N PDF

presents
Genre and
Great Games
UNDERSTANDING AUDIENCES A ND
DESIGNING BET TER MO BILE GA ME S
In partnership with
i
Contents
Contents
Strategy
T H E P OW E R O F G E N R E
METHODOLOGY & STRUC TURE
RPG
Puzzle
STRATEGY RPG PUZZLE HYPER-CASUAL
Hyper-Casual
Executive summary Executive summary Executive summary Executive summary
State of Strategy games State of RPG games State of Puzzle games State of H-C games
Who are Strategy players? Who are RPG players? Who are Puzzle players? Who are H-C players?
Genre fulfillment Genre fulfillment Genre fulfillment Genre fulfillment
Community Community Community Community
Monetization Monetization Monetization Monetization
Ad preferences Ad preferences Ad preferences Ad preferences
APPENDIX
Contents Page 2
i
Introduction
Contents
Spanning from immersive, hardcore titles to relaxed, But what are insights without actions? How can game
Hyper-Casual games, people are playing more genres developers take this research and make better games?
than ever before. And it’s expected to continue that way. That’s where the game feature analysis comes in. Once
Only 24% of US mobile game players say their next game we had the insights we were able to map the behaviors
Strategy
will be the same genre, while this number drops to 10% to game features. We looked at basic features that a
among Japanese and South Korean players.1 game should include as well as what the top 20% of
games in each genre are using.
This trend of “genre diversification” was something
we initially identified in the 2019 Gaming Marketing We hope this report is an insightful but practical resource
Report but we wanted to dive deeper. We sought to that game developers and marketers can use to better
RPG
understand people’s motivations for playing different understand players, attract new ones (and bring back
genres and how well current games in specific genres lapsed players), and create better games for everyone.
were delivering on those needs. We researched what
role community played in mobile games, the types of
ads players liked to see and what monetization models
worked well across all genres.
Puzzle
Hyper-Casual
Source: 1) “Mobile Gaming Genre Study” by Interpret (Facebook IQ-commissioned online

survey of 13,412 mobile games ages 18+ across AU, BR, CA, DE, FR, ID, IN, JP, KR, UK, US,
Nov–Dec 2019)
Introduction Page 3
i
Contributing
partners
Contents
Strategy
With more than 2.5 billion people playing mobile games across the
globe1, players are more diverse than ever before. Understanding
RPG
these changing audiences, designing great games and finding players
is no easy feat. But with growth, comes opportunity. With this report,
Facebook Gaming set out to pair new audience insights and industry-
leading game feature analysis to deliver a cohesive study that examines
what motivates players in different markets to engage with games of
different genres, and what features can speak to those motivations.
Puzzle
Hyper-Casual
Facebook IQ is Facebook’s home for insights powered by what
unfolds on our platforms every day. We give our partners the power
to unlock economic opportunity through actionable insights. We
believe in the power of actionable insights to help businesses connect
more meaningfully with people and drive results. With new global
commissioned research and first-party data analysis, Facebook IQ
has identified the motivations and behaviors of mobile gamers across
genres to more effectively develop and market new titles.
Based in Finland, GameRefinery is the leading provider of feature-level

data in the mobile games market, with an ever-growing database covering
hundreds of thousands of games. GameRefinery’s customers include
leading mobile games companies such as Zynga, SquareEnix, King and
Funplus. The GameRefinery platform uses unique algorithms and a team
of expert analysts to help developers, investors and publishers delve into
the very building blocks of mobile games to uncover the drivers behind
success, to understand why games are successful and how to achieve the
same from pre-production to LiveOps.
Source: 1) “2020 Global Games Market Report,” by Newzoo, June 2020
Contributing partners Page 4

The power
i
Genre is the most influential factor that drives people to try out
new games. Across 9 surveyed markets, nearly half of players say
of genre
that genre is important when deciding which new mobile game to
try, exceeding factors like friends or family recommendations and
app store reviews.
Contents
TO P FAC TORS T HAT I NF LUE NC E M O B IL E GA M E PL AY ER S TO TRY A N EW GA M E 1
Strategy
( AVER AG E AC RO S S U S , C A ,
UK , F R , D E, B R , J P, K R , AU )
33%
Device/data
requirements
49%
34%
Genre
RPG
Sequel
40% 35%
familiarity
Recommendations
from family/friends App store
reviews
Puzzle
Hyper-Casual
Genre across geographies
While genre is important, it’s also worth noting that each country shows different preferences when it comes to their
favorite genres. Matching Puzzle is consistently high across the US, UK, South Korea and Japan. Japan shows higher
playership among RPG sub-genres like Puzzle RPG and Action RPG/MMORPG while the US and European markets
show higher incidence rates of playing Card and Casino games.
TOP G EN R ES BY M A R K ET 2
ɖ Card/Casino ɖ Matching Puzzle

ɖ Matching Puzzle ɖ Card/Casino
US ɖ
ɖ
Word/Brain/Board
Racing UK ɖ
ɖ
Word/Brain/Puzzle
Racing
ɖ Hyper-Casual ɖ Hyper-Casual
ɖ Matching Puzzle ɖ Matching Puzzle

ɖ Puzzle RPG SOUTH ɖ Idler
JAPAN ɖ Racing ɖ Sports

ɖ
ɖ
Action RPG/MMORPG
AR/Location-Based KOREA ɖ
ɖ
Racing
Action RPG/MMORPG
Sources: 1) “Global Mobile Gaming Consumer Journey Study” by Accenture (Facebook IQ-commissioned study of 9,275 people ages 18+
in AU, BR, CA, FR, DE, JP, KR, UK, US, Jun–Jul 2018). Unless otherwise specified, numbers are an average across 9 markets.
2) “Mobile Gaming Genre Study” by Interpret (Facebook IQ-commissioned online survey of 13,412 mobile games ages 18+ across AU, BR,
CA, DE, FR, ID, IN, JP, KR, UK, US, Nov–Dec 2019)
The power of genre Page 5

Methodology
i
To explore the nuances between mobile gaming genres we
surveyed 13,412 mobile gamers across 11 countries (US,
CA, UK, FR, DE, IN, ID, AU, JP, KR, BR). In this study, we
& structure segmented players across 27 different mobile gaming genres

and sub-genres. In addition to this study, we analyzed our
internal app events data to uncover behavioral insights across
mobile gaming genres.
Contents
Report structure
Strategy
WE S P OT L I GHT 4 KE Y MOBI L E G EN R ES , FO C U S IN G O N 4 C O U N TR IES
ST RAT EGY RP G PU ZZ L E H Y PER- C A S UA L
RPG
Puzzle
Hyper-Casual
UK
US SOUTH
KOREA
JAPAN
W E E X P LORE E AC H OF T HE S E G EN R ES AC RO S S 4 C ATEG O R IES
AD
1 GENRE
FULFILLMENT 2 COMMUNITY 3 MONETIZATION 4 PREF ERENCES
The role community What monetization How to entice players
What motivates people
plays in each genre strategy suits each genre to try out new games
to play particular genres
and features that and what features can and bring back lapsed
and how well games
can enhance social support your strategy. players.
satisfy them.
connection.
Reading the report
This report is designed to be read The report is interactive (depending Each genre includes an executive
by genre and is aimed at both new on browser), allowing you to summary, audience insights,
and sophisticated game developers navigate between genres using the game feature insights and
and marketers. progress bar on the right. recommendations.
Methodology & structure Page 6

01
Contents
Strategy
Strategy
RPG
Puzzle
Hyper-Casual
Strategy executive summary
INSIGHT TAKEAWAY
Relieving stress and feeling accomplished are Consider adding features like special PvE
1
the main reasons players like Strategy games modes, exclusive live event rewards or the
G ENR E F ULF I LL ME NT but they say games fall short in making them ability to salvage characters/items to keep
feel accomplished after a challenge and don’t your players engaged.
provide enough social elements.
Strategy players are more likely to engage Marketers can build a community by
2
with others both during and outside of providing tips, tricks and information on
C O MMUNI TY gameplay and welcome communication from new in-game events. Developers can explore
gaming brands/developers. features like guild wars and competition, co-
op tasks and the ability to donate items.
Due to the competitive nature of Strategy Offering features like battle pass plans and
games, Strategy is among the top three the ability to purchase characters and/or
3 MO NETI ZAT I ON
genres in which players are most likely to
make an in-app purchase. Although players
gear can help fuel in-app purchases while
incorporating ads can help diversify your
are more likely to purchase, they also show monetization strategy.
an openness toward in-app ads.
Strategy players like to see ads that show Marketers can reach Strategy players by
4
gameplay and characters, with US and personalizing communications to the nuances
A D PR EF ER ENC E S UK players preferring “challenging” tones. of each market and individual gamer.
Meanwhile, Japanese players prefer ads that
display humor.
Strategy executive summary Page 7

State of
Strategy games
There are many sub-genres of Strategy games, from Multiplayer
Contents
Battle Arena to Tactical Battler and 4X Strategy. Most popular in
South Korea and the US, about 1 in 4 mobile gamers play Strategy
games. However this genre remains relatively niche in Japan with
only 12% of mobile gamers playing Strategy games.
Strategy
STRATEGY MOBILE GAMING PLAYERSHIP1
RPG
SOUTH
Puzzle
KOREA
26%
UK
20%
Hyper-Casual
JAPAN
US 12%
23%
SH A RE O F D OW N LOAD S S HAR E OF REV ENU E

BY C O U N T RY 2 BY COU NTRY2
96% 4% US 14% 86%
94% 6% UK 15% 85%
92% 7% JAPAN 8% 92%
SOUTH
91% 9% KOREA 20% 80%
Other genres Other genres
Sources: 1) “Mobile Gaming Genre Study” by Interpret (Facebook IQ-commissioned online survey of 13,412 mobile
games ages 18+ across AU, BR, CA, DE, FR, ID, IN, JP, KR, UK, US, Nov–Dec 2019)
2) “Share of revenue and downloads by market in Q1 2020”, by GameRefinery, April 2020
State of Strategy games Page 8

Who are Strategy players tend to be younger males who play for longer and
like trying out new games. They view mobile gaming as a social
Strategy players? activity, preferring game features that enable social interaction.
This high engagement rate means that it comes as no surprise that
Strategy players are more likely to self-identify as “gamers” than
other mobile gamers.
Contents
US UK JAPAN SOUTH KOREA
G EN D ER A N D AG E
Strategy
33% 67% 31% 69% 32% 68% 35% 65%
AGE RANGE AGE RANGE AGE RANGE AGE RANGE

18 34 25 44 25 44 25 44
59% 69% 66% 60%
RPG
AV E RAGE N U M B ER O F GA M ES PL AY ED
Puzzle
3.4 3.3 2.6 3.4
Hyper-Casual
SAY T HE I R T Y P I C A L PL AY S ES S IO N L A S TS OVER 3 0 M IN S
60% 52% 56% 68%
MORE L I KE LY TO S EL F - ID EN TIF Y A S “GA M ER S ”
1.8x 1.7x 1.4x 1.4x
W HY T H EY PL AY M O B IL E GA M ES
55% 49% 43% 43%

say feeling accomplished say feeling accomplished say immersing say feeling accomplished
because they completed because they completed themselves in another because they completed
something challenging is something challenging is character or world is a something challenging is
a “very appealing” reason a “very appealing” reason “very appealing” reason a “very appealing” reason
to play to play to play to play
MORE L I KE LY TO PR EF ER M U LTIPL AY ER O N L IN E M O D ES
1.5x 1.7x 1.7x 1.2x
Source: “Mobile Gaming Genre Study” by Interpret (Facebook IQ-commissioned online survey of 13,412
mobile games ages 18+ across AU, BR, CA, DE, FR, ID, IN, JP, KR, UK, US, Nov–Dec 2019)
Who are Strategy players? Page 9

Genre
1.1 fulfillment Understand player motivations
and how to deliver on them
Contents
Why people play
Relieving stress and feeling accomplished are key In the US and Japan, players say Strategy games fall
Strategy
reasons why Strategy players enjoy mobile games. short in making them feel accomplished after completing
And while Strategy games excel at delivering on several something challenging. Meanwhile, in the UK, being able
factors, including “defeating others in competition”, to connect with people they know is a “very appealing”
there’s a disconnect between what Strategy players reason why Strategy gamers play, but players don’t feel
expect versus what is delivered. current Strategy games provide this very well.
RPG
Very important reasons Strategy
How well Strategy games provide this
players enjoy mobile gaming
Relieving stress 65%

52%
Feeling accomplished for 55% US
Puzzle
completing something challeging 43%
While 55% of Strategy players in the US
53%
Passing time
58% play games to feel accomplished about
Defeating others in competition 49% completing something challenging, only
52% 43% feel current Strategy mobile games
Immersing myself in another 49% deliver on this.
character/world 44%
48%
Hyper-Casual
Being dazzled by something unique
38%

55%
Passing time 53% UK
55%
Feeling accomplished for completing 49% While 44% of Strategy players in the UK
something challeging 46% play games to connect with other people
44% they know, only 37% feel current Strategy
Connecting with people I know
37%
44%
mobile games deliver on this.
Immersing myself in another
character/world 33%
Defeating others in competition 40%
39%

37% JAPAN
Immersing myself in another 43%
character/world 36% While 39% of Strategy players in Japan
Passing time 41% play games to feel accomplished about
44% completing something challenging, only
Feeling accomplished for completing 39%
something challeging 29%
29% feel current Strategy mobile games
deliver on this.
Collecting virtual items 33%
29%
Being dazzled by something unique 29%
36%
Relieving stress 61% SOUTH KOREA

37%
Feeling accomplished for completing 43% While 61% of Strategy players in South
something challeging 34% Korea play games to relieve stress, only
Being dazzled by something unique 40% 37% feel current Strategy mobile games
27%
deliver on this.
Defeating others in competition 38%
40%
Passing time 34%

37% Source: “Mobile Gaming Genre Study” by Interpret (Facebook IQ-
Connects me to something 31% commissioned online survey of 13,412 mobile games ages 18+ across AU, BR,
I’m passionate about outside of gaming 21% CA, DE, FR, ID, IN, JP, KR, UK, US, Nov–Dec 2019)
Why people play Page 10

Why people stray
Lack of fulfillment in key gaming motivations may To fulfill their varying gaming needs, Strategy players
lead players to churn. For Strategy players, there are are also playing other genres. Across all four markets,
Contents
significant gaps in the ability to feel accomplished Hyper-Casual and Action games are among the top
and be challenged in the games they’re currently three genres that Strategy players have downloaded
playing, causing them to abandon mobile games out recently. In Japan and South Korea, they’re also likely
of boredom. The inability to meet these expectations to also have downloaded Role-Playing games.
can also provoke the feeling that the games are too
repetitive or lack meaningful progress, prompting
Strategy players to seek fulfillment elsewhere.
Strategy
Top reasons Strategy players stop playing Top genres installed by
Strategy games1 Strategy mobile gamers2*
RPG
ɖ Hyper-Casual
US ɖ
ɖ
Action
Puzzle
41% 29% 24%
Puzzle
I get bored with I’m not making The game is
the game any progress, or too repetitive
progress is too slow
Hyper-Casual
ɖ Hyper-Casual
UK ɖ
ɖ
Simulation
Action
35% 22% 22%
I get bored with The game is Ads that are
the game too repetitive too frequent
ɖ Action
JAPAN ɖ
ɖ
Role-Playing
Hyper-Casual
49% 34% 24%
I get bored with I’m not making The game is too
the game any progress, or aggressive with
progress is too slow pushing in-app
purchases
SOUTH ɖ
ɖ
Role-Playing
Action
KOREA 38% 32% 29%

ɖ Hyper-Casual
I get bored with The game is The game is too

the game too repetitive aggressive with
pushing in-app
purchases
2) Facebook Mobile Gaming Insights (first party data), Q1 2020
*If the same genre is repeated, that means the player installed new games of the same genre
Why people stray Page 11

Feature insights: Strategy games have long learning curves, which means they have to
keep players engaged and satisfied for weeks and months. Having the
Genre fulfillment
right set of in-game features increases the feeling of accomplishment
and enjoyment, which in turn reflects positively on user retention.
Contents
BASIC FEATURES
(COMMON ACROSS ALL STRATEGY GAMES) Feature definitions in appendix
Live events of various kinds, collectible mechanics, achievements and daily login rewards are some of the basic features that have
become table stakes for Strategy games.
Strategy
SOUTH
US UK JAPAN
KOREA
98% 97% 99%

100
RPG
89%
80
59% 60%
60 54% 52%
Puzzle
40
20
Hyper-Casual
Over 20 different Recurring live events
permanent buildings
100 98% 97% 99%

96%
80
66%
60 59%
55% 52%
40
20
Non-recurring live events Achievement system
100
80% 83%
80 78% 77% 74% 78% 79%
70% 72%
65%
60 53% 54%
40
20
Visual progression of Collectibles album Daily login rewards

buildings/units
Source: GameRefinery Data based on statistical sampling of iOS top grossing 10,000 games in US, UK, Japan and South Korea, Q1 2020
Feature insights: Genre fulfillment Page 12

KEY FEATURES
( TOP STRATEGY GAMES WIN WITH THESE)
When looking at the top 20% of Strategy games* the market data pinpoints several “key features” they are
utilizing that sets them apart from the others. As these key features are especially differentiating between
the best performing Strategy games versus the rest, developers should pay special attention to them when
planning feature roadmaps during both pre-production and liveops.
Contents
According to data, the following three key features are especially good success drivers, as they are utilized
much more by the best performing Strategy games compared to the rest.
Top 20%* utilization Overall utilization
Strategy
59% 63% 42%
RPG
85% 89% 74%
SPECI AL E XC LU S IVE L IVE S A LVAG E
Puzzle
PVE MO DES E V E N T R EWA R D S C H A R AC TER S / ITEM S
Source: GameRefinery data based on statistical sampling of iOS top grossing

