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The global mobile tower defense games market is projected to grow with an opportunity of US$ 1,373.7 Million from 2022-2030 and is estimated to reach US$ 2,311.3 Million by 2030. The market is expected to register a CAGR of 10.38% during the forecast period.
Market growth can be attributed to factors such as the availability of a wide variety of choices and space for creativity. Tower defense is one of the sub-categories of strategy games, played both offline and online, where a single player defends a location or goods from the opposition by building structures that impede the opponent’s movement. This video game genre is very popular and does not require the use of actual castles and towers in gameplay. Tower defense video games can be single-player, player vs. player (PvP), co-op, or multiplayer. Maintaining a good pace and engaging gameplay are the features of the best tower defense games.
The eight major players held a cumulative share of close to 60% in 2021 in the global mobile tower defense games market, making it slightly oligopolistic, and is projected to remain oligopolistic over the forecast period. Leading market players use a variety of market strategies, including mergers, acquisitions, and the introduction of new products, to stay competitive and grow their market share. Some of the key players in the market are Butterscotch Shenanigans Inc, Gameloft, TaleWorlds Entertainment, Ludosity, Refinery Productions, Ninja Kiwi, Nival Interactive Inc., and Ironhide Game Studio.
Recent strategies adopted by key market players are:
Factors leading to the growing presence of players in the tower defense games market are:
Growing penetration of mobile phones and technological advancements
Advancements in the latest technology, such as augmented reality and virtual reality, and its penetration in the gaming industry are helping the gaming industry grow at a promising pace. Furthermore, the introduction of cloud gaming and increased internet penetration in the Asia Pacific and other region, are constantly increasing an adult's average time spent across digital media channels. The United States continues to be the largest market for mobile gaming and has seen a more than twofold increase in its revenue since the beginning of 2018, above the global average. In Asia, Google Play dominates in terms of game downloads, thanks to the high popularity of Android phones over iPhones in countries like India and Indonesia. In Q1 2021, Google Play accounted for 86% of all downloads, up from 71% in Q1 2018.
Ease of use and growing social interaction over gaming platforms
Mobile games are easier to use and more accessible for all players, both experts and novices, as compared to console games. Mobile games are also much simpler to play and use basic controls. On the contrary, console games contain far more intricate game mechanics, larger graphics, and more player options, making them challenging to play, especially for beginners. The most popular mobile games frequently feature a significant social gaming component, whether it involves playing directly against friends or other players or simply comparing rankings with them. Mobile gaming is also the most successful when played socially.
Factors restraining market growth
Legal regulation and market saturation
The intense competition in the market puts immense pressure on market players to retain customers. As a result, game developers focus on providing rich, linked, and personalized experiences to retain customers. However, the lack of innovation in game design and similar tactics used by many games have led to market saturation, which, in turn, could restrain the market growth over the forecast period.
The European market has matured to the point that players expect high levels of service and quality from both game manufacturers and operators. Simultaneously, as the market develops, authorities continue to assess their policies and create new ones to hold the industry accountable for quality and services. Increased political attention and new regulations are creating additional operational issues. Existing advertising limitations, bonus crackdowns, and tougher AML/KYC checks are making it tougher for operators to stay afloat. Only those who are both inventive and quick will be successful in the coming year.
Mobile gaming witnessed substantial growth during COVID-19
The market for virtual reality gaming saw a substantial boost in adoption amid the COVID-19 pandemic as most countries-impose lockdowns and people were spending more time in their homes. To monetize from the situation and urge people to stay at home, many VR gaming providers offered a variety of offers. The annual subscription to Viveport Infinity, for example, was reduced by 75%, from US$ 107.88 to US$ 27 during 2019-2020.
The first worldwide Accessibility VR Game Jam, which is accessible to players with impairments, was established by UTSA (the University of Texas at San Antonio) academics in April 2020. However, because of the COVID-19 pandemic, the game jam was moved to an online-only environment immediately. The pandemic dramatically increased the audience available to publishers, including all the industry's behemoths, including TD games.
Product Type Analysis
Based on product type, the free-to-play segment held 65.5% of the market share in 2021. However, the pay-to-play segment is expected to register a higher CAGR over the forecast period. This can be attributed to the availability of more features in the pay-to-play games, which makes the gaming experience much more enjoyable for the user.
Nevertheless, the free-to-play segment is expected to continue to dominate over the forecast period, with the market share reaching 82.1% by 2030. In tower defense games, around 17% of all games are paid. This is much higher than the average percentage of apps purchased on Google Play, with average prices varying between US$ 0.6 to US$7. When compared to apps in Apple's Appstore, which has an average price of US$ 2.03.
Based on platform, the android segment held the dominant market share of nearly 69% in 2021 and is expected to retain its dominance till 2030. This can be attributed to the lower cost of android devices compared to iOS devices and their higher penetration rate in developing economies like India and Indonesia. The android platform is expected to register a CAGR of 10.31% and iOS a CAGR of 10.92% during 2022 - 2030.
Age Group Analysis
Based on age group, the market is segmented into less than 18yrs, 19-35yrs, 36-60yrs, and above 60yrs. The 19-35yrs segment held the dominant market share in 2021 and is expected to register the highest CAGR of 10.62%. Six out of ten Americans aged 18-29yrs and 53% between the ages of 30-49yrs say they play video games frequently or occasionally, compared to lower percentages in older age groups.
Asia Pacific held the highest market share of 56.9% in 2021, with China accounting for over 55.7% of the regional market. The regional market is also expected to dominate throughout the forecast period.
The Asia Pacific market is expected to register the highest CAGR of 10.76% and rise to a valuation of US$ 1,360.57 Mn by 2030, with China leading the regional market. The China market is expected to reach a market size of US$ 830.04 Mn by 2030. The promising growth prospects and high market share of the Asia Pacific regional market can be attributed to the growing population, increasing penetration of smartphones, and the rising popularity of mobile games.
Home to two of the world’s most populous and most promising emerging economies, namely India and China, the region is also witnessing the growing acceptance of virtual reality devices. As a result, market players are anticipated to invest in VR gaming when introducing new products in the region. China is predicted to account for a large share of the region's VR market due to the increasing adoption of the technology. The North America market held the second-largest market share of 24.9% in 2021.
The global mobile tower defense games market is segmented into:
By Product Type
By Age Group
The Global Mobile Tower Defence Games Market size was valued at US$ 937.62 million in 2021.
Based on product type, the Pay to Play segment holds the highest share of 82.6% in 2021.
Growth in demand for 3D Games is the key trend in the Global Mobile Tower Defence Games Market.
The Global Mobile Tower Defence Games Market is estimated to grow with an opportunity of US$ 1,262 Mn during the forecast period.
Easy to learn and a sense of accomplishment are some factors that attract millennials and the availability of wide choices and space for creativity are the major driving factors for the global mobile tower defence games market.
Covid impacted the global mobile tower defence games market positively due to an increase in screen time and spending more time playing games.
The strict legal regulations and market saturation are some factors restraining the growth of the global tower defence games market.
Product Type, Application, and Age Group are the different segments in the Global Mobile Tower Defence Games Market.
The top players Butterscotch Shenanigans, Gameloft, TaleWorlds Entertainment, Ludosity, Refinery Productions, Ninja Kiwi, Nival Interactive Inc., Ironhide Game Studio, among others.
Asia Pacific is holding the highest share of 57% in 2021.