Global Mobile Games in October | MONOPOLY GO! Takes the Top Spot, Pairing the Most Profitable Game with the Most Lucrative IP

SocialPeta analyzed the top 20 global mobile games by advertising, revenue, and downloads in October 2024, aiming to help mobile app industry professionals understand the changing trends of the global mobile game market.

The overall performance of global mobile games in October included several notable developments:

• Marvel + Halloween campaign: MONOPOLY GO! ran a total of approximately 16,000 deduplicated ad creatives across the two platforms.
• Papergames' Infinity Nikki neared launch: the international version deployed approximately 1,300 pre-launch ad creatives.
• Royal Match maintained revenue leadership: the title generated approximately $140 million across the two platforms.
• Mini Games dominated Google Play downloads: the title surpassed 20 million downloads on a single platform.

A closer look at October's global mobile game advertising rankings shows a remarkable contribution from Chinese publishers, which the original SocialPeta report describes as accounting for 99.999% of the market's advertising strength.

The mix of advertisers included both new and long-running titles. Veteran SLG title Mafia City by Yotta Games ran more than 10,000 deduplicated ad creatives across the two platforms in October.

Meanwhile, 最後的道長, an MMO based on a classic Hong Kong movie IP and published by SPGames, launched around 3,000 deduplicated ad creatives during the same period.

The standout performer in October's mobile game rankings was MONOPOLY GO!. Since its launch, the title had consistently ranked among the leading games for ad placements across both platforms while maintaining high popularity.

The game emerged as a new benchmark for social gaming, following a path previously established by titles such as Coin Master. The original report also cited Scopely's revenue milestone claims, describing MONOPOLY GO! as one of the fastest mobile games to reach the $1 billion revenue milestone.

In addition to its revenue performance, MONOPOLY GO! demonstrated significant marketing and user acquisition activity. According to SocialPeta, the game deployed approximately 16,000 deduplicated ad creatives in October. Its Android creative mix over the preceding 30 days was reported as follows:

• Video ads: approximately 72.81% of total creatives, with 62% of those videos lasting less than 30 seconds.
• Video dimensions: square 720 × 720 was the most common format, accounting for approximately 19.07% of video ads.
• Image ads: approximately 27.09% of total creatives.
• Image dimensions: square 1200 × 1200 was the most frequently used image format, accounting for approximately 22.38%.

Based on the advertising creatives, MONOPOLY GO! primarily focused its video content on three themes: live-action spokespersons, Marvel, and Halloween promotions.

Male and female actors appeared in roughly balanced proportions in the live-action segments. The scripts emphasized selling points such as the Monopoly IP, the idea of a mobile version of Monopoly, and free, ad-free gameplay.

Marvel Collaboration Expands the Creative Theme

On October 4, MONOPOLY GO! launched its Marvel collaboration, significantly increasing the volume of Marvel-themed advertising creatives.

The collaboration effectively transformed the game's campaign into a "MARVEL GO!" concept, with recognizable characters such as Iron Man, Hulk, and Spider-Man appearing prominently in ads and joining the game's race for in-game riches.

Halloween Creatives Give Mr. Monopoly a Darker Look

Around Halloween, MONOPOLY GO! adapted its iconic gentleman mascot to the holiday theme. Mr. Monopoly appeared in a dark cloak with sharp fangs, taking on the appearance of a vampire count.

Pumpkins, bats, eyeballs, ghosts, and other recognizable Halloween elements were incorporated into the advertising creatives. The game's usual cheerful background music was also replaced by darker but still playful music to strengthen the festive atmosphere.

Because October's overall advertising ranking changed relatively little, the original report also examined noteworthy mobile games outside the highest-ranking positions, beginning with the female-oriented title Love and Deepspace.

Love and Deepspace builds on the high-drama appeal associated with Papergames' earlier title, Mr. Love: Queen's Choice.

From the introduction of the new male lead Qin Che, to universal outfits priced at 9 yuan, and fan-favorite "cat persona" events for the male leads, the game continued to roll out high-impact content and maintain strong popularity.

SocialPeta's October data showed that the international version of Love and Deepspace had reduced its advertising update frequency after Qin Che's introduction in July. The game deployed fewer than 1,000 deduplicated ad creatives during October.

The iOS creative mix over the preceding 30 days was reported as:

• Video ads: approximately 95.33% of total creatives, with 84% of those videos lasting between 15 and 30 seconds.
• Video dimensions: more than 98% used a square 720 × 720 format.
• Image ads: approximately 4.67% of total creatives.
• Image dimensions: the image creatives used a horizontal 1200 × 628 format.

Qin Che appeared most prominently in the game's video creatives. Black was frequently used as the dominant color to create a sense of danger and a seductive atmosphere.

The videos emphasized intimate interactive gestures such as tugging at a collar, touching the abdominal area, and interlocking fingers, reinforcing the game's romance-focused creative direction.

Papergames Shifts Marketing Resources Toward Infinity Nikki

Alongside Love and Deepspace, Papergames was directing more of its marketing resources toward another flagship IP, Infinity Nikki, which at the time of the report was scheduled to launch on December 5, 2024.

According to SocialPeta, the international version of Infinity Nikki deployed approximately 1,300 unique deduplicated pre-launch ad creatives in October.

App Store Revenue Highlights

The match-3 puzzle game Royal Match, developed by Dream Games, generated approximately $90 million in App Store revenue during October, representing a month-over-month increase of around 25%.

Puzzle RPG パズル＆ドラゴンズ by GungHo generated approximately $28 million on the App Store, reflecting month-over-month growth of about 153.6%.

Google Play Revenue Highlights

NCSOFT's MMO mobile game 리니지M generated approximately $40 million on Google Play in October, representing month-over-month growth of around 22.9%.

Pokémon IP mobile game Pokémon GO generated approximately $20 million on Google Play, reflecting month-over-month growth of around 21.8%.

App Store Download Highlights

Casual stress-relief game Perfect Tidy, developed by ABI, officially launched on September 24. In October, it recorded approximately 4.4 million downloads on the App Store, with U.S. players accounting for 20.7% of downloads.

Pokémon IP trading card game Pokémon TCG Pocket officially launched on October 30 and recorded approximately 2.6 million App Store downloads during October. Players in India accounted for 16% of downloads.

Google Play Download Highlights

Mini-game collection Mini Games: Calm & Relax, developed by Onesoft, recorded approximately 22.4 million Google Play downloads in October, with U.S. players contributing 15% of the total.

Another mini-game collection, Offline Games by JindoBlu, recorded approximately 10 million Google Play downloads. U.S. players accounted for approximately 12.5% of downloads.

These results summarize SocialPeta's observations of global mobile game advertising, revenue, launches, and download performance across the App Store and Google Play during October 2024.