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Insights into Global Mobile Game Marketing & Ad Spend Trends for H1 2024

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Aug, 2024 Insights into Global Mobile Game
Marketing & Ad Spend Trends
for H1 2024

2
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CONTENTS
1 2 3
4 5 6
H1 2024 Insights into the
Trends in Global Mobile
Games
Top Global Mobile Games
in H1 2024
H1 2024 Marketing
Insights into Global Mobile
Games in Top Regions
H1 2024 Marketing
Analysis of Global Mobile
Games in Popular Genres
Marketing Cases of
Popular Mobile Games in
H1 2024
H1 2024 Ad Spend Trends
in Mobile Gaming
Industry Insight
H1 2024 Exclusive Insights
into the Marketing of
Games
7

5
Industry Insight

6
Regarding the top strategies for user acquisition, the key to
success lies in thorough and constant ambivalent
adaptation . The goal isn’t just to find the cheapest or
highest -paying audience but to reach all potential users
your product can possibly get .
At AdQuantum , we continuously analyze the cost of user
acquisition alongside audience behavioral metrics .Finding
a new winning creative approach can lead to profit growth if
you measure results correctly . It’s unfortunate how often
campaigns or sources are scaled prematurely . So ,
accurately developing your creative approach (you should
understand why exactly you’re making this specific
creative), continuously reaching, estimating, and re –
estimating specific audience segments, and scaling
gradually will eventually lead to your product’s success .
Roman Korotin
Partner Manager at AdQuantum
Considering the biggest challenges, the gaming industry
thrived during the pandemic, along with remote education and
fitness apps .However, nothing lasts forever .Now, we have to
deal with the tough competition on the market combined with
the SKAN difficulties everyone’s already used to .
The real competition isn’t just for installs but for users’ time .
Ads must be captivating, and onboarding should be engaging .
Given the increased UA costs, it’s crucial to make the entire
user journey and monetization process enjoyable and
valuable . A long user lifetime is where developers can truly
benefit .
Upon said, taligning your creative approach with users’ actual
motivations is essential, necessitating harmonious
collaboration among the development, creative, and UA teams .
Industry Insights

7
Iknow this is NOT a new strategy, but offering users subscriptions is a game changer .
When looking at the revenue splits (for our top game clients) between subscriptions, in -app purchases, and ad revenue, we are
seeing a lot more sales coming from subscriptions .
This also allows you to NOT be reliant on ads which is primarily dependent on the economy .
If you have a puzzle game or any game with new content, start incorporating subscriptions and show this subscription paywall
during the onboarding process .
Games can still offer in -app purchases and show ads, but having subscriptions will allow you to grow faster and have a more
stable revenue stream .
As much as non -games have borrowed strategies from the gaming industry, it’s time for the gaming industry to start adopting
some strategies from the top subscription apps .
Steve P. Young
CEO & Founder at App Masters
Industry Insights

8
The gaming industry is set for major changes in the coming years, shaped by several key trends :
• Mobile and 5G :The expansion of 5G networks will revolutionise mobile gaming with faster speeds and lower delays, enhancing
the overall gaming experience and user engagement .
• AI Personalisation :AI will significantly impact gaming by offering personalised experiences through data analysis, which will
help tailor content, recommendations, and ads to individual users, boosting satisfaction and retention .
• AR and VR :The use of Augmented Reality (AR) and Virtual Reality (VR) in gaming will provide unique, immersive experiences,
driving greater user interaction and loyalty .
• Privacy Concerns :As data privacy becomes more critical, game developers will need to ensure transparent and secure handling
of user data to maintain trust .
• Targeted Advertising :Ads will become more relevant and engaging by leveraging user context and behaviour ,improving click –
through rates and ad revenue .
• App Store Optimisation :Staying updated with App Store Optimisation (ASO) practices will be essential for maintaining visibility
and acquiring users as App Store algorithms and search behaviours evolve .
• Programmatic Advertising :The use of automated, data -driven advertising will improve targeting and ad placement, maximising
return on ad spend (ROAS) .
• Attribution Models : Adapting to new attribution models, like SKAdNetwork , will be crucial for accurately measuring ad
performance and user acquisition after the decline of traditional identifiers .
Fátima Castro
Product Marketing Specialist at Gamelight
Industry Insights

9
Globally, there‘s an uptrend in monetization strategies within the gaming sector .Hyper Casual games are leading in ad revenue
generation across six different ad networks . Game developers are increasingly adopting innovative monetization methods, with
significant interest in hybrid casual games and the introduction of novel advertising formats and mechanisms, such as Rewarded
Playtime .
The hype around Rewarded Playtime in gaming is significant, with one -quarter of players surveyed showing a preference for
adding games that offer real -world rewards, like gift cards, to their mobile gaming repertoire or even switching to them entirely .The
ability to earn tangible rewards through gameplay is a strong motivator .Moreover, if players find a game enjoyable, there’s a 64 %
likelihood they’ll explore other games by the same publisher, benefiting advertisers through potential cross -promotion and
enhancing the lifetime value (LTV) of their entire game portfolio .In simple terms, the more a user plays, the more they earn!
A substantial 84 % of users expressed interest in starting games that provide real rewards .About 76 % of gamers tend to alternate
between two to seven games weekly .Additionally, 53 % of gamers reported spending money on a single game .For casual games
advertisers, this set of users are highly crucial as this economy & behavior of gamers is quite different from what they see in
traditional channels .
Rewarded Playtime also has a massive benefit for publishers who are seeking to monetize their app .This channel of Monetization
has yielded an increase of 2.7x in eCPMs compared to traditional rewarded placements like an offerwall .
Read More about Rewarded Playtime on AppSamurai’s website .
Faheem Saiyad
Director at AppSamurai
Industry Insights

10
In today’s competitive mobile gaming world, getting your game noticed and downloaded can be tough .But there’s a powerful way to
boost your app’s presence :combine App Store Optimization (ASO) with Apple Search Ads (ASA) .ASO helps your app rank
higher in search results organically by optimizing your store listing, while ASA puts your app at the top of search results through paid
ads .When you use these strategies together, they work hand -in -hand to maximize your visibility and attract more users .
How ASA benefits ASO :
• Successful ASA campaigns identify high -performing keywords .
• Effective ad creatives can be adapted for ASO efforts .
• These insights improve organic visibility and conversion rates, helping your game rank higher in search results .
By using ASA data to refine your ASO practices, you can better optimize your app store listing, attract more high -intent users, and
improve overall user acquisition .
How ASO benefits ASA :
• A fully optimized app store listing increases conversions from paid ads .
• Effective visuals and relevant keywords make users more likely to download your app when encountered via ASA .
By ensuring your listing is optimized before running ASA campaigns, you maximize the return on investment, making your ad spend
more efficient .The combined power of paid and organic strategies amplifies your app’s immediate reach and supports long -term
growth, helping your game stay ahead in a crowded market .
Sukanya Sur
Content Marketing Manager at AppTweak
Industry Insights

