Q1 2023 Insights into Global Mobile Game Marketing Trends

Apr, 2023 1
Q1 2023
Insights into Global Mobile
Game Marketing Trends
MOBILE GAME
MARKETING

22
SocialPeta
With SocialPeta, you can spy on your competitors’ ad data ,and get ad data from networks, media,
and advertisers around the world to inspire you .SocialPeta covers nearly 70 countries/regions and
over 70 well -known ad channels worldwide, such as Facebook, Twitter, YouTube, TikTok, and
Unity .We provide nearly 1.2 billion ad creatives, updating millions each day .Through duration,
impressions, popularity, and interactions, we can quickly locate the active high -quality creatives
which will be provided to you in real time to help with your marketing plan .
As one of the world -leading advertising and marketing platforms, SocialPeta boasts a huge
database and the experience of working with thousands of game companies and providing mobile
game workers with more practical methods in order to develop more popular games .
https://socialpeta.com
5.10 million
APP advertisers
1.3 billion
ad creatives
1.20 million
daily updates

3
Global Mobile Game
Marketing Trends
01
3
Global Mobile Game
Marketing of Top Genres
Casual Game Marketing
Strategy Game Marketing
RPG Marketing
Simulation Game Marketing
Casino Game Marketing
02
CONTENTS
03
The USA Mobile Game Market
China’s HK, Macao & TW Market
Southeast Asian Mobile Game Market
Middle East ern Mobile Game Market
Mobile Game Marketing in
Hot Countries/Regions
11
17
22
27
32
39
45
48
53
Global Mobile Game Marketing
Proportion of Mobile Game Creatives by Genre
Mobile Game Marketing in Different Regions
Advertising Analysis on iOS & Android
Proportion of Game Ad Creatives by Type
5
6
7
8
9

44
Insights into Global Mobile
Game Marketing Trends
01

55
Insights into Global Mobile Game Marketing
• Q1 2023 saw nearly 50K advertisers with new creatives, accounting for over 92%
• Q1 2023 saw over 7.80 million new creatives, and new creatives had been accounting for over 65% ever since Q4 2022.
Advertisers with new creatives in Q1 2023 accounted for 90% or more, with 1 new creative among every 3 creatives.
Source: SocialPeta, based on data that were captured and analyzed. Date Range: Jan. 2022
-Mar. 2023
90.67% 89.87% 89.61%
93.14% 92.22%
87%
88%
89%
90%
91%
92%
93%
94%
0 K
10 K
20 K
30 K
40 K
50 K
60 K
Q1 2022 Q2 Q3 Q4 Q1 2023
Advertisers with new creatives %
New creatives advertisers in Q1 2023
48.9K ， 92.22%
New creatives in Q1 2023
7.8M ， 67.01%
60.24% 59.50%
56.88%
67.76% 67.01%
40%
45%
50%
55%
60%
65%
70%
0.0M
1.0M
2.0M
3.0M
4.0M
5.0M
6.0M
7.0M
8.0M
9.0M
10.0M
Q1 2022 Q2 Q3 Q4 Q1 2023
New creatives %

66
Proportion of Mobile Game Creatives by Genre
Genre % of Advertisers YoY Change
Casual 29.16% +2.29%
Puzzle 12.07% +0.26%
Simulation 9.55% -0.02%
Action 7.96% +0.04%
RPG 6.04% -1.32%
Casino 5.22% +0.98%
Arcade 4.66% -1.07%
Strategy 4.5% -0.12%
Card 4.24% -0.22%
Adventure 4.17% -0.19%
Genre % of Creatives YoY Change
Casual 32.68% +12.33%
Puzzle 12.12% -1.91%
RPG 9.01% -2.02%
Simulation 8.57% -0.28%
Strategy 6.37% -2.28%
Action 5.99% -1.64%
Casino 5.3% -0.21%
Card 4.3% -0.7%
Arcade 3.21% +1.25%
Adventure 3.13% -1.7%
Source: SocialPeta, based on data that were captured and analyzed. Date Range: Jan. 2022
-Dec. 2022

77
Insights into Mobile Game Marketing in Different Regions
North America had the highest average monthly
advertisers .
China ’sHK, Macao & TW regions, JP & ROK, and
Southeast Asia all had over 200 m onthly creatives .
Source: SocialPeta, based on data that were captured and analyzed. Date Range: Jan. 2023
-Mar. 2023
180
171
161
222
179
230
205
239
175
160
140
160
180
200
220
240
260
0K
2K
4K
6K
8K
10K
12K
14K
North America Europe Oceania Southeast Asia South America JP & ROK Middle East China’s HK, Macao & TW Africa South Asia
Monthly advertisers
Monthly creatives per advertiser
Monthly advertisers in North
America: 12.7K
N o r t h A m e r i c a h a d about 13 K m o n t h l y
advertisers ,the highest among all regions, and
30 .6% higher than the No .2region, Europe .
Monthly creatives in HK, Macao
& TW: 239
HK, Macao & TW reported averagely 24 0
monthly creatives per advertiser, immediately
followed by JP & ROK and Southeast Asia .

