Marketing Insights into Global Casual & Puzzle Games for Q1 2024

May, 2024 Marketing Insights into Global
Casual & Puzzle Games for Q1 2024
www.socialpeta.com

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6 M
A P P Ad v e r t i s e r s
1.6B
A P P A d C r e a t i v e s
1.20 M
D a i l y U p d a t e s
W e b s i t e : w w w. s o c i a l p e t a . c o m

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Supersonic from Unity is an industry -leading mobile game publishing
solution which provides game developers with the infrastructure and
know -how to create, launch, and scale their games .As part of the Unity
suite of solutions, Supersonic helps game developers turn their games
into scalable and sustainable businesses by taking a transparent
approach to publishing and empowering developers with powerful
technology and access to metrics .
Supersonic from Unity had 3 games in the top 10 most downloaded hyper –
casual games worldwide in 2023 – Bridge Race #2,Going Balls #3,Tall
Man Run #9,making Unity the 4th largest games publisher and the 2nd
largest hyper -casual games publisher worldwide by downloads in 2023 .*
100+
G a m e s P u b l i s h e d
80+
G a m e s Re a c h e d Top 10
4.9B+
To t a l In s t a l l s
W e b s i t e : w w w. s u p e r s o n i c . c o m

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CONTENTS
Q1 2024 Marketing
Insights into
Casual & Puzzle
Games 2
Q1 2024 Overall
Marketing Trends in
Global Mobile Games
1
Great Time for Instant
Games to expand
global market (Special)
4
Marketing Insights into
Top Casual & Puzzle
Game Advertisers
3

5
Q1 2024 Overall Marketing
Trends in Global Mobile Games
01

6
Advertising Trends in Global Mobile Games
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan., 2023 – Mar., 2024
Q1 2024 Monthly Active
Advertisers
YoY 28.9% ↑ 51.3K
Q1 2024 Monthly
Creatives
109 YoY 18.0% ↓
After a continuous increase in the number of advertisers, monthly advertisers remained stable at 50K in 2024.
Advertising reached a plateau, with about 110 monthly creatives .
129
135 135 135
145
157
153
143 144
121
113 112 113
106 108
30.0 K
35.0 K
40.0 K
45.0 K
50.0 K
55.0 K
2023 Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec 2024 Feb Mar
Advertisers Monthly Creatives

7
• Advertisers with new creatives continued to rise QoQ to peak in Q3 2023 .But Q1 of this year saw a slight decline in the number of advertisers with
new creatives .
• New creatives’ percentage had been growing until itremained stable above 70 % in 2023 .In Q1 2024 ,new creatives accounted for 74 % ,an increase
of about 1% compared to the last quarter .
Q1 2024 Advertisers
with new creatives
63.0K 84.2%
Q1 2024 New creatives
8.61M 74.7%
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan., 2022 -Mar., 2024
Increasingly high quality was expected from ad creatives by the market, so advertisers had to keep releasing new
creatives to attract players.
88.9%
89.6% 89.7%
90.0%
88.2%
85.7% 90.7%
88.0%
84.2%
8 0%
8 2%
8 4%
8 6%
8 8%
9 0%
9 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
Q1
2022
Q2 Q3 Q4 Q1
2023
Q2 Q3 Q4 Q1
2024
Advertisers with new creatives Percentage
59.7% 60.9%
60.4%
69.1%
71.9%
77.4% 77.3%
73.8% 74.7%
5 0%
5 5%
6 0%
6 5%
7 0%
7 5%
8 0%
0.0M
2.0M
4.0M
6.0M
8.0M
10.0M
12.0M
Q1
2022
Q2 Q3 Q4 Q1
2023
Q2 Q3 Q4 Q1
2024
New Creatives Percentage
Quarterly Trends of New Creatives for Global Mobile Games

8
161.2K
Impressions per ad creative for active mobile
games in Q1
% of creatives by type in Q1
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan., 2021 – Mar., 2024
Video ,
63.92%
Image ,
23.37%
Playable ,
6.14%
Html , 5.66% Carousel ,
0.91%
Q1 2024 Types of Ad Creatives for Global Mobile Games
Quarterly Trends of Advertisers on iOS & Android
Total number of advertisers has been on the rise. In Q1 2024, the number of
advertisers for Android was 2.1 times of that for iOS.
Q1 2024 recorded over 18K advertisers for iOS , increasing for three
consecutive quarters.
29 .8% 31 .2% 34 .7% 34 .9% 29 .9% 24 .0% 26 .9% 29 .3% 31 .9%
70 .2% 68 .8%
65 .3%
65 .1%
70 .1% 76 .0%
73 .1% 70 .7% 68 .1%
0.0 K
10.0 K
20.0 K
30.0 K
40.0 K
50.0 K
60.0 K
70.0 K
Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 Q1 2024
iOS Android
iOS ： 200.9K
Android ： 154.1K

