Compared with the gradually rebounded H1 2023 ad market, the first month into H2 saw an overall downward trend in global mobile game advertising, with publisher's intention to advertise weakening. According to AppGrowing, the volume of ad and app of global mobile games decreased significantly in July, with the former dropping by 14.4% MoM. However, leading publishers and games were not seriously affected, and continued heavy advertising. Matchingham Games, Playrix, Lilith Games, IGG, NetEase, and other well-known publishers having games in the Top 15 by ads. For pre-registrations, a number of mobile games from China made the list, such as XD Games' 《鈴蘭之劍：為這和平的世界(Sword of Lily of the Valley: For This Peaceful World)》. Here is AppGrowing's analysis of the global mobile […]

Published by VGP, Vietnam's first post-doomsday style MMORPG Kỷ Nguyên GenZ (Gen Z Era) was released on July 13th. According to AppGrowing, the game has topped App Store and Google Play and consistently stayed in the top 20 and top 10 of each download chart respectively. Massive advertising made it the most advertised Vietnamese developer in the last 30 days. Source: AppGrowing   01 Ultimate Niche: Cyberpunk Art of Kỷ Nguyên GenZ   If someone says that Vietnamese mobile MMORPGs are ruled by Chinese-fantasy theme, no one will doubt it. But that doesn't mean that other themes and art styles can't win. In recent years, more genres of MMORPGs have been born in Vietnam, and some of them have gained […]

The first half of 2023 has passed. Compared with the contraction of advertising volume and the caution of advertisers in Q1, the mobile game advertising market showed a positive trend in Q2. Both ad volume and game app volume had obvious growth. Globally, after the downturn in Q1, ad volume and game app volume have been growing since March. The MoM growth rate of ad volume from March to May exceeded 20%, showing that advertisers' confidence has returned. To assist mobile game practitioners to comprehensively understand the changes in the global market, AppGrowing officially released the H1 2023 Mobile Game Global Advertising Report, which provides a thorough and systematic analysis of the global mobile game advertising trends, key categories, key […]

Authorized by South Korean developer Webzen and published by Vision Game, MU: Trứng Vàng Vô Hạn (Mu: Unlimited Golden Eggs) is the mobile game version of the classic PC game Mu Online. According to AppGrowing, after its release in Vietnam on July 3, the MMORPG immediately hit the No. 1 spot in Top Free and Top Grossing on Google Play and AppStore, and remained in the top 5 and top 10 respectively. Since its Pre-registration on June 13, the game had begun advertising campaign and scaled it after the official release.   01 Pre-registration and After-Launch Advertising Strategy of MU: Trứng Vàng Vô Hạn   Mu Online is a popular MMORPG in Vietnam. It was introduced in 2001 and is […]

In recent years, a consensus in the marketing industry has been that media buying have become increasingly complex. Under the economic downturn, the "massive advertising" strategy gradually lost its charm. When it comes to game marketing and advertising, the industry has returned to a more pragmatic approach. Refinement and long-term operation requirements soared. AppGrowing Pro Plan, which aggregated advanced features such as Marketing Calendar, 3s Opening Lines, Subscription Reports, Similar Creatives, and more, is released as a Comprehensive Global Mobile Advertising Analysis Solution. This is a professional solution for advertising creative production teams and  senior personnel in marketing departments, providing more accurate and detailed data analytics and market insights. In the face of market changes and upgraded advertising techniques today, […]

Initially launched in SEA in June 2022, and then globally in April 2023, Farlight 84 is the first shooter game by Lilith Games. This wasteland-themed action mobile game was considered to be the most low-profile game, since Lilith Game has not carried out advertising for it. However, according to AppGrowing, in June, Farlight 84 eventually began massive advertising.   01 No Pre-heating Advertising, Farlight 84's Post-Released Ad Strategy   As Lilith Games' first third-person shooter developed with UE4, Farlight 84 was announced at Unreal Open Day 2020. After a few betas, it was officially released last year by the new global publishing brand "Farlight Games" from Lilith Game, reflecting its high status in the company's gaming empire. Contrary to expectations, […]

Here is AppGrowing's analysis of the global mobile App advertising markets in June 2023, based on advertising data from 25 global media platforms in 50 countries/regions.   01 Advertising Trend   Overall, App Volume in June 2023 was 27,042, up 5.9% compared to May. Ad Volume was 5.57M+, up 50.9% MoM, indicating intensified competition in June. Creative Volume was 1.39M+, up 7.2% over May. Ad Volume and App Volume peaked at a later period, though the competition on June 9 was quite fierce. The highest single-day Ad Volume appeared on June 9, exceeding 1M and the peak of App Volume appeared on June 26, at 14735. The trend shows that App Volume started to grow significantly from Week 2 and […]

Here is AppGrowing's analysis of the global mobile game advertising markets in June 2023, based on advertising data from 25 global media platforms in 50 countries/regions.   01 Advertising Trend   Overall, the global mobile advertising market continued its growth trend in June. Compared to May (May 2023 Review), the increase in ad volume, app volume, and creatives volume decelerated. The app volume in June 2023 was 24,774, a 3.5% MoM increase, slightly less than in May. Ad volume was 4.13M, a 10.8% MoM increase, and creatives volume was 1.08M+, up 4% MoM. Both ad and app volume peaked in the early days, with the highest number of ads and apps on June 2, at 870K+ and 12,723 respectively. The […]

Recently, many new games from leading developers have gone on an advertising spree. In addition to Moonton's Watcher Of Realms, according to AppGrowing, Nuverse's Dragonheir: Silent Gods started a massive advertising campaign, topped the Google Play Pre-registration, and became a Top 5 game among loads of games that are already released by top Chinese developers. Source: AppGrowing Dragonheir: Silent Gods is about to be launched  in September 2023, according to data.ai. After the release of the global version of Earth: Revival（《星球：重啟》） in February, Dragonheir: Silent Gods will be the second Nuverse game to be available worldwide this year, carrying the company's expectation of building a global brand.   01 An Open-world TRPG on 5-Year Development and $15 M   Dragonheir: […]

miHoYo launched the hit mobile game Honkai: Star Rail in April and attracted global gamers' attention. A month later, on May 17, another adventure game, Light of Thel: New Era, was officially released in Southeast Asia and then topped the game charts in several countries. According to AppGrowing, this mobile MMORPG, published by Chinese developer LR Games, conducted a massive advertising campaign for the last 30 days and overpowered such hugely popular games as Coin Master and Honkai: Star Rail to lead the ad volume charts. Source: AppGrowing In 2019, this anime-themed game was first released in Mainland China, and has entered Hong Kong, Macau & Taiwan of China, Japan, Korea, Europe, and North America over the past 4 years […]