APAC Emerges as Leader in Mobile Gaming Growth: Key Insights for Marketers

The Asia Pacific (APAC) region continues to dominate the mobile gaming landscape, capturing 48% of all organic gaming app installs in 2023. This surge presents significant opportunities for marketers aiming to tap into a thriving sector.

Regional Highlights and Market Leaders

• Top Contributor Countries: Singapore (38%), Indonesia (35%), Japan (35%), and the Philippines (33%) led APAC’s gaming app installs.
• Session Lengths: APAC also boasts the longest game session lengths globally, with Indonesia leading at 48 minutes per session, followed by the Philippines at 46 minutes. Singapore users spend around 35 minutes per session.
• Install and Session Growth: Singapore reported a 9% year-on-year (YoY) install growth, while the Philippines saw 6%. South Korea indicated a 2% increase in gaming sessions, despite a 37% decrease in sessions for Singapore compared to 2022. ### Revenue and Monetization Trends
• In-App Revenue Growth: Gaming apps experienced a 6% YoY revenue increase in 2023, spiking 17% above average in December and 21% YoY. January 2024 began with a further 13% increase.
• Ad Revenue Performance: The median ad revenue per mille (ARPM) stood at US$3.10, with adventure games leading at US$7.71. Other top subgenres include sports (US$7.15) and simulation (US$7.05). Hyper casual games, despite high engagement, garnered US$2.49, overshadowed by hybrid casual’s US$3.34.
• Country-Specific ARPM: South Korea ranked highest in APAC at US$5.26, followed by Japan (US$4.77) and Singapore (US$3.68). By comparison, the US leads globally with an ARPM of US$6.75. ### Popular Game Genres and Usage Patterns
• Most Installed Games: Action games accounted for 18% of installs, leading the pack. Hyper casual and puzzle games each made up 14%, followed by casual (9%) and simulation (7%).
• Session Distribution: Action gaming represented 27% of sessions, sports and puzzles each held 12%, with board and casual games following behind.
• Sub-Genre Growth: Noteworthy growth was seen in racing games (+61% YoY), simulation (+53%), and arcade (+38%).

In-App Advertising: A Marketing Must-Have

• Adoption Rates: A remarkable 88% of Singapore marketers engage in in-app advertising, the highest in the region. Around 70% of APAC marketers integrate in-app ads into their strategy.
• Benefits: According to PubMatic’s January 2024 study, 79% of marketers reported increased brand awareness through in-app ads, with 66% noting improved ROI. Performance-driven buyers are more inclined toward in-app ads than brand-focused ones (77% vs. 60%).
• Market Maturity: The effectiveness of in-app advertising closely correlates with how mature the mobile ad market is in each country.

What Marketers Should Take Away

1. Leverage APAC’s Massive User Base: With nearly half of global organic installs, APAC remains a vital market for expansion.
2. Target High-Engagement Subgenres: Adventure, sports, and simulation games offer lucrative ad revenue potential.
3. Prioritize In-App Advertising: The proven impact on brand awareness and ROI makes in-app ads indispensable.
4. Understand Local Market Nuances: Success depends on tailoring strategies to each country’s ad market maturity and gaming habits.
5. Focus on Session Lengths: Longer user engagement in APAC means more opportunities for meaningful interactions through ads and in-game incentives.

As mobile gaming continues its upward trajectory, marketers who embrace data-backed strategies in the APAC region stand to gain a competitive advantage in reaching highly engaged consumers.

Source: Adjust Gaming App Insights Report (2023); PubMatic In-App Advertising Study (Jan 2024); Marketing-Interactive, March 2024.

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