Advertising technology company The Trade Desk and NielsenIQ Bases Games have released a White Paper on Brand Development of the North American Mobile Game Market.
Advertising technology company The Trade Desk and NielsenIQ Bases Games have released a White Paper on Brand Development of the North American Mobile Game Market.
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The white paper provides research findings on the rapidly growing North American mobile game market. In 2019, US market revenue reached US$15.3 billion and is expected to reach a record US$22.8 billion in 2022, an increase of about 50% in 4 years. Of the top 50 grossing mobile games in the United States, 12 are made in China.
Despite those achievements, many Chinese mobile game manufacturers are also facing pressure and challenges from industry competition and marketing promotion. How to break with tradition and retain local users in North America is the focus of this white paper.
Mobile games released on the East and West coasts are the main source of games that make up the mobile game life in the United States.
The white paper shows that “hardcore” mobile game players have an annual household income of over $100,000. The 25-35 age group all have a lot of time to play games, own high-end equipment and pay games regularly. They are willing to participate in more investment in US mobile gaming. Among them, these mobile game players often spend more than 2 hours a day playing games.
More than 70% of “hardcore” mobile game players own a premium mobile phone compared to other groups of players, indicating that they have a greater ability to spend. More than half of these three groups have at least weekly payouts for games compared to other mobile gaming groups.
In fact, nearly half (49%) of mobile gamers in North America say they download games from well-known publishers or developers. Conversely, some marketing methods can be counterproductive. The report said that 33% of gamers said they stopped playing a game because “didn’t like the ads in the game”. The report further revealed that “too many in-app ads (33%)” and “annoying ads (23%)” are two of the top 10 reasons why gamers delete games.
Wu Yulin, Game Business Development Manager, said: “Brands can help games stand out because people are drawn to what they know. The popularity of Chinese mobile games abroad in the North American market is growing, but long-term development requires a strong brand. Choosing high-quality games will reach more users.”