Q3 2022 Mobile Game Marketing Insights and Trends of Popular Game Genres

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Insights into Global
Mobile Game Marketing
/5
Insights into Strategy
Games Marketing in Q3
/21
Insights into RPGs
Marketing in Q3
/36
Insights into Simulation
Games Marketing in Q3
/49
Insights into Casual
Games Marketing in Q3
/61
Insights on Mobile Game Marketing
in Different Countries/Regions
/74

Insights into Global Mobile Game
Marketing

Source: SocialPeta, based on data retrieved from backend data sources
Date Range: Jan -Sept 2022
5
0.0M
1.0M
2.0M
3.0M
4.0M
5.0M
6.0M
7.0M
8.0M
9.0M
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
25.0 K
30.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept
Active Advertiser Active Creative
Insights into Global Mobile Game Marketing in 2022
Global Mobile Game Advertisers in Q3
Global Mobile Game Creatives in Q3
36.1K YoY ↑16.6%
12.6M YoY ↓8.7%
Jan -Jul saw a significant increase in creatives; August saw a dramatic decline in creatives.
Q 3 reported a total of over 36000 mobile game advertisers ,up 16 .6% YoY .The number of monthly active advertisers was on a rising curve to
reach over 22000 .
Active creatives had surged since January to reach over 8 million creatives in July only .But creatives experienced adramatic decline in August,
with adecrease of over 20 % from the previous month .

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
6
Insights into Global Mobile Game Marketing in 2022
Global mobile games grew by quarter in Q 1-Q 3 2022 for a smooth recovery .
Compared to 2021 ,the mobile game industry was on a downtrend this year .But based on this year’s data, the downloads of global mobile games
were increasing by quarter to achieve a growth .
Downloads increased by over 100 million in Q 3 2022 ,with a YoY growth of 6% and a QoQ growth of 2% ,indicating a steady growth of the
mobile game markets .
7.2B
7.3B
7.4B
7.5B
7.6B
7.7B
7.8B
7.9B
8.0B
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Download s of global mobile gam ing apps in the past yea r
↑4%
↑2%

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
7
Insights into Global Mobile Game Marketing in 2022
In the past year, DAU increased by a quarterly growth rate of about 3%.
Compared to Q 3 2021 ,active users increased by 11 % in Q 3 this year, with an increase of nearly 300 million .
Based on the downloads and number of active users, we can see that users had lower willingness to download new games and old games had
a higher user stickiness .
2.3B
2.3B
2.4B
2.4B
2.5B
2.5B
2.6B
2.6B
2.7B
2.7B
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
DAUs of global mobile gaming apps in the past year
↑11%

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
8
Insights into Global Mobile Game Marketing in 2022
IAP started to recover from Q 2,but still less than the same quarter last year .
Mobile game revenue didn’t look good in the past year, dropping during Q 4 2021 -Q 1 2022 and slowly recovering during Q 2-Q 3 2022 .
Compared to Q 2 2022 ,mobile game revenue rose sharply (by over 80 million) in Q 3 2022 .It was the highest growth since the revenue decline
in the end of 2021 .By the end of this year, the mobile game revenue is expected to exceed that in the same period of last year .
6.9B
7.0B
7.0B
7.1B
7.1B
7.2B
7.2B
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
IAP of global mobile gaming apps in the past year (Unit: $)
↑nearly
80M

Active Advertisers Active Creatives
Source: SocialPeta, based on data retrieved from backend data sources
Date Range: Jul -Sept 2022 9
Insights into Global Mobile Game Advertising in Q3
A 1.5% YoY growth in the percentage of casual game advertisers, a 1.53 % YoY growth in the percentage of
puzzle game creatives
In Q 3,casual game advertisers accounted for over 23 % ,up 1.5% from the same period last year ;RPG advertisers accounted for 7.17 % ,down
1.85 % from last year, the largest drop of advertisers among all game genres .
Puzzle game creatives accounted for 14 .34 % ,up 1.53 % from last year ;action game creatives accounted for 7.13 % ,down 1.73 % from last year,
the largest drop of creatives among all game genre .
+1.50%
+0.88% +0.97%
+0.44%
-1.85%
-0.19% -0.52%
+0.02%
+0.05% +0.05%
-0.41%
+1.53% -1.62%
+1.00% -0.92%
-1.73%
-0.08%
+1.09%
+0.22%
+0.05%

Source: SocialPeta, based on data retrieved from backend data sources
Date Range: Jul -Sept 2022 Note: Some advertisers may be classified into multiple game genres, which can cause inconsistency between the percentages of a g ame genre and the percentages of its total creatives. 10
7.2 K
4.0 K
3.2 K
0K
1K
2K
3K
4K
5K
6K
7K
8K
Monthly Advertisers
In Q3, mobile games had monthly advertisers: 23.7K; monthly creatives per advertiser : 288
Casual games had the highest number of over 7200 monthly advertisers in Q 3,nearly 80 % higher than puzzle games which had the second
most advertisers .
Strategy games were still the top 1 game genre by average advertising, with 524 monthly creatives per strategy advertiser in Q 3,followed by
casino games and RPGs .
381
524
385
0
100
200
300
400
500
600
Monthly Creatives Per Advertiser
Insights into Global Game Advertising by Game Genre in Q3

Source: SocialPeta, based on data retrieved from backend data sources
Date Range: Jul -Sept 2022; Note : Some advertisers may be classified into multiple game genres, which can cause inconsistency between the percentages of a ga me genre and the percentages of its total creatives. 11
57.75%
62.53%
32.58%
43.88%
56.27%
52.38%
57.78%
53.42%
46.38%
36.37%
42.25%
37.47%
67.42%
56.12%
43.73%
47.62%
42.22%
46.58%
53.62%
63.63%
Table
Adventure
Casino
Card
Strategy
RPG
Action
Simulation
Puzzle
Casual
Percentages of mobile game advertisers on iOS
and Android
iOS 38%
Android 62%
Percentages of
Advertisers
iOS 29%
Android 71%
Percentages of
Creatives
Insights into Advertising by Mobile Game Genre in Q3
47.27%
49.46%
31.23%
49.72%
38.57%
41.96%
48.49%
52.37%
36.24%
34.74%
52.73%
50.54%
68.77%
50.28%
61.43%
58.04%
51.51%
47.63%
63.76%
65.26%
Table
Adventure
Casino
Card
Strategy
RPG
Action
Simulation
Puzzle
Casual
Percentages of mobile game creatives on iOS
and Android
iOS advertisers accounted for nearly 40%, but their creatives accounted for only 30%.
Android advertisers were mostly ca sino ,casual, and card games ;adventure games accounted for over 62 % ,the highest percentage, of all iOS
advertisers .
Android obviously had more creatives than iOS .Android and iOS had similar percentages of simulation, action, and adventure game creatives .

Source: SocialPeta, based on data retrieved from backend data sources
Date Range: Jul -Sept 2022; Note : Some advertisers may be classified into multiple game genres, which can cause inconsistency between the percentages of a ga me genre and the percentages of its total creatives. 12
Insights into Creatives by Mobile Game Genre in Q3
Video creatives accounted for over 83%, down 1.84% from the same period last year.
Video creatives were the most
mainstream advertising format .
Video creatives of puzzle games
accounted for the highest
percentage (over 90 % ) of all
game creatives, followed by
casual games and strategy games .
Video Creatives
Image creatives accounted for 12 %,
up 1% from last year .Percentages
of image creatives in RPG s and
card games were both over 20 % ,
higher than other game genres .
Image Creatives
83.6%
12.0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Table
Adventure
Casino
Card
Strategy
RPG
Action
Simulation
Puzzle
Casual
Video Image HTML Other

evene. The total
Source: OpenMediation, it ’s designed based on the BCG Matrix, dividing game genres into three parts to form a nine -square division
Date Range: Jul -Sept 2022
13
Insights into Global Mobile Game Marketing in Q3
Revenue of most game genres were flattening out.
Of all popular game genres, only adventure games and card games maintained afast revenue growth of 8% QoQ in Q 3 2022 .But the two game
genres didn’t generate very high total revenue and the two genres combined accounted for only 13 % .
RPG, simulation, and casual games tended to have asteady revenue with agrowth of less than 5% .
Low revenue, fast growth
Low revenue, steady growth Medium revenue, steady growth
Medium revenue , decreasing
High revenue, steady growth
Popular genres in a nine -square division (Based on percentages of revenue in Q3 2022 and QoQ revenue growths in Q3 2022)
QoQ
growths
in Q3
2022
percentages of revenue in Q3 2022
5%
0%
10% 15%
Adventure Card
Simulation Casual Casino
Puzzle Action
Strategy
RPG
Board Arcade

Source: OpenMediation, it ’s designed based on the BCG Matrix, dividing game genres into three parts to form a nine -square division
Date Range: Jul -Sept 2022
14
Insights into Global Mobile Game Marketing in Q3
Game genres with low market shares were expected to have a faster user growth
Game genres with high market shares such as action and casual games started to stabilize, while game genres with low market shares were
expected to have a faster user growth and occupy more market share
But games with low market shares often had relatively small user base and less target audience .Developers need to know how to quickly
acquire users from the limited audience .
Low market share, fast growth
Low market share, steady growth Medium market share, steady growth High market share, steady growth
Popular genres in a nine -square division (Based on percentages of DAUs in Q3 2022 and QoQ DAU growths in Q3 2022)
QoQ
growths
in Q3
2022
percentages of DAUs in Q3 2022
10%
0%
10% 15%
Adventure Card
RPG Strategy
Casino Board
Puzzle Arcade Simulation Action Casual

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
15
Insights into Global Mobile Game Marketing in Q3
Action and casual old games with “high market share, steady growth” had a good momentum of user growth .
All game genres had a good growth .The top game genres including casual, action, arcade, simulation, and puzzle games had relatively fast DAU
growths despite of alarge user base .But the growths were mostly contributed by old games that were released at least one year ago .
Among the newly released games in 2022 ,[Save the Doge], [ Fill The Fridge!], and [Apex Legends Mobile] recorded higher growths, and
deserved more attention .
10%
4%
18% 13%
20% 20%
13% 13%
5% 2%
13%
5%
17%
6%
26%
7%
20% 19%
-46%
4% 0%
5% 2% 3% 3% 4%
11%
-1%
4% 0%
5% 4%
-6%
11%
3% 2%
-9% -22%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
0M
50M
100M
150M
200M
250M
300M
350M
400M
450M
Action Casual Arcade Simulation Puzzle Racing Sports Adventure Strategy RPG Education Table Music Word Card Casino Trivia
Quiz
Family No-label
DAU trends of mobile games (by game genre)
2021Q3 2022Q2 2022Q3 YoY in Q3 2022 QoQ in Q3 2022

