Creative
Company
Documents about Creative
🧠 MVP UA template: How to set up your Google Ads campaigns for Success by Matej Lancaric
This analysis outlines a strategic framework for managing Google Ads campaigns for mobile games, emphasizing a structured, data-driven approach to user acquisition.
- Integrate Firebase with your Mobile Measurement Partner (MMP) to track high-quality engagement events like tutorial completions and in-app purchases, rather than relying on low-quality install metrics.
- Optimize for faster algorithmic feedback by adjusting the conversion window from the default 90 days to a 7-to-14-day period.
- Consolidate campaigns by grouping countries into tiers—such as US, Tier 1, and Rest of the World—to ensure sufficient data volume for machine learning models.
🎙️ Creative & Category Blocking: Save your retention by Felix Braberg
Active management of ad creative and category blocking is a critical, often overlooked component of mobile game monetization that directly impacts user retention.
- Proactive management of ad creative and category blocking is essential for user retention, as mediation platforms act as marketplaces rather than global kill switches.
- Publishers must maintain a centralized, comprehensive block list across every individual ad network to counter the daily influx of new, potentially irrelevant or explicit app content.
- Blocking methodologies vary by network; while AdMob and Unity offer direct dashboard controls, AppLovin and IronSource require using SDK-integrated review tools and manual reporting to account managers.
🤖 AI Creative trends November 2025: How to spot AI creative?
The mobile gaming industry is undergoing a fundamental transformation in user acquisition, driven by the rapid adoption of generative artificial intelligence for creative production.
- Generative AI has reached a level of visual fidelity by late 2025 that makes machine-generated content nearly indistinguishable from authentic user-generated content.
- Market viability in mobile gaming now depends on the ability to scale creative assets through prompt engineering and consistent character modeling rather than traditional production standards.
- Developers are prioritizing high-volume iteration and rapid testing, accepting technical flaws like inconsistent physics, lighting artifacts, and anatomical errors as trade-offs for speed and cost-efficiency.
The Art of Scaling games: The Creative arms race
Modern mobile user acquisition is defined by a shift toward creative velocity, where the ability to produce and test massive volumes of advertising assets outweighs reliance on individual artistic talent.
- Top-grossing mobile titles earning over $2 million monthly now produce hundreds of new advertising creatives every month to combat creative fatigue and rising costs per mille.
- Modern user acquisition success is driven by high-volume industrial production pipelines rather than individual artistic talent, as platforms like Meta prioritize new uploads to determine traffic distribution.
- Studios should allocate 10 to 15 percent of their total marketing budget specifically toward creative testing to identify the high-performing assets that drive the majority of impressions.
Creative trends November 2025: Players don’t care. Platforms don’t care. Only performance matters.
The mobile gaming industry has transitioned into a performance-first ecosystem where traditional priorities such as gameplay authenticity, creative originality, and ethical branding have been largely abandoned.
- The mobile gaming industry has shifted to a performance-first model where high-frequency ad output and data-driven trend exploitation take precedence over gameplay authenticity or thematic consistency.
- Developers are increasingly utilizing misleading or 'fake' creatives, such as puzzle-based playables that do not represent the actual in-game experience, to drive user acquisition.
- Titles such as King Shot and Whiteout Survival demonstrate the success of cultural mimicry and viral hooks, prioritizing market share capture over alignment between promotional content and the product.
The Future of Fortnite Creative
The Fortnite Creative ecosystem is undergoing a fundamental transformation, shifting from a supplemental mode into a professionalized marketplace capable of sustaining diverse, non-Battle Royale experiences.
- Epic has introduced in-island item sales, allowing creators to monetize experiences through gated content or virtual items, though this creates potential friction with Epic's own internal monetization strategies.
- Fortnite's concurrent user base has declined from a peak of over 3 million during the 'Fortnite OG' event to approximately 1 million, signaling a shift in the platform's current engagement lifecycle.
- New user acquisition tools, including UA rewards and paid campaigns, currently operate on an auction-based CPM model where early bidding costs are volatile, with some participants bidding as high as $20 per CPM.
