Can Game Publishers Build the Next AppLovin? Tencent, Voodoo, and more are building.
Game publishers building their own ad networks. The question is whether any of them can become a real ad network, or whether they stall as highly advanced cross-promotion tools.
Who's in the game:
Tencent: reportedly building an in-app ad network, backed by 1.2B+ downloads in 2026 so far (AppMagic)
Voodoo: quietly building its own network, visible spreading across apps on AppGoblin
Nazara: owns BestPlay (formerly Bluetile), a rewarded distribution app publishers use to move and keep users
Also discussed: TikTok/Pangle, Bigo Ads, YSO, Nefta
Chapters:
00:00 Intro
00:25 Who's building publisher…
The skinny
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