- 92.22% of advertisers (48.9k) in Q1 2023 used new creatives.
- 7.8M new creatives have been published in the market in Q1 2023. The share of new creatives was 67.01%.
- The number of creatives in the casual genre increased by 12.33% YoY. Casual games are responsible for 32.68% of all creatives. Puzzles (12.12% – decline by 1.91% YoY) and RPG (9.01% – decline by 2.02% YoY) are next.
- The number of advertisers in casual games increased by 2.29% YoY – to 29.16% in Q1 2023. Puzzles are second (12.07% of advertisers, growth by 0.26% YoY); the Simulation genre is third (9.55% of advertisers, growth of 0.02%).
- The largest amount of monthly active advertisers is in the US – 12.7k. Leaders by a number of creatives for advertisers are Asian countries.
- The number of advertisers on Android increased dramatically in Q1 2023 – from 62% in Q4 2022 to 69.69%. The share of iOS advertisers decreased accordingly from 38% in Q4 2022 to 30.31% in Q1 2023.
- 82.97% of all creatives in Q1 2023 has been videos; 13.56% – images; 2.17% – Playable; 1.3% – other types of creatives. Since Q1 2022 the number of impressions on videos and images is decreasing.
Trends by genre
- The number of advertisers in casual games in all regions increased from 80% to 144% in a year. This comes with the fact that in 2022 casual games dropped in downloads for the first time.
- The “Roguelike + casual gameplay” formula seemed to work for hit games in 2022 and Q1 2023.
- The competition on mobile devices in the strategy genre increased. Growth of revenue slowed, but the number of new advertisers increased by 64% YoY in the US.
- The RPG genre in 2022 has been struggling. Revenue decreased by 16%. SocialPeta thinks that the interest in the genre is cooling down.
- The simulation genre is stagnating in revenue and downloads despite the growth of advertisers by 50%+ YoY in all regions.
- Mobile casinos are growing in revenue but staying on a plateau in downloads. The number of advertisers in Latin America grew by 181% YoY – it might be the next big region for the genre.
