Q3 2023 Insights into Marketing Trends of Global Mobile Games

Oct, 2023 Q3 2023
Insights into Marketing Trends
www.socialpeta.com
of Global Mobile Games
MOBILE GAMES
MARKETING

22
SocialPeta
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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 1.4 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 .
Website: https://www.socialpeta.com/
5.10M
APP Advertisers
1.4B
Ad Creatives
1.20M
Daily Updates

3
1. Data Sources
With the assistance of the world’s biggest advertising intelligence and analysis tool, SocialPeta Data Team has provided you wit h insights into the
mobile advertising data of global game market. We collect advertising data by sampling worldwide, covering over 70 channels a nd nearly 70
countries and regions worldwide, and have captured a total of over 1.4 billion advertising data, with over 1 million ad data bei ng updated by the
hour each day. Based on such huge data, we can gain insights into the advertising market trends.
2. Data Cycle and Indicators
Overall date range of the report: Jul – Sept 2023
For specific data indicators, please see the notes on each page.
3. Copyright Notice
All texts, images, and graphics contained in this report are protected by the relevant trademark and copyright laws. Some tex ts and data are public
information and their copyrights are owned by their original creators. No organization or person shall copy or distribute, in wh ole or in part for any
purpose, any portion of this report without approval from our company. The copyrights of all creatives mentioned in this repo rt are owned by the
respective advertisers. Any unauthorized use of this report for commercial activities is a breach of the Copyright Law of the Pe ople’s Republic of
China and other relevant laws and regulations as well as the relevant provisions of the International Convention.
4. Disclaimer
The industry data and market forecasts presented in this report are based on the data captured by SocialPeta Data Team and es tim ated by using a
statistical forecasting model combined with research methods such as desk study and industry interviews. Limited by the resea rch methods and data
resources, this report can only be used as a reference material. Our company shall have no liability for any data or points o f v iew in this report.
SocialPeta shall hold no responsibility for any legal consequences resulting from any action taken by any organization or ind ivi dual by using or
based on the above data information, and the organization or individual shall take full responsibility for any disputes or le gal liabilities arising
therefrom.
5. Concerned Countries and Regions (based on the distribution area of SocialPeta’s products, not the actual geographical dist rib ution)
Declaration
North America: USA, Canada, Mexico, Panama
Europe: Turkey, France, Germany, United Kingdom, Italy, Spain,
Netherlands, Norway, Poland, Portugal, Belgium, Switzerland, Austria,
Romania, Sweden, Greece, Denmark, Luxembourg, Ireland, Finland
JP & ROK: Japan, South Korea
China’s HK, Macao & TW: Hong Kong (China), Macao (China),
Taiwan (China)
Southeast Asia: Thailand, Indonesia, Singapore, Malaysia, Vietnam,
Philippines, Cambodia
Oceania: Australia, New Zealand
South Asia: India, Pakistan
Middle East: Bahrain, Qatar, Saudi Arabia, UAE, Azerbaijan,
Lebanon, Kuwait, Israel, Oman, Iraq, Morocco
South America: Brazil, Chile, Argentina, Colombia, Peru,
Venezuela, Paraguay
Africa: Egypt, Kenya, Nigeria, Angola, South Africa, Algeria,
Libya, Senegal, Ivory Coast 3

4
Contents Overall Trends in Global Mobile Game Marketing 1
Q3 2023 Top Charts of Global Mobile Games 2
Marketing Analysis of Popular Mobile Game Genres 3
Marketing Review of Big Hit Games in Q3 2023 4

55
Overall Trends in Global
Mobile Game Marketing
01
TRENDS IN MOBILE GAME MARKETING

6
Advertising Trends of Global Mobile Games in 2023
As of this September, there were over 110K global mobile game advertisers, up 72.3% YoY, and 169 monthly creatives
per advertiser, representing a drop of about 38% YoY.
169
Total Advertisers (As of this Sept.)
115.5K
178 185 178
161 167 171 169 164
148
0
50
100
150
200
250
300
350
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
25.0 K
30.0 K
35.0 K
40.0 K
45.0 K
50.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept
Advertisers in 2022 Advertisers in 2023
Monthly Creatives in 2022 Monthly Creatives in 2023
YoY 72.3%↑
YoY 56.5%↑
YoY 38.4%↓
Monthly Creatives
Monthly Active
Advertisers
38.4K
Source: SocialPeta, based on data that were captured and analyzedDate Range: Jan. 2022 -Sept. 2023

