2024 Global Mobile Games: Marketing Trends & Insights White Paper

2024 Global Mobile Games
Marketing Trends & Insights
White Paper
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CONTENT
Industry Insight *
Key Marketing Trends in
the Global Mobile Game
Market
1
Lists of Top Global
Mobile Games 2
Marketing Analysis of
Mobile Games in Top
Regions
3
Marketing Analysis of
Different Popular Game
Genres
4
Marketing Analysis of
Popular Mobile
Games in 2024
5

Industry Insight

5
Industry Insights
When discussing the biggest challenges facing the gaming industry, it’s clear that the sector has matured significantly over the
past few years .Market concentration became very high, ie in mobile gaming top 50 publishers were responsible for around 70 %
of in -app and subscription revenue in the mobile gaming industry .We can see in gaming what in some we can observe in the
whole Tech world :the quality threshold for the product and entry barrier to the industry is growing .
In such a concentrated market it is not enough to create a little bit better Puzzle or Role Playing game .The real success comes
from bringing experience people did not see before, ie redefining specific types of the game or a genre .Of course it is
easier said than done .As you cannot really create a universal definition of fun, there is no real recipe to create a fun experience .
What is more, in today’s world where capital is still relatively expensive, it is hard to find funding for such new innovative ideas .
As finally just a fraction of such ideas achieve significant success . It is a kind of “wicked circle” . Market situation forces
companies to “play safe” focusing on incremental improvements, what finally brings much less innovation to the market and what
finally brings less market growth, so what finally makes it harder to implement more revolutionary ideas . Especially that the
biggest growth of gamers comes from Emerging Markets were not necessarily the same monetisation strategies, business
models that work very well in US or Western Markets will be very effective .At the same time mobile gaming alone (in -apps,
subscriptions, in -game advertising) has value compared with value of cinema, music, podcasts combined .So finally we are
talking about a really huge scale bringing a lot of new business opportunities .
Mariusz Gasiewski
CEE Mobile Gaming and Apps Lead at Google

6
Industry Insights
Emre Ü nal
Publishing & Product Manager at
Leke Games
Adapting to the rapid changes in the gaming industry is
becoming increasingly challenging .When hyper -casual game
scaling rose to prominence, many misunderstood it as a genre
rather than what it truly is — a business model . Interestingly,
this approach has parallels with what we’ve been using in
SaaS for years .However, games have a unique power :they
evoke emotions . That’s where the real magic lies and
where our focus should be .
While apps succeed by solving problems, games thrive when
they create emotional connections and deliver unique,
memorable experiences . A game’s strength isn’t just in its
mechanics or visuals — it’s in how it makes players feel .As we
move forward, Ibelieve the industry will see more games with
refined designs and sophisticated live -ops systems, driving
profitability through meaningful engagement .
There’s a quote from Shigeru Miyamoto that continues to
inspire me in game creation :“It should be the experience that
is touching .What Istrive for is to make the person playing the
game the director .” It reminds me to design not just for
functionality but to empower players to craft their own
unforgettable moments .
When reflecting on the the developments in hyper -casual,
hybrid -casual, and traditional casual games, Ispent two years
working on hyper -casual games, followed by another two
years in hybrid -casual, and now I’m in my first year fully
dedicated to a casual racing game .Each shift has taught me
something new, but this project has opened my eyes to an
entirely different level of user behavior .
Here’s the truth : you can develop flawless mechanics, craft
breathtaking visuals, and design a top -notch economy — but if
you don’t truly understand your players and their needs,
monetization will always be an uphill battle .Success lies in
creating something that genuinely resonates with your
audience . And it doesn’t stop there — alignment within your
team is just as critical .When everyone is united around the
same goals and understands the user deeply, that’s when real
progress happens . Build for your players, collaborate with
your team, and you’ll unlock the potential to create something
extraordinary .

7
Industry Insights
When it comes to the new strategies or innovation
with lasting impace ,it must be AI PERIOD .We use AI
to generate app names, descriptions, and even ad
creatives . In fact, AI -generated video ads have at
times outperformed “real” UGC video ads .
As AI becomes more sophisticated, user acquisition
managers should focus on becoming better creative
strategists, because those who know how to write a
great script and tell a great story will win in the new
UA landscape .
Steve Young
Founder at App Masters
When discussing the biggest challenges facing in
gaming industry, I think over saturation in terms of
creatives . Makes UA managers to shift their
attention to what’s trendy rather than relying on
creativity .Fortunately, big publishers have more room
for risk and they find ways to make their games
marketable and fresh to new users .The H åland /Clash
of Clans strategy is a great example and merges two
different entertainment world in such a great way – it’s
like seeing oil and water mixing well together!
Oliviero Camilleri
BD Manager at Gamelight

8
Industry Insights
When discussing the development of hyper -casual, hybrid -casual, and traditional casual games, it’s clear that the mobile gaming
landscape is evolving rapidly .Hyper -casual is becoming more saturated which means more competition .This paired with short
player retention and volatile revenue its becoming harder to sustain .Ibelieve the hybrid -casual and casual market will increase
significantly in 2025 .You can already see examples of studios like SayGames, Voodoo and Rollic making the change .
Hybrid -casual games offer a more sustainable revenue model by blending ad -based monetization with in -app purchases (IAPs),
which allows for diversified income streams .Players who prefer a more immersive experience or seek customization options have
IAP as an option, while others can still engage with ads for rewards .This creates a more balanced approach, making games more
financially viable in the long run .
Casual games are growing larger and generating more revenue due to several key factors .High quality experience is a core
principle, better progression logic keeping the game interesting and engaging and the ability to be social/cross platform
allows the user to enjoy across different mediums with a global audience .
Zack Weiss
Global BD at Odeeo

9
Industry Insights
The 2024 trend that surprised me was the return
of web games . The resurgence of HTML 5 web
games has been fascinating to watch -there was so
much buzz around them at Gamescom . With
advancements in WebGL technologies, web games
have shed old limitations, delivering experiences
that rival native apps in terms of graphics and
interactivity . Developers and publishers are taking
advantage of this by creating lightweight, accessible
games that players can jump into instantly — no
downloads required .This ease of access, combined
with the ability to integrate much better monetization
and retention mechanics, is turning web games into
a viable alternative to traditional app stores . The
industry’s ongoing excitement reinforced that this
trend isn’t just a passing phase — it’s a shift in how
we think about game distribution and engagement .
HTML 5 games are reclaiming their relevance, and
it’s thrilling to see where this will lead . Gil Tov Ly
CMO at Appcharge
When discussing the major trend sharping the gaming industry .By
now everyone knows the usual talking points about DTC — better
margins, player loyalty, more control .But what’s not talked about
enough is the massive impact DTC has on UA .It’s not just about
bypassing ATT or first -party data (though those help), the real
magic is in how DTC boosts player LTV -sometimes by 30 -40 % .
When your LTV shoots up like that, suddenly the math for UA looks
a lot better . CAC/LTV unlocks the ability to scale aggressively .
Teams can push higher ad spend confidently, knowing the returns
will justify it.And that’s where things get exciting -we’re starting to
see campaigns at scale that feel like they belong in a pre -ATT
world .
DTC is giving UA teams the kind of breathing room they
haven’t had in years, and it’s redefining what’s possible for
growth in this space .

10
Industry Insights
The mobile gaming landscape is rapidly evolving, driven by technology and player behavior changes .This evolution is particularly
evident in the development of hyper -casual, hybrid -casual, and traditional casual games .
Hyper -Casual Games
The trend is moving towards even simpler gameplay loops for instant gratification . Monetization strategies are evolving, with
developers exploring subscriptions and in -game purchases to supplement declining ad revenues .Rapid development cycles allow
for quick prototyping and real -time player feedback, enhancing game design through data -driven decisions .
Hybrid -Casual Games
Hybrid -casual games blend elements from hyper -casual and mid -core genres, offering deeper gameplay while ensuring
accessibility .This approach broadens monetization strategies, combining ads and in -app purchases .As competition intensifies,
sustainable content strategies are crucial for maintaining profitability .
Casual Games
Social features are increasingly important, allowing players to connect and share achievements, which enhances engagement .
Additionally, these games are expanding onto multiple platforms, capturing a wider audience and exploring diverse monetization
opportunities .Community building through forums and social media is also vital for fostering player loyalty .
Overall, the lines between hyper -casual, hybrid -casual, and traditional casual games are blurring .Developers are experimenting
across genres to engage diverse player demographics .Those who adapt to changing preferences and leverage data insights will
likely lead in this dynamic industry .
Faheem Saiyad
Director at AppSamurai

11
Industry Insights
When discussing the biggest challenges currently facing the gaming industry, it’s clear that the sector is navigating one of its
toughest periods, with several challenges shaping its future and testing its resilience .
One major challenge is the impact of high interest rates on investment .With global economic uncertainty, many investors are
pulling back from gaming, particularly at the startup and mid -tier levels .From what I’ve observed in recent conversations, VCs are
increasingly shifting their focus to non -gaming apps, which they see as safer bets with clearer scalability .For game studios, this
means securing capital is harder than ever, forcing founders to prioritize profitability earlier and do more with fewer resources .
Another key issue is the high cost of marketing .For mid -sized studios, competing against larger companies with massive
budgets has become incredibly difficult .Marketing is no longer optional — without it, scaling is nearly impossible — but the rising
costs of user acquisition leave many studios struggling to find the right balance between development and growth .
Adding a new layer of competition is the rise of gamified apps .These aren’t traditional games, but apps in fitness, productivity,
and education that use gaming mechanics to keep users engaged .I’ve seen how these apps are stealing users’ attention and
creating indirect competition for game developers .The time players spend on these apps is time they’re not spending on your
games, and that creates a bigger fight for retention .
Overcoming these challenges requires focus and adaptability .Founders need sharper strategies, leaner operations, and a
deeper understanding of their audience .While the hurdles are significant, there’s still room for growth and creativity for those who
are ready to evolve and navigate these shifts .
Batuhan Avucan
Founder & Managing Director at Mobidictum

