SensorTower：2024年日本移動應用報告 Mobile app trends 2024 Japan edition

EBOOK

Mobileapp

trends2024:Japanedition

Appperformance

benchmarksandinsights

ADJUST

sensorTower

03

04

Contents

Introduction: 3

ExploringthegrowthandadaptabilityofJapan'sappmarket 3

ATTopt-inrates:AslowandsteadyclimbinJapan 6

AnoverviewoftheJapaneseappmarket 7

Methodology 8

Keyfindings 9

01

02

Part1:Gaming 12

Installandsessiontrends 15

Findingandkeepingusers 18

PCandconsole:Gameonfornewgrowth 23

Part2:Finance 25

Installandsessiontrends 28

Findingandkeepingusers 32

Part3:E-commerce 36

Installandsessiontrends 39

Findingandkeepingusers 43

Part4:ConnectedTV 47

Aboominggrowthchannel 47

What'snextforCTVAdvertising 50

Adjust’ssolutionforCTVmeasurement 50

Conclusion 52

IntothenextgenerationofappmarketinginJapan 52

Mobileapptrends2024:Japanedition

2

INTRODUCTION

Exploringthegrowthand

adaptabilityofJapan’sappmarket

Mobileapptrends2024:Japanedition

Asoneofthebiggestmobileappmarketsintheworld,Japancontinuestoinnovateandcaptivateitshighlyengagedaudience.In2023,smartphoneswereusedbyover

73%

oftheJapanesepopulation,

mobileinternetpenetrationreached

93%

,andmorethan2.5billionappdownloadswererecorded.Thisenthusiasmalsoextendedtoconsumerspending,whichhit

$17.9billion

in2023,placingJapanthird

globally,behindonlyChinaandtheU.S.

andadapttoshiftinguserbehaviorsandexpectations.

Utilizingnext-genmeasurementandanalyticsisbecomingincreasinglynecessaryforscalablesuccess.Theseadvancedtoolsenablemarketerstomakeprompt,data-driven

decisionsregardingcampaignoptimizationandbudget

allocation,regardlessofthechannel,platform,ordata

source.Essentialtothisaresolutionsforincrementality

analysis,mediamixmodeling,andpredictiveanalytics.

Combinedwith“traditional”attribution,theseframeworks

helptoroundoutafuture-proofandhighlygranularapproachtomarketingefforts.

Thesustainedsuccessofthemarketcanbeattributedto

itsexceptionaladaptability.Japan'sdigitalenvironmentis

vastanddiverse,withemergingchannelssuchasconnectedTV(CTV)andPCandconsolefirmlyfindingtheirwayinto

marketers’playbooks.Plus,thegrowingprominenceof

technologieslikeartificialintelligence(AI)andmachine

learningarecreatingmoreopportunitiestoenhanceapp

experiences,findhighqualityusers,anddriveengagement.

Tothriveinthisdynamicbutultra-competitivemarket,it's

essentialtofindtherightchannelandmediamix,remain

aheadofchangingdataprivacyframeworksandregulations,

3

Tothriveinthisdynamicbutultra-competitivemarket,it'sessential

tofindtherightchannelandmedia

mix,remainaheadofchangingdataprivacyframeworksand

regulations,andadapttoshiftinguserbehaviorsandexpectations.

IncollaborationwithSensorTower,we'veconducteda

detailedanalysisofmobileappinstalls,sessions,andpre-

andpost-installengagementmetricsacross2022,2023,and

thefirstquarterof2024.We'vefocusedonkeyverticals,includinggaming,finance,ande-commerce,alongwith

CTV,PC,andconsole.ThisreportalsooutlinesexpertinsightintothedataneededtobuildaneffectivestrategyinJapan,

maximizeengagement,andscaleROIin2024andbeyond.

Mobileapptrends2024:Japanedition

4

Top10appsbydownloadsinQ12024(Japan)

1

2

3

4

5

6

7

8

9

10

Top10appsbyconsumerspendinQ12024(Japan)

piccomaピッコマ

Publications

MonsterStrikeモンスターストライク

Games

UmamusumePrettyDerbyウマ娘プリティーダービー

Games

LINEマンガ

Communication

Fate/GrandOrder

Games

ProfessionalBaseballSpiritsAプロ野球スピリッツA

Games

DragonBallZDokkanBattleドラゴンボールZドッカンバトル

Games

Puzzle&Dragonsパズル&ドラゴンズ

Games

DragonQuestWalkドラゴンクエストウォーク歩く楽しみが増える位置情報ゲーム

Games

Houkai:StarRail崩壊：スターレイル

Games

★

★

★

★

★

TikTokティックトック

Entertainment

MatsuKiyoCocokaraマツキヨココカラ公式アプリ

Shopping

Temu:億萬長者気分でお買い物

Shopping

Threads,anInstagramapp

Social

FatGooseGymぽちゃガチョ!

