Creative
Company
Documents about Creative
2026 Global Mobile Gaming Marketing Trends: How Growth Is Being Won
The 2026 Global Mobile Gaming Marketing Trends white paper analyzes the transition of the mobile gaming industry from a phase of rapid, volume-based expansion to a competitive environment defined by disciplined, retention-led growth.
- Mobile gaming marketing has shifted to a retention-led model where full-funnel orchestration between user acquisition and retargeting can increase user lifetime value by up to 20%.
- Creative iteration is the primary competitive lever, with 82.5% of advertisers launching new creatives monthly—a 14.6% year-over-year increase—and short-form videos under 30 seconds accounting for 58% of all creative formats.
- In the 4X strategy genre, achieving a D7 retention rate of 15-18% is critical for scalability, which is heavily dependent on an Alliance join rate of over 60% by Day 3.
2026 Global Mobile Gaming Marketing Trends White Paper
The white paper establishes that the mobile-gaming advertising ecosystem expanded rapidly in 2025, with more than 90 000 active advertisers and an influx of roughly 8 000 new entrants each month, a 22% year-over-year rise.
- The mobile gaming advertising ecosystem grew by 22% year-over-year in 2025, with over 90,000 active advertisers and 8,000 new entrants joining monthly.
- Video content now accounts for 74% of all mobile game ads, representing a 14% year-over-year increase in usage.
- A shift toward an 'Infinity Loop' marketing model, supported by supervised AI, can increase player lifetime value (LTV) by up to 30% by integrating acquisition, retargeting, and lifecycle management.
Major Organizational, Operational and Portfolio Reset to Reclaim Creative Leadership and Restore Sustainable Growth
Ubisoft has initiated a major organizational and operational reset designed to reclaim creative leadership and restore sustainable growth in an increasingly selective AAA market.
- Ubisoft is targeting a €500 million reduction in fixed costs by March 2028 compared to FY23 levels to restore sustainable growth.
- The company is restructuring into five specialized Creative Houses to focus on core franchises like Assassin’s Creed, Far Cry, and Rainbow Six while improving operational agility.
- Ubisoft has canceled six projects, including the Prince of Persia: The Sands of Time remake and four unannounced titles, while extending development timelines for seven others to prioritize quality.
Winning with Creative: Building, Testing, and Scaling High-Performance Ads
The purpose of the analysis is to demonstrate that creative content remains the decisive lever for growth in an advertising environment increasingly fragmented by privacy constraints and platform diversity.
- High-performance ads achieve a 350% lift in ad spend when winning templates are paired with top-performing assets.
- TikTok-first video structures—comprising a hook, body, and close—can increase purchase intent by up to 77% when using 30-second, sound-on formats.
- AI-driven content creation tools, such as TikTok Symphony, provide a 57% efficiency gain in the production process.
2025 Report on Marketing Trends of Productivity Apps
The report analyzes global marketing activity for productivity apps during the first half of 2025, drawing on a dataset of over 1.6 billion ad creatives from more than 80 channels across 80+ countries.
- The productivity app sector saw a 6% year-over-year decline in active advertisers to 8.9k per month, though new entrants surged to over 30% of the market share following Q2 2025.
- Meta, Google, and TikTok remain the primary channels for cross-platform campaigns, with Google leading in conversion rates and TikTok offering cost-efficient Gen Z engagement at a $3.2 CPM.
- Video and playable ads consistently outperform static creatives, with TikTok favoring 15–60 second native videos and Meta utilizing a combination of carousel and video formats.
Sony Corporate Report 2025
Sony’s 2025 corporate strategy centers on a "Creative Entertainment Vision" designed to maximize the value of its intellectual property through deep integration across its gaming, music, anime, and film divisions.
- Sony is executing a strategic pivot toward core entertainment and technology by spinning off its Financial Services business in October 2025 to streamline capital allocation.
- The company achieved record-high consolidated sales and operating income in FY2024, highlighted by a 23% growth in operating income and a 10.6% margin that surpassed its 10% target.