10,000 games in US, UK, Japan and South Korea, Q1 2020 *Top grossing fifth of all Strategy games in US, KR, JP, UK
Hyper-Casual
Feature definitions in appendix
SPECIAL PVE MODES
Strategy games traditionally focus heavily on competitive PvP-action,

but from time to time many gamers like to engage in not-as-competitive
PvE playing as well.
Having special PvE campaigns and playing modes alongside the main
PvP-focused gameplay helps drive engagement and retention among
Strategy players.
STATE OF SURVIVAL - EXPLORER TRAIL
EXCLUSIVE LIVE EVENT REWARDS
Introducing exclusive rewards gained by participating and being

successful in limited-time events is a proven way to give players new
goals to strive towards and increase the sense of accomplishment.
Unique items, castle skins, or huge piles of resources and currency

together with a special title to brag about are just some ways to
implement this feature.
LORDS MOBILE - EVENT HEROES
SALVAGE CHARAC TERS/ITEMS
Many top Strategy games have implemented salvaging mechanics

to make their in-game economy and meta-game progression more
versatile.
Salvaging enables players to extract value out of their otherwise

obsolete items and characters. As a result, the sense of value from
game rewards and in-app purchases overall is increased.
STAR TREK FLEET COMMAND -
SCRAPPING SHIPS
Key features: Genre fulfillment Page 13

1.2 Community Explore the role of community and
how to enhance social connection
Contents
Community in
Strategy games
Strategy
Strategy players are highly engaged in social activities Online communities are also an increasingly popular
related to the genre. Three-quarters of Strategy players source of community for Strategy players. Nearly two-
in the US and 92% in South Korea have engaged in thirds of Strategy players in Japan and 52% of Strategy
some kind of social activity, such as chatting in person players in the US visit a mobile gaming community
RPG
with people about Strategy games or looking at other weekly. Across geographies, the primary reason why
players’ scores and achievements online. US Strategy Strategy players visit online communities is to learn
players are particularly more interested in comparing ways to keep improving at the game.
scores/achievements online with 37% doing so in
the past 3 months (compared to 27% of UK Strategy
players and 16% of Japanese Strategy players).
Puzzle
SOCIAL/COMMUNITY AC TIVITIES THAT STRATEGY PLAYERS
HAVE DONE IN THE PAST THREE MONTHS
Hyper-Casual
37% 27% 25%
US Checked out other
players’ scores/
Chatted in-person
with people about
Watched a live
stream of a
achievements Strategy games Strategy mobile
online game
35% 27% 24%

UK Chatted in-person
with people about
Checked out other
players’ scores/
Viewed/liked/
commented on
Strategy games achievements posts from the
online official game/
company
20% 19% 16%

JAPAN Viewed/liked/
commented on posts
Watched a live
stream of a Strategy
Checked out other
players’ scores/
from the official mobile game achievements
game/company online
SOUTH 30% 27% 25%

Chatted in-person Checked out other
KOREA
Engaged with others’
with people about social media posts players’ scores/
Strategy games about strategy mobile achievements
games online
Source: “Mobile Gaming Genre Study” by Interpret (Facebook IQ-commissioned online survey of 13,412 mobile
Hyper-casual executive summary Page 14

Community in Strategy games Page 14
Perhaps unsurprisingly, Strategy players also gravitate While Strategy players tend to form communities
toward features that enable social interaction during organically, developers have the power to enhance
gameplay. More than 4 in 10 Strategy players in the communities by providing the right content. And
UK, US and Japan say they enjoy playing multiplayer Strategy players are keen to hear from game
online modes, and over 1 in 4 say they enjoy chatting developers with 94% of UK players and 91% of
when playing games with others. US players saying they’d be open to some type of
messaging from brands.
Contents
While the ability to play with others is important
to Strategy players, it’s important to note that the Across markets, tips and tricks as well as information
majority of them are willing to try other games that on upcoming in-game events are of particular interest
their friends aren’t playing. In fact, 73% of US Strategy to Strategy players. Players in the US, UK and South
players and 66% of UK Strategy players say they often Korea are also keen to be able to influence or provide
play games that their friends aren’t playing. feedback on the games themselves.
Strategy
INFORMATION STRATEGY PLAYERS
WANT TO RECEIVE FROM MOBILE
RPG
GAMES/DEVELOPERS
Puzzle
US 58% 45% 42% 41% 34%
Tips, tricks and Upcoming Upcoming Questions and Ability to

strategies in-game events updates or game answers influence/provide
content releases feedback on the
Hyper-Casual
game’s design
UK 60% 46% 45% 37% 32%

strategies in-game events updates or game answers influence/provide
game’s design
JAPAN 43% 39% 39% 22% 22%
Tips, tricks and Upcoming Upcoming Upcoming sales Customer service/

strategies in-game events updates or game or promotions product support
content releases
SOUTH
KOREA 53% 43% 37% 36% 35%

strategies updates or game in-game events answers influence/provide
game’s design
Community in Strategy games Page 15

Feature insights: Strategy players value social engagement and communal activities highly,
which should be focused on during feature-set development throughout
Community any Strategy game’s life cycle.
Contents
BASIC FEATURES
(COMMON ACROSS ALL STRATEGY GAMES)
When looking at the most utilized social features in Strategy games across regions, it’s clear that chat, PvP possibility, resource
raiding and guild mechanics form the backbone of communal features in the genre. In other words, the vast majority of all Strategy
games in the market are utilizing these mechanics.
Strategy
SOUTH
US UK JAPAN
KOREA
100 96% 96% 97% 98%
RPG
76% 77% 78%
80 74%
60
Puzzle
40
20
Hyper-Casual
Special benefits from See other players’
communal activities or PvP progression
100 97% 97% 98%

90% 91% 92% 93% 94%
80
60
40
20
Highscore lists/ Chat/messaging

leaderboards
100 92%
83% 83% 85% 86% 84%
81%
80 76% 78%
75% 74%
62%
60
40
20
Send/ask help Asynchronous PvP Guild mechanics
Source: Game Refinery Data based on statistical sampling of iOS top grossing 10,000 games in US, UK, Japan and South Korea, Q1 2020
Feature insights: Community Page 16

KEY FEATURES
When looking at the best performing Strategy games, we’re again able to pinpoint several key features top
Strategy games are using more frequently than the other Strategy games. These include, for example, special
currencies and exclusive benefits for joining guilds or participating in PvP tournaments, a range of engaging co-
operational activities as well as being able to donate characters, items or units to fellow players.
Contents
Strategy
63% 51% 59%
RPG
87% 76% 79%
GUI LD WAR S & CO - O P D O N ATIN G ITEM S/
Puzzle
C OMPET I T I ONS TA S KS R ES O U RC ES
Source: GameRefinery data based on statistical sampling of iOS top grossing 10,000
games in US, UK, Japan and South Korea, Q1 2020 *Top grossing fifth of all Strategy games in US, KR, JP, UK
Hyper-Casual
GUILD WARS & COMPETITIONS
Across all markets, the best performing Strategy games have regular
rotations of guild wars and competitions, especially in 4X and Build &
Battle sub-genres.
These instances are extremely engaging for higher tier / late game
players who usually are the biggest spenders.
RISE OF KINGDOMS - OSIRIS LEAGUE
CO-OP TASKS
Completing larger tasks and goals together with other players is

trending heavily across the globe, no matter the genre. In strategy
games these co-op tasks are often tied to limited-time events to
increase the “sense of urgency”.
As Strategy players value social gaming, having concrete targets to

strive towards together fits this motivation seamlessly.
STAR TREK FLEET COMMAND - ARMADAS
DONATING ITEMS / RESOURCES
Donating items or resources to friends is possible in vast majority of top

Strategy games.
The recent trend has been to take this feature a bit further. As a result,
some strategy games let you purchase reward chests to your whole clan
for extra rewards to yourself. This mechanic is a clever way of bringing
communal aspects to in-app purchase transactions.
STAR TREK FLEET COMMAND -
ALLIANCE REWARDS
Key features: Community Page 17

1.3 Monetization Create a monetization strategy
and incorporate relevant features
Contents
In-app purchases in Strategy games
Strategy
Across the US, UK, Japan and South Korea, Strategy games are within the top three genres in which mobile gamers
make in-app purchases (IAP). South Korean Strategy players are the most likely to make a purchase monthly with
9.6% having done so (compared to 6.5% of Strategy players in the UK).1
% OF PLAYER S WHO MAKE AN I N-AP P

P U RCHASE I N A MONT H1
RPG
6.5% 7.2%
JAPAN
UK
Puzzle
7.8% 9.6%
US SOUTH KOREA
Hyper-Casual
When it comes to purchasing, the majority of Strategy It’s also interesting to note that US and UK Strategy
players prefer making purchases directly as opposed players are less likely to support pay-to-win options
to ones having a random element. This is particularly with over half saying in-app purchases should be
emphasized for Japanese players with 78% saying limited to items that don’t help you win. On the other
they prefer direct in-app purchases (compared to 57% hand, 52% of Japanese Strategy players agree that
of US Strategy players).2 in-app purchases should include items that can help
you win.2
I prefer to make in-app purchases directly In-app purchases should be limited to

items that don’t help you win
I prefer in-app purchases with a random In-app purchases can include items that
element (e.g. loot boxes) help you win
US UK JAPAN SK US UK JA PA N SK
ST R AT EGY M OB ILE GA ME R S
ST R AT EGY M OB ILE GA ME R S
22% 52%
43% 33% 45% 47%
43% 53%
57% 67% 78% 57% 55% 53% 48% 47%
Sources: 1) Facebook Mobile Gaming Insights (first party data), Q1 2020

2) “Mobile Gaming Genre Study” by Interpret (Facebook IQ-commissioned online survey of 13,412
Monetization
Hyper-casual
/ IAPexecutive
in Strategy
summary
games Page 18
Incorporating ads
into Strategy games
Contents
Relying on in-app purchases as a way to monetize The number of mobile games with an ad SDK is on the
your game can risk turning Strategy players away, with rise according to App Annie, who report that 89% of
more than 1 in 5 Strategy players in the US, UK, South the top downloaded games of 2019 had an ad SDK.
Korea and Japan having abandoned a Strategy mobile Of the games with an ad SDK installed, Casual games
game because it was too aggressive with pushing in- accounted for the majority of downloads, while core
app purchases. genres represented 76% of time spent in games
Strategy
globally — led by Strategy (29%) and RPG (23%).
To balance this, developers can implement a
mixed monetization strategy, incorporating in-app This is a higher share than it is among core genres
advertising (IAA). Strategy players are open to this; overall (including both those with and without an
84% of players in South Korea and 72% of players in ad SDK), where core games’ share of time spent
the US say they are okay with seeing in-app ads.1 represents over 55% globally2. Since these genres
generally have a higher consumer spend, publishers
RPG
% OF STR AT EGY MOBI L E GAME RS W HO ARE can explore complementing existing in-app purchase
OPE N TO I N-APP AD S monetization schemes with ad-monetization
techniques, such as rewarded video.2 For more
information on incorporating ads into games, read the
full App Annie report on Facebook Audience Network.
Puzzle
S H A R E O F G LO BA L TIM E S PEN T A M O N G GA M E S
WITH A DVER TIS IN G PL ATFO R M S D K BY G EN R E 2
85% 84%
Hyper-Casual
72% Casual - Other
64% 6%
Puzzle
6%
Strategy
29%
24%
Arcade
SOUTH KOREA
12%
Casual
JAPAN
US
UK
Core
Core - Other 76%

23%
RPG
23%
It’s important to take gamer preferences for viewing

in-app ads into account in order to provide value to
the experience. Generally, Strategy players prefer
longer, less frequent ad breaks compared to shorter,
more frequent ones. Over the course of 10 minutes of
Source: 1) “Mobile Gaming Genre Study” by Interpret (Facebook IQ-
gameplay, 56% of Japanese Strategy players would like
commissioned online survey of 13,412 mobile games ages 18+ across AU, BR, to see one 30 second ad as opposed to shorter ad units
with more frequent breaks. Incentivizing players to
2) “Ad Monetization in Mobile Games: The Untapped Potential”, by App Annie watch ads can also be beneficial; 61% of South Korean
(commissioned by Facebook Audience Network), March 2020 – a study of
the global top 1,000 game apps, averaged across iOS and Google Play from
Strategy players say they prefer watching in-app ads
Jan-Dec 2019 when they receive a reward 1.
Hyper-casual executive summary Page 19

Monetization / Incorporating ads Page 19
Feature insights:
Monetization (in-app purchases)
Contents
Strategy games have high player lifetime value (LTV) and revenue per install (RPI) figures in comparison to other genres.
This is a sum of many factors, but in general Strategy games utilize a wide array of different monetization features.
Moreover, the competitive nature of these games tend to increase user spending, especially among top tier players.
Strategy
BASIC FEATURES
(COMMON ACROSS ALL STRATEGY GAMES) Feature definitions in appendix
Basic monetization features for Strategy games include various resource

generation boosts, construction and unit training speed-ups and limited-time
in-app purchase bundle offers. Also, almost all Strategy games have some
sort of loot boxes to purchase, often containing different ingredient items for
RPG
crafting or boost items to amplify resource generation.
Puzzle
SOUTH
US UK JAPAN
KOREA
Hyper-Casual
99%
100 94% 92%
91%
80 72%
69% 67% 71%
63% 65% 66%
61%
60
40
20
Consumable boosts Crafting/ingredient Limited-time IAP-

to purchase items to purchase bundle offers
100 97%
88% 87% 89% 92%
84% 86% 88%
80
60 59%
54% 52%
45%
40
20
Skipping waiting Shop with gachas/ VIP system

times with money loot boxes
Source: GameRefinery data based on statistical sampling of iOS top grossing 10,000 games in US, UK, Japan and South Korea, Q1 2020
Feature insights: Monetization (IAP) Page 20

KEY FEATURES
The most recent hot key feature for top Strategy games has been the battle pass system, a season-based
subscription that revolves around getting rewards for completing season tasks. Other features that set the
top 20% of Strategy games apart from the remaining 80% include characters (and their equipment items) to
purchase, permanent boosts and the possibility to trade resources or items with other players.
Contents
Strategy
21% 69% 52%
RPG
49% 92% 71%
BAT TLE C HA R AC TER S G EA R
Puzzle
PASS PLAN TO PU RC H A S E TO PU RC H A S E
Source: GameRefinery data based on statistical sampling of iOS top

grossing 10,000 games in US, UK, Japan and South Korea, Q1 2020 *Top grossing fifth of all Strategy games in US, KR, JP, UK
Hyper-Casual
BAT TLE PASS SYSTEM
Lately, the Battle Pass system has made its way into mobile games all
across genres and Strategy games are no exception.
The strength of BPS is that it offers meaningful, changing content from

season to season without meddling too much with the actual gameplay
experience and overall game balance. Also, players who purchase the
premium layer often play more to unlock the rewards they’re entitled to.
RISE OF KINGDOMS - LUCERNE SCROLLS
CHARAC TERS TO PURCHASE
In the top Strategy games it’s normal to see an “RPG layer”, where
players can purchase and upgrade various hero characters who enhance
their capabilities across the game.
The added character layer not only increases the horizontal depth of
these games, but also introduces an additional, meaningful in-app
purchase sink players can spend currency & resources on.
BRUTAL AGE - HEROES
GEAR TO PURCHASE
Adding to the already rich meta of Strategy games, gear items bring a
nice extra layer for players to improve their powers in. Usually these gear
items are attached to either your player or separate hero characters and
they come with different rarity classes with scaling power levels.
Together with crafting and salvaging mechanics, gear items can be a

nice boost to any Strategy game’s economy and monetization structure.
KING OF AVALON - ARTIFACTS
Key features: Monetization (IAP) Page 21

Ad
1.4 preferences Entice people to try out new
games and bring back players
Contents
Creating an effective
ad strategy
Strategy
Over 6 in 10 Strategy players across the US, UK, South Korea and Japan are willing to take the time to learn how to
play a new game if an advertisement makes it look appealing enough.
To capture attention, marketers should include the most relevant messaging and tone. Effective ads that attract
Strategy players are ones that showcase the main gameplay and the characters/storyline. Strategy players also
RPG
want to see ads for new mobile games that communicate challenging and adrenaline-pumping tones. Interestingly,
Japanese Strategy players are more likely to prefer humorous ads with 57% saying they prefer this tone compared to
38% of Strategy players in the US and 34% in the UK. South Korean players are more likely to respond to proud and
inspiring tones in ads.
Puzzle
Most important ad details for Emotional tone preferences for
Strategy players new mobile games
37% 39% 47% US 45% 44% 38%
Hyper-Casual
Showcase the Showcase the Showcase the Challenging Exciting/adrenaline- Humorous/funny
progression of characters/story main gameplay pumping
your characters/
universe
30% 39% 59% UK 43% 39% 34%
Showcase the Showcase the Showcase the Challenging Exciting/adrenaline- Humorous/funny

game’s art style characters/story main gameplay pumping
28% 64% 69% JAPAN 57% 47% 29%
Humorous/funny Exciting/adrenaline- Relaxing/tranquil

Showcase the Showcase the Showcase the
control mechanics main gameplay characters/story pumping
SOUTH
39% 39% 52% 46% 41% 33%
KOREA
Showcase the Showcase the Showcase the Exciting/adrenaline- Challenging Proud/inspiring
progression of characters/story main gameplay pumping
your characters/
universe
Creating an effective ad strategy Page 22

