This is AppGrowing's monthly review of global mobile game media buying in March 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 March 2023, the number of mobile games advertised was 23,051, the number of mobile game ads in that month was 2,383,288, and the number of ad creatives was 784,943, all higher than February, reflecting a certain extent the rebound of the mobile games’ investment in advertising.
The peak of ad volume and the number of apps being advertising in the month is concentrated in the first 20 days. Among them, the ad volume and the number of apps being advertising are the largest on March 16.
The number of apps being advertising in the whole month changed smoothly. And the ad volume maintained a high scale in the first half of the month. 81.9% mobile games advertised less than 100 ads.
This month, Casual games took the first place in the number of App volume with 20%, while the first place in the ad volume was taken by Puzzle games with 15.3%. The Top 3 categories of advertising volume are Puzzle, Casual and Role Playing.
In addition, the Top 3 average ad volume of a single app are Word, Strategy and Role Playing, which are the same as that in February.
The TOP 1 key area for mobile game advertising in March were North America with 40.2%, followed by Southeast Asia and Western Europe.
Specific to the list of TOP 10 Most Advertised Regions, the USA accounted for as high as 31.7%, a further increase compared to February, and continued to sit firmly at the top. Canada ranked second on the list, accounting for 19.6%, followed by UK, Germany.
02 Most Advertised Mobile Games & Developers
In March, 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 March.
Looking at the Most Advertised Mobile Games in March, games on Google Play still focuse on light categories such as Word, Casual, and Puzzle.
Matchingham Games’ Braindom ranks first on the list. There are 3 SLGs on the list, namely IGG's Doomsday: Last Survivors and Lords Mobile, as well as the Yotta Games' The Grand Mafia.
On App Store, the list is more diverse with Puzzle and Role Playing games being the most popular. The top 1 on the list is Block Blast, a puzzle game with Tetris gameplay.
In the Top Pre-registration list in March, products are mainly mid-core/hard-core types such as Role Playing, Action, Card, Strategy, and Adventure. Two Casual games in Google Play also made it to the top 8 of the list.
Among them, IGG’s Viking Rise took the top 1 of App Store pre-registration list and the second on Google Play, with advertising campaigns mainly in Hong Kong, Macao, Taiwan of China and Southeast Asia. This SLG with a Norse mythology theme was launched in some markets such as Europe and America in December 2022 and has shown its potential. Whether the theme can be accepted by players in other regions is subject to further verification.
03 Game & Ad Creative Case Analysis
Case 1: Block Blast Adventure Master
The Tetris game Block Blast Adventure Master by Hungry Studio, mainly advertised in USA, Canada, and UK in March. The creatives type is mainly vertical video, accounting for 90.7%.
In terms of ad creativity, it mainly shows the gameplay and stimulates the players with plots such as "about to fail" and "instant elimination of bricks".
Ad Creative:
Source: AppGrowing
Case 2: Onet Puzzle
The Casual game Onet Puzzle by Amber Mobile mainly advertised in Canada, UK and Vietnam.The main creatives type was video, accounting for 71.8%.
In terms of ad creativity, Onet Puzzle not only showed the core gameplay, but also put in many popular elements and live-action videos.
Ad Creative 1:
Source: AppGrowing
Ad Creative 2:
Source: AppGrowing
To get the full PDF file of "March 2023 Mobile Game & App Global Adverting Review", Please Click Here.
*This report is produced by AppGrowing. All text, data, and graphics in the report are protected by laws related to trademarks and copyrights. Part of the data, text or images are collected from public information, and are only quoted for explanation, and the ownership belongs to the original author.
The content of the report is for general information only and should not be considered as an opinion or basis for specific matters.
