Games by the Numbers

OVERVIEW OF THE MOBILE GAMES LANDSCAPE

Q2 2016

Bomboras Forever by Jeff Taniguchi

Contents
Executive Summary: page 3
Geographic Trends: page 4
Mobile Platform Diversity: page 7

Android OS: page 8

Android Devices: page 9

Apple iOS: page 10

iOS Devices: page 11

So how did we come to all of these interesting observations?: page 12

2 | Games by the Numbers Q2 2016

Executive Summary
With 238,248 made with Unity games generating 4.4 billion installs across 1.7 billion unique
devices globally in Q2 2016, Unity is uniquely positioned to help understand trends across the
greater mobile games industry. This Q2 report provides updated numbers from the Q1 2016
edition published in April.
Brazil, Russia, India and China (BRIC) accounted for 4 of the top 5 countries for global game
installs with 41% of the total and 42% of Android. Samsung led the BRIC Android market for
game installs with 18.1% followed by Xiaomi, VIVO, OPPO and Huawei. Of significant note is
that four of these top five Android manufacturers are from China.
Android achieved near total dominance in Indonesia, with 96% of total game installs,
surpassing the Republic of Korea and Brazil (Q1 2016 leaders, each with 92%).
Marshmallow (6.0 or later), released in October 2015, gained significant traction over the last
quarter, jumping over 4.5X to 7.5% of installs globally, likely a result of all the major device
manufacturers kicking off rollouts of Marshmallow on their devices.
iOS showed more consolidation with 78% (vs 72% in Q1) of installs occurring on devices
running iOS 9.0 (released September 2015) or later.

4.4 Billion
INSTALLS OF MOBILE GAMES MADE WITH UNITY

INKS by State of Play

3 | Games by the Numbers Q2 2016

Source: Unity Analytics

Geographic Trends
Brazil, Russia, India and China (BRIC) generated 41%
of total game installs worldwide, and are four of the top
five countries by total game installs in Q2 2016. China
again topped the list with almost 30% of total game
installs, not surprising given the large population and
smartphone adoption rates.

However, India replaced Japan as the 5th largest

country by game installs; while Indonesia and
Vietnam replaced Turkey and UK in the top 10 list,
making emerging economies the powerhouses of
this quarter.

Top 10 Countries with Total Mobile Game Installs

3.4%
Russia

10.3%

2.2%
Republic of Korea

29.8%

United States

2.9%
India

2.3%
Mexico

China

2.9%
2.4%
Japan
Vietnam

4.8%
Brazil

2.4%
Indonesia

Source: Unity Analytics

4 | Games by the Numbers Q2 2016

Geographic Trends (Cont.)

With 60% of total iOS game installs combined,
China, United States and Japan remain as the top
3 countries in the list. Though the top 10 countries
didnt change, Vietnam has overtaken Canada and
France to become the 6th largest country by iOS game
installs. Of special note, China and Russia are the only
BRIC countries that made the top 10 list for iOS.

Looking at Android installs worldwide, BRIC

countries again claimed 4 of the top 5 spots.
Together they account for 42% of total Android
installs. All top 10 countries on Android platform
combined only account for 63% of total game
installs, in contrast to iOS where the top 10
account for over three quarters of installs.

Top 10 Countries with Game Installs on iOS Platform

Top 10 Countries with Game Installs on Android Platform

Country

% of Total iOS Installs

Country

% of Total Android Installs

China

32.7%

China

29.7%

United States

18.6%

United States

8.6%

Japan

9.0%

Brazil

5.4%

United Kingdom

4.0%

Russia

3.6%

Russia

2.3%

India

3.3%

Vietnam

2.2%

Indonesia

2.9%

Canada

2.0%

Mexico

2.5%

Australia

2.0%

Republic of Korea

2.4%

France

1.8%

Turkey

2.4%

Germany

1.5%

Vietnam

2.2%

Top 10 Total

76.0%

Top 10 Total

63.1%
Source: Unity Analytics

5 | Games by the Numbers Q2 2016

Geographic Trends (Cont.)

iOS/Android % By Top 10 Countries

When comparing installs by OS, the top 10 countries

unsurprisingly saw a majority of their game installs occur on
Android devices, with Japan being the notable exception seeing
53% of their game installs on iOS. In contrast, Android achieved
near total dominance in Indonesia, with 96% of total game
installs, surpassing the Republic of Korea and Brazil (Q1 2016
leaders, each with 92%).

