Q1 2023 Mobile Game Trends White Paper [Simulation Games]

Apr, 2023 Q1 2023
Mobile Game Trends White Paper [Simulation Games ]
M arket Potential Report on Asia Pacific
Data are collected to embrace changes and opportunities in mobile game market

Contents
01.
Total game players
by region
/3
02.
Total paying game
players by region
/4
03.
Top games by marketing
within 3 months
/5
04.
Top game ad creatives
within 3 months
/6
05.
About SocialPeta
/7
This global mobile game report covering six types of
games will be updated every two weeks. The six game
types are listed below:
1 2
3 4
5 6
SLG RPG
(Action RPG + MMO)
Card RPG
(Online card game + RPG)
SIM
Hybrid Casual
(Party + Puzzle + Rhythm)
Action Battle Arena
(Shooter + Fighting + MOBA)

Total G ame P layers by R egion ｜ SLG
106.97M
1.5%
Compared to Q4 2022
Data Source: Global Web Index, a worldwide market research databaseDate Range: Q4 2022 -Q1 2023
SLG mobile games in overseas market in Q12023
Total number of players remained rising
SLG games have drawn much attention inmobile game market .
It’sshown that there was a2%growth inVietnam, the Philippines,
and Thailand in Q120 23 .Ho wev er, SLG gam es had les s
influence inthe Japanese market, accounting for only 3% ofthe
nation ’spopulation .
M a n y SLG p l a y e r s in I n d o n e s i a a n d the
Philippines
What isnoteworthy isthat SLG players accounted for over 30%
of the population of Indonesia, the Philippines, and Vietnam .
Indonesia reported agrowth of2.3%inQ42022 toreach over 40
million SLG players, which means that there are still considerable
opportunities and potential for SLG sinoverseas markets .
Total in Q1 2023
33% 41% 34%
22% 20% 24% 21%
3%
18%

Total P aying P layers by R egion ｜ SLG
48.9M
Compared to Q4 2022
Data Source: Global Web Index, a worldwide market research databaseDate Range: Q4 2022 -Q1 2023
2.8%
H i g h p e r c e n t a g e of p a y i n g SLG pla y e r s in
Thailand and Hong Kong (China)
There was a constant increase in the number of SLG players, and
also a stable increase in the total number of paying players . Based
on data, over 40% of the players were willing to pay to improve
their game experience, the percentage was over 50% in
Thailand and Hong Kong (China) .
There was great potential in paying SLG players in
the Indonesian market .
Though there was aYoY decline of 4% in the number of
paying SLG players inIndonesia, the total number remained at
18 million, indicating that itwas still amarket with great
potential .
Compared to Q4 2022 , Vietnam recorded the highest growth of
paying SLG players, 4%, followed by Thailand with a growth of 3%.
It shows that Vietnam and Thailand are highly potential and
competitive markets for SLG mobile games .
Total in Q1 2023
46% 45% 45% 40%
54% 45% 46% 45% 50%

1 Call of Dragons
Lilith Games
Cartoon & Fantasy
2 Evony
TOP GAMES
Medieval & Realistic Visuals
3 The Ants
StarUnion
Insect Simulation
4 The Grand Mafia
Yotta Games
Mafia
5 Mafia City
Yotta Games
Mafia
6 Age of Apes
Tap4Fun
Animal Cartoon
7 Doomsday
IGG
Zombie Apocalypse
8 Stormshot
FunPlus
Medieval & Realistic Visuals
9 朕的江山
必可游戏
The Three Kingdoms
10 Viking Rise
IGG
Nordic Myth
Top Games by Marketing within 3 Months (Mar. -May) ｜ SLG
Data Source: SocialPeta -Advertiser Analysis; advertisers are sorted by their deduplicated creatives within the date range from high to low; Date Range: 1/3/2023 -31/5/2023, excluding data from China’s mainland
1 The Grand Mafia
Yotta Games
Mafia
2 Last Fortress
IM30
Apocalypse & Bunker
3 Evony
TOP GAMES
Medieval & Realistic Visuals
4 Call of Dragons
Lilith Games
Cartoon & Fantasy
5 Mafia City
Yotta Games
Mafia
6 Lords Mobile
IGG Cartoon & Fantasy
7 State of Survival
FunPlus Zombie Apocalypse
8 Doomsday
IGG
Zombie Apocalypse
9 Age of Apes
Tap4Fun
Animal Cartoon
10 The Ants
StarUnion
Insect Simulation
iOS Android
Outstanding release of
creatives from new games
Revenue barrier is expected
to be broken by new games
Almost all games on the advertising chart of SLGs are from Chinese game developers. And because of SLG s’ long -term operation plans and precision marketing, there are many outstanding and effective ad creatives released. According to the advertising trends within the past 3 months, quite a lot of new games have achieved outstanding performance, and some of them are listed below : • [Call of Dragons], developed by Legou Games and published by Lilith Games, released the most ad creatives on iOS. Thanks to the game ’s massive advertising and great performance in Europe and America, Lilith Games recorded a significant increase in revenue in April; • [Doomsday] was released as early as August 2021, but it was released again for regions including Japan, South Korea, and Taiwan (China) on 15th March this year; • Another game [Viking Rise] was released globally by IGG on 13th April, and its Viking stories soon attracted much attention thanks to its wide audience and excellent gameplay.

Top Game A d C reatives within 3 Months (Mar. -May) ｜ SLG
Data Source: SocialPeta -Ad Display, displaying the highly effective ad creatives within the date range Date Range: 1/3/2023 –31/5/2023; All right sto the creatives reserved by the respective advertisers.
“Live -action” and “mini -game” are two keywords for advertising SLGs
Call of Dragons
Duration : 18days
Estimated Impression s:323 ,000
Advertising Platform: FB News Feed
Features :Exaggerating expressions are used to
attract the audience ’sattention .Meanwhile, PS 4
is hig hlig ht e d in t h e ad c re at ive to attr ac t
console game players .In the end, the creative
mentions Lilith Games ’another game [Rise of
Kingdom] for the purpose ofadvertising this new
game .
Click to view the complete
creative
Doomsday
Duration : 41 days
Estimated Impression s: 304 ,000
Advertising Platform: ironSource
Features :In recent years, it’s been very
common for SLGs to combine mini -games
when advertising .The most outstanding
mini -game in the past 3months was the
gameplay “Hack and Slash ”,which allows
players to enjoy the game by slashing
monsters and receiving plenty ofrewards .
Click to view the complete
creative

About S ocial Peta
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run out of inspiration for ad creatives.
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