Publisher genre breakdown

This dimension provides more detail regarding the apps that ended up presenting the advertiser ads to their users. The publishers’ advertiser ads to their users. The publishers were aggregated into genres. Below are the genres and their explanation. A few notes to understand this better:

• Each publisher apps gets categorized into a single genre and with some apps, it means choosing between 2 dominant ones. For example, Gardenscapes could have gone both ways. Our genre classification is more core game focused when it comes to game classification so in this example “Match” will be chosen as the genre.
• Some genres are more specific than others. When the app fits a more specific genre it will get classified into the more granular option. For example, a Solitaire app will be in Solitaire and not in Cards.

Ball games

These are games where there is a ball element. Most of the inventory will be in the more casual version. Think about games like “Dunk hoops” and “Stack ball 3d” rather than “NBA 2K”.

Block puzzle 

These are quite casual and usually contain some block or brick element that breaks. If you write “block” in the app store you will get a pretty good idea of this genre. This genre has priority over ‘Ball games’ genre so “Bricks and balls” will be in the Block puzzle genre.

Board 

Classic board games like Chess, Backgammon, Checkers, ...

Brain Puzzle

Search the app store for the word “brain” to get a good indication. Typically either casual trick question quizzes or physics-based riddles such as “Happy glass”

Bubble 

The well-known genre of shooting as poppy colourful bubbles. “Bubble witch saga” will be a good example here.

Calling & Texting Utilities

Non-game app genre. These are utilities that allow communication for free.

Card-non-Solitaire 

Any card game that is not solitaire. Freecell would be a good example.

Casino 

Slots, Blackjack, Poker, … Games you will find on the casino floor.

Farm and Build Sim 

Think Farmville here. Games where the user builds his farm, plant crops, trades with others, etc.

FPS 

First-person shooter. These action loaded games typically feature 3-dimensional fights with multiple enemies and often allow teaming up with others.

Hidden Object 

A game genre where the user is searching for a big picture with lots of details for small specific objects. Usually as part of some meta quest to solve a bigger mystery. 

Idle clicker 

These are games that require the user to either click or wait to gain capital or some other accruable element. A good example is “Adventure Capitalist” by Kongregate.

IO Games 

Games that end with “.io”. This genre features a simple art style and a battle for mastering the largest area. Check “Paper.io” or “agar.io” if you are unfamiliar.

Board puzzle 

Unlike the classic multiplayer board games, these are more puzzle-oriented board games. Think Mahjong and Jigsaw.

Make Money 

These are games where the player is not only getting entertainment but also cash rewards. Typically these would be either low amounts, raffle tickets or scratch cards. “Lucktastic” and “Lucky cat” are good examples

Match 

Games where the user matches together a series of 2 or 3 elements of the same colour to clear away the screen area. Some examples: Candy crush, Gardenscapes, Toonblast

Merge 

In this genre, the user normally merges together elements that look the same and are next to each other. Search the app store for “Merge” to get some examples.

Narrative & Dressup 

These are 2 genres that are close to each other and are combined since their volume is low as standalone. Dress Up are games where you can choose customs and accessories for a character. Narrative games usually also have dress-up components but the main interaction is to choose what characters will do. Good examples here are the games: Choices and Episodes.

Paint & Color 

Pixel colouring, paint by number and other apps where the user completes a picture in a guided way.

Racing & Driving 

Featuring a fast driving vehicle that competes with others. Ad funded games will tend to be the more casual styles in this genre. Think more “Bike Race” or “Hill Climb Racing” and less “Asphalt 9”.

Restaurant sim

These apps offer the user the experience of managing a restaurant. “Cooking Fever” and “Cooking Craze” are good examples.

Running 

Games with a strong running element. There are numerous examples including “Temple Run” and “Subway Surfers”

Solitaire 

The classic card game in a mobile form. This includes Tripeaks and cube solitaire as well.

Sudoku 

The popular number puzzle in the mobile version

Wallpapers, Sounds, Etc. 

Customizations for phones including wallpapers, sounds, ringtones, alarm sounds, meditation music, white noise and alarm sounds.

Word

Wordscapes, Word search, Words with Friends and other word games.