Max Barer talks on UA Creatives Optimization & Automation over AppsFlyer Fall Release.
Creative performance currently serves as the primary driver of success in mobile user acquisition, as advertisers must effectively navigate and outperform the algorithms utilized by various ad networks.
- Creative assets are the primary driver of UA performance, as success depends on beating network algorithms through rapid testing and iteration.
- Approximately 80% of advertisers currently manage creative optimization manually, leading to fragmented data and delayed decision-making.
- Effective creative strategy requires a centralized 'single source of truth' that integrates MMP data with down-funnel metrics like cohort retention to identify winning assets.
🧠 MVP UA template: How to set up your Meta campaigns for Success by Matej Lancaric
This analysis outlines a strategic framework for launching and managing successful Meta user acquisition (UA) campaigns in 2025, focusing on a "Minimum Viable Product" (MVP) approach.
- Prioritize signal engineering by feeding the Meta algorithm specific combinations of engagement and monetization events—such as level completion, time spent, and purchase history—rather than relying on simple install tracking.
- Implement a robust data pipeline integrating Facebook SDK, Firebase, and a Mobile Measurement Partner (MMP) to ensure the algorithm receives the precise data required for high-value user acquisition.
- Optimize campaign objectives based on monetization model: use purchase-optimized campaigns for IAP-driven games and app-event optimization (AEO) for ad-monetized titles, transitioning to value-based optimization as data volume grows.
💥 Creative THEFT era has begun. Direct 1:1 stolen ads perform 4-5x better. Would you run them?
The mobile gaming industry has entered a transformative phase characterized by the widespread adoption of direct creative replication, a practice often termed Creative Theft 2.0.
- Direct replication of high-performing ads is now a dominant strategy, with copied creative assets frequently outperforming original content by a factor of 4 to 5.
- Major industry titles, including Last War and Royal Kingdom, are actively utilizing near-identical copies of successful ad concepts to drive significant revenue growth.
- The mobile gaming industry is shifting toward a model where the ability to identify and rapidly deploy proven trends is prioritized over original creative innovation.
Onboarding the Next Generation of Games Talent | Develop:Brighton 2024
The games industry faces a critical challenge in integrating Gen Z and Gen Alpha talent, as the scarcity of entry-level roles and the opaque nature of development processes create significant barriers to entry.
- To attract and retain Gen Z and Gen Alpha talent, studios must move beyond marketing-led diversity and foster environments where individuals feel they belong and are understood as people rather than demographic checkboxes.
- Young talent often lacks awareness of the professional game production pipeline, as their primary engagement with the industry is as consumers; studios must bridge this gap by providing clear pathways and commercial experience.
- Effective onboarding for young professionals requires regular, structured feedback loops to prevent them from feeling lost and to confirm they are meeting performance standards.
Mastering Creative at Scale: How PokPok Builds Ads That Work
Effective creative scaling in the digital children’s entertainment sector relies on a highly structured, hypothesis-driven framework that prioritizes data integrity over high-volume, unorganized experimentation.
- PokPok scales creative through a hypothesis-driven framework that prioritizes data integrity and systematic iteration over high-volume, unorganized experimentation.
- To ensure actionable insights, the team uses centralized asset management, strict naming conventions, and granular tracking codes rather than relying on misleading data from low-cost secondary market testing.
- The production strategy balances AI-assisted brainstorming and B-roll generation with authentic user-generated content, which remains essential for longer-format engagement.
Creative optimisation 101: Creative chaos solved by Matej Lancaric
The provided content outlines a modern approach to creative optimization in mobile user acquisition (UA), emphasizing the transition from manual, spreadsheet-heavy reporting to automated, data-driven decision-making.
- Shift from manual spreadsheet reporting to centralized dashboards that integrate data from Meta, TikTok, Google, and AppLovin to prioritize ROAS and lifetime value over vanity install metrics.
- Implement AI-powered frame-by-frame tagging to categorize ad elements—such as characters, themes, and gameplay hooks—to identify the specific 'DNA' of high-performing creative assets.
- Mitigate creative fatigue by monitoring the age and performance trends of advertisements to trigger timely content refreshes before performance declines.