77
Insights into Global Mobile Game Marketing
• Q3 2023 saw an increasing number of over 58K advertisers with new creatives, accounting for 94.10%, up 9.6% QoQ.
• Q3 2023 saw over 10.8 million new creatives, accounting for 80%, a huge rise compared to 60% in 2022, and a higher
frequency of updating creatives.
The number of advertisers with new creatives kept increasing to reach a 2 -year peak, accounting for over 94%.
90.76% 89.86%
89.71% 91.97%
89.94%
88.02%
94.10%
84%
85%
86%
87%
88%
89%
90%
91%
92%
93%
94%
95%
0.0 K
10.0 K
20.0 K
30.0 K
40.0 K
50.0 K
60.0 K
70.0 K
Q1
2022
Q2 Q3 Q4 Q1
2023
Q2 Q3
Advertisers with new creatives Percentage
Advertisers with new
creatives in Q 3 2023
58.3K 94.10%
N ew creatives in Q 3
2023
10.80M 79.13%
60.47% 60.09%
58.97%
68.65% 67.15%
75.52%
79.13%
50%
55%
60%
65%
70%
75%
80%
85%
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
Q2 Q3
New Creatives Percentage
Source: SocialPeta, based on data that were captured and analyzedDate Range: Jan. 2022 -Sept. 2023

8
Q3 2023 Insights into Mobile Game Marketing in Different Regions
In Middle East, the number of monthly advertisers
reached 13.4K, with great potential to continue its
upward trend.
Southeast Asia recorded 142 monthly creatives , ranking
among the top 3 global markets together with North
America and China’s Hong Kong, Macao & Taiwan.
133
122
142
114
120
127 130
122
104
98
80
90
100
110
120
130
140
150
0K
4K
8K
12K
16K
20K
24K
28K
32K
North America Europe Southeast Asia Oceania South America Japan & South
Korea
China’s Hong
Kong, Macao &
Taiwan
Middle East South Asia Africa
Monthly Advertisers Average Creatives
Monthly Advertisers in Europe: 25.4K
Europe ranked o.2 with 25K monthly advertisers,
closing the gap with North America. Advertisers in
Japan and South Korea reduced to be on par with
those in China’s Hong Kong, Macao & Taiwan.
Monthly Creatives in Southeast Asia: 142
Southeast Asia recorded 142 monthly creatives
per advertiser in Q3 2023, remaining No.1
among global markets.
Source: SocialPeta, based on data that were captured and analyzedDate Range: Jul. -Sept. 2023

99
% of Creatives by Game Genre in Q3 2023
Genre % of Advertisers QoQ YoY
Casual 30.32% -0.82% 2.77%
Puzzle 12.08% 0.45% -0.04%
SIM 9.39% 0.15% -0.17%
Action 7.55% 0.09% -0.89%
Casino 6.34% -0.69% 2%
RPG 6.11% 0.32% 0.78%
Arcade 4.7% -0.24% -0.05%
SLG 4.42% 0.31% -0.35%
Card 3.99% -0.33% -0.40%
Adventure 3.66% -0.14% -0.84%
Genre % of Creatives QoQ YoY
Casual 32.19% -0.96% 10.24%
Puzzle 11.32% 0.46% -1.85%
RPG 9.96% -0.09% -0.99%
Casino 7.20% -0.15% 1.29%
SIM 7.11% 0.49% -1.71%
SLG 6.86% 0.01% -2.28%
Action 5.76% 0.52% -0.85%
Card 5.31% -0.20% 0.26%
Arcade 2.87% -0.36% -0.04%
Adventure 2.75% -0.10% -1.72%
The share of puzzle game advertisers rose by 0.45% QoQ, while the share of RPG creatives dropped significantly both QoQ and Y oY.
Source: SocialPeta, based on data that were captured and analyzedDate Range: Jul. 2022 -Sept. 2023

1010
Insights into Mobile Game Advertising on iOS & Android
There was an increase in creatives released by mid -core and hard -core game advertisers, and a steady rise in average
creatives released on iOS.
Advertisers on iOS & Android in
Q3 2023
Due to reduced creatives released by casual and
hyper -casual game advertisers, Android
experienced a dramatic decline in both
percentage of advertisers and average creatives.
Average creatives on iOS in Q3 2023
190 QoQ: 1.06% ↑
Average creatives on Android in Q3
2023
260 QoQ: 4.67% ↓ 29.71% ,9.3 K
31.23% ,10.8 K
35.65% ,13.5 K
36.51% ,15.8 K
30.80% ,15.4 K
24.49% ,12.4 K
27.51% ,15.2 K
70.29% ,22.0 K
68.77% ,23.8 K
64.35% ,24.4 K
63.49% ,27.5 K
69.20% ,34.7 K
75.51% ,38.2 K
72.49% ,39.9 K
0 K 10 K 20 K 30 K 40 K 50 K
Q1 2022
Q2
Q3
Q4
Q1 2023
Q2
Q3
Source: SocialPeta, based on data that were captured and analyzedDate Range: Jan. 2022 -Sept. 2023

