Most Downloaded Mobile Apps in 2022 Announced

What happened in the mobile game and application industry in the first half of 2022? In response to this, SocialPeta has published the content “H1 2022 Mobile Game and App Marketing Review”, providing people working in the mobile game and app industry with important information to help them globalize their products.

This whitepaper is an integration of industry insights from dozens of companies, including Snapchat, Chartboost, Liftoff, Vungle, Udonis, Mobidictum, Game Factory, and more. It presents a precise analysis of mobile game and app industry data from the first half of this year and forecasts of future trends, based on global mobile marketing data, popular region watch, precision channel advertising, cost of advertising budget, and popular mobile game and app analytics.

Global Ad Market Data Overview

• It reported a year-on-year increase in light mobile gaming while experiencing a nearly 30% drop in total mobile gaming creatives.
• In January this year, the total number of global mobile app advertisers dropped to an all-time low of 83,400, with mobile game advertisers remaining at around 22.65%.
• Ad market data: While the total number of ads decreased by approximately 30%, there were significant increases in advertisers in the T2 and T3 markets.
• H1 2022 saw a total of 15.8 million mobile game creatives, down nearly 30% year-on-year. By region, Oceania and Europe reported downward trends in advertiser numbers, and all other regions significantly increased advertisers in the T2 and T3 markets.

• Decrease in Europe and the Americas and increase in the Asia-Pacific region: There is a decrease of approximately 30% year-on-year in the total number of creatives.
• H1 2022 saw more than 4 million creatives for mobile apps (non-game), down 27% year-on-year, and more than 130,000 advertisers, up 6.24 percent year on year.

• Europe, Americas and China (Mainland) reported a significant year-on-year decline in the number of app advertisers by 44% year-on-year in China (Mainland), 15% year-on-year in Europe and 22% year-on-year in North America. Other Asia-Pacific regions (excluding mainland China) saw a significant increase in the number of app advertisers. Among these, the Chinese regions of Hong Kong, Macau and Taiwan also saw an annual increase of approximately 40% in the number of advertisers.

App Store downloads, revenue and ad graphs

The best practices have mostly been gadgets, shopping, and social apps.

Global mobile app marketing overview in different countries/regions

The second part of the report focuses on an overview of mobile game and app marketing in popular countries/regions around the world.

• Regional market analysis: Hyper-casual and puzzle mobile game advertisers make up over 40% of the US. Hyper-casual and puzzle game advertisers together make up the highest percentage in the US, at over 40%. In terms of total creatives by game type, it has the most content, including hardcore games, SLGs, and match-3 games.
• In terms of download, hyper casual games and mobile games based on PC gaming IPs, especially [Diablo Immortal] and [Apex Legends Mobile], were comparatively superior. In terms of revenue, match-3 games and SLGs are stronger.

• Reading apps had an extraordinary number of creatives, and TikTok dominated the American market.
• Increasing demands for global pan entertainment has led to the rapid growth of the online fiction market. In the US, reading app creatives were up over 6% year-over-year, with office business app advertisers making the highest percentage at 12.90%. News, reading, and weather app advertisers all made up about 1%, while creatives all made up about 8%.

For more data on different countries/regions, download the full white paper.

Cost:

• There was fierce competition in global advertising, and the US had the highest cost of advertising. Of all countries/regions, the United States has the highest advertising cost for mobile games, with an average CPM of $27.54, CPC of $4.22, and CTR of 1.16%. In addition to the US, CPM exceeded US$25 in 5 countries/regions, including Australia, Japan, Hong Kong (China) and South Korea.
• Advertising costs of mobile games have increased. CPM was an average of $19.31, an increase of 18% compared to the previous month, CPC was $ 2.57, a decrease of 3% compared to the previous month, and CTR was an average of 1.48%, an increase of 7% compared to the previous month.

• Mobile application CPM increased by 64% compared to the previous month, and the CPM of 3 countries exceeded 10 dollars. Overall, the advertising cost of mobile apps continued to increase in H1 2022, with average CPM up 64% from last month to $9.16, average CPC up 181% from last month to $0.93, and average CTR up 22% from last month to 2.74%. rate increased. The US has the highest ad cost for mobile apps, with an average CPM of $11.88, CPC of $1.8, and CTR 2.79%. Three countries/regions, including Australia and Singapore, have a CPM of over $10. The country with the highest advertising cost in the Asia-Pacific region was Singapore, followed by South Korea and Japan.

Advertising trends

• Casual games were the key to creatives.
• Strategy mobile games: Creatives are designed to make games easier to play to attract more viewers as they download.
• Creatives released in the first half of 2022 were generally designed with light gameplay and sought to attract more players with “less hard to get started” and “fun” features.

• TikTok, Bigo Live and other short video apps and live streaming platforms have changed the dominant position of meta platforms, leading to fierce competition among thousands of live streaming platforms.

Mobile game and app industry trends

• High-budget and quality mobile games are growing and starting a new era of mobile games Activision has announced that in the first half of 2022, “Call of Duty: Warzone” will be developed into a brand new AAA mobile version. Apple selected the “Genshin Impact” mobile game to showcase product performance during its new product launch event this spring, and the game is labeled “AAA Game” on slides. More gaming companies are expected to emerge in the future, producing AAA mobile games and announcing their plans to bring the PC gaming experience to mobile.
• ACGN mobile games have evolved even more and have become a worldwide sensation. “Genshin Impact” continued to top the list of all global mobile games. On the first day after its release, the Japanese version of “Arknights” topped the App Store’s free game charts, and its in-game events were highly appreciated. According to the Chinese version of Taptap, there are over 145 games tagged as “ACGN” items and scheduled for release.
• To avoid fierce competition, application globalization must seek new opportunities in the T3 market The T3 market has accelerated digital infrastructure construction after COVID-19. Many financial technology, e-commerce, social interaction and entertainment, games and similar industries in the T3 market have started to draw attention. For example, Mexico’s fintech business has grown rapidly to become one of the largest fintech systems in Latin America, thanks to huge demand and strong government support for fintech services.
• Ever since the concept of metaverse became a sensation, a new “metaverse” app has been released every day. From November 2021 to January 2022, there were 552 apps labeled “metaverse”. However, these applications were made rough and quickly, and there was no official definition of metaverse applications. Therefore, metaverse social practices are still at a very early stage. However, there is a huge gap that needs to be filled before it can have huge profit potential or become popular.

Data for this report covers 72 countries/regions worldwide, with over 90 mobile marketing platforms worldwide and a total of more than 1.2 billion mobile marketing creatives. You can download the full report to learn more about industry data and growth opportunities for mobile gaming and apps.