2020 global mobile game market and analysis of Chinese mobile games going overseas


Recently, Roski and AdTiming, an intelligent mobile marketing platform, continued to communicate on its XTiming project to help small and medium-sized game developers go overseas with original content, and obtained their internal data “2020 Global Mobile Game Market Research Report.” The report covers five parts: global mobile game market overview, global game play analysis, global mobile game IP development, Chinese mobile game analysis, and global mobile game regional analysis. Targeting 23 regions in the world, the report summarizes the development status of the mobile game market in 2020, predicts the development direction of mobile games, and provides market directions for developers of mobile games going overseas.

Due to the rich content of the report, this article only intercepts the “Analysis of Chinese Mobile Games Overseas” and “Analysis of Global Mobile Games Regions” in the report. For more content, please pay attention to follow-up updates.

The full version of the report can be obtained by adding the QR code of the person in charge of AdTiming

1. Analysis of China’s overseas mobile games in 2020

1. Top 10 categories of daily active users

The gameplay of Chinese game DAU Top2 is shooting-FPS/TPS&Battle Royale, SLG.

In Top10, there are three gameplays that are representative of light games-puzzle-brain puzzle solving, board game chess, synthesis & online earning & placement. Shenzhen Fengyan Technology focuses on brain-hole puzzle gameplay and has led the trend of this gameplay overseas with the two games “Brain Out” and “Brain Find”, and achieved the highest DAU speed (up to 520%). A large number of online earning products in 2020

Going to sea, so the gameplay of synthesis & online earning & placement has achieved a leap from nothing to something, and the main participants of this track are Chinese manufacturers.

The DAU decline of racing and parkour games is the most significant.

2. Top 10 categories of in-app purchase revenue

In overseas games, the in-app purchase of RPG-MMORPG has experienced a 15% decline, but it is still the highest in total revenue among all gameplays.

The revenue of SLG, shooting-FPS/TPS&Battle Royale gameplay is second only to RPG-MMORPG, achieving steady increases of 19% and 28% respectively.

There are four card-based gameplays and one card-integrated gameplay on the list, almost occupying the Top5~Top10 seats. The side shows that the card elements have a high monetization ability, of which the number of cards & placement & RPG (78%) The IAP level and the IAP growth rate (108%) of card & tower defense & RPG are the most eye-catching.

The open world is China’s new way to play on the list, attracting money quickly (12774%). The representative games are “Yuan Shen” and “Light Yu”.

Ultra-casual games go overseas-users: Brazil and India have become the new target regions for manufacturers, and the puzzle-brain puzzle gameplay is highly sought after.

Ultra-casual games going overseas-monetization: In-app purchase revenue sources are concentrated in the United States, the United Kingdom, Japan, and South Korea, among which the United States and South Korea are growing rapidly.

3. Popular destinations to sea

Casual games going overseas-users: Fast acquisition of customers in India, Japan, Taiwan, South Korea, and serious loss of users in the United States.

Casual games going overseas-monetization: The top 9 regions have grown across the board, and Japanese casual players have far more payment capabilities than other regions.

Moderate and heavy games going overseas-users: Fast acquisition of customers in the United States, Brazil, Japan, and India and India are still important customer acquisition areas.

Moderate and heavy games going overseas-monetization: Japan, the United States, South Korea, and Taiwan have strong payment capabilities and steady growth.

Overseas game list: Games produced by Tencent, Netease, Lilith, and Youta Network attract and attract gold.

4. Summary

1. The SLG track is the first Chinese mobile game to enter the sea. In 2020, this track will still be the leading track in China. Although the annual DAU shrinks by 7%, the goal of long-term revenue has been achieved. The annual growth of purchase and realization is 19%. Players who participated in this track are also popular, such as IGG (“Kingdom”), Lilith (“The Awakening of Nations”), Youta Network (“The Underworld”), Fun Plus (“The King of Avalon”) ), NetEase (“The Shore of the Land”), Lingxi Interactive Entertainment (“Three Kingdoms: Strategy Edition”), Tencent (“Under the Great Picture”), etc., have all achieved positive growth in in-app purchase revenue.

