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1、2022Global Mobile Game&App(Non-Game)Marketing White PCONTENTSMobile Games/31.Global Mobile Game Marketing Trends/82.Top Global Mobile Games Charts/183.Global Mobile Game Marketing of Game Genres/26I.Strategy Game/27II.RPG/39III.Simulation Game/50IV.Casual Game/61V.Casino Game/724.Mobile Game Marketi

2、ng in Different Regions/84I.America/87II.Indonesia/93III.Vietnam/99IV.Turkey/1055.Hot Mobile Game Campaigns/111Mobile Apps(Non-Game)/1161.Global Mobile App Marketing Insights&Top Charts/1182.Global Mobile App(Non-Game)Marketing of App Genres/127I.Tool/130II.Entertainment/138III.Reading/146IV.Social/

3、154V.Education/1623.Global Mobile App Marketing in Different Regions/168I.North America/171II.Southeast/174Industry Insights/179Singular,Tenjin,Digital Turbine,Moloco,Storemaven,AdQuantum,Udonis,Mobidictum,Apptamin,AppROIMobile GamesREPORT DESCRIPTION01PARTReport D1.Data SourcesWith the assistance o

4、f the worlds biggest advertising intelligence and analysis tool,SocialPeta Data Team provided you with insights into the advertising data of the global mobile game market.We collected random sampling advertising data from the globe,which covers over 70 channels and nearly 70 countries and regions.In

5、 total,we based over 120 billion data to form our report.Data Cycle and IndicatorsThe overall date range of the report:Jan-Dec 2022For specific data indicators,please see the notes on each page.Copyright NoticeAll tests,images,and graphics contained in this report are protected by the relevant trade

6、mark and copyright laws.Some texts and data are public information and their copyrights are owned by their original creators.No organization or person shall copy or distribute,in whole or in part for any purpose,any portion of this report without approval from our company.The copyrights of all creat

7、ives mentioned in this report are owned by the respective advertisers.Any unauthorized use of this report for commercial activities is a breach of the Copyright Law of the Peoples Republic of China and other relevant laws and regulations as well as the relevant provisions of the International Conven

8、tion.4.DisclaimerThe industry data and market forecasts presented in this report are based on the data captured by SocialPeta Data Team and estimated by using a statistical forecasting model combined with research methods such as desk study and industry interviews.Limited by the research methods and

9、 data resources,this report can only be used as reference material.Our company shall have no liability for any data or points of view in this report.SocialPeta shall hold no responsibility for any legal consequences resulting from any action taken by any organization or individual by using or based

10、on the above data information,and the organization or individual shall take full responsibility for any disputes or legal liabilities arising therefrom.5.Concerned RegionsHK,Macao&TW:Hong Kong(China),Macao(China),Taiwan(China)JP&ROK:Japan,South KoreaSoutheast Asia:Thailand,Indonesia,Singapore,Malays

11、ia,Vietnam,Philippines,CambodiaSouth Asia:India,PakistanMiddle East:Bahrain,Qatar,Saudi Arabia,UAE,Azerbaijan,Lebanon,Kuwait,Israel,Egypt,Oman,Iraq,MoroccoSouth America:Brazil,Chile,Argentina,Colombia,Peru,Venezuela,ParaguayNorth America:USA,Canada,Mexico,PanamaEurope:Turkey,France,Germany,United Ki

12、ngdom,Italy,Spain,Netherlands,Norway,Poland,Portugal,Belgium,Switzerland,Austria,Romania,Sweden,Greece,Denmark,Luxembourg,Ireland,FinlandOceania:Australia,New ZealandAfrica:Kenya,Nigeria,Angola,South Africa,Algeria,Libya,Senegal,Ivory Coast6Analysis Model of Popular CreativesAI DeduplicationAccurate

13、ly display effective ideas,improve search and output efficiency by more than 10 timesImpressionsA creatives impressions are estimated based on its views,interaction data on media and duration.Impressions are an important indicator of a creatives quality.PopularityPopularity is a comprehensive index

14、of a creative,which is key to deciding a creatives potential.Multidimensional FilterIt is a way to get precise search results by using 20+filters,including duration,multi-dimensional classification,hashtag,language,and platform.Interaction IndicatorBased on exclusive interaction data,it shows actual

15、 performance value.Original-post AdsOriginal-post ads allow one to view the display results of original news feed ads,and also allow further observation of real interactive effects.Technical MonitoringPowerful data capture capabilities provide a solid and powerful technical guarantee to ensure the a

16、cquisition of advertising 7Analysis Model of Popular GamesASOIndexPre-registration IndexAdvertising IndexApp IndexCreative IndexComprehensively check the creativestandards of the advertisementsplaced on the product,and find theadvertisement with the most volumeProvide APPaSO analysis,andcompare the

17、advertising strategyand ASO strategy of competingproducts at the same timeA products advertising strategywill be quite different during theperiod of pre-registration.The distributions and trends of alladvertising channels,regions,andtarget groups,together lead to theproducts advertising strategy.It

18、provides an apps basic storeinformation,downloadsandrevenue,which is key informationto the apps advertising strategy.Reduce the cost of trial and errorIncrease the rate of PART 02Insights into Global Mobile Game MarketingGLOBAL MOBILE GAME MARKETING INSIGHTSGlobal Mobile Game Marketing TrendsSource:

19、SocialPeta,based on data retrieved from backend data sources Date Range：2021/1-2022/12100.0M2.0M4.0M6.0M8.0M10.0M12.0M14.0M16.0M18.0M0.0 K5.0 K10.0 K15.0 K20.0 K25.0 K30.0 K35.0 K40.0 K45.0 K2021 Q1Q2Q3Q42022 Q1Q2Q3Q4Active AdvertiserActive CreativeInsights into Global Mobile Game MarketingQuarterly

20、 Mobile Game Advertisers in 2022Quarterly Mobile Game Creatives in 202237.1KYoY 17.5%12.0MYoY 15.9%The number of quarterly average advertises grew by 17.5%year-on-yearThis year,more than 37,000 mobile game advertisers were captured every quarter,and the growth rate of advertisers was stable everyqua

21、rter,an increase of 17.5%compared with last year The average number of materials in this quarter is nearly 12 million,maintaining aquarter-on-quarter growth rate of 7%,but compared with last years quarter,the material volume has decreased by nearly 16%year-on-yearSource:SocialPeta,based on data retr

22、ieved from backend data sources Date Range：2021/1-2022/1211Insights into Global Mobile Game MarketingOver 90%of advertisers released new creatives in each quarter this year,and there were over 6.9 million new creatives per quarter.In 2022,more than 90%of advertisers will launch new materials every q

23、uarter,of which more than 40,000 advertisers will launch new materials inQ4,accounting for more than 94%.The average number of new materials per quarter exceeds 6.9 million,accounting for an average of 57.27%,anincrease of 3.82%over last year.87.85%85.49%82.51%82.99%90.17%90.34%89.87%94.22%76%78%80%

24、82%84%86%88%90%92%94%96%0 K5 K10 K15 K20 K25 K30 K35 K40 K45 KAdvertisers with New CreativesPercentagesQuarterly Advertisers with New Creatives33.8K，91.15%Quarterly New Creatives6.9M，57.27%58.20%50.10%51.64%53.87%60.13%52.48%56.64%59.81%40%45%50%55%60%65%70%0.0M1.0M2.0M3.0M4.0M5.0M6.0M7.0M8.0M9.0M10

25、.0MAdvertisers with New CreativesPercentagesSource:SocialPeta,based on data retrieved from backend data sources Date Range：2022/1-2022/1212GenrePercentagesCompared to the same period last yearCasual27.87%+2.94%Puzzle12.00%+0.59%Simulation9.27%+0.91%Action8.82%+0.30%RPG6.32%-1.61%Arcade6.09%-1.64%Str

26、ategy4.43%-0.13%Casino4.35%+0.85%Card4.27%+0.09%Adventure3.86%-0.14%The proportion of leisure product advertisers has increased significantly compared to lastyear,accounting for 27.87%this year,an increase of 2.94%.In addition,the proportionof simulation and casino advertisers has increased by about

27、 0.9%compared with thewhole year.The proportion of arcade advertisers decreased the most,followed by role-playing advertisers.The proportion of advertisers in these two categories dropped bymore than 1.6%compared with last year.Top 3 Game Genres by Number of AdvertisersCasual,Puzzle,SimulationCasual

28、PuzzleSimulationActionRPGArcadeStrategyCasinoCardAdventureOthersPercentages of Advertisers by Game GenrePercentages of Game AdvertisersSource:SocialPeta,based on data retrieved from backend data sources Date Range：2022/1-2022/1213GenrePercentagesCompared to the same period last yearCasual22.69%+4.74

29、%Puzzle12.86%+0.27%RPG11.36%-2.34%Simulation8.90%-0.57%Strategy8.74%-0.50%Action7.06%-0.99%Casino5.67%-0.45%Card5.45%-0.01%Adventure3.34%-0.12%Board3.09%-0.21%Casual game creatives accounted for 22.69%,an increase of 4.74%compared to lastyear,marking the largest increase among all game genres.Except

30、casual and puzzle games,the proportion of most game types has droppedsignificantly.Among them,the proportion of role-playing game materials hasdecreased by 2.34%compared with last year,and the ranking has also dropped fromsecond to third.Top 3 Game Genres by Number of CreativesCasual,Puzzle,RPGCasua

31、lPuzzleRPGSimulationStrategyActionCasinoCardAdventureBoardOthersPercentages of Creatives by Game GenrePercentages of CreativesSource:SocialPeta,based on data retrieved from backend data sources Date Range：2022/1-2022/12149.2 K4.1 K3.3 K0K1K2K3K4K5K6K7K8K9K10KMonthly AdvertisersIn 2022,mobile game ad

32、vertisers per month:24.3K;monthly creatives per advertiser:283Among mobile games,casual games have the highest monthly average number of advertisers,and SocialPeta captures more than 9,200 casualadvertisers on average every month,which is 125%higher than the second-ranked puzzle-solving product Stra

33、tegy games are the highest with anaverage of 535 pieces of material per month,and advertisers of four types of games,RPG,casino,puzzle solving and card games,have anaverage monthly delivery of more than 300 pieces.377 535 359 0100200300400500600Monthly Creatives per AdvertiserInsights into Mobile Ga

34、me Advertising by Genre271 228 227 292 222 281 272 300 189 193 1601802002202402602803003200.0 K2.0 K4.0 K6.0 K8.0 K10.0 K12.0 K14.0 K16.0 K18.0 K20.0 KNorth AmericaEuropeOceaniaSoutheast Asia South AmericaJP&ROK:Middle EastHK,Macao&TW(China)AfricaSouth AsiaMonthly AdvertisersSource:SocialPeta,based

35、on data retrieved from backend data sourcesDate Range：2022/1-2022/1215Insights into Mobile Game Marketing in Different RegionsNorth America contributed the most monthly advertisersSoutheast Asia,HK,Macao&TW,and JP&ROK saw the most monthly creativesMonthly advertisers in North America:18.6KNorth Amer

36、ica still maintains the highestmonthly average number of advertisers,withover 18,000 monthly advertisers,25%higherthan the second place in EuropeMonthly creatives in HK,Macao&TW:300On average,each advertiser in Hong Kong,Macao and Taiwan places 300 pieces ofmaterial per month.Followed by SoutheastAs

37、ia and Japan and South Korea.Source:SocialPeta,based on data retrieved from backend data sourcesDate Range：2022/1-2022/1216Insights into Advertising of Mobile Games on iOS&AndroidQuarterly Mobile Game Advertisers on iOS&AndroidTheaverageamountofmaterialonAndroid is 33%higher than that on iOS,but iOS

38、 advertisers are growing rapidly.Quarterly Creatives on iOS in 2022267Quarterly Creatives on Android in 202235429.78%,9.3 K31.56%,10.7 K36.39%,13.5 K38.00%,16.3 K70.22%,21.9 K68.44%,23.3 K63.61%,23.6 K62.00%,26.6 K0 K5 K10 K15 K20 K25 K30 K35 K40 K45 KQ1Q2Q3Q4This year,iOS reported a continuous adve

39、rtising growth,contributing nearly 40%advertisers in Q4.Source:SocialPeta,based on data retrieved from backend data sourcesDate Range：2020/1-2022/1217VideoImage14.0HTML2.36%Other2.88%124.9KImpressions per creative on iOS:155.2KImpressions per creative on Android:114.7KGame genre with the highest imp

40、ressions per creative:Puzzle73.40%78.92%85.44%86.66%87.17%84.12%16.70%16.86%13.54%12.88%12.47%14.73%2020H12020H22021H12021H22022H12022H2Proportion of video&picture material displayVideo creatives had the most impressions in H1 2022Impressions of image creatives increased in H2 2022Proportion of vari

41、ous types of game materialsEstimated impressions per creativePercentages of Creatives by Game Genre in 2022Top Global Mobile Games Charts19Source:SocialPeta-Advertiser Analysis;advertisers are sorted by their deduplicated creatives within the date range from high to low.Date Range：2022/1-2022/12Top

42、Global Mobile Games by Advertising in 20221Coloring Book！Doodle Mobile11TownshipPlayrix21State of SurvivalFunPlus31花舞宮廷花舞宮廷Origin Mood41War RobotsPixonic Games2FishdomPlayrix12The Grand MafiaYotta Games22Kingdom GuardTap4Fun321945ONESOFT42Jigsaw CollectionVeraxen3The AntsStarUnion13Purrfect TaleDH G

43、ames23DefineCleverside33WarpathLilith Games43Jackpot MasterZeroo Gravity Games4Block PuzzleDoodle Mobile14Last FortressIM3024Dynasty Legends 2鈦核互動34Family Farm AdventureCentury Games44Royal MatchDream Games5Word TripPlaySimple Games15英雄戰紀英雄戰紀Bingchuan Network25Lords MobileIGG35SolitaireDoodle Mobile

