2023 Insights Report SocialPeta On Marketing Trends in Indian Mobile Games

Jan, 2024 2023 Insights Report
SocialPeta
On Marketing Trends in Indian
Mobile Games
MOBILE GAMES
MARKETING

22
SocialPeta
With SocialPeta, you can spy on your competitors’ ad data ,and get ad data from networks, media,
and advertisers around the world to inspire you .SocialPeta covers nearly 70 countries/regions and
over 70 well -known ad channels worldwide, such as Facebook, Twitter, YouTube, TikTok, and
Unity .We provide nearly 1.4 billion ad creatives, updating millions each day .Through duration,
impressions, popularity, and interactions, we can quickly locate the active high -quality creatives
which will be provided to you in real time to help with your marketing plan .
As one of the world -leading advertising and marketing platforms, SocialPeta boasts a huge
database and the experience of working with thousands of game companies and providing mobile
game workers with more practical methods in order to develop more popular games .
Website: https://www.socialpeta.com/
5.10M
APP Advertisers
1.4B
Ad Creatives
1.20M
Daily Updates

3
Contents Overall Marketing Trends in Global Mobile Game s 1
Advertising Trends in Indian Mobile Game s 2
Marketing Insights into Popular Mobile Game s in India 3
Advertising Insights into Popular Mobile Games in India 4

4
2023 INSIGHTS REPORT ON MARKETING TRENDS IN INDIAN MOBILE GAMES
Overall Marketing Trends in
Global Mobile Game s
01

5
Advertising Trends of Global Mobile Games in 2023
As of this October , there were over 1 25 K global mobile game advertisers, an increase of 71.3%
YoY .Advertisers put in 16 6 per month, a drop of nearly 38% YoY.
Source: SocialPeta, based on data that were captured and analyzedDate Range: Jan. 2022 -Oct. 2023
178 185 178
161 167 171 169 164
148
134
0
50
100
150
200
250
300
350
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
25.0 K
30.0 K
35.0 K
40.0 K
45.0 K
50.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct
Advertisers in 2022 Advertisers in 2023 Monthly Creatives in 2022 Monthly Creatives in 2023
Monthly Active Advertisers
YoY : 53.0% ↑ 38.4K
Monthly Creatives
YoY : 37.8% ↓ 166
Total Advertisers (As of this October)
126.8K YoY : 71.3% ↑

6
Insights into Global Mobile Game Marketing
• Q3 2023 saw an increase of 58K advertisers with new creatives, accounting for 94.10% ; an increase of 9.6% QoQ .
• Q3 2023 saw more than 10.8 million new creatives, accounting for 80%. A huge increase compared to 60% in 2022, and a higher
frequency of updating creatives.
The number of advertisers with new creatives kept increasing to reach a 2 -year peak, accounting
for over 94%.
90.76% 89.86%
89.71% 91.97%
89.94%
88.02%
94.10%
84%
85%
86%
87%
88%
89%
90%
91%
92%
93%
94%
95%
0.0 K
10.0 K
20.0 K
30.0 K
40.0 K
50.0 K
60.0 K
70.0 K
Q1
2022
Q2 Q3 Q4 Q1
2023
Q2 Q3
Advertisers with new creatives Percentage
Advertisers with new creatives
in Q3 2023
58.3K 94.10%
New creatives in Q3 2023
10.80M 79.13%
60.47% 60.09%
58.97%
68.65% 67.15%
75.52%
79.13%
50%
55%
60%
65%
70%
75%
80%
85%
0.0M
2.0M
4.0M
6.0M
8.0M
10.0M
12.0M
Q1
2022
Q2 Q3 Q4 Q1
2023
Q2 Q3
New creatives Percentage
Source: SocialPeta, based on data that were captured and analyzedDate Range: Jan. 2022 -Sept. 2023

