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IN ASSOCIATION WITH Mobile Games Report Mobile Games Advertising Report 2018 www.pocketgamer.biz ©2018 Steel Media Ltd This report and its contents are the copyright of Steel Media Ltd and www.mintegral.com may not be distributed, copied, or reproduced without permission. Contents The mobile games advertising report 2018 by PocketGamer.biz and Mintegral From breaking industry stories and in-depth interviews with key executives to updates on industry events and detailed analysis of mobile games metrics, PocketGamer.biz is the first port of call for mobile game developers, publishers, operators, handset manufacturers, investors, and service providers. www.pocketgamer.biz The growth of mobile advertising and games 3 Jon Jordan | Writer Joao Diniz-Sanches | Production High level trends – Zynga and Glu The rise of playable ads 19 Mobile 8 Jez Bridgeman | Creative Director Paul Edwards | Senior Designer The view from Mintegral 21 Craig Chapple | Senior Editor Why developers love rewarded video ads 10 Case Study: How Mintegral ©2018 Steel Media Ltd This report and its contents are the copyright of works with Playrix 22 Steel Media Ltd and may not be distributed, copied, or reproduced without permission. The view from PikPok 13 What’s next? 23 Funding new ways to play 14 Sources 25 All statistics in this report are for informational purposes only and are correct at time of going to press to the best of Why players love rewarded our knowledge. Steel Media can accept no responsibility for inaccuracies that occur but where mistakes are video ads 17 About Mintegral 26 discovered we will correct any oversight. THE PAST, PRESENT AND FUTURE OF MOBILE GAME ADVERTISING – IN ASSOCIATION WITH 2 The growth of mobile advertising and games It’s a maxim of advertising that money follows eyeballs So, given we now spend over four hours a day looking at And looking at the sector’s current growth rates our mobile screens, 1 it should be no surprise such demonstrates how quickly the situation is changing. The adoption has triggered massive disruption in the US mobile advertising market grew by 77 percent from 2015 advertising industry. to 2016, while the non-mobile sector declined eight percent In the US, which is the world’s largest advertising market, over the same period. before 2010 mobile advertising revenues weren’t large This isn’t just happening in developed markets such as enough to be recorded as part of overall digital advertising the US and UK, either. These trends are extending around spend. By 2016, however, mobile advertising was larger the world too. It’s expected the global mobile advertising than the non-mobile sector for the first time. 2 market will be larger than the non-mobile sector for the first time in 2017, and it’s also expected to break the $100 billion 3 WORLDWIDE MOBILE APP FORECAST: mark by 2018. Another tipping point is 2017 will be the year when IN-APP AD* & APP STORE SPEND ** 72.5 growth in mobile advertising boosts digital advertising 4 Thanks to its mobile spend to overtake TV as the #1 category for the first time. component, US digital 59.6 marketing is growing fast Yes, mobile advertising is big and still growing fast. 36.6 49.5 MOBILE GAMES ARE THE ‘STICKIEST’ 16% Overall CAGR 20.7 42.8 Of course, the mobile advertising sector is not monolithic, Non-Mobile 36.6 12.5 and has itself been strongly shaped by usage changes over Mobile 7.1 31.7 the past five years. 3.4 26.0 1.6 One significant trend has been the rise of time spent 23.4 22.7 21.2 0.6 within mobile apps compared to mobile web or browser 16.9 activity. The latter has been broadly static while, driven by 37.0 38.9 33.2 35.7 35.9 30.1 the transition of social networks such as Facebook and 25.4 21.2 23.4 22.7 Twitter from browser to app, as well as app-only platforms 16.9 like Instagram and Snapchat, daily time spent in-app per person almost doubled between 2012 and 2016. This has Data source: IAB/PwC Internet Ad Revenue Report, FY 2016 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 driven explosive growth in app-oriented advertising THE PAST, PRESENT AND FUTURE OF MOBILE GAME ADVERTISING – IN ASSOCIATION WITH 3 THE GROWTH OF MOBILE ADVERTISING AND GAMES formats, notably video advertising. It’s estimated 94 percent AVERAGE TIME SPENT PER DAY WITH MOBILE of mobile advertising occurs in-app, 5 with mobile video INTERNET AMONG US MOBILE USERS: revenues up 50 percent in 2016 and expected to grow IN-APP VS. MOBILE WEB 6 another 32 percent in 2017. www.emarketer.com source: Data And there’s plenty of growth to come, especially for 0:50 0:51 video advertising, which is still dwarfed in terms of total 0:50 0:50 spend by full-screen interstitials (recorded as part of the 0:51 banner advertising category in the graph on the next page). 