COMvergence vs Sensor Tower

COMvergence H1 2026 Global New Business Results: Publicis Media Takes Top Spot

Publicis Media led the global Total New Business ranking among the Big 5 media agency groups, generating $3.24 billion in total new business value. Omnicom Media followed in second place at $3.15 billion and WPP Media ranked third at $2.98 billion.

Agency-Client Relationship Under Review in Germany

German advertisers are fundamentally questioning their collaboration models with media agencies, considering which tasks to handle in-house. This shift puts pressure on agencies to reassess their value propositions and revenue streams. The trend towards in-housing is accelerating, as seen in recent developments like IKEA's mega-pitch, which signals a broader industry move towards more flexible, integrated agency-client relationships. Agencies must adapt by offering more strategic, data-driven services and demonstrating clear ROI to retain clients.

• Advertisers in Germany are increasingly questioning their collaboration with media agencies.
• The trend towards in-housing is growing, with advertisers taking over tasks previously handled by agencies.
• Agencies need to redefine their revenue models to stay relevant.

BetMGM Names Cape Creative Agency of Record

BetMGM has officially appointed independent creative agency Cape as its creative agency of record (AOR), formalizing a collaborative relationship that has spanned two years. Cape's expanded responsibilities will encompass brand and creative strategy, working closely alongside BetMGM's wider agency network to maintain a cohesive brand presence. The transition occurred without a formal pitch process, following successful joint projects like the brand's 'Mullet Over' campaign. BetMGM, which features actor Jon Hamm in its latest campaign, has an estimated annual net media spend of $160 million according to COMvergence data.

• Independent creative agency Cape has been named BetMGM's agency of record (AOR).
• The appointment formalizes a two-year working relationship and occurred without a formal pitch process.
• BetMGM's net media spend is estimated at $160 million according to data from COMvergence.

Mobile Game Spending Hits $6.57B in August, Honor of Kings Leads

In August 2026, global mobile game consumer spending reached $6.57 billion, a 1% month-over-month decline, according to Sensor Tower. Honor of Kings was the top-grossing game, while Roblox led downloads. The US contributed 28.6% of revenue, followed by China at 16.7% and Japan at 12.2%. Tencent-owned or published titles captured five of the top 10 revenue-growth slots, with Fate/Grand Order leading that ranking. Download growth was boosted by new releases like Gangstar Mirage City and Mystery Dumpling, while Roblox remained the most-downloaded game.

• Global mobile game consumer spending reached $6.57 billion in August 2026, down 1% month-over-month.
• Honor of Kings was the highest-grossing mobile game, supported by in-game events in China.
• Fate/Grand Order topped revenue growth rankings, driven by its 11th anniversary and Swimsuit Event 2026 in Japan.

Japan Mobile Game Revenue Tops $10B Despite Download Decline

Japan's mobile gaming market generated over $10 billion in in-app purchase revenue over the past 12 months, a 5.1% year-over-year decline, yet significantly outpacing South Korea and Taiwan. According to Sensor Tower's Japan Gaming 2026 report, downloads fell 5.4% to 585 million, ranking ninth in Asia. Player engagement remained stable at 16.7 billion hours. Konami's eFootball became the highest-grossing game, driven by World Cup activities, while Block Blast! led downloads. Puzzle games dominated downloads, while 4X strategy led revenue growth. The market's maturity is evident, with growth reliant on established titles and high spending rather than new installs.

• Japan generated over $10 billion in mobile game IAP revenue in the past 12 months, down 5.1% YoY.
• Japan recorded 585 million mobile game downloads in the same period, down 5.4% YoY.
• eFootball by Konami became Japan's highest-grossing mobile game from January to July 2026.

Sensor Tower Blog: New Insights on Home Improvement Retail Media and State of Digital Advertising 2026

New blog posts added: 'Home Improvement Built Momentum on Retail Media' and 'State of Digital Advertising 2026: How AI Integration and Streaming Growth Reframe Marketing Strategies'. Also, a new post about the Video Game Insights interface update.