7
2023 Marketing Insights into Mobile Game s in Different Regions
In Middle East , the number of monthly
advertisers reached 13.4K, and it is continu ing
growing .
The average monthly volume of creatives In
Southeast Asia was 142 monthly creatives ,
ranking among the top 3 along with with North
America and China ’s Hong Kong, Macao &
Taiwan.
133
122
114
142
120
127 130
122
104
98
80
90
100
110
120
130
140
150
0K
4K
8K
12K
16K
20K
24K
28K
32K
North America Europe Oceania Southeast Asia South America JP & ROK China’s HK,
Macao & TW
South Asia Middle East Africa
Monthly Advertisers Average Creatives
Monthly Advertisers in Europe: 25.4K
Europe ranked No.2 with 25K average monthly
advertisers, The gap between the average number of
advertisers in North America is gradually decreasing.
The number of advertisers in Japan and South Korea is
decreasing, while it remains the same as China, Hong
Kong, and Taiwan.
Monthly Creatives in the SEA : 142
In Southeast Asia, each advertiser averages 142
materials per month in Q3 2023, making it the top
market with the highest average advertising
intensity.
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. -Oct. 2023

8
11.43%
4.76%
2.29%
0% 20% 40% 60% 80% 100%
Live-action
Pre-registration
Original-post
Portrait ,
10%
Landscape,
22%
Squar
e,
52%
Other,
16%
% of image creatives by
type in Q3
Less than 15s ,
19%
15 to 30s ,
44%
Over 30s ,
37%
% of average time per
creative
% of ad creatives by types in 2023
Most video creatives were 30 seconds or less. Square image creatives were more widely used.
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jul. -Oct. 2023
Live -action creatives accounted for a considerable share, because they are
more convincing.
In a mature market, more creatives were released during pre -registration for a
cold start.

9
2023 INSIGHTS REPORT ON MARKETING TRENDS OF MOBILE GAMES IN INDIA
Advertising Trends of Mobile
Games in India
02

10
Overall Trends in Indian Mobile Game Advertising in 2023
Monthly advertisers were rising while monthly creatives per advertiser were declining. Monthly
advertisers increased by over 80% compared to last year.
Source : SocialPeta, based on data that were captured and analyzed Date Range :Jan .-Oct .2023
121
114 113
103 102
108
100
93
82
70
0
20
40
60
80
100
120
140
0.0 K
2.0 K
4.0 K
6.0 K
8.0 K
10.0 K
12.0 K
14.0 K
16.0 K
18.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct
Advertisers in 2023 Monthly Creatives in 2023
Monthly Active Advertisers
YoY: 86.4% ↑
Both September and October had
over 15 K monthly advertisers .
13.0K
Monthly Creatives
YoY: 51.7% ↓
Since this August, creatives had
been dropping to less than 100 .
101

11
Advertising Insights of Indian Mobile Games on iOS & Android in 2023
Indian game advertisers on Android accounted for 4.53%, higher than the global average. Total
m onthly creatives dropped 50% YoY.
Advertisers on iOS & Android
Average creatives on Android were 36 more
than on iOS .
Advertisers on Android were 3.4 times that
of advertisers on iOS . Both platforms saw a
increasing number of advertisers monthly .
Indian Monthly Creatives for iOS
79 YoY: 52.1% ↓
Indian Monthly Creatives for Android
115 YoY: 50% ↓ 71.29% 71.54% 72.61% 74.30% 75.74% 75.79% 74.34% 73.28% 73.19% 73.84%
28.71% 28.46% 27.39% 25.70%
24.26% 24.21% 25.66% 26.72% 26.81% 26.16%
0.0 K
2.0 K
4.0 K
6.0 K
8.0 K
10.0 K
12.0 K
14.0 K
16.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct
Android iOS
Source: SocialPeta, based on data that were captured and analyzedDate Range: Jan. -Oct. 2023
22.63%
27.17%
77.37%
72.83%
Indian
Global

