franchises in the US are Candy Crush (39% of users played it last half a year), Call of Duty (36%), Mario (35%), Minecraft (32%), Fortnite (32%).
The US gamers prefer, in general, realistic visual style in a fantasy setting.
84% of players regularly eat and drink while playing.