Advertising reports and market data
Documents
2022 Israeli Mobile Game Market Report
The 2022 Israeli mobile-game market is portrayed as a rapidly expanding sector that now commands a global presence, with the analysis aiming to quantify its economic weight, identify the drivers behind its growth, and assess its competitive standing worldwide.
- The Israeli mobile game market generated approximately $9 billion in revenue in 2022, supported by 200 development studios and a workforce of 14,000 employees.
- Major Israeli publishers including Playtika, Plarium, Moon Active, and Crazy Labs have established themselves as global leaders by maintaining diversified portfolios across social, casino, RPG, and simulation genres.
- While social and casual titles attract the highest investment and install volumes, action, strategy, and hyper-casual games—exemplified by titles like Coin Master, PUBG Mobile, and Fill the Fridge!—lead in total downloads and earnings.
Beyond Myths: Influencer Marketing Is Not What You Think It Is
Influencer marketing serves as a rapidly expanding advertising channel within the gaming industry, yet its execution is often hindered by persistent industry myths.
- Evaluate influencer campaign performance over a six-month window rather than immediate post-campaign metrics to account for the delayed effect on organic installs and engagement.
- Prioritize audience-centric targeting over rigid niche relevance, as non-obvious categories like horror or mystery can yield higher conversion rates for casual mobile games.
- Balance influencer portfolios by mixing micro and medium-sized creators while maintaining long-term partnerships with top performers to ensure consistent results across multiple campaign waves.
Mobile Advertising Benchmark Report Q2 2022
The analysis evaluates how the universal rollout of Apple’s AppTrackingTransparency framework reshaped media-mix decisions for performance-driven mobile-app advertisers between the second quarters of 2021 and 2022.
- Apple Search Ads (ASA) has emerged as a core duopoly partner alongside Google, with advertiser adoption reaching 94.8% and share-of-wallet increasing by five points to 15%.
- Facebook’s market position declined between Q2 2021 and Q2 2022, with adoption dropping to 82.8% and share-of-wallet falling four points to 28%.
- Google remains the dominant advertising channel with 95% adoption and a 34% share-of-wallet, largely driven by its stability on the Android platform.
Top 10 Ad Networks For Hyper-Casual Mobile Games 2022
The hyper-casual mobile gaming market experienced notable shifts in advertising expenditure and network performance between the third quarter of 2021 and the first quarter of 2022.
- iOS market share for hyper-casual games rebounded by 5% between Q3 2021 and Q1 2022, indicating successful advertiser adaptation to privacy-first ecosystem constraints.
- AppLovin, Unity, ironSource, and Google remain the top-performing ad networks for the hyper-casual genre.
- TikTok has emerged as a significant competitor in the hyper-casual advertising space, showing notable growth in network rankings.
two & a half gamers session #14 - How to read Ad mon data for beginners? ATT & player segmentation
The mobile gaming industry is currently navigating a period of significant structural shifts, characterized by aggressive consolidation, shifting investment priorities, and the maturation of post-privacy monetization strategies.
- Post-privacy revenue success is increasingly driven by internal player segmentation and in-game progression depth rather than reliance on external tracking data.
- Apple’s App Tracking Transparency (ATT) opt-in rates have stabilized at approximately 40–42% in key Western markets, indicating a predictable environment for post-privacy monetization.
- To maintain bidding efficiency and prevent latency, developers should limit ad placements to fewer than 43 per geography.
two & a half gamers session #10 - How to save $ with marketability test? Fake Ads going nowhere rant
The mobile gaming industry currently faces a critical tension between creative integrity and the harsh economic realities of user acquisition.
- Marketability testing should be used to validate concepts before full-scale production to prevent feature creep and ensure alignment with consumer demand.
- Developers must treat marketability test results as directional indicators rather than guarantees, as real-world acquisition costs often exceed initial test data by two to three times.
- Misleading advertising remains prevalent because it is a highly effective, algorithm-favored mechanism for lowering cost-per-install and driving conversion.
Keynote: Why Influencer Marketing is a Bad Idea as a User Acquisition Channel
Influencer marketing, when treated as a traditional celebrity-driven channel, is an inefficient and unpredictable user acquisition strategy.
- Shift from mega-influencer partnerships to a high-volume strategy involving mid-size and micro-creators to transform influencer marketing into a predictable, scalable performance channel.
- Mid-size creators outperform mega-influencers by more than two-to-one in total monthly views, offering superior reach and more stable performance.
- Smaller creator channels consistently deliver higher audience engagement, which directly correlates to improved conversion rates for user acquisition.
Keynote: Turn up the Volume: Let Your Users PlayOn With In-game Audio Ads
In-game audio advertising represents a strategic evolution in mobile game monetization, designed to replace intrusive visual formats with a seamless, non-disruptive user experience.
- In-game audio ads increase average revenue per daily active user (ARPDAU) by 10% to 15% by offering a non-disruptive alternative to intrusive visual formats.
- Standard CPM rates for audio ads in tier-one markets typically range from $5 to $15, with direct deals occasionally reaching $30.
- Proprietary SDKs ensure ad delivery by performing real-time, on-device analysis of device volume, mute status, and competing audio sources to prevent playback conflicts.
How to Break Through the Noise: Reasons You Really Need to Start Automating Today!
The mobile gaming industry has experienced significant growth over the last 15 years, reaching a valuation of approximately $165 billion by 2020.
- The mobile gaming market is projected to grow from a $165 billion valuation in 2020 to $220 billion by 2023.
- Marketing professionals currently spend 80% of their time on manual data management, which prevents strategic optimization and leads to paralyzed decision-making.
- Automation platforms address data fragmentation by centralizing metrics across advertising partners, enabling real-time optimization of creative testing, budget allocation, bidding, and audience targeting.
Scale for Success: A Developer's Guide on UA Strategy & DSP Partnerships
Effective user acquisition (UA) at scale requires a strategic, collaborative partnership between mobile developers and demand-side platforms (DSPs).
- Successful UA scaling requires a unified 'source of truth' for data, as discrepancies between internal business intelligence and mobile measurement partners (MMPs) prevent effective ML optimization.
- DSP machine learning models require a four-to-six-week stabilization period to learn effectively, necessitating the separation of 'business as usual' budgets from experimental test budgets.
- DSPs are essential for capturing the 63% of ad impressions that exist outside of major 'walled garden' ecosystems.
Superstar Session: Bidstack x MadSkills Motocross 3: Tech Drives Effective In-game Advertising
The session explores the integration of native in-game advertising as a sustainable, non-intrusive revenue stream for game developers.
- Native in-game advertising can serve as a significant revenue driver, with a partnership between Bidstack and Turborilla demonstrating that these placements accounted for 30% of the studio's monthly revenue.
- Integrating ads as native environmental elements, such as trackside billboards or branded gear, enhances player immersion and realism rather than disrupting the user experience.
- Developers must avoid generic programmatic backfill to prevent contextually irrelevant or poorly cropped ads that degrade game quality.
Panel: How Can We Create Authentic & Engaging Ads?
Mobile gaming advertising is undergoing a critical transition away from deceptive, high-frequency tactics toward strategies rooted in authenticity and user-centric design.
- Mobile gaming advertising is shifting away from deceptive clickbait toward authentic creative content that accurately reflects the actual gameplay experience to improve long-term retention.
- Developers are increasingly prioritizing opt-in engagement formats, such as interactive playables and rewarded videos, to replace forced, intrusive ad interruptions.
- Synthetic audio ads and sonic branding are emerging as effective, non-disruptive alternatives that maintain the game's atmosphere while ensuring high brand memorability.