Press Releases
Mobile Value Added Services Markets, 2024: Strategic Business Report – Changing Consumer Mobile Usage Habits Augur Well for MVAS Market
Dublin, July 03, 2018 (GLOBE NEWSWIRE) — The “Mobile Value Added Services (MVAS) – Global Strategic Business Report” report has been added to ResearchAndMarkets.com’s offering.
The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Middle East & Africa, and Latin America. Annual estimates and forecasts are provided for the period 2016 through 2024. Also, a five-year historic analysis is provided for these markets.
This report analyzes the worldwide markets for Mobile Value Added Services (MVAS) in US$ Million.
The report profiles 127 companies including many key and niche players such as:
- Amazon.com, Inc. (USA)
- America Movil SAB de CV (Mexico)
- Apple, Inc. (USA)
- AT&T, Inc. (USA)
- Bharti Airtel Limited (India)
- Blackberry Limited (Canada)
- Computaris International Ltd. (UK)
- Dialogic, Inc. (USA)
- eServGlobal (France)
- Etihad Etisalat Co., (Saudi Arabia)
- Gemalto NV (The Netherlands)
- Google, Inc. (USA)
- Huawei Technologies Co. Ltd. (China)
- Intersec SA (France)
- KongZhong Corp. (China)
- Mavenir Systems, Inc. (USA)
- NTT DoCoMo, Inc. (Japan)
- OnMobile Global Ltd. (India)
- Opencode Systems Ltd. (Bulgaria)
- Samsung Electronics Co. Ltd. (South Korea)
- Samsung Apps
- Sprint Corporation (USA)
- Tech Mahindra Limited (India)
- CanvasM Technologies Limited (India)
- Mahindra Comviva (India)
- Telefnica S.A. (Spain)
- Vodafone Group plc (UK)
- ZTE Corporation (China)
Key Topics Covered
1. INDUSTRY OVERVIEW
A Prelude
Key Milestones in Telecom Industry
Internet Revolution Boosts MVAS Market
The Unique Resilience of MVAS
Reshuffling of the MVAS Value Chain
Development of the New ‘VAS 2.0′ Ecosystem
Mobile Tipping Point: A Fast Approaching Phenomenon
Mobile Value Added Services Primed to Expand
Untapped Opportunities in Developing Markets
VAS Providers Gear Up for Wider Clientele
Offering of Value Added Services to Boost Adoption of m-Commerce
Providing MVAS
Now More of a Compulsion than an Option for MSPs
From MSPs to Mobile Users
Entire Mobile Industry Value Chain Bets Big on MVAS
A Peek at Various Value Chain Participants in MVAS Market
Application-to-Person Messaging
SMS Alternatives Emerge as the Mainstream
OTT Messaging Apps
Complementary or Supplementary to SMS?
VAS to Generate Huge Opportunities in Content and Applications
Factors Facilitating Mass Adoption of Content and Application
Mobile Music Downloads Rule the Roost in Emerging Markets
Mobile TV
The Next Big Bet
Market Strategies
Outlook
Growth in Mobile Users to Drive MVAS
Key Opportunity indicators
Growing Smartphone Sales Lends Traction to MVAS Market
Opportunity Indicators
Media Tablets too Add to the Demand for MVAS
Apple App Store & Google Play Revolutionize Mobile Content Distribution
Lend Traction to MVAS
App Store vs Google Play: A Comparative Analysis
Paid Services or Free Apps
Opportunity Nevertheless for MVAS Participants
Changing Consumer Mobile Usage Habits Augur Well for MVAS Market
Favorable Demographic Trends Strengthens Market Prospects for MVAS
Developing Markets
Hotspots for Growth
Opportunity Indicators
Aggressive Customer Retention Strategies by MSPs to Sustain Demand for MVAS in Developed Markets
2. NOTEWORTHY TRENDS, DRIVERS & ISSUES
Rising Usage of Connected Devices
A Key Growth Driver
Mobile Browsing
A Major Revenue Contributor
Key Statistical Data
Data and New Technologies Rule the Roost
Growth of VAS and OTT Services
Advent of Social Media Platforms Foster Growth for MVAS
Increased Mobile Engagement Expected to Drive M-Commerce Revenues
Content Marketing, a Major Marketing Tactic for E-commerce
Chatbots for Handling Growing Volume
Social Media Platforms Help Brands to Serve Customers
Safe and Secure Payment Processing Technologies on Mobile Platforms
