2021年MOBA手机游戏报告（英）-39页_6mb

The State of MOBA Mobile Games 2021 Summary

Core Content

This report provides an in-depth analysis of the MOBA (Multiplayer Online Battle Arena) sub-genre on mobile platforms, covering market trends, revenue, downloads, and the role of intellectual property (IP) in the genre's success. It highlights the current state of the market, the leading titles, and the challenges and opportunities for new entrants.

Main Points

Market Overview

• MOBA as a Strategy Sub-Genre: MOBAs are part of the Strategy genre, which is the second-largest by player spending, accounting for 34% of the Mid-Core market.
• Revenue Growth: The MOBA sub-genre has shown significant revenue growth, reaching a monthly average of over $300 million in 2021, with a 14% quarter-over-quarter increase in Q2 2021.
• Market Concentration: The MOBA market is dominated by major players such as Tencent, Supercell, and ByteDance, making it difficult for new games to enter.

Global and Regional Trends

• Asia Dominates Revenue: Asia accounts for 84% of global MOBA player spending in 2021, while the U.S. and Europe account for 9% and 1% respectively.
• Emerging Markets: Emerging markets like Indonesia, Brazil, and Russia have significant DAU (Daily Active Users) for MOBA titles, despite their smaller share of revenue.
• Mobile Legends Global Appeal: Mobile Legends, owned by ByteDance, has the broadest global appeal, with 44% of its revenue coming from outside Asia.

Top MOBA Mobile Games

• Worldwide Revenue Leaders:
  • Honor of Kings (Tencent) leads in worldwide player spending.
  • Brawl Stars (Supercell) ranks second.
  • Mobile Legends (Moonton) is the top mobile MOBA by downloads in 2021.
• U.S. Market:
  • Brawl Stars has been the top earning MOBA in the U.S. for three consecutive years.
  • League of Legends: Wild Rift has rapidly gained traction and moved to the top for U.S. downloads.
  • Mobile Legends and Brawl Stars are the top two in terms of U.S. downloads.

IP-Based MOBAs

• Licensed IP Influence: Nearly half of U.S. MOBA downloads in 2021 are for games with licensed IP.
• Pokémon Unite: A new IP-based MOBA game launched in September 2021, it quickly became the biggest MOBA launch, surpassing 15 million downloads in two days.
• Pokémon IP Expansion: The Pokémon Company has expanded its IP into the Strategy genre with Pokémon Unite and the upcoming Pokémon Trading Card Game Live.

Key Information

• Revenue & Downloads: MOBAs account for 21% of Strategy game downloads and 23% of Strategy game revenue.
• Player Spending: MOBA player spending reached $2 billion in the first half of 2021.
• Market Dynamics: MOBA is a winner-takes-all market, with top titles generating the majority of revenue and downloads.
• Growth Drivers: The global pandemic and the release of new titles like Brawl Stars and League of Legends: Wild Rift have driven growth in the MOBA mobile market.
• Download Trends: Despite revenue growth, MOBA downloads declined by 10% in Q2 2021, highlighting the importance of new releases in driving installs.

Conclusion

MOBA mobile games have become a dominant force in the gaming industry, particularly in the Strategy genre. The market is highly concentrated, with a few major titles leading the way in terms of revenue and downloads. While Asia remains the primary revenue driver, emerging markets are gaining traction in terms of user engagement. New titles like Pokémon Unite and League of Legends: Wild Rift are showing promise, and the use of licensed IP continues to play a significant role in attracting players. The future of MOBA mobile games looks bright, but competition is fierce, and success is often determined by strong IP, innovative gameplay, and strategic marketing.