Destiny: Rising is a sci-fi RPG shooter mobile title jointly developed by NetEase and Bungie, based on the Destiny IP and set in a parallel timeline during the post-Dark Age.
The game launched its first closed Alpha test on November 1, 2024, and was officially released worldwide on August 27, 2025.
This article draws on AppGrowing data to analyze Destiny: Rising’s advertising strategy.
Advertising Overview
According to AppGrowing, the Android version of Destiny: Rising ran a total of 1,829 ads, spanning 26 regions and 11 platforms.
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In-Feed ads accounted for over 71%, followed by Rewarded Video (17%) and Native (6%).
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In terms of creative format, videos made up nearly 80%, with standard video ads exceeding 40% and vertical video close to 39%. Static images accounted for around 20%.
Ad Volume Peaks
Pre-registration opened on the App Store in late May and on Google Play in early July. However, large-scale advertising only began in late July, roughly one month ahead of the global launch.
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Initial campaigns were modest, with around 200 creatives per day through early August.
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By mid-August, daily volume surged past 500 creatives, peaking at nearly 850, and remained at consistently high levels thereafter.
Primary Platforms
Destiny: Rising relied heavily on Meta Ads, which accounted for more than 72% of placements. Google Ads followed with a 22% share.
This concentration reflects Meta’s broad user base and targeting precision, which enable more efficient audience reach and higher conversion rates.
Conclusion
The advertising campaign for Destiny: Rising demonstrates a well-calibrated and diversified strategy, combining channel concentration with creative variety.
For marketers, the case illustrates how timing ad bursts around key launch windows and leveraging Meta’s performance advantages can maximize pre-launch momentum and post-launch user acquisition.
