Mobile gaming is increasingly becoming an important option for marketers in Asia Pacific when planning for their campaigns, after studies from eMarketer and AppsFlyer showed extremely robust growth in revenues and growth in audiences.
AppsFlyer released its latest gaming app findings in its "The State of Gaming App Marketing" study that analysed 40 countries, 1,300 apps and 95 million app installs, and brought in a total of US$150 million in revenue.
It found that marketers are largely unaware of opportunities in the Vietnam market as Southeast Asian country’s low cost of media (58% less than average) produced the second highest ROI, which is an impressive 102% result.
Meanwhile, Japan, Taiwan, and South Korea stand the highest in gaming, with overall growth the three countries for non-organic activity reaching 10% in 2017, 184% higher than the global average. Their users were also the most engaged gamers, the highest revenue and ROI generators, with gaming ROI in Japan and Taiwan 186% higher than the global average.
While the study found there was a retention struggle, as only about six out of 100 gamers open an app 30 days after installing it, iOS users delivered better loyalty over time, averaging more sessions per user than Android gamers, who engage more often but over a shorter time frame.
There was also a significant difference in the platforms’ uninstall rate, with iOS producing a 13% rate and Android no less than 33%.
Meanwhile, eMarketer’s latest forecast showed more than half (55.5%) of Internet users in China will be playing games digitally by the end of 2017, equating to 428.4 million people. The forecast also showed that mobile gaming audience has also been growing significantly in recent years, as in 2017, more than half (53.9%) of mobile phone internet users will be gaming at least once per month.
“The mobile gaming market will continue its robust growth in the coming years at double-digit rates, thanks to the success of games such as Tencent’s Honor of Kings and the migration to mobile gaming from PC gaming,” said Shelleen Shum, eMarketer senior forecasting analyst.
“Being a mobile-first country, mobile phone gamers account for over four-fifths of digital gamers, as the availability of affordable and high-performance smartphones help to drive growth. The use of social media platforms such as WeChat and QQ has also played a key role in user acquisition.”