Worldwide Mobile Games Media Buying Data Digest in Q1 2022

Based on data on mobile game advertising collected l in 47 regions around the world from 23 open media platforms including Facebook, AdMob, YouTube, AppLovin, Unity Ads, TikTok, Twitter, App Growing Global publishes Worldwide Mobile Games Media Buying Data Digest and explores top mobile games, categories, and advertisers in Q1 2022.

In Q1 2022, The overall trend of mobile games ads was stable, while non-game apps show more obvious fluctuations. Judging from the cumulative advertising volume, the ratio of mobile games and non-game apps is about 1:1.82.

Among these game categories with the most ads in Q1 2022, the top 4, Role Playing, Puzzle, Casual, and Strategy, are consistent with the previous year.

Action games showed the biggest YoY increase with new vitality from hyper-casual parkour gameplay.

The biggest YoY decline was in Board games. Coloring games in this category used to have a large demand for media buying but have dropped significantly nowadays.

Ad Density reflects the average ad expenditure required to promote a mobile game. The Ad Density of Role Playing and Strategy exceeds 200, which means that these two categories of products require more advertising expenses in the process of marketing and promotion. The Board ranked third, approaching 200.

Looking at the top 10 mobile games by ad volume in Q1 2022, except for the #1 "Tap Color Pro", which is a coloring game, the remaining 9 games are all non-casual games, covering the popular themes such as royal battle, ACGN, otome, and etc.

In terms of new games, among the games that started advertising campaigns in Q1 2022, the products of the Turkish hyper-casual manufacturer Rollic Games occupied the Top 3. Well-known Chinese game manufacturers such as Perfect World and 37 Games also launched new products in Q1.

Judging from the advertising trends in the past 6 months, the mobile advertising volume of strategy mobile games has maintained a relatively high level in Q1 this year after the continuous growth in Q4 last year.

For SLG games, strategy is always the core of the game, and it is also the primary point of advertising. In addition, the innovation of themes has become a new trend. The copywriting keywords with high frequency in Q1 include zombie, ant, mafia, etc.

Compared with strategy games, the ads of puzzle games mainly highlight keywords such as "exercise the brain" and "improve intelligence", and try to let users get the gameplay once seeing the advertisement.

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More intelligence on the advertising market can be found on the official website of App Growing Global.

*The ad materials above are collected for research and analysis only. The content and opinions in this report are for information purpose only and are not intended to provide, and should not be relied on for, investment, legal, or other advice. All Rights Reserved.