ReportSensor Tower
Mobile Ad Creative Report: August 2021
1 Jan 202130 pages~10 min full read
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.
Hyper-casual games are targeting younger demographics on platforms like Snapchat by integrating popular music soundtracks and expressive visual callouts.
Emerging visual design trends for mobile ads include the use of split-screen layouts, Bitmojis, and 'search bar' call-to-actions that provide users with direct visual instructions on how to locate apps in stores.
Performance data for these trends was aggregated from major ad networks including ironSource, Applovin, and Vungle across a diverse range of genres, including mid-core shooters, RPGs, and puzzle games.
Mobile gaming creative trends in August 2021 centered on humanizing digital experiences and leveraging high-profile cultural partnerships. Analysis of top-performing ads across platforms like YouTube, Instagram, Snapchat, and Facebook reveals a heavy reliance on real-world celebrities, particularly musicians. Notable examples include Garena Free Fire featuring DJs Dimitri Vegas & Like Mike as playable characters and Call of Duty Mobile partnering with artist Ozuna. These collaborations often utilize cinematic storytelling and high-fidelity animations to bridge the gap between gaming and mainstream entertainment.
The industry continues to utilize specific psychological triggers and visual formats to drive engagement. Fail-state elements, where ads demonstrate a player losing a level to pique viewer interest, remain prevalent in titles like Royal Match and Evony. Additionally, hyper-casual games are increasingly adopting popular music soundtracks and expressive callouts to appeal to younger demographics on Snapchat. Other emerging visual trends include split-screen layouts, the use of Bitmojis, and "search bar" call-to-actions that visually demonstrate how to find the app in stores.
Geographically, the findings cover global releases with specific performance data from major ad networks including ironSource, Applovin, and Vungle. The scope encompasses diverse genres, from mid-core shooters and RPGs to hyper-casual and puzzle games. Methodology involves ranking creatives based on their performance and visibility across social media and ad networks during the August 2021 period. Conclusions suggest that successful creatives are moving away from pure gameplay footage in favor of narrative-driven content, anniversary themes, and interactive elements like Buzzfeed-style quizzes or "Christmas in July" promotions.
