SocialPeta: 2021 Mobile Gaming Ad Market Overview
It's becoming harder and harder to compete with marketing behemoths.
The number of advertisers growth declined from +44% in 2020 to +5% in 2021.
On average, one creative life is 32.5 days.
The majority of advertisers belong to the casual gaming segment. The smallest competition in the educational segment.
The average CPM on Facebook increased by 34%. In the US it exceeded $28 (+93% YoY).
The average CPC for mobile games ads in 2021 was $2.88 (+81% YoY); the average CTR - 1.28% (-29% YoY); the average CPM - $20.99 (+34% YoY).
The report also shows an extensive analysis of mobile creatives. Trends:
Hardcore genres are using creatives with casual gameplay.
Celebrities are still working great.
Casual games creatives are made for the female audience.
Casual genres are being promoted by easy-to-understand creatives that catch attention in the first seconds.