Mobile marketers are increasingly discovering the power of mobile game advertising with the number of advertisers rising by almost 18% in 2022 over the previous year. That’s according to new research from SocialPeta which took a closer look into global mobile game marketing. Let’s dive in.
All eyes on casual
Despite the increase in mobile gaming advertisers, they created 16% fewer creatives at 12 million. However, creatives grew 7% quarter-on-quarter throughout 2022.
Active game advertisers and creatives in 2021 and 2022
Source: Social Peta
The casual genre attracted the majority of advertisers with 28%, which is a rise of 3%, followed by puzzle (12%) and simulation (9%).
Adventure titles attracted just 4% of advertisers, being the genre with the least interest, while arcade games saw the steepest decline falling almost 2% to 6%.
The casual genre also dominated the number of creatives which grew 5% to 23%. Puzzle titles also noticed a growth in advertisers at 0.3% to 13%. RPG noted the steepest decline at 2%.
Percentage of advertisers by game genre
Source: Social Peta
Regional and platform differences
North America attracted the highest monthly average number of advertisers, 25% higher than Europe. Southeast Asia, Macao and Taiwan scored highest for number of creatives at an average of 300 pieces of advertising materials per month.
iOS recorded a steady rise in advertising. Nearly 40% of all gaming advertisers in Q4 2022 were on iOS. However, Android wins for creatives where the average amount of materials was 33% higher than that on iOS.
A closer look at casual game marketing
Downloads of casual games grew almost 9% year-on-year while revenues dropped 11%. The drop in revenue is not surprising given the economic squeeze. There were over 22,000 casual game advertisers last year – a rise of 31%.
Casual game downloads and revenues
Source: Social Peta
In South America, casual game advertisers accounted for 31% and their creatives for 26%.
The report provides deep dives into each game genre so if you’re interested, you can check it out here.
Key takeaways
- The number of mobile gaming advertisers rises almost 18% in 2022 but created 16% fewer creatives
- The casual genre attracted the majority of advertisers with 28%, a rise of 3%
- North America attracted the highest monthly average number of advertisers, 25% higher than Europe
