APAC Leads Mobile Gaming Growth: Key Insights for Marketers

The Asia Pacific (APAC) region continues to dominate global mobile gaming growth, capturing 48% of organic gaming app installs in 2023. This surge presents valuable opportunities for marketers aiming to tap into the booming mobile gaming market.

Regional Highlights and Market Leaders

• Top Contributors: Singapore (38%), Indonesia (35%), Japan (35%), and the Philippines (33%) are the largest contributors to APAC’s mobile gaming installs.
• Session Lengths: Indonesia and the Philippines lead with the longest gaming sessions at 48 and 46 minutes respectively, while Singapore averages 35 minutes per session.
• Growth in Specific Countries: Singapore experienced a 9% year-on-year (YoY) increase in installs, the Philippines 6%, and South Korea saw a 2% rise in gaming sessions.

Revenue Trends and Monetization Insights

• In-App Revenue Growth: Gaming app in-app revenue rose 6% YoY in 2023, with December peaking at 21% above the previous year. Early 2024 continues this trend, with a 13% increase in January alone.
• Ad Revenue per Mille (ARPM): The median ARPM was US$3.10 in 2023. Adventure games topped the charts with US$7.71, followed by sports (US$7.15) and simulation games (US$7.05). Lower ARPMs were seen in word (US$1.14) and puzzle games (US$1.36).
• Regional ARPM Comparison: South Korea leads APAC with an ARPM of US$5.26, followed by Japan (US$4.77) and Singapore (US$3.68). The U.S. had the highest ARPM at US$6.75, while Latin American countries recorded lower figures.

Popular Game Genres and User Engagement

• Install Breakdown: Action games accounted for 18% of installs, with hyper casual and puzzle games each at 14%, casual games at 9%, and simulation games at 7%.

• Session Distribution: Action games dominated user engagement with 27% of sessions, followed by sports and puzzle games (both 12%).

• Subvertical Growth: Racing games saw explosive growth at 61%, simulation games 53%, and arcade games 38% in 2023. ## Marketing Strategies and In-App Advertising

• Widespread Adoption: Approximately 70% of APAC marketers incorporate in-app ads into their strategy, with Singapore leading at 88%.

• Successful Outcomes: 79% of marketers reported improved brand awareness and 66% confirmed higher returns on investment (ROI) from in-app advertising efforts.

• Market Maturity: The effectiveness of in-app ads varies by market maturity, with performance-focused buyers more engaged than brand buyers (77% vs. 60%).

What Marketers Should Take Away

1. Focus on APAC’s Mobile-First Consumers: With rapid mobile penetration and long session durations, the region’s gamers offer a fertile ground for engagement.
2. Invest in High-ARPM Genres: Adventure, sports, and simulation games offer strong monetization potential.
3. Leverage In-App Advertising: Given its widespread use and proven ROI, in-app ads should be integral to gaming and mobile strategies.
4. Tailor Campaigns to Market Maturity: Understand local market dynamics to optimize ad spend and campaign impact.

As mobile gaming continues to accelerate, marketers who understand these trends and regional nuances will be poised to capture growth and build stronger connections with diverse gaming audiences across APAC.

Source: Adjust Gaming App Insights Report, March 2024; PubMatic In-App Advertising Study, January 2024

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