Lots of the world’s prime mental properties (IPs) are more and more being leveraged within the cellular video games area, originating from sectors together with movie, comedian books, and video video games. Helpful as a advertising software, IP could turn out to be extra essential in a post-IDFA panorama the place granular concentrating on is not possible. Using the brand new IP classification varieties present in Sensor Tower’s Sport Intelligence platform, our newest report, Intellectual Property in the Mobile Games Market 2021, delves into the licensing world to research the highest performing franchises and the way the efficiency of licensed titles compares to that of non-IP video games.
Three of the highest 10 income producing cellular video games in the US throughout 2020 utilized IP: Pokémon GO from Niantic, PUBG Mobile from Tencent, and Call of Duty: Mobile from Activision, developed in partnership with Tencent’s Timi Studio. A further two titles, Marvel Strike Force from Scopely and Dragon Ball Z: Dokkan Battle from Bandai Namco, additionally held positions within the prime 20 grossing video games throughout the U.S. App Retailer and Google Play. Mixed, these 5 titles collected $1.4 billion from participant spending within the U.S. final yr, led by Pokémon GO with $480 million.
In 2020, 23 p.c of general cellular sport participant spending within the U.S. was generated by IP-based titles. The market share for downloads was barely smaller, making up 17 p.c of all installs. The general market share of IP video games, nonetheless, is outsized in comparison with the variety of licensed titles. Whereas solely 9 p.c of video games used an IP, they accounted for almost 1 / 4 of participant spending.
In addition to taking over a notable market share, the expansion of IP video games additionally matches and exceeds that of non-licensed titles. Evaluating simply the highest 10 grossing IP and non-IP video games within the U.S., Sensor Tower knowledge exhibits that these video games had comparable year-over-year progress of 33.8 p.c in 2020, whereas installs for the highest 10 grossing IP video games elevated by about 31 p.c Y/Y, in comparison with a 3.9 p.c decline in downloads for the highest 10 non-IP titles.
Online game IPs accounted for a 3rd of income generated by licensed cellular video games within the U.S. throughout 2020, greater than double the share from some other IP sort. The main franchise on this class was Pokémon GO, which accounted for roughly 12 p.c of all participant spending from IP video games final yr, adopted by PUBG Cellular at 7 p.c and Name of Obligation: Cellular at 6 p.c. Manga ranked No. 2 for IP income with a 13 p.c market share, adopted by Tv at No. 3 with 12 p.c. Manga was additionally the quickest rising IP sort, rising by 54 p.c year-over-year in 2020.
Click on on the interactive chart under to navigate IP-based sport varieties and titles by income share amongst all IP titles.
Manga IP is dominated by Japanese licences resembling Dragon Ball Z, Yu-Gi-Oh!, and The Seven Lethal Sins, which have confirmed fashionable with U.S. audiences. In the meantime, Marvel accounted for the overwhelming majority of participant spending in Comics-based IP, led by Marvel Strike Drive and Marvel Contest of Champions from Kabam.
Analyzing income progress Y/Y vs. IP proportion by style within the U.S. throughout 2020, Sensor Tower knowledge exhibits that core sport genres resembling Shooter, RPG, and Motion had the biggest share of IP, whereas additionally experiencing the quickest common progress.
Whereas the Puzzle style is among the largest classes within the U.S., solely 5 p.c of its income comes from IP titles. Within the Sports activities style, in the meantime, IP accounted for greater than a 3rd of all participant spending.
For extra evaluation from Sensor Tower’s new IP options, together with key insights into the highest IP varieties, created in tandem with our Sport Intelligence and Taxonomy instruments, obtain the whole report in PDF type under: