Mobile Game Market Rising Stars: New Promising Countries in Terms of Revenues


The process of creating a mobile game takes a significant amount of time for planning, designing and fixing. But when it comes to choosing of the primary distribution markets all becomes more apparent. Western publisher traditionally goes to the “West” (the US, the UK, Canada, Germany, France, Australia, etc.), Eastern publisher — to the “East” (China, Japan, South Korea, Taiwan, etc.). All the countries mentioned above, despite the location, have something common — the huge revenue.

1. Revenues

It’s not a secret, that the most of the publishers, mostly, keep in mind the possibilities of getting high profits and positive ROI, when choosing the markets for their mobile games. Usually the primal choice is English-speaking countries (United States, Canada, the UK, Australia, New Zealand) and it’s no wonder: these countries are the one of the most profitable and, at the same time, takes fewer efforts for developer (no need for localization) and it’s safer (these markets are well explored, culture is similar, so there are definitely less underwater rocks).

2. Year-on-Year Revenue Growth

The last couple of years shows the strong leadership of MEA and LATAM, as regions with the biggest percentage of year-on-year revenue growth.

3. Smartphone And Internet Penetration



The average revenue per user — the metric, which is quite different depending on a country with such constant ARPU leader as Japan, and game genre (a hardcore genres, like RPG and Strategy, have higher ARPU than casual ones). In order to create an approximate picture of ARPU index among emerging mobile game markets, we are putting a table with data below.

5. CPI

Like ARPU, Cost-per-install also changes significantly depending on a number of variables, including platform, vertical and region. The range is truly wide, going from the lowest in the emerging mobile game markets of East Europe and Latin America to the highest when it comes to Per Loyal User in North America and the most developed countries of APAC. A “loyal user” has a different definition, but in the case of a game it can be considered as “reaching level 5” or “completing a micro-transaction.”

6. Matter of Localization

Compared to such huge Asian mobile game markets like China and Japan, there is a much higher English proficiency in SEA, especially since it’s the official language in Singapore and the Philippines. But that’s not the same everywhere: according to the EF EPI, Thailand still demonstrates very low English proficiency, while Indonesia, the largest SEA market, only has moderate proficiency. So localization in these countries really makes sense.

7. Conclusion

In 2013, when the US mobile game market was almost a four times bigger than the Chinese, it was hard to imagine, that just in few years China will overtake the market leader and become the new world’s largest mobile gaming market. Who knows where will be the next mobile gaming “Sangrail”? At the meantime, game developers are able to get the most of the new and very promising game markets, as SEA, LATAM, and MEA, thanks to the following advantages:

  • These markets are fast developing, so you have good chances for getting high profits in future, if you entering these markets at the moment.
  • Your main competitors on other markets might be absent there.
  • The perspective of further rapid growth.