12
Industry Insights
Regarding to the biggest challenges facing the gaming industry, according to Gamesforum’s latest report, Top Mobile Games
Challenges :A User Acquisition, Ad & Product Monetization Report, one of the biggest challenges facing mobile gaming is
Developing Effective User Segmentation .This issue was highlighted by 75 % of respondents, reflecting its critical role in driving
revenue . Proper segmentation allows developers to tailor experiences, offering the right mix of ads, IAPs, and gameplay to
different user groups . With ad pricing increasingly outside developers’ control, segmentation is vital to maximizing revenue
without cannibalizing between payer and non -payer audiences . However, challenges such as small datasets, inconsistent
methods, and limited access to data science expertise make achieving meaningful segmentation difficult for many developers .
Another key challenge is Optimizing Ad Placements and Frequency, a task that requires balancing revenue generation
with user satisfaction .While automation and bidding have simplified some aspects, strategic decisions about cooldowns, ad
limits, and placement remain critical to success .Poorly optimized ads risk frustrating players or leaving revenue on the table .
Alongside this is the growing importance of Implementing Hybrid Monetization Strategies, blending ads with IAPs to diversify
income streams . This balancing act requires deep understanding of game economies to ensure one revenue source doesn’t
overshadow or erode the other .Together, these challenges illustrate the evolving complexity of mobile game monetization,
with Ad Monetization managers now playing an increasingly strategic role .
Mariam Ahmad
Head of Content at Gamesforum

13
Industry Insights
When comes to the biggest challenges currently facing the
gaming industry, Irecognize that the biggest challenge the
gaming industry is currently facing is the decline of
Hypercasual games and the increasingly strict
requirements from Google Play .After the boom during the
COVID -19 period, Hypercasual has now lost its appeal .
Download numbers have dropped significantly, while Google
Play continues to raise quality standards – from crash rates
and ANR to advertising experience .For games that rely on
ads for revenue, like Hypercasual, this has become a tough
problem .This forces us to move towards game models that
provide a better experience for users in the future .
The key point here is :Quality is no longer an option, but a
must . Investing in the player experience not only helps
optimize LTV but also makes UA costs more effective .
Quỳnh H ươ ng
UA Marketing at Gamee Studio
When discussing the emerging technologies like AI, VR, and
AR that are shaping the future of gaming, we’re seeing an
increasing number of AI platforms emerging to support every
stage of mobile game development, from initial market
research and game design to acquisition .You can now ask
readily available AI tools which geos have the highest IAP or
suggest what game mechanics to add for better retention .AI
offers shortcuts to the traditional methods of scaling a
game, making the teams more efficient .
But have most studios fully embraced AI in their
development process? Likely not .While early adopters are
gaining a head start in scaling their games with AI, many
studios remain cautious about investing . In the long run,
one may see a greater disparity between the titles from
large publishers vs indie studios .
Ho Yi Ting
Chief Operating Officer at Cost Center

14
Industry Insights
When discussing the major trends shaping the gaming industry .The depth of data in performance marketing has become more
limited with the introduction of privacy -centered frameworks like SKAdNetwork/AdAttributionKit and Google Privacy Sandbox .
Advertisers and industry vendors will never have the same depth of data that they had before .
However, generative AI has made it easier to access and interpret data .In the past, marketers’ access to data was often restricted .
In larger companies, they could request reports from analytics teams, but independent marketers and smaller companies lacked the
time or resources to delve deeply into the data .
I’ve discussed a use case like this in a video here .
Now, tools like ChatGPT have changed how marketers can access data .You can simply tell the AI what type of report or insight you
need, and it will generate a query to pull data directly from the database .You can even ask the AI to interpret the data .While this
approach is still in its early stages and is mainly used by advanced advertisers, its growing adoption is set to bring the effectiveness
of mobile marketing to a new level .
The next natural step is an AI assistant that can help with all burning questions about your data .This is definitely becoming
a reality in 2025 .
Roman Garbar
Marketing Director at Tenjin

15
Industry Insights
Gökhan Üzmez
Game Analyst
When discussing the emerging technologies, AI has not replaced or made
things faster in terms of ART .You need actually good looking and smooth
animations along with graphics, and while some people relied on AI to do
some of this, they quickly realized dealing with the customization and
finalizing the AI art takes just about creating a new one if not more
(sometimes) so we still need Artists with game design eye .
What is that mean? That means artists needs to play successful games
and see what is working what is not .What they are thought in school is all
great, I get it but if it doesnt apply to player base of their game, its
meaningless .They need to be able to quickly shift the overal ART direction .
We need more artists .
Developers on the other hand, figured out complex systems and other
details of coding and can relatively produce faster .
Designers and Product managers rely on data more than ever, so they are
all micro data analysts .
The biggest challenge currently facing
the gaming industry is to keep a steady
retention with profit . Players have too
many choices and they have these choices
from get go in User Acquisition side, so
competing for 1 valuable player (spends
time and money) is very expensive .
To cover the cost, you need to have top
notch art and gameplay therefore you need
high budgets . Therefore you need to keep
the players in the game and make some
revenue .
The whole balance is a delicate dance with
small tweaks .

16
Industry Insights
Ross Puriasev
CMO at UGC Ninja
For the emerging trends and market shift, one
trend that really stood out in the second half of
2024 is the use of AR filters, which started on
TikTok and are now being integrated into
gaming ads .These filters make it seem like the
creator is interacting with the game itself, adding a
fun and immersive touch to the ads . It’s an
exciting new way to engage users .
To advance in user acquisition, definitely check
out the upcoming UGC Ninja course for creative
producers .It’s a great opportunity to learn about
UGC and creative strategies, which are becoming
essential in marketing . It’s a smart way to stay
ahead in the industry .
When discussing the new strategies and innovation with lasting impact,
this year, we’ve focused on spotting long -lasting trends early on,
especially on platforms like Instagram and TikTok . By catching micro
and nano trends before they blow up, we’ve been able to integrate them
into our ads, making them feel more authentic .We even have a team
dedicated to identifying these trends, and our founder shares a weekly
roundup of emerging trends every Monday . This approach keeps us
ahead of the curve, and Isee it being a bigger part of our strategy in
2025 .
For the trends shaping the gaming industry, Looking ahead,
personalization is definitely the future for gaming . Players expect
more tailored experiences in both the game itself and in the ads they
see .Instead of targeting broad audiences, we’ll need to focus on niche
gamer groups — either individually or in small clusters . This will help
attract high -quality players and improve retention .
Renata Ravilova
Head of PR & Community at UGC Ninja

17
Industry Insights
Sergey Sukhov
Chief Business Development Officer at AdQuantum
Advices for advancing User Acquisition efforts in 2025 :
1. Diversify ad channels – expand beyond traditional platforms to ensure stability and reach .
2. Personalize your ad creatives ,explore every ad format, harness the power of AI, and test as many hypotheses as possible .
3. Work on a product .As is tradition, this year, like in previous ones, we’re seeing an increase in CPA across all app verticals,
including mobile games .This is driven by higher ad budgets from key segments, increased competition, and new players entering
the market . Products must recognize the importance of continuous improvement, especially in the user journey, to enhance
product metrics and LTV .
Lookalike audiences and CTA tests won’t fully compensate for low conversion rates .Instead, focus on improving the product itself .
4. Treat UA as Project Work . Collaborate across teams, including product, analytics, UA managers, creative producers, and
design .
5. Re -test strategies that worked before but stopped performing as auctions can shift and these strategies may start performing
again
6. Go Beyond the US .A worldwide focus can significantly benefit optimization and expand UA options .

