1、1Q1 2023Insights into Global Mobile Game Marketing TrendsMOBILE GAMEMARKETING2 2SocialPetaWith SocialPeta,you can spy on your competitors ad data,and get ad data from networks,media,and advertisers around the world to inspire you.SocialPeta covers nearly 70 countries/regions andover 70 well-known ad

2、 channels worldwide,such as Facebook,Twitter,YouTube,TikTok,andUnity.We provide nearly 1.2 billion ad creatives,updating millions each day.Through duration,impressions,popularity,and interactions,we can quickly locate the active high-quality creativeswhich will be provided to you in real time to hel

3、p with your marketing plan.As one of the world-leading advertising and marketing platforms,SocialPeta boasts a hugedatabase and the experience of working with thousands of game companies and providing mobilegame workers with more practical methods in order to develop more popular games.https:/5.10 m

4、illionAPP advertisers1.3 billionad creatives1.20 milliondaily updates3Global Mobile GameMarketing Trends013Global Mobile Game Marketing of Top GenresCasual Game MarketingStrategy Game MarketingRPG MarketingSimulation Game MarketingCasino Game Marketing02CONTENTS03The USA Mobile Game MarketChinas HK,

5、Macao&TW MarketSoutheast Asian Mobile Game MarketMiddle Eastern Mobile Game MarketMobile Game Marketing in Hot Countries/Regions111722273239454853Global Mobile Game MarketingProportion of Mobile Game Creatives by GenreMobile Game Marketing in Different RegionsAdvertising Analysis on iOS&AndroidPropo

6、rtion of Game Ad Creatives by Type567894 4Insights into Global Mobile Game Marketing Trends015 5Insights into Global Mobile Game MarketingQ1 2023 saw nearly 50K advertisers with new creatives,accounting for over 92%Q1 2023 saw over 7.80 million new creatives,and new creatives had been accounting for

7、 over 65%ever since Q4 2022.Advertisers with new creatives in Q1 2023 accounted for 90%or more,with 1 new creative among every 3 creatives.Source:SocialPeta,based on data that were captured and analyzed.Date Range:Jan.2022-Mar.202390.67%89.87%89.61%93.14%92.22%87%88%89%90%91%92%93%94%0 K10 K20 K30 K

8、40 K50 K60 KQ1 2022Q2Q3Q4Q1 2023Advertisers with new creatives%New creatives advertisers in Q1 202348.9K，92.22%New creatives in Q1 20237.8M，67.01%60.24%59.50%56.88%67.76%67.01%40%45%50%55%60%65%70%0.0M1.0M2.0M3.0M4.0M5.0M6.0M7.0M8.0M9.0M10.0MQ1 2022Q2Q3Q4Q1 2023New creatives%6 6Proportion of Mobile

9、Game Creatives by GenreGenre%of AdvertisersYoY ChangeCasual29.16%+2.29%Puzzle12.07%+0.26%Simulation9.55%-0.02%Action7.96%+0.04%RPG6.04%-1.32%Casino5.22%+0.98%Arcade4.66%-1.07%Strategy4.5%-0.12%Card4.24%-0.22%Adventure4.17%-0.19%Genre%of CreativesYoY ChangeCasual32.68%+12.33%Puzzle12.12%-1.91%RPG9.01

10、%-2.02%Simulation8.57%-0.28%Strategy6.37%-2.28%Action5.99%-1.64%Casino5.3%-0.21%Card4.3%-0.7%Arcade3.21%+1.25%Adventure3.13%-1.7%Source:SocialPeta,based on data that were captured and analyzed.Date Range:Jan.2022-Dec.20227 7Insights into Mobile Game Marketing in Different RegionsNorth America had th

11、e highest average monthlyadvertisers.Chinas HK,Macao&TW regions,JP&ROK,andSoutheastAsia all had over 200 monthly creatives.Source:SocialPeta,based on data that were captured and analyzed.Date Range:Jan.2023-Mar.2023180 171 161 222 179 230 205 239 175 160 1401601802002202402600K2K4K6K8K10K12K14KNorth

12、 AmericaEuropeOceaniaSoutheast Asia South AmericaJP&ROKMiddle EastChinas HK,Macao&TWAfricaSouth AsiaMonthly advertisersMonthly creatives per advertiserMonthly advertisers in North America:12.7KNorth America had about 13K monthlyadvertisers,the highest among all regions,and30.6%higher than the No.2 r

13、egion,Europe.Monthly creatives in HK,Macao&TW:239HK,Macao&TW reported averagely 240monthly creatives per advertiser,immediatelyfollowed by JP&ROK and Southeast Asia.8 8Mobile Games Advertising on iOS&AndroidCreatives on Android started to rise,accounting for nearly 70%.Source:SocialPeta,based on dat

14、a that were captured and analyzed.Date Range:Jan.2022-Mar.2023Mobile game advertisers on iOS&Android in Q1 2023Average creatives for advertisers on Androidwere 32.3%more than those on iOS,andcreatives on Android always grew rapidly inQ1 for the last 3 years.Creatives on iOS in Q1 2023185Creatives on

15、 Android in Q1 202324529.78%,9.3 K31.56%,10.7 K36.39%,13.5 K38.00%,16.3 K30.31%,15.2 K70.22%,21.9 K68.44%,23.3 K63.61%,23.6 K62.00%,26.6 K69.69%,35.0 K0 K5 K10 K15 K20 K25 K30 K35 K40 K45 K2022Q1Q2Q3Q42023Q19 9Proportion of Game Ad Creatives by TypeSource:SocialPeta,based on data that were captured

