- 01
The mobile gaming industry shifted toward a hybrid-casual model in 2023, blending hyper-casual accessibility with mid-core monetization to stabilize revenue through combined in-app advertising and purchases.
- 02
Monthly active advertisers surged by nearly 50% year-over-year, surpassing 40,000 globally as competition for user acquisition intensified.
- 03
Video ads remain the dominant format, accounting for over 76% of total impressions, while AI-generated image creatives are increasingly used to mitigate rising acquisition costs.
- 04
Android has become the primary platform for volume-driven campaigns due to iOS privacy restrictions, though iOS retains its status as the preferred channel for high-value mid-core and hard-core titles.
- 05
Developers are utilizing 'mini-game' ad patterns—including ASMR, dramatic narratives, and failure scenarios—to lower entry barriers for complex genres like Strategy and Simulation.
- 06
North America leads in total advertiser volume, while Southeast Asia has emerged as the most competitive region for creative output, driven by influencer collaborations and live-action content for RPG and Casino games.