18
Industry Insights
When discussing the major trends shaping the gaming industry, Ithink one of the major trends already emerging that will
have a huge effect in the near future and onwards is the dominance of AAA cross -platform free -to -play games .In
particular from Chinese developers and publishers . Genshin Impact is arguably the pioneer of this trend, bringing
unprecedented high -production values at the time of its launch to a F2P game that is hugely successful across global
audiences, both on mobile, consoles, PC and cloud -based platforms! More recently, we’ve witnessed hugely successful
launches that follow the same formula, such as Infinity Nikki or Marvel Rivals .There’s several other examples, and many more
under development .
The success of these games puts a tremendous amount of pressure on traditional AAA games that sell for $70 .Or any price
that is not F2P really .We’ve seen the disastrous launch of Concord as a manifestation of exactly that .
Going forward, these big F2P cross -platform games will continue to exert pressure on other developers and publishers, as well
as shape consumer behaviour , as gamers expectations for F2P games will continue to rise, while premium titles will be
expected to show even more value for their asking price .
Daniel Camilo
Gaming Consultant & Journalist

19
Industry Insights
Regarding new strategies or innovations with lasting impact, recently we launched a creative -level attribution framework that
will have a lasting impact on mobile marketing . It is an alternative to user -level tracking, which is increasingly harder for
marketers to obtain after the deprecation of IDFA and the future privacy changes that Google is set to introduce .
Audiencelab allows marketers to analyze and attribute UA performance at the creative level without relying on device
identifiers, ensuring privacy compliance .By focusing on the performance of individual creatives, marketers now get real –
time, cross -platform insights and deep analytics, it’s possible to increase the accuracy of attribution and optimization .
For Talofa Games using Audiencelab has resulted in a 50 % reduction in their marketing costs while maintaining user quality,
demonstrating the effectiveness of this new approach .
Senni Nurmi
Head of Marketing at Geeklab

01
Key Marketing Trends in the
Global Mobile Game Market

21 Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan 2019 -Feb 2024
With a steady increase in the marketing of global mobile games, there were over 250 K mobile game advertisers in 2024 .
Global mobile game
advertisers in 2024
YoY 60.4% ↑ 259.7K
Creatives for global mobile
games in 2024
46.2M YoY 15.4 % ↑
• According to SocialPeta , global mobile
game advertisers surpassed 250 K in 2024 ,
a 60 % YoY increase, with projections to
exceed 300 K by 2025 .
• Creative assets for mobile games reached
4.5M, growing 15 .4% YoY but slowing
from 29 .8% last year .By 2028 ,creatives
are expected to exceed 10 M globally .
Marketing Trends in Global Mobile Games
6.4% 8.5% 2.8%
27.4%
70.1% 60.4%
-20 0 .0 0%
-15 0 .0 0%
-10 0 .0 0%
-50 .0 0 %
0 .0 0%
5 0. 00 %
0 K
250 K
2019 2020 2021 2022 2023 2024
Trends in the number of global mobile
game advertisers, 2019 -2024
Number of advertisers Growth rate of advertisers
46.6%
110.8%
5.1%
-16.4%
29.8% 15.4%
-30 0 %
-25 0 %
-20 0 %
-15 0 %
-10 0 %
-50 %
0%
5 0%
1 00 %
0M
45M
2019 2020 2021 2022 2023 2024
Trends in the number of creatives for
global mobile games, 2019 -2024
Number of creatives Growth rate of creatives

22
Marketing Trends in Global Mobile Games
Monthly active advertisers in 2024
YoY 34.7% ↑ 66.1 K
Proportion of monthly new
advertisers in 2024
8.0% YoY 6.3% ↓
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan 2023 -Dec 2024
Except for Q 1,every month in 2024 recorded over 65 K mobile game advertisers .But the number and proportion of monthly
new advertisers continued to decline .
• Monthly active mobile game advertisers
exceeded 66 K in 2024 , a 34 .7% YoY
increase, with over 65 K active each month
except Q1.
• Monthly new advertisers in 2024 made up
just 8% ,down 6.3% YoY, with an average of
5.2K and fewer than 5K for five months .
16.3%
15.6%
16.6%
15.2%
16.0% 15.9% 15.8%
14.3%
12.8%
11.9%
11.0%
10.1% 10.2%
9.4%
8.4%
7.8% 7.9% 8.3% 7.8%
7.0% 6.6%
7.2% 7.5% 7.2%
0.0 K
10.0 K
20.0 K
30.0 K
40.0 K
50.0 K
60.0 K
70.0 K
80.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Advertisers in 2023 Advertisers in 2024 % of New Advertisers in 2023 % of New Advertisers in 2024

23
Trends in New Ad Creatives of Global Mobile Games
Advertisers with new creatives continued to increase every month, and the proportion of monthly new creatives remained
above 52 % after June .
• In 2024 ,an average of 44 K advertisers launched new creatives
monthly .This number exceeded 50 K each month in Q3,reaching
over 70 % in September .
• In 2024 ,new creatives made up 52 .2% monthly, up 2.1% YoY,
peaking at 58 .2% in June and dipping to 45 .7% in February,
stabilizing at 54 .0% in H2.
63.4% 62.6% 60.5% 61.3% 61.6%
66.0% 67.9% 69.5% 70.4%
73.2% 75.6% 74.0%
51.0%
45.7%
48.9% 49.4% 49.2%
58.2%
54.9% 52.7% 52.9% 54.4% 54.8% 54.5%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
0.0 K
10.0 K
20.0 K
30.0 K
40.0 K
50.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Advertisers with new creatives in 2024 % of advertisers with new creatives in 2024 % of new creatives in 2024
67.2%
% of monthly advertisers with
new creatives in 2024
52.2%
% of monthly new creatives in
2024
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan -Dec 2024
YoY ：1.7% ↓ YoY ：2.1% ↑

24
Advertising Analysis of Global Mobile Games by Genre
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan -Dec 2024
• RPGs released 224 monthly creatives to beat SLGs and
become the most competitive genre in terms of marketing .
Card games came in third with 157 monthly creatives .
• The proportion of casino game advertisers was the second
highest, up 14 .5% YoY .The proportion of puzzle game
creatives increased by 1.2% YoY, representing the greatest
proportion growth among all creatives .
Genre % of
advertisers YoY Change
Casual 27.2% -2.5%
Casino 21.0% 14.5%
Puzzle 11.6% -0.8%
SIM 7.3% -1.8%
Action 5.7% -1.9%
RPG 5.2% -0.5%
SLG 3.9% -0.4%
Adventure 3.2% -0.8%
Card 2.5% -1.3%
Board 2.2% -0.4%
Genre % of creatives YoY Change
Casual 30.6% -1.4%
Puzzle 12.2% 1.2%
RPG 12.0% 1.1%
SIM 7.5% 0.1%
SLG 6.9% 0.0%
Casino 6.8% -0.1%
Action 6.1% 0.5%
Card 4.0% -1.0%
Adventure 3.3% 0.3%
Board 2.7% 0.1%
224
191
157 152 150
136 130
117 113
73
Monthly creatives of mobile games by genre
RPG released 224 monthly creatives to become the game genre with the greatest marketing efforts . The proportion of casino
game advertisers increased by over 14 .5% compared with last year .

25
Advertising Analysis of Global Mobile Games in Popular Regions
Monthly advertisers: 33.5K in USA
In 2024 , USA contributed the most monthly
advertisers of over 33 K, followed by Europe .
Southeast Asia and Latin America both had over
20 Kmonthly advertisers .
Highest monthly creatives : 102 in Hong Kong,
Macau, and Taiwan
Hong Kong, Macau, and Taiwan were the only regions that had
over 100 monthly creatives, followed by Oceania and Southeast
Asia .Meanwhile, 6regions including USA, Europe, and Middle
East each reported more than 90 monthly creatives .
33.5 K
14.5 K 14.0 K 15.6 K
32.8 K
15.4 K
25.1 K
18.5 K
23.4 K
17.3 K
13.4 K
91
86
83
102
96 95
97 99
87
73
82
65
70
75
80
85
90
95
100
105
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
USA Japan South Korea Hong Kong,
Macao, and
Taiwan
Europe Middle East Southeast Asia Oceania Latin America South Asia Africa
Monthly Advertisers
Monthly Creatives per Advertiser
In 2024 ,Hong Kong, Macau, and Taiwan saw the most intense marketing efforts for global mobile games .The USA had more
monthly mobile game advertisers than all of Europe combined .
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan -Dec 2024
• Hong Kong, Macau, and Taiwan were the only
regions that had over 100 monthly creatives,
followed by Oceania and Southeast Asia .
• USA had the highest number of over 33 K
m onthly advertisers ,which was higher than that
in Europe as a whole .

26
Analysis of Global Mobile Game Advertisers on iOS & Android
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan -Dec 2024
Proportion of advertisers on iOS & Android
by game genre
Monthly advertisers : 12 .7K
Monthl y adver tisers with new
creatives : 70 .0%
iOS Advertisers
Monthly advertisers: 32.1K
Monthly advertisers with new
creatives: 50.9%
Android Advertisers
11.3%
38.1%
46.1%
51.1%
46.9%
50.3%
41.8%
39.7%
39.7%
35.9%
33.5%
21.4%
88.7%
61.9%
53.9%
48.9%
53.1%
49.7%
58.2%
60.3%
60.3%
64.1%
66.5%
78.6%
Casino
Music
Sports
Board
Card
Adventure
Action
RPG
SLG
SIM
Puzzle
Casual
There was an increasingly smaller proportion of iOS advertisers, less than 26 % in 2024 .But monthly advertisers with new
creatives accounted for 70 % on iOS, nearly 20 % higher than that on Android .
28.0% 29.1% 29.1% 28.1% 27.5% 27.7% 29.3% 28.2% 29.1% 29.0% 28.4% 27.4%
72.0% 70.9% 70.9% 71.9% 72.5% 72.3% 70.7% 71.8% 70.9% 71.0% 71.6% 72.6%
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Annual and monthly proportions
of advertisers on iOS & Android
in 2024
Android
74.2%
iOS
25.8%

