The old era is over. Since 2025, the global mobile-ad landscape has undergone a structural shift. Under AI-driven algorithms, major ad platforms have moved from "tag matching" to "content understanding". The traditional two-tower model is now passé, replaced by interactive towers that semantically match audiences likely to perform interactive actions — in this context, creative becomes the new targeting. Source：《Hierarchical Structured Neural Network: Efficient Retrieval Scaling for Large Scale Recommendation》 The Strategic Shift: AI vs. AI Marketers now face a critical choice: continue inefficiently scaling volume, or adopt strategy-level AI tools to respond to algorithmic change and build reusable formulas. AppGrowing and Youdao Ads released AI vs. AI: Global Mobile Games & Apps Trends 2026 to help marketers answer: […]
2025 年，海外移动广告市场仍保持平稳发展的势头，手游与非游应用的在投 App 数同比均明显提升。 手游方面，2025 年第一季度，AppGrowing 国际版 监测到将近 5 万款手游 App 在海外市场投放了广告，同比 2024 年第一季度提升了 30.6%。非游应用方面，海外非游应用市场的在投产品数约 10.9 万，同比 2024 年第一季度增长 43.7%。 AppGrowing 国际版 五周年庆之际，AppGrowing 正式发布《全球移动市场广告创意与策略分析白皮书(2025Q1)》。 本报告旨在通过 AppGrowing 的全球移动广告策略分析方案，深入分析 2025 年第一季度海外手游 & 非游应用广告市场的主要趋势和关键厂商的营销动态，揭示不同类型厂商如何根据市场变化调整其广告策略。 在这份报告中，我们还对混合休闲游戏、小游戏、短剧、网文小说、AI 应用等热门赛道进行了重点分析。以下为报告内容节选，完整内容详见《全球移动市场广告创意与策略分析白皮书(2025Q1)》PDF 原文。 AppGrowing 观察到，近一年来，已经有 15 款混合休闲手游的总流水突破 500 万美元。从上线时间来看，混合休闲的爆发节点在 2023 年。投放方面，整体表现较为克制，Q1 广告量突破 1 万组仅有《Mob Control》和《Goods Puzzle》这两款游戏。 过去的 2024 年，以《菇勇者传说》为代表的 7 款小游戏 like 出海产品实现过亿营收，向市场证明了小游戏出海的潜力，吸引到包括君海游戏、卓杭网络等厂商跟进这一赛道。随着越来越多产品加入竞争，小游戏正在经历玩法创新的爆发期，过去一年相继涌现出轰隆隆like、背包like、LD like 等新玩法。 AppGrowing 国际版 “AI 网站排行”数据显示，现阶段 AI 网站以 PWA 为主，聊天机器人、AI 生成艺术、大型语言模型分别以 34.3%、22.8% 和 19.5% 的产品占比，位列AI 网站标签排行前三。 AI 应用方面，第一季度 AI 应用仍保持着稳健增长趋势，整体在投 App 数量环比增长 5%， AI 文本生成、AI 伴侣和 AI 引领品类投放并且保持稳定增长。 在小说赛道，英语依旧主导海外小说市场，第一季度占比高达 71.6%，但随着厂商对拉丁美洲和东南亚市场的重视程度不断提升，葡萄牙语、西班牙语、泰语和印尼语等小语种也开始崛起。 具体到产品投放，中国厂商领跑小说类应用投放，根据 AppGrowing 国际版 数据监测，Q1 海外短剧类产品投放 TOP 20 榜单，有 16 款产品出自中国厂商之手，无限进制旗下《Dreame》登顶投放榜。 短剧方面，海外在投作品受众以女性用户为主，Q1 女频作品占比高达 75.7%。占比前三的题材标签为总裁/神豪、闪婚和虐恋，分别占据26.8%、19.3% 和 16.1%，可见两性情感类题材依旧占据主流。 具体到产品投放，中国厂商同样主导头部买量市场，Q1 海外短剧类产品投放 TOP 20 榜单，有 19 款产品出自中国厂商之手，仅乌克兰厂商 Holy water 的《My Drama》拿下榜单第十的位置。 更多市场大盘数据复盘、热门赛道营销趋势洞察及关键厂商发行策略，详见《全球移动市场广告创意与策略分析白皮书(2025Q1)》。点击下方链接，即刻获取完整 PDF 版报告。 *本报告由有米云旗下 AppGrowing 出品，报告中所有的文字、数据、图表均受有关商标和著作权的法律保护。部分数据、文字或图片素材采集于公开信息，仅为说明问题之引用，所有权为原作者所有。 未经允许，不得以任何形式或手段复制、抄袭、影印、翻译本报告的任何部分。凡转载、摘编或利用其它方式使用本报告文字、数据、观点的，应注明“来源：AppGrowing”，同时不能删减或改写内容。 报告内容仅供一般性参考，不应视为针对特定事务的意见或依据。 关注公众号“AppGrowing出海观察”，或立即注册 AppGrowing […]
In 2024, the global mobile advertising market steadily advanced amidst challenges and opportunities. Publishers generally faced concerns over traffic and revenue due to the slowdown in global market growth. At the same time, their various attempts to break through this anxiety have given rise to new market trends. For mobile games, mini-games continued to gain traction, reshaping the existing landscape of the global mobile gaming market. The rise of W2A (Web to App) advertising, along with the further application of AIGC in both gameplay content and ad marketing, has provided publishers with new strategies to overcome traffic concerns. For non-gaming apps, the rise of short drama apps and AI applications contributed to an overall positive growth trend in the number […]
