Mintegral’s Report Analyzes Casual Gaming Metrics on Mobile

Mintegral, a programmatic and interactive advertising platform, has teamed up with GameAnalytics and Tenjin to release its 2024 Casual Gaming Report. This report provides valuable insights for marketers looking to navigate the world of mobile game advertising using data from 2023.

According to Erick Fang, CPO of Mobvista, Mintegral’s parent company, casual gaming continues to dominate the mobile app industry. Understanding user behavior and advertising trends is crucial for success in this competitive space, and the report aims to equip marketers with the necessary data and insights to develop winning strategies.

The report’s key findings reveal that hyper casual games attracted the largest share of ad buys, accounting for 34.4% of the market. Video ads are the most popular format for advertising gaming apps, with nearly 70% of ads being in video form. However, this percentage jumps to 88% in regions like EMEA, North America, and LATAM.

When it comes to platform differences, Android leads in ad media spend, with users opening gaming apps more frequently than iOS users. Despite this, iOS users show higher retention rates and eCPMs, making them more valuable to advertisers.

Overall, the 2024 Casual Gaming Report sheds light on the current trends and benchmarks in mobile game advertising, providing marketers with the tools they need to succeed in this dynamic industry.