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Report
49 pages
Retail Media Playbook: United States
U.S. retail media expenditures are projected to reach $130 billion by 2028, solidifying its position as the fastest-growing digital advertising channel.
Amazon remains the dominant market leader with $261 million in spend in early 2025, maintaining a strategy where 53% of total ad spend occurs on-site.
Top-tier advertisers like L’Oréal and Samsung prioritize high-intent conversion by allocating over 90% of their budgets to Amazon’s on-site display ads.
Market Analysis
Advertising
Marketing
+1
Sensor Tower
Apr 2025
Report
22 pages
Creative Analytics
Video-centric content now dominates the mobile advertising landscape, accounting for 80% of all creatives in Q3 2023, up from 69% in the previous quarter.
Total mobile advertisers declined 7% year-over-year to 54,900, though the gaming, entertainment, and lifestyle verticals bucked this trend with continued growth.
Android remains the primary platform for ad distribution, hosting 68% of the 15.2 million total creatives compared to 32% on iOS.
Marketing
Advertising
In-Game Advertising
+2
Apptica
Jan 2025
Report
13 pages
Guide to Consumer Rights, Advertising and Data Protection: Spain
Digital purchases in Spain generally require a 14-day right of withdrawal, though this is waived for age-rated titles once gameplay begins and for opened physical copies or virtual currencies.
Data processing for users under 14 requires verified parental consent, which must be obtained through age-verification mechanisms or electronic signatures.
Influencer marketing must include clear, visible disclosures such as #Sponsored or #Ad to avoid violating regulations against covert sponsorship.
Advertising
Marketing
Europe
AEVI
Jan 2025
Report
65 pages
The State of AAA Game Advertising: A Look Back on the Biggest Launches and Trends of the Past Year
AAA advertising shifted heavily toward new title launches in 2023, which accounted for 50% of total ad spend compared to just 20% in the previous year.
YouTube remains the dominant advertising channel at 35% of total spend, though marketing budgets are increasingly diversifying into TikTok, Instagram, and OTT services to leverage short-form video engagement.
High-budget marketing is no longer the sole path to success, as titles like Lethal Company and PalWorld achieved millions of sales through viral gameplay and creator-driven interest with minimal ad investment.
Advertising
Market Analysis
Global
+2
Sensor Tower
Jan 2025
Report
66 pages
Insights Into Global Mobile Game Marketing Trends
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.
North American advertising activity grew by 25.8% in H1 2025, with advertisers deploying over 5 million creatives, predominantly favoring 720x1280 portrait formats.
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.
Marketing
Global
Mobile
+1
SocialPeta
Jan 2025
Report
26 pages
The Power of Marketing Mix Modeling
Marketing Mix Modeling (MMM) provides a more accurate view of incrementality than last-touch attribution (LTA), as evidenced by a case study where MMM attributed 43% more Day 7 revenue events to TikTok at a $5,000 daily spend.
Traditional LTA is increasingly inadequate for mobile gaming due to privacy regulations like Apple’s AppTrackingTransparency and a systemic bias that undervalues top-of-funnel media.
User acquisition costs in the gaming industry are projected to exceed $130 billion by 2025, necessitating more sophisticated measurement tools to manage rising expenditures.
Marketing
Advertising
Global
+1
Kochava & TikTok for Business
Jan 2025
Report
65 pages
The State of AAA Game Advertising: 2023 Review
In 2023, AAA publishers shifted toward launch-focused campaigns, with new releases accounting for 50% of all top-tier advertising expenditure.
While YouTube remains the primary advertising medium for PC and console games, publishers are increasingly diversifying their media mix by integrating Facebook, TikTok, and Instagram to target specific demographics.
Strategic platform-based partnerships, such as deep Xbox branding and hardware collaborations, are now essential for anchoring major titles within broader ecosystem strategies.
Market Analysis
Advertising
Marketing
+3
Sensor Tower
Jan 2025
Report
28 pages
2025 Global Mobile Game Marketing Insights & Creative Breakdown
Over 90% of mobile game advertisers now utilize AI to generate assets, marking a critical industry shift toward automation to combat rising competition.
The average monthly creative volume per advertiser reached 123 in 2025, representing a 20% year-over-year increase, with new creatives accounting for 58% of total monthly output.
Strategy games lead the industry in advertising intensity with 325 monthly creatives per advertiser, while Casino games prioritize the highest turnover with 65.6% of assets being new each month.
Marketing
Advertising
Creative Ads
+2
SocialPeta & Reforged Labs
Jan 2025
Report
39 pages
Playing to Win: 2025 Digital Game Advertising Report
Global digital gaming advertising expenditure reached $8.7 billion in 2025, with major publishers like Microsoft and Dream Games utilizing aggressive spending to maintain market share.
The industry has shifted its primary success metric from sheer download scale to engagement quality, despite a year-over-year decline in total mobile and PC downloads.
Roblox continues to bypass traditional external advertising, generating 187 billion visits through organic traffic and internal discovery mechanisms.
Advertising
Market Analysis
Global
+1
Sensor Tower
Jan 2025
Report
40 pages
The Israeli Mobile Game Market Report (2022)
The Israeli mobile game market reached approximately $9 billion in 2021, supported by over 200 companies and 14,000 employees.
Flagship titles demonstrate massive scale: Coin Master generated $1.3 billion in 2021 with 2,500 daily creatives, while RAID: Shadow Legends surpassed $700 million in revenue and 50 million downloads.
Casual, puzzle, and hyper-casual games now account for one-third of global mobile game advertising spend, bolstered by pandemic-era growth in user acquisition.
