Sign up to receive 5 free days of our daily summary for tech news.

Try The Information for just $10/month for your first 3 months.

Read this article for free.

Already a subscriber? Log in here

Media Google Facebook

Games Take Center Stage in Mobile Ad Surge

The race for smartphone real estate among gaming apps is emerging as a major driver of mobile ad spending, helping Facebook in particular boost revenue but also raising questions as to whether the growth is sustainable.

Advertisers spent about $18 billion on mobile internet ads in 2013, according to a new report from eMarketer, and that figure is supposed to hit almost $32 billion this year, with about 70% of all the revenue going to Google and Facebook.

It’s not clear exactly what portion of the spending comes from games; Facebook would say only that they’re a “large part” of its mobile ad business. But a look at the financials of London-based King Digital Entertainment, the maker of Candy Crush whose initial public offering is expected this week, shows the growth and scale of the market.

What Is The Information?

Notes bb3aa5069205d702dda37fc71dc6f1c59df2310c4379304e9f1199f052af4884

Exclusive Articles

We broke it first. Receive original reporting you won't read anywhere else from the largest newsroom in tech.

Notebook b5103017ee163370a1667c9ce59ab0ef023875a17888105d26c185cadf31bb69

Daily news analysis

Every weeknight, we'll send you our reporters’ views on the day’s top tech news—distilled into one email.

Conference calls c9e664e8b96ee347d3e92b8309938f268422b9db98cfabca5c826fbb75054b23

Conference calls

Get access to our reporters and other top executives with monthly deep-dive calls into topics like startups and autonomous vehicles.

Events 499acedd16cffc41445edd76bfd302b2836c2a27419890f17130a6b10e2aa3df

Special Events

For no extra fee, get access to more than a dozen events yearly, from intimate dinners to larger gatherings with marquee speakers.

What else is included in my subscription?

Become a contributor

Share your views and find other subscribers by completing your profile. You’ll be listed in our contributor directory.

Slack community

Discuss topics and current events with our subscriber-only Slack group and share news about your company with other subscribers.

Annual Subscriber only benefits:

Org Charts

Access the only collection of tech company org charts. Our expanding database includes companies like Amazon, Snap, and Uber.

Crypto Newsletter

Our experts investigate the latest in the crypto world to keep you in-the-know about the movements of digital currencies.

Stay up to date on Silicon Valley

Sign up for Jessica Lessin’s (The Information’s CEO & Founder) free Saturday newsletter and also receive a complimentary week of our daily afternoon tech commentary email.

Already a subscriber? Log in here

Recent Articles

Crypto Facebook

What We Still Don’t Know About Libra

By Jon Victor

Crypto Facebook Entertainment

On the Market: Veterans of Facebook, HBO and Coinbase

By The Information Staff

Asia

How ByteDance Founder Is Building a Global Tech Giant From China

By Juro Osawa and Yunan Zhang

Mobile spending feeds a virtuous cycle where startups, flush with venture money, buy their way into big growth, which in turn benefits social platforms as well as numerous ad networks.