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Genre % of Advertisers QoQ YoY
Casual 36.62% 0.73% 0.83%
Puzzle 13.12% 0.57% 2.10%
SIM 8.80% -0.11% 0.15%
Action 6.42% -0.27% -0.24%
Arcade 5.59% -0.02% -1.02%
RPG 5.49% -0.12% 0.26%
Casino 4.74% -0.23% -1.21%
SLG 4.06% -0.09% 0.43%
Card 2.96% -0.17% -0.98%
Adventure 2.76% -0.13% -0.27%
Genre % of Creatives QoQ YoY
Casual 39.59% 0.69% 1.97%
Puzzle 12.31% -0.70% 1.17%
RPG 8.61% 0.04% -0.55%
SIM 6.88% 0.22% -0.99%
Action 5.98% 0.69% 1.78%
SLG 5.93% -0.10% -0.44%
Arcade 4.17% 0.00% 0.50%
Casino 3.66% -1.33% -2.49%
Card 2.95% -0.20% -0.72%
Board 2.09% -0.07% -0.29%
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan., 2024 – Mar., 2024
Casual games accounted for a rising share of advertisers. Puzzle games reported an over 2% increase YoY in the share of
advertisers; Casual and action games increased by nearly 0.7% QoQ , the highest growth, in the share of creatives.
Percentages of Advertising by Game Genre in Q1 2024

10
Q1 2024 Marketing Insights into
Casual & Puzzle Games
02

11
11 Burrow Land VigaFun
12 Doodle Magic 大梦龙途
13 Happy Match Cafe King’s Fortune
14 Jewel Abyss ENP Games
15 Dice Dreams SuperPlay .
16 Twisted Tangle Rollic Games
17 Adventure Island
Merge: Save FlyBird
18 Royal Match Dream Games
19 Sudoku Hungry Studio
20 Build Master: Bridge
Race First Fun
1 MONOPOLY GO! Scopely
2 Braindom MatchinghamGames
3 Block Blast! Hungry Studio
4 マジックカード Bingchuan Network
5 1945 Air Force OneSoft
6 Garden Affairs JudianTechnology
7 Word Search Block
Puzzle Game
Pandas of Caribbean
8 Titan War Bingchuan Network
9 Dragonscapes
Adventure
Century Games
10 Legend of
Mushroom: Rush 4399
11 Okara Escape Jets group co.limited
12 My Cruise EYEWIND
13 超能世界 Bingchuan Network
14 英雄戰紀 Bingchuan Network
15 Galaxiga OneSoft
16 Doodle Magic 大梦龙途
17 ぽちゃガチョ！ Qingci Games
18 Wing Fighter Joyfort
19 Resortopia DH Games
20 Rent Please!
Landlord Sim
Shimmer Studio
1 Legend of Mushroom 4399
2 マジックカード Bingchuan Network
3 Legend of Mushroom:
Rush 4399
4 1945 OneSoft
5 Block Blast! Hungry Studio
6 Block Puzzle Doodle Mobile
7 Royal Match Dream Games
8 Adventure Island
Merge: Save FlyBird
9 Happy Match Cafe King’s Fortune
10 Stormshot FunPlus
iOS Android
Top 20 Casual Games by Advertising in Q1 2024
Source: SocialPeta – Advertiser Analysis; advertisers are sorted (from high to low) by the numbers of their deduplicated creativ es within the date range. Date Range: Jan., 2024 – Mar., 2024

