Programmatic and interactive promoting platform Mintegral has partnered with GameAnalytics and Tenjin to launch its 2024 Informal Gaming Report, which offers entrepreneurs with key insights into cellular gaming promoting. Utilizing knowledge from 2023, the report units benchmarks for key metrics reminiscent of advert buys, retention charges, periods and eCPM.
“Informal gaming stays the chief within the cellular app business,” stated Eric Fang, CEO of Mobvista, Mintegral’s mother or father firm. “Understanding person habits and promoting developments is vital to success on this aggressive house. Our report offers entrepreneurs with the information and insights they should develop successful methods.”
Important outcomes of Mintegral
Among the many subgenres, hyper-casual video games attracted the biggest share of advert buys (34.4%). Together with puzzle and simulation titles, the highest three subgenres accounted for greater than 70% of advert buys.
Video advertisements are by far the commonest format that sport apps use to promote their video games. Nearly 70% of informal sport advertisements are in video format. Nonetheless, in EMEA, North America and Latin America, this determine jumps to 88%. In APAC, video nonetheless accounts for almost all of advert buys, however show advertisements account for 43% of quantity within the area.
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That is partly attributable to the truth that international locations within the Asia-Pacific area have the very best variety of advertisements performed. Nearly a 3rd of advertisements can be found for playback in APAC, nearly double that of LATAM (18.2%).
Platform variations
Whereas builders should serve each Android and iOS units, entrepreneurs should take into account the important thing variations.
It’s noteworthy that Android accounts for the biggest share of promoting spending (62%). Moreover, Android customers open the typical gaming app 1.37 occasions extra per day than iOS customers, although the typical gamer’s gaming periods final about the identical.
Nonetheless, retention and eCPM present why advertisers proceed to worth iOS customers.
After set up, the typical informal sport app retains 17% of customers on the primary day on each platforms. Nonetheless, iOS retains 1.25 occasions the share of customers in comparison with Android when this knowledge is damaged down by platform.
eCPM additionally leans in favor of iOS. For each interstitial and rewarded video advertisements, eCPMs have been larger for iOS units than for Android within the US, UK, Japan, Brazil, and India. Consequently, builders see the next return on their advertisements on iOS units, however the whole quantity of advertisements offered is larger on Android.
Mintegral’s full 2024 Informal Gaming Report is offered now.