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Programatic and interactive advertising platform Mintegral has partnered with GameAnalytics and Tenjin to publish its 2024 Casual Gaming Report, giving marketers key insights into mobile game advertising. Using data from 2023, the report establishes benchmarks for top metrics like ad buys, retention rate, sessions and eCPMs.
“Casual gaming remains a powerhouse in the mobile app industry,” said Erick Fang, CPO of Mobvista, Mintegral’s parent company. “Understanding user behavior and advertising trends is key to success in this competitive space. Our report equips marketers with the data and insights they need to develop winning strategies.”
Mintegral’s key findings
Among sub-genres, hyper casual games attracted the greatest share of ad buys (34.4%). Together with puzzle and simulation titles, the top three sub-genres accounted for over 70% of ad buys.
Video ads are by far the most prevalent format gaming apps use to advertise their games. Nearly 70% of ads for casual games are in a video format. However, this jumps to roughly 88% in EMEA, North America and LATAM. In APAC, video still accounted for a majority of ad buys but image ads accounted for 43% of the region’s volume.
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This is partially due to APAC having the highest volume of playable ads. Almost a third of ads are playable in APAC, almost double LATAM’s rate of 18.2%.
Platform differences
While developers should serve both Android and iOS devices, there are key differences marketers should consider.
Android players open up apps more often than iOS users.
Notably, Android accounts for the majority of ad media spend (62%). Additionally, Android users open the average gaming app 1.37 more times per day than iOS users, despite the average gamers’ play sessions lasting for roughly the same amount of time.
However, retention and eCPMs show why advertisers continue to value iOS u …
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GamesBeat is excited to partner with Lil Snack to have customized games just for our audience! We know as gamers ourselves, this is an exciting way to engage through play with the GamesBeat content you have already come to love. Start playing games here.
Programatic and interactive advertising platform Mintegral has partnered with GameAnalytics and Tenjin to publish its 2024 Casual Gaming Report, giving marketers key insights into mobile game advertising. Using data from 2023, the report establishes benchmarks for top metrics like ad buys, retention rate, sessions and eCPMs.
“Casual gaming remains a powerhouse in the mobile app industry,” said Erick Fang, CPO of Mobvista, Mintegral’s parent company. “Understanding user behavior and advertising trends is key to success in this competitive space. Our report equips marketers with the data and insights they need to develop winning strategies.”
Mintegral’s key findings
Among sub-genres, hyper casual games attracted the greatest share of ad buys (34.4%). Together with puzzle and simulation titles, the top three sub-genres accounted for over 70% of ad buys.
Video ads are by far the most prevalent format gaming apps use to advertise their games. Nearly 70% of ads for casual games are in a video format. However, this jumps to roughly 88% in EMEA, North America and LATAM. In APAC, video still accounted for a majority of ad buys but image ads accounted for 43% of the region’s volume.
GB Event
Countdown to GamesBeat Summit
Secure your spot now and join us in LA for an unforgettable two days experience exploring the theme of resilience and adaptation. Register today to guarantee your seat!
Register Here
This is partially due to APAC having the highest volume of playable ads. Almost a third of ads are playable in APAC, almost double LATAM’s rate of 18.2%.
Platform differences
While developers should serve both Android and iOS devices, there are key differences marketers should consider.
Android players open up apps more often than iOS users.
Notably, Android accounts for the majority of ad media spend (62%). Additionally, Android users open the average gaming app 1.37 more times per day than iOS users, despite the average gamers’ play sessions lasting for roughly the same amount of time.
However, retention and eCPMs show why advertisers continue to value iOS u …nnDiscussion:nn” ai_name=”RocketNews AI: ” start_sentence=”Can I tell you more about this article?” text_input_placeholder=”Type ‘Yes'”]