Entering the first half of 2023, we embarked on a magical adventure, delving deep into the secret garden of the overseas mobile gaming market. This time, our focus is on the dynamic interplay between the number of mobile games and advertising placements. The following narrative unveils the market's dynamics, analyzes the performance of different game genres, and shares corresponding advertising strategies.
1. A Whimsical Journey of Mobile Game Quantity and Advertising Volume:
In this enchanting journey, we discovered that the overseas mobile gaming market seemed to be immersed in similar fluctuations. From January to February, both the number of mobile games and advertising volume mysteriously "tumbled down the rabbit hole." However, with the arrival of March, the market miraculously "time-traveled," bouncing back rapidly. This momentum intensified in the following months, and by June, not only had it recovered but also surpassed the peak of December last year. Although June may have seen a lack of significant growth, possibly due to some games entering the late stage of the first-half promotion phase, the absolute values remained significantly higher than those of December last year, indicating that the vitality of the overseas mobile gaming advertising market is still thriving.
2. A Melange of Overseas Mobile Game Genres: The "Speedboats" of Light Products and the "Giant Ships" of Heavy Products
🌟 The "Mystical Map" of Advertising Share: Casual, puzzle, role-playing, and strategy mobile games, like four wizards, sit atop the market. Looking at the advertising share, casual, puzzle-solving, simulation, entertainment, and action games have higher proportions concerning the number of mobile games. Interestingly, casual and puzzle-solving mobile games have both a high number and a high advertising volume, indicating that these products, like "hide-and-seek masters," often playfully dominate the market. In contrast, role-playing and strategy games have a fixed user base and a longer product lifecycle, requiring more marketing investment. Consequently, their advertising share is much higher than the proportion of mobile games.
3. The Main Media Stage's Feast of Mobile Game Advertising: Advertising Alliance Media is the "Swiss Army Knife"
🎭 The "Spectacular Plot" of Different Media: In the advertising drama of the first half of 2023, 52.9% of mobile game ads will be staged on social media, while a whopping 96.8% will choose the "magical theater" of advertising alliance media. This suggests that advertising alliance media is more suitable for different forms of mobile game advertising. On various media platforms, different game categories also have different "performances": on Facebook, ads for casual and puzzle-solving games top the charts, while AdMob sees strategy games as the most advertised category. Role-playing mobile games also shine on social platforms like TikTok and YouTube. Advertising alliance media platforms like AppLovin and Mintegral are the "hotspots" for brands in the middle and light categories.
4. The Magical Adventure of Role-Playing Mobile Game Advertising Volume:
🚀 The "Aerial Adventure" of Advertising Volume: The changing trend of advertising volume for role-playing mobile games mirrors the overall market, presenting an epic story of decline and subsequent ascent. However, during the decline, the reduction in advertising volume for role-playing mobile games was significantly higher than the overall level. In the subsequent growth period, except for March and June, the growth rate of advertising volume for role-playing mobile games was generally lower than the overall mobile gaming level, resulting in a continuous decline in its share in the overall market. By June, the advertising volume for overseas role-playing mobile games only accounted for 8.9% of the total, a 4% decrease compared to December 2022, indicating a weakening influence of the role-playing genre in the overall mobile gaming advertising market.
5. The Advertising Regional Adventure of Role-Playing Mobile Games: The Diminishing Glory of the Southeast Asian Market
🌍 The "Territorial Exploration" of Advertising: The Southeast Asian market remains the primary advertising placement market for overseas role-playing mobile games, accounting for 36.3% of the ads. However, influenced by the faster year-on-year growth in North America, Hong Kong, Macao, Taiwan, and Western Europe markets, the share of the Southeast Asian market has declined by about 1.7 percentage points. This seems to suggest a waning enthusiasm among advertising hosts for the Southeast Asian market. Western Europe experienced the most substantial increase, with a 6.1 percentage point year-on-year increase. Meanwhile, the Japanese and Korean markets saw the fastest decline, possibly due to intense competition leading to a decrease in the cost-effectiveness of advertising investments.
6. The Advertising Miracle of Strategy Mobile Games:
🔮 The "Time Gate" of Strategy Mobile Game Advertising: In the first half of the year, the advertising trends for overseas strategy mobile games were generally consistent with the overall mobile gaming market. Although there was a decline in January and February to varying degrees, with the market trend's recovery, the advertising volume of strategy mobile games as a proportion of the overall mobile gaming market remained relatively stable, usually ranging from 9.5% to 10.5%. This may be attributed to the long development cycle and high costs of strategy games, coupled with the lower fluidity of the player base, resulting in a relatively stable position in the overall mobile gaming advertising market.
7. The Advertising Journey of Desktop Mobile Games:
🎮 The "Steady Journey" of Desktop Mobile Game Advertising: Desktop mobile games performed steadily in overseas advertising placements, showing no significant fluctuations. In the first half of 2023, the advertising trends for desktop mobile games mirrored the overall market, both decreasing from January to February and gradually increasing month by month afterward. However, concerning the monthly month-on-month growth rate of advertising volume, desktop mobile games only surpassed the overall level in March and remained lower than the overall mobile gaming level thereafter. The advertising volume share reached 3.9% during the growth period from February to March but gradually declined due to slower growth in the later period.
Conclusion:
This enchanting journey through the overseas mobile gaming market undoubtedly presents a prosperous and vibrant panorama. Different types of mobile games each have their unique strengths in advertising placements, and the changes in market regions are as diverse as the landscapes on a continent. In this fairyland of advertising, strategy mobile games and desktop games seem like the "elders" in the market, maintaining relatively stable positions. However, advertisers, be prepared for the ever-changing market, always ready to embrace the next exciting adventure!
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