16、and analyzed.Date Range:Jan.2022-Mar.2023Video 82.97%Image13.56%Playable2.17%Ohter1.30%97KImpressions per creativeon iOS:114.4KImpressions per creativeon Android:89.1KGenre with the highest impressions per creative:Board88.58%85.84%83.62%81.08%82.05%11.14%13.82%15.57%17.09%15.91%Q1 2022Q2 2022Q3 202

17、2Q4 2022Q1 2023Percentages of impressions of video and image creativesVideo creatives had the most impressions in Q1 2022Impressions of image creatives started a downward trendEstimated impressions per creativeQ1 2023Percentages of game ad creatives by type1010Insights into Global Mobile Game Market

18、ing of Top Genres021111Insights into Casual Game Marketing USA and South America had the highest MoM growth in advertisers in Q1,which were 10.28%and 9.26%,respectively.All regions recorded over 80%YoY growth in advertisers.Casual game advertisers increased globally,except in Middle East,and reporte

19、d the most significant increase.Source:SocialPeta,based on data that were captured and analyzed.Date Range:Jan.2022-Mar.202380.00%118.00%143.00%129.00%136.00%144.00%131.00%10.28%0.75%1.46%0.39%5.58%9.26%-2.21%-20%0%20%40%60%80%100%120%140%160%0200040006000800010000120001400016000USAJapanSouth KoreaC

20、hinas HK,Macao&TWSoutheast AsiaSouth AmericaMiddle EastChanges in the number of casual game advertisers in top countries/regionsQ1 2022Q4 2022Q1 2023YoY ChangeMoM Change1212Insights into Casual Game Marketing Global casual games achieved rapidly increasing downloads during the period of 2018-2021 an

21、d reported the first decline in downloads in 2022 as thepandemic influence started to fade.But downloads of casual mobile games are expected to rise again and remain on an upward trend in 2023.Downloads of casual mobile games had been increasing in India,Latin America,and Southeast Asia over the yea

22、rs.Casual mobile games:First decline in downloads6.27.3912.916.3172021.923.42525.905101520253020172018201920202021202220232024202520262027in billion USD(US$)Revenue trend of casual mobile games market8.39.211.21517.817.32123.224.826.127.205101520253020172018201920202021202220232024202520262027in bil

23、lion downloadsDownloads trend of casual mobile games market131BraindomMatchinghamGamesBrain Teaser2Hero ClashBingchuan NetworkCard3Bubble Shooter StarNewborn TownMatching4Bump PopRollicHyper-casual5Crowd Evolution!RollicHyper-casual61945ONESOFTArcade7Fill The FridgeRollicHyper-casual8Braindom 2Match

24、inghamGamesBrain Teaser9Solitaire 3D FishPolar Bear StudioPoker10OnnectZyngaMatching11945ONESOFTArcade2Block BlastHungry StudioPuzzle3Block PuzzleDoodle MobilePuzzle4Find Out EYEWINDBrain Teaser5GalaxigaONESOFTArcade6Water Sort PuzzleIEC Hyper-casual7Mob ControlVoodooHyper-casual8Royal MatchDream Ga

25、mesMatch-39ResortopiaDHGamesBusiness Simulation10英雄戰紀英雄戰紀-紅藍大作戰紅藍大作戰Bingchuan NetworkCard13Classic gameplays are always popularSource：SocialPeta-Advertiser AnalysisDate Range：Jan.2023-Mar.2023iOSAndroidBrain teaser and arcade games toppedthe chartOldgameplayswithsomechangesentered the chartRollic ha

26、d several casual games on the chart,withgameplays including“cloning balls”,“crowd evolution”,and“fill the fridge”.Its competitors Voodoo and Zyngaeach had a game on the chart,with gameplays being“hit gates”and“connection-based”,respectively.Theywere all classic gameplays with some changes.Video,86.9

27、6%Image,9.06%Percentages of creatives by typeVideoImageHTMLPlayable1414Habbys“Industrialized”New GamesSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2023-Mar.2023SSSnaker Habby621833iOSAndroidHabby is in a leading place with its

28、industrialized game development in gameindustry.Like its predecessor Survivor.io,SSSnaker doesnt have muchdifference from other games previously released by Habby in game UI,methodsof monetization,growth tree,and other designs.Meanwhile,SSSnaker includes the same“siege”mode as the io game SnakeOff.S

29、ince its release for Google Play on 13 March,SSSnaker had achievedover 5 million downloads on the platform as of 27 March.SouthKoreaMacao(China)JapanGermanyHongKong(China)FranceTaiwan(China)EnglandTop Counties/Regions by AdvertisingA real person appeared in the wayLive action stories+levels required

30、,which“forces”gamers to download the game and level up in orderto know more about the story.1515Roguelike+classic casual games=The next hit gameRouguelikehard-core gameplayIt can be traced back to 1970s with the following features:1.Random maps&buff2.No retractions3.Only one life4.Nonlinear progress

31、5.Simple UI6.Complex systemThe next hit gameHabbys universal formula is credited with developing several hit games:Classiccasual gamesInspiring old games,simple and easy to play but addictive:1.Puzzle bobble2.Parkour3.Breakout clone4.Hack and Slash5.Snake6.1616Some Popular Creatives of CasualGamesin

