China – The WeChat mini-game advertising sector is experiencing rapid expansion, with the number of games running ads surging by 113% year-over-year (YoY), according to the latest joint report from SolarEngine and Insightrackr.
According to the report, between January and October 2024, over 18,400 WeChat mini-games launched ad campaigns, more than doubling from 8,600 in 2023. By year-end, the total hit 19,937, nearly doubling from 10,300 the previous year, underscoring the sector’s rapid growth.
Ad creatives also saw a 107% YoY increase, reaching 3.7 million from January to October 2024, up from 1.8 million in the same period last year. The full-year total is projected to hit 4.3 million, reflecting the growing scale of mini-game advertising.
The report notes that this growth reflects expanding opportunities for developers within China’s evolving mobile gaming ecosystem.
The report also highlights a growing reliance on low-cost, high-volume ad creatives, shaping distinct trends in the WeChat mini-game advertising landscape. Image-based ads make up 55.9% of mini-game ads, while video accounts for 44.1%—a notable contrast to the 59.4% video adoption in standard mobile games.
Vertical ads dominate at 61%, followed by horizontal (35.3%) and square (3.7%) formats. Meanwhile, only 5.3% of mini-game ads feature real-person elements, significantly lower than the 10.6% seen in broader mobile game advertising.
While cost efficiency and quick turnaround remain key priorities, the report indicates that higher-quality creative optimisation could become a competitive advantage. As competition grows in WeChat mini-game advertising, data-driven creative strategies may play a crucial role in enhancing user engagement and conversion rates.
Rita Ju, head of SolarEngine, said, “The WeChat mini-game space is undergoing a massive transformation, offering developers a lucrative, fast-growing advertising environment. As advertising intensity increases, it’s critical for developers to not only focus on creative innovation but also to leverage data-driven insights and precise marketing analysis. Tools that enable high-quality user behaviour analysis, precise targeting, and efficient data integration are becoming crucial for success.”
