Mobile game with a situation that is not very good after the first half of 2022 is not long ago .. | 4Gamers Thailand

Thursday, July 21, 2022, 12 o’clock 10 minutes 22 seconds, Indochina time

The big game companies are still stuck in the fierce competition. While small game companies are quietly growing. How is the mobile game industry in the first half of 2022? SocialPeta has the answer and has published it. “Mobile Games Marketing White Paper in the First Half of 2022” It provides insights from around the world to help people in the mobile gaming industry submit their products to the global stage.

This white paper is an amalgamation of industry insights from over a dozen companies, including Snapchat, Chartboost, Liftoff, Vungle, Udonis, Mobidictum, Game Factory, providing accurate analysis of data from half of the mobile game industry. first of this year including forecasting future trends Based on global mobile game marketing data. It was noted with various popular regions. with accurate advertising with the cost of advertising And there is also an analysis of the most popular mobile games for marketing.

1. Ad market overview: The total number of mobile game creative media has declined by nearly 30%, while the brain-friendly mobile game has grown from last year.

in January this year The total number of mobile app advertisers dropped to a record 83,400, with 22.65% of mobile game advertisers.

● Advertising Market Data: The total number of creative media has dropped nearly 30%, but there has been a significant increase among advertisers in the markets of Tier 2 & 3 countries (Tier 2 & Tier 3).

The first half of 2022 saw mobile game creative media total 15.8 million media, a decrease of nearly 30% from the previous year when drilled down to the regional level. Oceania and Europe reported a decline in advertiser numbers. in other regions All have more advertisers. with a significant increase in the markets of the 2nd and 3rd countries (Tier 2 & Tier 3)

● Advertised Game Genre: The percentage of hardcore mobile game publishers is significantly lower. Wrong with the advertisers of mobile games that are easy to play with more and more brains. In the first half of 2022, casual game publishers accounted for 26.03% of all advertisers, an increase of 4.7 percent from a year ago as the pandemic escalated. in control This makes most of the hard core mobile games have a lower percentage. The percentage of advertisers for RPG games was the third highest in the same period last year. and is the fifth highest this year. Second only to simulation games and action games.

2. National Market Analysis: Advertisers for puzzle and hyper casual mobile games account for over 40% in the US.

The second part of the white paper focuses on the marketing overview of mobile games in popular countries/regions around the world such as Mainland China and Hong Kong. Macao and Taiwan region, United States, Japan, South Korea, Turkey, Southeast Asia and other regions

In the US, for example, the combined ratio of puzzle and hyper casual game publishers exceeds 40% in terms of all creative media organized by genre. Found that hardcore games have the most creative media. Including simulation games and match-3 games on the top downloads. Hyper-casual games and mobile game adaptations of computer games are quite remarkable, especially Diablo Immortal and Apex Legends Mobile.

(Load the full report to get more details. including analysis of other regions)

3. INVESTMENT INTELLIGENCE: Global advertising is fiercely competitive. In addition, the United States has the most advertising capital.

The cost of advertising mobile games is increasing. Its cost per thousand impressions (CPM) averaged $19.31, an 18% increase from last year. It has an average cost per click (CPC) of $2.57, down 3% from last year, and an average clickthrough rate (CTR) of 1.48%, up 7% from last year.

Among all countries/regions The US has the highest advertising costs for mobile games. With an average cost-per-thousand impressions (CPM) of $27.54, an average cost-per-click (CPC) of $4.22, an average click-through rate (CTR) of 1.16%. Thousand Times (CPM) surpassed 5 countries/regions by over $25, including Australia, Japan, Hong Kong (China) and South Korea.

4. Creative Media Trends: Simple Gameplay It’s the heart of creative media. “Easy-to-understand” gameplay will help attract more players.

● Mobile Game Strategy: Creative Media is designed with a casual gameplay. Making it look easy to play will attract the target audience to download the game. Creative media released in the first half of 2022 are designed to have casual gameplay. Trying to attract more players by using the strengths. “Easy to start playing” and “Entertainment for the brain”

● RPG games: Most of the creative material is short videos. Trying to make the game more talked about on the platform.

Please check out the full report for more details on the most popular genres and case studies of successful games.

5. Mobile Game Industry Trends

● High-end/high-end mobile games continue to grow. usher in a new era of mobile gaming. In the first half of 2022, Activision announced that “Call of Duty: Warzone” will be developed as a brand new AAA mobile game. Apple has chosen the mobile game “Genshin Impact” as a preview for its product performance in “Genshin Impact”. During this spring new product launch event The game was also labeled as an “AAA game” in the report slides. Perhaps in the future, there may be a major game company announcing plans to create another AAA mobile game, bringing the PC experience to mobile.

● Anime style mobile game (ACGN) has been developed and grown a lot. And probably known all over the world, “Genshin Impact” is still a top game. Among mobile games around the world, the Japanese version of “Arknights” One day after the release of the game, it ranks among the top. On the App Store’s free game charts and in-game events were welcomed. And as reported by the Chinese version of TapTap, there are 145 more “ACGN” games planned for release.

● 39% of Players Would Like to See Metaverse The “Mobile Insights 2022 Report” released by Google reveals that 39% of players interviewed hoped to see Metaverse. It is used as a new technology in various games. And according to a SocialPeta report, Gen Z is the primary target audience for metaverse and it’s not difficult to accept metaverse games.

Conclusion This report’s data covers nearly 70 countries/regions worldwide, with 70 global mobile marketing platforms and over 1.2 billion creative mobile marketing media. full version If you want to know more about the mobile game industry in the first half of 2022 and understand more about the dynamic trends of the entire mobile game market.


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