SocialPeta shared insights into mobile marketing in Q3 2022. The US market reached the same financial results in October 2022 as a year ago. And Adikteev researched payers’ behavior in mid-core titles.
This week:
- NPD: American Gaming Market in October 2022 repeated the last year’s results
- Adikteev: Payers’ behavior in Mobile midcore & hardcore games
- SocialPeta: Mobile Game Marketing in Q3 2022
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NPD: American Gaming Market in October 2022 repeated the last year’s results
The report is covering only physical sales.
- Overall gaming revenue in October 2022 in the US reached $4.4B.
- Software sales increased by 2% to $4B compared to the previous year.
- Call of Duty: Modern Warfare 2, Gotham Knights, and FIFA 23 became leaders of the month.
- Hardware sales increased by 10% to $424M.
- PlayStation 5 was a best-seller of October based on revenue and units sold. Xbox Series is second.
Adikteev: Payers behavior in Mobile midcore & hardcore games
- 97% of midcore and hardcore titles’ in-app revenue is based on repeated purchases.
- There are 64% of paying users are making repeated purchases. And 36% are paying only once – they’re responsible for only 3% of the revenue.
- 51% of payers are making repeated purchases on the same day. 25% – in the first week, 9% – during the second week, and 5% – during the third week. 10% of payers are converting into repeated purchases further.
- The sooner the payer makes the second purchase, the higher the probability he will convert into the third. The probability of a such event in the first week is 77%.
SocialPeta: Mobile Game Marketing in Q3 2022
- The number of advertisers in Q3 2022 reached 36.1k 0 it’s 16.6% more than a year before.
- The number of creatives in the same quarter reached 12.6M. Here is a decline of 8.7% compared to the previous year.
- During the whole of 2022, there was a negative downloads trend, but Q3 2022 managed to break it. The number of downloads in Q3 2022 was 2% more than in Q4 2021.
- DAU in games increased by 11% per year. SocialPeta analytics are sure that users started to prefer old games to new ones more often.
- IAP revenue in 2022 decreased a lot compared to 2021. However, it’s recovering, and the dynamics in Q3 2022 were quite good.
- The number of casual games advertisers is increasing (+1,5%). RPG advertisers, the opposite, decreased by 1.85%.
- The number of creatives for puzzle games increased (+1,53%). For action games (-1,73%) and RPGs (-1,62%) decreased.
- The majority of advertisers are in the casual genre (7.2 thousand), puzzles (4 thousand), and simulation games (3.2 thousand).
- Strategy (524 per advertiser), casino (385 per advertiser), and RPG (381 per advertiser) games are getting more creatives than any other genre.
- 62% of advertisers are on Android. The same platform is responsible for 71% of all creatives.
- 83.6% of all creatives are video. 12% are images.
The report is 109 pages with a deep overview of creatives and the market situation.
