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遊戲 Contents 行動設備

市場調查報告書

商品編碼

1967653

行動遊戲市場－全球產業規模、佔有率、趨勢、機會、預測：按平台、獲利模式、年齡層、地區和競爭格局分類，2021-2031年

Mobile Gaming Market - Global Industry Size, Share, Trends, Opportunity, and Forecast Segmented By Platform, By Monetization Type, By Age group, By Region & Competition, 2021-2031F

出版日期: 2026年01月19日 | 出版商:

TechSci Research | 英文 181 Pages | 商品交期: 2-3個工作天內

價格

簡介目錄

全球行動遊戲市場預計將從 2025 年的 1,158.6 億美元成長到 2031 年的 2,201.3 億美元，複合年成長率達到 11.29%。

行動裝置（例如智慧型手機和平板電腦）上的互動娛樂是這一領域的主要特徵，由於高性能硬體和無線連接的普及，消費者准入門檻顯著降低，該領域正蓬勃發展。與專用遊戲主機和電腦不同，行動裝置的易用性確保了新用戶的持續湧入。娛樂軟體協會 (ESA) 2024 年報告強調了這一領域的主導地位，其中 78% 的遊戲玩家使用行動裝置。

市場概覽
預測期	2027-2031
市場規模：2025年	1158.6億美元
市場規模：2031年	2201.3億美元
複合年成長率：2026-2031年	11.29%
成長最快的細分市場	廣告
最大的市場	北美洲

然而，該行業面臨著許多挑戰，其中最主要的障礙是日益嚴格的資料隱私法規，這些法規使得傳統的用戶獲取和商業化戰略變得複雜。對廣告識別碼的限制迫使發行商投入更多資金才能有效地定位和留住玩家，這給開發者帶來了沉重的經濟負擔。這種法規環境可能會減緩產業成長，因為新遊戲越來越難以獲得永續的投資回報。

市場促進因素

スマートフォンが世界的に普及し、入手しやすくなっていることが、市場成長の主要な原動力となっています。特に発展途上地域では、モバイルデバイスがデジタル経済への主要な入り口となることが多く、この広範な普及により、PCや主機を購入する多額の費用をかけずに、幅広い層がゲームに参加できるようになりました。GSMAインテリジェンスが2024年2月に発表した『モバイル経済2024』報告書によれば、2023年末時点で世界のモバイル契約者数は56億人に達し、巨大なユーザー基盤を形成しています。東南アジアやラテンアメリカなどの市場では、手頃な価格の高性能デバイスが普及を続け、潜在的な市場規模を拡大し続けています。

同時，高速 5G 網路的部署正在透過降低延遲和提升頻寬來改變用戶體驗，從而支援即時多人遊戲和資源密集型雲端服務。這項基礎設施使開發者能夠透過將處理任務卸載到遠端伺服器，在行動裝置上提供主機層級的圖形效果，這對於留住追求高清遊戲體驗的玩家至關重要。正如愛立信 2024 年 6 月發布的《行動報告》中所述，僅第一季全球 5G 用戶就增加了約 1.6 億，突破 17 億。這項技術飛躍正在推動用戶持續參與，Unity 發布的《2024 年 Unity 遊戲報告》也證實了這一點，該報告顯示，2023 年每日有效用戶中位數成長了 4.5%。

市場挑戰

嚴格的資料隱私法規是全球行動遊戲產業財務成長的一大障礙。由於平台營運商和監管機構限制了廣告識別碼的存取權限，開發者無法利用精準定位方法來取得用戶，被迫依賴覆蓋範圍更廣、效率更低的行銷方式。這種缺乏透明度導致用戶獲取成本上升，遊戲內廣告收入降低，投資報酬率下降。因此，開發者對發布新內容和進入市場持謹慎態度。

這些變化帶來的財務影響巨大，威脅到產業收入的很大一部分。用戶變現的困難也對市場流動性構成威脅。考慮到歐洲電玩協會（Video Games Europe）的報告顯示，2023年行動應用程式佔歐洲地區電玩總收入的41%，這確實是一個值得關注的問題。當如此重要的收入來源在變現能力方面面臨結構性障礙時，全球市場的整體成長動能必將受到抑制。

