GameRefinery by Vungle has released a report on in-game events in mobile games. It looks at the effect of seasonal events on market share and various implementation methods proving that events can be used in pretty much any mobile game genre. The report concludes that successful events lead to the re-engagement of the existing player base and the acquisition of new players.
Some highlights of this report include:
90% of the top-grossing 100 mobile titles use seasonal events, whereas 40% of the top 100 in the US iOS market are collaborating with brands for partnership events. As a result, more non-gaming brands are entering the gaming space.
Genshin Impact found success in the West through its Latern Rite event ringing in the 2021 Lunar New Year, causing revenue to grow from $200k to over $1.25m in just over a day.
Some of the most popular seasonal events in the US market are based around its holidays; Halloween, Thanksgiving, Christmas and New Year. Similarly, region-specific events are being utilised in other parts of the world, such as the Quixi Festival (double 7) in China and Sakura (Cherry Blossom season) in Japan.
Time-limited skins, characters, weapons sold through themed currency and special gacha are some of the most profitable revenue streams for events.