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%) […]