16
Insights into Global Mobile Game Marketing in Q3
Puzzle and arcade games with “Medium market share, steady growth” increased significantly in downloads in Q3
The downloads of action, casual, and simulation games together accounted for 40 % of the total downloads of all mobile games .But those game
genres have arelatively fixed market which is hard for new games to enter .
In comparison, puzzle and a rcade games grew in a steadier and faster way, with a higher possibility of innovation .
Source: OpenMediation, based on processed market data ,excluding data from mainland China, Hong Kong, Macao and Taiwan
Date Range: Jul 2021 -Sept 2022
5% 3% -1%
11% 12% 16%
8% 7%
-1%
4% 3% 4% 4%
27%
-4%
6% 5%
14%
-47%
2% 0%
-6%
3% 3% 1% 2%
18%
2% 1% -1% 1% 3%
22%
-5%
5%
-2%
-10% -23%
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
0M
200M
400M
600M
800M
1000M
1200M
1400M
Action Casual Simulation Puzzle Arcade Racing Sports Adventure RPG Strategy Education Table Music Card Word Casino Trivia
Quiz
Family No-label
Downloads t rends of mobile games ( by game genre)
2021Q3 2022Q2 2022Q3 YoY in Q3 2022 QoQ in Q3 2022

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
17
Insights into Global Mobile Game Marketing in Q3
RPGs with “low market share, steady growth” were still high -grossing and had the highest IAP among all
game genres
In terms of IAP, most game genres were stable , except a few genres had sharp ups and downs.
In an overall comparison, RPGs were still the highest grossing, recording over $1.7 billion in IAP to account for over 25 % of all IAP, more than
twice as much as the IAP of strategy games which ranked No .2.
1%
-8% -6%
5%
-8%
5% 7% 4% 5%
-10%
8% 9%
0%
13%
-15% -19%
36%
12%
-87%
0% -7%
4% 1% 8% 3% 3% 3% 8%
-2% -8%
1% 3% 3% 1% -6% -4% 4% -9%
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
0.0B
0.2B
0.4B
0.6B
0.8B
1.0B
1.2B
1.4B
1.6B
1.8B
2.0B
RPG Strategy Action Puzzle Adventure Simulation Casual Casino Card Sports Music Table Word Arcade Racing Family Education Trivia
Quiz
No-label
IAP (unit: $) trends of mobile game s(by game genre)
2021Q3 2022Q2 2022Q3 YoY in Q3 2022 QoQ in Q3 2022

18
Top 10 Global Mobile Games by Advertising in Q3
Source: SocialPeta -Advertiser Analysis; advertisers are sorted by their deduplicated creatives within the data range from high to low
Date Range: Jul -Sept 2022
iOS Android
1 Coloring Book!
Doodle Mobile
Board
2 Township
Playrix
Simulation
3 幻想名將傳
Doki Studio
RPG
4 英雄戰紀
Bingchuan Network
RPG
5 The Grand Mafia
Yotta Games
Strategy
6 Evertale
ZigZaGame
RPG
7 The Ants
StarUnion
Strategy
8 Kids learning games ABC
Keiki
Education
9 Rise of Kingdoms
Lilith Games
Strategy
10 Fishdom
Playrix
Puzzle
On iOS, [Coloring Book!], acoloring board
game, topped the advertising chart with
over 4500 deduplicated creatives in Q3.
On Android, the casual game [Epic Heroes]
topped the advertising chart with nearly
15000 deduplicated creatives in Q3.
Some games added the casual game
element “dog head” in their ad creatives,
which brought afast increase in downloads .
The RPG [Heroes of War ]with its creatives
mainly released in Hong Kong, Macao, and
Taiwan also adopted such astrategy .
Games use the casual
game element in ad
creatives that brought a
fast increase in downloads.
1 Epic Heroes
Dinosaur -Games
Casual
2 The Grand Mafia
Yotta Games
Strategy
3 Jackpot World ™
Bole Games
Casino
4 Travel Center Tycoon
SONOW
Simulation
5 Evony
TOP GAMES
Strategy
6 Last Fortress
IM30
Strategy
7 英雄戰紀
Bingchuan Network
RPG
8 Lords Mobile
IGG
Strategy
9 Mafia City
Yotta Games
Strategy
10 Kingdom Guard
Tap4Fun
Strategy

Source: OpenMediation, based on processed market data
Date Range: Jul -Sept 2022
19
Insights into Global Mobile Game Marketing in Q3
Four valuable gameplays: s imulation , s trategy , R PG, c asual
• Strategy
Strategy gameplay is one of the traditional ones and also the one
that Chinese companies are good at .Among all strategy gameplays,
SLG is the most popular . Recently, the animal -themed SLGs
developed by Chinese developers were popular among players .
• RPG
RPGs are much higher -grossing than any other game genres .
• Simulation & Casual
Simulation and casual are two popular gameplays that can be seen
in many games as the main gameplay or one of the combined
gameplays .The two together had 1 billion users, aquarterly growth
of over 10 % .
Percentage of DL
DL QoQ
Percentage of DAU
DAU QoQ
Percentage of IAP
IAP QoQ
Downloads & IAP of four valuable gameplays of mobile games
Simulation Strategy RPG Casual

Insights into Strategy Mobile
Games Marketing in Q3

Source: SocialPeta, based on data retrieved from backend data sources
Date Range: Q1 2021 -Q3 2022
21
In Q 3, there were over 2400 strategy game advertisers, more of them on iOS, while with more creatives
released on Android .
In Q 3,the total number of strategy game advertisers increased by 8.4% YoY, which was a QoQ growth of 12 .4% .There were 887 average
creatives on Android, 28 .9% higher than that on iOS .
56.11% 55.02% 53.05% 51.46% 49.87% 51.84% 56.33%
43.89%
44.98% 46.95% 48.54%
50.13%
48.16%
43.67%
0
500
1000
1500
2000
2500
3000
2021Q1 Q2 Q3 Q4 2022Q1 Q2 Q3
Trends of numbers of advertisers on iOS and
Android
56%
44%
Percentages of
Advertisers
39%
61%
Percentages of
Creatives
Insights into Strategy Mobile Game Advertising
Android
887
iOS
688

22
Top 10 Strategy Mobile Games by Advertising in Q3
Source: SocialPeta -Advertiser Analysis; advertisers are sorted by their deduplicated creatives within the data range from high to low
Date Range: Jul -Sept 2022
iOS Android
1 The Grand Mafia
Yotta Games
Mafia SLG
2 The Ants
StarUnion
Ant SLG
3 Rise of Kingdoms
Lilith Games
War SLG
4 歡樂大東家
EWORLD
Business
Simulation
5 Kingdom Guard
Tap4Fun
Tower
Defense
SLG
6 Last Fortress
IM30
Apocalypti
c SLG
7 T3 Arena
XD Inc.
Multiplaye
r
8 富甲江戶城
Yogame
Business
Simulation
9 Evony
TOP GAMES
War SLG
10 Three Kingdoms Origin
DeNA
Three
Kingdoms
SLG
The No .1 game on the advertising chart of
strategy games in Q3was The Grand Mafia,
a Mafia SLG of Yotta Games ,with over
1700 deduplicated creatives on the App
Store and Google Play combined .
Top 10 games on the Android chart were all
SLGs, while top 10 games on the iOS chart
were relatively more diversified in genre .
Overall, Chinese game advertisers
contributed more strategy game advertising
and most of the advertised games were
SLGs .
SLG
Dominates the
Advertising Chart of
Strategy Games
1 The Grand Mafia
Yotta Games
Mafia SLG
2 Lords Mobile
IGG
War SLG
3 Last Fortress
IM30
Apocalypti
c SLG
4 Evony
TOP GAMES
War SLG
5 Kingdom Guard
Tap4Fun
Tower
Defense
SLG
6 Mafia City
Yotta Games
Mafia SLG
7 Rise of Empires
IM30
War SLG
8 The Ants
StarUnion Ant SLG
9 Puzzles & Survival
37Games
Apocalypti
c SLG
10 State of Survival
FunPlus
Apocalypti
c SLG

23
Insights into Strategy Mobile Game Marketing
Strategy mobile games: A slight decline in users in Q3
Compared to Q2,strategy games had an increase of about 4.5 million in downloads in Q 3.But the increase in downloads didn’t result in an
increase in DAUs .
Through further study, we can see that the increased downloads were most from mobile games released in 2019 or later, and the increased DAUs
which was less than the users lost from other games, which means the loss of users in -game market was not filled .
290M
295M
300M
305M
310M
315M
320M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Trends of downloads of strategy games
108M
110M
112M
114M
116M
118M
120M
122M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Trends of DAUs of strategy games
↑4.5M
↑5%
Source: OpenMediation, based on processed market data , excluding data from mainland China, Hong Kong, Macao and Taiwan
Date Range: Jul 2021 -Sept 2022

24
Insights into Strategy Mobile Game Marketing
India and America contributed the main DAUs for strategy games, while Japan and South Korea had a
good growth of DAUs .
India and America were the main regions for strategy games, which had large numbers and stable growths of users .
Emerging markets including Indonesia and Brazil recorded stable growths in Q 3,while Mexico and Vietnam saw dramatic increases in strategy
game DAUs .
Source: OpenMediation, based on processed market data , excluding data from mainland China, Hong Kong, Macao and Taiwan
Date Range: Jul 2021 -Sept 2022
8% 8%
3% 1%
-8%
7%
13%
-3%
30%
5% 7% 8%
3%
14%
17%
2% 1%
-2% 0%
3%
-5%
2%
-2%
2% 4%
-1%
-9%
-3%
1%
-10% -15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
0M
5M
10M
15M
20M
25M
India America Brazil Indonesia Russia Mexico Vietnam Turkey South Korea Germany Philippines Thailand UK Japan France
DAU trends of strategy games in top 15 regions
2021Q3 2022Q2 2022Q3 YoY in Q3 2022 QoQ in Q3 2022

25
Insights into Strategy Mobile Game Marketing
A slight decline in IAP , a relatively stable ARPU
In Q3,global strategy games had a 1% decline of DAUs, and a 6% decline of IAP, with each single user’s spending changing within a normal
growth range .
0M
100M
200M
300M
400M
500M
600M
700M
800M
900M
1000M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
IAP (unit: $) trends of strategy games
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
ARPU (unit: $) trends of strategy games
Source: OpenMediation, based on processed market data , excluding data from mainland China, Hong Kong, Macao and Taiwan
Date Range: Jul 2021 -Sept 2022

