SocialPeta, an advertising and marketing platform, released their H1 2024 report in collaboration with Tenjin. The report features industry insight about mobile game trends, top games, popular genres, marketing cases, ad spends in H1 2024 and much more.
Trends in Global Mobile Games for H1 2024
There was a robust growth in the number of advertisers. Creatives per advertiser remained stable at around 100 per month.
- The number of active advertisers was on a stable rise in Q2 2024, with over 55K mobile game advertisers every month, and the highest number in April.
- In H1 2024, there were about 105 monthly creatives per advertiser, indicating a less competitive market compared to last year. Monthly creatives declined by 22.8% YoY and 18.0% MoM.
The advertising of mobile games experienced a decline. Monthly advertisers with new creatives accounted for a smaller percentage. New creatives accounted for over 50% every month in 2024.
- In H1 2024, advertisers with new creatives, accounted for an average of 65.1% per month, down 5.8% YoY, and the percentage peaked at 66% in June this year.
- There was a rise in the share of new creatives. In 2024, monthly new creatives accounted for 51.4%, up 2.4% YoY, and peaked at 56% in June, basically unchanged compared to the same period last year.
HK, Macau and Taiwan were the most competitive regions in H1 2024. Western Europe reported over 31K monthly advertisers.
- There were over 100 monthly creatives in Hong Kong, Macau and Taiwan, Ocenia, and the US.
- Besides Wester Europe, the US, Latin America, and Southeast Asia all had over 20K monthly advertisers.
RPGs replaced SLGs as the game genre with the most creatives in H1, and puzzle games contributed the biggest YoY growth.
- Casual games still contributed the highest percentages of advertisers and creatives, but the percentage of advertisers experienced a drop of 1.84%, the biggest drop among all game genres.
- H1 2024 recorded totally over 50K advertisers with new creatives. Casual puzzle games contributed half of the ad creatives released for games in the U.S.
- MMO games remained a dominant position in the South Korean market. In 2024, new SLG advertisers accounted for a considerable percentage of South Korea, indicating great potential.
- Casino mobile games had the biggest drop in the percentage of creatives, followed by card games.
iOS advertisers accounted for less than 30%, among which casual and casino games contributed the lowest percentages. Video creatives on Android accounted for a higher percentage and were updated more frequently.
Video creatives accounted for over 3/4 of all creatives for mobile games and over 46% of the video creatives were of more than 30 seconds. Thanks to AI, image creatives had a rising number of impressions.
Advertising Trends and Insights in H1 2024
The percentages of SLG advertisers on iOS and Android were almost even. Video mini-game creatives remained the main method for advertising SLGs.
- Fierce competition remained. Due to the hidden rule of “high-quality + frequent updating”, SLGs contributed the highest percentage of new creatives among all genres.
- On the list of Top 100 SLGs by advertising, among which, high quality SLGs made great advertising efforts.
- Mini-games featuring “number growth” remained the mainstream of creatives for SLGs. The creatives start with sexy elements and dramatic stories, eye-catching for the purpose of more conversions.
RPGs contributed the highest percentage of new creatives among all game genres. The mainstream in 2024 was made up of open world, minigames, and idle+.
- RPGs stood out with high percentages of image creatives and impressions of image creatives. With AI technology, image creatives were created at amazing speed.
- The South Korean market and China’s Hong Kong, Macau, and Taiwan market contributed the highest percentages of RPG new creatives. RPGs were very popular among local people.
There was an obvious increase in the number of SIM game advertisers. Hong Kong, Macau and Taiwan regions of China stood out with a great number of creatives.
- A great many idle SIM games flowed into market.
- There was a downtrend in the percentage of impressions contributed by SIM games’ video creatives. Image creatives contributed nearly 20+ of impressions.
- The creatives for SIM games are mainly about scene simulation and business performance display. A deliberate failure is more effective in arousing the audience’s desire to play the game.
- Casual + puzzle games outdistanced all the other genres in terms of the number of advertisers in all markets, accounting for nearly 80% on Android.
Marketing Cases, Ad Spend Trends and Exclusive Insights in SocialPeta Report
Additionally, SocialPeta report for H1 2024 features the marketing cases of popular mobile games like Royal Match, Last War: Survival, Legend of Mushroom and more. There is also Ad Spend Trends and exclusive industry insights.
For more detailed information, please download the report.
