This is AppGrowing's monthly review of global mobile game media buying in February 2023 based on the advertising data of 24 media platforms in 50 countries/regions around the world.
01 Trends in Mobile Game Advertising
On the whole, in February 2023, the number of mobile games advertised was 20,677, the number of mobile game ads in that month was 2,038,121, and the number of ad creatives was 702,782, which was slightly lower than that in January.
The peak of ad volume and the number of apps being advertising in the month is concentrated in the last twenty days. Among them, the ad volume and the number of apps being advertising are the largest on February 28, with 553,315 ads and 12,433 apps.
The number of apps being advertising in the whole month changed smoothly. And the ad volume maintained a high scale in the second half of the month. 83.29% mobile games advertised less than 100 ads.
This month, Casual games are still the Top 1 in terms of the number of app and ad volume, accounting for 19.3% and 15.1% respectively. The Top 3 categories of advertising volume are Casual, Puzzle and Role Playing.
In addition, the Top 3 average ad volume of a single app are Word, Strategy and Role Playing.
The TOP 1 key area for mobile game advertising in February were North America, followed by Southeast Asia and Western Europe.
Specific to the list of TOP 10 Most Advertised Regions, the USA accounted for as high as 29%, a further increase compared to January, and continued to sit firmly at the top. Canada ranked second on the list, accounting for 19.6%, followed by the United Kingdom, Germany.
02 Most Advertised Mobile Games & Developers
In February, mainland Chinese developers are still in the leading position in the proportion of ad and app. Taking the proportion of ad volume as an example, there is a gap of about 20% with Turkey, which ranks second.
Matchingham Games, Playrix and IGG are the TOP 3 mobile game developers by ad volume in February.
Looking at the Most Advertised Mobile Games in February, games on Google Play still focuse on light categories such as Word, Casual, and Puzzle.
Matchingham Games’ “Braindom” ranks first on the list. Only two SLGs are on the list, respectively "Era of the Kingdom" by IGG and "The Grand Mafia" by Yotta Games. In addition, "Genshin Impact" by miHoYo won the 15th place on the list.
On App Store, the list is more diverse. The TOP 1 is "Airship Knights", a JRPG launched by Korean developer SuperPlanet.
In the Top Pre-registration list in February, products are mainly mid-core/hard-core types such as Role Playing, Action, Card, Strategy, and Adventure.
Among them, the second SLG, "Call of Dragons", co-operated by LEGOU GAMES and Lilith Games won TOP 1 in the number of ads. Giant Interactive Group Inc's "龍與世界的盡頭(Dragon and the End of the World)" ranked second in the App Store pre-order list.
03 Game & Ad Creative Case Analysis
Case 1: Medieval Merge: Epic Adventure
The Puzzle game "Medieval Merge: Epic Adventure" by Brazilian developer Pixodust Games, mainly advertised in Italy, Israel, and Portugal in February. The creatives type is mainly vertical video, accounting for 94.3%.
In terms of ad creativity, it is mainly displayed in pixel art style with "failure ending" to mobilize users' emotions.
Ad Creative 1:
Ad Creative 2:
Case 2: 龍與世界的盡頭 (Dragon and the End of the World)
Giant Network's "龍與世界的盡頭" mainly advertised in Taiwan and Hong Kong of China. The main creatives type was video, accounting for 88.4%.
Due to the anime artstyle of the game, the ads also show more of this characteristic, such as the classic "Save the World" story routine, showing the game's exquisite character images and fighting scenes.
Ad Creative 1:
Ad Creative 2:
Source: AppGrowing
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The content of the report is for general information only and should not be considered as an opinion or basis for specific matters.