26
Insights into Strategy Mobile Game Marketing
IAP revenue was volatile, dropping sharply in America, Japan and South Korea in Q3
Strategy games mainly generated revenue from America and Japan .The two regions contributed 65 % of total revenue of strategy games, but
experienced obvious declines in Q 3,which was challenging .
Source: OpenMediation, based on processed market data , excluding data from mainland China, Hong Kong, Macao and Taiwan
Date Range: Jul 2021 -Sept 2022
-8%
-3%
-17%
-9%
-5%
-7% -7%
-4%
-1% -3%
4%
-28%
-1% 0%
-8%
-7%
-4%
-9% -9%
1%
-17%
-6%
2%
-9%
-6%
2%
-5%
-1% 1%
-13%
-30%
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
0M
50M
100M
150M
200M
250M
300M
350M
America Japan South Korea Germany UK France Canada Australia Singapore Saudi Arabia Turkey Italy Malaysia Indonesia Brazil
IAP (unit: $) trends of strategy games in top 15 regions
2021Q3 2022Q2 2022Q3 YoY in Q3 2022 QoQ in Q3 2022

Source: SocialPeta -Advertiser Analysis; the deduplicated creatives on iOS and Android are only limited to those in Q3 2022
Date Range: Jul -Sept 2022
27
Days of Duration Deduplicated
Creatives on iOS
Deduplicated
Creatives on Android
The strategy game [Evony] has long remained one of the top 10 best -selling games on
the App Store in America .The game topped the best -selling chart of strategy games in
America in Q3many times .The game’s promotional video “BATTLE OF EVONY” was
played at the 2017 Super Bowl .
Top Games Inc .was founded in 2015 ,with its registered address in America .
Evony
450+ 2.5K 10.2K
Case Study: Strategy Mobile Game Advertisers
TOP GAMES

Source: SocialPeta -Advertiser Analysis; based on advertisers ’ numbers of creatives captured and analyzed
Date Range: Jan -Sept 2022
28
Insights into [ Evony ]’s Global Advertising
There were nearly 2500 daily creatives on Android, 230% more than that on iOS.
The game mainly released creatives on Android, with 2481 daily creatives ;the peak of creatives on Android was in April -July ,peaking at over 3700
daily creatives
It had 744 daily creatives on iOS, the overall trend was relatively stable .The peak emerged in August with nearly 900 daily creatives .
893
3718
0
500
1000
1500
2000
2500
3000
3500
4000
4500
1/1 1/26 2/20 3/17 4/11 5/6 5/31 6/25 7/20 8/14 9/8
744
Daily Creatives quantitu on
iOS
2481
Daily Creatives quantity
on Android

Source: SocialPeta -Advertiser Analysis; based on advertisers ’ numbers of creatives captured and analyzed
Date Range: Jan -Sept 2022
29
Analysis of [ Evony ]’s Advertising Strategy on the Andriod device
Most creatives were released in America, Japan, South Korea; with nearly 20% of its creatives on Admob
Google Ads (Admob )was its main advertising platform where nearly 20 % of its creatives were released .Audience Network (AN) had the most
creatives among all FB platforms, which were over 18 % of the game’s creatives .
93 % of its creatives were video, 4.85 % higher than the average percentage of strategy games .Most of its creatives were released in America, 137 %
higher than that in Japan which was ranked No .2.
19.99%
18.05%
16.60%
16.11% 15.08%
5.97%
8.20%
Admob
AN
Mes
Ins FB
Unity
Other
Advertising Platform
Video ,
93.09%
Image ,
6.57%
Type of Creative
USA JPN KOR CAN AUS IND GBR CHI GER KSA
Top 10 Counties by Advertising

Duration: 99 days
Dimensions: 1280 * 720
Advertising Platform:
Advertising Copy:
Challenge the Puzzle Now
Try and solve the puzzles.
Source: SocialPeta -Ad Display, displaying the new and relatively popular creatives within the date range.
Date Range: Jul -Sept 2022 ; Popularity (0 -1000) is an overall numerical value related to ad duration, views, and market effect. Creatives with a higher po pularity are more competitive.
30
Estimated Impressions: 414.4K Estimated Impressions: 414.4K Popularity: 394 Popularity: 394
Local actor + Pin pulling
puzzles
Most infectious and funny
[Evony]’s Popular Creative in Q3

Duration
The longer duration means the advertiser continues using
the creative to attract more users, and also means the
creative is more valuable .
01
Impressions
An impression is when an ad creative is
fetched from its source .Impressions are a
reference indicator of creatives ’quality .
02
Popularity
A comprehensive index and one of
the key indexes for deciding anew
creative ’spotential .
03 M ultidimensional R emoval of D uplicates
The precise display of effective creatives can greatly
improve the search and output efficiency .
06
Int eraction indicator
An indicator based on the original -post data exclusive to SocialPeta .
It’sthe nearest to conversion index .
05
Original Display
Original -post ads allow to view the display result sof
original news feed ads, and also allow further
observation of real interactive effects .
04
Daily updated database
Tens of millions of data are updated every day to ensure a
complete data coverage .
07
31
A nalysis M odel of Popular Creative s
www.socialpeta.com

Source: SocialPeta -Ad Display, displaying the new and relatively popular creatives within the date range.
Date Range: Jul -Sept 2022 ; Popularity (0 -1000) is an overall numerical value related to ad duration, views, and market effect. Creatives with a higher po pularity are more competitive. 32
Analysis of Popular Creatives for Strategy SLGs
Strategy games had the highest average number of creatives which were more diversified and funny .
Different options leading to win or fail Combined with hyper -casual ,to secure
more diversified users
Inspired by PC games ,afull display of
its gameplay

Source: OpenMediation, based on processed market data
Date Range: Jul -Sept 2022
33
Insights into Strategy Mobile Game Marketing
The Chinese game [Wolf Game] had a user growth and a revenue growth.
The two racing strategy games [GT Mega Ramp Stunt Bike Games] and [Crazy Car Stunt :Car Games] recorded great increases of users but very
slight increases of revenue .
[Wolf Game :The Wild Kingdom] had the greatest growth of revenue .It’s a SLG developed by a Chinese company .It was a hit game themed
on wolves .It quickly gained global popularity upon its release .Its popularity is not common .Other Chinese SLGs that are themed on animals were
all well received .For details, please see the next page .
0.0M
0.5M
1.0M
1.5M
2.0M
2.5M
3.0M
3.5M
GT Mega Ramp Stunt
Bike Games
Crazy Car Stunt: Car
Games
Doomsday: Last
Survivors
Wolf Game: The
Wild Kingdom
Tuk Tuk Auto
Rickshaw Game Plants vs. Zombies ™ Factory World State.io — Conquer
the World
Ludo Trip-Classic
Board Ludo
Real Dino Hunting:
Zoo Hunter
Downloads and IAP trends of Top 10 strategy games by DAU in Q3 2022
DAU Growth IAP Growth

Source: OpenMediation, based on processed market data
Date Range: Jan. 2021 –Sept. 2022; Note: [Wolf Game] was released in March 2022 and started to grow in August 2022. With the da ta of Q2 2022 missing, its QoQ change of DAUs in Q3 2022 and QoQ change of IAP in Q3
2022 were both 0%. 34
Insights into Strategy Mobile Game Marketing
Animal -themed SLGs grew rapidly. The market opportunity was yet to be searched for.
According to incomplete statistics, there were 4 animal -themed SLGs with great performance globally .They were all developed by Chinese
companies .Except for [蚁族崛起：神树之战 ]that was only released on China ’smainland, the other three games all had their own global versions .
And, [The Ants :Underground Kingdom]’s global version was even released before its Chinese version .
2021/01 2021/08 2021/08 2022/03
The Ants: Underground
Kingdom Ant Legion 蚁族崛起：神树之战 Wolf Game: The Wild
Kingdom
7%
96% 111%
0%
-1%
72%
186%
0%
-50%
0%
50%
100%
150%
200%
Downloads and IAP (Unit: $) trends of animal -themed SLGs
DAU QoQ in Q3 2022 IAP QoQ in Q3 2022

Insights into RPGs Marketing in Q3

Source: SocialPeta, based on data retrieved from backend data sources
Date Range: Q1 2021 -Q3 2022
36
In Q3, there were over 3300 RPG advertisers, more of them on iOS than Android.
In Q 3,the total number of RPG advertisers dropped by 9.6% YoY, which was a QoQ growth of 5.6% .There were 646 average creatives on
Android, 10 .4% higher than that on iOS .
45.72%
47.83% 45.85% 45.45% 47.36% 49.05% 52.48%
54.28%
52.17% 54.15% 54.55%
52.64% 50.95% 47.52%
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
2021Q1 Q2 Q3 Q4 2022Q1 Q2 Q3
Trends of numbers of advertisers on iOS and Android
52%
48%
Percentages of
Advertisers
42%
58%
Percentages of
Creatives
Insights into RPG Advertising
Android
646
iOS
585

37
Top 10 RPGs by Advertising in Q3
Source: SocialPeta -Advertiser Analysis; advertisers are sorted by their deduplicated creatives within the data range from high to low
Date Range: Jul -Sept 2022
iOS Android
1 幻想名將傳
Doki Studio
Card
2 英雄戰紀
Bingchuan Network
Card
3 Evertale （亙古幻想）
ZigZaGame
Japanese
4 Dynasty Legends 2
Taihe Interactive
MMO
5 X-HERO
Bingchuan Network
Card
6 暁 ノ 天刃録
广州点盛
MMO
7 Overmortal
Leiting Games
Cultivation
Stories
8 엑자일 : 어벤징 파이어
SpringGame
MMO
9 花舞宮廷
Origin Mood
Palace
10 時之約
Eskyfun
MMO
[Heroes of War ], an idle casino RPG of
B i n g c h u a n N e t w o r k , had the most
deduplicated creatives among all RPG
advertisers in Q3.The game mainly released
creatives in China’s Hong Kong, Macao, and
Taiwan regions, and had over 13000
deduplicated creatives on the App Store and
Google Play combined in Q3.
[X-HERO ] and other card RPGs achieved
great response by combining “dog head”
elements and media buying in their
advertising creatives released in late August .
Many companies followed the example later .
Overall, RPGs’ creatives were mainly
released in Asia -Pacific region, and mobile
game companies in Guangzhou, China were
outstanding in advertising .
Hyper -Casual Creatives to
Bring in Popularity
1 英雄戰紀
Bingchuan Network
Card
2 Overmortal
Leiting Games
Cultivation
Stories
3 幻想名將傳
Doki Studio
Card
4 Ultimate Arena of Fate
Orchid Savona Technology Limited
Card
5 一念逍遙
Leiting Games
Cultivation
Stories
6 時之約
Eskyfun
MMO
7 花舞宮廷
Origin Mood
Palace
8 Mighty Party
Panoramik Games Card
9 Saint Seiya
Wanda Cinemas Games Card
10 Legend of the Phoenix
Modo Global
Palace

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
38
Insights into RPG Marketing
RPGs: A recovery to the level of the same period last year
Compared to the early 2022 ,RPGs had an increase of 10 % in downloads, reaching a level basically the same as 2021 ’s peak ;the DAUs
increased by 7% (compared to a4% increase in the last quarter), reaching alevel higher than 2021 ’s peak .
100M
102M
104M
106M
108M
110M
112M
114M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Trends of DAU s of RPGs
300M
310M
320M
330M
340M
350M
360M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Trends of downloads of RPGs
↑4%
↑10%