12
11 Bus Jam RollicGames
12 Candy Crush Saga King
13 Match Frenzy:
3D Match JoyPlay
14 Find It Out -Hidden
Object Guru Puzzle
15 Jigsaw Puzzles for
Kids Spekadol
16 Seat Away RollicGames
17 Brain Who? Tricky
Riddle Tests
MatchinghamGames
18 Bright Objects Cleverside
19 Coloring Book: Color
by Number
Doodle Mobile
20 Gardenscapes Playrix
1 Braindom MatchinghamGames
2 Block Blast! Hungry Studio
3 Garden Affairs JudianTechnology
4 Burrow Land VGF Global
5 Happy Match Cafe KINGS FORTUNE
6 Twisted Tangle RollicGames
7 Jewel Abyss ENP Games
8 Adventure Island
Merge: Save FlyBird
9 Royal Match Dream Games
10 Sudoku Hungry Studio
11 Ten Crush Kiwi Fun
12 Candy Crush Saga King
13 Traffic Puzzle HuuugeGames
14 Find Out EYEWIND
15 Tap Color Pro Century Games
16 Story Painting Woohoo Studios
17 Dark Color Woohoo Studios
18 동글동글 거위헬스장 Qingci Games
19 Hidden Objects: Find
It Out Guru Puzzle
20 Twisted Tangle RollicGames
1 Block Blast! Hungry Studio
2 Block Puzzle Doodle Mobile
3 Royal Match Dream Games
4 Braindom MatchinghamGames
5 Happy Match Cafe KINGS FORTUNE
6 Brain Who? Tricky
Riddle Tests
MatchinghamGames
7 Okara Escape Jets group co.limited
8 Riddle Test MatchinghamGames
9 ぽちゃガチョ！ Qingci Games
10 Calming Crosswords
Puzzle Soft Towel
iOS Android
Top 20 Puzzle Games by Advertising in Q1 2024
Source: SocialPeta – Advertiser Analysis; advertisers are sorted (from high to low) by the numbers of their deduplicated creativ es within the date range. Date Range: Jan., 2024 – Mar., 2024

13
The highest number of creatives per casual
game in Q1 was in Europe
Europe reported the highest number of 173 quarterly
creatives per casual game .Meanwhile, Europe and
the US both had over 16 Kcasual game advertisers in
the quarter .
The highest number of creatives per puzzle
game in Q1 was in the US
The US was the most competitive market for advertising
puzzle games, with 147 creatives per advertiser in Q1
2024 .
The second market was Europe, with 144 creatives per
advertiser inthe quarter .
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan., 2024 -Mar., 2024
Advertising in Europe, the US, Southeast Asia,
a n d S o u t h A m e r i c a f a c e d t h e t o u g h e s t
competition, where advertisers and average ad
creatives w ere much more than in any other
region .
Observations about Advertising Casual & Puzzle Mobile Games
in Top Countries/Regions in Q1 2024
164
105 102
129
173
147
135 134
112
95
90
147
101 102
118
144
131
125
132
106 93
94
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 China’s HK,
Macao & TW
Europe Oceania Southeast
Asia
South
America
Middle East South Asia Africa
Casual game advertisers Puzzle game advertisers Creatives per casual advertiser Creatives per puzzle advertiser

14
iOS
20.9%
Android
79.1%
Casual game advertisers
iOS
37.6%
Android
62.4%
Puzzle game advertisers
Casual and puzzle games focused on ad creatives of 16 -30s.
Casual game advertisers on Android accounted for nearly 80%.
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Apr., 2023 -Mar., 2024
Observations about the Advertising of Casual & Puzzle
Mobile Games in Q1 2024
45.4% 47.1%
51.4%
46.9% 47.0%
44.7%
40.7% 42.1% 43.9%
47.3%
42.0%
45.4%
41.8% 42.9%
45.4% 44.0% 45.0%
40.7% 39.9% 40.2%
42.5% 44.0%
40.8%
43.6%
30%
35%
40%
45%
50%
55%
Apr.
2023
May Jun Jul Aug Sept Oct Nov Dec Jan.
2024
Feb Mar
Observations about the advertising of casual & puzzle
games in the last one year
Share of new creatives for casual…
6.4% 5.0% 8.5%
4.9% 3.7%
5.3%
44.7% 43.0%
43.1%
22.5% 30.1% 18.3%
20.6% 17.2%
24.3%
1.3% 1.3% 2.0%
Casual Puzzle All
Genres
视频素材时长占比
＞60s
>30s
30s
16-29s
15s
＜15s
5.5% 5.0% 7.2%
12.5% 8.3%
11.7%
49.0%
40.0%
54.5%
33.0%
46.8%
26.7%
Casual Puzzle All
Genres
图片素材板式占比
Other
Square
Horizontal
Vertical

