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 […]

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 […]

In 2025, the global mobile advertising market has continued its steady upward trajectory, with both mobile games and non-gaming apps showing significant year-over-year growth in active advertising apps. According to AppGrowing, nearly 50,000 mobile games launched ad campaigns in Q1 2025, marking a 30.6% increase compared to the same period in 2024.For non-gaming apps, the number of advertised products reached approximately 109,000, up 43.7% year-over-year. To mark its fifth anniversary, AppGrowing has officially released the Creative & Strategic Trends in Global Mobile Advertising（2025Q1), offering a comprehensive analysis of advertising trends across the global mobile landscape. This report explores major market developments in Q1 2025, spotlighting advertising strategies across both gaming and non-gaming verticals. It provides deep dives into emerging categories […]

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 […]

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 […]

救世者之樹：新世界 is an MMORPG game released by Sialia Games in October 2024 in Taiwan. After its launch, the game quickly rose to the top of the iOS game sales charts in the region. Based on data from AppGrowing, this article will analyze the advertising strategy of 救世者之樹：新世界 to uncover the reasons behind its success. Advertising Overview According to AppGrowing data, 救世者之樹：新世界 has launched a total of 3,693 ads, covering 19 regions and 5 advertising platforms. Over the past month, the game has released 1,333 ads, with a heavy focus on in-feed advertisements, accounting for 81.39% of its total ads. The advantage of in-feed ads is their ability to blend seamlessly into the user's browsing experience, increasing both click-through rates and conversion rates. […]

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, […]

In the fast-paced world of mobile gaming, where user attention is a scarce resource, the art of advertising has become as crucial as the games themselves. At AppGrowing, we've been closely monitoring these trends, illuminateing the path for developers and marketers alike, and guiding them through the labyrinth of modern advertising strategies. AppGrowing's latest white paper, "Strategy and Creativity on Mobile Game Advertising 2024 Q1", distills the essence of what's working, what's new, and what's next in mobile game advertising. In this article, we'll share a glimpse into our findings and how they can empower your marketing efforts.   Click to Access the Full PDF The Hybrid Casual Revolution The hybrid casual game is emerging as a powerhouse in the […]