Analysis of 2023 IP mobile gaming trends across UK, US and Asian markets. Expert ASO strategies for RPG, tabletop and sports game adaptations.
Within the mobile gaming sector, leveraging established Intellectual Properties (IP) has become a critical strategy. 2023 witnessed unprecedented growth in IP adaptations, with emerging trends reshaping the global landscape. This analysis examines dominant trends across UK, European, and international IP gaming markets throughout 2023.
Among IP-based mobile titles, Role-Playing Games (RPGs) lead revenue generation, accounting for 36% of total income globally. These titles typically employ character collection mechanics and immersive narratives to drive monetisation through beloved franchise characters.
Capitalising on the Fate anime phenomenon, Fate/Grand Order dominates revenue among video game IP adaptations. Similarly, Uma Musume Pretty Derby demonstrates the effectiveness of character gacha monetisation within anime adaptations, particularly across Asian markets.
Within the board game adaptation category, Scopely's MONOPOLY GO! stands as the market leader, establishing new benchmarks for the genre. The title's success underscores the viability of traditional tabletop IPs in mobile formats.
Regarding sports franchises, EA Sports FC has emerged as a flagship release. Following the dissolution of the FIFA partnership, EA now collaborates with FIFPRO to operate EA Sports FC and associated football titles.
⚽ EA Sports FC 24: Next-Gen Football Gaming & Cross-Platform Strategy
Whilst RPGs dominate Asian manga adaptations, action titles prevail across Western markets, particularly in the US and UK.
⚡ Mobile Game Development Trends 2023: Key Gaming App Insights
💡 Expert Insights: Whether targeting Asian markets with video game IPs or navigating diverse European preferences—including the UK market's distinct fondness for board games—ASOWorld provides comprehensive ASO guidance. Discover our localisation strategies for global market expansion.
Video game IPs enjoy remarkable popularity across Asia, representing the most favoured IP media type globally. In this region, mobile adaptations of video game IPs account for a staggering 70% of all IP-based downloads.
Whilst MONOPOLY GO! dominates Western charts—ranking highly in both the UK and US markets—it holds only 24th position in Asian territories.
Despite video game IPs generating the highest revenue globally, Asia's top-earning IP adaptation derives from anime rather than gaming: Uma Musume Pretty Derby. In the UK, US, and broader European markets, video game IPs lead download statistics, followed by board game adaptations. Asia presents a distinct landscape where anime/manga ranks second, reflecting unique regional consumption patterns.
⚡ 2023 Global Mobile Gaming Market Analysis: Trends & Opportunities
Within European markets, video game IPs generally maintain dominance, though regional variations exist. France presents a notable exception, where anime-based mobile games have surpassed video game IPs in revenue—with Dragon Ball Z titles occupying the top two positions. Spain and Italy also demonstrate stronger anime IP revenue shares than the UK and Germany. Across the European Union, video game IPs remain the most lucrative category.
In most European nations, anime/manga and board game IPs rank second and third respectively. However, the UK deviates significantly: board game IPs generate higher revenue than anime/manga locally. The fourth position varies by country; television IPs lead in the UK and Germany, whilst comic book adaptations dominate in France, Spain, and Italy.
UK Market Specifics: British gamers demonstrate stronger affinity for traditional tabletop and television IPs than their continental counterparts. Publishers targeting the UK should prioritise ASO strategies that emphasise nostalgia, competitive multiplayer features, and localised metadata reflecting British cultural preferences.
In 2023, MONOPOLY GO! has significantly elevated board game IP revenue share in the US market, now comprising nearly one-third of total category revenue. Celebrity and television IP downloads continue declining, alongside toy adaptations. Conversely, sports IPs demonstrate stable performance, with the leading six IP categories capturing 76% of market share.
The US and Asia remain pivotal for sports IP monetisation. Following EA's FIFA partnership conclusion, FIFA-branded mobile rankings are anticipated to decline substantially.
South Korea leads FIFA mobile revenue generation, whilst ranking second for MLB monetisation. China has overtaken the US as the primary revenue market for NBA mobile titles. NFL mobile revenue derives predominantly from US users.
WWE maintains popularity across the US and Europe but generates significantly less traction in Asian territories compared to other sports IPs.
Strategic Recommendation: For UK publishers entering the sports IP space, prioritise football (soccer) and rugby partnerships over American football, whilst leveraging cricket and tennis IPs for Commonwealth market penetration and seasonal ASO campaigns aligned with Premier League and Six Nations calendars.
💡 Expert Insights: Understanding regional preferences is crucial, but ensuring discoverability remains paramount. We align your IP strategy with ASO best practices to drive qualified downloads and revenue.
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Strategic pairing between IP media types and game genres generates maximum revenue potential. Within video game and anime/manga sectors, RPGs prove most profitable, as fans seek immersive worlds and character interactions—core RPG strengths. Gacha mechanics drive spending behaviour, particularly pronounced in Asian markets, though increasingly prevalent in UK and US free-to-play economies.
Sports IPs excel within simulation frameworks, whether recreating athletic competition or managing sports franchises.
MONOPOLY GO! exemplifies successful board game adaptation through mobile-specific optimisation, emphasising social features and monetisation over traditional mechanics.
Comic book IPs naturally suit action-oriented gameplay, whilst Asian anime IPs favour RPG structures. These preferences vary significantly across demographic groups.
Execution Strategy:
1. Genre-IP Matching: Pair RPG mechanics with narrative-rich anime/video game IPs for Asian markets; deploy action mechanics for Western comic adaptations and casual puzzle formats for UK board game IPs.
2. Monetisation Calibration: Implement gacha systems for Asian RPG releases; utilise season passes and cosmetic shops for UK/US action titles, reflecting Western spending behaviours.
3. Metadata Localisation: Adapt character art, screenshots, and promotional text to regional preferences—chibi aesthetics for Japan, realistic rendering and competitive leaderboards for UK markets.
💡 Expert Tips: ASOWorld's tailored ASO strategies align genre-specific metadata with regional IP preferences for maximum visibility. 👉 Discover our Bespoke User Acquisition Solutions.
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Among the top ten celebrity-licensed IPs, digital influencers occupy five positions, traditional celebrities hold two, whilst virtual idols and K-pop groups comprise the remainder.
Ellen DeGeneres licenses social mobile games including Heads Up! and Psych! under the "Ellen" IP umbrella.
Three prominent digital influencers focus on family-oriented YouTube content: Ryan's World, FGTeeV, and Vlad and Nikki.
Hatsune Miku represents the highest-grossing virtual idol IP, with her rhythm game dominating US and global celebrity IP revenue.
UK Opportunity: British audiences demonstrate growing engagement with UK-specific YouTube personalities and reality television stars—representing untapped opportunities for regional IP licensing and influencer collaborations within mobile gaming.
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