The global casual gaming market is becoming increasingly popular, with both the scale and number of users rising rapidly in 2024. However, the competition is also becoming fierce, making overseas advertising a key factor.

Understanding the characteristics of different overseas markets to achieve precise targeting

Western gamers, especially those in the United States and parts of Europe, have high demands for game quality and innovation, favoring personalized and immersive experiences.

In the United States, the mobile gaming market is particularly developed, with players favoring casual games that include social interaction and competitive elements.

For example, "Candy Crush" is very popular in the US, why?

Because it combines social sharing and competitive ranking gameplay, allowing players to enjoy elimination games while competing with friends.

British players love strategic casual games, like "Monument Valley" with its spatial puzzle strategy, which is extremely popular in the UK;

German players tend to prefer games with exquisite graphics and deep gameplay, "Alto's Adventure" with its beautiful snowy scenes and challenging skiing gameplay performs exceptionally well in the German market.

Therefore, when advertising in the Western market, it is important to highlight high-quality graphics, unique and innovative gameplay, and social interaction features.

By targeting ads to players who enjoy these types of games through precise interest positioning.

If the game has unique social interaction gameplay, it can be promoted on mainstream social platforms in the West such as Facebook and Instagram.

Targeting ads to users who like social games, showcasing the exciting moments of player interaction, attracts the target audience.

In 2024, the casual mobile gaming market in major Western markets (USA, UK, Australia, Canada, France, Germany) is at a critical point of transformation.

The US, being one of the largest mobile gaming markets globally, still has growth potential.

According to AppMagic data, the total revenue of casual games in the Western T1 market has increased by 11.7% year-over-year.

Just from in-app purchases (IAP), there was $15.2 billion in revenue, with the US mobile gaming revenue from in-app purchases in casual games increasing by 10.5% in the first half of the year.

In this market environment, precise targeting in advertising is crucial for casual games to stand out.

Asian gaming markets are large and each has its own characteristics.

In Japan, players truly love the two-dimensional culture, and games that integrate elements of two-dimensional culture in their plots, character settings, and art styles generally sell well.

"Genshin Impact" is extremely popular in Japan, with its beautiful two-dimensional art style and rich storyline, which perfectly suits the taste of Japanese players.

Korean players have high demands for the competitiveness and social aspects of games, as well as the quality of graphics and music effects.

For instance, the Korean version of "Honor of Kings" not only optimized the graphics but also enhanced the social interaction features and organized various online and offline events, attracting a large number of Korean players.

In Southeast Asia, where smartphones are widely used and the network environment has improved, the casual gaming market is developing very rapidly.

Local players like simple, easy-to-learn games with social attributes that can be played in fragmented time, such as "Happy Elements" which is very popular in Southeast Asia with its simple elimination gameplay and rich social interactions like friend assistance and leaderboards.

Especially suitable for local players to play during commuting and breaks.

Therefore, for the Asian market, it is necessary to customize advertising content and strategies according to the cultural characteristics and player preferences of different countries and regions.

In Japan, you can cooperate with websites and forums related to two-dimensional culture to advertise, highlighting the game's two-dimensional elements;

In Korea, combine game competitive events to promote on esports-related platforms;

In Southeast Asia, use popular local social software to promote the convenience and social interaction gameplay of the game.

Latin America and the Middle East regions have seen strong development momentum in the gaming market in recent years, with great potential.

Players in Latin America are passionate and expressive, interested in colorful, vibrant games with social interaction features.

For example, "Dancing Line" with its dynamic music, brilliant graphics, and easy-to-learn gameplay, is very popular in the Latin American market.

Players love to share their game achievements and exciting moments, creating a good social spread effect.

Due to religious and cultural factors, players in the Middle East have specific requirements and preferences for game content, favoring games with beautiful graphics, innovative gameplay, and that align with local cultural values.

Some puzzle casual games that integrate traditional cultural elements of the Middle East have high attention in the region.

For these emerging markets, advertising must fully consider local cultural backgrounds, consumption habits, and network environments.

In Latin America, you can use popular local social media platforms, like TikTok Latin America, to conduct social interactive advertising promotions, organize game challenge events, and attract players to participate;

In the Middle East, cooperate with influential local media or platforms.

For example, well-known gaming websites or TV game shows in the Middle East, to increase game exposure, while ensuring that the advertising content conforms to local cultural customs.

Create creative ads to catch the eye of the target users

Leverage hot topics and popular elements

Always keep an eye on global hot topics, popular culture, and social media trends, and cleverly integrate these into the advertising creativity, immediately enhancing the attractiveness of the ads.

For example, when Marvel series movies are hot, a casual puzzle game launched a limited-time level with a Marvel superhero theme, using this for advertising.

In the ad, players control superheroes to solve puzzles in sci-fi scenes, instantly attracting many Marvel fans, with a click-through rate 40% higher than ordinary ads.

Also, when "pet heat" became popular on social media, a casual nurturing game designed an ad centered around cute pets, showing how players care for and train pets, and after the ad was released, there was a noticeable increase in downloads.