市場趨勢

生成式人工智慧正在改變遊戲製作流程，並透過讓開發者能夠自動生成複雜的敘事元素和素材，有效地重塑遊戲開發方式。這項技術透過加速對話、美術和程式碼的生成，幫助工作室即使在資金有限的情況下也能維持高品質的成果，從而有效控制不斷飆升的開發成本。此外，大規模語言模型的整合實現了無需手動更新的個人化即時自適應體驗，提高了用戶留存率。根據 Unity 於 2024 年 3 月發布的《2024 Unity 遊戲報告》，已有 62% 的工作室將人工智慧工具融入他們的開發流程中。

同時，為了規避傳統市場收取的高額費用，發行商正進行策略轉型，轉向直接面對消費者的網路商店進行遊戲內購。透過將虛擬物品購買引導至外部網站，開發者可以獲得更高的收入分成，並與使用者建立直接溝通管道。在當前第三方追蹤限制盛行的環境下，這無疑是至關重要的一步。這種模式通常會利用專屬獎勵來鼓勵用戶進行平台外交易。根據 Xsolla 於 2024 年 4 月發布的《2024 年春季遊戲市場現狀報告》，收入排名前 100 的行動遊戲中，已有 40 款採用了網路商店模式，這表明遊戲產業正在向獨立的商業基礎設施轉型。

The Global Mobile Gaming Market is projected to expand from USD 115.86 Billion in 2025 to USD 220.13 Billion by 2031, achieving a CAGR of 11.29%. This sector, defined by interactive entertainment on portable devices like smartphones and tablets, is fueled by the widespread availability of capable hardware and wireless connectivity, which significantly lowers consumer entry barriers. Unlike dedicated consoles or computers, this accessibility guarantees a steady stream of new users, with the Entertainment Software Association reporting in 2024 that 78% of gamers utilized mobile devices, highlighting the segment's dominance.

Market Overview
Forecast Period	2027-2031
Market Size 2025	USD 115.86 Billion
Market Size 2031	USD 220.13 Billion
CAGR 2026-2031	11.29%
Fastest Growing Segment	Advertising
Largest Market	North America

However, the sector faces a significant obstacle in the form of stricter data privacy regulations, which complicate traditional user acquisition and monetization strategies. Limitations on advertising identifiers compel publishers to spend more to effectively target and retain players, placing financial strain on developers. This regulatory environment threatens to slow growth rates by making it increasingly difficult for new titles to generate a sustainable return on investment.

Market Driver

The increasing global penetration and accessibility of smartphones serve as the primary engine for market growth, especially in developing regions where mobile devices often act as the main gateway to the digital economy. This widespread availability allows a broad demographic to participate in gaming without the substantial costs associated with purchasing PC rigs or consoles. According to the 'The Mobile Economy 2024' report by GSMA Intelligence in February 2024, unique mobile subscribers worldwide hit 5.6 billion by the end of 2023, creating a massive user base, while affordable high-performance devices in markets like Southeast Asia and Latin America continue to expand the total addressable audience.

Concurrently, the rollout of high-speed 5G networks is transforming the user experience by reducing latency and increasing bandwidth, enabling real-time multiplayer gaming and resource-heavy cloud services. This infrastructure allows developers to provide console-level graphics on mobile devices by offloading processing to remote servers, which is essential for retaining players seeking high-fidelity gameplay. As noted in the 'Ericsson Mobility Report' from June 2024, global 5G subscriptions grew by approximately 160 million in the first quarter alone, surpassing 1.7 billion; this technological leap supports sustained engagement, evidenced by Unity's '2024 Unity Gaming Report' finding a 4.5% rise in median daily active users in 2023.

Market Challenge

Strict data privacy regulations present a major barrier to the financial growth of the global mobile gaming industry. As platform holders and regulators limit access to advertising identifiers, developers are stripped of the ability to use precise targeting for acquiring users, forcing a reliance on broader and less efficient marketing tactics. This lack of transparency drives up user acquisition costs while simultaneously reducing the efficacy of in-game advertising revenue, leading to diminished returns on investment and causing developers to hesitate in launching new content or entering the market.

The financial repercussions of these changes are significant, as they jeopardize a substantial portion of the industry's earnings. The difficulty in effectively monetizing users poses a threat to market liquidity, a critical concern given that Video Games Europe reported mobile apps generated 41% of total video game revenue in the region in 2023. When such a primary revenue source encounters structural interference in its monetization capabilities, the overall growth trajectory of the global market is inevitably suppressed.

