Advertising reports and market data
Documents
Guía sobre derechos de los consumidores, publicidad y protección de datos: España
The guide serves as a practical reference for video-game publishers, developers and marketers operating in Spain, outlining how consumer-protection, advertising and data-privacy regulations apply to digital game products.
- Digital game consumers in Spain are entitled to the same legal protections as physical goods buyers, including a mandatory 14-day withdrawal period and protection against abusive contract clauses.
- Data privacy regulations require explicit parental consent for processing the personal data of users under 14, necessitating documented verification procedures.
- Advertising standards strictly prohibit concealed sponsorships, misleading urgency, and fake reviews, while mandating that influencer promotions include clear sponsorship disclosures.
Insights into Global Mobile Game Marketing Trends for H1 2025
The first half of 2025 reveals a rapid shift in mobile-game user-acquisition toward AI-driven creative production, with short-form video, live-action clips and in-game audio ads now accounting for the majority of impressions.
- 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.
The Power of Marketing Mix Modeling
This analysis explores the transition from traditional last-touch attribution (LTA) to next-generation marketing mix modeling (MMM) within the mobile gaming industry.
- 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.
2025 Global Mobile Game Marketing Insights & Creative Breakdown
The 2025 Global Mobile Game Marketing Insights & Creative Breakdown provides a comprehensive analysis of the mobile advertising landscape, focusing on the evolution of ad creatives across more than 80 countries and 80 ad channels.
- 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.
7 Habits of Incredibly Effective Gaming Jedis: Special Edition
Achieving long-term success in the gaming industry requires a strategic shift away from the constant pursuit of new titles toward the cultivation of sustainable growth and long-tail engagement.
- Long-term studio success requires shifting focus from constant new title development toward sustainable growth and long-tail engagement for existing intellectual property.
- Studios should balance creative vision with rigorous, data-driven operations, using data to enhance the player experience rather than dictate design decisions.
- In the 2025 mobile market, developers must implement hyper-segmentation and hybrid monetization models to maximize lifetime value.
Unlocking Attribution with TikTok and AppsFlyer
The mobile marketing landscape is undergoing a fundamental transition as traditional last-click attribution models prove increasingly inadequate for capturing the complexities of modern consumer journeys.
- The industry is moving away from last-click attribution models, which favor intent-based search platforms and fail to accurately measure the impact of interest-based channels like TikTok.
- Advertisers should adopt a holistic measurement framework that integrates incrementality testing and media mix modeling to account for multi-touch interactions and full-funnel ad performance.
- To navigate tightening privacy regulations, companies must transition from deterministic tracking to privacy-safe signal capturing methods, including conversion APIs and data clean rooms.
2024 Global Mobile Games Marketing Trends & Insights
The global mobile gaming industry is currently defined by extreme market concentration and a fundamental shift in monetization and marketing strategies.
- 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.
Unlock Your Game's Next Level with TikTok
TikTok serves as a vital engine for mobile game growth, offering developers a strategic pathway to scale user acquisition and deepen player engagement.
- The 'Q5' period, spanning mid-December through January, offers a 13 percent reduction in cost-per-mille rates, providing a strategic window for cost-effective user acquisition.
- Utilizing TikTok's LiveOps tools, such as Smart Plus and value-based optimization, can increase in-app purchase spending by 1.6 times while simultaneously reducing acquisition costs by up to 28 percent.
- Developers should adopt a hybrid-casual model that integrates midcore mechanics and live events to extend product life cycles and improve long-term retention.
Creative trends in Mobile Games - October 2024
The mobile gaming industry is currently defined by a strategic shift toward aggressive, high-production advertising that prioritizes emotional engagement and viral tropes over accurate gameplay representation.
- Revenue performance in mobile gaming currently outweighs the importance of user reviews, as evidenced by games like Kingdom Guard maintaining high revenue despite user complaints about misleading ads.
- Creative strategies in mobile gaming are increasingly characterized by rapid iteration and the cross-pollination of mechanics, such as incorporating 'Idle Lumber' wood-stacking elements or 'Mob Control' style gameplay into diverse game genres.
- Successful ad creatives frequently utilize high-emotion hooks and 'micro-learning' narratives, such as text-heavy stories overlaid on stock footage, which are proving effective even for established titles like Subway Surfers.
AdMob Mediation: Top Tips and Best Practices
AdMob serves as a foundational pillar for mobile game monetization, offering high-quality ad inventory and reliable account management.
- Implement a mediation strategy immediately after soft launch by integrating Mintegral, AppLovin, and Unity alongside Google’s native inventory to create a competitive bidding environment.
- Maintain a lean ad stack by removing any mediation partners that contribute less than five percent of total revenue to reduce technical overhead and ensure app stability.
- Perform manual optimization of non-bidding waterfall price points every one to two weeks to maximize eCPM until real-time bidding becomes the industry standard.
Creative Trends in Mobile Games - September 2024
The mobile gaming landscape is currently defined by a strategic shift toward high-production creative assets and the aggressive integration of hyper-casual mechanics into more complex genres.
- Market leaders like Royal Match and Last War are reducing cost-per-install (CPI) metrics by 30% to 50% by utilizing high-production creative assets and altered gameplay advertisements.
- The mobile gaming industry is increasingly adopting a hybrid-casual model that blends high-fidelity, Pixar-style CGI with familiar, iterative gameplay loops.
- Developers are systematically repurposing legacy mechanics from classic titles such as Zuma, Coin Dozer, and Helix Jump to refresh gameplay through asset swapping.
Panel: User Acquisition in 2024 & Beyond.
The landscape of user acquisition in 2024 is defined by a strategic shift toward channel diversification and the integration of advanced technology.
- User acquisition strategies must shift away from reliance on top-tier platforms toward a diversified ecosystem including web-first launches, alternative app stores, and Connected TV.
- Marketers are transitioning to probabilistic attribution models to address the industry-wide challenges of privacy regulations and signal loss.
- AI should be utilized as a tool for optimizing creative assets and predicting high-value player behavior rather than a replacement for human creative strategy.