Unlock Success: Germany’s Essential Role in Your User Acquisition Strategy

With one of the largest populations in Europe, Germany is home to an incredibly active gaming community. We’ve gathered the key insights into this market to help you learn why Germany should be prioritized in your mobile gaming marketing strategy.

Germany

1. Market Size and Growth
2. Demographics and Preferences
3. Spending Habits
4. Gaming Patterns
5. Summary

General European Market

Exmox, Your Partner in Germany

Sources

Ranked number 5 in the world for in-app revenue generated from mobile gaming, Germany is anticipated to generate over €1.61 billion in revenue by the end of 2024. Additionally, at a 6.59% projected annual growth rate, Germany is a stable mobile gaming market with large anticipated growth for years to come.

Source: Statista

Drawing from an anticipated 19.4 million users by 2027, Germany’s largest proportion of gamers fall between the ages of 25 and 34. Making up 32.7% of mobile gamers, the 25-32 age group is more likely to have higher incomes than gamers 18-24 – therefore generating more in-app spending. The second largest proportion of gamers is the 35-44 age group, which accounts for 24% of mobile gamers. 

Gamers in Germany are predominantly male, with a 63 to 37 ratio of male to female gamers. Nationwide, strategy, casual, and puzzle games are most popular.

Source: Statista

German mobile gamers are eager to spend on mobile games, ranking #2 in Europe for consumer spending on mobile apps. Only second to the U.K., Germans spent €2.84 billion in 2023 on in-app purchases. Additionally, on Google Play revenue, Germany ranks number 1 in Europe.

Source: German Games Industry Association, Sensor Tower, Newzoo

Compared to other countries, German gamers rank high in the hours spent playing per week with over 4 hours and 12 minutes. The majority of gamers in Germany also play between 2 and 3 games at one time, giving advertisers a great opportunity to tap into an audience that’s willing to play and spend on multiple games at once. 

Deep-funnel engagement strategies also excel in the German mobile market, as almost 50% of German gamers play for achievement and mastery. Since gamers are willing to spend the time and money to master a game, the ROAS potential is high in Germany.

Source: Newzoo

German mobile gamers are highly engaged and valuable users, making this geo the perfect addition to your marketing efforts. Ranking number 2 in the world on iOS ROAS, only behind Japan, Germany boasts a strong return on investment. 

Germany comes in at 120% above the worldwide D30 iOS ROAS and 100% above the worldwide D30 Android ROAS.

Source: Liftoff, Adjust

When compared with the European market, Germany consistently ranks second behind the U.K. in mobile app consumer spending. 

The European market as a whole projects $8.23 billion in revenue by the end of 2024 and over $10 billion by 2027.

Source: Sensor Tower, Statista

Ready to scale your app in Germany?

As a Hamburg-based company, exmox offers extensive expertise and knowledge of the local market. We operate two of Germany’s largest app discovery platforms, Testerheld and Empfohlen.de, with a combined user base of 7.2 million registered users.

Our extensive reach and innovative deep-funnel engagement strategies can significantly boost your app’s presence on both iOS and Android.

For exclusive access to our local market insights and comprehensive support from strategy to execution, contact us to kickstart your journey in Germany!

• Statista: Mobile Games – Germany, 2024
• German Games Industry Association: Consumer behavior varies greatly between gaming platforms, 2024
• Sensor Tower: European Consumer Spending in Mobile Apps Grew 23% in 2021 to More Than $18 Billion, 2022
• Newzoo: Key Insights Into German Gamers, 2022
• Liftoff: Mobile Gaming Report, 2020, and Mobile Casual Games Market Report, 2022 (adapted from GameDev Reports summary)
• Adjust: DACH in three charts: Installs, sessions and retention rates, 2023