2. In addition to the SLG gameplay, RPG-MMORPG is also one of the subdivision tracks that Chinese developers are best at. In 2020, MMORPG head games will still rank first in China’s overseas revenue, but they are facing 15% of the annual customer acquisition Decline and 20% of in-app purchases have shrunk. Unlike SLG, there are more games on the MMORPG track, and the average revenue capacity of a single game may not be as strong as that of a single SLG. However, the reproducibility is greater, and there is more space for combining with IP. The situation where the head player dominates is even more obvious. In the 2020 MMORPG competition, NetEase, Tencent, and Perfect World have nearly 30 games on the list. There are many cases of IP combination such as “A Chinese Ghost Story”, “Swordsman” and “Tianlong Babu”. There are a variety of evergreen mobile games that combine the themes of “Three Kingdoms” and “Journey to the West”, which continue to supplement the MMORPG market.

3. The integration of “card” gameplay has become an almost “universal” monetization method for Chinese overseas manufacturers, such as card & placement & RPG (“Sword and Expedition”), card & RPG (“Onmyoji”), SLG&card (” Rise of Empires”), Cards & Tower Defense & RPG (“Tomorrow’s Ark”), Simulation-Simulation Management & Cards (“Jiangshan Beauty”), Simulation-Simulation Management & Cards & Placement (“Hundred Scenes of Jiangnan”) , Etc. (For more card game fusion analysis, please refer to report P104~106). The psychological mechanism of “drawing card” itself and “blind box” makes players want to stop, and it can be flexibly combined with various gameplays, becoming an important way to build product monetization ability.

4. The open world craze brought by “The Original God” has become a non-negligible existence on China’s sea roads in 2020. As a gameplay transplanted from the host side to the mobile game side, Miha Tour has brought it a great deal Innovative, and multi-channel linkage for product distribution, the global influence of “Yuan Shen” has grown rapidly, and it has led other manufacturers to start a series of high-degree-of-freedom gameplay innovation attempts.

5. Summary of sea areas:

1) Ultra-casual games go overseas: Brazil and India have become the new target regions for manufacturers, and the puzzle-brain puzzle gameplay is highly sought after. The sources of in-app purchase revenue are concentrated in the United States, the United Kingdom, Japan, and South Korea, with the United States and South Korea growing rapidly.

2) Casual games going overseas: Fast acquisition of customers in India, Japan, Taiwan, South Korea, and serious loss of American users. Revenue from in-app purchases in the Top 9 regions has grown across the board, and Japanese casual players have far exceeded other regions in terms of paying ability.

3) Moderate and heavy games going overseas: Fast acquisition of customers in the United States, Brazil, and Japan, and India and India are still important customer acquisition areas. Japan, the United States, South Korea, and Taiwan have strong payment capabilities and steady growth.

2. Regional analysis of global mobile games in 2020

1. T1 area

1) United States

a. Head category

The top 3 daily active players in the United States are contributed by simulation-life simulation, elimination & simulation-simulation construction and puzzle-planning. Among them, the daily activity of simulation-life simulation is more than the latter two combined, and the publisher Crazy Labs started here Indispensable role, two of the top three DAU games of life simulation in the United States are from Crazy Labs (“Acrylic Nails!” and “ASMR Slicing”).

The two sub-categories under the puzzle, planning and brain-hole puzzle solving, have achieved a huge increase in traffic from the previous month, 381% and 518% respectively.

In DAU Top10, only music rhythm (-3%) showed a slight decline from the previous month.

SLG’s internal purchase revenue has declined, but it still ranks first; sandbox game IAP has the fastest growth rate.

b. Head game

From the perspective of downloads, the Top 10 in the United States has undergone huge changes. Except for “Roblox” which is still on the list, other games on the list in 2019 have been replaced.

Among the new products on the list, three are fusion gameplay (“Coin Master”, “Fishdom” and “Call of Duty”). “Among Us!”, “Join Clash”, “Johnny Trigger” and “Woodturning” are all new games on the list in 2020. Among them, “Among Us!”, known as “Space Werewolf”, is the most popular game. In 2019, the io and agile operation games in the top 10 downloads did not appear in the top 10 downloads in 2020.

The IAP Top10 is in sharp contrast with the changes in the downloads Top10. Except for the replacement of “Fortress Night” and “Gardenscapes” on the list, the IAP of other products has remained relatively stable.

2) Canada

a. Head category

The number of daily active users of simulation-life simulation among the top 5 daily active players in Canada is much higher than other gameplays, and the number of daily active users has increased nearly three times from the previous month. The publishers have the most daily active users of Lion Studios, Crazy Labs and Voodoo, among which Voodoo is a single product of “Woodturning 3D” Wins, while Lion Studios and Crazy Labs wins by numbers.

