2026年全球移动游戏营销趋势白皮书（英文版）-

2026GlobalMobileGaming

MarketingTrendsWhitePaper

InsightsBasedon2025GlobalData

ProducedbySocialPetaxSingularxAarki

SpecialInvitation:

6M

APPAdvertisers

2

1.7B

APPAdCreatives

WithSocialPeta,youcanspyonyourcompetitors'addata,andgetaddatafromnetworks,media,andadvertisersaroundtheworldtoinspireyou.SocialPetacoversmorethan70countries/regionsandover80well-knownadchannelsworldwide,suchasFacebook,Twitter,YouTube,TikTok,andUnity.Weprovidenearly1.7billionadcreatives,updatingmillionseachday.Throughduration,impressions,popularity,andinteractions,wecanquicklylocatetheactivehigh-qualitycreativeswhichwillbeprovidedtoyouinrealtimetohelpwithyourmarketingplan.

1.20M

DailyUpdates

Asoneoftheworld-leadingadvertisingandmarketingplatforms,SocialPetaboastsahugedatabaseandtheexperienceofworkingwiththousandsofgamecompaniesandprovidingmobilegameworkerswithmorepracticalmethodsinordertodevelopmorepopulargames.

Website:

3

#1rated

Singularisthe#1-ratedMMPonG2andtheonlyplatformthatunifiesyourspend,attribution,ROI,andperformanceintooneclearview.WithAI-poweredtoolslikeCreativeIQandMCPintegrations,marketersgofrominsighttoimpactinminutes—noengineeringrequired.TrustedbytopbrandslikeNike,Airbnb,RovioandLinkedIn,Singularhelpsyoumovefast,eliminatewaste,andgrowsmarter.

Singularhasconsistentlybeenthe#1user-ratedmarketingattributioncompanyonG2.

Billions

ofappinstallsareattributedannuallythroughtheSingularplatform.

1,000+

ofthefastestgrowingappstrust

Singularforastheirsourceoftruthformarketinperformance.

Website：

220B

auctionsperday

6.5B

uniqueusers

AarkiisanAI-poweredmobileperformanceplatformthathelpsapppublishersacquireandretainhigh-valueusersthroughdeepneuralnetwork-poweredmodelsandAI-poweredcreativeproduction.BuiltonsupervisedAIandprivacy-safetechnology,Aarkioperatesfourowned-and-operateddatacenterslisteningtotheworld’sadcalls,processing6M+queriespersecondacrossmobileandCTV.

10B

devices

Globalon-groundpresencewithofficesinSanFrancisco,NewYork,London,Bangalore,Beijing,Manila,andSeoul.AarkiservesleadingmobilepublishersincludingZynga,ByteDance,andRovio.

6M

mobileadrequests/second

Founded2010.HeadquarteredinSanFrancisco.Learnmoreat.

Website：

4

5

About

FuntapCompanyIntroduction:

FuntapGamesisoneofSoutheastAsia’sleadingmobilegamepublishers,withoveradecadeofexperienceandthelargestnumberofpublishinglicensesinVietnam.ThecompanyiscurrentlyamarketleaderinSLGgamesinthelocalmarket.

Funtapco-publishesastrongportfolioofglobaltitles,includingGenshinImpact,MobileLegends:BangBang,Arknights:Endfield,LastWar:Survival,TopHeroes,DarkWar:Survival,andMU:AcrossTime,...workingwithmorethan150globalpartnersandreaching9.4millionmonthlyactiveusers.

150

320

+29M

GAMESPUBLISHED

GLOBALPARTNERS

DOWNLOADSANNUALLY

Website：

corp.funtap.vn

CONTENTS

2

EQ\*jc3\*hps31\o\al(\s\up18(Game),Rank)

i

EQ\*jc3\*hps31\o\al(\s\up18(Top),ngs)

Charts&

GamingUser

Trend

Insights

2025GlobalMobile

AcquisitionIn2025:

WhatActually

Changed

TheFull-Funnel

FrameworkforMobile

Gaming

1

Marketing

3

4

GlobalMobileGaming

PopularRegional

7

MarketingInsightsintoLeadingMobileGameAdvertisers

IndustryInsight

MobileGame

Genres

Game

MarketingInsights

5

IntoTop

Mobile

6

MarketingInsights

SpecialInvitation:

01

GlobalMobileGaming

MarketingTrendInsights

7

8

AdvertisingTrendsinGlobalMobileGamesin2025

Therewereover90KactivemobilegameadvertisersinJune2025,withnearly8Knewgameadvertiserspermonthonaverage.

