Insights into Marketing Trends in Southeast Asian Mobile Games in 2024
Download PDFOct, 2024 Insights into Marketing Trends
in Southeast Asian Mobile
Games in 2024
2
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CONTENTS
Insights into Overall
Marketing Trends in
Southeast Asian
Mobile Games in 2024
1
Top 20 Southeast Asian
Mobile Games by
Advertising & Excellent
Ad Creatives
2
Marketing Insights into
Top Mobile Games in
Southeast Asia
3
4
Insights into Overall Marketing
Trends in Southeast Asian
Mobile Games in 2024
01
5
Overall Marketing Trends in Southeast Asian Mobile Games
Monthly active advertisers in 2024
YoY 9.5% ↑ 21.6 K
Proportion of monthly new
advertisers in 2024
3.7% YoY 0.1% ↓
3.5% 3.5%
4.2%
4.6%
3.9% 3.9% 3.8%
3.1%
2.6%
1.8%
2.1%
1.7%
2.6%
1.8%
2.6% 2.6%
3.2%
8.5%
4.5%
3.9%
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
25.0 K
30.0 K
2023 Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec 2024 Feb Mar Apr May Jun Jul Aug
Active advertisers Proportion of new advertisers
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. 2023 – Aug. 2024
2024 saw over 20K mobile game advertisers in Southeast Asia. In June, new advertisers surged to account for 8.5%.
• Southeast Asia recorded over 21 K monthly mobile
game advertisers this year, and over 20 K active
mobile game advertisers each month throughout the
year .But, there was asignificant decline in the active
mobile game advertisers in June and July this year .
• Monthly new advertisers accounted for 3.7% in
Southeast Asia in 2024 ,declining 0.1percent from the
same time the year before .The lowest proportion of
new products is always reported in the Spring Festival
month (Jan . 2023 , Feb . 2024 ) of the year . New
products soared in June this year, and new game
advertisers accounted for 8.5%.
6
Trends of New Ad Creatives for Southeast Asian Mobile Games
Southeast Asia recorded a small surge of monthly advertisers with new creatives in July and August .There was a slight
increase in the proportion of monthly new creatives in 2024 .
• Averagely 63 .8% of advertisers released new ad creatives every
month in 2024 in Southeast Asia, representing aslight drop of 0.8%
YoY .There was a significant increase in the proportion of monthly
advertisers with new creatives in July and August .
• In Southeast Asia, monthly new creatives accounted for 39 .6% this
year, up 1.5% YoY .The proportion peaked at 49 .1% in June, and
dropped to around 45 % in July and August .
63.0% 63.0% 62.9% 61.9% 62.5%
66.9% 68.9% 67.7% 68.4%
65.4% 66.7%
61.3% 62.9% 60.7% 62.7% 61.1% 63.6% 61.8%
68.4% 69.1%
33.5% 34.4% 36.0% 36.7% 38.5%
41.7% 40.9% 42.7%
39.1%
36.2% 35.6% 36.9% 36.1%
30.6%
33.6%
36.8%
39.9%
49.1%
45.9% 45.1%
2023 Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec 2024 Feb Mar Apr May Jun Jul Aug
Proportion of advertisers with new creatives Proportion of new creatives
63.8%
Monthly advertisers with new
creatives in 2024
39.6%
Proportion of monthly new
creatives in 2024
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. 2023 -Aug. 2024
YoY: 0.8%↓ YoY: 1.5%↑
7
Advertising Analysis of Southeast Asian Mobile Games by Genre
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. 2024 -Aug. 2024
• Casual, casino, and puzzle games had the highest proportions of
advertisers .Among them, casual game advertisers accounted for
28 .4% of all mobile game advertisers in Southeast Asia, 1.4%
higher than the global figure .
• In Southeast Asia, RPGs were the most active in marketing, ranked
No .2 with RPG creatives accounting for 16 % of total creatives,
3.8% higher than the global figure .Meanwhile, RPGs released 231
monthly creatives, 50 creatives more than SLGs that were ranked
No .2.
