MarketingยทUpdated Mar 17, 2026 by SocialPeta
The top 50 publishers now control 70% of total global mobile gaming revenue, driving a market-wide shift toward hybrid-casual models that combine ad-based revenue with in-app purchases.
Advertising activity surged by 60% year-over-year in 2024, with 250,000 advertisers deploying 46.2 million creative assets despite a decline in new market entrants.
Short-form video has become the dominant engagement driver, accounting for up to 81% of impressions in the Puzzle and Simulation genres.
Marketers are increasingly bypassing platform limitations by adopting creative-level attribution and leveraging generative AI for both content production and data analysis.
Growth is accelerating in Southeast Asia and Latin America, while high-production, cross-platform free-to-play titles from Chinese developers are successfully challenging traditional premium pricing models.
Strategic priorities for 2025 include the expansion of Direct-to-Consumer platforms to protect margins and a resurgence in HTML5 web games.
Successful acquisition strategies for hardcore RPG and Strategy titles now rely on integrating casual mini-game mechanics and specialized creative formats like 'stomp' transitions.
The top 50 publishers now control 70% of total global mobile gaming revenue, driving a market-wide shift toward hybrid-casual models that combine ad-based revenue with in-app purchases.
Advertising activity surged by 60% year-over-year in 2024, with 250,000 advertisers deploying 46.2 million creative assets despite a decline in new market entrants.
Short-form video has become the dominant engagement driver, accounting for up to 81% of impressions in the Puzzle and Simulation genres.
Marketers are increasingly bypassing platform limitations by adopting creative-level attribution and leveraging generative AI for both content production and data analysis.
Growth is accelerating in Southeast Asia and Latin America, while high-production, cross-platform free-to-play titles from Chinese developers are successfully challenging traditional premium pricing models.
Strategic priorities for 2025 include the expansion of Direct-to-Consumer platforms to protect margins and a resurgence in HTML5 web games.
Successful acquisition strategies for hardcore RPG and Strategy titles now rely on integrating casual mini-game mechanics and specialized creative formats like 'stomp' transitions.