AFK Journey, an RPG developed by Chinese publisher Lilith Games, has recently achieved notable success in multiple global markets. This article uses data from AppGrowing to analyze its advertising strategy and uncover the reasons behind its success. Advertising Strategy According to AppGrowing, AFK Journey has launched a total of 21,856 ads across 50 regions and 14 ad platforms. Between August 1 and August 30, 2024, the game ran 8,642 ads, with a significant focus on in-feed ads, which made up 60% of the total. In-feed ads are advantageous because they seamlessly integrate into users' browsing experience, enhancing both click-through and conversion rates. This choice of ad format is likely due to its effective performance on mobile devices, especially on social […]

In the fast-paced world of mobile gaming, where user attention is a scarce resource, the art of advertising has become as crucial as the games themselves. At AppGrowing, we've been closely monitoring these trends, illuminateing the path for developers and marketers alike, and guiding them through the labyrinth of modern advertising strategies. AppGrowing's latest white paper, "Strategy and Creativity on Mobile Game Advertising 2024 Q1", distills the essence of what's working, what's new, and what's next in mobile game advertising. In this article, we'll share a glimpse into our findings and how they can empower your marketing efforts.   Click to Access the Full PDF The Hybrid Casual Revolution The hybrid casual game is emerging as a powerhouse in the […]

According to AppGrowing, the Advertising Volume and App Volume of the Global Mobile Game Market declined in August. In terms of the proportion of the two, Chinese developers remained steadily heavy advertising, occupying 4 seats among the Top 10 Developers. Here is AppGrowing's analysis of the global mobile game advertising markets in August 2023, based on advertising data from 25 global media platforms in 50 countries/regions.   01 Advertising Trend   In August 2023 the App Volume was 19742, down 13.3% MoM. The Ad Volume was 2.9M+ and Creative Volume was 770K+, down 27.8% from July. From a single day perspective, the peaks of Ad Volume and App Volume appeared in Week 1, with August 3rd being the highest of […]

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 […]

According to the April 2023 Global Mobile Game Advertising Review by AppGrowing, Glaciers Game's 超能世界(Super World) took the 1st in App Store ad ranking and 11th in Google Play, with a significant increase in advertising. Since 2022, Glaciers Game has been the "dark horse" in the industry. With weirdly hot "Doge Ads", Glaciers Game's X-hero has been revitalized after 2 years of release, and has not only reached the top of the app store in several countries/regions, but also contributed over 120 million in revenue, accounting for 46.21% of Glaciers Game's gaming revenue. The success of X-hero has proven the viability of the "Non-Core Gameplay + Doge" advertising strategy. Glaciers Game rapidly scaled up the replications, as represented by the […]

Here is AppGrowing's analytics of April 2023 mobile App advertising based on data from 24 global media in 50 countries/regions.   01 Advertising Trends   Looking at the overall data, the number of Apps advertised in April 2023 was 24,648, an increase of 2.1% compared to March. (See the report of March 2023.) The Ad Volume was 3.58M+ and the Creative Volume was 1.05M+, both lower than in March. It can be seen that while more Apps were advertised, developers scaled back their advertising. In addition, both App Volume and Ad Volume peaked on April 25, with the former over 13k and the latter reaching 760K+. Among the Ad Volume of a Single App, 78.96% Apps were concentrated in the […]

Entering Q2 2023, the demand for advertising of mobile games is increasing. According to AppGrowing, the app volume of global advertised mobile games increased minimally in April, but the ad volume increased by 28.2% compared with March, which indicates that game advertisers are further expanding their advertising campaigns and the "battle to acquire users" is becoming fiercer. Meanwhile, April was also a month of intense competition for Chinese games. miHoYo Honkai: Star Rail, Lilith Games Call of Dragons, Eskyfun 魔鏡物語 and other new games were released one after another, becoming new competitors in the market; while "old" games such as Glaciers Game 超能世界 have also boosted their advertising. What about the macro advertising statistics in April? Are there any new […]

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 […]

2022 is a year when the global mobile game industry enters a downward cycle. Various market research institutions generally predict negative growth in global mobile game revenue in 2022. AppGrowing’s data monitoring of the mobile advertising market outside mainland China also found that the proportion of mobile game advertisers in 2022 declined year-on-year, which reflects the contraction of the global mobile game industry. In order to help practitioners in the mobile game industry more fully understand the changes in the global mobile game market, AppGrowing released the "2022 Mobile Game Advertising White Paper", which interprets the 2022 mobile game marketing situation from the perspectives of market trends, category analysis, and top advertiser cases. The following is a summary of the […]

According to the statistics, mobile accounts for approximately half of the web traffic worldwide. For example, in the fourth quarter of 2021, mobile devices (excluding tablets) generated nearly 55 percent of global website traffic. Being in such an era, the importance of mobile marketing is self-evident. You may have heard of banner ads, In-Feed ads, native ads, and a few other terms, and have been confused by the wide variety. In this article, AppGrowing will give an overview of mobile advertising, introducing both mainstream and emerging forms of mobile advertising. (As you know, the core of AppGrowing's service centered around mobile ad intelligence)     If classified according to the location where the ads appear, mainstream mobile advertising can be broadly classified as follows: App Open Ads Banner Ads Interstitial Ads In-Feed Ads Rewarded Ads Pre-Roll Ads   1. App Open Ads   source: pangleglobal    App open […]