In-game advertising networks find the right ad space for game developers who are looking to monetize their mobile apps. They can help widen your reach as well as optimize ad unit availability, pricing models and core functionalities. It is therefore important to understand what gaming ad networks do in order to choose the right advertising company for your mobile game.
What is in-game advertising?
In-game advertising is the practice of integrating advertisements into video games, either as static elements within the game environment or as dynamic content that can change over time. These advertisements can take various forms, including billboards, posters, product placements, or even branded virtual items.
The goal is to expose players to marketing messages while they engage with the game, leveraging the immersive nature of gaming to capture their attention.
In-game advertising also involves placing pre-designed advertisements directly into the game environment. These ads can mimic real-world advertising placements, such as billboards along virtual highways or posters within virtual cities. They remain consistent throughout the game’s lifespan and are typically incorporated during the development phase.
The concept serves ads dynamically as well, allowing advertisers to change or update the content in real-time. This approach enables advertisers to target specific demographics or promote time-sensitive campaigns more effectively.
In-game ads can be tailored based on factors like the player’s location, behavior, or in-game context, providing a more personalized experience while also generating revenue for developers.
Featured In-game Advertising Companies
| AdMaven | The Ad Network For publishers and advertisers | View more |
| Verve | Let's make media better | View more |
| InMobi | Driving Real Connections | View more |
Top in-game advertising networks
We’ve listed the best game ad networks below.
1. AdMaven
AdMaven is an ad network that offers a variety of ad formats to help advertisers and publishers reach their target audience and achieve their goals. They specialize in pop-under ads, push notifications, and native ads, and have a strong focus on innovation.
For advertisers, AdMaven offers advanced targeting options such as geo-targeting, device targeting, and more, as well as real-time reporting and analytics to help optimize campaigns.
For publishers, AdMaven offers high eCPMs and competitive payouts, as well as a variety of ad formats, including pop-unders, push notifications, and native ads.
Overview
AdMaven was founded in 2015 and is headquartered in Tel Aviv, Israel. The company serves over 15 billion ad impressions per month to users in over 200 countries.
AdMaven has become a popular choice for both advertisers and publishers looking to achieve their advertising goals.
Services
AdMaven provides its customers with the following services:
- A variety of ad formats, including pop-unders, push notifications, and native ads with real-time reporting and analytics
- Fraud prevention measures to ensure high-quality traffic and protect against prevalent ad fraud
- Dedicated account managers to provide personalized support and help with campaign setup and management
2. Verve Group
Verve Group provides solutions to help companies engage with their target audience and drive growth. The network offers a range of services, including programmatic advertising, performance marketing, and influencer marketing.
Verve Group’s programmatic advertising platform allows brands to reach their target audience through advanced targeting options such as geo-targeting and device targeting, and they offer a variety of ad formats, including display ads, video ads, and native ads.
Overview
Verve Group was founded in 2005 as a mobile advertising company named Verve Wireless. Over the years, the company has expanded its offerings beyond mobile advertising to become a full-service advertising and marketing company and changed its name to Verve Group in 2020 to better reflect its diverse range of services.
Verve Group is headquartered in New York City and has offices in San Diego, San Francisco, London, and Munich.
Services
Verve provides its customers with the following services:
- A network of over 20,000 influencers across various social media platforms
- Advanced targeting options such as geo-targeting and device targeting, and ad formats including display ads, video ads, and native ads
- A network of trusted publishers and affiliates to help brands reach new audiences and drive conversions
3. InMobi
InMobi is a global mobile advertising platform that offers a suite of solutions to help businesses reach target audiences. They offer several solutions for app monetization, including a programmatic ad exchange that enables app developers to monetize their apps by serving ads from multiple sources.
Their InMobi rewarded video is an ad format that app developers can use to offer users rewards, such as in-app currency or premium content, in exchange for watching video ads.
Overview
InMobi was founded in 2007 by Naveen Tewari, Abhay Singhal, Amit Gupta, and Mohit Saxena. The company was initially called “mKhoj” and focused on providing SMS-based search services in India.
