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135 reports matching your filters

Marketing

Report42 pages

The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022

App Store search accounted for 64.7% of all mobile app installs in H1 2022, cementing search visibility and ASO as the primary acquisition drivers.
The mobile ecosystem experienced a contraction in mature regions, evidenced by a 6.2% year-over-year decline in advertisers and a 27% drop in total creatives.
Tier-2/3 markets, specifically Hong Kong, Macau, and Taiwan, bucked the global trend with a 37% year-over-year increase in advertiser counts.

Market Analysis Marketing In-Game Advertising+2

AdQuantumJan 2022

Report43 pages

The State of Mobile Game and App Markets

Mobile advertising experienced a significant contraction in H1 2022, marked by a 6.24% year-over-year decline in app advertisers and a 27.83% drop in creative volume.
The industry is shifting from high-volume output to quality-focused, data-driven campaigns, evidenced by a flat advertiser base of 45,000 despite the sharp reduction in creative assets.
Apple Search Ads are projected to reach $20 billion in revenue by 2025 as publishers increasingly prioritize search-driven installs and integrated ASO strategies.

Market Analysis Marketing Mobile+1

AdQuantumJan 2022

Report31 pages

2022 App Marketer Survey

Privacy regulations are the primary industry obstacle, with 64% of marketers reporting negative impacts from Apple’s App Tracking Transparency (ATT) rollout.
Data loss resulting from privacy changes has left 73% of marketers feeling uninformed, while 72% report increased costs for user acquisition.
Despite a mixed industry outlook, 59% of marketers have increased their 2022 performance targets, though 48% are currently struggling to meet these goals.

Market Analysis User Acquisition Marketing+3

LiftoffJan 2022

Report40 pages

2022 The Israeli Mobile Game Market Report

The Israeli mobile gaming industry has grown by 760% since 2016, reaching $9 billion in annual revenue across a ecosystem of 200 companies and 14,000 employees.
Android now accounts for 70% of all mobile game advertising, a shift driven by Apple’s IDFA privacy changes.
Despite a 4.2% increase in the number of active advertisers, total ad creative volume declined by 17.8% in 2022, with the sharpest contraction occurring in the RPG segment.

Market Analysis Mobile Marketing+2

SocialPetaJan 2022

Whitepaper191 pages

Global White Paper on Mobile Advertising & Marketing Game H1 2022

The mobile advertising ecosystem contracted in H1 2022, with the total number of advertisers falling 5.79% to approximately 83,400 and creative volume dropping 27% to 40 million assets.
Mobile-game advertising costs remain high in key markets, with the U.S. and Japan recording average CPMs of $27.54 and $25.93, while iOS campaigns command a 15% price premium over Android.
While playable ads offer the lowest cost-per-install (CPI), banner formats currently generate the strongest return on ad spend (ROAS).

Marketing Advertising In-Game Advertising+2

SocialPetaJan 2022

Report31 pages

App Marketer Survey (2022)

Privacy regulations are the primary industry challenge for 2023, identified by 43% of marketers as their top concern.
73% of marketers report feeling 'in the dark' regarding user data access, while 72% cite rising costs as a significant barrier to performance.
Despite privacy-driven data scarcity, 52% of marketers plan to increase their advertising budgets for the upcoming year.

Marketing Mobile Global+2

LiftoffJan 2022

Whitepaper106 pages

2022 Global White Paper on Mobile Advertising & Marketing

The mobile gaming market is shifting toward quality over volume, evidenced by a 2% decline in total advertisers and a 27.83% reduction in ad creatives during the first half of 2022.
RPG and strategy titles remain the primary revenue drivers, commanding the highest advertising costs with average CPMs reaching $21.58.
Video is the dominant advertising format, accounting for over 86% of all ad creatives as marketers prioritize dramatic storytelling and influencer-led content.

Market Analysis Mobile Marketing+3

SocialPetaJan 2022

Report42 pages

The State of Mobile Game and App Markets: H1 2022

Marketers reduced mobile game creative volume by nearly 30% year-over-year in H1 2022, shifting focus from raw install volume to performance metrics like Cost Per Purchase and In-App Purchase Return on Ad Spend.
Advertising costs rose significantly, with CPMs increasing 18% for mobile games and 64% for non-gaming applications.
Advertisers are increasingly prioritizing the Android ecosystem, which now accounts for approximately 70% of all mobile game creatives.

Market Analysis Mobile Marketing+3

AdQuantumJan 2022

Report17 pages

The Hyper-Casual Benchmark Report: Q3 2022

Retention is the primary differentiator for success, with top-tier hyper-casual games significantly outperforming the median cohort as acquisition costs rise.
Median cost-per-install (CPI) reached record highs in Q4 2022, hitting $0.20 on Android and $0.42 on iOS.
iOS consistently outperforms Android in retention, with top-tier titles achieving 45% Day 1 retention on iOS compared to 38% on Android.

Market Analysis Monetization User Acquisition+5

TenjinJan 2022

Report31 pages

App Marketer Survey

Apple’s App Tracking Transparency (ATT) framework has negatively impacted 64% of user acquisition campaigns, leading to increased costs for 72% of marketers and complicating decision-making for 73%.
Nearly 60% of marketing professionals report facing more aggressive KPIs than in previous years, yet approximately half are currently struggling to meet these targets.
To combat data scarcity, 52% of marketers plan to increase their 2023 advertising budgets while diversifying into influencer marketing and organic social media.