44、45DislyteLilith Games6Rise of KingdomsLilith Games16Sniper 3DWildlife Studios26RobloxRoblox36Rise of EmpiresIM3046IDLE GOGGameWinner7歡樂大東家歡樂大東家EWORLD17Animal RestaurantDH Games27RummyCirclePlay Games24x737Mighty PartyPanoramik Games47FIFA MobileElectronic Arts8ResortopiaDH Games18EvonyTop Games28Leg

45、end of the PhoenixModo Global38幻想名將傳幻想名將傳Doki Studio48Star Trek Fleet CommandScopely9EvertaleZigZaGame19Tennis ClashWildlife Studios29Jackpot WorldBole Games39Puzzles&Survival37Games49HomescapesPlayrix10Two DotsPlayDots20Mafia CityYotta Games30富甲江戶城富甲江戶城Yogame Technology40聖樹喚歌聖樹喚歌Doki Studio50超爆三國志超

46、爆三國志SpringGameiOS20Source:SocialPeta-APP Intelligence.The revenue data were from the App Store,excluding any data from Chinas mainland.Date Range：2022/1-2022/12Download Chart1Subway SurfersSybo GamesArcade2Stumble GuysKitka GamesAction3RobloxRobloxAdventure4FishdomPlayrixPuzzle58 Ball PoolMiniclipSp

47、orts6Candy Crush SagaKingCasual7Count MastersAIBYCasual8Among Us!InnerSlothAction9Magic Tiles 3AmanotesMusic10Call of Duty:MobileTencent&Activision BlizzardActionTop Mobile Games on the App Store in 202211Coloring MatchSupersonicPartyGame12Fill The Fridge!Rollic GamesSimulation13Wordle!Lion StudiosC

48、asual14PUBG MOBILETencentAction15Going BallsSupersonicCasual16Bridge RaceSupersonicCasual17Garena Free FireGarenaAction18Clash RoyaleSupercellStrategy19TownshipPlayrixCasual20FIFA MobileElectronic ArtsSports21Survivor!.ioHabbyCasual22Royal MatchDream GamesPuzzle23HomescapesPlayrixCasual24UNO!Mattel1

49、63Party25X-HEROBingchuan NetworkRPG26Apex Legends MobileElectronic ArtsAction27EvonyTop GamesStrategy28Clash of ClansSupercellStrategy29Pok mon GONianticAdventure30Parking Jam 3DPopcoreCasual21Source:SocialPeta-APP Intelligence.The revenue data were from the App Store,excluding any data from Chinas

50、mainland.Date Range：2022/1-2022/12Revenue Chart1Candy Crush SagaKingCasual2RobloxRobloxAdventure3Genshin ImpactmiHoYoAdventure4Pok mon GONianticAdventure5XFLAGRPG6Coin MasterMoon ActiveCasual7Clash of ClansSupercellStrategy8娘娘 CygamesAdventure9Royal MatchDream GamesPuzzle10HomescapesPlayrixCasualTop

51、 Mobile Games on the App Store in 202211野球野球KONAMISports12GungHo Online EntertainmentPuzzle13PUBG MOBILETencentAction14Fate/Grand OrderAniplexRPG15Call of Duty:MobileTencent&Activision BlizzardAction16EvonyTop GamesStrategy17Puzzles&Survival37GamesStrategy18Clash RoyaleSupercellStrategy19Gardenscape

52、sPlayrixCasual20State of SurvivalFunPlusStrategy21Rise of KingdomsLilith GamesStrategy22FishdomPlayrixPuzzle23Garena Free FireGarenaAction24WNCSOFTRPG25Knives OutNetEase GamesAdventure26SQUARE ENIXRPG27Toon BlastPeakCasual28Age of OriginsCamel GamesStrategy29TownshipPlayrixCasual30Top WarRiverGameSt

53、rategy22Source:SocialPeta-Advertiser Analysis;advertisers are sorted by their deduplicated creatives within the date range from high to lowDate Range：2022/1-2022/12Top Global Mobile Games by Advertising in 2022Android1Jackpot WorldBole Games11英雄戰紀英雄戰紀Bingchuan Network21Wolf AdventureRollic Games31Mi

54、ghty PartyPanoramik Games41State of SurvivalFunPlus2The Grand MafiaYotta Games12Fill The FridgeRollic Games22The AntsStarUnion32Two DotsPlayDots42Breaker Funmogame3Lords MobileIGG13Rise of EmpiresIM3023FishdomPlayrix33Vegas Live SlotsPLAYDOG43Solitaire Home DesignBetta Games4EvonyTop Games14Kingdom

55、GuardTap4Fun24Tap Color ProCentury Games34HomescapesPlayrix44JinJinJinIGS5Scatter SlotsMurka Games15Last FortressIM3025Braindom 2MatchinghamGames35ChaptersCrazy Maple Studio45Travel Center TycoonSONOW6Epic HeroesBingchuan Network16Treasure AnubisApp Keep Studio26Crowd Evolution!Rollic Games36Crazy F

56、oxAstak Tech46富甲江戶城富甲江戶城Yogame Technology7Pharaohs SlingerDheeraj maurya17Tiles HopAmanotes27Puzzles&Survival37Games37Rise of KingdomsLilith Games47Coffee StackRollic Games8Mafia CityYotta Games18Jackpot MasterZeroo Gravity Games28TownshipPlayrix38Yalla LudoYalla48Find OutEYEWIND9麻將麻將 明星明星3缺缺1IGS19L

57、otsa SlotsBole Games29Water SortIEC39PethereumLoop Games A.S.49Coloring BookDoodle Mobile10Tongits GoPlayJoy20Cash FrenzyBole Games30Coin PetASIA YUTAI NETWORK40Coin MasterMoon Active50BraindomMatchinghamGames23Source:SocialPeta-APP Intelligence.The revenue data were from Google Play,excluding any t

58、hird-party Android platforms.Date Range：2022/1-2022/12Download Chart1Subway SurfersSybo GamesArcade2Ludo KingGametionBoard3Candy Crush SagaKingCasual4Free Fire MAXGarenaAction5Stumble GuysKitka GamesAction6RobloxRobloxAdventure7Race Master 3DSayGamesRacing8Bridge RaceSupersonicCasual9Garena Free Fir

59、eGarenaAction10My Talking Tom 2Jinke TomCasualTop Mobile Games on Google Play in 202211Carrom PoolMiniclipSports12My Talking Tom FriendsJinke TomCasual13Traffic RiderSoner KaraRacing14Piano FireEDAYSOFTMusic158 Ball PoolMiniclipSports16Hill Climb RacingFingersoftRacing17Merge MasterHOME GAMESArcade1

60、8Temple RunImangiArcade19DOP 4SayGamesPuzzle20Soccer Super StarGameGouSports21Subway Princess RunnerIvyMobileArcade22Going BallsSupersonicCasual23FIFA MobileElectronic ArtsSports24Tall Man RunSupersonicCasual25Truck SimulatorGames WingSimulation26My Talking Angela 2Jinke TomCasual27Snake LiteHippo L

61、abAction28AntistressJindoBluPuzzle29Magic Tiles 3AmanotesMusic30Tiles HopAmanotesMusic24Source:SocialPeta-APP Intelligence.The revenue data were from Google Play,excluding any third-party Android platforms.Date Range：2022/1-2022/12Revenue Chart1Coin MasterMoon ActiveCasual2Candy Crush SagaKingCasual

62、3RobloxRobloxAdventure4Genshin ImpactmiHoYoAdventure5Pok mon GONianticAdventure6GardenscapesPlayrixCasual7Garena Free FireGarenaAction8EvonyTop GamesStrategy9Clash of ClansSupercellStrategy10State of SurvivalFunPlusStrategyTop Mobile Games on Google Play in 202211PUBG MOBILETencentAction12Homescapes

63、PlayrixCasual13FishdomPlayrixPuzzle14Royal MatchDream GamesPuzzle15Empires&PuzzlesZyngaPuzzle16TownshipPlayrixCasual17Lords MobileIGGStrategy18RAIDPlariumRPG19Candy Crush Soda SagaKingCasual20Call of Duty:MobileTencent&Activision BlizzardAction21Fate/Grand OrderAniplexRPG22Bingo BlitzPlaytikaBoard23

64、Puzzles&Survival37GamesStrategy24Rise of KingdomsLilith GamesStrategy25Top WarRiverGameStrategy26Solitaire Grand HarvestSupertreatCard27Family IslandMelsoftCasual28Rise of EmpiresIM30Strategy29Mobile Legends:Bang BangMOONTONAction30Last Shelter:SurvivalIM30Strategy25Source:SocialPeta-Advertiser Anal

65、ysis;advertisers are sorted by their deduplicated creatives within the date range from high to low.Date Range：2022/1-2022/12Top Global Game Companies by Advertising in 2022#Company NamesDeduplicated creativesAdvertised ProductsMainly advertised products1Rollic Games313.5K2082Bole Games147.4K143VOODO

66、O117K4404Playrix106.3K185Yotta Games91.3K66IGG82.2K377Zynga80.8K668Lion Studios78.6K3009MatchinghamGames72.4K3410SayGames71.1K212#Company NamesDeduplicated creativesAdvertised ProductsMainly advertised products11Supersonic71.1K17712Century Games68.7K2213IGS61.6K1414Murka Games61.4K2415HOME GAMES GAM

67、ES60.8K12616YSO Corp 59.7K40517Easybrain58.6K4218Azur Interactive Games58.5K18719Learnings52.6K720IM3051.1K6Insights into Global Mobile Game Marketing of Top GenresInsights into Strategy Game Marketing0B1B1B2B2B3B3B4B4B20212022Annual downloads changes of global Strategy Games（2021-2022）$0B$5B$10B$15

68、B$20B$25B20212022Annual revenue changes of global Strategy Games（2021-2022）Source:Diandian,based on data retrieved from backend data sourcesDate Range：2021/1-2022/1228Downloads/Revenue of Strategy GamesIn 2022,the total downloads of strategy mobile games increased by 10.52%YoY.The estimate revenue d

69、eclined by 9.48%YoY.In terms of platform sources,the proportion of Google Play on the download side decreased by about 2.45%compared with last year,while theproportion of the App Store on the revenue side increased by about 1.54%In general,the growth rate of downloads of strategy mobile games isslig

70、htly higher than the overall average,while the revenue is lower than the overall change.Google Play58.24%Google Play60.69%10.52%App Store76.04%App Store74.5%9.48%Source:SocialPeta,based on data retrieved from backend data sources Date Range：2022/12022/1229Insights into Global Strategy Game Advertisi

71、ngIn 2022,there were over 4500 strategy game advertisers.New creatives were 30%less in May and SeptemberIn H2 2022,total number of strategy game advertisers increased by 12.5%YoY and by 8%as compared to H1 2022.There were nearly 1700advertisers in H2.The total number of strategy game advertisers rem

72、ained the same.Less new creatives were advertised in May.Affected by the purchasing of minigames,the number of new creatives rebounded.0%5%10%15%20%25%30%35%40%45%0.0 K0.2 K0.4 K0.6 K0.8 K1.0 K1.2 K1.4 K1.6 K1.8 K2.0 KJan.Feb.Mar.Apr.MayJuneJulyAug.Sept.Oct.Nov.Dec.系列1系列2Percentages of New Creatives

73、33.42%Monthly Active Advertisers1671Source:SocialPeta,based on data retrieved from backend data sources.HK,Macao&TW:its short for Hong Kong(China),Macao(China),and Taiwan(China).Date Range：2022/1-2022/12 Note:Some advertisers release creatives in multiple countries,so regional new creatives generall

74、y account for a smaller share than global new creatives300%2%4%6%8%NorthAmericaSouthAmericaSouth AsiaEuropeOceaniaAfricaMiddleEastJP&ROKHK,Macao&TWSoutheastAsiaPercentages of Strategy Game Advertiser in Different Regions5%Percentages of Global Strategy Game AdvertisersPercentages of Global Strategy

75、Game CreativesInsights into Strategy Game Advertising in Different Regions0%2%4%6%8%10%12%SouthAsiaNorthAmericaJP&ROKSouthAmericaOceaniaEuropeHK,MacaoMiddleEastSoutheastAsiaAfricaPercentages of Strategy Game Creative in Different RegionsSoutheast Asia,HK,Macao&TW contributed the most strategy game a

76、dvertisersSoutheast Asian strategic advertisers accounted for as high as 5.79%;African strategic materials accounted for 11.22%,the highest proportion.11%Source:SocialPeta,based on data retrieved from backend data sources Date Range：2021/12022/1231There were over 2500 strategy game advertisers in Q4

77、.The number of strategic advertisers on the iOS side is slightly dominant.The proportion of strategic advertisers on the iOS side is slightly higher,but the Android side is more aggressive in creativeadvertising.The average creative volume of the Android side in 2022 is 1,108,which is 80%higher than

78、 that of the iOS side.55.55%54.18%52.30%50.70%48.20%50.36%54.36%55.30%44.45%45.82%47.70%49.30%51.80%49.64%45.64%44.70%0.0 K0.5 K1.0 K1.5 K2.0 K2.5 K3.0 K2021Q1Q2Q3Q42022Q1Q2Q3Q4Trends of Advertisers on iOS&Android52%48%Percentages of Advertisers38%62%Percentages of CreativesInsights into Advertising

79、 of Strategy Games on iOS&AndroidAndroid1108Annual Creatives in 2022iOS607Annual Creatives in 202232Top 10 Strategy Games by AdvertisingSource:SocialPeta-Advertiser Analysis;advertisers are sorted by their deduplicated creatives within the date range from high to lowDate Range：2022/1-2022/12iOSAndro