12
% of Advertising by Mobile Game Genre in India in 2023
Genre % of
Advertisers YoY
Compared to
Global
Results
Casual 32.39% 3.03% 3.01%
Puzzle 12.36% 0.29% -0.14%
SIM 9.86% 0.10% 0.67%
Action 7.40% -0.43% -0.43%
Card 5.12% -1.69% 1.13%
RPG 5.04% -0.63% -0.66%
Casino 4.85% 0.14% -1.39%
SLG 4.48% -0.32% 0.14%
Arcade 4.01% -0.08% -1.00%
Adventure 3.48% -0.53% -0.51%
Genre % of Creatives YoY
Compared
to Global
Results
Casual 35.94% 9.53% 3.44%
Puzzle 13.64% -2.73% 2.46%
Card 8.51% -0.06% 3.42%
SIM 8.33% -0.17% 0.79%
Casino 5.84% 0.76% -1.01%
SLG 5.53% -0.31% -1.06%
Action 5.00% -1.74% -0.68%
RPG 4.18% -0.63% -5.99%
Sports 2.58% -1.10% 0.91%
Board 2.46% -0.31% -0.15%
Advertising of c asual games increased as compared to last year and the global market. RPG ad
creatives accounted for nearly 6% which is lower than the global average.
Source: SocialPeta, based on data that were captured and analyzedDate Range: Jan. -Oct. 2023

13
% of Indian Mobile Game Creatives by T ype
140.5K
72.90% 73.49% 72.48% 71.86% 72.56% 72.39% 69.55% 57.50%
26.27% 25.23% 26.41% 26.63% 25.63% 25.80% 28.34% 39.47%
Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Globally
Q3
Video Image Other
% of impressions of video and image creatives for Indian
mobile games
The impressions of video creatives decreased by 70% in Q3 2023.
Video creatives for Indian mobile games had a higher impressions than the
global average.
Indian Mobile Game
Creatives
Average
Estimated Impression
% of ad creatives by type in 2023
Source : SocialPeta, based on data that were captured and analyzed Date Range :Jan .2022 -Sept .2023
79.42%
76.46%
16.69%
19.83%
Indian
Global
Video Image Playable Html Carousel
iOS :220 .5K
Android :128 .4K

14
1 Play Rummy Passion Cash Games
Passion Gaming Private Limited
Casin
o
2 Big Cash
Witzeal Technologies Card
3 Mighty Party
Panoramik Games RPG
4 First Games: Play Poker, Rummy
Paytm Mobile Solutions
Casin
o
5 RummyCircle
PLAY GAMES24X7 PVT. LTD. Card
6 Two Dots
Playdots , Inc.
Casua
l
7 Braindom
Matchingham Games
Puzzl
e
8 Braindom 2
Matchingham Games
Puzzl
e
9 Family Farm Adventure
Century Games SIM
10 Liquid Sort
Zephyrmobile
Puzzl
e
11 Evony
Top Games SLG
12 Tennis Clash
Wildlife Studios
Sport
s
13 Zupee
Cashgrail Private Limited
Casu
al
14 Rummy Royale
TSYS CARD TECH SERVICES INDIA LLP
Casin
o
15 Draw Puzzle
Teos Oyun
Puzzl
e
16 Braindom 2
Matchingham Games
Puzzl
e
17 State of Survival
FunPlus SLG
18 Lords Mobile
IGG SLG
19 Gardenscapes
Playrix
Puzzl
e
20 Idle Cinema Empire
书涛 刘 SIM
1 Jhandi Munda King
Brian Leach
Casin
o
2 Mighty Party
Panoramik Games RPG
3 Comino AB Tiger Online
Halim Pranatha Hoesni
Casu
al
4 Ludo Flying Chess
shivkumar
Boar
d
5 Jhandi Munda King
KAMLESH
Casin
o
6 Jhandi Munda King
Yogesh kumari
Casin
o
7 Rummy Passion
Passion Gaming Card
8 Braindom
Matchingham Games
Puzzl
e
9 Teen Patti Satta
Christian Vernon
Casin
o
10 Golden Star
V inas
Casin
o
11 रमी सर्क ल
Games 24×7 Card
12 Super Cube Master
Jatin thareja
Casu
al
13 Slots Meta
Stockstill Laura
Casin
o
14 Rummy Party
David hizz
Casin
o
15 Fish Prawn Crab
AKRAM 1
Casin
o
16 Magical Vegas Slots
Medal frank
Casin
o
17 Block Blast!
Hungry Studio
Casu
al
18 Classic Ludo
Ravi Mekhanjian
Boar
d
19 Tartin Real Jhandi Munda
kakakumar
Casin
o
20 Braindom 2
Matchingham Games
Puzzl
e
Source :SocialPeta – APP Intelligence ; advertisers sorted (from high to low) by numbers of their deduplicated creatives released in India within the date range . Date Range :Jan .-Oct .2023
iOS Android
Top 20 Indian Mobile Games by Advertising in 2023