Market Analysis Marketing Advertising+1

LiftoffJan 2022

Report11 pages

Rapport Annuel 2022 de l'ALD: Canada

The Canadian video-game industry contributed $5.5 billion to the national GDP in 2021, marking the highest economic output recorded to date.
The sector experienced significant growth between 2019 and 2021, with the number of active studios increasing from fewer than 700 to nearly 1,000.
The industry currently supports 32,000 full-time direct employees and an additional 23,000 indirect jobs.

Market Analysis Employment Marketing+1

ESAC – Entertainment Software Association of CanadaJan 2022

Report42 pages

For the Game

The global gaming industry is projected to reach 3.5 billion players and $225 billion in revenue by 2025.
Gamers are high-value 'super-consumers' who engage with television and internet platforms for nearly 60 hours per week.
Over one-third of the global player base uses gaming primarily as a social platform, necessitating a shift toward community-focused engagement strategies.

Market Analysis Player Demographics Marketing+2

dentsuJan 2022

Report106 pages

Global White Paper on Mobile Advertising & Marketing Game

Mobile game advertising volume contracted by nearly 30% in 2022 to 15.8 million creatives, driven by a shift toward quality-focused marketing and the impact of Apple’s IDFA changes.
Video ads dominate the market, accounting for over 86% of all creatives, while casual and puzzle titles have displaced RPGs as the primary drivers of advertising spend.
Cost-per-mille (CPM) is highest for strategy games at $21.58, and iOS advertising remains 15% more expensive than Android equivalents.

Marketing Advertising Global+2

TencentJan 2022

Whitepaper191 pages

2022 Global White Paper on Mobile Advertising & Marketing Game

The global mobile advertising market saw a 27% decline in creative volume during the first half of 2022, accompanied by rising costs that pushed the average CPM to $19.31.
Video content now dominates the advertising landscape, accounting for over 86% of all creatives as developers shift toward high-quality, drama-based storytelling to lower entry barriers.
While the total number of advertisers decreased, emerging markets in the Middle East, South America, and Southeast Asia showed robust growth, contrasting with the high-cost user acquisition environments of the United States and South Korea.

Advertising Marketing Market Analysis+2

SocialPetaJan 2022

Report30 pages

Creative Highlights: August 2021

Mobile gaming advertisements in August 2021 shifted toward narrative-driven formats featuring human-like characters and anthropomorphic protagonists.
Major titles including Garena Free Fire, Call of Duty, Clash of Clans, and Mobile Legends integrated real-world celebrities like Dimitri Vegas, Like Mike, and Ozuna as playable avatars to bridge gaming and music audiences.
High-performing ad creatives utilized pop music, including mainstream hits and instrumental tracks like Rihanna’s “Desperado,” to create emotional hooks on platforms such as TikTok and Snapchat.

Creative Ads Marketing Global+1

Sensor TowerAug 2021

Report145 pages

Cultural and Creative Sectors in Post-COVID-19 Europe: Crisis Effects and Policy Recommendations

The COVID-19 pandemic caused severe economic disruption across the European cultural and creative sectors (CCS).
The European Parliament's CULT Committee commissioned this study in February 2021 to evaluate the crisis impact and necessary policy interventions.
The analysis focuses on the structural and cohesion policy implications for the CCS following the onset of the pandemic.

Market Analysis Marketing Player Behavior+1

European ParliamentFeb 2021

Presentation44 pages

1Q FY2021 Presentation Material: October to December 2020

CyberAgent achieved record-high consolidated sales of 131 billion yen in 1Q FY2021, a 13.3% year-over-year increase driven by strong performance in the Media and Advertising segments.
The Media segment grew revenue by 67% to 20.4 billion yen, bolstered by ABEMA’s premium subscriber base exceeding 921,000 users and an elevenfold increase in WINTICKET transaction volume.
The Game business experienced a 15% revenue decline to 29.9 billion yen and a 77.8% drop in operating profit, attributed to seasonal factors and increased marketing spend.

Advertising Marketing Market Analysis+1

CyberAgentJan 2021

Report7 pages

Audio Ad Engagement in Mobile Games

Audio ads achieve a click-through rate (CTR) of approximately one click per 1.4 listens, vastly outperforming the 0.08% average CTR of static banners.
A Warner Music Group campaign targeting 18-to-30-year-olds achieved a 1.78% CTR, representing a 1,000% increase over traditional banner standards.
Behavioral testing shows 100% of participants continued gameplay during audio ad delivery, with 100% brand recall when ads were paired with a companion banner.

Market Analysis Monetization In-Game Advertising+4

AudioMobJan 2021

Report30 pages

Sensor Tower Creative Highlights August 2021

Top-performing mobile game ads frequently utilize celebrity and DJ collaborations, such as Garena Free Fire’s partnership with Dimitri Vegas & Like Mike and Call of Duty’s work with Ozuna, to drive engagement.
Over 50% of top-performing ad creatives incorporate reward-driven messaging, including promo codes and anniversary-themed incentives, to boost user retention.
Successful ad campaigns prioritize character-centric narratives that feature extreme scenarios like fires, volcanoes, or zombie outbreaks to heighten emotional stakes.

Creative Ads Mobile Global+1

Sensor TowerJan 2021

Report93 pages

2021 H1 Global Mobile App Marketing Whitepaper

Chinese developers dominated the global market in 2021 H1, accounting for 70% of top-charting mobile game media buying and 100% of the top ten advertisers on Facebook’s News Feed.
Advertising costs surged significantly, with Facebook’s average CPC and CPM increasing by 128% year-over-year due to heightened competition.
Apple’s IDFA policy changes triggered a 13% decline in the share of iOS advertising creatives, forcing a strategic shift in focus toward Android platforms.

Advertising Marketing Global+1

SocialPetaJan 2021