APAC Leads Mobile Gaming Growth: Key Insights for Marketers

The Asia Pacific (APAC) region is at the forefront of mobile gaming expansion, accounting for 48% of organic gaming app installs in 2023. This growth offers vital insights for marketers aiming to capture the booming mobile gaming audience.

Regional Highlights and Market Drivers

• Top Contributors: Singapore (38%), Indonesia (35%), Japan (35%), and the Philippines (33%) are the leading markets driving APAC’s gaming app installs.
• Session Engagement: Indonesia records the longest gaming session average at 48 minutes, followed by the Philippines at 46 minutes, indicating high user engagement in these countries.
• Session Trends: Action games dominate sessions (27%), followed by sports and puzzle games (12% each).

Revenue Growth and Advertising Opportunities

• In-App Revenue: Gaming apps saw a 6% year-on-year (YoY) revenue increase in 2023, with peak growth in December (17% above average and 21% YoY). January 2024 continued this trend with a 13% YoY rise.

• Revenue per Mille (ARPM): The median ARPM for mobile games was US$3.10, with adventure games leading at US$7.71, surpassing sports (US$7.15) and simulation (US$7.05). Hyper casual games garnered US$2.49, while hybrid casual topped that subvertical at US$3.34.

• Country-Specific ARPM: South Korea leads APAC with US$5.26, followed by Japan (US$4.77) and Singapore (US$3.68). Globally, the U.S. holds the highest ARPM at US$6.75. ## Gaming Subvertical Growth

• Racing games surged 61% in installs.

• Simulation games increased 53%.

• Arcade games grew by 38%.

Marketing Insights: In-App Advertising

• Adoption Rates: 70% of APAC marketers incorporate in-app ads, with Singapore marketers leading (88%).
• Effectiveness: 79% of marketers report improved brand awareness via in-app ads; 66% note increased ROI.
• Buyer Behavior: Performance-focused marketers (77%) are more inclined toward in-app advertising compared to brand-focused buyers (60%).

What Marketers Should Take Away

1. Focus on APAC’s Mobile Gaming Boom: With nearly half of global organic installs originating here, APAC offers unparalleled reach, especially in emerging markets like Indonesia and the Philippines.
2. Leverage High-Engagement Genres: Action, adventure, and simulation games attract sustained sessions and greater ad revenue.
3. Tailor Ads to Market Maturity: Success with in-app ads depends on understanding regional market maturity and buyer attitudes.
4. Invest in In-App Ads: Given strong brand lift and ROI, marketers should optimize in-app advertising strategies aligned with local preferences.

Data source: Adjust’s 2023 Gaming App Insights report and PubMatic’s January 2024 in-app advertising study.

By understanding these developments, marketers can effectively harness APAC’s mobile gaming surge to drive brand growth and engagement in a rapidly evolving digital landscape.

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