80、id1The AntsStarUnionAnts SLG2Rise of KingdomsLilith GamesBattle SLG3歡樂大東家歡樂大東家EWORLDBusiness Simulation4The Grand MafiaYotta GamesMafia SLG5Last FortressIM30Apocalypse SLG6EvonyTop GamesBattle SLG7Mafia CityYotta GamesMafia SLG8State of SurvivalFunPlusApocalypse SLG9Kingdom GuardTAP4FUNTower Defense

81、 SLG10Lords MobileIGGTower Defense SLGThe games that topped the advertisingcharts of strategy games in 2022 were:StarUnions The Ants,with 12000 uniquecreatives on iOS,and Yotta Games TheGrand Mafia,with nearly 40000 uniquecreatives onAndroid.Except for the business simulation game 歡樂大東家,all the othe

82、r games in the top 10are SLGs.Most of them are about animals,survival,and wars.All mafia games arefrom Yotta Games.Overall,there was intense competition insubjects,creativity,and advertising in theglobal market.Strategy Games leading in globalization1The Grand MafiaYotta GamesMafia SLG2Lords MobileI

83、GGTower Defense SLG3Rise of EmpiresIM30Battle SLG4Kingdom GuardTAP4FUNTower Defense SLG5Last FortressIM30Apocalypse SLG6EvonyTop GamesBattle SLG7The AntsStarUnionAnts SLG8Rise of KingdomsLilith GamesBattle SLG9Mafia CityYotta GamesMafia SLG10Puzzles Survival37GamesApocalypse SLGSource:SocialPeta-Adv

84、ertiser AnalysisDate Range：2022/1-2022/1233Days of DurationDeduplicated Creatives on iOSDeduplicated Creatives on AndroidThe Ants:Underground Kingdom,released by StarUnion,is a strategy SLGfeaturing ants.This game opened a new SLG type:animal simulation.In 2022,The Ants had about 36000 unique creati

85、ves in total.For years,thegame had remained among the top 10 Chinese games advertising-wise.And itcurrently stayed on the App Stores top 20 free strategy games in 11countries/regions.The Ants:Underground KingdomStarUnion590+11.9K23.6KTop Strategy Game AdvertisersSource:SocialPeta-Advertiser Analysis

86、;based on advertisers numbers of creatives captured and analyzedDate Range：2022/1-2022/1234Insights into Global Advertising of The AntsDaily creatives on Android were 120%more than on iOS.Creatives were mainly released on Meta platforms.Advertisers focused on Android.3372 new creatives daily.The pea

87、k appeared in May and August.The peak showed 4600 creatives daily.There were 1522 creatives on iOS daily.Creatives peaked on iOS in May when there were nearly 2800 daily creatives.1522Daily Creatives on iOS3372Daily Creatives on Android0%10%20%30%MesANInsFBAdmobYouTubeOtherAdvertising PlatformDurati

88、on:77 daysDimensions:640*640Advertising Platform:Advertising Copy:Super Ants Army Witness the rise of ANT EMPIRE!Source:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range：2022/1-2022/12 Popularity(0-1000)is an overall numerical value related to

89、 ad duration,views,and market effect.Creatives with higher popularity are more competitive.35Estimated Impressions:1.1MPopularity:220More interactive through drawing linesThe Antss Hot Marketing CreativeSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date

90、range.Date Range：2022/1-2022/12 Popularity(0-1000)is an overall numerical value related to ad duration,views,and market effect.Creatives with higher popularity are more competitive.36Popular Creatives of SLGs with Hot ThemesWith a little innovation in gameplay,strategy SLGs focused on art and subjec

91、ts and released Casual+X creatives.Nautical adventure:PC gaming experiencePost-apocalyptic survival:zombie siegeWestern fantasy:romantic vampiresClick to view the complete creativeClick to view the complete creativeClick to view the complete creativeSource:SocialPeta-Ad Display,displaying the new an

92、d relatively popular creatives within the date range.Date Range：2022/1-2022/1237Popular Creatives of Strategy SLGsAs the major game genre in the global market,strategy game released Casual+X creatives.Mixed gameplay:number growth+RoguelikeAttractive casual gameplay:tower climbing+failureCliff-hanger

93、:impasse+life-or-death choiceClick to view the complete creativeClick to view the complete creativeClick to view the complete creativeInsights into RPG MarketingSource:Diandian,based on data retrieved from backend data sourcesDate Range：2021/1-2022/1239Downloads/Revenue of RPGsIn 2022,RPGs recorded

94、an increase of approx.4.76%YoY in total downloads and a decline of over 13.06%YoY in estimated revenue.In terms of platforms,there was little change in the shares of downloads and revenue from different platforms,compared to the change in totaldownloads and revenue.Overall,RPGs experienced a growth

95、in downloads that was lower than the overall average growth,and a revenue decline that was greater than theoverall change.Google Play58.24%Google Play60.69%10.52%App Store76.04%App Store74.5%9.48%$0B$5B$10B$15B$20B$25B$30B$35B20212022Annual revenue changes of global RPGs（2021-2022）0.0B0.5B1.0B1.5B2.

96、0B2.5B3.0B3.5B4.0B4.5B5.0B20212022Annual downloads changes of global RPGs（2021-2022）Google Play67.41%Google Play66.41%4.76%App Store68.94%App Store69.75%13.06%Source:SocialPeta,based on data retrieved from backend data sourcesDate Range：2021/1-2022/1240Insights into Global RPG AdvertisingIn 2022,the

97、re were nearly 5000 RPG advertisers,with a significant increase in the proportion of new creatives ads placement inAugust and November.In H2 2022,the total number of strategy game advertisers increased by 6.9%YoY and by 18.3%as compared to H1 2022;and there were about 2500monthly advertisers.The tot

98、al number of RPG advertisers showed an overall upward trend,while RPGs contributed the biggest share of new creatives which stabilized atabout 41%sinceAugust.0%10%20%30%40%50%60%2.0 K2.1 K2.2 K2.3 K2.4 K2.5 K2.6 K2.7 K2.8 KJan.Feb.Mar.Apr.MayJun.Jul.Aug.Sep.Oct.Nov.Dec.系列1系列2Percentages of New Creat

99、ives40.6%Monthly Active Advertisers2483Source:SocialPeta,based on data retrieved from backend data sources.HK,Macao&TW:its short for Hong Kong(China),Macao(China),and Taiwan(China).Date Range:Jan.-Dec.2022.Note:Some advertisers release creatives in multiple countries,so regional new creatives genera

100、lly account for a smaller share than global new creatives410%2%4%6%8%10%12%NorthAmericaSouthAsiaSouthAmericaOceaniaAfricaEuropeMiddleEastSoutheastAsiaJP&ROKHK,MacaoPercentages of RPGAdvertisers in Different Regions7%Percentages of Global RPG Advertisers14%Percentages of Global RPG CreativesInsights

101、into RPG Advertising in Different Regions0%5%10%15%SouthAsiaAfricaMiddleEastNorthAmericaSouthAmericaOceaniaEuropeJP&ROKHK,MacaoSoutheastAsiaPercentages of RPG Creatives in Different RegionsRPG creatives accounted for a very big share,which was twice as big as RPGs share of game advertisers in the wo

102、rld.The Top 3 most popular markets were:HK,Macao&TW,JP&ROK,and Southeast Asia.Southeast Asia had 8.74%of RPG advertisers and 12.43%of RPG ad creatives.Source:Diandian,based on data retrieved from backend data sourcesDate Range：2021/1-2022/1242Q4 saw over 3400 RPG advertisers,with equal numbers of ad

103、vertisers on both iOS and Android and a 55%higher number ofcreatives onAndroid.The share of iOS advertisers had stabilized at 45%until Q4 2022 when it rose back to 50%.There were an average of 909 creatives per advertiser onAndroid in 2022,45%higher than on iOS.45.14%47.06%45.06%44.48%45.80%47.09%49

104、.42%50.19%54.86%52.94%54.94%55.52%54.20%52.91%50.58%49.81%0.0 K0.5 K1.0 K1.5 K2.0 K2.5 K3.0 K3.5 K4.0 K4.5 K5.0 K2021Q1Q2Q3Q42022Q1Q2Q3Q4Trends of Advertisers on iOS&Android48%52%Percentages of Advertisers39%61%Percentages of CreativesInsights into Advertising of RPGs on iOS&AndroidAndroid909iOS6274

105、3Top 10 RPGs by AdvertisingSource:SocialPeta-Advertiser Analysis;advertisers are sorted by their deduplicated creatives within the date range from high to lowDate Range：2022/1-2022/12iOSAndroid1EvertaleZigZaGameJapanese SLG2Legend of the PhoenixModo GlobalPalace Scheming3花舞宮廷花舞宮廷Origin MoodPalace Sc

106、heming4Mighty PartyPanoramik GamesWargame5AFK ArenaLilith GamesCard6一念逍遙一念逍遙Leiting GamesChinese Cultivation Clicker7聖樹喚歌聖樹喚歌Doki StudioCard8ldle HeroesDH GamesCard Clicker9Nonstop GameBig KrakenCard Clicker10Valor LegendsCentury GamesCardMini-games featuring dog heads officiallyjoined the advertisi

107、ng creatives in AugustBingchuanNetworkscardRPGEpicHeroes was the RPG advertiser with themost deduplicated creatives in 2022.Thegamehadnearly40000deduplicatedcreatives onAndroid.ValorLegendshad a total of 4200creatives on iOS;Mighty Party had atotal of around 20000 creatives on Android,quickly follow

108、ing the trend of dog heads.Overall,hyper-casualmini-gameswereused to attract users as usual.And a stablenumber of cultivation card games andMMOgameswerelaunchedintheSoutheast Asian market.Hyper-casual mini gamesDominates RPG Media-Buying1Epic HeroesBingchuan NetworkCard RPG2Mighty PartyPanoramik Gam

109、esWargame3PethereumLoop Games A.S.Pet Simulation4花舞宮廷花舞宮廷Origin MoodPalace Scheming5一念逍遙一念逍遙Leiting GamesChinese Cultivation Clicker6聖鑰聖鑰SpringGameChinese Cultivation MMO7Mythic HeroesIGGCard Clicker8Legend of the PhoenixModo GlobalPalace Scheming9戀戀清庭戀戀清庭:邂逅邂逅Ludoo GamesPalace Scheming10一個官人一個妻一個官人

110、一個妻HEYYO GAMEPower SchemingSource:SocialPeta-Advertiser AnalysisDate Range:Jan.2021-Dec.202244Days of DurationDeduplicated Creatives on iOSRelease DateX-HERO is a card idle RPG of American anime style.The game was released for iOSin 2020.It once stayed on the chart of top 100 best-selling games for

111、a short time,but itnever stood out with its performance.In August 2022,X-HERO was gaining great popularity again thanks to its new icon and“dog-head line-drawing”ad creatives.Later,the companys other card RPGs tried tocombine the such creative pattern with the games,in order to attract more players

112、throughthe combination of hyper-casual gameplay and level-ups and through MiniGames.X-HERO(iOS)Bingchuan Network800+8.3K20-12-23Top RPG AdvertisersSource:SocialPeta-Advertiser Analysis;based on advertisers numbers of creatives captured and analyzedDate Range:Jan.2021-Dec.202245Insights into Global A

113、dvertising of X-HEROMini games and updated icon make a global big hitCreatives peaked twice in late August and middle December 2022,respectively.Each peak was reached when the games icon had a major change.Thisyear the games icon was changed 5 times.The game advertiser started to release more creati

114、ves in early May 2022 and its creatives peaked in lateAugust at nearly 900 daily creatives.421Daily Creatives on iOS0%5%10%15%20%25%InsANMesFBYouTubeUnityAdsOtherAdvertising PlatformEarly12 May 20229 Aug.202226 Aug.20221 Dec.202215 Dec.2022Duration:29 daysDimensions:540*960Advertising Platform:Adver

115、tising Copy:How many levels can you pass？Source:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2021-Dec.202246Estimated Impressions:2.7MPopularity:943The rise of saving-dog-head gameplayMiniGames dominate the list of creativesX-HEROs Ho

116、t Marketing CreativeSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2021-Dec.202247X-HEROs Hot Marketing CreativeMiniGames and ad creatives are combined into new line-drawing creativesBlock balls by drawing lines tobecome the best

117、 goalkeeperStart with an anime,saving theloversBreak out of prison by drawing linesas ropewayClick to view the complete creativeClick to view the complete creativeClick to view the complete creativeSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range

118、.Date Range：2022/1-2022/1248Popular Creatives of RPGs Other Mimi GamesDog heads were not the only popular one,creatively drawing lines was also a hot gameplayReflection of BulletsThe Magical BrushMerge in LineClick to view the complete creativeClick to view the complete creativeClick to view the com

119、plete creativeInsights into Simulation Game MarketingSource:Diandian,based on data retrieved from backend data sourcesDate Range：2021/1-2022/1250Downloads/Revenue of Simulation GamesIn 2022,simulation games recorded an increase of about 10.65%YoY in total downloads and a decline of over 16.67%YoY in

120、estimated revenue.In terms of platforms,downloads from Google Play accounted for a bigger share,up 2.15%YoY,while revenue from the App Store accounted for asmall share,down 2.61%.Overall,simulation games experienced a growth in downloads that was higher than the overall average growth,and a revenue

121、decline that was greaterthan the overall change.$0B$2B$4B$6B$8B$10B$12B$14B20212022Annual revenue changes of global Simulation Games（2021-2022）0B1B2B3B4B5B6B7B8B9B10B20212022Annual downloads changes of globalSimulation Games（2021-2022）Google Play74.06%Google Play71.91%10.65%App Store67.18%App Store6

