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2019 | H1Mobile Games User
Acquisition Whitepaper
DataEyePowered by
DataEye
This report uses data to highlight the trends in user acquisition (through paid
advertising). In today’s world, “user acquisition” has become a necessary component of
successful game distribution. Since 2017, the user acquisition market has matured,
mainly in several aspects. Firstly, the number of companies involved is essentially the
same every year. Secondly, the mainstream genres, such as legend or Chinese fairy,
occupy most of the user acquisition market. Thirdly, the number of users acquired
through paid advertising has remained the same on average, declining in 2018 and
rising slightly in 2019 due to the change in Chinese governmental restrictions to allow
more games into China. We believe that the future of user acquisition for games will be
on par with that of content production companies and content marketing companies.
. . . . .
2
Trends
Media / Traffic
Fresh Ideas
1
2
3
Trends
1
DataEye
It is clear that video advertising results in more users acquired than that of image
advertising. Since June 2018, users acquired through video has seen a significant upward
trend. Meanwhile, the amount of users acquired through images is gradually declining
and this trend will likely continue in the future. The sharp rise in video advertising reflects
the life-cycle of the current UA advertising landscape to some extent. The shortening of
the advertising life-cycle requires an accumulation of a lot of material.
5
— Picture — Video
Date
UA
DataEye
After the Chinese governmental relaxation on restrictions towards new games entering
China, the number of Android games available has gradually rebounded from the
previous year.
On the contrary, the number of users acquired by companies through paid advertising
has declined compared with the previous year.
— UA by games through paid advertising—
— UA by companies through paid advertising—
6
Date
UA
Date
UA
DataEye
560
322
564
883
1127
750
0
300
600
900
1200
1 2 3 4 5 6
The number of new games added per month peaked in May (1127); The drop in February
can be attributed to Chinese New Year and its long holiday. The number of new games
added each month in 2018 rose by an average of 64% from 2017. Since the Chinese
copyright administrative offices announced the resumption of game approval at the end
of December 2018 and promised to speed up the examination and approval process, the
supply of new products entering the Chinese game industry has fully resumed and
entered a normal pace of development.
7
Months
Games
DataEye
8
—Legend —Magic —Three Kingdoms — Journey to the West — Palace
—Xianxia —Swordsman —Two Dimensions — Cartoon — War
Date
UA
Date
UA
DataEye
9
—Legend —Magic —Three Kingdoms — Journey to the West — Palace
—Xianxia —Swordsman —Two Dimensions — Cartoon — War
Date
UA
Date
UA
DataEye
10
— MMORPG — Strategy — Round System — Cards — Operating
— Palace War — Casual —Tower defense — Place
Date
Gam
es
Date
Gam
es
DataEye 11
Date
Companies
Date
Companies
DataEye
12
— Legend — Magic — Three Kingdoms — Xian xia — War — Swordsman
— Cartoon — Sports — Two Dimensions — Journey to the West — Palace
Months
UA
Months
UA
DataEye
13
— Casual — Palace War — Operating — Tower Defense
— MMORPG — Strategic — Cards — Round
Date
UA
Date
UA
Traffic
2
DataEye
TYPE ONE
TYPE TWO
TYPE THREE
Faceu
15
Ads on Tencent's products Ads on Ocean Engine's products
Ads on Video Apps
Ads on less popular websites
Ads on other websites
These are the networks that companies and games use for their advertising and UA. Type one
represents the larger network channels. Type 2 represents slightly smaller user-based channels.
Type 3 represents other channels for UA. It should be noted that UA is not guaranteed to increase if
you use type 1 as opposed to types 2 or 3; it is dependent upon the product and target audience.
Fresh Ideas
3
DataEye
https://adxvideo2.dataeye.com/4720/a9c8623eea8b2c6a2e5541635cca8dfa.mp4
https://adxvideo2.dataeye.com/9685/333730be990820f3dc2b0279ac18b7c3.mp4
https://adxvideo2.dataeye.com/4783/194d18accc722c5f9fc4fc83a7f7c147.mp4
https://adxvideo2.dataeye.com/6113/d840493d98966aea2d4cd698eb25af84.mp4
.4423 65/ 1 4 7 1002
.4423 65/ 1 4 7 1002
17
These are examples of video advertising used throughout the Chinese mobile market to increase
UA and the networks the videos are displayed on.
DataEye
.4423 65/ 1 4 7 1002
= ,1
.4423 65/ 1 4 7 1002
,W
.4423 65/ 1 4 7 1002
I V P 8
.4423 65/ 1 4 7 1002
0 3
43
Theme of Legend Theme of Xianxia
These are examples of video advertising used to promote games in the legend and Xianxia genres.
They employ famous people and Chinese cultural elements to attract local users.
DataEye
.4423 65/ 1 4 7 1002
5
.4423 65/ 1 4 7 1002
+ 6
.4423 65/ 1 4 7 1002
0 7
https://adxvideo2.dataeye.com/954/6465a91b08a33a66962cae01e5fb3041.mp4
3 1 2
44
Theme of Three Kingdoms Theme of Magic
DataEye
.4423 65/ 1 4 7 1002
.4423 65/ 1 4 7 1002
I
.442 65/ 1 4 7 1002
V P 20
.4423 65/ 1 4 7 1002
P1
20
MMORPG Theme of Magic
DataEye
.4423 65/ 1 4 7 1002
.4423 65/ 1 4 7 1002
7 33
.4423 65/ 1 4 7 1002
.4423 65/ 1 4 7 1002
21
Turn Based Games Opera Games
DataEye
0 02 01 0 2 /
Hot Videos
UNINVIT
ED
GUEST
GIRL &BENZ
https://adxvideo2.dataeye.com/6602/aef35e0e33f454f28dc98578e8d5d338.mp4
https://adxvideo2.dataeye.com/7572/69eaa8eca6aa071bcb7a29f9fed68617.mp4
FACE
SCAN
SLAPPING
https://adxvideo2.dataeye.com/1757/9ed8f0aec8c14b0bdfb062c785075ef1.mp4
https://adxvideo2.dataeye.com/489/80c25543baf2018e1725e6dea3cf56a7.mp4
COM
PLAININ
GFOREIGNER
https://adxvideo2.dataeye.com/660/a03116aa7bb2cfc4c37936809931c4d8.mp4
https://adxvideo2.dataeye.com/5067/5eeeaca5ce43d3bcbe7a2cedaf494dbf.mp4
EMPRERO
RMEETIN
G
https://adxvideo2.dataeye.com/6225/9955832c4562edfe397de34f1ac93023.mp4
https://adxvideo2.dataeye.com/7698/e000535cbec4c06b9399a83c115a744e.mp4
22
Examples below show the styles of advertising used in the best performing video advertisements
during the first half of 2019. The titles have been translated as best as possible into English.
This report highlights user acquisition (UA) through paid
advertising by games and companies during the first
half of 2019, as well as examples of advertising
methods and styles for different game genres in the
Chinese mobile market. This report also includes the
hottest video advertisements used in the first half of
2019. This report was adapted from DATAEYE’s report
and translated by APPTUTTi.
DATAEYE’s original report in Chinese can be found
here: https://www.dataeye.com/report/page
More information about APPTUTTi:
https://www.apptutti.com/corporate/
More information about Dataeye:
https://www.dataeye.com/
Thank You!
www.apptutti.com
www.apptutti.com/Partners