27
Analysis of Global Mobile Game Creatives on iOS & Android
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan -Dec 2024
Proportion of creatives on iOS & Android
by game genre
Monthly creatives : 1.6M
Proportion of monthly new creatives :
49.4%
Creatives on iOS
Monthly creatives : 4.2M
Proportion of monthly new creatives :
49.0%
Creatives on Android
Android
72.3%
iOS
27.7%
29.1%
32.9%
41.1%
37.4%
53.6%
55.3%
36.2%
40.9%
37.0%
35.5%
22.9%
16.5%
70.9%
67.1%
58.9%
62.6%
46.4%
44.7%
63.8%
59.1%
63.0%
64.5%
77.1%
83.5%
Casino
Music
Sports
Board
Card
Adventure
Action
RPG
SLG
SIM
Puzzle
Casual
72.3% of total creatives were from Android, among which casual game creatives contributed over 83% of the creatives on
Android. Monthly new creatives accounted for about 49% on both iOS and Android.
25.5% 26.8% 25.9% 27.1% 26.9% 27.5% 28.8% 28.7% 29.2% 28.6% 27.4% 27.1%
74.5% 73.2% 74.1% 72.9% 73.1% 72.5% 71.2% 71.3% 70.8% 71.4% 72.6% 72.9%
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Annual and monthly
proportions of creatives on
iOS & Android in 2024

28
Advertising Analysis of Global Mobile Game Creatives by Type
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan – Dec 2024
Video creatives declined by 6.9% compared with last year .Image creatives’ share of monthly new creatives was 5.2% higher
than video creatives .
74.5% 73.7% 73.1% 73.1% 72.8% 72.7% 72.8% 73.7% 74.0% 73.7% 73.1% 71.9%
22.7% 23.4% 24.2% 24.2% 24.5% 24.6% 24.6% 24.1% 24.1% 24.4% 25.0% 26.2%
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Percentages of impressions contributed by ad creatives by type in 2024
Video Image Other
74.1%
67.2%
21.6%
27.5%
2023
2024
% of creatives by type
Video Image Playable Html Carousel
12.7% 63.0% 20.1% 4.2%
% of video creatives by length
≤15s 15-30s 30-60s >60s
9.5% 14.1% 63.1% 13.3%
% of image creatives by type
Vertical Horizontal Square Other
67.1%
Image creative s’ share of
monthly new creatives
61.9%
Video creatives’ share of
monthly new creatives

02
Lists of Top Global Mobile Games

30
21 Call of Duty: Mobile
Level Infinite
Shooter
22 Homescapes
Playrix
Match -3
23 Fishdom
Playrix
Match -3
24 Fate/Grand Order
Komoe
RPG
25 Free Fire
Garena
Shooter
26 Evony
Top Games
SLG
27 던전앤파이터 모바일
NEXON
Action
28 Toon Blast
Peak
Casual
29 ウマ娘 プリティーダービー
Cygames
SIM
30 DRAGON BALL Z DOKKAN BATTLE
BANDAI NAMCO RPG
11 Gardenscapes
Playrix
Match -3
12 PUBG MOBILE
Level Infinite
Shooter
13 Lineage M
NCSOFT
MMO
14 Honkai: Star Rail
COGNOSPHERE
RPG
15 モンスターストライク
XFLAG
RPG
16 Clash of Clans
Supercell
SLG
17 Township
Playrix
SIM
18 Genshin Impact
COGNOSPHERE
RPG
19 Legend of Mushroom
Joy Nice Games
RPG
20 eFootball 2024
KONAMI
Sports
1 Royal Match
Dream Games
Match -3
2 Roblox
Roblox
Sandbox
3 Last War ： Survival
First Fun
SLG
4 Candy Crush Saga
King
Match -3
5 MONOPOLY GO!
Scopely
Party
6 Whiteout Survival
Century Games
SLG
7 Coin Master
Moon Active
Party
8 Brawl Stars
Supercell
Action
9 Honor of Kings
Level Infinite
MOBA
10 Pokémon GO
Niantic
RPG
Top 30 Global Mobile Games by In -app Revenue in 2024
Source: SocialPeta – APP Intelligence; the revenue list is based on the in -app revenue in Google Play & App Store, excluding any data from China ’s mainland or any third -party Android platforms, also excluding any third -party advertising revenue. Date Range: Jan – Dec 2024

31
21 Screw Puzzle ： Nuts & Bolts
iKame
Puzzle
22 My Talking Angela 2
Outfit7
SIM
23 Football League 2024
MOBILE SOCCER
Sports
24 Going Balls
Supersonic
Casual
25 Traffic Rider
Skgames
Racing
26 Magic Tiles 3
Amanotes
Music
27 Car Race
iKame
Racing
28 My Perfect Hotel
SayGames
Casual
29 Subway Princess Runner
Ivy
Action
30 Stumble Guys
Scopely
Party
11 Candy Crush Saga
King
Match -3
12 8 Ball Pool
Miniclip
Sports
13 Build A Queen
Supersonic
Casual
14 Brawl Stars
Supercell
Action
15 PUBG MOBILE
Level Infinite
Shooter
16 Wood Nuts & Bolts Puzzle
OneSoft
Puzzle
17 My Talking Tom Friends
Outfit7
SLG
18 EA SPORTS FC MOBILE 24 SOCCER
Electronic Arts Sports
19 Race Master
Beresnev Games
Racing
20 Honor of Kings
Level Infinite
Action
1 Free Fire
Garena
Shooter
2 Roblox
Roblox
Sandbox
3 Subway Surfers
Sybo
Action
4 Block Blast!
Hungry Studio
Puzzle
5 Pizza Ready
Supercent
Casual
6 Ludo King
Gametion
Board
7 Squad Busters
Supercell
Action
8 Offline Games
JindoBlu
Puzzle
9 Royal Match
Dream Games
Match -3
10 My Talking Tom 2
Outfit7
SIM
Top 30 Global Mobile Games by Downloads in 2024
Source: SocialPeta – APP Intelligence; the downloads list is based on the downloads in Google Play & App Store, excluding any da ta from China ’s mainland or any third -party Android platform. Date Range: Jan – Dec 2024

32
21 Mafia City
Phantix Games
SLG
22 Bingo Drive
Gliding Deer
Casino
23 Evony
Top Games
SLG
24 BangBang Survivor
SPGAME
SLG
25 仙劍奇俠傳：新的開始
Gamezaaa
MMO
26 Frost & Flame ： King of Avalon
FunPlus
SLG
27 Wuthering Waves
HK KURO GAMES LIMITED
Action
28 主公、走れ！
Glaciers Game
RPG
29 Rent Please! Landlord Sim
Shimmer Games
SIM
30 超能世界
Glaciers Game
RPG
11 Last War ： Su rvival
FUNFLY PTE. LTD.
SLG
12 Legend of Mushroom
Joy Nice Games
RPG
13 Ancient Seal: The Exorcist
Xsuper Gamer
MMO
14 Braindom
Matchingham Games
Casual
15 Fishing Master
ARK GAME
SIM
16 Block Puzzle
Block Puzzle Jewel Games
Puzzle
17 Whiteout Survival
Century Games
SLG
18 Play Rummy Passion Cash Games
Passion Gaming Card
19 異世界奇妙生活
ESTARGAMES
RPG
20 Traffic Puzzle
Huuuge Games
Casual
1 RummyCircle
Play Games24x7
Card
2 MONOPOLY GO!
Scopely
Party
3 Pesta Ludo
Cavaco Broka
Board
4 Draconia Saga
SugarFun Game
MMO
5 Bloc
Hungry Studio
Puzzle
6 マジックカード
Glaciers Game
RPG
7 AFK Journey
FARLIGHT
RPG
8 新武俠大明星
CloudOcean Star
RPG
9 Brain Teaser Guru
montgame
Puzzle
10 The Grand Mafia
Phantix Games
SLG
Top 30 Global Mobile Games by Advertising in 2024 on iOS
Source: SocialPeta – APP Intelligence, Advertiser Analysis; advertisers are sorted (from high to low) by the numbers of their de duplicated creatives within the date range. Date Range: Jan – Dec 2024

33
21 AFK Journey
FARLIGHT
RPG
22 Candy Crush Saga
King
Puzzle
23 Jigsawscapes®
Learnings
Puzzle
24 Sky Utopia
Dreamstar Network
MMO
25 Capybara Go!
Habby
RPG
26 Realm of Mystery
FunPlus
SLG
27 Epic War
Glaciers Game
RPG
28 Bus Jam
Rollic Games
Casual
29 BangBang Survivor
SPGAME
SLG
30 Build Master
UAC Studio
SIM
11 Doomsday
IGG
SLG
12 Cash Tornado Slots
Zeroo Gravity Games
Casino
13 Seat Away
Rollic Games
Casual
14 Whiteout Survival
Century Games
SLG
15 Fishing Game Zone
Homeland Interactive
Casino
16 Epic Heroes
Glaciers Game
RPG
17 マジックカード
Glaciers Game
RPG
18 Vita Mahjong
Vita Studio
Board
19 Ancient Seal: The Exorcist
Xsuper Gamer
MMO
20 Last War ： Survival
First Fun
SLG
1 Jewel Abyss
ENP Games
Puzzle
2 The Grand Mafia
Phantix Games
SLG
3 Block Blast!
Hungry Studio
Puzzle
4 MONOPOLY GO!
Scopely
Party
5 Twisted Tangle
Rollic Games
Casual
6 Mafia City
Phantix Games
SLG
7 Titan War
Glaciers Game
RPG
8 Word Search Block Puzzle Game
Panda Word Puzzle Word
9 Braindom
Matchingham Games
Casual
10 Lords Mobile
IGG
SLG
Top 30 Global Mobile Games by Advertising in 2024 on Android
Source: SocialPeta – APP Intelligence, Advertiser Analysis; advertisers are sorted (from high to low) by the numbers of their de duplicated creatives within the date range. Date Range: Jan – Dec 2024

