Are you searching for the best ad networks to advertise your hyper or hybrid casual games in 2024? We’ve put together a blog post to make this decision easy for you. 

Let’s start by understanding hyper and hybrid casual games. Hyper-casual games are simple and intuitive, focusing on quick gameplay. In contrast, hybrid casual games blend easy play with more complex features. The key difference, however, lies in how they make money: hyper-casual games depend on in-app advertising (IAA), while hybrid-casual games combine IAA with in-app purchases (IAP), offering a more lucrative revenue stream and often evolving as a natural progression when pure IAA or hyper-casual games reach a saturation point in profitability.

“Publishers seeking sustainable growth should rely on revenue from both in-app purchases (IAP) and in-app advertising (IAA), and utilize blended ROAS campaigns to support high ad spend over time. By boosting IAP revenue during the initial phase, and leveraging A/B testing for long-lasting user retention, they can ensure sustained growth and apply these learnings to their new games.”

• Korhan Cabalar, Founder of Voyager Growth – a company that helps prepare developers for self-publishing within 6 months

In this post, we explore the best ad networks to promote both hyper and hybrid casual games, utilizing insights from Tenjin’s 2023 dataset. Our data offers a detailed analysis by platform, distinguishing between iOS and Android, based on the ad spend and average CPI. You can access the full report here.

Let’s dive right in.

Best ad networks to promote hyper or hybrid casual games by platform 

Based on Ad Spend

If you would like to see where the majority of ad spend went in 2023, the 2023 Tenjin data set shows that the following ad networks were most efficient:

Android

iOS

“In the 2024 mobile gaming landscape, monetization relies on a dual approach: in-app advertising (IAA) and in-app purchases (IAPs). Although there is a prevalent focus on IAPs, recognizing the integral role of ads is paramount for understanding the broader financial dynamics.”

• Oleg Shliamovych, CEO and Co-founder and PSV Group

Based on Average CPI

If “average CPI” is the metric you’re optimizing for, the 2023 Tenjin data set shows that the following ad networks were most efficient:

About the top 5 ad networks based on Ad Spend & CPI

Mintegral is a robust, data-driven advertising platform renowned for its programmatic approach and interactive features. Specializing in bridging connections across the globe’s most valuable markets, it empowers clients through innovative strategies like ROAS bidding.

Applovin stands as a premier mobile app marketing and monetization platform, providing developers with holistic solutions to cultivate and capitalize on their user base effectively. With a comprehensive suite of tools, it facilitates seamless growth and revenue generation for app creators.

Google Ads serves as the quintessential advertising platform for businesses, offering unparalleled access to Google’s extensive network. Through strategic ad placement, it enables enterprises to effortlessly engage with a vast online audience, driving brand visibility and conversion rates.

Unity Ads, developed by Unity, revolutionizes in-game advertising for developers, empowering them to monetize their creations with precision-targeted ads. From immersive experiences to hyper or hybrid casual games, Unity Ads offers versatile solutions such as ROAS campaigns tailored to maximize revenue streams.

Meta for business, the advertising arm of Meta, delivers a myriad of cutting-edge solutions designed to elevate businesses’ online presence across various social media platforms. Leveraging Meta’s extensive reach, it enables enterprises to connect with their target demographics effectively, fostering meaningful engagement and brand growth.

ironSource emerges as a leading in-app monetization and advertising platform, dedicated to empowering mobile app and game developers. Through its innovative suite of tools and services, ironSource facilitates seamless integration of ads, ensuring sustainable revenue streams and enhanced user experiences.

Additional Metrics from our previous report

If you are interested in optimizing based on metrics like total installs, retention, ad or IAP LTV, we have also added insights from our previous report i.e. based on 2022 data below.  

Based on Total Installs

If “Total installs” is the metric you’re optimizing for, the 2022 Tenjin data set shows that the following ad networks were most efficient:

Based on highest average for Day 1 retention

If “Day 1 Retention” is the metric you’re optimizing for, the 2022 Tenjin data set shows that the following ad networks were most efficient:

Based on highest average for Day 7 retention

If “Day 7 Retention” is the metric you’re optimizing for, the 2022 Tenjin data set shows that the following ad networks were most efficient:

Based on highest average for Day 7 ad LTV

If “Day 7 ad revenue LTV” is the metric you’re optimizing for, the 2022 Tenjin data set shows that the following ad networks were most efficient:

Based on highest average for Day 7 IAP LTV

If “Day 7 IAP LTV” is the metric you’re optimizing for, the 2022 Tenjin data set shows that the following ad networks were most efficient:

Get additional insights from our “From Hyper to Hybrid in 2024” report

Here is a full list of additional insights you will find in the report:

1. CPI trends by Platform (iOS vs Android)
2. Ad Spend trends by Platform (iOS vs Android)
3. Country Rankings