Games

TVer(ティーバー)民放公式テレビ配信サービス

Entertainment

RakutenPay楽天ペイ-楽天ポイントカードも利用できるスマホ決済アプリ

Finance

LegendofMushroomキノコ伝説：勇者と魔法のランプ

Games

PayPay-ペイペイ

Finance

MyNumberPortalマイナポータル

Utility

Source:sensorTower

Mobileapptrends2024:Japanedition

5

ATTopt-inrates:AslowandsteadyclimbinJapan

InJapan,wherethemajorityofusersareoniOSdevices,

closelyobservingAppTrackingTransparency(ATT)opt-inratetrendsacrossverticalsisessential.Japan’soverallopt-inrateincreasedfrom23%to24YoY—agradualbutpivotalclimb.Mobilegamingrecordedthehighestopt-inrateinQ12024at30%,anidenticalfigureYoY.

Increaseswerealsoseenforfoodanddrink,whichsawa

hugejumpfrom16%to24%,andentertainment,which

climbedfrom20%to23%.Healthandfitness,lifestyle,andutilitiesallincreasedbyonepercentagepoint.

Ontheothersideofthecoin,e-commercedeclined

from23%to21%,whiletravel,finance,andpublicationsmaintainedthesamerates.

Todrivethesenumbersup,marketersneedtocraftopt-

instrategiesthatarecaptivating,detail-orientedandbuiltseamlesslyintotheuserexperienceandonboardingflow.

Whilenext-genandAI-drivenmeasurementsolutionsareessential,consented,first-partydataisthemostrobustwaytobuildthefoundationofyouriOSstrategy.

Mobileapptrends2024:Japanedition

All

Gaming

E-commerce

Finance

Food&Drink

Health&Fitness

Entertainment

Publications

Lifestyle

Travel

Utilities

ATTopt-inratesQ12024vs.Q12023(Japan)

0%5%10%15%20%25%30%35%

Q12023Q12024

6

7

AnoverviewoftheJapaneseappmarket

Appconsumerspend

January2022-March2024(Japan)

Appinstallsandsessions

￥JPY

JAN23

FEB23

MAR23

APR23

MAY23

JUN23

JUL23

AUG23

SEP23

OCT23

NOV23

DEC23

JAN24

FEB24

MAR24

250B

200B

150B

100B

50B

0

Source:sensorTower

January2022-March2024(Japan)

JAN22

MAR22

MAY22

JUL22

SEP22

NOV22

JAN23

MAR23

MAY23

JUL23

SEP23

NOV23

JAN24

MAR24

Installs

Sessions

Mobileapptrends2024:Japanedition

AppinstallsinJapanexperiencedadeclinein2023,decreasing

by1%YoY.However,byearly2024,installsshowedaslightupward

trend,withQ1installs3%higherthanQ42023.Appsessionsfollow

arelativelystablepatternin2023,with1%YoYgrowth,reflecting

consistentuserengagement.InQ12024,sessionswereanother2%

higherthaninthepreviousquarter,indicatingfurtherimprovementinengagementandretention.

WhenaccountingforthevolatilefluctuationsintheJPYcurrencymarket,Japan’soverallconsumerspendingremainedrelatively

flatoverthelastyearthroughQ12024.ComparingQ12024to

Q42023,however,thereisa3.5%increaseinaverageconsumerspending,hintingatpotentialsignsoffurthergrowth.Regardlessoftheexternalmarketconditions,Japan’sappeconomyhas

demonstratedhealthyandstableconsumermannerisms.

Methodology

sensorTWer

VERTICALS:

Gaming,e-commerce,finance,

entertainment,socialnetworking,

photo&video,travel,business,

health&fitness,food&drink,books.

