Mobile game marketing is shifting toward AI-enhanced creative production, leveraging global platforms to identify high-performing short-form, live-action, and TikTok-style video assets.
02
North American advertising activity grew by 25.8% in H1 2025, with advertisers deploying over 5 million creatives, predominantly favoring 720x1280 portrait formats.
03
Role-playing games led advertising volume in H1 2025 with 224 monthly assets per genre, while casino titles saw a 14.5% year-over-year increase in advertiser share.
04
Campaign performance is currently hampered by a mismatch between creative freshness and acquisition costs, necessitating higher refresh rates and more rigorous A/B testing.
05
User acquisition remains the primary driver for installs, though retargeting is essential for sustaining long-term engagement and monetization.
06
Emerging advertising formats, including non-intrusive in-game audio ads and custom product pages, are gaining traction as part of a broader data-driven strategy.
Insights
01
Mobile game marketing is shifting toward AI-enhanced creative production, leveraging global platforms to identify high-performing short-form, live-action, and TikTok-style video assets.
02
North American advertising activity grew by 25.8% in H1 2025, with advertisers deploying over 5 million creatives, predominantly favoring 720x1280 portrait formats.
03
Role-playing games led advertising volume in H1 2025 with 224 monthly assets per genre, while casino titles saw a 14.5% year-over-year increase in advertiser share.
04
Campaign performance is currently hampered by a mismatch between creative freshness and acquisition costs, necessitating higher refresh rates and more rigorous A/B testing.
05
User acquisition remains the primary driver for installs, though retargeting is essential for sustaining long-term engagement and monetization.
06
Emerging advertising formats, including non-intrusive in-game audio ads and custom product pages, are gaining traction as part of a broader data-driven strategy.