Analysis of overseas advertising of mobile games in November 2020: Mayor casual mobile games dominate the traffic-buying market for a long time, and female-oriented “Project Makeover” became a hit around the global.
Overall mobile game advertising trends
The month-on-month trend is stable compared with that of October. Casual, role-playing games accounted for 30% and 17% respectively. Chess and cards, action adventure, and strategy each account for about 9%.
In November, the United States, which had the largest amount of advertising volume, accounted for 10.9% in November, an increase of 1.2% from the previous month. The share of traffic buying of Europe, Hong Kong and Taiwan is relatively the same. Saudi Arabia and India have the lowest buying volume.
From the advertising format, News Feed Ads in November decreased by 2.9% from October, accounting for 76.9%; while native advertising increased by 1.9%, accounting for 6.1%. Accordingly, video advertising increased by 3% in November, and the proportion rose to 74.7%.
Hot Traffic-buying Mobile Games & Publisher Monthly List
The Top traffic-buying list has been solidified seriously. Except for a slight change in the ranking order of the Top 20 promotion list, there is no difference between the overall list in October. The Top 3 in November is dominated by casual games. Coloring, three matchmaking, music games, text, puzzles, and simulation games are still buying traffic a lot. Zenjoy Beijing Chuangzhi Youpin has been released for more than 2-3 years and is still in strong purchases, which proved casual games rely on traffic-buying a lot. purchases are not diminishing in popularity. It is worth noting that Baidu’s new action game “Bangbang Rabbit!” launched in August has a strong momentum buying traffic with over 8k ads material launch.
In the mobile game rankings, Youzoo’s European and American style magical MMORPG “Forsaken World”, Netmarble’s extreme survival MMORPG “A3: STILL ALIVE”, both of which have been online since August, have made some achievement globally. In November, a number of new casual games were launched, including sports “National Baseball Pro”, shooting game “Guns master”, puzzle game “Nonogram-Picture cross puzzle”, simulation game “Dragonscapes Adventure”, etc., among which Bubblegum Games’ “Project Makeover” was the most impressive one. The game was launched in November and ranked 1st in the download list of 30+ countries/regions.The integrated gameplay of Match 3 + plot stories is still hot in the casual game market.
The top 3 publishers on the promotion list in November are all going-overseas manufacturers: Taile Creative, Beijing Chuangzhi Youpin, and Chengdu Acoin Game, focusing on coloring, text/home decoration, and match-3 sub-categories. Unlike domestic manufacturers focusing on a few products, overseas giants Lion Studio and Voodoo have more than 80 games being launched, and the promotion is more scattered.