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Reserved7Sensor Tower+IDC+MISTPLAY|4、游游戏行行业聚焦聚焦|20245.4%6.2%9.4%10.1%14.0%15.1%11.7%11.7%53.6%48.0%30.4%34.4%45.7%43.7%11.6%12.0%10.6%11.8%25.9%17.2%19.4%20.1%33.2%32.4%30.4%34.0%34.3%38.3%20.9%21.1%43.4%43.9%0%25%50%75%100%Q1 2023 Q1 2024Q1 2023 Q1 2024Q1 2023 Q1 2024Q1 2023 Q1 2024?PC?Mac?择?SwitchLite?4.1%?择?4%?PC?Mac?+?+?1?择?2%?始?择?5、2024?GDP?0.3%?2023?Q1?2024?Q1?SensorTower&IDC?iOS&Google Play?PC+Mac?+3.6 pts+4.1 pts+1.1 pts+.5 pts?择?Sensor Tower Inc.-All Rights Reserved8Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?MOBA?2024?查?1515?6%?0.4?MOBAMOBA?1.21?2 2.1515?MOBAMOBA?2323.4 4?5.8%?4.8%?4500?3 3.8484?Manage Supermarket Simulator6、Drive Zone：Car Simulator GameWood Nuts&Bolts PuzzleGarenaFree Fire?Last War：SurvivalGameMonopoly GO!?Dungeon&Fighter Mobile?2023?2024?2023?2024?1.43B(5.7%)1.13B(4.5%)325.0M(1.3%)280.2M(1.1%)1.50B(6.0%)1.25B(5.0%)444.0M(1.8%)369.2M(1.5%)215.0M(0.9%)+0.4%pts+0.5%pts+0.5%pts+0.4%pts+0.4%pts0.00%10.00%27、0.00%30.00%40.00%50.00%60.00%0%1%2%3%4%5%6%7%?(?)?/?(?)?(?)?(?)MOBA(?)$3.40B(8.5%)$2.02B(5.1%)$1.90B(4.8%)$45.5M(0.1%)$3.73B(9.2%)$2.36B(5.9%)$2.34B(5.8%)$450.4M(1.1%)+0.7%pts+0.8%pts+1.0%pts+0.5%pts+0.8%pts00.20.40.60.811.20%2%4%6%8%10%4X?(?)?(?)MOBA(?)?(?)?(?)$384.1M?1%?Sensor Tower?iOS&Google Pla8、y?Sensor Tower Inc.-All Rights Reserved9Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?Monopoly Go!?2024?Royal Match?Steam?CS2?PUBG?ApexLegends?MWIII?MWII?Warzone?RPG?2024?Steam?HELLDIVERS?2?2?LastEpoch?同?Shadow of theErdtree?DLC?2022?DLC?2024?Steam?500?PC?IP?10?Steam?2024?Sensor Tower&IDC,2024.?Sensor T9、ower?2024?iOS?Google Play?iOS?2024?IDC?Steam?15%?Steam?Windows PC?1Monopoly Go!Scopely?1?2Valve?FPS2?Tencent MOBA?2HELLDIVERS?2Arrowhead Game Studios/PlayStation?3Royal Match Dream Games?3?Pocketpair?&?4?4PUBG?BATTLEGROUNDSKRAFTON?5?5?2CAPCOM?RPG6Coin Master Moon Active?6?Bandai Namco/FromSoftware?R10、PG7?Tencent?7?ActivisionFPS8Last War?SurvivalGame FirstFun4X?8Last EpochEleventh Hour Games?RPG9?Century Games4X?9?3LarianStudiosRPG10?SupercellMOBA?10Apex Legends?Electronic Arts?FPS Sensor Tower Inc.-All Rights Reserved10Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?2024?Steam?10?Steam?2024?Sensor Tow11、er&IDC,2024.?Sensor Tower?2024?iOS?Google Play?2024?IDC?Steam?15%?Coin Master?Monopoly Go!?Coin Looters?查?创?MOBA?Steam?CS2?Warzone?HELLDIVERS?2?2?2077?DLC?2023?Steam?Steam Deck?Steam?1Coin MasterMoon Active?1?2Valve?FPS2Monopoly Go!Scopely?2HELLDIVERS?2Arrowhead Game Studios/PlayStation?3Royal Match12、 Dream Games?3?3LarianStudiosRPG4?4?Keen Games?&?RPG5?SupercellMOBA?5?Pocketpair?