•Therewereover84Kmobilegameadvertiserspermonthin2025,up21.9%YoY.Thenumberpeakedatover90KinJune.Thetotalnumberofmobilegameadvertisersfortheyearexceeded400K.

•Nearly8Knewmobilegameadvertisersjoinedeachmonth,accountingforanaverageof9.4%(over10%inSept.,Oct.,andDec.)ofmonthlyadvertisers.Newadvertisersaccountedfor23.4%ofalladvertisersthisyear,almostthesameaslastyear.

MonthlyTrendsofGlobalMobileGameAdvertisersin2025

ActiveadvertisersShareofnewadvertisers

TrendsofMobileGame

AdvertisersinthePast3Years

Activeadvertiserspermonthin2025

100K90K80K70K60K50K40K30K20K

10K0K

mmAdvertisers

Shareofannualnewadvertisers

84.0KYoY21.9%↑

500K

400K

300K

200K

100K

0K

10.2%

10.8%

10.4%9.9%

9.7%9.6%

8.9%8.9%

51.6%

9.2%

8.8%

8.1%8.0%

23.6%23.4%

Shareofnewadvertiserspermonthin2025

9.4%Newadvertiserspermonth:7.9K

202320242025

JanFebMarAprMayJunJulAugSeptOctNovDec

Source:SocialPeta

DateRange:Jan2025-Dec2025

ShareofadvertiserswithnewcreativesShare

2024

FebMarAprMayJunJulAugSeptOctNovDec2025FebMarAprMayJunJulAugSeptOctNovDec

9

Source:SocialPeta

DateRange:Jan2024-Dec2025

TrendsinNewAdCreativesforGlobalMobileGamesin2025

Therewereover80%ofmonthlyadvertisersthatreleasednewcreatives.Newcreativesaccountedforover60%inNovember.

82.5%YoY:14.6%↑

Shareofmonthlyadvertiserswithnewcreativesin2025

58.1%YoY:5.9%↑

Shareofnewcreativespermonthin2025

•2025recordedanaverageofover82%ofmonthlyadvertisersthatreleasednewcreatives,anincreaseof14.6%comparedtothesameperiodlastyear.Theshareofadvertiserswithnewcreativesrosesteadilytopeakat88.2%inDecember.

•Newcreatives’shareofmonthlycreativeskeptincreasingtosurpass60%inNovemberandpeakedat63.2%inDecember.In2025,newcreativesaccountedforanaverageof58.1%permonth,anincreaseof5.9%fromlastyear.

Sharesofmonthlyadvertiserswithnewcreativesandsharesofmonthlynewcreativesin2024&2025

ofnewcreatives

88.2%

85.4%85.2%

83.4%

82.6%

83.9%

82.0%81.5%

81.4%

82.0%

77.9%

76.9%

75.4%

77.2%

72.8%

67.8%

69.3%69.6%70.6%

63.4%

63.2%

61.1%61.9%

49.9%50.7%

63.6%62.8%

60.1%

59.1%

59.4%

58.3%

58.2%

58.9%

57.8%57.2%

57.4%

59.0%

54.3%

53.2%

52.9%

54.9%

52.8%52.5%

51.4%

50.9%

52.1%51.7%

46.9%

10

Source:SocialPeta

DateRange:Jan2025-Dec2025

AdvertisingAnalysisofGlobalMobileGamesbyGenrein2025

Genre

Shareof

creatives

YoYChange

Casual

23.9%

-5.6%

Casino

22.3%

13.9%

Puzzle

11.9%

0.3%

RPG

9.5%

-2.9%

SLG

6.7%

-0.2%

SIM

6.0%

-1.6%

Action

4.4%

-1.4%

Card

3.2%

-0.5%

Board

3.0%

0.3%

Adventure

2.4%

-1.0%

•In2025,RPGgamesledadspendingwithover800creativespertitleannually,followedbystrategygamesat728.Thecasino/entertainmentcategorysurged,withadvertisersharerisingto47%andcreativeshareto22.3%,showingstrongyear-over-yeargrowth.