1111
% of Game Ad Creatives by Type
Video 75.72%
Image
20.75%
Html
2.35%
Other
1.18%
90.3K
QoQ: 22.36%↓
Impressions per creative on iOS: 121.9K
Impressions per creative on Android: 80.3K
Type with the highest impressions per
creative: Word
88.56% 85.88% 83.07% 80.23% 80.43% 78.84% 78.12%
11.15% 13.77% 16.09% 18.06% 17.49% 19.31% 19.59%
Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3
Percentages of impressions of video and image creatives
The impressions of video creatives accounted for less than 80% after
declining for 2 consecutive years.
The impressions of image creatives accounted for an increasing share of
over 20%, all thanks to AIGC.
Estimated impressions
per creative in Q3 2023
% of ad creatives
by type in Q3 2023
Source: SocialPeta, based on data that were captured and analyzedDate Range: Jan. 2022 -Sept. 2023

12
11.43%
4.76%
2.29%
0% 20% 40% 60% 80% 100%
Live-action
Pre-registration
Original-post
Vertical
10%
Horizontal
22%
Square
52%
Other
16%
Share of image creatives
by type in Q3
Less than
15s
19%
15 -30s
44%
Over 30s
37%
Share of video creatives
by length in Q3
% of Game Ad Creatives by Type
Most video creatives are 30 seconds or less in length, and square image creatives are more widely used.
Source: SocialPeta, based on data that were captured and analyzedDate Range: Jul. -Sept. 2023
Live -action creatives accounted for a considerable share, because they are
more convincing.
In a mature market, more creatives were released during pre –
registration for a cold start.

1313
Q3 2023 Top Charts of
Global Mobile Games
02
2023Q3 GLOBAL MOBILE GAME TOP LIST

14
Mobile Games by Advertising on iOS 丨 TOP30
11 神魔傳說：靈山遺跡
Hong Kong Tianzong
RPG
12 Rise of Empires ：
IM30
SLG
13 Call of Dragons
Lilith Games
SLG
14 おねがい 社長 !
EWORLD
SIM
15 MONOPOLY GO!
Scopely
Boar
d
16 Play Rummy Passion Cash Games
Passion Gaming Private Limited
Casin
o
17 Parallel Realms
栖慕网络
RPG
18 Merge Fairy Tales
Chuan Ying Game
Casu
al
19 輪迴雙生
Eskyfun
RPG
20 Evony
Top Games
SLG
21 Whiteout Survival
Century Games
SLG
22 鈴蘭之劍：為這和平的世界
X.D. Network
RPG
23 Mafia City
Yotta Games
SLG
24 Omniheroes
OmniDream Games
RPG
25 Stormshot
FunPlus
SLG
26 IDLE GOG VN
Aladinfun
RPG
27 Overmortal
Leiting Games
RPG
28 王牌銀行長
Richway Digital
SIM
29 Solitaire -jeu Classique
Aged Studio
Casu
al
30 X-HERO ： Survival!
Bingchuan Network
SLG
1 Metal Slug ： Awakening
VNG & Tencent
Actio
n
2 天命三國志
HotGame Center
Card
3 Mighty Party
Panoramilk Games
SLG
4 月光魔盜團
SpringGame
RPG
5 Royal Match
Dream Games
Puzzl
e
6 Block Blast Adventure Master
Hungry Studio
Casu
al
7 森之物語
SpringGame
RPG
8 神隱：月之城
Kingnet
RPG
9 1945
ONESOFT
Arca
de
10 Among Heroes
Game TimeOut
RPG
Source: SocialPeta –Advertising Intelligence -Total Ranking, excluding any data from China’s mainland Date Range: Jul. -Sept. 2023

15
1 MONOPOLY GO!
Scopely Board
2 Royal Match
Dream Games Puzzle
3 Roblox
Roblox
Advent
ure
4 Subway Surfers
Sybo Games Casual
5 My Perfect Hotel
SayGames Casual
6 Bridge Race
Supersonic Casual
7 Block Blast Adventure Master
Hungry Studio Casual
8 8 Ball Pool ™
Miniclip Sports
9 Bridge Race
Supersonic Casual
10 Magic Tiles 3
Amanotes Music
11 Among Us!
InnerSloth Action
12 Fishdom
Playrix SIM
13 Candy Crush Saga
King Puzzle
14 Call of Duty® ： Mobile
Tencent & Activision Blizzard Action
15 Whiteout Survival
Century Games SLG
16 Happy Hospital ：ASMR Doctor
Dragonplus SIM
17 Free Fire
Garena Action
18 Idle Bank Tycoon
Kolibri Games GmbH SIM
19 Gardenscapes
Playrix SIM
20 PUBG MOBILE
Tencent Action
1 MONOPOLY GO!
Scopely Board
2 Royal Match
Dream Games Puzzle
3 Pokémon GO
Niantic RPG
4 Candy Crush Saga
King Puzzle
5 Roblox
Roblox
Adven
ture
6 モンスターストライク
XFLAG Action
7 Coin Master
Moon Active Casual
8 Honkai: Star Rail
miHoYo RPG
9 プロ野球スピリッツＡ
KONAMI Sports
10 Gardenscapes
Playrix SIM
11 Fate/Grand Order
Aniplex RPG
12 PUBG MOBILE
Tencent Action
13 Clash of Clans
Supercell SLG
14 ウマ娘 プリティーダービー
Cygames SIM
15 Whiteout Survival
Century Games SLG
16 Call of Duty® ： Mobile
Tencent & Activision Blizzard Action
17 Genshin Impact
miHoYo RPG
18 Age of Origins
Camel Games SLG
19 eFootball ™ 2024
KONAMI Sports
20 パズル＆ドラゴンズ
GungHo RPG
29
Download Chart Revenue Chart
Top Mobile Games on the APP Store
Source: Diandian, based on data retrieved from backend data sourcesDate Range: Jul. -Sept. 2023

