New Mintegral Casual Gaming Report Reveals Hyper Casual Games Dominate Ad Media Buys with 34% Share
2024年5月24日 - 1:39AM
ビジネスワイヤ(英語)
Findings shed light on the inner workings of casual gaming,
revealing when, where, and how casual games spend their marketing
budgets
A new report from global programmatic advertising platform
Mintegral charts the impact of casual games, the dominant gaming
category on mobile. The report, in partnership with GameAnalytics
and Tenjin, demonstrates the continued dominance of hyper-casual
games as the driving force behind gaming growth. The report also
reveals that, while retention is a difficult challenge, video
advertising is the most effective way to engage and re-engage with
lapsed app users.
The global report charts ad creative growth and distribution,
retention, and other key metrics to benchmark the performance of a
typical casual gaming app across 11 sub-categories and four
regions.
Here are key takeaways from the report:
- Hyper-Casual Markets the Most: Hyper-Casual games
purchase the most ads of any sub-category, with a 34% share of ad
media buys.
- Retention Strategies Will Make the Difference: The
average casual game app has difficulty retaining users. Only 17%
play on the second day of use. The top-performing gaming apps
(those in the 90th percentile and above) achieve double the
retention rate at 35%.
- Video Ads Lead the Way: Video advertising dominates
casual gaming with a staggering 70% market share.
- The US Market Offers the Best Return: The US market
presents the best eCPM (effective cost per mille) globally.
Rewarded video ads in the US outperform the next-best country by
70%.
"Casual gaming remains a powerhouse in the mobile app industry,"
says 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 partnership with analytics tool GameAnaytlics and
mobile measurement platform Tenjin results in a report that allows
marketers to draw deep insights from useful sources, creating a
fuller picture of performance trends. By leveraging the insights
offered in this report, game developers and marketers can develop
data-driven strategies to acquire new users, boost retention, and
optimize monetization efforts within the casual gaming
landscape.
Download the full report here.
Methodology
Mintegral's Casual Gaming report draws on data from several
sources across Mintegral, Tenjin, and GameAnalytics product suites.
Data was collected between January 01, 2023 and December 31, 2023.
The report breaks down into 11 sub-categories, four regions, and
two operating systems. Metrics include ad buys, ad creative volume,
retention rate, sessions and session length, and eCPM.
About Mintegral
Mintegral is a data-driven, programmatic, and interactive
advertising platform dedicated to helping mobile apps bridge the
gap among the world's most valuable markets. Mintegral's full-stack
programmatic products and services, include a self-service
advertiser platform, monetization platform, and a creative
automation platform powered by Mindworks, Mintegral's creative
studio. Learn more at www.mintegral.com.
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