Monthlycreativesbygamegenrein2025

801

728

637

584

435

398391362

323322

CasinoGamesSeeaSignificantIncreaseinMarketingShare;RPGTitlesAverageOver800Creativesin2025

Genre

Shareof

advertisers

YoYChange

Casino

47.0%

22.7%

Casual

19.9%

-5.9%

Puzzle

8.0%

-3.1%

SIM

4.5%

-2.5%

RPG

3.2%

-1.8%

Action

3.0%

-2.5%

SLG

2.5%

-1.3%

Arcade

2.4%

-0.3%

Adventure

2.0%

-1.1%

Card

1.5%

-0.9%

11

Source:SocialPeta

DateRange:Jan2025-Dec2025

MarketingAnalysisofMobileGamesinTopRegionsin2025

Europewastheonlyregionthathadover40Kmonthlyadvertisersthisyear.HongKong,Macao,andTaiwantoppedallregions

inmonthlycreatives,followedbyNorthAmericaandOceania.

•Europehadover46Kmonthlyadvertisersin2025,over6KhigherthanthatinNorthAmericawhichcameinsecond.Europewastheonlyonethathadover40Kmonthlyadvertisers.SoutheastAsiaandSouthAmericahadover30Kmonthlyadvertisers.

•HongKong,Macao,andTaiwanrecorded122monthlycreativesperadvertiser,formingthefiercestmarketingcompetitionin2025.ItwasimmediatelyfollowedbyNorthAmericawith119monthlycreativesperadvertiser.OceaniaandJapan&SouthKoreaalsohadover110monthlycreativesperadvertiser.

Mostmonthlycreativesperadvertiser:

122inHongKong,Macao,andTaiwan

Mostmonthlyadvertisers:

46.2KinEurope

MonthlyadvertisersMonthlycreativesperadvertiser

50.0K45.0K40.0K35.0K30.0K25.0K20.0K15.0K10.0K 5.0K

0.0K

119

122

113

115

104

103

107

93

81

75

EuropeNorthAmericaSoutheastAsiaSouthAmericaSouthAsiaJapan&SouthMiddleEastOceaniaHongKong,MacaoAfrica

KoreaandTaiwan

12

Source:SocialPeta

DateRange:Jan2025-Dec2025

TypesofAdCreativesforGlobalMobileGamesin2025

In2025,videocreativesaccountedfor74.1%,up14.2%YoY.Squareimagesmadeupthelargestshareofimagecreativesat67.2%.

•Videocreativessurgedto74.1%thisyear,up14.2%YoY.Videocreativesunder30saccountedfor58%,andthoseover60sfor6.9%.

•Imagecreativesmadeup24.7%,down11.6%YoY.Squareimagecreativesaccountedfor67.2%ofallimagecreatives.

Shareofcreativesbytypeforglobalmobilegamesin2025

36.3%

1Shareofvideocreativesbylength

59.9%

12.8%

45.2%

35.1%

6.9%

≤15s16-30s31-59s≥60s

2024

Image,

24.7%

2Shareofimagecreativesbyformat

Video,

74.1%

42.2%

52.2%

2.2%

11.5%

67.2%

19.1%

aPortraitaLandscape.Square.Other

2023

13

Source:SocialPeta

DateRange:Jan2025-Dec2025

SharesofGlobalMobileGameAdvertisersoniOS&Androidin2025

In2025,advertisersonAndroidaccountedfornearly80%.ForMid-coreandhard-coregames,advertisersoniOSaccountedforaround35%.

Sharesofmobilegameadvertisers

oniOSandAndroid

iOSadvertisersmadeupabout35%inmid-coreandhard-coregames.

Androidadvertisersaccountedforover81%inlightgames.

64.4%

64.7%

81.0%

35.6%

35.3%

19.0%

LightMid-coreHard-core

Sharesofmobilegame

advertisersoniOSandAndroid

iOS

20.4%

Android

79.6%

ShareofiOSandAndroidCreativeson

MajorPlatforms

OnMeta’splatforms,iOScreativesaccountedforaround21%.OnX(formerlyTwitter),iOScreativesaccountedforashighas46.6%.

