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Summary of Intellectual Property in the Mobile Games Market 2021

Core Content

This report provides an in-depth analysis of the role and performance of Intellectual Property (IP) in the U.S. mobile games market in 2020, highlighting the impact of licensed titles versus non-IP games in terms of revenue and download growth.

Main Points

• IP Market Share:

  • IP-based games made up only 9% of the U.S. mobile games market but captured 23% of player spending and 17% of installs in 2020.
  • IP games accounted for nearly a quarter of the total revenue in the U.S. mobile market, despite their relatively small number.

• Top Revenue-Generating IP Games:

  • Three out of the top 10 revenue-generating mobile games in the U.S. in 2020 were IP-based: Pokémon GO, PUBG Mobile, and Call of Duty: Mobile.
  • Additional IP-based titles in the top 20 included Marvel Strike Force and Dragon Ball Z: Dokkan Battle.

• Revenue Growth:

  • Both IP and non-IP games saw similar year-over-year revenue growth of 33.8% in 2020.
  • IP games showed a significant increase in installs, with a 31.1% growth, compared to a 3.9% decline in non-IP game installs.

• IP Types and Revenue Contributions:

  • Video Game IPs accounted for 34% of the U.S. revenue from licensed mobile games in 2020, making them the most significant IP type.
  • Manga IPs contributed 13%, while Television IPs accounted for 12%.
  • Comics IPs generated 10% of the U.S. revenue from licensed mobile games.

• Genre Analysis:

  • Action, Shooter, and RPG genres had the highest proportion of IP-based revenue, with Action and Shooter showing the fastest growth.
  • The Geolocation AR genre was dominated by IP-based titles such as Pokémon GO, Jurassic World Alive, and Harry Potter: Wizards Unite.
  • RPG was the top genre for IP-based revenue, generating over $1.1 billion in 2020.
  • Shooter generated over $500 million, with PUBG Mobile and Call of Duty: Mobile leading.
  • Simulation games also saw substantial IP-based revenue, including titles like Minecraft and The Sims.

• Notable Trends:

  • Pokémon GO remained the most successful IP-based game in the U.S. for three consecutive years.
  • Call of Duty: Mobile rose to No. 3 in the top 10 revenue-generating games in 2020.
  • Dragon Ball Z: Dokkan Battle consistently led in the Manga category.
  • Star Trek Fleet Command took over from Game of Thrones as the top Television IP game in 2020.
  • Marvel Strike Force dominated the Comics IP category, with four of the top five games relying on the Marvel IP.

Key Information

• IP Revenue Breakdown (2020):

  • Video Game IPs: 34%
  • Manga IPs: 13%
  • Television IPs: 12%
  • Comics IPs: 10%
  • Other IPs: 1%

• Notable New Launches in 2021:

  • Crash Bandicoot: On the Run generated 23.6 million downloads in its first week.
  • Other upcoming titles include Diablo Immortal, Apex Legends, and Battlefield, which are expected to follow the trend of IP-driven growth in the Shooter and RPG genres.

• Market Insights:

  • IP-based games are more popular with mid-core audiences.
  • The Puzzle genre, although one of the largest markets, only contributed 5% of its revenue from IP-based games.
  • The Sports genre had 35% of its revenue from IP-based games.

Conclusion

• IP-based games, although a small portion of the U.S. mobile games market, significantly outperformed non-IP games in terms of revenue and download share.
• Video game IPs are the most lucrative, followed by Manga, Television, and Comics.
• The report emphasizes the growing importance of IP in the mobile gaming industry, especially in genres like Action, Shooter, and RPG, which show strong growth potential.
• With the evolving marketing landscape, leveraging popular IPs is becoming increasingly crucial for building awareness and acquiring players.