SocialPeta Data Research Institute

White Paper on Global Mobile Games

The global mobile gaming market underwent a significant transformation in 2021, characterized by a stabilization of advertiser growth alongside a massive 200% surge in ad creative volume. This shift was largely driven by the dominance of video content, which now accounts for 86% of all advertisements. Rising competition and privacy policy changes, specifically Apple’s IDFA update, contributed to a 34% increase in Facebook CPM and an 81% jump in CPC. Consequently, advertisers shifted their focus toward Android, which now represents two-thirds of the market, while North America remains the most expensive advertising region with a peak CPM of $28.18. Casual and puzzle games maintain the highest number of individual advertisers across major platforms like Meta and Google, yet RPG and strategy genres lead in total creative output. In regions like Southeast Asia, casino games command a significant share of creative assets, while the CIS market shows a distinct preference for shooter games. Conversely, mainland China experienced a sharp decline in advertisers during the latter half of the year due to tightened domestic regulations. To mitigate rising acquisition costs, developers are increasingly utilizing "light" casual elements in hardcore game ads, real-person trailers, and celebrity endorsements to broaden appeal. The industry is currently moving toward a high-quality growth model centered on global expansion, particularly into the Middle East, and the integration of emerging technologies like VR, AR, and the metaverse. Future success depends on hybrid monetization models and the inclusion of social features, such as in-game chat and PvP, to bolster long-term retention. As personalization becomes more difficult due to privacy restrictions, the strategic focus has pivoted toward creative-heavy campaigns and the exploration of blockchain-based assets like NFTs to maintain engagement in an increasingly competitive landscape.