SocialPeta

Research

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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.

SocialPetaJul 2022

The mobile gaming market is shifting toward quality over volume, evidenced by a 2% decline in total advertisers and a 27.83% reduction in ad creatives during the first half of 2022.
RPG and strategy titles remain the primary revenue drivers, commanding the highest advertising costs with average CPMs reaching $21.58.
Video is the dominant advertising format, accounting for over 86% of all ad creatives as marketers prioritize dramatic storytelling and influencer-led content.

SocialPetaJan 2022

The global mobile advertising market saw a 27% decline in creative volume during the first half of 2022, accompanied by rising costs that pushed the average CPM to $19.31.
Video content now dominates the advertising landscape, accounting for over 86% of all creatives as developers shift toward high-quality, drama-based storytelling to lower entry barriers.
While the total number of advertisers decreased, emerging markets in the Middle East, South America, and Southeast Asia showed robust growth, contrasting with the high-cost user acquisition environments of the United States and South Korea.

SocialPetaJan 2022

The Israeli mobile gaming industry has grown by 760% since 2016, reaching $9 billion in annual revenue across a ecosystem of 200 companies and 14,000 employees.
Android now accounts for 70% of all mobile game advertising, a shift driven by Apple’s IDFA privacy changes.
Despite a 4.2% increase in the number of active advertisers, total ad creative volume declined by 17.8% in 2022, with the sharpest contraction occurring in the RPG segment.

SocialPetaJan 2022

Marketers reduced mobile game creative volume by nearly 30% year-over-year in H1 2022, shifting focus from raw install volume to performance metrics like Cost Per Purchase and In-App Purchase Return on Ad Spend.
Advertising costs rose significantly, with CPMs increasing 18% for mobile games and 64% for non-gaming applications.
Advertisers are increasingly prioritizing the Android ecosystem, which now accounts for approximately 70% of all mobile game creatives.

AdQuantumJan 2022

The mobile advertising ecosystem contracted in H1 2022, with the total number of advertisers falling 5.79% to approximately 83,400 and creative volume dropping 27% to 40 million assets.
Mobile-game advertising costs remain high in key markets, with the U.S. and Japan recording average CPMs of $27.54 and $25.93, while iOS campaigns command a 15% price premium over Android.
While playable ads offer the lowest cost-per-install (CPI), banner formats currently generate the strongest return on ad spend (ROAS).

SocialPetaJan 2022

Chinese developers dominated the global market in 2021 H1, accounting for 70% of top-charting mobile game media buying and 100% of the top ten advertisers on Facebook’s News Feed.
Advertising costs surged significantly, with Facebook’s average CPC and CPM increasing by 128% year-over-year due to heightened competition.
Apple’s IDFA policy changes triggered a 13% decline in the share of iOS advertising creatives, forcing a strategic shift in focus toward Android platforms.

SocialPetaJan 2021

Rising acquisition costs and iOS privacy regulations triggered a 200% surge in ad creatives and a 34% year-over-year increase in CPMs on platforms like Meta.
The United States became the most expensive market for mobile advertising, reaching an average CPM of $28.18.
Total advertiser market growth slowed by 5% in 2021, forcing developers to prioritize data-driven optimization and regional targeting to protect ROI.

SocialPetaJan 2021