APAC Leads Mobile Gaming Growth: Key Insights for Marketers

The Asia Pacific (APAC) region is at the forefront of the mobile gaming industry’s rapid expansion, capturing 48% of organic gaming app installs globally. This growth presents significant opportunities for marketers targeting mobile gamers in APAC’s diverse markets.

Market Highlights and Regional Contributions

• Top Contributors: Singapore (38%), Indonesia (35%), Japan (35%), and the Philippines (33%) lead mobile game installs in APAC.
• Session Length: APAC gamers exhibit the longest session durations, with Indonesia averaging 48 minutes and the Philippines 46 minutes per session.
• Popular Genres: Action games dominate installs (18%) and sessions (27%). Other notable genres include hyper casual and puzzle games (14% each).

Revenue Growth and Advertising Performance

• In-App Revenue: A 6% year-on-year increase was observed in 2023, with December peaking at 21% growth compared to the previous year. January 2024 continued this trend with a 13% YoY rise.
• Median Ad Revenue Per Mille (ARPM): The ARPM for mobile games stood at US$3.10 in 2023.
  • Highest ARPM genres include Adventure (US$7.71), Sports (US$7.15), and Simulation (US$7.05).
  • Hyper casual games generated US$2.49 but were outperformed by hybrid casual games at US$3.34.
• Country-Specific ARPM: Among APAC countries, South Korea leads with US$5.26, followed by Japan (US$4.77) and Singapore (US$3.68). The U.S. topped globally with US$6.75 ARPM.

Gaming Trends and User Engagement

• Growth in Subgenres:
  • Racing games surged by 61%.
  • Simulation games grew by 53%.
  • Arcade games increased by 38%.
• Install and Session Growth: Singapore showed the highest YoY install growth (+9%), followed by the Philippines (+6%). However, Singapore experienced a notable 37% decline in session counts.

Marketing and In-App Advertising Insights

• Advertising Adoption: 70% of APAC marketers incorporate in-app advertisements, with Singapore marketers leading at 88% adoption.
• Impact on Brand Metrics:
  • 79% of marketers report improved brand awareness.
  • 66% observe increased return-on-investment (ROI) from in-app ads.
• Performance vs. Brand Buyers: Performance-focused marketers are more likely to invest in in-app ads (77%) compared to brand-focused marketers (60%), highlighting market maturity as a key factor for advertising effectiveness.

What Marketers Should Take Away

The APAC mobile gaming market offers robust growth driven by high user engagement and increasing in-app revenues. Marketers should prioritize:

• Leveraging in-app advertising to tap into engaged gamer audiences.
• Targeting high-ARPM game subgenres like adventure and hybrid casual.
• Customizing strategies to country-specific trends, especially in leading markets such as Singapore, South Korea, and Indonesia.
• Monitoring session trends closely to sustain user engagement alongside acquisition.

With mobile gaming poised for continued growth in APAC throughout 2024 and beyond, tailored marketing approaches that align with regional preferences and gaming behaviors will be crucial for success.

Source: Adjust’s Gaming App Insights Report & PubMatic’s In-App Advertising Study, March 2024

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