Singapore – The WeChat mini-game advertising sector is witnessing explosive growth, with a 113% year-over-year (YoY) increase in the number of games running ads, according to the latest China WeChat Mini Games Advertising & User Acquisition Report jointly issued by SolarEngine in collaboration with Insightrackr. The surge highlights a booming opportunity for developers aiming to scale within China’s dynamic mobile gaming ecosystem.
Between January and October 2024, over 18,400 WeChat mini-games launched advertising campaigns, more than doubling from 8,600 during the same period in 2023. By year-end, this number has reached 19,937, up from 10,300 in 2023 — highlighting the sector’s rapid evolution.
Similarly, ad creatives have soared, with a 107% YoY increase — totalling 3.7 million creatives from January to October 2024, compared to 1.8 million the previous year. The full-year forecast predicts 4.3 million creatives, reinforcing the rising competition and innovation within the mini-game advertising landscape.
The report identifies a growing reliance on low-cost, high-volume ad creatives, with distinct trends shaping the landscape:
- 55.9% of WeChat mini-game ads are image-based, while 44.1% use video — a stark contrast to 59.4% of video adoption in standard mobile games.
- Vertical ads (61%) are the dominant format, followed by horizontal (35.3%) and square (3.7%) creatives.
- Only 5.3% of mini-game ads incorporate real-person elements, compared to 10.6% in broader mobile game advertising.
While cost efficiency and fast turnaround remain priorities, the report suggests that higher-quality creative optimisation will be the next competitive edge. As competition intensifies in the WeChat mini-game advertising space, developers who focus on data-driven creative strategies will be best positioned to maximise user engagement and conversion rates.
Rita Ju, Head of SolarEngine, said: “The WeChat mini-game space is undergoing a massive transformation, offering developers a lucrative, fast-growing advertising environment. As advertising intensity increases, it’s critical for developers to not only focus on creative innovation but also to leverage data-driven insights and precise marketing analysis. Tools that enable high-quality user behaviour analysis, precise targeting, and efficient data integration are becoming crucial for success.”
Case Study: Whiteout Survival – A Winning Mini-Game Advertising Strategy
The report spotlights Whiteout Survival, a 4X strategy and simulation game that successfully adapted its advertising strategy for China’s WeChat mini-game ecosystem after a strong international launch:
- Creative volume skyrocketed: ad creatives surged 30x from September to mid-October, reflecting aggressive UA scaling.
- Multi-platform media mix: Tencent Ads led the campaign, complemented by Ocean Engine (Douyin), Kuaishou (Magnetic Engine), Weibo Ads, and Bilibili.
- Strong early feedback & ROI: the campaign’s rapid expansion signalled positive market reception, enabling high-impact scaling.
As the WeChat mini-game ecosystem evolves and more Chinese mini-game developers go global, it signals a broader trend – mini-games are becoming a key focus for major platforms globally, with many of the world’s top ecosystems starting to build out their own mini-programs and game platforms. Developers and advertisers must refine their growth strategies to remain competitive:
- Rising ad saturation means high-impact storytelling and premium creatives will drive better engagement.
- Scale up gradually using data-driven insights. Rapid expansion should be driven by data. Make use of real-time performance metrics and insights to adjust targeting and budget distribution.
- Multi-channel ad diversification — leveraging Tencent Ads, Ocean Engine, and alternative platforms — is essential for maximising reach.
In this fast-evolving environment, developers and advertisers need a powerful tool to navigate the complexities of the mini-game market. SolarEngine offers precisely that. SolarEngine enables developers to optimise campaigns across platforms like WeChat, Douyin, and beyond. By leveraging SolarEngine, developers can stay ahead of the competition, refine their targeting strategies, and achieve higher engagement and ROI as mini-games continue to rise as a global trend. Moving forward, SolarEngine will continue to expand its integrations, connecting with platforms like Facebook, Telegram, and other emerging mini-game hubs, ensuring developers are always equipped with the latest tools for success.
Request a copy of the full report at https://www.solar-engine.com/en/register?referer=pressrelease-minigamereport
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