88
Mobile Games Advertising on iOS & Android
Creatives on Android started to rise, accounting for nearly 70%.
Source: SocialPeta, based on data that were captured and analyzed. Date Range: Jan. 2022
-Mar. 2023
Mobile game advertisers on iOS &
Android in Q1 2023
Average creatives for advertisers on Android
were 32 .3% more than those on iOS ,and
creatives on Android always grew rapidly in
Q1for the last 3years .
Creatives on iOS in Q1 2023
185
Creatives on Android in Q1 2023
245 29.78% ,9.3 K
31.56% ,10.7 K
36.39% ,13.5 K
38.00% ,16.3 K
30.31% ,15.2 K
70.22% ,21.9 K
68.44% ,23.3 K
63.61% ,23.6 K
62.00% ,26.6 K
69.69% ,35.0 K
0 K 5 K 10 K 15 K 20 K 25 K 30 K 35 K 40 K 45 K
2022Q1
Q2
Q3
Q4
2023Q1

99
P roportion of Game Ad Creatives by Type
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan. 2022
-Mar. 2023
Video 82.97%
Image
13.56%
Playable
2.17% Ohter
1.30%
97K
Impressions per creative
on iOS: 114.4K
Impressions per creative
on Android: 89.1K
Genre with the highest i mpressions
per creative : Board
88.58% 85.84% 83.62% 81.08% 82.05%
11.14% 13.82% 15.57% 17.09% 15.91%
Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023
Percentages of impressions of
video and image creatives
Video creatives had the most impressions in Q1 2022
Impressions of image creatives started a downward trend
Estimated impressions
per creative
Q1 2023
Percentages of game
ad creatives by type

1010
Insights into Global Mobile
Game Marketing of Top Genres
02

1111
Insights into Casual Game Marketing
• USA and South America had the highest MoM growth in advertisers in Q1, which were 10.28% and 9.26%, respectively. All regions recorded over 80%
YoY growth in advertisers.
Casual game advertisers increased globally, except in Middle East , and reported the most significant
increase.
Source: SocialPeta, based on data that were captured and analyzed. Date Range: Jan. 2022
-Mar. 2023
80.00%
118.00%
143.00%
129.00% 136.00% 144.00%
131.00%
10.28% 0.75% 1.46% 0.39% 5.58% 9.26%
-2.21%
-20%
0%
20%
40%
60%
80%
100%
120%
140%
160%
0
2000
4000
6000
8000
10000
12000
14000
16000
USA Japan South Korea China’s HK, Macao
& TW
Southeast Asia South America Middle East
Changes in the number of casual game advertisers in top countries/regions
Q1 2022 Q4 2022 Q1 2023 YoY Change MoM Change

1212
Insights into Casual Game Marketing
• Global casual games achieved rapidly increasing downloads during the period of 2018 -2021 and reported the first decline in downloads in 2022 as the
pandemic influence started to fade .But downloads of casual mobile games are expected to rise again and remain on an upward trend in 2023 .
• Downloads of casual mobile games had been increasing in India, Latin America, and Southeast Asia over the years .
Casual mobile games: First decline in downloads
6.2 7.3 9
12.9
16.3 17
20
21.9 23.4 25 25.9
0
5
10
15
20
25
30
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion USD (US$)
Revenue trend of casual mobile games market
8.3 9.2
11.2
15
17.8 17.3
21
23.2 24.8 26.1 27.2
0
5
10
15
20
25
30
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion downloads
Downloads trend of casual mobile games market

13
1 Braindom
Matchingham Games
Brain
Teaser
2 Hero Clash
Bingchuan Network
Card
3 Bubble Shooter Star
Newborn Town
Matching
4 Bump Pop
Rollic
Hyper –
casual
5 Crowd Evolution!
Rollic
Hyper –
casual
6 1945
ONESOFT
Arcade
7 Fill The Fridge
Rollic
Hyper –
casual
8 Braindom 2
Matchingham Games
Brain
Teaser
9 Solitaire 3D Fish
Polar Bear Studio
Poker
10 Onnect
Zynga
Matching
1 1945
ONESOFT
Arcade
2 Block Blast
Hungry Studio
Puzzle
3 Block Puzzle
Doodle Mobile
Puzzle
4 Find Out
EYEWIND
Brain
Teaser
5 Galaxiga
ONESOFT
Arcade
6 Water Sort Puzzle
IEC
Hyper –
casual
7 Mob Control
Voodoo
Hyper –
casual
8 Royal Match
Dream Games
Match -3
9 Resortopia
DHGames
Business
Simulation
10 英雄戰紀 -紅藍大作戰
Bingchuan Network
Card
13
Classic gameplays are always popular
Source
：SocialPeta
-Advertiser Analysis
Date Range
：Jan. 2023
-Mar. 2023
iOS Android
Brain teaser and arcade games topped
the chart
Old gameplays with some changes
entered the chart
Rollic had several casual games on the chart, with
gameplays including “cloning balls”, “crowd evolution”,
and “fill the fridge” .Its competitors Voodoo and Zynga
each had a game on the chart, with gameplays being
“hit gates” and “connection -based”, respectively .They
were all classic gameplays with some changes .
Video,
86.96%
Image,
9.06%
Percentages of
creatives by type
Video
Image
HTML
Playable

1414
Habby ’s “Industrialized” New Games
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Jan. 2023
-Mar. 2023
SSSnaker Habby
621
833
iOS Android
Habby is in aleading place with its industrialized game development in game
industry .Like its predecessor [Survivor .io], [SSSnaker] doesn’t have much
difference from other games previously released by Habby in game UI, methods
of monetization, growth tree, and other designs .
Meanwhile, [SSSnaker] includes the same “siege” mode as the io game [Snake
Off] .Since its release for Google Play on 13 March, [SSSnaker] had achieved
over 5million downloads on the platform as of 27 March .
South
Korea
Macao
(China)
Japan Germany Hong
Kong
(China)
France Taiwan
(China)
England
Top Counties/Regions by Advertising
A real person appeared in the way
Live action stories +levels required, which “forces”
gamers to download the game and level up in order
to know more about the story .

1515
Roguelike + classic casual games =
The next hit game
Rouguelike
hard -core gameplay
It can be traced back to
1970s with the following
features:
1. Random maps & buff
2. No retract ions
3. Only one life
4. Nonlinear progress
5. Simple UI
6. Complex system
T he next hit game
Habby ’s universal formula
is credited with developing
several hit games:
Classic
casual games
Inspiring old games,
simple and easy to play
but addictive:
1. Puzzle bobble
2. Parkour
3. Breakout clone
4. Hack and Slash
5. Snake
6. …
＋ ＋

1616
Some Popular Creatives of Casual Games in Q1
Classic film and television images, reenactment of life scenes and aggressive methods are used
frequently, and the overall performance is good
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Jan. 2023
-Mar. 2023
Attack Hole Fill The Fridge Block Blast Adventure Master
HOMA GAMES Rollic Games Hungry Studio

1717
Insights into Strategy Game Marketing
• In terms of strategy game advertisers i n Q1, YoY growth was recorded basically in all countries/regions while MoM growth was only reported in the USA and
Southeast Asia. The greatest MoM growth happened in the USA, about 6.41%.
The market is fiercely competitive. Advertisers mainly invest in the United States, followed by Southeast Asia. The overall
increase in the number of advertisers is lower than other types
Source: SocialPeta, based on data that were captured and analyzed. Date Range: Jan. 2022
-Mar. 2023
64.00%
19.00% 21.00% 26.00%
34.00%
27.00%
16.00%
6.41%
-5.71% -4.99% -4.33% 1.03% -1.08%
-7.96%
-20%
0%
20%
40%
60%
80%
0
500
1000
1500
2000
2500
USA Japan South Korea China’s HK, Macao
& TW
Southeast Asia South America Middle East
Changes in the number of strategy game advertisers in top countries/regions
Q1 2022 Q4 2022 Q1 2023 YoY Change MoM Change

1818
Insights into Strategy Game Marketing
• Strategy games’ revenue growth slowed abruptly in 2022 to the same level as in 2021. Based on the data of Q1, strategy games’ revenue will be rising
in 2023 and strategy game’s total revenue is expected to increase at an annual growth rate (compound annual growth rate 2022 -2027) of 6.42%.
• Most revenue was from China. China’s strategy mobile games stood out in many markets, such as [ Evony -US], [ 三国志 -战略版 -JP], [ 万国觉醒 -KR ],
and other games.
Strategy games : A sharp decrease in revenue growth
13 13.5 16
20.5
24.5 25
28
31 33 35 36
0
5
10
15
20
25
30
35
40
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion USD (US$)
Revenue trend of strategy mobile games
market
2.3 2.4 2.5
3 3.3 3.5 3.8 4.1 4.3 4.5 4.7
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion downloads
Downloads trend of strategy mobile
games market

1919
SLG dominated the chart, with a few strategy card games
Source
：SocialPeta
-Advertiser Analysis
Date Range
：Jan. 2023
-Mar. 2023
1 The Grand Mafia
Yotta Games
SLG
2 Last Fortress
IM30
SLG
3 Evony
TOP GAMES
SLG
4 Lords Mobile
IGG
SLG
5 Mafia City
Yotta Games
SLG
6 The Ants
StarUnion
SLG
7 Rise of Empires
IM30
SLG
8 謀攻：天下為局
Gacraze
SLG
9 Tower Brawl
DOMO ZOO
Strategy
Card
10 State of Survival
FunPlus
MMO
iOS Android
1 Mighty Party
Panoramik Games
Strategy
RPG
2 Lords Mobile
IGG
SLG
3 The Ants
StarUnion
SLG
4 Age of Apes
Tap4Fun
SLG
5 Đế Quốc Quật Khởi
VNMocGame
SLG
6 Nonstop Game: 3D RPG
Seven Pirates
Idle
7 The Grand Mafia
Yotta Games
SLG
8 MARVEL SNAP
Nuverse
Digital
collectible
card
9 Evony
TOP GAMES
SLG
10 Warpath: Ace Shooter
Lilith Games
SLG
Chinese SLG dominated the chart
Advertising is in great competition
Q1’s strategic advertising is basically dominated by
overseas versions of Chinese games Besides the old SLGs.
Nuverse’s digital collectible card game [MARVEL SNAP]
ranked No.8 on the chart. Developed based on a Marvel IP
and by the same team of Hearthstone, [MARVEL SNAP]
appeared on the App Store chart of top 10 free games in 69
countries/regions upon its release.
Video,
86.87%
Image,
12.32%
% of creatives
by type
Video
Image
HTML
Playable

2020
Sea adventure game won great popularity through mini -game
advertising
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Jan. 2023
-Mar. 2023
Stormshot FunPlus Role Mocking
The anchor talks to himself, guides users to pay
attention to the role mocking after failure, and
stimulates players to transform after
substituting themselves
USA Canada Germany Australia England
Top Counties/Regions by Advertising
479
661
iOS Android
[Stormshot ] is a SLG featuring pirates and treasure hunting. The game is
based on the novel “Treasure Island” and combines simulation with firing
bullets in its light gameplay. Before that, some games tried to use mini –
game strategies but they didn’t work well. Because of the style of
painting and copies of [Stormshot ], it is more natural for them to adopt
the mini -game strategy.