&?6?6Last EpochEleventh Hour Games?RPG7?Playrix?7?Gaijin?8?-?Supercell?&?8HELLDIVERS?2 Super Citizen EditionArrowhead Game Studios/PlayStation?9?Century Games4X?9?2077CD PROJEKT RED?RPG10?Playrix?10?ActivisionFPS Sensor13、 Tower Inc.-All Rights Reserved11Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?RPG?Steam?RPG?10?Steam?2024?Sensor Tower&IDC,2024.?Sensor Tower?2024?iOS?Google Play?iOS?2024?IDC?Steam?15%?MOBA?答?RPG?RPG?择?择?Steam?CS2?PUBG?Apex Legends?HELLDIVERS?2?择?Steam?Relink?择?PC?RPG?Steam?Steam Deck?择?Steam?1?Tencen14、t MOBA?1HELLDIVERS?2Arrowhead Game Studios/PlayStation?2?Tencent?2?2Valve?FPS3?miHoYo?RPG?RPG?3PUBG?BATTLEGROUNDSKRAFTON?4?Tencent?4?Pocketpair?&?5?miHoYo?RPG?5Apex Legends?Electronic Arts?FPS6?mixi?RPG?RPG?6?2077CD PROJEKT RED?RPG7?:?TencentFPS/3PS?7?RelinkCygames?JRPG8?Joy Net Games?RPG?RPG?8?3Lar15、ianStudiosRPG9?NeteaseMMORPG?RPG?9?NetEase Games?10?Tencent MOBA?10HELLDIVERS?2 Super Citizen EditionArrowhead Game Studios/PlayStation?Sensor Tower Inc.-All Rights Reserved12Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?2022-2024?IDC,2024.?IDC?2023?28%?Switch Lite?Windows?Linux?创?ROGAlly?Valve?Steam De16、ck?36%?330?Android?PlayStation Portal?G Cloud?创?因?Steam Deck 2?2025?2026?Switch2?2027?Lite?2027?Android?05001,0001,5002,0002,5003,000202220232024FNintendo Switch LiteWindows-and Linux-based handheld consoles Sensor Tower Inc.-All Rights Reserved132024?2024?Sensor Tower Inc.-All Rights Reserved14Sens17、or Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|20242024?Scopely?Monopoly GO!?2024?7?30?2023?4?Monopoly GO!?Monopoly?Monopoly GO!?3D?创?25?35?同?Monopoly GO!?Monopoly GO!Scopely,Inc?3D?/?PvP?IP?MonopolyIP?IP?47.1 M(34.1%)7.8 M(5.6%)7.6 M(5.5%)5.4 M(3.9%)4.9 M(3.5%)0%10%20%30%40%?$2.33 B(77.3%)$120.6 M(4.0%)$114.3 M(18、3.8%)$66.9 M(2.2%)$58.3 M(1.9%)0%25%50%75%100%?36%64%?19.4%27.9%28.5%15.9%8.3%0%10%20%30%18-2425-3435-4445-5555+?411%411%372%327%?Sensor Tower?iPhone?Sensor Tower?2024?Sensor Tower Inc.-All Rights Reserved15Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024分分类：生活生活&解解谜类型：型：解解谜子子类型：型：交交换产品模式：品模式：休休闲背景背景设定：定：历19、史史主主题：泡泡消除泡泡消除/方方块消除消除/颜色色匹配匹配艺术风格：格：2D 卡通卡通镜头视角：角：侧视货币化：化：免免费游玩、游玩、实时运运营、季、季票、票、货币组合包、新手礼合包、新手礼包、开箱机制包、开箱机制游游戏标签：装装饰/翻新、关卡、匹配翻新、关卡、匹配、社交族群、社交族群2024?Dream Games?2021?Royal Match?33?同?57%?18.7?2D?/?/?Royal Match?63%?35-44?45-55?28%?Royal MatchDream Games?44.3 M(14.9%)40.3 M(13.6%)17.0 M(5.7%)16.6 M(520、.6%)10.4 M(3.5%)0%10%20%?$1.87 B(57.1%)$232.5 M(7.1%)$159.0 M(4.9%)$135.8 M(4.1%)$117.0 M(3.6%)0%25%50%75%?37%63%?7.3%16.9%28.4%28.4%19.0%0%10%20%30%18-2425-3435-4445-5555+?698%553%325%180%?Sensor Tower?iPhone?Sensor Tower?2024?Sensor Tower Inc.