11
Emerging technologies like AI, VR, and AR are set to revolutionize the future of gaming by enhancing immersion, interactivity,
and personalization .AI will significantly improve game design through advanced NPC behavior, procedural content generation,
and adaptive gameplay, creating more dynamic and personalized gaming experiences .VR will take immersion to the next level
by placing players directly into 3D environments, offering a sense of presence and engagement that traditional gaming cannot
match . AR, on the other hand, will blend digital elements with the real world, enabling location -based and interactive
experiences that encourage players to explore their surroundings in new and exciting ways .
Together, these technologies will foster the development of new game genres and innovative gameplay mechanics, pushing the
boundaries of what games can offer . They will also enhance social interaction within games, allowing players to meet,
collaborate, and compete in virtual spaces with a sense of realism and presence .Additionally, the integration of AI, VR, and AR
will make gaming more accessible to diverse audiences, including those with disabilities, and will drive economic growth by
opening up new markets and opportunities for developers . As these technologies continue to evolve, they will undoubtedly
shape the future of gaming, making it more immersive, interactive, and inclusive .
Vũ Thùy Vân Trinh
Marketing Lead at Gamee Studio
Industry Insights

12
Hyper Casual games are in decline, with many publishers moving away from this genre .However, some studios are still finding
niches to thrive in .Traditional Casual games, especially in the Puzzle category, offer more stability and sustainability but require
higher quality and depth .Hybrid Casual games are a major target for many studios, but success is rare and demands significant
investment in time, money, and talent .Studios need to accumulate experience to excel in this genre .
The game industry faces major challenges, including maintaining innovation amid fierce competition and the difficulty of creating
standout games .Studios experienced in Hyper Casual games struggle with redefining their core product lines .Additionally,
managing costs and securing funding is a significant challenge, especially for small and indie studios .
Trịnh Xuân Hải
Head Of Partnership at GameGeek
Industry Insights

13
The Mini Game segment has emerged as a major growth area within mobile gaming . Mini Games refer to instant games or
HTML 5 games that can be played without needing to download them first .In China, these types of games have succeeded via
super apps such as WeChat and Douyin ,which are the leading platforms .They traditionally monetize through an ads only model
and do not require a license (ISBN) to operate .
Nearly every mobile gamer surveyed reported that they had played a mini game in the past three months, which indicates the total
number of mini game players on mobile is around 650 million in 2024 .According to our survey 2/3 of mobile gamers are playing
mini games daily or several times a week .
While in -app advertising (IAA) remains the primary monetization method for mini games, we have seen a sharp rise in hit IAP
games (which do require ISBN) .Tencent launched its casual -competitive party game called Dream Stars on mini game platforms,
in addition to traditional app stores .Century Games launched their core strategy game Whiteout Survival on mini game platforms
before traditional app stores .
Xiaofeng Zeng
VP at Niko Partners
Industry Insights

14
Growing demand from Brands to engage mobile
games audiences will have a major impact on both
UA and Ad Monetization . As demand surges
publishers will have a real choice between featuring
ads for competitors or major consumer brands .The
implications for user acquisition will be huge, but it’s
the existing major publishers who will benefit whilst
smaller companies face new barriers to entry .
John Speakman
CEO at Gamesforum
At Appvertiser , we’ve introduced a sophisticated predictive
modeling tool that showcases 95 % accuracy in predicting
Lifetime Values (LTVs) across various app genres, including
gaming, non -gaming, subscription, and ad -monetized apps .
This tool enables precise LTV forecasting, ensuring
profitability and meeting ROI targets . With these accurate
predictions, it’s possible to scale user acquisition (UA)
campaigns profitably, allowing for confident spending
decisions .The predictive modeling extends beyond the app
level, providing detailed insights at creative, campaign,
channel, and country levels .This level of granularity helps
unlock additional value that wasn’t achievable before,
whether independently or with other solutions .By leveraging
this advanced tool, informed decisions can be made that
drive success and growth, optimizing campaigns to achieve
business goals effectively .
Harut Amirkhanyan
Director of Growth Marketing at Appvertiser
Industry Insights

15
The top strategy for user acquisition I’d highlight is serving the audience best by staying up to date with market research, being
innovative with creatives, and combining these two with iterative testing .
Market Research :Research is best used for navigating efforts .Understanding trends and identifying points of differentiation in
both paid UA and app store, as well as learning the traits and motivators of the target audience .This provides a foundation for
planning successful creatives .
Innovative Creatives :Following audience and market knowledge, the creativity and uniqueness of content and design can help
greatly in standing out in a competitive market .
Iterative Testing :Choices can have a large impact, and A/B testing the creatives allows for continuous experimentation, learning,
and optimization of creative strategies .Testing UA creatives and product page contents (ASO) provides the best chances of
reaching performance goals .
Senni Nurmi
Head of Marketing at Geeklab
Industry Insights

16
First of all 2024 has been marked with a huge boost of AI avatars,
e.g.Arcades got so much hype this spring .Iwas really surprised at
how fast the technology evolved . I can see a variety of options
offered now from simple AI lip -sync to complex 3d models .
Just saw a new Chinese AI for Creatives | Hooks production
https ://klingai .com , and yeah for now you can only use the free
version with limited tokens, but Ibet it will take no time for us all to
be using it in full range .
What to tell if even TikTok has already added the badge of “AI
content” that means the market really feels it.
Another two evolving trends I would like to mention : 1) merging
UGC style ads with Playables ; 2) using UGC style ads not only on
social media platforms, but on such as Unity, Mintegral , AdMob .
Right to say they were used there before by major players like
Dream Games as an example, but now we can see other
companies are getting positive ROI .
Ross Puriasev
CMO at UGC Ninja
According to all the interviews I conducted during
the gaming industry events featured in my vlog, I
see a lot of people talking about money issues .
Currently, we notice many layoffs and budget cuts,
yet these are all temporary actions .Ibelieve we are
in a period of adaptation and transformation .
It is all about taking action and responding to
market needs . Hyper -casual games are
transforming into hybrids, and cheap installs are not
cutting it anymore .Now, companies are focusing on
acquiring higher -quality users with longer LTV . All
the changes are for good, cause once you face the
challenge you cut the BS .
Renata Ravilova
PR&Community at UGC Ninja
Industry Insights

17
Industry Insights
The gaming industry is on the cusp of significant transformation, driven by key trends that will reshape its landscape .Central
to this change is the rise of Artificial Intelligence (AI) in game development, which will streamline production and lower entry
barriers, allowing smaller teams to create high -quality games .This will lead to a surge in game releases, intensifying market
competition .
To stand out, developers must focus on unique gameplay, compelling narratives, and effective marketing strategies .Cross –
platform play will also be crucial, offering seamless gaming experiences across devices .Additionally, integrated webshops
and mini -games are gaining popularity, enhancing player engagement and providing new monetization avenues .
Evolving app store regulations and a rise in mergers and acquisitions (M&A) will further shape the industry .Compliance with
stricter app store guidelines and strategic consolidation by larger companies will drive innovation and investment, positioning
them to thrive in a rapidly evolving market .
In summary, the gaming industry’s future is dynamic and competitive, with AI, unique game features, cross -platform play, and
regulatory changes set to redefine the landscape .
Batuhan Avucan
Founder & Managing Director at Mobidictum

