MARVEL Mystic Mayhem, a new superhero IP mobile title co-developed by NetEase and Marvel, officially opened pre-registration across multiple global markets at the end of May.

With its full launch expected by late June, the game has already ramped up a large-scale user acquisition campaign. Drawing on data from AppGrowing, this article analyzes the game's advertising strategy in the lead-up to release.

Advertising Overview

According to AppGrowing, MARVEL Mystic Mayhem has launched a total of 3,336 ad creatives, spanning 29 countries and 8 ad platforms.

The vast majority of placements—over 95%—have been in-feed ads, followed by rewarded video, which accounts for roughly 3% of placements.

In terms of ad formats, videos dominate with over 68% share, including standard video (67%) and a small portion of vertical video (1%). Image creatives make up approximately 31% of total assets.

Ad Volume Trends

Pre-registration began in late May, accompanied by a gradual ramp-up in ad volume. Within two weeks, MARVEL Mystic Mayhem had surpassed 500 daily ad creatives.

As the official launch drew closer in mid-June, ad volume spiked dramatically, with daily placements exceeding 1,000, and peaking at over 1,500 creatives per day.

Primary Ad Platforms

NetEase has chosen Meta Ads as the main driver for its global UA campaign, accounting for 95% of total ad spend. Google Ads ranks second with a nearly 4% share.

Conclusion

AppGrowing’s data reveals a highly targeted and diversified advertising strategy behind MARVEL Mystic Mayhem. From platform selection to creative format allocation, NetEase has demonstrated a calculated and aggressive UA push to support its high-profile IP launch.

We hope this analysis offers valuable insights to marketers looking to optimize their own global advertising campaigns.