EXAMPLE: PONOS
BAT TLE CATS THE BATTLE CATS, PONOS
This ad for PONOS’ The Battle Cats highlights

the game’s art style in typography as
background while showcasing a series of
Contents
characters in a quick, intriguing way. This style
helps potential players understand the game’s
tone of voice and arouses their curiosity.
Strategy
Bringing back Implementing an effective ad strategy can not only attract new Strategy players,
but can also bring back inactive players. Over 90% of Strategy players in the UK
RPG
lapsed players
and US say they would be open to going back to playing a Strategy game that they
haven’t played in the last 30 days.
Communicating new content or updates can help re-engage Strategy players in the
US, UK and Japan with about 4 in 10 saying this type of content would be influential.
Puzzle
Offering rewards for coming back is particularly relevant for South Korean Strategy
players as 40% would consider returning to a game if this was the case.
Hyper-Casual
WHAT COULD INFLUENCE STRATEGY PLAYERS TO RETURN OR RE-DOWNLOAD
A GAME THEY HAVEN’T PLAYED IN 30 DAYS
US UK JAPAN SOUTH KOREA
43% 40% 36% 40%

Hearing about new content Hearing about new content Hearing about new content A reward for coming
or available updates or available updates or available updates back
32% 35% 21% 37%

A reward for coming back A reward for coming back Someone bringing up Hearing about new
the game in an in-person content or available
conversation updates
29% 29% 19% 24%

Someone online inviting Someone online inviting A reward for coming Someone online inviting
them to play the game them to play the game back them to play the game
with them with them with them
Bringing back lapsed players Page 23

02
Contents
RPG
Strategy
RPG
Puzzle
Hyper-Casual
RPG executive summary
INSIGHT TAKEAWAY
Character immersion, feeling accomplished To increase retention, consider

and being dazzled by uniqueness are key including features that evoke a sense of
1 G ENR E F ULF I LL ME NT
gaming motivations for RPG players, but
these players say the genre sometimes falls
accomplishment with low increments in
game progression such as event versions of
short in delivering on these needs. characters, special live event currency and
multiple level-up types for characters.
RPG players are more likely to engage with A comprehensive social feature framework
others both during and outside of gameplay is crucial for long-term success in this
2 COMMUNI T Y and welcome communication from gaming
brands/developers.
competitive genre, so explore features like
co-op PvE modes, several different PvP
modes and special social currency.
RPG is the top mobile gaming genre in which Since IAPs are usually concentrated on
3 MO NETI ZAT I ON
Japanese and South Korean players make in-
app purchases (IAP). Although IAPs are more
common, RPG players are also receptive to
character collection and development,
consider features like 5 or more different
gachas, bulk discount gachas and 50+
in-app ads. different characters.
Marketing that communicates challenging, Marketers can reach RPG players by

adrenaline-pumping tones and showcases personalizing communications to the nuances
4 AD PR EFER ENCE S
the characters/storyline progression can
resonate with RPG players. Japanese players
of each market and individual gamer.
are particularly interested in seeing the

game’s art styles in ads as well.
RPG executive summary Page 24

State of
RPG games
Role-playing games (RPG) are all about controlling, While they are less popular in the US and UK, still over 1 in
Contents
customizing and developing characters to defeat enemies, 4 mobile gamers in these markets play games in this genre.
and include sub-genres such as Action RPG, Fighting, Within the RPG genre, Japanese and South Korean mobile
MMORPG, Puzzle and Idle RPG. Of the countries gamers show nuances on their favorite sub-genres; Puzzle
surveyed, they are most popular in Japan and South Korea RPG is preferred among Japanese players while Action
with over 4 in 10 mobile gamers playing RPG games. RPG/MMORPG is more common in South Korea.
Strategy
RPG MOBILE GAMING PLAYERSHIP1
RPG
Puzzle
SOUTH
KOREA
40%
UK
27%
Hyper-Casual
JAPAN
US 43%
30%
SH A RE O F D OW N LOAD S S HARE OF R EV ENU E

97% 3% US 12% 88%
96% 4% UK 10% 90%
69% 31% JAPAN 52% 48%
SOUTH
70% 30% KOREA 46% 54%
Other genre Other genre
Sources:1) “Mobile Gaming Genre Study” by Interpret (Facebook IQ-commissioned online survey of 13,412 mobile
2) Share of revenue and downloads by market in Q1 2020, GameRefinery, April 2020
State of RPG games Page 25

Who are RPG players share many similar traits to Strategy players such as skewing
younger and more male when compared to the average gamer in each market.
RPG players? They typically spend longer periods of time playing games, and are more likely
to try new games. They enjoy interacting with others during gameplay and see
gaming as a core part of their identities.
Contents
US UK
Strategy
62% are male 63% are male
65% are 18-34 years old 68% are 25-44 years old
RPG
3.4 3.2
Puzzle
Hyper-Casual
30 MIN 68% 55%
1.6x 1.8x
56% 45%
say immersing themselves in say immersing themselves in
another character or world is another character or world is
what makes mobile gaming very what makes mobile gaming very
appealing appealing
1.4x 1.7x
Source: “Mobile Gaming Genre Study” by Interpret (Facebook IQ-commissioned online survey of 13,412 mobile games ages 18+
across AU, BR, CA, DE, FR, ID, IN, JP, KR, UK, US, Nov–Dec 2019)
Who are RPG players? Page 26

Who are
RPG players?
JAPAN SOUTH KOREA
Contents
60% are male
Strategy
59% are male
Over 60% Turn-Based RPG and Action RPG/ 66% are 25-44 years old
MMORPG players are 25-44 years old while
61% of Puzzle RPG players are 35 to 54
RPG
3 3
Puzzle
Hyper-Casual
AC TION RPG/ TURN-
PUZZLE
MMORPG BASED
30 MIN 74% / 67% / 44% 73%
1.3 to 1.5x 1.3x
AC TION RPG/ TURN-

PUZZLE
MMORPG BASED
56% / 52% / 39% 34%

players say immersing say being dazzled by something
themselves in another unique is what makes mobile
character/world is what makes gaming very appealing
mobile gaming very appealing
AC TION RPG/
MMORPG
1.6x 1.2x
Who are RPG players? Page 27

Genre
Contents
Why people play
Beyond relieving stress and as a way to spend time, Interestingly, RPG players in the US feel that the
Strategy
RPG players enjoy playing mobile games to immerse current RPG games they play underdeliver on
themselves in another character or world and to feel immersing them into another character or world
accomplished. RPG players also feel that this genre while UK players feel there needs to be improvement
often delivers on motivations like being dazzled by in connecting them to people they know.
something unique and allowing players to defeat
others in competition.
RPG
Very important reasons RPG players How well RPG games provide this
enjoy mobile gaming
Puzzle
54%
Passing time 62%

59%
US
character/world 47%
While 56% of RPG players in the US
51%
Hyper-Casual
47% play games to immerse themselves into
48%
another character or world, only 47% feel
Defeating others in competition
54% current RPG mobile games deliver on this.

49%
Passing time 51%

49% UK
Feeling accomplished for 49%
completing something challeging 42% While 39% of RPG players in the UK play
Immersing myself in another 45% games to connect with other people they
character/world 40%
know, only 33% feel current RPG mobile
39%
Connecting with people I know
33%
games deliver on this.
Learning something that can 38%
benefit me outside of gaming 28%
57%
Feeling accomplished for 35%
completing something challeging 32%
SOUTH KOREA
34%
35% While 57% of RPG players in South
Defeating others in competition 33% Korea play games to relieve stress, only
32%
38% feel current RPG mobile games
Passing time 29% deliver on this.
35%
character/world 28%
Source: “Mobile Gaming Genre Study” by Interpret (Facebook IQ-

commissioned online survey of 13,412 mobile games ages 18+ across AU, BR,
Hyper-casualWhy
executive
peoplesummary
play Page 28
In Japan, we see some interesting difference in fulfillment by sub-genre. Turn-Based RPG games are
exceeding expectations in several ways such as enabling players to feel accomplished and collect virtual items.
On the other hand, Puzzle RPG games have the opportunity to improve character/world immersion as well as
dazzling players with something unique.
Contents
Very important reasons RPG players How well RPG games provide this
enjoy mobile gaming
Strategy
TURN-BASED RPG

character/world 52%

29%
JAPAN
RPG
35%
Passing time
39% While 38% of Turn-Based RPG players
Being dazzled by something unique 32% in Japan play games to relieve stress,
36% only 29% feel current RPG mobile games
Feeling accomplished for completing 27% deliver on this.
Puzzle
27%
Hyper-Casual
PUZZLE RPG

34%
character/world 25%
Passing time 38%

40%
JAPAN
Feeling accomplished for completing 38% While 39% of Puzzle RPG players in Japan
something challeging 28% play games to immerse themselves into
Being dazzled by something unique 26% another character or world, only 25% feel
16% current RPG mobile games deliver on this.
21%
ACTION RPG/MMORPG

character/world 49%
47%
Relieving stress
30%
JAPAN
While 47% of Action RPG/MMORPG
Collecting virtual items 37% players in Japan play games to relieve
36%
stress, only 30% feel current RPG
Passing time 36% mobile games deliver on this.
35%

40%

Hyper-casualWhy
executive
peoplesummary
play Page 29
Why people stray
When games don’t deliver on the key motivations To fulfill their varying gaming needs, RPG players are
we just mentioned, it can lead to higher churn rates. also playing other genres. In Western markets like the
Contents
Most RPG players cite boredom and repetitiveness US and UK, we see RPG players migrating into the
as the main reasons why they’ve abandoned RPG more Casual genre space with players in both markets
games. Meanwhile, in South Korea, over a third of recently installing Puzzle and Hyper-Casual titles.
RPG players have quit a game because it was pushing South Korea RPG players remain largely within the
in-app purchases too aggressively. In Japan, a quarter midcore space, playing action and Strategy games in
of Puzzle RPG players have stopped playing a game addition to RPG.
because it was too difficult.
Strategy
Top reasons RPG players stop playing Top genres installed by
RPG games1 RPG mobile gamers2*
37% 22% 21%
RPG
ɖ Hyper-Casual
US I get bored with

the game
Ads that are too
frequent
I’m not making
any progress, or
ɖ
ɖ
Puzzle
Action
progress is too
slow
Puzzle
UK 31% 24% 24% ɖ
ɖ
Hyper-Casual
Puzzle
I get bored with I finished the game The game is too ɖ Simulation
the game repetitive
Hyper-Casual
SOUTH 40% 36% 34% ɖ Role Playing
ɖ Action
KOREA I get bored with
the game
The game is too
aggressive with
pushing in-app
The game is too
repetitive ɖ Strategy
purchases
Turn-Based RPG
63% 29% 26%

I get bored with I’m not making The game is too
the game any progress, or repetitive
Puzzle RPG
ɖ Role Playing
JAPAN 49% 25% 18% ɖ
ɖ
Action
Puzzle
I get bored with The game is too I’m not making
the game difficult any progress, or
progress is too
slow
Action RPG/MMORPG
42% 31% 25%

I get bored with I’m not making The game is
the game any progress, or too buggy and
progress is too slow crashes
Hyper-casual executive summary
Why
Hyper-casual people summary
executive stray Page 30
Feature insights: To keep RPG players engaged and increase retention, there should
be enough exciting content for them to dwell in. Moreover, it’s
Genre fulfillment important to give players a sense of accomplishment with low

increments in game progression.
Contents
BASIC FEATURES
(COMMON ACROSS ALL RPG GAMES) Feature definitions in appendix
In general, all RPG games revolve around either turn-based or real-time combat supported by an extensive character
development meta layer. This is reflected in the high utilization of collection and crafting features that support the core loop.
If done right, this combination can counter boredom and significantly boost the sense of accomplishment sought by players.
To further avoid repetitiveness, most RPGs use recurring and non-recurring live events to increase game diversity and introduce
Strategy
new, exciting content.
SOUTH
US UK JAPAN
KOREA
96%
RPG
100 95%
91% 90%
84%
80 74%
67% 64%
60
Puzzle
40
20
Hyper-Casual
Over 50 different Combine/craft items
characters
100 94% 94%

90% 91%
82% 86% 88% 87%
80
60
40
20
Daily quest Character ingredient

items
100 95% 97%

91% 92% 91% 93%
88% 84% 87% 88%
80 73%
71%
60
40
20
Collectibles album Non-recurring live events Recurring live events

KEY FEATURES
( TOP RPG GAMES WIN WITH THESE)
If we focus on the top-grossing RPGs of all types, there are certain features that set them apart from RPGs with
less commercial success. These key features lean heavily towards live events and characters – cornerstones of
any RPG title in the current market. Having enough depth and progression in character development has also
become important to keep players interested and wanting to advance further in the game.
Contents
Strategy
28% 51% 56%
RPG
54% 82% 77%
EVENT-VER SI O NS SP EC IA L L IVE M U LTIPL E L EVEL- U P TY PES
OF CHAR AC T E RS E V E N T C U R R EN CY FO R C H A R AC TER S
Puzzle
10,000 games in US, UK, Japan and South Korea, Q1 2020 *Top grossing fifth of all RPG games in US, KR, JP, UK
Hyper-Casual
EVENT VERSIONS OF CHARAC TERS
Being able to obtain exclusive special versions of the game’s characters

during live events is something very common among top RPGs.
The power of event versions of characters comes from the collectible

nature of many RPGs and players specializing in certain character
combinations. This in turn forms an emotional bond to the character
roster and when a new event version of players’ favorite character hits
LOONEY TUNES - SIEGFRID ELMER
the store, they’re much more likely to participate, engage and enjoy.
SPECIAL LIVE EVENT CURRENCY
Live events are one of the primary methods to inject diversity, excitement
and new content to RPGs today. A growing number of top games have
started using special event currency, acquirable through participating in
various event activities to boost events’ unique feel even further.
Event currency brings more depth to an event’s economy and “separates”

the event loop from normal gameplay. As a result, events can grow to
become almost their own game universes – something that players are
HERO WARS - SEBASTIAN COINS
eagerly waiting to get their hands on time and time again.
MULTIPLE LEVEL-UP TYPES FOR CHARAC TERS
Character development is an integral part of any RPG and a key

indicator of players’ progression within the game. Accordingly, most top
RPGs around the world have several level-up types available to make
characters stronger.
Having as many as three ways (each with their own requirements

and materials needed) to upgrade your hero increases the depth of
AFK ARENA character progression significantly.

Contents
Community in
RPG games
Strategy
Compared to the general mobile gaming population, Online communities are also an increasingly popular
RPG players are highly engaged in social activities source of social interaction for RPG players. More
related to the genre. Three-quarters of RPG players than half of RPG players in the US, UK, Japan and
in the US and 79% in the UK have engaged in some South Korea visit a mobile gaming community
RPG
kind of social activity related to the genre, such weekly. This is particularly pronounced for Action
as watching live streams of RPG games or looking RPG/MMORPG players in Japan with 65% leveraging
at other players’ scores and achievements online. online gaming communities at least once each
In Japan, Action RPG/MMORPG and Turn-Based week. There are also some interesting geographic
RPG players are more socially-engaged than Puzzle differences in the motivations for using online
RPG players with 67% and 63% respectively having communities. In the US, 48% of RPG players use
Puzzle
engaged in social activities around the genre these groups to learn about upcoming in-app events.
(compared to 53% of Puzzle RPG players). In Japan, 46% of Action RPG/MMORPG players use
these groups for entertaining gameplay content
while 42% of Puzzle RPG players want to find ways
to improve at the game.
Hyper-Casual
SOCIAL/COMMUNITY AC TIVITIES THAT RPG PLAYERS
HAVE DONE IN THE PAST THREE MONTHS
30% 28% 27%

US Checked out other
players’ scores/
Viewed/liked/
commented on
Watched a live
stream of a RPG
achievements posts from people mobile game
online you don’t know
outside the game
29% 28% 26%

UK Chatted online
with people about
Checked out other
players’ scores/
Viewed/liked/
commented on
RPG games achievements posts from a game/
online company
SOUTH 32% 31% 30%

Viewed/liked/ Chatted online
KOREA
Checked out other
commented on players’ scores/ with people about
posts from a game/ achievements online RPG games
company
Communityexecutive
Hyper-casual in RPG games
summary Page 33
Turn-Based RPG
32% 25% 21%

JAPAN Viewed/liked/
commented on
Viewed/liked/ Watched a live
stream of a RPG
commented on
posts from a game/ posts from people mobile game
company you don’t know
Contents
outside the game
Puzzle RPG
19% 15% 13%
Strategy
Viewed/liked/ Watched a live Checked out other
commented on stream of a RPG players’ scores/
posts from a game/ mobile game achievements
company online
RPG
Action RPG/MMORPG
28% 24% 24%

Viewed/liked/ Watched a live Checked out other
Puzzle
commented on stream of a RPG players’ scores/
posts from a game/ mobile game achievements
company online
Hyper-Casual
Perhaps unsurprisingly, RPG players also gravitate toward While RPG players tend to form communities organically,
features that enable social interaction during gameplay. developers have the power to enhance communities by
More than 4 in 10 RPG players in the UK and US and providing the right content. And RPG players are keen to
51% of players in South Korea say they enjoy playing hear from game developers with more than 8 in 10 players
multiplayer online modes. Additionally, 43% of UK RPG in Japan and the US saying they’d be open to some type
players and over one-third of US players say they enjoy of messaging from brands. Across markets, tips and tricks
chatting with others during gameplay. as well as information on upcoming in-app events are of
particular interest to RPG players. Action RPG/MMORPG
While the ability to play with others is important to RPG and Turn-Based RPG players show higher interest in
players, it’s important to note that the majority of them behind-the-scenes content, and about one-third of RPG
are willing to try new games that their peer networks players in South Korea and the UK would like to be able to
aren’t playing. In fact, 69% of US RPG players and 61% of provide feedback on game designs.
South Korean RPG players say they often play games that
their friends aren’t playing.
INFORMATION RPG PLAYERS WANT TO RECEIVE FROM