18
01
H1 2024 Insights into the
Trends in Global Mobile
Games

19
Overall Advertising Trends in Global Mobile Games
There was a robust growth in the number of advertisers .Creatives per advertiser remained stable at around 100 per month .
• The number of active advertisers was on a
stable rise in Q2 2024 ,with over 55 K mobile
game advertisers every month, and the highest
number in April .
• In H1 2024 ,there were about 105 monthly
creatives per advertiser, indicating a less
competitive market compared to last year .
Monthly creatives declined by 22 .8% YoY and
18 .0% MoM .
H1 2024 Monthly Active Advertisers
YoY 33.7% ↑ 56.6 K
H1 2024 Monthly Creatives per Advertiser
105 YoY 22.8% ↓
• Source: SocialPeta, based on data that were captured and analyzed. • Date Range: Jan 2023 – Jun 2024
126
132 133 131
141
151 148
139 141
118
111 110 112
106 107 102 100 102
30.0 K
35.0 K
40.0 K
45.0 K
50.0 K
55.0 K
60.0 K
2023 Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec 2024 Feb Mar Apr May Jun
Active Advertisers Monthly Creatives per Advertiser

20 • Source: SocialPeta, based on data that were captured and analyzed. • Date Range: Jan 2023 – Jun 2024
Marketing Analysis of New Creatives for Global Mobile Games
The advertising of mobile games experienced a decline . Monthly advertisers with new creatives accounted for a smaller
percentage .New creatives accounted for over 50 % every month in 2024 .
• In H1 2024 , advertisers with new creatives accounted for an
average of 65 .1% per month, down 5.8% YoY, and the percentage
peaked at 66 % in June this year .
• There was a rise in the share of new creatives .In 2024 ,monthly
new creatives accounted for 51 .4%,up 2.4% YoY, and peaked at
56 % in June, basically unchanged compared to the same period
last year .
65.1%
Advertisers with new creatives in H1
51.4%
Share of monthly new creatives in H1
73.6%
70.4% 70.8%
67.8%
70.6% 72.3%
75.4% 75.2%
72.2% 72.7% 71.1%
66.0% 65.8% 65.8% 64.1% 64.5% 64.5% 66.0%
44.8% 45.1% 46.9% 48.4%
52.6%
56.3% 54.0% 54.2% 51.7%
48.6% 49.6% 49.5% 50.9%
46.7%
50.4% 51.5% 53.1%
56.0%
2023 Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec 2024 Feb Mar Apr May Jun
% of advertisers with new creatives % of new creatives
YoY : 5.8% ↓ YoY : 2.4% ↑

21 • Source: SocialPeta, based on data that were captured and analyzed. • Date Range: Jan 2023 – Jun 2024
Insights into Global Mobile Game Advertising in Top Regions
H K ,Macau and Taiwan were the most competitive regions in H 1 2024 .Western Europe reported over 31 K monthly advertisers .
• There were over 100 monthly creatives in Hong Kong, Macau and
Taiwan ,Oceania ,and the US ;
• Besides Western Europe ,the US, Latin America ,and Southeast Asia
all had over 20 K monthly advertisers .
Monthly advertisers : 31.6K in
Western Europe
Western Europe reported the highest monthly game advertisers, and itwas also the only region that had over 30K advertisers . Southeast Asia and Latin America both had over 20 Kadvertisers .
Highest monthly creatives : 104 in
HK, Macau and Taiwan
Hong Kong, Macau and Taiwan regions of China experienced the fiercest competition in terms of advertising, followed by Oceania and the US . Advertising in Southeast Asia was less competitive, with 92 monthly creatives .
26.0 K
13.5 K 12.9 K 14.3 K
31.6 K
14.8 K
22.8 K
17.6 K
21.6 K
16.4 K
13.3 K
101
81 82
104
98
92 92
102
87
71
79
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
25.0 K
30.0 K
35.0 K
US Japan South Korea Hong Kong,
Macau and
Taiwan
Western
Europe
Middle East Southeast
Asia
Oceania Latin America South Asia Africa
Monthly Advertisers Monthly Creatives

22 • Source: SocialPeta, based on data that were captured and analyzed. • Date Range: Jan 2023 – Jun 2024
Advertising Analysis of Global Mobile Games by Genre
RPGs replaced SLGs as the game genre with the most creatives in H1, and puzzle games contributed the biggest YoY growth .
• Casual games still contributed the highest percentages of
advertisers and creatives, but the percentage of advertisers
experienced a drop of 1.84 %,the biggest drop among all game
genres .
• Casino mobile games had the biggest drop in the percentage of
creatives, followed by card games .
210
194
154 145 135 133 132 124 118 114
Monthly Creatives of Top Game Genres
Genre % of
Advertisers YoY Change
Casual 28.59% -1.84%
Puzzle 13.87% 2.34%
SIM 9.32% 0.02%
Action 7.32% -0.39%
RPG 6.42% 0.67%
Casino 6.03% -0.28%
SLG 4.80% 0.67%
Adventure 3.92% -0.04%
Arcade 3.51% -1.51%
Card 3.48% -0.68%
Genre % of
Creatives YoY Change
Casual 32.43% 0.11%
Puzzle 12.14% 1.44%
RPG 11.64% 0.91%
SIM 7.86% 0.36%
SLG 7.00% 0.07%
Action 6.17% 0.92%
Casino 4.47% -2.60%
Card 3.69% -1.48%
Adventure 3.36% 0.31%
Arcade 3.00% -0.15%

23 • Source: SocialPeta, based on data that were captured and analyzed. • Date Range: Jan 2023 – Jun 2024
Marketing Analysis of Global Mobile Games on iOS and Android
iOS advertisers accounted for less than 30%, among which c asual and casino games contributed the lowest percentages.
Video creatives on Android accounted for a higher percentage and were updated more frequently.
Android
71.4%
iOS
28.6%
Monthly advertisers: 14.5K
Share of monthly new creatives: 46.8%
iOS Advertisers
Video ,
64.4%
Image ,
28.1%
Android Advertisers
Monthly advertisers: 29.0K
Share of monthly new creatives: 50.9%
Video ,
69.2%
Image ,
20.1%
Percentages of Top Game Advertisers by Genre
on iOS and Android
• On iOS, ca s u a l and casino game advertisers accounted for
21 .7%,the lowest percentage .
• Hard -core games accounted for a higher percentage of
advertisers on iOS, among which adventure advertisers on iOS
accounted for over 50 %.
21.7%
42.9%
49.5%
47.5%
53.0%
43.5%
42.5%
42.6%
38.7%
36.2%
21.7%
78.3%
57.1%
50.5%
52.5%
47.0%
56.5%
57.5%
57.4%
61.3%
63.8%
78.3%
Casino
Music
Sports
Card
Adventure
Action
RPG
SLG
SIM
Puzzle
Casual

24 • Source: SocialPeta, based on data that were captured and analyzed. • Date Range: Jan 2023 – Jun 2024
Advertising Analysis of Global Ad Creatives by Type
Video creatives accounted for over 3/4 of all creatives for mobile games and over 46% of the video creatives were of more tha n 3 0 seconds.
Thanks to AI, image creatives had arising number of impressions.
In H12024 ,video creatives accounted for over 77 %,up 11 .5% compared
to the same period last year .
Under the influence of AIGC, impressions of image creatives continued to
increase and accounted for over 25 % in June this year .
78.7% 78.2% 77.3% 75.1% 74.5% 73.5% 71.8% 70.1% 68.6% 67.9% 66.7% 68.0%
19.2% 19.6% 20.3% 20.9% 20.8% 21.4% 22.8% 23.6% 24.2% 24.4% 24.5% 25.1%
2023 Aug Sept Oct Nov Dec 2024 Feb Mar Apr May Jun
Percentages of impressions of ad creatives by type
Video Image Other
66.3%
77.8%
25.2%
18.8%
H1 2023
H1 2024
Percentage of Creatives by Type
Video Image Playable Html Carousel
7.3%
46.5% 42.7% 3.4% Video
Percentage of Video Creatives by Length
<15s 15-30s >30s >60s
6.5%
10 .4% 56.5% 26 .6% Image
Percentage of Image Creatives by Type
Vertical Horizontal Square Other

