Pathmatics Gaming Taxonomy

Pathmatics has introduced a specialized gaming taxonomy designed to provide granular visibility into the digital advertising landscape of the gaming industry. By categorizing complex market segments—including video game publishers, online betting and real money gambling, distribution platforms, and hardware systems—the initiative aims to help stakeholders better track ad spend, creative trends, and share of voice. This taxonomy is integrated with existing Sensor Tower game genre classifications to ensure a cohesive analytical experience across platforms.

The scope of this data covers eleven countries, including the United States, the United Kingdom, Canada, Australia, New Zealand, Germany, Spain, Italy, France, Brazil, and Mexico. The insights are derived from proprietary advertising data, which indicates that gaming advertisers spent approximately $2.5 billion on digital advertising in the United States between January and October 2022.

The utility of this taxonomy is demonstrated through specific market performance metrics. For instance, the mobile battle royale category accounted for nearly $40 million in advertising spend during the first nine months of 2022, with Epic Games’ Fortnite and Electronic Arts’ Apex Legends leading the sector. Beyond financial data, the platform enables qualitative analysis by tracking creative assets and identifying recurring keywords, such as the use of the term "rewards" in mobile gaming advertisements. This analytical framework provides a comprehensive tool for identifying top advertisers and evaluating competitive positioning across diverse gaming subsectors.