32、 Q1Classic film and television images,reenactment of life scenes and aggressive methods are used frequently,and the overall performance is goodSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2023-Mar.2023Attack HoleFill The Fridge

33、Block Blast Adventure MasterHOMA GAMESRollic GamesHungry Studio1717Insights into Strategy Game MarketingIn terms of strategy game advertisers in Q1,YoY growth was recorded basically in all countries/regions whileMoM growth was only reported in the USA and Southeast Asia.The greatest MoM growth happe

34、ned in the USA,about 6.41%.The market is fiercely competitive.Advertisers mainly invest in the United States,followed by SoutheastAsia.The overall increase in the number of advertisers is lower than other typesSource:SocialPeta,based on data that were captured and analyzed.Date Range:Jan.2022-Mar.20

35、2364.00%19.00%21.00%26.00%34.00%27.00%16.00%6.41%-5.71%-4.99%-4.33%1.03%-1.08%-7.96%-20%0%20%40%60%80%05001000150020002500USAJapanSouth KoreaChinas HK,Macao&TWSoutheast AsiaSouth AmericaMiddle EastChanges in the number of strategy game advertisers in top countries/regionsQ1 2022Q4 2022Q1 2023YoY Cha

36、ngeMoM Change1818Insights into Strategy Game Marketing Strategy games revenue growth slowed abruptly in 2022 to the same level as in 2021.Based on the data of Q1,strategy games revenue will be rising in 2023 and strategy games total revenue is expected to increase at an annual growth rate(compound a

37、nnual growth rate 2022-2027)of 6.42%.Most revenue was from China.Chinas strategy mobile games stood out in many markets,such as Evony-US,三國志-戰略版-JP,萬國覺醒-KR,and other games.Strategy games:A sharp decrease in revenue growth1313.51620.524.5252831333536051015202530354020172018201920202021202220232024202

38、520262027in billion USD(US$)Revenue trend of strategy mobile games market2.32.42.533.33.53.84.14.34.54.700.511.522.533.544.5520172018201920202021202220232024202520262027in billion downloadsDownloads trend of strategy mobile games market1919SLG dominated the chart,with a few strategy card gamesSource

39、：SocialPeta-Advertiser AnalysisDate Range：Jan.2023-Mar.20231The Grand MafiaYotta GamesSLG2Last FortressIM30SLG3EvonyTOP GAMESSLG4Lords MobileIGGSLG5Mafia CityYotta GamesSLG6The AntsStarUnionSLG7Rise of EmpiresIM30SLG8謀攻：天下為局謀攻：天下為局GacrazeSLG9Tower BrawlDOMO ZOOStrategy Card10State of SurvivalFunPlus

40、MMOiOSAndroid1Mighty PartyPanoramik GamesStrategy RPG2Lords MobileIGGSLG3The AntsStarUnionSLG4Age of ApesTap4FunSLG5 Quc Qut KhiVNMocGameSLG6Nonstop Game:3D RPGSeven PiratesIdle7The Grand MafiaYotta GamesSLG8MARVEL SNAPNuverseDigital collectible card9EvonyTOP GAMESSLG10Warpath:Ace ShooterLilith Game

41、sSLGChinese SLG dominated the chartAdvertising is in great competitionQ1s strategic advertising is basically dominated by overseas versions of Chinese games Besides the old SLGs.Nuverses digital collectible card game MARVEL SNAP ranked No.8 on the chart.Developed based on a Marvel IP and by the same

42、 team of Hearthstone,MARVEL SNAP appeared on the App Store chart of top 10 free games in 69 countries/regions upon its release.Video,86.87%Image,12.32%of creativesby typeVideoImageHTMLPlayable2020Sea adventure game won great popularity through mini-game advertising Source:SocialPeta-Ad Display,displ

43、aying the new and relatively popular creatives within the date range.Date Range:Jan.2023-Mar.2023Stormshot FunPlusRole MockingThe anchor talks to himself,guides users to pay attention to the role mocking after failure,and stimulates players to transform after substituting themselvesUSACanadaGermanyA

44、ustraliaEnglandTop Counties/Regions by Advertising479661iOSAndroidStormshot is a SLG featuring pirates and treasure hunting.The game is based on the novel“Treasure Island”and combines simulation with firing bullets in its light gameplay.Before that,some games tried to use mini-game strategies but th

45、ey didnt work well.Because of the style of painting and copies of Stormshot,it is more natural for them to adopt the mini-game strategy.2121Insightsinto Strategy Game MarketingSome classic scenes from films or tv series were used in the creatives,such as chasing in Resident Evil,and biomechanical hu

46、manoid mechas named EVA.Source:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2023-Mar.2023Primitive EraNations of DarknessDoomsday:Last Survivors37GamesStarUnionIGG2222Insights into RPG Marketing Q1 saw a decline in RPG advertisers MoM

47、 in most regions,except USA and Southeast Asia which reported a MoM growth of 0.16%and 0.67%,respectively.The market cooled down and experienced a decline greater than any other marketsSource:SocialPeta,based on data that were captured and analyzed.Date Range:Jan.2022-Mar.202340.00%13.00%14.00%17.00

48、%21.00%14.00%12.00%0.16%-11.02%-2.03%-7.57%0.67%-5.51%-10.54%-20%0%20%40%60%80%050010001500200025003000USAJapanSouth KoreaChinas HK,Macao&TWSoutheast AsiaSouth AmericaMiddle EastChanges in the number of RPG advertisers in top countries/regionsQ1 2022Q4 2022Q1 2023YoY ChangeMoM Change2323Insights int