25
02
Top Global Mobile Games
in H1 2024

26
T op 30 by Advertising – Android
1 Jewel Abyss
ENP Games Match -3
2
Tycoon Casino Vegas Slot
Games
Triwin Games
Slot
3 Block Blast!
Hungry Studio Matching
4 The Grand Mafia
Yotta Games SLG
5 MONOPOLY GO!
Scopely
Social
Casino
6 Lords Mobile
IGG SLG
7 Lightning Link Casino Slots
Product Madness Slots
8 マジックカード
Bingchuan Network
Card
RPG
9 Titan War
Bingchuan Network
Card
RPG
10 Braindom
Matchingham Games
Brain Teaser
Hyper -Casual
11 Cash Tornado Slots
Zeroo Gravity Games Slots
12 Mafia City
Yotta Games SLG
13 Twisted Tangle
Rollic Games
Hyper –
Casual
14 Seat Away
Rollic Games
Hyper –
Casual
15 Doomsday
IGG SLG
16 Garden Affairs
Judian Technology Match -3
17 Word Search Block Puzzle GamePandas of Caribbean Word
18 Doodle Magic
Dream Of Dragon Minigame
19 Legend of Mushroom
4399 Minigame
20 Whiteout Survival
Century Games SLG
21 1945 Air Force
ONESOFT Arcade
22 LYSSA: Goddess of LOVE
Panoramik Games
Card
RPG
23 Nexus War: Civilization
Yotta Games SLG
24 Sky Utopia
JunHai Games
Idle
RPG
25 Ancient Seal: The Exorcist
Xsuper Gamer
MMO
RPG
26 Fishing Game ZoneHOMELAND INTERACTIVE T&E PTE. LTD. Fishing
27 Happy Match Cafe
KINGS FORTUNE Matching
28 Jackpot World
Bole Games Slots
29 Dragonscapes Adventure
Century Games
Business
Simulation
30 Build Master: Bridge Race
First Fun
Building
Simulation
• 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 – Jun 2024

27
T op 30 by Advertising – 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 – Jun 2024
1 MONOPOLY GO!
Scopely
Social
Casino
2 Legend of Mushroom
4399 Minigame
3 マジックカード
Bingchuan Network Card RPG
4 Block Puzzle
Doodle Mobile Matching
5 Ancient Seal: The Exorcist
Xsuper Gamer
MMO
RPG
6 Block Blast!
Hungry Studio Matching
7 Dragonscapes Adventure
Century Games
Business
Simulation
8 異世界奇妙生活
EWORLD
RPG
SIM
9 Whiteout Survival
Century Games SLG
10 了不起的 AI 修仙
UNI -STAR
Idle
RPG
11 出發吧麥芬
XD Inc. Idle RPG
12 潘 朵拉:命運先知
SpringGame
MMO
RPG
13 Traffic Puzzle
Huuuge Games Matching
14 My Cruise
EYEWIND
Business
Simulation
15 Last War:Survival
First Fun SLG
16 BangBang Survivor
SPGame Minigame
17 미르 2:승자위왕
KODA DUCK GAMES
MMO
RPG
18 Happy Match Cafe
KINGS FORTUNE Matching
19
Rent Please! Landlord
Sim
Shimmer Games
Business
Simulation
20 新武俠 大明星
喬葳數位 Card RPG
21 Hero Wars
Nexters Card RPG
22 Okara Escape
Jets group Merge -2
23 Brain Teaser Guru
游梦科技
Brain teaser
Hyper -casual
24 Evony
Top Games SLG
25 Cash Club Casino
Bole Games Slots
26
Adventure Island
Merge
FlyBird
Merge -2
27 The Grand Mafia
Yotta Games SLG
28
Legend of Mushroom:
Rush
4399
Minigame
29 少年神獸傳
Rhinos
Idle
Card
30 Tarisland
Tencent Games
MMO
RPG

28
Top 20 Companies by Advertising
# Company Name NO. of Advertised
Products
Mainly Advertised
Products
1 Rollic Games 242
2 Bingchuan Network 34
3 Yotta Games 16
4 FunPlus 31
5 Homa 70
6 JunHai Games 48
7 SayGames 127
8 Bole Games 25
9 IGG 31
10 Level Infinite (Tencent) 42
# Company Name NO. of Advertised
Products
Mainly Advertised
Products
11 Guru Puzzle Game 29
12 Century Games 25
13 Hungry Studio 8
14 Product Madness 10
15 VOODOO 224
16 Supersonic 120
17 Aged Studio 48
18 Casual Azur Games 228
19 Scopely 30
20 Joy Net Games ( 4399 ) 18
• 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 an advertiser. • Date Range: Jan – Jun 2024

29
03
H1 2024 Marketing I nsights
into Global Mobile Games in
Top Regions

30 • Source: SocialPeta – Advertising Intelligence, Country/Region Analysis; advertisers on the Top 5 List are sorted by their total deduplicated creatives. • Date Range: Jan – Jun 2024
Advertising Insights into the US Market
H1 2024 recorded totally over 50K advertisers with new creatives. Casual puzzle games contributed half of the ad creatives
released for games in the US.
• Rollic Games’ several hyper -casual games made itto the list of top games by advertising in the US, with most of the creatives to be gameplay +minorly
adjusted artworks .
Monthly proportion of advertisers
with new creatives
41.0%
Monthly proportion of new
creatives
The Grand Mafia
Cash Tornado Slots
Seat Away
Twisted Tangle
Braindom
H1 2024 Top 5 games by advertising in the US
Casual Puzzle
50.0%
SIM
11.8%
Action
10.9%
RPG
6.4%
SLG
5.5%
Arcade
4.5%
Casino
3.6%
Percentages of new advertisers by genre in H1
70.5%

31 • Source: SocialPeta –Advertising Intelligence, Country/Region Analysis; advertisers on the Top 5 List are sorted by their total deduplicated creatives. • Date Range: Jan -Jun 2024
Advertising Insights into the Japanese Market
Japan contributed the lowest percentage of new creatives to the global market. The traditional games’ PV and CM were
very effective in generating impressions.
• Japan was the No.1 target market for minigames going global. On the top 5 list, 3 games are from Chinese
companies.
59.6%
28.6%
Monthly proportion of new
creatives
Dragonscapes Adventure
Riddle Test
キノコ 伝説
Braindom
マジックカード
H1 2024 Top 5 games by advertising in Japan
Casual Puzzle
52.5%
SIM
12.5%
RPG
10.0%
Action
7.5%
SLG
5.0%
Casino
2.5%
Card
2.5%
Percentages of new advertisers by genre in H1 Monthly proportion of
advertisers with new creatives