By capturing these hot topics and popular elements, games can quickly attract users interested in these areas, improving the effectiveness of ad dissemination.

Highlight the core gameplay and unique selling points of the game

In the ads, it's crucial to use a simple, clear, and attractive way to showcase the core gameplay and unique aspects of the game.

For example, a casual game with innovative elimination gameplay, the ad uses exciting animations to highlight the differences from traditional elimination games, such as the use of special items and chain reaction effects.

At the same time, emphasize the unique experiences the game can bring to players, such as relaxation, self-challenge, and a sense of achievement.

Just like the ad for "Tetris Effect", it focuses on showcasing unique visual effects and rhythmic gameplay, allowing players to feel a different experience from traditional Tetris, successfully attracting many players to try it out.

This type of ad that clearly displays the core gameplay and unique selling points allows target users to quickly understand the value of the game, attracting them to download and experience it.

Use diverse advertising formats

Video ads

Create beautiful game promotional videos, showcasing exciting graphics, smooth operations, and fun gameplay, effectively attracting users.

The style of the videos can be diverse, such as narrative, humorous, challenge-based, etc.

For example, an adventure-themed casual game made a narrative-style video ad, telling the story of players continuously solving puzzles in a mysterious world to save a lost civilization.

The ad's exciting plot, beautiful graphics, and tense atmosphere give users a strong sense of immersion, sparking their interest in the game, and after the video was released, there was a significant increase in game downloads.

Interactive ads

Using interactive technology, allow users to experience part of the game's gameplay in the ad, greatly enhancing user engagement and memory of the ad.

For example, a puzzle casual game designed an interactive ad, where users participate in simple puzzle segments in the game through actions like clicking and swiping the screen, experiencing the fun of the game in advance.

This type of interactive ad not only allows users to more directly understand the gameplay but also increases user interaction with the ad, enhancing the effectiveness of the ad.

According to statistics, the conversion rate of interactive ads is 30% - 50% higher than traditional ads.

Native ads

Integrate the ad content with the native content format of the platform, making it look like natural content on the platform, reducing user resistance.

For example, on social media platforms, display ads in the form of users sharing their game experiences, accompanied by attractive copy and game screenshots or videos.

Like a casual cooking game posting native ads on Instagram, in the form of a food blogger sharing their experience of making delicious dishes in the game.

Showcasing the game's rich dishes, beautiful graphics, and simple operations, allowing other users to naturally see the ad while browsing updates.

This increases the credibility and attractiveness of the ad, significantly improving the interaction rate after the ad exposure.

Combine emerging technologies to enhance the effectiveness of ad placements

AI aids in precise targeting

Using artificial intelligence technology to analyze massive user data, deeply understand user interests, behavior habits, consumption preferences, etc., to achieve more precise ad targeting.

Take "Arknights" for example, by using AI algorithms to analyze user data, precisely identifying users interested in strategy tower defense games with high potential for spending, and targeting ads to them.

At the same time, AI can also dynamically adjust ad placement strategies based on real-time user feedback, optimizing ad effectiveness.

For example, if it is found that a certain type of user has a high click-through rate for a specific style of ad material, AI will automatically increase the placement of this type of material, improving the ad conversion rate and return on investment.

According to related data, game ads placed using AI precision targeting have a conversion rate 20% - 35% higher than traditional placement methods.

AR/VR enhances ad immersion

For casual games with specific scenes or gameplay, AR (augmented reality) or VR (virtual reality) technology can be used to create immersive advertising experiences.

For example, an exploration-themed casual game, using AR technology allows users to experience mysterious elements from the game in their real environment, such as virtually generating monsters or treasures around the user, attracting users to further explore and experience the game.

This innovative advertising form greatly enhances user participation and immersion, making the ad more attractive and spreading power.

Like an AR treasure hunt casual game, placing AR ads in malls, parks, and other public places, users open their phone cameras and can see game treasure clues in the real scene, attracting a large number of users to participate, significantly increasing game downloads and popularity.

Big data analysis optimizes advertising strategies

Using big data analysis tools, collect and analyze various data indicators after ad placement, such as exposure, click-through rate, conversion rate, retention rate, etc.

Based on this data, deeply understand user reactions and behaviors to ads, identify problems and deficiencies in the ad placement process, and optimize advertising strategies accordingly.

For example, after the ad placement for "Jiangnan Scenery", big data analysis found that users in a certain region had a low click-through rate for ads, and upon analysis, it was found that the ad content did not match the aesthetic preferences of local users.

Therefore, the development team adjusted the ad content according to local cultural characteristics and user preferences, changing to more regionally characteristic graphics and copy.

After re-placement, the click-through rate in that region increased by more than 30%, significantly improving the effectiveness of the ad.

By continuously optimizing advertising strategies through big data analysis, ad placements can be more precise and effective, improving the promotion of games in overseas markets.

In 2025, overseas ad placements for casual games must keep up with market trends, thoroughly understand the characteristics of different overseas markets.

Create creative ads, combine emerging technologies, achieve precise targeting and efficient placement.

Only in this way can we accurately attract target users in the global market and achieve success for casual games in overseas markets.