10 Best Game Ad Networks for Mobile Games in 2020
A historical SocialPeta analysis of ten major game advertising networks in 2020, comparing channel characteristics, popular game categories, regional distribution, and advertising activity.
The global game market experienced rapid growth in 2020 as people spent more time at home during the COVID-19 pandemic. For game companies, that made user acquisition especially competitive and increased the importance of choosing an advertising network that matched both the game category and its target market.
This article preserves SocialPeta's original 2020 analysis of ten commonly used game ad networks. The category shares, country distributions, impression figures, and campaign observations below describe the market at that historical point in time rather than current network performance.
1. Facebook
Facebook Network Introduction
Facebook was one of the most important choices for game promotion in 2020 because of its large, broad audience and mature advertising system. Its targeting capabilities allowed game advertisers to reach different audience groups across devices, while feed-based placements gave users opportunities to discover games during everyday social browsing.
For game companies targeting large consumer audiences, the combination of reach, targeting, and an established ad ecosystem made Facebook a major advertising channel.
Facebook Game Ad Analysis
According to SocialPeta's 2020 data, the five leading game categories on Facebook during the observed 30-day period were Role-Playing, Puzzle, Strategy, Entertainment, and Simulation. Puzzle games were trending upward and accounted for 18.42% of game advertising in the dataset.
The five leading countries in the observed Facebook game-ad distribution were the United States, United Kingdom, Canada, Australia, and Germany. The United States had the largest share, accounting for 14.73% of game-ad activity in the dataset.
SocialPeta's conclusion at the time was that Facebook was particularly important for games focused on European and North American markets.
Facebook Game Ad Case
The most popular Facebook game in SocialPeta's observed 30-day period was Coloring Book - Color by Number & Paint by Number, a casual coloring puzzle title. Its advertising focused mainly on the United States and Canada. During the preceding 60 days, SocialPeta recorded more than 5,000 ad creatives for the title on Facebook, with video as the main creative format.
2. Facebook Audience Network
Audience Network Introduction
Facebook Audience Network extended Facebook's advertising ecosystem beyond Facebook itself. Personalized ad delivery used audience interests to make placements more relevant, while playable advertising allowed users to interact with a game-like experience before deciding whether to install an app.
Playable formats were especially relevant to game advertisers because they gave potential players an immediate preview of mechanics rather than relying entirely on static promotional messaging.
Audience Network Game Ad Analysis
In SocialPeta's 2020 Audience Network dataset, the five game categories receiving the most exposure were Role-Playing, Puzzle, Arcade, Entertainment, and Strategy.
During one observed day, Role-Playing games generated 81,519,646 impressions, representing 19.51% of total game impressions in that dataset.
The United States ranked first among observed countries at 13.79%, followed by the United Kingdom at 9%.
3. Instagram
Instagram Network Introduction
Instagram's visual-first photo and video experience made it a natural environment for game marketing. At the time of the original article, SocialPeta highlighted the overlap between the age profile of game audiences and Instagram users as another reason the channel was attractive to game marketers.
Instagram Game Ad Analysis
Role-Playing and Puzzle were the two leading game categories in SocialPeta's Instagram advertising data, with relatively similar shares.
Across the six-month observation period, the five leading countries remained the United States, United Kingdom, Canada, Australia, and Germany. SocialPeta observed a sharp rise in the share of game advertising in the United States and Australia from around mid-May before those shares leveled off around mid-July.
The original analysis therefore characterized the United States and United Kingdom as particularly important markets for Instagram-based game advertising.
4. Google Ads and AdMob
AdMob Network Introduction
AdMob, founded in 2006 and later part of Google's advertising ecosystem, was already a major mobile advertising option by 2020. It supported formats widely used in games, including rewarded video, playable or interactive experiences, banners, and interstitial advertising.
That flexibility was useful for games combining multiple monetization models, such as in-app purchases and advertising. Different game types could test the formats that best matched player behavior and monetization goals.
AdMob Game Ad Analysis
Puzzle and Entertainment were the two leading categories in SocialPeta's observed Google Ads / AdMob game-ad dataset.
Country distribution was concentrated around the United States, Australia, Canada, and the United Kingdom. Each represented roughly 15% of the observed distribution, and together those four markets accounted for approximately 60%.
5. Twitter
Twitter Network Introduction
Twitter was an important real-time conversation platform for gaming communities. The original article cited more than 1.2 billion gaming-related tweets in 2019, nearly 20% higher year over year, illustrating the scale of game discussion on the platform at the time.
SocialPeta also highlighted Twitter's strength in Asian markets including Japan, South Korea, and Thailand, and noted that Fate/Grand Order was among the most discussed games on the platform in 2019.