MOBILE GAMES/DEVELOPERS
US 47% 43% 40% 40% 38%
Tips, tricks and Upcoming Upcoming Upcoming sales Questions and

strategies in-game events updates or game or promotions answers
content releases
Community in RPG games Page 34

UK 51% 43% 40% 32% 30%
Tips, tricks and Upcoming Upcoming Questions and Being able to
Contents
strategies in-game events updates or game answers influence or provide
content releases feedback on a
game’s design
Strategy
SOUTH
KOREA 56% 44% 42% 38% 32%
Tips, tricks and Upcoming Upcoming Questions and Being able to

strategies in-game events updates or game answers influence or provide
content releases feedback on a
game’s design
RPG
Puzzle
JAPAN
Hyper-Casual
Turn-Based
RPG 27%
54% 51% 39% 29%
Upcoming Upcoming in-game Tips, tricks and Behind-the- Questions &

updates or game events strategies scenes stories/ answers
content releases diaries
Puzzle RPG 20%

47% 35% 34% 20%
Tips, tricks and Upcoming Upcoming Customer Upcoming sales or

strategies in-game events updates or game service/product promotions
content releases support
Action RPG/
MMORPG 26%
52% 46% 45% 26%
Tips, tricks and Upcoming Upcoming Behind-the- Customer service/

strategies updates or game in-game events scenes stories/ product support
content releases diaries
Community in RPG games Page 35

Feature insights:
Similar to Strategy, RPG players also value social engagement and
communal activities to a very high degree. Therefore planning a
comprehensive social feature framework is crucial for long-term
Community success in this competitive genre.
Contents
BASIC FEATURES
The most commonly utilized social features in RPG games across regions are ladder-based PvP systems with AI-filtered
matchmaking (as opposed to fighting anyone you want), guild mechanics and the possibility to aid fellow players directly in
various ways. Also, social engagement is widely encouraged by giving players special rewards or benefits for joining guilds or
participating in PvP-gaming (e.g. guild perks and boosts).
Strategy
SOUTH
US UK JAPAN
KOREA
RPG
100
84% 86%
83%
80 75% 73% 75%
69%
61%
60
Puzzle
40
20
Hyper-Casual
Ladder/season Filtered PvP
system in PvP matchmaking
100 94% 91% 95% 94% 91%

88% 85% 87%
80
60
40
20
Special benefits from Highscore lists/

communal activities or PvP leaderboards
100
91%
84% 87% 86% 82%
83% 79% 82% 80%
80 76% 76%
72%
60
40
20
Chat/messaging Send/ask help Guild mechanics

KEY FEATURES
Market data indicates that key differentiating features in the RPG genre include co-op PvE modes to boost
the sense of togetherness, multiple PvP modes for added diversity in competitive playing, and special social
currencies to build a “side economy” and give additional tangible reasons for players to participate in the social
aspects of the game.
Contents
According to data, the following three key features are especially good success drivers, as they are utilized much
more by the best performing RPG titles compared to the rest.
Strategy
62% 45% 71%
RPG
83% 68% 94%
CO-OP 3 OR MORE S PEC IA L
Puzzle
PVE MO DES P V P M O D ES S O C IA L C U R R EN CY
games in US, UK, Japan and South Korea, Q1 2020 *Top grossing fifth of all RPG games in US, KR, JP, UK
Hyper-Casual
CO-OP PVE MODES
Fighting monsters with other players is something that many RPG

players love to do as it brings strategic depth and social dimension to
the game.
Both asynchronous and synchronous co-ops are commonly used

among top RPG titles. When looking at the various RPG sub-genres,
MMORPGs usually favor synchronous live co-op while other RPGs tend
RAID: SHADOW LEGENDS - to go with asynchronous modes.
CLAN BOSS (ASYNCHRONOUS PVE)
3 OR MORE PVP MODES
Player vs player action is one main element of RPG games across all
regions. To keep players engaged and entertained, the top RPGs often
have several different PvP modes for added variety
The usual combination is to have one “main” PvP arena and one or more
co-op PvP-modes (e.g. guild wars) combined with special event PvP-
instances.
SUMMONERS WAR
SPECIAL SOCIAL CURRENCY
To reinforce the importance of social playing, the vast majority of top

RPGs have introduced social currencies that are acquired through
taking part in various social activities within the game.
One common sink for social currency are loot boxes which reward
players with special collectibles (characters, items, decorations etc.)
RPGs with PvP mechanics often use two types of social currencies:
AFK ARENA - COMPANION POINTS
i) PvP currency and ii) guild/friend currency.

Contents
In-app purchases in RPG games
Strategy
In Japan and South Korea, RPG is the top genre in which players make in-app purchases. Compared to other
markets, players in these countries are also more likely to make a purchase monthly with 10.9% in South Korea
and 9.3% in Japan having done so (compared to 5.4% of RPG players in the UK).1

RPG
5.4% 9.3%
JAPAN
UK
Puzzle
6.5% 10.9%
US SOUTH KOREA
Hyper-Casual
When it comes to in-app purchases, over half of RPG It’s also interesting to note that over half of RPG
players prefer making purchases directly as opposed players across all markets agree with pay-to-win
to ones having a random element. This is particularly options. Action RPG/MMORPG players in Japan are
emphasized for Turn-Based RPG and Action RPG/ the most in favor of this type of purchase with 59%
MMORPG players in Japan with 77% and 70% saying they support it.2
respectively saying they prefer this type of purchase
(compared to 55% of US RPG players).2
I prefer to make in-game purchases In-game purchases can include items that
directly help you win
I prefer in-game purchases with a random In-game purchases should be limited to

element (e.g. loot boxes) items that don’t help you win
JAPAN JA PA N
US UK SK TU R N -
BA S ED PU ZZ L E
AC TIO N R PG/ US UK SK T URN -
BASED PUZZ LE
AC T ION R PG /
M M O R PG M M OR PG
41% 23% 41% 30% 49% 48% 42% 41%

45% 43% 42% 47%
R PG MO BI LE GA ME R S
R PG MO BI LE GA ME R S
55% 57% 59% 77% 59% 70% 58% 53% 51% 52% 58% 59%

Monetization
Hyper-casual /executive
Hyper-casualIAPexecutive
in RPG
summary
games
summary Page 38
Incorporating ads
into RPG games
Contents
Too much reliance on in-app purchases can risk The number of mobile games with an ad SDK is on
turning RPG players away. More than one third of the rise according to App Annie, with 89% of the top
RPG players in South Korea and, 1 in 5 US players have downloaded games of 2019 having an ad SDK. Of
abandoned an RPG mobile game because it was too the games with an ad SDK installed, Casual games
aggressive with pushing in-app purchases. accounted for the majority of downloads while core
genres represented 76% of time spent in games
Strategy
To balance this, developers can implement a mixed globally — led by Strategy (29%) and RPG (23%).
monetization strategy, incorporating in-app ads. RPG
players are open to this with around 9 in 10 players in The report also cited a case study with Mechanist
Japan and 70% of players in the US saying they are Games who tested rewarded video when struggling
okay with seeing in-app ads.1 to monetize solely through in-app purchases.
Results showed that ad revenue increased in parallel
with an increase in in-app purchases since rewarded
RPG
video perks allowed players to try items they could
% OF R PG MOB I LE GAME RS W HO ARE OP E N
TO IN -APP ADS later buy.2
For more information on incorporating ads into

games, read the full App Annie report on Facebook
Puzzle
Audience Network.
S H A R E O F G LO BA L TIM E S PEN T A M O N G GA M E S
80%
WITH A DVER TIS IN G PL ATFO R M S D K BY G EN R E 2
70%
Hyper-Casual
69%
Casual - Other
6%
JAPAN Puzzle
6%
94% Strategy
SOUTH KOREA
91%
87% 29%
24%
US
UK
Arcade
12%
Casual
AC TION RPG /M M O RPG
T URN- BASED
PU ZZ LE
Core
Core - Other 76%

23%
RPG
23%
It’s important to take into account player preferences

for viewing in-app ads in order for it to provide value
to the experience. Generally, RPG players prefer
longer, less frequent ad breaks compared to shorter,
more frequent ones. Over the course of 10 minutes of
gameplay, 51% of Turn-Based RPG and Action RPG/
Source: 1) “Mobile Gaming Genre Study” by Interpret (Facebook IQ- MMORPG players in Japan would like to see one 30
second ad as opposed to shorter ad units with more
frequent breaks. Incentivizing players to watch in-app
2) “Ad Monetization in Mobile Games: The Untapped Potential”, by App Annie
(commissioned by Facebook Audience Network), March 2020 – a study of
ads can also be beneficial; 54% of South Korean RPG
the global top 1,000 game apps, averaged across iOS and Google Play from players say they prefer watching in-app ads when they
Jan-Dec 2019
receive a reward 1.
Monetization / Incorporating
Hyper-casual ads
executive summary Page 39
Feature insights: RPG games’ in-app purchase (IAP) monetization is usually
concentrated on character collection/development as those aspects
Monetization (IAP) play a pivotal role in players’ success and progression in RPG games.
Moreover, randomized loot boxes are still heavily used in all regions.
Contents
BASIC FEATURES
Monetization of the meta layer stands out clearly when looking at basic monetization features utilized by RPGs across regions.
In other words, being able to spend money on characters (often through shard mechanism) and gearing them up with equipment
items is something players are used to in all RPGs. Core gameplay monetization, on the other hand, focuses mostly on revives
when killed and skipping waiting times relating to energy mechanics.
Strategy
SOUTH
US UK JAPAN
KOREA
RPG
100 93%
85% 85% 89% 90%
85% 84% 84%
80
60
Puzzle
40
20
Hyper-Casual
Equipment items Skipping waiting
to purchase times with money
93% 96% 94% 96%

100 92%
85% 86% 87%
80
60
40
20
Limited time IAP- Character ingredient

bundle offers items to purchase
98% 97%
100 94% 93%
88% 89% 90%
87%
80
58% 61%
60 57%
51%
40
20
Shop with gachas Consumable boosts Continue/revive

/loot boxes to purchase to purchase
Feature insights: Monetization Page 40

KEY FEATURES
Nowadays most RPGs are using randomized loot boxes as the backbone of their in-app purchase monetization
strategy. However, data indicates that having a wider variety of different loot boxes and a large roster of
characters to collect set the top grossing RPGs apart from the others. Also, incentivizing the purchases of
several loot boxes rolls at a time is an effective way of driving user spending.
Contents
Here’s three key features that top RPGs utilize to stand out and drive their in-app purchase revenue:
Strategy
42% 51% 69%
RPG
70% 77% 92%
5 OR MO R E DI FFE RE NT BUL K D IS C O U N T 5 1 O R M O R E C H A R AC TER S
Puzzle
LOOT B OXES LO OT B OXES TO PU RC H A S E

grossing 10,000 games in US, UK, Japan and South Korea, Q1 2020 *Top grossing fifth of all RPG games in US, KR, JP, UK
Hyper-Casual
5 OR MORE DIFFERENT LOOT BOXES
As stated earlier, loot box mechanics are very heavily used by RPGs
and it could be argued that they’ve become de facto cornerstone of the
genre’s in-app purchase structure.
Top RPGs, however, are much more likely to have a wider selection
of different loot boxes for players to purchase. Limited-time special
loot boxes and event loot boxes are also used to increase spending on
regular intervals.
BULK DISCOUNT LOOT BOXES
Games are constantly searching for ways to lower players’ purchase

thresholds. One method used by top grossing RPGs is so-called bulk
discount loot box.
Bulk discount loot box incentivize players to buy more than one loot box
pull at a time by giving them discounts or extra pulls. This added value is
always clearly highlighted to players for maximum effect.
SEVEN DEADLY SINS
51 OR MORE DIFFERENT C HARAC TERS

TO PURCHASE
Having enough different characters to collect (and purchase) is

something that significantly boosts RPGs’ monetization potential.
This holds true especially with team-based RPGs where you control
several characters at a time, but single-character focused RPGs
(MMORPGs and Action RPGs) can implement wider character rosters
SUMMONERS WAR through companion and pet mechanics.
Key features: Monetization (IAP) Page 41

Ad
Contents
ad strategy
Strategy
Three-fourths of RPG players in the US and 67% of players in South Korea are willing to take the time to learn how to
play a new game if an advertisement makes it look appealing enough.
To capture attention, it’s important for marketers to include the most relevant messaging and tone. Effective ads that
attract RPG players are ones that showcase the main gameplay and the characters/storyline. Characters are especially
RPG
important in Japan, and they are also more likely to be interested in seeing the games’ art style in advertisements. In
fact, 70% of Turn-Based RPG players and 53% of Action RPG/MMO RPG players in Japan prefer mobile games with
stylized art (compared to 41% of RPG players in the US).
RPG players want ads for new mobile games that communicate challenging and adrenaline-pumping tones.
Interestingly, Japanese RPG players (particularly Puzzle RPG players) are more likely to prefer humorous ads compared
Puzzle
to players in the US, UK and South Korea.
Hyper-Casual
RPG players new mobile games
36% 40% 42% US 45% 41% 34%
Showcase the Showcase the Showcase the Challenging Adrenaline-pumping Relaxing/tranquil

progression of characters/story main gameplay
your characters/
universe
35% 36% 45% UK 42% 41% 37%
Showcase the Showcase the Showcase the Challenging Humorous/funny Adrenaline-

characters/story progression of main gameplay pumping
the characters/
universe
37% 38% 50%

SOUTH 42% 42% 31%
Showcase the Showcase the Showcase the

KOREA
Challenging Adrenaline-pumping Proud/inspiring
control mechanics progression of main gameplay
your characters/
universe
Hyper-casual
Creating executive
an effective summary
ad strategy Page 42
JAPAN
Contents
Turn-Based RPG
36% 62% 78% 48% 44% 33%
Humorous/funny Adrenaline-pumping Relaxing/tranquil

Showcase the Showcase the
Showcase the
game’s art styles main gameplay
characters/story
Strategy
Puzzle RPG
28% 59% 61% 57% 42% 35%
RPG
Showcase the Showcase the Showcase the Humorous/funny Adrenaline-pumping Relaxing/tranquil
game’s art styles main gameplay characters/story
Puzzle
Action RPG/
MMORPG
35% 60% 67% 50% 47% 32%
Hyper-Casual
Showcase the Showcase the Showcase the Adrenaline- Humorous/funny Relaxing/tranquil
game’s art styles main gameplay characters/story pumping
KNIGHTS CHRONICLE
EXAMPLE: NETMARBLE
KNIGHTS CHRONICLE
This ad for Netmarble’s Knights Chronicle

combines the main character and game’s art
style together in quick but impactful motion ad,
creating a strong call to action.
Bringing back Implementing an effective ad strategy can not only attract new RPG players, but
also bring back lapsed players. Over 90% of RPG players in the US and about 8 in 10
lapsed players
RPG players in Japan say they would be open to going back to playing a RPG game
that they haven’t played in the last 30 days.
Communicating new content or updates is the best way to re-engage these players,
with 47% of US RPG players saying that this would help motivate them to go back
to a game. Interestingly, positive press can also help re-engage RPG players in
Japan with about 1 in 5 saying they’d considering re-trying a game they haven’t
played recently if they’d see news articles or posts about the game.
Ad preferences Page 43
WHAT COULD INFLUENCE RPG PLAYERS TO RETURN OR RE-DOWNLOAD
US UK SOUTH KOREA
Contents
47% 37% 46%
Hearing about new content Hearing about new content Hearing about new content
or available updates or available updates or available updates
Strategy
32% 34% 42%
Hearing about a reward for Hearing about a reward for Hearing about a reward
coming back coming back for coming back
31% 26% 25%
RPG
Someone online inviting Someone bringing up the Someone online inviting
them to play the game game during an in-person them to play the game
with them conversation with them
Puzzle
Hyper-Casual
JAPAN
Turn-Based Action RPG/

RPG Puzzle RPG MMORPG
46% 34% 40%

Hearing about new content Hearing about new content Hearing about new content
or available updates or available updates or available updates
20% 20% 22%

Seeing news articles or blog Someone bringing up Seeing news articles or blog
posts about the game the game during an posts about the game
in-person conversation
19% 18% 21%

Someone bringing up Seeing news articles or blog Someone bringing up
the game during an posts about the game the game during an
in-person conversation in-person conversation
03
Contents
Puzzle
Strategy
RPG
Puzzle
Hyper-Casual
Puzzle executive summary
INSIGHT TAKEAWAY
Puzzle players primarily enjoy mobile games To prevent boredom, Puzzle developers can
1
for functional reasons like passing time and consider features like recurring live events,
G ENR E F ULF I LL ME NT relieving stress. However, they also find special live event currency and having 6+
gaming appealing to learn and immerse level goal types.
themselves into different worlds.
People report playing Puzzle games to enjoy With more community mechanics beginning
2
time to themsevles and are less interested to appear in Puzzle games, explore features
C O MMUNI TY in social engagement. However they show like co-op tasks, competitive ladder systems
interest in community-oriented activities and guild mechanics.
both during and outside of gameplay.
Puzzle players are less likely to make in in-app Ensure advertising is built into the game
3
purchase than core genre players, preferring infrastructure at the beginning. To encourage
MO NETI ZAT I ON free-to-play models enabled through in-app in-app purchases, consider features like piggy
ads. While the majority of players embrace ads, bank systems, limited-time in-app purchase
they appreciate incentives for watching them. bundles and having 6+ boosts to purchase.
4
Humorous ads that allow players to interact Consider formats like playable ads to allow
A D PR EF ER ENC E S with the game controls directly in the ad Puzzle players to try out the game as soon as
often resonate with Puzzle players. they discover it.
Puzzle executive summary Page 45