Market Trends

Generative AI is transforming production workflows by enabling developers to automate the creation of complex narrative elements and assets, effectively reshaping how games are built. This technology helps mitigate rising development costs by accelerating the generation of dialogue, artwork, and code, allowing studios to sustain high-quality output despite financial constraints. Additionally, the integration of large language models facilitates personalized, real-time adaptive experiences that boost retention without manual updates; as per Unity's '2024 Unity Gaming Report' from March 2024, 62% of studios have already integrated AI tools into their processes.

Simultaneously, there is a strategic movement toward direct-to-consumer web stores for in-game purchases, as publishers aim to avoid the steep commissions charged by standard app marketplaces. By guiding players to external sites for buying virtual items, developers can secure a greater portion of revenue and build direct lines of communication with their audience, a vital step amidst current third-party tracking restrictions. This model often uses exclusive rewards to incentivize off-platform transactions; Xsolla's 'State of Play Spring 2024' report from April 2024 notes that 40 of the top 100 grossing mobile games have adopted web shops, highlighting the shift toward independent commerce infrastructure.

Key Market Players

Tencent Holdings Limited
Nintendo Co. Ltd
Zynga Inc
Activision Blizzard Inc
GungHo Online Entertainment Inc
Electronic Arts Inc
Kabam Games Inc
Rovio Entertainment Corporation
NCsoft Corporation
NetEase Inc

Report Scope

In this report, the Global Mobile Gaming Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Mobile Gaming Market, By Platform

Android
IOS
Others

Mobile Gaming Market, By Monetization Type

In-app Purchases
Paid Apps
Advertising

Mobile Gaming Market, By Age group

Below 24 Years
24-44 Years
Above 44 Years

Mobile Gaming Market, By Region

North America
- United States
- Canada
- Mexico
Europe
- France
- United Kingdom
- Italy
- Germany
- Spain
Asia Pacific
- China
- India
- Japan
- Australia
- South Korea
South America
- Brazil
- Argentina
- Colombia
Middle East & Africa
- South Africa
- Saudi Arabia
- UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Mobile Gaming Market.

Available Customizations:

Global Mobile Gaming Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

1. Product Overview

1.1. Market Definition
1.2. Scope of the Market
- 1.2.1. Markets Covered
- 1.2.2. Years Considered for Study
- 1.2.3. Key Market Segmentations

2. Research Methodology

2.1. Objective of the Study
2.2. Baseline Methodology
2.3. Key Industry Partners
2.4. Major Association and Secondary Sources
2.5. Forecasting Methodology
2.6. Data Triangulation & Validation
2.7. Assumptions and Limitations

3. Executive Summary

3.1. Overview of the Market
3.2. Overview of Key Market Segmentations
3.3. Overview of Key Market Players
3.4. Overview of Key Regions/Countries
3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Mobile Gaming Market Outlook

5.1. Market Size & Forecast
- 5.1.1. By Value
5.2. Market Share & Forecast
- 5.2.1. By Platform (Android, IOS, Others)
- 5.2.2. By Monetization Type (In-app Purchases, Paid Apps, Advertising)
- 5.2.3. By Age group (Below 24 Years, 24-44 Years, Above 44 Years)
- 5.2.4. By Region
- 5.2.5. By Company (2025)
5.3. Market Map

6. North America Mobile Gaming Market Outlook

6.1. Market Size & Forecast
- 6.1.1. By Value
6.2. Market Share & Forecast
- 6.2.1. By Platform
- 6.2.2. By Monetization Type
- 6.2.3. By Age group
- 6.2.4. By Country
6.3. North America: Country Analysis
- 6.3.1. United States Mobile Gaming Market Outlook
  - 6.3.1.1. Market Size & Forecast
    - 6.3.1.1.1. By Value
  - 6.3.1.2. Market Share & Forecast
    - 6.3.1.2.1. By Platform
    - 6.3.1.2.2. By Monetization Type
    - 6.3.1.2.3. By Age group
- 6.3.2. Canada Mobile Gaming Market Outlook
  - 6.3.2.1. Market Size & Forecast
    - 6.3.2.1.1. By Value
  - 6.3.2.2. Market Share & Forecast
    - 6.3.2.2.1. By Platform
    - 6.3.2.2.2. By Monetization Type
    - 6.3.2.2.3. By Age group
- 6.3.3. Mexico Mobile Gaming Market Outlook
  - 6.3.3.1. Market Size & Forecast
    - 6.3.3.1.1. By Value
  - 6.3.3.2. Market Share & Forecast
    - 6.3.3.2.1. By Platform
    - 6.3.3.2.2. By Monetization Type
    - 6.3.3.2.3. By Age group

