According to the Korean Association of Advertisements’ “A Study of Individual Consumers’ Advertising Exposures Per Day,” individual consumers have a daily exposure of 193.1 ads on average.
With those numbers in mind, let’s examine the current trends in mobile gaming advertisement as referenced by SensorTower’s Global Mobile Gaming Advertisement Trend Insight 2022.
Mobile Advertising Platforms
Among the countless mobile advertising platforms, 50% of video ads are mobile gaming advertisements. And of these video ads for mobile gaming advertisements, 77% appear on such major execution platforms as Unity, YouTube, ironSource, AdMob, Vungle, AdColony, etc.
Thus, it comes as no surprise that video ads are the primary category utilized in Mobile Advertising Platforms. Based on the statistics from AdColony, Snapchat, Vungle, nearly 100% of mobile gaming advertisements consist of video ads per these three major platforms. Compared to other platforms, playable ads account for 25% in AppLovin and ironSource. When it comes to in-stream ads, Chartboost and Pinterest tend to focus on these types of ads, and in the case of Chartboost, in-stream ads account for about 72%.
The Game Genre with the Strongest Competition in Mobile Advertisement
Hyper-casual mobile games are actively being promoted on mainstream advertising platforms in the US and Southeast Asia. In advertising on mobile games specifically, puzzle games have the strongest amount of competition in the regions of the US, Japan, the Republic of Korea, and Southeast Asia.
The genre of hyper-casual mobile games has shown to have a high advertising rate in AdColony and Meta’s Facebook and Instagram platforms in the US. In the Southeast Asian market, however, hyper-casual mobile games have a high advertising rate on the AppLoving and ironSource platforms.
Unlike hyper-casual games, in US, Japan, Korea, and Southeast Asian markets, mid-core mobile games have a higher rate of execution in AdMob and YouTube when compared to other platforms. This type includes some of the well-known strategy and management simulation games.
Compared to the US, the Republic of Korea, and Southeast Asia, Japan’s mid-core mobile gaming advertisement share skews higher. Staying in the region, conversely, the Korea’s hyper-casual and puzzle video games have a higher share in advertisements when it comes to casual mobile games.
Some Final Thoughts
Mobile gaming advertisements have become more sophisticated over the years and have proven they are one of the most effective methods in generating new revenue streams for mobile apps.
Many global developers are making substantial investments promoting their games to secure their place in the gaming market. As many game developers create new games with the hope of attracting gamers, there are hurdles to guaranteeing such a spot, and to create buzz across all platforms, mobile gaming advertisements have become mostly video ads. In fact, when analyzing the platforms mentioned here, video advertisements in mobile gaming make up about 90% of their shares.
As competition within the video game market continues to escalate, pressure to increase revenue is placed on game developers, as they find new and innovative ways to stay relevant through game advertisement executions, game localization, multilingual game voiceover, game testing, and global game management.
