In the ranking of overseas mobile game advertising by category, casino, casual, and puzzle games occupy the top three spots.
Among new app releases, casino games maintain the lead, accounting for 46.26%. Casual games come second, with over 30.00% of new app releases. Notably, although the overall number of arcade game ads is relatively small, new arcade apps constitute 19.11%, ranking third.
The top three in advertising volume are puzzle, casual, and role-playing games. However, when considering creative material count after de-duplication, casino games surpass role-playing titles.
Regarding video lengths, the 16-30 second segment remained the most prevalent in November, accounting for 47.93%.
01.Top Mobile Game Developers & Mobile Games
According to AppGrowing, the top three developers in the mobile game developer advertising rankings were Oakever Games, SayGames Ltd, and Guru Puzzle Game, maintaining the same rankings as the previous period.
Additionally, Korean developers showed significant momentum in this period, with 3 Korean developers making it into the top 30 for advertising: No. 8 주식회사 아이톡시 (ITOXI), No. 16 Supercent, Inc., and No. 30 NEXON Company.
NEXON's new title based on the MapleStory IP, debuted at No. 17 on the rankings. According to AppGrowing , the product is currently in its large-scale launch phase, maintaining heavy ad spending.
02.Top Pre-registering Games
In this period, the regions for pre-registered products remain concentrated in East Asia, primarily in Hong Kong, Macao, Taiwan, Southeast Asia, Japan, and South Korea.
The top two spots on this period are held by X.D. Network's "Heartopia" and Gravity's "RO 仙境傳説：世界之旅," both of which are anime-style games. Another X.D. Network-published title, "ブループロトコル スターレゾナンス", ranked sixth in the dual-platform pre-registration list, mainly in Japan and South Korea.
The Chinese horror-themed RPG "江湖有詭" from SPGFun secured the third position on the App Store pre-registration list and the fourth position on Google Play. The game is set to officially launch in the Hong Kong, Macao, Taiwan, and Singapore markets on December 6.
03. NEXON Global Advertising Layout
Developed based on the classic online game IP "MapleStory," the idle RPG "MapleStory: Idle RPG" was co-developed by Nexon and Able Games.
It maintains the original IP sentiment while adopting idle gameplay that aligns with fragmented gaming trends to attract users. According to AppGrowing, the game was officially launched in the global market on November 6 and currently ranks first in the Korean App Store's game IAP charts, as well as being among the top ten in Taiwan, Malaysia.
Based on the "Top Publishers" feature of AppGrowing, it is evident that in November, most of Nexon's product budget was directed towards "MapleStory: Idle RPG," with ad volume accounting for over 80%. The top three regions for ad volume are Korea, Taiwan, and Malaysia, which are also the key markets for this new MapleStory IP release.
The Korean, Japanese, and Hong Kong-Taiwan markets have a solid foundation of IP influence, so the advertising materials in these markets focus on "nostalgia"; whereas in the European, American, and Southeast Asian markets, the emphasis is more on showcasing the advantages of gameplay itself.
For instance, the video centers tightly on three core value propositions—ease, stress relief, and high rewards. From “hands-free progression” to “growing while you rest” and “effortlessly leveling up,” the narrative builds step-by-step to showcase the appeal of idle gameplay, targeting casual players seeking light entertainment. Additionally, the banners displayed at the top and bottom of the video reinforce the MapleStory IP, further capturing the attention of existing franchise fans.
