Gaming Activity Increases, InMobi Report Shows Rapid Improvement Of Advertising Ecosystem In Mobile Games

JAKARTA - InMobi, a leading provider of content, marketing and monetization technology that helps businesses drive growth, has released a new report titled Mobile Game Advertising in 2022, Southeast Asia.

The report was obtained from the results of a survey of more than 200 mobile marketing leaders in the Southeast Asia region, in order to provide in-depth insight into the rapidly growing mobile game advertising ecosystem in Indonesia.

"Home to more than 270 million gamers, Southeast Asia is one of the fastest growing mobile gaming markets in the world," said Rishi Bedi, Managing Director at InMobi.

The InMobi report shows a sharp increase in the adoption of mobile game ads since the pandemic began. Three out of five advertisers started using mobile game advertising in the last two years, but 80% of respondents said they had been advertising for at least a year or more.

Meanwhile, 98% of advertisers reported an increase in spending more than double last year's figure (yoy) for mobile games. This confirms that the potential of mobile games as a marketing channel is growing.

The report states, unique ad formats in mobile game ads enable higher audience attention and engagement, thereby attracting strong interest from advertisers.

The most explored mobile game ad formats are rewarded videos, playable ads, and interstitial ads. However, in-game advertising is also growing in popularity as advertisers seek to integrate ads into games and make games more realistic.

The report also shows advertisers are more likely to choose to advertise on mobile, as brand awareness, reach and frequency, and completion rate are key success metrics for their campaigns.

"With the rapid adoption of smartphones and increased internet connectivity increasingly contributing to this growth, it is not surprising that advertisers are increasingly integrating digital advertising with mobile games to take advantage of the vast market potential," he added.