49、o RPG Marketing In 2022,revenue of RPGs started to decline by about 16%.Downloads of RPGs in 2022 remained nearly unchanged as last year,because of the pandemic and the significant increase in R&D cost of RPGs.Based on the data of Q1 2023,revenue of RPGs is expected to rise.For each market,the local

50、 RPGs contributed the most revenue,for example Puzzles&Survival-US,賽馬娘-JP,and Lineage W-KR.RPGs:First decline in revenue2.93.546.38.38.810.311.712.713.514.2024681012141620172018201920202021202220232024202520262027in billion downloadsDownloads trend of RPGs market34.639.744.861.971.760.271.58598.5108

51、113.502040608010012020172018201920202021202220232024202520262027in billion USD(US$)Revenue trend of RPGs market2424Internationalization of MMOs is gaining momentumKoreas breakout is imminentSource：SocialPeta-Advertiser AnalysisDate Range：Jan.2023-Mar.20231Epic HeroesBingchuan NetworkIdle2Mighty Part

52、yPanoramik GamesStrategy RPG3暮色雙城暮色雙城SpringGameMMO4花舞宮廷花舞宮廷Origin MoodPalace Intrigue5靈蛇奇緣靈蛇奇緣Doki StudioMMO6Demon HunterjjgamesMMO7Rage MageModo GlobalRPG8Survivor.ioHabbyZombies9Summoners WarCom2uSMMO10 SpringGameMMOiOSAndroid1卡利茲傳說卡利茲傳說Game BeansMMO2Mighty PartyPanoramik GamesStrategy RPG3暮色雙城暮色雙

53、城SpringGameMMO4Revelation:Thi n DVNGMMO5Demon HunterjjgamesMMO6Airship KnightsSuperPlanetIdle7靈蛇奇緣靈蛇奇緣Doki StudioMMO8花舞宮廷花舞宮廷Origin MoodPalace Intrigue9Rage MageModo GlobalRPG10Summoners WarCom2uSMMOThere are many products from Hong Kong,Macao and Taiwan of China Fierce competition in fantasy and fa

54、iry tale themesGame Beans 卡利茲傳說 and Bingchuan Networks EpicHeroes topped the advertising chart of RPGs in Q1.MMO games occupied most of the spots on the chart.SpringGame had several games on the chart and started torelease new games in South Korea after a long time in HongKong,Macao,and Taiwan.Video

55、,72.32%Image,20.61%of creativesby typeVideoImageHTMLPlayable2525Warm-up for New Games:massive media buying+plenty of rewardsSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2023-Mar.2023卡利茲傳說卡利茲傳說 Game Beans20782092iOSAndroidIn Nov

56、ember 2022,Game Beans,the game publisher in Taiwan(China),announcedits plan to launch the mobile game 卡利茲傳說 in Chinas HK,Macao&TWregions.The game started its pre-registration on 27 December,2022 and waslaunched in Chinas HK,Macao&TW regions on 31 January,2023.According to information online,the game

57、 was developed by Zlongame.龍之國物語,the games version for Chinas mainland,was launched in March 2022 and soontopped the iOS free games chart in China.It stayed on the iOS chart of top 10 best-selling games for a whole week,raking in over RMB 300 million on iOS alone.Playing the game with beautiful stre

58、amersA well-known local female streamer live-streams herself playing the game,attracting gamers with her sexy body shape and pretty face,and live gaming scenes.Taiwan(China)Hong Kong(China)Macao(China)Top Counties/Regions by Advertising2626Some Popular New RPGs in Q1The frequency of live-action mate

59、rials is high,and the main ideas are classic sneak attack plots,anchor recommendations and game scene reproductionsSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2023-Mar.2023馬賽克英雄馬賽克英雄:Summoners WarMore2GameKingnet TechnologyCom

60、2uS2727Insights into Simulation Game Marketing Number of advertisers in Q1 grew by over 50%YoY in all regions.In addition to the United States,the number of advertisers in Q1 also increased from South America and Southeast Asia,which were 5.65%and 2.29%respectively.South America outcompeted Southeas

61、t Asia and became the one with the second highest growth in simulation game advertisers.Source:SocialPeta,based on data that were captured and analyzed.Date Range:Jan.2022-Mar.202379.00%59.00%66.00%67.00%80.00%84.00%68.00%8.30%-0.89%-1.91%-1.41%2.29%5.65%-4.21%-10%0%10%20%30%40%50%60%70%80%90%050010

62、00150020002500300035004000450050005500USAJapanSouth KoreaChinas HK,Macao&TWSoutheast AsiaSouth AmericaMiddle EastChanges in the number of simulation game advertisers in top countries/regionsQ1 2022Q4 2022Q1 2023YoY ChangeMoM Change2828Insights into Simulation Game Marketing Simulation games revenue

63、and downloads in 2022 remained almost unchanged compared to 2021.Simulation games total revenue is expected to increase at an annual growth rate(compound annual growth rate 2022-2027)of 6.12%.The market size is expected to reach to$2666 million in 2077.There were also outstanding simulation games in

64、 China,such as 商人放浪記,摩爾莊園,and 富甲江戶城.Simulation games:Revenue and downloads are roughly flat8.910.612.415.318.318.7212324.525.726.705101520253020172018201920202021202220232024202520262027in billion USD(US$)Revenue trend of simulation mobile games market7.48.39.211.512.812.914.415.916.817.518024681012