2121
Insights into Strategy Game Marketing
Some classic scenes from films or tv series were used in the creatives, such as chasing in Resident Evil, and biomechanical
humanoid mechas named EVA.
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Jan. 2023
-Mar. 2023
Primitive Era Nations of Darkness Doomsday: Last Survivors
37Games StarUnion IGG

2222
Insights into RPG Marketing
• Q1 saw a decline in RPG advertisers MoM in most regions, except USA and Southeast Asia which reported a MoM growth of 0.16% and 0.67%,
respectively.
The market cooled down and experienced a decline greater than any other markets
Source: SocialPeta, based on data that were captured and analyzed. Date Range: Jan. 2022
-Mar. 2023
40.00%
13.00% 14.00% 17.00% 21.00%
14.00% 12.00%
0.16%
-11.02%
-2.03%
-7.57%
0.67%
-5.51% -10.54%
-20%
0%
20%
40%
60%
80%
0
500
1000
1500
2000
2500
3000
USA Japan South Korea China’s HK, Macao
& TW
Southeast Asia South America Middle East
Changes in the number of RPG advertisers in top countries/regions
Q1 2022 Q4 2022 Q1 2023 YoY Change MoM Change

2323
Insights into RPG Marketing
• In 2022, revenue of RPGs started to decline by about 16%. Downloads of RPGs in 2022 remained nearly unchanged as last year , because of the
pandemic and the significant increase in R & D cost of RPGs. Based on the data of Q1 2023, revenue of RPGs is expected to rise.
• For each market, the local RPGs contributed the most revenue, for example [Puzzles & Survival -US], [ 赛马娘 -JP], and [Lineage W -KR].
RPGs: First decline in revenue
2.9 3.5 4
6.3
8.3 8.8
10.3
11.7 12.7 13.5 14.2
0
2
4
6
8
10
12
14
16
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion downloads
Downloads trend of RPGs market
34.6 39.7 44.8
61.9
71.7
60.2
71.5
85
98.5
108 113.5
0
20
40
60
80
100
120
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion USD (US$)
Revenue trend of RPG s market

2424
Internationalization of MMOs is gaining momentum
Korea’s breakout is imminent
Source
：SocialPeta
-Advertiser Analysis
Date Range
：Jan. 2023
-Mar. 2023
1 Epic Heroes
Bingchuan Network
Idle
2 Mighty Party
Panoramik Games
Strategy
RPG
3 暮色雙城
SpringGame
MMO
4 花舞宮廷
Origin Mood
Palace
Intrigue
5 靈蛇奇緣
Doki Studio
MMO
6 Demon Hunter
jjgames
MMO
7
Rage Mage
Modo Global RPG
8 Survivor.io
Habby
Zombies
9 Summoners War
Com2uS
MMO
10 이모탈 소울
SpringGame
MMO
iOS Android
1 卡利茲傳說
Game Beans
MMO
2 Mighty Party
Panoramik Games
Strategy
RPG
3 暮色雙城
SpringGame
MMO
4 Revelation: Thiên Dụ
VNG
MMO
5 Demon Hunter
jjgames
MMO
6 Airship Knights
SuperPlanet
Idle
7 靈蛇奇緣
Doki Studio
MMO
8 花舞宮廷
Origin Mood
Palace
Intrigue
9
Rage Mage
Modo Global RPG
10 Summoners War
Com2uS
MMO
There are many products from Hong Kong,
Macao and Taiwan of China
Fierce competition in fantasy and fairy tale
themes
Game Beans’ [卡利茲傳說 ]and Bingchuan Network’s [Epic
Heroes] topped the advertising chart of RPGs in Q1.
MMO games occupied most of the spots on the chart .
SpringGame had several games on the chart and started to
release new games in South Korea after along time in Hong
Kong, Macao, and Taiwan .
Video,
72.32% Image,
20.61%
% of creatives
by type
Video
Image
HTML
Playable

2525
Warm -up for New Games: massive media buying + plenty of
rewards
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Jan. 2023
-Mar. 2023
卡利茲傳說 Game Beans
2078
2092
iOS Android
In November 2022 ,Game Beans, the game publisher in Taiwan (China), announced
its plan to launch the mobile game [卡利茲傳說 ]in China’s HK, Macao & TW
regions .The game started its pre -registration on 27 December, 2022 and was
launched in China’s HK, Macao & TW regions on 31 January, 2023 .
According to information online, the game was developed by Zlongame .[龙之国物
语 ],the game’s version for China’s mainland, was launched in March 2022 and soon
topped the iOS free games chart in China .It stayed on the iOS chart of top 10 best –
selling games for awhole week, raking in over RMB 300 million on iOS alone .
Playing the game with beautiful
streamers
A well -known local female streamer live –
streams herself playing the game, attracting
gamers with her sexy body shape and pretty
face, and live gaming scenes.
Taiwan (China) Hong Kong (China) Macao (China)
Top Counties/Regions by Advertising

2626
Some Popular New RPGs in Q1
The frequency of live -action materials is high, and the main ideas are classic “sneak attack” plots, anchor recommendations
and game scene reproductions
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Jan. 2023
-Mar. 2023
馬賽克英雄 로스트 이러 : 무한 파밍 Summoners War
More2Game Kingnet Technology Com2uS

2727
Insights into Simulation Game Marketing
• Number of advertisers in Q1 grew by over 50% YoY in all regions. In addition to the United States, the number of advertisers in Q1 also
increased from South America and Southeast Asia, which were 5.65% and 2.29% respectively.
South America outcompeted Southeast Asia and became the one with the second highest growth in simulation game advertisers.
Source: SocialPeta, based on data that were captured and analyzed. Date Range: Jan. 2022
-Mar. 2023
79.00%
59.00%
66.00% 67.00%
80.00% 84.00%
68.00%
8.30%
-0.89% -1.91% -1.41% 2.29% 5.65%
-4.21%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
5500
USA Japan South Korea China’s HK, Macao
& TW
Southeast Asia South America Middle East
Changes in the number of simulation game advertisers in top countries/regions
Q1 2022 Q4 2022 Q1 2023 YoY Change MoM Change