State of
Puzzle games
Puzzle is the most popular genre in the US and UK with Matching Puzzle is the most common type of mobile
Contents
over 60% of mobile gamers playing this genre in these Puzzle game that people play across each of the four
regions. Mobile game players in the Asia Pacific region also markets. In the US and UK, nearly half of mobile gamers
gravitate toward this genre; just under half of players in play Matching Puzzle and about one-third of players in
South Korea play Puzzle games, and it is the second most South Korea and Japan enjoy this sub-genre. For more
common genre in Japan behind RPG. insights on RPG Puzzle games, refer to the RPG section of
this report.
Strategy
PUZZLE MOBILE GAMING PLAYERSHIP1
RPG
Puzzle
SOUTH
KOREA
45%
UK
63%
Hyper-Casual
JAPAN
US 38%
63%
SH A RE O F D OW N LOAD S S HAR E OF REV ENU E

81% 19% US 27% 73%
81% 19% UK 24% 76%
87% 13% JAPAN 7% 93%
SOUTH
93% 7% KOREA 6% 94%
2) Share of revenue and downloads by market in Q1 2020, by GameRefinery, April 2020
State of Puzzle games Page 46

Who are Puzzle players are more likely to be female and over the age of 35. They see
gaming as one of the many things they do rather than it being core to their
Puzzle players? identity. Since they typically enjoy mobile games in between doing other
things, they prefer games that can be played in short increments rather than
in longer, more involved sessions. They’re also more likely to play on their own
rather than with others.
Contents
US UK
G EN D ER
Strategy
Nearly three-quarters of Matching 74% of Matching Puzzle & Word/
Puzzle & Word/Brain/Board and 64% of Brain/Board and 54% of Physics
Physics Puzzle players are female Puzzle players are female
RPG
AG E R A N G E
Puzzle
More than 6 in 10 Matching Puzzle &
Word/Brain/Board and 54% of Physics About 6 in 10 are 35 or older
Puzzle players are 35 or older
Hyper-Casual
3.2 3
P L AY S ES S IO N PR EF ER EN C ES
Over two-thirds say they prefer Over 7 in 10 say they prefer

games that are designed to be games that are designed to be
played in short sessions played in short sessions
Their top reasons for playing Their top reasons for playing
mobile games are to relieve mobile games are to relieve
stress and spend time stress and spend time
SOC I AL I NTER AC TIO N PR EF ER EN C ES
Around 80% say mobile gaming Around 80% say mobile gaming
is a way to enjoy time with is a way to enjoy time with
themselves themselves
Who are Puzzle players? Page 47

Who are
Puzzle players?
JAPAN SOUTH KOREA
Contents
G EN D ER
66% are female 73% are female
Strategy
AG E R A N G E
RPG
71% are 35 or older 64% are 35 or older
Puzzle
2.4 2.4
Hyper-Casual
P L AY S ES S IO N PR EF ER EN C ES
71% say they prefer games that 74% say they prefer games that
are designed to be played in are designed to be played in
short sessions short sessions
Their top reasons for playing Their top reasons for playing
mobile games are to relieve mobile games are to relieve
stress and spend time stress and spend time
77% say gaming is just one 1.3x more likely to prefer

of the things they do rather games with stylized art designs
than being a key part of their compared to total South Korean
identities mobile players.
SOC I AL I NTER AC TIO N PR EF ER EN C ES
86% say mobile gaming is a 85% say mobile gaming is a way

valuable way to enjoy time to to enjoy time with themselves
themselves
Who are Puzzle players? Page 48

Genre
Contents
Why people play
In general, Puzzle players predominantly enjoy In the US and UK, Puzzle players enjoy being dazzled
Strategy
playing mobile games to relieve stress, pass time by something unique as well as learning something
and feel accomplished for completing something that can benefit them outside of gaming. These are
challenging. Puzzle players feel that this genre often particularly important to Physics Puzzle players.
delivers on those needs, especially in passing time While many cite these as very appealing reasons
between daily activities and feeling accomplished. for mobile gaming, less say that the current Puzzle
games they play deliver these benefits very well.
However, Puzzle players are motivated to play mobile
RPG
games for several other reasons that this genre is
currently not addressing well.
Very important reasons Puzzle
Puzzle
How well Puzzle games provide this
US
71%
Hyper-Casual
Relieving stress
62%
Passing time 65%
67% Matching Puzzle
something challeging 45% While 32% of Matching Puzzle players in
Being dazzled by something unique 33% the US play games to learn something,
25%
Learning something that
only 17% feel current Puzzle mobile
32%
can benefit me outside of gaming 17% games deliver on this.
Immersing myself in another character/world 31%
22%
US
61%
Passing time 63% Physics Puzzle
57%
Feeling accomplished for completing 46% While 44% of Physics Puzzle players
in the US play games to be dazzled by
32% something unique, only 32% feel current
43% Puzzle mobile games deliver on this.
Immersing myself in another character/world
32%
Learning something that 37%
can benefit me outside of gaming 24%
US
60%
60%
Passing time
64% Word/Brain/Board
something challeging 50% While 30% of Word/Brain/Board players
Learning something that 36% in the US play games to be dazzled by
can benefit me outside of gaming 30% something unique, only 18% feel current
Defeating others in competition 34% Puzzle mobile games deliver on this.
32%
18%

Hyper-casualWhy
executive
peoplesummary
play Page 49
Very important reasons Puzzle
How well Puzzle games provide this
Relieving stress 62% UK

52%
Contents
Passing time 57%
65%
Matching Puzzle
27%
While 27% of Matching Puzzle players in
13% the UK play games to learn something,
Learning something that 27% only 12% feel current Puzzle mobile
can benefit me outside of gaming 12% games deliver on this.
Defeating other people in competition 26%
Strategy
18%

47%
Passing time 58%
61% Physics Puzzle
RPG
something challeging 39% While 38% of Physics Puzzle players
Immersing myself in another character/world 38% in the UK play games to immerse
23%
Learning something that
themselves into another character or
32%
can benefit me outside of gaming 15% world, only 23% feel current Puzzle
Being dazzled by something unique 31% mobile games deliver on this.
21%
Puzzle
52%
Passing time 61%
59% Word/Brain/Board
Hyper-Casual
something challeging 51% While 31% of Word/Brain/Board players
Immersing myself in another character/world 31% in the UK play games to immerse
9%
themselves into another character
or world, only 9% feel current Puzzle
27% mobile games deliver on this.
Defeating others in competition
32%
Relieving stress 48% JAPAN

35%
Passing time 45%
55%
Matching Puzzle
31% While 48% of Matching Puzzle players in
19% Japan play games to relieve stress, only
Being dazzled by something unique 17% 35% feel current Puzzle mobile games
8%
deliver on this.
Relieving stress
40%
57% SOUTH KOREA
Passing time 34%
44%
Feeling accomplished for completing 29% Matching Puzzle
Being dazzled by something unique 27% While 57% of Matching Puzzle players in
13% South Korea play games to relieve stress,
Defeating others in competition 21% only 40% feel current Puzzle mobile
20%
Connecting me to something I am
games deliver on this.
16%
passionate about outside of gaming 8%

Hyper-casualWhy
executive
peoplesummary
play Page 50
Why people stray
As with other genres, lack of fulfillment can lead Puzzle players generally stick to playing other
to churn. Most Puzzle players cite boredom, Puzzle games, but they also migrate toward the
Contents
repetitiveness and lack of progress as the main Hyper-Casual genre as well. Interestingly, they are
reasons why they’ve abandon Puzzle games. Ad starting to tap into more midcore titles as well,
breaks that are too frequent or long can also detract having recently downloaded Action games in the
from the game experience. Over 1 in 4 Japanese US, Japan and South Korea.
Matching Puzzle players also say difficulty has made
them leave a game in this genre.
Strategy
Top reasons why Puzzle players stop Top genres installed by
playing Puzzle games1 Puzzle mobile gamers2*
Matching Puzzle
RPG
ɖ Puzzle
ɖ Hyper-Casual
US 47% 32% 24%

ɖ Action
Puzzle
I get bored with I’m not making Ads that are too
the game any progress or frequent
Hyper-Casual
Physics Puzzle
43% 32% 25%

I get bored with Ads that are too The game is too
the game frequent repetitive
Word/Brain/Board
47% 33% 26%

I get bored with Ads that are too Ads that are
the game frequent too long
Matching Puzzle
SOUTH ɖ
ɖ
Hyper-Casual
Puzzle
KOREA
ɖ Action
42% 33% 22%
I get bored with The game is too I’m not making
the game repetitive any progress or
Why
Top reasons why Puzzle players stop Top genres that Puzzle
playing Puzzle games1 mobile gamers also play2*
Matching Puzzle
Contents
ɖ Puzzle
UK ɖ
ɖ
Hyper-Casual
Simulation
48% 25% 24%
I get bored with I’m not making Ads that are too
Strategy
the game any progress, or frequent
RPG
Physics Puzzle
Puzzle
40% 28% 28%
I get bored with The game is too Ads that are
the game repetitive too long
Hyper-Casual
Word/Brain/Board
40% 40% 30%

I get bored with Ads that are too Ads that are
the game frequent too long
Matching Puzzle
ɖ Puzzle
JAPAN
ɖ Hyper-Casual
ɖ Action
57% 27% 25%
I get bored with Game is too I’m not making
the game difficult any progress or
Why
Feature insights: Puzzle games are often straightforward and once the core
mechanics are understood, playing might get repetitive if there is
Genre fulfillment not enough regular variety. Fortunately there are several features
developers can use to prevent boredom.
Contents
BASIC FEATURES
(COMMON ACROSS ALL PUZZLE GAMES) Feature definitions in appendix
There are several basic features most Puzzle games use to keep players engaged throughout hours of gameplay. Automated
tutorials and visible unlockable content help beginner players understand the game and illustrate that as they continue playing, the
game will change and new mechanics will be introduced. Daily login gifts and consumable boosters help maintain retention, whilst
live events are a great way of introducing new worlds, playing modes and other content to support the basic gameplay experience.
Strategy
SOUTH
US UK JAPAN
KOREA
RPG
100 93% 92%
86% 89%
80 73%
71% 67% 65%
60
Puzzle
40
20
Hyper-Casual
Automated tutorial 6+ different block pieces
(match3 games)
100
79% 82%
80 78% 78%
71% 68% 70%
66%
60
40
20
Visible unlockable Non-recurring live

content events
100
89% 87%
82% 85%
80 73% 75%
69% 72% 70% 71% 70%
68%
60
40
20
Daily login gift Consumable boost items New mechanics introduced

progressively

KEY FEATURES
( TOP PUZZLE GAMES WIN WITH THESE)
Almost all top Puzzle games use a wide variety of different recurring events to make sure there’s something
exciting going on all the time. The amount of these events has grown steadily and nowadays it’s common to
see two or even three events running at the same time when you log in. Special event currency is also gaining
ground, as almost half of all top Puzzle games use it together with live event related decorative item shops.
Contents
Another interesting differentiator between the top grossing Puzzle games and others is the amount of level
goal types they use; the best performers have more variety in levels which helps to keep things fresh.
much more by the best performing Puzzle titles compared to the rest.
Strategy
60% 21% 28%
RPG
91% 44% 64%
Puzzle
R ECUR R I NG LIV E SP EC IA L L IVE 6 O R M O R E L EVEL G OA L
EVENTS E V E N T C U R R EN CY TY PES (M ATC H 3 )

10,000 games in US, UK, Japan and South Korea, Q1 2020 *Top grossing fifth of all Puzzle games in US, KR, JP, UK
Hyper-Casual
RECURRING LIVE EVENTS
Recurring live events are limited-time instances that come back regularly
(e.g. every other weekend). They are, in other words, a permanent part of
the game even if one instance only lasts for a short time.
The most common recurring live events in Puzzle games are competitive
tournaments, streak events or collaborational tasks with random players
or friends.
FISHDOM - LUCKY HORSESHOE
SPECIAL LIVE EVENT CURRENCY
A growing number of top Puzzle games have started using special event
currency acquirable through participating in various event activities (e.g.
completing event levels).
In Puzzle games, event currency is usually needed to acquire

various event-related “vanity items”, such as portrait frames,
decorative buildings or other things that reflect player progress and
HOMESCAPES - EASTER EGGS
accomplishments in the game.
6 OR MORE LEVEL GOAL TYPES (MATCH3)
Having enough different level archetypes for players to experience,

master and enjoy is a great way to increase your game’s lifespan.
By frequently introducing whole new level type designs and level goals
decreases the sense of repetitiveness and helps to keep both mid and
long-term retentions at healthy levels. Moreover, early retention is also
boosted if enough new level goal types are introduced early on.
WILDSCAPES

Contents
Community in
Puzzle games
Strategy
Puzzle players enjoy playing solo and social Puzzle players are also less likely to participate in
engagement is less important to them, compared to online gaming communities compared to players
players of other genres like RPG and Strategy. In fact, in midcore genres; less than a quarter of Matching
86% of Japanese Puzzle players say mobile gaming Puzzle players in the US, UK and South Korea engage
is a valuable way to enjoy time to themselves. with an online gaming group weekly. It’s worth noting
However, there’s appetite for more social activity though that Physics Puzzle players in the US and UK
RPG
with over 6 in 10 players in the US expressing interest are more likely to participate in these communities
in participating in community-oriented activities than Matching Puzzle and Word/Brain/Board players.
related to the genre in the future. Those activities
include communicating with gaming companies For those who do participate in online gaming
and other players online about Puzzle games as communities, there are some interesting nuances
Puzzle
well as checking out other players’ high scores on a by geography. In the US, Puzzle players typically
leaderboard. Interestingly, more than 1 in 4 Physics leverage online groups to keep up to date on game
Puzzle players in the US are also keen to watch live updates whereas UK Puzzle players use them to find
streams of the sub-genre being played online. ways to improve at games.
Hyper-Casual
SOCIAL/COMMUNITY AC TIVITIES THAT PUZZLE PLAYERS
WOULD BE OPEN TO DOING IN THE FUTURE
Matching Puzzle
32% 28% 25%

US Checking out other
players’ high scores
Chatting in-person
with people about
Viewing/liking/
commenting on
online Matching Puzzle posts from gaming
games companies
Physics Puzzle
34% 27% 26%

Checking out other Chatting in-person Watching live
players’ high scores with people about streams of Physics
online Physics Puzzle Puzzle games
games
Word/Brain/Board
34% 33% 27%

Checking out other Chatting in-person Chatting online
players’ high scores with people about with people about
online word/brain/board word/brain/board
games games
Matching Puzzle
SOUTH 32% 26% 25%

Checking out other Viewing/liking/
KOREA
Chatting in-person
players’ high scores with people about commenting on
online Matching Puzzle posts from gaming
games companies
Community in
Hyper-casual Puzzle games
Matching Puzzle
30% 29% 21%

UK Chatting in-person
with people about
Matching Puzzle
Checking out other
players’ high scores
Viewing/liking/
commenting on
posts from gaming
online
games companies
Contents
Physics Puzzle
32% 30% 28%

Chatting in-person Checking out other Viewing/liking/
with people about players’ high scores commenting on
Physics Puzzle online posts from gaming
Strategy
games companies
Word/Brain/Board
35% 32% 21%

Chatting in-person Checking out other Viewing/liking/
RPG
with people about players’ high scores commenting on
word/brain/board online posts from gaming
games companies
Puzzle
JAPAN 19% 12% 11%
Checking out other Viewing/liking/ Viewing/liking/
players’ high scores commenting on commenting on
online posts from gaming posts from people
companies you don’t know
Hyper-Casual
Puzzle developers have the power to build and enhance Across markets, tips and tricks as well as information
communities by providing the right content. And Puzzle on upcoming in-game events are particularly of interest
players are keen to hear from game developers with about for Puzzle players. Puzzle players are also interested in
8 in 10 players in the US and UK saying they’d be open support from developers with Q&As as well as customer
to some type of messaging from brands in this genre. service being types of information they’d like to have.
INFORMATION PUZZLE PLAYERS WANT TO RECEIVE

FROM MOBILE GAMES/DEVELOPERS
JAPAN
44% 30% 28% 15% 13%
Matching Tips, tricks and Upcoming Upcoming Customer Questions &

Puzzle strategies in-game events updates or game service/product answers
SOUTH
KOREA 29%
46% 43% 37% 30%
Matching Tips, tricks and Upcoming Upcoming Being able to Questions and
Puzzle strategies in-game events updates or game influence or provide answers
content releases feedback on games
Community in Puzzle games Page 56

US
Matching
Puzzle 59% 37% 36% 27% 24%
Contents
Tips, tricks and Questions Upcoming Upcoming Customer service/
strategies & answers updates or game in-game events product support
content releases
Physics
Strategy
Puzzle 58% 41% 37% 28% 27%
Tips, tricks and Questions Upcoming Being able to Upcoming sales or

strategies & answers updates or game influence or provide promotions
content releases feedback on games
RPG
Word/Brain/
Board 26%
62% 37% 33% 27%
Tips, tricks and Questions Upcoming Customer Upcoming
Puzzle
strategies & answers updates or game service/product in-game events
Hyper-Casual
UK
Matching
Puzzle 58% 35% 32% 30% 24%

content releases
Physics
Puzzle 56% 34% 33% 25% 23%
Tips, tricks and Upcoming Questions Upcoming Customer service/

strategies updates or game & answers in-game events product support
content releases
Word/Brain/
Board 60% 41% 33% 30% 27%

content releases
Community in Puzzle games Page 57

Feature insights:
Community
Contents
Among Puzzle games, social features haven’t been as integral part of the gaming experience as in RPG and Strategy games.
However, there’s a clear shift taking place in this regard, as a growing number community mechanics have started appearing
in top performing Puzzle games.
Strategy
BASIC FEATURES
In general, Puzzle games are using community features rather lightly and
keep them on a relatively high level. Linking your account with Facebook
or other social media platforms to see friends’ progression, sending lives /
RPG
energy to other players and comparing scores against the best in highscore
lists are some of the basic features most Puzzle games use to increase
social interaction.
Puzzle
US UK JAPAN SOUTH
KOREA
Hyper-Casual
100 91%
88% 85% 87% 87%
83% 84%
79%
80
60
40
20
Social media login See other players’

progression
100
91%
82% 86% 82%
76% 80%
80 72% 76%
60
40
20
Send or ask lives/energy Highscore lists/

leaderboards

KEY FEATURES
When focusing on the differentiating community features, it’s clear that features that enable deeper social
interaction and increase sense of “togetherness” set the top grossing Puzzle games apart from the others. Guilds
are usually seen as something only Strategy or RPG games use, but Puzzle games can benefit from them as well,
especially when combined with co-op tasks and competitive ladder systems for added depth.
Contents
According to data, the following three key features are especially good success drivers, as they are utilized much
more by the best performing Puzzle titles compared to the rest.
Strategy
13% 36% 12%
RPG
39% 60% 37%
CO-OP C OMPETITIVE G U IL D
Puzzle
TASKS L AD D ER SYS TEM M EC H A N IC S
games in US, UK, Japan and South Korea, Q1 2020 *Top grossing fifth of all Puzzle games in US, KR, JP, UK
Hyper-Casual
GUILD MECHANICS
This popular midcore feature has recently started to appear in top Puzzle
games, which is unsurprising given the megatrend of social features isn’t
showing any sign of weakness.
Guild mechanics are powerful by themselves, but they also form an

excellent foundation for other communal features such as co-ops, live
events and competitive ladder systems.
WORDSCAPES - TEAMS
COMPETITIVE LADDER SYSTEM
Even though the majority of Puzzle games are not multiplayer games
and focus more on solo achievements, competitive ladder systems are
increasingly popular, especially among the top Puzzle games.
The key is to keep the ladders casual enough for all players to enjoy,
while still instilling some competitiveness to increase the thrill and
excitement of beating others.
GARDENSCAPES - LEAGUES
CO-OP TASKS
Co-operational tasks are a proven way to bring players together and

enhance the social aspects of any game. Even in casual games that
don’t usually boast deep communal mechanics, co-op playing can
help retention and engagement.
In Puzzle games co-op tasks are usually something to be completed

either with your friends or random acquaintances, but guild-related
HOMESCAPES - TEAM CHEST co-ops have also started to surface in growing numbers.