34
# Company Name
Number of
Advertised
Products
Mainly Advertised
Products
11 Level Infinite (Tencent) 34
12 Learnings 39
13 Hungry Studio 5
14 VOODOO 237
15 AZUR GAMES 236
16 Scopely 34
17 Aged Studio 47
18 SayGames 149
19 Joy Nice Games 16
20 37Games 18
# Company Name
Number of
Advertised
Products
Mainly Advertised
Products
1 Glaciers Game 62
2 Rollic Games 171
3 Phantix Games 13
4 Homa 79
5 Dreamstar Network 60
6 FunPlus 33
7 OneSoft 24
8 Guru Game 34
9 BoleGaming 28
10 IGG 26
Source: SocialPeta –Advertising Intelligence –Company Analysis; companies are sorted by their products’ total deduplicated cre atives from high to low. Each game is counted as a product. Date Range: Jan -Dec 2024
Top 20 Global Mobile Game Companies by Advertising in 2024

03
Marketing Analysis of
Mobile Games in Top Regions

36
Top games by advertising
Mini Games
Popular new games
Royal Kingdom My Supermarket Simulator 3D Twisted Tangle
Hyper -casual
Braindom
Puzzle Casual
The Grand Mafia
Mafia SLG Collection of
Mini Games
Match -3 Realistic
Simulator
60.2% 59.5%
56.7% 57.8% 58.1%
52.3%
57.7% 59.3%
62.0%
65.9% 67.3% 66.2%
4 0. 00 %
4 5. 00 %
5 0. 00 %
5 5. 00 %
6 0. 00 %
6 5. 00 %
7 0. 00 %
0.0 K
10.0 K
20.0 K
30.0 K
40.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Advertisers by Month
Number of Advertisers % of Advertisers with New Creatives
39.9%
38.9%
40.9%
39.0%
37.7%
43.0% 43.2%
40.2% 40.5% 40.2%
41.7% 42.3%
3 4. 00 %
3 5. 00 %
3 6. 00 %
3 7. 00 %
3 8. 00 %
3 9. 00 %
4 0. 00 %
4 1. 00 %
4 2. 00 %
4 3. 00 %
4 4. 00 %
4 5. 00 %
2.2M
2.4M
2.6M
2.8M
3.0M
3.2M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Creatives by Month
Number of Creatives % of New Creatives
Marketing Analysis in the USA
91.7K
Mobile game advertisers in USA
in 2024
15.6M
Mobile game creatives in USA
in 2024
23.5% 27.5%
76.5% 72.5%
Advertisers Ad creatives
iOS Android
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan -Dec 2024
YoY Change
-7.1%
YoY Change
+ 2.0 %
Among all the regions, only USA advertisers declined YoY among all regions. Casual games contributed over 35% of ad
creatives. The USA list was dominated by collections of mini games and mobile versions of client games.

37
Top games by advertising Popular new games
60.8%
56.8% 56.2% 54.4% 56.3%
49.6%
60.3% 62.1% 63.7% 64.7%
68.2%
61.2%
4 0. 00 %
4 5. 00 %
5 0. 00 %
5 5. 00 %
6 0. 00 %
6 5. 00 %
7 0. 00 %
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Advertisers by Month
Number of Advertisers % of Advertisers with New Creatives
34.6%
30.0% 31.4% 30.5% 31.8%
36.1%
38.3%
34.2%
37.2% 36.4% 35.3% 36.6%
2 0. 00 %
2 2. 00 %
2 4. 00 %
2 6. 00 %
2 8. 00 %
3 0. 00 %
3 2. 00 %
3 4. 00 %
3 6. 00 %
3 8. 00 %
4 0. 00 %
0.0M
0.2M
0.4M
0.6M
0.8M
1.0M
1.2M
1.4M
1.6M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Creatives by Month
Number of Creatives % of New Creatives
Marketing Analysis in Japan
36.6K
Mobile game advertisers in Japan
in 2024
5.5M
Mobile game creatives in Japan
in 2024
26.0% 30.0%
74.0% 70.0%
Advertisers Ad creatives
iOS Android
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024
YoY Change
+6.4%
YoY Change
+5 .8 %
ゼンレスゾーンゼロ Pokémon TCG Pocket 学園アイドルマスター マジックカード
Puzzle Casual
Alice’s Dream
Matching
主公、走れ！
“The Three
Kingdoms” Card ARPG & ACGN IP & Card IP & ACGN
There was a surge in IP -based games, including games adapted from anime and console games, and sequels to ACGN
games .They were all well received .Nearly 60 % of the advertisers released new ad creatives .
Affected by the mobile devices in Japan, 30 % of the ad creatives were released by iOS advertisers .

38
Top games by advertising Popular new games
59.7%
55.6% 55.5%
52.4% 54.3%
47.9%
56.5%
60.7% 60.5%
63.4% 65.1%
61.6%
4 0. 00 %
4 5. 00 %
5 0. 00 %
5 5. 00 %
6 0. 00 %
6 5. 00 %
7 0. 00 %
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Advertisers by Month
Number of Advertisers % of Advertisers with New Creatives
33.9%
29.2%
32.2% 32.1% 32.6%
38.8% 37.6%
35.7%
37.8% 38.0% 38.9%
36.8%
2 5. 00 %
2 7. 00 %
2 9. 00 %
3 1. 00 %
3 3. 00 %
3 5. 00 %
3 7. 00 %
3 9. 00 %
4 1. 00 %
0.0M
0.2M
0.4M
0.6M
0.8M
1.0M
1.2M
1.4M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Creatives by Month
Number of Creatives % of New Creatives
Marketing Analysis in South Korea
34.3K
Mobile game advertisers in South Korea
in 2024
5.3M
Mobile game creatives in South Korea
in 2024
26.6% 27.9%
73.4% 72.1%
Advertisers Ad creatives
iOS Android
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024
YoY Change
+3.9%
YoY Change
+1.9%
나 혼자만 레벨업： 어라이즈 트리 오브 세이비어： 네버랜드 운빨존많겜 주공을 지켜라
“The Three
Kingdoms ” Card
Realm of Mystery
SLG
히어로 클래시： 그림자 트릭
Card RPG ARPG & ACGN MMO SLG & Tower Defense
MMO games from established franchises dominated ad creatives, while the share of creatives by genre grew, driven by light
SLG mini -games.
As competition in the industry intensifies, nearly 60% of advertisers are releasing new creatives monthly.

39
Top games by advertising Popular new games
61.6%
58.0% 57.6%
55.0% 54.8%
49.4%
59.0%
61.9% 63.5%
66.4% 66.0% 63.8%
4 0. 00 %
4 5. 00 %
5 0. 00 %
5 5. 00 %
6 0. 00 %
6 5. 00 %
7 0. 00 %
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Advertisers by Month
Number of Advertisers % of Advertisers with New Creatives
40.1%
34.3% 35.7% 37.5% 36.8%
43.8% 43.2%
38.5%
41.7% 40.9% 41.1%
44.5%
2 5. 00 %
3 0. 00 %
3 5. 00 %
4 0. 00 %
4 5. 00 %
5 0. 00 %
0.0M
0.5M
1.0M
1.5M
2.0M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Creatives by Month
Number of Creatives % of New Creatives
38.6K
Mobile game advertisers in Hong Kong,
Macau, and Taiwan in 2024
8 .0M
Mobile game creatives in Hong Kong,
Macau, and Taiwan in 2024
27.5% 33.3%
72.5% 66.7%
Advertisers Ad creatives
iOS Android
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024
YoY Change
+2. 9%
YoY Change
+ 2.6 %
向殭屍開炮 逆水寒 三國雲夢錄 Brain Teaser Guru
Puzzle
新武俠大明星
Idle Rogue
歡樂大東家
Business
Simulation
SLG & Tower –
Defense
MMO MMO
There was a steady increase of advertisers and creatives .It was obvious that wuxia games and light gameplays were gaining
popularity .
Thanks to AI technology, high -quality ad creatives were produced quickly and in large volumes .New creatives accounted for
nearly 40 % .
Marketing Analysis in Hong Kong, Macau, and Taiwan

40
Top games by advertising Popular new games
64.9% 65.5% 63.3%
60.0% 62.0% 64.2% 65.6%
61.7%
65.4%
69.1% 70.2% 69.8%
4 0. 00 %
4 5. 00 %
5 0. 00 %
5 5. 00 %
6 0. 00 %
6 5. 00 %
7 0. 00 %
7 5. 00 %
0.0 K
10.0 K
20.0 K
30.0 K
40.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Advertisers by Month
Number of Advertisers % of Advertisers with New Creatives
44.3% 42.6%
46.8%
43.8% 41.9%
48.6%
45.9%
41.3% 42.7% 43.6% 44.5%
40.2%
2 5. 00 %
3 0. 00 %
3 5. 00 %
4 0. 00 %
4 5. 00 %
5 0. 00 %
0.0M
0.5M
1.0M
1.5M
2.0M
2.5M
3.0M
3.5M
4.0M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Creatives by Month
Number of Creatives % of New Creatives
Marketing Analysis in Europe
The number of advertisers peaked in March, June, and November, with a high of 34 K advertisers in a single month .Casual
game advertisers made up only 29 .3% ,the lowest share across all regions .
116.7K
Mobile game advertisers in Europe
in 2024
17.6 M
Mobile game creatives in Europe
in 2024
17.3% 23.6%
82.7% 76.4%
Advertisers Ad creatives
iOS Android
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024
YoY Change
+24.2%
YoY Change
+18.1%
Find The Cat CookieRun All in Hole The Grand Mafia
Mafia SLG
Titan War
RPG
Cash Tornado Slots
Casino Hidden Object
Puzzle
IP & action Hyper -casual