-All Rights Reserved16Sensor Tower+IDC+MISTPLAY|游游戏行行业聚21、焦聚焦|2024分分类：动作作&策略策略类型：型：策略策略子子类型：型：4X策略策略产品模式：品模式：混合休混合休闲背景背景设定：定：科幻科幻主主题：僵尸僵尸艺术风格：格：超休超休闲镜头视角：角：第三人称第三人称货币化：化：免免费游玩游玩,抽卡抽卡,订阅,货币组合包合包,新手礼包新手礼包,开箱开箱机制机制游游戏标签：角色收集、装修角色收集、装修/翻新、翻新、关卡、关卡、资源管理源管理2024?FirstFun?Last War:Survival Game?2024?7?7.1?31%?2.16?24%?1.697?5000?Last War:Survival Game?略?75%?25-44?22、25-34?35-44?Last War:Survival Game?4X?Last War:Survival GameFirstFun?8.4 M(16.8%)4.5 M(8.9%)3.6 M(7.1%)2.8 M(5.5%)2.1 M(4.1%)0%10%20%?$215.9 M(30.6%)$169.7 M(24.1%)$77.8 M(11.0%)$39.8 M(5.6%)$20.1 M(2.8%)0%25%50%?覆?75%25%?12%31%33%18%7%0%10%20%30%40%18-2425-3435-4445-5555+?249%226%214%202%?Sensor To23、wer?iPhone?Sensor Tower?2024?Sensor Tower Inc.-All Rights Reserved17Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024分分类：动作作&策略策略类型：型：策略策略子子类型：型：4X策略策略产品模式：品模式：中度中度-核心核心背景背景设定：定：科幻科幻主主题：末日之后末日之后艺术风格：格：3D卡通卡通镜头视角：角：俯瞰俯瞰货币化：化：免免费游玩游玩,实时运运营,季票季票,抽卡抽卡,订阅,货币组合包合包,开箱机制开箱机制游游戏标签：角色收集、合作、放置、角色收集、合作、放置、剧情故事、玩家情故事、玩家24、对战、资源管理、社交族群源管理、社交族群2024?Century Games?2023?2024?7?10?同?3D?略?5600?20%?1100?35%?3.492?16%?1.558?55%?45%?25-34?Century Games?Sensor Tower?iPhone?Sensor Tower?2024?11.1 M(19.9%)3.2 M(5.7%)3.0 M(5.5%)2.9 M(5.2%)2.4 M(4.3%)0%10%20%30%?$349.2 M(35.0%)$155.8 M(15.6%)$75.3 M(7.5%)$46.6 M(4.7%)$39.8 M(4.0%)025、%25%50%?覆?55%45%?18%45%21%7%9%0%10%20%30%40%50%18-2425-3435-4445-5555+?318%299%280%223%?Sensor Tower Inc.-All Rights Reserved182024?+UGC?Sensor Tower Inc.-All Rights Reserved19Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?劲?绑?2024?100?SensorTower?iOS?GooglePlay?49.7%42.1%41.3%39.4%38.7%38.0%37.3%35.0%3326、.9%32.4%31.3%30.7%26.7%0%10%20%30%40%50%60%Paid Ad Downloads?AR?RPG Sensor Tower Inc.-All Rights Reserved20Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?2023?IDC2023?RV?劲?2023?般?/?Q3 2023 N=3,580?IDC?sQ3 2019?Q3 2023 US Gamer Surveys?2023?Q3?2019?Q3?2023?Q3?11%11%5%5%3%3%-5%5%-7%7%-9%9%-19%19%-11%11%-2427、%24%-30%-20%-10%0%10%20%Q3 2023 like minus dislike shareQ3 2019 to Q3 2023 like minusdislike share averagesRewarded video adsPlayable adsNative adsBanner/DisplayVideo ads?/?2023?3?2019?3?2023?3?Sensor Tower Inc.-All Rights Reserved21Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?2023?Q3?=3,580?IDC2019?Q328、-2023?Q3?.Unity?UnityLevelplay?Unity Analytics?Unity?IAP?200?2023?Q3?2019?Q3?2023?Q3?劲?IDC?2023?3?2024?Unity?IAA?ARPDAU?2022?0.03?2023?0.038?IAP?ARPDAU?0.018?0.015?IAA?RPG?择?2024?IAA?86%86%86%86%82%82%79%79%81%81%78%78%78%78%77%77%71%71%0%20%40%60%80%100%Q3 2023 share that saw ads in thisformatQ3 2029、19 to Q3 2023 avg.shares thatsaw ads in this formatVideo adsBanner/DisplayPlayable adsRewarded video adsNative ads?