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