Singapore – Most Singapore mobile gaming marketers are overlooking growth opportunities overseas, according to a report from Moloco, a performance advertising company.
Moloco’s research reveals that 67% of Singaporean mobile gaming app marketers allocate their budget to a limited number of countries. Globally, 71% of mobile gaming app marketing spending is directed towards the U.S., U.K., Germany, and Japan.
The report suggests an opportunity to diversify marketers’ spend globally, which could lead to high user engagement and growth.
Meanwhile, the research has found that marketers based in Singapore are increasingly investing in emerging markets like Latin America, the Middle East, and Africa. Globally, China is leading the efforts to diversify its marketing spend to various countries.
Additionally, the report shows that high-value users, or the top 10% of payers in markets, can be targeted as they drive 70 to 85% of in-app purchase revenue. High-value users can also be found in emerging markets such as Brazil, Greece, Iceland, Netherlands, the United Arab Emirates, and South Africa.
“This research encourages marketers to broaden their approach beyond familiar territories. While Singapore-based marketers are already more distributed in their budget allocations compared to their U.S. counterparts, there remains significant opportunity for more targeted diversification globally. Notably, markets like Hong Kong, South Korea, and Japan demonstrate an even more balanced investment across global markets, serving as strong examples of how diversified strategies and experimentation in less saturated regions can help unlock high-value user segments,” Nopparat Yokubon, country of AUNZ and SEA at Moloco Ads, said.
“It’s tempting to focus on large markets because they’re familiar and marketers are used to advertising there. However, there is significant opportunity beyond these traditional markets where the competition is lower and hitting your KPIs can be much more efficient,” Sarah Yamanouchi, head of growth marketing at Rec Room, commented.
