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Programatic and interactive promoting platform Mintegral has partnered with GameAnalytics and Tenjin to publish its 2024 Informal Gaming Report, giving entrepreneurs key insights into cellular sport promoting. Utilizing information from 2023, the report establishes benchmarks for high metrics like advert buys, retention price, classes and eCPMs.
“Casual gaming remains a powerhouse in the mobile app industry,” mentioned Erick Fang, CPO of Mobvista, Mintegral’s guardian firm. “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 key findings
Amongst sub-genres, hyper informal video games attracted the best share of advert buys (34.4%). Along with puzzle and simulation titles, the highest three sub-genres accounted for over 70% of advert buys.
Video advertisements are by far probably the most prevalent format gaming apps use to promote their video games. Practically 70% of advertisements for informal video games are in a video format. Nonetheless, this jumps to roughly 88% in EMEA, North America and LATAM. In APAC, video nonetheless accounted for a majority of advert buys however picture advertisements accounted for 43% of the area’s quantity.
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That is partially because of APAC having the very best quantity of playable advertisements. Virtually a 3rd of advertisements are playable in APAC, virtually double LATAM’s price of 18.2%.
Platform variations
Whereas builders ought to serve each Android and iOS units, there are key variations entrepreneurs ought to think about.
Notably, Android accounts for almost all of advert media spend (62%). Moreover, Android customers open the common gaming app 1.37 extra instances per day than iOS customers, regardless of the common avid gamers’ play classes lasting for roughly the identical period of time.
Nonetheless, retention and eCPMs present why advertisers proceed to worth iOS customers.
After putting in, the common informal gaming app retains 17% of customers on Day 1 throughout each platforms. Nonetheless, iOS retains 1.25-times higher share of customers in comparison with Android when this information is cut up by platform.
eCPMs additionally lean in iOS’ favor. Throughout each interstitial and rewarded video advertisements, eCPMs had been greater for iOS units than Android within the U.S., U.Ok., Japan, Brazil and India. Because of this, builders see greater returns per advert on iOS units, however the general quantity of advertisements bought is larger on Android.
Mintegral’s full 2024 Informal Gaming Report is obtainable now.