122、9.79%16.67%Source:SocialPeta,based on data retrieved from backend data sourcesDate Range：2021/1-2022/1251Insights into Global Simulation Game AdvertisingIn 2022,there were over 9600 simulation game advertisers.The number of advertisers and the share of new creatives peaked inNovember.In H2 2022,the

123、total number of simulation game advertisers increased by 36.7%YoY and by 19.8%as compared to H1 2022;and there were nearly3300 monthly advertisers.Simulation game advertisers increased significantly in the first half of this year,and new creatives started to rise steadily in May.0%5%10%15%20%25%30%3

124、5%40%45%50%0.0 K0.5 K1.0 K1.5 K2.0 K2.5 K3.0 K3.5 K4.0 KJan.Feb.Mar.Apr.MayJun.Jul.Aug.Sep.Oct.Nov.Dec.系列1系列2Percentages of New Creatives31.2%Monthly Active Advertisers3281Source:SocialPeta,based on data retrieved from backend data sources.HK,Macao&TW:its short for Hong Kong(China),Macao(China),and

125、Taiwan(China).Date Range:Jan.-Dec.2022.Note:Some advertisers release creatives in multiple countries,so regional new creatives generally account for a smaller share than global new creatives520%5%10%15%EuropeNorthAmericaSouthAsiaOceaniaSoutheastAsiaSouthAmericaMiddleEastAfricaHK,MacaoJP&ROKPercentag

126、es of Simulation Advertiser in Different Regions10%Percentages of Global SimulationAdvertisers 11%Percentages of Global SimulationCreatives Insights into Simulation Game Advertising in Different Regions0%5%10%15%SouthAsiaSoutheastAsiaSouthAmericaNorthAmericaEuropeMiddleEastHK,MacaoOceaniaJP&ROKAfric

127、aPercentages of Simulation Creatives in Different RegionsSimulation game advertisers accounted for the biggest shares in JP&ROK,and HK,Macao&TW regions.Simulation game advertisers accounted for 10.94%ofAfrica.Simulation game creatives accounted for the biggest share of 11.83%.Source:Diandian,based o

128、n data retrieved from backend data sourcesDate Range：2021/1-2022/1253Q4 saw over 5400 simulation game advertisers.Most of the advertisers and released creatives were onAndroid.The share of iOS advertisers had dropped since Q1 2021 and didnt go up until Q2 2022.There were average of 421 creatives per

129、 advertiser onAndroid,4%higher than on iOS.52.58%50.13%45.55%43.77%42.41%44.40%49.56%49.17%47.42%49.87%54.45%56.23%57.59%55.60%50.44%50.83%0.0 K1.0 K2.0 K3.0 K4.0 K5.0 K6.0 K2021Q1Q2Q3Q42022Q1Q2Q3Q4Trends of Advertisers on iOS&Android46%54%Percentages of Advertisers45%55%Percentages of CreativesInsi

130、ghts into Advertising of Simulation Games on iOS&AndroidAndroid421iOS40554Top 10 Simulation Games by AdvertisingSource:SocialPeta-Advertiser Analysis;advertisers are sorted by their deduplicated creatives within the date range from high to low.Date Range：2022/1-2022/12iOSAndroid1FishdomPlayrixMatch

131、32ResortopiaDH GamesSimulation Clicker3歡樂大東家歡樂大東家EWORLDBusiness Simulation4TownshipPlayrixFarming Simulation5Purrfect TaleDH GamesCultivation Clicker6animal restaurantDH GamesSimulation Clicker7Legend of the PhoenixModo GlobalPalace Scheming8富甲江戶城富甲江戶城Yogame TechnologyBusiness Simulation9花舞宮廷花舞宮廷Ori

132、gin MoodPalace Scheming10Family Farm AdventureCentury GamesBusiness SimulationThere was a significant difference betweenthe top 1 simulation games by advertising oniOS and Android in 2022.And PlayrixsFishdom topped the iOS advertising chartwith 12000 deduplicated creatives.SONOWs Travel Center Tycoo

133、n toppedtheadvertisingchartonAndroidbyreleasing over nearly 19000 creatives onAndroid.DH Games three cartoon idle games stayedat the front of the iOS advertising chart.YogameTechnologysnewbusinesssimulationgame富甲江戶城in 2022released a total of 21000 creatives on bothiOS andAndroid.Casual idle business

134、Fierce advertising competition1Travel Center TycoonSONOWSimulation Clicker2歡樂大東家歡樂大東家EWORLDBusiness Simulation3Office FeverRollicBusiness Simulation4Family Farm AdventureCentury GamesBusiness Simulation5ChaptersCrazy Maple StudioInteractive Fiction6Camping TycoonSONOWSimulation Clicker7Idle Lumber E

135、mpireGame VeteransSimulation Clicker8Case HunterEYEWINDPuzzle9富甲江戶城富甲江戶城Yogame TechnologyBusiness Simulation10DragonscapesAdventureCentury GamesBusiness SimulationSource:SocialPeta-Advertiser AnalysisDate Range:Jan.2022-Dec.202255Days of DurationDeduplicated Creatives on iOSDeduplicated Creatives on

136、 AndroidTownship,a farm simulation mobile game developed by Playrix,was released in 2013and has been available in the market for over 9 years.The game remains one of the top10 best-selling games in nearly 20 countries including the United States and has beenspecially recommended in 172 countries,all

137、 thanks to its great ability to generaterevenue and survive in the market.Township shows a unique combination of city construction and farm management!Youcan continuously develop your town through a coordinated process of harvesting crops,processing crops into goods,and selling goods to islands in t

138、he distance.You can alsoestablish cinemas,restaurants,and other commercial buildings to make it a bustling andthriving town.TownshipPlayrix2900+9K19.3KPopular Simulation Game AdvertisersSource:SocialPeta-Advertiser Analysis;based on advertisers numbers of creatives captured and analyzedDate Range:Ja

139、n.2022-Dec.202256Insights into Townships GlobalAdvertisingDaily creatives onAndroid were 97%more than on iOS.Creatives were mainly released on Meta platforms.Advertisers focused onAndroid,with 1357 daily creatives.Creatives onAndroid peaked in June and July at nearly 5000 daily creatives.There were

140、1357 daily creatives on iOS.Though the number of creatives on iOS was relatively stable,it peaked in May and October at nearly 2000daily creatives.1357Daily Creatives on iOS2677Daily Creatives on Android0%5%10%15%20%25%30%ANMesFBInsAdmobAppLovinOtherAdvertising PlatformDuration:84 daysDimensions:128

141、0*720Platform：Ad copy:Unique farm&city gameSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2022-Dec.202257Estimated Impressions:9MPopularity:994Smooth harvestingCombines with upgrade,building,and otherelementsTownships Hot Marketi

142、ng CreativeSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2022-Dec.202258Townships Hot Marketing CreativeMini games are used to display gameplays in a simple way,reaching target gamers from many levelsClean up+Level up,a very sat

143、isfying formulaTap,deliver,level up,to relax and have funRewards to win back old gamersClick to view the complete creativeClick to view the complete creativeClick to view the complete creativeSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date

144、Range：2022/1-2022/12 59Popular Creatives of Simulation GamesUse wrong options+dramatic stories to create contradictory feelings.Responses were given fast after a sharp contrast betweensuccess and failure.Fox catching hens+QTE of layingeggsFail at start+a twist of dramaDrawing lines+building bridgesC

145、lick to view the complete creativeClick to view the complete creativeClick to view the complete creativeInsights into Casual Game MarketingSource:Diandian,based on data retrieved from backend data sourcesDate Range：2021/1-2022/1261Downloads/Revenue of Casual GamesIn 2022,casual games recorded an inc

146、rease of about 8.56%YoY in total downloads and a decline of over 11.26%YoY in estimatedrevenue.Downloads from Google Play accounted for a bigger share,up 1.49%YoY,while revenue from the App Store accounted for a small share,down 7.38%.Revenue from both platforms tended to be equal.Overall,casual gam

147、es experienced a growth in downloads that was slightly lower than the overall average growth,and a revenue decline that was smallerthan the overall change.$0B$1B$2B$3B$4B$5B$6B$7B20212022Annual revenue changes of global Casual Games（2021-2022）0B2B4B6B8B10B12B14B20212022Annual downloads changes of gl

148、obal Casual Games（2021-2022）Google Play76.38%Google Play74.89%8.56%App Store55.22%App Store62.6%11.26%Source:SocialPeta,based on data retrieved from backend data sourcesDate Range：2022/1-2022/1262Insights into Global Casual Game AdvertisingIn 2022,there were over 22000 casual game advertisers,with o

149、ver 10000 advertisers in each of July,October,and November.In H2 2022,the total number of casual game advertisers increased by 31%YoY and by 6%as compared to H1 2022;and there were nearly 9000monthly advertisers.Casual game advertisers increased slowly.The share of new creatives peaked in March and

150、November,respectively.0%10%20%30%40%50%60%0.0 K2.0 K4.0 K6.0 K8.0 K10.0 K12.0 KJan.Feb.Mar.Apr.MayJun.Jul.Aug.Sep.Dec.Nov.Dec.系列1系列2Percentages of New Creatives30.9%Monthly Active Advertisers8934Source：SocialPeta,based on data retrieved from backend data sources.HK,Macao&TW:its short for Hong Kong(C

151、hina),Macao(China),and Taiwan(China).Date Range：Jan.-Dec.2022.Note:Some advertisers release creatives in multiple countries,so regional new creatives generally account for a smaller share than global new creatives6324%26%28%30%32%EuropeOceaniaHK,MacaoJP&ROKSoutheastAsiaSouthAsiaMiddleEastNorthAmeric

152、aAfricaSouthAmericaShares of casual game advertisers in different regions26%Percentages of global casual game advertisers23%Percentages of global casual game creativesInsights into Casual Game Advertising in Different Regions21%22%23%24%25%26%27%28%SoutheastAsiaHK,MacaoAfricaEuropeOceaniaNorthAmeric

153、aJP&ROKMiddleEastSouthAmericaSouthAsiaShares of casual game creatives in different regionsCasual game advertisers and creatives both accounted for the biggest shares of all game genres.There was intense competition among casual game advertisers in South America,with casual game advertisers and creat

154、ives accounting for 30.49%and25.87%,respectively.Source：SocialPeta,based on data retrieved from backend data sourcesDate Range：2021/12022/1264Q4 saw nearly 11000 casual game advertisers,withAndroid advertisers accounting for a stable share of 70%.The share of iOS advertisers dropped to the lowest le

155、vel in Q1 2022.There were an average of 367 creatives per advertiser on Android in 2022,26.1%higher than on iOS.40.12%37.24%30.28%27.40%23.90%24.50%28.91%30.31%59.88%62.76%69.72%72.60%76.10%75.50%71.09%69.69%0.0 K2.0 K4.0 K6.0 K8.0 K10.0 K12.0 K14.0 K16.0 K2021Q1Q2Q3Q42022Q1Q2Q3Q4Trends of Advertise

156、rs on iOS&Android26%74%Percentages of Advertisers22%78%Percentages of CreativesInsights into Advertising of Casual Games on iOS&AndroidAndroid367iOS29165Top 10 Casual Games by AdvertisingSource：SocialPeta-Advertiser Analysis;advertisers are sorted by their deduplicated creatives within the date rang

157、e from high to lowDate Range：2022/12022/12iOSAndroid1Block Puzzle涂鴉移動Tile matching2Resortopia成都卓杭Simulation Clicker3Purrfect Tale成都卓杭Cultivation Clicker4英雄戰紀英雄戰紀冰川網絡Card5Sniper 3DFun Games For FreeShooting6animal restaurant成都卓杭Simulation Clicker7DefineCleversideSpot the difference81945ONESOFTShootin

158、g9Wordle!Lion StudiosCrossword10Rabbit Empire澄邁優目Simulation ClickerDoodle Mobiles Block Puzzle topped the2022 iOS advertising chart with a total ofover 11000 creatives.Bingchuan Networks 英雄戰紀 topped the Android advertisingchart with a total of nearly 30000 creatives.Casual games varied from each oth

159、er in style.Playrixsfantasyseriesofgamesoftenremained on the chart.Rollic Game launcheda few wacky hyper-casual games.ONESOFTachieved a dominant position among allcasual shooter games thanks to its aircraftshooter games.Overall,game companies were familiar withthe old pattern of using video clips an

160、dindustrial capacities to keep making big hits.Industrial capacity+video clips1英雄戰紀英雄戰紀冰川網絡Card2TownshipPlayrixFarming Simulation3Crowd Evolution!Rollic GameHyper Casual4Coin PetASIA YUTAI NETWORKSlots5Car Fix Tycoon速諾科技Clicker6HomescapesPlayrixMatch 37Crazy FoxASTAK TECHSlots8Coin MasterMoon Active

161、Slots9Merge MasterHOME GAMES Arcade10Breaker FunmogameMarbleSource:SocialPeta-Advertiser AnalysisDate Range：2022/12022/1266Days of DurationDeduplicated Creatives on iOSDeduplicated Creatives on AndroidSurvivor!.io is a cartoon-style casual Roguelike mobile game.The game was released foriOS in Septem

162、ber 2020,while it was released for Android in July this year and topped thetop 15 global mobile games by revenue in August.With its elaborative advertising strategyand solid Roguelike gameplay,the game topped the three charts by downloads,revenue,andby advertising.It grossed a total of over$30 milli

163、on from the App Store and Google Play.Itreleased about 163 creatives daily.Survivor!.io is the 4th hit game released by Habby.The game has completely broken thedeadlock of weak IAP in casual games through a combination of high industrial capacityand a well-designed top-up system.Survivor!.ioHabby150