REGIONS:

Japan

DATERANGE:

January2022-March2024

DATASET:

SensorTowercultivatesrichmarketinsightsintothetrendsshaping

businessesintheglobaldigitaleconomy.TheanalysisisbasedondatafromSensorTowerStoreIntelligenceandGameIntelligence.SensorTowerStoreIntelligenceprovidesdownloadandrevenueestimatesacross95countries,12regions,and25categoriestogeneratedeepinsightsintotheglobal

mobilemarketwithproprietarydatamodelsoftheAppleStoreandGoogle

Playdata.SensorTowerGameIntelligencedrillsdownintohitmobilegamingstrategiesthroughadvancedgamingtaxonomy,offeringin-depthanalysisofsub-genres,themes,artstyle,monetization,meta-features,andmore.

TOPAPPSRANKING:

UpdatedasofMay8,2024.RankingsarederivedfromcombineddatafromtheGooglePlayStoreandAppleAppStore.AppcategoriesarebasedontheclassificationsprovidedbytheGooglePlayStoreandAppleAppStore.

ADUST

VERTICALS:

E-commerce,gaming,andfinance+connectedTV,PC,andconsole.

REGIONS:

Global,U.S.,Japan

DATASET:

AmixofAdjust’stop3,000+appsandthetotaldatasetofallapps

trackedbyAdjust.Ourdatacomesfromtwosources,oneincludingalistof45countriesandonewithapproximately250basedontheISO3166-1standard.

DATERANGE:

January2022-March2024

RATIOSANDSHARES:

Ratiosandshares:Paid/organicshareisexpressedasaratio,wherea

valueof3(3:1)wouldmeanthatforevery100organicinstalls,thereare300paidinstalls.

Mobileapptrends2024:Japanedition

8

9

Keyfindings

18%

GamingappinstallsinJapanincreasedby18%inQ12024comparedtoQ42023.

Arcadegamesgrewby38%

acrossbothinstallsandsessionsinQ12024,comparedtothe

2023average.

27.37

MINS

Theaveragesessionlength

formobilegamingrosefrom

26.37minutesin2022to27.37minutesinQ12024.

Financeappsessionsareupby22%YoYin2023andsawanadditional11%increaseinQ12024.

Mobileapptrends2024:Japanedition

Consumerspendingonfinanceappsgrewby39%YoYin2023andjumped53%inQ12024.

4%

E-commerceappsessions

increasedby4%from2022to2023,withanadditional2%

growthinQ12024.

DAY

0

$2.96·

Japan'se-commerceappLTV

reached$2.96onday0and$9.67bymonth0,surpassingglobalandU.S.medians.

InQ12024,e-commerceappretentionratesroseto13%onday7,12%onday14,and9%onday30.

“TheJapaneseappmarketexemplifiesthefutureofmobile

engagement,blendingtraditionalstrengthswithcutting-edge

technologies.Thekeytosuccessliesinadoptingaholistic

approachthatintegratesattribution,AI,andnext-genanalytics.

Byunderstandingthenuancedbehaviorsofusersandleveragingmeasurementtoolsthatofferdeepinsights,marketersand

agenciescancrafthyper-personalizedexperiencesthatresonate.Thisisnotmerelyaboutkeepingupwithtrends,butsettingthe

paceinahighlydynamicecosystem.”

Mobileapptrends2024:Japanedition

NaokiSassa

GeneralManager,Japan

10

Mobileapptrends2024:Japanedition

“TheJapaneseappindustryconsistentlyleadsininnovationanduser

engagement,offeringexceptionalgrowthopportunities.Asapp

usageandconsumerspendingreachnewheights,marketerswho

utilizethelatestanalyticsanddatainsightscanstrategicallyseizetheseopportunities.Bycontinuouslyadaptingtoemergingmarkettrendsandimplementingdata-drivenstrategies,theycanunlock

thefullpotentialofthisvibrantmarket,ensuresustainedgrowth,andremaincompetitive.”

NanLu

SeniorDirectorofAPAC

Marketing

11

Mobileapptrends2024:Japanedition

PART1

Gaming

Mobilegamesreboundin2024.Explorethe

game-changingtrendsandthetop-performingappsshapingthemarket.

12

Mobileapptrends2024:Japanedition

1

2

3

4

5

6

7

8

9

10

Top10gamingappsbydownloadsinQ12024(Japan)

FatGooseGymぽちゃガチョ!