Artificial Intelligence for Automatic Interaction
Native Push Notifications, a Powerful Tool
Faster Delivery for Attracting Customers
Growing Penetration of Fixed/Mobile Networks and Internet based Devices Transforming Consumers’ Mobile Communications Behaviors
VAS to Boost Adoption of mobile Phones for Making Payments and Purchasing
Growing Popularity of In-aisle Payment Technology
Personalized Experience for Customers
Online Advertising Driving MVAS
Popularity of Video Content
Ecommerce and mCommerce
Improved Social Engagement on Social Media
Wearables Drive MVAS
Trends Shaping the Global Mobile Ecosystem
Artificial Intelligence for Strengthening Performance of Emerging Sectors
Impressive Growth in Revenue Generation by Content Services
Robust Demand of Smartphones in Emerging Markets
Primary Use of Mobile Internet by New Mobile Subscribers
Growth in OTT Communications Apps Negatively Impacting P2P SMS
A2P SMS Adoption by Enterprises Continues to Grow
Innovations in A2P SMS Landscape
Quality Enhancement
Enhancing Effectiveness
MNOs Move to Protect Revenues
Enterprise Communications Enter the OTT Space
Greater Engagement of OTT Communications Apps with Enterprises
Use of SMS for Internal Communication in Enterprises
Expanded Usage of SMS Communication by Enterprises
Key SMS Alternatives
Future Technological Developments
WebRTC in the Enterprise
Growing Usage of WebRTC Technology in Enterprises
WebRTC as Substitute for A2P SMS
Mobile Finance
The Fastest Growing MVAS Segment
Smartphones: A Key Enabler of Mobile Finance/Commerce
Mobile Banking Market
An Intensifying Mobile Data Traffic Stream
Mobile Payments
A Large Revenue Generator
Location-Based Services Extend Opportunity
Location-Based Advertising Gain Rapid Adoption
Premium SMS to Revive Market Opportunities for Traditional Messaging Based Services
Growing Demand for Entertainment Content
Key Opportunity Indicators
Mobile Music Fuels MVAS Market Growth
Mobile Gaming Offers Opportunities On a Platter
Strong Demand for Mobile Video Provides Growth Impetus
Mobile TV Generates Additional Revenues for MVAS Market Participants
Mobile Gambling Market on Roll Worldwide
‘Social Networking on the Move’ Encourages MVAS Market Growth
Key Statistical Data
Utility MVAS to Grow in Popularity in Coming Years
M-Governance: An Emerging Frontier
M-Learning: Learning on the Move
M-Health Gaining Traction in Healthcare
M-Agriculture Tends to Emerge as a Boon for Agriculture Community
M-Advertising Gains Prominence
Key Statistical Data
Enterprise: A Critical Segment for Mobile Data Providers
M-Engagement: The Future of MVAS
High-Speed Networks Determine Success of New Mobile MVAS Services
MVAS Over Wi-Fi: An Emerging Revenue Generator
Cloud
The New Paradigm for Mobile VAS
Network Operators Lean Towards Managed MVAS Services
Key Issues & Challenges
Piracy
A Burning Issue for Digital Music & Video Content
3. MOBILE VALUE ADDED SERVICES – AN OVERVIEW
An Introduction
Characteristics of Value Added Services
Advantages
Disadvantages of VAS
Costs of Value Added Services
Value Added Services
A Classification
Based on Nature of Service Delivery
Based on Nature of Service
VAS Applications
4. SERVICE LAUNCHES
Terrapay Introduces international mobile money transfers in Uganda
Apple Launches Redesigned App Store
OnMobile Introduces ONMO Express App in the US
Samsung Unveils Samsung Pay
Samsung Introduces Samsung Pay in India
Apple Unveils Clips
ZTE Introduces RCS Based Video Call Solution
Route Mobile and Aircel Partner to Introduce SMSC-as-a-Service
BSNL Offers Discounts on VAS for NGN Customers
Intex to Introduce VAS on Company’s Devices
Google Partners with Sprint to Launch RCS Messaging
AT&T Unveils New Mobile Share Advantage Plan
Sparkle and 365squared Introduce SMS Booster for Mobile Operators
365squared Unveils 365messenger
