Have you ever found yourself in a situation where your ad performance just won't budge, no matter how much you "fix" the campaign? Usually, our first instinct is to check the settings: the bidding strategy, audience targeting, or even the budget. But here's the frustrating reality: even with these optimized setups, many ads struggle to get moving and fail to even pass the cold-start phase. This isn't just a streak of bad luck. It's because the rules of the game have changed: Meta has fundamentally rewritten the rules of ad delivery, quietly shifting its focus from manual campaign adjustments to the actual content of your ad. 01 From Matching to Mind Reading For a long time, Meta's algorithm acted like a matchmaker. It paired users […]

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 […]

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 […]

On February 19, Gravity’s latest RPG, Ragnarok Idle Adventure Plus, was officially launched in the overseas market. The game retains the original art style of the IP while incorporating a “Idle + MMO” gameplay model, emphasizing a casual and relaxing gaming experience. This design aligns well with the current trend of "fragmented entertainment" and user preferences. This article, based on AppGrowing's data, will analyze its advertising strategy and reveal the reasons behind its success. Advertising Strategy Overview According to AppGrowing data, Ragnarok Idle Adventure Plus has run a total of 22,793 ads, spanning 32 regions and 11 advertising platforms. Ad Formats: Interstitial ads dominate, accounting for over 55%, followed by In-Feed ads, which make up more than 36%. Ad Creatives: […]

Recently, Joy Net Games’s new RPG 不休旅途：繪卷世界 opened for pre-registration in Hong Kong, Taiwan, and Macau, securing the top spot on the iOS pre-registration rankings. This article, based on AppGrowing's data, will analyze its advertising strategy and reveal the reasons behind its success. Advertising Strategy Overview Based on AppGrowing’s data, 不休旅途：繪卷世界 has launched 2,004 iOS ads across 19 regions and seven advertising platforms. Ad Format Distribution: In-feed ads dominate, accounting for over 88%, followed by rewarded videos at over 7%. Creative Format: Video ads make up more than 75% of the total advertising materials. Ad Volume Peaks Over the past month, 不休旅途：繪卷世界 has seen a significant increase in ad placements. On February 28, the game’s daily ad volume exceeded 600, marking its current […]

At the end of last year, Vizta Games launched its new strategy game Magic Chess: Go Go in multiple regions worldwide. Over the past week, the game has surpassed 6.45 million downloads on Google Play, ranking second in the Google Play download charts. This article, based on AppGrowing's data, will analyze its advertising strategy and reveal the reasons behind its success. Advertising Strategy Overview According to AppGrowing's data, the Android version of Magic Chess: Go Go ran 20,584 ads across 13 regions and 10 advertising platforms. The ads were primarily Rewarded Video ads, making up more than 36% of the total, followed by Interstitial ads, which accounted for over 32%. In terms of creative materials, video ads were predominant, comprising […]

In the latest edition of SensorTower’s Global Revenue Rankings for Chinese Mobile Game Publishers, Microfun has surpassed Papergames and 37 Interactive Entertainment, securing the sixth position on the list. This achievement is attributed to two of its merge games—Gossip Harbor: Merge & Story and Seaside Escape: Merge & Story. In November last year, these two games topped the global merge game revenue rankings, with Gossip Harbor even surpassing Genshin Impact, reaching Top 4 on the global mobile game revenue chart at the time. Earlier, AppGrowing conducted a follow-up report on Gossip Harbor. In brief, Gossip Harboris a Merge-2 (two-in-one) game that follows the classic cycle of “tap to generate items, merge items, complete orders, earn coins, renovate.” However, the game […]

At the end of last year, Rollic Games launched its new puzzle game, Color Block Jam. By the end of January this year, the game’s ranking on the US iOS Free Games Chart started to surge and has now reached the top three. This article will analyze its advertising strategy based on AppGrowing data and reveal the factors behind its success. Advertising Strategy Overview According to AppGrowing data, Color Block Jam ran a total of 1,039 ads, covering 35 regions and 8 advertising platforms. The majority of the ads were In-Feed ads, accounting for over 84% of the total. In terms of creative materials, the game primarily used videos, which made up over 91% of the total ads. Ad Volume Peaks […]

Archero 2, the sequel to Archero, has demonstrated impressive performance in the Hong Kong, Macau, and Taiwan regions, breaking into the top three on the iOS gaming revenue charts in all three markets. This article analyzes its advertising strategy based on data from AppGrowing, uncovering the reasons behind its success. Advertising Campaign Overview According to AppGrowing, Archero 2 has launched a total of 1,844 ads on iOS across 36 regions and 7 advertising platforms. In the past week alone, the game rolled out 1,143 ads, with the daily peak occurring on November 22, when over 1,100 ad groups were deployed in a single day. The majority of these ads were in-feed ads, accounting for more than 92%. The strength of […]

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, […]