Over the past year, AI-powered apps have entered a phase of rapid growth. According to data from AppGrowing, the number of active AI app campaigns in Q4 2024 rose by 20% compared to Q1. While mature markets like North America and Europe remain key battlegrounds, emerging regions such as Southeast Asia are drawing increased attention for their vast untapped potential. As competition intensifies, the question for developers is how to seize the opportunities these emerging markets present. One answer may lie in the strategies of local players. Vietnamese developer Xtech began exploring the AI space in late 2023 and has since made generative AI its strategic priority for 2024. The company recently launched PixArt: AI Photo Generator (hereafter referred to […]

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 last month, Kunlun Tech released its 2024 financial report, introducing two new revenue segments: "AI Software Technologies" and "Short Drama Platforms.” The latter proved particularly noteworthy, generating over RMB 167 million (approx. $23 million), accounting for 2.96% of total revenue. Among these, DramaWave, launched in the second half of 2024, received prominent attention. According to the report, by the end of March this year, the app had achieved an annualized revenue run rate (ARR) of approximately $120 million and surpassed 10 million monthly active users (MAUs), placing it among the top five players in the sector. Launched in September 2023, DramaWave entered a market already dominated by early movers such as ReelShort, ShortMax, and DramaBox, all […]

Here is an analysis of the global non-gaming app user acquisition marketing trends for April 2025, based on ad data from 50 countries/regions and 28 global media platforms, according to AppGrowing's report. In April 2025, tool apps surpassed shopping apps to become the most heavily represented category among actively advertised non-gaming apps. Tools also accounted for the highest share of newly launched ad campaigns, comprising nearly 14% of all new advertising apps this period.Finance maintained its position as the third-largest category by active app volume. Despite maintaining a significant lead in total ad volume, the shopping category experienced a sharp decline, with ad impressions falling below 10 million. Entertainment, tools, and lifestyle apps followed in the rankings. Ad creatives continued […]

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 […]

At the end of last month, LTGAMES established a new company, Keyin Technology, in Shenzhen, holding a 45% stake. The remaining shares are owned by Li Xinyu, who also heads LTGAMES's global short drama division.Notably, Li recently posted a job listing for a U.S.-based producer in Los Angeles. In fact, LTGAMES began laying the groundwork for this move back in October 2023, when it established Shenzhen Yunmeng Film & Television Technology Co., injecting RMB 3 million in capital. Less than three months later, its drama app, DramaLet, launched across multiple global markets. So, as a newcomer from the gaming sector, how has LTGAMES fared in the increasingly crowded short drama space? And what prompted this pivot at a time when […]

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 […]

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 […]