UK leads in diversifying mobile gaming ad spend markets

Moloco has released UK-specific findings from its Mobile Gaming Insights for Global Growth report, detailing how UK-based publishers are leading the way in diversifying user acquisition spend in the mobile gaming industry.

Global data reveals that mobile gaming app marketers often concentrate their advertising expenditures in a limited number of countries, potentially overlooking other markets with promising growth potential. According to Moloco's report, the UK is a significant player.

The report highlights the UK as the second-largest market for mobile gaming user acquisition spend. Although the United States remains the largest market, accounting for 40% of global user acquisition budgets, the UK holds a 6% share. This positions the UK ahead of other markets in terms of attraction for global advertisers.

Several factors contribute to the UK's popularity for global advertisers. The market size and the shared language with other English-speaking regions make the UK an appealing target for companies aiming for growth without significant localisation efforts. Despite higher acquisition costs and an average of USD $13 in Day 7 Average Revenue per Paying User (ARPPU), the UK remains a focal point for advertisers against a global average of USD $11.

UK gaming publishers are noted for their approach to diversifying user acquisition expenditure, in contrast to their counterparts in other regions. While US-based gaming apps allocate 60% of their advertising budgets to their home market, UK gaming apps spend just 38% in the US. Instead, UK publishers distribute more budgets towards European markets and have a greater focus than the global average in Latin America, the Middle East, and Sub-Saharan Africa.

According to Moloco's research, the UK is aligning its spending patterns with emerging opportunities in cost-effective markets such as France, Italy, South Africa, and the UAE. These findings highlight the UK's strategic role in mobile gaming advertising and its efforts to tap into promising markets.

The report suggests the Asia-Pacific (APAC) region, including markets like Japan, South Korea, and Taiwan, holds further potential for UK publishers. Successfully navigating the challenges of localisation in these regions could enable publishers to access high-value users.