ReportSensor Tower
Sensor Tower Creative Highlights August 2021
1 Jan 202130 pages~12 min full read
Top-performing mobile game ads frequently utilize celebrity and DJ collaborations, such as Garena Free Fire’s partnership with Dimitri Vegas & Like Mike and Call of Duty’s work with Ozuna, to drive engagement.
See it on page 3Over 50% of top-performing ad creatives incorporate reward-driven messaging, including promo codes and anniversary-themed incentives, to boost user retention.
See it on page 9Successful ad campaigns prioritize character-centric narratives that feature extreme scenarios like fires, volcanoes, or zombie outbreaks to heighten emotional stakes.
See it on page 2A prevalent creative format involves split-screen visuals that combine live-action footage with in-game gameplay, as seen in titles like Happy Colours and PUBG Mobile.
See it on page 3Advertisers are increasingly adopting interactive formats, such as 'Buzzfeed-style' quizzes and testimonial-based content, to increase audience participation.
See it on page 16High-stakes atmospheres are consistently cultivated through the integration of hyper-realistic animation and pop-music soundtracks across major social platforms including Snapchat, Facebook, Instagram, and YouTube.
See it on page 15The August 2021 creative highlights focus on mobile gaming advertising trends across global markets, primarily the United States and key Asian regions. The analysis identifies a strong emphasis on human‑like characters, cinematic storytelling, and real‑world collaborations. Games such as Garena Free Fire, Clash of Clans, Mobile Legends, and PUBG Mobile repeatedly use character‑centric narratives, often featuring celebrity or DJ partnerships (e.g., Free Fire x Dimitri Vegas & Like Mike, Call of Duty x Ozuna). These creatives frequently incorporate emergency or extreme scenarios—fires, volcanoes, zombies—to heighten emotional engagement and showcase gameplay mechanics.
A notable pattern is the split‑screen format that blends live action footage with in‑game visuals, employed by titles like Happy Colours and PUBG Mobile. Fail‑state elements and reward prompts (promo codes, anniversary themes) appear in over half of the top creatives, reinforcing retention incentives. Pop‑music soundtracks and hyper‑realistic animation are used to create high‑stakes atmospheres, while “Buzzfeed‑style” quizzes and testimonial formats aim to increase interactivity.
Methodologically, the report aggregates data from 30‑plus ad creatives ranked by performance on platforms such as Snapchat, Facebook, Instagram, and YouTube. Each creative is evaluated for narrative structure, visual style, call‑to‑action placement, and audience targeting cues. The findings suggest that successful campaigns blend cinematic storytelling with interactive gameplay previews, leverage celebrity collaborations, and employ reward‑driven messaging to capture short‑form mobile audiences.