0:50 Interestingly, search remains the #1 category both in mobile and non-mobile markets, although its share of total 0:38 spending is trending down. 3:23 3:25 3:05 3:15 2:51 2:28 WORLDWIDE MOBILE APP FORECAST: 1:40 IN-APP AD & APP STORE SPEND $350b $340.2b 2012 2013 2014 2015 2016 2017 2018 $300b 5-Yr CAGR: 20% In-App Mobile Web $139.1b Time spent in-app grew rapidly between 2012 to 2015 $250b $200b $183.6b ADVERTISING IN MOBILE GAMES Such high level changes are important to note, but mobile $ Billion$ $150b $134.2b $37% Growth $82.2b games represent a specific subset of the overall mobile ecosystem, and one that’s shaped by its own trends. $100b $61.8b $201.1b For one thing, mobile games are far from the most popular category when it comes to app usage. Social $50b $101.4b $72.4b networking tops the list, followed by the likes of Data source: App Annie productivity, shopping, and utilities. Still, with over 40 $0b 2016 2017F 2021F percent of US mobile users playing games, the global audience of gamers is now measured in the billions. 7 Mobile In-App Advertising Mobile App Store More significant, however, is the length of time people spend playing mobile games. Again, social networking In-app advertising generates more money than IAPs and this trend will continue ranks #1 in terms of total time spent in-app. THE PAST, PRESENT AND FUTURE OF MOBILE GAME ADVERTISING – IN ASSOCIATION WITH 4 THE GROWTH OF MOBILE ADVERTISING AND GAMES Other (Mobile) 2% Other 6% Video (Mobile) 5.6% Search 24% VIDEO 12.6% $9.1bn Video 7% Data source: IAB.PwC (2016) SEARCH 48% $34.8bn US DIGITAL AD FORMATS 2016 Total Market $72.5bn Banner (Mobile) 19.4% BANNER Search (Mobile) 24% 31.4% $22.8bn Banner 12% US digital ad categories by 2016 spending THE PAST, PRESENT AND FUTURE OF MOBILE GAME ADVERTISING – IN ASSOCIATION WITH 5 THE GROWTH OF MOBILE ADVERTISING AND GAMES APP STORE REVENUES | GAME & NON-GAME SPLIT 2015-2020 But, as a category, mobile games come in a strong second GLOBAL 2015-2020 CAGR place. Market intelligence suggests mobile games take up +18.6% $85.0b around 12 percent of total on-device time, or over 20 hours $76.2b per mobile user every month. 8 Non-Game App Revenues 24% Game App Revenues $66.2b Given this is the case, it should be no surprise to learn 22% $20b +29.5% in-app advertising generated more revenue for mobile apps $56.4b 20% than in-app purchases; a trend that is expected to $46.2b 18% accelerate over the coming years. 9 This is because the $36.0b 16% majority of in-app purchases (IAPs) are generated by mobile 15% 76% games, while the majority of revenue generated by non- 78% 80% gaming apps comes from advertising due to their larger 82% 84% $65b +16.3% audience. The aggregated total time spent in non-gaming 85% apps is much bigger than the time spent within games too, making them a natural fit for advertising. Where games really stand out from general apps, 2015 2016 2017 2018 2019 2020 however, is their ability to generate large amounts of revenue through IAPs. Thanks to their strong engagement App store revenue chart from market intelligence group Newzoo. mechanics, the ability to create tight social connections, and offer ever-changing commercially-driven entertainment, mobile games account for around 80 percent of total in-app spending. 10 This is declining relatively due to the rise of non-gaming subscription services such as Netflix and Tinder, but it was estimated in 2017 that 82 percent of app store spending was WHERE GAMES REALLY generated by games, a proportion dropping to 76 percent STAND“ OUT FROM GENERAL by 2020, although the absolute total will rise substantially. 11 In-game advertising is not irrelevant for mobile games. APPS IS THEIR ABILITY TO Their ability to generate IAP spending provides a strong GENERATE LARGE AMOUNTS foundation for in-game advertising, especially when it can be deeply linked to in-game activities. OF REVENUE THROUGH Nevertheless, it’s clear that for the most successful mobile IN-APP PURCHAES games developers and the most successful games, IAPs are, by far, their primary means of generating sales. For ” example, this is certainly the case for top grossing hardcore THE PAST, PRESENT AND FUTURE OF MOBILE GAME ADVERTISING – IN ASSOCIATION WITH 6 THE GROWTH OF MOBILE ADVERTISING AND GAMES games such as Clash Royale and Clash of Clans where positive shift of developer attitude towards in-game maintaining a strong user experience and keeping player advertising, however, especially from smaller developers frustrations to a minimum are core.
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