16
Mobile Games by Advertising on Android 丨 TOP30
11 Lords Mobile
IGG
SLG
12 1945 Air Force
ONESOFT
Arcade
13 Dragonscapes Adventure
Century Games SIM
14 Last Fortress
IM30
SLG
15 Block Mania
Loop Games A.S.
Casual
16 Mafia City
Yotta Games
SLG
17 おねがい社長！
EWORLD
SIM
18 Metal Slug ： Awakening
VNG & Tencent
Action
19 花舞宮廷
Origin Mood
SIM
20 月光魔盜團
SpringGame
RPG
21 Mighty Party
PANORAMIK GAMES
SLG
22 Stormshot
FunPlus
SLG
23 Cash Tornado ™ Slots
Zeroo Gravity Games
Casino
24 Jackpot World ™
Bole Games
Casino
25 MONOPOLY GO!
Scopely
Board
26 Omniheroes
OmniDream Games
RPG
27 State of Survival
FunPlus
SLG
28 Happy Match Cafe ： ASMR
KINGS FORTUNE SIM
29 The Ants
StarUnion
SLG
30 Jigsort -Jigsaw Puzzle
Pandas of Caribbean
Puzzle
1 Epic Heroes
Bingchuan Network
RPG
2 The Grand Mafia
Yotta Games
SLG
3 Block Blast Adventure Master
Hungry Studio Casual
4 Word Search Block Puzzle Game
Pandas of Caribbean Puzzle
5 Ludo Flying Chess
shivkumar
Board
6 Weapon Craft Run
Rollic Games
Hyper –
casual
7 天命三國志
HotGame Center
RPG
8 Whiteout Survival
Century Games
SLG
9 Evony
Top Games
SLG
10 Mergeland
Newborn Town
Casual
Source: SocialPeta –Advertising Intelligence -Total Ranking, excluding any data from China’s mainland Date Range: Jul. -Sept. 2023 30

17
1 Ludo King ™
Gametion Board
2 Subway Surfers
Sybo Games Casual
3 Roblox
Roblox
Advent
ure
4 Candy Crush Saga
King Puzzle
5 Tic Tac Toe -2 Player X O
CDT Puzzle Games Board
6 Royal Match
Dream Games Puzzle
7 Mi Talking Tom 2
Jinke Tom SIM
8 Free Fire
Garena Action
9 Traffic Rider
skgames Racing
10 Indian Bikes Driving 3D
Rohit Gaming Studio SIM
11 Free Fire MAX
Garena Action
12 Race Master 3D
SayGames Casual
13 Football League 2023
MOBILE SOCCER Sports
14 Block Blast
Hungry Studio Puzzle
15 My Talking Tom Friends
Jinke Tom SIM
16 Hill Climb Racing
Fingersoft
Arcad
e
17 Bridge Race
Supersonic Casual
18 My Talking Angela 2
Jinke Tom SIM
19 FPS Online Strike
FPS Shooter & Action Game Action
20 8 Ball Pool
Miniclip Casual
1 Coin Master
Moon Active Casual
2 Candy Crush Saga
King Puzzle
3 리니지 W
NCSOFT RPG
4 Royal Match
Dream Games Puzzle
5 Roblox
Roblox
Adventur
e
6 MONOPOLY GO!
Scopely Board
7 Pokémon GO
Niantic RPG
8 Gardenscapes
Playrix SIM
9 Honkai: Star Rail
miHoYo RPG
10 ウマ娘 プリティーダービー
Cygames SIM
11 Evony
Top Games SLG
12 PUBG MOBILE
Tencent Action
13 나이트 크로우
Wemade RPG
14 Homescapes
Playrix SIM
15 Fate/Grand Order
Aniplex RPG
16 Clash of Clans
Supercell SLG
17 Township
Playrix SIM
18 Whiteout Survival
Century Games SLG
19 Call of Duty Mobile
Tencent & Activision Blizzard Action
20 Free Fire
Garena Action
31
Top Mobile Games on Google Play
Source: Diandian, based on data retrieved from backend data sourcesDate Range: Jul. -Sept. 2023
Download Chart Revenue Chart