Genre Advertisers (%) In comparison
with global data
Casual 28.4% 1.4%
Casino 13.9% -0.7%
Puzzle 11.3% -1.3%
Simulation 9.5% 0.9%
Action 7.0% 0.5%
RPG 7.0% 1.1%
SLG 4.7% 0.4%
Adventure 3.4% -0.1%
Card 2.9% -0.1%
Arcade 2.5% -0.6%
Genre Creatives (%) In comparison
with global data
Casual 29.6% -1.9%
RPG 16.0% 3.8%
Puzzle 10.7% -1.6%
SLG 8.6% 1.7%
Simulation 7.9% 0.1%
Action 6.7% 0.6%
Casino 5.7% 0.5%
Adventure 3.2% -0.2%
Card 3.1% -0.5%
Arcade 1.7% -1.0%
231
181
161 144 142 138 132 114 112 111
Monthly creatives of mobile games by genre
in Southeast Asia
In Southeast Asia, RPG became the most active genre in terms of marketing, because RPGs had the highest number of
monthly creatives and a proportion of creatives that was 3.8 percent higher than the global figure .
8
Analysis of Advertising in Countries/Regions in Asia Pacific
Monthly advertisers in Southeast
Asia: 20.1K
Indonesia had the most advertisers, 12 .3K,
followed by the Philippines and Vietnam .
Indonesia and the Philippines had more active
advertisers than Japan and South Korea .
Monthly creatives in Southeast
Asia:110
Thailand was the only country that had over
100 monthly creatives, followed by Singapore
and Malaysia that both had 94 monthly
creatives .
20.1 K
12.3 K
9.8 K 9.2 K 8.6 K 8.0 K 7.6 K
5.0 K
9.3 K 8.9 K 10.2 K
110
84
89 86
94
103
94
69
103 102
127
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
25.0 K
Southeast
Asia
Indonesia The
Philippines
Vietnam Singapore Thailand Malaysia Cambodia Japan South Korea Hong Kong,
Macao, and
Taiwan
Monthly Advertisers Monthly Creatives
Southeast Asia ’s marketing effort was less than that of Japan, South Korea, Hong Kong, Macao, and Taiwan this year .
Indonesia recorded the highest number of monthly advertisers, while Thailand the highest number of monthly creatives .
• Indonesia and the Philippines had more monthly advertisers
than Japan and South Korea .
• Except for Thailand and Japan, All the other countries in
Southeast Asia had less than 100 monthly creatives .
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. 2024 -Aug. 2024
9
Marketing Analysis of Southeast Asian Mobile Games on iOS and Android
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. 2024 -Aug. 2024
Percentages of Mobile Game Advertisers in Top
Countries/Regions in Asia Pacific on iOS and Android
• In Indonesia, iOS advertisers accounted for less than 20%. In Cambodia,
iOS advertisers had the highest proportion of 34.4%.
• In Southeast Asia, iOS and Android reported similar proportions of new
creatives, with a slightly bigger proportion on iOS. There was a relatively
bigger proportion of image creatives on iOS.
Monthly advertisers: 4.6K
Proportion of monthly new creatives: 47.8%
iOS Advertisers
Monthly advertisers: 11.9K
Proportion of monthly new creatives: 45.6%
Android Advertisers
Android
75.5%
iOS
24.5%
33 .8%
32 .5%
31 .8%
34 .4%
32 .4%
31 .9%
33 .9%
32 .7%
29 .7%
19 .9%
66 .2%
67 .5%
68 .2%
65 .6%
67 .6%
68 .1%
66 .1%
67 .3%
70 .3%
80 .1%
Hong…
South Korea
Japan
Cambodia
Malaysia
Thailand
Singapore
Vietnam
The…
Indonia
Video ,
64.3%
Image ,
29.6%
Playable ,
5.9%
Video ,
66.7%
Image ,
23.7%
Playable ,
9.2%
iOS advertisers accounted for less than 25 % .In Indonesia, iOS advertisers accounted for less than 20 % .Image creatives
on iOS accounted for nearly 30 % .
10 Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. 2024 – Aug. 2024
Analysis of Mobile Game Creatives by Type in Southeast Asia
In Southeast Asia, the proportion of video creatives was 11% higher than
the global figure, declining 5.5% from the same time last year.
SLGs had the biggest proportion of video creatives, 76.5%. Casino
games had the biggest proportion of image creatives, 44.3%.
68.9% 62.4% 71.9% 76.5% 68.0% 62.9% 54.4%
67.1% 67.0% 56.1%
16.9% 36.8% 14.3%
21.5%
18.1% 19.6% 44.3% 28.9% 29.7%
35.3%
Percentages of Mobile Game Creatives by Type in Southeast Asia
Video Image Other
71.3%
54.8%
65.8%
26.4%
40.2%
31.7%
Same time
last year
Global
Southeast
Asia
Percentage of creatives by type
Video Image Other
Creatives were mainly video s,of which nearly 70 % were videos of more than 30 seconds .SLGs had the biggest proportion of video creatives .
