- 01
Video-centric marketing is the dominant strategy in Southeast Asia, accounting for nearly 70% of all ad creatives across all mobile game genres.
- 02
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.
- 03
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.
- 04
Casual games hold the largest market share at 28.4% of advertisers, but RPGs are the most aggressive marketers, contributing 16% of total creatives.
- 05
Strategy games (SLGs) are the leaders in format innovation, with 76.5% of their advertisements utilizing video.
- 06
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.
- 07
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.