In H1 2024, the global mobile game advertising market continued to show signs of recovery. Over 6,000 new mobile games launched advertising campaigns in the second quarter, marking a significant increase from the first quarter. However, if we look back at the data from 2023, it is evident that since Q4 2023, there has been a steady decline in ad volume in the global mobile gaming market. Game developers are adopting a more cautious approach to user acquisition through advertising, reflecting the increasing competition in the international mobile game advertising arena. Despite this, as advertising has become a standard method for acquiring users, game companies still place significant emphasis on marketing. Meanwhile, Chinese developers remain actively engaged in overseas markets, […]
In the fast-paced world of mobile gaming, where user attention is a scarce resource, the art of advertising has become as crucial as the games themselves. At AppGrowing, we've been closely monitoring these trends, illuminateing the path for developers and marketers alike, and guiding them through the labyrinth of modern advertising strategies. AppGrowing's latest white paper, "Strategy and Creativity on Mobile Game Advertising 2024 Q1", distills the essence of what's working, what's new, and what's next in mobile game advertising. In this article, we'll share a glimpse into our findings and how they can empower your marketing efforts. Click to Access the Full PDF The Hybrid Casual Revolution The hybrid casual game is emerging as a powerhouse in the […]
2024 年第一季度，AppGrowing 国际版 监测到约 3.6 万款手游 App 在海外市场投放了广告，这一数字同比 2023 年第一季度提升了 25.8%，环比 2023 年第四季度增长了3.3%。其中，约 1.3 万的手游为首次投放广告，环比低于 2023 年第四季度，但相较于 2023 年第一季度仍有一定的增长。 尽管第一季度可能不是大多数游戏公司选择发布新游的首选时间，但两组数据整体上仍显示出海外手游市场的活力和增长势头，同时也反映出游戏行业对市场的信心以及对广告作为推广手段的重视。 AppGrowing 国际版 四周年庆之际，我们正式发布《游戏出海移动广告创意与策略白皮书（2024Q1）》。 这份报告详细分析了 2024 年第一季度的海外手游广告市场趋势，探讨了混合休闲游戏的崛起、中重度游戏的副玩法买量策略，以及 AI 技术在广告创意中的应用，为广大出海从业者提供有关行业发展、市场趋势和竞争分析的深入见解。 透过这份数据，我们观察出以下三个市场演变趋势： 混合休闲游戏的崛起推动了广告创意内容的进化，要求广告团队不断探索新的创意表现形式，以更精细化的内容吸引高价值玩家的注意力。 中重度游戏正在竞相追逐副玩法买量策略，但该策略是一把会同时影响获客成本与玩家留存的双刃剑，更考验游戏厂商的市场团队能否及时捕捉潜力新玩法，并积极反馈到游戏的副玩法设计过程中。 有效利用 AI 技术，可以降低成本并提高工作效率，但同时也对广告团队提出了更高的技术和策略要求。 无论是产品类型转变所引发的广告内容创新，还是技术爆发所带来的工作流变革，快速演变的外部趋势都对广告营销策略产生了深远的影响。面对日益复杂的海外手游市场，游戏厂商更需要提升自身数据驱动能力、本地化适配能力以及创意捕捉能力。 因此，除了具体的营销策略和创意分析，现阶段游戏厂商还需要从宏观角度审视整个市场和竞争对手的战略布局，例如头部厂商如何分配他们的广告投入，以及哪些产品的广告投入正在飞速增长，以形成“市场整体趋势→竞对战略布局→产品营销策略变化→广告创意精细化分析”的策略全面分析体系。 以 4399 的《菇勇者传说》为例，这款爆款小游戏陆续上线了中国港台、日本、韩国、欧美等市场，但是产品的具体广告投入分配是什么样的？通过 AppGrowing 国际版 的“全球发行洞察”功能，我们可以快速触达厂商视角下的全球布局策略。 我们从该厂商 1-3 月的广告量 Top 产品列表可以看到，韩国是《菇勇者传说》投入最多的市场，1 月和 2 月均是韩服拿下广告量第一，直到 3 月国际服上线，4399 才将营销重点转移到国际服的上线大推上，但韩服的广告量仍排在第二位。 游戏厂商对不同地区市场的广告投入占比，一定程度上也能反映出该厂商的差异化出海营销思路。比如我们观察网易的海外广告投放地区分布，可以看到欧美和拉美是主要投放地区。日本是网易出海的主力市场，有着《荒野行动》《第五人格》等长线爆款产品，但本土发行更多注重品牌营销，因此网易并未对其投入过多广告，仅以小规模买量维持稳定曝光。 流量竞争内卷之下，广告营销团队需要进一步细化广告行为动向分析，结合游戏产品的运营周期，将广告投放行为划分为多个具有特定目标和策略的阶段，如预热期、大推期、稳定期、节点营销期等。通过对产品营销周期不同阶段的对比分析，市场团队能够更加精准地洞察竞对和调整广告策略以适应产品在不同营销周期阶段的需求，从而实现阶段性的市场目标。 比如我们通过分阶段分析《Honor of Kings》在第一季度的广告数据，可以清晰地观察到其在全球市场布局中的策略调整和重心转移。广告投放从最初的以巴西市场为主，到后来的向中东和北非地区扩张，这一策略调整显示了其对不同地区市场潜力的评估和把握。 更多市场大盘数据复盘、出海营销趋势洞察及厂商发行策略分析，详见《游戏出海移动广告创意与策略白皮书（2024Q1）》原文。点击下方链接，即刻获取报告完整PDF。 *以上相关广告素材由 AppGrowing 国际版 采集于公开之信息，仅为研究分析所用，相关版权归原著者所有。内容仅供一般性参考，不应视为针对特定事务的意见或依据。 关注公众号“AppGrowing出海观察”，或立即注册 AppGrowing 国际版 了解更多移动广告策略分析。 MORE： 2021 Mobile Games Advertising White Paper A glance at the global mobile games advertising for 2021, publishers thrive and the number of global mobile game advertisements keeps growing fast. Media buying is still the key user acquisition method for mobile game advertisers. ... Q1 2023 Mid Core & Hard Core Mobile Games Global Advertising Report 2022 was a year of advertising contraction for the global mobile gaming industry, a trend that continues into Q1 2023,... Annual Report: 2023 Global Mobile Game Advertising Trends The global mobile gaming market returns […]