164、+3.9K15.1KTop Casual Game AdvertisersSource:SocialPeta-Advertiser Analysis;based on advertisers numbers of creatives captured and analyzedDate Range：2022/12022/1267Insights into Global Advertising of Survivor!.ioAfter its launch onAndroid,there were big increases on bothAndroid and iOS,with creative

165、s mainly released on Pangle.Advertisers focused onAndroid,with 2326 daily creatives.Creatives onAndroid peaked in September and November,over 3400 daily creatives.There were 613 daily creatives on iOS.Creatives peaked on iOS in November when613Daily Creatives on iOS2326Daily Creatives on Android0%5%

166、10%15%20%25%PangleFBInsMesANAkaNeOthersAdvertising PlatformRelease on Sept.3rd Duration:14Dimensions:1280*720Advertising Platform:Advertising Copy:Can you survive to the end?Source：SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range：Jan.-Dec.202

167、2.Popularity(0-1000)is an overall numerical value related to ad duration,views,and market effect.Creatives with higher popularity are more competitive.68Estimated Impressions:13.9MPopularity：999Roguelike+splendid bullet screenExaggerated item effects offer visually impactfulscenesSurvivor!.ios Hot M

168、arketing CreativeSource：SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range：2022/12022/12 69Survivor!.ios Popular CreativesIt is mainly about the gameplay of Roguelike and emphasizes visual effects,greatly improving the creatives popularity on s

169、hort videoplatforms.Collect items+upgrade weaponsStarting with a live-action video on TikTokCurrent news:World Cup carnivalClick to view the complete creativeClick to view the complete creativeClick to view the complete creativeSource：SocialPeta-Ad Display,displaying the new and relatively popular c

170、reatives within the date range.Date Range：Jan.-Dec.2022.Popularity(0-1000)is an overall numerical value related to ad duration,views,and market effect.Creatives with higher popularity are more competitive.70Popular Creatives of Hyper-Casual GamesHyper-casual simulator games gained great popularity w

171、ith ways to get exciting and relaxing.Perfect starting:Starting with real life materialsRelaxing simulator:friendly to people with OCDA hair-cutting big hit:weird controls drive up the anxietyClick to view the complete creativeClick to view the complete creativeClick to view the complete creativeIns

172、ights into Casino Game Marketing72Distribution map of sub-types of casino gamesSource：SocialPeta&Diandian;the graphs are formed based on data retrieved from both backend data sources.South America Slots Card BingoHK,Macao&TW Mahjong Fishing Card SlotsNorth America Card Bingo SlotsAfrica Play-to-Earn

173、 Slots BingoEurope Card Play-to-Earn BingoMiddle East Jigsaw puzzle Slots CardSlots,bingo,and cards are the three major sub-types of casino games.While Chinas HK,Macao&TW regions focus more on Mahjong and fishing.South Asia Card Slots RouletteSoutheast Asia Card Slots FishingOceania Slots CardSource

174、：Diandian,based on data retrieved from backend data sourcesDate Range：2021/12022/1273Downloads/Revenue of Casino GamesIn 2022,casino games recorded an increase of about 0.66%YoY in total downloads and a decline of over 9.04%YoY in estimated revenue.Downloads from Google Play increased by 1.49%YoY,wh

175、ile revenue from the App Store decreased by 7.38%.Revenue from both platforms tendedto be equal.Overall,casual games experienced a growth in downloads that was slightly lower than the overall average growth,and a revenue declinethat was smaller than the overall change.$0.0B$0.5B$1.0B$1.5B$2.0B$2.5B$

176、3.0B$3.5B$4.0B$4.5B20212022Annual revenue changes of global Casino Games（2021-2022）0M100M200M300M400M500M600M700M20212022Annual downloads changes of global Casino Games（2021-2022）0.66%App Store57.53%App Store58.59%9.04%App Store50.6%App Store53.82%Source：SocialPeta,based on data retrieved from backe

177、nd data sourcesDate Range：2022/12022/1274Insights into Global Casino GameAdvertisingIn 2022,casino game advertisers had a stable growth to reach about 3500.In H2 2022,the total number of casino game advertisers increased by 49.3%YoY and by 40.9%as compared to H1 2022;and there were over 1500monthly

178、advertisers.This May saw the lowest share of new creatives for casino games,and the creatives increased in March and November toaccount for over 30%.0%10%20%30%40%50%60%0.0 K0.2 K0.4 K0.6 K0.8 K1.0 K1.2 K1.4 K1.6 K1.8 K2.0 KJan.Feb.Mar.Apr.MayJun.Jul.Aug.Sep.Oct.Nov.Dec.廣告主數量新素材占比Percentages of New

179、Creatives33.6%Monthly Active Advertisers1531Source：SocialPeta,based on data retrieved from backend data sources.HK,Macao&TW:its short for Hong Kong(China),Macao(China),and Taiwan(China).Date Range：Jan.-Dec.2022.Note:Some advertisers release creatives in multiple countries,so regional new creatives g

180、enerally account for a smaller share than global new creatives750%1%2%3%4%5%JP&ROKHK,Macao&TWMiddle EastAfricaNorth AmericaSouth AmericaEuropeOceaniaSoutheast AsiaSouth AsiaShares of casino game advertisers 5%Percentages of global casino game advertisers 7%Percentages of global casino game creatives

181、Insights into Casino GameAdvertising in Different Regions0%1%2%3%4%5%6%JP&ROKMiddle EastSouth AmericaSoutheast AsiaAfricaEuropeSouth AsiaHK,Macao&TWOceaniaNorth AmericaShares of casino game creativesIn Oceania,shares of both casino game advertisers and creatives were among the top 3.Simulation game

182、advertisers accounted for 4.72%in South Asia.Casino game creatives accounted for 5.4%in North America,8%higher than inOceania.Source：SocialPeta,based on data retrieved from backend data sourcesDate Range：2021/12022/1276Q4 saw over 2400 casino game advertisers,with absolutely more advertisers and cre

183、atives onAndroidThe total number of casino game advertisers was on the rise,and peaked in Q3 2021 and Q4 2022.Also,Advertisers on iOS accounted for lessthan 30%for the first time.43.13%39.02%33.28%32.29%31.14%31.12%30.66%28.30%56.87%60.98%66.72%67.71%68.86%68.88%69.34%71.70%0.0 K0.5 K1.0 K1.5 K2.0 K

184、2.5 K2021Q1Q2Q3Q42022Q1Q2Q3Q4Trends of Advertisers on iOS&Android24%76%Percentages of Advertisers29%71%Percentages of CreativesInsights intoAdvertising of Casino Games on iOS&AndroidAndroid526iOS69177Top 10 Casino Games byAdvertisingSource：SocialPeta-Advertiser Analysis;advertisers are sorted by the

185、ir Deduped creatives within the date range from high to lowDate Range：2022/12022/12iOSAndroid1RummyCirclePLAY GAMES24X7Card2Jackpot WorldBole GamesSlots3Solitaire涂鴉移動Card4Bingo ClashAviagamesBingo5Jackpot Master Slots新創娛游Slots6Slots GoldenHoYeah鈊象電子Slots7Cash Tornado Slots新創娛游Slots8Pocket7GamesAviag

186、amesOthers9Four Winds Online Casino MIFourWindsSlots10神來也麻將多合神來也麻將多合1GamesofaMahjongIn 2022,slots contributed the mostcreatives among all casino games.Slots accounted for 80%of the top 10game advertisers on Android and 50%on iOS.Half of the top 10 advertisers on iOSand Android were games publishedby

187、 Chinese companies,includingBole Games,Zeroo Gravity Games,and IGS.Chinese game companies captured half of the spots on the chart1Jackpot WorldBole GamesSlots2Lotsa SlotsBole GamesSlots3Jackpot Master新創娛游Slots4Cash FrenzyBole GamesSlots5Cash Club CasinoBole GamesSlots6Jackpot CrushBole GamesSlots7Go

188、lden HoYeah鈊象電子Slots8Cash Tornado Slots新創娛游Slots9Vegas FriendsBole GamesSlots10Bingo FrenzyGluon InteractiveBingoSource：SocialPeta-Advertiser AnalysisDate Range：2022/12022/1278Days of DurationDeduped Creatives on iOSDeduped Creatives on AndroidBoleGaming was founded in 2014 and headquartered in Beij

189、ing.The companyfocused on free casino mobile games,and has developed some famousgambling games including Cash Frenzy,Lotsa Slots,and Jackpot World.According to SocialPetas App Intelligence,Jackpot World generated amonthly revenue of about$5 million from each of iOS andAndroid.Jackpot WorldBole Games

190、1600+5.8K38.9KTop Casino GameAdvertisersSource：SocialPeta-Advertiser Analysis;based on advertisers numbers of creatives captured and analyzedDate Range：2022/12022/1279Insights into GlobalAdvertising of Jackpot WorldAndroid had 3.4K+daily creatives while iOS had 837 daily creatives.Creatives on bothA

191、ndroid and iOS were on a downtrend since May.Advertisers focused on Android,with an average of 3486 daily creatives and a peak of over 5400 daily creatives.On iOS,there were an average of808 daily creatives and a peak of over 1500.837Daily Creatives on iOS3486Daily Creatives on Android0%5%10%15%20%2

192、5%30%ANInstagramMessengerFacebookAdmobUnityOthersAdvertising PlatformDuration：188Dimensions：1280*720Advertising Platform:Advertising Copy:Free coins EVERY HOUR！The most fun slots here!Join NOWSource：SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date

193、Range：2022/12022/12 80Estimated Impressions:4.2MPopularity：876Lure of cash rewardsAlive-action video is more trustworthyJackpot Worlds Hot Marketing CreativeSource：SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range：2022/12022/12 81Popular Creat

194、ives of Slot Casino GamesGameplays were displayed to attract attention and scenes of winning prizes were shown to further intrigue peopleA hyperbolic but real-life story,making the prize more convincingRandom rewards;its now or neverGameplay display:super gamingexperience with super prizesClick to v

195、iew the complete creativeClick to view the complete creativeClick to view the complete creativeSource：SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range：2022/12022/12 82Popular Creatives of Card Casino GamesGameplays were displayed to attract a

196、ttention and scenes of winning prizes were shown to further intrigue peopleMulti-players playing onlineWonderfully twisted dramaLog in to get electronic productsClick to view the complete creativeClick to view the complete creativeClick to view the complete creativeInsights into Mobile Game Marketin

197、g in Top Countries84Insights into Mobile Game Market in Top Countries/RegionsAmerica had the second most DAU which grew by 5%.Southeast Asia reported a great growth in DAU.India recorded the highest but also dramatically dropped DAU.By comparison,America had better DAU,with the second-highest number

198、 of usersand the fastest growth.America was expected to surpass India in DAU.Japan also recorded a rapid increase in game DAU to account for 5%,the same share as in America.Southeast Asia recorded a relatively highgrowth of users.Indonesia,Thailand,the Philippines,and Malaysia all recorded an increa

199、sing number of users.-3%5%0%1%0%-2%-1%2%0%1%5%1%-1%2%4%-1%0%3%-3%-3%0%3%1%-2%2%0%INUSBRIDMXTRVNTHGBDEJPFRSAPHITARKRESEGCOPKMYCATWAUHK2021-2022 Trends of DAUs of global mobile games(by region)）DAU 2021DAU 2022預測DAU 變化Source：OpenMediation;Top 100 Global Games ChartDate Range：Jan.2021-Dec.2022(Note:dat

200、a in December are actually data till 10 December 2022).85Insights into Mobile Game Market in Top Countries/RegionsWith revenue decline in many regions,Japan,America,and South Korea were still the major regions as mobile game revenuewas concerned.Japan,America,and South Korea remained the major regio

201、ns in terms of in-game purchase revenue,together accounting for 75%of the total globalrevenue.In terms of in-game purchase revenue,Turkey had a slight increase of 1%,but all the other regions recorded declines.-2%0%-2%-1%-1%-1%0%0%0%-1%-1%0%0%1%-7%-3%-1%-1%-1%-6%-4%0%-2%-2%-3%-1%JPUSKRTWDEGBAUFRCAHK

202、THITMYTRBRSAIDPHESMXVNINAREGCOPK2021-2022 IAP(unit:$)trends of global mobile games(by region)IAP 2021IAP 2022預測IAP 變化Source：OpenMediation，全球游戲榜Top100Date Range：2021/012022/12（注：2022年12月份數據截止到2022/12/10）Source：SocialPeta,based on data retrieved from backend data sourcesDate Range：2021/12022/1287With

203、more advertisers in theAmerican market,creatives were not increasing.Though there was a slight decline in active advertisers in Q1,the total number of advertisers was on the rise this year.Q4 contributed the mostactive advertisers,but there was a slight decline in the total number of creatives.Insig

204、hts into Mobile Game Marketing inAmerica84.25%81.03%76.66%79.61%85.79%87.78%89.88%93.10%0 K5 K10 K15 K20 K25 K30 K35 K2021 Q1Q2Q3Q42022 Q1Q2Q3Q4Insights into quarterly new creatives56.2K 98%There were about 56,000 advertiserswith new creatives,and only 2%advertisers without any new creatives.Annual

205、advertisers with newcreatives14.9M 87%Creativeswereupdatedveryfrequently in the American market,with new creatives accounting for87%of all active creatives.Annual new creatives71.01%45.24%43.78%48.46%55.14%50.40%50.29%57.99%0 M3 M6 M9 M2021 Q1Q2Q3Q42022 Q1Q2Q3Q4Insights into quarterly advertisers wi

206、th new creativesActive AdvertisersActive CreativesSource：SocialPeta,based on data retrieved from backend data sourcesDate Range：2022/12022/1288Insights into Mobile Game Marketing inAmericaActive creatives for casual games increased significantly by about 5.22%YoY to account for 24.98%in total.In ter