41
Top games by advertising Popular new games
61.7% 59.2% 60.4% 58.2% 59.3% 57.2%
63.6%
67.2% 66.0% 68.8% 71.6%
67.6%
4 0. 00 %
4 5. 00 %
5 0. 00 %
5 5. 00 %
6 0. 00 %
6 5. 00 %
7 0. 00 %
7 5. 00 %
0.0 K
10.0 K
20.0 K
30.0 K
40.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Advertisers by Month
Number of Advertisers % of Advertisers with New Creatives
38.6%
31.5%
34.1%
36.9%
39.2%
47.6%
44.1% 42.6% 44.2% 45.9%
42.2%
44.5%
2 5. 00 %
3 0. 00 %
3 5. 00 %
4 0. 00 %
4 5. 00 %
5 0. 00 %
0.0M
0.5M
1.0M
1.5M
2.0M
2.5M
3.0M
3.5M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Creatives by Month
Number of Creatives % of New Creatives
Marketing Analysis in Southeast Asia
82.4K
Mobile game advertisers in Southeast
Asia in 2024
12.7 M
Mobile game creatives in Southeast
Asia in 2024
17.0% 23.8%
83.0% 76.2%
Advertisers Ad creatives
iOS Android
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024
YoY Change
+41.8%
YoY Change
+ 10.4 %
仙劍奇俠傳：新的開始 王国之歌 Thiên Long Bát Bộ VNG Draconia Saga
MMO
Braindom ：
Puzzle
Pesta Ludo
Board MMO SLG & Tower –
Defense MMO
The number of mobile game advertisers surged by 40% which was much greater than the average growth of global market.
Among these, casino game advertisers accounted for nearly 20%, only second to casual games.

42
Top games by advertising Popular new games
58.9%
55.8% 55.6% 54.5% 53.2%
49.5%
55.8%
58.3%
61.4% 63.3%
67.5% 66.5%
4 0. 00 %
4 5. 00 %
5 0. 00 %
5 5. 00 %
6 0. 00 %
6 5. 00 %
7 0. 00 %
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Advertisers by Month
Number of Advertisers % of Advertisers with New Creatives
34.2%
27.7%
29.0%
30.1% 30.0%
34.9%
33.4%
31.4%
33.6% 34.2% 33.4%
35.3%
2 5. 00 %
2 7. 00 %
2 9. 00 %
3 1. 00 %
3 3. 00 %
3 5. 00 %
3 7. 00 %
0.0M
0.5M
1.0M
1.5M
2.0M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Creatives by Month
Number of Creatives % of New Creatives
Marketing Analysis in Middle East
39.1K
Mobile game advertisers in Middle East
in 2024
6.2 M
Mobile game creatives in Middle East
in 2024
25.6% 26.2%
74.4% 73.8%
Advertisers Ad creatives
iOS Android
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024
YoY Change
+1.0%
YoY Change
+5.1%
Age of Empires Mobile Jackaroo King Saudi Pursuit Police Car Game Braindom
Puzzle
Sky Utopia
MMO
Mafia City
Mafia SLG SLG Board Car Racing Simulator
SIM, SLG, and board games stood out the most, with several classic social board games appearing on the list in the
Middle East.
There were over 15K advertisers with 1.43M creatives per month, an average of 95 ad creatives per advertiser.

43
Top games by advertising Popular new games
60.5%
54.5% 52.2% 51.9% 53.0% 52.7%
58.6%
63.8% 63.6%
66.7%
70.9% 69.5%
4 0. 00 %
4 5. 00 %
5 0. 00 %
5 5. 00 %
6 0. 00 %
6 5. 00 %
7 0. 00 %
7 5. 00 %
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
25.0 K
30.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Advertisers by Month
Number of Advertisers % of Advertisers with New Creatives
44.5%
31.9% 33.2% 34.5% 33.9%
47.6%
41.9% 41.2% 40.7% 40.1% 41.1% 40.9%
2 5. 00 %
3 0. 00 %
3 5. 00 %
4 0. 00 %
4 5. 00 %
5 0. 00 %
1.6M
1.7M
1.8M
1.9M
2.0M
2.1M
2.2M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trends in the Number of Creative s by Month
Number of Creatives % of New Creatives
Marketing Analysis in Latin America
77.9K
Mobile game advertisers in Latin America
in 2024
10.3 M
Mobile game creatives in Latin America
in 2024
14.3% 17.7%
85.7% 82.3%
Advertisers Ad creatives
iOS Android
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024
YoY Change
+6.2%
YoY Change
+35.5%
Porca Parafuso Madeira Puzzle Horror Spranky Beats NIGHT CROWS Honor of Kings
MOBA
Twisted Tangle
Hyper -casual
Doomsday
SLG Puzzle Casual Horror Music Game MMO
South America saw the highest growth rate of ad creatives among all regions. Casual, Puzzle, and RPG were the top three
game genres by ad creatives.
In the region, Android led in both advertisers and ad creatives, while iOS advertisers made up just 14%.

04
Marketing Analysis of
Different Popular Game Genres

45
Marketing Analysis of Mobile SLGs
50.3%
44.6%
49.1%
51.3%
47.3%
53.2% 53.6%
50.3%
53.6% 53.8%
57.0% 56.6%
0.0M
0.2M
0.4M
0.6M
0.8M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of ad creatives by month
Number of creatives % of new creatives
76.7%
21.4%
Proportions of impressions from
creatives by type
Video Image Carousel Other
8.3% 44.1% 43.1%
Share of SLGs ’ video creatives by length
<15s 15-30s 30-60s >60s
14.7% 28.3% 56.5%
Share of SLG s’ image creatives by format
Vertical Horizontal Square Other
75.0%
Going -global companies ’ share of
Top 100 advertisers by advertising
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024
SLGs have long been a key genre for going global, with game companies releasing more creatives for SLGs than any
other genre . Of these, over 51 % were new creatives . High -quality, mass -produced video creatives accounted for 77 % of
the total impressions .
64.1% 65.7%
61.9% 61.5% 61.3% 59.7%
64.1% 65.5% 68.5%
73.5% 75.1% 73.2%
2.9 K
3.0 K
3.1 K
3.2 K
3.3 K
3.4 K
3.5 K
3.6 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of advertisers by month
Number of creatives % of advertisers with new creatives

46
Examples of SLG s’ Popular Creatives
Mini -games were still the most popular advertising strategy for SLGs, among which hitting -gates parkour and screw -pin
puzzle were especially remarkable .
Number growth mini –
game
AI beauty + Screw -pin
puzzle
Crisis solving + industry
upgrading Battles in game
Click the image to play the complete creative
Source: SocialPeta -Ad Creatives, displaying the most popular ad creatives within the date range.
Date Range: Jan -Dec 2024

47
Marketing Analysis of Mobile RPG s
Companies that release going -global games dominate the RPG genre .The number of advertisers with new creatives was
increasing in fluctuation .Of all RPGs, MMO games and ACGN games gained the most popularity .Video creatives below 30 s
in length were more popular among players .
55.1% 53.5%
56.7% 58.1% 58.2%
62.0% 60.6%
55.3% 55.8% 55.4% 55.8% 56.6%
0.0M
0.5M
1.0M
1.5M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of ad creatives by month
Number of creatives % of new creatives
66.5%
32.4%
Proportions of impressions from
creatives by type
Video Image Carousel Other
10.2% 47.4% 39.4%
Share of RP Gs ’ video creatives by length
≤15s 15-30s 30-60s ≥60s
10.0% 26.5% 63.1%
Share of RPG s’ image creatives by format
Vertical Horizontal Square Other
73.0%
Going -global companies ’ share of
Top 100 advertisers by advertising
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024
63.7% 64.7% 63.6% 63.7% 63.9%
60.6%
64.3%
69.2% 70.0% 72.5%
75.7% 76.4%
4.2 K
4.4 K
4.6 K
4.8 K
5.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of advertisers by month
Number of creatives % of advertisers with new creatives

48
Examples of RPG s’ Popular Creatives
Thanks to the development of text -to -video generation technology, there was a significant growth in the proportions of AI –
generated video creatives for game genres including magic, fantasy, and urban .
Lots of AI beauties Apology -like promotion Local celebrity
endorsement Lots of free items
Click the image to play the complete creative
Source: SocialPeta -Ad Creatives, displaying the most popular ad creatives within the date range.
Date Range: Jan -Dec 2024

49
Marketing Analysis of Puzzle Mobile Games
Video creatives contributed about 81 % of impressions, and 60 % of video creatives were less than 30 seconds in length .
Puzzle game advertisers and creatives peaked in April and December, respectively .
43.0%
37.6%
40.2%
43.0%
41.1%
47.8% 47.0%
45.0% 43.9% 45.8%
47.9% 49.0%
1.0M
1.1M
1.2M
1.3M
1.4M
1.5M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of ad creatives by month
Number of creatives % of new creatives
80.9%
16.1%
Proportions of impressions from
creatives by type
Video Image Playable Other
6.4% 53.3% 37.2%
Share of puzzle games ’ video
creatives by length
<15s 15-30s 30-60s >60s
17.1% 17.8% 64.5%
Share of puzzle games ’ image
creatives by format
Vertical Horizontal Square Other
35.0%
Going -global companies ’ share of
Top 100 advertisers by advertising
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024
64.3% 65.8%
59.7% 60.4% 59.6% 59.7%
64.5% 66.8%
70.7%
74.5% 76.7% 75.1%
7.0 K
7.5 K
8.0 K
8.5 K
9.0 K
9.5 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of advertisers by month
Number of creatives % of advertisers with new creatives