Defne Introduces Intelligent Mobile Marketing Platform
eServGlobal Introduces Advanced Customer Adoption Module
Vodafone Introduces Vodafone Cash in Ghana
Telefnica and TeleSign Unveil ‘Travel Alerts’
eServGlobal Introduces Mobile Money Smartphone App
5. RECENT INDUSTRY ACTIVITY
Samsung Pay and PayPal Sign Strategic Partnership
Huawei and WorldRemit Partner for Expanding Mobile Money Transfer Footprint
LINK Mobility to Acquire Voicecom AD
MTS Introduces Redesigned Money Wallet App
IMImobile and Telenor Group Sign Agreement
Nunace Acquires mCarbon Tech Innovations
Xura to Acquire Mitel Mobility
Carlyle Group Acquires Minority Stake in FS
Payguru and Empello Sign Strategic Partnership for Mobile Payments in Turkey
Digital Turbine Enters into Partnership with Brightstar to Provide VAS to OEMs and Carriers
Mahindra Comviva Becomes VAS Partner for du
Vodafone and HomeSend to Extend M-Pesa to New Markets
Orange and Google Enter into Partnership for VAS in the Middle East & Africa
FIH Mobile Acquires Minority Stake in MoMagic Technologies
Google Takes Over Jibe Mobile
Merged Entity of Comverse and Acision Renamed Xura
Comverse Acquires Acision
mGage Acquires Unicel Technologies
PayPal Acquires Paydiant
Mahindra Comviva to Expand its Business in the Americas
6. FOCUS ON SELECT PLAYERS
Amazon.com, Inc. (USA)
America Movil SAB de CV (Mexico)
Apple, Inc. (USA)
AT&T, Inc. (USA)
Bharti Airtel Limited (India)
Blackberry Limited (Canada)
Computaris International Ltd. (UK)
Dialogic, Inc. (USA)
eServGlobal (France)
Etihad Etisalat Co., (Saudi Arabia)
Gemalto NV (The Netherlands)
Google, Inc. (USA)
Huawei Technologies Co. Ltd. (China)
Intersec SA (France)
KongZhong Corp. (China)
Mavenir Systems, Inc. (USA)
NTT DoCoMo, Inc. (Japan)
OnMobile Global Ltd. (India)
Opencode Systems Ltd. (Bulgaria)
Samsung Electronics Co. Ltd. (South Korea)
Samsung Apps
Sprint Corporation (USA)
Tech Mahindra Limited (India)
CanvasM Technologies Limited (India)
Mahindra Comviva (India)
Telefnica S.A. (Spain)
Vodafone Group plc (UK)
ZTE Corporation (China)
7. GLOBAL MARKET PERSPECTIVE
Total Companies Profiled: 127 (including Divisions/Subsidiaries 143)
- The United States (24)
- Canada (4)
- Japan (1)
- Europe (26)
- France (6)
- Germany (2)
- The United Kingdom (4)
- Italy (1)
- Spain (2)
- Rest of Europe (11)
- Asia-Pacific (Excluding Japan) (66)
- Middle East (5)
- Latin America (3)
- Africa (14)
For more information about this report visit https://www.researchandmarkets.com/research/7l9f8z/mobile_value?w=12
Source: Press Releases Published on European Gaming Media Network
News
AI, Regulation, and Brand Power: SOFTSWISS 2026 Trends Report Reveals Where Industry is Heading
SOFTSWISS, a global tech leader in iGaming solutions, has released its 2026 iGaming Trends Report, developed in partnership with NEXT.io. The fourth edition of this annual study provides a data-driven roadmap for operators, suppliers, and industry stakeholders as they prepare for the next phase of industry evolution.
The report is based on a survey of over 350 iGaming professionals and the AI-driven analysis of more than 120,000 media headlines, making it one of the most comprehensive overviews of the global iGaming landscape to date. It combines qualitative and quantitative research methods, including independent analytics from Kantar, one of the leading research agencies, and internal insights from 30 SOFTSWISS experts.
Covering key global regions and industry domains, including marketing, regulation, technology, responsible gambling, cybersecurity, and AI, the 2026 iGaming Trends Report offers an in-depth look at the factors driving market transformation:
- AI Goes Operational: The perceived importance of AI scored 8.41/10 in 2025, up from 8.15 the previous year, with 56% of surveyed companies listing AI integration as one of their top three business priorities.