15
Exclama
tory
27.22%
Emoji
24.82%
Other
20.01%
Numbers
18.77%
Query
7.47%
Label
1.70%
Examples of Popular Ad Copies
➢ Title: Try it yourself!
Text: What structure is your bridge?
➢ Title: Try it yourself!
Text: W ild adventures are coming! Will you
accept the challenge?
➢ Title: Your family fav, re -imagined
Description: Play MONOPOLY GO! Free
➢ Title: Play Now For Free
Text: Easy to Learn, Hard to Master!
➢ Title: 今日開服
Text: 巨巨玩好玩的單機塔防小遊戲 ！ 輕鬆解壓，
你能守住多少關 ？
3.9 K
7.0 K
7.2 K
7.4 K
7.5 K
19.3 K
22.4 K
27.7 K
39.4 K
543.9 K
Czech
Indonesia
Danish
Spanish
French
Korean
Portugues
e
Japanese
Traditional
Chinese
English
Top 10 ad copies by language Types of ad copies
Observations about Ad Copies for Casual Games in Q1 2024
Source: SocialPeta -Ad Creatives –Ad Copies, displaying the most popular ad copies within the date range. Date Range: Jan., 2024 -Mar., 2024

16
Emoji
29.02%
Exclama
tory
28.89%
Number
s
15.79%
Other
13.76%
Query
10.64%
Label
1.90%
Examples of Popular Ad Copies
➢ Title: New Puzzle Game!
Text: Think You Can Do Better? Make Sure
You ’re Up to New Challenges!
➢ Title: Play Now For Free
Text: Easy to Learn, Hard to Master!
➢ Title: Free to Play!
Text: New Sudoku Game
➢ Text: Love , betrayal , addictive puzzles
and challenges .
Description: Solve puzzles with Alice and blast
bubbles in this epic match -3 adventure
➢ Title: Challenging Puzzle Game
Text: Only 1% of people can do it.
2.1 K
2.3 K
3.0 K
4.3 K
4.4 K
4.6 K
6.3 K
8.7 K
9.7 K
265.2 K
German
Indonesia
Polish
French
Spanish
Korean
Traditional
Chinese
Portugues
e
Japanese
English
Top 10 ad copies by language Types of ad copies
Observations about Ad Copies for Puzzle Games in Q1 2024
Source: SocialPeta -Ad Creatives –Ad Copies, displaying the most popular ad copies within the date range. Date Range: Jan., 2024 -Mar., 2024

17
Marketing Insights into Top
Casual & Puzzle Game Advertisers
03

18
Using big visual changes in creatives to raise marketability
Find top runner games’ commonalities and add big visual
changes on creatives.
CPI $0.30 -$0.40
Playtime 900s
Retention 27%
Category: Runner
Developer: Polystation
Publisher: Supersonic from Unity
Build A Queen
Segmenting and optimizing for a target audience with
female -focused creatives
Adding a female -focused and a fashion roleplay element to
creatives, like princesses, mermaids, and nurses has led to
notable improvements in marketability KPIs.
Keeping it interesting with new meta layers and even more
content
Adding meta layers game content such as base decoration, pet
riding, a make -up mini -game, and a new challenging mechanic
where levels rotate.
Tuning concept and art to match creatives
Using the female -oriented creative campaign as inspiration and
incorporate beauty competition gameplay into the game.
Top 10 in the Google Play Store worldwide
#1 in the Google Play Store in the US
CPI $0.35 -$0.40
Playtime 1900s
Retention 34%
Global Publishing with Supersonic.
Learn more about the latest game contest.
Before
After
Source ：Supersonic from Unity

19
Camo Snipper
Category: Puzzle
Developer ：4S Games
Publisher ：Supersonic from Unity
#8 on the Android US top download chart
CPI ＜$0.30
Playtime 400s
D0 Playtime 1197s
D1 Retention 41%
Leveraging strengths to address weaknesses, getting on the right
track
Adding more game levels and the length of the levels leads to a steady
rise in retention and playtime.
Enriching the game experience to further attract player
engagement
Developing an in -game currency for players to unlock rewards and
power -ups, and establish an in -game store for players to purchase
cosmetics.
Bringing in an expert, turning it to a hit
Focusing on the content and user experience, Supersonic’s expert
suggest adding more levels, extending the length and depth of existing
levels, while also recommending to update controls and level -ending
animations.
With everything in place, implementing IAA for monetization
Through continuous iteration of game content and optimization of user
experience, 4S Games was able to implement ads and conduct A/B
testing, which significantly increased the game’s revenue, raising the
ARPU by 32 %.
Global Publishing with Supersonic.
Learn more about the latest game contest.
Before
After
Source ：Supersonic from Unity

