Marketing Insights into Global SLGs in 2024
Download PDFJul, 2024 Marketing Insights into
Global SLGs in 2024
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Contents
Global Marketing
Insights into Top
SLG Advertisers
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Popular Creatives
Analysis for SLGs
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2024 Overall
Marketing Trends in
Global SLGs
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4
2024 Overall Marketing
Trends in Global SLGs
01
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This year saw over 3000 SLG advertisers per month, up 6.5% YoY; iOS advertisers accounted for 43.9%, 21.5% higher
than the global percentage.
Source: SocialPeta, based on data that were captured and analyzed.Date Range: May 2023 -Apr. 2024
Marketing Analysis of SLG Advertisers in 2024
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
3.5 K
May, 2023 Jun. Jul. Aug. Sept. Oct. Nov. Dec. Jan., 2024 Feb. Mar. Apr.
Ad creatives released by SLG advertisers over the past year
iOS Android
iOS Advertisers
Monthly Advertisers: 1239
Impressions per Creative: 182.7K
Share of global iOS advertisers: 22.4%
Android Advertisers
Monthly Advertisers: 1652
Impressions per Creative: 115.6K
Share of global Android advertisers: 77.6%
43.9% 56.1%
6 Source: SocialPeta, based on data that were captured and analyzed.Date Range: May 2023 -Apr. 2024
Marketing Analysis of SLGs’ New Creatives in 2024
72.2% 73.5% 75.9% 73.7% 76.1% 75.6% 73.3%
67.1% 65.0%
70.2%
65.8% 65.1%
44.8%
47.8% 48.2% 50.3%
44.8% 43.5%
47.1%
52.6% 50.6%
47.0%
51.6%
55.2%
35%
45%
55%
65%
75%
85%
May, 2023 Jun. Jul. Aug. Sept. Oct. Nov. Dec. Jan., 2024 Feb. Mar. Apr.
Share of advertisers with new creatives
66.5%
SLG advertisers with new
creatives in 2024
51.5%
Share of SLGs’
monthly new creatives in 2024
Shares of advertisers with new creatives and new creatives
for SLGs in each month of the past year
Over 2000 SLG advertisers per month released new creatives this year, accounting for 66.5% of the total advertisers.
And new creatives accounted for over 51% of the total creatives for the month.
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Highest monthly advertisers: 2.2K
in Europe
Europe recorded over 2.2K monthly SLG
advertisers, which was the highest ,closely
followed by the US .
Highest monthly creatives: 155 in
Europe
Europe was also the one with the highest
monthly creatives for SLGs, followed by
Southeast Asia, the Middle East, and Oceania .
The US market reported 136 monthly creatives .
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. 2024 -Apr. 2024
Europe was the region with the fiercest
competition for SLGs’ ad creatives .
• The US was the country with the fiercest competition for
SLGs’ ad creatives.
• China’s HK, Macao & TW, Middle East, and Southeast
Asia all had over 130 monthly creatives.
Marketing Analysis of SLGs in Top Countries/Regions in 2024
136
92
103
131
155
133
140 135
115
105
80
90
1 00
1 10
1 20
1 30
1 40
1 50
1 60
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
US Japan South Korea China’s HK, Macao & TW Europe Middle East Southeast Asia Oceania South America Africa
Monthly advertisers Monthly creatives
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6.99% 8.84%
3.87% 6.21%
33.33%
46.76%
13.44%
17.97%
42.37%
20.22%
SLGs All Genres
% of video creatives in
different lengths
>30s
30s
16-29s
15s
<14s
5.81% 6.50%
19.35% 11.63%
41.94% 52.42%
32.90% 29.45%
SLGs All Genres
% of image creatives in
different formats
Other
Square
Horizontal
Vertical
Most video creatives for SLGs are over 30 seconds in length. Square accounted for the highest percentages of image creatives and
video creatives of all formats.
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. 2024 -Apr. 2024
Analysis of SLG Ad Creatives by Type in 2024
Resolution of t op
video creatives
1080*1080
270*480
360*640
1080*1920
1280*720
720*1280
1200*1200
640*360
720*720
640*640
1080*1080
Common resolutions of
video creatives
351*263
255*191
255*143
480*360
686*386
1080*1080
1152*603
600*600
1200*628
1200*1200
Common resolutions of
image creatives
Resolution of t op
image creatives
1200*1200
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SLGs had a higher percentage of video creatives than all game genres. And the
percentage of video creatives on Android was 1.9% higher than on iOS.
Video creatives had continuously decreasing impressions, accounting for less
than 71% in April 2024.