53.4%

67.4%68.1%86.9%84.6%

46.6%

32.6%31.9%13.1%15.4%

21.2%21.6%

78.8%78.4%

81.8%

18.2%

14

Source:SocialPeta

DateRange:Jan2025-Dec2025

SharesofCreativesforMobileGamesonAndroidandiOSin2025

GameswithmorehardcoregameplayhadhighersharesofcreativesoniOS.However,acrossmostmajorplatforms,Androidcreativesstillaccountforover70%.

SharesofCreativesforMobileGameson

AndroidandiOS

GameswithmorehardcoregameplayhadhighersharesofcreativesoniOS.

Hard-coregameshadover32%ofthecreativesoniOS.

67.4%

73.9%

87.0%

32.6%

26.1%

13.0%

LightMid-coreHard-core

SharesofCreativesforMobileGamesonAndroidandiOS

iOS

22.7%

Android

77.3%

ShareofiOSandAndroidCreativeson

MajorPlatforms

OnMeta’splatforms,iOScreativesaccountedforaround28%.OnUnityAds,Androidcreativesaccountedforashighas93.5%.

49.3%

80.1%84.3%82.3%

93.5%

50.7%

19.9%15.7%17.7%

6.5%

28.0%28.9%

72.0%71.1%

89.6%

10.4%

02

2025GlobalMobileGameTopCharts&Rankings

15

1

2

3

4

VitaMahjong

VitaStudio.

BlockBlast!

HungryStudio

LastWar：Survival

FUNFLYPTE.LTD.

Jigsawscapes®

OakeverGames

Casual

Casual

SLG

Puzzle

Braindom

LahanaGames

Puzzle

21

RiseofKingdoms

LilithGames

Evony

TOPGAMES

IdleOfficeTycoon

WarriorGames

SLG

SLG

SIM

22

23

24

5

6

ZenWord®

OakeverGames

ZenColor

OakeverGames

EmblemAssemble:Neo

ONGKONGLOMETRADING

TopWar

RiverGame

SolitaireClash

Aviagames

BingoVoyage

VERTEXGAMES

RPG

SLG

Card

Casino

Puzzle

25

Puzzle

26

7

8

9

10

TileExplorer

OakeverGames

LandsofJail

SINGAPOREJUSTGAMETECHNOLOGYPTE.LTD

WhiteoutSurvival

CenturyGamesPte.Ltd

Casual

SLG

SLG

27

28

MapleStory:IdleRPG

NEXON

BibleWordPuzzle

OakeverGames

RPG

Word

29

MONOPOLYGO!

Scopely

Board

30

Top30GamesbyAdvertisingoniOSin2025

11

PaintbyNumberColoringGames

OakeverGames

Puzzle

12

MafiaCity

PhantixGames

SLG

13

MahjongWonders

NebulaStudio

Casual

14

WutheringWaves

KUROGames

RPG

15

Kingshot

CenturyGamesPte.Ltd

SLG

16

TheGrandMafia

KUROGames

SLG

17

CoinMaster

MoonActive

Adventure

18

Archero2

HABBY

Action

19

TravelTown

MoonActive

Board

20

BlockCrush!

WonderfulStudio

Puzzle

16

Source:SocialPeta

DateRange:Jan2025-Dec2025

17

Source:SocialPeta

DateRange:Jan2025-Dec2025

Top20GamesbyDownloadandRevenueonAPPStorein2025

Revenue

1

RoyalMatch

Dream

Games

11PokémonGO

Niantic

2

LastWar:Survival

FUNFLY

12

Gardenscapes

Playrix

3

MONOPOLYGO!

Scopely

13

Kingshot

CenturyGames

图Download

1

BlockBlast!

HungryStudio

11

GoodsPuzzle:

SortChallenge

ONESOFT

2

Roblox

Roblox

12

RoyalKingdom

Dream

Games

3

SubwaySurfers

SyboGames

13

8BallPool

Miniclip

4

Township

Playrix

14

PizzaReady

Supercent

4

CandyCrushSagaKing

14

PUBGMOBILELevelinfinite

5ClashRoyaleSupercell

15Amon

gUs!

