Beyond Borders: Mobile Gaming Insights for Global Growth, a new interactive report by Moloco, reveals that mobile gaming app marketers tend to overfocus on large and well-established markets. By investing in a limited number of countries, marketers may be missing out on hidden opportunities in non-traditional markets, the report suggests.

Drawing on insights from thousands of mobile gaming apps, the report reveals where high-value users are located, how paid acquisition strategies can drive growth, and how opportunities shift across genres and operating systems.

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Key findings include:

• 71% of mobile gaming app marketing spend is concentrated in just 10 countries, with the US alone accounting for 40%. The UK comes in second with 6% of the total spend, followed by Germany at 5%, and Japan at 4%.
• High-value users can be found across all markets and genres, with the top 10% of paying players contributing 70-85% of total in-app purchase revenue in each country.
• Paid acquisition strategies are key to finding these high-value users by understanding the dynamics between marketing costs, user value, and total revenue opportunity.
• Mobile gaming app marketers in China are leading the way in diversifying global marketing spend and growth.

Tom Shadbolt, Senior Insights Manager at Moloco, said:

“This research intends to inspire marketers to think outside of their comfort zone. The hyperconcentration of advertising spend in a few countries creates a huge opportunity to uncover high-value users in new global markets that can be unlocked through targeted user acquisition strategies. Perhaps there is some bias that is creating a self-fulfilling prophecy as marketers focus their spend too narrowly. The key learning from this research is that marketers may be missing out on opportunities to capture users of value and that constant experimentation of new audiences is essential as global markets evolve.”

Methodology:

For this research study, Moloco’s data scientists used performance data from thousands of mobile gaming apps, focusing on those that monetize primarily through in-app purchases (IAPs). Data was collected from 195 countries, and more than 4,000 gaming apps across key mobile gaming genres were analyzed. Data from data.ai, a Sensor Tower company, was also utilized.

To access and download the full report, visit Beyond Borders: Mobile Gaming Insights for Global Growth.