Casual

LegendofMushroomキノコ伝説：勇者と魔法のランプ

RPG

LockedRingsマジックカード

Casual

LastWar:SurvivalGameラストウォー:サバイバル

Strategy

RoyalMatchロイヤルマッチ

Puzzle

BlockBlast!

Puzzle

WoodNuts&BoltsPuzzle木製ナット&ボルトパズルゲーム

Puzzle

DailyMerge:MatchPuzzleGameシンカゲーム-スイカ合成

Strategy,Puzzle

LINE:DisneyTsumTsumLINE：ディズニーツムツム

Action,Puzzle

BlueRockBlazeBattleブルーロックBlazeBattle

Sports

★

★

★

★

★

★★

★

$Top10gamingappsbyconsumerspendinQ12024(Japan)

★

★

MonsterStrikeモンスターストライク

RPG

UmaMusumePrettyDerbyウマ娘プリティーダービー

Adventure,Simulation

Fate/GrandOrder

RPG

ProfessionalBaseballSpiritsAプロ野球スピリッツA

Sports,Action

DragonBallZDokkanBattleドラゴンボールZドッカンバトル

Action

Puzzle&Dragonsパズル&ドラゴンズ

RPG

DragonQuestWalkドラゴンクエストウォーク歩く楽しみが増える位置情報ゲーム

RPG

Houkai:StarRail崩壊：スターレイル

Adventure

GenshinImpact原神

Adventure

eFootball?2024

Sports

Source:sensorTower

13

14

GaminggenderpercentagebyverticalQ12024(Japan)

100%90%80%70%60%50%40%30%20%10%0%

All

Action

Arcade

Casino

Geolocation

Lifestyle

Puzzle

Racing

RPG

Shooter

Simulation

Sports

Strategy

Tabletop

Male

FemaleSource:

sensorTower

Overall,thegamingappuserbaseispredominantlymale,with

63.6%maleand36.4%femaleplayers.However,thisdistributionvariessignificantlyacrossdifferentgamegenres.

Sportsgamesarethemostmale-dominatedgenre,withan

overwhelming91.8%oftheplayerbasebeingmale.Arcadegamesarethemostfemale-dominatedgenre,with58.9%femaleplayers.

Mobileapptrends2024:Japanedition

GamingappagegrouppercentageQ12024(Japan)

All

Action Arcade CasinoGeolocation Lifestyle PuzzleRacing

RPG ShooterSimulation Sports StrategyTabletop

0%10%20%30%40%50%60%70%80%90%100%

18-2425-3435-4445-5455+

The25-34agegroupisthebiggestforgamingapps,accountingfor35.5%ofallplayers.Thisgroupshowsthehighestengagementacrossmostgenres.

Sportsgamesarefavoredbyyoungeraudiences(18-24),whomakeup30.3%oftheplayerbase.Simulationgamesattractamore

matureaudience,with35.7%ofplayersaged35-44.Puzzlegamesappealtoolderaudiences,with24.9%ofplayersaged45-54and22.3%aged55andabove.

15

Installandsessiontrends

Gamingappinstallandsessiongrowthpercentages

Q12024vs.2023

15%

10%

5%

0%

-5%

10%

7%

6%

4%

-1%

Global

Japan

-2%

U.S.

InstallsSessions

GamingappinstallandsessiongrowthJanuary2022-March2024(Japan)

JAN22

MAR22

MAY22

JUL22

SEP22

NOV22

JAN23

MAR23

MAY23

JUL23

SEP23

NOV23

JAN24

MAR24

Installs

Sessions

ComparedtoJapan,theglobalmarketishavingdifficultywithnewacquisitionsbutdisplays

steadyengagementfrom

currentusers.TheU.S.marketisalsoexperiencingchallengesinattractingnewusers,but

issuccessfullyretainingandengagingexistingones.

Mobileapptrends2024:Japanedition

GamingappinstallsinJapandeclinedthroughoutearly2022.In2023,thetrendstabilizedbutremainedlower.InQ12024,however,Adjust

datashowsan18%increasecomparedtoQ42023—astrongstart

to2024.Throughout2022and2023,gamingappsessionsshowedlessvolatilitythaninstalls,withsmallerpeaksandtroughs,indicating

consistentuserengagementdespitefluctuatinginstallrates.InQ12024,therewasasmallbutencouraging1%increaseinsessions.

