Observation on The Advertising of New Games in Southeast Asia

Based on the mobile advertising intelligence tracked for the last 30 days, App Growing Global released the ranking list and analysis. The statistical area covers the Southeast Asia regions and the data covers 19 global mobile advertising platforms.

01

Southeast Asia is an emerging market with rapid development momentum in recent years. In 2020 Q2, mobile game revenue exceeded 600 million U.S. dollars, and mobile game downloads soared to 1.8 billion. The huge market potential makes it one of the outlets for many manufacturers to seize.

Southeast Asian players prefer mid-core and core games such as action and RPG, and these types of mobile games have a relatively high market share. According to the data of App Growing Global, during the last 30 days, the top 3 advertising segmented gaming categories in Southeast Asia are RPG ( 22% ), strategy ( 14% ), and casual ( 11% ).

Source: App Growing Global
Source: App Growing Global

In the newly launched mobile game list in Southeast Asia in June, its category distribution is in line with the market characteristics of the region. RPG mobile games accounted for the most in the Top 10, and the subjects cover magic, fairy, martial arts, etc. Among them, the top two RPG mobile games are both from Chinese developers, namely the magical RPG “ Metamorph M ”developed by Eskyfun and “ The Legend of the Condor Heroes Iron Blood and Loyal Heart ” by CMGE. The fantasy adventure RPG “上古王冠 新马版” launched by Woobest Game has also entered the Top 10 New Games.

In addition, there are two RPG mobile games “ Dân Ch ơ i Tam Qu ố c -Dan Choi Tam Quoc ” and “ Ph ượ ng Hoàng C ẩ m Tú ” launched by local Vietnamese publisher Funtap.

02

2.1 “Metamorph M”

Metamorph M” is a magic ARPG mobile game launched by Eskyfun. Ads are mainly concentrated in Southeast Asian countries such as Singapore ( 46% ), Malaysia ( 11% ), and the Philippines ( 7% ). Facebook Audience Network is its main distribution channel. “Metamorph M” adopts a variety of ad placement strategies that combine different forms, and its ad forms and creative types present diversified characteristics.

Source: App Growing Global

In terms of creatives, the “Metamorph M” ads mainly include scenes such as monster-fighting & upgrades, skill demonstrations, equipment gifting, and influencers promotion. Selecting cool gorgeous fight scenes can attract core game lovers.

Source: App Growing Global
Source: App Growing Global

2.2 “上古王冠 新马版”

上古王冠 新马版” is a card strategy mobile game launched by Woobest Game, mainly for Singapore and Malaysia. Its advertising volume is mainly concentrated in Singapore ( 43.94% ) and Malaysia ( 22.98% ). Advertising on Facebook Audience Network accounted for the highest proportion, about 94%. In terms of advertising format, native video, interstitial ad, and rewarded video accounted for the highest proportions. In terms of creatives, full-screen video accounts for up to half.

Source: App Growing Global

In terms of advertising creatives, since the game is mainly for Singapore and Malaysia where there are mostly Chinese, the language of the ads is mostly Chinese. The ad style is rather funny, and the gameplay is introduced through funny sitcoms.

Source: App Growing Global
Source: App Growing Global

2.3 “ Võ Lâm Kỳ Hi ệ p -Kim Dung Lo ạ n Chi ế n ”

“ Võ Lâm Kỳ Hi ệ p -Kim Dung Lo ạ n Chi ế n ” is a fairy ARPG mobile game launched by GAMOTA INC. The advertising volume is mainly concentrated in Vietnam ( 86% ). In terms of distribution channels, Facebook Audience Network accounts for about 53%, and Facebook accounts for about 46%. “ Võ Lâm Kỳ Hi ệ p -Kim Dung Lo ạ n Chi ế n ” has diversified forms of advertising, with in-feed advertising accounting for the highest proportion ( 43% ). Creatives are mostly video ( 42% ) and full-screen video ( 41% ).

Source: App Growing Global

In terms of advertising creatives, it is mainly displayed and promoted through celebrities, KOLs, or players. Free god-level equipment and heroes are the main points of its advertisements.

Source: App Growing Global

The above is “Observation on The Advertising of New Games in Southeast Asia”, log in App Growing Global now to get more mobile advertising information.

*The above-related advertising creatives are sourced from App Growing Global, which are only used for research and analysis. All Rights Reserved.

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