32 • Source: SocialPeta –Advertising Intelligence, Country/Region Analysis; advertisers on the Top 5 List are sorted by their total deduplicated creatives. • Date Range: Jan -Jun 2024
Advertising Insights into the South Korean Market
MMO games remained a dominant position in the South Korean market. In 2024, new SLG advertisers accounted
for a considerable percentage of South Korea, indicating great potential.
• Many dark fantasy MMO games were newly released in South Korea. Anime -based games adapted from South Korean IPs achieved brilliant results.
57.4%
Monthly proportion of
advertisers with new creatives
30.1%
Monthly proportion of new
creatives
매니악 M
운명 M: 깨어난 발키리
Doodle Magic
미르 2:승자위왕
다크 M
H1 2024 Top 5 games by advertising in
South Korea
Casual Puzzle
33.3%
RPG
17.7%
SIM
16.7%
SLG
11.0%
Other
10.8%
Card
4.8%
Arcade 2.3 %
Percentages of new advertisers by genre in H1

33 • Source: SocialPeta –Advertising Intelligence, Country/Region Analysis; advertisers on the Top 5 List are sorted by their total deduplicated creatives. • Date Range: Jan -Jun 2024
Advertising Insights into Hong Kong, Macau and Taiwan regions of China
In the Hong Kong, Macau and Taiwan market, RPGs achieved outstanding performance, c ard games showed
promising prospects, and Taiwan region had a higher opportunity index than Hong Kong and Macau.
• Wuxia and Xianxia games remained hot in the Hong Kong, Macau and Taiwan market.
57.7%
Monthly proportion of
advertisers with new creatives
36.0%
Monthly proportion of new
creatives
1.3 K
1.4 K
1.5 K
1.6 K
1.7 K
1.8 K
Taiwan (China) Hong Kong (China) Macau (China)
Mobile game marketing opportunity index
RPG
29.6%
Casual
Puzzle ,
25.4%
SIM
11.7%
SLG
10.0%
Card
9.0%
Action
8.3%
Casino
3.0%
Percentages of new advertisers by genre in H1

34 • Source: SocialPeta –Advertising Intelligence, Country/Region Analysis; advertisers on the Top 5 List are sorted by their total deduplicated creatives. • Date Range: Jan -Jun 2024
Advertising Insights into the Western European Market
In Western Europe, new creatives accounted for over 41% of monthly creatives. Creatives were released in great
numbers and new creatives were updated frequently.
• The UK Market outdistanced other regions in advertising. Cartoon -style SIM games ranked highly.
58.7%
Monthly proportion of
advertisers with new creatives
41.4%
Monthly proportion of new
creatives
0.0 K
0.2 K
0.4 K
0.6 K
0.8 K
1.0 K
1.2 K
UK France Portugal Germany Italy
Mobile game marketing opportunity index
Casual Puzzle
46.9%
SIM 9.6%
Other
9.2%
Action
7.8%
RPG
6.3%
SLG
6.3%
Casino
4.7%
Percentages of new advertisers by genre in
H1

35 • Source: SocialPeta –Advertising Intelligence, Country/Region Analysis; advertisers on the Top 5 List are sorted by their total deduplicated creatives. • Date Range: Jan -Jun 2024
Advertising Insights into the Southeast Asian Market
In Southeast Asia, over 62% advertisers released new creatives every month, second only to the US market.
62.5%
Monthly proportion of
advertisers with new creatives
36.3%
Monthly proportion of new
creatives
0.0 K
0.1 K
0.2 K
0.3 K
0.4 K
0.5 K
0.6 K
Indonesia Vietnam Philippines Singapore Malaysia
Mobile game marketing opportunity index
Casual Puzzle
42.9%
RPG
10.7%
Other
8.8%
SLG
7.1%
SIM
7.1%
Casino
7.1%
Action
7.1%
Percentages of new advertisers by genre in H1

36 • Source: SocialPeta –Advertising Intelligence, Country/Region Analysis; advertisers on the Top 5 List are sorted by their total deduplicated creatives. • Date Range: Jan -Jun 2024
Advertising Insights into the Latin American Market
New Casual puzzle game advertisers accounted for nearly 55%, indicating that the local gamers preferred light games.
• In Latin America, the Brazilian market had the highest development value, and great advertising efforts were made by casino g ame advertisers.
56.4%
Monthly proportion of
advertisers with new creatives
33.6%
Monthly proportion of new
creatives
0.0 K
0.1 K
0.2 K
0.3 K
0.4 K
0.5 K
0.6 K
0.7 K
Brazil Mexico Venezuela Chile Peru
Mobile game marketing opportunity index
Casual Puzzle
54.7%
SIM 9.3%
RPG
6.7%
Action
6.7%
SLG
5.3%
Casino
5.3%
Arcade
5.3%
Percentages of new advertisers by genre in H1

37 • Source: SocialPeta –Advertising Intelligence, Country/Region Analysis; advertisers on the Top 5 List are sorted by their total deduplicated creatives. • Date Range: Jan -Jun 2024
Advertising Insights into the Middle Eastern Market
SIM and SLG genres accounted for relatively higher percentages of new advertisers. Middle East contributed a relatively
lower percentage of new creatives to the global market.
• More game companies were targeting the markets of Saudi Arabia, UAE, and Morocco. Localization and social function were the key.
57.5%
Monthly proportion of
advertisers with new creatives
28.6%
Monthly proportion of new
creatives
1.0 K
1.1 K
1.2 K
1.3 K
1.4 K
1.5 K
Saudi
Arabia
UAE Morocco Israel Iraq
Mobile game marketing opportunity index
Casual Puzzle
42.5%
SIM 15.3%
Action
10.3%
SLG
9.0%
RPG
6.8%
Racing
4.8%
Arcade
4.0%
Percentages of new advertisers by genre in H1

38
04
H1 2024 Marketing Analysis
of Global Mobile Games in
Popular Genres

39
Advertising of SLGs
The percentages of SLG advertisers on iOS and Android were almost even. Video mini -game creatives remained the main
method for advertising SLGs.
• Fierce competition remained. Due to the hidden rule of “high -quality + frequent updating”, SLGs contributed the highest percenta ge of new creatives among all genres.
• On the list of Top 100 SLGs by advertising , among which, high -quality SLGs made great advertising effort s.
44.7%
37.0% 35.3%
41.3% 39.6% 38.7% 38.6%
44.4%
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
US Japan South
Korea
Hong
Kong,
Macau,
and
Taiwan
Southeast
Asia
Middle
East
Latin
America
Western
Europe
The advertising of SLG advertisers in different
regions in 2024
Monthly on iOS Monthly on Android % of monthly new creatives
82.1% 79.7% 79.4% 78.8% 77.4% 76.9%
17.1% 19.3% 19.6% 20.1% 21.5% 21.8%
Jan Feb Mar Apr May Jun
Percentages of impressions of ad
creatives by type
Video Image Carousel Other
Last War:Survival
First advertising date: Mar. 2023
Total Deduplicated Creatives :22.1K
Primal Conquest
First advertising date: Aug. 2023
Total Deduplicated Creatives: 6.7K
鋼嵐
First advertising date: Mar. 2024
Total Deduplicated Creatives: 4.2K
• Source: SocialPeta -Advertising Intelligence, the presented data were extracted within the date range. • Date Range: Jan -Jun 2024

40
Cases of Popular Creatives for SLGs
Mini -games featuring “number growth” remained the mainstream of creatives for SLGs. The creatives start with sexy elements
and dramatic stories, eye -catching for the purpose of more conversions.
Number Fight for Level -up Creative Bullet Shooting Eye -catching Drama Live -action Sitcom
Click to play the complete creative
• Source: SocialPeta –Ad Creatives –Ad Display; the ad creatives that were selected and analyzed were relatively popular and had more impressions within the date range. • Date Range: Jan -Jun 2024