18
# Company Name Deduplicated
Creatives
Advertised
Products
Mainly Advertised
Products
11 FunPlus 28.1K 16
12 Pandas of Caribbean 25.9K 13
13 Sticky Hands 25.5K 1
14 IGG 25.5K 23
15 Easybrain 20.6K 43
16 Tencent 20.3K 30
17 Azur Interactive Games 20.2K 178
18 StarUnion 19.6K 13
19 SayGames 19.1K 128
20 Playrix 16.9K 19
32
Global Mobile Game Advertisers TOP20
# Company Name Deduplicated
Creatives
Advertised
Products
Mainly
Advertised
Products
1 Rollic Games 70K 86
2 Bingchuan Network 57.4K 12
3 Century Games 43.7K 21
4 Guru Puzzle Game 36.4K 21
5 Yotta Games 33.9K 13
6 Bole Games 33K 13
7 JunHai Games 32.1K 21
8 Homa 30.9K 50
9 Voodoo 30.5K 174
10 Aged Studio 29.3K 31
Source: SocialPeta -Company Analysis; companies are sorted by their products’ deduplicated creatives from high to low. Date Range: Jul. -Sept. 2023

1933
Marketing Analysis of
Popular Mobile Game Genres
(SLG, RPG, Action, SIM, Casual, Casino)
03
POPULAR MOBILE GAME TYPE MARKETING TRENDS

20
SLG Games : New Games Were Active Attempts to Develop
New Market Segments
Source: SocialPeta & Diandian; based on data that were captured and analyzed, and limited to the downloads and revenue of Top 1000 games in stores.Date Range: Jan. -Sept. 2023
• Q3 reported 2300 monthly SLG game advertisers
active attempts to
develop new market segments
over 70 % was contributed by App
Store
79.98% 81.43% 80.49% 80.88% 82.10% 80.71%
86.55% 84.91% 86.48%
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept
Trends of SLG Game Advertisers in 2023
Total advertisers
Beast Lord
Released globally on July 30; StarUnion
Animal -themed SLG
GRAND CROSS
Released globally on August 7; Netmarble
ACG SLG
Puzzles & Chaos
Released globally on September 5;
37Games
Match -3 + Frozen Land SLG
77.79%
20.82%
% of SLG games’ new creatives
by type in Q3 2023
Video Image Other
Popular SLG games newly released in Q3 2023
37.20%
15.93%
72.74%
51.99%
AppStore Google Play
% of downloads and revenue
achieved by Chinese developers
Downloads
Revenue
34

21
Advertiser:
Evony
Advertising Platform:
Estimated Impressions:
17.9M
Shooter + Hitting
gates
Advertiser:
The Grand Mafia
Advertising Platform:
Estimated Impressions:
6.9M
Dramatic conflict +
A loser wins
Advertiser:
Whiteout Survival
Advertising Platform:
Estimated Impressions:
617.7K
Short Video +
Gameplay
SLG Games’ Popular Creatives
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jul. -Sept. 2023
Mini -game advertising creatives remained the most effective, of which the most popular were “shooter + hitting gates”,
“tower climbing” mini games .
Dramatic situations and live -action short videos were often used to catch people’s attention in the first 3 seconds .
Click to play the complete creative
35

22
RPGs : Many RPGs were big hits, making it the most popular
market segment in Q 3
Source: SocialPeta & Diandian; based on data that were captured and analyzed, and limited to the downloads and revenue of Top 1000 games in stores.Date Range: Jan. -Sept. 2023
• Q3recorded 3300 RPG advertisers per month
• Many new RPGs became big hits
82.45% 82.60% 83.16% 83.25%
83.91%
82.66%
85.44%
86.11% 86.50%
0.0 K
0.5 K
1.0 K
1.5 K
2.0 K
2.5 K
3.0 K
3.5 K
4.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept
Trends of RPG Advertisers in 2023
Total advertisers
MapleStory R: Evolution
Released in Southeast Asia on July 25; Rastar
MMORPG based on a classic PC sidescroller
鈴蘭之劍
Released in China’s Hong Kong, Macao &
Taiwan on August 7; XD Inc.
Pixel wargame RPG
Dragonheir :Silent Gods
Released globally on September 18; Nuverse
Hardcore wargame RPG
69.85%
28.91%
% of RPG s’ new creatives by
type in Q3 2023
Video Image Other Popular RPGs newly released in Q3 2023
29.89%
10.21%
57.15%
24.63%
AppStore Google Play
% of downloads and revenue
achieved by Chinese developers
Downloads
Revenue
36

