2023 is a year full of changes and challenges for the mobile game marketing industry. Compared to the past two or three years, the growth of the industry has slowed for the better, but this year is also considered to be a year to be reckoned with in the history of gaming, as we experienced restructuring, recovery, and new market opening.
On the one hand, the size and spending of the global gaming market are growing in size. According to Newzoo's latest data report, the size of the global gaming market reached $184 billion in 2023 and is expected to grow further to $205.7 billion by 2026. At the same time, the number of players worldwide has grown to 33 in 2023800 million, an increase of 63%。In particular, the growth of players in emerging markets such as Brazil, Mexico, India, and Indonesia continues to drive the expansion of the global player base, while ad spend on mobile games continues to grow in 2023, with more than 1.1 billion mobile games** and $1.5 billion spent per week. Ad spending is expected to surpass the $400 billion mark in 2024.
On the other hand, despite the intensification of market competition for the overseas expansion of games, there are still machines that break the status quo, according to the "2023 China Game Industry Report", in 2023, China's self-developed games will achieve 163 in overseas marketsThe sales revenue of 6.6 billion US dollars, although it has exceeded 100 billion yuan for four consecutive years, has decreased by 5% year-on-year65%, reflecting the uncertainty of the international situation and the intensification of market competition. However, after several years of polishing the tide of going overseas, the Chinese overseas market has better understood and adapted to the culture of the target market, and at the same time, the number of players in emerging markets, especially in emerging markets such as Brazil, Mexico, India and Indonesia, has increased, which still leaves a game-breaking lesson for Chinese overseas developers.
Domestically, as many negative factors have subsided significantly during the epidemic, users' consumption intentions and abilities have rebounded, and the mobile game and even mobile casual game market has recovered, with the overall revenue and scale reaching a record high, and the market is showing obvious positive signals.
In terms of revenue, according to the "2023 China Game Industry Report", the actual sales revenue of China's mobile game market in 2023 will be 22686 billion yuan, an increase of 3380.2 billion yuan, a year-on-year increase of 1751%, setting a new revenue record. The number of mobile game users in China is about 65.7 billion people, also the highest in the past five years. The main reasons are: New game products are concentrated on the market and there are explosive models, which together with long-term operation products support revenue growth, and the multi-terminal concurrency method is generally adopted, which has a significant impact on revenue growth.
The revenue structure of casual games has been adjusted: the revenue of China's mobile casual game market is 3184.1 billion yuan, down 754%。Among them, the revenue generated by in-app purchases is 2008.7 billion yuan, a year-on-year increase of 1097%;Advertising monetization revenue1175.4 billion yuan, down 527%。The data shows that the IAA commercialization model is gradually fading out of the market, and hybrid monetization has become an important choice for games to stabilize their revenue.
The continued growth overseas is mainly due to the development of emerging markets, while the domestic growth is mainly due to the economic recovery and the improvement of operational refinement.
In order to help global mobile game practitioners better observe the monetization effect of mobile game advertising, topon, a global mobile advertising aggregation tool platform, conducted a summary analysis based on the cumulative ad monetization data of its cooperative mobile games from January to December 2023, and conducted year-on-year and month-on-month analysis and comparison of five advertising styles of native, banner, interstitial, open screen, and incentive**, and further refined and displayed the ad monetization performance of different game types in different regional markets. Provide useful information for game developers and marketers around the world to better observe the monetization effect of ads in the context of the global slowdown and the domestic environment.
*：topon
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