The success of mobile games relies heavily on effective marketing strategies. As the mobile game market shifts from 2022 to 2023, mobile game developers must reassess their ad strategies to maximize Return on Investment (ROI), as statistics reveal a shifted landscape. At 5StarDesigners, we have been at the forefront of mobile game development and have closely observed these industry changes.
User Growth in the Mobile Game Market
2022:
- The mobile gaming market boasts a global audience of approximately 2.9 billion players.
- Mobile gaming offers convenience and accessibility, with gamers spending an average of 33 minutes daily playing games on their smartphones
2023:
- With a significant growth of 10.3% from the previous year in mobile gamers across the globe it is approximately reaching 3.2 billion users.
- Player engagement with mobile games has also seen a substantial boost. In 2023, mobile gamers are spending an average of 38 minutes per day immersed in their favorite titles, marking a 15.2% increase in daily gameplay time.
Revenue and Monetization in the Mobile Game Market
2022:
- In-app purchases, which account for 77% of total earnings in mobile gaming,
- Advertisements within mobile games constituted 23% of the total revenue in 2022.
2023:
- In-app purchases (IAPs), which now account for 79% of all mobile game income, have grown increasingly dominant.
- Advertisements in mobile games represented 21% of the total revenue in 2023. While slightly decreased from the previous year, ad revenue remains a significant component of monetization.
Advertising and User Acquisition in the Mobile Game Market
2022:
- In 2022, the average user acquisition cost (UA) for mobile games stood at approximately £3 per install. This figure highlighted the competitive nature of user acquisition in the mobile gaming industry.
2023:
- The year 2023 witnessed a slight increase in user acquisition costs, with the average UA cost rising to £3.50 per install—a 16.7% increase compared to the previous year.
Mobile Game Development
The evolution of the game development sector with iOS and Android has been noteworthy. Mobile game developers have strategically adapted to the unique characteristics of each platform to engage with their user bases effectively.
IOS Game Development
On the iOS platform, Apple’s closed ecosystem has influenced iOS game development significantly. Mobile game developers often prioritize creating polished, visually appealing games that adhere to Apple’s design standards. The App Store’s curation ensures high-quality games gain visibility. Monetization strategies have evolved from paid apps to freemium models with in-app purchases, subscriptions, and advertising.
- The rise of augmented reality (AR) and virtual reality (VR): AR and VR are rapidly becoming more popular on iOS devices, and mobile game developers are increasingly leveraging these technologies to create new and innovative gaming experiences.
- The growing popularity of cloud gaming: Cloud gaming allows players to stream games over the internet, without having to download or install them on their devices, allowing players to play high-end games without paying for new hardware devices.
- The shift to free-to-play games: The majority of iOS games released today are free-to-play, with developers generating revenue through in-app purchases. Increasing iOS users’ reach to gaming but reducing their chances of standing out in the crowded gaming community
Android Mobile Game Development
Android, with its open ecosystem, provides more flexibility. Mobile game developers often focus on a diverse range of devices, considering varying screen sizes and hardware capabilities.
- The rise of foldable and flexible devices: Foldable and flexible devices are becoming increasingly popular, and game developers are starting to create games that are specifically designed for these devices.
- The growing popularity of esports: Esports is becoming increasingly popular on Android devices, and mobile game developers are starting to create games that are specifically designed for competitive play.
- The shift to subscription-based services: Subscription-based services like Google Play Pass are becoming increasingly popular, as they allow players to access a library of games for a monthly fee. While this makes it easier for players to discover and play new games, it also makes it harder for game developers to monetize their work.
Comparison of 2022 and 2023 statistics
Despite difficult macroeconomic conditions, the global games market will earn £187.7 billion in revenues in 2023, or a +2.6% year-over-year increase.
Key figures for the iOS and Android mobile game development sectors in 2022 and 2023 are contrasted in the following table:
| Statistic | iOS | Android |
| Global revenue | £53 billion | £37.3 billion |
| Downloads | 20.6 billion | 54.4 billion |
| Monthly active users (MAUs) | 1.2 billion | 2.5 billion |
Strategies for marketing and increasing sales
Following are the strategies for marketing and increasing sales of Android and ios game development:
- Focus on App Store Optimization (ASO): ASO is the process of optimizing your game’s listing in the App Store or Google Play Store so that it is more likely to be discovered and downloaded by players. This includes including pertinent keywords in your title and description as well as producing visually appealing and informative pictures and videos.
- Create social media campaigns: Social media is a fantastic method to engage with players and advertise your game. You may create social media campaigns to draw attention to your game, provide followers access to special rewards, and have meaningful interactions with players.
- Partner with influencers: People who have a sizable and active social media following are considered influencers by collaborating with them to market your game to their following and raise awareness of your service.
- Provide in-app purchases: Offering in-app purchases is an awesome strategy to increase your game’s revenue.
- Run limited-time events: Limited-time events can help to keep players engaged and coming back for more. You can run events to offer new content, rewards, and challenges to players.
iOS and Android have evolved in different ways within the game development industry due to their unique characteristics and policies. Mobile game developers need to tailor their strategies to each platform, considering factors like quality control, hardware diversity, and monetization options. Effective marketing, ASO, and engagement with the player community are essential for success on both platforms. By following these strategies, you can increase your chances of marketing and selling your iOS or Android game successfully.
Mobile game development cost
The complexity, features, and genre can all have an impact on the mobile game development cost of an iOS or Android mobile game in 2023. The competence of the development team and the specific project needs will both have an impact on expenses, it is vital to note.
Due to specialized tools, software, and Apple’s App Store’s more stringent approval process, iOS game creation is typically a little more expensive than Android mobile game development.
Based on complexity, the following is a rough estimation of mobile game development cost:
| Game complexity | iOS development cost | Android development cost |
| Simple game (e.g., puzzle game, arcade game) | £8,000-£40,000 | £4,000-£25,000 |
| Medium-complexity game (e.g., platformer game, racing game) | £40,000-£121,000 | £25,000-£80,000 |
| Complex game (e.g., RPG game, strategy game) | £121,000-£404,000 | £80,000-£250,000 |
Conclusion
The mobile game market has been drastically impacted by technological improvements, which have changed tactics and drawn new players. The market adjusts as it develops to satisfy the various needs of its expanding user base. Mobile gaming’s future holds even more fascinating advances, making it an intriguing field to observe and participate in.
As a leading mobile game development company, 5StarDesigners concentrates on creative approaches to meet players’ changing requirements. Our proficiency in game development, monetization, and user acquisition guarantees popular and lucrative mobile games in the constantly changing market of 2023.
