On December 31, 2021, App Growing officially released the "2021 Global Mobile Game Buying White Paper", which covers the advertising intelligence of the mobile game industry tracked by the domestic universal version and the international version, deeply interprets the development and changes of the domestic and foreign mobile game advertising market in 2021, disassembles the differentiated characteristics of different markets, and analyzes the buying strategy of head publishers.
The 2021 Global Mobile Game Purchase White Paper includes two core chapters, both domestic and overseas. This article focuses on the domestic mobile game buying volume market.
Mobile games buy a large amount of market
Monitoring data shows that the number of advertising engagements across the industry in 2021 is on the rise, an increase of 222% over 2020. The total number of game ads is still ranked first in the industry, accounting for 17% of the total number of advertising in the industry, 3 percentage points higher than last year (in 2020, game advertising accounted for 14% of the total number of industry advertisements).
Even if the strongest restriction on mobile games for minors is introduced in 2021, it has not had much impact on the advertising of games. Buying volume is still the focus of mobile game advertisers to obtain customers.
App Growing data shows that a total of 237w+ mobile game ads participated in the whole network in 2021. In July, the delivery reached the peak of the whole year, and a total of 28w+ mobile game ads were monitored. This is directly related to the arrival of the summer vacation and the holding of CJ.
In Q3, due to the suspension of the game version number, the overall downward trend of delivery was serious, and september hit a new low for the whole year. Q4 recovered in the quarter.
In terms of the form of materials, in the mobile game delivery materials in 2021, video advertising materials accounted for 84%, which is the first choice of mobile game advertisers, followed by picture materials. Icons and pure copywriting categories account for a fairly small proportion.
Head buy volume mobile game inventory
At the promotion level, in the overall hot list TOP50 in 2021, there are 4 game box Apps on the list: 4399 game boxes, touch fish, Migu games, and good games to explode, which shows that the game box App market still has certain value.
The TOP10 mobile game types are evenly distributed, covering simulators, RPGs, fishing chess and cards, shooting, war SLG and other types of products.
In addition, the overall characteristics of top50 are more distinct. First, the HYIP game is still hot; second, the popular IP mobile game purchase volume promoted by the head game manufacturer remains high. For example, Tencent games "Glory of the King", "Tianya Mingyue Knife", NetEase game "Fantasy Journey to the West", 37 Interactive Entertainment "Douluo Continent: Soul Master Showdown", "Glory Archangel", Perfect World "Dream New Immortal", "New Laughing Pride Jianghu" and other products have been on the list.
In terms of style, 2021 is mainly "leisure & hyipproms, war, and simulation" is the world of these three major styles.
Leisure & HYIP mobile game method is simple, the threshold is low, the domestic market demand is large, in 2021 hot pitch mobile game style distribution, such mobile games account for the largest proportion, accounting for about 40%; war, three countries, legendary mobile games quarterly growth trend is obvious; simulated mobile games show a downward trend.
Split the 8 styles of "Casual/HYIP, Simulation, Three Kingdoms, Legend, War, Elimination, Magic, Japan and Korea" into details:
In the casual/HYIP category promotion list, "4399 Game Box" ranked first
On the simulation promotion list, "Floating Life for Qing Song" ranked 3rd, and "Glory of the King" ranked 6th
On the Promotion List of the Three Kingdoms Category, "Romance of the Three Kingdoms , Strategy Edition "Three Kingdoms Kill" and "Coast of the Land" ranked in the top three
On the Legendary Promotion List, "Glory Archangel" no. 2, "Blood Strike" No. 6
On the promotion list of immortals, "Dream New Immortal", "Heaven and Earth Robbery", and "Tianya Mingyue Knife" ranked 2 to 4
Elimination category On the promotion list, "Happy Elimination" continues to dominate the list
Focused traffic platform
Among the six major platforms of Huge Engine, Tencent Advertising, Baidu Marketing, Kuaishou, NetEase Effect, and UnityAds, games are the key advertisers of Tencent Advertising, Huge Engine, and UnityAds. Among them, the launch of the huge engine accounted for more than 20%, and the launch of UnityAds accounted for more than 44%, and the launch trend was extremely fierce. On the Baidu marketing and NetEase easy-to-effect platforms, the delivery of various industries is relatively average.
According to the distribution of style types, in 2021, the three main platforms of Giant Engine, Tencent Advertising, and Baidu Marketing have their own characteristics: other categories (mainly referring to ONLINE earning/leisure) are the key mobile game styles of Huge Engine and Tencent Advertising, and most of the popular mobile games in Baidu marketing are legendary mobile games.
In the huge engine channel hot mobile game TOP20, game box App, simulation, leisure/HYIP mobile games occupy most of the country. "Awakening of All Nations" and "Return of magic babies" are the only medium and heavy mobile games.
In the Top 20 mobile games promoted by Tencent's advertising channels, "Call of Duty Mobile Game" ranked first, "Glory of the King", "Douluo Continent: Soul Master Showdown", "Floating Life for Qing Song", "Happy And Happy", "Dream New Immortal" all ranked in the Top 10, and the simulation mobile game was listed more. This is a different picture entirely.
In the Baidu marketing channel hot mobile game TOP20, 5 Xianxia mobile games are on the list, and there are 3 fishing products.
Popular buying ideas
The white paper selects the key delivery styles for the whole year of 2021 - role playing, action adventure, strategy games, business simulation, board games, casual puzzles, and analyzes its popular advertising copy and video materials.
The results show that the 2021 mobile game advertising copy is diverse, mainly "plot description", "highlighting free rebates", "highlighting decompression" and so on.
Video materials are generally based on game modeling HD screens, with bright colors, cool special effects, full character design, and live-action video ads.