Russia ranked in the top 5 countries by share of ad revenue from mobile games in the first quarter of 2024

Another analytical report was released by the data attribution service Tenjin. It detailed the state of the advertising market in mobile games from January to March 2024.

Important: the eCPM statistics for different types of ads are based on CAS.AI data (covering 6 billion ad impressions). The rest of the statistics are based on data collected from apps with Tenjin SDK (covering 146 billion ad impressions).

  • In the first quarter, 59% of mobile game ad revenue came from Android. For comparison: five years ago, Android's share was much lower at 37%, but it sharply increased after iOS’s privacy policy changes in 2021.
  • The U.S. accounted for a third of Android game ad revenue. Following were Russia (9%), Japan (7%), Brazil (5%), and Germany (4%).
  • The U.S. also led in iOS game ad revenue. The U.S. accounted for 55% in the first quarter. Alongside the U.S., the top 5 countries included Japan (11%), the UK (6%), Russia (6%), and Canada (3%).
  • The top 5 ad networks by revenue in Android games were Google AdMob (28%), AppLovin (24%), Unity Ads (13%), Mintegral (11%), and IronSource (5%).
  • On iOS, AppLovin led the ad networks with a 37% share. Unity Ads followed in second place with a 16% share. Then came Google AdMob (15%), Mintegral (11%), and IronSource (9%).
  • In the U.S., Android had the highest eCPM (effective cost per thousand impressions) for banners at $1.22. On iOS, Japan had the highest eCPM for banners at $1.25. In Russia, it was $0.5 for Android and $0.83 for iOS.
  • For interstitial ads, the highest eCPM on both Android and iOS was in the U.S. at $19.62. In Russia, it was $4.69 on both Android and iOS.
  • For rewarded ads, the highest eCPM on Android was in the U.S. at $27.88. On iOS, Australia had the highest eCPM for this type of ad at $30.97. In Russia, it was $4.63 on both Android and iOS.


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