SocialPeta: Mobile Game Marketing Trends in Q1 2023
Despite IDFA and market changes, the number of advertisers is growing.
92.22% of advertisers (48.9k) in Q1 2023 used new creatives.
7.8M new creatives have been published in the market in Q1 2023. The share of new creatives was 67.01%.
The number of creatives in the casual genre increased by 12.33% YoY. Casual games are responsible for 32.68% of all creatives. Puzzles (12.12% - decline by 1.91% YoY) and RPG (9.01% - decline by 2.02% YoY) are next.
The number of advertisers in casual games increased by 2.29% YoY - to 29.16% in Q1 2023. Puzzles are second (12.07% of advertisers, growth by 0.26% YoY); the Simulation genre is third (9.55% of advertisers, growth of 0.02%).
The largest amount of monthly active advertisers is in the US - 12.7k. Leaders by a number of creatives for advertisers are Asian countries.
The number of advertisers on Android increased dramatically in Q1 2023 - from 62% in Q4 2022 to 69.69%. The share of iOS advertisers decreased accordingly from 38% in Q4 2022 to 30.31% in Q1 2023.
82.97% of all creatives in Q1 2023 has been videos; 13.56% - images; 2.17% - Playable; 1.3% - other types of creatives. Since Q1 2022 the number of impressions on videos and images is decreasing.
Trends by genre
The number of advertisers in casual games in all regions increased from 80% to 144% in a year. This comes with the fact that in 2022 casual games dropped in downloads for the first time.
The “Roguelike + casual gameplay” formula seemed to work for hit games in 2022 and Q1 2023.
The competition on mobile devices in the strategy genre increased. Growth of revenue slowed, but the number of new advertisers increased by 64% YoY in the US.
The RPG genre in 2022 has been struggling. Revenue decreased by 16%. SocialPeta thinks that the interest in the genre is cooling down.
The simulation genre is stagnating in revenue and downloads despite the growth of advertisers by 50%+ YoY in all regions.
Mobile casinos are growing in revenue but staying on a plateau in downloads. The number of advertisers in Latin America grew by 181% YoY - it might be the next big region for the genre.