Research Summary
The report provides a comprehensive overview of the gaming industry, highlighting key trends, developments, and insights. It covers a range of topics including the changing demographics of mobile gamers, Zynga’s Halloween campaign, miHoYo’s attempts to dodge Apple App Store fees, Disney’s potential acquisition of Electronic Arts, and the elimination of over 6,000 gaming jobs in 2023. The report also includes fundraising announcements and content from independent creators.
Key Takeaways
Changing Demographics of Mobile Gamers
- Shift in Gaming Demographics: A survey of over 200,000 North American mobile game players revealed that gamers aged 43+ outnumber Millennials and GenZ combined. This shift presents opportunities for non-gaming brands to reach these audiences in novel ways.
Zynga’s Halloween Campaign
- Expansive Campaign: Zynga activated a Halloween campaign across 17 games, which had 83M downloads and generated $635M in 2023 YTD. The report suggests that even a small retention rate could lead to a significant number of new players for Zynga’s games.
miHoYo’s Attempts to Dodge Apple App Store Fees
- Fee Evasion: miHoYo, creator of popular mobile games like Genshin Impact, attempted to avoid Apple’s 30% fee twice in a month by directing players to their website for discounted purchases. Despite Apple’s interventions, the report suggests that miHoYo’s discontent with Apple’s fees is indicative of a larger industry trend.
Potential Acquisition of Electronic Arts by Disney
- Strategic Acquisition: Disney, traditionally licensing global IPs to publishers, is reportedly planning to acquire Electronic Arts to engage directly with gamers. The report suggests that this move is an attempt by Disney to future-proof itself.
Elimination of Gaming Jobs in 2023
- Industry Layoffs: Over 6,000 jobs were eliminated in the gaming industry in 2023, a loss of 2% of its participants. The report attributes these layoffs to factors such as restructuring, termination of work service contracts, and economic malaise.
Actionable Insights
- Targeting Older Gamers: Brands should consider the changing demographics of mobile gamers and explore opportunities to reach older audiences through gaming platforms.
- Maximizing Campaign Reach: Gaming companies like Zynga should leverage their extensive game portfolios to maximize the reach of their campaigns and attract new players.
- Exploring Alternative Payment Methods: Game studios discontent with platform fees should investigate the potential of alternative payment methods, while ensuring compliance with platform rules.
- Direct Engagement with Gamers: Companies traditionally licensing IPs to publishers should consider direct engagement with gamers through acquisitions or in-house game development.
- Preparing for Industry Shifts: Gaming companies should prepare for potential industry shifts, including layoffs and restructuring, by maintaining flexible business models and strategies.