- Brand Over Bonus: Influencer marketing dominance has dropped by 10 percentage points since 2023, while brand reputation and trust now play a bigger role than bonuses in player acquisition.
- Marketing Reinvented: Operators are shifting their focus from performance-only tactics to brand-led ecosystems. iGaming companies are now tracking brand equity metrics, such as Top of Mind and Purchase Intent, as strategic KPIs.
- Regulation Reshaped: New markets, including Brazil, Finland, and France, are transitioning to competitive licensing models, while countries such as the UK and Lithuania are introducing tighter advertising controls.
- Responsible Gambling 2.0: AI-based tools are being deployed to identify at-risk player behaviour in real-time, a step now expected by regulators in jurisdictions, including Ontario and Greece.
- Cybersecurity as a Core Metric: Phishing incidents have increased by 180% since 2023, while 35% of smaller operators report inadequate cyber resilience, highlighting the growing connection between trust, compliance, and player retention.
This year’s edition introduces a new Microtrends section, exploring early-stage shifts and emerging ideas with near-term potential. This dedicated chapter highlights the smaller signals shaping tomorrow’s market opportunities.
Each microtrend is supported by real-world examples and regional case studies, illustrating how forward-looking operators and suppliers can capitalise on these developments before they reach mainstream adoption.
The report also includes a regional outlook developed by NEXT.io, covering Europe’s recalibration, North America’s measured growth, South America’s compliance-driven execution, and Asia’s controlled innovation model.
Ivan Montik, Founder of SOFTSWISS, comments: “In recent years, the sector has moved into maturity. What now matters is disciplined profitability, operational resilience, and the ability to deliver durable player value. This fourth edition reflects that shift. We examine the macrotrends reshaping the sector, the micro-level tactics and technologies that improve performance, and a regional outlook developed in partnership with NEXT.io. Taken together, these chapters provide a structured view of what will shape 2026 and the decisions it asks of operators, suppliers, and partners.”
In support of its ebook, SOFTWISS will present the 2026 iGaming Trends Marathon at the SiGMA Central Europe Summit on 5 November 2025. A four-hour event will take place from 12:00 to 16:00 on the People, Partners & Performance Stage, featuring keynotes and panels with leading global industry experts.
Last year’s edition of the Trends Report attracted significant industry attention, with over 13,000 downloads, confirming its value as one of the sector’s most respected analytical resources.
Operators and industry professionals can download the 2026 iGaming Trends Report here.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Platform and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
SOFTSWISS, a leading technology provider for iGaming, has further solidified its presence in the European market by securing certification for its Jackpot Aggregator in Bulgaria.
The iGaming market in Bulgaria is experiencing significant growth, attracting new businesses despite stringent domestic regulations. The market is projected to generate 168.70 million euro in revenue by 2028, with an annual growth rate of 5.42%. The number of users is expected to reach 377.3 thousand by the same year, further highlighting the sector’s momentum.
In line with this growth, SOFTSWISS announces that its Jackpot Aggregator has received certification from Gaming Laboratories International (GLI), ensuring it meets all technical requirements for use in the Bulgarian market. With the new certification of the SOFTSWISS Jackpot Aggregator, Bulgarian-licensed operators can integrate this advanced engagement tool into their casino offerings.
In May, SOFTSWISS successfully entered the Bulgarian market through a partnership with Topwin.bg, which implemented the SOFTSWISS Casino Platform, the Game Aggregator, and the Sportsbook.
“We are seeing a strong surge in interest in our jackpot mechanic, fueled by the growing demand for engagement tools in the market. That’s why we are committed to further developing the Jackpot Aggregator, enhancing its features, and expanding into new markets. Certification for the Bulgarian market is a clear testament to our ambition and drive for expansion. We are actively working on obtaining certifications in other jurisdictions,” comments Angelina Stasiuk, Head of Business Line at SOFTSWISS Jackpot Aggregator.
SOFTSWISS has several international and national licences and certifications, including a South African licence acquired through the purchase of a majority stake in Turfsport. The company recently announced its plans to become the first certified software provider in Brazil.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka Affiliate Platform, the Sportsbook software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
What are the most popular games? What iGaming providers have achieved the greatest success? SOFTSWISS, an innovative company providing a complete ecosystem of comprehensive software solutions, shares valuable insights across regional markets.