/?2023?3?2019?3?2023?3?Sensor Tower Inc.-All Rights Reserved22Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?RV?RV?RV?2023?N=1,251?N=241?:IDC 2023?,Unity?UnityAnalytics BigQuery?TapJoyBigQue30、ry?2023?5,000?RV?RV?2023?8.32?8.47?RV?2023?RV?0?10?0创?10创?RV?3?2024?Unity?RV?offerwall?7?12%?8%?30?5%?3%?RV?76%71%75%61%74%70%0%20%40%60%80%100%Share that saw RV adsShare that saw non-RV adsPlaying card&social casino(slots,dice,poker&other card games)Word&trivia(i.e.,Trivia Crack,WordScapes,Words Wi31、th Friends 2)Puzzle match 3&tile-matching(i.e.,Candy Crush Saga,Tetris)?Trivia Crack,Wordscapes,Words with Friends 2?-?Candy Crush Saga,Tetris?Sensor Tower Inc.-All Rights Reserved23Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?2024?UEFN?2024?6?-7?10?UEFN?Fortnite.gg 2024?2023?2024?PC?6?2023?12?Fortnite32、.gg?2024?UEFN?3?劲?1,400?1,750?Epic?2?15?答?3?Epic?UEFN?12?3.2?3?UGC?6?7?10?7%?UGC?UEFN?1ReloadEpic Games?40?UGC?2Battle RoyaleEpic Games?100?UGC?3Zero Build-Battle RoyaleEpic Games 100?(?)UGC?4Reload-Zero BuildEpic Games 40?(?)UGC?5Ranked Battle Royale Epic Games 100?(?)UGC?6LEGO FortniteEpic Games?U33、GC?+?7GO GOATED!Zone Warstheboydilly4?奏?UGC?8The Pit-Free For AllgeerzyPVP?UGC?9CRAZY RED VS BLUE rvbPVP?+?UGC?10Ranked Zero BuildEpic Games?(?,?)UGC?Sensor Tower Inc.-All Rights Reserved24Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?UEFN?UGC?2024?5?3?Spaceport.xyz,2024?2024?7700?UGC?Spaceport?Telanthr34、ic Development?Toilet Tower Defense?(?)?2024?5?IPSkibidi Toilet?(Spaceport?IP?UGC?)?3?IP?Spaceport?2024?20-150?50-250?IP?2024?1380?2023?1600?Spaceport?2023?IP?26?2024?18?1BloxFruitsGamer Robot?UGC?Brookhaven RPWolfpaq?UGC?IP?2Pet Simulator 99!BIG Games Pets?UGC?BloxFruitsGamer Robot?UGC?IP?3Toilet T35、owerTelanthricDevelopment?UGC?The Strongest BattlegroundsYielding Arts?UGC?IP?4Blade BallWiggity?UGC?Toilet Tower DefenseTelanthricDevelopment?UGC?5Adopt Me!Uplift GamesRPGUGC?Murder Mystery 2Nikilis?UGC?IP?Driving Empire Car RacingVoldex?UGC?Driving Empire Car RacingVoldex?UGC?Sonic Speed Simulator36、Gamefamx Sonic?UGC?Barbie DreamHouseTycoonGamefamx Barbie?/RPGUGC?My Hello Kitty CafRock Panda Games?UGC?Sonic Speed SimulatorGamefamx Sonic?UGC?UGC?IP?Sensor Tower Inc.-All Rights Reserved25Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|202451.36 51.36 59.17 59.17 47.32 47.32 37.61 37.61 56.04 56.04 15.90 1537、.90 33.50 33.50 30.16 30.16 11.96 11.96 25.21 25.21 010203040506070RobloxMinecraftBrawl StarsFortnitePUBGMOBILESubwaySurfersPokmonGOClashRoyaleGeometryDash LiteClash ofClans?MAU?5?UGC?UGC?2024?:SensorTower?iPhone?Android?Android?UGC?MAU?5?UGC?UGC?UGC?50?UGC?24?UGC?