Market Analysis
Advertising
Mobile
+1
SocialPeta
Jan 2025
Report
66 pages
Insights into Global Mobile Game Marketing Trends for H1 2025
AI-driven creative production has become the industry standard, with generative tools and AI-enhanced playable ads compressing development cycles to under one week.
Europe leads in market participation with over 43,000 monthly advertisers, while North America maintains the highest creative density at approximately 119 assets per advertiser.
Casino games have emerged as the second-largest spending category, recording a 14.5% year-over-year increase in market share.
Market Analysis
Advertising
In-Game Advertising
+2
SocialPeta
Dec 2024
Report
74 pages
2024 Global Mobile Games Marketing Trends & Insights
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.
Market Analysis
Advertising
In-Game Advertising
+2
SocialPeta
Dec 2024
Report
24 pages
Insights into Marketing Trends in Southeast Asian Mobile Games in 2024
Video-centric marketing is the dominant strategy in Southeast Asia, accounting for nearly 70% of all ad creatives across all mobile game genres.
Indonesia is the region's largest market by advertiser volume with 12.3K monthly advertisers, while Thailand leads in content intensity with over 100 creatives per advertiser.
The Southeast Asian mobile gaming market saw a 9.5% year-over-year increase in active advertisers, averaging over 20,000 per month between January and August 2024.
Market Analysis
Advertising
Southeast Asia
+1
SocialPeta
Oct 2024
Report
71 pages
Insights into Global Mobile Game Marketing & Ad Spend Trends for H1 2024
Monthly active advertisers in mobile gaming grew 33.7% year-over-year in H1 2024, surpassing 55,000 total advertisers.
Rewarded playtime has become a primary monetization driver, generating eCPMs 2.7 times higher than standard ad formats.
Video remains the dominant ad medium at 77% of total formats, though average monthly creatives per advertiser dropped to 105 as AI-generated imagery gains traction.
Marketing
Advertising
User Acquisition
+2
SocialPeta
Jun 2024
Report
44 pages
Q1 2024 Digital Market Index
The global digital gaming market reached $23.7 billion in Q1 2024, a 4.2% year-over-year increase driven primarily by subscription models and live-ops monetization.
Top-tier publishers consolidated their market position, capturing over 45% of global digital game sales as mid-size and indie developers faced increased pressure from rising user acquisition costs.
Mobile gaming trends shifted away from hyper-casual titles, which saw a decline of over 10% year-over-year, in favor of niche sub-genres offering deeper mechanics and social interaction.
Market Analysis
Advertising
Mobile
+1
Sensor Tower
Mar 2024
Report
40 pages
State of the Market 2023: An Annual Analysis of App Market and Advertising Activities
Video advertising is the primary revenue driver, experiencing a 37% growth on Android and a 16% increase on iOS during 2023.
Facebook and Instagram remain the dominant platforms for social advertising, serving as the primary channels for broad audience reach and engagement.
Android is outpacing iOS in video ad adoption, demonstrating a significantly stronger growth trajectory for video-based marketing strategies.
Market Analysis
Advertising
Global
+1
Apptica
Mar 2024
Report
21 pages
Marketing Insights into Global Mobile Games & Minigames in 2024
The mobile game advertising market is shifting toward higher creative turnover, with the proportion of advertisers releasing new creatives rising to 55% in the second half of 2024 and new creatives accounting for 65% of total ad volume.
WeChat minigames have become a significant market force, reaching RMB 60 billion in 2023 with a user base averaging one hour of daily engagement, led primarily by RPG/SLG hybrid titles.
Casino games saw over 10% year-over-year growth in advertising activity, while casual games experienced a 3% decline, and RPG and puzzle genres maintained stable market positions.
Marketing
Advertising
Mobile
+1
SocialPeta
Jan 2024
Report
21 pages
Marketing Insights into Global Mobile Games & Minigames 2024
Competition is intensifying through creative iteration, with over 72% of the 63,000+ monthly active advertisers releasing fresh ad content by September 2024.
The proportion of new market entrants has dropped below 7%, indicating a shift toward established players focusing on retention rather than market expansion.
Casino games have emerged as a growth leader with a 10% increase in advertiser volume, while casual game advertising has experienced a slight decline.
Marketing
Advertising
Creative Ads
+2
SocialPeta
Jan 2024
Report
29 pages
Liftoff Report: Mobile Ad Creative Index 2024
Gaming ads utilizing video or playable formats are over 20 times more likely to drive installs compared to banner ads.
Native ads represent the most cost-effective acquisition channel, averaging a $1.80 CPI across the analyzed verticals.
E-commerce apps achieve the highest install-to-action (ITA) rates exceeding 30% through native and banner formats, which also maintain the lowest acquisition costs between $2.57 and $3.23.
In-Game Advertising
Advertising
Marketing
+2
Liftoff
Jan 2024
Report
65 pages
The State of AAA Game Advertising
AAA game advertising peaked in 2023, with top live-service titles like Fortnite spending US$57M and major launches including Hogwarts Legacy, Diablo IV, and Call of Duty: Modern Warfare III each exceeding US$25M.
YouTube remains the primary advertising channel at 35% of total spend, though publishers are increasingly diversifying into Facebook, TikTok, and Instagram to reach broader audiences.
Activision Blizzard and Epic Games led the market in 2023, each allocating over US$70M to U.S. campaigns for both new intellectual properties and established franchises.
Advertising
Marketing
Sensor Tower
Jan 2024
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