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
39
Insights into RPG Marketing
RPGs were growing fast in Brazil
America was the biggest market for RPGs, and also one of the fastest -growing markets .Meanwhile, RPGs grew considerably in European
countries (England, France, and Germany) .It is noteworthy that DAUs in India and Brazil were increased to be as many as that in America .DAUs
in Brazil reported avery high quarterly growth of 12 % YoY in Q 3.
11%
-17%
12%
17%
-3%
-13%
-10%
8%
-1%
22%
4% 4% 6%
11%
1% 9%
2% 4%
12%
-4%
2%
-4% -3%
0%
17%
-4%
1%
9%
-2%
8%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
0M
5M
10M
15M
20M
25M
America India Brazil South Korea Japan Russia Vietnam Thailand Indonesia UK Turkey Mexico France Philippines Germany
DAU trends of RPGs in Top 15 regions
2021Q3 2022Q2 2022Q3 YoY in Q3 2022 QoQ in Q3 2022

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
40
Insights into RPG Marketing
RPG reported a stable revenue in Q3 while a slight decline in ARPU
RPGs are always a high -grossing and well -established genre .RPGs are stable, with their increases and decreases less than 2% ,and an overall
revenue of over $1.7 billion .
Compared to Q 2 2022 ,the ARPU in Q 3 decreased by 6% .
0.0B
0.2B
0.4B
0.6B
0.8B
1.0B
1.2B
1.4B
1.6B
1.8B
2.0B
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
IAP (unit: $) trends of RPGs
0
1
2
3
4
5
6
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
ARPU (unit: $) trends of RPGs

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
41
Insights into RPG Marketing
RPGs generated the most revenue in Japan and South Korea.
Japan and South Korea are the main sources of revenue for RPGs, which is mainly because local players there love to play anime -style
education RPG s.
3%
-3%
1%
6%
19%
7%
-1%
9% 7%
-1%
8%
-1%
-10%
3%
7%
2% 0%
-3%
-1%
6%
-6%
-1%
7%
-5% -4%
0%
-2% -3%
4%
-3%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
0M
100M
200M
300M
400M
500M
600M
700M
800M
900M
Japan South Korea America Germany France UK Canada Singapore Australia Thailand Malaysia Philippines Indonesia Brazil Italy
IAP (unit: $) t rend sof RPGs in Top 15 regions
2021Q3 2022Q2 2022Q3 YoY in Q3 2022 QoQ in Q3 2022

Source: SocialPeta -Advertiser Analysis; the deduplicated creatives on iOS and Android are only limited to those in Q3 2022
Date Range: Jul -Sept 2022
42
Days of Duration Deduplicated
Creatives on iOS
Deduplicated
Creatives on Android
[Heroes of War ]is asuperhero idle card RPG .The game was released for Android
in 2012 ,but it was released for iOS in China’s Hong Kong, Macao and Taiwan
regions on 22 August this year and topped the free chart in Taiwan on 4September .It
is still among the top 5free games in Taiwan .
Bingchuan Network ’s classic game [X -HERO] started to gain popularity again in
August thanks to its “dog head” creatives .Later, the company’s other card RPGs
tried to combine such creative pattern with the games, in order to attract more
players through the combination of hyper -casual gameplay and level -ups and
through MiniGame .
Heroes of War
Bingchuan Network
50+ 3.7K 9.8K
Popular RPG Advertisers

Source: SocialPeta -Advertiser Analysis; based on advertisers ’numbers of creatives captured and analyzed
Date Range: Jan -Sept 2022
43
Insights into [ Heroes of War ]’s Global Advertising
Creatives were increased over time and different product icons were adopted .
The game mainly released its creatives on Android .Its daily creatives on Android were 2.6 times as many as those on iOS .Its massive
advertising on both Android & iOS started on 13 August, with two peaks of creatives on 5 September and before China’s National Day .
The game had 4 versions of icons in Q 3.Each icon changing meant a change in advertising strategy .
796
3085
310
Daily Creatives on iOS
1122
Daily Creatives on Android
8.16
8.21
9.2
9.30

Source: SocialPeta -Advertiser Analysis; based on advertisers ’numbers of creatives captured and analyzed
Date Range: Jul -Sept 2022
44
Analysis of [ Heroes of War ]’s Android Advertisi ng
Over 90 % of its creatives were on Meta platforms ; action game media were its main advertising platform .
Meta platfo rms were its main advertising platform where over 90 % of its creatives were released .Among those flatforms, creatives on FB
News Feed accounted for the highest percentage .
In terms of creatives’ formats, 97 % of the game ’screatives were video ,and 32 .26 % of its creatives were released on action game media .
23.11%
22.59%
22.44%
22.38%
2.54%
1.83%
5.11%
FB
Ins
AN
Mes TikTok
Unity
Other
Advertising Platform
Video,
97.06%
Image,
2.53%
Type of Creative
32.26%
25.04%
19.66%
6.53% 5.74% 4.13% 3.39%
0.14%
0%
5%
10%
15%
20%
25%
30%
35%
Types of advertising media

Source: SocialPeta -Ad Display, displaying the new and relatively popular creatives within the date range.
Date Range: Jul -Sept 2022 ; Popularity (0 -1000) is an overall numerical value related to ad duration, views, and market effect. Creatives with a higher po pularity are more competitive.
45
Analysis of [ Heroes of War ]’s Creatives in Q3
Traditional Card RPG Elements
Fire Cannons
Dog Head
Parking Lot
More diversified combinations of MiniGame and the game
16 August
21 August
2 September
30 September

Source: SocialPeta -Ad Display, displaying the new and relatively popular creatives within the date range.
Date Range: Jul -Sept 2022 ; Popularity (0 -1000) is an overall numerical value related to ad duration, views, and market effect. Creatives with a higher po pularity are more competitive.
46
RPGs’ Other MINIGAME Creatives
[Hero Wars] as one of the top explorers in MiniGame creatives, has had many popular advertising creatives
Classic tower climbing Adventure & merge Big world exploration

Source: OpenMediation, based on processed market data
Date Range: Jul -Sept 2022
47
Insights into RPG Mobile Games Marketing
RPGs: new IP games quickly gained popularity
Among the top 10 RPGs by revenue, 8 out of them gained their major revenue from Japan and Korea , including the new games [ 히트 2] and
[鋼 の 錬金術師 MOBILE ]. [Diablo Immortal] and [Tower of Fantasy ], which was just released globally , Japan has become their biggest market .
Japanese and South Korean users were highly willing to pay for RPGs, and they are more interested in games based on licensed IP.
0.0M
0.5M
1.0M
1.5M
2.0M
2.5M
3.0M
3.5M
4.0M
0M
5M
10M
15M
20M
25M
30M
35M
리
니
지
M
Diablo Immortal 오
딘:
발
할
라
라
이
징
Tower of Fantasy Fate/Grand Order 히
트2 ブ
ル
ー
ア
ー
カ
イ
ブ 세
븐
나
이
츠
레
볼
루
션
鋼の錬
金
術
師
MOBILE
ド
ラ
ゴ
ン
ク
エ
ス
ト
ウ
ォ
ー
ク
Downloads trends of Top 10 RPGs by IAP (unit: $) in Q3 2022
IAP Growth DL Growth

Insights into Simulation Games
Marketing in Q3

Source: SocialPeta, based on data retrieved from backend data sources
Date Range: Q1 2021 -Q3 2022
49
In Q 3, there were over 4600 simulation game advertisers . More advertisers chose to advertise on IOS .
Android accounts for more of ad creatives .
In Q 3,the total number of simulation game advertisers increased by 25 .2% YoY, which was a QoQ growth of 7.2% .There were 321 average
creatives on Android, 15 .1% higher than that on iOS .
53.30% 50.95% 46.66% 45.02% 44.46% 46.85%
53.47%
46.70% 49.05% 53.34% 54.98% 55.54%
53.15%
46.53%
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
2021Q1 Q2 Q3 Q4 2022Q1 Q2 Q3
Trends of numbers of advertisers on iOS and
Android
53%
47%
Percentage of
Advertisers
52%
48%
Percentage of
Creatives
Insights into Simulation Game Advertising
Android
321
iOS
279

50
[Top 10] Media Buying for Simulation Mobile Games in Q3
Source: SocialPeta -Advertiser Analysis; advertisers are sorted by their deduplicated creatives within the dat erange from high to low
Date Range: Jul -Sept 2022
iOS Android
1 Township
Playrix Farm Simulation
2 The Ants
StarUnion Ant SLG
3 Fishdom
Playrix Match -3
4 歡樂大東家
EWORLD
Business
Simulation
5 Purrfect Tale
DH Games Idle Simulation
6 Resortopia
DH Games
Idle Business
Simulation
7 Last Fortress
IM30
Apocalyptic
SLG
8 富甲江戶城
Yogame
Business
Simulation
9 animal restaurant
DH Games
Idle Business
Simulation
10 Legend of the Phoenix
Modo Global Palace
In Q3,Playrix ’s [Township ]and SONOW ’s [Travel
Center Tycoon ]advertised the most creatives on
IOS and Android respectively . The former
advertised more than 3800 creatives on IOS, while
the latter advertised over 10 ,000 creatives on
Android .
On the Android chart, three games were released by
DHgames .They are all addressed to provide acure
and have an animal element .
Overall, business simulation games occupied many
spots on the charts, and most of them were owned
by Chinese mobile game companies .There was very
intense competition among top games .
Business Simulation Games
is competitive with media
buying
1 Travel Center Tycoon
SONOW
Idle Business
Simulation
2 富甲江戶城
Yogame
Business
Simulation
3 Chapters
Crazy Maple Studio
Interactive Novel
4 Legend City
悦动互娱
Business
Simulation
5 歡樂大東家
EWORLD
Business
Simulation
6 House Renovation Master
Rollic Games Hyper -Casual
7 Merge Dream Mansion: Renovate
Bianfeng Games Matching
8 Family Farm Adventure
Century Games Farm Simulation
9 Refantasia
Oasis Games
Palace
10 Office Fever
Rollic Games
Business
Simulation

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
51
Insights into Simulation Mobile Game Marketing
Simulation games: High -value users and high customer loyalty
Simulation games grew rapidly during the Covid -19 pandemic .It has reached to over 250 million players across the world, and the number is
still growing .We expect ahard time for newbies since OGs are sharing the most of the market .Currently the most active games are [Dessert DIY]
and [Craftsman :Building Craft ], each with over 5 million DAU sin Q 3.
760M
780M
800M
820M
840M
860M
880M
900M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Trends of download s of simulation games
210M
215M
220M
225M
230M
235M
240M
245M
250M
255M
260M
265M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Trends of DAUs of simulation games
↑5%
↑12%
↓6%
↑1%