iOS

China
United States

Android

Russia

86.3%

India

47.0%

Japan

53% 47%

Indonesia

Android%

China

18.5%

81.4%

United States

30.6%

68.8%

Brazil

3.9%

92.5%

Russia

11.3%

86.3%

India

3.7%

92.8%

Japan

53.0%

47.0%

Indonesia

2.9%

96.1%

Vietnam

15.8%

75.0%

Mexico

7.9%

89.6%

Republic of Korea

9.3%

90.7%

81.4%

30.6%
92.5%

iOS%

Other

18.5%

Brazil

Country

68.8%

Japan

Indonesia

53%

96%

96%

Vietnam

75%

Mexico

89.6%

Republic of Korea

90%
2% 3%

5%

10%

29.8%

% of Global Game Installs

Source: Unity Analytics

6 | Games by the Numbers Q2 2016

Mobile Platform Diversity

The global mobile platform landscape shows little
movement since Q1 2016, which is unsurprising
given the lack of major disruptors. Android
increased slightly by 1% to 82% of total mobile
game installs, while iOS remains at 17% of installs
worldwide. Apple and Samsung, accounting for 45%
of global mobile installs, continue to lead as the two
most popular mobile device manufacturers, again
unsurprising given the lack of disruptors or new
hardware launches having occurred.

82%

17%
iOS
Devices

Android Devices
Source: Unity Analytics

238k
GAMES MADE WITH UNITY

Sky Force Reloaded by Infinite Dreams

7 | Games by the Numbers Q2 2016

Source: Unity Analytics

Android OS
Mobile devices run a variety of versions of the Android operating system,
ranging from 2.3.3 (Gingerbread) to 6.0 (Marshmallow). Kitkat (4.4) and
Lollipop (5.0 and 5.1), released in 2013 and 2014 respectively, accounted
for 73% of all Android game installs, retaining their positions as the three
most popular Android OS versions. However, we did see Marshmallow (6.0 or
later), released in October 2015, gain significant traction over the last quarter,
jumping over 4.5X to 7.5% of installs globally, likely a result of all the major
device manufacturers kicking off rollouts of Marshmallow on their devices.
Lollipop 5.1 also jumped 5 points since last quarter to 20.9% share in Q2.

Android OS Version Adoption

3.4%
Jelly Bean 4.3.x

37.6%

Kitkat 4.4.x

14.0%
Lollipop 5.0.x

20.9%

Lollipop 5.1.x

9.5%
Jelly Bean 4.2.x

4.9%
Jelly Bean 4.1.x
1.6%
Ice Cream
Sandwich 4.0.x

7.5%
Marshmallow 6.0.x

<0.1%
Honeycomb 3.x
0.7%
Gingerbread 2.x
Source: Unity Analytics

8 | Games by the Numbers Q2 2016

Android Devices
Android has historically had a large variety of devices,
but the landscape is now even more fragmented. In Q2
2016, Galaxy S4 replaced Galaxy Grand Prime as the
most dominant Android device however it represents
only 1.3% Android installs, slightly less than the 1.7%
Galaxy Grand Prime had last quarter.

Top 5 Android Device

Manufacturers Worldwide
% of Total Game Installs

Samsung further consolidated its global leadership

this quarter, accounting for 35.1% of global Android
devices, almost triple the number of devices that
Xiaomi and Huawei, the second and third place
manufacturers ,represented combined. Overall, the
top 10 manufacturers account for 67.6% of the game
installs on Android, slightly less than the number 68.8%
in Q1 2016.

35.1%

6.3%
6.1%

Others

43.4%

4.6%

Geographically, Samsung maintains its strong foothold

in the United States, Europe and BRIC countries.
Huawei overtook Xiaomi as the second largest Android
manufacturer globally, but lost ground in BRIC countries.
Of significant note is that four of the top five Android
manufacturers (except Samsung) are from China.

Top 5 in BRIC

Others

41.5%

4.5%

Top 5 in The United States

Samsung

Top 5 in European Union*

Samsung

18.1%

Samsung

43.3%

Xiaomi

14.0%

51.2%

Others

Others

31%
21.6%

LG

28.3%

15.3%

Vivo

Huawei

8.6%

9.0%
Oppo

8.9%

Huawei
Motorola

3.8%

ZTE

3.9%

Amazon

12.1%

LG

4.0%

Sony

4.7%

Lenovo

6.5%

5.3%

Source: Unity Analytics

*The European Union referenced includes the following countries: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany,
Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden and United Kingdom.

