Casino games have long been considered a “low-profile” industry. However, in recent years, their overall share in the mobile gaming market has seen a significant rise, capturing widespread attention. Looking at the data, the trends are clear:

1. The number of global casino mobile game advertisers increased by 14.5% in 2024, reaching a total share of 21.0%, making it the second-largest category. The advertising spend share was 6.8%, ranking sixth.

2. The annual growth rate of total revenue for mobile casino games is expected to be 6.38%, with the market size projected to reach $14.76 billion by 2029.

3. In 2024, global consumer spending on mobile casino games ranked fourth among all game categories, contributing $12.2 billion.

4. In-app purchase (IAP) revenue for Slot and Looters (subgenres of casino games) reached $430 million and $420 million, respectively, ranking sixth and seventh among all game subgenres in 2024.

Although the overall download volume of casino games is not as high as other categories, their Revenue per Download (RPD) is significantly higher, which is one of the key reasons for their enduring success. In the face of increasing market demand and competition, how can casino games identify potential markets and implement precise marketing strategies?

1. Definition and Classification of Casino Games

Casino games typically refer to mobile games that simulate real-world casino experiences. These games often include but are not limited to slots, poker, bingo, mahjong, and fishing games. Their primary goal is to provide players with a recreational experience that mirrors the fun and atmosphere of a real casino.

Casino games can be categorized based on gameplay and themes. Here are some common types and their features:

● Slot Games: Simulating traditional slot machines, players spin reels to match different symbols and win rewards. Slot games are easy to understand, with rich reward mechanisms, making them extremely popular in the casino mobile game space.

● Poker Games: Poker includes a variety of formats like Texas Hold’em and Omaha Poker. These games require strategy and skill, with players competing against each other for chips or rewards. Poker has a massive following, particularly in Europe and North America.

● Mahjong Games: Mahjong games simulate the traditional Chinese tile game, where players form specific combinations to win. Mahjong is particularly popular in Asian markets, especially in China, Japan, and South Korea.

● Fishing Games: A casual subgenre where players shoot nets to catch fish, earning points or rewards. These games are popular in several regions for their simplicity and fun.

● Bingo Games: Bingo is a number-matching game where players mark off numbers on their card as they match randomly drawn numbers, aiming to complete a pattern or row.

● Comprehensive Casino Games: These games typically offer a mix of casino-style activities, including slots, poker, bingo, and more, providing players with a wide variety of gaming options in one app.

2. Market Buy Analysis of Casino Mobile Games

Historically, the United States has been the largest market for overseas casino mobile games, driven by the legalization of casino operations. However, the market dynamics are now shifting. In 2024, North America, primarily the U.S., saw a 1.3% year-on-year decline in advertising spend, dropping from first to third place. In contrast, Southeast Asia, Asia (excluding mainland China), Europe, and the Middle East all saw significant increases, making them new hotspots for casino mobile game advertising.

● Southeast Asia saw a 68.1% year-on-year increase, becoming the top region for ad spend.

● Asia (excluding China) followed closely with a 42.9% increase, ranking second.

● Europe and North America saw increases of 49.1% and 44.0%, ranking fourth and seventh, respectively.

● South America was the second region, aside from North America, to experience a decline, with a drop of 10.6%.

In terms of advertising channels, both ad networks and social media saw significant growth in 2024. Social media platforms experienced a 60.6% increase in ad spend, making up 50.5% of the total.

Looking at promotional strategies, there is a growing trend for casino mobile games to bypass app stores, using APK files for direct installation and user acquisition. This method accounted for 51.0% of promotions in 2024. Promotion via Google Play and the App Store followed, accounting for 36.35% and 12.60%, respectively.

3. Popular Advertising Creatives for Casino Games

Precise marketing can significantly improve user acquisition. What trends and strategies in advertising and creativity will shape the casino mobile game industry in 2025?

Casino mobile games cater to a wide age range, with players primarily between 25–44 years old, accounting for more than 76.1%. This demographic typically has a stable economic foundation, higher spending power, and greater interest in casino-style games. Additionally, males make up 84.1% of the audience.

Video ads are the most common advertising format, comprising more than 58.1% of ad placements. However, the use of image-based ads is rising rapidly, with a 101.1% year-on-year increase. Among video ads, those ranging from 16 to 60 seconds are the most commonly used, with a trend toward even longer ad durations.

In terms of creative assets, casino mobile games often tap into players’ desire for excitement and thrills through targeted marketing. This is reflected in the following four key creative elements:

● Highlighting Rewards and Excitement: Ads tend to emphasize big rewards, high jackpots, and thrilling gameplay to capture attention. For instance, showcasing a player winning a massive jackpot or emphasizing high odds and returns.

● Human Elements: Using real-life figures, such as live dealers or real players, can add authenticity and trustworthiness to the ad. These elements give users a sense of realism and enjoyment.

● Interactive Features: Incorporating interactive elements like playable ads or interactive videos can boost engagement. Additionally, leaderboards and competitive activities can create a sense of rivalry, encouraging users to try the game.

● Localization and Cultural Adaptation: Ads that are tailored to local cultures and preferences resonate better with users. For example, using culturally relevant elements in Asian markets, such as symbols or settings with an Eastern flair, can enhance user identification and closeness.

If you’re looking to learn more about advertising acquisition or seek consultation for your mobile game’s international marketing strategy, feel free to reach out to us!