7. Europe Mobile Gaming Market Outlook

7.1. Market Size & Forecast
- 7.1.1. By Value
7.2. Market Share & Forecast
- 7.2.1. By Platform
- 7.2.2. By Monetization Type
- 7.2.3. By Age group
- 7.2.4. By Country
7.3. Europe: Country Analysis
- 7.3.1. Germany Mobile Gaming Market Outlook
  - 7.3.1.1. Market Size & Forecast
    - 7.3.1.1.1. By Value
  - 7.3.1.2. Market Share & Forecast
    - 7.3.1.2.1. By Platform
    - 7.3.1.2.2. By Monetization Type
    - 7.3.1.2.3. By Age group
- 7.3.2. France Mobile Gaming Market Outlook
  - 7.3.2.1. Market Size & Forecast
    - 7.3.2.1.1. By Value
  - 7.3.2.2. Market Share & Forecast
    - 7.3.2.2.1. By Platform
    - 7.3.2.2.2. By Monetization Type
    - 7.3.2.2.3. By Age group
- 7.3.3. United Kingdom Mobile Gaming Market Outlook
  - 7.3.3.1. Market Size & Forecast
    - 7.3.3.1.1. By Value
  - 7.3.3.2. Market Share & Forecast
    - 7.3.3.2.1. By Platform
    - 7.3.3.2.2. By Monetization Type
    - 7.3.3.2.3. By Age group
- 7.3.4. Italy Mobile Gaming Market Outlook
  - 7.3.4.1. Market Size & Forecast
    - 7.3.4.1.1. By Value
  - 7.3.4.2. Market Share & Forecast
    - 7.3.4.2.1. By Platform
    - 7.3.4.2.2. By Monetization Type
    - 7.3.4.2.3. By Age group
- 7.3.5. Spain Mobile Gaming Market Outlook
  - 7.3.5.1. Market Size & Forecast
    - 7.3.5.1.1. By Value
  - 7.3.5.2. Market Share & Forecast
    - 7.3.5.2.1. By Platform
    - 7.3.5.2.2. By Monetization Type
    - 7.3.5.2.3. By Age group

8. Asia Pacific Mobile Gaming Market Outlook

8.1. Market Size & Forecast
- 8.1.1. By Value
8.2. Market Share & Forecast
- 8.2.1. By Platform
- 8.2.2. By Monetization Type
- 8.2.3. By Age group
- 8.2.4. By Country
8.3. Asia Pacific: Country Analysis
- 8.3.1. China Mobile Gaming Market Outlook
  - 8.3.1.1. Market Size & Forecast
    - 8.3.1.1.1. By Value
  - 8.3.1.2. Market Share & Forecast
    - 8.3.1.2.1. By Platform
    - 8.3.1.2.2. By Monetization Type
    - 8.3.1.2.3. By Age group
- 8.3.2. India Mobile Gaming Market Outlook
  - 8.3.2.1. Market Size & Forecast
    - 8.3.2.1.1. By Value
  - 8.3.2.2. Market Share & Forecast
    - 8.3.2.2.1. By Platform
    - 8.3.2.2.2. By Monetization Type
    - 8.3.2.2.3. By Age group
- 8.3.3. Japan Mobile Gaming Market Outlook
  - 8.3.3.1. Market Size & Forecast
    - 8.3.3.1.1. By Value
  - 8.3.3.2. Market Share & Forecast
    - 8.3.3.2.1. By Platform
    - 8.3.3.2.2. By Monetization Type
    - 8.3.3.2.3. By Age group
- 8.3.4. South Korea Mobile Gaming Market Outlook
  - 8.3.4.1. Market Size & Forecast
    - 8.3.4.1.1. By Value
  - 8.3.4.2. Market Share & Forecast
    - 8.3.4.2.1. By Platform
    - 8.3.4.2.2. By Monetization Type
    - 8.3.4.2.3. By Age group
- 8.3.5. Australia Mobile Gaming Market Outlook
  - 8.3.5.1. Market Size & Forecast
    - 8.3.5.1.1. By Value
  - 8.3.5.2. Market Share & Forecast
    - 8.3.5.2.1. By Platform
    - 8.3.5.2.2. By Monetization Type
    - 8.3.5.2.3. By Age group

