2021 Mobile Games Advertising White Paper

1. Global media buying increase by 64% in 2021

In 2021, more than 11.7 million mobile gaming ads were fetched, a YoY increase of 64%. With the update of the iOS14.5 IDFA privacy policy, the market share of iOS shrank 18 pct and dropped to 21% in 2021 while Android surged from 61% in 2020 to 79% in 2021.

Source: App Growing Global, a leading mobile ad intelligence platform. China mainland data is not included.

2. Casual games were the largest advertiser, with an increase of more than 200%

The media buying of casual, racing, arcade, action, and card mobile games increased rapidly and exceeded 150% compared with 2020.

Source: App Growing Global, a leading mobile ad intelligence platform. China mainland data is not included.

3. Global mobile games advertising occupied in Tier 1 countries

It is worth noting that the United States accounts for 8.2% of media buying share, far exceeding the share of other regions.

Source: App Growing Global, a leading mobile ad intelligence platform. China mainland data is not included.

Top mobile games market — Japan

In Japan, an average of 6,372 mobile games are promoted per month, with an average of 2,445 developers.

Source: App Growing Global, a leading mobile ad intelligence platform. China mainland data is not included.

Top mobile games market — USA

The average monthly of 11,867 promoted mobile games in the United States is nearly twice that of Japan, with an average of 4539 developers per month. A single developer promoted 2.6 mobile games monthly.

Source: App Growing Global, a leading mobile ad intelligence platform. China mainland data is not included.

Potential mobile games market — Saudi Arabia

Saudi Arabia promoted an average of 4,095 mobile games per month, with an average of 1,758 developers per month. Compared with other markets, localization requirements are high, and the competition is not fierce.

Source: App Growing Global, a leading mobile ad intelligence platform. China mainland data is not included.

Top 50 global advertising mobile games

Coloring game “Tap Color” ranked №1 in media buy ranking, followed by shooting and SLG games, including “Free Fire”, “PUBG Mobile”, “Mafia City”.

Source: App Growing Global, a leading mobile ad intelligence platform. China mainland data is not included.

Tencent Games advertising analysis

Tencent Games has the largest revenue worldwide. The team focuses on PUBG Mobile, one of 2021’s top-grossing mobile games, continuously promoted worldwide. Popular MOBA game Arena of Valor (Honor of Kings in China) is on the 2nd top advertising ranking and a new title Alchemy Stars on the 3rd, which performs well in the top-grossing chart. Data shows that Japan, Russia, and the Middle East are the markets that Tencent focuses on, and it only launches mid-core and core games.

Source: App Growing Global, a leading mobile ad intelligence platform. China mainland data is not included.

PUBG MOBILE: Arcane

More than 80% of “PUBG MOBILE” ad creatives are promoted on Admob & Youtube. Ads with the longest active days show gameplay from the player’s perspective and it delivers the most intense scene during the game, such as squatting on the bridge and guarding the enemy.

Arena of Valor: 5v5 Arena Game

Ads show a Classic 5v5 match in Arena of Valor (AoV)and show off heroes’ skills and combos to appeal to players.

Supercell advertising analysis

Supercell, which is good at developing high-quality games in a long term, still keeps on media buying of “Clash of Clans” released in 2013, and its advertising ranking ranks first among its games.

Source: App Growing Global, a leading mobile ad intelligence platform. China mainland data is not included.

Clash of Clans

As the most well-known Clash series, CoC is still a popular game with a worldwide fan base and has been in the top 20 top-grossing list for a long time, and global advertising remains active.

Everdale

Supercell released a farm building simulation game Everdale in August 2021. The game focuses on creating a dream, peaceful, relaxing community with other players. Ad creative mainly highlighted gameplay with multiplayer social cooperation and brings out a pleasant storyline. At the same time, some ads tried to show bad days in real life. The purpose of this ad is to engage and move people to find peace in the game.

Lilith advertising analysis

Lilith Games is a hitmaker for strategy games. Rise of Kingdoms keeps continuous promotion worldwide. After accumulating a successful mobile marketing experience, the team release another high-quality strategy and RTS game Warpath in 2021. It advertised a lot in high ARPU regions of Europe and the United States.

Source: App Growing Global, a leading mobile ad intelligence platform. China mainland data is not included.

Rise of Kingdoms

Rise of Kingdoms uses a lot of creatives, showing real people defeating other players by tactical planning. It describes how players choose a strategy to double the power in a short time and depicts a thrilling battle scene to bring out the fun of real-time strategy.

Warpath

With World War II as the background, Warpath also used storylines in creatives to connect people emotionally. i.e. real people explain the game strategy and bring out the gameplay screen.

To get the 2021 mobile games advertising full report, please download it here.

About App Growing Global

App Growing Global, as a professional global mobile advertising intelligence analysis platform, provides enterprises with ad intelligence tracking around the globe and helps advertisers gain insight into new advertising trends and optimize the advertising strategy through functions such as Ad Creative Search, Top Apps, and Media Analysis.

  • The above-related advertising materials are from App Growing Global, which is only used for research and analysis. All Rights Reserved.

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Unbiased Mobile Advertising Intelligence Analysis Platform