The landscape of the mobile gaming industry underwent a notable transformation from the latter half of 2023 to the first half of 2024, particularly in the context of the Chinese gaming developers' performance in international marketsThe shifts observed during this period prompt critical considerations regarding how developers can effectively navigate the evolving global mobile gaming environmentIn this analysis, we will delve into recent industry reports and data to shed light on Chinese mobile games’ overseas performance, explore game type dynamics, and identify strategic responses for developers facing market uncertainties.

Based on the latest insights from Sensor Tower’s “2024 Overseas Mobile Game Market Insight” report, the revenue generated by the top 300 Chinese mobile games in international markets reached an impressive sum of $15.4 billion in the timeframe of late 2023 to early 2024. Moreover, the top 30 mobile games outperformed expectations, with each raking in over $100 million, collectively amassing revenue exceeding $8.5 billion

This accounts for a substantial 56% of the total revenue generated by the top 300 titles in foreign markets.

The first half of 2024 marked a noteworthy resurgence for leading mobile titles, with their total overseas income witnessing a remarkable 15% increase compared to the preceding quarter, culminating in nearly $4.5 billion in revenue, reverting to figures seen in the first half of 2022. This unique growth trajectory is surprising given the underlying trends overtaking the mobile gaming space.

Despite the promising figures reported for top-tier games, the broader market narrative is marked by significant challengesData from a recent report indicates that download volumes for Chinese mobile games in international markets plummeted by 25.9% year-over-year during the first half of 2024, signaling a phase of intense market restructuring characterized by pronounced polarization.

This emerging market reality presents challenges particularly for mid-tier and emerging mobile game developers

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What was once a booming sector fueled by at-home gaming trends is now evolving away from a model of sheer growth towards a more sustainable framework focused on high-quality product development, long-term planning, and deeper customer engagement.

A closer inspection of the performance by game categories and marketing strategies reveals significant insightsFrom late 2023 to early 2024, over 122 mobile games surpassed $100 million in overseas revenues, with genres such as card games, puzzle games, RPGs, strategy, simulation, and shooting games leading in both in-app purchase income and overall numbers.

Among standout performers, titles such as “MONOPOLY GO!”, “Royal Match”, “Roblox”, “Candy Crush Saga”, and “Coin Master” emerged as champions, each surpassing the $1 billion revenue markThis showcases the immense potential that lies within popular gaming genres and highlights the importance of genre adaptability in securing market success.

Turning attention towards marketing techniques employed in the industry, the first half of 2024 saw video-based material dominating the landscape, accounting for more than 77% of the total marketing assets deployed, showing an increase of 11.5% from the previous year

Notably, lengthy video content, exceeding 30 seconds, constituted over 46%, underscoring the influential role that video can play in grabbing user attention and enhancing engagementThe growth in video assets also reflects a deeper trend of advertisers striving to personalize content and maximize interactive experiences with potential users.

Furthermore, aided by advancements in artificial intelligence, the display of image-based materials has soared, with figures in June 2024 climbing past 25%. This illustrates the dual nature of marketing strategies, where, amidst the video content explosion, image assets still hold significant value through targeted advertisement deliveries and the personalization of user communications.

The trajectory of technological evolution suggests that future marketing campaigns might incorporate more AI-driven innovations, reshaping existing paradigms and ensuring adaptive strategies in a competitive environment.

As developers prepare to address these rapid market fluctuations, platforms such as Flat Ads play an instrumental role in providing essential support

Known for its advanced industry knowledge, robust technological backbone, and unique developer network, Flat Ads serves as a pivotal player in propelling the global outreach of gaming applications.

It becomes evident in this coordinated globalization era that game developers, among other application creators, require precision-driven marketing strategies and expansive market outreach to captivate users effectivelyCoupled with the necessity for more efficient monetization avenues to maximize commercial potential, Flat Ads is dedicated to furnishing developers with comprehensive solutions for global marketing and revenue generation.

1. Integrated Marketing Solutions: A Catalyst for Advertisers

Flat Ads employs a programmatic advertising platform and media buying techniques to aid developers in sharply targeting global audiencesWith an impressive pool of 700 million exclusive developer traffic, Flat Ads excels in driving marketing effectiveness within burgeoning markets such as Southeast Asia, India, the Middle East, and Latin America, enabling advertisers to reach their desired consumer segments efficiently and stand out in an increasingly competitive sector.

2. Efficient Monetization: A Revenue Engine for Developers

In the realm of monetization, Flat Ads offers developers a spectrum of effective revenue generation models

By tapping into optimal advertising budget resources through a secure and efficient SDK, developers can utilize advanced in-app bidding technologies alongside intelligent algorithms to unveil the hidden value of each advertising slotMoreover, by leveraging interactive advertisements and partnerships for casual game collaborations, developers can broaden revenue channels and foster heightened financial outcomes.

Initially, the global mobile gaming market has yet to regain its full momentum, as it hovers within a keen phase of structural change and transition—a reality that particularly challenges small to medium-sized gaming enterprisesNevertheless, the long-term prospects for global mobile growth remain optimisticTherefore, it is essential for developers and companies to closely monitor shifts in user preferences, enhance product quality, and strengthen their long-term operational strategies and focused marketing techniques to navigate the intensifying market competition.

Looking ahead, Flat Ads continues its commitment to delivering comprehensive global marketing and monetization solutions, supporting developers in thriving within dynamic market landscapes

We eagerly anticipate collaborating with a broader range of developers to explore and create additional growth opportunities together.

With its substantial repository of 700 million exclusive developer traffic, Flat Ads boasts remarkable credentials, having ranked as a top-level media outlet in global performance for non-gaming ads on the Appsflyer advertising platformRecognized as a leading globalization marketing platform in 2023 and voted as one of the top ten outbound marketing platforms between 2021 and 2022, Flat Ads leverages first-hand traffic from prominent outbound developers and enhances event optimization capabilitiesThrough its exclusive developer network and programmatic advertising trading platform, Flat Ads delivers exemplary marketing and brand promotion services to hundreds of partners across industries such as finance, e-commerce, tools, video platforms, social products, and gaming, enabling advertisers to secure precise user acquisition and amplify brand reputation globally while also providing revenue maximization solutions for publishers.