INTERNATIONAL_ Recently, the 2021 mobile game advertising white paper was published showing the situation of game marketing spending.
The data in this white paper covers 70 countries and regions around the world, a total of more than 70 mobile game marketing channels, giving us a clear view of the advertising development in the past year.
The release of this white paper is supported by reputable statistical and data consulting parties such as iResearch, Beluga Going to Sea, Independent, Roski, Game Grape, Game Gyro, advertising platforms AppLovin, Chartboost, Vungle as well as famous game companies Moonton Games, 9377 Games, Bike Games, Nanjing Wangjue and Wowwayu Technology, etc.
Spending by mobile game advertisers has slowed significantly, the report said, indicating a drop in sales for advertising game products.
Looking at the overall delivery situation in 2021, the number of advertisers and average delivery intensity in the second half of the year saw a marked decline. The average ad duration for each game is 32.5 days.
Among the products launched from Chinese companies abroad, the proportion accounts for nearly 70%. In terms of revenue, mobile game products such as Genshin Impact, PUBG Mobile, Arena of Valor… have very good results.
The good news is that the number of game advertisers in many regions has continued to grow, and the number of mobile games in North America has surpassed 41,000. The number of casual advertisers is the largest. While, Apple IDFA has a huge impact on the delivery of iOS advertisers.
White Paper that calculates game advertising data on Facebook, Instagram, Audience Network and Messenger; Google chain (Admob and YouTube) and Vungle platform for high performance and efficiency.
The US is the country with the largest number of advertisers for games, mainly casual games. The number of advertisers is over 400,000 – the highest in the world. Promotional game products in the casual, poker genre. In terms of download revenue, Roblox, Among Us, and Coin Master are the top performers in the country.
According to the report, China’s SLG game products are advertised abroad for a large proportion because this is a developed market for this game series, such as North America and Europe. In this context, many SLG game makers have started trying to gradually add new marketing campaigns to get their games to a higher number of users.