InnerSloth

Ce

Ga

5

WhiteoutSurvival

ntury

mes

15eFootball

KONAMI

6

ColorBlockJamRollicGames16

CandyCrushSagaKing

6

PokémonTCG

Pocket

Pokemon

16

ClashofClansSupercell

7

Last

War:Survival

FUNFLY17

FreeFireGarena7

ClashRoyaleSupercell17

CallofDuty®:Mobile

Levelinfinite

8

MagicTiles3Amanotes18

RoyalMatch

Dream

Games

8

GossipHarbor®

MicrofunLimited

18

ToonBlastPeakGames

9

VitaMahjongVitaStudio19

GardenscapesPlayrix9

TownshipPlayrix19

RoyalKingdomDreamGames

10

Whiteout

Survival

CenturyGames

20

Hole.ioVoodoo10

CoinMaster

Moon

Active

20

BrawlStarsSupercell

18

Top30GamesbyAdvertisingonAndroidin2025

1

2

3

4

VitaMahjong

VitaStudio.

TileExplorer

OakeverGames

Jigsawscapes®

OakeverGames

BlockBlast!

HungryStudio

Board

Casual

Puzzle

Casual

ZenWord®

OakeverGames

Puzzle

5

LandsofJail

SINGAPOREJUSTGAMETECHNOLOGYPTE.LTD

SLG

6

7

8

9

10

ZenColor

OakeverGames

PaintbyNumber

OakeverGames

TheGrandMafia

KUROGames

DarkWarSurvival

FlorereGame

Puzzle

Puzzle

SLG

SLG

DateRange:Jan2025-Dec2025

Source:SocialPeta

21

22

23

24

11

12

13

14

SLG

WhiteoutSurvival

CenturyGamesPte.Ltd

SLG

LastWar：Survival

FUNFLYPTE.LTD.

Board

MONOPOLYGO!

Scopely

SLG

Evony

TOPGAMES

LordsMobile

IGG

SLG

25

15

MahjongWonders

NebulaStudio

Casual

26

27

28

29

30

16

17

18

19

20

Word

BibleWordPuzzle

OakeverGames

Action

PUBGMOBILE

Levelifinite

SLG

Doomsday

IGG

SLG

LastZ:Survival

FlorereGame

SLG

TotalBattle:StrategyGames

Scorewarrior

SLG

TilesSurvive!

FunPlus

Adventure

CoinMaster

MoonActive

Puzzle

Sudoku

OakeverGames

Puzzle

MysteryTown

CedarGames

Puzzle

BlockCrush!

WonderfulStudio

RPG

HeroWars:Alliance

NEXTERS

Action

MobileLegends:BangBang

MOONTON

SLG

Kingshot

CenturyGamesPte.Lt

Puzzle

Braindom

LahanaGames

Top20GamesbyDownloadandRevenueonGooglePlayin2025

Download

Revenue

OakeverGames

TileExplorer

1

11

RobloxRoblox

2

BlockBlast!

Hungry

Studio

12

ExtremeCar

DrivingSimulator

AxesInMotionRacing

3

LudoKing

Gametion

13SnakeCalsh

Supercent

GardenscapesPlayrix

FUNFLY11

1

LastWar:SurvivalGame

2

Roblox

Roblox

12FreeFire

Garena

3

MONOPOLYGO!

Scopely

13

LastZ:Survival

Shooter

Florere

Game

4

SubwaySurfers

SYBO

Games

14

BrainrotChallenge

MiniGames:

StudioOfficial

Unicorn

4

CoinMaster

MoonActive14

Township

Playrix

5PizzaReady

Supercent15

8Ball

Pool

Miniclip

5RoyalMatch

Dream

Games15

Kingshot

Century

Games

6

FreeFireMAX

Garena

16

CandyCrushSagaKing

6

WhiteoutSurvival

Century

Games

16

리니지M

NCSOFT

GamoVation

TileClub

7

17

FreeFireGarena

8

Hole.io

VOODOO

18

SubwayPrincessRunner

IVY

9

VitaMahjong

VitaStudio.

