On the iOS platform, 5 advertising channels are mainly focused on mobile games, and at least 90% of ad shares come from games.
The other four ad channels have a more even distribution of ad share between games and non-games, with AdMob, Facebook, Instagram, and YouTube each having 40-60% of ad shares from games.
Following the new IDFA policy, Apple’s search ads have grown rapidly, and according to SensorTower’s ad share statistics, the ad network doesn’t seem right for the game.
Over 90% of impressions on the Unity ad network come from games, and popular game ad networks like Adcolony, Vungle, and ironSource get over 85% of their ad share from games.
AppLovin began focusing more on game advertising in early 2019, involving the company’s investment in groups like mobile game developer PeopleFun and the founding of its own Lion Studios brand. After the acquisition of MoPub, AppLovin’s share of advertising from games began to decline.
YouTube’s ad market share for games has actually declined in recent years before becoming apparent in 2021.
Similar to iOS, AppLovin’s share of advertising from games on Google Play has also declined in recent quarters. The YouTube platform’s mobile game advertising market share grew by more than 35% in the first two quarters of 2022. The mobile game advertising trends on Facebook and Instagram reflect the growth of the two companies in the gaming industry. in the past two years. Facebook is more than Instagram.
While the overall ad market share of mobile games on YouTube is less than 50%, SLG games account for almost 15% of YouTube’s ad market share on the iOS platform. In this ad network, strategy games contribute about 1/3 of total game advertising.
AdMob and Unity are also the top ad networks launched by SLG mobile games in the first quarter of 2022. Over the past few years, the ad share of SLG mobile games on YouTube and ironSource has continued to increase, in while AdMob is still stable.
AppLovin used to focus on casual games, but after acquiring MoPub, their advertising strategy changed. At the beginning of 2022, SLG’s ad market share increased significantly along with MoPub’s revenue.
RPG games have similar advertising methods to SLG in the US market, but the RPG genre has a slightly lower ad volume YouTube is the network with the highest number of mobile RPG game ads, accounting for 8.2%.
Overall, RPG mobile games have lower ad rates on Android than on iOS across all ad networks, with Instagram being the only exception.
Similar to the mobile game SLG, the ad market share of RPG games on YouTube has grown over the past two years, surpassing 10% by 2022Q2. AdMob is the only other ad network with at least 5% of the ad market share coming from RPGs by Q2 2022.
Since its release at the beginning of the year, MU Origin 3 has changed its strategy. In May, ads for in-game purchases began appearing on ad networks such as ironSource, Vungle, AppLovin, and Unity. By June, Marvel Origins 3 had scaled back advertising from gaming-focused ad networks and shifted to social ad networks, including YouTube and Facebook.
As of May 2022, Ragnarok Origin was the second highest grossing MMORPG mobile game in the United States. This game has increased advertising investment on platforms like Instagram, Facebook, AppLovin and Unity. Downloads are increasing. Ragnarok scaled back buy-to-allow in June and moved most of it to social channels, while continuing to run ads on AppLovin.