2828
Insights into Simulation Game Marketing
• Simulation games’ revenue and downloads in 2022 remained almost unchanged compared to 2021. Simulation games’ total revenue is expected to
increase at an annual growth rate (compound annual growth rate 2022 -2027) of 6.12% . The market size is expected to reach to $2666 million in 2077.
• There were also outstanding simulation games in China, such as [商人放浪记 ], [ 摩尔庄园 ], and [ 富甲江户城 ].
Simulation games: Revenue and downloads are roughly flat
8.9 10.6 12.4
15.3
18.3 18.7
21 23 24.5 25.7 26.7
0
5
10
15
20
25
30
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion USD (US$)
Revenue trend of s imulation mobile
games market
7.4 8.3 9.2
11.5 12.8 12.9
14.4
15.9 16.8 17.5 18
0
2
4
6
8
10
12
14
16
18
20
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion downloads
Downloads trend of simulation mobile
games market

29
1 Fill The Fridge
Rollic
Hyper –
casual
2 Dragonscapes Adventure
Century Games
Farm
3 歡樂大東家
EWORLD
Business
Simulation
4 Chapters
Crazy Maple Studio
Interactive
Novel
5 Travel Center Tycoon
SONOW
Idle
6 Idle Office Tycoon
Warrior Games
Idle
7 ASMR Salon
SimBOX
Beauty
Makeup
8 Pressure Washing Run
Rollic
Hyper –
casual
9 Township
Playrix
Farm
10 Build Master:MarsVille
FirstFun
Building
1 花舞宮廷
Origin Mood
Palace
Intrigue
2 The Ants
StarUnion
SLG
3 歡樂大東家
EWORLD
Business
Simulation
4 戀戀清庭 :邂逅
Ludoo Games
Palace
Intrigue
5 Last Fortress
IM30
SLG
6 Resortopia
DHGames
Business
Simulation
7 Used Car Tycoon Games
HunDong Game
Idle
8 Dragonscapes Adventure
Century Games
Farm
9 Idle Office Tycoon
Warrior Games
Idle
10 買樓吧哥哥
Leyo Game
Idle
29
New games inspired by relaxing short videos
Source
：SocialPeta
-Advertiser Analysis
Date Range
：Jan. 2023
-Mar. 2023
iOS Android Increase in casual simulation games
Business simulation games had steady ad
creatives
In Q1, Origin Mood’s [ 花舞宮廷 ] and Rollic’s [Fill The
Fridge] topped the simulation games chart of advertising.
According to SocialPeta’s data, it’s obvious that relaxing
simulation games had been increasing in recent years. For
example, [Pressure Washing Run], a Rollic game about
washing floors, which was also on the Q1 chart of advertising.
Video ,
83.21% Image,
8.44%
% of creatives
by type
Video
Image
HTML
Playable

30*
Winter apocalypse survival games were trendy
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Jan. 2023
-Mar. 2023
Frozen City Century Games
400
876
iOS Android
Century Games released abusiness simulation game [Frozen City] in December
2022 .The game is set in an ice and snow apocalypse where gamers as the
manager of the last sanctuary in the world should protect all the people there .
The game’s creatives show that the game was inspired by the previously popular
creative “fix the house” .Only the misery is increased from “frozen stiff” to frozen
into death ”.
USA England France Singapore Italy Malaysia South
Korea
Germany
Top Counties/Regions by Advertising
Stupid moves leading to a failure
Deliberately fail the game by making the
wrong choices, in order to lure the audience
into downloading the game.

3131
Some Popular Creatives of Simulation Games in Q1
Relaxing creatives about po p ping p i mp l e s and pedicures are popular in the simulation games . Celebrity
endorsers have great advertising effects in the local simulation game market .
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Jan. 2023
-Mar. 2023
Dragonscapes Adventure Makeover Studio おねがい社長！
Century Games LIHAO EWORLD

3232
Insights into Casino Game Marketing
Casino game advertisers reported the highest YoY growth in South America. However, because of the re -opening of offline places, casino game
advertisers declined MoM in South Korea, the Middle East , and China’s HK, Macao & TW .
America, Southeast Asia , and South America were the target markets of c asino advertisers.
Source: SocialPeta, based on data that were captured and analyzed. Date Range: Jan. 2022
-Mar. 2023
106.89%
48.57% 50.32%
28.64%
114.66%
181.23%
57.07%
15.30%
0.58% -0.21% -3.85%
28.52% 31.33%
-0.17%
-50%
0%
50%
100%
150%
200%
0
200
400
600
800
1000
1200
1400
1600
1800
2000
America Japan South Korea China’s HK, Macao
& TW
Southeast Asia South America Middle East
Changes in the number of casino game advertisers in top countries/regions
Q1 2022 Q4 2022 Q1 2023 YoY Change MoM Change

3333
Insights into Casino Game Marketing
• After the significant decline in 2020 ,revenue from casino games remained steady growth from 2021 to 2023 .The total revenue of casino games is
expected to grow at an annual growth rate (compound annual growth rate 2022 -2027 )of 7.04 % and the market size is expected to reach $1.42 billion in
2027 .
• On the advertising chart of the top 10 casino games, slot games occupied 6 spots, followed by casual casino games and poker/card games .Among all
casino games with active creatives, amajority of them were slot games .
Casino mobile games: Steady revenue growth
4 5
6.5 7
8.8 9.5
11 12 13 13.5 14.5
0
2
4
6
8
10
12
14
16
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion USD (US$)
Revenue trend of casino mobile games market
0.9 0.9 0.95
1.1 1.15 1.1
1.3 1.4 1.5 1.55 1.6
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion downloads
Downloads trend of casino mobile games
market

34*
Distribution of different types of casino games
In terms of types, s lots , Bingo , and p oker were the most popular across the world.
However, China’s HK, Macao & TW regions focused more on m ahjong and f ishing .
HK, Macao & TW
• Mahjong
• Slots
• Fishing
Africa
• Bingo
• Poker
• Slots
North America
• Bingo
• Slots
• Poker
• Play -to-
Earn
Oceania
• Slots
• Poker
Europe
• Slots
• Bingo
• Poker
South America
• Slots
• Bingo
• Poker
South Asia
• Poker
• Slots
• Bingo
Middle East
• Slots
• Poker
Southeast Asia
• Poker
• Slots

