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In 2023, SocialPeta published the Global Mobile Game White Paper

The gaming market in 2023 witnessed a slowdown following its peak during the pandemic, presenting challenges for developers amidst economic uncertainty. Two prominent marketing trends emerged in the global mobile games market: a surge in advertisers and a rise in new creative content. The demand for high-quality creatives underscored the importance for game advertisers to craft engaging ads to captivate users. Notably, the Asia-Pacific region remained fiercely competitive, with Southeast Asia emerging as a hotbed for media buying activities.

To navigate these trends, SocialPeta released the "2023 Global Mobile Games Marketing Trends White Paper," providing a comprehensive analysis of the gaming market. The report explores top mobile games in advertising, revenue, and downloads, alongside insights into global hit games and market observations. Aimed at game developers, marketers, and mobile marketing professionals, this resource equips industry stakeholders with the latest insights into mobile game marketing strategies.

The white paper revealed a significant uptick in mobile game advertisers, surpassing 40,000 monthly advertisers, marking a nearly 50% year-over-year increase. Notably, Southeast Asia emerged as the most competitive market, with an average monthly advertiser count of nearly 20,000. The region also led in mobile game creative volume, with each advertiser producing an average of 135 creative pieces per month.

In terms of game genres, casual games maintained their dominance, while SLG games experienced a contraction in marketing efforts. The United States emerged as the top market for mobile game advertising, with Android dominating the landscape. RPG games emerged as a standout genre, with a significant focus on gameplay display in advertising creatives.

Mini-game advertising emerged as a popular form of media buying in 2023, with game companies embracing this format for user acquisition and retention. The evolution of mini-game ads showcased a shift towards well-designed creatives, driving engagement through eye-catching starts and gameplay displays.

The white paper also reviewed the marketing performance of several games, including "Honkai: Star Rail," "Arena Breakout," "MONOPOLY GO!," and "Block Blast!" Industry partners, including Singular, Udonis, and Appvertiser, supported the release of the report, which offers over 70 pages of data and insights to empower gaming professionals in the global market.

Source: adapted from an article by Mobidictum.

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