MarketingยทUpdated Mar 17, 2026 by Sensor Tower
Mobile game advertising in the U.S. remained resilient through H1 2021, showing no immediate negative impact from the deprecation of IDFA.
Playable ads have become a dominant creative format, accounting for over 40 percent of the gaming share of voice on AppLovin.
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.
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.
Adcolony has established itself as a primary hub for Casino games, effectively targeting an older, female-leaning demographic.
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.
Mobile game advertising in the U.S. remained resilient through H1 2021, showing no immediate negative impact from the deprecation of IDFA.
Playable ads have become a dominant creative format, accounting for over 40 percent of the gaming share of voice on AppLovin.
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.
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.
Adcolony has established itself as a primary hub for Casino games, effectively targeting an older, female-leaning demographic.
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.