How many game advertisers there are on the mobile market, how many creatives per game there are on average per year and how the CPC on Facebook has grown over the year, — the Chinese analytical company SocialPeta told in its latest report. About the most interesting — in our material.
General market situation
In the first half of 2021, the average monthly number of advertisers among games was 18 thousand. For comparison, the average monthly number of advertisers among non-gaming applications has reached 70 thousand. The peak indicator for the total number of active advertisers was in April — 93 thousand (annual growth of 5.79%).
The general situation on the mobile advertising market for the first half of 2021
As for the total number of advertisers for the entire period, there were 38 thousand advertisers among the games, who published a total of 19.3 million creatives.
On average, each game launched 504 creatives (an annual growth of 183%). Among non-gaming applications, 129 thousand advertisers were recorded, launching about 28.3 million ads.
Dynamics of the situation on the mobile game advertising market (first half of 2020 — first half of 2021)
The report also contains information about the dynamics of publishing creatives when launching new games.
Analysts say that the game usually launches 80 creatives on release, another 300 go in the first three months from the moment it enters the market. The most active game advertisers have under 1,000 ads in the first year.
Dynamics of publishing advertising creatives for mobile gamesDistribution of advertisers between platforms
Google is overtaking Apple. According to the results of the first half of the year, the Android platform had to:
- 58.17% of active advertiser apps;
- 55.81% of active creatives.
Distribution of game advertisers by genre
The largest number of advertisers in the gaming segment was among role-playing games (13.7%) and puzzle games (11.76%). This is seriously different from last year’s distribution, which SocialPeta shared in February. Back then, puzzles accounted for 16% and 21%, respectively. This can be explained by changing the methodology. This time, analysts attracted data only from creatives from the FB News feed.
Distribution of game advertisers by genreDynamics of prices for advertising games on Facebook
According to the data collected, the average cost per click (CPC) in the Facebook news feed in the first half of the year was $1.89. This is 128% more than a year earlier.
As for the average cost per thousand views (CPM), it reached the level of $14.71. The growth in annual terms was the same 128%.
Clickability (CTR) has also increased. According to the results of the first six months, it amounted to 1.78%. This is 80% more than a year earlier.
Dynamics of advertising prices on Facebook among the top 10 game advertisersThe main advertisers in the market
SocialPeta also shared the top game advertisers on iOS and Android. The company claims that 70% of the games in the top are created by Chinese developers.
Top 30 gaming advertisers for the first half of 2021
The full version of the report can be downloaded here.
- the most popular creatives (since SocialPeta collects data on the native Chinese market, among other things, you can find examples that are unusual for a Western user);
- breakdown of top advertisers by advertising platforms and regions (from the interesting: “Chronicles of Chaos” advertiser number one in Japan);
- plus or minus a detailed overview of the Chinese mobile gaming advertising market.