Shares of SLG ad creatives on iOS and
Android
Share of SLG creatives by type and
share of all game creatives by type
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. 2024 – Apr. 2024
Marketing Analysis of SLG Ad Creatives by Type in 2024
68.37%
72.39%
24.01%
22.91%
0% 20% 40% 60% 80% 100%
All Genres
SLGs
Video Image HTML Playable Carousel
82.1% 79.7% 79.4% 78.8% 77.4% 74.9% 74.4% 74.4% 73.8% 72.2% 71.3% 70.5%
17.1% 19.3% 19.6% 20.1% 21.5% 21.9% 21.1% 20.9% 21.3% 20.5% 19.6% 19.4%
2023 Jun Jul Aug Sept Oct Nov Dec 2024 Feb Mar Apr
Shares of impressions of ad creatives by type
Video Image Carousel Other Video,
71.1%
Image
,
23.1%
Video,
73.0%
Image
,
16.7%
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Popular Creatives Analysis
for SLGs
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11 The Ants StarUnion
12 Top Fish: Ocean
Game StarUnion
13 Age of Apes Tap4Fun
14 Sea of Conquest:
Pirate War FunPlus
15 Last War:Survival First Fun
16 Age of Frostfall WARMEST GOOD
17 Evony Top Games
18 Mobile Legends:
Bang Bang Moonton
19 Puzzles & Survival 37Games
20 Rising: War for
Dominion OneGame
1 The Grand Mafia Yotta Games
2 Lords Mobile IGG
3 Mafia City Yotta Games
4 Doomsday IGG
5 Nexus War Yotta Games
6 State of Survival FunPlus
7 Viking Rise IGG
8 Whiteout Survival Century Games
9 Stormshot FunPlus
10 Build Master: Bridge
Race First Fun
11 Frost & Flame FunPlus
12 Mafia City Yotta Games
13 Rise of Castles IM30
14 Misty Continent FunPlus
15 Last Fortress:
Underground IM30
16 City Arena: Zombie
Defense SevenPirates
17 Millennium Tour ELF Zhejiang Yixin
18 Top Heroes RiverGame
19 Puzzles & Chaos 37Games
20 Beast Lord StarUnion
1 Last War:Survival First Fun
2 Whiteout Survival Century Games
3 Stormshot FunPlus
4 Age of Apes Tap4Fun
5 The Grand Mafia Yotta Games
6 Dragonheir:
Silent Gods Nuverse
7 The Walking Dead:
Survivors ELEX
8 Evony Top Games
9 The Ants StarUnion
10 State of Survival FunPlus
iOS Android
Top 20 SLGs by Advertising in 2024
Source: SocialPeta -APP Intelligence, Advertiser Analysis; advertisers are sorted (from high to low) by the numbers of their deduplicated creatives within the date range.Date Range: Jan. 2024 -Apr. 2024
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Mini -game advertising
has been trending
since its sudden boom
in 2022. Currently,
parkour and tower
climbing are still the
most effective and
widely accepted in
mini -game advertising.
Mini -game marketing
A common formula for
popular creatives is
“life -threatening +
items choosing +
problem solving +
deliberate failure”.
Dramatic story
Gender -targeted flirting
marketing is brilliantly
effective on certain user
groups. Besides sexy
elements, the creatives
often include dramatic
stories about “the hero
saves a beauty”, “a beauty
is mistaken”, and so on.
Sexy and flirting
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jan. 2024 -Apr. 2024
Patterns of Popular Creatives for SLGs
SLG creatives often rely on visual impact, instead of strategy, to attract people. Mini -game ad creatives that contain
dramatic stories and begin with sexy or life -threatening elements can easily catch people’s eyes.
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Comment on a game while
playing
Eye -catching start In -game battle drama Well -designed short video
Live -action video creatives often make the audience feel more immersive, and have been widely applied by advertisers lately.
Patterns of Popular Creatives for SLGs: Live -action Videos
Click to play the complete creative
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jan. 2024 -Apr. 2024
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After more than a year of updating, mini -game marketing patterns were stable. Among them, parkour combat was more
popular among game companies. Efforts were made to get a perfect combination of the mini -game and the main game.
Patterns of Popular Creatives for SLGs: Mini -Game
Click to play the complete creative
Parkour combat and
level up
Battle within a circle Number Maze Adventure and Explore
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jan. 2024 -Apr. 2024
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AI video creatives were commonly applied by SLG advertisers in the middle of the year 2024, and were becoming higher –
quality.
A New Trend of Ad Creatives for SLGs: AI Video Creatives
Click to play the complete creative
AI Beauty Make images talk Make game worlds
grander
Display various cultural
elements
Source: SocialPeta -Ad Creatives. Note: The creatives are selected manually, which doesn’t necessarily mean they are AIGC. Date Range: Jan. 2024 -Apr. 2024 ;
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AIGC Image Creatives for SLGs
• Characters
• Items
• Backgrounds
Source: SocialPeta, based on data that were captured and analyzed.Note: The creatives are selected manually, which doesn’t necessarily mean they are AIGC.
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Global Marketing Insights
into Top SLG advertisers
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18 Source: Advertising data were from SocialPeta –Advertiser Analysis; downloads and revenue were from SocialPeta -App Intelligen ce, excluding data from any third -party Android platforms. Date Range: Jun. 2023 -Apr. 2024
The founder of ELEX had another try at going global, making a hit game that closely combines the traditional mini -game and the
main game.
