Singapore – Southeast Asia has solidified its position as the second-largest market for ad media buying in the mobile gaming industry, trailing only the United States (excluding China), according to a report by Mintegral.
According to the report, Southeast Asia shows significant growth, capturing a 55% share of global in-promotion mobile games and recording an 11% year-on-year increase in ad creative volumes, exceeding the USA. Additionally, the region ranks first in ad views, excluding China.
Moreover, Mintegral’s report revealed that the region is poised for substantial revenue growth by 2027, driven by a significant shift towards video advertising to enhance user engagement.
The report identifies Indonesia, Thailand, and Vietnam as the leading markets in Southeast Asia in terms of size and revenue, with Indonesia emerging as the largest single market. Thailand and the Philippines are highlighted as the most lucrative markets.
Action and puzzle games have rebounded strongly in Southeast Asia, dominating both game promotions and ad creatives. Playable ads also continue to gain traction, particularly in Indonesia, Vietnam, and Thailand, where they are essential for user acquisition and engagement. This trend underscores the region’s robust demand for mobile gaming and its growing advertising ecosystem.
Erick Fang, CEO of Mintegral, said, “Southeast Asia’s position as a leading market for media buying highlights the region’s critical role in the global mobile gaming ecosystem. Our report provides valuable insights for marketers and game developers aiming to capitalise on this vibrant market. By understanding regional trends and adopting effective advertising strategies, businesses can unlock new growth opportunities and build awareness around their games.”
