The report reveals several key findings. Among different sub-genres, hyper casual games attracted the highest share of ad buys, accounting for 34.4%. Puzzle and simulation titles also performed well, with the top three sub-genres collectively making up over 70% of ad buys.
Video ads are the predominant format used by gaming apps to advertise their games, making up nearly 70% of ads for casual games. However, this figure jumps to approximately 88% in the EMEA, North America, and LATAM regions. In APAC, video ads still accounted for the majority of ad buys, but image ads made up 43% of the region’s volume. This discrepancy is partially due to APAC having the highest volume of playable ads, with nearly a third of ads being playable. This is almost double LATAM’s rate of 18.2%.
The report also highlights platform differences that marketers should consider when targeting Android and iOS devices. Android users tend to open up apps more frequently than iOS users, with Android accounting for the majority (62%) of ad media spend. Despite this, iOS users open the average gaming app 1.37 more times per day than Android users, even though their play sessions last for around the same duration.
However, when it comes to retention and eCPMs (effective cost per thousand impressions), iOS users have an advantage. On average, casual gaming apps retain 17% of users on Day 1 across both platforms. However, when split by platform, iOS retains 1.25 times more users than Android. Similarly, eCPMs are higher for iOS devices compared to Android in countries like the U.S., U.K., Japan, Brazil, and India. This means that developers see higher returns per ad on iOS devices, although the overall volume of ads sold is greater on Android.
In conclusion, Mintegral’s 2024 Casual Gaming Report provides valuable insights into mobile game advertising. It emphasizes the importance of understanding user behavior and advertising trends in the competitive mobile app industry. Marketers can use these insights to develop winning strategies and make informed decisions when targeting different sub-genres and platforms.