15
2023 INSIGHTS REPORT ON MARKETING TRENDS IN INDIAN MOBILE GAMES
Marketing Insights into
Popular Mobile Game s in India
03

16
Marketing Insights into SLGs
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. -Oct. 2023
• On a global scale, there were an average of
2188 SLG advertisers per month , of which
nearly 86% of the advertisers have released
new creatives. Over 77% of them were video s,
which is 1.95% higher than the global average.
• 26% of glo bal SLG ad vertisers on iOS have
released creatives in India, and 36% of
advertisers on Android have released creatives
in India.
79.98% 81.43% 80.49% 80.88% 82.10% 80.71%
86.55%
84.91%
86.48%
82.83%
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct
Trends in Global SLG Advertisers in 2023
Total advertisers % of advertisers with new creatives
77.79%
20.82%
% of new creatives by type for SLGs
Video Image Other
26.00%
9.73%
36.43%
13.86%
Advertisers Creatives
% of global SLG advertising accounted for by
India

17
Advertiser :
Evony
Advertised on:
Estimated Impression :
17 .9M
Shooter + Hitting gates
Advertiser:
The Grand Mafia
Advertised on:
Estimated Impression:
6.9M
Dramatic conflict + A
loser wins
Advertiser:
Whiteout Survival
Advertised on:
Estimated Impression:
617.7K
Short Video +
Gameplay
SLGs ’ Popular Creatives
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jan. -Oct. 2023
Mini -game creatives remained the most effective, among the most popular were “shooter + hitting gates ”,and “ tower climbing ” mini
games.
To capture the attention of the audience within the first 3 seconds, marketers frequently utilized dramatic situations and ca pti vating live –
action short videos.
Click to play the complete creative

18
Marketing Insights into Action Games
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. -Oct. 2023
• 26% of global action game advertisers on
iOS have released creatives in India, and
10% of creatives on iOS were released in
India .
82.12%
83.68% 83.42%
79.77% 79.22%
81.67%
86.11% 85.53%
83.55%
79.95%
0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
5.0 K
6.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct
Trends in Global Action Game Advertisers in 2023
Total advertisers % of advertisers with new creatives
78.59%
13.98%
% of new creatives by type for action
games
Video Image Other
26.03%
10.57%
31.60%
12.44%
Advertisers Creatives
% of global action game advertising
accounted for by India

19
Advertiser :
Free Fire
Advertised on:
Estimated Impression :
484 k
Social and mischievous
stories
Advertiser :
PUBG MOBILE
Advertised on:
Estimated Impression :
4.4M
Collaboration of
popular cartoons
Advertiser :
Mobile Legends ： Bang
Bang
Advertised on:
Estimated Impression :
551 .5K
Collection of kills in
quick rhythm
Action Games ’ Popular Creatives
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jan. -Oct. 2023
The key feature of action games is a combination of socializing and game -playing. That ’s why most action
games are MOBA and battle royale.
The funny animations between best friends are both immersive and comedic. Integration of popular cartoons was approved to attract
non -core gamers. A collection of kills in rhythmic background music will cause great excitement.
Click to play the complete creative

20
Marketing Insights into Casino Game s
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. -Oct. 2023
• There were 2 900 monthly casino game
advertisers globally , and 83 % of the advertisers
have released new creatives. 75 % of the new
creatives were video s.
82.51%
78.58%
80.16%
82.02% 82.81% 83.32% 82.35% 81.36%
85.24%
79.77%
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
3.5 K
4.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct
Trends in Casino Game Advertisers in 2023
Total advertisers % of advertisers with new creatives
75.53%
22.80%
% of new creatives by type for casino
games
Video Image Other
24.68%
10.28%
25.04%
13.59%
Advertisers Creatives
% of global casino game advertising
accounted for by India

