Main Highlights:
- SocialPeta, the world’s largest ad intelligence platform, has published its H1 2022 report on mobile games as well as non-game mobile applications.
- It provides you with a precise analysis of mobile game industry data in the first half of this year, as well as forecasts of future trends, based on global mobile marketing data.
- The statistics in this research span 72 countries/regions globally, with over 90 mobile marketing platforms and over 1.2 billion mobile marketing creatives.
In the first half of 2022, what happened in the mobile gaming industry? As a response, SocialPeta issued its H1 2022 Mobile Gaming Marketing White Paper, which provides worldwide insights to assist those working in the mobile game business with product internationalization.
SocialPeta, the world’s largest ad intelligence platform, has published its H1 2022 report on mobile games as well as non-game mobile applications. It compiles viewpoints from popular mobile platforms such as Snapchat, Chartboost, Liftoff, Vungle, Udonis, Mobidictum, Game Factory, and others. Furthermore, the data includes 72 nations and regions, as well as over 90 well-known ad channels throughout the world, and gives a precise study of mobile marketing data in the first half of this year.
It operates with the goal of providing insight into mobile marketing and future trend projections based on global mobile marketing data, popular region observation, precise channel advertising, advertising budget cost, and popular mobile game analytics for marketing.
This white paper combines lessons from dozens of firms, including Snapchat, Chartboost, Liftoff, Vungle, Udonis, Mobidictum, Game Factory, and others. It provides you with a precise analysis of mobile game industry data in the first half of this year, as well as forecasts of future trends, based on global mobile marketing data, popular region observation, precise channel advertising, advertising budget cost, and popular mobile game analytics for marketing.
Features of this Mobile Gaming & App Industry Report
- The research includes statistics from 72+ countries/regions’ marketplaces.
- It also covers mobile app trends across several platforms.
- Researchers extracted and discussed data pertaining to over 1.2 billion creatives while generating the study.
- It is designed to make the report understandable to both technical and non-technical readers.
Advertising market data overview
The total mobile game creatives had a decline of nearly 30% while light mobile games reported a YoY increase.
The overall number of worldwide mobile app advertisers fell to an all-time low of 83,400 in January of this year, with mobile game advertisers accounting for around 22.65%.
Data from the advertising market show that the total number of creatives fell by approximately 30%, while advertisers in the T2 and T3 sectors increased significantly.
In H1 2022, there were 15.8 million mobile game creatives, an almost 30% decrease year on year. Oceania and Europe showed declining trends in the number of advertisers, whereas all other areas reported increasing trends, with considerable increases in advertisers in T2 and T3 markets.
In types of advertised games, there was a much lower percentage of hard-core mobile game marketers and a significantly higher percentage of light mobile game advertisers.
Casual game advertisers accounted for 26.03% of total advertisers in H1 2022, a 4.7% increase year over year. As the epidemic was eventually managed, the percentage of hard-core mobile games decreased. RPG marketers ranked third over the same time period last year and fifth this year, after simulation and action games.
Analysis of national markets
Hyper-casual and puzzle mobile game advertisers accounted for over 40% of the USA
The white paper’s second section provides an overview of mobile game marketing in prominent countries/areas throughout the world, including China’s mainland and Hong Kong, Macao, and Taiwan locations, the United States, Japan, South Korea, Turkey, Southeast Asia, and other regions.
In the United States, for example, hyper-casual and puzzle game advertisers made for the largest share of almost 40%. Hard-core games, including SLGs and match-3 games, had the most total creatives by game category.
In terms of downloads, hyper-casual and mobile games based on PC game IPs performed particularly well, particularly [Diablo Immortal] and [Apex Legends Mobile]. Match-3 games and SLGs were more strong in terms of income.
Cost intelligence
there was fierce competition in global advertising, and the USA had the highest advertising cost
Mobile game advertising expenditures continued to rise, with an average CPM of $19.31, up 18% year on year; an average CPC of $2.57, down 3% year on year; and an average CTR of 1.48%, up 7% year on year.
The United States had the highest advertising expense for mobile games, with an average CPM of $27.54, CPC of $4.22, and CTR of 1.16%. CPM exceeded $25 in five countries/regions, including Australia, Japan, Hong Kong (China), and South Korea, in addition to the United States.
Trends of creatives
Casual gameplays were key to creatives. “less difficult” gameplay attracted more gamers
- Strategy mobile games: the creatives were built with lightweight gameplay, making it appear simple to play so that more people would download the games.
H1 2022 creatives were often built with lightweight gameplay, attempting to attract more gamers by incorporating “less tough to start” and “entertaining.” - RPGs: The creatives were generally short movies aimed at making the games a more popular topic of discussion on the platforms.
More information on popular game genres and case studies of successful games can be found in the complete report:
Mobile game industry trends
- The number of high-budget/high-quality mobile games was increasing, ushering in a new era of mobile phone gaming.
Activision revealed in H1 2022 that “Call of Duty: Warzone” will be turned as a brand-new AAA mobile version. During the new product launch event this spring, Apple picked the mobile game “Genshin Impact” to demonstrate product performance, and the game was classified as “AAA Game” in its slides. Perhaps more major game firms will announce intentions to create AAA mobile games, bringing the PC gaming experience to mobile devices.
- ACGN mobile games were more polished and mature, and they might become a worldwide sensation.
“Genshin Impact” remained the #1 global mobile game. The Japanese version of “Arknights” topped the App Store’s free game list on the first day of release, and its in-game events were well-received. According to the Chinese version of TapTap, there are about 145 games using “ACGN” features that are scheduled for release.
- 39% of gamers hoped to glimpse the metaverse.
According to Google’s “Mobile Insights Report 2022,” 39% of polled gamers want to see metaverse employed as a new technology in games. According to SocialPeta, Generation Z is the metaverse’s major audience and will adopt new metaverse games more quickly.
Conclusion
Finally, the statistics in this research span 72 countries/regions globally, with over 90 mobile marketing platforms and over 1.2 billion mobile marketing creatives.
If you want to learn more about the mobile gaming business in H1 2022 and comprehend the overall changing trend in the mobile game market.