The global mobile gaming market has seen a modest recovery in the first half of 2024, with a year-on-year revenue growth of 4.7 percent. This growth comes amidst a challenging global environment and increasing competition in the mobile game industry. To adapt to these changes, mobile game companies worldwide are adopting more strategic approaches, prioritizing high-quality products and long-term operations while exploring new growth opportunities in low-cost, quick-return segments.
To support global mobile game companies in navigating these changes, SocialPeta has partnered with Tenjin to produce the report, „Insights into Global Mobile Game Marketing & Ad Spend Trends for H1 2024.“ This comprehensive report offers insights from industry experts at AdQuantum, App Masters, Gamelight, AppSamurai, AppTweak, Gamee Studio, GameGeek, Niko Partners, Gamesforum, Appvertiser, Geeklab, UGC Ninja, and Mobidictum.
Key takeaways from the report include insights into global market trends, popular game genres and regions, ad spend distribution, and the rise of mini-games and AIGC (Artificial Intelligence Game Creation) in the industry. Despite a decline in downloads, overall revenue has grown, signaling a market recovery. Different game genres are excelling in various regions, with strategy and hyper-casual games leading the way. In terms of ad spend distribution, iOS accounted for 40 percent, while Android held a 60 percent share in H1 2024. Mini-games are becoming a popular segment for Chinese developers, with AIGC widely used in RPGs and strategy games.
The report also highlights a steady increase in global mobile game revenue, with decreased marketing competition. The number of advertisers has grown robustly, with the average number of creatives holding steady at around 100 per month. Despite the rising number of advertisers, the average monthly number of creatives per advertiser has decreased, indicating a slight easing in marketing competition.
In terms of regional performance, the Hong Kong, Macau, and Taiwan regions led in advertising competitiveness, with Western Europe having the highest average number of mobile game advertisers. The US, Latin America, and Southeast Asia also saw significant advertiser numbers. Western Europe accounted for 13 percent of global mobile game revenue, with the top three revenue-generating genres being Slots, 4X (strategy games), and Match-3+ games.
The report also delves into the markets in the United States, Japan, South Korea, Hong Kong, Macau, Taiwan, Southeast Asia, Latin America, and the Middle East. The US leads in ad spend for H1 2024 across iOS and Android platforms, with Android accounting for 60 percent and iOS for 40 percent. The top countries by ad spend include the US, Brazil, Japan, the UK, Germany, and Canada.
In addition to ad spend insights, the report provides detailed case studies on popular titles such as Last War: Survival, Legend of Mushroom, Solo Leveling: Arise, and Royal Match. These case studies offer valuable insights into the strategies that propelled these games to success across various markets.
Overall, the report spans 70 pages and provides actionable intelligence to help companies navigate the complexities of the global mobile game market and refine their marketing strategies for better outcomes. By downloading a copy of the report, companies can stay informed and ahead in the ever-evolving mobile gaming landscape.