23
Advertiser:
Survivor.io
Advertising Platform:
Estimated Impressions:
859.4k
Recommend the game
through identifying
fake ones
Advertiser:
Honkai: Star Rail
Advertising Platform:
Estimated Impressions:
5.4M
A show of KOL playing
gacha
Advertiser:
ブルーアーカイブ
Advertising Platform:
Estimated Impressions:
9.3M
ASMR highlighting
character’s charm
RPG s’ Popular Creatives
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jul. -Sept. 2023
According to downloads and revenue performance, ACG RPGs were quite profitable with a considerable market volume .RPGs stopped
perfecting graphic art and spent more effort on developing mixed gameplays .
Graphic art and dubbing are the most important features of RPGs .A simple promotion video about characters and a show of a live –
streamer playing gacha will arouse people’s interest and attract them to download the game .
37
Click to play the complete creative

24
Action Games : With many large new games launched, it
became the most promising market segment
Source: SocialPeta & Diandian; based on data that were captured and analyzed, and limited to the downloads and revenue of Top 1000 games in stores.Date Range: Jan. -Sept. 2023
• Q3recorded 4000 action game advertisers per month
82.12%
83.68% 83.42%
79.77% 79.22%
81.67%
86.11% 85.53%
83.55%
0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
5.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept
Trends of Action Game Advertisers in 2023
Total advertisers
Arena Breakout
Released globally on July 13; Tencent
Hardcore survival shooter game
Power Slap
Released globally on August 8; Rollic Games
Sports action hyper -casual game
Monster Hunter Now
Released globally on September 13;
Niantic
Location -based & IP -based game
78.59%
13.98%
% of action games ’ new creatives
by type in Q3 2023
Video Image Other
Popular action games newly released in Q3 2023
12.41%
5.11%
29.62%
26.16%
AppStore Google Play
% of downloads and revenue
achieved by Chinese developers
Downloads
Revenue
38

25
Advertiser:
Free Fire
Advertising Platform:
Estimated Impressions:
484k
Social and
mischievous stories
Advertiser:
PUBG MOBILE
Advertising Platform:
Estimated Impressions:
4.4M
Collaboration of
popular cartoons
Advertiser:
Mobile Legends: Bang
Bang
Advertising Platform:
Estimated Impressions:
551.5K
Collection of kills in
quick rhythm
Action Games’ Popular Creatives
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jul. -Sept. 2023
Action games’ key feature is a combination of socializing and game -playing .That’s why most action games are MOBA and battle royale .
Animated videos of playing pranks on great buddies are attractive and amusing .Collaboration of popular cartoons will attract non -core
gamers .A collection of kills in rhythmic background music will cause great excitement .
39
Click to play the complete creative

26
SIM Games : More advertisers in the last month of each quarter
Source: SocialPeta & Diandian; based on data that were captured and analyzed, and limited to the downloads and revenue of Top 1000 games in stores.Date Range: Jan. -Sept. 2023
• Q3recorded 5100 SIM game advertisers per month
80.48% 80.55%
82.25%
79.61%
80.75%
82.53%
81.32%
85.09% 82.84%
0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
5.0 K
6.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept
Trends of Simulation Game Advertisers in 2023
Total advertisers
공부의 신 M
Released in China’s Hong Kong, Macao &
Taiwan, and South Korea on July 5; wanjoy
Cartoon school SIM game
Merge Bloom
Released globally on August 25; ManyFun
Merge & decoration SIM game
Retro Bowl College
Released globally on September 18; New Star
Games
Rugby (sports) SIM game
79.29%
16.62%
% of s imulation games ’ new
creatives by type in Q3 2023
Video Image Other Popular SIM games newly released in Q3 2023
13.52%
8.01%
36.21%
12.41%
AppStore Google Play
% of downloads and revenue
achieved by Chinese developers
Downloads
Revenue
40

27
Advertiser:
ASMR Doctor Makeover
Salon Spa
Advertising Platform:
Estimated Impressions:
4.9M
ASMR + Manual +
Make -up
Advertiser:
Cat Snack Bar
Advertising Platform:
Estimated Impressions:
7.2M
Warm & adorable
graphics are relaxing
Advertiser:
Township
Advertising Platform:
Estimated Impressions:
7.9M
emoji + Fix
problems
SIM Games’ Popular Creatives
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jul. -Sept. 2023
With ASMR leading the way, mini -game advertising has entered the SIM game market .The fun of playing SIM games is displayed by
combining gameplay with live -action videos .
Female gamers are more likely to be attracted by game ad creatives containing dramatic situations, putting on make -up, and warm and
adorable graphics .
41
Click to play the complete creative