65、1416182020172018201920202021202220232024202520262027in billion downloadsDownloads trend of simulation mobile games market291Fill The FridgeRollicHyper-casual2DragonscapesAdventureCentury GamesFarm3歡樂大東家歡樂大東家EWORLDBusiness Simulation4ChaptersCrazy Maple StudioInteractive Novel5Travel Center TycoonSON

66、OWIdle6Idle Office TycoonWarrior GamesIdle7ASMR SalonSimBOXBeauty Makeup8Pressure Washing RunRollicHyper-casual9TownshipPlayrixFarm10Build Master:MarsVilleFirstFunBuilding1花舞宮廷花舞宮廷Origin MoodPalace Intrigue2The AntsStarUnionSLG3歡樂大東家歡樂大東家EWORLDBusiness Simulation4戀戀清庭戀戀清庭:邂逅邂逅Ludoo GamesPalace Intri

67、gue5Last FortressIM30SLG6ResortopiaDHGamesBusiness Simulation7Used Car Tycoon GamesHunDong GameIdle8DragonscapesAdventureCentury GamesFarm9Idle Office TycoonWarrior GamesIdle10買樓吧哥哥買樓吧哥哥Leyo GameIdle29New games inspired by relaxing short videosSource：SocialPeta-Advertiser AnalysisDate Range：Jan.2023

68、-Mar.2023iOSAndroidIncrease in casual simulation gamesBusiness simulation games had steady ad creativesIn Q1,Origin Moods 花舞宮廷 and Rollics Fill The Fridge topped the simulation games chart of advertising.According to SocialPetas data,its obvious that relaxing simulation games had been increasing in

69、recent years.For example,Pressure Washing Run,a Rollic game about washing floors,which was also on the Q1 chart of advertising.Video,83.21%Image,8.44%of creativesby typeVideoImageHTMLPlayable30*Winter apocalypse survival games were trendySource:SocialPeta-Ad Display,displaying the new and relatively

70、 popular creatives within the date range.Date Range:Jan.2023-Mar.2023Frozen City Century Games400876iOSAndroidCentury Games released a business simulation game Frozen City in December2022.The game is set in an ice and snow apocalypse where gamers as themanager of the last sanctuary in the world shou

71、ld protect all the people there.The games creatives show that the game was inspired by the previously popularcreative“fix the house”.Only the misery is increased from“frozen stiff”to frozeninto death”.USAEnglandFranceSingaporeItalyMalaysiaSouthKoreaGermanyTop Counties/Regions by AdvertisingStupid mo

72、ves leading to a failureDeliberately fail the game by making the wrong choices,in order to lure the audience into downloading the game.3131Some Popular Creatives of Simulation Games in Q1Relaxing creatives about popping pimples and pedicures are popular in the simulation games.Celebrityendorsers hav

73、e great advertising effects in the local simulation game market.Source:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2023-Mar.2023DragonscapesAdventureMakeover Studio社長！社長！Century GamesLIHAOEWORLD3232Insights into Casino Game Marketing

74、Casino game advertisers reported the highest YoY growth in South America.However,because of the re-opening of offline places,casino game advertisers declined MoM in South Korea,the Middle East,and Chinas HK,Macao&TW.America,Southeast Asia,and South America were the target markets of casino advertise

75、rs.Source:SocialPeta,based on data that were captured and analyzed.Date Range:Jan.2022-Mar.2023106.89%48.57%50.32%28.64%114.66%181.23%57.07%15.30%0.58%-0.21%-3.85%28.52%31.33%-0.17%-50%0%50%100%150%200%0200400600800100012001400160018002000AmericaJapanSouth KoreaChinas HK,Macao&TWSoutheast AsiaSouth

76、AmericaMiddle EastChanges in the number of casino game advertisers in top countries/regionsQ1 2022Q4 2022Q1 2023YoY ChangeMoM Change3333Insights into Casino Game Marketing After the significant decline in 2020,revenue from casino games remained steady growth from 2021 to 2023.The total revenue of ca

77、sino games isexpected to grow at an annual growth rate(compound annual growth rate 2022-2027)of 7.04%and the market size is expected to reach$1.42 billion in2027.On the advertising chart of the top 10 casino games,slot games occupied 6 spots,followed by casual casino games and poker/card games.Among

78、 allcasino games with active creatives,a majority of them were slot games.Casino mobile games:Steady revenue growth456.578.89.511121313.514.5024681012141620172018201920202021202220232024202520262027in billion USD(US$)Revenue trend of casino mobile games market0.90.90.951.11.151.11.31.41.51.551.600.2

79、0.40.60.811.21.41.61.820172018201920202021202220232024202520262027in billion downloadsDownloads trend of casino mobile games market34*Distribution of different types of casino gamesIn terms of types,slots,Bingo,and poker were the most popular across the world.However,Chinas HK,Macao&TW regions focus

80、ed more on mahjong and fishing.HK,Macao&TWMahjongSlotsFishingAfricaBingoPokerSlotsNorth AmericaBingoSlotsPokerPlay-to-EarnOceaniaSlotsPokerEuropeSlotsBingoPokerSouth AmericaSlotsBingoPokerSouth AsiaPokerSlotsBingoMiddle EastSlotsPokerSoutheast AsiaPokerSlots351Jackpot WorldBole GamesSLOT2Lucky Tongi

