Consumer spending in-apps 40% higher than before pandemic

Anne Freer | August 12, 2021

App Business

Consumers spent an average $1.7 billion per week in mobile games during H1 2021, which is 40% higher compared to pre-pandemic levels.

That’s according to the latest H1 2021 Mobile Gaming Tear Down report from App Annie.

Mobile game adoption has surged in emerging markets such as India, which is now the leading market in terms of mobile game downloads, followed by the US and Brazil for H1 2021. Russia rounded out the top five.

In terms of consumer spend, APAC remained the world’s biggest region and accounted for more than 45% of market share.

Interestingly, the report also noted that mobile gamers tended to skew more female in Western markets with games such as Among Us! and ROBLOX seeing heavy adoption among women. 

These games were also clear favourites among younger audiences, while Candy Crush performed better with millennials and Gen X.

Hyper casual games on the other hand will continue to drive market share of downloads in most regions. In fact, four in 10 of the most downloaded subgenera games were hyper casual, while puzzle and action subgenres grew 16% and 37% year-on-year. 

“Mobile gaming has seen huge growth over the past year, creating massive opportunities in the space,” said Sam Yang, SVP Global Field Operations, App Annie. “As consumer preferences in subgenres continue to evolve rapidly, it’s more crucial than ever to have a finger on the pulse of what’s trending.” 

What emerges is that consumers are hungry for more. In H1 2021 there were over 810 games that reached more than $1 million in consumer spending each month, up 25% on 2019.

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