MDEC, SocialPeta releases report with insights on ingame advertising for SEA

KUCHING: Malaysia Digital Economy Corporation (MDEC), Malaysia’s lead digital economy agency, in collaboration with SocialPeta, the world’s leading advertising and marketing platform, will be publishing a report on the trends, markets, genres and customers of the game advertising market in Southeast Asia.

The report, “Southeast Asia Game Industry Special Report: In-Game Advertising Market Insights” headlines the post-pandemic trend, recording strong growth momentum in revenue for mobile games with increased competition in the market.

The report is the continuation from the Southeast Asia Game Industry Report 2021.

“True to our clarion call to establish Malaysia as the Heart of Digital Asean, the report provides a detailed analysis of mobile game launch trends and popular advertisers in Malaysia, Thailand, Singapore, Indonesia, the Philippines and Vietnam in 2021, and listed popular ad tricks for casual games, simulated life games (SLG) and role-playing games (RPG),” said MDEC Digital Creative Content, Tech Ecosystems and Globalisation director Mohan Low.

SocialPeta’s Business Development manager Jiahong Wei said that a trending game depends not only on its quality but also on a large number of eye-catching ad releases and creativity in the future.

“In order to achieve better results for their products, mobile game advertisers have increased their ads releases accordingly,” Wei added.

“From January to September 2021, SocialPeta has captured more than 10.9 million Southeast Asian mobile game ads, a yearon-year increase of 263 per cent.”

The report outlined four key trends across SEA region.

Firstly, the number of ads has increased sharply and the competition in releasing ads has intensified.

Total revenue of smartphone games was US$7.9 billion, a yearon-year increase of 4.7 per cent; the total revenue of tablet games was US$1.16 billion, two per cent above its year ago level, according to NEWZOO’s statistics in the first half of 2021.

The second key trend outlined was the impact of Apple IDFA policy on ad release. Apple officially released the official version of iOS 14.5, allowing users to actively choose whether an app can track their activity to demonstrate its respect to user privacy.

Some advertising platforms predict that the IDFA acquisition rate in the past was 90 per cent, which may decrease to 30 per cent in the future.