81、tsHighLight StudioCard3Teen Patti SattaChristian VernonCard4Coin MasterMoon ActiveSLOT5Crazy FoxASTAK TECHSLOT6Tongits GoSpirejoy SGCard7Jackpot Master SlotsZeroo Gravity GamesSLOT8Megaways GonzoDavid Moreno CordonSLOT9Cash Club CasinoBole GamesSLOT10Cash Tornado SlotsZeroo Gravity GamesSLOT1Jackpot

82、 WorldBole GamesSLOT2Bingo AlohaCentury GamesBingo3First GamesPaytm Mobile SolutionsSports4Solitaire-Klondike SolitaireDoodle MobileCard5Vegas HitWowspin Technology LimitedSLOT6JackpotlandBetta GamesSLOT7Four Winds Online Casino MlFourWindsSLOT8RummyCirclePLAY GAMES24X7 PVT.LTD.Card9Cash FrenzyBole

83、GamesSLOT10Jackpot Master SlotsZeroo Gravity GamesSLOT*With massive advertising and increasing buyings,old gamesseized all spots on the chartSource：SocialPeta-Advertiser AnalysisDate Range：Jan.2023-Mar.2023iOSAndroidSlots dominated the chart,forcing card&sports games to try new waysAs Bole Games hit

84、 game,Jackpot World has beenon the top chart of advertising.According to the datacaptured by SocialPeta,the game had about 11Kdeduplicated creatives in total in Q1 2023.Other Chinese game companies on the chart:CenturyGames,Doodle Mobile,Betta Games,and ZerooGravity Games.Video,46.93%Image,38.66%of

85、creativesby typeVideoImageHTMLPlayable36*Classic Bingo,with a complex increaseSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2023-Mar.2023Bingo Blitz Playtika103622iOSAndroidBingo Blitz,a mobile casino game under the Playtika,can

86、 be considered thehighest-grossing bingo game globally.With outstanding social gameplay andaggressive promotion on social platforms such as Facebook,along withcontinuous iterations of its own gameplay.Bingo Blitz is dominated by bingo play,supplemented by casual and social.Nowadays,Bingo Blitz is st

87、ill the top revenue earner in the bingo gamecasino hand game category 11 years after its release.PuzzleRacingToolsTravelLifestyleBoardCasualTop Media of AdvertisingLive-action stories+great prizesThe female players exaggerated expression at themessage of winning is very eye-catching.Then thewaiter t

88、alks just in time to lead to downloading thegame.The story feels real but also full of drama.The conversion rate is unbelievably high.37*Some New Casino Games in Q1Game demo playing,message of winning,news broadcasting,and other live-action creatives,are moreconvincing and tempting.Source:SocialPeta

89、-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Jan.2023-Mar.2023Golden Slots PartyPharaohs GainTeen Patti KingbigoneGameStudioonindusocutean_MumbaiPanda38*Insights into Mobile Game Marketing in Top Countries/Regions0339*Insights into American MarketE

90、stablishedin2008,thecompany has many classic IPsincluding“Warcraft”,“Call ofDuty”,and“Diablo”.Establishedin2010,thecompanyisgoodatdeveloping AR games basedon well-known IPs.Establishedin2007,thecompany focuses on socialgames and casino games.40*Observation of Top Game Genres in America As a major ad

91、vertiser in theAmerican market,puzzle games have been replacing casual games as the most cost-effective game genre.Both simulation games and RPGs have been doing great in terms of downloads,revenue,and advertising.Source：SocialPeta-APP Intelligence;collecting data of regional advertising,and data of

92、 downloads and revenue from App Store&Google PlayDate Range:Jan.2023-Mar.202330%13%10%9%5%33%Top game genres by advertisingCasualPuzzleSimulationActionRPGOther19%14%13%10%10%34%Top game genres by revenueRPGStrategyPuzzleSimulationCasinoOther19%15%13%12%9%32%Top game genres by downloadsPuzzleCasualAc

93、tionSimulationArcadeOther41*Insights into American Mobile Game Market Puzzle,chess&card,and strategy games were the highest-grossing inAmerica.In terms of downloads,hyper-casual mobile games accounted for 34%in the American market,much higher than any other game genres.American mobile game market:th

94、ere was a slowdown in spending growth of American mobile game users in the post-pandemic era22.528.537.54558.565.574828893.59802040608010012020172018201920202021202220232024202520262027in billion USD(US$)Revenue trend of American mobile games market5.15.366.27.288.89.51010.51102468101220172018201920

95、202021202220232024202520262027in billion downloadsDownloads trend of American mobile games market42*Analysis of Top Mobile Games Advertising in AmericaSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date range.Date Range:Feb.2023-Mar.2023Street Fighter:Due

96、l A PLUS JAPANGame intro:licensed by Capcom,the first RPG on mobile in the“Street Fighter”series.Gameplay:Action+RPGArt style:3D cartoonGame genre:classic Japanese action game seriesTop Media of AdvertisingRole Mocking,Pursue the commonfeelingThe streamer talks about himself,guiding usersto focus on

97、 the role of mockery after failure,inspiring players to convert after substitutingthemselves326442Games Advertising TrendiOSAndroid43*Some New Games in AmericaAmong all simulation games,the more outstanding ones were collection and training games and businesssimulation level-up games.Source:SocialPe

98、ta-App intelligence,displaying the newly released and outstanding games in America within the date range.Date Range:Jan.2023 Mar.2023NBA All-WorldHappy HospitalCat Snack BarBasketball+ARDoctor+SimulationCats+Simulation4444Insights into Mobile Game Market of Chinas HK,Macao&TW regionsEstablished in 1