21
Advertiser:
Cash Club Casino
Advertised on:
Estimated Impression:
1.6M
The charm of ca sh
Advertiser:
麻將無雙
Advertised on:
Estimated Impression:
1.4M
Endless wins
Advertiser:
Jackpot Wins
Advertised on:
Estimated Impression:
1.2M
Slogans on the streets
Casino Games ’ Popular Creatives
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jan. -Oct. 2023
High cash rewards are still the absolute core competence of many cash casino games.
These ad creatives highlighted how excited it is to have continuous wins. Creatives are more convincing with exaggerating slo gan s and
live -action dubbing or acting,
Click to play the complete creative

22
2023 INSIGHTS REPORT ON MARKETING TRENDS IN INDIAN MOBILE GAMES
Advertising Insights into
Popular Mobile Game s in India
04

23
0
50
100
150
200
250
300
1/1 2/1 3/1 4/1 5/1 6/1 7/1 8/1 9/1 10/1
0
20
40
60
80
100
120
140
160
A B attle R oyale M obile G ame designated to Indian gamers
Advertising Data
Total deduplicated creatives : 2.1K
Volume of creatives at daily peak :232
The game was unbanned in India in June, and then the amount of content increased exponentially.
BATTLEGROUNDS MOBILE
INDIA
Battle royale KRAFTON
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jan. -Oct. 2023
Trend of Game Ad Creatives in 2023
Video,
85.25%
Image,
14.44%
% of ad creatives by
type
Analysis of
Advertising Platforms

24
BGMI’ s Popular Active Ad Creative
Nov. 15
Release Date
39.4K
Estimated
Conversion
Advertised on:
Likes: 468.8K
Views: 7.9M
Highlights :
Connecting the game with gamers’ real -life scenes, the creative serves as a
bridge between the game and real life.
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jan. -Oct. 2023
Click to play the
complete creative

25
0
20
40
60
80
100
120
1/1 2/1 3/1 4/1 5/1 6/1 7/1 8/1 9/1 10/1
0
100
200
300
400
500
600
700
800
900
1000
T he Most Popular Casual & Board Game in India
Advertising Data
Total deduplicated creatives: 5.7K
First advertising date : Feb. 2022
The product is only released in India, primarily targeting the iOS platform. Its Android version will
only be launched in September this year.
Zupee
Casual & Board Cashgrail
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jan. -Oct. 2023
Trend of Game Ad Creatives in 2023
Video,
95.72%
Image,
3.63%
% of ad creatives by type Analysis of Advertising
Platforms

26
Zupee’ s Popular Active Ad Creative
Sept. 28
Release Date
989.7K
Estimated
Impression
Advertised on:
Duration: 71 days
Popularity: 292
Highlights :
C elebrity endorsement and gaming experience shared by gamers, all
emphasizing that the game is essentially play -to -earn.
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jan. -Oct. 2023
Click to play the
complete creative

27
0
500
1000
1500
2000
2500
3000
3500
4000
1/1 2/1 3/1 4/1 5/1 6/1 7/1 8/1 9/1 10/1
0
200
400
600
800
1000
1200
1400
1600
One of the highest -grossing SLGs in India
Advertising Data
Total deduplicated creatives: 109.6K
Creatives released in India in 2023:
9.8K ( deduplicated )
The game has consistently ranked in the top three of the best -selling strategy games in India and has
performed exceptionally well in multiple global markets.
Evony
4X military strategy TopGames
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jan. -Oct. 2023
Trend of Game Ad Creatives in 2023
Video,
97.40%
Image,
2.17%
% of ad creatives by type Analysis of Advertising
Platforms

28
Popular Ad Creative of Evony
Sept. 2
Release Date
848.2K
Estimated
Impression
Advertised on:
Duration: 97 days
Popularity: 763
Highlights :
It’s a mini -game advertising creative combined with live -action scenes that
has enormously enhanced people’s interest in the game.
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jan. -Oct. 2023
Click to play
the complete
creative

29
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