2024 年第一季度，AppGrowing 国际版 监测到约 3.6 万款手游 App 在海外市场投放了广告，这一数字同比 2023 年第一季度提升了 25.8%，环比 2023 年第四季度增长了3.3%。其中，约 1.3 万的手游为首次投放广告，环比低于 2023 年第四季度，但相较于 2023 年第一季度仍有一定的增长。 尽管第一季度可能不是大多数游戏公司选择发布新游的首选时间，但两组数据整体上仍显示出海外手游市场的活力和增长势头，同时也反映出游戏行业对市场的信心以及对广告作为推广手段的重视。 AppGrowing 国际版 四周年庆之际，我们正式发布《游戏出海移动广告创意与策略白皮书（2024Q1）》。 这份报告详细分析了 2024 年第一季度的海外手游广告市场趋势，探讨了混合休闲游戏的崛起、中重度游戏的副玩法买量策略，以及 AI 技术在广告创意中的应用，为广大出海从业者提供有关行业发展、市场趋势和竞争分析的深入见解。 透过这份数据，我们观察出以下三个市场演变趋势： 混合休闲游戏的崛起推动了广告创意内容的进化，要求广告团队不断探索新的创意表现形式，以更精细化的内容吸引高价值玩家的注意力。 中重度游戏正在竞相追逐副玩法买量策略，但该策略是一把会同时影响获客成本与玩家留存的双刃剑，更考验游戏厂商的市场团队能否及时捕捉潜力新玩法，并积极反馈到游戏的副玩法设计过程中。 有效利用 AI 技术，可以降低成本并提高工作效率，但同时也对广告团队提出了更高的技术和策略要求。 无论是产品类型转变所引发的广告内容创新，还是技术爆发所带来的工作流变革，快速演变的外部趋势都对广告营销策略产生了深远的影响。面对日益复杂的海外手游市场，游戏厂商更需要提升自身数据驱动能力、本地化适配能力以及创意捕捉能力。 因此，除了具体的营销策略和创意分析，现阶段游戏厂商还需要从宏观角度审视整个市场和竞争对手的战略布局，例如头部厂商如何分配他们的广告投入，以及哪些产品的广告投入正在飞速增长，以形成“市场整体趋势→竞对战略布局→产品营销策略变化→广告创意精细化分析”的策略全面分析体系。 以 4399 的《菇勇者传说》为例，这款爆款小游戏陆续上线了中国港台、日本、韩国、欧美等市场，但是产品的具体广告投入分配是什么样的？通过 AppGrowing 国际版 的“全球发行洞察”功能，我们可以快速触达厂商视角下的全球布局策略。 我们从该厂商 1-3 月的广告量 Top 产品列表可以看到，韩国是《菇勇者传说》投入最多的市场，1 月和 2 月均是韩服拿下广告量第一，直到 3 月国际服上线，4399 才将营销重点转移到国际服的上线大推上，但韩服的广告量仍排在第二位。 游戏厂商对不同地区市场的广告投入占比，一定程度上也能反映出该厂商的差异化出海营销思路。比如我们观察网易的海外广告投放地区分布，可以看到欧美和拉美是主要投放地区。日本是网易出海的主力市场，有着《荒野行动》《第五人格》等长线爆款产品，但本土发行更多注重品牌营销，因此网易并未对其投入过多广告，仅以小规模买量维持稳定曝光。 流量竞争内卷之下，广告营销团队需要进一步细化广告行为动向分析，结合游戏产品的运营周期，将广告投放行为划分为多个具有特定目标和策略的阶段，如预热期、大推期、稳定期、节点营销期等。通过对产品营销周期不同阶段的对比分析，市场团队能够更加精准地洞察竞对和调整广告策略以适应产品在不同营销周期阶段的需求，从而实现阶段性的市场目标。 比如我们通过分阶段分析《Honor of Kings》在第一季度的广告数据，可以清晰地观察到其在全球市场布局中的策略调整和重心转移。广告投放从最初的以巴西市场为主，到后来的向中东和北非地区扩张，这一策略调整显示了其对不同地区市场潜力的评估和把握。 更多市场大盘数据复盘、出海营销趋势洞察及厂商发行策略分析，详见《游戏出海移动广告创意与策略白皮书（2024Q1）》原文。点击下方链接，即刻获取报告完整PDF。 *以上相关广告素材由 AppGrowing 国际版 采集于公开之信息，仅为研究分析所用，相关版权归原著者所有。内容仅供一般性参考，不应视为针对特定事务的意见或依据。 关注公众号“AppGrowing出海观察”，或立即注册 AppGrowing 国际版 了解更多移动广告策略分析。 MORE： 2021 Mobile Games Advertising White Paper A glance at the global mobile games advertising for 2021, publishers thrive and the number of global mobile game advertisements keeps growing fast. Media buying is still the key user acquisition method for mobile game advertisers. ... Q1 2023 Mid Core & Hard Core Mobile Games Global Advertising Report 2022 was a year of advertising contraction for the global mobile gaming industry, a trend that continues into Q1 2023,... Annual Report: 2023 Global Mobile Game Advertising Trends The global mobile gaming market returns […]