99、991,thecompanyfocusesoncasino and arcade gamesEstablished in 2016,thecompany focuses on RPGsand publishing in HongKong,Macao,and TaiwanEstablished in 2008,thecompany focuses on casinoand publishing in HongKong,Macao,and Taiwan4545Observation of Top Game Genres in Chinas HK,Macao&TW Same as in South

100、Korea,RPGs stood out in HK,Macao&TW and became the game genre contributing the highest share of revenue and downloads.Fewer casual and puzzle games ad creatives were released and the top games by downloads were of more complicated game genres.Revenue of RPGs accounted for the highest.Top games by do

101、wnloads were of various genres.Source：SocialPeta-APP Intelligence;collecting data of regional advertising,and data of downloads and revenue from App Store&Google PlayDate Range:Jan.2023-Mar.202332%13%10%9%8%29%Top game genres by advertisingCasualPuzzleSimulationRPGActionOther41%16%10%6%6%21%Top game

102、 genres by revenueRPGCasinoStrategyAdventureCardOther18%14%12%8%8%40%Top game genres by downloadsRPGCasualPuzzleAdventureSimulationOther4646Analysis of Top Mobile Games Advertising in Chinas HK,Macao&TWSource:SocialPeta-Ad Display,displaying the new and relatively popular creatives within the date r

103、ange.Date Range:Jan.2023-Mar.2023馬賽克英雄馬賽克英雄 More2GameGame intro:It applies the art style of retro pixel,featuring real-time battlecard,RPG,and roguelike.The game helped its developer More2Gameoccupy a share of the market.The game was on the iOS free game charts inHong Kong,Macao,and Taiwan upon its

104、release,and grossed over$50million in January.Gameplay:Card RPGGame genre:pixel&adventureAudienceNetworkFacebookMessengerInstagramAdmobYouTubePangleOtherAdvertising platforms for the last 90 days7871174Advertising Trendin Chinas HK,Macao&TWiOSAndroidPerks display+Real people endorsementLike traditio

105、nal RPGs marketing,the gamechose to hire an endorser to promote the gamewhen it was released in HK,Macao&TW.Andthe in-game gacha perks were also key to itsadvertising effect.4747Some Popular New Games in Chinas HK,Macao&TWAmong all new games in Chinas HK,Macao&TW,MMO games were the most competitive

106、genre,and also releasedrelatively more ad creatives.Besides,new games of female-oriented,card anime styles were also popular in Chinas HK,Macao&TW.Source:SocialPeta-App intelligence,displaying the newly released and outstanding games in Chinas HK,Macao&TW within the date range.Date Range:Jan.2023-Ma

107、r.2023 星球：重啟星球：重啟暮色雙城暮色雙城代號鳶代號鳶Sci-fi MMOXianxia MMOFemale-oriented and featuring the Three Kingdoms4848Observation of SoutheastAsian Mobile Game MarketEstablishedin2009,thecompany focuses on shooterand publishing games.Establishedin2010,thecompany focuses on shooterand hyper-casual games.Establishe

108、din2004,thecompanyisgoodatpublishinggamesinSoutheast Asia.4949Observation of Top Game Genres in Southeast Asia The whole Asian-Pacific region favored RPGs.Southeast Asia spent the most effort on marketing.And RPGs contributed the highest percentage of revenue.Action and arcade games stood out with t

109、heir downloads.Loca developers,especially Vietnamese developers were very good at hyper-casual games.RPGs spent more effort in marketing.Top games by downloads were mostly casual gamesSource：SocialPeta-APP Intelligence;collecting data of regional advertising,and data of downloads and revenue from Ap

110、p Store&Google PlayDate Range:Jan.2023-Mar.202333%13%9%9%8%28%Top game genres by advertisingCasualPuzzleRPGSimulationStrategyOther29%23%14%10%5%19%Top game genres by revenueRPGStrategyActionCasinoAdventureOther16%15%13%12%12%32%Top game genres by downloadActionArcadePuzzleCasualSimulationOther5050In

111、sights into SoutheastAsian Mobile Game Market Southeast Asia is the fastest-growing region for mobile game revenue.The mobile game revenue will increase by about 90%during 2020-2023,farbeyond the global average growth.In Southeast Asia,its obvious thatAndroid downloads and revenue accounted for high

112、er percentages and grew faster than iOS.Shooter and MOBA games were the most popular in Southeast Asia.Casual games also contributed a fair share to the mobile game download ofSoutheast Asia.Southeast Asian mobile game market:One of the regions with the fastest revenue growth1.001.271.742.082.783.56

113、3.984.284.514.785.010.001.002.003.004.005.006.0020172018201920202021202220232024202520262027in billion dowloadsRevenue trend of Southeast Asian mobile game market2.943.364.055.276.497.508.359.059.6410.1310.530.002.004.006.008.0010.0012.0020172018201920202021202220232024202520262027in billion dowload

114、sDownload trend of Southeast Asian mobile game market5151Analysis of Top Mobile GamesAdvertising in Southeast AsiaSource:SocialPeta-Advertiser Analysis;real-time monitoring of advertisers advertising performance,based on data retrieved from backend data sources.Mobile Legends:Bang Bang MOONTONGame i