35
1 Jackpot World ™
Bole Games
SLOT
2 Lucky Tongits
HighLight Studio
Card
3 Teen Patti Satta
Christian Vernon
Card
4 Coin Master
Moon Active
SLOT
5 Crazy Fox
ASTAK TECH
SLOT
6 Tongits Go
Spirejoy SG
Card
7 Jackpot Master ™ Slots
Zeroo Gravity Games
SLOT
8 Megaways Gonzo
David Moreno Cordon
SLOT
9 Cash Club Casino
Bole Games
SLOT
10 Cash Tornado ™ Slots
Zeroo Gravity Games
SLOT
1 Jackpot World ™
Bole Games
SLOT
2 Bingo Aloha
Century Games
Bingo
3 First Games
Paytm Mobile Solutions
Sports
4 Solitaire -Klondike Solitaire
Doodle Mobile Card
5 Vegas Hit ™
Wowspin Technology Limited
SLOT
6 Jackpotland
Betta Games
SLOT
7 Four Winds Online Casino Ml
FourWinds SLOT
8 RummyCircle
PLAY GAMES24X7 PVT. LTD.
Card
9 Cash Frenzy ™
Bole Games
SLOT
10 Jackpot Master ™ Slots
Zeroo Gravity Games
SLOT
*
With massive advertising and increasing buyings, old games
seized all spots on the chart
Source
：SocialPeta
-Advertiser Analysis
Date Range
：Jan. 2023
-Mar. 2023
iOS Android Slots dominated the chart,
forcing card & sports games to try new ways
As Bole Games ’hit game, [Jackpot World ™ ]has been
on the top chart of advertising .According to the data
captured by SocialPeta, the game had about 11 K
deduplicated creatives in total in Q12023 .
Other Chinese game companies on the chart :Century
Games ,Doodle Mobile ,Betta Games ,and Zeroo
Gravity Games .
Video ,
46.93%
Image ,
38.66%
% of creatives
by type
Video
Image
HTML
Playable

36*
Classic Bingo, with a complex increase
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Jan. 2023
-Mar. 2023
Bingo Blitz Playtika
103
622
iOS Android
[Bingo Blitz ],amobile casino game under the Playtika, can be considered the
highest -grossing bingo game globally .With outstanding social gameplay and
aggressive promotion on social platforms such as Facebook, along with
continuous iterations of its own gameplay .
[Bingo Blitz ]is dominated by bingo play, supplemented by casual and social .
Now adays ,[Bingo Blitz] is still the top revenue earner in the bingo game
casino hand game category 11 years after its release .
Puzzle Racing Tools Travel Lifestyle Board Casual
Top Media of Advertising
Live -action stories + great prizes
The female player’s exaggerated expression at the
message of winning is very eye -catching .Then the
waiter talks just in time to lead to downloading the
game .The story feels real but also full of drama .
The conversion rate is unbelievably high .

37*
Some New Casino Games in Q1
Game demo playing, message of winning, news broadcasting, and other live -action creatives, are more
convincing and tempting .
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Jan. 2023
-Mar. 2023
Golden Slots Party Pharaoh’s Gain Teen Patti King
bigoneGameStudio onindusocu tean_MumbaiPanda

38*
Insights into Mobile Game Marketing
in Top Countries/Regions
03

39*
Insights into American Market
Established in 2008 , the
company has many classic IPs
including “Warcraft”, “Call of
Duty”, and “Diablo” .
Established in 2010 , the
company is good at
developing AR games based
on well -known IPs .
Established in 2007 , the
company focuses on social
games and casino games .

40*
Observation of Top Game Genres in America
• As amajor advertiser in the American market, puzzle games have been replacing casual games as the most cost -effective game genre .
Both simulation games and RPGs have been doing great in terms of downloads, revenue, and advertising .
Source
：SocialPeta
-APP Intelligence; collecting data of
regional advertising, and data of downloads and revenue from App Store & Google Play Date Range: Jan. 2023
-Mar. 2023
30%
13%
10%
9%
5%
33%
Top game genres by advertising
Casual Puzzle Simulation Action RPG Other
19%
14%
13%
10%
10%
34%
Top game genres by revenue
RPG Strategy Puzzle Simulation Casino Other
19%
15%
13%
12%
9%
32%
Top game genres by downloads
Puzzle Casual Action Simulation Arcade Other

41*
Insights into American Mobile Game Market
• Puzzle ,chess & card, and strategy games were the highest -grossing in America .
• In terms of downloads, hyper -casual mobile games accounted for 34 % in the American market, much higher than any other game genres .
American mobile game market : there was a slowdown in spending growth of American mobile game users in the post –
pandemic era
22.5 28.5
37.5 45
58.5 65.5
74 82 88 93.5 98
0
20
40
60
80
100
120
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion USD (US$)
Revenue trend of American mobile games
market
5.1 5.3 6 6.2
7.2 8 8.8 9.5 10 10.5 11
0
2
4
6
8
10
12
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion downloads
Downloads trend of American mobile games
market

42*
Analysis of Top Mobile Games’ Advertising in America
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Feb. 2023
-Mar. 2023
Street Fighter: Duel A PLUS JAPAN
Game intro :licensed by Capcom ,the first RPG on mobile in the “Street Fighter”
series .
Gameplay :Action +RPG
Art style :3D cartoon
Game genre :classic Japanese action game series
Top Media of Advertising
Role Mocking, Pursue the common
feeling
The streamer talks about himself, guiding users
to focus on the role of mockery after failure,
inspiring players to convert after substituting
themselves
326
442
Game’s Advertising Trend
iOS Android