41 • Source: SocialPeta -Advertising Intelligence, the presented data were extracted within the date range. • Date Range: Jan -Jun 2024
Advertising of RPG s
RPGs contributed the highest percentage of new creatives among all game genres. The mainstream in 2024 was made
up of open world, minigames, and idle+.
• RPGs stood out with high percentages of image creatives and impressions of image creatives. With AI technology, image creativ es were created at an amazing speed.
• The South Korean market and China ’s Hong Kong, Macau and Taiwan market contributed the highest percentages of RPG new creatives. RPGs were very popular among
local people.
50.6%
46.0%
52.2% 52.8%
46.3%
41.0% 42.2%
50.6%
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
US Japan South
Korea
Hong
Kong,
Macau
and
Taiwan
Southeast
Asia
Middle
East
Latin
America
Western
Europe
The Advertising of RPG advertisers in different
regions in 2024
Monthly on iOS Monthly on Android % of monthly new creatives
62.5% 61.9% 60.8% 59.6% 57.8% 62.1%
33.6% 33.0% 32.7% 33.4% 34.0% 34.0%
Jan Feb Mar Apr May Jun
Percentages of impressions of ad
creatives by type
Video Image Carousel Other Legend of Mushroom
First advertising date: Feb. 2024
Total Deduplicated Creatives: 27.2K
出發吧麥芬
First advertising date: Dec. 2023
Total Deduplicated Creatives: 15K
Wuthering Waves
First advertising date: Apr. 2023
Total Deduplicated Creatives: 8.7K

42
Cases of Popular Creatives for RP Gs
AI creatives increased significantly. A collage of jokes and gameplay brought a high conversion rate.
Make jokes + Gameplay intro AI -generated high –
quality CG
Tribute to classic IPs A close -up of a classic
Bishōjo game character
Click to play the complete creative
• Source: SocialPeta –Ad Creatives –Ad Display; the ad creatives that were selected and analyzed were relatively popular and had more impressions within the date range. • Date Range: Jan -Jun 2024

43
Advertising of SIM Games
There was an obvious increase in the number of SIM game advertisers. Hong Kong, Macau and Taiwan regions of China
stood out with a great number of new creatives.
• A great many idle SIM games flowed into market. ACGN Isekai and surreal auto repair became hot genres in H1 2024.
• There was a downtrend in the percentage of impressions contributed by SIM games’ video creatives. Image creatives contributed nearly 20% of impressions.
38.6%
27.9% 25.9%
32.3%
29.0%
25.7%
28.7%
35.5%
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
4.5 K
5.0 K
US Japan South
Korea
Hong
Kong,
Macau,
and
Taiwan
Southeast
Asia
Middle
East
Latin
America
Western
Europe
The advertising of simulation game advertisers in
different regions in 2024
Monthly on iOS Monthly on Android % of monthly new creatives
76.9% 75.5% 74.0% 72.4% 70.3% 70.0%
16.5% 16.7% 16.9% 17.5% 18.0% 19.2%
Jan Feb Mar Apr May Jun
Percentages of impressions of ad
creatives by type
Video Image Carousel Other
異世界奇妙生活
First advertising date: Mar. 2024
Total Deduplicated Creatives: 13.7K
道天錄
First advertising date: Mar. 2024
Total Deduplicated Creatives: 12.3K
工匠與旅人
First advertising date: Jan. 2024
Total Deduplicated Creatives: 9.2K
• Source: SocialPeta -Advertising Intelligence, the presented data were extracted within the date range. • Date Range: Jan -Jun 2024

44
Cases of Popular Creatives for SIM Games
The creatives are mainly about scene simulation and business performance display. A deliberate failure is more effective in
arousing the audience ’s desire to play the game.
Ultra realistic and
Immersive
Event simulation + Shop
renovation Novel and relaxing Exquisite + Challenging
• Source: SocialPeta –Ad Creatives –Ad Display; the ad creatives that were selected and analyzed were relatively popular and had more impressions within the date range. • Date Range: Jan -Jun 2024
Click to play the complete creative

45 • Source: SocialPeta -Advertising Intelligence, the presented data were extracted within the date range. • Date Range: Jan -Jun 2024
Advertising of Casual + Puzzle Games
“Casual + puzzle” games outdistanced all the other genres in terms of the number of advertisers in all markets,
accounting for nearly 80% on Android.
• Puzzle games are led by gameplays and ad creatives, but new creatives only accounted for 27% of puzzle games’ creatives, a pe rce ntage obviously lower than those of
other genres.
• In H1 2024, impressions of video creatives accounted for a stable 75%. Creatives about gameplays provided a higher conversion rate.
35.9%
23.2% 22.9%
26.4% 26.6%
22.1%
27.4%
33.7%
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
20.0 K
US Japan South
Korea
Hong
Kong,
Macau,
and
Taiwan
Southeast
Asia
Middle
East
Latin
America
Western
Europe
The advertising of casual + puzzle game advertisers
in popular regions
Monthly on iOS Monthly on Android % of monthly new creatives
78.5% 76.3% 74.5% 73.9% 72.3% 75.9%
15.5% 16.2% 16.4% 16.1% 16.2% 17.3%
Jan Feb Mar Apr May Jun
Percentages of impressions of ad
creatives by type
Video Image Carousel Other
Drop Jelly
First advertising date: Feb 2024
Total Deduplicated Creatives: 5.8K
Clean It
First advertising date: Dec 2023
Total Deduplicated Creatives: 5K
Truck Star
First advertising date: Mar 2024
Total Deduplicated Creatives: 8.7K

46
Cases of Popular Creatives for Casual + Puzzle Games
The creatives often show an extremely difficult position or a deliberate failure in order to stimulate people’s interest, and ar e
especially good at acquiring users by beginning with live -action virtual reality short videos .
Live -action X -sports Cosplay with virtual reality Death challenge Deliberate failure
Click to play the complete creative
• Source: SocialPeta –Ad Creatives –Ad Display; the ad creatives that were selected and analyzed were relatively popular and had more impressions within the date range. • Date Range: Jan -Jun 2024

47
Advertising of Casino Games
The market of the US, Southeast Asia, and Latin America had great advantage. Slot gameplay made up a majority of the
total creatives.
• Android contributed more creatives than iOS. The list of top casino games by advertising was still dominated by old games .
• The advertising of casino games in Japan, South Korea, and the Middle East was relatively restrained, due to the national con dit ions and cultural environment of
those countries and regions.
42.2%
28.7%
25.0%
36.3%
39.3%
29.8%
42.4% 40.9%
0.0 K
0.2 K
0.4 K
0.6 K
0.8 K
1.0 K
1.2 K
1.4 K
1.6 K
US Japan South
Korea
Hong
Kong,
Macau,
and
Taiwan
Southeast
Asia
Middle
East
Latin
America
Western
Europe
The advertising of casino game advertisers in
different regions in 2024
Monthly on iOS Monthly on Android % of monthly new creatives
63.7% 62.2% 60.5% 59.9% 58.2% 62.7%
30.7% 31.3% 31.5% 31.6% 32.0% 32 .6%
Jan Feb Mar Apr May Jun
Percentages of impressions of ad
creatives by type
Video Image Carousel Other
Tycoon Casino Vegas
First advertising date: Aug. 2018
Total Deduplicated Creatives: 53K
Coin Master
First advertising date: Apr. 2016
Total Deduplicated Creatives: 90K
麻將明星 3缺 1
First advertising date: Aug. 2015
Total Deduplicated Creatives: 60.9K
• Source: SocialPeta -Advertising Intelligence, the presented data were extracted within the date range. • Date Range: Jan -Jun 2024