滑?UGC?50.30 50.30 23.35 23.35 0102038、3040506070UGC?UGC Sensor Tower Inc.-All Rights Reserved262024?Sensor Tower Inc.-All Rights Reserved27Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|202422%22%17%17%19%19%42%42%0%10%20%30%40%50%Actively pay attention if the ad isappealing,no matter the type ofgame advertisedOnly pay close attention if the ad i39、s for a similar game/genre Im already playingOnly pay close attention if Im actively looking for a new game to start playingTypically ignore and disengage withall advertisements?Mistplay?2024?7?8,000?18?42%?22%?劲?28%?24?27%?19%?劲?29%?RPG?26%?46%?AR?46%?46%?23%?35%?34%?28%28%27%27%15%15%11%11%19%19%040、%5%10%15%20%25%30%Install the gamewithin 24 hours orlessSee more ads for afew days beforeinstallSee more ads for afew weeks beforeinstallSee more ads for amonth or morebefore installI typically dont install the game,even if it seems interesting?/?24?Sensor Tower Inc.-All Rights Reserved28Sensor Towe41、r+IDC+MISTPLAY|游游戏行行业聚焦聚焦|202449%49%49%49%49%49%42%42%35%35%27%27%23%23%14%14%12%12%7%7%0%10%20%30%40%50%60%The game had toomany adsThe game became too“pay to win”No longer able toachieve any progressToo many bugs andissuesRan out of things todo(e.g beat thegame)The file size becametoo bigRan out of42、resources/virtualcurrencyAnother game wasadvertised thatcaught my attentionCustomer servicewas not helpful inresolving issuesFriends/familyswitched to playinga different game42%40%38%29%24%10%0%10%20%30%40%50%Rewards and incentives(e.g sign-up bonus,limited-time events)Game genre and personalprefere43、ncesEngaging gameplay(e.gexciting features,compelling visuals)Visual appeal(e.g high-quality graphics,appealingart style)Social proof(e.g positivereviews,awards)Community andmultiplayer features(e.gcommunity events,competitions)?Mistplay?2024?7?8,000?18?42%?40%?38%?50%?14%?AR?10%?4%?51%?52%?51%?RPG?44、51%?18%?17%?39%?37%?22%?AR?50%?再?/?/?Sensor Tower Inc.-All Rights Reserved292024?+?Sensor Tower Inc.-All Rights Reserved30Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|20242024?MOBA?4X?查?4X?IP?2024?2024?Sensor Tower Inc.-All Rights Reserved31Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?2023?刻?14%?科?UGC?UGC?UGC?45、UGC?2024?2024?2023 Sensor Tower Inc.-All Rights Reserved32Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024?Sensor Tower?2013?择?Sensor Tower?Sensor Tower?Pathmatics?press-?IDC?IDC?50?1100?49%?35?+?110?IDC?Sensor Tower Inc.-All Rights Reserved34Sensor Tower+IDC+MISTPLAY|游游戏行行业聚焦聚焦|2024Mistplay?Mistplay?Mistplay?2016?循Appsflyer?Android?8?循2024 Singular ROI?ROI?*?Mistplay?AI?LTV? Tower 2024?Sensor Tower Inc.-All Rights Reserved35?sensortowerLewisAWardmistplayapppress-