Marketing·Updated Mar 17, 2026 by SocialPeta
Video-centric marketing is the dominant strategy in Southeast Asia, accounting for nearly 70% of all ad creatives across all mobile game genres.
Indonesia is the region's largest market by advertiser volume with 12.3K monthly advertisers, while Thailand leads in content intensity with over 100 creatives per advertiser.
The Southeast Asian mobile gaming market saw a 9.5% year-over-year increase in active advertisers, averaging over 20,000 per month between January and August 2024.
Casual games hold the largest market share at 28.4% of advertisers, but RPGs are the most aggressive marketers, contributing 16% of total creatives.
Strategy games (SLGs) are the leaders in format innovation, with 76.5% of their advertisements utilizing video.
Android remains the primary platform for the region, representing over 70% of advertisers in markets like Indonesia, whereas iOS platforms feature a higher ratio of image-based creatives.
Successful regional campaigns are increasingly leveraging localized content, including Thai celebrity endorsements and TikTok-style audio synchronization, to compete in the crowded media-buying landscape.
Video-centric marketing is the dominant strategy in Southeast Asia, accounting for nearly 70% of all ad creatives across all mobile game genres.
Indonesia is the region's largest market by advertiser volume with 12.3K monthly advertisers, while Thailand leads in content intensity with over 100 creatives per advertiser.
The Southeast Asian mobile gaming market saw a 9.5% year-over-year increase in active advertisers, averaging over 20,000 per month between January and August 2024.
Casual games hold the largest market share at 28.4% of advertisers, but RPGs are the most aggressive marketers, contributing 16% of total creatives.
Strategy games (SLGs) are the leaders in format innovation, with 76.5% of their advertisements utilizing video.
Android remains the primary platform for the region, representing over 70% of advertisers in markets like Indonesia, whereas iOS platforms feature a higher ratio of image-based creatives.
Successful regional campaigns are increasingly leveraging localized content, including Thai celebrity endorsements and TikTok-style audio synchronization, to compete in the crowded media-buying landscape.