2022 Global White Paper on Mobile Advertising & Marketing Game

The global mobile market in the first half of 2022 underwent a significant transition, characterized by a contraction in total advertising volume alongside a strategic pivot toward high-quality, video-centric content. While the total number of advertisers and ad creatives declined year-over-year, emerging markets in the Middle East, South America, and Southeast Asia experienced robust growth. This period saw a sharp rise in advertising costs, with the average CPM reaching $19.31 and the United States and South Korea emerging as the most expensive regions for user acquisition.

Casual and puzzle games dominated the advertising landscape by volume, yet RPGs and strategy titles commanded the highest revenue and advertising spend. A notable trend involved mid-core developers utilizing "lightweight" or drama-based video creatives to lower entry barriers for broader audiences. Video formats now constitute over 86% of all creatives, with interactive AR filters and short-form content on platforms like Snapchat and TikTok challenging the traditional dominance of Meta. In the non-gaming sector, shopping and finance apps led in advertiser activity, while reading apps produced the highest volume of individual creatives.

The industry faced headwinds from Apple’s IDFA privacy changes, prompting a shift toward "motivation-based" creative strategies and localized global launches, particularly by Chinese firms seeking relief from domestic regulatory pressures. Despite rising costs and a 27% drop in creative volume, the market remains dynamic, driven by the expansion of esports, cross-platform play, and a growing consumer interest in the metaverse. Success is increasingly defined by down-funnel conversion optimization and the use of immersive, emotionally resonant storytelling to engage diverse global demographics.