GAMING | Advertisers double down on mobile gaming in Asean


On average, 98% of advertisers in Southeast Asia raised their yearly expenditures for mobile gaming ads in response to soaring mobile gaming activity in the region.

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InMobi, a leading provider of content, monetization, and marketing technologies that help businesses fuel growth, released the findings of Mobile Game Advertising in 2022, Southeast Asia, a report that surveyed over 200 mobile marketing leaders in the region. The report offers deep insight into the rapidly growing mobile game advertising ecosystem in Southeast Asia, presenting a thorough overview of the attitudes, perceptions, and readiness of advertisers in the region towards adopting mobile advertising.

Insights from the InMobi report illustrate a sharp uptick in the adoption of mobile gaming ads since the pandemic began. 6 in 10 advertisers only started to leverage mobile in-game advertising in the last two years, but 90% of respondents have now advertised for at least a year or longer. Meanwhile, as much as 98% of advertisers reported increasing their spends on mobile gaming in the past year – double last year’s figure year-on-year – underscoring the potential of mobile games as an emerging marketing channel.

According to the report, the unique ad formats in mobile game advertising enable higher audience attention and engagement, thus drawing strong interest from advertisers. The most explored mobile gaming ad formats are rewarded video, playables, and interstitials. But blended in-game ads are also increasing in popularity as advertisers seek to explore advanced native experiences.

The report also indicates differences in success parameters between respondents at varying stages of adoption of gaming advertising. Mature advertisers tend to view brand awareness and attention as the primary success metric for their campaigns. On the other hand, relative newcomers that have adopted gaming advertising for less than a year tend to often evaluate multiple aspects including reach, brand safety, and sales lift.

“Home to over 270 million gamers, Southeast Asia, is one of the world’s fastest-growing mobile gaming markets. With rapid smartphone adoption and increased internet connectivity further contributing to this growth, there is no surprise that advertisers have increasingly integrated digital advertising with mobile games to tap into the region’s vast market potential. We look forward to helping this space grow as it creates more opportunities for brands to capitalize and expand how they engage their audiences,” said Rishi Bedi, managing director at InMobi.

The report shares additional insights on advertiser attitudes toward mobile gaming advertising in Philippines, as well as their perceptions and goals of launching gaming ads in the future:

· Over 38% of respondents label programmatic buying as their most preferred mode of media buying on mobile gaming apps
· The top three mobile gaming app formats listed by respondents are Rewarded videos, Playables, and Interstitials
· Almost 93% of respondents deem the suitability of game content to their brands’ values as a major factor when adopting mobile gaming ads
· 85% of respondents who are mature advertisers label higher audience attention and engagement as the most important drive for their gaming ad investments
· Over 61% of respondents leverage brand awareness levels as a benchmark parameter for campaign success of gaming ads


by editors
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