Mobile game app marketers may miss the opportunity to discover high-value users and drive growth in the global market. New research shows that 71% of mobile game app marketing spending is concentrated in 10 countries.
December 10, 2024 – Beijing, China – Moloco, the global leader in machine learning and growth marketing solutions, recently released a new research report titled ‘Crossing Borders: Mobile Game Insights for Global Growth’. The report shows that mobile game app marketers may miss potential growth opportunities in other markets due to excessive concentration in a few countries and regions. These potential opportunities can accelerate user acquisition (UA), attract high-value users, and bring significant growth.
As a market-oriented country focused on exports, China is committed to acquiring users outside of its borders, leading the world in diversified global growth. Chinese marketers allocate only 36% of their marketing expenditures to the United States, Canada, and Mexico, while a relatively higher proportion is spent in Europe, the Asia-Pacific region, and other global markets. High-value users are not limited by geographical conditions.
70-85% of in-app purchase revenue comes from the top 10% of paying users across various markets. The distribution of paying user value across different markets and categories is relatively consistent, indicating that there is still significant growth potential to be tapped through targeted user acquisition strategies. Paid user acquisition can unlock more opportunities in new markets. Although paid user acquisition is most scalable in countries like the United States, Japan, and South Korea, where a large amount of marketing expenditure is obtained, opportunities to target high-value users also exist in countries such as Brazil, Greece, Iceland, the Netherlands, the United Arab Emirates, and South Africa. Sarah Yamanouchi, the head of growth marketing at popular free online multiplayer game publisher Rec Room, said: “Because these large markets are more common and marketers are accustomed to advertising here, they easily focus on these markets. However, there are also great opportunities beyond these traditional markets, where competition is smaller, and it is more likely to efficiently achieve KPIs. ” Methodology for this study, Moloco’s data scientists analyzed the effectiveness data of thousands of mobile game apps that primarily monetize through in-app purchases (IAP). IAP refers to transactions made by users within the app, including the purchase of virtual goods or value-added services. Unless otherwise specified, the data involved spans from September 2023 to September 2024. The research dataset includes: over 4000 game apps covering major mobile game types, over $3 billion in Day 7 revenue (including paid and organic sources), and data from 195 countries. In addition, Moloco’s data scientists also utilized information from Sensor Tower’s data.ai to estimate installs and combined Moloco’s forecasting model to provide a deeper analytical perspective on global paid user acquisition activities. For the full research report and detailed methodology, please scan the QR code below or follow Moloco’s official account to stay updated on the latest global trends in mobile gaming.The seventh-day revenue (D7 revenue) refers to the revenue generated by new users within the first seven days after downloading a mobile application.
Regarding Moloco, Moloco is committed to enabling the growth of enterprises of all sizes through real-time machine learning. Developers, e-commerce platforms, and streaming media can revitalize first-hand data through the Moloco machine learning platform, understand company business performance, and promote business growth. Moloco Ads helps mobile applications acquire and retain high-value users, while providing marketers with a transparent and controllable marketing method. Moloco Commerce Media’s enterprise-level software solution is dedicated to enabling retailers and e-commerce platforms to establish their own advertising businesses through flexible solutions. Moloco achieves precise advertising placement, good results, and automation, thereby promoting large-scale and efficient advertising operations. Moloco Streaming Monetization is committed to creating performance advertising businesses for streaming media, innovating monetization strategies, providing precise matches for users, and bringing results for advertisers. Moloco was founded in 2013 by a team of machine learning engineers and currently has offices in the United States, the United Kingdom, Germany, South Korea, China, India, Japan, and Singapore.
