Mobile Gaming Marketing Dominated by U.S.; China Leads Global Diversification Efforts
January 14, 2025
Notably, the United States alone accounts for a staggering 40% of this expenditure, while the UK, Germany, and Japan follow with 6%, 5%, and 4% respectively.
Tom Shadbolt, Senior Insights Manager at Moloco, stresses the importance for marketers to broaden their focus to uncover valuable users in less saturated regions.
To identify high-value users, paid acquisition strategies are essential, as they allow marketers to analyze marketing costs, user value, and total revenue opportunities.
High-value users, who represent the top 10% of paying players, are incredibly lucrative, contributing between 70-85% of in-app purchase revenue across various markets and genres.
The study supporting these findings utilized performance data from over 4,000 mobile gaming apps across 195 countries, particularly those that monetize through in-app purchases.
Data from data.ai, a Sensor Tower company, was also integral to the research methodology, providing a robust foundation for the insights presented.
A new report titled 'Beyond Borders: Mobile Gaming Insights for Global Growth' reveals that mobile gaming app marketing is heavily concentrated, with 71% of the total spend focused in just 10 countries.
In contrast, marketers in China are leading the charge in diversifying their global marketing spend, seeking out new growth opportunities beyond these established markets.
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Business of Apps • Jan 14, 2025
70-85% of IAP revenue in gaming apps is driven by the top 10% of paying players, report reveals