19FootballLeague

MOBILE

SOCCER

Outfit7Limited

XGAMESTUDIO

MotoRaceGo

20

10MyTalkingTom2

Source:SocialPeta

eFootballTNKONAMI

King17

7

CandyCrushSaga

8

GossipHarbor®

MicrofunLimited

18PUBGMOBILE

Levelinfinite

PokémonGONiantic

9

19

BrawlStarsSupercell

PokémonTCG

Pokemon

10

Pocket

20FishdomPlayrix

19

DateRange:Jan2025-Dec2025

20

TOP20GlobalMobileGameInvestmentCompaniesIn2025

#

CompanyName

Numberof

AdvertisedGames

MainlyAdvertisedGames

#

CompanyName

NumberofAdvertised

Games

MainlyAdvertisedGames

1

Learnings

44

11

EWORLD

10

2

BingchuanNetwork

72

12

BoleGames

17

3

FunPlus

46

13

VOODOO

232

4

YottaGames

21

14

GuruPuzzleGame

42

5

LoveColoringGame

23

15

CASUALAZURGAMES

197

6HungryStudio14

16JunHaiGames

33

7RollicGames160

17

VERTEXGAMESPTE.LTD.

6

8

FlorereGame

4

18

Supercent

oa;139

9

IGG

33

19

LeniuGame

16

10

LevelInfinite

89

20

HOMA

70

Source:SocialPeta

DateRange:Jan2025-Dec2025

03

GamingUserAcquisitionIn2025:WhatActuallyChanged

21

22

Source:Singular2025QuarterlyTrendsReport

GamingUserAcquisitionin2025:WhatActuallyChanged.

Fromvolatilitytodiscipline

By2025,mobilegaminguseracquisitionfinallystoppedfeelinglikeaconstantstateofemergency.

Afteryearsofdisruptiondrivenbyprivacychanges,macroeconomicpressure,andspiralingacquisitioncosts,themarketbegantosettle.Thatdidnotmeanareturntotheoldplaybook.Instead,gamingmarketersadapted.Theybecamemoredeliberateabouthowtheyspent,howtheytested,andhowtheymeasuredsuccess.

Theresultwasayeardefinedlessbyvolatilityandmorebydiscipline.

Globalgamingadspendtickedupmodestlyoverthecourseoftheyear.Itwasnotexplosivegrowth,butitwasmeaningful.Across2025,gamingadspendgrewinthelowsingledigitrangeyearoveryear,signalingrenewedconfidencewithouttheexcessthatdefinedearliercycles.Ratherthanchasingscaleforitsownsake,marketersfocusedonextractingsustainablevaluefromeveryincrementaldollar.

GamingUserAcquisitionin2025:WhatActuallyChanged.

Growthreturned,butquietlyandunevenly

Thatdisciplineshowedupclearlyinhowtheyearunfolded.

Q1startedcautiously.Gaminginstallvolumesdeclinedmodestlyquarteroverquarterinearly2025,asmanyteamsprioritizedefficiency,testing,andlearningagendasoveraggressiveexpansion.AsperformancestabilizedinQ2,budgetsbegantoloosen,evenasinstallsremainedslightlybelowQ1levels,downmidsingledigitsquarteroverquarter.

MomentumbuiltthroughQ3,supportedbyliveoperations,contentupdates,andsteadycreativerefreshes.GaminginstallsreboundedmeaningfullyinQ3,withseveralhighvolumegenrespostinghighsingledigittolowdoubledigitquarteroverquartergrowth.

H2Rebond

ByQ4,growthacceleratedinearnest.Competitionintensifiedduringtheholidayperiod,butsomethingnotablehappened.Foradvertiserswithmaturecreativepipelinesandclearmeasurementframeworks,increasedspenddidnoterodeperformance.Inmanycases,itimprovedit.Despitehigherauctionpressure,manygamingadvertisersmaintainedstableorslightlyimprovedROAScomparedtoQ3,acleardeparturefromhistoricalpeakseasonpatterns.

Thatmarkedarealshiftfromprioryears,whenscalingintopeakperiodsoftenmeantsacrificingreturns.

23

Source:Singular2025QuarterlyTrendsReport

GamingUserAcquisitionin2025:WhatActuallyChanged.

Scaleandmonetizationcontinuedtodivergebygenre

Atthegenrelevel,familiarpatternsheld.Casualandhybridcasualgamescontinuedtodominateinstallvolumethroughout2025,whilemidcoreandstrategytitlesremainedtheprimaryrevenuedrivers,absorbingCPIs30to50percenthigherinexchangeforstrongerpayerconversionandlifetimevalue.

.