Casino games had the biggest proportion of image creatives .
15 .7% 15 .0% 59 .1% 10 .2% Video
Percentage of Video Creatives by Length for
Southeast Asia Mobile Games
<15s 15-30s 30-60s >60s
7.1% 13 .5% 67 .0% 12 .5% Image
Percentage of Image Creatives by Type for Southeast
Asia Mobile Games
Vertical Horizontal Square Other
11
Top 20 Southeast Asian Mobile
Games by Advertising &
Excellent Ad Creatives
02
12
TOP 20 Southeast Asian Mobile Games by Advertising in 2024
11 Epic Heroes Bingchuan Network
12 The Grand Mafia Yotta Games
13 Draconia Saga VN RedRiverGame
14 Block Blast! Hungry Studio
15 Mafia City Yotta Games
16 Kingdom Go! Bingchuan Network
17 Viking Rise IGG
18 Omniheroes OmniDream Games
19 封神异世录（国际版） JunHai Games
20 Brain Who? Matchingham Games
1 Bắn Cá Vui HomeLandTongits
2 Braindom Matchingham Games
3 Draconia Saga Zlongame
4 Legend of Mushroom:
Rush 4399
5 Ancient Seal:
The Exorcist
XsuperGamer
6 Lords Mobile IGG
7 Build Master OneFun
8 Hero Clash Bingchuan Network
9 Sky Utopia JunHai Games
10 Doomsday IGG
11 了不起的 AI修仙 Wonder Game
12 新武俠大明星 喬葳數位
13 Hello Café: Cafe
Impianmu VNG
14 Frost & Flame FunPlus
15 Ghost Story: Love
Destiny VNG
16 Brain Who? Matchingham Games
17 AFK Journey Lilith Games
18 Kingdom Go! Bingchuan Network
19 IDLE GOG VN Hong Ha Games
20 City Arena
7 PIRATES GAMES
1 Pesta Ludo: Permainan
Papan
Cavaco Broka
2 Draconia Saga Zlongame
3 Legend of Mushroom:
Rush 4399
4 Ancient Seal:
The Exorcist
XsuperGamer
5 Braindom Matchingham Games
6 Dragon Cape
Adventure
Century Games
7 Hero Clash Bingchuan Network
8 Riddle Test Kidding Box
9 Hero Wars Nexters
10 仙劍奇俠傳：新的開始 Kingnet
iOS 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. 2024 – Aug. 2024 ；
13
Popular Creatives for Southeast Asian Mobile Games: Mini -games as Ad Creatives
After Hong Kong, Macao, and Taiwan, Southeast Asia was an important market for minigames going global . Many classic
marketing patterns in China can be used in Southeast Asia .
Piggyback on IPs AI Filter
KOL commentary +
In -game scenes
Mini -game + Oral
advertising
Click the image 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. 2024 -Jul. 2024
14
Popular Creatives for Southeast Asian Mobile Games: MMORPG
As the most popular game genre in Southeast Asia, MMO games were the most in number and experienced the fiercest
competition in media buying .
AI -generated
animated images
Beautiful Login
screen Nostalgic elements
Combine with the
currently popular games
Click the image 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. 2024 -Aug. 2024
15
Popular Creatives for Southeast Asian Mobile Games: Live -action Creatives
Ad creatives with real people are more popular in Southeast Asia. In Vietnam and Thailand, local publishers also released
many high -quality ad creatives with real people.
Oral advertising by
real people
Cosplayer,
costumes, makeup
Live streaming of
KOL
In -game scenes
and reality
Click the image 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. 2024 -Aug. 2024
16
Marketing Analysis of Top
Mobile Games in Southeast Asia
03
17
Cambodia
The…
Indonesia
Malaysia
Singapore
Thailand
Vietnam
Top 10 countries/regions
by advertising
TikTok
YouTube
Google Ads
Messenger
AN(META)
Facebook
Instagram
Top advertising platforms
The Southeast Asian version of 倩女幽魂 , published by the Southeast Asian company VNG and launched on 22 August.
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. Date Range: Jul. 2024 -Aug. 2024
Advertising Data
First advertising date: May 2024
Total deduplicated creatives: 14.0K
Ghost Story: Love
Destiny
Xianxia MMO VNG
0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
5.0 K
6.0 K
7/1 7/6 7/11 7/16 7/21 7/26 7/31 8/5 8/10 8/15 8/20 8/25 8/30
The game ’s ad creatives released on iOS and Android
iOS Android
In July, the game started to
attract attention, building it up
for the coming pre –
registration.
