Persona5: The Phantom X, the mobile spin-off of Atlus and SEGA’s blockbuster Persona 5 IP, officially launched in the U.S. market in late June 2025—and quickly soared to the top of the iOS free games chart. The launch follows the enduring global success of Persona 5 Royal, which, according to internal SEGA data, has now sold over 7.2 million copies worldwide as of June 2025. Leveraging this powerful brand legacy, the mobile title was supported by a robust user acquisition campaign. Based on data from AppGrowing, here’s a closer look at the game’s international ad strategy. Advertising Overview According to AppGrowing, Persona5: The Phantom X ran a total of 1,329 ad creatives, spanning 23 regions and 4 ad platforms. Rewarded […]

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%) […]

Adapted from the hit manga series Kaiju No. 8, which has sold over 18 million copies in Japan alone, Kaiju No. 8: The Game officially opened global pre-registrations in late April and is expected to launch by the end of August. Based on data from AppGrowing, this article examines the game’s international advertising strategy. Ad Campaign Overview According to AppGrowing, Kaiju No. 8: The Game has run a total of 2,569 ads across 6 regions and 9 ad platforms. Ad formats: In-Feed ads dominate the campaign, accounting for more than 96%, followed by Rewarded Video at about 3%. Creative formats: Video and image creatives are used almost evenly, with video making up approximately 50% (41% standard video, 19% vertical video) […]

The following analysis of mobile games marketing trends for May 2025 is based on advertising data from AppGrowing across 50 countries and regions, and 28 global media platforms. In the latest AppGrowing data on mobile game ad distribution by category, Casual, Entertainment, and Puzzle games ranked in the top three. Entertainment remained the top genre for new creatives, accounting for 28.58% of all new ads. Casual games showed strong creative refresh momentum, with new creatives making up 26.93%, narrowing the gap with Entertainment. Meanwhile, Puzzle, Adventure, and Arcade also exceeded 10% in new ad share. In terms of total ad volume, Casual and Puzzle again led the pack, with nearly identical levels of ad output. RPG, Simulation, and Entertainment rounded […]

Netmarble’s Seven Knights Re:BIRTH (세븐나이츠 리버스) recently launched in South Korea, swiftly climbing to the top of both the Google Play and iOS game revenue rankings. This article, based on data from AppGrowing, analyzes the advertising strategy behind its international rollout. Advertising Overview According to AppGrowing, Seven Knights Re:BIRTH has launched a total of 2,895 ad creatives across 12 regions and 11 ad platforms. The majority of these placements were in-feed ads, which accounted for over 63% of the total. Rewarded video ads followed, making up around 22%. In terms of creative formats, videos dominated, comprising over 62% of all ad creatives. Of these, horizontal videos made up roughly 33%, while vertical videos accounted for approximately 29%. Ad Volume Trends […]

Following the breakout success of Whiteout Survival, which sparked a wave of enthusiasm for the "simulation management + 4X" hybrid model, a number of publishers rushed to get in on the action.Most recently, EWORLD's prison-themed 4X game Lands of Jail has made a strong showing. According to Sensor Tower data, the game's revenue surged 342% in April alone, surpassing $4 million in combined iOS and Android revenue over the past month. The United States emerged as the top-grossing market, accounting for 33% of total revenue, followed by Germany with 13%. So, how did Lands of Jail leverage the unusual appeal of a prison setting to stand out? And what else contributed to its breakthrough performance in an increasingly saturated genre? […]

Netmarble has officially launched Game of Thrones: Kingsroad, a fully licensed MMORPG developed under HBO’s globally recognized Game of Thrones IP. Leveraging data from AppGrowing, this article offers a detailed analysis of the game’s international advertising strategy. Advertising Overview According to AppGrowing, Game of Thrones: Kingsroad has rolled out a total of 1,167 ads, spanning 41 regions and 4 ad platforms. In terms of ad format, rewarded video dominates the mix, accounting for more than 61% of total placements, followed by native ads at approximately 19%. As for creative formats, video content takes the lead, making up over 78% of all creatives. Of this, standard video represents around 50%, while vertical video accounts for 28%. Ad Volume Trends The campaign […]

At the end of April, Kakao Games officially launched the international version of ODIN:VALHALLA RISING—a Norse mythology-themed MMORPG developed using Unreal Engine 4. The game originally debuted in South Korea in 2021, where it continues to rank among the top-grossing titles. This strong domestic performance has set high expectations for its global release. This article analyzes ODIN:VALHALLA RISING’s international advertising strategy using data from AppGrowing. Advertising Overview According to AppGrowing, ODIN:VALHALLA RISING ran a total of 1,086 ads across 15 regions and 7 ad platforms.The majority of placements were in-feed ads, accounting for over 64%, followed by native ads at more than 16%. As for ad creatives, the mix between video and image formats was nearly even. Within the video segment, […]

At the end of April, NetEase officially launched the mobile version of its open-world survival game Once Human. Prior to its mobile launch, Once Human had already exceeded 20 million PC downloads globally, with 30 million pre-registrations for the mobile version, according to official figures. This article analyzes the game’s advertising strategy based on data from AppGrowing. Advertising Overview According to AppGrowing, Once Human ran a total of 4,052 ads across 42 regions and 11 ad platforms.The majority of placements were in-feed ads, accounting for over 41%, followed by rewarded videos at over 37%. In terms of creative formats, video dominated the campaign, making up nearly 86% of all ad creatives. Vertical videos alone accounted for close to 39%. Advertising […]

The following analysis of mobile games marketing trends for April 2025 is based on advertising data from AppGrowing across 50 countries and regions, and 28 global media platforms. In this month's breakdown of mobile game ad placements by genre, casino games saw a surge in new launches—new titles accounted for nearly 60% of all casino games currently running ads. Driven by this influx, the casino category overtook both casual and puzzle category to become the most advertised mobile game genre in April. However, in terms of ad volume, casual, puzzle, and RPG games remained the top three genres. Casino games, despite being highly dependent on paid acquisition, ranked only seventh in overall ad impressions. As for creative formats, video ads […]