Insight into Southeast Asian Mobile Game Marketing Trends in 2024

The "2024 Southeast Asia Mobile Game Marketing Trend Insights" released by Guangda Big Data Research Institute mainly analyzes the marketing trends of Southeast Asian mobile games in 2024 from the perspective of advertising placement data, including the number of advertisers, creative material placement, marketing situations of different types of mobile games, and some popular mobile game marketing cases.

1. Data Sources and Platform Introduction

- Guangda is a globally leading advertising marketing platform, covering more than 70 countries/regions and 80+ global advertising channels, with 1.6 billion-level advertising creatives and hourly update frequency. It locates high-quality creatives through four major indicators: number of placement days, impressions, popularity, and interaction, providing references for mobile game marketing.

2. Overall Trends in Southeast Asia Mobile Game Marketing

- Number of advertisers: In 2024, the average monthly number of mobile game advertisers in Southeast Asia exceeded 21,000, with more than 20,000 mobile game advertisers each month throughout the year. However, the number of mobile games being advertised showed a downward trend in June and July; the proportion of new advertisers surged to 8.5% in June this year, with an average monthly proportion of new advertisers at 3.7%.

- Creative material placement trends: In 2024, an average of 63.8% of advertisers in Southeast Asia placed new creatives each month, a slight year-on-year decrease of 0.8%. Among them, the proportion of advertisers placing new creatives in July and August increased significantly. The monthly proportion of new creatives in Southeast Asia this year was 39.6%, up by 1.5%, with the highest proportion in June at 49.1%, and dropping to around 45% in July and August.

3. Marketing Situations of Different Types of Mobile Games

- Type distribution: RPG is the most competitive category in Southeast Asia marketing, with the highest average monthly volume of creatives, and the proportion of creatives exceeds the global level by 3.8 percentage points; casual, entertainment, and puzzle game advertisers have the highest proportions, among which casual products account for 28.4% of the total mobile game advertisers in Southeast Asia, 1.4% higher than the global level.

- Regional differences: Indonesia has the highest average monthly number of advertisers, while Thailand has the highest average monthly volume of creatives; observations of placements in various countries/regions in the Asia-Pacific show that the marketing intensity of Southeast Asian mobile games this year is lower than that of Japan, Korea, Hong Kong, Macau, and Taiwan. The proportion of iOS advertisers is less than 25%, and in the Indonesian market, the proportion of iOS advertisers is less than 20%, with image creatives accounting for nearly 30% on iOS.

- Creative material characteristics: Video creatives are dominant, with videos over 30 seconds accounting for nearly 70%; strategy games have the highest proportion of video creatives, while entertainment games have the highest proportion of image creatives; the proportion of video creatives in Southeast Asia is 11% higher than the global level, but 5.5% lower than the same period last year.

4. Popular Mobile Game Marketing Cases

- TOP20 List: Introduces the TOP20 mobile games in Southeast Asia in 2024 in terms of advertising placement, including game names for both iOS and Android platforms.

- Popular creative material types

- Mini-game creatives: Southeast Asia is an important base for mini-games going overseas, and many classic domestic marketing tactics can be reused, such as leveraging IP for growth, AI filter side gameplay + voiceover, KOL commentary + game footage, etc.

- MMORPG creatives: As the most popular game type in Southeast Asia, the MMO track has the most products and the fiercest competition for buying traffic. Advertising creatives include AI-made animated GIF stitching, integration with current popular games, retro elements and nostalgia marketing, etc.

- Real-person creatives: Real-person creatives are more accepted in Southeast Asia, and local publishers in Vietnam and Thailand have many high-quality real-person creative ideas, such as real-person voice recommendations, cosplayers, costume changes, beauty makeup, game-reality combined plots, KOL live streaming effects, etc.

- Specific case analysis

- Southeast Asia version of "A Chinese Ghost Story": Published by Vietnamese company VNG, launched on August 22, introducing its advertiser dual-end creative accumulation chart, proportion of each type of creative, TOP10 countries/regions for placement, and popular placement channels.

- Mini-game going overseas: Taking "Legend of Mushroom: Rush - SEA" as an example, introducing its first placement time, total number of creatives after deduplication on both platforms, proportion of each type of creative, TOP10 countries/regions for placement, popular placement channels, and characteristics of its high-quality creatives in placement,  .

- Draconia Saga: The product with the largest advertising effort in Southeast Asia in the second half of this year, with more than 40,000 deduplicated creatives in just 4 months, and a large proportion of AI-type creatives. Introduces its advertiser dual-end creative accumulation chart, proportion of each type of creative, TOP10 countries/regions for placement, popular placement channels, and characteristics of its high-quality creatives in placement.