Creative
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Documents about Creative
Mobile Ad Creative Report: August 2021
Mobile gaming creative trends in August 2021 centered on humanizing digital experiences and leveraging high-profile cultural partnerships.
- Mobile gaming ads in August 2021 shifted toward high-fidelity, narrative-driven content featuring real-world celebrity partnerships, such as Garena Free Fire’s collaboration with Dimitri Vegas & Like Mike and Call of Duty Mobile’s integration of Ozuna.
- Top-performing creatives are increasingly moving away from pure gameplay footage in favor of cinematic storytelling, anniversary-themed promotions, and interactive elements like Buzzfeed-style quizzes.
- Psychological triggers remain a core engagement strategy, with 'fail-state' ads—demonstrating a player losing a level—continuing to drive performance for titles like Royal Match and Evony.
The State of Mobile Game Advertising: An Analysis of U.S. Mobile Game Advertising Trends in 2021
Mobile game advertising in the United States remained resilient through the first half of 2021, showing no immediate negative impact from privacy changes such as the deprecation of IDFA.
- Mobile game advertising in the U.S. remained resilient through H1 2021, showing no immediate negative impact from the deprecation of IDFA.
- Playable ads have become a dominant creative format, accounting for over 40 percent of the gaming share of voice on AppLovin.
- Specialized ad networks like AppLovin, Chartboost, and Vungle maintain a gaming-focused inventory exceeding 90 percent share of voice, while platforms like Facebook, TikTok, and YouTube provide broader audience reach.
Creative Vision for Our Games: Remedy Capital Markets Day 2020
Remedy Entertainment’s 2020 Capital Markets Day presentation establishes a creative framework centered on the development of immersive, atmospheric game worlds.
- Remedy Entertainment’s 2020 strategy centers on developing immersive, atmospheric game worlds where environmental storytelling is integrated directly with specialized mechanical systems.
- The studio prioritizes high-concept fiction by creating cohesive, surreal settings like the Oldest House and the Astral Plane that function as both narrative backdrops and interactive playgrounds.
- Technical design philosophy emphasizes functional depth, exemplified by the Service Weapon’s architecture, which integrates specific components like barrels, triggers, and power sources into the broader world-building.
Creative Industries Statistics: United Kingdom (August 2020)
The United Kingdom’s creative industries tax relief framework serves as a critical fiscal mechanism designed to incentivize sustainable, culturally significant production across film, television, gaming, and the arts.
- Since its introduction in 2007, Film Tax Relief (FTR) has supported 3,470 films, accounting for £18.4 billion in UK expenditure. In 2019-20 alone, 300 films claimed FTR with £2.5 billion in UK expenditure.
- High-End Television (HETV) Tax Relief, introduced in 2013, has supported 635 programmes with £5.9 billion in UK expenditure. In 2019-20, 110 programmes claimed HETV tax relief, totaling £1.5 billion in UK expenditure.
- Video Games Tax Relief (VGTR) paid out an estimated £161 million for 2018-19, with 310 claims made by 270 companies. Since its introduction in 2014, the relief aims to promote sustainable production of culturally relevant video games in the UK.
Mobile Ad Creative Index 2020
Mobile advertising experienced a significant shift in 2020, characterized by a broad decline in costs across all formats by as much as 22.6%.
- Native ads achieve conversion rates as high as 52.8%, making them the most effective format for driving long-term user retention and high-value in-app purchases.
- Acquiring an in-app purchase via native ads on iOS costs $218.09, which is nearly triple the $73.62 cost required on Android.
- Disciplined A/B testing and dynamic creative strategies, as utilized by brands like Credit Karma and Groupon, can increase click-to-install rates by more than 120%.
How to Enable Digital Growth in Europe
The European video game industry serves as a critical engine for the continent’s digital transformation, yet its potential remains constrained by a fragmented regulatory landscape and insufficient financial support.
