Study: SEA makes up 55% of global in-app promos on mobile games

The cellular gaming market in Southeast Asia (SEA) is experiencing phenomenal development, pushed by its advancing cellular networks, widespread smartphone adoption, and strong cellular fee techniques. In truth, the area presently ranks first in advert views. 

That is in keeping with a latest research titled “The state of media shopping for in H1 2024 – SEA highlight” programmatic and interactive promoting platform Mintegral. Coming second in advert views rating is the US, adopted by the Center East and India. 

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As for advert media shopping for quantity, SEA stays the second-largest market after the US (excluding China). This displays the area’s dynamic development and strategic significance within the cellular gaming trade, mentioned the report.

As well as, advert artistic quantity has exceeded two million in SEA. This represents a year-on-year development of 11% in comparison with different areas. The proportion of cellular video games with advert media buys has additionally elevated by 4%, in keeping with the report. 

At the moment, Southeast Asia makes up roughly 55% of world in-promotion cellular video games in comparison with world figures. Nations comparable to Indonesia, Thailand, and Vietnam lead in market measurement and income, with Indonesia rising as the most important single market.

The area’s cellular recreation income distribution reveals Thailand and the Philippines as essentially the most profitable markets, with gaming revenues anticipated to see substantial development by 2027, in keeping with Mintegral.

The place’s the cash?

Within the first half of 2024 alone, over 35,000 cellular video games bought promoting. This is a rise from 33,257 within the second half of 2023, and from 31,053 within the first half of 2023. 

Of those video games, sports activities, social and match video games prime in advert marketing campaign period rating. In the meantime, puzzle, match and simulation-management video games are the highest three in advert views rating. 

Rebounding from final yr, motion and puzzle video games are notably outstanding within the area, each by way of the variety of video games promoted and the quantity of advert creatives produced.

In the meantime, playable advertisements are slowly gaining traction the place over 10% of creatives for hypercasual, puzzle, capturing and simulation-management video games are playable advertisements, mentioned the report. 

This pattern is especially robust in markets comparable to Indonesia, Vietnam, and Thailand, the place playable advertisements have change into an important element of person acquisition and engagement methods, underscoring the area’s strong demand for cellular gaming and its burgeoning promoting ecosystem

Earlier in March this yr, it was reported that the Asia Pacific (APAC) area scored the best shares of natural gaming app installs at 48%. 

Nations comparable to Singapore (38%), Indonesia (35%), Japan (35%) and Philippines (33%) had been famous as the most important contributors to the area. 

That is in keeping with measurement and analytics firm Regulate’s gaming app insights report, a useful resource for studios builders and cellular entrepreneurs. 

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