The top 5 daily active players ranked second to fifth in the number of daily active players, but the two sub-categories under the puzzle, planning and brain-drilling puzzles, have achieved a huge increase in traffic from the previous month, 269% and 377% respectively.

In DAU Top10, only music rhythm (-4%) and puzzle-word puzzle (-15%) showed a month-on-month decline. The shrinking DAU of puzzle-word puzzles may be related to the number of players in the classic popular old games “Wordscapes” and “Word Stacks” under the gameplay.

Although SLG’s in-app purchase revenue has declined, it still ranks first; gaming-slots & simulation-simulation development achieved the fastest growth.

b. Head game

From the perspective of downloads, Canada’s Top 10 has changed dramatically. Except for “Roblox” which is still on the list, other games on the list in 2019 have been replaced.

Among the new products on the list, there are only 2 fusion gameplay (“Fishdom” and “Call of Duty”), and the rest are single gameplay.

Among the newly downloaded games, “Tangle Master 3D” and “Cube Surfer” are all new games in 2020, and “Among Us!”, known as “Space Werewolf”, is the most popular. The io, shooting-puzzle shooting and music rhythm gameplay in the top 10 downloads in 2019 have not appeared in the top 10 downloads in 2020.

The IAP Top10 is in sharp contrast to the changes in the downloads Top10. Except for “Kingdom” and “Royal Clash”, which fell off the list, and “Coin Master” and “PUBG Mobile” were replaced on the list, the IAP of other products remained relatively stable.

3) Japan

a. Head category

Japan’s card & RPG ranks first in the market, with DAU increasing by 3%. Although the overall performance of the head market is stable, the head game list is updated quickly. According to statistics, more than 50% of the top card & RPG games on the top list in 2020.

In the Top10 games, simulation-life simulation, planning under puzzles, and brain-drilling puzzles all achieved a huge increase from the previous month. “Park Master” and “Tangle Master 3D” in the planning category, “Brain Test” and “Brain Out” in the puzzle category, and “Good Slice” and “Woodturning” in the life simulation category are all newly added games in 2020 Leader. In addition, a lot of puzzle-planning and puzzle-brain puzzle games have been added to the 2020 Japanese top ranking list. Planning games have been increased by 4 times, and brain-hole puzzles have been doubled.

Top10 gameplay is a single gameplay except for card & RPG, shooting-FPS/TPS & battle royale and elimination & simulation construction.

Although card & RPG internal purchase revenue has declined slightly, it still ranks first; most of the IAP Top10 games have grown.

b. Head game

From the perspective of downloads, 80% of Japan’s Top 10 has been replaced. Only two elimination games are retained, namely “Toon Blast” and “Homescapes”.

Among the newly added games in the top 10 downloads, except for the elimination game, the rest of the games are all single gameplay.

Elimination games accounted for half of the top 10 downloads in 2020, and the single elimination game “Toon Blast” is the most popular. It can be seen that elimination games are hot in the Japanese market.

From the perspective of market changes, unlike the changes in the top 10 downloads, 80% of IAP Top 10 games are retained, and “Miss Song” and “Puzzle & Dragons” are replaced by “Idle Girl” and the SLG game “The Underworld”. It is worth mentioning that IAP Top10 card games account for 70%, and the Japanese market favors card games.

4) South Korea

a. Head category

South Korea’s RPG-MMORPG ranks first in all gameplay, and the game volume has not changed much. However, the RPG-MMORPG head game has changed a lot, and only 25% of the games on the list in 2019 are retained.

The simulation-life simulation, puzzle-brain puzzle solving and asymmetric competition in the Top10 daily live game have achieved a huge increase from the previous month. Among them, simulation-life simulation and puzzle-brain puzzle solving mainly relied on the rapid increase in the number of top ranking games. Compared with 2019, the number of games for both gameplays in 2020 has increased by 3.7 times. The asymmetric growth of competitive users is mainly due to the contribution of “Among Us!”

In the DAU Top10, only SLG and music rhythm game DAU shrank annually. The decline in music rhythm is mainly caused by the fading of the popularity of “Dream Piano” and “Dot n Beat”.

RPG-MMORPG’s IAP revenue accounted for 70% of all head markets, ranking first; racing and tower defense achieved huge growth.

b. Head game

From the perspective of downloads, only 50% of South Korea’s Top 10 have been replaced. Among them, io games have all fallen off the list. Racing, asymmetric sports, sandbox, and tower defense are the newest ways to play on the list.

