Leveraging Data Analytics for Game Advertising & Marketing - Summer Liu, SocialPeta.

[Music] [Music] [Music] uh okay hello everyone uh good morning uh hi nice to meet you all and I'm summer Le from social paa and today my topic is uh leveraging data analytics for game advertising and marketing uh let me give a brief about our company uh so uh social paa we established now for

eight years and one of our main feature is ADD intelligence uh we cover uh all the mainstream networks for gaming say meta Google uh Tik Tok and so on we also have the cost intelligence and app intelligence so this is the very first time uh I'm here and very glad to share all the insights with together from last year uh let me kick it off so today m topic cover uh three parts first of all I would like to work through all the you know uh the incess uh globally what happened in last year uh regarding the marketing especially for the paid as campaign uh as we can see from the chart you can take a look on the right one uh you can see that the navy blue we puted here represents the advertiser quantity in 2023 and the light blue repres presents the ones in 2022 and in each

month uh there are more uh advertisers choosing pays and in total we see uh in each month the active advertisers in last year is more than 40,000 and comparing with the previous year uh the G ratio is 49 percentage uh comparing like 2022 also you can check that uh for the curve of uh active creatives in the uh like in the uh orange curve is still over at least 150 for each Advertiser that's what happens like in last year and uh also uh we took a look for how it consists for how it consists because for example as you may see in the middle chart still the blue one through the blue one we see that in each quarter like there are uh 50 6,000 ad creatives they use new ad

creatives yeah they use new ad creative and it's insanely high in the second half of last year because uh the total proportion uh of the new creative uh exceeds like U 80 percentage it is yeah 80 percentage you can also show it see it in the uh red chart still in the orange curve so which means we we think on one side still lots of game companies choose uh use acquisition as one of the approaches second of all they need to work so hard to produce more creatives to maintain and uh gain new players uh let's take a look for the situation in different uh regions what we see in the chart is like southeast Asia is one of the most competitive region uh for advertising and it already surpassed Oceania and also uh like

United States still rank first and you can see that uh totally it have a bigger uh bigger like both advertisers and bigger quantity of creatives and the second uh second one is Europe second one is Europe and uh if we take the insights by uh the popular game generes popular game generes and on the left chart shows the propos ion of uh advertisers and the right chart shows proportion of creatives so uh casual game advertisers they possess the highest by both the quantity of advertisers and uh creative uh besides uh strategy game we see there is a downward Trend uh for advertising and it decreased two percentage uh in last year comparing uh the one in the previous one

uh in our dashboard we also will analyze different creative formats including like a uh display as video image uh HTML player ball we cover all the popular formats and what we see in last year for gaming uh still video creative is definitely like the dominant type and in total it's about 70 percentage and uh uh we also see there is a growth uh for image and uh we reckon that it's like the technology of aigc bring more production of uh image so you can also see on the right chart like the uh impression of uh image creative is growing uh gradually gradually and uh also let's take a further split Matrix SP Matrix for uh videos and images we see that uh nearly 80 percentage of uh video creatives they

were less within within 30 seconds in in length uh for example uh the top three lenses are uh 30 15 29 seconds and uh also if we took a look for the uh image we see that uh over uh 53 percentage a square image yeah no matter it's big or it's small but Square uh image looks uh looks is the mo most popular format and let's also take a look for the very top game advertisers uh this is a chart for top 30 for iOS system and this is by download and revenue and this is top 30 for Android by advertising and this is for Android by download and revenues

yeah so uh that's that's the first part and the second part we will go through some uh split metrics by different game generes different uh regions yeah the very uh first popular region definitely for United States uh totally we see there are over uh 2,000 and uh sorry 26,000 yeah 26,000 uh gaming advertisers running paid as in last year and definitely the first worldwide and uh among which you can check on the right bars like the uh green ones yeah the green ones represents like the Android advertisers it exceeds 70 percentage and also we see uh among among them uh more than uh 75 more than 74 percentage are video creatives they're running also you can see uh on the piie chart in the corner

uh the very popular networks we see the first one Facebook news feed Instagram uh a Facebook Audience Network messenger and uh also Google ads and appen those are the very uh you know popular uh pays Camp pays networks for uh for the campaigns in United States and uh for Southeast Asia uh there are new nearly 20,000 advertisers in total uh in last year uh what we didn't expect is that Philippine has the most advertisers most like advertisers by quantity and also uh Vietnam is very competitive because we see vien released the highest quantity uh for creatives and uh uh lots of video still yeah almost 80 percentage of video creatives uh you can also see uh like the

