ReportSocialPeta Data Research Institute
White Paper on Global Mobile Games
1 Jan 202163 pages~49 min full read
Mobile advertising has shifted toward a video-first model, with video ads now accounting for over 85% of total spend and vertical formats outperforming horizontal ones with conversion rates near 0.15%.
See it on page 32Privacy regulations have forced a move toward probabilistic attribution models like SKAN, shifting industry focus from granular user targeting to high-quality creative design.
See it on page 59Ad creative volume surged 200% year-over-year in 2021, while CPMs increased by 34%, reflecting a period of intense market competition.
See it on page 2Android remains the dominant platform for mobile game advertising, hosting approximately two-thirds of all advertisers.
See it on page 13While the market is projected to reach over 70,000 advertisers by 2023, growth has decelerated significantly, slowing to just 5% year-over-year in the post-pandemic period.
See it on page 5Regional genre preferences remain distinct: the U.S. leans toward casual titles, China is shifting from RPGs to puzzle games, and the Middle East remains dominated by strategy and shooter titles like PUBG Mobile and Rise of Kingdoms.
See it on page 56Developers are increasingly utilizing hybrid monetization models and social engagement features, such as battle passes, limited-time offers, and guilds, to drive long-term retention.
See it on page 59The white paper argues that mobile‑game advertising has entered a new phase of intensity and sophistication, driven by rapid creative growth, the dominance of video formats, and evolving privacy regulations. In 2021 ad creatives surged by 200 % YoY while CPMs rose 34 %, with video ads now accounting for over 85 % of spend. The market continues to expand, projecting more than 70 000 advertisers by 2023, yet advertiser growth has slowed post‑pandemic to just 5 % YoY. Android remains the primary platform, hosting roughly two‑thirds of advertisers, and high‑spending Tier 1 markets—particularly the United States, Japan, and Korea—retain their status as key targets for publishers.
Geographically, the United States shows a casual‑game bias among advertisers (26 % of spend) but still supports high‑spending titles such as *Free Fire* and *Subway Surfers*. China’s landscape is shifting from RPGs to casual titles, with puzzle games capturing the largest creative share. In the Middle East, strategy and shooter games like *Rise of Kingdoms* and *PUBG Mobile* dominate downloads and revenue, whereas the CIS market displays a more diversified mix of strategy, shooter, and casual titles. Across all regions, vertical video ads—especially 30–34 second formats with end‑card elements—outperform horizontal variants for mid‑ and hard‑core titles, achieving conversion rates around 0.15 %. Playable ads also deliver significant lift for mid‑core games.
Privacy changes from Apple and Google have accelerated a shift toward probabilistic attribution models such as SKAN, compelling advertisers to prioritize creative design over granular targeting. Hybrid monetization platforms that blend bidding and non‑bidding networks are gaining traction, while developers increasingly adopt innovative in‑app purchase mechanics (limited‑time offers, battle passes) and social features (chat, PvP, guilds) to enhance engagement and retention. These trends collectively underscore a mobile‑gaming ecosystem that is more video‑centric, privacy‑aware, and focused on long‑cycle strategy titles in high‑engagement markets.