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
52
Insights into Simulation Mobile Game Marketing
Simulation games were more popular in less -developed regions
In Q3, Indian simulation games continued to grow rapidly by 34% YoY.
Overall , simulation games will mainly focus on India, Indonesia, Mexico, Vietnam, and other less -developed regions.
34%
5% 2%
-8%
30%
11%
20%
37%
16%
-2%
8% 6%
2%
9% 7%
6%
1% 0% 1%
-3%
7%
1%
4% 1%
-4%
2% 4%
-2%
3%
-1%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0M
5M
10M
15M
20M
25M
30M
35M
40M
45M
50M
India America Brazil Russia Indonesia Turkey Mexico Vietnam Germany Thailand UK France Saudi Arabia South Korea Italy
DAU trends of simulation games in top 15 regions
2021Q3 2022Q2 2022Q3 YoY in Q3 2022 QoQ in Q3 2022

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
53
Insights into Simulation Mobile Game Marketing
Revenue remained stable with a slightly growth
Compared to Q2 2022 ,simulation games reported a total revenue of $17 million in Q 3 with a slightly growth of 5% .The revenue was mainly
contributed by Japan and South Korea .For example, [ウマ娘 プリティーダービー ], [ドラゴンクエストタクト ], and [우마무스메 프리티 더
비 ].The revenue generated by the three games in Japan and South Korea accounted for 21 % of total global revenue .
520M
525M
530M
535M
540M
545M
550M
555M
560M
565M
570M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
IAP (unit: $) trends of simulation games
↑5%
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
ARPU (unit: $) trends of simulation games
↑6%

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
54
Insights into Simulation Mobile Game Marketing
The revenue in Japan and America was way more higher than that in other regions. The growth in South
Korea was the most notable.
According to the revenue chart, Japan and America own the biggest market share, but they found difficult to have another surge in revenue
growth .The top one grossing simulation game in Japan was [ウマ娘 プリティーダービー ], with a revenue far higher than the second grossing
game .The most grossing game in America was [Design Home] .South Korea had a rapid growth during Q 2-Q 3.South Korean market grew by
over 70 % which was mainly contributed by amobile game named [우마무스메 프리티 더비 ].
-3% 4%
81%
8% 10% 5% 3% 7% 10% 4%
-34%
15%
4% 0% -9%
-1% 0%
71%
0% 1% 1% 1% -1% -6%
8%
-4%
17%
-1% -1% 8%
-40%
-20%
0%
20%
40%
60%
80%
100%
0M
50M
100M
150M
200M
250M
300M
Japan America South Korea UK Germany France Canada Australia Italy Singapore Russia Malaysia Spain Brazil Thailand
IAP (unit: $) trends of simulation games in Top 15 regions
2021Q3 2022Q2 2022Q3 YoY in Q3 2022 QoQ in Q3 2022

Source: SocialPeta -Advertiser Analysis; the deduplicated creatives on iOS and Android are only limited to those in Q3 2022
Date Range: Jul -Sept 2022
55
Days of Duration Deduplicated
Creatives on iOS
Deduplicated Creatives
on Android
[歡樂大東家 ], a business simulation game developed by EWORLD, kept a very stable
revenue in Hong Kong, Macao and Taiwan regions .It is aever -green on the chart of the
top 10 best -selling simulation games on the App Store in China ’sHong Kong, Macao
and Taiwan regions .
[歡樂大東家 ] was released in July 2021 .The game’s major marketing strategy is to
collaborate with IPs that are matched with the its style .In September this year, [歡樂大東
家 ]established a time -limited collaboration with the classic IP in Taiwan “金光布袋
戏 ”,adding classic characters “史豔文 “, “藏镜人 “and “黑白郎君 ” into the game “to
attract players’ attention .
歡樂大東家
EWORLD
450+ 11.6K 16.1K
Popular Simulation Mobile Game Advertisers

Source: SocialPeta -Advertiser Analysis; based on advertisers ‘numbers of creatives captured and analyzed
Date Range: Jan -Sept 2022
56
Insights into [ 歡樂大東家 ]’s Global Advertising strategy
Advertise more creatives on Android than on IOS by 42%
The game mainly advertised creatives on Android, with 859 creatives daily ;they spent more on media buying on Android between April -May ,
peaking at over 1600 daily creatives
It advertised 605 creatives daily on iOS .The overall trend was relatively stable .The peak emerged in April -July with nearly 10 00 daily creatives .
986
1618
605
Daily Creatives on iOS
859
Daily Creatives on Android

Source: SocialPeta -Advertiser Analysis; based on advertisers’ numbers of creatives captured and analyzed
Date Range: Jan -Sept 2022
57
Analysis of [ 歡樂大東家 ]’s Android Advertising
The game mainly released its creatives in Hong Kong, Macao and Taiwan and Malaysia . Creatives on
AdMob accounted for nearly 20%.
Its creatives were mainly released on the Audience Network which accounted for nearly 20 % .Video creatives contributed for 89 .92 % of its
total creatives .Taiwan was their main target followed by Japan .They advertised more creatives in Taiwan, 21 % more than Japan .
25.37%
24.63%
24.47%
22.02% 1.99%
1.29%
0.24%
AN
Mes
Ins
FB Vungle
Admob
Other
Advertising Platform
Video,
89.92%
Image,
10.08%
Type of Creative
Taiwan
(China)
Hong
Kong
(China)
Malaysia Singapore Macao
(China)
America Germany
Top Counties /Regions by Advertising

Source: SocialPeta -Ad Display, displaying the new and relatively popular creatives within the date range.
Date Range: Jul -Sept 2022 ; Popularity (0 -1000) is an overall numerical value related to ad duration, views, and market effect. Creatives with a higher po pularity are more competitive.
58
[歡樂大東家 ]’s Popular Creative in Q3
Character remake of influencers; fit them into popular casual games

Source: SocialPeta -Ad Display, displaying the new and relatively popular creatives within the date range.
Date Range: Jul -Sept 2022 ; Popularity (0 -1000) is an overall numerical value related to ad duration, views, and market effect. Creatives with a higher po pularity are more competitive. 59
Analysis of Popular Creatives for Simulation Games
Simulation games focus more on feedback , highlight with level -ups, success, and failure.
Satisfy people with OCD Represent real -world drama Reflect odd occasion in real life

Insights into Casual Mobile Games
Marketing in Q3

Source: SocialPeta, based on data retrieved from backend data sources
Date Range: Q1 2021 -Q3 2022
61
In Q 3, there were over 11 ,000 casual game advertisers, to which, Android contributed twice as many
advertisers as iOS .
In Q 3,the total number of casual game advertisers increased by 23 .02 % YoY, which was a QoQ growth of 1.94 % .There were 263 average
creatives on Android, 8.7% higher than that on iOS .
41.65% 38.96% 32.00% 29.67% 27.27% 28.90% 36.40%
58.35% 61.04% 68.00% 70.33% 72.73%
71.10% 63.60%
0
2000
4000
6000
8000
10000
12000
2021Q1 Q2 Q3 Q4 2022Q1 Q2 Q3
Trends of numbers of advertisers on iOS and
Android
36%
64%
Percentage of
Advertisers
35%
65%
Percentage of
Creatives
Insights into Casual Mobile Game Advertising
Android
263
iOS
242

62
Top 10 Casual Mobile Games by Advertising in Q3
Source: SocialPeta -Advertiser Analysis; advertisers are sorted by their deduplicated creatives within the dat erange from high to low
Date Range: Jul -Sept 2022
iOS Android
1 Block Puzzle
Doodle Mobile
Matching
2 Sniper 3D
Wildlife Studios
Shooter
3 1945
ONESOFT
Shooter
4 Purrfect Tale
DH Games
Simulation
5 Resortopia
DH Games
Idle Business
Simulation
6 Define
Lemellabs
Spot Difference
7 Dream Piano
Eyugame
Music
8 animal restaurant
DH Games
Idle Business
Simulation
9 Survivor.io
Habby
Roguelike Shooter
10 Find Out
Eyewind
Hyper -Casual
[Sweet Color ], a coloring puzzle game of
T a p q u e S o f t w a r e , had the highest
deduplicated creatives among all casual
game advertisers in Q3.Most of the game’s
creatives were released in America,
accounting for as high as 97 %.It had nearly
15 ,000 deduplicated creatives on the App
Store and Google Play combined .
[Purrfect Tale ] and other cute business
simulation games of DHGames ,as well as a
series of action hyper -casual games of
Rollic Games, adopted the creative pattern
of sophisticated industrial capacity and
typical short videos to become hit games
cost -effectively .
Industrial Output
+ Short Video Creatives 1 Sweet Color
Tapque Software
Coloring
2 Crowd Evolution!
Rollic Games Hyper -Casual
3 Bump Pop
Rollic Games
Hyper -Casual
4 Car Fix Tycoon
SONOW Idle
5 Hoard Master
Rollic Games Hyper -Casual
6 Bubble Burst
PoseidonJoy
Matching
7 Ground Digger
Homa Games
Hyper -Casual
8 Ball Sort
IEC Puzzle
9 1945
ONESOFT
Shooter
10 Tower Color
Homa Games
Hyper -Casual

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
63
Insights into Casual Mobile Game Marketing
Casual games had an overall steady performance in Q3
Compared to Q 2,downloads of casual games increased by over 5 million in Q 3,which, however, was aless than 1% increase .
DAUs were relatively steady, compared to the end of last year when many users were lost .
1000M
1020M
1040M
1060M
1080M
1100M
1120M
1140M
1160M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Downloads t rends of casual games
300M
310M
320M
330M
340M
350M
360M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
DAU t rends of casual games

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
64
Insights into Casual Mobile Game Marketing
Casual games had big growths in less -developed regions
By comparing user scales in Q3, we can see that most of the casual games’ users were from less -developed regions including India, Brazil,
and Indonesia.
In the long run, casual games are expected to have better performance in less -developed regions than in developed regions, such as Vietnam,
Mexico, Philippines, Egypt, etc .
9%
0%
-3% -2% -1%
10%
4%
2%
9%
4%
13%
5% 6% 7%
9%
-4%
3%
1% 2%
5%
0%
3%
-9%
1%
-6%
-2% -4%
1%
5%
0%
-15%
-10%
-5%
0%
5%
10%
15%
0M
10M
20M
30M
40M
50M
60M
70M
America India Brazil Indonesia Russia Vietnam Mexico Turkey UK Thailand Germany Saudi Arabia France Philippines Egypt
DAU trends of casual games in top 15 regions
2021Q3 2022Q2 2022Q3 YoY in Q3 2022 QoQ in Q3 2022

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
65
Insights into Casual Mobile Game Marketing
Casual games had an impressive growth in revenue
Casual games’ revenue increased by 7% YoY in Q 3,with incremental growth of over $30 million .Top mobile games were mostly old games with
the majority of their revenue generated in America, such as [Stumble Guys] and [Township] .In Japan, the recently released new game [BTS Island :
In the SEOM] saw exceptional revenue growth .
450M
460M
470M
480M
490M
500M
510M
520M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
IAP (unit: $) trends of casual games
↑7%
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
ARPU (unit: $) trends of casual games