207、ms of active advertisers,4 game genres including casual,puzzle,simulation,and action all reported some increases,with casual game advertisersaccounting for the biggest share of 30.28%.+2.64%+0.24%+0.63%-0.94%-1.37%-0.10%+0.41%-0.90%-0.07%-0.44%-0.10%+5.22%-1.62%+1.02%-0.48%-1.89%-0.58%-0.24%-0.50%-0

208、.45%-0.78%-1.49%Source：SocialPeta,based on data retrieved from backend data sourcesDate Range：2021/12022/1289Android had about 64%advertisers and 72%creatives.In 2022,iOS creatives accounted for a stable share of about 30%,with 246 creatives per advertiser.43.12%39.79%31.30%25.72%27.74%30.55%31.89%3

209、0.11%56.88%60.21%68.70%74.28%72.26%69.45%68.11%69.89%0%20%40%60%80%100%2021Q1Q2Q3Q42022Q1Q2Q3Q4Percentage of Creatives on iOS&Android36%64%Percentages of Advertisers28%72%Percentages of CreativesInsights intoAdvertising of Mobile Games on iOS&Android inAmericaAndroid359iOS90American Popular Mobile G

210、ame CompaniesCasino GamesPuzzle&Casual GamesZynga was originally famous across the world for its farm Texas holdem webgames,and many years of being top has laid it a solid foundation.As time passed andmobile games rose,Zynga started to fall into decline.However,the companydecisively made changes and

211、 provided its big-hit games for mobile phones,whichsoon stopped its decline by retaining users.For greater diversity of its products,Zynga started its investment strategy.In 2020,Zynga bought the famous game company Peak,increasing its investment in casualgames.Currently,Zyngas main games are casino

212、,casual,puzzle,and simulation.AndEmpires&Puzzles and Game of Thrones are the most popular ones.Wizard of OzSlotsGame of ThronesSlotsZynga Poker CardEmpires&PuzzlesMatch-3+XGolf RivalSimulation,Casual,SportsTangle Master 3DPuzzle,CasualWords With Friends 2Puzzle,WordSource:SocialPeta-Ad Creatives;sum

213、mative characteristics of selected companies popular creatives.Date Range：2022/12022/1291Zyngas popular marketing caseReal-life or live-action gaming,which makes theaudience feel as if they are playing the gameFormula for a big hitReal people+real-life scenario+playable adsCommon elementsPretty and

214、handsome,simulated items,live commentary,rankings,fail in the game(Acombination of the formula for a big hit and 2-3 of theabove elements)Source：SocialPeta,based on data retrieved from backend data sourcesDate Range：2021/12022/1293Each quarter of 2022 saw over 6000 active advertisers,with nearly 3 m

215、illion creatives released.Q4 2022 saw nearly 10,000 active advertisers,and 77.02%(the highest share)of advertisers releasing new creatives.New creatives in eachquarter of 2022 accounted for less than 50%.Insights into Mobile Game Marketing in Indonesia74.15%66.76%67.22%67.01%70.47%72.60%75.23%77.02%

216、0 K1 K2 K3 K4 K5 K6 K7 K8 K9 K10 K2021 Q1Q2Q3Q42022 Q1Q2Q3Q4Insights into quarterly new creatives13.3K 91%There were about 9%advertisers thatdidnt release new creatives in 2022,slightly higher than other regions.Annual advertisers with new creatives5.5M 74%With a low frequency of updatingcreatives i

217、n Indonesia,old creativesaccounted for 26%in 2022.Annual new creatives70.65%38.21%37.92%37.93%46.02%36.77%35.71%41.12%0 M1 M2 M3 M4 M5 M2021 Q1Q2Q3Q42022 Q1Q2Q3Q4Insights into quarterly advertisers with new creativesActive AdvertisersActive CreativesSource：SocialPeta,based on data retrieved from bac

218、kend data sourcesDate Range：2022/12022/1294Insights into Mobile Game Marketing in IndonesiaIn addition to casual and puzzle,strategy game creatives also accounted for a big share in 2021.Casual game advertisers accounted for 30.11%,representing the greatest rise.Arcade games had a slight increase.In

219、 terms of active creatives,RPGsaccounted for only 8.61%of all creatives,representing the greatest decline.+8.12%-0.12%-2.99%-0.74%-1.40%-0.54%-0.27%-1.34%+0.10%-0.57%-0.25%+5.86%-0.77%+1.51%-0.91%-3.03%-0.13%-0.78%-0.78%+0.27%+0.44%-1.68%Source：SocialPeta,based on data retrieved from backend data so

220、urcesDate Range：2021/12022/1295In each quarter of 2022,creatives on iOS accounted for about 25%,and advertisers onAndroid accounted for about 74%.Creatives on iOS accounted for the lowest share of 24.23%in Q3 2022.40.47%38.91%31.79%24.98%25.48%25.29%24.23%25.32%59.53%61.09%68.21%75.02%74.52%74.71%75

221、.77%74.68%0%20%40%60%80%100%2021Q1Q2Q3Q42022Q1Q2Q3Q4Percentage of Creatives on iOS&Android28%72%Percentages of Advertisers24%76%Percentages of CreativesInsights intoAdvertising of Mobile Games on iOS&Android in IndonesiaAndroid412iOS96Indonesian Popular Mobile Game CompaniesRPG GamesOthers Game Genr

222、esIndofun is a company founded in 2016 and invested by two Chinese listed companies.Headquartered in Indonesias Jakarta,the company has a staff of nearly 200 people andestablished branches in Guangzhou,China in June 2020.Most of the games published by Indofun are RPGs.The company released many well-

223、known games in SoutheastAsia.Love Destiny:RPGIdle DynastyRPGWar of the Three KingdomsSLGRPGRich and FamousRPGAudistar Mobile MusicHero Rush ActionSource：SocialPeta-Ad Creatives;summative characteristics of selected companies popular creatives.Date Range：2022/12022/1297Indofuns popular marketing case

224、A few live-action elements,including livecommentary,live-action storiesFormula for a big hitLive commentary(stories)+playable+displaying prizes+ways to downloadCommon elementsPretty and handsome,cosplay,dramatic story,subtitle(A combination of the formula for a big hit and 2-3 of theabove elements)S

225、ource：SocialPeta,based on data retrieved from backend data sourcesDate Range：2021/12022/1299Only 7%of advertisers didnt release any new creatives,showing a high frequency of updating creatives.In Q4 2022,advertisers with new creatives accounted for 82.93%.And the frequency of updating creatives was

226、slightly lower than in America,Japan,and South Korea.Insights into Mobile Game Marketing in Vietnam72.85%67.27%66.37%66.20%72.35%72.58%80.26%82.93%0 K2 K4 K6 K8 K10 K12 K2021 Q1Q2Q3Q42022 Q1Q2Q3Q4Insights into quarterly new creatives14.8K 93%93%ofadvertisersreleasednewcreatives this year,and only a

227、fewadvertisersdidntupdatetheircreatives.Annual advertisers withnew creatives4.7M 78%Creatives in South Korea were updated pretty frequently,and old creatives only accounted for 20%.Annual new creatives69.10%36.71%36.82%38.29%50.16%38.94%35.56%46.83%0 M1 M1 M2 M2 M3 M3 M4 M4 M2021 Q1Q2Q3Q42022 Q1Q2Q3

228、Q4Insights into quarterly advertisers with new creativesActive AdvertisersActive CreativesSource：SocialPeta,based on data retrieved from backend data sourcesDate Range：2022/12022/12100Insights into Mobile Game Marketing in VietnamCasual advertisers increased significantly by 8.83%YoY.RPGs had a slig

229、ht down.Simulation game advertisers released fewer creatives,but arcade and action game creatives increased slightly.Casual and puzzle games remained top1 and top 2 with their active creatives.+8.83%-0.15%-4.32%-2.16%-0.67%-0.55%-1.24%+0.08%+0.17%+0.76%-0.75%+6.96%-4.04%+2.34%-1.43%-1.18%-1.02%-0.32

230、%-1.81%-1.03%+1.89%-0.36%Source：SocialPeta,based on data retrieved from backend data sourcesDate Range：2021/12022/12101Android game advertisers and creatives each accounted for about 70%,but Android and iOS had a little difference inannual creatives per advertiser.Creatives on iOS in each quarter of

231、 2022 accounted for about 30%,close to the share of advertisers.43.73%40.48%33.67%27.43%29.77%29.80%29.73%30.34%56.27%59.52%66.33%72.57%70.23%70.20%70.27%69.66%0%20%40%60%80%100%2021Q1Q2Q3Q42022Q1Q2Q3Q4Shares of creatives on iOS&Android30%70%Percentages ofAdvertisers28%72%Percentages ofCreativesInsi

232、ghts intoAdvertising of Mobile Games on iOS&Android in VietnamAndroid397iOS102Vietnamese Popular Mobile Game CompaniesCasual music gamesHyper-casual gamesAmanotes is a Vietnamese game company focusing on music casual games.Gamers lovethose games for their easy-to-learn casual gameplays and pleasant

233、music rhythms.Musicgames are not a major game genre,but Amanotes managed to grow into a major hyper-casual game company by releasing a few great games.Most of its games are for free,so the company mainly generates revenue through in-gameadvertising,in-app purchase,and subscription.Tiles HopCrossword

234、、MusicMagic Tiles 3Crossword、MusicDancing RaceCrossword、ActionDancing RoadCrossword、MusicHop Ball 3DCrossword、MusicClash Gang:Epic Beat EmCrossword、ActionSuperstar RushCrossword、ActionSource：SocialPeta-Ad Creatives;summative characteristics of selected companies popular creatives.Date Range：2022/120

235、22/12103Amanotes popular marketing caseWell-known pop musicCharacters accurate reactions to music rhythmsFormula for a big hitPopular music+playable+growth feedbackCommon elementsMad controls,gold,scores,stages,provoking messages(Acombination of the formula for a big hit and 2-3 of theabove elements

236、)Source：SocialPeta,based on data retrieved from backend data sourcesDate Range：2022/12022/12105Q4 2022 contributed the biggest share of advertisers releasing new creatives,and Q1 2022 contributed the biggest shareof new creatives.New creatives in Turkey accounted for only 74%of all creatives this ye

237、ar,an updating frequency far lower than those in other regions.Insights into Mobile Game Marketing in Turkey73.62%64.39%67.13%67.43%70.78%70.95%77.82%79.32%0 K1 K2 K3 K4 K5 K6 K7 K8 K9 K10 K2021 Q1Q2Q3Q42022 Q1Q2Q3Q4Insights into quarterly new creatives12.4K 92%Turkey reported an overall growth inad

238、vertising,with about 13400 advertiserswho released creatives this year.Annual advertisers withnew creatives3.6M 74%New creatives in each quarter of 2022accounted for less than 50%.Oldcreatives were mainly relied on tobring effects.Annual new creatives71.16%33.14%38.82%39.12%46.62%36.73%36.31%42.07%0

239、 M1 M1 M2 M2 M3 M3 M4 M2021 Q1Q2Q3Q42022 Q1Q2Q3Q4Insights into quarterly advertisers with new creativesActive AdvertisersActive CreativesSource：SocialPeta,based on data retrieved from backend data sourcesDate Range：2022/12022/12106Insights into Mobile Game Marketing in TurkeyThe greatest increase wa

240、s in the share of casual game advertisers,followed by arcade and action games.And the top 3 gamegenres with the most creatives remained casual,puzzle,and strategy.Casual game advertisers accounted for about 29.88%,up 8.63%YoY.Both RPG advertisers and creatives had the greatest declines.+8.63%-0.82%-

241、3.08%-2.36%-0.60%-0.39%-0.15%+0.55%+0.79%-1.75%-0.82%+5.87%+0.60%-0.18%-1.79%-2.64%-1.06%-0.68%+0.67%-0.38%-0.11%-0.30%Source：SocialPeta,based on data retrieved from backend data sourcesDate Range：2021/12022/12107Creatives on iOS accounted for about 25%,with 312 creatives per advertiser.Turkish adve

242、rtisers preferred to releasecreatives onAndroid.Advertisers onAndroid accounted for about 70%,and there were averagely 403 creatives per advertiser.43.68%45.57%32.35%26.65%25.54%25.21%23.50%24.02%56.32%54.43%67.65%73.35%74.46%74.79%76.50%75.98%0%20%40%60%80%100%2021Q1Q2Q3Q42022Q1Q2Q3Q4Shares of crea

243、tives on iOS&Android30%70%Percentages of Advertisers25%75%Percentages of CreativesInsights intoAdvertising of Mobile Games on iOS&Android in TurkeyAndroidiOS108Turkish Popular Mobile Game CompaniesMatch-3+Decoration gamesRoyal MatchCasual,Match-3In Turkey,games are big business,generating an average

244、 revenue of$1 billion each year,with half of it coming from phone games.Ledby Good Job Games,Soner Kara,Fast Free Games,and other game companies,Turkish game companies have attracted over 30 millionlocal gamers and hundreds of millions of global gamers.In 2019,another game company Dream Games rose i

245、n Turkey by raking in tensof millions of US dollars in a month and attracting lots of investment.The companys first game Royal Match was launched globally on March 1,2021.Soon the game generated over$100 million from in-game spending within just half a year.Thanks to the game,Dream Games raised a$25

246、5 million Series C that brought the companysvaluation to$2.75 billion.Source：SocialPeta-Ad Creatives;summative characteristics of selected companies popular creatives.Date Range：2022/12022/12109Dream Games popular marketing casePurposefully make wrong moves to put the characterin danger,so when the

