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 […]

According to Sensor Tower, Century Games' Whiteout Survival has raked in a staggering $2 billion in global in-app purchase revenue—this figure excludes China's third-party Android channels. As the title celebrates this milestone, AppGrowing has detected the emergence of a new 4X game from Century Games that is beginning to make waves across global markets. In just one month, the game—Kingshot—climbed from around No. 200 to the top 50 on the U.S. iOS grossing charts. It also broke into the top five of the free games ranking and the top 100 grossing games on South Korea's Google Play store. After hands-on testing, it's clear that Kingshot signals Century Games' ambition to replicate the success of Whiteout Survival. 01.Medieval Theme Meets Casual […]

Here is an analysis of the global non-gaming App user acquisition marketing trends for March 2025, based on ad data from 50 countries/regions and 28 global media platforms, according to AppGrowing's report. In March 2025, Shopping, Tools, and Finance remained the top three app categories by share of active ad campaigns in global markets, mirroring the trends observed in February. Notably, Tools reclaimed the top spot in terms of new app launches, accounting for 13.55% of all new entries, while Entertainment also saw strong momentum, surpassing the 10% mark. In terms of advertising volume, Shopping apps continued to dominate, with their total ad impressions increasing further. They were followed by Entertainment, Tools, Travel, and Life apps—suggesting a broader surge in ad […]

The following analysis of mobile games marketing trends for March 2025 is based on advertising data from AppGrowing across 50 countries and regions, and 28 global media platforms. According to AppGrowing, casual, puzzle, and casino games remained the top three categories by share of mobile games advertising in March. Among newly launched titles, casino games led the pack with 34.62% of all new ad campaigns, followed by casual games at 22.09%. In terms of ad volume, both casual and puzzle games saw more than 1.2 million ads deployed, ranking first and second respectively. Notably, action games overtook strategy titles to break into the top five. Video creatives continued to dominate ad formats, accounting for 74.93% of all ads, while image […]

Last month, IYAGAME launched pre-registration for its prison-themed simulation + 4X mobile game, Lands of Jail, across Hong Kong, Macao, Taiwan, Japan, and South Korea. According to AppGrowing’s "Top Pre-Register" ranking, the game secured 2nd place on the App Store and 1st place on Google Play, demonstrating strong pre-launch momentum. Advertising Strategy Analysis Advertising Performance Based on AppGrowing data, Lands of Jail has deployed a total of 2,355 ad creatives, spanning 35 regions and 6 ad platforms. The majority of ads are In-Feed, accounting for over 95% of the total. In terms of creative formats, images make up 51%, while vertical videos account for 46%, achieving a relatively balanced mix between static and video content. Advertising Volume Peaks The game […]

In the latest global revenue rankings for Chinese mobile game publishers released by Sensor Tower, Leniu Games made its debut at No. 27. Leniu Games has long been associated with aggressive user acquisition, but as the mobile internet dividend fades, the company has actively joined the sweeping wave of transformation. Globalization is one of the key themes of this transformation. However, in previous years, Leniu Games had little presence in the global market—until now, when a single title propelled it to No. 27 on the list. 01.Breaking New Ground with a Single Product I9: 인페르노 나인 (hereafter referred to as I9) was the key driver behind Leniu Games' recent success. Not only did it break into the fiercely competitive South […]

According to data from the China Audio-video and Digital Publishing Association, the overseas revenue of China's online literature industry reached RMB 4.35 billion in 2023, marking a year-on-year growth of 7.06%—a sharp decline from the 39.87% growth seen in 2022. Once a booming sector that attracted major players such as ByteDance and Xiaomi, the market is now showing clear signs of slowing down. As the industry enters a new phase, with the wheat separated from the chaff, which players are still vying for dominance in the global market? 01 | Beyond Infinity Technology (无限进制) Founded in 2020, Beyond Infinity Technology traces its origins back to STARY (星阅科技), which launched its global-facing novel app Dreame as early as 2018. To refine […]

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 […]

Here is an analysis of the global non-gaming App user acquisition marketing trends for February 2025, based on ad data from 50 countries/regions and 28 global media platforms, according to AppGrowing's report. In February 2025, the top three categories by share of active advertising apps in the global market were shopping, tools, and finance. However, the category with the highest share of newly launched advertising apps for the month was entertainment, while tools also accounted for over 10% of the total. In terms of advertising volume trends, shopping apps continued to be the main driver of ad spending, followed by entertainment, tools, travel, and finance. The travel category saw a significant increase in ad volume, entering the top five for the […]

The following analysis of mobile games marketing trends for February 2025 is based on advertising data from AppGrowing across 50 countries and regions, and 28 global media platforms. In this period's ranking of global mobile game advertising distribution by category, casual, puzzle, and casino games secured the top three positions. In terms of new apps, casino games led with a 31.76% share, followed by casual and arcade games. Additionally, adventure and puzzle genres also saw new ad proportions exceeding 10%. Casual and puzzle games continued to dominate in ad volume, claiming the top two spots, while RPGs reclaimed the third position on the leaderboard. Video remains the dominant ad format, accounting for 72.38% of all materials, with image ads making […]