proportion for Android is around 70 percentage uh the difference is a little bit for the popular networks the most popular one is Facebook news feed and Google rank the second rank the second and uh uh the third part we took a look is Middle East region uh because we reckon that uh middle east region is very potential and is becoming more and more competitive uh you can check on the uh creative type it's over uh 80 uh 83 percentage creatives are video and also it possessed the biggest quantity in both advertisers and creatives comparing with other region uh if we talk about the uh popular uh popular networks we to we see that like a meta uh meta Network in uh in our dashboard it covers Facebook news feed Instagram allence Network message

uh took almost like over 80 percentage 80 percentage of their as campaigns which is like the Dominate Network so if you want to you know launching your games in uh Middle East meta is definitely the top one uh top one uh platform uh so let's take a look by different game categories uh speaking of strategy games we all know that it's super popular in United States and European but we also see that it's very also popular in Southeast Asia and the Middle East so in this game generat we see that they have uh the all the like almost 80 percentage uh videos and uh uh we selected those uh popular ones say uh the the first ones dragon air and the second one is uh Beast lot third one is uh White out survival the top three uh strategy

advertisers they run like the highest quantity in last year uh let's take some uh interesting cases We Gather on our dashboard oh uh how should I play it excuse me something wrong with my slide excuse me [Music] okay

and the second one [Music] please [Music] yay help me help me Tuesday last survivors play now and the third one

[Music] [Music] w hear the Cry of the high Lord uh sorry uh okay that's it that's play now for free oh thank you uh thank you well uh so uh

we see that the second one should still be the Zombie one but but anyway I I think I get my point we see that the strategy games they are super competitive they need to use very attractive videos for example the very first one uh looks really like a shooting game but looks really like a shooting game but it's uh you know strategy and the second one is you need to make different different uh choice to survive and third one is a little bit you know flirting uh to attract you know male uh players uh we reckon that uh Publishers need to find the really attractive game play in the uh in your own game to use it as creatives also let me see okay yeah the second game generally we select is a simulation game and uh uh the Ste lots of videos and the uh

popular popular three advertisers are Pok uh Pokemon ship and the middle one is a very Asian Target uh game the third one is uh Happy Hospital uh let's take a look for the creatives yeah please help me with this [Music] yay oh no no no no [Music] [Applause] [Music] wow wow [Music]

and the second [Music] one [Music] and the third one thanks hey what is happening out here he deleted my game I spent so much money on it oh why are you still playing this fake ancient Palace game try legend of Phoenix it exactly recreates ancient life in the palace why I have to spend more money this game doesn't need you to pay at all there are more than hundreds of fabulous costumes for you to freely match you just need to dress up properly according to to different occasions and impress the

emperor where whether you get promoted or not depends on your taste and clothing and your EQ so do you want me to download the old game back for you save the Lan game for you guys in bad [Music] taste well uh we realize that for simulation games they usually use very dramatic stories and also sometimes very very big contrast uh in the videos because we reckon that most of the players are female and female players they are always attractive for this kind of slots and uh uh next part is for casual games casual games you know they like I mentioned in the previous slide they use the highest quantity of creatives uh the very top advertisers for casual games in last year we see is a weapon Craft Run and also agie party thank you can you uh show me like yeah I bet J's with the pink

sauce there juy I'm going to try this pink gummy bear wait what it tastes terrible do I have to eat again download this game and please help me and the second one uh well we reckon that for casual game advertisers it's more easier for them to uh produce videos because they

can directly use the game play they only need to adjust a little bit about the bgm uh to present the most funny part the reckon in the ad so to sum it up we see some common uh common thing among uh like all the creatives uh first of all we see that con unconstrained creatives or we call mini game advertising is still very popular in last year uh this kind of creatives sometimes will be reckoned as a little bit fraud but usually it comes with some uh with low C with low CPI and high CTR uh we see it involved we see it involved within recent years especially in last year because we reckon that advertisers sometimes find uh the very ultimate ultimate attractive point in the game play and put it in the uh in the advertising uh for example like the very right uh game is um dressing up it's a

dressing up game but it use like a uh the idea of uh pumping hipol pumping hipos in the video because you know that's both dressing up and pumping hiol are all funny parts for uh female uh players and uh also uh the second parts we reckon is like aigc technology has already a have some influence for uh other creatives we may already know that say like a uh stable diffusion or mid Journey can improve the uh efficiency but we also see some AI elements in game creative for example in the middle is a very typical AI model and it's already widely used in roleplay games so uh that's like all the content I like to share and the last part is a brief of Social paa and other uh contact yeah thank

you thank you so much summer uh unfortunately we don't have any time for questions but um I'm sure that uh you can find Summer throughout the uh conference and uh of course you got our contact details there so thank you again summer thank you so much and thank you so much for sponsoring the track thank you