Creative
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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.
Ubisoft Reports First-Half 2025-26 Earnings Figures
Ubisoft’s financial performance for the first half of fiscal year 2025-26 reflects a period of aggressive strategic transformation and operational restructuring.
- Ubisoft is securing a €1.16 billion investment from Tencent via its new Vantage Studios subsidiary to address a €1.42 billion net debt position and repay €286 million in debt.
- Net bookings for the first half of fiscal year 2025-26 grew 20.3% year-over-year to €772.4 million, driven by back-catalog performance and strategic partnerships.
- The company narrowed its consolidated net loss to €161.4 million from the previous year’s €246.5 million, with non-IFRS operating income reaching a positive €27.1 million.
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.
Ubisoft Announces the Completion of Tencent’s Strategic Investment in Vantage Studios
Ubisoft has finalized a strategic investment from Tencent into Ubisoft Nova SAS, a newly established subsidiary known as Vantage Studios.
- Tencent has invested €1.16 billion into Ubisoft’s new subsidiary, Vantage Studios, valuing the entity at €3.8 billion pre-money.
- Tencent holds a 26.32% economic interest in Vantage Studios, while Ubisoft retains exclusive operational control and consolidation rights.
- Vantage Studios is built around Ubisoft’s three primary intellectual properties: Assassin’s Creed, Far Cry, and Tom Clancy’s Rainbow Six.
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.
Session: The Future Is Agentic: Unlocking Creative Research With AI - Robert Huynh, Reforged Labs.
The future of mobile game user acquisition (UA) is increasingly agentic, characterized by the integration of artificial intelligence to automate and enhance the labor-intensive process of creative research.
- Reforged Labs utilizes AI-driven creative tagging and semantic search to automate the manual process of analyzing competitor video ads across different networks and geographies.
- AI analysis can identify granular performance drivers, such as specific facial expressions in 'king in peril' ad tropes, which differentiate top 10% performing creatives from the bottom 10%.
- The platform correlates creative elements with internal performance metrics like retention and monetization (e.g., Day 7 metrics) to determine which ad concepts effectively drive user acquisition.
Session: Successful Retargeting - The Essentials -Vera Manhoso, RTB House.
Retargeting serves as a critical, yet underutilized, strategy for mobile gaming studios to combat high user churn.
- User retention is a critical challenge for mobile gaming, as 77% of users are lost within three days of installation and 90% churn before reaching day 30.
- Retargeting campaigns should be segmented into two distinct strategies: retaining recent installs from user acquisition efforts and re-engaging lapsed users who have not played for an extended period.
- Technical readiness for retargeting requires an MMP (Mobile Measuring Partner) integration, consistent tracking of postback events, and a clear data-sharing agreement with partners to ensure user data remains secure and siloed.
Creative Brief Template: 7 Creative Trends to Boost Your UA
The primary objective of this analysis is to provide mobile game developers and marketers with a strategic framework for optimizing user acquisition (UA) performance in 2026.
- Seven specific creative trends currently account for 53% of total ad spend in the mobile gaming sector.
- Aligning creative production with these seven trends is a strategic requirement for maintaining competitive advantage and maximizing advertising budget efficiency in 2026.
- The mobile gaming industry is shifting away from generic advertising toward targeted visual and narrative styles that improve audience conversion rates.