Everyone remembers last year: coronavirus, no walks, everyone is at home. Of course, people began to massively play mobile games and sit in applications. As a result, many major publishers were able to achieve record revenue. For example, Call of duty mobile brought $ 480 million company Activision… This happened thanks to microtransactions and advertising. The last point was told by experts from SocialPeta and Nativex, which jointly released a report on global analysis of mobile advertising (available for free trial). They did their research and looked at what happened to this market, how much traffic has grown, and why mobile apps and games are such a tidbit for advertisers.
Top 10 games by ad reach and engagement
Let’s start with smartphone users: the Chinese are in first place in terms of audience and active smartphones, while Russia is only in sixth. It is worth noting that 81% of mobile advertising came from apps, while the remaining 19% was from mobile games. Most of the media buying took place at the beginning and end of 2023.
If we talk about the number of ads on Android and iOS, then throughout the last year Android was in the lead, although by the fourth quarter the situation had changed slightly and the ratio was 6: 4, respectively.
When it comes to the most advertised genres of games, SocialPeta and Nativex highlight puzzle and arcade games. At the same time, strategy and role-playing games have become the largest media buyers.
At the expense of the variety of advertising, everything is not so creative yet: more than 50% are videos. You may also have noticed “playable ads” where you can control your character. Advertisers are just starting to use this: by the end of 2023, the number of interactive ads reached only 8%.
Among the “hot channels” for buying advertising stand out Facebook, Instagram, Google Ads and Youtube… More than 85% of companies use these platforms to promote their games. Most promoted casual game in 2023 Idle miner tycoon on the Android…
Which countries and regions have been the most tidbit for media buying? Of course, North America comes first. There was not only a lockdown, but also a presidential election, so the mobile market developed. Japan is in second place: one resident of this country spends more than $ 170 (~ 12,500 rubles) a year on mobile games. The third place is occupied by South Korea from the Asia-Pacific region: the volume of the gaming market there is $ 6.2 billion. If we talk about Europe, then this is not the largest market, and there are more PC gamers there than mobile ones.
As of 2023, more than 350,000 mobile apps are expected to serve as ad platforms. SocialPeta and Nativex predict an increase in the number of female gamers in the mobile market, and the popularity of games such as Travel frog and Animal crossing – direct proof of this. Also, experts say that there will be a trend for games that combine several genres. For example, projects in the genre “three in a row” with elements of idle games. In addition, casual games that promote science and health care will be a big hit.
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