Most of the newly added games in the top 10 downloads are single gameplay, and the asymmetric competitive game “Among Us!” is the most attracting.

Sixty percent of the games on the IAP Top10 list have been replaced. Judging from the list, RPG-MMORPG accounted for half in 2019, and its share increased to 70% in 2020. The market share of RPG-MMORPG is still expanding. Among the new games, “V4” has the strongest in-app purchase revenue.

2. T2 area

1) Russia

a. Head category

The top 3 daily active players in Russia are contributed by simulation-life simulation, puzzle-brain puzzle solving and sandbox. The first two have achieved huge growth (increased by 429% and 834%, respectively). The huge growth of simulation-life simulation is due to a number of new games from major players on the list in 2020. Voodoo’s “Woodturning” DAU ranked first. A number of puzzle-brain-hole puzzle games are frequently on the list in 2020, and China’s overseas “Brain Out” won the first place in DAU.

In DAU Top10, SLG (-15%), shooting-FPS/TPS (-16%), io (-47%) and simulation-simulation development (-3%) showed a month-on-month decline. The most obvious decline in io is related to the loss of active users of Voodoo and Good Job Gams’s popular games “Paper.io 2” and “Run Race 3D” in the region.

SLG, the number one in in-app purchase revenue, has shrunk in the year; card, MOBA, text adventure, and sandbox have increased significantly.

b. Head game

From the perspective of downloads, Russia’s Top 10 has changed a lot, and 60% of games have been replaced. Among the new products on the list, one is a fusion gameplay (“Gardenscapes”), and the rest are a single gameplay. “Among Us!”, known as the “Space Werewolf Killing” in the newly-ranked game, is extremely absorbing. In 2019, the io and agile operation games in the top 10 downloads did not appear in the top 10 downloads in 2020.

The IAP Top10 list is relatively stable, with only 3 games being replaced. The newest games on the list are “Wild Brawl”, “State of Survival” and “Standoff 2”. In 2019, 4 SLG games entered the Top 10, and in 2020, only “Game of Sudan” was retained, and the popularity of SLG declined.

2) Taiwan, China

a. Head category

The top 3 daily active players in Taiwan are contributed by RPG-MMORPG, card & RPG and gambling-gaming collections. Among them, the integrated gameplay card & RPG maintained a significant increase of 75%. The overall increase in gameplay was mainly brought about by new games on the 2020 list. Most of these games were launched from the end of 2019 to the beginning of 2020. “One Punch Man” won this. DAU first in gameplay.

The simulation-life simulation gameplay has achieved a huge increase in traffic, with a month-on-month increase of 409%.

Four of the DAU Top 10 gameplays have declined to varying degrees, the most obvious being the io game, which fell 43% year-on-year. Compared with 2019, the popularity of io games in 2020 will be lower. The number of io games on the list will decrease, and the “Crowd City”, “aquapark.io” and “Fun Race 3D” produced by major manufacturers will not be on the list in 2020.

RPG-MMORPG declined slightly from the previous month, but still ranked first; all IAPs with multiple game modes have shrunk annually.

b. Head game

From the perspective of downloads, the Top 10 in Taiwan has undergone huge changes. Except for “Legend of Duel” and “PUBG Mobile” are still on the list, other games on the list in 2019 have been replaced.

Among the new products on the list, “Running Kart” has the most obvious absorption. At the same time, there has been a significant increase in RPG games. From the 2020 RPG games “Miracle MU: Cross Era” (MMORPG) and “One Punch Man” (card & RPG), it can be seen that the player’s taste has changed from the original mild RPG. Severe RPG shift. Another point worth noting is that in 2020, the number of games with head fusion gameplay is increasing, and fusion gameplay is gradually being favored by players.

IAP Top10 changes are relatively stable, with only 4 games being replaced. Many popular old games are still on the list, which is evident in their ability to attract gold.

3) Finland

a. Head category

Compared with 2019, the number of daily active users of Finnish head games has generally increased, and only the io market has fallen.

Among the top 10 daily live games in Finland, simulation-life simulation will surpass io to become the game with the most active users in 2020. In 2020, the number of simulation-life simulation games has exploded, and the number of head simulation-life simulation games is 4.5 times that of 2019. In addition, the agile operation-stacking game has also achieved a huge increase from the previous month due to its small base.