43*
Some New Games in America
Among all simulation games, the more outstanding ones were collection and training games and business
simulation level -up games .
Source: SocialPeta
-App intelligence, displaying the newly
released and outstanding games in America within the date range. Date Range: Jan. 2023
-Mar. 2023
NBA All -World Happy Hospital Cat Snack Bar
Basketball + AR Doctor + Simulation Cats + Simulation

4444
Insights into Mobile Game Market of China’s HK, Macao
& TW regions
Established in 1991 , the
company focuses on
casino and arcade games
Established in 2016 , the
company focuses on RPGs
and publishing in Hong
Kong, Macao, and Taiwan
Established in 2008 , the
company focuses on casino
and publishing in Hong
Kong, Macao, and Taiwan

4545
Observation of Top Game Genres in China’s HK, Macao & TW
• Same as in South Korea, RPGs stood out in HK, Macao & TW and became the game genre contributing the highest share of revenue and downloads .
• Fewer casual and puzzle games ad creatives were released and the top games by downloads were of more complicated game genres .
Revenue of RPGs accounted for the highest .Top games by downloads were of various genres .
Source
：SocialPeta
-APP Intelligence; collecting data of
regional advertising, and data of downloads and revenue from App Store & Google Play Date Range: Jan. 2023
-Mar. 2023
32%
13%
10%
9%
8%
29%
Top game genres by advertising
Casual Puzzle Simulation RPG Action Other
41%
16%
10%
6%
6%
21%
Top game genres by revenue
RPG Casino Strategy Adventure Card Other
18%
14%
12%
8% 8%
40%
Top game genres by downloads
RPG Casual Puzzle Adventure Simulation Other

4646
Analysis of Top Mobile Games’ Advertising in China’s HK,
Macao & TW
Source: SocialPeta
-Ad Display, displaying the new and
relatively popular creatives within the date range. Date Range: Jan. 2023
-Mar. 2023
馬賽克英雄 More2Game
Game intro :It applies the art style of retro pixel, featuring real -time battle
card, RPG, and roguelike .The game helped its developer More 2Game
occupy ashare of the market .The game was on the iOS free game chart sin
Hong Kong, Macao, and Taiwan upon its release, and grossed over $50
million in January .
Gameplay :Card RPG
Game genre :pixel & adventure
AudienceNetwork Facebook Messenger Instagram Admob YouTube Pangle Other
Advertising platforms for the last 90 days
787
1174
Advertising Trend
in China’s HK, Macao & TW iOS Android
Perks display + Real people
endorsement
Like traditional RPG’s marketing, the game
chose to hire an endorser to promote the game
when itwas released in HK, Macao & TW .And
the in-game gacha perks were also key to its
advertising effect .

4747
Some Popular New Games in China’s HK, Macao & TW
Among all new games in China’s HK, Macao & TW, MMO games were the most competitive genre, and also released
relatively more ad creatives .
Besides, new games of female -oriented, card anime styles were also popular in China’s HK, Macao & TW .
Source: SocialPeta
-App intelligence, displaying the newly
released and outstanding games in China’s HK, Macao & TW within the date range. Date
Range: Jan. 2023
-Mar.
2023
星球：重啟 暮色雙城 代號鳶
Sci -fi MMO Xianxia MMO Female -oriented and featuring
the Three Kingdoms

4848
Observation of Southeast Asian Mobile Game Market
Established in 2009 , the
company focuses on shooter
and publishing games .
Established in 2010 , the
company focuses on shooter
and hyper -casual games .
Established in 2004 , the
company is good at
publishing games in
Southeast Asia .

4949
Observation of Top Game Genres in Southeast Asia
• The whole Asian -Pacific region favored RPGs .South east Asia spent the most effort onmarketing .And RPGs contributed the highest percentage of revenue .
• Action and arcade games stood out with their downloads .Loca developers, especially Vietnamese developers were very good at hyper -casual games .
RPG s spent more effort in marketing .Top games by downloads were mostly casual games
Source
：SocialPeta
-APP Intelligence; collecting data of
regional advertising, and data of downloads and revenue from App Store & Google Play Date Range: Jan. 2023
-Mar. 2023
33%
13%
9%
9%
8%
28%
Top game genres by advertising
Casual Puzzle RPG
Simulation Strategy Other
29%
23% 14%
10%
5%
19%
Top game genres by revenue
RPG Strategy Action Casino Adventure Other
16%
15%
13%
12%
12%
32%
Top game genres by download
Action Arcade Puzzle Casual Simulation Other

5050
Insights into Southeast Asian Mobile Game Market
• Southeast Asia is the fastest -growing region for mobile game revenue .The mobile game revenue will increase by about 90 % during 2020 -2023 ,far
beyond the global average growth .
• In Southeast Asia, it’sobvious that Android downloads and revenue accounted for higher percentages and grew faster than iOS .
• Shooter and MOBA games were the most popular in Southeast Asia .Casual games also contributed a fair share to the mobile game download of
Southeast Asia .
Southeast Asia n mobile game market: One of the regions with the fastest revenue growth
1.00 1.27
1.74 2.08
2.78
3.56 3.98 4.28 4.51 4.78 5.01
0.00
1.00
2.00
3.00
4.00
5.00
6.00
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion dowloads
Revenue trend of Southeast Asian mobile game
market
2.94 3.36 4.05
5.27
6.49
7.50 8.35 9.05 9.64 10.13 10.53
0.00
2.00
4.00
6.00
8.00
10.00
12.00
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion dowloads
Download trend of Southeast Asian mobile game
market

5151
Analysis of Top Mobile Games’ Advertising in Southeast Asia
Source: SocialPeta
-Advertiser Analysis; real
-time
monitoring of advertisers’ advertising performance, based on data retrieved from backend data sources.
Mobile Legends: Bang Bang MOONTON
Game intro : Mobile Legends :Bang Bang (MLBB) is widely known in
Southeast Asia .In September last year, the game was chosen for Esports at
the 2022 Southeast Asian Games for the third time .And great public attention
was drawn to MLBB Tournament in Southeast Asia .
Gameplay :MOBA
Game genre :fantasy
Admob TikTok Facebook Instagram AudienceNetwork Messenger YouTube Other
Advertising platforms for the past 1 year
757
2461
Global Advertising Trend
iOS Android
Work with TikTok in publicizing
MLBB Tournament
The game released significantly more creatives
on TikTok in 2023 . It greatly enhanced its
influence in Southeast Asia with the help of
UGC and tournament -related content .