50
Examples of Puzzle Games’ Popular Creatives
Puzzle game creatives often begin with intriguing scenarios to capture attention, while brain -teasing game creatives
highlight the added value, such as memory training for middle -aged and senior audiences .
Body painting +
displaying gameplays
Eye -catching novelty
and riddling
Play the game on iPad
on speaker Authority endorsement
Click the image to play the complete creative
Source: SocialPeta -Ad Creatives, displaying the most popular ad creatives within the date range.
Date Range: Jan -Dec 2024

51
Marketing Analysis of Casual Mobile Games
On average, 21 K casual game advertisers released ad creatives each month, with 45 % of them being new creatives . In
addition to mid -core and hard -core mobile game advertisers, light casual game companies expanding globally have also
performed well .Notably, 45 of the top 100 advertisers were global companies .
62.4% 60.0% 58.7% 58.0% 57.4% 58.2%
65.0% 64.9%
69.0% 69.6%
72.2%
68.7%
17 K
18 K
19 K
20 K
21 K
22 K
23 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of advertisers by month
Number of creatives % of advertisers with new creatives
47.4%
40.1%
42.5%
44.1%
41.5%
47.4% 47.1%
43.7% 44.2% 44.7%
46.3% 45.9%
2.8M
3.0M
3.2M
3.4M
3.6M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of ad creatives by month
Number of creatives % of new creatives
79.6%
17.8%
Proportions of impressions from
creatives by type
Video Image Playable Other
8.6% 52.3% 36.1%
Share of casual games ’ video
creatives by length
<15s 15-30s 30-60s >60s
14.7% 23.3% 61.8%
Share of casual games ’ image
creatives by format
Vertical Horizontal Square Other
45.0%
Going -global companies ’ share of
Top 100 advertisers by advertising
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024

52
Examples of Casual Games’ Popular Creatives
While mid -core and hard -core mobile games were attracting attention by using casual gameplays, hyper -casual mobile
games targeted at live -action short video creatives .
Live -action TT challenge Hot dance of cute pets Intellectual challenge +
Deliberate failure Attractive DIY
Click the image to play the complete creative
Source: SocialPeta -Ad Creatives, displaying the most popular ad creatives within the date range.
Date Range: Jan -Dec 2024

53
Marketing Analysis of SIM Mobile Games
The number of advertisers decreased in fluctuation to the lowest values in April and September, respectively.
Realistic -style simulators stood out in the market. Light idle business genre was popular in going -global mini games.
41.9%
39.2%
43.8% 44.1%
40.5%
47.0% 46.0%
42.2%
43.8% 44.1% 44.7% 44.1%
0.7M
0.7M
0.8M
0.8M
0.9M
0.9M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of ad creatives by month
Number of creatives % of new creatives
78.8%
18.2%
Proportions of impressions from
creatives by type
Video Image Playable Other
9.2% 52.4% 35.5%
Share of SIM games ’ video creatives
by length
<15s 15-30s 30-60s >60s
14.5% 26.1% 58.7%
Share of SIM games ’ image creatives
by format
Vertical Horizontal Square Other
48.0%
Going -global companies ’ share of
Top 100 advertisers by advertising
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024
63.0% 63.5% 60.9% 60.5% 60.9% 59.8%
63.9%
67.4% 68.7%
73.5% 74.9% 75.2%
6.2 K
6.4 K
6.6 K
6.8 K
7.0 K
7.2 K
7.4 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of advertisers by month
Number of creatives % of advertisers with new creatives

54
Examples of SIM Games’ Popular Creatives
ASMR and short drama were still the most commonly used patterns of creatives for female -oriented mobile games .This year
saw many big hits of realistic style, driving the growth of live -action creatives .
Novelty ASMR
Dramatic and
heartbreaking short story Live -action sitcom Crisis solving +
Deliberate failure
Click the image to play the complete creative
Source: SocialPeta -Ad Creatives, displaying the most popular ad creatives within the date range.
Date Range: Jan -Dec 2024

55
Marketing Analysis of Casino Mobile Games
Advertisers and creatives grew rapidly in the second half of the year to peak in October .
In the second half of the year, monthly new creatives accounted for as much as 60 % ,with an average of 72 ad creatives per
advertiser per month .
51.0%
55.1% 52.0% 51.3% 54.4%
69.3%
75.5% 77.2% 75.8% 76.6% 76.5% 76.5%
0 K
5 K
10 K
15 K
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of advertisers by month
Number of creatives % of advertisers with new creatives
50.7%
46.0% 46.5%
50.4% 50.6%
62.9% 64.0% 65.1% 64.7% 66.4% 64.9% 65.9%
0.0M
0.2M
0.4M
0.6M
0.8M
1.0M
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Trend in the number of ad creatives by month
Number of creatives % of new creatives
64.4%
33.6%
Proportions of impressions from
creatives by type
Video Image Carousel Other
16.6% 48.7% 30.6%
Share of casino games ’ video
creatives by length
<15s 15-30s 30-60s >60s
12.4% 11.2% 76.0%
Share of casino games ’ image
creatives by format
Vertical Horizontal Square Other
29.0%
Going -global companies’ share of
Top 100 advertisers by advertising
Source: SocialPeta, based on data that were captured and analyzed.
Date Range: Jan -Dec 2024

56
Examples of Casino Games’ Popular Creatives
Casino game creatives often involve real people and real money in order to be more convincing .In addition, there’re odd
lines and controversial stories to attract people to watch the creatives .
Expensive gift and
money temptation News -like promotion Winning in SIM games Start with unusual
remarks
Click the image to play the complete creative
Source: SocialPeta -Ad Creatives, displaying the most popular ad creatives within the date range. Date Range: Jan -Dec 2024

05
Marketing Analysis of
Popular Mobile Games in 2024

58
Other
TikTok AN
YouTube
TikTok
Google Ads
Messenger
AN(META)
Instagram
Facebook
Top advertising platforms
0.0 K
5.0 K
10.0 K
15.0 K
8/31 9/14 9/28 10/12 10/26 11/9 11/23 12/7 12/21
The game ’s ad creatives on iOS and Android in 2024
iOS Android
Video,
86.6%
Image,
13.0%
% of creatives by type
Advertising Data
First advertising date: Aug 2024
Total deduplicated creatives: 37.5K
Capybara Go!
Word Rogue Adventure Habby
Marketing Analysis of Popular New Games in 2024
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. Date Range: Aug -Dec 2024
The game was globally released on 23 October, with most of its marketing effort spent in South Korea .The game topped the
South Korean list of best -selling games within 1 month since its launch .
18 -24 37.9%
25 -34 51.3%
35 -44 8.6%
45 -54 1.4% 55 -64 0.2%
65+ 0.6%
Age distribution of audience
Indonesia
Thailand
Malaysia
The Philippines
USA
Macao (China)
Japan
Hong Kong (China)
Taiwan (China)
South Korea
Top 10 countries/regions by advertising

59
1.7M
Estimated
Impressions
16.6K
Likes
Released on:
Creative Data: Portrait; 540 x 960; 28 s
Features:
This creative, perfectly tailored to the audience on Tiktok .It begins with
the popular #Stomp to change scenes ,quickly grabbing the attention
of viewers in the first 3 seconds, followed by tempting game benefits .
The middle and rear parts of the creative show that the character’s
gear changes over time, in order to attract RPG players .
Capybara Go!’ s Excellent Active Video Creative
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range.
Date Range: Aug -Dec 2024
Click the image to play the complete creative

60
Capybara Go! ’s Other Marketing Patterns
AI -generated
animated
images Mini -game
Street
interview
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range.
Date Range: Aug -Dec 2024
The game also attached great importance to the beginning part of creatives, trying to attract more attention through AI,
mini -games, and simulated interviews .

61
0.0 K
5.0 K
10.0 K
15.0 K
1/1 2/1 3/1 4/1 5/1 6/1 7/1 8/1 9/1 10/1 11/1 12/1
The game ’s ad creatives on iOS and Android in 2024
iOS Android
Video,
95.2%
Image,
3.7%
% of creatives by type
Advertising Data
First advertising date: Dec 2023
Total deduplicated creatives: 45.1K
Vita Mahjong
Mahjong matching Vita Studio
Marketing Analysis of Popular Puzzle Mobile Games in 2024
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information.
Date Range: Jan -Dec 2024
It’s a tile -matching game that is very suitable for middle -aged and senior people .In Q 4 2024 ,the game started gaining wide
popularity and remained one of the top 5 free board games in the USA .
25 -34 1.4% 35 -44 6.2%
45 -54 22.5%
55 -64 42.5%
65+ 27.1%
Age distribution of audience
Canada
Germany
Chile
Japan
Indonesia
France
Mexico
Denmark
Brazil
USA
Top 10 countries/regions by advertising
Male 29.4% Female 70.3%
Gender distribution of audience

62
613K
Estimated
Impressions
85 days
Duration
Released on:
Creative Data: Landscape; 640 x 360; 60s
Features:
The creative starts with introducing “hypnic jerk”, a common
physiological phenomenon that often happens to middle -aged and
senior people in sleep .Then there is a broadcast advertising by a
real person as a doctor .An authority figure makes it easier to
convince people to download the game .
Vita Mahjong ’s Excellent Active Video Creative
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range.
Date Range: Jan -Dec 2024
Click the image to play the complete creative

63
Vita Mahjong ’s Other Popular Video Creatives
AI -generated
people
giving game
commentarie
s
Stories in
hospital
Retro game
scenes
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range.
Date Range: Jan -Dec 2024
As the game’s main target audiences are middle -aged and senior people, a lot of AI -generated broadcast creatives were
used by the game advertiser, as well as some hospital scenes and creatives of retro style .

