SocialPeta: Mobile Game Marketing in 2024

The US is the only region that has declined in the number of advertisers.

Dmitriy Byshonkov

Mar 07, 2025

General Market Overview

In 2024, the number of advertisers in the market increased by 60.4% to 259.7 thousand companies. The growth was stronger only in 2023 (+70.1% YoY). SocialPeta expects this figure to grow even more in 2025.

The number of creatives grew by 15.4% and reached 46.2 million.
The average monthly number of advertisers in the mobile gaming market in 2024 increased by 34.7% to 66.1 thousand publishers.

At the same time, the share of new advertisers significantly decreased compared to 2024. Activity is mainly concentrated among already established companies.

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Throughout 2024, the share of advertisers with new creatives increased. The share of new creatives from the total volume within the year amounted to 52.2%.

Most advertisers are in the casual segment (27.2% of the total), casino (21%), and puzzles (11.6%). Most creatives are produced by casual project authors (30.6% of the total volume), puzzles (12.2%), and RPGs (12%).

The USA is the region with the largest number of advertisers, while Hong Kong, Macau, and Taiwan are the countries with the highest average number of creatives per advertiser.

Android accounts for 74.2% of all advertisers, while iOS accounts for 25.8%. Interestingly, iOS has a higher share in some genres (board games, adventure).

Android accounts for 72.3% of all creatives on the market. The share of new creatives is almost equal between iOS and Android—49% each.

In 2024, the share of video creatives decreased (from 74.1% in 2023 to 67.2% in 2024), while static creatives increased (from 21.6% in 2023 to 27.5% in 2024).

❗️ This may be related to AI adoption.

Nevertheless, video ads remain leaders in terms of impressions volume.

Most video creatives on the market are between 15 and 30 seconds long. Most static images in advertising are square-shaped.

Leaders in 2024

Royal Match, Roblox, Last War: Survival—top-3 by IAP revenue in 2024.

Leaders by downloads—Garena Free Fire, Roblox, and Subway Surfers.

Leaders in advertising on iOS are unusual: RummyCircle, MONOPOLY GO!, and Pesta Ludo.

On Android, too, there are unexpected names among advertising leaders—Jewel Abyss, The Grand Mafia, and Block Blast!.

Glaciers Game, Rollic Game, and Phantix Games—most active advertisers in the mobile market in 2024. Out of 20 companies, 11 on the list are from China; if FunPlus is included, then it’s 12.

Marketing Trends in Key Regions

The USA is the only region where the number of advertisers decreased in 2024; however, the number of creatives grew, with casual games accounting for 35% of all creative volume.

Southeast Asia is growing rapidly in terms of advertisers—their number increased by 41.8% in 2024. SocialPeta notes that casino ranks second among advertisers in this region; other Asian countries are also growing but at slower rates.

The number of advertisers significantly increased in Europe (+24.2% compared to 2023), and almost as much growth occurred in creative numbers over 2024 (+18.1%, totaling 17.6 million).