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
66
Insights into Casual Mobile Game Marketing
Europe, America, Southeast Asia and Latin America are the main regions for revenue growth
In Q3, casual games generated the most revenue in America, with a YoY growth of 11% and a revenue of over $250 million accoun tin g for 46% of the
total revenue , which was 3.5 times that in the No.2 region (Japan) .
America and European countries (Germany, The UK, etc.) remained a fast revenue growth. Those countries were the major revenue so urce for casual
games that profit from IAP or in a mixed way. In addition, South -East Asia countries (Singapore, Malaysia, etc.) and some Latin American countries
(Brazil) saw a higher revenue growth than European and American regions.
11%
-7%
10% 7% 4% 4%
51%
11% 12%
35%
15%
6%
17% 17%
7%
3%
-2%
9% 6% 3%
-2%
5% 4%
-3% -2% 0%
7%
0% 4% 3%
-10%
0%
10%
20%
30%
40%
50%
60%
0M
50M
100M
150M
200M
250M
America Japan Germany UK France South Korea Australia Canada Italy Brazil Spain Thailand Singapore Malaysia Indonesia
IAP (unit: $) trends of casual games in Top 15 regions
2021Q3 2022Q2 2022Q3 YoY in Q3 2022 QoQ in Q3 2022

Source: SocialPeta -Advertiser Analysis; the deduplicated creatives on iOS and Android are only limited to those in Q3 2022
Date Range: Jul -Sept 2022 67
Days of Duration Deduplicated
Creatives on iOS
Deduplicated
Creatives on Android
[Survivor .io]is acartoon -style casual Roguelike mobile game .The game was released
for iOS in September 2020 ,while it was released for Android in July this year and
topped the top 15 global versions of Chinese games by revenue in August .With its
elaborative advertising strategy and solid Roguelike gameplay, the game topped the
three charts by downloads, revenue, and advertising .It grossed a total of over $30
million from the App Store and Google Play .It released about 163 creatives daily .
[Survivor.io ] is the 4th hit game released by Habby . The game has completely broken
the deadlock of weak IAP in casual games through a combination of high industrial
capacity and a well -designed top -up system.
Survivor.io
Habby
100+ 1.8K 6.4K
Popular Casual Mobile Game Advertisers

Source: SocialPeta -Advertiser Analysis; based on advertisers’ numbers of creatives captured and analyzed
Date Range: Jan -Sept 2022
68
Insights into [Survivor.io]’ s Global Advertising
Advertising on the App Store and Google Play significantly increased after the game was released for
Android users .
Advertisers primarily target the Android platform ;the average daily volume of material for Android is approximately 4.2 times that of the iOS
platform ;the significant buying volume of Google Play and Apple Store began on August 5 and ushered in two rounds of apeak on August 26 and
September 26 respectively, with the peak daily volume of material exceeding 2.5K articles, and the game received six updates throughout Q 3.
578
2074
292
Daily Creatives on iOS
1229
Daily Creatives on Android

Source: SocialPeta -Advertiser Analysis; based on advertisers’ numbers of creatives captured and analyzed
Date Range: Jul -Sept 2022
69
Analysis of [Survivor.io]’s Android Advertising
Over 60% of its ad -creatives were on META Platforms; action games have become the main media for its placement.
META Platforms were its main advertising platform where over 60% of its ad -creatives were released .Among those platforms, creatives on
Instagram accounted for the highest percentage .
In terms of ad -creatives’ formats, 78 % of the game ’screatives were video ,and 33 .88 % of its creatives were released on action game media .
15.15%
15.15%
15.09%
15.06% 8.05%
7.25%
24.25%
Ins
FB
Mes
AN Pangle
AkaNe
Other
Advertising Platform
Video,
78.07
%
Image,
21.76
%
Type of Creative
34.88%
21.15%
19.25%
6.86% 6.55% 5.58% 5.50%
0.23%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Types of advertising media

Source: SocialPeta -Ad Display, displaying the new and relatively popular creatives within the date range.
Date Range: Jul -Sept 2022 ; Popularity (0 -1000) is an overall numerical value related to ad duration, views, and market effect. Creatives with a higher po pularity are more competitive.
70
Analysis of [Survivor.io]’s Creatives in Q3
Quick mowing
Crazy gacha
Wacky live -action video
Fantastic animation clip
R oguelike and splendid bullet screen are the main elements ;
Making own punchline, Marked with cannonball rotation

Source: SocialPeta -Ad Display, displaying the new and relatively popular creatives within the date range.
Date Range: Jul -Sept 2022 ; Popularity (0 -1000) is an overall numerical value related to ad duration, views, and market effect. Creatives with a higher po pularity are more competitive.
71
Habby’s Other Popular Game Creatives
Quick mowing attracts the core audience ; Hovering on the brink of failure is thrilling .
Win a hard game Eating -no -coin Challenge Deliberate failure for a new start

Source: OpenMediation, based on processed market data
Date Range: Jul 2021 -Sept 2022
72
Insights into Casual Mobile Game Marketing
Old casual games had declined revenue
Except for [Dream Wedding] and [Tall Man Run ], the top 10 global casual games by DAU in Q 3 were all old games (games released before 2022 ),
with 4 games reporting revenue declines .[Stumble Guys], which was released last year, had arapid revenue growth of 156 % QoQ in Q 3 (mainly in
late August and early September, may because of the new skins, emoji, and sound effects .)
8%
40%
-4% 0% -11%
156%
-10% 2% 0% -7%
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
0M
2M
4M
6M
8M
10M
12M
14M
16M
Candy Crush
Saga
Bridge Race My Talking Tom 2 My Talking Tom
Friends
Pou Stumble Guys My Talking Tom Tall Man Run Dream Wedding Bubble Shooter
Downloads and IAP trends of Top 10 casual games by DAU in Q3 2022
DAU IAP QoQ in Q3 2022

Insights on Mobile Game Marketing in
Popular Countries/Regions

Source : OpenMediation ,presented after sorting market data.
Date Range: 2022/7~2022/9
74
Global Mobile Game Marketing Insights in 2022
Proportions of mobile game downloads in different regions
16% Europe
21% North
America
18% SEA
17% South
Asia
21% South
America
5% Japan &
South Korea
4% Middle
East
1% Oceania
Asia -Pacific
Developed Markets
Emerging
Markets
Europe &
America

Source : OpenMediation ,presented after sorting market data.
Date Range: 2022/7~2022/9
75
Global Mobile Game Marketing Insights in 2022
Proportions of mobile game revenue (IAP) in different regions
11% Europe
33% North
America
4% SEA
0% South
Asia
1% South
America
48% Japan &
South Korea
1% Middle
East
2% Oceania
Asia -Pacific
Developed Markets
Emerging
Markets
Europe &
America

Source :SocialPeta ,presented after sorting background fetched data. HK&Macao&TW : Refer to Hong Kong, China, Macao, China and Taiwan, China
Date Range: 2022/7~2022/9 Note: Some advertisers would launch ads in multiple countries, therefore, the regional proportion of new creati ves is lower than the global figure
76
77.30%
78.61%
81.58%
82.90%
83.25%
83.41%
88.42%
88.50%
91.32%
South Asia
South
America
Middle
East
SEA
HK&Maca
o&TW
Japan&So
uth Korea
Oceania
Europe
North
America
Proportions of advertisers advertising new
creatives
91%
Advertisers
advertising
new
creatives
New Creatives
Global Mobile Game Marketing Insights in 2022
37.71%
39.62%
39.72%
41.10%
41.62%
41.97%
42.14%
44.51%
49.95%
Middle
East
Japan&Sou
th Korea
South
America
HK&Maca
o&TW
South Asia
SEA
Oceania
Europe
North
America
Proportions of new creatives
North America had the highest proportion of new creatives in Q 3 the Middle East only accounted for 37 %
Europe and American advertisers preferred new creatives .Advertisers who advertise new creatives accounted for 91 % of North America,
followed by Europe and Oceania .
For proportions of new creatives in Q 3,only South America, Japan & South Korea and the Middle East were less than 40 % ,with the lowest
proportion in the Middle East, 37 .71 %

Source :SocialPeta ,presented after sorting background fetched data
Date Range: 2021/7~2022/9
77
Global Mobile Game Marketing Insights in 2022
Advertisers in all popular regions showed growth in Q 3,with Oceania achieving the largest increase
In Q 3,advertisers from all over the world were on different growth momentum, among which Oceania and North America increased by over
35 % YoY .North America has the most mobile game advertisers ,over 25 ,000 in Q 3,47 .3% higher than Europe, the second place .
35%
23%
37%
19% 20%
26%
16%
20% 21%
14%
22%
28%
9%
15% 13% 16% 18%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0 K
5 K
10 K
15 K
20 K
25 K
30 K
North America Europe Oceania SEA Japan&South Korea South America HK&Macao&TW Middle East South Asia
Mobile game advertisers trends in different regions
2021Q3 2022Q2 2022Q3 2022Q3 YoY 2022Q3 QoQ

Source : OpenMediation ,presented after sorting market data.
Date Range: 2021/7~2022/9
78
Global Mobile Game Marketing Insights in 2022
Mobile traffic grew rapidly in SEA in Q 3
North America is the largest traffic source of mobile games in the world .As the birthplace of mobile games, North America maintained a steady
growth in downloads, with aYoY growth of 5% and aQoQ growth of 1% in Q 3.
SEA has the second -highest mobile game downloads, next to North America .It was the fastest -growing market in Q 3,with a YoY growth of
11 % .
5%
11%
5% 4%
6%
9%
4%
6%
1%
3%
1% 0%
3% 3% 1%
0% -2%
0%
2%
4%
6%
8%
10%
12%
0.0B
0.2B
0.4B
0.6B
0.8B
1.0B
1.2B
1.4B
1.6B
1.8B
North America Southeast Asia South Asia Europe South America Japan and South
Korea
Middle East Oceania
Download trends of global mobile game (by regions)
2021Q3 2022Q3 2022Q4 YoY in Q3 2022 QoQ in Q3 2022

Source : OpenMediation ,presented after sorting market data.
Date Range: 2021/7~2022/9
79
Insights on 2022 Global Mobile Game Marketing
DAUs in SEA, North America and Japan & South Korea grew rapidly
On top of its fast DAU growth in Q 2 (10 % QoQ), the North America market achieved a 13 % DAU growth YoY in Q 3.North America is the
fastest -recovering market of mobile games this year .Compared to the same period last year, SEA and Japan & South Korea achieved the highest
growth, realizing a16 % and 15 % growth in Q 3 respectively .
13%
7%
16%
12% 13%
15%
11%
13%
3% 2%
4%
1%
4% 3%
2%
0% -2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
0M
100M
200M
300M
400M
500M
600M
700M
North America South Asia Southeast Asia Europe South America Japan and South
Korea
Middle East Oceania
Trend chart of global mobile game DAUs (sorted by regions)
2021Q3 2022Q3 2022Q4 YoY in Q3 2022 QoQ in Q3 2022

