Global mobile games in October | Nilou saves Genshin Impact revenue, Legend of Zhen Huan UA has amazing results
According to data from SocialPeta's App Intelligence and other modules, we have compiled the TOP 20 global mobile game advertising, revenue, and download rankings for October 2023 to help more mobile professionals understand changing trends in the global mobile market.
Key observations on global mobile games in October:
Jin Yong IP enters the charts again with 11,000 creatives for Keying's 【New Yitian Slaying the Dragon】;
Vietnamese god/demon MMO focuses on image ads, mass produces with AIGC;
Female-oriented palace drama returns to charts, classic moments from Legend of Zhen Huan convert amazingly;
A banner character saves revenue - Nilou lets 【Genshin Impact】 be great again.
Top 20 by Advertising
1. Female-oriented palace drama returns to charts
Game Source's palace dress-up dating game【 Love in the Palace: Encounter 】finally returned to the global advertising charts after several months. Per SocialPeta advertiser analysis, it ran 4,500 deduplicated creatives in October, 72.1% newly created. iOS specifics:
- Creative placed in 53 regions, most in Hong Kong and Taiwan at 44.1% share;
- Nearly 97.55% were video in the past 30 days;
- The most common video size was portrait 720x1280 at 41.1% share;
- Top media was casual at 43.88% share, followed by puzzles and music.
Per SocialPeta data, 【 Love in the Palace: Encounter 】 frequently cued iconic moments from 【Legend of Zhen Huan】 - pink tenderness, how old are you now?
Cute cats cosplay Emperor Huan's one true man, Su Peisheng.
Do even palace dramas obey MBTI fundamentals?
2. Vietnamese MMO adeptly leverages AIGC
TTH PLAY COMPANY's gods and demons-themed MMO 【Thái Cổ Phong Ma】 officially launched on October 16. Per SocialPeta advertiser analysis, it ran 13,000 deduplicated creatives in October at 74.7% new. iOS specifics:
- 89% of videos were under 30 seconds;
- Nearly 69.97% of creatives in the past 30 days were images;
- The most common image size was square 1080x1080 at 86.44% share;
- The most common video size was landscape 1280x720 at 36.58% share.
Per SocialPeta data, many 【Thái Cổ Phong Ma】 image creatives have clear AIGC elements, with compositions and character designs highly reminiscent of various Chinese anime, manga, and novels.
3. Wuxia + idle RPG goes all out on UA
Keying Network's wuxia idle card RPG 【New Yitian Slaying the Dragon】 officially launched in public beta on November 7. Per SocialPeta advertiser analysis, it began pre-registration promotion on October 6 with over 11,000 deduplicated creatives across both stores. iOS specifics:
- Creative placed in 11 regions, most in Taiwan and Hong Kong at 54% share;
- Nearly 71.92% of creatives in the past 30 days were images;
- The most common image size was square 800x800 at 64% share;
- Copy focused on IP publicity, physical rewards, endorsements, free pulls, etc.
For marketing strategy,【New Yitian Slaying the Dragon】 leveraged authorized Jin Yong IP, real wuxia appeal, etc to attract original work fans. Endorser Janice Hsu wore Zhao Min cosplay in multiple fun promotional videos demonstrating sincerity. Gameplay encompasses idle to attract casuals, ample management/progression for wuxia immersion, and innovative pigeon messaging for greater enjoyability.
Wuxia theme and vertical idle gameplay seem to be a standard formula for many studios' new games in H2 2023 in China/HK/TW and SEA.
Top 20 by Revenue
Notable revenue performers on App Store in October:
XFLAG's classic puzzle RPG 【モンスターストライク】 (Puzzle & Dragons) held a JJBA collab part 2 starting October 15, earning $52.2 million single store revenue in October, up about 120.3% month-over-month.
Niantic's AR exploration game 【Monster Hunter Now】 earned $27.4 million single store revenue in October, up about 77.9% month-over-month, with Japan contributing 50%.
Supercell's RTS game 【Clash of Clans】 held a major Halloween event in October, earning $21.4 million single store revenue in October, up about 30.5% month-over-month.
Notable revenue performers on Google Play in October:
MiHoYo's open-world game 【Genshin Impact】 earned $30.2 million single store revenue in October, up about 83% month-over-month. Limited 5-star Nilou's incredible power well beyond other characters drove the revenue surge for 【Genshin Impact】.
【Roblox】 earned $41.1 million single store revenue in October, up about 18.8% month-over-month, with 31.6% from the US.
NCSOFT's MMORPG 【리니지M】 updated with Dragon's Wrath, earning $46.4 million single store revenue in October, up about 8.2% month-over-month.
Top 20 by Downloads
Notable download performers on the App Store in October:
Hoolai Games' occult RPG 【Reverse:1999】 officially launched in overseas public beta on October 25 and saw about 4.5 million single-store downloads in October.
The first RPG entry in the Mortal Kombat series,【Mortal Kombat: Onslaught】, officially launched overseas on October 17 and saw about 3.4 million single-store downloads in October.
【Dungeon Hunter 6】, Gameloft's ARPG entry in the Dungeon Hunter series, officially launched overseas on October 13 and saw about 3.3 million single-store downloads in October.
Notable download performers on Google Play in October:
SYBO Games' classic runner 【Subway Surfers】 saw about 13.3 million single-store downloads in October, up about 31.7% month-over-month, with India contributing 13.5%.
Hungry Studio's puzzle game 【Block Blast】! saw about 9.3 million single-store downloads in October, up about 40.5% month-over-month, with the US contributing 20.4%.
Zego Studio's racing simulator 【Car Race 3D: Car Racing】 saw about 7.4 million single store downloads in October, up about 44.2% month-over-month, with India contributing 28.4%.
This summarizes global mobile game advertising insights, App Store and Google Play mobile game revenue, and downloads for October 2023.
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