In 2008, the company shifted its focus to mobile advertising and changed its name to InMobi. InMobi has grown into a global mobile advertising and discovery platform with offices in countries right across the world.
Services
InMobi provides its customers with the following services:
- Publishers can maximize their engagement and revenues with HD video and ads built on native technology
- Buffer-free and HD videos offer better completion rates and higher engagement
- Non-intrusive ads for a user experience that blends seamlessly with an app’s design and layout
4. AppLovin
AppLovin is an ad network and marketing platform that provides solutions for app developers to monetize and promote their games and apps.
The platform uses machine learning algorithms to deliver targeted and personalized ads to users, which helps developers increase their revenue and user engagement.
AppLovin also offers data analytics and insights.
Overview
AppLovin was founded in 2012 by Adam Foroughi, John Krystynak, and Andrew Karam. The company is headquartered in Palo Alto, California, and has offices around the world, including in San Francisco, New York, Beijing, Tokyo, and Berlin.
AppLovin has become one of the leading mobile ad networks, with over 1.5 billion active users and partnerships with thousands of app developers and publishers worldwide.
Services
AppLovin provides its customers with the following services:
- Helps app developers monetize their apps through in-app advertising and offers a variety of ad formats, including interstitial, rewarded video, and banner ads
- Uses machine learning algorithms to identify and target users who are most likely to engage with the app
- Data analytics and insights to help developers optimize their marketing campaigns and improve their app performance.
5. AdMob
AdMob is a mobile advertising platform that allows developers to monetize their mobile apps by displaying ads in them.
It was acquired by Google in 2010 and is now integrated with Google’s advertising platform, offering a variety of ad formats, including banner ads, interstitial ads, and rewarded video ads.
AdMob provides developers with analytics and insights that help them optimize their ad revenue and user engagement.
Overview
AdMob was founded in 2006 by Omar Hamoui and was initially based in San Mateo, California. The company started as a mobile advertising network that helped advertisers reach their target audience on mobile devices.
In just a few years, AdMob became one of the largest mobile ad networks, serving billions of ad impressions per month across a variety of mobile platforms.
Services
AdMob provides its customers with the following services:
- A variety of ad formats, including banner ads, interstitial ads, rewarded video ads, and native ads. These ad formats can be customized and optimized to fit the needs of different apps
- A mediation feature that allows app developers to work with multiple ad networks simultaneously, maximizing their revenue potential
- Advanced targeting options that enable app developers to reach their target audience based on demographics, location, and interests
6. Liftoff
Liftoff is a mobile app marketing and retargeting platform that helps developers acquire and engage high-quality users.
The Liftoff platform uses machine learning and data-driven insights to optimize ad campaigns and target users who are most likely to engage with an app.
Liftoff also offers a variety of ad formats, including video ads, native ads, and interstitial ads, and provides app developers with detailed analytics and reporting features that help them measure the effectiveness of their campaigns.
Overview
Mark Ellis and Brian Swichkow founded Liftoff in 2012. The company is based in Palo Alto, California, and has additional offices in New York, London, Singapore, Tokyo, and Paris.
Liftoff has become a leading mobile app marketing platform, helping app developers acquire and engage high-quality users through targeted advertising and retargeting campaigns.
The company has received numerous awards for its innovative approach to app marketing and its commitment to delivering results for its clients.
Services
Liftoff provides its customers with the following services:
- Machine learning and data-driven insights to optimize ad campaigns and target users who are most likely to engage with an app
- Retargeting capabilities that allow app developers to re-engage users who have previously installed their app but have since become inactive
- Creative services that help developers design engaging ad creatives to drive user engagement and retention
What are the types of in-game advertising?
Different types of in-game advertising exist primarily to offer advertisers and developers a range of options to effectively monetize games while enhancing the gaming experience and reaching target audiences in meaningful ways.
Audience engagement
Different types of gamers have varied preferences and tolerances for advertising. Some may prefer subtle product placements or branded elements integrated into the game environment, while others may be more receptive to interactive ads or rewarded video ads.
