Mintegral：2024上半年东南亚游戏媒体采买状况报告

Methodology Market Scope Game Genre Reference Period Global markets (excludingMainland China) including theUnited States, Japan, SouthKorea, Southeast Asia, theUnited Kingdom, France,Germany, Brazil, and over 100others. Action & Shooting, Adventure,Arcade, Board, Card, Casino,Music, Racing, Role-Playing,Simulation, Sports, Strategy,Trivia, Word, and others. This report is based on datacollected between H1 2023 toH1 2024. in partnering withInsightrackr. Metrics 1.Number of apps with ad media buys:The quantity of apps buying ads in the market.2.Ad media buys:The amount of ads purchased in game advertising.3.Ad creative volume:The amount of gaming ads shown in apps. The mobile gaming market in Southeast Asia is experiencing phenomenal growth, driven by its advancingmobile networks, widespread smartphone adoption, and robust mobile payment systems.Theinfrastructure has fostered a thriving mobile industry, particularly in gaming, where consumer preference formobile apps is strong. Introduction This report equipsmarketers and game developers, particularly those specializing in Casual and HybridCasual games, with the latest trends and data to capitalize on this dynamic market. By understanding regional trends and implementing effective advertising strategies, businesses can unlocknew growth opportunities and significantly enhance brand awareness of their games within the thrivingSoutheast Asian mobile gaming landscape. In the ever-evolving gaming landscape, studios are constantly seeking innovative monetization strategies to optimize revenue generation.Casual game developers, traditionally reliant on in-app advertising (IAA), are starting to invest in driving longer user lifetime and moreengaging content to grow in-app purchases (IAP).Conversely, studios historically focused on IAP are exploring the integration of IAA as asupplementary revenue stream. As user acquisition (UA) becomes increasingly competitive and the value of user retention escalates, ad user experience has emerged as acritical factor for success. This is particularly pertinent for IAP-focused studios, as they must prioritize protecting the experience of payingusers while incorporating IAA. Furthermore,the sophistication of ad monetization is advancing towards personalized optimization. By leveraging first and/or third-partydata, studios can tailor ad experiences to individual users and customize monetization strategy based on demand performance,therebymaximizing yield and overall revenue potential. In 2025 and beyond, we anticipate that successful studios will lean into personalized user experiences informed by data and actively manageads quality to optimize user retention and lifetime value. —NitinGajria Managing Director of APAC Publisher Partnerships, Google SEA ranks1stinadviewsand2ndin number of appswith ad mediabuys. Over35,000mobile gamespurchased advertisingin H1 2024. Proportion of MobileGames with Ad MediaBuysH2 2023vsH1 2024 (%) The proportion ofmobile gameswithadmedia buyshasincreased by4%. IAA and Hybridgames are taking themarket. Ad creative volumeexceeded 2 million,an increase of11%YoY. The proportion ofplayableshasexploded to9%from3% in H1 2023. Over10%ofcreativesforHypercasual,Puzzle,Shooting, andSimulation-Managementgames areplayable ads. Sports, Social, andMatch games top inad campaignduration ranking. Puzzle,Match, andSimulation-Managementgamesare thetopthreeinAdViewsranking. Mintegralis the leading programmatic advertisingplatform dedicated to helping mobile apps growglobally. With access to premium global traffic,industry-leading machine learning, and interactivecreatives, Mintegral'sAppGrowth, Retargeting,and Monetization solutions enable marketers togrow audiences and revenue with ease. Discover more atwww.mintegral.com.