In right this moment’s quickly rising international cellular gaming market, informal and puzzle video games have proven their distinctive attraction and important business potential. Informal video games, with their easy mechanics and simple accessibility, appeal to a variety of non-core players. In the meantime, puzzle video games, recognized for his or her difficult puzzles and brain-training components, have change into well-liked amongst followers of mental video games.
Match-3, elimination, parkour, on the spot video games… The traditional gameplay and broad attraction of those kinds have resulted in frequent hits inside these two main genres.
Informal and puzzle video games signify the 2 largest genres by way of amount and advertising and marketing throughout the cellular gaming sector. In response to SocialPeta, in Q1 2024, informal sport advertisers accounted for 36.62 p.c of the market, a year-over-year improve of 0.83 p.c. Informal sport creatives made up 39.59 p.c of the market, a rise of 1.97 p.c in comparison with the identical interval final 12 months. Puzzle video games are the second-largest style, with advertisers and artistic volumes accounting for 13.12 p.c and 12.31 p.c, respectively. The share of puzzle sport advertisers grew by 2.1 p.c from the earlier 12 months, marking the most important improve amongst all genres.
Moreover, on the advertising and marketing entrance, many mid-to-hardcore merchandise have shifted their gameplay positioning and acquisition methods in direction of the informal market to adjust to more and more stringent privateness insurance policies in app shops. A major instance from 2023 is the explosive development of “mini-game” advertising and marketing. Moreover, the gameplay of many hit puzzle video games has served as a blueprint for mini-game acquisition methods. Many traditional, high-quality puzzle mechanics have change into the driving engines for hits within the on the spot video games class.
To this finish, SocialPeta has partnered with the globally famend informal sport writer Supersonic from Unity to launch the report Advertising Insights into World Informal & Puzzle Video games for Q1 2024.
Cellular sport advertisers launch a mean of 109 creatives monthly, with new creatives making up 74.7 p.c of the entire every quarter.
This report gives an in depth evaluation of worldwide cellular gaming advertising and marketing tendencies for Q1 2024. The variety of cellular sport advertisers monthly continues to indicate a transparent progress development, with a mean of over 51,000 advertisers every month in Q1 2024, a 28.9 p.c improve year-over-year. The typical variety of creatives per advertiser was 109 monthly, reflecting an 18 p.c lower. Nonetheless, the general development signifies that the depth of artistic deployment is stabilising, with the common month-to-month creatives per advertiser in Q2 2024 anticipated to be between 110 and 120.
Though the common depth of promoting has slowed, advertisers’ pursuit of recent and revolutionary artistic concepts stays sturdy. In Q1 2024, over 63,000 cellular sport advertisers launched new creatives, accounting for 84.2 p.c of the entire. SocialPeta captured greater than 8.6 million new creatives throughout Q1, representing 74.7 p.c of the entire, a rise of two.8 p.c in comparison with the identical interval final 12 months and roughly a 1% improve from This fall 2023.
The first advertising and marketing battleground stays in Europe and America
Primarily based on observations of promoting for informal and puzzle cellular video games in high nations/areas in Q1 2024, the market stays primarily concentrated in Europe and America. Europe had the very best variety of informal advertisers, with SocialPeta capturing almost 18,000 advertisers throughout this era. Moreover, Europe is essentially the most aggressive area for informal video games, with a mean of 173 artistic items per advertiser in Q1.
The U.S. market was essentially the most aggressive for puzzle video games, with a mean of 147 creatives per advertiser in Q1, adopted intently by the European market with a mean of 144 creatives per advertiser. Moreover, the markets in Oceania, South America, and Southeast Asia additionally confirmed important competitors within the informal and puzzle genres. Notably, in South America, the common variety of artistic items per advertiser exceeded 130 through the quarter.
Climbing to the Prime of the US Charts: Supersonic Boosts World Hit Parkour Sport “Construct A Queen” to primary
Hyper-casual, significantly parkour-style hyper-casual video games, have lengthy been an important sub-track throughout the informal gaming class. “Construct A Queen,” as a globally profitable parkour sport that has topped the US charts at primary, presents success components that advantage in-depth evaluation.
The success of the sport can first be attributed to its distinctive creativity. It combines parkour, puzzle-solving, and simulation components, providing gamers a stimulating and difficult expertise. In acquisition efforts, it identifies commonalities in parkour video games and emphasises visible variation in creatives, considerably enhancing marketability.
When it comes to design, the sport focuses on feminine gamers by incorporating components geared towards ladies and trendy character costumes, akin to reworking right into a princess, mermaid, or nurse, catering to the particular preferences of its target market. The gameplay can also be oriented in direction of feminine gamers, together with magnificence contest mechanics. To keep away from the homogeneity typical of hyper-casual parkour video games, it additionally provides peripheral techniques (like base ornament and make-up on the spot video games) and new content material (akin to new stage rotations and problem mechanisms), tremendously rising the general enjoyable of the sport.
Below the steering of Supersonic, “Construct A Queen” entered the highest 4 on Google Play within the US in its launch month and shortly climbed to the highest, reaching a high ten international rating. The report additionally options extra hyper-casual case research, which can be found for obtain.
The above is a abstract of this collaborative report. For extra detailed info, please obtain the total report.
