Data and analysis platform data.ai (formerly App Annie), together with IDC, a global game marketing intelligence company, published a report ‘Game Spotlight 2022 Review’ that analyzes trends and changes in the global game market.
According to the report, the global game market size is expected to reach 222 billion dollars (about 282 trillion won) by 2022. Among them, mobile games account for 61% ($136 billion) and are expected to play an active role as the future growth engine of the digital game market.
The mobile game market size is estimated to be 3.4 times higher than that of PC games ($40 billion) and 3.3 times higher than that of home console games ($42 billion). proved
By region, the Asia Pacific market was analyzed as the largest mobile game market. In the first quarter of this year, the Asia-Pacific market accounted for 49% of global mobile game consumer spending, up slightly from the first quarter of last year (48%). Consumer spending in PC games was also recorded as the largest market in the first quarter of this year, with Asia Pacific accounting for 43.5%.
This is an increase of 1.1% compared to the same quarter of the previous year (42.4%), and it is analyzed that it rose as the COVID-19 distancing was eased and lifted in many countries in the Asia-Pacific region and PC bangs resumed normal business.
Meanwhile, consumer spending on mobile games in Eastern Europe fell sharply after the outbreak of the Ukraine war. According to data.ai data, the region recorded consumer spending of $48.87 million (approximately 62 billion won) in one week from February 13 of this year, just before the outbreak of the war, and then half of that figure for the week starting on March 13 was slightly lower. It recorded more than 28.44 million dollars (about 36 billion won).
In the first quarter of 2022, the game genre that dominated the top sales of mobile games, handheld consoles and PC game platforms was by far the core genre. In particular, data.ai reported that core genre games with real-time online features such as PvP promoted deep immersion and communication with other users.
On the mobile game chart, , , and climbed in order from number one, and , which is currently only in service in Japan, but scheduled to be released in Korea through Kakao Games, placed 7th, NCsoft’s ranked 8th, and Krafton’s ranked 9th.
While core genres such as battle royale and shooter genres generally outperform, the mobile gaming charts cover eight of the top ten mobile games by revenue, with mobile games embracing the most diverse audience of any major gaming platform. showed that it can be In fact, due to the high inclusivity of mobile games, games that were considered the exclusive domain of young men are continuing to expand to various demographic groups such as women and baby boomers.
As a result of data.ai looking at the proportion of games dominated by female users among the top 1,000 mobile games by consumer spending in major countries, in the United States, it recorded a whopping 47% in 2019 (37%) and 2020 (45%). After two years, the growth rate was 10%. Korea also recorded 28% in 2021, showing continuous growth through 2019 (21%) and 2020 (26%). This is an indication that the consumption power of women in mobile games is increasing.
Among mobile games with female users in Korea, the games with the highest consumer spending were, in order, ‘Cookie Run: Kingdom’ (10%: women are 10% more likely to use it than the average gamer), ‘ ‘ (10%), and ‘Dream Garden’ (30%).
Generation X and baby boomer gamers, defined as those over 45, also spend more. As a result of looking at the proportion of games dominated by Generation X and Baby Boomers among the top 1,000 mobile games by consumer spending, the US recorded 25% last year, showing stable growth following 2019 (19%) and 2020 (21%). seemed Korea also recorded 12% growth last year, surpassing 8% in 2019 and 2020.
data.ai explains that Generation X and Baby Boomers are relatively economically relaxed and are more likely to have sufficient leisure time after retirement. analyzed as derived.
Among the mobile games where Gen X and Baby Boomers are mainstream in Korea, the game with the highest consumer spend was ‘Lineage 2M’ (210%: Gen X and Baby Boomers are 210% more likely to use than the average gamer), ‘ The MMORPG genre was strong with ‘Lineage 2 Revolution’ (30%) and ‘A3: Still Alive’ (60%).
David Kim, head of data.ai Asia Pacific region, emphasized, “Mobile games are driving the growth of the digital game market as a leading player in the so-called ‘game democratization’.” “This report published jointly by data.ai and IDC Through this, we can see that game publishers are providing services to new gamers regardless of generation and gender through a variety of genres,” he added.
“Data about gamers will become even more important as Apple, Google, and regulators in several major countries prioritize privacy,” said Lewis Ward, director of gaming and VR/AR at IDC. “For example, game publishers data allows the user base of the game to adopt the type of in-game advertisement that is least fatigued and establish an optimized monetization strategy.”
Meanwhile, the full report of ‘Game Spotlight 2022 Review’ can be found on the data.ai website.