Video ,
58.9%
Image ,
41.1%
% of creatives by type
Resolution of the most video
creatives:
720 * 720
Resolution of the most image
creatives:
1200 * 1200
On 22 August, the
game was released
and its creatives
peaked.
Marketing of Popular Mobile Games in the SEA : Local Publisher of Games Going Global
18
Ghost Story: Love Destiny ’s Excellent Active Ad Creative
28.7K
Likes
4.0K
Estimated
Conversions
Released on :
Estimated Impressions :925 .1K
Features : The creative starts with an in -game character,
showing how exquisite the in -game character modeling is .The
BGM was selected from the hot songs on TikTok and other
short -video platforms .The creative was edited to sync with the
beats of the music, making it look dynamic and pumped .
Click the image to play the complete creative
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Jul. 2024 -Aug. 2024
19
Vietnam
Indonesia
Malaysia
Thailand
Singapore
The
Philippi…
Top 10 countries/regions
by advertising
Others
UnityAds
YouTube
TikTok
TikTok AN
Google Ads
META(AN)
Instagram
Messenger
Facebook
Top advertising platforms
The best minigame going global in 2024, it had entered the market of Hong Kong, Macao, and Taiwan, the Japanese market,
the South Korean market, and the Southeast Asian market one after one .
Marketing of Popular Mobile Games in the SEA: Minigames Going Global
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. Date Range: Jan. 2024 -Aug. 2024
Advertising Data
First advertising date: Jan. 2024
Total deduplicated creatives: 24.9K
Legend of Mushroom:
Rush – SEA
Minigames going global 4399
0.0 K
2.0 K
4.0 K
6.0 K
8.0 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 7/1 7/15 7/29 8/12 8/26
The game’s ad creatives released on iOS and Android
iOS Android
In mid -July, the game
started a collaboration with
B.Duck , and there was the
second wave of creatives.
Video ,
44.1%
Image ,
55.9%
% of creatives by type
Resolution of the most video
creatives:
720 * 1280
Resolution of the most image
creatives:
1200 * 1200
On 7 March, the game
was released, and
there was the first
wave of ad creatives.
20
Legend of Mushroom: Rush ’s Excellent Active Ad Creative
319.0K
Estimated
Impressions
11.2K
Likes
Released on:
Release date: 2 June, 2024
Features: The creative starts with a wanted poster and Thai female
singer Jannine, an imitation of a scene in the popular anime “One
Piece”. Celebrity or KOL endorsement is the fastest way for games to
find inroad into local markets. The endorser advertises the game
orally, making the creative more convincing.
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Jun. 2024 -Aug. 2024
Click the image to play the complete creative
21
Singapore
The
Philippi…
Vietnam
Malaysia
Indonesia
Thailand
Top 10 countries/regions
by advertising
Others
TikTok
YouTube
Google Ads
Instagram
Messenger
META(AN)
Facebook
Top advertising platforms
It was the game with the greatest advertising effort in Southe ast Asia in the second half of this year .There were over 40 K
deduplicated creatives in 4 months, of which AI creatives accounted for a large proportion .
The Game with Greatest Advertising Effort in the SEA
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. Date Range: May 2024 -Aug. 2024
Advertising Data
First advertising date: April 2024
Total deduplicated creatives: 41.7K
Draconia Saga
Cartoon & Fantasy MMO Zlongame
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
5/1 5/8 5/15 5/22 5/29 6/5 6/12 6/19 6/26 7/3 7/10 7/17 7/24 7/31 8/7 8/14 8/21 8/28
The game’s ad creatives released on iOS and Android
iOS Android
Video ,
50.9%
Image ,
49.0%
% of creatives by type
Resolution of the most video
creatives:
1280 * 720
Resolution of the most image
creatives:
1200 * 628
Media buying started one and a
half months before the pre –
registration period.
On 16 July, the game
was released. Later, its
creatives peaked.
22
Draconia Saga ’s Excellent Active Ad Creative
534.4K
Estimated
Impressions
461
Popularity
Released on :
Duration :60 + days
Features :The creative shows a KOL playing the game and some in-
game scenes .It gained the highest popularity among other creatives
for the game recently . From creatives of KOLs playing a game,
people can learn about the actual quality of the game, and local
KOLs can attract their fans to play the game .Good KOLs can even
make the game asensation before it’s published .
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: May 2024 -Aug. 2024
Click the image to play the complete creative
23
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 – Aug 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)
Declaration
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
24
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