SocialPeta‘s Senior Director of Marketing, Crystal Bai, attended the Mobidictum Conference 2024 and had a chance to connect with industry professionals and better understand the Turkish gaming market through her eyes.

We had a chance to speak with Crystal and explore SocialPeta’s plans and goals for Türkiye, the differences between Southeast Asia and the Turkish market, and her perspective on the Turkish gaming industry.

What are the key strengths or competitive advantages of Turkish gaming studios that contribute to their success?

I’ve had the chance to observe Turkish gaming studios closely, and I have to say that they have some amazing strengths that make them truly special.

Their teams are small but incredibly efficient, capable of delivering high-quality content quickly while staying flexible enough to adapt to the fast-changing gaming market. What I really admire is how naturally they tap into their unique position—being at the crossroads of Europe and Asia gives them such a deep understanding of different cultures. This allows them to create games that really connect with players from all over the world.

And let’s not forget their creativity—it’s one of their strongest suits. They have a knack for blending innovative gameplay with storytelling that feels authentic and culturally rich.

As far as I know, the Turkish government has implemented initiatives to support the gaming industry, including university programs and funding for startups, fostering a conducive environment for growth and innovation.

What challenges or areas for improvement do you see Turkish gaming studios facing as they strive to compete on a global scale?

Creating a great game is just the first step, but for many Turkish studios, which often consist of small, agile teams, reaching a global audience presents significant challenges.

The heavy focus on casual and hyper-casual genres adds to the difficulty, as these types of games require rapid iteration and rely heavily on in-app advertising (IAA) for monetization, limiting revenue diversification.

Additionally, with smaller teams, building the robust marketing strategies and distribution networks necessary to compete globally can be challenging.

Investing in a better understanding of international markets, localizing content effectively, and utilizing targeted advertising channels could help Turkish studios overcome these barriers and strengthen their global presence.

Exploring more diverse game genres and long-term monetization models may also provide opportunities for sustainable success.

What are the key differences between the Turkish and East Asia gaming industries regarding development practices and market dynamics?

This is quite a broad topic, so I’ll share my thoughts based on my observations.

Actually, I think there are more similarities between the two, with most differences appearing in smaller aspects.

For example, the Turkish gaming market has seen rapid growth in mobile game consumption, but IAA models are still more common in terms of monetization, particularly for localized products. Due to the nature of the game types, it can be challenging to adopt monetization methods like esports or IAP, which limits the diversity of revenue streams to some extent.

In contrast, the monetization models in East Asian markets tend to be more mature.

That said, there are similarities between these regions as well. Both have strong localization needs due to cultural and language diversity, and social media is critical in reaching audiences.

However, from my perspective, Southeast Asia’s social media environment feels even more vibrant.

Are there advertising or marketing strategies used in East Asia that could be successfully adapted to the Turkish market? Conversely, are there practices from Türkiye that might appeal to East Asian gamers?

This is such an interesting question! Based on my personal observations, there are definitely strategies from East Asia that could work well in the Turkish market.

For example, the integration of mini-games in advertising has proven highly effective in user acquisition and could be tailored to resonate with Turkish gamers. Additionally, diverse monetization models and greater utilization of social media and influencer partnerships are strategies that might bring significant benefits.

That said, I’ve noticed that Türkiye has already made impressive progress in influencer marketing, with many campaigns being both highly creative and impactful. In fact, I believe Türkiye’s innovation and creativity are something East Asian markets could truly learn from—or even envy to some extent.

Turkish studios and marketers have an incredible ability to produce fresh and engaging ideas, often deeply rooted in the country’s rich and distinctive culture. This unique cultural identity has a global appeal and offers great potential for inspiration in East Asia.

So, while there are lessons Türkiye can take from East Asia, I’d argue there’s just as much value in East Asia learning from Türkiye’s creativity and cultural authenticity.

What role does SocialPeta currently play in the Turkish gaming market?

As the Marketing Director at SocialPeta, I’m delighted to share how we support the vibrant Turkish gaming market.

• Comprehensive Data Analytics: We provide in-depth insights into global gaming trends, enabling Turkish developers to make informed decisions. Our extensive database covers over 70 countries and regions, offering valuable information on advertising strategies and market dynamics. 

• Creative Marketing Solutions: Our platform showcases a vast array of successful advertising creatives from around the world. This resource helps Turkish game developers and marketers craft compelling campaigns that resonate with their target audiences. 

• Global Market Entry Support: We assist Turkish gaming companies in navigating international markets by providing data-driven strategies tailored to different regions. Our insights into global advertising trends and user preferences empower Turkish developers to expand their reach effectively.

Could you share SocialPeta’s future plans and goals for expansion in Turkiye?

As the Marketing Director at SocialPeta, I’m excited to share how our platform supports Turkish gaming companies in enhancing their product development and marketing strategies.

• Efficient Gameplay and Genre Testing: Leveraging our extensive data resources and industry analysis capabilities, SocialPeta enables Turkish developers to conduct efficient and cost-effective testing of various gameplays and genres. This approach helps identify player preferences, increasing the likelihood of creating successful games.

• Comprehensive Advertising Analysis: Our platform offers multi-dimensional advertising analysis and market insights, assisting Turkish gaming companies in formulating effective marketing strategies. By understanding global advertising trends and user behaviors, developers can optimize their campaigns for better reach and engagement.

By utilizing SocialPeta’s tools, Turkish gaming companies can streamline their development processes and enhance their marketing efforts, ultimately leading to the creation of more hit products in the competitive gaming market.

How has WeChat minigame ads’ success shaped the global casual gaming market, and could a similar approach work in Türkiye and other markets?

WeChat’s integration of mini-games into its social platform has significantly impacted the global casual gaming market by enhancing user engagement and introducing innovative monetization strategies.

Adopting a similar approach in Türkiye and other markets could be highly effective.

The key lies in leveraging popular social platforms to embed casual games, thereby reaching a broader user base without requiring additional app downloads. This method not only enhances user engagement but also opens new avenues for monetization through in-app purchases and targeted advertising.

It’s worth noting that in China, WeChat isn’t the only platform offering mini-games; however, it is indeed the most extensive and successful. This suggests that while multiple platforms can host such features, the scale and integration within a dominant social app significantly contribute to their success.

In summary, the success of WeChat’s mini-game ads underscores the potential of integrating casual games into social platforms. With careful adaptation to local market dynamics, this approach holds promise for enhancing user engagement and driving revenue in Türkiye and beyond.

What key trends do you foresee shaping marketing and mobile game development in 2025?

As the Marketing Director of SocialPeta, I believe the following key trends will shape marketing and mobile game development in 2025:

• Firstly, from the perspective of creatives and marketing, we’ve already seen an increasing number of AI-generated or AI-integrated products in 2024. I’m confident that with the continuous development of AI technology, this trend will become even more prominent in 2025.

• Secondly, we can see that game operations are becoming more refined, with greater emphasis on combining multiple gameplay elements to enhance the overall experience. For instance, many games may appear to be casual or hyper-casual on the surface, but upon closer look, you’ll find that they incorporate diverse and complex gameplay mechanics. These games are easy to pick up but offer layered experiences that keep players deeply engaged.

• Lastly, there will be a stronger focus on social features and community building. Developers and marketers will prioritize fostering community engagement by leveraging social media and in-game interactions to strengthen player loyalty and drive word-of-mouth promotion.