Ad Monetization in Mobile Games – Benchmark Report 2024

Ad Monetization in Mobile Games – Benchmark Report 2024

Earnings from showing ads in mobile games have seen better years, but despite the challenges, ad revenue opportunities remain strong. More and more game publishers are increasingly adopting “hybrid monetization” – a mix of in-app advertising (IAA) and in-app purchases (IAP).

While experts continue to debate the realistic ratio of IAA to IAP, whether it should be 50/50, 70/30, or 80/20, one thing is clear: ad revenue constitutes a significant portion of revenue for the majority of mobile publishers.

Tenjin has partnered with Clever Ads Solutions (CAS) to provide exclusive benchmark data to assist publishers. The report includes market share data for ad monetization channels and countries, based on a sample from Tenjin, as well as the average eCPM benchmark with a breakdown per country and format, based on data from CAS.AI.

The report will be periodically updated throughout 2024.

Last updated on June 5th, 2024

Executive Summary of Mobile Games Report

Ad Revenue Share by Platform in Q1 2024

This is a drastic change compared to five years ago. In 2019, iOS had 63% of the ad revenue share, while Android had 37%. Now, the situation has almost completely flipped. The change is largely driven by the introduction of App Tracking Transparency (ATT) in 2021. Most iOS users choose to opt out when seeing the ATT banner. Therefore, the value of those users diminishes for advertisers, and consequently, the potential ad revenue for publishers drops.

Tip: Increase ATT opt-in rates to boost your ad revenue on iOS.

iOS Ad Revenue Share by Country in Q1 2024

The market share on iOS is heavily skewed towards the USA (55%). Additionally, countries outside of the top 10, labeled “Others” in the image above, account for 10% of the market share worldwide.

You can read the full report on the company’s website. Click here


The market share portion of this report consists of anonymized data based on 146 billion ad impressions collected by Tenjin for games of all genres in the date range of 01.01.2024 – 31.03.2024. 

The average eCPM portion of the report is based on data from CAS.AI, encompassing 6 billion ad impressions and excluding kids apps.

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