9 | Games by the Numbers Q2 2016

Apple iOS
In Q2 2016, iOS games installs on devices running version 9.0 (released September
2015) or later moved up 6 points to 78% from Q1. As is no surprise for a closed
operating system, the number of installs on iOS 8.x slid down 5 points to 17.9%.
Movement on iOS version 7.x and below remained somewhat stagnant.

iOS Version Adoption

78.2%

8.5%
iOS 7.x

0.7%
iOS 6.x

iOS 9.x

12.5%
iOS 8.x

0.1%
iOS 5.x
<0.10%
iOS 4.x

Source: Unity Analytics

10 | Games by the Numbers Q2 2016

iOS Devices
Apple customers who play games show a strong preference for iPhones which
represent over two-thirds of all game installs, compared to iPads which slipped two
points to 31%.
Looking more deeply at Apples device lineup, the iPhone 6 and the iPhone 5s remain
the most popular with a combined 28% of game installs, showing no movement from
Q1. By comparison only 15% of installs occur on the latest iPhone 6s and iPhone 6s
Plus (released on September 2015), with 22% of installs generated from iPhone 6 and
iPhone 6 Plus (released on September 2014), perhaps suggesting a slower adoption
of the 6s lineup. Also of note, the latest iPhone SE (release on March 2016) gained
0.8% share during last 3 months.
iPads account for 31% of installs, but interestingly people appear to upgrade slower,
holding on to older versions of the devices. For example the iPad Mini and Mini 2
represent 10% of installs, little changing from Q1 2016. The latest iPad Pro doesnt
show much use for gaming, representing only 0.5% of installs.

Model

% of Total iOS Installs

Model

% of Total iOS Installs

iPhone SE

0.8%

iPad Pro

0.5%

iPhone 6s Plus

4.4%

iPad mini 4

0.9%

10.1%

iPad mini 3

0.9%

6.2%

iPad mini 2

5.0%

iPhone 6s
iPhone 6 Plus
iPhone 6

15.5%

iPad mini

5.3%

iPhone 5s

12.0%

iPad Air 2

3.9%

iPhone 5c

5.2%

iPad Air

5.5%

iPhone 5

6.1%

iPad 4

3.2%

iPhone 4s

4.2%

iPad 3

1.8%

iPhone 4

2.4%

iPad 2

3.7%

iPhone 3GS

0.1%

iPad

0.1%

Total iPhone
Total iPod Touch
Source: Unity Analytics

11 | Games by the Numbers Q2 2016

66.9%
2.3%

Total iPhone

30.7%

So how did we come to all of these

interesting observations?
More and more made with Unity mobile games are being installed and enjoyed every day. Between
April 1 and June 30 2016, 238,248 (238K) games made with Unity generated 4,417,033,060
(4.4B) installs, reaching 1,719,917,903 (1.7B) unique devices. On average, this number of installs
represents about 48.5 million installs across 18.9 million unique devices every day. Compared with
Q1 2016, we reached 4% more unique devices, generated 6% more installs and saw an increase of
8% in new games available.

Thats a hefty amount of data, and to further our mission of democratizing development, solving
hard problems and making developers successful, weve decided to make all the insights and
trends that it reveals available to you. The report is based on anonymized data as gathered by Unity
Analytics, our service designed to unlock data insights to help you build better games. Enjoy!
Report version history
April 2016, Second edition covers Q1 2016
http://response.unity3d.com/games-by-the-numbers-q1-2016-report
Sept 2015, First edition covers April-July 2015
https://unity3d.com/sites/default/files/pr_downloads/bythenumbersunitytechnologies.pdf

1.7 Billion
UNIQUE DEVICES

Bomboras Forever by Jeff Taniguchi

12 | Games by the Numbers Q2 2016

Source: Unity Analytics

About Unity Analytics

Unity Analytics gives you fast, easy access to important information about your game
all in one intuitive dashboard. It is the only analytics solution that is natively integrated to
the Unity engine and built specifically for games. Unity Analytics collects and processes
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insight into player behavior that can improve the gameplay experience, and helps you
get more out of your monetization strategy. For more information about Unity Analytics,
please visit: http://unity3d.com/analytics

About Unity Technologies

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Unitys powerful graphics engine and full-featured editor serve as the foundation to
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About Data Collection and Privacy

Unity Analytics is a service available to mobile game developers aimed at providing
greater insights on player behavior around the globe. The game developer may allow
Unity to collect certain device properties and the player location when the players
installs a mobile game built with Unity software. Unity compiles and publishes
certain de-identified, aggregated data to help Unity, mobile game developers and
mobile device companies better understand their user base and the devices they use.
Aggregated data for device properties and location was collected from customer
applications from April 1, 2016 through June 30, 2016. Device counts are calculated
using a unique device identifier (UUID). Different platforms and versions handle
the UUID differently, which may result in the same device being counted multiple
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to not having a UUID. As a result, iOS device counts may be over-inflated. For more
information on Unitys privacy practices, please review the Unity Privacy Policy:
http://unity3d.com/legal/privacy-policy

13 | Games by the Numbers Q2 2016

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