Mobile gaming has seen a remarkable surge in popularity, generating over $103 billion in consumer spending last year, largely fueled by the widespread adoption of smartphones and improved data accessibility.

In South-East Asia, Indonesia, Thailand, and Vietnam stand out as the top countries in market size and revenue, with Indonesia leading as the largest single market.

Erick Fang, CEO of Mintegral, underscores the critical importance of South-East Asia in the global mobile gaming ecosystem, highlighting the need for marketers and developers to grasp regional trends.

Thailand and the Philippines are recognized as lucrative markets, with projections indicating substantial revenue growth in mobile gaming by 2027.

The region is experiencing significant growth in mobile gaming, evidenced by an 11% year-on-year increase in ad creatives produced, making it a vital area for advertisers.

According to Mintegral's report, South-East Asia ranks as the second-largest market for ad media buying in mobile gaming, following only the United States.

Emerging market companies, particularly online retail platforms, are increasingly utilizing in-game advertising to connect with tech-savvy younger audiences.

Action and puzzle games dominate the mobile gaming landscape in the region, with playable ads gaining traction as effective user acquisition and engagement strategies.

In the first half of 2024, over 35,000 mobile games engaged in advertising, reflecting a 13.72% year-on-year growth in the sector.

Playable ads now represent over 10% of creatives across various game genres, with expectations for this segment to evolve into more advanced ad formats.

Advertising costs in South-East Asia are generally lower than in Western markets, allowing brands to optimize their spending through programmatic advertising.

The combination of an affordable smartphone market and improving internet infrastructure has fostered an engaged user base, making the region attractive to advertisers.