InQ1of2024,Japanexhibitedrobustinstallandsessiongrowth,withtheformerupby7%andthelatterby6%comparedtothe

2023average.ThisdualgrowthsignifiesahealthyandexpandinggamingappmarketinJapan,settingitapartfromglobalandU.S.trendsintermsofoverallstability.

Mobileapptrends2024:Japanedition

Gamingappinstallsandsessionsbysubvertical

2023-Q12024(Japan)

GamingappsubverticalinstallandsessiongrowthpercentagesQ12024vs.2023(Japan)

Arcadegamesexperiencedthemost

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

40%38.4%

38%

36%

28%

25%

21%

22%

22%

16%

16%16%16%

13%

12%

9%

8%

4%

5%

0.3%

InstallsSessions

4%

10%

11%

1%1%

3%

1%

1%

0%

23%

Sessions

Action

AdventureArcade

Board

Card

CasinoCasual

口EducationalFamily

HypercasualMusic

Puzzle

RacingRPG

Simulation

Sports

StrategyTrivia

Word

substantialgrowthoverall,withbothinstallsandsessionsincreasingby38%inQ12024.Cardgamesareleadingininstallgrowth

11%

withanimpressive40%,coupledwitha16%

9%

6%

8%

8%

9%

sessionsboost.Simulationinstallsgrewby36%,andsessionsby22%.Racinggamesarestuck

2%

4%

4%

6%8%

4%

4%

Installs

1%

inaslowerlane,witha16%riseininstalls,anda0.3%uptickforsessions.

1%

11%

16%

1%

1%

16%

8%

Ofallgaminginstalls,puzzlegamesaccountedforthelargestshare(16%),followedbyRPG

Action

Arcade

Card

Casino

Family

Puzzle

Racing

Simulation

Strategy

Trivia

4%

(11%),action(11%),simulation(9%),andcasual(8%).Hypercasualandadventuregameseachmadeup8%ofinstalls,whilesportsaccountedfor6%.

Intermsofsessions,puzzlegamescameinfirstagainwith23%,followedbyRPG(16%),action(10%),sports(11%),andadventure(9%).Despitethehighinstallrate,hypercasualonlymadeup1%ofsessions—theusualtrendforthegenre.

16

17

Overall,gamingappinstallsarefairlybalancedacrossplatforms,with55%oniOSand45%

onAndroid.Puzzlegamesleadininstallson

Android(61%)whileiOSdominatesinadventure(77%).Actiongamesarealsomorepopularon

Android(54%).

SessionsskewmoreheavilytowardiOS,

accountingfor66%ofthetotal.Adventurehas

thehighestsessionshareoniOS(84%),followedbystrategy(83%).

Overall,sessionlengthsrosefrom26.37minutesin2022to27.37minutesinQ12024.

Simulationincreasedmost,jumpingfrom26.63minutesto40.56,highlightingitsimmersive

appealandhugemonetizationpotential.

Actionalsoexperiencednotablegrowth,with

sessionlengthsrisingfrom22.97to25.5minutes.

Gamingappinstallsandsessionsbyplatform

2023-Q12024(Japan)

All

Action

Adventure

BoardHypercasual

Puzzle RPGSimulation SportsStrategy

4

5%

55%

34%

66%

54%

46%

23%

7

7%

23%

7

7%

16%

84%

31%

69%

26%

7

4%

42%

58%

32%

68%

61%

39%

50%

50%

48%

52%

37%

63%

40

%

60%

4

4%

56%

37%

63%

22%

78%

32%

68%

17%

83%

InstallsAndroid

InstallsiOS

SessionsAndroid

SessionsiOS

Mobileapptrends2024:Japanedition

Gamingappsessionlengths

2022-Q12024(Japan)

All

Action

Adventure

Board

Hyper

casual Puzzle RPGSimulation SportsStrategy

27.37

25.5

24.79

25.8

21.44

23.21

38.37

40.56

23.35

25.29

0510152025303540

45

Timeinminutes

20222023Q12024

Findingand

keepingusers

Paiduseracquisitionshareisincreasing

acrossmostgamingsubverticalsinJapan.

Overall,theratiorosefrom1.82in2023

to2.31inQ12024,withhypercasual

(unsurprisingly)leadingandincreasingfrom5.26to5.69.Boardgamesalsorosefrom

1.55to2.07,andsimulationgrewfrom1.29to1.93.Strategygamesmorethandoubledtheirrate,indicatingsubstantialinvestmentinpaidcampaigns.