Insights on Q3 Mobile Game
Marketing in North America

Source :SocialPeta ,presented after sorting background fetched data
Date Range: 2021 Q1~2022 Q3
81
90% of advertisers released new ads, with nearly 50% of new creatives
As the second largest market of mobile games in the world, advertisers in the USA competed fiercely .Only 9% of advertisers didn‘t release
new creatives .Generally, advertisers in the USA region update creatives more frequently
Insights on Q3 Mobile Game Advertising in the USA
84.47%
81.84%
77.43%
80.32%
86.86%
88.26%
91.26%
0 K 5 K 10 K 15 K 20 K 25 K 30 K
2021Q1
Q2
Q3
Q4
2022Q1
Q2
Q3
23.8K 91% 90% of advertisers released new
ads. The competition in the USA
remains fierce
Advertisers releasing new
creatives
3.9M 49%
The update frequency of creatives remained
stable compared with Q2, but it grew
significantly compared with 2021Q3
New creatives
70.99%
45.20%
43.85%
38.39%
55.57%
48.59%
49.29%
0 M 3 M 6 M 9 M 12 M
2021Q1
Q2
Q3
Q4
2022Q1
Q2
Q3

Advertisers Creatives
Source :SocialPeta ,presented after sorting background fetched data
Date Range: 2022/7~2022/9 82
Insights on Q3 Mobile Game Advertising in the USA
Casual and Puzzle games became hot areas for competition, Simulation and Action games showed a
slowing trend
Casual game advertisers account for an extremely high proportion of all in the USA, growing by 1.90 % QoQ in 2022 Q 3.Puzzle games saw the
most releases, registering a QoQ growth of 2.78 % in 2022 Q 3.There was a big decline in the number of RPG mobile game advertisers and the
creatives released also decreased slightly
+1.90%
+0.61%
+0.81%
-0.60%
-1.44 %
-0.82%
+0.30%
-0.48%
-0.37% -0.12%
-0.98%
+2.78% -1.19%
+1.61% -0.82%
-1.45%
-0.96%
+1.16%
+0.02%
-0.56%
+0.39%

Source : OpenMediation ,presented after sorting market data.
Date Range: 2021/7~2022/9
83
Insights on Q3 Mobile Game Marketing in the USA
Adventure and Arcade games attracted the most players
Adventure and Arcade games rose rapidly because of newly published games, such as [Survivor .io], [Hoard Master] and [Crowd Evolution!]
Among the top 3 gameplays in North America, puzzle games had the highest growth
9% 9%
17%
5%
28%
37%
11%
8%
12%
4%
22%
14%
4%
-4%
5%
1%
8%
17% 9%
1% 2% 1%
9%
-2%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0M
10M
20M
30M
40M
50M
60M
70M
80M
90M
Action Casual Puzzle Simulation Arcade Adventure RPG Strategy Board Casino Card Others
Trend chart of mobile game DAUs in the USA (sorted by game genres)
2021Q3 2022Q3 2022Q4 YoY in Q3 2022 QoQ in Q3 2022

Source : OpenMediation ,presented after sorting market data.
Date Range: 2021/7~2022/9
84
Insights on Q3 Mobile Game Marketing in the USA
Relying on the classic match -3 product, Puzzle games made the highest revenue in Q3
In 2022Q3, Puzzle games triumphed over RPG and Strategy games and emerged as the largest and fastest -growing game genre in the USA.
Classic match -3 games such as [Candy Crush Saga], [ Homescapes ] and [ Fishdom ] kept releasing new versions and doing events to strengthen paying users’ adhesiveness.
10%
1%
-8%
5%
11%
-12% -9%
4%
7%
3%
10%
-8%
4%
-3%
-7%
4% 3%
1%
7%
0%
4%
0%
3%
-1%
-15%
-10%
-5%
0%
5%
10%
15%
0M
50M
100M
150M
200M
250M
300M
350M
Puzzle RPG Strategy Casino Casual Action Adventure Simulation Card Board Arcade Others
Trend chart of mobile game revenues (IAP, unit: $) in the USA (sorted by game genres)
2021Q3 2022Q3 2022Q4 YoY in Q3 2022 QoQ in Q3 2022

Source : OpenMediation ,presented after sorting market data.
Date Range: 2021/7~2022/9
85
Insights on Q3 Mobile Game Marketing in the USA
Casino games had the highest ARPU in the USA
Players of casino games are extremely willing and able to pay, far exceeding other game genres
Arcade games showed the fastest ARPU growth in Q3 and the growth mainly came from the game [Bricks Ball Crusher]
1%
-3%
-21%
-8%
0%
-26%
-17%
3% 1%
-7%
31%
-6% 4%
6%
-11%
-4% -2% 1% -1% -11%
3%
-12%
0%
-10%
-30%
-20%
-10%
0%
10%
20%
30%
40%
0
2
4
6
8
10
12
14
娱乐场 卡牌 策略 RPG 益智解谜 桌面 冒险 模拟 动作 休闲 街机 其它
Trend chart of mobile game ARPU (unit: $) in the USA (sorted by game genres)
2021Q3 2022Q2 2022Q3 2022Q3 同比 2022Q3 环比

Source : SocialPeta –Advertiser Analysis Module. Only data in 2022Q3 was sorted after de -duplication on iOS and Android.
Date Range : 202 2/7~202 2/9
86
First advertising iOS De -duplicated
Creatives
Android De -duplicated
Creatives
[Wolf Game] is an SLG mobile game where players play the role of awolf .
In the game, players need to lead the pack to surround lairs and lift the
profile of their own packs by gathering the strong, exploring the wild,
building the kingdom, etc .Like other SLG mobile games, [Wolf Game]
allows players to form alliances or battle with players from around the
world .
Magic Primes’ earlier mobile games were mainly about navigation and
animals, and the genres were mainly strategy and puzzles .
Wolf Game
Magic Prime
2022 -05 -30 1.1K 2.5K
Hot New Advertiser in the USA in Q3

Source : SocialPeta –Advertiser Analysis Module. Presented after sorting fetched advertiser creatives data.
Date Range : 202 2/7~202 2/9
87
[Wolf Game] Marketing Insights
Mainly released on Android devices and went steadily on iOS
[Wolf Game] tried to release creatives in May 2022 ,but the scale was rather small .It officially launched its media buying and publicity in July
and the advertising peak appeared at the end of August .The de -duplicated creatives peak was nearly 1,400
280
1220
133
iOS Daily Creatives
387
Android Daily Creatives

Source : SocialPeta –Advertiser Analysis Module. Presented after sorting fetched advertiser creatives data.
Date Range : 202 2/1~202 2/9
88
Analysis of [Wolf Game] on Android
More than 90 % for video creatives, with a preference for RPG media channels
[Wolf Game] was mainly advertised on Meta channels, and the proportion of creative advertises on Audience Network was as high as 23 .86 % .In
terms of creative types, most creatives are videos .For types of advertising medias, the majority is RPG mobile games, accounting for 33 .11 % of the
total, while strategy games only accounted for 7.34 % .
4.31%
23.86%
23.46%
22.86% 21.56%
0.48%
3.47%
Admob
AN
Mes
Ins FB
Unity
Other
Advertising Channels
Video ,…
Image …
Creative Types
33.11%
17.09% 15.77%
9.77% 8.80% 7.55% 7.34%
0.57%
0%
5%
10%
15%
20%
25%
30%
35%
RPG SLG Arcade Action Sports Puzzle Strategy Other
Advertising Media Types

8/15 8/18 8/21 8/24 8/27 8/30 9/2 9/5 9/8 9/11 9/14 9/17 9/20 9/23 9/26 9/29
Trend chart of global DAUs of Wolf Game: The Wild Kingdom
DL-Android DL-iOS DAU-Android DAU-iOS
Source : OpenMediation ,presented after sorting market data.
Date Range: 2022/7~2022/9
89
[Wolf Game] DAUs
Android users are more active than iOS users
The game was launched on Android first, but no media buying was made in the USA until it was launched on iOS .
By comparing the DAUs and downloads, it‘s obvious that this game’s player acquisition was more efficient and accurate on Android .
550K+
iOS DAU
600K+
Android DAU
Launched on
August 25, 2022
Launched on
March 24, 2022
Proportion of DAUs in the USA
（ 2022Q3 ）
iOS 48.4%
Android 28.7%
40K+
iOS DL
50K+
Android DL

Source : OpenMediation ,presented after sorting market data.
Date Range :2022/8 -2022/9
90
[Wolf Game] Retentions
The game’s short -term retention achieved growth
Compared with August, retentions in September showed an overall growth with the highest growth approaching 4% (Due to statistical channel
issues, the data is for reference only)
It suggests that the attempts made in September to add more gameplays and optimize the gameplayer interaction were fruitful .
[New]
– Add the Zombie Invasion mode -Add the feature to save your deployed
formation so you don’t have to configure itevery time!
– Add the guaranteed reward for daily packages :you will at least get 1
Conan Shard from the Conqueror Chest
[Optimizations & Tweaks]
– Optimize some features in Home
– Optimize the method to search for animals in the wild
– Optimize the experience of teleporting near the alliance early in the game
– Optimize the special effect of Conan’s skill
– Lower the difficulty to get points in Apex Wilderness
– Lower the causalities ratio in Apex Wilderness
– Optimize the rewards in Treasure Hunter
– Fix the text for Hero Evolution Level
– Optimize the overall schedule in Monument
– The Gray Wolf compatibility for Ace isSnow
[Bug Fixes]
– Fix some known bugs
Updated on 2022/09/15
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Wolf Game: The Wild Kingdom Retention Chart
Aug-22 Sep-22

Release Days :48
Creative Size :640 * 640
Release Channel :
Creative Text :
Lead your wolfpack and become the king of the wild!
Source : SocialPeta –Display Ads. Shows popular new creatives in the selected period.
Date Range : 202 2/7-202 2/9 Popularity (ranged between 0 -1000) isa composite index and its value is related to the number of release days, discoveries and market effect. The higher this value is, the more competitive a
creative is.
91
Est. Impressions: 1.6M Est. Impressions: 1.6M
Popularity: 230 Popularity: 230
Killed by a tiger and reincarnated!
One more time, I’ll take everything!
[Wolf Game] Q3 Hot Creatives

