This comes even as concerns rise over gambling-like elements called loot boxes commonly found in these advertised games.
While exact figures are not available, game industry experts said such ads were not so common a decade ago. Their growing presence now reflects the rising profitability of mobile games and the fortunes of their developers. Genshin Impact, a free-to-download game with loot boxes, is estimated to have made more than US$100 million globally within two weeks of its launch in September, rivalling the box office receipts for some Hollywood movies in pre-pandemic times.
An App Annie spokesman said that despite Singapore being one of the smallest markets in South-east Asia in terms of mobile game downloads, it is second only to Thailand in mobile game consumer spending. "The increase in ads is mainly based upon gaming consumption. Because there are more gamers, game developers have more budgets now and they can launch integrated marketing campaigns which do not just consist of digital ads, but also awareness campaigns and outdoor advertising," said Yasser.
"It is also about building their brand and presence; they want to make themselves known and entrenched in the minds of players."
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