- The Game & Network Services segment remains a primary pillar of the business, supported by a massive user base of 124 million monthly active users.
2025 GDC Trends Report: Connecting the World Through Games
The global game industry in 2025 is defined by a strategic pivot toward practical generative AI implementation and sustainable monetization models in response to market saturation and rising development costs.
- The mobile in-game advertising market reached $100 billion in 2024, officially surpassing revenue generated from in-app purchases.
- Financial instability has forced 56% of studios to rely on personal funding as the publishing landscape becomes increasingly selective.
- The industry is experiencing a 17% layoff rate, which has served as a primary catalyst for the formation of the United Videogame Workers union.
The State of AAA Game Advertising: 2023 Review
The 2023 AAA game advertising landscape underwent a strategic pivot toward launch-focused campaigns, with new releases accounting for half of all top-tier spending.
- In 2023, AAA publishers shifted toward launch-focused campaigns, with new releases accounting for 50% of all top-tier advertising expenditure.
- While YouTube remains the primary advertising medium for PC and console games, publishers are increasingly diversifying their media mix by integrating Facebook, TikTok, and Instagram to target specific demographics.
- Strategic platform-based partnerships, such as deep Xbox branding and hardware collaborations, are now essential for anchoring major titles within broader ecosystem strategies.
Creative Analytics
This analysis examines the mobile advertising landscape during 2023, focusing on the shift toward User-Generated Content (UGC) and video-centric creative strategies.
- Video-centric content now dominates the mobile advertising landscape, accounting for 80% of all creatives in Q3 2023, up from 69% in the previous quarter.
- Total mobile advertisers declined 7% year-over-year to 54,900, though the gaming, entertainment, and lifestyle verticals bucked this trend with continued growth.
- Android remains the primary platform for ad distribution, hosting 68% of the 15.2 million total creatives compared to 32% on iOS.
2025 eSports Player Rankings: By Game and Earnings in Korea
South Korea’s professional gaming landscape is characterized by a title-centered evaluation system where prize earnings are highly concentrated among elite players.
- League of Legends remains the most lucrative eSports title in South Korea, with top earner Lee Sang-hyeok (Faker) accumulating $1.88 million in prize money as of July 2025.
- Established titles offer significantly higher financial returns than newer games, as evidenced by StarCraft II leader Cho Sung-choo earning $1.39 million and PUBG leader Park Jung-young earning $1.25 million.
- Newer competitive titles show a substantial earnings gap compared to legacy games, with top Overwatch 2 player Choi Tae-min earning $375,450 and Valorant leader Kim Jong-min earning $164,980.
Strategies for Creating Global Hit Formats: Exporting and Localizing K-Broadcast Formats
The interview with Jin-Woo Hwang, CEO and executive producer of Something Special, outlines a strategic framework for turning Korean broadcast formats into globally successful products.
- Successful global format export requires a proactive strategy of deliberate localization rather than relying on passive inbound interest.
- Core attributes for cross-cultural success include simplicity, flexibility, scalability, authenticity, compelling storytelling, and play-along participation, often enhanced by a 'Korean Twist' of genre-blending.
- Protecting intellectual property is essential and should be managed through the FRAPA Format Registration System, detailed e-trail documentation, and the creation of a comprehensive 'format bible'.
2025 Global Mobile Game Marketing Insights & Creative Breakdown
The 2025 Global Mobile Game Marketing Insights & Creative Breakdown provides a comprehensive analysis of the mobile advertising landscape, focusing on the evolution of ad creatives across more than 80 countries and 80 ad channels.
- Over 90% of mobile game advertisers now utilize AI to generate assets, marking a critical industry shift toward automation to combat rising competition.
- The average monthly creative volume per advertiser reached 123 in 2025, representing a 20% year-over-year increase, with new creatives accounting for 58% of total monthly output.
- Strategy games lead the industry in advertising intensity with 325 monthly creatives per advertiser, while Casino games prioritize the highest turnover with 65.6% of assets being new each month.