115、ntro:Mobile Legends:Bang Bang(MLBB)is widely known inSoutheast Asia.In September last year,the game was chosen for Esports atthe 2022 Southeast Asian Games for the third time.And great public attentionwas drawn to MLBB Tournament in Southeast Asia.Gameplay:MOBAGame genre:fantasyAdmobTikTokFacebookIn

116、stagramAudienceNetworkMessengerYouTubeOtherAdvertising platforms for the past 1 year7572461Global Advertising TrendiOSAndroidWork with TikTok in publicizing MLBB TournamentThe game released significantly more creativeson TikTok in 2023.It greatly enhanced itsinfluence in Southeast Asia with the help

117、 ofUGC and tournament-related content.5252Some Popular New Games in Southeast Asia in Q1Most of the popular new games in Southeast Asia are developed by Chinese and Korean companies,most of whichare MMORPG games.It is worth mentioning that we must pay attention to each countrys language and cultural

118、 characteristics,and wecannot generalize them.Source:SocialPeta-App intelligence,displaying the newly released and outstanding games in Southeast Asia within the date range.Date Range:Jan.2023-Mar.2023Revelation MobileSummoners War:ChroniclesCall of DragonsChinese popular IPMMOA sequel to the famous

119、 card games MMOCartoon fantasy SLG5353Observation of Middle East Mobile Game MarketEstablished in 2016,thecompany focuses on boardand social games.Established in 2011,thecompanyfocusesoncasualandsimulationgamesEstablished in 2004,thecompany focuses on puzzlegames.5454Observation of Top Game Genres i

120、n Middle East Strategy games contributed the highest percentage of revenue,accounting for over 30%,and most of the games were from Chinese companies.The local gamers also love games with action and shooter elements,a typical example of which is PUBG Mobile.Strategy games reported outstanding revenue

121、.PUBG Mobile was very popular.Source：SocialPeta-APP Intelligence;collecting data of regional advertising,and data of downloads and revenue from App Store&Google PlayDate Range:Jan.2023-Mar.202334%15%9%8%7%27%Top game genres by advertisingCasualPuzzleSimulationStrategyActionOther30%14%11%10%10%25%Top

122、 game genres by revenueStrategyActionRPGBoardCasualOther18%16%12%9%9%36%Top game genres by downloadsArcadeCasualActionPuzzleSportsOther5555Insights into Middle Eastern Mobile Game Market Analysis of UAEs mobile game market:It had the widest coverage of internet in Middle East and a majority of mobil

123、e games were male-oriented.Analysis of Saudi Arabian mobile game market:More paying players and mid-core and hard-core games were the highest-grossing.Analysis of Turkish mobile game market:Rapid growth in mobile game market size,revenue,and usersgaming time.Analysis of Egyptian mobile game market:A

124、n emerging market that mobile game companies across the world competed for.Middle Eastern mobile game market:Steady growth in the spending of Middle East mobile game users0.870.951.251.632.152.392.733.023.263.463.630.000.501.001.502.002.503.003.504.0020172018201920202021202220232024202520262027in bi

125、llion USD(US$)Revenue trend of Middle East mobile game market1.071.872.273.334.235.105.776.336.787.197.520.001.002.003.004.005.006.007.008.0020172018201920202021202220232024202520262027in billion downloadsDownload trend of Middle East mobile game market5656Analysis of Top Mobile GamesAdvertising in

126、Middle EastSource:SocialPeta-Advertiser Analysis;real-time monitoring of advertisers advertising performance,based on data retrieved from backend data sources.Yalla LudoYallaGame intro:Game intro:Yalla Ludo is a popular platform in Middle Eastthat allows you to have real-time voice chat and play Lud

127、o or Domino withyour friends online.Combined with voice chat service,the game is also asocial platform.Gameplay:airplane chess+Chinese dominoesGame genre:board,casualMessengerAudienceNetworkInstagramFacebookPangleAdmobVungleOtherAdvertising platforms for the past 1 year2833752Global Game Advertising

128、 TrendiOSAndroidSocial is a key element to game marketingHaving started as social service,Yalla finds itsimportant to add social elements to its marketing.Besides the creative showing a phone calling,therere also creatives about asking friends in achatting room to play games together.5757Some Popula

129、r New Games in Middle East in Q1Most of the popular ones are hyper-casual games,and games with competitive elements are more popularwith local players.No new mid-core and hard-core games stood out in Middle East.Most top mid-core and hard-core gameswere from global companies.Source:SocialPeta-App in

130、telligence,displaying the newly released and outstanding games in Middle East within the date range.Date Range:Jan.2023-Mar.2023Avatars SagaHoarding and CleaningAmmo FeverAnime-style MMOHyper-casualHyper-casualBroadPlatform,coverage of countries/regions,analysis dimensionsLargeData sizeRapidData upd

131、atingIn-depthIntelligent recommendation,self-developed algorithmOver 1.3 billion advertising dataCovering 5.1 million advertisersMultidimensional in-depth analysis of productsExclusive data and traffic intelligenceCovering 70 countries/regions and over 70 channels worldwideUpdated hourlyOver 1 milli

132、on ad data are updated each daySocialPeta-the worlds leading advertising and marketing platformProvide real-time updates of global market trends,and insights into competitors advertising data,promotion/monetization strategies,and cost-efficient ways toacquire global 90%of top companies have chosen to use“SocialPeta”Follow SocialPeta on LinkedIn for more latest information and insightful reports about mobile apps61THANKS2 0 2 3 Q 1 G L O B A L M O B I L E G A M E M A R K E T I N G R E P O R T廣大大