Twitter Game Ad Analysis
Role-Playing games represented roughly 55% of game advertising in the observed Twitter dataset.
Japan was especially prominent. At the highest point shown in SocialPeta's historical data, Japan accounted for around 70% of observed Twitter game advertising by country.
For that specific 2020 market context, SocialPeta therefore viewed Twitter as particularly relevant for Role-Playing games targeting Japan.
6. Unity Ads
Unity Ads Network Introduction
Unity originated as a game engine and developed a broader game development and monetization ecosystem. That game-native position gave Unity Ads a particularly direct connection to developers and in-game advertising.
The platform supported rewarded video, banners, interstitial ads, rich media, playable formats, and other interactive experiences. The original article also described Unity's broader advertising partnerships and cross-platform reach as key advantages for game advertisers.
Unity Ads Game Ad Analysis
Puzzle, Arcade, and Entertainment were the three most common game categories in SocialPeta's Unity Ads dataset.
Country distribution was comparatively balanced, with many markets clustering around shares of roughly 5% rather than one country overwhelmingly dominating the observed activity.
7. Chartboost
Chartboost Network Introduction
Chartboost was built specifically around mobile apps and games. Its SDK and advertising platform allowed game developers to run interstitial and video campaigns, acquire users, monetize their own applications, and promote new games.
The platform's specialization in mobile gaming made it more than a generic ad network: it also provided tools and business infrastructure designed around the needs of game developers.
Chartboost Game Ad Analysis
Puzzle, Entertainment, and Arcade were the three leading game categories in SocialPeta's observed Chartboost data. Entertainment advertising was also rising quickly during the observation period.
The United States accounted for more than 30% of the observed country distribution. South Korea, Japan, and Taiwan also represented meaningful shares.
8. Vungle
Vungle Network Introduction
Vungle was widely known as a mobile video advertising platform. Its emphasis on creative execution and video delivery made it especially relevant to game developers seeking both acquisition and monetization through video advertising.
The original article reported that Vungle worked with more than 12,000 leading apps, served more than 190 countries, and generated more than 2 billion monthly video views at the time.
Vungle Game Ad Analysis
Puzzle, Entertainment, and Arcade were the three leading categories in SocialPeta's Vungle data. Arcade had grown rapidly during the preceding two months and had become the leading category in the observed distribution.
Japan's share of observed Vungle game-ad exposure increased sharply and reached approximately 50% at one point in the dataset.
9. AppLovin
AppLovin Network Introduction
AppLovin was positioned as a mobile game-focused advertising and monetization platform. Its technology helped game developers acquire users and monetize their audiences while supporting a growing portfolio of mobile gaming businesses.
The original article described AppLovin as one of the strongest game-app advertising platforms outside Facebook and Google at that time.
AppLovin Game Ad Analysis
Arcade, Puzzle, and Entertainment were the three categories with the most exposure in SocialPeta's historical AppLovin data, each averaging more than 20% of the category mix.
Country distribution was relatively balanced. The original article also referenced an earlier 2017 report identifying China as one of the fastest-growing AppLovin markets outside the United States.
10. AdColony
AdColony Network Introduction
Founded in 2011, AdColony developed into a large mobile advertising and monetization platform. The original article reported a global audience exceeding 1.5 billion users and highlighted formats including Instant-Play HD video, interactive video, playable advertising, and programmatic inventory.
In gaming, the article cited companies such as Tencent, NetEase, FunPlus, Oasis Games, and Youzu Networks among businesses using AdColony services.
AdColony Game Ad Analysis
Entertainment, Simulation, Casino, Strategy, and Role-Playing were the five leading categories in SocialPeta's observed AdColony data. Simulation games had grown quickly over the preceding two months.
The United States, Canada, Australia, and the United Kingdom were the dominant observed countries, each accounting for approximately 20%at points in the dataset. SocialPeta also observed a decline in the United Kingdom's share beginning in June while the other major markets remained comparatively stable.
Choosing the Right Game Ad Network
The main conclusion of SocialPeta's 2020 analysis was that there was no single best advertising network for every game. Channel selection depended heavily on the target country, game category, audience behavior, creative format, and campaign objective.
A practical acquisition strategy therefore starts by identifying where similar games are advertising, which networks are strongest for the target market, and what types of creatives competitors are testing. Advertisers can then compare performance through controlled channel tests rather than assuming that one network will perform equally well across every market.
SocialPeta's current Ad Intelligence product continues this type of competitive research by helping marketers monitor advertising activity across channels, creatives, apps, and advertisers.
Game publishers can also explore SocialPeta's dedicated mobile game marketing intelligence workflow for game-focused competitive, creative, and market analysis.