2024 Game User Acquisition Channel Mix by Key Markets
This infographic compares the user acquisition channel mix across four key game markets (US, Japan, South Korea, and Southeast Asia), highlighting how spending on Facebook, Google, TikTok, and other channels varies by region.
Introduction
The global game user acquisition market shows significant divergence due to regional culture, user habits, and channel ecosystems. Based on 2024 public data and industry estimates, this infographic compares the UA channel spending structure across the US, Japan, South Korea, and Southeast Asia, providing strategic insights for game developers expanding overseas.
US Market: Dual Giants Dominate, TikTok Rises
In the US, Facebook and Google together control about 65% of UA spend, with Google Ads leading at 35% (search + YouTube) and Facebook (including Instagram) at 30%. TikTok, with high engagement and young demographics, captures 20%, while the remaining 15% goes to Apple Search Ads, Snapchat, and others.
Japan Market: Strong Local Channels, Google Leads
Japan's landscape is unique: Google leads at 30%, but Facebook only reaches 15%. TikTok lags at 10% due to localization challenges. “Other channels” account for a massive 45%, mainly Yahoo! JAPAN, LINE, and Twitter. This reflects Japanese users' preference for domestic ad ecosystems.
South Korea Market: Google Dominates, Kakao Essential
In South Korea, Google takes 40%, far ahead of Facebook at 10% and TikTok at 5%. “Other channels” claim 45%, led by KakaoTalk and Naver. Heavy reliance on local social and search platforms forces overseas advertisers to prioritize localized campaigns.
Southeast Asia Market: Facebook Leads, TikTok Surges
In Southeast Asia (represented by Indonesia, Thailand, Vietnam), Facebook dominates at 40%, TikTok follows at 25%, Google at 20%, and others (e.g., local influencer marketing, LINE) at 15%. The region's young demographics and rapid mobile penetration fuel TikTok's explosive growth.
Conclusion
Game UA strategies must adapt to each market: US requires balancing Facebook/Google with TikTok; Japan and Korea demand strong local channel partnerships; Southeast Asia can leverage Facebook and TikTok for scale. Optimizing the channel mix boosts ROAS significantly.
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