Market (Mobile)ยทUpdated Mar 17, 2026 by SocialPeta
In Q2 2023, the mobile gaming industry saw a record surge of 9.3 million new creatives, which accounted for nearly 75% of all active advertisements.
Market leaders like Honkai: Star Rail and MONOPOLY GO! achieved rapid global growth by maintaining high-frequency creative refreshes, with new assets making up over 60% of their advertising portfolios.
While iOS casual game installs cost $2.23 compared to $0.63 on Android, both platforms yielded a comparable seven-day return on ad spend of approximately 7.7%.
Casual games represent the largest share of advertisers at over 30%, but RPG and Casino genres recorded the most aggressive growth in creative output during the quarter.
Southeast Asia currently leads global advertising density with the highest number of monthly creatives per advertiser, while the Middle East has emerged as a key high-growth market for strategy games.
To combat rising user acquisition costs, developers are increasingly adopting 'Casual + X' hybrid models and integrating AI-generated content, ASMR, and short-video memes.
In Q2 2023, the mobile gaming industry saw a record surge of 9.3 million new creatives, which accounted for nearly 75% of all active advertisements.
Market leaders like Honkai: Star Rail and MONOPOLY GO! achieved rapid global growth by maintaining high-frequency creative refreshes, with new assets making up over 60% of their advertising portfolios.
While iOS casual game installs cost $2.23 compared to $0.63 on Android, both platforms yielded a comparable seven-day return on ad spend of approximately 7.7%.
Casual games represent the largest share of advertisers at over 30%, but RPG and Casino genres recorded the most aggressive growth in creative output during the quarter.
Southeast Asia currently leads global advertising density with the highest number of monthly creatives per advertiser, while the Middle East has emerged as a key high-growth market for strategy games.
To combat rising user acquisition costs, developers are increasingly adopting 'Casual + X' hybrid models and integrating AI-generated content, ASMR, and short-video memes.