20
Move People
Category: Puzzle
Developer: Pau Raubic
Publisher: Supersonic from Unity
Top 3 on iOS
Top 3 on Android
From prototype testing to successful launch, full transparency
After prototype testing, Supersonic continuously provided feedback,
suggested changes in creative, and reduced the CPI to $0.35−$0.40,
while continuing efforts to lower the CPI.
CPI $0.30
D0 Playtime 1800s
D1 Retention 40%
Boosting game profits with A/B testing
Together with Supersonic to craft levels and conduct A/B testing on
various game elements and monetization strategies:
● With each level, creating a progression bar to indicate how
close the user is to solving the problem
● Adding a circle to each body part to indicate how close the
user was to the target
● Changing the level order so easier levels occurred first
● A/B testing monetization, like bonus levels and interstitial
timing
Still improving after launch
Keep enriching the game content and creative, add a narrative
storyline to the game, and create more opportunities for
monetization through rewarded videos and other ad placements.
Global Publishing with Supersonic.
Learn more about the latest game contest.
Source ：Supersonic from Unity

21
France
Italy
Brazil
Germany
South Korea
Canada
Japan
Australia
UK
US
Top 10 countries/regions
by advertising
Video ,
94.86%
Image ,
1.69%
Percentages of Creatives
by Type
Advertising Data
First advertising date: July 2020
Total deduplicated creatives: 57.2K
Royal Match
Match -3 + Decoration Dream Games
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Apr., 2023 -Mar., 2024
Observations about the game ’s advertising on iOS
and Android in the last one year
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
A-23 M-23 J-23 J-23 A-23 S-23 O-23 N-23 D-23 J-24 F-24 M-24
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
3.5 K
An Example of Match -3 + X Games
[Royal Match] was the highest -grossing of all match -3 + X games and also one of the global Top 5 highest -grossing
games in March 2024.
The game’s
creatives on iOS
were 1.35 times that
on Android for the
last one year.
Creatives peaked in late
2023
With over 4500
creatives on one day

22
3.7M
Estimated
Impressions
17 K
Estimated
Conversions
Advertised on:
Advertised in countries/regions: Australia
Features:
Royal Match ’s Excellent Active Video Creative
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Jan., 2024 -Mar., 2024
Click to play the complete
creative
The game advertiser recently released many live -action
ad c r e a t i v e s . T h e f o l l o w i n g ad c r e a t i v e b l e n d s
advertising with an interview that is popular on short
video platforms and about “What do you do for a living ?”.
It naturally popularizes the game among the game ’s
target player group .

23
Australia
Italy
Canada
France
Brazil
UK
Mexico
India
Indonesia
US
Top 10 countries/regions
by advertising
Video ,
94.00%
Image ,
5.01%
Percentages of Creatives
by Type
Advertising Data
First advertising date: April 2022
Total deduplicated creatives: 80.6K
Block Blast ！
A Tetris -like puzzle game Hungry Studio
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Apr., 2023 -Mar., 2024
Observations about the game ’s advertising on iOS and
Android in the last one year
0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
5.0 K
6.0 K
7.0 K
A-23 M-23 J-23 J-23 A-23 S-23 O-23 N-23 D-23 J-24 F-24 M-24
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
3.5 K
A Classic Tile -Matching Game and also a Big Hit in Europe and the U.S.
The game released quite a lot of creatives, and topp ed the chart of global top games by advertising many times.
And the game had remained one of the top 10 games by downloads in multiple countries for the last half year.
The game ’s creatives
on Android were about
2 times that on iOS for
the last one year.
Creatives peaked in
early December of 2023
With over 8000
creatives on one day

24
75.8K
Estimated
Impressions
2.4K
Estimated
Conversions
Advertised on:
Release date: 23 Jan., 2024
Features :
Block Blast! ’s Excellent Active Video Creative
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Jan., 2024 -Mar., 2024
Click to play the
complete creative
Handling creatives for classic casual games is the most challenging .
While they typically showcase gameplay, the trick is how to add
something to the creatives to convince people that the games are both
e x c i t i n g and i n n o v a t i v e . Players may find this creative exciting
because of its distinctive sound effects, a metallic ding followed by a
kaboom .

