Global
Report
The State of Mobile Game and App Markets
The analysis demonstrates that mobile app and game advertising in the first half of 2022 experienced a notable contraction, with a 6.24 % year‑over‑year decline in app advertisers and a 27.83 % drop in creative volume, yet the sector is pivoting toward higher‑quality, data‑driven campaigns. Predictive analytics and Apple’s SKAdNetwork 4.0 are emerging as essential tools for optimizing cost‑per‑install, in‑app purchase return on ad spend, and overall campaign effectiveness. Advertisers are concentrating on impactful creative mechanics and event‑based optimisations, particularly within casual gaming, fitness, and finance verticals. The number of game creatives fell 27.8 % while the advertiser base remained flat at roughly 45,000, indicating a shift from quantity to quality. Major networks such as Unity Ads and AppLovin are leading the charge, with experimentation on offerwall formats that demand precise attribution windows. Meta continues to dominate paid‑social traffic outside the gaming sphere, underscoring its broader reach. Geographically, tier‑1 markets—US, Australia, Germany, South Korea, UK, and France—dominate spend and revenue, with CPMs peaking in the United States at approximately $27. Lower‑cost regions such as Turkey and India present attractive lifetime value opportunities, especially during seasonal CPM spikes in fall and winter holidays. Android creatives have gained prominence post‑IDFA, while incentive‑based offerwalls are becoming more prevalent. Publishers increasingly rely on search‑driven installs and coordinated ASO/paid‑social strategies, with Apple Search Ads projected to reach $20 billion by 2025. The focus on higher‑quality ad creatives, blended event optimisation (trial plus subscription), and rising subscription prices—driven by A/B testing and post‑iOS‑14.5 user acquisition costs—highlights a tightening competitive landscape, particularly in Android and tier‑2/3 markets.
AdQuantumJan 2022
Report
For the Game
The global gaming industry is undergoing a transformative shift into a primary mass medium, projected to reach 3.5 billion players and $225 billion in revenue by 2025. This evolution is characterized by gaming’s role as a central pillar of culture and social connection, with over a third of players utilizing the medium specifically for socialization. Analysis across 21 global markets reveals that gamers are highly engaged "super-consumers" who spend nearly 60 hours a week across television and internet platforms, making them a critical demographic for brand attention. To effectively reach this audience, the industry must move beyond traditional demographic stereotypes and adopt a motivation-based segmentation. This approach identifies six distinct player types, allowing for more authentic engagement. However, a significant gap remains between the diverse player base and the industry’s internal demographics, which remain predominantly male and white. Prioritizing equity, inclusion, and accessibility is essential for future growth, as evidenced by the commercial success of titles that prioritize inclusive design and representation. Successful brand integration requires a departure from standard advertising in favor of intrinsic in-game experiences and value-driven partnerships. Strategies such as gamified commerce, immersive virtual events, and the utilization of original intellectual property yield higher attention and recall rates than traditional social media formats. By fostering mutually beneficial relationships and respecting established gaming codes, brands can leverage the medium not just for visibility, but as a sophisticated tool for long-term community building and commercial innovation.
dentsuJan 2022
