- 01
Chinese developers dominated the global market in 2021 H1, accounting for 70% of top-charting mobile game media buying and 100% of the top ten advertisers on Facebook’s News Feed.
- 02
Advertising costs surged significantly, with Facebook’s average CPC and CPM increasing by 128% year-over-year due to heightened competition.
- 03
Apple’s IDFA policy changes triggered a 13% decline in the share of iOS advertising creatives, forcing a strategic shift in focus toward Android platforms.
- 04
Total advertising creatives for hard-core gaming and non-game sectors saw massive growth, with non-game creatives rising 38% to 47.6 million and total creatives increasing 108% year-on-year to over 19 million.
- 05
Strategy games exhibited the highest media buying intensity per advertiser, while RPG and Puzzle genres led the industry in total creative volume.
- 06
Marketing strategies shifted toward short-form video, live-action footage, and influencer-led campaigns to mitigate rising acquisition costs and privacy-related tracking limitations.