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Key Insights
The State of Mobile Game Advertising 2021
Sensor Tower~21 min full read
- 01
Gaming-centric networks including Chartboost, Unity, Adcolony, ironSource, and Vungle maintained over 90% share of voice (SOV) for mobile game advertising on iOS and Android throughout 2021.
See it on page 4 - 02
AppLovin and MoPub aggressively pivoted toward hypercasual publishers, increasing their game SOV to approximately 90% on iOS and 80% on Android by early 2021.
See it on page 5 - 03
AdMob increased its focus on Google Play titles, raising its game SOV from 60% to 80% by Q2 2021.
See it on page 6 - 04
Video ads remain the primary creative format, accounting for over 50% of total game ad spend across both iOS and Android platforms.
See it on page 7 - 05
Mainstream social platforms like Facebook, Instagram, TikTok, and YouTube maintain a more balanced advertising mix, with gaming-related content representing only 40–60% of their total SOV.
See it on page 13 - 06
Playable ads are expanding beyond hypercasual titles to include mid-core games like Call of Duty: Mobile and State of Survival.
See it on page 23 - 07
Publishers can optimize performance by aligning specific networks with target demographics, such as utilizing YouTube for younger male strategy players and Adcolony for older female casino gamers.
See it on page 16
That's the gist.
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