48
Click to play the complete creative
Cases of Popular Creatives for Casino Games
The creatives often have scenes of real people with cash , a way to fully show how shocked and excited people are at
the news of winning a big prize.
Flaunt luxuries Lure of cash and suspense Reaction to a big prize Sexy and dramatic
• Source: SocialPeta –Ad Creatives –Ad Display; the ad creatives that were selected and analyzed were relatively popular and had more impressions within the date range. • Date Range: Jan -Jun 2024

49
05
Marketing Cases of Popular
Mobile Games in H1 2024

50
Insights into the Marketing of Popular Mobile Games: Light SLG
The game remained the No.1 by revenue among all Chinese games released globally for several months, thanks to its perfect
integration of a parkour -shooter mini -game into a SLG gameplay.
Last War: Survival
A mixed light SLG by First Fun
Advertising Data
First advertising date: Mar. 2023
Total deduplicated creatives: 22.1K
Video ,
86.1%
Image ,
13.4%
% of creatives by type
Singapore
France
Netherl…
Israel
South…
Germany
Hong…
Australia
Canada
America
Top 10 countries/regions
by advertising
Male …
Female …
Other 0.7%
Gender Distribution
18 -24 31.6%
25 -34 43.8%
35 -44 16.4%
45 -54 6.2%
55 -64 1.3%
65+ 0.8%
Age Distribution
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
J-23 A-23 S-23 O-23 N-23 D-23 J-24 F-24 M-24 A-24 M-24 J-24
The game’s ad creatives released on iOS and Android
iOS Android
• Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. • Date Range: Jul 2023 -Jun 2024
Advertising Audience Analysis

51
Last War ‘s Excellent Active Ad Creative
Click to play the complete creative
Released on :
Estimated Impressions : 10M
Features: The game’s ad creatives are all about “parkour
and shooting for level -up”, focusing on a high integration
of ad creatives (mini -game) and the game itself. Besides,
live -action element is added to make the game’s ad
creatives more convincing.
78.7K
Likes
45.2K
Estimated
Conversions
• Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. • Date Range: Apr -Jun 2024

52
Insights into the Marketing of Popular Mobile Games: Minigames
The game was the best among all minigames that had gone global in H1 2024. It was first released as [菇勇者 传说 ] in China’s
Hong Kong, Macao, and Taiwan regions before it launched its South Korea n, Japanese, English, and Southeast Asian versions .
L egend of M ushroom
A globally released minigame by 4399
Advertising Data
First advertising date: Feb. 2024
Total deduplicated creatives: 27.2K
0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
5.0 K
6.0 K
2/1 2/15 2/29 3/14 3/28 4/11 4/25 5/9 5/23 6/6 6/20
The game’s ad creatives released on iOS and Android
iOS Android
18 -24 37.8%
25 -34 45.7%
35 -44 11.4%
45 -54 2.2%
55 -64 1.7% 65+ 1.1%
Age Distribution

Female 5.7% Other 0.9%
Gender Distribution
Italy
Sweden
Spain
Germany
New Zealand
France
UK
Australia
Canada
America
Top 10 countries/regions
by advertising
Video ,
57.2%
Image ,
42.8%
% of creatives by type
• Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. • Date Range: Feb –Jun 2024; As the game was released with different packages in different regions, the advertising here is mainl y about the game’s English version [Legend of Mushroom].
Advertising Audience Analysis

53
L egend of M ushroom ‘s Excellent Active Ad Creative
Released on :
Duration: 93 days
Features : AIGC ad creatives are a new marketing
trend among game advertisers in 2024. The following
creative is an example of AI image with animation
effects, providing better overall quality and leaving
some space for audience to imagine. And the words
“Free 3000 Pulls” are also an immediate attraction.
Click to play the complete creative
715.1K
Estimated
Impressions
400+
Estimated
Conversions
• Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. • Date Range: Apr -Jun 2024

54
Insights into the Marketing of Popular Mobile Games: Idle RPG
Since its release, the game has remained on the App Store’s best -selling games list in Taiwan (China) for several consecutive
days, demonstrating strong social stickiness as an idle RPG.
出發吧麥芬
An adventure idle MMO by XD Inc.
Advertising Data
First advertising date: Dec. 2023
Total deduplicated creatives: 16.9K
0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
5.0 K
1/1 1/15 1/29 2/12 2/26 3/11 3/25 4/8 4/22 5/6 5/20 6/3 6/17
The game’s ad creatives released on iOS and Android
iOS Android
Video ,
73.2%
Image ,
26.8%
% of creatives by type
Other
Google Ads
AN(META)
Messenger
Instagram
Facebook
Top advertising platforms
Male 54.5%
Female 43.2%
Other 2.3%
Gender Distribution
Advertising Audience Analysis
18 -24 20.4%
25 -34 60.4%
35 -44 15.9%
45 -54 2.3%
55 -64 0.6%
65+ 0.4%
Age Distribution
• Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. • Date Range: Jan -Jun 2024

55
出發吧麥芬 ‘s Excellent Active Ad Creative
Released on :
Duration: 70+ days
Features: It’s a live -action creative , mainly made up of a
hot short -video pattern and some in -game contents, an
easier way to draw attention. Moreover, the characters
change every day , telling the audience that the game is
idle and doesn’t need that much grinding to enjoy it.
78.7K
Estimated
Impressions
477
Popularity
• Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. • Date Range: Apr -Jun 2024
Click to play the complete creative

56
Insights into the Marketing of Popular Mobile Games: Game Adaptations
of Anime IPs
It’s a mobile game adaptation of the hot anime “Solo Leveling”. Its open beta was on 8 May. The game topped the list of free
games in US , Japan, and other countries/regions upon its release.
Solo Leveling: Arise
Action & adventure RPG by Netmarble
Advertising Data
First advertising date: March 2024
Total deduplicated creatives: 14.0K
Video ,
74.0%
Image ,
24.5%
% of creatives by type
Resolution of most video creatives :
720*1280
Resolution of most image creatives :
1200*628
Australia
Switzerl…
UK
Thailand
Germany
France
Taiwan…
Japan
South…
America
Top 10 countries/regions
by advertising
Other
ASA
TikTok
AppLovin
UnityAds
YouTube
Messenger
AN(META)
Instagram
Facebook
Google Ads
Top advertising platforms
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
3.5 K
3/15 3/22 3/29 4/5 4/12 4/19 4/26 5/3 5/10 5/17 5/24 5/31 6/7 6/14 6/21 6/28
The game’s ad creatives released on iOS and Android
iOS Android
• Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. • Date Range: Mar -Jun 2024

57
Solo Leveling: Arise ‘s Excellent Active Ad Creative
Released on :
Release date : 8 May 2024
Features :Games adapted from anime IPs mainly target
fans of the IPs , so it’s crucial that creatives for such a
game show how much it has in common with the anime IP.
The creative also reveals that it has 12 million pre –
registrations, to further attract those hesitating gamers.
412.6K
Likes
76.2K
Estimated
Conversions
Click to play the complete creative
• Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. • Date Range: Apr -Jun 2024