Offering a variety of advertising types allows developers and advertisers to cater to these preferences, thereby maximizing audience engagement and minimizing disruption to gameplay.
Monetization strategies
Developers rely on in-game advertising as a crucial revenue stream. By diversifying the types of advertising available, developers can implement monetization strategies that align with their game’s genre, audience, and gameplay mechanics.
For example, free-to-play mobile games often leverage rewarded video ads or in-app purchases, while premium titles might incorporate static or dynamic ads to offset development and maintenance costs.
Brand integration
Different types of in-game advertising offer varying levels of brand integration and exposure. Product placements, for example, provide a seamless way to incorporate brands into the game world, enhancing realism and immersion.
On the other hand, interactive ads or sponsored in-game events allow brands to directly engage with players, fostering brand awareness and loyalty. The ability to choose from a range of advertising types enables brands to tailor their marketing efforts to suit their objectives and target demographics effectively.
Technological advances
Advances in technology have expanded the possibilities for in-game advertising. Dynamic advertising platforms, for instance, enable real-time delivery of targeted ads based on player demographics, behavior, and location.
Virtual reality (VR) and augmented reality (AR) technologies offer innovative ways to integrate brands into immersive gaming experiences. The availability of different types of in-game advertising reflects the evolving landscape of gaming and advertising technologies, allowing for continuous innovation and experimentation in reaching and engaging audiences.
What are mobile game ad networks?
Mobile game ad networks are platforms that connect mobile game developers with advertisers seeking to promote their products or services within mobile games. These networks serve as intermediaries, facilitating the buying and selling of advertising space within mobile games.
They provide a range of advertising solutions tailored to the needs of both developers and advertisers, helping to monetize games and generate revenue while offering brands effective ways to reach and engage with target audiences.
In-game advertising companies are also entities that specialize in providing solutions and services related to integrating advertisements into video games. These companies work with both game developers and advertisers to facilitate the placement of ads within games, enabling developers to monetize their games while offering advertisers opportunities to reach highly engaged audiences.
What do in-game advertising companies do?
In-game advertising companies specialize in facilitating the integration of advertisements into video games in various forms, with the aim of monetizing games for developers and providing effective marketing opportunities for advertisers. These companies offer a range of services and solutions to both game developers and advertisers to maximize the value of in-game advertising.
Now, let us dive into what in-game advertising companies typically do:
Ad placement & integration
In-game advertising companies work with game developers to identify suitable placements for advertisements within their games. This may include static placements like billboards, posters, or branded objects within the game environment, as well as dynamic placements that can be updated in real-time based on factors such as player demographics or geographic location.
Monetization strategies
For game developers, in-game advertising companies provide monetization strategies to generate revenue from their games. This can involve implementing various types of ads, such as display ads, video ads, sponsored content, or branded virtual items, while balancing the need to maintain a positive player experience.
Ad sales & campaign management
In-game advertising companies act as intermediaries between game developers and advertisers, selling ad space within games to brands and managing advertising campaigns. They work with advertisers to create targeted campaigns that align with their marketing objectives and provide access to a diverse range of gaming audiences.
Ad serving technology
In-game advertising companies utilize advanced ad serving technology to deliver targeted ads to players within games. This technology enables precise targeting based on factors like player demographics, behavior, and contextual relevance, ensuring that ads are served to the right audience at the right time.
Performance analysis & reporting
In-game advertising companies provide developers and advertisers with comprehensive performance analytics and reporting tools to track the effectiveness of ad campaigns. This includes metrics such as impressions, clicks, conversions, engagement rates, and return on investment (ROI), allowing stakeholders to optimize their campaigns for maximum impact.
In-game advertising networks play a vital role in the gaming ecosystem by bridging the gap between game developers and advertisers, facilitating the monetization of games, and creating valuable marketing opportunities within the gaming environment.
What to look out for when choosing the best in-game ad network
When choosing the best in-game ad network for your mobile app, there are services that are desirable in gaming advertising companies, making them most suitable for growing your app product. You want to make sure the network you choose is tailored to your needs, and includes features that will be advantageous to you, driving profitable action from users to your gaming app.
Making a wise choice can be difficult when there are so many elements that go into creating an efficient advertising campaign. But in-game ad networks should be your companion and helping hand in your app advertising efforts. So we are here to help you choose just the right in-game advertising network, and select only the best players out of the bunch.
Shared objectives
Make sure the in-game ad network you choose has the same intent and business objective as you. For example, if your core focus is on creating more brand awareness, or you are rather keen on promoting your game, it will be wise to choose an ad network that prioritizes the same intent.
Choosing an ad network with the same intent will also ensure there is alignment in the advertising strategy, including the overall goals too. This way you will be able to implement consistent, seamless and non-intrusive ad placements that will enhance instead of disrupt user experience.
Aligned ad networks are also more likely to offer ad inventory that is relevant to the app’s audience. This can result in better targeting capabilities, ensuring that ads displayed within the app are more likely to resonate with users and drive engagement.
If you prioritize brand integrity and alignment, choosing an ad network with similar intent can help ensure that the ads displayed within your app are consistent with your brand values and messaging. This alignment can contribute to a more cohesive and positive brand experience for your users.
Quality ad content
Choosing an in-game ad network that creates quality ad content is crucial for app owners. It will enhance the overall user experience within your app. Users are more likely to engage with ads that are visually appealing, relevant, and non-intrusive. By selecting an ad network that prioritizes quality content, app owners can ensure that the ads displayed within their app maintain a high standard and contribute positively to user satisfaction.
The quality of ad content will reflect on your brand as well. Ads that are poorly designed, misleading, or low-quality can negatively impact your reputation and brand perception. Hence, choosing an ad network that consistently delivers high-quality ad content helps maintain brand integrity and builds trust among users.
This desirable feature also makes it more likely to capture users’ attention and drive engagement. Ads that are compelling, interactive, and relevant to the app’s audience are more effective at generating clicks, conversions, and revenue for app owners. By partnering with an ad network that produces quality ad content, app owners can maximize their monetization potential.
Prioritizing quality ad content contributes to the long-term success of the app. Users are more likely to continue using an app that delivers a positive and enjoyable experience, including the ads they encounter. By prioritizing quality ad content, you can foster user loyalty, retention, and ultimately, sustainable growth for your app.
Prioritizes high engagement rates
Choosing an in-game advertising company that focuses on high engagement rates is crucial for the growth and sustainability of your gaming app for the following reasons.
Higher engagement rates typically translate to higher click-through rates (CTR) and conversion rates, which directly impact ad revenue. By partnering with an ad network that prioritizes high engagement, you can optimize their monetization strategy and increase their earning potential.
Ads that generate high engagement are more effective at delivering the advertiser’s message and achieving their campaign objectives. Whether it’s driving app installs, website visits, or product purchases, engaging ads have a greater impact on users and are more likely to deliver measurable results for advertisers. So, by partnering with an ad network that prioritizes high engagement, you can attract quality advertisers and maximize the effectiveness of your ad inventory.
Moreover, in a competitive app market, offering advertisers access to highly engaged audiences sets you apart from their competitors. Advertisers are willing to pay a premium for ad placements that deliver strong engagement metrics, giving you a competitive advantage in attracting advertising budgets and securing partnerships with top brands.
Choosing an ad network that focuses on high engagement rates helps you differentiate your offering, and position yourself as premium advertising destinations.
Partner with top in-game advertising companies
Working with top in-game advertising companies and networks offers app owners access to premium advertisers, expertise and guidance, advanced targeting and optimization capabilities, comprehensive analytics, and brand safety assurances, all of which can help maximize ad revenue and drive success for their app.
Because in-game ad networks are highly beneficial to game developers and app owners, and we recognize the importance of collaborating with the best players, we have put together a carefully selected list of the top in-game advertising companies that align with your business goals as well as take your app to further heights in the app market.
