Southeast Asia Catapults to No. 2 in Mobile Gaming Ad Buying

By The Malketeer 

A Critical Player in the Global Mobile Gaming Ecosystem

The mobile gaming industry in Southeast Asia is experiencing a remarkable boom, becoming the second-largest market for ad media buying globally, just behind the United States (excluding China).

According to Mintegral’s latest report, “The State of Media Buying H1 2024 – SEA Spotlight,” the region has witnessed significant growth in ad creative volumes and market revenue, positioning itself as a critical player in the global mobile gaming ecosystem.

Mintegral, a leading data-driven, programmatic and interactive advertising platform, is dedicated to helping mobile apps bridge the gap among the world’s most valuable markets.

Their insights provide a comprehensive view of the region’s growing importance in the mobile gaming landscape.

Southeast Asia: A Powerhouse in Mobile Gaming Ads

The region’s mobile gaming market is experiencing phenomenal growth, driven by several key factors:

1. Advancing mobile networks
2. Widespread smartphone adoption
3. Robust mobile payment systems

This infrastructure has fostered a thriving mobile industry, particularly in gaming, where consumer preferences for mobile apps are strong.

Southeast Asia’s dominance in the mobile gaming ad media buying landscape is evident, with the region boasting a 55% share of global in-promotion mobile games.

The volume of ad creatives produced in the region has soared above 2 million, marking an 11% year-on-year growth.

This impressive performance underscores Southeast Asia’s strategic importance and dynamic growth in the mobile gaming sector.

Leading Markets and Revenue Insights

Countries like Indonesia, Thailand, and Vietnam are at the forefront of this growth:

• Indonesia stands out as the largest single market by size
• Thailand and the Philippines are recognised for their lucrative potential

The region’s gaming revenue is expected to see substantial growth by 2027, driven by a marked shift towards video advertising.

This trend is becoming a pivotal factor in enhancing user engagement and driving revenue.

Notably, the region leads in ad views, further highlighting its vibrant market activity.

Success Stories: The Power of Targeted Advertising

Mintegral’s data-driven and programmatic advertising platform has played a crucial role in helping marketers and developers tap into the Southeast Asian market.

A notable success story from the Philippines demonstrates the power of targeted advertising strategies.

By leveraging Mintegral’s capabilities, a game achieved over 2 million downloads and saw significant improvements in in-game purchases.

This success is a testament to the effectiveness of tailored advertising campaigns in boosting market presence and engagement.

The Rise of Playable Ads and Creative Strategies

The region’s advertising landscape is also evolving, with a growing emphasis on playable ads.

These ads, particularly popular in Indonesia, Vietnam, and Thailand, have become a vital component of user acquisition and engagement strategies.

The high output of new playable creatives caters to various game genres, showcasing the region’s robust demand for innovative advertising solutions.

Unlocking New Growth Opportunities

Erick Fang, CEO of Mintegral, reiterates the significance of these findings: “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 capitalise on this vibrant market.”

To succeed in this dynamic environment, businesses should focus on:

1. Understanding regional trends
2. Adopting effective advertising strategies
3. Leveraging growth opportunities
4. Increasing awareness around their games

Southeast Asia’s rise as a leading market in mobile gaming ad media buying is a testament to the region’s dynamic growth and strategic importance.

As the market continues to evolve, businesses and marketers have a unique opportunity to leverage this growth, drive user engagement, and secure their position in the global gaming landscape.

You can download the full report here.