Insights on Mobile Game Marketing
in the SEA in Q3

Source : OpenMediation ,presented after sorting market data.
Date Range :2021/7 -2022/9
93
Insights into Q3 Mobile Game Marketing in SEA
SEA remains a growing market
Both downloads and DAUs in SEA kept growing in last year
In 2022 Q3, downloads increased by 3% and DAUs grew by 4% quarter -on -quarter. The size of active users exceeded 460 million
1.2B
1.2B
1.3B
1.3B
1.4B
1.4B
1.5B
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Trend chart of mobile game downloads in
SEA
370M
380M
390M
400M
410M
420M
430M
440M
450M
460M
470M
480M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Trend chart of mobile game DAUs in SEA

Source : OpenMediation ,presented after sorting market data.
Date Range :2021/7 -2022/9
94
Insights on Q3 Mobile Game Marketing in SEA
IAP grew steadily
Mobile game revenues grew steadily in Q3. Compared to Q2, the total revenue of Q3 increased by $900,000 with atwo percent growth YoY .
ARPU dropped a little and it still hasn’t returned to the level in 2021 Q3.
290M
292M
294M
296M
298M
300M
302M
304M
306M
308M
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Trend chart of mobile game revenues (IAP, unit: $) in SEA
1.55
1.6
1.65
1.7
1.75
1.8
1.85
1.9
1.95
2021Q3 2021Q4 2022Q1 2022Q2 2022Q3
Trend chart of mobile game ARPU (unit: $) in SEA

Source : OpenMediation ,presented after sorting market data.
Date Range :2021/7 -2022/9
95
Insights on Q3 Mobile Game Marketing in SEA
The majority of players come from Indonesia whereas the most revenue was generated from Singapore , Malaysia and Thailand
Indonesia contributed over 1/3 of mobile game traffic, but only account for 15 % of the total revenue
Singapore , Malaysia and Thailand contributed over 60% of mobile game revenues even though they have smaller user size
Singapore
Thailand
Malaysia
Indonesia
Philippines
Vietnam
Distribution of mobile game traffic (DAU) in SEA in
2022Q3
Singapore
Thailand
Malaysia
Indonesia
Philippines
Vietnam
Distribution of mobile game revenue (IAP, unit: $) in SEA
in 2022Q3

Source :SocialPeta ,presented after sorting background fetched data
Date Range :2021/1 -2022/9
96
84% of advertisers released new creatives, with a 4.18% growth compared to Q2
The number of new advertisers in SEA has been growing continuously, except in 2022 Q2. In Q3, 80% of advertisers are new faces. In the last five
seasons, the ratio of new creatives remained at 40%.
Insights into Q3 Mobile Game Advertising in SEA
74.89%
71.03%
72.15%
70.06%
77.53%
79.48%
83.66%
0 K 2 K 4 K 6 K 8 K 10 K 12 K 14 K
2021Q1
Q2
Q3
Q4
2022Q1
Q2
Q3
10.4K 84% The proportion rises quarter by quarter. A
12% increase in Q3 compare to last Q3
Advertisers released new
creatives
2.1M 42% The proportion of new creatives drops year by
year. A 2% decrease in Q3 compared to Q2
New creatives
69.17%
41.95%
41.51%
42.86%
51.47%
44.49%
41.88%
0 M 2 M 4 M 6 M 8 M
2021Q1
Q2
Q3
Q4
2022…
Q2
Q3

Advertisers Creatives
Source :SocialPeta ,presented after sorting background fetched data
Date Range: 2022/7~2022/9 97
A sharp decrease of media buying for casual games; Strategy games spent more on advertising
In Q3, Casual game advertisers accounted for more than 24% ,an increase of 5.16% compared to Q3 last year .Strategy game advertisers accounted
for 6.47%, adecrease of 1.61 % compared to Q3 last year, marking the greatest drop in advertisers
Strategy game creatives accounted for 11.74%, an in crease of 3.53 % compared to Q3 last year. Casual game creatives accounted for 17.27%, a
derease of 3.14 % compared to Q3 last year ,marking the greatest drop in the number of creatives.
Insights on Q3 Mobile Game Advertising in SEA
+0.02%
+0.20%
-0.17% -0.28%
+5.16% -1.61% -1.77%
-0.82%
-0.90%
+3.53%
-0.26% -3.14%
+0.35%
+1.07%
+1.18%
-1.60%
-0.56%
-1.45%
+0.67%
-1.13% +0.52%
+1.01%

Source : OpenMediation ,presented after sorting market data.
Date Range: 2021/7~2022/9
98
Insights on Q3 Mobile Game Marketing in SEA
Puzzle games attracted new players very quickly
Action and casual games are the favorite game genres in SEA .Users of action games rose steadily while the user base of Leisure games remained
stable .
Puzzle games’ DAU rose by 45 % YoY and 20 % QoQ .The recent growth came from the booming development of [Save the Doge] in SEA
16%
4%
18%
23%
45%
23%
6% 2%
15%
9% 7%
15%
8%
0%
3%
-3%
20%
12%
-2%
-1%
4% 3%
0% 1%
-10%
0%
10%
20%
30%
40%
50%
0M
20M
40M
60M
80M
100M
120M
Action Casual Arcade Simulation Puzzle Adventure Strategy RPG Board Casino Card Others
Trend chart of mobile game DAUs in SEA (sorted by game genres)
2021Q3 2022Q3 2022Q4 YoY in Q3 2022 QoQ in Q3 2022

Source : OpenMediation ,presented after sorting market data.
Date Range: 2021/7~2022/9
99
Insights into Q3 Mobile Game Marketing in SEA
RPGs contributed the most to revenue, while Action games grew at the fastest speed
RPG games generated the most revenue, an increase of 2% in Q 3 YoY .The revenue of Action games increased by 11 % QoQ in Q 3 and has
reached almost the same amount as RPGs .Action games has closed the gap to merely $2 million
Casino games grew by 13 % in Q 3 YoY . The growth mainly is attributed to some of the most popular games, for instance [JinJinJin ],
[Slotomania ™ Slots Casino Games] and [Jackpot World ™ ]
2%
4% 6%
-13%
8%
13%
2%
19%
-17%
17%
9%
-16%
-1%
11%
-12%
-6%
1%
-2%
8%
5% 7%
16%
4%
-11%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
0M
10M
20M
30M
40M
50M
60M
70M
80M
90M
RPG Action Strategy Adventure Casual Casino Simulation Puzzle Card Board Arcade Others
Trend chart of mobile game revenues (IAP, unit: $) in SEA (sorted by game genres)
2021Q3 2022Q3 2022Q4 YoY in Q3 2022 QoQ in Q3 2022

Source : OpenMediation ,presented after sorting market data.
Date Range :2021/7 -2022/9
100
Insights on Q3 Mobile Game Marketing in SEA
Paying capacity of Casino games rose significantly
The ARPU of Casino games in SEA rose 37 % YoY, registering the fastest growth among the top 5 game genres
Puzzle games and Arcade games also realized quick ARPU growth, up 27 % and 39 % YoY in Q 3 respectively .
-11%
37%
-20%
6%
-15%
-20%
-15%
-18%
27%
7%
39%
3%
-12%
3%
9%
-4% -1% 1% -7% 1%
6%
-4%
3%
12%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0
1
2
3
4
5
6
7
RPG Casino Card Strategy Adventure Simulation Board Action Puzzle Casual Arcade Others
Trend chart of mobile game ARPU in SEA (unit: $) (sorted by game genres)
2021Q3 2022Q3 2022Q4 YoY in Q3 2022 QoQ in Q3 2022

Source : SocialPeta –Advertiser Analysis Module. Only data in 2022 Q3 was sorted after de -duplication on iOS and Android.
Date Range : 202 2/-~202 2/9
101
First Release iOS De -duplicated
Creatives
Android De -duplicated
Creatives
[Giang Hồ Kỳ Hiệp 3D] MMO swordplay martial arts game developed by Funtap with sharp
and realistic 3D graphics, bringing the guests back to the golden age of martial arts games,
swordplay with familiar sects .The Android version and iOS version were released in
Vietnam on July 21 and August 12 respectively and was ranked top in App Store Overall
Rankings, Free Game Rankings, Action Game Rankings, and RPG Game Rankings on
August 17 ,and got an App Store rating of 4.5.
Funtap is afamous Vietnamese developer that has developed several popular fantasies and
martial arts MMO games .
Giang Hồ Kỳ Hiệp 3D
Funtap
2022 -8 -4 1560 2925
Hot New Advertiser in SEA in Q3

Source : SocialPeta –Advertiser Analysis Module. Presented after sorting fetched advertiser creatives data .
Date Range : 202 2/7-202 2/9
102
[Giang Hồ Kỳ Hiệp 3D] Global Release Insights
Daily creatives on Android was nearly 1.1K, 105% higher than on i0S
The advertiser mainly released on Android with 1061 creatives daily on average and the peak daily release was nearly 1900 ;the number of iOS
daily creatives was 517 and the peak was over 1000 .
In Q 3,the release peak was crossed twice and started declining on September 18 .In general, the releases on both platforms are declining .
1004
1889
517
iOS Daily Creatives
1061
Android Daily Creatives

Source : SocialPeta –Advertiser Analysis Module. Presented after sorting fetched advertiser creatives data .
Date Range : 202 2/7~202 2/9
103
Analysis of [Giang Hồ Kỳ Hiệp 3D] Releases on Android
FB creatives accounted for nearly 90% and SLG Mobile Games have become its main releasing media
Nearly 90 % of all creatives were released via FB channels among which FB News Feed received the most releases
In terms of creative types, video creatives accounted for 88 % ,and 34 .53 % of all ads were released on SLG Mobile Games Media .
23.65%
22.16%
20.52%
19.66%
2.17%
1.51%
10.33%
Mes
Ins
FB
AN TikTok
Vungle
Other
Release Channels
Vide
o,88.
19%
Imag
e,11.
81%
Creative Types
34.53%
17.35%
11.45% 9.56% 9.32% 8.09%
5.17% 4.53%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Release Media Types

Source : OpenMediation ,presented after sorting market data.
Date Range :2022/7 -2022/9
104
80K+
iOS DAU
30K+
Android DAU
[Giang Hồ Kỳ Hiệp 3D] DAUs
Most players are Android users
The majority of the game’s players are Android users and the player base has been rising steadily (showing adecline recently) .
8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21 9/28
Trend chart of DAUs of Giang H ồ Kỳ Hi ệp 3D in Vietnam
Android iOS
Launched on
August 12, 2022
Launched on
August 3, 2022

Source : OpenMediation ,presented after sorting market data.
Date Range :2022/7 -2022/9
105
8.87K
iOS Total Revenue
10.23K
Android Total Revenue
Insights on Revenue Trend of [Giang Hồ Kỳ Hiệp 3D]
Steady revenue on Android
Started generating profit on both platforms after the launch on iOS .The revenue on Android was higher and was over $10000 .
8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21 9/28
Trend chart of Giang H ồ Kỳ Hi ệp 3D revenue in Vietnam (IAP, unit: $)
Android iOS
Launched on
August 12, 2022
Launched on
August 3, 2022

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