Funtap officially released the mobile game Tiểu Yêu Tầm Đạo on February 28. Previously, the game has achieved brilliant results in global markets. According to AppGrowing, the game has been in the top 10 of App Store games for two weeks in a row and has occupied the No. 1 spot on Google Play role playing. Source: AppGrowing   01 Funtap's Treasure Chest Game Publishing Attempt   Treasure Chest games are often known as minigames in hardcore RPGs. Now, it has been extracted as the core gameplay of a light-core mobile game. All the players have to do is acquire treasure chests and open them. The way of gaining treasure chests and the battles after getting equipment are usually associated […]

Here is AppGrowing's analysis of the global mobile App advertising markets in February 2024, based on advertising data from 25 global media platforms in 50 countries/regions.   01 Advertising Trends   Weekly, February 2024 saw fluctuations in global App Ad Volume. Week 4 showed the most, close to 4M, and also the most in terms of App Volume, over 44K. Creative Volume grew marginally, at over 800K per week. In terms of a single day, the peak in Ad Volume and App Volume occurred in the latter part of the month, both on February 24th. Ad Volume amounted to 261M and App Volume was 41,075. Regionally, the Top 3 regions in terms of Ad Volume are North America, Western Europe, […]

Here is AppGrowing's analysis of the global mobile game advertising markets in February 2024, based on advertising data from 25 global media platforms in 50 countries/regions.   01 Advertising Trend   Game developers are well-motivated heading into Q1 2024. The weekly mobile game Ad Volume remained above 2M and the App Volume was above 20K in February. The Creative Volume was stable at above 500K in a single week. The peak of Ad Volume was in the early days, with more than 1.52M ads on Feb. 4, down from January. App Volume peaked in the later part of the month, with more than 20K mobile games being advertised on February 29th. In terms of market, the Top 3 regions are […]

Since the sudden success of ReelShort last year, the "short drama app" has become a new trend, triggering numerous developers to explore for gold. The market scale is rapidly expanding and the media competition is white-hot. Today, content strategy and marketing campaigns are especially important for developers to win the short drama app category. Short drama apps are seeing new growth in 2024. Based on the global digital advertising data of short drama apps from January to February 2024 tracked by AppGrowing, this article analyzes the recent global advertising and market trends of short drama apps in terms of advertising trends, leading apps' competition and ad creatives. Based on the data, we have identified the following key trends and conclusions: […]

Here is AppGrowing's analysis of the global mobile game advertising markets in January 2024, based on advertising data from 25 global media platforms in 50 countries/regions.   01 Advertising Trend   The global mobile games advertising market in the first month of 2024 continues the high heat of the end of 2023. Except for Week 5, mobile game weekly ad volume remained above 2M in January, the same as in December. App volume exceeded 22K, up more than 10% MoM. Weekly creative volume remained steady at over 500K. In terms of a single day, the peak of ad volume appeared in Week 1, exceeding 1.66M on January 23. The peak of app volume appeared in Week 4, with 19,970 mobile […]

The global mobile gaming market returns to a positive state in 2023 compared to 2022, when advertising contracted. According to AppGrowing, global game ad volume grew a whopping 26.5% YoY in 2023, as the game industry returned to a high-input & high-output pattern. Specifically for categories and publishers, in 2023, we see more developers and games breaking through the red ocean of competition. For example, Century Games' Whiteout Survival has pioneered the "icy survival theme + light SLG" genre. Scopely's mobile game MONOPOLY GO! has become the dark horse of the casual category in 2023, with revenues of more than $1 billion in seven months. In addition to category innovation, more publishers have broken the growth bottleneck with the creative […]

Here is AppGrowing's analysis of the global mobile game advertising markets in December 2023, based on advertising data from 25 global media platforms in 50 countries/regions.   01 Advertising Trend   The year-end sprint of game publishers is continuing. Except for Week 1, the Mobile Game Ad Volume remained above 2M every week in December. The App Volume remained above 16K, down from November, and the weekly trend of Creative Volume was stable, basically above 500K. On a single-day basis, Ad Volume peaked in the early days, with more than 1.34M on December 10th. App Volume peaked in the later days, with 18,607 mobile game ads on December 26th. In terms of markets, the Top 3 regions were North America, […]

According to AppGrowing, NetEase's new battle royale mobile FPS game Blood Strike has surged to No. 2 on Google Play's pre-registered games list in the last 30 days and has taken the No. 5 spot on the App Store's list with an expanded ad campaign. Source: AppGrowing When it comes to NetEase's mobile FPS, the first thing that comes to mind is definitely Knives Out, which is still the most profitable self-developed game of theirs. Now that the "PUBG-like" gameplay is fading, NetEase is still exploring opportunities in the battle royale genre and has come up with a new game this year, Blood Strike, which has shown promising growth in some markets.   01 New Battle Royale FPS Aimed at […]

Here is AppGrowing's analysis of the global mobile App advertising markets in November 2023, based on advertising data from 25 global media platforms in 50 countries/regions.   01 Advertising Trends   Global App Ad Volume and App Volume remain high scale in November. For the first 3 weeks, ad volume was at 3M+ and App volume stayed above 30K. Creative volume was steady, at 700K+ per week. On a single day, consistent with mobile game's, the peaks of App Ad Volume and App Volume both appeared in the early days of the month, with November 1st being No. 1 for both, at 2.23M+ and 33,674, respectively. By region, the Top 3 in terms of Ad Volume are North America, Latin […]