The global mobile gaming market returns to a positive state in 2023 compared to 2022, when advertising contracted. According to AppGrowing, global game ad volume grew a whopping 26.5% YoY in 2023, as the game industry returned to a high-input & high-output pattern. Specifically for categories and publishers, in 2023, we see more developers and games breaking through the red ocean of competition. For example, Century Games' Whiteout Survival has pioneered the "icy survival theme + light SLG" genre. Scopely's mobile game MONOPOLY GO! has become the dark horse of the casual category in 2023, with revenues of more than $1 billion in seven months. In addition to category innovation, more publishers have broken the growth bottleneck with the creative […]
2022 was a year of advertising contraction for the global mobile gaming industry, a trend that continues into Q1 2023, with developers showing a more cautious approach to new releases and advertising campaigns. AppGrowing, together with Youxiputao.com and diandian.com, released Q1 2023 Mid Core & Hard Core Mobile Games Global Advertising Report in order to help practitioners in the mobile game industry to better grasp the changes in the global market. The report provides a systematic review and analysis of market revenue and download volume, advertising, game categories and market development. The following are extracts from the report, and the full report is available at the end of this article. 01 Mobile Game Market Summary According to diandian.com, in Q1 […]
2022 is a year when the global mobile game industry enters a downward cycle. Various market research institutions generally predict negative growth in global mobile game revenue in 2022. AppGrowing’s data monitoring of the mobile advertising market outside mainland China also found that the proportion of mobile game advertisers in 2022 declined year-on-year, which reflects the contraction of the global mobile game industry. In order to help practitioners in the mobile game industry more fully understand the changes in the global mobile game market, AppGrowing released the "2022 Mobile Game Advertising White Paper", which interprets the 2022 mobile game marketing situation from the perspectives of market trends, category analysis, and top advertiser cases. The following is a summary of the […]
In the first half of 2022, the restart of releasing Video Game Licenses has brought a "light spring rain" to China’s domestic mobile game market. On the other hand, the wave of Chinese mobile games going overseas still goes on, and more and more industry players are joining. Data form AppGrowing shows that in the first half of 2022, the number of global mobile game ads has shown an increasing trend, and the competition for top traffic among mobile games from all over the world is constantly intensifying. In order to observe the changes of advertising in the global mobile game market comprehensively, AppGrowing has released the "2022 H1 Global Mobile Game Advertising White Paper", interpreting the data about advertising of global mobile games in the […]