PremiumThis white paper provides you with a precise analysis of mobile game & app industry data, observation of popular regions, precise channel advertising, advertising budget cost, and popular mobile game & app analytics for marketing
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What happened in the mobile game & app industry in the first half of 2022? As an answer to that, SocialPeta published its “H1 2022 Mobile Game & App Marketing White Paper", providing global insights to help people working in the mobile game & app industry with the globalization of their products.
This white paper provides you with a precise analysis of mobile game & app industry data, observation of popular regions, precise channel advertising, advertising budget cost, and popular mobile game & app analytics for marketing.
1. Overview of Global Advertising Market Data
● The total mobile game creatives had a decline of nearly 30% while light mobile games reported a YoY increase.
In January this year, the total number of global mobile app advertisers dropped to an all-time low of 83,400, with mobile game advertisers accounting for about 22.65%.
● Advertising market data: the total number of creatives dropped by nearly 30%, but there were significant increases in the advertisers in T2 & T3 markets.
H1 2022 saw a total of 15.8 million mobile game creatives, a YoY decline of nearly 30%. In terms of regions, Oceania and Europe reported declined trends in the number of advertisers, and all the other regions had increased advertisers, with significant increases in advertisers in T2 & T3 markets.
● Dropping in Europe and America, rising in the Asian-Pacific region: A YoY decline of nearly 30% in the total number of creatives.
H1 2022 saw over 4 million ad creatives for mobile apps (non-game), down 27% YoY, and over 130,000 advertisers, up 6.24% YoY.
Europe and America and China's mainland reported a significant decline in the number of app advertisers, down 44% YoY in China's mainland, down 15% YoY in Europe, and down 22% YoY in North America. The Asian-Pacific region (except China's mainland) recorded a significant increase in the number of app advertisers, among which, China's Hong Kong, Macao, and Taiwan regions had a YoY growth of nearly 40% in the number of advertisers.
For more data on different countries/regions, please download the full white paper.
2. Cost intelligence
● There was fierce competition in global advertising, and the USA had the highest advertising cost
Mobile games' advertising costs kept rising, with an average CPM of $19.31, up 18% MoM; an average CPC of $2.57, down 3% MoM; and an average CTR of 1.48%, up 7% MoM.
Among all countries/regions, the USA had the highest advertising cost for mobile games, with an average CPM of $27.54, CPC of $4.22, and CTR of 1.16%. In addition to the USA, CPM surpassed $25 in the 5 countries/regions including Australia, Japan, Hong Kong (China), and South Korea.
● Mobile app CPM increased by 64% MoM; 3 countries had a CPM of over $10
Overall, the advertising cost of mobile apps continued to rise in H1 2022, with an average CPM of $9.16, up 64% MoM; an average CPC of $0.93, up 181% MoM; an average CTR of 2.74%, up 22% MoM.
The US had the highest advertising cost for mobile apps, with an average CPM of $11.88, CPC of $1.8, and CTR of 2.79%. Three countries/regions including Australia and Singapore had a CPM of over $10. Singapore had the highest advertising cost in the Asia-Pacific region, followed by South Korea and Japan.
3. Trends of creatives
● Casual gameplays were key to creatives.
Strategy mobile games: the creatives were designed with lightweight gameplay, making it seem easy to play so as to attract more audiences to download the games.
The creatives released in H1 2022 were usually designed with lightweight gameplays, trying to attract more gamers by featuring “less difficult to start" and “entertaining".
● As the global demands for pan entertainment rose, short video, live streaming, entertainment platforms suffered from serious involution
TikTok, Bigo Live, and other short video apps, and live streaming platforms have changed Meta-platforms' dominant position, leading to fierce competition among thousands of live streaming platforms.
This report's data cover 72 countries/regions worldwide, with over 90 mobile marketing platforms across the world and totally over 1.2 billion mobile marketing creatives. You can download the full report to know more about the industry data and growth opportunities for mobile gaming & apps.
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