28
Casual Games : The number of advertisers is
the highest and steadily increasing
Source: SocialPeta & Diandian; based on data that were captured and analyzed, and limited to the downloads and revenue of Top 1000 games in stores.Date Range: Jan. -Sept. 2023
• Q3 recorded 16,700 casual game advertisers per month
79.19% 79.44%
82.34%
80.37% 79.49% 79.69%
83.99% 83.22%
81.16%
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept
Trends of Cas ual Game Advertisers in 2023
Total advertisers
Traffic Escape!
Released globally on July 27; Fomo
Puzzle hyper -casual game about parking
spots
Bubble Arena
Released in the UK & USA on August 10;
Mobile Fox
Puzzle Bobble & play -to-earn game
Find Out
Released globally on September 11; 帅 朱
Puzzle hyper -casual game about finding
differences
79.68%
15.69%
% of casual games ’ new creatives
by type in Q3 2023
Video Image Other
Popular casual games newly released in Q3 2023
13.50%
7.85%
22.69%
14.22%
AppStore Google Play
% of downloads and revenue
achieved by Chinese developers
Downloads
Revenue
42

29
Advertiser:
Soccer Super Star
Advertising Platform:
Estimated Impressions:
223.2K
A live -streamer playing
and explaining the
game
Advertiser:
Shoot Skibd Toilet Survival.io
Advertising Platform:
Estimated Impressions:
265.2M
Inspiration from a
popular manga
franchise
Advertiser:
My Perfect Hotel
Advertising Platform:
Estimated Impressions:
632.2K
Sloganizing promotion
Casual Games’ Po pular Creatives
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jul. -Sept. 2023
Most casual game companies target TikTok and YouTube where exist massive UGCs as their primary sources of inspiration.
Novelty and wacky ideas give a guarantee of high -quality creatives. Rhythmic music makes the display of gameplay more attractive .
Click to play the complete creative
44

30
Casino Games : Old games has a stronger dominance
and over 80% of advertisers released new creatives
Source: SocialPeta & Diandian; based on data that were captured and analyzed, and limited to the downloads and revenue of Top 1000 games in stores. Date Range: Jan. -Sept. 2023
82.51%
78.58%
80.16%
82.02% 82.81% 83.32% 82.35% 81.36%
85.24%
0.0 K
1.0 K
2.0 K
3.0 K
4.0 K
Jan Feb Mar Apr May Jun Jul Aug Sept
Trends of Casino Game Advertisers in 2023
Total advertisers
Solitaire Cash
Released in February 2019; Papaya
Gaming
Solitaire card game
777Real
Released in January 2021; SEGA
Pachinko
투에이스 (2ACE) 포커
Released in September 2022; 2ACE
Poker club
75.53%
22.80%
% of casino games ’ new creatives
by type in Q3 2023
Video Image Other
Popular casino games released in the USA,
Japan, or South Korea in Q3 2023
14.13%
6.28%
18.45%
5.54%
AppStore Google Play
% of downloads and revenue achieved
by Chinese developers
Downloads
Revenue
46

31
Advertiser:
Cash Club Casino
Advertising Platform:
Estimated Impressions:
1.6M
The charm of cash
Advertiser:
麻將無雙
Advertising Platform:
Estimated Impressions:
1.4M
Endless wins
Advertiser:
Jackpot Wins
Advertising Platform:
Estimated Impressions:
1.2M
Slogans on the streets
Casino Games’ Popular Creatives
Source: SocialPeta -Ad Creatives, displaying the new and relatively popular creatives within the date range. Date Range: Jul. -Sept. 2023
High cash rewards are still the absolute core competence of many cash casino games. These games released
ad creatives focusing on how exciting it is to have continuous wins and winnings.
With exaggerating slogans and live -action dubbing or acting, creatives are more convincing.
Click to play the complete creative
48

3250
Marketing Analysis of Hit
Mobile Games In Q3 2023
04
POPULAR MOBILE GAME MARKETING INVENTORY

33
0.0 K
0.4 K
0.8 K
1.2 K
1.6 K
2.0 K
2.4 K
2.8 K
3.2 K
0.0 K
0.4 K
0.8 K
1.2 K
1.6 K
2.0 K
2.4 K
2.8 K
3.2 K
3.6 K
7/1 7/8 7/15 7/22 7/29 8/5 8/12 8/19 8/26 9/2 9/9 9/16 9/23 9/30
合金彈頭：覺醒 , published by VNG, became a hit game in Q3
Taiwan
…
Hong
…
Macao
…
Singapore Malaysia Thailand The
…
USA
Top countries /regions
by advertising
Ad Creatives in Q3 2023
Total deduplicated creatives: 1.8 万
% of new creatives: 99.6%
The game gets a fresh look from “Metal Slug”, through which, Tencent helped VNG expand beyond Vietnamese market.
合金彈頭：覺醒
IP Action RPG VNG & Tencent
Instagram Facebook AN Messenger Google Ads ironsource Applovin
Top Advertising
Platforms
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jul. -Sept. 2023
Global Advertising Trends in Q3 2023
52