Contents
In-app purchases and in-app ads
Strategy
Across all four markets, about 6 to 7 percent of Puzzle players make in-app purchases (IAP).
When it comes to in-app purchases, Puzzle players are more likely to prefer making a purchase directly as
opposed to making purchases with a random element (e.g. loot boxes) with around 6 in 10 players in the US and
Japan expressing this. One noteworthy geographical difference for in-app purchases is on openness to pay-to-
win options. In the US, UK and Japan, most Puzzle players are okay with pay-to-win options. However, 52% of
South Korean Puzzle players say that in-app purchases should be limited to items that cannot help you win.
RPG
% OF PLAYER S W HO MAKE AN I N-AP P
PU RCHASE I N A MO NT H1
Puzzle
7.4%
5.7%
JAPAN
Hyper-Casual
UK
6.2% 6.3%
US SOUTH KOREA
IN-A PP AD LENGTH & F REQUE NCY P RE F E RE NCES

AM ONG PUZZLE PL AY E RS2
Over the SOUTH

course of US UK JAPAN
KOREA
10 minutes
playing a game WO R D/ WORD/
app, I would M ATC H IN G P H YS ICS M ATC HI NG PHYSI C S M ATC HI NG MATC HI NG
B R AIN / BRAI N/
prefer to see... P U ZZ LE P U ZZ LE PUZZL E PUZZL E PUZZL E PUZZL E
B OAR D BOARD
ON E 3 0
S ECOND A D
55% 4 3% 56 % 56% 54% 52 % 43% 49%
T WO 15
17% 16 % 17% 1 5% 1 6% 22% 1 4% 21%
S ECON D A DS
T HR EE 10
S ECOND A DS
14% 26 % 16% 1 5% 1 9% 1 6% 1 9% 1 8%
SIX 5 14% 16 % 1 1% 1 5% 12% 11% 2 3% 12%

S EC ON D A DS

Monetization
Hyper-casual/IAP
executive
Hyper-casual inexecutive
Puzzle
summary
games
summary Page 60
Since so few Puzzle players make in-app purchases, The number of mobile games with an ad SDK is on
in-app ads are a valuable way for developers to the rise according to App Annie, who reported that
monetize games within this genre. Puzzle players 89% of the top downloaded games of 2019 had an
understand the value exchange of ads with 8 in 10 ad SDK.
of US players and 96% of Japanese players saying
they are okay with seeing in-app ads.1 Looking at Puzzle games specifically, those with ad
Contents
SDKs averaged a 66% increase in total minutes one
month after install, with a 133% increase during the
three-month, post-install period. Meanwhile total
% OF PUZZLE MOB I L E P L AY E RS W HO ARE sessions climbed 81% and 109% in the respective
OP E N TO I N-APP AD S
time periods.2
Strategy
games, read the full App Annie report on Facebook
Audience Network.
96%
87%
PU ZZ L E GA M ES AVG . TOTA L H O U R S PO S T
RPG
F IR S T A DVER TIS IN G PL ATFO R M S D K
IN S TA L L ATIO N 2
SOUTH KOREA
JAPAN
US
#Months Post-SDK
83% 400K
Puzzle
82% 79%
M ATCHIN G
PUZZ LE
M ATCHIN G
PUZZ LE
300K
WO RD/BRAIN /BOARD
Hyper-Casual
M ATCHIN G PUZZ LE
PHYSICS PUZZ LE
200K
100K
UK
87% 87%
79%
0K
Install
+1 +2 +3
Month
Among all Games worldwide within Puzzle genre from Jan-Dec 2019
with >0.02% user penetration which had its first ad SDK installed
between Mar - Oct 2019 and App Annie detected ad monetization.
WORD/BRAI N/B OARD
MATCHI NG PU ZZLE
Install Month refers to month in which an ad SDK was first installed

PHYSI CS PU ZZLE
However, it’s important to take into account player

preferences for viewing in-app ads to provide value
to the experience.
Generally, Puzzle players prefer longer, less frequent

ad breaks compared to shorter, more frequent ones.
Over the course of 10 minutes of gameplay, more
than half of Puzzle players in the UK and 49% of
Japanese players said they would like to see one 30
second ad as opposed to shorter ad units with more
frequent breaks.
commissioned online survey of 13,412 mobile games ages 18+ across AU,
BR, CA, DE, FR, ID, IN, JP, KR, UK, US, Nov–Dec 2019) Incentivizing players to watch in-app ads can also
2) “Ad Monetization in Mobile Games: The Untapped Potential”, by App
be beneficial; 59% of South Korean Matching Puzzle
Annie (commissioned by Facebook Audience Network), March 2020 – a players say they prefer watching in-app ads when
study of the global top 1,000 game apps, averaged across iOS and Google
Play from Jan-Dec 2019
they receive a reward1.
Hyper-casual ads
Feature insights:
Contents
Puzzle game monetization has traditionally been straightforward and focused on core gameplay. Even though a growing
number of titles have implemented some meta elements, monetization is still heavily focused on the core game across the
entire Puzzle genre.
Strategy
BASIC FEATURES
As stated, Puzzle games mostly focus solely on core game with little or no
focus on meta game. As a result, core game-related monetization elements,
such as boosters to help in tough spots, additional moves to complete a
level or extra lives to continue playing are by far the most common ways to
RPG
increase in-app purchases (IAP) revenue among all Puzzle games.
Puzzle
US UK JAPAN SOUTH
KOREA
Hyper-Casual
100
89% 88%
85%
80%
80 74% 72% 68% 69%
60
40
20
Boosts to purchase IAP actions in tutorial
100
83% 82% 84% 86% 83% 82% 80% 81%
80
62% 62% 61% 59%
60
40
20
Premium currency Continue to be purchased Skipping waiting

times with money

KEY FEATURES
There isn’t a huge difference in monetization methods between the top grossing Puzzle game and the others, but
a couple of interesting points stand out. Firstly, the piggy bank system (i.e. each completed level adds currency
to the piggy bank and once it’s full, you can open it with a relatively small real money purchase) is significantly
more common among the top Puzzle games. Also, they utilize limited-time in-app purchase (IAP) bundles more
Contents
frequently and have broader variety of boosters to purchase.
Here are three key features that top Puzzle games utilize to stand out and drive in-app purchase (IAP) revenue:
Strategy
20% 72% 42%
RPG
45% 98% 69%
PI GGY BAN K L I M ITED -TIM E 6 O R M O R E B O O S TS
Puzzle
SYST EM I AP BU N D L ES TO PU RC H A S E

grossing 10,000 games in US, UK, Japan and South Korea, Q1 2020 *Top grossing fifth of all Puzzle games in US, KO, JP, UK
Hyper-Casual
PIGGY BANK SYSTEM
Piggy bank system is an interesting monetization approach that

combines progressive in-game task with real-money purchase. It’s
something Puzzle and Casino games have started to utilize for an
additionalrevenue boost.
In a nutshell, you increase the currency amount in the bank through in-
game activities (usually completing levels) and once the bank is full, you
can open it by making a one-time purchase. The kicker is that you get
FISHDOM - FISHY BANK much more currency than you’d get through normal in-app purchase.
LIMITED-TIME IAP BUNDLES
Bundling up several items and boosts together for a discount is

something all mobile games use to increase revenue. However, it’s
especially common in the Puzzle genre and top titles use it to an
extremely high degree.
Developers have always played with changing price points versus value
gained, but have recently started to innovate e.g. Progressional IAP
offers with exclusive decoratives given on top of the normal deal.
HOMESCAPES
6 OR MORE BOOSTS TO PURCHASE
As stated, one of the key monetization mechanics of Puzzle games has

traditionally been boosters that help players get through the hardest
levels and trickiest situations.
Practically all Puzzle games that use in-app purchases to monetize give
players the option to spend money on boosters but the top ones have
much broader assortment to choose from. Having different boosters
for different situations and challenges tends to increase collective
GARDENSCAPES
monetization effectiveness overall.

Ad
Contents
ad strategy
Strategy
Around two-thirds of Puzzle players in the US and UK say they are willing to take the time to learn how to play a
new game if an advertisement makes it look appealing enough.
To capture attention, it’s important for marketers to include the most relevant messaging and tone. Effective ads
that attract Puzzle players showcase the main gameplay and the characters/storyline. Highlighting characters
RPG
should be considered when advertising to Japanese Matching Puzzle players. There’s also an opportunity to use
playable ads to engage US and South Korean Puzzle players who want to try out the game mechanics as soon as
they discover a new game.
Puzzle players want ads for new mobile games that communicate humorous and challenging tones. Humor is
especially important for Matching Puzzle players in Japan along with endearing tone.
Puzzle
Hyper-Casual
Puzzle players new mobile games
US
Matching Puzzle
38% 40% 48% 49% 49% 45%
Showcase the Let me interact/ Showcase the Humorous Challenging Relaxing/tranquil
characters/story try out controls in main gameplay
the ad
Physics Puzzle
37% 38% 42% 53% 51% 34%
Show the control Showcase the Showcase the Humorous Challenging Relaxing/tranquil
mechanics characters/story main gameplay
Word/Brain/
Board
37% 39% 52% 52% 47% 47%
Showcase the Let me interact/ Showcase the Humorous Challenging Relaxing/tranquil
characters/story try out controls in main gameplay
the ad
37% 44% 56%

SOUTH 49% 38% 36%
KOREA
Let me interact/ Show the control Showcase the Humorous Endearing Exciting/adrenaline-
try out controls in mechanics main gameplay pumping
the ad
Hyper-casual
Creating executive
ad strategies Page 64
Most important ad details for
Puzzle players UK Emotional tone preferences for
new mobile games
Contents
Matching Puzzle
34% 42% 54% 51% 48% 41%
Show the high Showcase the Showcase the Humorous Challenging Relaxing/tranquil
Strategy
scores you can characters/story main gameplay
achieve
Physics Puzzle
35% 41% 52% 59% 48% 31%
RPG
Show the high Showcase the Showcase the Humorous Challenging Social/communal/
scores you can characters/story main gameplay friendly
achieve
Word/Brain/
Puzzle
Board
35% 42% 55% 55% 52% 42%
Let me interact/ Showcase the Showcase the Humorous Challenging Relaxing/tranquil
try out controls in characters/story main gameplay
Hyper-Casual
the ad
33% 65% 66% JAPAN 67% 46% 37%
Showcase the Relaxing/Tranquil Endearing

game’s art style Showcase the Showcase the Humorous
main gameplay characters/story
Bringing back Implementing an effective ad strategy can not only attract new Puzzle players, but
also bring back lapsed players. Over 8 in 10 Puzzle players in the US and about 68%
lapsed players
of players in Japan say they would be open to going back to a Puzzle game that they
haven’t played in the last 30 days.
In general, communicating new content or updates is the main driver to re-engaging

these types of players with more than 3 in 10 Matching Puzzle players in the US, UK,
Japan and South Korea saying this would influence them to go back to a game. Players’
social circles both online and in-person also have a significant impact on reigniting
interest. Just under one-third of US Physics Puzzle players say they would re-consider
a game if someone brought it up in a conversation, and a quarter of Word/Brain/Board
players in the UK would do the same if someone invited them to play online.
WHAT COULD INFLUENCE PUZZLE PLAYERS TO RETURN OR RE-DOWNLOAD
US US US
Contents
Matching Puzzle Physics Puzzle Word/Brain/Board SOUTH KOREA
31% 34% 29% 36%

Hearing about new content Hearing about new content Someone online inviting Hearing about new content
or available updates or available updates them to play the game with or available updates
Strategy
them
30% 31% 26% 35%

Hearing about a reward for Someone bringing up Hearing about new content
Hearing about a reward
coming back the game during an or available updates
for coming back
in-person conversation
24% 26% 26% 20%
RPG
Someone bringing up Hearing about a reward for Someone bringing up
the game during an coming back the game during an Seeing the game
in-person conversation in-person conversation mentioned in social
media by a friend/family
Puzzle
Hyper-Casual
UK UK UK
Matching Puzzle Physics Puzzle Word/Brain/Board JAPAN
34% 39% 30% 30%

Hearing about new content Hearing about new content Someone bringing up the Hearing about new content
or available updates or available updates game during an in-person or available updates
conversation
28% 27% 28% 17%

Someone bringing up the Someone bringing up Hearing about new content Someone bringing up the
game during an in-person the game during an or available updates game during an in-person
conversation in-person conversation conversation
23% 21% 25% 11%

Hearing about a reward Seeing the game Someone online inviting Hearing about a reward
for coming back mentioned in social media them to play the game for coming back
by a friend/family with them
04
Contents
Hyper-
Strategy
Casual
RPG
Puzzle
Hyper-Casual
Hyper-Casual executive summary
INSIGHT TAKEAWAY
Hyper-Casual players value more from There’s an opportunity for Hyper-Casual

games beyond functional needs. In fact, developers to stand out by implementing the
1 G ENR E F ULF I LL ME NT
they report enjoying gaming for several
social and emotional reasons such as feeling
right set of engaging Casual features such
as decorative skins/accessories, collectibles
accomplished, expressing themselves and albums or special playing modes.
being dazzled by uniqueness.
Although Hyper-Casual players enjoy solo Implementing trending Casual game

2 C O MMUNI TY
play more than other genres, there’s appetite
for more social activity within games.
features such as asking for help from friends,
competitive ladder systems and co-op
playing may be worth considering.
Hyper-Casual players are less likely to make Ensure that new Hyper-Casual games are
in-app purchases and accept in-app ads built to support in-app advertising. If there’s
3 MONET I ZAT I ON
to maintain free-to-play models. However
as players show some interest in in-app
interest in exploring in-app purchases,
consider features like loot boxes, limited-
purchases, developers could consider time in-app purchase bundles or consumable
diversifying their monetization. boost items.
Across markets, humorous tones and Personalize your marketing strategy to the
4 A D PR EFER ENCE S
interactive ads that highlight the gameplay
and characters resonate well with Hyper-
needs and interests of Hyper-Casual players
while taking into account market nuances.
Casual players.
Hyper-Casual executive summary Page 67

State of
Hyper-Casual games
Simple, fun and easy to learn, Hyper-Casual games have However, due to low penetration in Japan (where Hyper-
Contents
dominated the download charts in markets such as the US Casual games only account for .04% of revenue and 1% of
and Europe in recent years, largely thanks to their broad downloads), we have chosen not to include this market in
appeal. Among the markets analyzed for this research, our analysis.
Hyper-Casual games were most popular in the US and the
UK with about a quarter of all mobile gamers playing a
Hyper-Casual game.
Strategy
HYPER-CASUAL MOBILE GAMING PLAYERSHIP1
RPG
Puzzle
UK
26%
Hyper-Casual
SOUTH
KOREA
US 21%
24%
S H A RE O F D OW N LOAD S S HAR E OF REV ENU E

51% 49% US 0.4% 99.6%
59% 41% UK 0.6% 99.4%
SOUTH
91% 9% 0.1% 99.9%
KOREA
Sources: “Mobile Gaming Genre Study” by Interpret (Facebook IQ-commissioned online survey of 13,412 mobile
2) Share of revenue and downloads by market in Q1 2020, GameRefinery, April 2020
State of Hyper-Casual games Page 68

