It is a visitor publish by Summer time Liu from SocialPeta

The worldwide cellular video games’ income in 2021 is predicted to succeed in $90.7 billion, up 70% in comparison with $68.3 billion in 2019, and it’ll surpass $116.4 billion in 2024, in response to Newzoo World Cell Market Report 2021.

With the cellular video games’ income hovering worldwide, advertisers have elevated their promoting efforts. In line with SocialPeta’s 2021 H1 World Cell App Advertising and marketing WhitePaper, the primary half of 2021 noticed a mean of 504 advert creatives per advertiser, up 183% year-on-year, and over 19 million energetic advert creatives, a rise of over 180% year-on-year.

Within the cellular gaming trade, promoting is the most typical approach of buyer acquisition. Nevertheless, the effectivity of buyer acquisition depends on the standard of advert creatives and promoting methods. With the help of SocialPeta platform, we analyzed three consultant sport corporations: Rollic Video games, Playrix, and Nexters, to determine how they’ve made their video games large hits on this planet by way of promoting.

Rollic Video games: Steady promoting, utilizing a sizzling sport to extend the recognition of one other sport of the identical kind

Based in Turkey in 2018, Rollic Video games is a developer and writer of informal video games. It was acquired by Zynga, a world-known sport writer, in 2021 for $170 million.

In line with SocialPeta’s knowledge, Rollic has launched completely 96,000 advert creatives in a few 12 months. Excessive Heels!, its hottest parkour sport, was first marketed in center or late January 2021, and has since amassed practically 4000 advert creatives with regular development. In February 2021, Excessive Heels! turned the second most downloaded cellular sport worldwide with 24.4 million installs.

In April 2021, the advert impressions of Excessive Heels reached a peak, and Excessive Heels generated 60 million world downloads to turn into one of the vital profitable hyper-casual cellular video games worldwide in 2021.

Among the many advert creatives prior to now 90 days, the most well-liked one is a video displaying the sport’s gameplay: A race between gamers all in excessive heels of various heights. Individuals prefer it very a lot when gamers are doing the splits, a manifestation of cool women pursuing freedom and independence. Many customers have turn into followers of the sport after being intrigued by the mixture of absurdly excessive heels and funky actions!

The high-quality advert creatives additionally bumped up the sport’s income. Rollic’s hyper-casual video games, together with Excessive Heels with a record-high income, made a significant contribution to Zynga’s income development in Q1, in response to Zynga’s Monetary Report Q1 2021.

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The explosive reputation of Excessive Heels has led to a major improve of hyper-casual parkour video games which took essentially the most spots on the highest 10 rating of cellular video games worldwide by downloads in Might 2021 launched by Sensor Tower.

Playrix: multi-platform promoting with wonderful advert creatives

Based in Russia in 2004, Playrix is without doubt one of the high cellular sport corporations on this planet, having video games with over 1.1 billion downloads worldwide.

Amongst which, Gardenscapes, an informal match-3 sport, is Playrix’s most worthwhile sport. Since its launch in August 2016, Gardenscapes gamers worldwide have spent over $3 billion for the sport on App Retailer and Google Play.

Gardenscapes has been marketed on a number of platforms worldwide since its launch, and reached 62,400 advert creatives in whole prior to now 2000 days, in response to SocialPeta’s knowledge.

On the finish of March 2021, a brand new model of Gardenscapes was launched, and advert creatives for the sport had been additionally elevated to hit a peak prior to now 12 months. Within the first half of 2021, due to its steady promoting, the sport generated a income of $405 million to turn into the second-highest grosser in puzzle and ornament video games worldwide.

Gardenscapes’s nice success can be owed to its wonderful advert creatives. Amongst its sizzling advert creatives prior to now 360 days, the video advert creatives on Google Advertisements are essentially the most environment friendly, attracting gamers to the sport with its storylines, gameplay, pin-pulling puzzles and different options.

When it comes to international locations and areas, the sport is extra strongly marketed in America, China Taiwan, and Canada.

It’s understood that the US has been the most important marketplace for Gardenscapes, producing $1.1 billion in participant spending, accounting for 37% of the sport’s gross income since its launch.

Nexters: Enhance advertising spending, making promoting an everyday a part of operation

Based in 2010, Nexters relocated its headquarters to Cyprus in 2017. Nexters has video games with a complete of over 200 million installs worldwide, making it one of many high 5 impartial cellular sport corporations in Europe.

Nexters’s monetary report Q2 2021 exhibits that Nexters reached a income of $110 million in Q2, up 73% year-on-year; and its advertising and gross sales value was $91 million, up 193% year-on-year. It’s apparent from the Report that Nexters’s success has an important deal to do with its heavy funding in promoting.

Amongst all Nexters’s video games, Hero Wars is finest recognized. In Might 2020, Hero Wars generated practically $24 million in world income to turn into one of many high 5 card and board cellular video games within the abroad market.

An impressive income cannot be achieved with out environment friendly promoting methods. In line with SocialPeta’s knowledge, Hero Wars amassed 21,000 advert creatives prior to now 1,500 days.

The information from the previous 360 days present that the sport’s advert creatives had been in regular development. Throughout the 14 days in August 2021, there have been practically 1,900 advert creatives.

When it comes to promoting platforms, Hero Wars has all the time chosen Google Advertisements as its most important platform.

Amongst all its sizzling advert creatives prior to now 12 months, the minigame ones are essentially the most environment friendly: A failed problem within the sport provides gamers the urge to alter the end result themselves, because of this, they obtain the sport.

It’s been over 5 years since its launch, but Hero Wars continues to be being marketed, with a whole lot of its adverts on YouTube and different web sites. The advert creatives vary from the once-most-popular puzzles to at the moment’s minigame, reflecting the continual enchancment made by Hero Wars in advert creatives. Now, Hero Wars stays one of many high 100 best-selling video games on iOS in lots of international locations world wide.

Because the variety of cellular units and cellular sport income proceed to develop, the trade will continually be seeing new gamers sooner or later. With high-quality advert creatives and promoting methods, sport corporations will have the ability to purchase extra exact customers, attaining the advertising impact of “improve in model consciousness and gross sales”, permitting good video games to be recognized and cherished by extra gamers world wide.

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