The analysis presented is based on the Game Aggregator data spanning the second half of 2022 and the first half of 2023.
Europe
Slot games remain popular in Europe, even though they lost around five p.p. during H2 2022 and H1 2023. Despite this decline, their market share still exceeds 80% among the other gaming categories. In contrast, card games improved their position by almost four p.p.
The top five most popular game categories underwent minor changes in Q2 2023. The Total Bets Sum in Craps games saw a substantial increase, growing 2.7 times in comparison to the previous quarter. This boost in performance secured the fifth position for this type of games in the top rankings, displacing casual games.
Gates of Olympys, Big Bamboo and Midas Golden Touch emerged as some of the most popular games during the past year. Notably, the landscape of top games exhibited significant variations from quarter to quarter.
In the European gaming sector of 2022-2023, top-performing game providers include Amatic, Amusnet (EGT), BGaming, Evolution, Pragmatic Play, Push Gaming, and Relax Gaming. Their positions in the rankings experienced subtle shifts from quarter to quarter.
Asia
The top five most popular game categories in Asia have exhibited a consistent trend since the final quarter of 2022. Slot games hold a prominent position in the asian gaming landscape, with their market share exceeding 80% compared to other categories.
Gates of Olympys claimed the title of the most popular game in Asia in Q4 2022, and has maintained its leading position since. Meanwhile, another popular game, Bonanza Billion, has experienced fluctuations in its rankings within the top five since the end of the previous year. The Total Bets Sums of Aviator increased twofold during the first half of this year, propelling the game into a leadership position. In contrast, the once-popular game, Hot Fruits, lost its foothold in the top rankings during the second quarter of 2023.
As for the most successful game providers in Asia, it should be noted that Evolution, Pragmatic Play and BGaming have continually jostled for positions within the top five over the past four quarters under review. Play’n Go and Amatic ceded their places in the rankings to 1spin4win and Amusnet (EGT), with the latter heading the list in Q2 2023.
Tatyana Kaminskaya, Head of SOFTSWISS Game Aggregator, comments: “The popularity of the Aviator game can be explained by simple interface and fast payouts. What sets it apart even further is its distinctive gameplay mechanics, which significantly differ from other crush games in the market. Notably, Aviator provides players with the illusion of “control” over the game, adding an extra level of excitement and intrigue.”
Latin America
The top five of the most popular game categories in LatAm have remained consistent over the last year, with almost 60% of these categories dominated by slots.
The current top five most popular games are as follows:
Roleta Brasileiri – 8.27%
Aviator – 5.97%
Gates of Olympus – 5.24%
Sweet Bonanza – 3.44%
Crazy Time – 3.14%
Notably, Aviator surged to the top in Q4 2022, experiencing a significant increase in the Total Bets Sum, nearly 170 mln euro more in comparison with the previous quarter. This success propelled its provider, Spribe, from the tenth place in Q3 2022 to the fourth in Q2 2023, displacing Play’n GO from the top five. Other providers, specifically Pragmatic Play, Evolution, Playtech, and BGaming, remained in the top with minor shifts in their rankings over the past year.
The top five most popular games account for approximately 25% of the Total Bets Sum across all games in Latin America, while in Europe and Asia the same covers around 10%. Another noteworthy market trend is the displacement of slots with roulette, and the growing preference for live games.
Carla Dualid, Regional Business Development Manager at SOFTSWISS in LatAm, comments: “Players in Latin America in the context of online gambling may differ from players in Europe in several ways. Most Latin American players bet through mobile devices and prefer online play. Local casino slot players tend to place small but regular bets, which distinguishes them from European online casino players, who, in turn, bet less frequently, but wager larger sums on slots. Speaking about the LatAm market, we should keep in mind that Brazil is the most active player in it. Such factors as economic potential, increasing Internet penetration, mobile accessibility, and regulatory changes are making the Brazilian market more attractive for operators.”
About SOFTSWISS
SOFTSWISS is an international iGaming company supplying certified software solutions for managing gambling operations. The expert team, which counts 1,400 employees, is based in Malta, Poland, Georgia, and Belarus. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013, SOFTSWISS was the first in the world to introduce a Bitcoin-optimised online casino solution.
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