Who are Unlike RPG and Strategy, Hyper-Casual players skew younger and female.
While Hyper-Casual players primarily enjoy mobile gaming as a way to spend
Hyper-Casual time in between daily activities, they also enjoy it for other social and emotional
reasons. To players, mobile gaming helps them express something unique
about themselves, and they enjoy connecting with others through gaming.
players? They typically play games in shorter increments and prefer games with fun,
stylized art designs rather than games with realistic features.
Contents
US UK SOUTH KOREA
Strategy
55% 45% 60% 40% 60% 40%
RPG
AGE RANGE AGE RANGE AGE RANGE
18 34 18 34 25 44
64% 62% 57%
Puzzle
3 3.2 2.6
Hyper-Casual
SAY T HE I R T Y P IC A L PL AY S ES S IO N L A S TS OVER . . .
57% 55% 65%

20 MIN 20 MIN 30 MIN
P RE F ER EN C E FO R S TY L IZ ED A R T
1.6x 1.2x 51%

more likely to prefer more likely to prefer say they prefer mobile
games stylized art than games stylized art than games with stylized art
total US mobile players total UK mobile players
W HY TH EY PL AY M O B IL E GA M ES
1.4x 1.2x 1.3x

more likely to prefer
times more likely to say times more likely to say
chatting with others
expressing something expressing something
during gameplay than
about themselves is what about themselves is what
total South Korean
makes mobile gaming makes mobile gaming very
mobile players
very appealing compared appealing compared to
to total US mobile players total UK mobile players
Who are Hyper-Casual players? Page 69

Genre
Contents
Why people play
Hyper-Casual players predominantly enjoy playing mobile games to relieve stress and pass time between daily
Strategy
activities; something they feel that this genre often delivers on.
However, Hyper-Casual players value more from games beyond functional needs. In fact, they report enjoying
gaming for several social and emotional reasons such as feeling accomplished, expressing something about
themselves and being dazzled by uniqueness. Hyper-Casual players often feel that this genre falls short in
delivering against these non-functional needs.
RPG
Very important reasons Hyper-Casual How well Hyper-Casual games
players enjoy mobile gaming provide this
Puzzle
46%
Passing time 53%
56% US
something challeging 36% While 44% of Hyper-Casual players in
Hyper-Casual
Being able to express something 44% the US play games to be able to express
unique about myself 24% something unique about themselves,
Connecting with people I already know 39% only 24% feel current Hyper-Casual
21%
mobile games deliver on this.
25%

45%
56%
Passing time
59% UK
Feeling accomplished for completing 53% While 53% of Hyper-Casual players in
the UK play games to feel accomplished
44%
18% about completing something challenging,
Being able to express something 41% only 35% feel current Hyper-Casual
unique about myself 25% mobile games deliver on this.
14%

30%
Passing time 34%
37% SOUTH KOREA
something challeging 23% While 61% of Hyper-Casual players in
Being dazzled by something unique 28% South Korea play games to relieve stress,
15%
only 30% feel current Hyper-Casual mo-
25%
21% bile games deliver on this.
Connecting with a subject I’m passionate 24%
about outside of gaming 14%
Hyper-casualWhy
executive
peoplesummary
play Page 70
Why people stray
Not delivering on these key motivations increases the chance

of churn. Most Hyper-Casual players cite boredom and
Contents
repetitiveness as the main reasons why they’ve abandoned
Hyper-Casual games. Ad breaks that are too frequent can
also detract from the game experience.
Hyper-Casual players generally stick to playing other Hyper-

Casual games, but they also migrate toward the Puzzle
genre. Interestingly, they are starting to tap into more
Strategy
midcore titles as well, having recently downloaded Action
games across all three markets.
Top reasons why Hyper-Casual players Top genres installed by Hyper-

stop playing Hyper-Casual games1 Casual mobile gamers2*
RPG
Puzzle
US ɖ Hyper-Casual
47% 34% 27% ɖ
ɖ
Puzzle
Action
Hyper-Casual
UK ɖ
ɖ
Hyper-Casual
Puzzle
43% 38% 31% ɖ Action
SOUTH ɖ Hyper-Casual
KOREA
ɖ Action
42% 37% 27% ɖ Puzzle
The game is too I get bored with Ads that are too
repetitive the game frequent
Why
Hyper-casual peoplesummary
Feature recommendations: Feature definitions in appendix
Genre fulfillment
Contents
Hyper-Casual games are all about the core game experience, but as we see with Casual games in general, the
introduction of light meta layer can enhance the overall user experience. Many top Hyper-Casual games have already
realized this and started to add more collectable content and other meta elements to support their core game.
Here are examples of popular features in Casual games that would fit Hyper-Casual games’ core and boost player
engagement.
Strategy
DECORATIVE SKINS IN COLLECTIBLES ALBUM ARCADE MODE IN
PERFECT CREAM IN SKY BALL TOMB OF THE MASK
RPG
Puzzle
Hyper-Casual
DECORATIVE SKINS/ COLLEC TIBLES SPECIAL PLAYING
ACCESSORIES ALBUM MODES
Decoratives are a great way to Hyper-Casual games often lack session- To solve for boredom and
introduce progression and self- to-session progression as there are repetitiveness experienced by players,
expression elements to Hyper-Casual no meta elements and the focus is Hyper-Casual games could implement
games while also providing a sense of purely on core gameplay. However, this special playing modes with a fresh set
accomplishment. simplicity – which is part of Hyper- of rules, mechanics and goals.
Casual games’ charm – is also why
From a game design perspective, player churn can be high. This kind of “side-mode” would be
decoratives are versatile as they can be possible to add to practically any
attached to various parts of the game Introducing a collectibles album with Hyper-Casual game without having to
and tie into different accomplishments decorative items/characters/skins, for meddle with the “normal” core loop,
easily. Moreover, the effect decoratives example, would increase the sense which makes it extremely versatile
have on gameplay, are minimal making of progression and accomplishment solution for developers. What’s
them less likely to cause in-game without taking away from the Hyper- even better, these special playing
balance issues. Casual nature. Adding a light collectible modes could be tied together with
meta layer is something that has really decoratives and collectible albums
Finally, implementing decoratives benefited top Casual games and there’s already mentioned by introducing
not only increases collection and no reason why it wouldn’t work on special rewards acquirable exclusively
progression aspects, but can majority of Hyper-Casual titles as well. by playing them.
potentially open up new revenue
streams through in-app purchases.
Feature recommendations: Genre fulfillment Page 72

Contents
Community in
Hyper-Casual games
Strategy
Over half of Hyper-Casual players in the US and UK Online communities are an increasingly popular
have engaged in social activities related to the genre. source of community for Hyper-Casual players with
There’s appetite for more social activity within Hyper- 41% of US players and 47% of South Korean players
Casual games with 67% of players in the UK and 74% participating in an online gaming community weekly.
RPG
of players in the US expressing interest in activities Among those who participate in these communities,
such as communicating with gaming companies 50% of US Hyper-Casual players say they do so to see
and other players online about Hyper-Casual games entertaining gameplay content while 49% of players
and checking out other players’ high scores on a in the UK go to these groups to learn about upcoming
leaderboard. One third of Hyper-Casual players in updates or game content releases.
South Korea would also be interested in joining an
Puzzle
online group or community for Hyper-Casual games.
Hyper-Casual
SOCIAL/COMMUNITY AC TIVITIES THAT HYPER-CASUAL
PLAYERS WOULD BE OPEN TO DOING IN THE FUTURE
41% 41% 35%

US Viewing/liking/
commenting on posts
Viewing/liking/
commenting on
Checking out other
players’ scores/
from people you posts from the achievements
don’t know outside of official game/ online
gameplay company
30% 30% 28%

UK Chatting in-person
with people about
Viewing/liking/
commenting on posts
Chatting online
with people about
Hyper-Casual from people you Hyper-Casual
games don’t know outside of games
gameplay
SOUTH 41% 33% 32%

Viewing/liking/ Checking out other
KOREA
Participating in an
commenting on posts online group/forum/ players’ scores/
from people you bulletin board about achievements
don’t know outside of Hyper-Casual games online
gameplay
Community in Hyper-Casual
Hyper-casual executivegames
summary Page 73
Hyper-Casual developers have the power to build and Across markets, tips and tricks as well as information on
enhance communities by providing the right content. upcoming in-game events are particularly of interest for
And Hyper-Casual players are keen to hear from game Hyper-Casual players. More than 1 in 4 US players are also
developers with more than 8 in 10 players in the US and interested in behind the scenes content while 28% of UK
UK saying they’d be open to some type of messaging players would like to be able to provide feedback on the
from brands. game’s design.
Contents
Strategy
INFORMATION HYPER-CASUAL PLAYERS WANT TO
RECEIVE FROM MOBILE GAMES/DEVELOPERS
RPG
US 49% 46% 45% 35% 28%
Puzzle
Tips, tricks and Upcoming Questions and Upcoming Behind-the-
strategies updates or game answers in-game events scenes content
content releases
Hyper-Casual
UK 50% 37% 35% 35% 28%
Tips, tricks and Questions and Upcoming Upcoming Being able to

strategies answers updates or game in-game events influence or
content releases provide feedback
on the game
SOUTH
KOREA 44% 41% 40% 36% 36%
Upcoming Tips, tricks and Questions and Upcoming Customer service/

in-game events strategies answers updates or game product support
content releases
Community in Hyper-Casual games Page 74

Community
Contents
As Hyper-Casual players are socially active and have an appetite for playing with others, developers should recognize
these needs by introducing more community features and social content to Hyper-Casual games.
Social features have been trending heavily among Casual games for a while now. Due to the similarities between Casual
and Hyper-Casual game user bases, light social features would be effective in driving success among Hyper-Casual
games as well.
Strategy
Here are examples of popular social features in Casual games that would fit Hyper-Casual games’ core and boost player
engagement if implemented successfully.
RPG
HELPING OTHERS IN GALAXY TOURNAMENT LADDER IN CO-OP PLAYING
ATTACK: ALIEN SHOOTER YAHTZEE WITH BUDDIES IN ARCHERO
Puzzle
Hyper-Casual
SEND/ASK FOR HELP COMPETITIVE CO-OP
FROM FRIENDS LADDER SYSTEM PLAYING
Sending and asking for various Being able to compete with others and Playing together with friends and
types of help (items, lives, boosts) compare rankings is something that other players is another form of
is a common social feature among tends to increase player engagement highly-engaging social interaction
Casual games. It’s rather light to across all games. that is not common among Hyper-
implement and provides player-to- Casual games. However, there’s no
player interaction without affecting Leaderboards are the easiest way to foundational reason for this lack of co-
the game’s balance or other areas too achieve this, but taking things a bit op playing, as it could be implemented
much. further by introducing a ladder system very well into almost any Hyper-
with regularly restarting seasons is an Casual game.
In Hyper-Casual games sending help even more powerful way to enhance
could relate to in-game currency, social and competitive aspects to Co-op playing could be, for example
duplicate skins and other decorative Hyper-Casual games. solving tough Puzzles together,
items or being able to boost friends advancing side-by-side in an endless
through certain levels they have a hard This is yet another example of a feature platformer or taking turns creating a
time completing. that’s popular among Casual games beautiful soap sculpture you both can
that would work just as well in the marvel at. As so often with mobile
Hyper-Casual space. game feature implementations, your
imagination is the only limit!
Feature recommendations: Community Page 75

Contents
In-app purchases and in-app ads
Strategy
Across the US, UK and South Korea, Hyper-Casual is among the genres that players are least likely to make in-app
purchases. Less than 4% of players of this genre make in-app purchases.1
When it comes to in-app purchases, over half of Hyper-Casual players prefer making purchases directly as
opposed to those with a random element. One noteworthy geographical difference for in-app purchases is around
pay-to-win options. In the US and UK, 52% and 54% of Hyper-Casual players respectively say in-app purchases
RPG
should be limited to items that cannot help you. However, South Korean Hyper-Casual players are supportive of
pay-to-win options with 61% agreeing that in-app purchases should include items that can help you win.2

Puzzle
3%
Hyper-Casual
UK
3.7%
US
1.9%
SOUTH KOREA
IN-A PP AD LENGTH & F REQUE NCY P RE F E RE N C ES

AM ONG HYPER-CASUAL P L AY E RS2
Over the course of 10 minutes

playing a game app, I would
prefer to see... US UK SOUTH KOREA
ONE 30 SECOND AD 39% 39% 37%
T WO 15 SECO ND AD S 23% 20 % 16%
TH RE E 10 SECO ND AD S 18% 30% 34%
S IX 5 SECOND ADS 19% 11% 14%

Monetization
Hyper-casual
/ IAP in Hyper-Casual
executive
Hyper-casual summary
executivegames
summary Page 76
Since so few Hyper-Casual players make in-app Research from App Annie shows that Casual games
purchases, in-app ads are a valuable way for jumped an average of +198% in user sessions in
developers to monetize games. Hyper-Casual the month after installing an ad SDK. Further to
players understand the value exchange of ads with this, time spent was also not negatively impacted
79% of US players and 85% of South Korean players by incorporating ad SDKs; after the installation of
Contents
saying they are okay with seeing in-app ads.1 a first ad SDK, total time spent in games actually
increased compared to the pre period.2

% OF HYPER-CASUA L MOBI L E P L AY E RS W HO
ARE O PEN TO I N-APP AD S games, read the full App Annie report on Facebook
Audience Network.
Strategy
C A S UA L GA M ES AVG . TOTA L S ES S IO N S
PO S T F IR S T A DVER TIS IN G PL ATFO R M S D K
IN S TA L L ATIO N 2
RPG
#Months Post-SDK
4M
85%
82%
79%
3M
Puzzle
2M
SOUTH KOREA
Hyper-Casual
UK
US
1M
0M
Install
+1 +2 +3
Month
Among all Games worldwide within Casual genre from Jan-Dec 2019
with >0.02% user penetration which had its first ad SDK installed
between Mar - Oct 2019 and App Annie detected ad monetization.
Install Month refers to month in which an ad SDK was first installed
Nevertheless it’s important to take into account player

preferences for viewing in-app ads in order for it to
provide value to the experience.
Generally, Hyper-Casual players prefer longer, less

frequent ad breaks compared to shorter, more frequent
ones. Over the course of 10 minutes of gameplay, over
one-third of Hyper-Casual players in the US, UK and
South Korea would like to see one 30 second ad as
opposed to shorter ad units with more frequent breaks.
Incentivizing players to watch in-app ads can also be

beneficial. For example, 69% of South Korean Hyper-
Casual players say they prefer watching in-app ads
when they receive a reward1.

commissioned online survey of 13,412 mobile games ages 18+ across AU,
BR, CA, DE, FR, ID, IN, JP, KR, UK, US, Nov–Dec 2019)
2) “Ad Monetization in Mobile Games: The Untapped Potential”, by App

Annie (commissioned by Facebook Audience Network), March 2020 – a
study of the global top 1,000 game apps, averaged across iOS and Google
Play from Jan-Dec 2019
Hyper-casual ads
Contents
Hyper-Casual games have traditionally relied heavily on ad monetization, but many top titles are also leveraging their
revenues with various in-app purchase (IAP) mechanics.
When done right, IAP-monetization adds more sinks for players to spend money on without causing balance issues and
obvious “pay-to-win” situations. In other words, IAP options enable Hyper-Casual game developers to tap into new
revenue streams while maintaining the current user-base and engagement levels.
Strategy
Here are examples of IAP monetization features to increase player LTV and revenues in Hyper-Casual games.
RPG
LOOT BOX IN LIMITED TIME OFFER SHIELD IN TOMB
GO KNOTS 3D IN HAPPY GLASS OF THE MASK
Puzzle
Hyper-Casual
LO OT LIMITED-TIME CONSUMABLE
BOXES IAP BUNDLES BOOST ITEMS
In combination with decorative items Bundling items, currency and other As Hyper-Casual games focus strongly
and collection mechanics already goodies in one discount package on the core gameplay experience, it’s
mentioned, a loot box system is an is a proven way to increase player only natural to monetize that area and
excellent way of introducing an IAP purchases and that’s why almost every Consumable boost items are a flexible
revenue stream to support ad-based successful mobile game with IAPs and relatively easy solution to do just
monetization for Hyper-Casual games. utilizes them. that. Damage boosts for shooting
games, hints and tips for Puzzlers and
To unleash the full potential and With IAPs becoming more common in shields for skill-based platformers are
excitement of loot boxes, developers top Hyper-Casual games, introducing some examples of practical boost item
should be ready to introduce new limited-time bundle offers to players implementations across both Casual
items, characters and decorations to would greatly increase the revenue and Hyper-Casual games.
the loot box pool on a regular basis potential of monetized items,
so players have more items to collect. characters and currency. The key is to However, as Consumable boosters
If the loot box pool is too small and find just the right balance between affect the core gameplay, it’s
static, it won’t be able to maintain bundle price and perceived value versus important to pay special attention to
its allure to players, in turn hurting non-bundled “normal” purchases. balance issues and IAP price points
potential revenue. when designing them.
Feature recommendations: IAP Monetization Page 78