Actiongamessawaslightdecrease(0.62to0.54),suggestingimpressiveorganicgrowth,consideringtheboostininstalls.

Mobileapp

All

Action

Adventure

Board

Hypercasual

Puzzle

RPG

Simulation

Sports

Strategy

trends2024:Japanedition

Gamingapppaid/organicratio2023-Q12024(Japan)

6

5

4

3

2

1

0

5.69

5.26

2.31

2.07

1.93

1.66

0.95

0.54

2023

Q12024

0.42

1.63

0.7

18

Mobileapptrends2024:Japanedition

Thenumberofpartnersperappdecreasedfrom10.9in2023to10.8inQ12024.In

lightofincreasedpaidinstallsoverall,this

indicatesbiggerbudgetsdistributedacrosslesschannels,meaningadvertisersarelikelyinvestinginanalyticsthatprovidesolidintelonwheretopauseandwheretoscale.

Adventureconsistentlyhadthemost

partners,butdecreasedfrom16.6to15.8.Bothboardandhypercasualexperiencedminordecreases,droppingfrom10.1to9.9andfrom8.9to8.8,respectively.

Sportsandstrategybothincreasedto16.8partners.

Gamingpartnersper

18

15.8

16

14

13.3

12

10.8

10

8

6

4

2

0

All

Action

Adventure

app2023-Q12024(Japan)

15.6

16.8

16.8

9.9

9.4

8.8

9.0

BoardHypercasualPuzzleRPGSimulationSportsStrategy

2023

Q12024

19

20

Gamingappretentionrates2023-Q12024(Japan)GamingappARPMAU2023-Q12024(Japan)

$USD

7

6

5

4

3

2

1

0

6.17

5.09

4.7

1.88

1.52

0.64

0.45

2023

Q12024

All

Action

Adventure

Board

Hypercasual

Puzzle

RPG

Simulation

Sports

Strategy

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

0

1234

2023(All)

567891011121314151617181920212223242526272829

Dayafterinstall

Q12024(All)2023(Hypercasual)Q12024(Hypercasual)

30

In2023,theretentionrateonday1was28%,droppingto

around14%byday7.TheratesinQ12024decreasedslightly,withday1hitting27%andday7reaching13%.

Hypercasualgames,asalways,havesignificantlylower

retentionratescomparedtotheoverallaverage.Inboth2023andQ12024,theretentionrateforhypercasualgamesonday1wasaround25%,decliningto5%byday30.

Theaveragerevenuepermonthlyactiveuser(ARPMAU)

decreasedfrom$1.04in2023to$0.99inQ12024.RPGshadthehighestARPMAU,despitedecreasingfrom$6.17to$5.09in.Similarly,adventure’shighARPMAUdroppedfrom$5.06to$4.7.

Interestingly,hypercasualgamessawaslightincreasein

ARPMAU,upfrom$0.43to$0.45.Meanwhile,puzzlegamesdecreasedfrom$0.86to$0.84.

Mobileapptrends2024:Japanedition

BONUS

InQ12024,RPGandsimulationgameshadthehighestday1

retentionrates,at32%and31%respectively.

21

GamingappeCPI2023-Q12024(Japan)GamingappcumulativeLTVQ12024(Japan)

$USD

2023

Q12024

3.5

3

2.5

2

1.5

1

0.5

0

AllActionBoardHypercasualPuzzleSimulation

Themedianeffectivecostperinstall(eCPI)forgamingapps

inJapanincreasedfrom$1.36in2023to$1.43inQ12024.

Actionexperiencedthemostsignificantrise,jumpingfrom

$2.07to$3.03.Incontrast,simulationdecreasedfrom$3.11to$2.44,indicatingimprovedacquisitionefficiency.Hypercasualcontinuedtochartthelowestcostatacquisitionlevel,witha

minorincreasefrom$0.75to$0.77.

$USD

All

Action

Adventure

Board

Hypercasual

Puzzle

RPG

Simulation

Sports

Strategy

2.5

2

1.5

1

0.5

0

Day0

Week0Month0

InQ12024,thelifetimevalue(LTV)forgamingappsdifferedsignificantlyacrosssubverticals,reflectingthevariancesin

profitabilityovertimefromgenretogenre.RPGsleadwithamedianof$2.32bymonth0.AdventuregamesreachedacumulativeLTVof$1.9bymonth0.