58
Insights into the Marketing of Popular Mobile Games: Match -3 + Games
The game grossed over 3 billion US dollars in revenue, making it the highest -grossing match -3 mobile game in 2024.
Royal Match
A highest -grossing m atch -3game
by Dream Games
Advertising Data
First advertising date: July 2020
Total deduplicated creatives: 65.3K
Video ,
85.7%
Image ,
12.2%
% of creatives by type
Brazil
South…
Italy
Canada
Japan
Australia
India
UK
Germany
America
Top 10 countries/regions
by advertising
0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
5.0 K
J-23 A-23 S-23 O-23 N-23 D-23 J-24 F-24 M-24 A-24 M-24 J-24
The game’s ad creatives released on iOS and Android
iOS Android
Male …
Female 49.2%
Other 0.8%
Gender Distribution
18 -24 23.1%
25 -34 34.4%
35 -44 20.8%
45 -54 12.8%
55 -64 6.1% 65+ 2.8%
Age Distribution
Advertising Audience Analysis
• Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. • Date Range: Jul 2023 -Jun 2024

59
Royal Match ‘s Excellent Active Ad Creative
Released on :
Duration : 50+ days
Features :It is a high -quality and problem -solving
creative for a match -3+ game. The creative shows the
process of playing 2 levels in the game. The first level is
played through without accident, but the second level fails,
a way to reduce the bounce rate.
2.5M
Estimated
Impressions
513
Popularity
• Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. • Date Range: Apr -Jun 2024
Click to play the complete creative

60
06
H1 2024 Ad Spend Trends in
Mobile Gaming

61
Ad Spend Share by Platform in H1 2024
• Date Range: The report consists of anonymized data collected by Tenjin for mobile games in the date range of 01.01.24 –30.06.24
60% 40%
iOS Android

62
Top 10 Countries by Ad Spend in H1 2024
• Date Range: The report consists of anonymized data collected by Tenjin for mobile games in the date range of 01.01.24 –30.06.24
Android
USA Brazil Japan Germany UK
South Korea India Mexico Canada France

63
Top 10 Countries by Ad Spend in H1 2024
• Date Range : The report consists of anonymized data collected by Tenjin for mobile games in the date range of 01.01.24 –30.06.24
iOS
USA Japan UK Germany Canada
Australia France Russia China Brazil

64
Top 10 Ad Networks by Ad Spend in H1 2024
• Date Range: Jan 2023 -Jun 2024 The report consists of anonymized data collected by Tenjin for mobile games in the date range of 01.01.24 –30.06.24
Android
Google Ads AppLovin Mintegral Meta Unity Ads
Adjoe ironSource Tapjoy TikTok Moloco Ads

65
Top 10 Ad Networks by Ad Spend in H1 2024
• Date Range: Jan 2023 -Jun 2024 The report consists of anonymized data collected by Tenjin for mobile games in the date range of 01.01.24 –30.06.24
iOS
AppLovin Google Ads Mintegral Meta Apple Search Ads
Unity Ads ironSource Adjoe TikTok Moloco Ads

66
07
H1 2024 Exclusive Insights
into the Marketing of Games

67
Top 10 Minigame s by Advertising in H1 2024
• According to the captured data, the marketing of minigames
released in Asia -Pacific was obviously different from that of
minigames released in Europe & America :
➢ Asia -Pacific: Focused on pre -registration and new –
release periods, starting pre -registration 1 month
before release and key promotion 2 months post –
release.
➢ Europe & America: There were more creatives in
the stable period and a longer promoting period.
3.0 K
3.5 K
1.5 K 1.0 K
2.0 K
3.0 K 2.0 K
0.5 K
Pre-registration
Period
New-release
Period
Stable Period Ending Period
Creatives during different periods for minigames
Daily creatives in the Asia-Pacific region
Daily creatives in the European and American area
• Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. • Date Range: Jan -Jun 2024
# Game Name Gameplay Deduplicated
Creatives
First Advertising
Date Publisher
1 Legend of Mushroom Open boxes + Idle 26K Feb 2024 4399
2 Doodle Magic Bullseye (Original) 21.5K Nov 2023 Dream Of
Dragon
3 BangBang Survivor Bullseye -like 19.9K Apr 2024 SPGame
4 Rent Please! Landlord Sim Business Simulation 18K Dec 2022 Shimmer
Games
5 新武俠大明星 Chicken -like 16.9K May 2024 Vision W ide
6 道天錄 Business Simulation 11.4K Mar 2024 Eskyfun
7 Zombie.io Zombie -like 10.8K May 2023 4399
8 キノコ 伝説 Open boxes + Idle 9.8K Jan 2024 4399
9 王子變變變 Slime -like 8.9K Apr 2024 GameArk
10 Top Heroes Mercenaries -like +
SLG 8.3K Dec 2023 RiverGame

68
Top Games on Steam by Advertising in H1 2024
• 4 of the Top 10 games were newly released in 2024, among
which the top 1 game [VALIANT TACTICS EX] was released
for Steam on 29 March 2024.
• Steam games focus their advertising on two periods. One
period starts upon a game ‘s release, generally lasting about 20
days. The other period is during a game’s major discount
events, for example “Steam Summer Sale”, which usually last s
about 15 days.
NO.41
Black Myth Wukong
Release date: 20 Aug 2024
First advertising date: 28 May 2024
Total popularity: 15.4k
Total creatives: 247
• Source: SocialPeta -Advertiser Analysis; Top 10 advertisers are sorted (from high to low) by the numbers of their ad creatives released within the date range. • Date Range: Jan -Jun 2024. Popularity (0 -1000) is a comprehensive index related to ad duration, views, and market effect. Creat ives with a higher popularity are more competitive.
# Game Name Popularity
1 VALIANT TACTICS EX 103.1K
2 Lost Ark 181.1K
3 PUBG BATTLEGROUNDS 77.5K
4 PSO2 NGS 56.0K
5 Dying Light 2:Stay Human 93.9K
# Game Name Popularity
6 SCUM 59.7K
7 Survival Fountain of Youth 48.2K
8
MGS3: Snake Eater
Master Collection Version 43.4K
9 Hotel Business Simulator 42.8K
10 RKGK/Rakugaki 47.1K

69
AIGC Changed the Marketing of Mobile Games
Some RPG and SLG advertisers used AI -generated ad creatives extensively.
• Advertisers with huge quantities of ad creatives had used AI -generated image creatives massively.
• Video creatives usually prioritized the apps ’ scenes. But there were also the following popular types
(click to play):
➢ AI-generated image creatives (mostly images of beauties);
➢ AI-generated images + AI -generated writings + AI-generated audio s
➢ AI-generated images + Animated images made by Dream Machine ( publiciz ing the game world)
13%
26% 25%
34%
21% 19%
49%
26%
40% 42%
62%
45%
0
200
400
600
800
1000
2023 Aug Sept Oct Nov Dec 2024 Feb Mar Apr May Jun
Image creatives of a hot SLG on Android during the past year
Deduplicated new image creatives AI-generated creatives’ share of popular creatives
• Source: SocialPeta –Ad Display; It was the reporter’s personal opinion that the creatives were AI -generated or not. For referen ce only. • Date Range: Jan -Jun 2024 ;

70
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 70 channels 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 –Jun 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
Declaration