- Network neutrality is crucial for the European games sector, as easing it risks dividing Europe, allowing network providers to slow access to competing virtual services, and strengthening dominant media companies over independent developers.
- Video games are a driving force in the digital revolution, creating a new interactive language that transcends cultures and influences other forms of cultural expression like films, books, and music.
- European game developers are frequently targeted by patent trolls, with legal battles in the US potentially costing hundreds of thousands to millions of Euros and fully occupying developers.
1H 2025 Amazon Retail Media: An Inside Look at How Brands Are Showing Up
Amazon Retail Media dominated the first half of 2025, capturing $618 million in ad spend—more than double Walmart’s $236 million and nearly six times Chewy’s $105 million—while attracting 9,542 unique advertisers, a figure nine times larger than Walmart’s 1,076.
- Amazon Retail Media dominated the market in 1H 2025 with $618 million in ad spend, significantly outpacing Walmart ($236 million) and Chewy ($105 million).
- Amazon’s advertiser base is nine times larger than Walmart’s, hosting 9,542 unique advertisers compared to Walmart’s 1,076.
- Samsung, Unilever, and L’Oréal were the top spenders in 1H 2025, contributing $7.1 million, $5.7 million, and $5.3 million respectively.
Where the UGC Dollars Flow: Mapping $9B Investments in Creator Economy
The analysis maps a $9 billion investment wave in user-generated content (UGC) gaming from 2020 to 2025, covering roughly 80 companies and titles.
- The UGC gaming sector attracted $9 billion in total investment between 2020 and 2025, with $8.9 billion concentrated in late-stage and corporate deals.
- Strategic investment from industry incumbents is a primary driver, highlighted by Sony/Kirkbi’s $2 billion commitment in 2022 and Disney’s $1.5 billion investment in 2024.
- Creator monetization is scaling rapidly, with Roblox and Fortnite collectively disbursing approximately $1.5 billion to developers in 2024 and reporting a 38% quarterly earnings increase between Q2 and Q3 2023.
What Good Are AI NPCs?: Lessons from a Large-scale Player Study
The study demonstrates that generative AI-driven non-player characters can deliver deeply engaging, emotionally resonant gameplay.
- Generative AI NPCs drive high player engagement, with 97% of participants reporting high immersion and 96% rating their overall enjoyment as high.
- The integration of AI NPCs maintains a balance between agency and guidance, as evidenced by 80% of players achieving top scores for play engrossment and 90% praising the creative freedom of the open-ended design.
- Cognitive load remains manageable during AI-driven interactions, with participants reporting NASA-TLX mental demand scores of 64.7 and performance scores of 52.7.
Annual Consolidated Financial Statement: 2021
PCF Group S.A. demonstrated robust financial expansion during the 2021 fiscal year, characterized by a significant increase in net profit to 61.3 million PLN from 24.6 million PLN in the previous year.
- Net cash flow from operating activities significantly increased to 59,254 thousand PLN in 2021, up from 15,762 thousand PLN in 2020.
- The company's profit before tax more than doubled, reaching 64,441 thousand PLN in 2021 compared to 26,658 thousand PLN in 2020.
- Net profit from continuing operations also saw substantial growth, increasing to 61,326 thousand PLN in 2021 from 24,579 thousand PLN in 2020.
Resolutions of the Extraordinary General Meeting: PCF Group S.A.
The extraordinary general meeting of PCF Group S.A., held on 24 May 2021, approved a series of corporate actions aimed at expanding the company’s capital structure and strategic capabilities.
- PCF Group S.A. issued 387,714 new Series D shares at PLN 75.75 per share to acquire the Montreal-based animation studio Game On Creative Inc.
- The capital increase raised the company’s paid-up capital from PLN 591,250.24 to PLN 599,004.52.
- The new shares were issued via private subscription exclusively to Fiducie Familiale Samuel Girardin 2020 and are subject to a lock-up period ending in December 2024.