Mintegral: Media Buying in Mobile Games in H1'24 in the US
Playables are becoming more popular; video formats are the most popular in the US.
The US market ranks first globally in the number of gaming advertisers and second in the number of ad views. Southeast Asia ranks second after the US in the number of advertisers and first in ad views.
The number of advertisers in the US market increased by only 0.25% since 2023. However, the percentage of new advertisers decreased by 29%.
The number of ad creatives in H1'24 grew by 0.46% year-over-year (YoY). The share of new creatives dropped by 12%.
Consider subscribing to the GameDev Reports Premium tier to support the newsletter. Get access to the list of curated articles & archive of Gaming Reports that I’ve been collecting since 2020.
Regarding ad views in the US in H1'24, puzzle, match-3, and simulation games lead the way. At the same time, there is growth in sports games (+6 positions), shooters (+4 positions), and RPGs (+3 positions).
Video ads are the most popular format in the US. Playable ads are most frequently used in hyper-casual projects (13%), shooters (9%), and action games (8%).
The popularity of playable formats increased from 3% in H1'23 to 7% in H1'24.
The longest ad campaign durations are seen in sports games (47 days), social games (41.9 days), and racing games (39 days). The shortest are in strategy games (24.1 days) and RPGs (23.6 days).