Ad
Contents
ad strategy
Strategy
More than 6 in 10 Hyper-Casual players in the US, UK and South Korea say they are willing to take the time to learn how
to play a new game if an advertisement makes it look appealing enough.
To capture attention, it’s important for marketers to include the most relevant messaging and tone. Effective ads that
attract Hyper-Casual players are ones that showcase the main gameplay and the characters/storyline. Players in this
RPG
genre are also keen to be able to try out the game mechanics directly within the ad.
Hyper-Casual players want ads for new mobile games that communicate humorous and adrenaline-pumping tones. The
interest in exciting, adrenaline-pumping tones is more emphasized among Hyper-Casual players in South Korea with
48% preferring this tone (compared to 34% of players in the US). Conversely, 52% of US Hyper-Casual players like funny
ads, compared to 37% of South Korean players.
Puzzle
Most important mobile game ads Emotional tone preferences for
details for Hyper-Casual players new mobile games
Hyper-Casual
34% 39% 42% US 52% 36% 34%
Showcase the Let me interact/ Showcase the Humorous Relaxing/Tranquil Exciting/

progression of try out controls in main gameplay Adrenaline-
the characters/ the ad Pumping
universe
35% 39% 50% UK 43% 42% 38%
Let me interact/ Showcase the Showcase the Humorous Challenging Exciting/

try out controls in characters/story main gameplay Adrenaline-
the ad Pumping
SOUTH
44% 45% 49% 48% 37% 36%
KOREA
Let me interact/ Showcase the Showcase the Exciting/adrenaline- Humorous Challenging
try out controls in characters/story main gameplay pumping
the ad
Hyper-casual
Creating executive
ad strategy Page 79
EXAMPLE: GOGII GAMES
VIRTUAL FAMILIES: COOK OFF, VIRTUAL FAMILIES: COOK OFF
To promote its title Virtual Families: Cook Off

game, Gogii Games tested 3 ad formats; photo,
video and playable ads. By using the playable
ad solution, potential players could preview a
Contents
mobile game in an immersive and interactive
experience right in their News Feed, proving to
be a winning format for this game.
Strategy
Bringing back Implementing an effective ad strategy can not only attract new Hyper-Casual
RPG
players, but also bring back lapsed players. 79% of Hyper-Casual players in the
lapsed players
UK and about 81% of players in the US say they would be open to going back
to playing a Hyper-Casual game that they haven’t played in the last 30 days.
Communicating new content or updates is the main driver for re-engaging

players in the UK and South Korea with about one-third of Hyper-Casual
Puzzle
gamers saying this would be influential. Peer influence is particularly appealing
for US players with 38% saying they’d return to playing a game if someone
brought up the game in a conversation. Social media buzz can also help
motivate 1 in 5 players in the US and UK.
Hyper-Casual
WHAT COULD INFLUENCE HYPER-CASUAL PLAYERS TO RETURN OR RE-DOWNLOAD
US UK SOUTH KOREA
38% 34% 33%

Someone bringing up the Hearing about new content Hearing about new
game during an in-person or available updates content or available
conversation updates
32% 26% 29%

Hearing about new content Hearing about a reward for Hearing about a reward
or available updates coming back for coming back
23% 22% 21%

Seeing the game Seeing the game Seeing news articles or
mentioned in social media mentioned in social media blog posts about the
by a friend/family by a friend/family game
Bringing back lapsed players Page 80

i
Appendix
Contents
Strategy
1 GENRE FULFILLMENT RETURN TO SEC TION
KEY FEATURE DEFINITONS
Strategy
Feature Definition
Special PvE modes Special single player modes or non-PvP multiplayer modes that depart from the main
campaign and have unique gameplay mechanics or rules.
RPG
Exclusive live event rewards Exclusive rewards earned by participating in live events. These include, for example,
various characters, items, units, buildings and decoratives that can only be acquired
through event participation.
Puzzle
Salvage characters/items The possibility to scrap or destroy already owned items and/or characters to gain
resources, experience or material items in exchange. For example, in some Strategy
games players can scrap weapons and armor to get material items needed in crafting new
weapon and armor.
Hyper-Casual
BASIC FEATURE DEFINITONS
Feature Definition
Over 20 different permanent Constructable buildings, building-like territories or other “constructables” to be built or
buildings purchased by the player.
Recurring live events Recurring live events are limited-time instances with special mechanics or themes that
restart or keep coming back after a while.
Non-recurring live events Non-recurring live events are limited-time instances with special mechanics or themes
that don’t restart or keep coming back regularly. In other words, they are unique, one-
time events that don’t have a set looping schedule.
Achievement system Achievements are set thresholds or goals relating to gameplay progression, usually
rewarding players once completed.
Visual progression of The visual appearance of items, characters, units or buildings clearly change when they are
buildings/units developed by the player (e.g. advance levels, are upgraded or get new gear).
Collectibles album A specific menu/section in the game where players can view their collection of characters or
items . Allows players to see what they have yet to find/acquire out of all the possible collectible
characters or items in the game.
Daily login rewards A system that gives players a free gift (e.g. currency, items, experience points etc) once a day
when logging into the game .
Appendix Page 81
2
i
COMMUNITY RETURN TO SEC TION
Feature Definition
Contents
Guild Wars & competitions Guild-related competitive tasks, stages, efforts etc to be completed/played together with
your own guild trying to beat rival guilds.
Co-op tasks Various tasks/quests/milestones to be completed together with friends, guild mates or
other players
Strategy
Donating items & resources The possibility to permanently donate/give items and/or resources to other players.
RPG
Feature Definition
Special benefits from Exclusive items, characters and boosts (e.g. “guild perks”) players can get only through
communal activities/PvP communal activity (e.g. being a member of a guild or helping your friends) or by
Puzzle
participating in PvP modes.
See other players’ progression The possibility to explicitly see how other players have progressed or are progressing in
the game.
Hyper-Casual
Highscore lists/leaderboards Lists of players who have scored the highest in certain levels/stages/events (regional/
global leaderboard, event leaderboard, guild leaderboard etc).
Chat/messaging A chat system or another method of sending direct messages (e.g. emoticons or emotes)
to other players.
Send/ask help Sending or asking any kind of direct help or gifts (e.g. resources, energy, extra lives or in-
game currency) to/from other players.
Asynchronous PvP Games that have asynchronous player vs player playing possibility, i.e. you can play directly
against other players (for example attack other players) in an asynchronous setting.
Asynchronous means that your opponent is controlled by AI and not by a real live player.
Guild mechanics Guilds are in-game social communities which players can create and join to engage and play
with others.
3 IAP MONETIZATION RETURN TO SEC TION
Feature Definition
Battle pass system Battle pass is a season-based monetization mechanic in which players can obtain rewards
by progressing through different thresholds in the plan. This can happen, for example, by
completing tasks or progressing in the game. Battle passes have two different tiers: free
and premium. The free layer is open for everyone, while access to the premium tier with
better rewards can be unlocked with an in-app purchase (IAP).
Appendix Page 82
i
Feature Definition
Contents
Consumable boosts Consumable boosts and items grant a temporary or one-time boost/benefit when used
to purchase and are lost or depleted in the process.
Crafting/ingredient items Items that are used as materials or ingredients for creating new items or characters.
to purchase
Strategy
Limited-time IAP bundle offers Special in-app purchase (IAP) offers that wrap assortment of items, characters and/or
currency together with a discount and are available only for a limited time.
Skipping waiting times with It’s possible to make a purchase (IAP) to skip waiting times or session length restrictions
RPG
money (e.g. speed up construction, buy more lives/energy etc).
VIP system Being a VIP player entitles you to special in-game bonuses (faster resource generation,
bonus to character stats etc) and VIP level is usually increased by making real-money
purchases in the game. In these games, there are often different “VIP levels” that you can
Puzzle
achieve if you use more real money in the game. The higher your VIP level, the higher the
in-game bonuses.
Hyper-Casual
RPG
Feature Name Description
Event versions of characters Special versions of the characters already in the game that are tied to live events. These
event-related special versions may or may not have the same stats as the original “normal
version” , but it’s important that these two are clearly distinguishable from each other.
Special live event currency A special in-game currency earned by participating in live events and used to purchase
various (usually) event-related items, such as characters, items and loot boxes.
BASIC FE ATURE DEFINITONS
Feature Definition
Daily quest A system that gives players explicit quests/tasks to be completed daily for rewards.
Character ingredient items Items that are used as materials for creating new characters (e.g. “hero shards”).
Collectibles album A specific menu/section in the game where players can view their collection of characters or
items . Allows players to see what they have yet to find/acquire out of all the possible collectible
characters or items in the game.
Appendix Page 83
i
Feature Definition
Non-recurring live events Non-recurring live events are limited time instances with special mechanics or themes that
don’t restart or keep coming back regularly. In other words, they are unique, one-time events
that don’t have a set looping schedule.
Contents
Recurring live events Recurring live events are limited-time instances with special mechanics or themes that restart
or keep coming back after a while.
Strategy
COMMUNITY RETURN TO SEC TION
Feature Definition
RPG
Co-op PvE modes Special co-operational playing mode/modes, where friends, guild mates or random
acquaintances play together against an AI-controlled enemy or monsters (PvE).
Puzzle
Special social currency A special in-game currency earned by participating in social activities or PvP-gaming. It’s
usually used in s specific shop (e.g. Guild Shop) to purchase characters, items and gachas/
loot boxes.
Hyper-Casual
Feature Definition
Ladder/season system in PvP Ladder/season system is a dynamic leaderboard where players’ rankings improve by
accumulating points from various activities, such as victories over other players or
completing levels. The higher players get in the ladder, the better rewards they receive.
After a season (usually a month) ends, a new season starts and restarts players’
progression in the ladder.
Filtered PvP matchmaking Players cannot freely choose opponents in PvP matches, but the AI filters a couple of
opponents of similar power level to choose from OR players are automatically matched
against an opponent by the AI.
Special benefits from communal Exclusive items, characters and boosts (e.g. “guild perks”) players can get only through
activities/PvP communal activity (e.g. being a member of a guild or helping friends) or by participating in
PvP-modes.
Chat/messaging A chat system or another method of sending direct messages (e.g. emoticons or emotes) to
other players.
Send/ask help Sending or asking any kind of direct help or gifts (e.g. resources, energy, extra lives or in-game
currency) to/from other players.
Guild mechanics Guilds are in-game social communities which players can create and join to engage and play
with others.
Appendix Page 84
i
Contents
Feature Definition
5 or more different loot boxes A loot box is a randomized mechanic (e.g. a chest, box or other gadget) used in games, so
players never know exactly what they’ll get when the loot box is triggered (i.e. “opened”).
Loot boxes are usually purchased, but are sometimes received as free gifts or gameplay
rewards.
Strategy
Bulk discount loot boxes Explicit discount offer for purchasing several loot boxes at a time. These bulk offers come
in various forms, but the idea is always to incentivize players to purchase more than one
loot box at a time (e.g. “Buy 9 hero summons and get one random 5-star legendary hero
for free”).
RPG
Feature Definition
Puzzle
Skipping waiting times with It’s possible to make a purchase (IAP) to skip waiting times or session length restrictions
money (e.g. speed up construction, buy more lives/energy etc).
Limited-time IAP bundle offers Special in-app purchase (IAP) offers that wrap assortment of items, characters and/or
Hyper-Casual
Character ingredient items Items that are used as materials for creating new characters (e.g. “hero shards”).
Consumable boosts Consumable boosts and items grant a temporary or one-time boost/benefit when used
to purchase and are lost or depleted in the process.
Continue/revive to purchase Players can make a purchase (IAP) to revive their characters and continue playing if they
are defeated in combat.
Puzzle
Feature Definition
Recurring live events Recurring live events are limited-time instances with special mechanics or themes that
restart or keep coming back after a while.
Special live event currency A special in-game currency earned by participating in live events and used to purchase
various (usually) event-related things, such as characters, items and loot boxes.
6+ level goal types (match3) Measures the number of different level goal types, i.e. requirements for winning a level in
a match3 puzzle game (for example, “Score over 10,000 points” or “clear all ice blocks”).
Appendix Page 85
i
Contents
Feature Definition
Automated tutorial New players are forced through a guided tutorial that shows them how the game is played.
6+ different block pieces Block pieces are non-regular board pieces which have special mechanics and act as
Strategy
(match3 games) obstacles, increasing the challenge of the level.
Non-recurring live events Non-recurring live events are limited time instances with special mechanics or themes
that don’t restart or keep coming back regularly. In other words, they are unique, one-
time events that don’t have a set looping schedule.
RPG
Daily login gift A system that gives players a free gift (e.g. currency, boosters etc) once a day when
logging into the game.
Puzzle
Consumable boost items Gant a temporary or one-time boost/benefit when used and are lost or depleted in the
process.
New mechanics introduced New kind of level types, rule sets or board pieces/cards are introduced reguarly as the
progressively player progresses further in the game.
Hyper-Casual
2 COMMUNITY RETURN TO SEC TION
Feature Definition
Guild mechanics Guilds are in-game social communities which players can create and join to engage and
play with others.
Competitive ladder system Competitive ladder system is a dynamic leaderboard where players’ rankings improve
by accumulating points from various activities, such as victories over other players or
completing levels. The higher you get in the ladder, the better rewards you receive.
Co-op tasks Various tasks/quests/milestones to be completed with friends, guild mates or random
players.
BASIC FE ATURE DEFINITONS
Feature Definition
Social media login Possibility to link one’s game account to Facebook or other social media.
See other players’ progression The possibility to explicitly see how other players have progressed or are progressing in
the game.
Appendix Page 86
i
Feature Definition
Send or ask lives/energy Sending or asking lives or energy to/from other players to be able to play more.
Contents
Strategy
Feature Definition
RPG
Piggy bank system A special deposit-feature where currency/rewards accumulate and are stored every time
players do specific actions (e.g. complete a level). Players can break the piggy bank at any
time by paying a fixed price and gain all the accumulated currency/rewards.
Puzzle
Limited time IAP bundles Special in-app purchase (IAP) offers that wrap assortment of items, characters and/or
6+ boosts to purchase Consumable boosts and items grant a temporary or one time boost/benefit when used
and are lost or depleted in the process.
Hyper-Casual
Feature Definition
Boosts to purchase Consumable boosts grant a temporary or one time boost/benefit when used and are lost
or depleted in the process.
IAP Actions in tutorial New players are shown the power of in-app purchases by giving them, for example, free
boosters and showing how helpful they can be in the game.
Continue to be purchased Players can make a purchase (IAP) to continue playing a level once they’ve already failed
(e.g. extra moves in Match3 games).
Skipping waiting times with Players can make a purchase (IAP) to skip waiting e.g. for lives/energy to refill.
money
Hyper-Casual
Feature Definition
Decorative skins/accessories Decorative skin items usually change the entire appearance of a character, building or an
item (e.g. weapons in certain shooter games) as opposed to decorative accessories that
alter only a specific portion of the object, for example, a character’s head.
Appendix Page 87
i
Feature Definition
Collectibles album Collectibles album is a specific menu/section in the game where players can view their
collection of characters or items . Moreover, collectibles album allows players to see what they
have yet to find/acquire out of all the possible collectible characters or items in the game.
Contents
Special playing modes Special game modes that depart from the main level progression and have unique
gameplay mechanics or rules.
2 COMMUNITY
Strategy
RETURN TO SEC TION
Feature Definition
RPG
Send/ask help from friends Sending or asking any kind of direct help or gifts (e.g. resources, energy, extra lives or in-
game currency) to/from other players.
Competitive ladder system
Puzzle
Competitive ladder system is a dynamic leaderboard where players’ rankings improve
by accumulating points from various activities, such as victories over other players or
completing levels. The higher players get in the ladder, the better rewards they receive.
Hyper-Casual
Feature Definition
Loot boxes A randomized mechanic (e.g. a chest, box or other gadget) used in games, so players
never know exactly what they’ll get. Loot boxes are usually purchased, but are sometimes
received as free gifts or gameplay rewards.
Limited-time IAP bundles Special in-app purchase (IAP) offers that wrap assortment of items, characters and/or
Consumable Boost Items Consumable boosts and items grant a temporary or one-time boost/benefit when used
and are lost or depleted in the process.
Appendix Page 88

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presents

METHODOLOGY & STRUC TURE

Genre fulfillment Genre fulfillment Genre fulfillment Genre fulfillment

Community Community Community Community

Monetization Monetization Monetization Monetization

Ad preferences Ad preferences Ad preferences Ad preferences

Source: 1) “Mobile Gaming Genre Study” by Interpret (Facebook IQ-commissioned online

Based in Finland, GameRefinery is the leading provider of feature-level

Source: 1) “2020 Global Games Market Report,” by Newzoo, June 2020

Contributing partners Page 4

ɖ Card/Casino ɖ Matching Puzzle

ɖ Matching Puzzle ɖ Matching Puzzle

JAPAN ɖ Racing ɖ Sports

The power of genre Page 5

& structure segmented players across 27 different mobile gaming genres

ST RAT EGY RP G PU ZZ L E H Y PER- C A S UA L

W E E X P LORE E AC H OF T HE S E G EN R ES AC RO S S 4 C ATEG O R IES

Reading the report

Methodology & structure Page 6

Strategy executive summary Page 7

There are many sub-genres of Strategy games, from Multiplayer

SH A RE O F D OW N LOAD S S HAR E OF REV ENU E

96% 4% US 14% 86%

94% 6% UK 15% 85%

92% 7% JAPAN 8% 92%

State of Strategy games Page 8

AGE RANGE AGE RANGE AGE RANGE AGE RANGE

60% 52% 56% 68%

MORE L I KE LY TO S EL F - ID EN TIF Y A S “GA M ER S ”

1.8x 1.7x 1.4x 1.4x

55% 49% 43% 43%

1.5x 1.7x 1.7x 1.2x

Who are Strategy players? Page 9

Relieving stress 65%

Relieving stress 62%

Relieving stress 46%

Relieving stress 61% SOUTH KOREA

Passing time 34%

Why people play Page 10

KOREA 38% 32% 29%

I get bored with The game is The game is too

Why people stray Page 11

98% 97% 99%

100 98% 97% 99%

Non-recurring live events Achievement system

Visual progression of Collectibles album Daily login rewards

Feature insights: Genre fulfillment Page 12

Top 20%* utilization Overall utilization

Source: GameRefinery data based on statistical sampling of iOS top grossing

SPECIAL PVE MODES

Strategy games traditionally focus heavily on competitive PvP-action,

EXCLUSIVE LIVE EVENT REWARDS

Introducing exclusive rewards gained by participating and being

Unique items, castle skins, or huge piles of resources and currency

SALVAGE CHARAC TERS/ITEMS

Many top Strategy games have implemented salvaging mechanics

Salvaging enables players to extract value out of their otherwise

Key features: Genre fulfillment Page 13

35% 27% 24%