34
合金彈頭：覺醒 ’s Popular Active Ad
Creative
17
Duration (Days)
86.3K
Impressions
Advertising Platform:
Advertising countries/regions: USA, Hong Kong (China)…
Features:
A sharp contrast between new and old graphics, nostalgic
2D pixels and long -anticipated 3D HD.
Formula for the creative: A mobile game based on a console
game, a full reproduction of the classic game.
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jul. -Sept. 2023
Click to play the complete creative
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35
0.0 K
0.2 K
0.4 K
0.6 K
0.8 K
1.0 K
1.2 K
1.4 K
1.6 K
0.0 K
0.4 K
0.8 K
1.2 K
7/1 7/8 7/15 7/22 7/29 8/5 8/12 8/19 8/26 9/2 9/9 9/16 9/23 9/30
鈴蘭之劍 , an authentic Japanese wargame RPG
Taiwan (China) Hong Kong (China) Macao (China) USA
Top countries/regions by
advertising
Ad Creatives in Q3 2023
Total deduplicated creatives: 6600
% of new creatives: 96.2 %
It’s a new game developed and published by XD Entertainment. As a nostalgic pixel -style SRPG, the game climbed to the
top of the best -selling games’ list in Taiwan (China) thanks to its high quality and vigorous promotion.
鈴蘭之劍
Medieval alternate history SRPG XD
Entertainment
Facebook Instagram AN Messenger YouTube Google Ads TikTok
Top Advertising
Platforms
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jul. -Sept. 2023
Global Advertising Trends in Q3 2023
56

36
鈴蘭之劍 ’s Popular Active Ad Creative
53 1.30M
Advertising Platform:
Advertising countries/regions: Taiwan (China), USA…
Features:
A drama video games allows players to be an
important character of the story who would
save the day
Formula for the creative: Dramatic conflicts + interactive stories
+ fighting scenes
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jul. -Sept. 2023
Click to play the complete creative
Duration (Days) Impressions
58

37
0.0 K
0.2 K
0.4 K
0.6 K
0.8 K
0.0 K
0.4 K
0.8 K
1.2 K
1.6 K
2.0 K
7/1 7/8 7/15 7/22 7/29 8/5 8/12 8/19 8/26 9/2 9/9 9/16 9/23 9/30
Beast Lord , a hit animal -themed SLG
USA France Germany Australia Canada UK Thailand Brazil
Top
countries/regions by
advertising
Ad Creatives in Q3 2023
Total deduplicated creatives: 6500
% of new creatives: 85.21%
Following “ant -themed” SLG, StarUnion released another big SLG, expanding the market of animal –
themed SLGs.
Beast Lord
Animal -themed SLG StarUnion
Facebook AN(META) Messenger Instagram Google Ads UnityAds YouTube
Top Advertising
Platforms
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jul. -Sept. 2023
Global Advertising Trends in Q3 2023
60

38
Beast Lord ’s Popular Active Ad Creative
67 540.4K
Advertising Platform:
Advertising countries/regions: Germany
Features:
Based on [The Ants: Underground Kingdom]’s
success, the game’s creatives focus on displaying
story -related elements .
Formula for the creative: A tragic beginning + Growth experience +
BOSS battles
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jul. -Sept. 2023
Click to play the complete creative
Duration (Days) Impressions
62

39
0.0 K
0.2 K
0.4 K
0.6 K
0.0 K
0.4 K
0.8 K
1.2 K
7/1 7/8 7/15 7/22 7/29 8/5 8/12 8/19 8/26 9/2 9/9 9/16 9/23 9/30
MapleStory R: Evolution , a classic PC game making a
fresh start by releasing its mobile version
Singapore Malaysia
The
Philippines Thailand Other
Top countries /regions
by advertising
Ad Creatives in Q3 2023
Total deduplicated creatives: 5100
% of new creatives: 87.28%
Soon after its official release on 27 July, [MapleStory R: Evolution] topped the iOS chart of top free games in Singapore,
Malaysia, and Thailand, and topped the chart of best -selling games and remained on the chart for 10 days .
MapleStory R: Evolution
Vertical pixel MMO Rastar
Google Ads Facebook Instagram Messenger AN(META) Pangle UnityAds
Top Advertising
Platforms
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jul. -Sept. 2023
Global Advertising Trends in Q3 2023
64

40
MapleStory R: Evolution’s Popular
Active Ad Creative
25 85.3K
Advertising Platform:
Interactive data: 1400 Likes
Features:
The creative starts with a girl quarreling with her boyfriend, and in the
middle of the creative a third party appears and eases the tension by
introducing the game.
Formula for the creative: Live -action conflict + Displaying the game + A
live -broadcast introduction
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range Date Range: Jul. -Sept. 2023
Click to play the complete creative
Duration (Days) Impressions
66

41
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