64
0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
1/1 2/1 3/1 4/1 5/1 6/1 7/1 8/1 9/1 10/1 11/1 12/1
The game ’s ad creatives on iOS and Android in 2024
iOS Android
Video,
82.4%
Image,
16.6%
% of creatives by type
Advertising Data
First advertising date: Oct 2017
Total deduplicated creatives: 106.3K
Hero Wars: Alliance
Team RPG Nexters
Marketing Analysis of Popular Team RPG in 2024
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information.
Date Range: Jan -Dec 2024
Since the game was first released in app stores in 2016 ,it has been available for over 8 years, during which many classic
mobile game creatives were produced, including tower climbing, screw puzzle, and number maze .
18 -24 20.4%
25 -34 48.7%
35 -44 24.3%
45 -54 5.3%
Age distribution of audience
Norway
Switzerland
Hong Kong (China)
Taiwan (China)
France
Sweden
Australia
Canada
Germany
USA
Top 10 countries/regions by advertising
Male 88.4%
Female 10.9%
Gender distribution of audience

65
865K
Estimated
Impressions
79 days
Duration
Released on:
Creative Data: Portrait; 720 x 900; 90 s
Features:
Hero Wars’ video creatives are generally over 1 minute in length .The
advertiser is very good at making long -form video creatives .In the first
20 seconds, there’s a simple but eye -catching number comparison .
The second half of the creative is about number -based exploration,
battle, and collection .It’s extremely appealing to players .
Hero Wars: Alliance ’s Excellent Active Video Creative
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range.
Date Range: Jan -Dec 2024
Click the image to play the complete creative

66
Hero Wars: Alliance ’s Other Popular Video Creatives
Animation
with special
characteristics
Real people
playing the
game
Mini game
marketing
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range.
Date Range: Jan -Dec 2024
In addition to the highly distinctive number upgrade, many other types of ad creatives were tried this year, such as
animation, live -action, mini game gameplays .

67
0.0 K
2.0 K
4.0 K
6.0 K
8.0 K
1/1 2/1 3/1 4/1 5/1 6/1 7/1 8/1 9/1 10/1 11/1 12/1
The game ’s ad creatives on iOS and Android in 2024
iOS Android
Video,
84.0%
Image,
15.6%
% of creatives by type
Advertising Data
First advertising date: Nov 2022
Total deduplicated creatives: 86.2K
Whiteout Survival
Frozen apocalypse SLG Century
Games
Marketing Analysis of Popular Mobile SLGs in 2024
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information.
Date Range: Jan -Dec 2024
It’s the highest -grossing game of all Chinese mobile games going global . Frozen world + hybrid SLG became a new
gameplay for many SLGs to start with .
18 -24 39.9%
25 -34 43.0%
35 -44 12.2%
45 -54 3.6%
55 -64 0.7% 65+ 0.5%
Age distribution of audience
Australia
Hong Kong (China)
Canada
UK
Saudi Arabia
Germany
South Korea
Taiwan (China)
Japan
USA
Top 10 countries/regions by advertising
Male 82.1%
Female
17.2%
Gender distribution of audience

68
4.1M
Estimated
Impressions
354 days
Duration
Released on:
Creative Data: Portrait; 720 x 1280; 40s
Features:
During the first 3 seconds of the creative, there are real snowy scenes
to catch people’s attention .The creative proceeds to show in-game
characters sweeping the snow, which echoes the earlier scenes .As
the snow cleaning goes on, the maze map is unfolded to reveal the
construction system .
Whiteout Survival ’s Excellent Active Video Creative
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range.
Date Range: Jan -Dec 2024
Click the image to play the complete creative

69
Whiteout Survival ’s Active AI Image Creatives
Steampunk mecha AI anime -style girl
Airplane crash & game
characters
AI -generated creatives are very common in advertising mobile games, especially SLGs which would use AI -generated
images to introduce the game lore and other elements .
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range.
Date Range: Jan -Dec 2024

70
0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
5.0 K
8/1 8/15 8/29 9/12 9/26 10/10 10/24 11/7 11/21 12/5 12/19
The game ’s ad creatives on iOS and Android in 2024
iOS Android
Video,
66.0%
Image,
33.8%
% of creatives by type
Advertising Data
First advertising date: Aug 2024
Total deduplicated creatives: 17.5K
Jujutsu Kaisen
Phantom Parade
Anime -based, turn -based RPG Bilibili
Marketing Analysis of Popular Anime -Based Games in 2024
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information.
Date Range: Aug -Dec 2024
It’s a mobile game based on the famous manga “Jujutsu Kaisen”, developed by CyberAgent and published by BiliBili except
for its Japanese version .
18 -24 50.9% 25 -34 36.5%
35 -44 12.6%
45 -54 0.8%
Age distribution of audience
Australia
Singapore
Taiwan (China)
France
Hong Kong (China)
Germany
Canada
UK
South Korea
USA
Top 10 countries/regions by advertising
Male 76.9%
Female 20.5%
Gender distribution of audience

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47.9K
Estimated
Impressions
38 days
Duration
Released on:
Creative Data: Landscape; 1920 x 1080 ; 89s
Features:
“Jujutsu Kaisen” is the most popular anime IP in recent years that
boasts an enormous number of fans in the world .The ACGN group
generally embraces and enjoys re -creations based on anime
characters .This creative was released for the game in South Korea,
very attractive in the market thanks to its funny elements .
Jujutsu Kaisen Phantom Parade ’s Excellent Active Video Creative
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range.
Date Range: Aug -Dec 2024
Click the image to play the complete creative

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Popular characters Game benefits Gacha strategy
For anime -based mobile games, popular characters should be used properly to attract attention to the games .Meanwhile,
game benefits and in -game strategy guides can also attract many users who are into both anime and games .
Jujutsu Kaisen Phantom Parade ’s Active Image Creatives
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range.
Date Range: Jan -Dec 2024

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Declaration
1.Data Sources
With the assistance of the world’s biggest advertising intelligence and analysis tool, SocialPeta Data Team has provided you with insights into the mobile advertising data of global game market .We
collect advertising data by sampling worldwide, covering over 80channels and nearly 80countries and regions worldwide, and have captured atotal of over 1.6billion advertising data, with over 1million
ad data being updated by the hour each day .Based on such huge data, we can gain insights into the advertising market trends .
2.Data Cycle and Indicators
Overall date range of the report :Jan –Dec 202 4
For specific data indicators, please see the notes on each page .
3.Copyright Notice
All tests, images, and graphics contained in this report are protected by the relevant trademark and copyright laws .Some texts and data are public information and their copyrights are owned by their
original creators .No organization or person shall copy or distribute, in whole or in part for any purpose, any portion of this report without approval from our company .The copyrights of all creatives
mentioned inthis report are owned by the respective advertisers .Any unauthorized use ofthis report for commercial activities isabreach of the Copyright Law of the People’s Republic of China and other
relevant laws and regulations as well as the relevant provisions ofthe International Convention .
4.Disclaimer
The industry data and market forecasts presented inthis report are based on the data captured by SocialPeta Data Team and estimated by using astatistical forecasting model combined with research
methods such as desk study and industry interviews .Limited by the research methods and data resources, this report can only be used as reference material .Our company shall have no liability for any
data or points of view inthis report .SocialPeta shall hold no responsibility for any legal consequences resulting from any action taken by any organization or individual by using or based on the above data
information, and the organization or individual shall take full responsibility for any disputes or legal liabilities arising therefrom .
5.Concerned Countries and Regions (based on the distribution area ofSocialPeta’s products, not the actual geographical distribution)
North America : USA, Canada, Mexico, Panama
Europe : Turkey, France, Germany, United Kingdom, Italy, Spain, Netherlands, Norway, Poland, Portugal, Belgium, Switzerland, Austria, Romania, Sweden, Greece, Denmark, Luxembourg, Ireland, Finland
JP & ROK : Japan, South Korea
China ’s HK, Macao & TW : Hong Kong (China), Macao (China), Taiwan (China)
Southeast Asia : Thailand, Indonesia, Singapore, Malaysia, Vietnam, Philippines, Cambodia
Oceania : Australia, New Zealand
South Asia : India, Pakistan
Middle East : Bahrain, Qatar, Saudi Arabia, UAE, Azerbaijan, Lebanon, Kuwait, Israel, Oman, Iraq, Morocco
South America : Brazil, Chile, Argentina, Colombia, Peru, Venezuela, Paraguay
Africa : Egypt, Kenya, Nigeria, Angola, South Africa, Algeria, Libya, Senegal, Ivory Coast

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