SocialPeta releases global analysis report on mobile game marketing in 2022

With continued efforts, developers have improved their abilities to create better products in 2022. With improved products and upgraded marketing strategies, the mobile games and apps market in 2023 will be characterised by innovation and full of challenges. For example, SocialPeta has published the “Global Analysis Report on Mobile Game and App Marketing (Non-Gaming) in 2022”, which provides information on global marketing and product globalisation.

A side note: Mobile games market report for August from SocialPeta

This nearly 200-page document has two parts: mobile games and apps (non-gaming), which is an integration of industry research from dozens of companies including Singular, Tenjin, Digital Turbine, Moloco, Storemaven, AdQuantum, Udonis, Mobidictum, Apptamin & AppROI. You’ll find accurate analysis of industry data in 2022 and predictions of future trends based on global mobile marketing data, observation of popular regions, exact advertising channel, advertising budget cost and analytics of popular mobile marketing games.

Overview of the overall data: The focus of marketing has shifted to high-quality and innovative creatives

The number of advertisers increased by 17.5% year-on-year for the quarter, while the number of creatives for the quarter decreased by 16% year-on-year. More than 90% of advertisers released new creatives in each quarter, with the average number of new creatives for the quarter up 3.82% year-on-year.

In terms of game genres, casual game advertisers accounted for a larger share among all game genres, up 2.94% on the previous year. At the same time, the number of simulation and casino game advertisers increased by around 0.9% year-on-year.
In terms of creatives, casual games accounted for the largest share of creatives with 22.69%, up 4.74% on last year.
In terms of regions, North America remains the country with the highest number of monthly advertisers, while Hong Kong, Macau, Taiwan and Southeast Asia had more monthly creatives than the global average.

Market analysis by country by SocialPeta

The US market has remained steadily growing. The US market as a whole has been growing. Creatives were updated fairly regularly, with new creatives accounting for 87% of all active creatives. Active creatives for casual games accounted for 24.98% of all creatives, a significant increase of 5.22% on the previous year. In terms of active advertisers, the number of advertisers for casual games, puzzle games, simulation games and action games increased, with casual game advertisers accounting for the largest share at 30.28%.

Vietnam: A big increase in the number of casual game advertisers. This year, 93% of game advertisers posted new creatives and only 7% of advertisers did not post any new creatives, indicating a high frequency of updated creatives. Compared to last year, the share of casual game advertisers increased by 8.83%, the share of simulation game advertisers decreased slightly and the share of arcade and action game advertisers increased slightly. Casual games and puzzle games continue to dominate, with their active creatives taking the largest and second largest shares.
India had the highest DAU of all countries at 5%, but also saw the steepest decline in DAU compared to last year. India recorded the highest DAU of any country at 5%, but also saw the steepest decline in DAU compared to last year. India’s mobile gaming market brought in the same revenue as last year.
Turkey: The highest number of advertisers with new creatives in Q4. New creatives accounted for just 74% of all creatives this year, much lower than in other regions. Casual game advertisers accounted for around 29.88%, an increase of 8.63% compared to last year. Advertisers of RPG and active creatives recorded the biggest decline.