Intellectual properties (IPs) are touted as the next marketing technology in wake of the changes to mobile targeting following IDFA.
Now, new data by Sensor Tower shows that 23% of mobile game player spending and 17% of downloads in the US were generated by IP-based games.
Among the top 10 US mobile games, three used IPs in 2020: Pokemon GO, PUBG Mobile, and Call of Duty. Marvel Strike Force and Dragon Ball Z also utilised the technology.
Together, they accumulated $1.4 billion in player spending in 2020 with Pokemon GO leading at a whopping $480 million in spend.
Although just 9% of games used IP, their player spending accounted for almost a quarter of market share.
What’s more, IP-based games saw installs increase by 31% compared to non-IP titles which declined 3.9%.
Game genres like Shooter, RPG and Action saw the highest percent of IP and the fastest growth.
Although Puzzle games remain the largest category in the US, just 5% of their revenues come from IP titles.