Southeast Asia has firmly established itself as a dominant force in the global mobile gaming industry. In the first half of 2024, the region has become the second-largest market by ad media buying volume, trailing only the United States, excluding China. This remarkable growth is highlighted in Mintegral’s latest report, “The State of Media Buying H1 2024 – SEA Spotlight.”
Ad Creative Volumes Surge
The report reveals a significant 11% year-on-year increase in ad creative volumes, surpassing the 2 million mark. Southeast Asia accounts for approximately 55% of global in-promotion mobile games, underscoring its strategic importance in the industry. Notably, the region ranks first for ad views globally, again excluding China.
Leading Markets and Revenue Growth
Indonesia, Thailand, and Vietnam are at the forefront, leading in market size and revenue. Indonesia stands out as the largest single market, while Thailand and the Philippines are recognized for their lucrative opportunities. The region is poised for substantial revenue growth by 2027, driven by a marked shift towards video advertising, which significantly enhances user engagement.
Advertising Strategies and Success Stories
Mintegral’s insights into the region reveal the success of targeted advertising strategies, particularly in the Philippines. By leveraging Mintegral’s advanced advertising tools, games in the Philippines have achieved over 2 million downloads and increased in-game purchases. These success stories highlight the effectiveness of Mintegral’s capabilities in fostering growth in the dynamic Southeast Asian market.
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CEO Insights
Erick Fang, CEO of Mintegral, stated, “Southeast Asia’s position as a leading market by media buying highlights the region’s critical role in the global mobile gaming ecosystem. Our report provides valuable insights for marketers and game developers aiming to capitalize on this vibrant market. By understanding regional trends and adopting effective advertising strategies, businesses can unlock new growth opportunities and build awareness around their games.”
Future Trends in Mobile Gaming Ads
The report also highlights the increasing prominence of action and puzzle games in the region, both in terms of the number of games promoted and the volume of ad creatives produced. Playable ads are gaining traction, particularly in Indonesia, Vietnam, and Thailand, where they have become a crucial component of user acquisition and engagement strategies. This trend underscores the robust demand for mobile gaming and the burgeoning advertising ecosystem in Southeast Asia.
About Mintegral
Mintegral, part of the Mobvista Group, is a data-driven, programmatic, and interactive advertising platform dedicated to helping mobile apps bridge the gap among the world’s most valuable markets. Their full-stack programmatic products and services include a self-service advertiser platform, monetization platform, and a creative automation platform powered by Mindworks, Mintegral’s creative studio. Learn more at www.mintegral.com.
Southeast Asia’s ascent in the mobile gaming ad media buying landscape is a testament to the region’s dynamic growth and strategic importance. With leading markets like Indonesia, Thailand, and Vietnam driving substantial revenue growth, the future of mobile gaming advertising in Southeast Asia looks promising.