In the DAU Top10, the market for io games has plummeted (-30%). The number of top io games in 2020 has not declined, but the popularity of the games on the list is not as good as before. Among them, “Paper.io 2” and “aquapark.io” 》The daily active users lost more.

Card & AR and SLG are firmly in the top 2 of IAP.

b. Head game

From the perspective of downloads, 90% of the top 10 in Finland have been replaced. Only the MOBA game “Wild Brawl” continues to be on the list.

Among the newly listed games in the top 10 downloads, from the perspective of gameplay, puzzle-doodle, elimination & simulation-simulation construction respectively account for 20%, which are relatively popular; from the perspective of game items, the asymmetric competitive game “Among Us ! “The most suction volume.

The IAP Top10 is different from the Top10 downloads, and 70% of the games are retained. The SLG games “Clash Royale” and “Guns of Glory” were replaced by “State of Survival”, which belonged to SLG. In addition, “Gardenscapes” and “Roblox” also squeezed into the 2020 IAP Top10 list.

3. T3 area

1) India

a. Head category

Board games, chess, parkour, and simulation-vehicle simulation have entered the Indian DAU Top3. Among them, board game chess and simulation-vehicle simulation have maintained rapid growth and have great potential.

Indian players prefer simulation games. Simulation-vehicle simulation, simulation-simulation development, elimination & simulation-simulation construction are all squeezed into the Top10 gameplay. Except for simulation-simulation development, the other two have maintained a significant increase.

Among all gameplays, Agile Operation-Hidden has achieved a blowout growth in 2020, and its growth mainly comes from “Hunter Assassin”.

There are 2 gameplays in DAU Top10 showing annual shrinkage, the most obvious is racing (-30%). The quarter-on-quarter decline was mainly due to the fact that none of the popular games “Racing Moto” and “Turbo Driving Racing 3D” on the list in 2019 were on the list in 2020, and the increase in “Racing in Car” that won DAUTop1 in 2020 is not obvious.

Shooting-FPS/TPS&Battle Royale is the top gold-absorbing gameplay in India, and IAP is far more massive than other gameplays.

b. Head game

From the perspective of downloads, India’s Top 10 has changed slightly, with only 2 games being replaced. “Hunter Assassin” and “Subway Princess Runner” are new to the 2020 list. Among them, “Hunter Assassin” jumped to the second place in the download list, with the most obvious absorption.

IAP Top10 has the same changes as Download Top10 (only 2 games have been replaced). In 2019, “Mobile Legends: Bang Bang” and “8 Ball Pool” dropped out of the list. They were replaced by “Call of Duty” and “Gardenscapes”. Among them, “Call of Duty” has a strong ability to attract gold and ranks fourth in IAP in-app purchases.

2) Indonesia

a. Head category

Indonesia’s top 3 daily active players are contributed by io, shooting-FPS/TPS&Battle Royale and MOBA. Among them, the number one io has generated 203% growth, mainly due to “Worms Zone.io” and “Slink.io”. “Stickman Party” has seen a significant increase in daily active players.

In addition to io, puzzle-brain puzzle solving has achieved a huge growth (36924% increase from the previous month). The number of games on the list of this gameplay will explode in 2020. “Brain Out” won the daily activity of puzzle-brain puzzle solving. the first.

Except for io, puzzle-brain-hole puzzle solving, elimination & simulation-simulation construction, there has been a significant increase, most gameplays have produced different degrees of user shrinkage, and the decline is between 7% and 25%.

Shooting-FPS/TPS&Battle Royale in-app purchase revenue won the first place; board game chess and card growth is the most eye-catching.

b. Head game

In terms of downloads, Indonesia’s Top 10 has changed a lot, with 6 games being replaced. Among the new products on the list, the io gameplay “WormsZone.io” has the most significant absorption, ranking first in the download list, followed by “Brain Out”.

Among the newly downloaded games, the market share of board games and cards has increased, and the popular board game “Higgs Domino Island” has squeezed into the Top10 list.

The IAP Top10 list is relatively stable, and 4 games have undergone changes. Among the new games, “Higgs Domino Island” has the strongest gold absorbing ability; while both “Coin Master” and “Gardenscapes” are fusion games with analog elements, and their gold absorbing ability should not be underestimated.

More T3 and T4 regional analysis can be viewed in the full version of the report.

Source: Roski
Original: https://mp.weixin.qq.com/s/XJ_Tm_rbAroqOARplsnwlw

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