Overseas Mobile Advertising Intelligence Analysis of September 2020: Half or so of the top-advertising games are from Chinese manufacturers

Base on global advertising data from 01 to 30 September 2020, App Growing Global published “Overseas Mobile Advertising Intelligence Analysis of September 2020”. It covers 20 countries/regions, and 18 global mobile advertising platforms including Facebook, Admob, YouTube, Unity, Line Japan, Twitter, etc.

  1. Overall Mobile Games Advertising Trends

Among the overseas mobile games’ advertisements, the purchase of casual games advertisements in September increased by 1.9% compared to that in August, accounting for 1/3 of the market, while role-playing games fell by 1.8%.

The regional distribution shows that North America, Europe, Hong Kong, and Taiwan are hot advertisement investing regions, but they all have a slight decline in varying degrees from the previous month. The United States is still the most popular region for advertisement investment, accounting for 9.75% of the market in September, down 1.1% from the previous month.

In-Feed ads increased by 2.5% in September compared to that in August, reaching over 80% of the total number of ads. The remaining advertising formats accounted for less than 10%, including interstitial ads and rewarded ads, both of which had their shares decline slightly in September.

In-Feed ads mainly focus on video materials, whose proportion in September increased by 4% from the month before, while image materials fell slightly by 1%; and web materials, usually banners, fell by 3% in September compared to August.

2. Top-advertising Mobile Games & Publishers Monthly List

Here is the Top 20 of September. The overall focus is on the puzzle and RPG games. The audio game product “Dream Piano” was launched in September and reached the top of the list with more than 29,000 groups of materials being put into App Store and Google Play.

The second is the match-three game “Ball Sort Puzzle”. Ranking 3~5 are the familiar SLG game “Mafia City”, Moonton’s casual parkour game “Sweet Crossing: Snake.io”, and Origin Mood Limited’s harem fight simulation game “Flower Dance Palace”.

The advertising investment of Grande Games’ two gambling games, “Cash Frenzy™ Casino” and “Slots Casino-Jackpot Mania” remained stable in September.

According to App Growing Global statistics in terms of the Top 20 publishers in September, big overseas casual games manufacturers represented by BitMango, Lion Studios, and Voodoo have all advertised more than 50 games, with more than 40,000 groups of monthly advertisements.

Relatively speaking, Chinese manufacturers focused more on a single category or a small number of 2 to 3 main games and focused on the amount of ads. For example, Grande Games ranked 3 and 4 in the list, focused on gambling games, and Origin Mood Limited mainly focused on RPG games.

According to App Growing Global statistics in terms of the Top 20 publishers in September, big overseas casual games manufacturers represented by BitMango, Lion Studios, and Voodoo have all advertised more than 50 games, with more than 40,000 groups of monthly advertisements.

Relatively speaking, Chinese manufacturers focused more on a single category or a small number of 2 to 3 main games and focused on the amount of ads. For example, Grande Games ranked 3 and 4 in the list, focused on gambling games, and Origin Mood Limited mainly focused on RPG games.

3. Hot Mobile Game Ideas

3–1. Casual Music Game “Dream Piano”

Perspective 1: The game uses BGM corresponding animation as the game background, bringing a stronger sense of game immersion. For example, the following material quotes the animation “Your Name”.

Source: App Growing Global

Perspective 2:The game uses pop music medley and game background that matches the MV, the audience can hear the familiar and highly disseminated music, which stimulates the urge to play games. Now, let’s enjoy the extraordinary music material of “7 rings”.

Source: App Growing Global

Perspective 3: Pop music with funny video materials, the following video uses hit song in Tiktok as BGM and it synchronizes with the rhythm, which brings out the fun of the game.

Source: App Growing Global

Perspective 4: The following material stresses that the game is popular and can play with multiple people anytime, anywhere, which creates a strong social atmosphere.

Source: App Growing Global

The advertising group tends to test multiple advertising copies using the same material. The popular ad advertising copies are organized as follows:

1.When a popular song is adapted into a piano, can you recognize what song it is? 🙋🙋🎤

2.”🎶Pop music & Anime music, just play the song you like! 🎶 🎹3000+ all kinds of music, new songs update every week! 🎹 🙋Compete with people from all over the world, and also your friends!🙋 🎼Completely FREE, it doesn’t cost a penny.🎼”

3.Refuse to make team with me playing the game, my girlfriend and boyfriend play this game secretly without me! 😩😩😩

4.99% of American sisters all like this super casual music game, cannot stop playing! 👯💃

5.Test your musical talent, how many points can you take? 🙋🙋🎤

6.Play alone? Now, you can play together!

3–2. APRG Game “Genshin Impact”

Although the amount of material put in is not enough to enter the Top promotion list, however, the weekly revenue of the public beta has reached 60 million USD, which is suffice to prove how hit the game is. The buying volume is only one part, product quality, and multi-channel marketing are the way to win.

The materials are mostly images and videos. The main content of the video is official TVCM and PV clips. The images are mostly close-up introductions of characters.

For more detailed marketing analysis, please move to the second tweet of this issue: The global marketing strategy behind the success of “Genshin Impact”.

Source: App Growing Global
Source: App Growing Global

3–3. Doomsday match-three game “Puzzles & Conquest”

After succeeded in launching match-three games in 2019, SLG game “Puzzles & Conquest”, and have received a good response in overseas markets. In August this year, 37 Games launched the doomsday match-three game “Puzzles & Survival”, with novel graphics, and universal gameplay. It is believed that with previous update, accumulation, and release experience, 37 Games will be more accurate in portraying and acquiring users.

In these materials, this game is about how the user needs to constantly pass those match-three games to escape from being chased by zobies. There is a benefit redeem code to be found at the bottom right corner of the material.

Source: App Growing Global
Source: App Growing Global

The above is “Market Analysis of Mobile Game Overseas Purchasing Volume in September 2020”, log on to App Growing Global official website for more mobile advertising intelligence.

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

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