Advertising Data
First advertising date: March, 2023
Total deduplicated creatives: 17.7K
Last War
A mixed light SLG Beijing FirstFun
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Jun-23 Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24
The game ’s ad creatives released on iOS and Android during
the past year iOS Android
Video,
86.10%
Image,
13.43%
% of creatives by type
Norway
Singapore
France
Netherla…
Israel
Germany
Australia
Canada
Hong…
US
Top 10 countries/regions
by advertising
The n umber of
creatives peaked in
April 2024 Start ed to release
creatives on iOS in
Oct., 2023
First released on
AppStore on
2023/ 08/02/
A Surprise Hit as a SLG Going Global in early 2024
$0M
$20M
$40M
$60M
$80M
$100M
$120M
Jan Feb Mar Apr
Revenue in the app stores in
2024
0.0M
2.0M
4.0M
6.0M
8.0M
10.0M
Jan Feb Mar Apr
Downloads in the app stores
in 2024AppStore Google Play
19
50.8K
Likes
9.2K
Estimated
Conversions
Released on:
Estimated Impression s: 19M
Features: The game’s ad creatives are all about “ parkour and
shooting for level -up ”, focusing on a high degree of
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.
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Jan. 2024 -Apr. 2024
Last War ’s Excellent Active Video Creative
Click to play the complete creative
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0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
5.0 K
6.0 K
Jun-23 Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24
The game ’s ad creatives released on iOS and Android during
the past year iOS Android
Video ,
76.05%
Image ,
19.76%
% of creatives by type
Advertising Data
First advertising date: Nov., 2022
Total deduplicated creatives: 12.4K
Whiteout Survival
A frozen apocalypse survival SLG
Century Games
Source: Advertising data were from SocialPeta –Advertiser Analysis; downloads and revenue were from SocialPeta -App Intelligen ce, excluding data from any third -party Android platforms. Date Range: Jun. 2023 -Apr. 2024
The Best of All SLGs Going Global in 2024
This young SLG has operated for only more than 1 year, but it has already topped the chart of top global games by revenue mor e
than once.
$0.0M
$5.0M
$10.0M
$15.0M
$20.0M
$25.0M
0.0M
0.2M
0.4M
0.6M
0.8M
1.0M
1.2M
2023 Jul Aug Sept Oct Nov Dec 2024 Feb Mar Apr
The game’s downloads and revenue generated from app
stores during the past year
Downloads
Revenue
Saudi…
Japan
Hong…
South…
Australia
UK
Canada
Taiwan…
Germany
US
Top 10 countries/regions
by advertising
21
28K
Likes
5.2K
Estimated
Conversions
Released on:
Estimated Impressions: 7M
Features: The game recently released many comprehensive creatives
with the formula of “live -action + game playing ”. Its ad creative
characteristically focuses on showing the in -game construction and
operation. Combined with live -action elements, the ad creative looks
more like a UGC one, which is good for the game to gain more
attention on short video platforms.
Whiteout Survival ’s Excellent Active Video
Creative
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Jan. 2024 -Apr. 2024
Click to play the complete creative
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0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
1/1 1/15 1/29 2/12 2/26 3/11 3/25 4/8 4/22
The game ’s ad creatives released on iOS and Android in
2024 iOS Android
Video ,
76.55%
Image,
22.77%
% of creatives by type
Advertising Data
First advertising date: Jan., 2023
Total deduplicated creatives: 8.2K
Top Heroes
Mercenaries + SLG RiverGame
Source: Advertising data were from SocialPeta –Advertiser Analysis; downloads and revenue were from SocialPeta -App Intelligen ce, excluding data from any third -party Android platforms. Date Range: Jan. 2024 -Apr. 2024
The Latest Trend in SLGs Going Global is to Contain Minigames
At its early stage, the game integrated a light RPG gameplay which is mercenaries -like. Later, SLG elements were added. It’s a
successful example of combining with mini -game.
Belgium
Japan
New…
UK
Macao…
Hong…
Canada
Australia
South…
US
Top 10 countries/regions
by advertising
$0M
$2M
$4M
$6M
$8M
$10M
$12M
Jan Feb Mar Apr
Revenue in the app stores in
2024
0.0M
0.5M
1.0M
1.5M
2.0M
2.5M
Jan Feb Mar Apr
Downloads in the app stores
in 2024AppStore Google Play
23
3.3K
Likes
4.6K
Estimated
Conversions
Released on:
Estimated Impressions: 1M
Features: The game features mercenaries -like which is the main
element applied in its ad creatives, besides other elements including
Roguelike, RPG, and combat . While showcasing combats, the
creative also tries to attract more people to play the game by showing
SLG elements like base upgrades.
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Jan. 2024 -Apr. 2024
Top Heroes ’s Excellent Active Video Creative
图片包含 房间,桌子,游戏机描述已自动生成
Click to play the complete creative
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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 –Apr 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
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