247、character fails in the game,audience may feel upset and want to play itthemselvesFormula for a big hitPlayable+characters voice+fail in game+ways todownloadCommon elementsFlame,iceberg&shipwreck,escape through waterpipes,cliff(A combination of the formula for a big hit and 2-3 of theabove elements)0

248、3PARTHot Mobile Game Marketing Campaigns2022 TOP MOBILE GAME MARKETING EVENTS111Attractive titles and icons of mini gamesOn 26 August,X-HERO got a new icon,the dog head,driving a mediabuying trend about drawing lines and dog heads.1.Focus on the key element,gaining popularity from dog-head packagesM

249、eanwhile,keywords including Doge,Rescue,and Save dominated the charts of top gamesby downloads and advertising.Soon,many game icons were changed into dog heads,bees,and other hot elements.2.Update creatives,from saving dog heads to saving frogsIn respect of improving creatives,some companies preferr

250、ed doing it by changing gameicons into dog heads,cat heads,or frogs,adding user comments or video records of playinggames;while some companies put efforts in adding gameplays about drawing lines,including numbers,letters,stickmen,which drove another trend of re-creation.3.SLG joined it,upgrading min

251、i-gamesAmid the trend of dog-head creatives,SLG companies implemented marketing strategiescomprising 4 steps imitation,update,deconstruction and made more attempts at keywordsof mini-games.According to SocialPeta Data Research Institute,ad creatives were mainlybased on puzzles,freedom,and re-creatio

252、n.Gamers were offered again with mini-gamesplayed mostly by swiping screens,featuring drawing lines,parkour,parking lots,firingbullets,Zuma,Puzzle Bobble,and LinkGame.4.On December 1,X-HERO changed its head-dog iconFinally,X-HERO,which started the trend of dog heads,changed to a new icon.Earlierthan

253、 that,英雄戰紀 had changed into an icon featuring parking lots,and all maturedgames of Bingchuan Network started trying new things other than dog heads.But it didntmean the end of the dog-head trend.On November 5,Bingchuan Network officiallylaunched the card game Hero Clash,starting the 3rd chapter of d

254、og-head popularity.On 26 August,X-HERO changed its dog-head 112Mini games were popular in advertising againLorem ipsum dolor sit amet,consectetuer adipiscing elit.Maecenas porttitor congueSupporting text here.Lorem ipsum dolor sit amet,consectetuer adipiscing elit.Maecenas porttitor congueSupporting

255、 text here.Lorem ipsum dolor sit amet,consectetuer adipiscing elit.Maecenas porttitor congueSupporting text here.Lorem ipsum dolor sit amet,consectetuer adipiscing elit.Maecenas porttitor congueSupporting text here.Pin-pullingTower climbingBulletsDog headsPlayrixNEXTERSTop GamesPanoramik GamesBingch

256、uan NetworkFunPlusCentury GamesClick to view the complete creativeClick to view the complete creativeClick to view the complete creativeClick to view the complete 113Anime-style games energy outside gamesMany mature anime-style games were adapted into anime.New anime-style games pursued the anime gr

257、aphic effectsStage effects of games were improvingAudiovisual effectsOn one hand,frequent offline collaborations and eventsbridged the distance between anime-style games and real life,and expanded the influence of anime-style games.Obviously,anime-style games gained higher popularity in various ways

258、 in2022 thanks to gamers special sociability and passion,resulting in more potential users and higher recognition.On the other hand,in anime,concerts,and music projects,theextraordinary audiovisual effects of anime-style games wereimproved through advanced technologies including VR,XR,and virtual id

259、ols.While gaining popularity through socialactivities,anime-style games were further improved in content.With constantly improved game content,supportive socialactivities,dominating fan works,and endless re-creation works,the anime-style game market was booming.Why are roguelike casual games so 114R

260、oguelike has always been a game genre with a relatively small player group,because many playersfind the controls and constructions too difficult for them.However,a roguelike casual game triggered awave of roguelike games.The Roguelike casual game Survivor.io had simple gameplay and less difficult co

261、nstruction,allowinggamers to enjoy themselves by simply mowing.Survivor.io grossed over$10 million in a month afterit was launched,and the game has been keeping a revenue growth,which has attracted many gamecompanies attention.In fact,roguelike games have been possessing the potential to become more

262、 popular.There have beenmany great roguelike games,such as the free game Soul Knight,Night of Full Moon(a card gamebased on the tale of Little Red Riding Hood),and Warm Snow(overwhelmingly popular on Bilibilirecently).All those popular roguelike games share the following features:1.Easy game control

263、sTo allow players to understand roguelike gameplays more easily,those roguelike games all have simplecontrols,including fewer virtual controls or just changing into virtual joysticks.So,players find thegame more relaxing.2.Simple construction formulasAs the pace of modern life is increasing,more pla

264、yers prefer games with simple construction formulas.In those games,players only need to follow the formulas for matching weapons or gear,so they wontfeel any pressure while playing the games.3.Mature design of growth feedbackRoguelike games on mobile phones should emphasize the upgrade each time a w

265、eapon or gear isobtained,giving more growth feedback to players to show where they have been by far.Compared withthe PC version of a game,the mobile version has a higher growth.More and more major game companies center around mobile 1152022 obviously saw many PC games going mobile.Mobilegames great

266、potential to rake in huge profits has convinced manyworld-known PC game companies to place mobile games in animportant position in their future development.The mobile versions of PC games launched by major gamecompanies allow us to experience those great PC games onmobile devices.Especial in 2022,ma

267、ny classic PC gamesreleased their mobile versions:Major game companies launch mobile versions of PC gamesusually with an ambition to dominate the mobile game market.With the user bases of PC games,their mobile versions oftenreceive enormous attention upon release,and top the free gamecharts in many

268、countries or regions for a few days.However,major game companies are often expected to offer finegames.So those mobile versions of famous PC games wont trulyface their challenges until 6 months or a year after their release.When the initial popularity fades,will those mobile games still beable to gr

269、oss a high revenue?How many gamers will spendmoney on those mobile games because of their PC versions?Its aquestion that constantly faces game companies.Release date：2022-3-23Publisher：NEXON（Dungeon&Fighter Mobile）Release date：2022-4-5Publisher：Electronic ArtsApex Legends MobileRelease date：2022-6-1

270、Publisher：Blizzard EntertainmentDiablo ImmortalHow many famous PC games will go mobile in 2023?Football marketing during the World C116In November 2022,Qatar attracted the worlds attention by hosting the World Cup.Thistournament(held every four years)is one of the top three world sports events(inclu

271、dingFormula 1,the Olympics,the World Cup),the first World Cup held in the Arab world inthe Middle East and the second held entirely in Asia.Though the 2022 World Cup is over,sports lovers have many nice memories of whathappened during the event.So games related to the tournament gained increasingpop

272、ularity.There were mainly three types of football mobile games in the market:1.Classic football simulation games(e.g.FIFA Mobile)2.Strategy games featuring football managers(e.g.Top Eleven)3.Puzzle casual games with football elements(e.g.Soccer Super Star)Take the classic football game FIFA Mobile f

273、or example.The game was not amongthe top 300 free games on the App Store in America in January,but it rose quickly onthe chart since November and remained one of the top 10 free games during the WorldCup.Many other top mobile games also tried to mention the World Cup in game or duringtheir marketing

274、 campaigns.SocialPeta Data Research Institute reviewed the mobilegame creatives released from November to December 2022 and found the followingmarketing cases related to the World Cup:For more marketing cases related to the World Cup,please visit:Celebrity endorsers and collaborative skinsCall of Du

275、ty:Mobile Season 10 collaborated with the world-known footballers Messi,Neymar Jr.and Pogba who alsojoined the game as playable Operators.In-game celebration eventsPerfect World released creatives in November to promote itsin-game celebration event for the World Cup.The server eventlasted till Novem

276、ber 30 and allowed players to play the game inthe World Cup atmosphere.Anime re-creation about the World CupPUBG Mobile also released many creatives related tofootball.Besides collaborations with football stars,anime re-creation works about the World Cup are also very inspiring.Real-time prediction

277、of the tournamentDuring the World Cup,FIFA Mobile released creativespredictingwinnersandpushedthecreativestothecountries/regions that were predicted to win,drawing peoplesattention to the game.Mobile ApplicationsIn 2022,while the prevention policies for COVID-19 are becoming looser around the world,

278、peoples lifestyles,consumption,work,and other habits are constantly being reshaped.The mobileapp industry is no exception.Then what changes have taken place?To answer this question,SocialPeta Data Research Institute released the 2022 Mobile Application(Non-Game)MarketingWhite Paper to provide global

279、 insights to help your products go global.According to the globaldata captured by SocialPeta,the mobile application(non-game)market in 2022 had the followingmajor trends:1.The number of advertisers in the Japanese and South Koreanmarkets surged while the number of creatives in the Europeanregion plu

280、mmeted:The number of application advertisers in 2022 increased by 1.69%compared to 2021,and the totalnumber of creatives decreased by 0.68%MoM;among them,the number of advertisers in theJapanese and South Korean regions increased significantly,with a year-on-year increase of 46.7%,followed by Southe

281、ast Asia,which increased by about 38.02%year-on-year.In terms of the overallcreative volume,the creative volume in Europe plummeted,down by about 24.41%year-on-year.In addition,the creative volume in South America also dropped by about 1.66%.2.The number of educational applications continued to grow

282、,anddigital transformation was the future trend:Even though living with thepandemic has become a new normal,the development of the online education market has neverceased.In 2022,the global revenue of educational applications exceeded US$1.8 billion,especiallyin Asia,where educational applications f

283、or early education and examination preparation are verypopular among users.The most outstanding of these is Duolingo,a language learning application,which has always been the top one in the best-selling list of educational applications in the UnitedStates all year round.Educational applications have

284、 higher localization requirements,but they arealso proven to be profitable based on the captured data.It is worth paying attention to them.118I3.The concept of metaverse kept being explored,and majormanufacturers were deploying virtual social networks:Even though themetaverse strategy has been quest

285、ioned by the outside world,Meta does not seem to abandon thisdepartment.In December,its CTO said that Meta would continue to invest 20%of its cost inRealityLabs,the metaverse department,in 2023.Its worth looking forward to where it will head to.Although it takes time for the metaverse to land,the Si

286、ms,its derivative technology,has already beenput into use in industries such as live streaming and social networking.Many manufacturers arealready dipping their toes into virtual social networks.Considering the performance of eachapplication,they all have their competitive edges and weaknesses.The m

287、arket hasnt yet beenmonopolized by the top companies.Therefore,there are still opportunities to enter the market.4.The book market was expanding again;the monetization of noveland comic advertisements was stronger:In 2022,the scale of the global bookmarket expanded again with the revenue rising as w

288、ell.According to a report released by Googlerecently,the annual growth rate of advertising revenue in novels has reached 40%,and the annualgrowth rate of CPM in comics applications has also reached 30%,which shows the huge potential ofadvertising monetization.In addition,SocialPeta Data Research Ins

289、titute has also observed thatreligious applications such as the Bible have a wide audience in regions with religious beliefs such asthe United States.Understanding and adapting to the market is the only way to stand out in theincreasingly fierce competition.Let SocialPeta help your business flourish

290、.2022 Global Mobile Application(Non-Game)Marketing Insight012022 Mobile Application(Games&Non-Game)Monthly average number of advertisers 105.2KIn 2022,the number of mobile advertisers increased by 1.69%MoM,among which mobile application(non-game)advertisers accounted for about 76.6%of the totalAfter

291、 the normalization of the pandemic worldwide,the number of mobile advertisers began to rise again with a significant rise in mobile applications(non-game),from 65.5K in January to 94.2K in December.65.5 K69.9 K75.7 K74.8 K74.7 K77.4 K82.1 K83.6 K86.5 K91.1 K91.4 K94.2 K76.47%77.59%77.41%76.32%76.83%

292、75.93%75.49%76.94%78.01%77.30%75.92%74.87%70.00%71.00%72.00%73.00%74.00%75.00%76.00%77.00%78.00%79.00%0 K20 K40 K60 K80 K100 K120 K140 K2022 Jan.Feb.Mar.Apr.MayJun.Jul.Aug.Sep.Oct.Nov.Dec.Mobile App(Non-Game)Mobile GamePercentages of Mobile AppSource:SocialPeta,based on data retrieved from backend d

293、ata sourcesDate Range:2022/12022/12120Insights into Global Mobile App(Non-Game)MarketingSource:SocialPeta,based on data retrieved from backend data sourcesDate Range:2022/12022/1212113.9 K11.9 K11.9 K0.0 K2.0 K4.0 K6.0 K8.0 K10.0 K12.0 K14.0 K16.0 KAdvertisers per month2022 monthly average number of

294、 advertisers in the mobile application(non-game):79K；monthly average number ofcreatives:163In terms of mobile applications,shopping applications had the highest monthly average number of advertisers.SocialPeta captured nearly 14,000 shopping advertisers onaverage every month,followed by business and

295、 life&fashion advertisers.In terms of the monthly average number of creatives,reading,social,and tools applications werestill among the top three,while advertisers of dining and restaurant applications released the least number of creatives on average per month.821 359 236 01002003004005006007008009

296、00Monthly creatives per advertiserInsights into Mobile Application(Non-Game)Marketing12251.98%62.79%74.07%44.15%53.64%54.20%57.66%60.79%57.74%42.35%48.02%37.21%25.93%55.85%46.36%45.80%42.34%39.21%42.26%57.65%ShoppingOfficeBusinessLife&FashionFinanceToolsDrink&FoodEntertainmentHealth&FitnessSocialRea

297、dingShares of Advertisers on iOS&AndroidiOS 43%Android 57%Percentages of AdvertisersiOS 30%Android 70%Percentages of CreativesInsight into Mobile Application(Non-Game)Systematic Advertising46.74%67.07%81.72%35.29%24.24%53.33%48.31%61.41%30.05%30.43%53.26%32.93%18.28%64.71%75.76%46.67%51.69%38.59%69.

