The 2022 Game Advertising Ecology Conference was organized by the Game Working Committee of the China Digital and Audio Association.
The hosting company is Tencent Advertising, taking place in Guangzhou, China. The Association’s General Secretary spoke at the meeting and announced the Gaming Marketing Trends Report 2022. The report shows that the country’s mobile gaming industry is rapidly moving towards the path of quality marketing. high, pursuing the unity between quality and efficiency.
A strong R&D team, high-quality and well-provided IP content, as well as accurate information on market trends and user needs will become essential factors on the way to achieving this goal. the quality of the game company.
Game makers hope that the game industry of billions of people can continue to grow healthy, diverse and high-quality with the cooperation of all parties, and bring more high-quality games. for players, continue to develop and promote their social values and influence.
The Game Industry Advertising Trends 2022 report shows that over the past 10 years, China’s game industry has continued to show step-by-step growth, delivering growth in both actual revenue and user size. .
In the first half of 2022, the revenue of the Chinese mobile game market decreased by 3.74% year-on-year. At the same time, the actual revenue of mobile games accounted for 74.75% of the total revenue of the whole market, down about 1.5% compared to the same period last year.
Chinese game users become more important to products, developers and distributors need to build a common mobile game marketing ecosystem. Games are the main investment of mobile advertising. Compared to 2021, the share of mobile game advertising in total mobile advertising in the first half of 2022 has increased significantly, almost every month increasing by 2.2% over the same period last year. last.
In the first half of 2022, on high-traffic platforms, game advertising rates are getting higher and higher and performance is stable. The platforms driving traffic in the game industry mainly include Tencent Advertising, Huge Engine, Baidu Information Flow, Kuaishou, and NetEase Yixiao. The gaming industry takes the first place in terms of advertising positions of Tencent’s massive engine and advertising platforms.
In response to issues like peak traffic spikes and incremental costs, traffic platforms are improving their broader reach to game users on devices mobile by cross-platform distribution, access to big data and technology application innovation.