The latest game report released by Unity recently shows that global mobile game advertising revenue in 2020 will increase by 8% year-on-year.
In terms of game categories, the advertising revenue of card games grew the fastest, with a year-on-year increase of 108%. Guess and board games followed closely, and the advertising revenue of these two categories of games increased by 87.5% and 82.3%, respectively.
The other two categories that are among the top five growth categories are puzzle games and casual games, and their advertising revenue increased by 79.6% and 79.5%, respectively. Although the advertising revenue of almost all categories will show an upward trend in 2020, the advertising revenue of sports games has dropped by 26.7 percentage points.
Unity also found in the survey that most game manufacturers will first consider the impact on the player’s gaming experience when determining the frequency of ad display.
Unity said: “Compared with previous years, although game manufacturers will not be too concerned about the loss of players caused by high-frequency advertising in 2020; however, these manufacturers are more aware of changes in the overall game indicators caused by different advertising display frequencies. Care. For example, the actual experience quality of the game and store reviews may be reduced due to excessive advertising frequency.
Compared with 2019, the potential loss of game IAP (in-app purchase) revenue has also been significantly reduced, because manufacturers will be more cautious in controlling the frequency of in-game advertising. “
Significant increase in revenue from in-app purchases
Unity’s survey results show that global mobile game installations within the first day of purchase transactions also increased by more than 50% year-on-year. The report pointed out: “As countries around the world continue to face lockdowns, IAP transactions on the first day of installation of mobile games have surged, then gradually slowed down in the summer and remained stable for the rest of the year.”
The survey shows that, with the exception of arcade games and word games (the IAP of these two games accounted for 37% and 20% of revenue, respectively), in-game purchases accounted for the first place in other mobile game categories.
Unity said that the rapid development of the global mobile game market can be partly attributed to the continuation of the new crown epidemic. The popularity of smartphone games began to soar when the epidemic broke out in 2020, and has continued until now. However, Unity also said that as the home isolation policy is gradually lifted, the growth rate of the global mobile game market will gradually slow down.
In 2020, the weekly game time of global players has increased by 52% year-on-year, which is also a direct result of home isolation measures. Prior to this, weekends were more concentrated gaming time periods for mobile game players.
In addition, Unity also released some of the company’s market data in the report. Unity said that the company currently has 2.8 billion monthly active users and 5 billion monthly downloads. In the process of writing the report, Unity conducted in-depth investigations of 60,000 developers and 300,000 applications.
This article is compiled from Mobile games ad revenue grew by 8% last year.
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