It's well-known that the global mobile game market is thriving.
However, as a mobile game developer aiming to monetize your game, it's crucial not to view the market as a monolith. Strategies that are effective for monetization in the U.S. may not translate successfully in other regions, such as China.
Therefore, this discussion focuses on the most effective strategies for monetizing mobile games in Asia.
A fundamental step toward successful mobile game monetization is gaining an understanding of your players. To truly comprehend a particular market, you must delve deeply into its nuances.
Asian gamers, much like their unique cultural traits, have distinct preferences when it comes to mobile game monetization. But why is this important?
The Asian mobile game market is enormous, representing the largest share of global mobile gaming revenues. Furthermore, the growth rate in this region surpasses that of other parts of the world.
Relatively speaking, it's not just the gaming market that shows promise; the entire app market is brimming with potential.
According to the latest report by FoxData titled "The State of Mobile App 2025," three out of the top five countries for app downloads in 2024 are in Asia.
When it comes to revenue, four Asian countries are among the top earners. China stands at second place with $27.95 billion in revenue, closely followed by Japan at third with $23.64 billion. South Korea and Taiwan also rank prominently.
According to FoxData-Market Segment, in 2024, the revenue share of mobile games in Asia has grown to $75.53 billion.
In the App Store, Asia's revenue share has reached $64.54 billion, with an impressive annual growth rate of 89.54%. A significant portion of this mobile game revenue will come from China.
In Google Play, Asia's revenue share has reached $10.99 billion. If we also include the revenue from Android mobile games in China, this figure would be even more astounding.
Impressive, innit?
Now that you get how big and important this market is, let's crack on with learning the art of making money from mobile games in Asia.
In-app purchases (IAPs) are the most prevalent method for monetizing free-to-play games in Asia. They come in various forms, so let’s explore some of the most common types.
Originating from Japan, gacha systems are prevalent in many top-grossing games. Players use in-game currency to “pull” or “spin” for random rewards with known probabilities. Although controversial and often likened to gambling, gacha systems are widely used in Asia. Various countries have implemented regulations; for example, Japan has banned “complete gacha,” and China mandates transparency in drop rates and limits daily purchases.
Battle pass subscriptions have gained traction in Asia, with 50 out of 200 top-grossing games in China featuring this model. Players pay a fixed price to unlock additional rewards over a “season,” typically lasting from a week to a month. This model encourages regular gameplay and offers a premium experience.
In-app ads make free-to-play games accessible globally and are a significant revenue source in Asia. For instance, 60% of mobile game revenue in China comes from ads, with similar trends in Japan and South Korea. However, regional differences exist, necessitating careful selection of ad formats. Rewarded videos are particularly popular in Southeast Asia and India, where players engage deeply with games but spend less on IAPs.
Relying solely on one revenue stream can be limiting. Hybrid monetization combines in-app purchases with ads and sometimes subscriptions to maximize revenue. This approach caters to both spenders and non-spenders, expanding the player base that can be monetized. As a result, hybrid monetization is becoming increasingly popular globally, including in Asia.
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