Socialpeta：2023年全球移动游戏市场趋势报告（英文版）（78页）.pdf

1、2023 Global Mobile GMarketing Trends White Paper2023 GLOBAL MOBILE GAMES MARKETING REPORT2PrefaceIn 2023,the overall gaming market had been experiencing a pullback after its peak during thepandemic.Economic turmoil and slump also constituted a further challenge to game developers.Beset by unsatisfac

2、tory downloads and IAP revenue as well as market saturation,game developershad to look for growth opportunities in emerging markets and try mixed-paying systems.In search of new opportunities for growth,developers need new markets and product types withpotential growth.But for growth to be sustainab

3、le,they also need support from excellent dataanalysis tools and advertising platforms.Therefore,mixed-paying systems will still be the generaldirection of industry growth and revenue increase.Its expected that in-app purchasescomplemented by various advertising monetization strategies will maximize

4、the revenue per user,and eventually lead to increased ROI.There were two major marketing trends in the global mobile games market in 2023:a risingnumber of advertisers,and increases in the proportion and number of new creatives.As significantly higher-quality creatives were required in 2023,it was c

5、rucial that gameadvertisers released unique and charming ad creatives to attract users.In terms of global mobilegames marketing,the Asia-Pacific region remained the most competitive.Southeast Asiaexperienced the fiercest competition in media buying in 2023.Blue Ocean Markets started tobloom.And due

6、to privacy policy,proportion of mobile games,and other matters,Android greatlysurpassed iOS in marketing efforts,and is expected to do so in 2024.The“Marketing”section of this report analyzes the marketing trends of top games by genre andregion,and the advertising of hit games in 2023.This report is