25
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
1.8 K
2.0 K
A-23 M-23 J-23 J-23 A-23 S-23 O-23 N-23 D-23 J-24 F-24 M-24
0.0 K
0.2 K
0.4 K
0.6 K
0.8 K
1.0 K
Saudi Arabia
Taiwan…
Egypt
Mexico
Brazil
Australia
Canada
Germany
UK
US
Top 10 countries/regions
by advertising
Video ,
94.82%
Image ,
0.36%
Percentages of Creatives
by Type
Advertising Data
First advertising date: April 2023
Total deduplicated creatives: 23.9K
Twisted Tangle
A knot -untangling puzzle game Rollic
Games
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Apr., 2023 -Mar., 2024
Observations about the game ’s advertising on iOS and
Android in the last one year
A Hyper -Casual Puzzle Game Grossing Millions USD a Month
It’s an old -theme game published by Rollic Games which has been polishing the “knot -untangling” gameplay for 4 years.
Thanks to its simple gameplay and frequent updates, the game eventually made it to the list of Top 10 free games.
The game was released on 25
April, 2023
And didn’t attract much
attention at first
The game started its
massive advertising in mid –
January of 2024
Leading to a rapid rise in
ranking with its downloads

26
1.6M
Estimated
Impressions
950
Popularity
Advertised on:
Duration: 203 days
Features :
Twisted Tangle ’s Excellent Active Video Creative
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Jan., 2024 -Mar., 2024
Click to play the
complete creative
Failing the game is also a common pattern in creatives for
puzzle casual games . Losing in game makes the audience
feel challenged and then download the game . And the
creatives can also start with relaxing videos, challenging
remarks, and videos of real people playing the game, which
will make the creatives more effective .

27
Great Time for Instant
Games to Expand in Global
Market ( Special)
04

28
Hortor Games
The first -generation instant games
in China
5,000+
Total deduplicated creatives for
instant games going global
Game Name Local Instant
Games Gameplay Company Note
Legend of
Mushroom 冒险大作战 Open boxes 4399
The game was first released in China ’s HK,
Macao & TW, then its South Korean, Japanese,
international, and Southeast Asian versions
were released.
Oh My Dog 天空之森 Idle clicker 4399
4399 first released an instant game abroad as
early as September 2023, which was well
accepted in Southeast Asia.
小妖問道 寻道大千 Open boxes 37Games
The game dominated the chart of best -selling
instant games in China and it stood out in the
markets of China ’s HK, Macao & TW. Recently
the game reported a growing number of users in
Southeast Asia.
Doodle Magic 国王指意 Idle tower –
defense 大梦龙途
The game’s Chinese and international versions
were released almost the same time. 大梦龙途
was mainly responsible for the publishing of its
app and global version.
暴走小蝦米 行侠仗义五千年 Roguelike 大梦龙途
A classic vampire roguelike. It was released first
as an app, later released as an instant game in
China in order to reach to more people.
ぽちゃガ
チョ！ 肥鹅健身房 Business
Simulation Qingci Games
The game was developed by 豪腾嘉科 and its
global version was published by Qingci Games.
It was one of the early hit games.
超雞小隊 小鸡舰队出击 Idle Shooter 北京爱普雷
An instant game with a unique gameplay,
representing the beginning of the sub -industry
of “Chickenlike”.
Going Global of Hot Instant Games
4399
The best instant game that has
gone global
37Games
The most adequate supplies of
hot instant games
China’s HK, Macao & TW, Japan
& South Korea, Southeast Asia
The main markets for instant games
going global

29
Parkour -based instant games Game Walkthrough Advertising Battles in Game
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jan., 2024 -Mar., 2024
Ad creatives for instant games in China ’s HK, Macao & TW share a lot in common with the hot ones in China’s mainland.
Some of the high -quality creatives in China’s mainland can be directly released in those regions .
Ad Creatives of some hot instant games in China’s HK, Macao & TW
Click to play the
complete creative

30
KOL Playing the Game Screwball Comedy Sexual Teasing
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jan., 2024 -Mar., 2024
In Japan and South Korea, the ad creatives obviously tried much harder to satisfy the local taste, especially when
advertising in Japan. KOL advertising is a great marketing strategy to enter the market.
Ad Creatives of some hot instant games in Japan and South Korea
Click to play the
complete creative

31
Live -Action Drama V iral Image s In-kind R ewards
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jan., 2024 -Mar., 2024
In Southeast Asia, there are many great local marketing teams who integrate hot online topics into their ad creatives to
have a growing user base, because they know a large proportion of gamers are young.
Ad Creatives of some hot instant games in Southeast Asia
Click to play the
complete creative

32
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 70 countries and regions worldwide, and have captured atotal of over 1.4billion 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 -Mar 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

33
THANKS
W W W . S O C I A L P E T A . C O M
F O L L O W U S O N L I N K E D I N