Market (Mobile)·Updated Apr 8, 2026 by Tencent
Mobile game advertising volume contracted by nearly 30% in 2022 to 15.8 million creatives, driven by a shift toward quality-focused marketing and the impact of Apple’s IDFA changes.
Video ads dominate the market, accounting for over 86% of all creatives, while casual and puzzle titles have displaced RPGs as the primary drivers of advertising spend.
Cost-per-mille (CPM) is highest for strategy games at $21.58, and iOS advertising remains 15% more expensive than Android equivalents.
Targeting female and older users (55–64) yields the highest CPMs ($22.26) and CPCs ($2.90), with click-through rates showing a positive correlation with user age.
While playable ads achieve the lowest cost-per-install (CPI), banner ads currently provide the most effective return on ad spend (ROAS).
Emerging engagement strategies, such as AR filters, generate 1.7x more immersive brand links, while social-first platforms like Snapchat are prioritizing short, sound-driven content under five seconds.
Regional market trends are diversifying: while the US remains focused on mid-core and hardcore titles, South Asia and Turkey are seeing significant growth in shooter, casual, and parkour-related advertising.
Mobile game advertising volume contracted by nearly 30% in 2022 to 15.8 million creatives, driven by a shift toward quality-focused marketing and the impact of Apple’s IDFA changes.
Video ads dominate the market, accounting for over 86% of all creatives, while casual and puzzle titles have displaced RPGs as the primary drivers of advertising spend.
Cost-per-mille (CPM) is highest for strategy games at $21.58, and iOS advertising remains 15% more expensive than Android equivalents.
Targeting female and older users (55–64) yields the highest CPMs ($22.26) and CPCs ($2.90), with click-through rates showing a positive correlation with user age.
While playable ads achieve the lowest cost-per-install (CPI), banner ads currently provide the most effective return on ad spend (ROAS).
Emerging engagement strategies, such as AR filters, generate 1.7x more immersive brand links, while social-first platforms like Snapchat are prioritizing short, sound-driven content under five seconds.
Regional market trends are diversifying: while the US remains focused on mid-core and hardcore titles, South Asia and Turkey are seeing significant growth in shooter, casual, and parkour-related advertising.