Mobile Gaming Attracts More Ad Networks

Audrey Hansen


blog image

It is not a secret that mobile games became on-demand among mobile ad companies. From 2018 to 2021, big networks that release ads focused over 90 percent of the share of voice or SOV on gaming titles for iOS. Among them were Unity, Chartboost, Adcolony, Vungle, and ironSource. Sensor Tower, a company that created the ad report, checked the SOV of every major player on the market.

According to this report, YouTube, AdMob, Facebook, Instagram, and TikTok received from 40 to 60 percent share of voice from mobile games. The most popular games are puzzles. The most impressive income was received by the ad networks that placed their ads in the Angry Birds Dream Blast created by Rovio. The game was ranked at the top for Chartboost. And ironSource with Unity must be the most thankful to Candy Crush Saga. Adcolony received the profit from Homescapes. AppLovin gained from Project Makeover. As for the Vungle, it announced the highest SOV from Call of Duty: Mobile.

As for the networks that do not originally focus on games, like TikTok and Instagram, the most popular were mid-core games. Instagram received the biggest amount of SOV from Roblox. For TikTok, the prize winner was Pokémon Go. Similar to Vungle, YouTube also received more SOV from Call of Duty: Mobile. As for Facebook, the most popular were the games Top War, Project Makeover, and Puzzles & Survival.

Apparently, SOVs match user demographics. The highest SOV from casino games received Adcolony. And the younger audience of YouTube prefers to play strategy games. TikTok's audience prefers purely entertaining activities like Pokémon Go, World Series of Poker, and Coin Master. Another factor that was considered is the gender of users. The male base of players prefers RPGs and strategies over other games. Casino games are popular among the older audiences with female gender prevalence.