SensorTower：2022年移动游戏货币化报告（EN）_41页_6mb

Summary of The State of Mobile Game Monetization 2022

Core Content

This report provides an in-depth analysis of the latest mobile game monetization strategies in 2022, highlighting key trends and insights from Sensor Tower's data. It explores how various monetization methods align with game genres and classes, offering a comprehensive view of the mobile gaming market.

Main Monetization Strategies

• Ad Removal: A popular monetization method, especially in casual games, where players can remove ads via in-app purchases (IAP). It is the most common monetization feature, used by 90% of casual games.
• Gacha: A core progression system where collectibles are obtained through random delivery. It is most prevalent in mid-core games, with 82% of games using this feature. Gacha is also strongly linked with Anime Art Style.
• Season Pass: Allows players to access premium rewards through a ladder progression system tied to LiveOps events. It is commonly used in RPG and Strategy genres, with 42% of titles featuring this mechanic. The Shooter genre has seen significant adoption, with 7 out of the top 10 revenue-generating titles using Season Pass.
• Subscription: Grants special benefits and access to content while subscribed. It is widely used across various genres, with RPG and Puzzle games being the most common.
• Live Ops: Involves regular updates of new content, events, and IAP bundles. It is a foundational method for long-term engagement and monetization, used by all top 10 revenue-generating games in 2021.
• NFT / Crypto Games: Utilize blockchain-based technologies for in-game monetization. These are still in the early stages, with a diverse range of game classes experimenting with the model.
• Real Money - Skill Based: Enables players to deposit and withdraw real money from skill-based activities. It is less common, with only 10% of titles using this method, and most are in the Casino and Sports categories.
• Paid Games: Require upfront purchase to download. These are less common and mostly found in Arcade and Simulation genres.

Key Insights

• Ad Removal is the most popular monetization method, especially among casual games.
• Gacha is a dominant monetization mechanic in the Mid-Core market, with strong ties to Anime Art Style.
• Season Pass is gaining traction across multiple genres, particularly in RPG and Strategy, and has roots in the Shooter market.
• Live Ops is the standard for long-term success, with all top revenue-generating titles in 2021 utilizing this method.
• Subscription is common across various genres, though not as prevalent as Live Ops.
• NFT / Crypto is a nascent market, with only a few games implementing these mechanics, mostly in the Mid-Core class.
• Real Money is limited to a small portion of the market, primarily in Casino and Sports games.
• Paid Games are less common and often found in Arcade and Simulation genres.

Game Taxonomy and Monetization Synergies

• Hypercasual games are heavily driven by ad monetization.
• RPGs use the most diverse monetization mechanics, including Gacha, Season Pass, and Live Ops.
• Casual games are more likely to use Ad Removal and Subscription models.
• Mid-Core games are the most diverse in monetization, including Season Pass and Live Ops.
• NFT / Crypto games are still in the experimental phase, with limited success in terms of downloads and monetization.

Notable Games

• Pokémon Unite: A Mid-Core Strategy game with a MOBA sub-genre, utilizing Season Pass and Live Ops.
• Scrabble Go: A Casual Puzzle game with a Word sub-genre, using Ad Removal and Subscription.
• Thetan Arena: A Mid-Core NFT / Crypto game leading the P2E (Play-to-Earn) trend on mobile.
• Roblox: A unique case of a mobile title using Subscription without Season Pass, relying on user-generated content and Robux.

Market Trends

• Ad Removal is the most common monetization method, with many casual games relying on it.
• Live Ops is the foundation of long-term engagement and monetization, used by all top 10 revenue-generating games.
• NFT / Crypto games are still emerging, with limited market penetration but significant potential.
• Gacha is showing success in Western markets, with titles like Genshin Impact and RAID: Shadow Legends leveraging existing IPs.
• Real Money is a growing alternative, with skill-based games like Pool Payday using third-party platforms such as Skillz.

Conclusion

The mobile game monetization landscape in 2022 is characterized by a mix of traditional and emerging strategies. Ad Removal and Live Ops dominate the market, while Gacha and Season Pass are gaining popularity in specific genres. NFT / Crypto and Real Money are still in early stages, offering new opportunities for experimentation and growth. Understanding the relationship between monetization methods and game taxonomy is crucial for developers and publishers to optimize their strategies and align with market trends.