5252
Some Popular New Games in Southeast Asia in Q 1
Most of the popular new games in Southeast Asia are developed by Chinese and Korean companies, most of which
are MMORPG games .
It is worth mentioning that we must pay attention to each country’s language and cultural characteristics, and we
cannot generalize them .
Source: SocialPeta
-App intelligence, displaying the newly
released and outstanding games in Southeast Asia within the date range. Date
Range: Jan. 2023
-Mar. 2023
Revelation Mobile Summoners War :Chronicles Call of Dragons
Chinese popular IP MMO A sequel to the famous card
games MMO Cartoon fantasy SLG

5353
Observation of Middle East Mobile Game Market
Established in 2016 , the
company focuses on board
and social games .
Established in 2011 , the
company focuses on
casual and simulation
games
Established in 2004 , the
company focuses on puzzle
games .

5454
Observation of Top Game Genres in Middle East
• Strategy games contributed the highest percentage of revenue, accounting for over 30 %,and most of the games were from Chinese companies .
• The local gamers also love games with action and shooter elements, atypical example of which is PUBG Mobile .
Strategy games reported outstanding revenue .PUBG Mobile was very popular .
Source
：SocialPeta
-APP Intelligence; collecting data of
regional advertising, and data of downloads and revenue from App Store & Google Play Date Range: Jan. 2023
-Mar. 2023
34%
15%
9%
8%
7%
27%
Top game genres by advertising
Casual Puzzle Simulation
Strategy Action Other
30%
14%
11%
10%
10%
25%
Top game genres by revenue
Strategy Action RPG Board Casual Other
18%
16%
12%
9%
9%
36%
Top game genres by downloads
Arcade Casual Action Puzzle Sports Other

5555
Insights into Middle Eastern Mobile Game Market
• Analysis of UAE’s mobile game market :It had the widest coverage of internet in Middle East and amajority of mobile games were male -oriented .
• Analysis of Saudi Arabian mobile game market :M ore paying players and mid -core and hard -core games were the highest -grossing .
• Analysis of Turkish mobile game market :Rapid growth in mobile game market size, revenue, and users’ gaming time .
• Analysis of Egyptian mobile game market :An emerging market that mobile game companies across the world competed for .
Middle East ern mobile game market :Steady growth in the spending of Middle East mobile game users
0.87 0.95
1.25
1.63
2.15 2.39
2.73
3.02 3.26 3.46 3.63
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion USD (US$)
Revenue trend of Middle East mobile game
market
1.07
1.87 2.27
3.33
4.23
5.10
5.77 6.33 6.78 7.19 7.52
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
in billion downloads
Download trend of Middle East mobile game
market

5656
Analysis of Top Mobile Games’ Advertising in Middle East
Source: SocialPeta
-Advertiser Analysis; real
-time
monitoring of advertisers’ advertising performance, based on data retrieved from backend data sources.
Yalla Ludo Yalla
Game intro :Game intro :Yalla Ludo is apopular platform in Middle East
that allows you to have real -time voice chat and play Ludo or Domino with
your friends online .Combined with voice chat service, the game is also a
social platform .
Gameplay :airplane chess +Chinese dominoes
Game genre :board, casual
Messenger AudienceNetwork Instagram Facebook Pangle Admob Vungle Other
Advertising platforms for the past 1 year
283
3752
Global Game Advertising Trend
iOS Android
Social is a key element to game marketing
Having started as social service, Yalla finds it’s
important to add social elements to its marketing .
Besides the creative showing a phone calling,
there’re also creatives about asking friends in a
chatting room to play games together .

5757
Some Popular New Games in Middle East in Q 1
Most of the popular ones are hyper -casual games, and games with competitive elements are more popular
with local players .
No new mid -core and hard -core games stood out in Middle East .Most top mid -core and hard -core games
were from global companies .
Source: SocialPeta
-App intelligence, displaying the newly
released and outstanding games in Middle East within the date range. Date
Range: Jan. 2023
-Mar. 2023
Avatars Saga Hoarding and Cleaning Ammo Fever
Anime -style MMO Hyper -casual Hyper -casual

Broad
Platform, coverage of
countries/regions, analysis
dimensions
Large
Data size
Rapid
Data updating
In -depth
Intelligent recommendation , self –
developed algorithm
Over 1.3 billion
advertising data
Covering 5.1 million
advertisers
Multidimensional in –
depth analysis of
products
Exclusive data and
traffic intelligence
Covering 70
countries/regions and
over 70 channels
worldwide
Updated hourly
Over 1 million ad data
are updated each day
SocialPeta — the world’s leading advertising and marketing platform
Provide real -time updates of global market trends, and insights into competitors’ advertising data, promotion/monetization strategies, and cost -efficient ways to
acquire global customers .
58 www.socialpeta.com

59 www.socialpeta.com
9 0% of top companies have chosen to use “SocialPeta”

60 www.socialpeta.com
Follow SocialPeta on LinkedIn
for more latest information and insightful reports about mobile apps

61
THANKS
2 0 2 3 Q 1 G L O B A L M O B I L E G A M E M A R K E T I N G R E P O R T
广大大