298、95%69.57%ShoppingOfficeBusinessLife&FashionFinanceToolsDrink&FoodEntertainmentHealth&FitnessSocialReadingShares of Creatives on iOS&AndroidOverall speaking,the proportions of iOS advertisers and creatives were lower than that of AndroidiOS(non-game)application advertisers mainly focused on life,busi

299、ness,and health sector,while the number of creatives on Android wassignificantly higher than that on iOS,with daily life related applications taking up over 80%.Source:SocialPeta,based on data retrieved from backend data sources.The dark part represents the proportion of iOS(some advertisers have mu

300、ltiple categories.When calculating the total number of advertisers,deduplication was performed,so deviation may occur in terms of data proportion)Date Range:2022/12022/12123Insight into Mobile Application(Non-Game)Creative TypesVideo creatives of reading,entertainment,and tool applications took up o

301、ver 60%.Image creatives of shopping applications had the highest proportion at 64%19.00%32.63%31.48%37.68%66.77%27.53%63.57%45.34%42.63%65.45%63.78%49.93%57.02%51.25%28.31%52.15%31.38%43.19%54%29.98%0%10%20%30%40%50%60%70%80%90%100%ShoppingOffice BusinessLife&FashionFinanceToolsDrink&FoodEntertainme

302、ntHealth&FitnessSocialReadingVideoImageRotationOthersSource:SocialPeta,based on data retrieved from backend data sourcesDate Range:2022/12022/121YouTubeGooglePhotography2TikTokByteDanceEntertainment3TinderMatch GroupLife4Disney+DisneyEntertainment5HBO MaxWarnerMediaEntertainment6Kakao piccomaBooks7B

303、umbleBumbleLife8NetflixNetflixEntertainment9AudibleAudibleBooks10LinkedInLinkedInBusiness11HuluHuluEntertainment12YouTube MusicGoogleMusic13LINELINEBooks14PandoraPandoraMusic15ESPNDisneySports16DuolingoDuolingoEducation17HingeMatch GroupLife18LINELINESocial19CanvaCanvaPhotography20BIGO LIVEJOYYSocia

304、l1WhatsApp MessengerMetaSocial2YouTubeGooglePhotography3InstagramMetaPhotography4TikTokByteDanceEntertainment5Google MapsGoogleNavigation6CapCutByteDancePhotography7GoogleGoogleTools8FacebookMetaSocial9TelegramTelegramSocial10MessengerMetaSocial11GmailGoogleEffective12Google ChromeGoogleTools13Snapc

305、hatSnapPhotography14NetflixNetflixEntertainment15SHEINSHEINShopping16SpotifySpotifyMusic17ZOOM Cloud MeetingsZOOMBusiness18BeReal.BeRealSocial19TwitterTwitterNews20Google DriveGoogleEffective124Source:SocialPeta-APP Intelligence.Download and revenue data were from App Store,excluding data from the C

306、hinese mainland;Date Range:2022/12022/12TOP Application Chart on APP StoreDownload ChartRevenue Chart125Source:SocialPeta-APP Intelligence.Download and revenue data were from Google Play,excluding third-party Android platforms;Date Range:2022/12022/12TOP Application Advertising ChartiOS1WhatsApp Mes

307、sengerMeta11SmartNewsSmartNews21BueNovelaNew Reading31Bored PandaBored Panda41ImpulseImpulse2LazadaLazada12We Heart ItWe Heart It22EmmiolStarwe32LightInTheBoxLightInTheBox42PopFicLun Li3NewsBreakParticle Media13Flamingo ShopFlamingo Technologies23CASETiFY ColabCASETiFY33TrendyolTrendyol43Digital Tre

308、nds VideoDigitalTrends4GoodNovelNew Reading14FeverFever Labs,Inc.24DreameSTARY34Lemon8ByteDance44Speedd Speedd srl5DomestikaDomestika15KK25MoboReaderChangdu Technology35AXS TicketsAXS45GuanabaraFullpack Comunica o6CVCCVC Brasil16WADIZ26CDarazDaraz36SWOODOOKayak46LattelierAPONIC INC7Wolt DeliveryWolt

309、17FalabellaFalabella27Uber EatsUber Technologies37AnswearWearCo47PeachLivePeachLive8HAVANHavan Lojas de Departamentos18SymplaSympla28H&MH&M38SpotifySpotify48Smart Fit AppSmart Fit Oficial9Chic MeShanghai Jigao19Pizza Fan GreeceFanatics Pizza29DressLilyDressLily39FunStoryJunjie Zhang49BuserBuser10COV

310、ID19Dubai Health Authority20ICAICA Sverige AB30RIURiu Resorts40CDLLifeCDLLife50FuntelZhichao Yang1Google OneGoogleEffective2TikTokByteDanceEntertainment3Disney+DisneyEntertainment4HBO MaxWarnerMediaEntertainment5TinderMatch GroupLife6TwitchTwitchPhotography7Kakao piccomaBooks8BIGO LIVEJOYYSocial9Pan

311、doraPandoraMusic10BumbleBumbleLife11OneDriveMicrosoft Effective12CrunchyrollEllationEntertainment13DAZNDAZNSports14AudibleAudibleBooks15DuolingoDuolingoEducation16TikTok（Japan）ByteDanceEntertainment17Peacock TVPeacock TVEntertainment18FacebookMetaSocial19LINELINEBooks20LINELINESocial1InstagramMetaPh

312、otography2WhatsApp MessengerMetaSocial3SnapchatSnapPhotography4FacebookMetaSocial5TelegramTelegramSocial6WhatsApp BusinessMetaCommunication7MeeshoMeeshoShopping8Facebook LiteMetaSocial9TikTokByteDanceEntertainment10SpotifySpotifyMusic11CapCutByteDancePhotography12ShopsyFlipkartShopping13MessengerMet

313、aSocial14TruecallerTruecallerCommunication15FlipkartFlipkartShopping16PhonePePhonePeFinance17TikTok LiteByteDanceSocial18Instagram LiteMetaPhotography19MX PlayerMX PlayerVideo Playing20ZOOM Cloud MeetingsZOOMBusiness126Source:SocialPeta-APP Intelligence.Download and revenue data were from Google Pla

314、y,excluding third-party Android platforms;Date Range:2022/12022/12TOP Application Chart on Google PlayDownload ChartRevenue Chart127Source:SocialPeta-Advertiser Analysis;advertisers are sorted by their deduplicated creatives within the date range from high to low.Date Range:2022/12022/12TOP Applicat

315、ion Advertising ChartAndroid1NewsBreakParticle Media11NewsBreak LiteParticle Media21Clatterhdapp31DomestikaDomestika41One SecurityOne Dot Moblie2PublicInshorts12TikTokByteDance22Bigo LiveJOYY32HAVANHavan Lojas de Departamentos42COVID19Dubai Health Authority3SHEINSHEIN13DreameSTARY23PoMelo File Explo

316、rerAndroid Does33RavoVPNFive Oceans E-Commerce43PassionMMTEAM4Opera NewsOpera14AudibleAudible24TextNowTextNow34NoizzJOYY44We Heart ItSuper Basic5KeepBoosterAPPS INNOVA15HeloByteDance25GoodNovelNew Reading35FirstCry IndiaFirstC 45WebnovelChina Literature6KeepCleanAPPS INNOVA16FlippedMMTEAM26inDriveri

317、nDriver36SpotifySpotify46Beat.lyUfoto7LazadaLazada17SpeedboosterPRIME DIGITAL PTE.LTD.27PublicVibeDailyhunt37Chic MeShanghai Jigao47Battery SaverAPPS INNOVA8SmartNewsSmartNews18FileMasterSmartVisionMobi28PinterestPinterest38Uber EatsUber Technologies48NetGOouou Zhou9StarMakerKunlun Tech19BlossomMMTE

318、AM29Kwai Kuaishou39Pinterest LitePinterest49ShopeeShopee10FREE NOWIntelligent Apps20JoyreadJoyread30CVCCVC Brasil40GojekGoTo Group50LyftLyftInsights into Marketing of Mobile Apps(Non-Games)in Popular Countries/Regions Around the WorldMARKETING INSIGHT OF GLOBAL POPULAR MOBILE APPLICATIONS(NON GAM ES

319、)02130Tool Application Advertising MapSource:SocialPeta,based on data retrieved from backend data sourcesDate Range:2022/12022/12North AmericaMost advertised products were:mobile acceleratorsand network optimization toolsVideo creatives took up a fairly large proportion atabove 75%Representatives:Ke

320、epBooster,VPNGO,SpeedboosterAmong them,the annual advertising volume ofSpeedbooster in North America was about 190KEuropeMost advertised products were:mobile accelerators,file management tools,and network optimization toolsVideo creatives took up a fairly large proportion atabove 70%Representatives:

321、One Booster,PoMelo File Explorer,RavoVPNAmong them,the annual advertising volume of PoMeloFile Explorer in Europe was about 110KSouth AmericaMost advertised products were:mobile cleanersand accelerators,followed by communication toolsVideo creatives took up a fairly large proportion atabove 76%Repre

322、sentatives:KeepBooster,WhatsAppMessenger,KeepClean;Among them,the annual advertising volume ofWhatsApp and Messenger in South America wasabout 250KSoutheast AsiaMost advertised products were:mobile cleaners andaccelerators,followed by network optimization toolsVideo creatives took up a fairly large

323、proportion atabove 79%Representatives:KeepBooster,KeepClean,Daily VPNAmongthem,the annualadvertisingvolumeofKeepBooster in Southeast Asia was about 340K131The number of advertisers on App Store and Google Play in Q1-Q4 showed a significant increaseThe number of Android advertisers was slightly lower

324、 than that of iOS,but the number of creatives on Android was two times as much asthat on iOSThis years peak occurred in Q4,and the number of advertisers had exceeded the peak in 2021 since Q2;the average creative volume on Androidwas nearly three times as much as that on iOS.60.66%61.41%58.80%59.01%

325、58.89%55.56%57.55%57.87%39.34%38.59%41.20%40.99%41.11%44.44%42.45%42.13%0200040006000800010000120002021Q1Q2Q3Q42022Q1Q2Q3Q4Trends of Advertisers on iOS&AndroidInsight into Tool Application AdvertisingAndroid828iOS229Source:SocialPeta,based on data retrieved from backend data sourcesDate Range:2021/1

326、2022/1254%46%Percentages of Advertisers24%76%Percentages of Creatives1WhatsApp MessengerMeta2FunStoryJunjie Zhang3SpeeddSpeedd srl4Google AuthenticatorGoogle5GreenSpeedTHREE PANDA DIGITAL6BlueSpeedShaanxi Mei Te You Pin Network Technology7ImovelwebImovelweb Comunicacao S/A8HeroHero MotoCorp9Panvel F

327、arm cia e Perfumaria Panvel 10Scan PlayerShanghai Xinniao Information Technology Co.132Source:SocialPeta-APP Intelligence.Download and revenue data were from App Store,excluding data from the Chinese mainland;Date Range:2022/12022/12Tool TOP Application Chart on iOSAdvertising ChartRevenue ChartDown

328、load Chart1GoogleGoogle2Google ChromeGoogle3Google AuthenticatorGoogle4gov.brFederal Government of Brazil5CleanupCodeway6Fonts ArtAIBY7Top WidgetsGuluoying Technology8TruecallerTruecaller9一一Cabinet Office10Sticker.lySNOW1CleanupCodeway2RobokillerTelTech3Phone CleanerKK Keyboard Studio4Smart CleanerB

329、P Mobile5冒険者冒険者超便利超便利SQUARE ENIX6Norton360NortonLifeLock7Fonts ArtAIBY8BurnerAd Hoc Labs9GetcontactGetverify10Codigo QRTinyLab1KeepBoosterAPPS INNOVA2KeepCleanAPPS INNOVA3SpeedboosterPRIME DIGITAL4FileMasterSmartVisionMobi5PoMelo File Explorer Android Does Team6RavoVPNFive Oceans E-Commerce7NoizzJOY

330、Y8One SecurityOne Dot Moblie Limited9Battery SaverAPPS INNOVA10VPN GOouou Zhou133Tool TOP Application Chart on AndroidAdvertising ChartRevenue ChartAdvertising Chart1QR Barcode ScannerGamma Play2SpeedboosterPRIME DIGITAL3NoizzJOYY4SHAREitSHAREit5VD BrowserDS tools6Google TranslateGoogle7TeraboxFlext

331、ech8File RecoveryFile Tech9ZarchiverZdevs10ShareKaroNikita Kapadia1Norton360NortonLifeLock2AVG AntiVirusSecurityAVG3AvastAvast4冒険者冒険者超便利超便利SQUARE ENIX5Pok mon HOMEPok mon6Norton Secure VPNNortonLifeLock7VirusBuster MobileTrend Micro8ESETESET9LastSeenWeb-Source10LookoutLookoutSource:SocialPeta-APP In

332、telligence.Download and revenue data were from Google Play,excluding third-party Android platforms;Date Range:2022/12022/12134Annual DownloadsFirst Advertising DateDeduplicated CreativesKeepCleanAPPSAPPS INNOVAINNOVA owned by IGGowned by IGG39.65M2019-11118MSource:SocialPeta,based on data retrieved

333、from backend data sources.Sorted based on the number of creatives after deduplication;Date Range:2022/12022/12KeepClean is a product that features mobile cleaning,memory optimization,anti-virus,super power saving,and other useful functions.Its publisher is APPS INNOVA.The launchof KeepClean marks the official entry of IGG into the tool application global market.Since 2022,KeepClean showed strong m