ironSource: during the quarantine, people began to play mobile games more
In countries where a state of emergency was imposed due to the threat of coronavirus, the DAU of mobile games and their downloads have grown, the ironSource advertising platform reports.
The company primarily talks about the growth of the average number of active users per week. She also notes that the DAU also increased over the weekend, but not so significantly.
So, the average DAU for the week has grown:
- by 13% in the US since March 13;
- by 23% in South Korea since February 20;
- by 15% in Italy since the closure of the country;
- by 65% in China since January 23.
But in China, it is important to note that the quarantine imposed in the country coincided with the beginning of the Lunar New Year, and therefore with the related promotions, sales and other things. However, after its completion, the DAU in the market turned out to be higher than usual,” ironSource writes.
In South Korea, the peak indicators did not increase too much, but the lows grew noticeably
Also , as a result of the study , it turned out:
- more people started using rewarding advertising (in China, the growth was 15%, in other countries it is less than 10%), but the average number of ads viewed by the user did not increase;
- in general, the number of people installing new games has increased (in the USA, the number of downloads per thousand views (IPM) has increased by 25%, in Italy the growth was 11%, in China — 7%);
- in the US, eCPM fell by 7% due to a reduction in advertising budgets for brands.
In the US, people have started downloading more gaming appsAlso on the topic:
