Top mobile ad networks focus on iOS games

Anne Freer | August 24, 2021

App Business

The mobile gaming market has become a critical component of mobile advertising companies.

Between 2018 and 2021, advertising networks including Chartboost, Unity, Adcolony, ironSource, and Vungle, focused at least 90% of their share of voice (SOV) on iOS titles. That’s according to research from SensorTower.

Networks including AdMob, Instagram, Facebook, TikTok, and YouTube had between 40 and 60 percent SOV from games. 

Puzzle games saw the highest SOV on iOS in H1 2021. Angry Birds Dream Blast from Rovio ranked highest on Chartboost, while Candy Crush Saga scored the highest SOV on Unity and IronSource.

On the non-game-focused networks such as Instagram and TiKTok, mid-core games ranked as top titled by US SOV.

SOVs among game categories also tended to match their user demographics. For example, casino games had their highest SOV on Adcolony while YouTube saw a younger audience for strategy games and RPGs.

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