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Mobile Monday: Emerging Markets in Mobile Gaming

Posted Jun 17, 2019

Most of the research on the mobile gaming industry has been focused on large markets like China and the United States. A new report highlights the emerging markets including India and Brazil that are gaining publishers’ attention. Meanwhile, several countries have seen huge gains in consumer spend since 2016. Get all the details in this week’s Mobile Monday!

India Reaches Over 5 Billion Downloads
Mobile market research firm, AppAnnie, recently released their report, The State of Mobile Games in 2019 and Beyond, which gives insights into the worldwide mobile market. The report shows that India has had exceptional growth compared to the overall global market. iOS and Google Play installs in the country increased by 35% to 5.1 billion in 2018. This total even surpassed download numbers for mature markets like the United States and China, both of which are still seeing high numbers. In addition to India, Brazil, Russia, and Indonesia also lead the emerging markets when it comes to game downloads.

Keep An Eye on Southeast Asia
AppAnnie also highlighted the booming markets in Southeast Asia. Vietnam, Thailand, Malaysia and the Philippines all saw significant growth in game downloads from 2016 to 2018. The highest growth was in Indonesia which saw a 1.6x increase. As markets mature, install rates begin to slow down but monetization will increase. Publishers have been recognizing these trend and have now started to focus capitalizing on Southeast Asia’s potential for increased revenue.

More Games, More Successes
The number of games that generated more than $5 million in annual consumer spend rose from 1200 in 2016 to 1900 in 2018. Mobile games are generating so much revenue that success is no longer only limited to games in the top 10, 100, or 500 games. These totals don’t include earnings from digital ad spend yet, which has played a major role in monetizing gamers and creating ROI for publishers.

Consumer Spend Across the Globe
Due to uncertainty around game license regulation, China faced a slowdown of growth in consumer spend in 2018 but still remained to be the largest market by far. The U.S. is the second biggest market thanks in part to the popularity of hyper-casual games in the country, which drives more digital ad revenue. The report also revealed that Japan performed the highest on a per-user basis, both with regards to gaming and apps in general. While China, the U.S., and Japan are way ahead in spend, it is important to not to count out the rapid rises of countries like South Korea and India who grew 80% and 90% respectively.

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