Higherinstallcostsusuallycorrelatetolargerreturns,while

lowercostverticals(likehypercasual)relymoreheavilyonadrevenueandahighturnoverofusers.Understandingthese

dynamicsisvitalforoptimaluseracquisitionandretention.

Mobileapptrends2024:Japanedition

BONUS

Workingtoimproveretention,or

addingretentionelementsintoa

titleforthefirsttime,canincreasemonetizationpotentialandrevenuestreams,asthehybridcasualgenredemonstrates.

22

From2023toQ12024,consumerspendingongamingappsheldrelativelysteady

(factoringforfluctuatingcurrencymarkets)withastronger,morepronounced2.23%

growthQoQfromQ42023toQ12024.

RPGsmadeupahuge48.8%oftotalconsumerspendingongamingapps

from2023toQ12024.Strategyfollowed,capturing12.4%ofspending.Puzzlegamesalsoheldasignificant8.2%share,while

sportsandarcadegamesmadeup7.3%and5.9%,respectively.

Thegenresthatgeneratelessconsumer

spendarethosethatmonetizeviaadrevenue.

Mobileapptrends2024:Japanedition

Gamingappconsumerspend

January2022-March2024(Japan)

Gamingappconsumerspendbysubvertical

JAN23

FEB23

MAR23

APR23

MAY23

JUN23

JUL23

AUG23

SEP23

OCT23

NOV23

DEC23

JAN24

FEB24

MAR24

￥JPY

200B

150B

100B

50B

0

Source:sensorTower

2023-Q12024(Japan)

0.2%3.3%

1.6%

5.9%

12.4%

1.6%

5.2%

7.3%

2.7%

8.2%

2.6%

0.3%

48.8%

Source:

ActionArcadeCasino

Geolocation

LifestylePuzzle

Racing口RPG

Shooter

SimulationSports

StrategyTabletop

sensorTower

BONUS

InQ12024,actiongamesexperiencedthemostsignificantQoQgrowthinconsumerspending,risingby21.6%.Puzzlegamesfollowed,withanincreaseof13.8%.

Mobileapptrends2024:Japanedition

PCandconsole:Gameonfornewgrowth

A

recentsurvey

revealedthatmost

youthgamersinJapanpreferconsole

gaming(72%),followedbymobile(64%)andPC(15%).

72%

01

Forgamingappmarketersanddevelopers,thePC

andconsolespaceisemergingasanexcitinggrowth

channel.Mobilegamingisincrediblycompetitive,andinamaturemarketlikeJapan,findingandretainingnew,

payingusersordrivinghigherLTVfromexistingusersisincreasinglychallenging.

02

Japan'sconsolevideogameindustry

salesreached

377.4billionyenin2022

,markinganincreaseof5.5billionyen

fromthepreviousyear.

Almosthalfofgamersplaygameson

morethanone

platform

,andatleast15%playonmobile,console,and

PC.Ofthesegamers,57%spendmoneyonvideogames,within-gameitempurchases,contentpacks,currencies,andexpansionsasthemostcommonsales.Takinganappcross-deviceenablesdeveloperstomaximizeaccessto

03

GlobalPCandconsolegamerevenue

grewby2.6%lastyear,reaching

US$94.0

billion

,drivenprimarilybydownloaded/boxedPCgames.

theserevenuestreams,meetinggamerswheretheyplayandpay.Expandingto

PCandconsole

notonlycasts

awidernetfornewuseracquisitionandmonetizationpotentialbutalsotakesadvantageofdifferinguser

spendinghabitscross-platform—auserwhomaybeless

likelytoconvertonmobilecouldbemorelikelytoconvertonPCorconsole.

23

Mobileapptrends2024:Japanedition

“Theriseofmulti-platformgamingoffersanexcellentopportunityformobilegamedevelopers,bothintermsofplayerdemandanditspowerfulpotentialforuseracquisition.ByleveragingAdjust’sintegrationwiththePlayInstallReferrerAPIforGooglePlay

GamesonPC,forexample,developerscanexpandtheirreach

andensuretheirgamesremaincompetitive.PCandconsolenotonlybroadensthescopeofuserengagementbutempowers

developerstooptimizeperformanceinanincreasinglyinterconnec