2025年第一至第三季度，超休闲游戏 在全球下载量中明显领先;同时,益智 和动作类游戏的下载热度也在持续上升。 02 "视频 + 试玩" 组合拳 混合素材策略强势崛起 越来越多广告主开始把视频和试玩结合 在一起,市场整体正在向互动性更强、 更有参与感的广告体验发展。 03 南美市场投放火力全开 素材规模领跑全球 2025年第一至第三季度,南美地区的 广告投放活跃度位居全球之首，素材 数量最多,其中视频素材占比接近 85%。 04 Meta 稳居 C 位 持续主导手游广告预算 Meta 在休闲与硬核游戏中的投放规模 均位列前茅，广告主依然高度依赖其 覆盖能力和优化效果。 Q insightrackr 2025 Q1-Q3 全球手游买量风向与策略 xmp.mobvista.com www.insightrackr.com 摘要 & 主要结论 n1 超休闲赛道强势"吸量" 领跑全球下载 借力 Al 技术 激活用户深度互动 AI 生成的视频和数字人展现广告互动性 和吸引力,提升留存与转化表现。 多样元盘被合拓圈 扩大受众规模 Kingshot 将 4X 与塔防元素相结合, 实现用户破圈,并以持续的互动性支 撑起增长与 ...

Core Insights - The report highlights that South Korea is the fourth largest gaming market globally and the third largest market for Chinese game developers expanding overseas [1][3][23] - The South Korean gaming market is projected to reach 25.19 trillion KRW in 2024, reflecting a year-on-year growth of 9.7% [5][23] - Mobile games dominate the market with a 59% share, followed by PC games at 26% [7][23] Market Overview - South Korea holds a 7.8% share of the global gaming market, supported by high internet and mobile device penetration [3] - The gaming environment in South Korea is robust, with significant audiences for game streaming, social gaming, and cloud gaming [3] Market Segmentation - RPG games account for 52% of the mobile gaming revenue, while strategy games are experiencing rapid growth [9] - The mobile gaming sector is a key focus for Chinese developers due to its substantial market size [7] Consumer Behavior - 47% of mobile game users complete their first in-game purchase within 30 days of logging in, with 12% making a purchase on the first day [11] - South Korean consumers exhibit a high frequency of credit card usage, averaging 137.5 times per year, facilitating digital payments for in-game purchases [11] Market Entry Barriers - Entering the South Korean gaming market involves high barriers related to language, culture, localization, and legal regulations [12] - Cultural sensitivity is crucial, particularly regarding historical events and local customs, which must be carefully navigated in game content [13] Regulatory Environment - The South Korean government enforces strict regulations on game content, including age ratings and the disclosure of in-game item probabilities [14] - The revised Game Industry Promotion Act mandates real-name age verification for games rated for ages 19 and above [14] Localization and Quality Assurance - Effective localization and quality assurance (QA) are essential for successful game launches and ongoing operations in South Korea [18] - The GRAC (Game Rating and Administration Committee) requires direct rating for adult products, while non-adult products can use international age rating systems [18] Distribution Channels - The main distribution channels in South Korea include international platforms like Google Play and Apple App Store, as well as the local One Store [19] - Google Play holds over half of the market share, while One Store attracts developers with lower revenue-sharing rates [19] Marketing Strategies - Brand and reputation marketing are critical for the success of new games, with users often relying on recommendations from friends or gaming influencers [21] - A diverse media strategy is essential for reaching the target audience effectively [21] Strategic Importance - South Korea serves as a crucial market for Chinese game developers due to its cultural similarities and strong gaming infrastructure [23] - The country has a history of influential gaming IPs that have shaped the gaming landscape in Asia and beyond [23]