- 01
Mobile game advertising in the U.S. remained resilient through H1 2021, showing no immediate negative impact from the deprecation of IDFA.
- 02
Playable ads have become a dominant creative format, accounting for over 40 percent of the gaming share of voice on AppLovin.
- 03
Specialized ad networks like AppLovin, Chartboost, and Vungle maintain a gaming-focused inventory exceeding 90 percent share of voice, while platforms like Facebook, TikTok, and YouTube provide broader audience reach.
- 04
Ad network selection is increasingly genre-specific, with Puzzle and Hypercasual games favoring gaming-focused networks, while Strategy and Shooter titles find higher engagement on social platforms like YouTube and Instagram.
- 05
Adcolony has established itself as a primary hub for Casino games, effectively targeting an older, female-leaning demographic.
- 06
Creative strategies are shifting toward simplified playable 'mini-games' to lower user acquisition barriers, a tactic now utilized even by complex mid-core titles like Call of Duty: Mobile.