In terms of ad volume, Casual, Puzzle, and Simulation games led the charts. However, when looking at unique creatives, Casino games outperformed Simulation, Action, and RPG categories—indicating a stronger reliance on creative diversity to sustain performance.
Creatives continue to skew heavily toward video, which accounted for 70.52% of total ads, while image ads dropped slightly to 25.76%, continuing a gradual decline since Q1. Most video creatives still fall within the 16–30 second range (42.86%), though this share has softened. Meanwhile, longer formats (30s+) are gaining traction, suggesting a shift toward more layered storytelling in UA creatives.
01. Top Mobile Game Developers & Mobile Games
According to AppGrowing data, the top mobile game advertisers in April were Oakever Games, Jockey Games, and SayGames Ltd.
Among them, Jockey Games climbed to No.2, driven by heavy promotion of titles such as Bike Stunt 3D Bike Racing Game and Bmx Stunt Offroad Bicycle Game. Both games center around BMX and stunt racing, emphasizing off-road tracks, aerial tricks, and obstacle challenges—highly visual gameplay elements that translate well into ad creatives.
Several developers also saw notable ranking jumps. hRango surged from No.28 to No.6, while Variety Vista climbed from No.26 to No.9.
Across the Top 30 advertised games, most titles saw a decline in ad volume month-over-month. PUBG MOBILE in particular experienced a significant drop of nearly 40%.
In contrast, driving, stunt, and vehicle simulation games stood out as this month’s breakout category. Titles like Bmx Cycle Stunt Racing Games, Vehicle Drive Masters Car Game, and Taxi Simulator Driving Car 3D all gained traction, reinforcing a clear trend: simulation-heavy gameplay with strong visual feedback is gaining momentum in UA.
02. Top Pre-registering Games & Creative Selling Points
Top Pre-registering Games
From a regional perspective, Southeast Asia, South Asia, and East Asia remained the primary markets for pre-registration campaigns. The titles in this segment skew heavily toward mid-to-hardcore games and IP-driven projects.
Several high-profile releases are based on well-known franchises:
- Game of Thrones: Dragonfire — based on Game of Thrones
- Avatar: Realms Collide — based on Avatar: The Last Airbender
- Ragnarok: The New World — based on Ragnarok Online
Beyond external IPs, sequels built on proprietary franchises are also gaining traction. RF ONLINE NEXT, developed and published by Netmarble, continues the legacy of RF Online. The game previously performed strongly in Korea, topping the Google Play grossing chart and maintaining a leading position.
Chinese developers are also actively expanding overseas. Notable games in this cycle include:
Among them, Tomb Busters stands out as a light horror co-op experience. While it launched earlier in China, it is currently gaining stronger traction overseas. Its gameplay centers on team-based exploration, jump scares, and proximity voice chat, creating a chaotic social experience similar to Lethal Company on PC.
Creative Selling Point Trends in April
This format translates particularly well to short-form platforms like TikTok and YouTube, where unscripted reactions, team interactions, and jump-scare moments naturally drive organic engagement.
From a creative perspective, gameplay footage remains the dominant selling point. Compared to high-cost cinematic or CG-heavy ads, raw gameplay allows users to immediately grasp the experience.
Other high-performing angles include:
- Contrast-driven impact (before/after, win/lose scenarios)
- Reward and achievement loops
Emerging creative themes also align closely with product trends. For example, road-condition simulation and in-car cockpit views are gaining traction alongside the rise of vehicle simulation games. Both approaches aim to deepen immersion.
At the same time, more creatives are borrowing from short-video content logic: everyday scenarios reduce user resistance to ads, while interactive tension and playful conflict increase emotional engagement and watch time.
03. FunPlus Global Advertising Strategy
According to AppGrowing, Shengqu Games focused its April UA efforts on Fantamon: Idle RPG, targeting primarily Europe and North America.
As one of China’s earliest online game companies (formerly Shanda Games), Shengqu has historically been known for operating legacy IPs and adapting PC titles into mobile formats. Fantamon: Idle RPG, however, represents a relatively rare original IP initiative in its recent portfolio.
From a campaign perspective, the game maintained a stable advertising presence throughout April, with a noticeable spike around April 20. This surge was primarily driven by increased spend across key European markets. Notably, the game also rolled out updates on both the App Store and Google Play in Middle Eastern markets prior to this spike.
In terms of product design, Fantamon: Idle RPG is a light fantasy idle RPG built around creature collection and progression. Players collect and train “Fantamon,” forming teams for combat and exploration. Its core loop follows a familiar structure: capture → upgrade → evolve → battle → repeat.
This positioning is clearly reflected in its creatives.
One high-performing ad follows a classic “strong interaction + visual guidance” approach. It opens with multiple characters running and descending from the sky, quickly establishing visual intrigue. This is followed by fast-paced editing synced to dynamic background music, showcasing character models, skill effects, and expansive environments—reinforcing a sense of stylish, collectible, and visually rich gameplay.
The creative concludes with a reward-driven CTA, featuring redeemable codes to further incentivize installs.
