Disagree with many of these sentiments here. As a performance marketer, and someone who also was in the games industry:<p>FB Gaming market has flattened. FB has taken numerous methods to rely less on gaming revenue. FB revenues was 10% from game companies when the company went IPO. Much less now, not even mentioned.<p>Mobile is good at driving mobile installs at scale, limited competitors here. But as a general performance marketing channel, they do better at ecommerce and consumer focused businesses.<p>Most of FB advertising revenue is coming in from Brand marketing. Performance is steadily growing, but not as you suggest, the reason for this growth.