Based on data from SocialPeta, App Intelligence and other modules, we have compiled the TOP 20 rankings for global mobile game advertising, revenue, and downloads in September 2023 to help more mobile app professionals to know the trends in the global mobile market.
Key trends in global mobile games for September:
Idle games sweep Hong Kong（China）, Taiwan（China） and Southeast Asia with diverse god, Three Kingdoms, and martial arts themes;
6.1 million downloads and $15.4 million revenue, AR exploration game Monster Hunter Now impresses in first month on iOS;
Monopoly mobile game MONOPOLY GO! sees first revenue decline, down about 3.8% month-over-month on Android.
Top 20 by Advertising
1. Three Kingdoms idle RPG sweeps Southeast Asia
The Three Kingdoms themed idle RPG Among Heroes: Fantasy Samkok, published by Guangzhou Tianyou, has embarked on an aggressive marketing blitz in major Southeast Asian markets like Thailand and Indonesia after launching in, Hong Kong（China）, Taiwan（China）, and Malaysia/Singapore. Combining the built-in appeal of the Three Kingdoms IP with a cute anime art style and casual idle gameplay is a clever fusion.
According to SocialPeta advertiser analysis,Among Heroes ran 8,300 deduplicated creatives in September, with newly created ads making up 96% and pre-registration ads nearly 30%. Specifics for iOS:
- Creatives increased 745% month-over-month in September;
- Creative placed in 33 regions, most in Thailand and Vietnam which accounted for 60% combined;
- Nearly 67% of creatives in the past 30 days were image;
- Most common image size was square 1080×1080 at 42% share;
- For media, casual ranked first at 31.6% share, followed by puzzles and entertainment.
In terms of content, Among Heroes has very few real person ads, focusing more on showcasing gameplay or using in-game social chat to set up humorous player interactions. For character spotlighting, cute female characters > handsome male characters > Three Kingdoms male classics (Guan Yu). Here are popular formulas I summarized:
1.Redeem codes for tons of rewards to quickly strengthen your team
2.Showcase ultra rare powerful characters with dazzling skills and insane power
3.Play on hormones with various female characters flirting
4.Thrilling gacha rolls give players a different kind of rush
2. Martial arts idle game evokes Hong Kong’s classic era
Tago Studio’s martial arts idle card game Unnamed Jianghu officially launched in public beta on September 5. Its pre-registration ads totaled 5,700 creatives. With relatively scarce competition in the Chinese martial arts niche, vertical idle gameplay, and clever balancing to hook players, it quickly became addictive.
According to SocialPeta advertiser analysis, Unnamed Jianghu ran 5,800 deduplicated creatives in September, with 66% newly created. Specifics for Android:
- Creative placed in 55 regions, most in, Hong Kong（China）, Taiwan（China）, and Malaysia/Singapore;
- Nearly 73% of creatives in the past 30 days were video;
- Most common video size was portrait 720×1280 at 34.2% share;
- For media, health/beauty ranked first at 26.92% share, followed by casual and photography.
Creatives focused on underdog comeback narratives with catchy, humorous voiceover and AI voice acting that never failed to draw laughs.
3. Black Goku joins the battle between gods and demons
The gods and demons themed idle RPG Gods and Demons Legend: Lingshan Ruins, published by Hong Kong Tianzong Network, will officially launch on October 12. It features popular artist Janice Xu cosplaying as the White Bone Spirit. Many familiar characters from Journey to the West like Sun Wukong, Buddha, Erlang Shen, Nezha, and the Heavenly King Tianpeng make flashy appearances in the game’s trailers.
According to SocialPeta advertiser analysis, Gods and Demons Legend ran 9,200 deduplicated creatives in September, with real person ads about 4.4% of the total. Specifics for iOS:
- Nearly 83.3% of creatives in the past 30 days were image;
- Most common video size was square 600×600 at 95.1% share;
- Copy focused on popular characters and virtual/real rewards like White Bone Spirit, iPhones, PS5, Switch, Iceland vacation package, 99.81 million spirit stones.
Top 20 by Revenue
Notable revenue performers on App Store in September:
Niantic’s new AR exploration game Monster Hunter Now launched on September 13, earning $15.4 million single store revenue in September with 33.8% from US players.
MiHoYo’s open world game Genshin Impact celebrated its 3rd Anniversary on September 28. It earned $26 million single store revenue in September, up about 46.1% month-over-month, updating limited 5-star characters Cyno, Candace, Nilou, and Nahida.
KONAMI’s soccer game eFootballTM 2024 held a 650 million downloads event on September 14. Steady user growth drove revenue up, with $21.6 million single store revenue in September, up about 151.2% month-over-month.
Notable revenue performers on Google Play in September:
Tencent’s anime vertical shooter GODDESS OF VICTORY: NIKKE collaborated with NieR:Automata on September 1. It earned $16.7 million single store revenue in September, up about 72.2% month-over-month.
Veteran hit Coin Master stayed strong with $57.2 million single store revenue in September, up about 1.1% month-over-month, with 49.5% from US players.
Monopoly mobile game MONOPOLY GO! saw its first revenue decline, with $32.5 million single store revenue in September, down about 3.8% month-over-month. On September 22, Retro Bowl College football broke MONOPOLY GO!’s 100+ day reign atop the US free games chart.
Top 20 by Downloads
Notable download performers on App Store in September:
Niantic’s new AR exploration game Monster Hunter Now launched on September 13 and saw about 6.1 million single store downloads in September.
Morning Light Games’ “Dungeons & Dragons” themed SRPG Dragonheir: SilentGods officially launched on September 17 and saw about 2.6 million single store downloads in September.
KINGS FORTUNE’s management sim Happy Match Cafe rode the ASMR trend to growth, with about 2 million single store downloads in September, up 81.8% month-over-month.
Notable download performers on Google Play in September:
Supersonic’s casual parkour game Build A Queen saw about 12.7 million single store downloads in September, up 505% month-over-month.
Supersonic’s bridge building io game Bridge Race saw about 7.4 million single store downloads in September, up 8.8% month-over-month.
Garena’s shooter Free Fire MAX saw about 9.2 million single store downloads in September, up 26% month-over-month.
This covers global mobile game advertising insights, App Store and Google Play mobile game revenue, and downloads for September 2023. For more mobile marketing data, please visit: www.SocialPeta.com