9. Middle East & Africa Mobile Gaming Market Outlook

9.1. Market Size & Forecast
- 9.1.1. By Value
9.2. Market Share & Forecast
- 9.2.1. By Platform
- 9.2.2. By Monetization Type
- 9.2.3. By Age group
- 9.2.4. By Country
9.3. Middle East & Africa: Country Analysis
- 9.3.1. Saudi Arabia Mobile Gaming Market Outlook
  - 9.3.1.1. Market Size & Forecast
    - 9.3.1.1.1. By Value
  - 9.3.1.2. Market Share & Forecast
    - 9.3.1.2.1. By Platform
    - 9.3.1.2.2. By Monetization Type
    - 9.3.1.2.3. By Age group
- 9.3.2. UAE Mobile Gaming Market Outlook
  - 9.3.2.1. Market Size & Forecast
    - 9.3.2.1.1. By Value
  - 9.3.2.2. Market Share & Forecast
    - 9.3.2.2.1. By Platform
    - 9.3.2.2.2. By Monetization Type
    - 9.3.2.2.3. By Age group
- 9.3.3. South Africa Mobile Gaming Market Outlook
  - 9.3.3.1. Market Size & Forecast
    - 9.3.3.1.1. By Value
  - 9.3.3.2. Market Share & Forecast
    - 9.3.3.2.1. By Platform
    - 9.3.3.2.2. By Monetization Type
    - 9.3.3.2.3. By Age group

10. South America Mobile Gaming Market Outlook

10.1. Market Size & Forecast
- 10.1.1. By Value
10.2. Market Share & Forecast
- 10.2.1. By Platform
- 10.2.2. By Monetization Type
- 10.2.3. By Age group
- 10.2.4. By Country
10.3. South America: Country Analysis
- 10.3.1. Brazil Mobile Gaming Market Outlook
  - 10.3.1.1. Market Size & Forecast
    - 10.3.1.1.1. By Value
  - 10.3.1.2. Market Share & Forecast
    - 10.3.1.2.1. By Platform
    - 10.3.1.2.2. By Monetization Type
    - 10.3.1.2.3. By Age group
- 10.3.2. Colombia Mobile Gaming Market Outlook
  - 10.3.2.1. Market Size & Forecast
    - 10.3.2.1.1. By Value
  - 10.3.2.2. Market Share & Forecast
    - 10.3.2.2.1. By Platform
    - 10.3.2.2.2. By Monetization Type
    - 10.3.2.2.3. By Age group
- 10.3.3. Argentina Mobile Gaming Market Outlook
  - 10.3.3.1. Market Size & Forecast
    - 10.3.3.1.1. By Value
  - 10.3.3.2. Market Share & Forecast
    - 10.3.3.2.1. By Platform
    - 10.3.3.2.2. By Monetization Type
    - 10.3.3.2.3. By Age group

11. Market Dynamics

11.1. Drivers
11.2. Challenges

12. Market Trends & Developments

12.1. Merger & Acquisition (If Any)
12.2. Product Launches (If Any)
12.3. Recent Developments

13. Global Mobile Gaming Market: SWOT Analysis

14. Porter's Five Forces Analysis

14.1. Competition in the Industry
14.2. Potential of New Entrants
14.3. Power of Suppliers
14.4. Power of Customers
14.5. Threat of Substitute Products

15. Competitive Landscape

15.1. Tencent Holdings Limited
- 15.1.1. Business Overview
- 15.1.2. Products & Services
- 15.1.3. Recent Developments
- 15.1.4. Key Personnel
- 15.1.5. SWOT Analysis
15.2. Nintendo Co. Ltd
15.3. Zynga Inc
15.4. Activision Blizzard Inc
15.5. GungHo Online Entertainment Inc
15.6. Electronic Arts Inc
15.7. Kabam Games Inc
15.8. Rovio Entertainment Corporation
15.9. NCsoft Corporation
15.10. NetEase Inc