In March 2025, FunPlus launched the Android version of Tiles Survive! across multiple regions.
The title blends simulation management with 4X gameplay, positioning itself directly against today’s most profitable 4X hit, Whiteout Survival.
Notably, Whiteout Survival itself was developed by Century Games, a studio FunPlus sold to Century Huatong in 2018.
This article, drawing on AppGrowing data, examines the advertising strategy behind Tiles Survive!.
Advertising Overview
According to AppGrowing, the Android version of Tiles Survive! ran 10,299 ads across 60 regions and 8 ad platforms.
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Ad format mix: In-Feed ads dominated at 73%, followed by Native at 12%, and Rewarded Video at around 8%.
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Creative assets: Videos made up the clear majority at 85%+, with images accounting for less than 13%. Among video creatives, vertical video represented roughly 79%, while horizontal formats accounted for just under 6%.
Advertising Volume Peaks
Advertising began cautiously in early March, with daily placements only surpassing 100 creatives by the end of the month.
FunPlus significantly ramped up investment in early May, with daily placements quickly exceeding 500. The upward momentum continued steadily, peaking at over 1,300 daily ads by mid-August.
Key Advertising Platforms
Tiles Survive! relied primarily on Meta Ads, which accounted for over 75% of placements, followed by Google Ads at around 23%.
This strategy reflects the broad reach of Meta Ads, which allows for precise audience targeting and improved ad conversion efficiency.
Conclusion
AppGrowing’s data highlights the refined and diversified approach FunPlus has taken in promoting Tiles Survive!.
Its heavy investment in video creatives, reliance on Meta’s targeting capabilities, and steady scaling of ad volumes showcase a methodical user acquisition strategy designed to compete head-on in the lucrative 4X market.
