Market (Mobile)·Updated Apr 8, 2026 by Sensor Tower
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.
AppLovin and MoPub aggressively pivoted toward hypercasual publishers, increasing their game SOV to approximately 90% on iOS and 80% on Android by early 2021.
AdMob increased its focus on Google Play titles, raising its game SOV from 60% to 80% by Q2 2021.
Video ads remain the primary creative format, accounting for over 50% of total game ad spend across both iOS and Android platforms.
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.
Playable ads are expanding beyond hypercasual titles to include mid-core games like Call of Duty: Mobile and State of Survival.
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.
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.
AppLovin and MoPub aggressively pivoted toward hypercasual publishers, increasing their game SOV to approximately 90% on iOS and 80% on Android by early 2021.
AdMob increased its focus on Google Play titles, raising its game SOV from 60% to 80% by Q2 2021.
Video ads remain the primary creative format, accounting for over 50% of total game ad spend across both iOS and Android platforms.
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.
Playable ads are expanding beyond hypercasual titles to include mid-core games like Call of Duty: Mobile and State of Survival.
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.