Whatchangedwashowadvertisersconnectedacquisitiontomonetization

Leadingteamsincreasinglyoptimizedaroundearlyvaluesignals,aligningcreative,bidding,andchannelmixtopayerpropensityratherthanrawinstalls.Thisapproachgainedmomentumovertheyearandwasespecially

evidentinQ3andQ4,whenvaluebasedoptimizationhelpedadvertiserssustainscaledespiterisingcosts.

24

Source:Singular2025QuarterlyTrendsReport

GamingUserAcquisitionin2025:WhatActuallyChanged.

Seasonalitybecameclearerandmoreactionable

SeasonalityhasalwaysshapedgamingUA,but2025madetheinflectionpointsmorepredictable.

25

Q1wasconservativeandoptimizationfocused.Q2markedashifttowardexpansionasconfidenceinperformancepredictabilityimproved,despiteonlymodestinstallgrowth.Q3sustainedthatmomentum,withgaminginstallsandspendbothincreasingquarteroverquarter.Q4combinedpeakcompetitionwithpeakopportunity,asgamingspendclimbedsharplyintotheholidaywindowwithoutthecorrespondingROAScollapseseeninprioryears.

Thetakeawaywasclear.Successin2025waslessaboutavoidingexpensiveperiodsandmoreaboutbeingoperationallyreadytocompeteduringthem.

ThecontrastbetweenQ1cautionandQ4confidencesummeduptheyear.GamingUAended2025definednotbyrestraint,butbyselective,wellmeasuredgrowth.

Source:Singular2025QuarterlyTrendsReport

26

Source:Singular2025QuarterlyTrendsReport

WhereBudgetsWentin2025

Androidscaled.iOSdefinedefficiency.

Androidscaledinstalls，

iOSdrovevalue.

Atagloballevel,platformdynamicsremainedfamiliar.Androidcontinuedtodeliverthemajorityofinstalls,drivenbyscale,broadergeographicreach,andloweraverageCPIsthatwereoften40to60percentlowerthaniOSbenchmarks.iOSgeneratedfewerinstalls,butadisproportionateshareofrevenue,reinforcingitsroleasanefficiencyandmonetizationfocusedchannel.

Whatevolvedwashowmarketerstreatedtheplatforms.

TopperformersstoppedtryingtooptimizeAndroidandiOSthesameway.Theyapproachedthemasfundamentallydifferentacquisitionenvironments,tailoringcreative,bidding,andmeasurementstrategiestoeach.

WhereBudgetsWentin2025

Paidsocialstayeddominant,butconcentrationriskgrew

Paidsocialremainedthebackboneofgaminguseracquisitionthroughout2025,accountingforthemajorityofspendandinstallsglobally.However,quarterlydatashowedthatmarginalreturnswithinprimarysocialchannelsdeclinedmorequicklyinthesecondhalfoftheyear,particularlyinQ3andQ4.

Auctionvolatility,creativefatigue,andrisingcompetitionallamplifiedthedownsideofoverconcentration.Advertiserswhodiversifiedbeyondtheirprimarychannelsoftenachievedstrongermarginalreturns,withsomeseeingmidsingledigitimprovementsinROAScomparedtopeersthatremainedchannelconstrained.

ByQ4,diversificationwasnolongerjustagrowthlever.Itbecameariskmanagementstrategy.

27

Source:Singular2025QuarterlyTrendsReport

WhereBudgetsWentin2025

Creativebecamethemostcontrollableperformancelever

Acrossplatformsandchannels,creativeemergedasthesinglemostcontrollabledriverofperformancein2025.

Shortformvideo,UGCinspiredassets,andfastiterationcyclesconsistentlyoutperformedstaticoroverlypolishedformats.Advertiserswithhighcreativevelocitysustainedperformancelonger,whilethosewithslowerrefreshcyclessawROASdecayaccelerate,particularlyduringQ4peakcompetition.

28

Source:Singular2025QuarterlyTrendsReport

MeasuringGrowthWhenSignalsareImperfect

Measurementmaturitybecameacompetitiveadvantage

In2025,measurementsophisticationwasoftenthedifferencebetweenconfidentscalingandcautiousstagnation.

Advertiserswithadvancedattributionframeworksallocatedbudgetsmoredecisivelyandoptimizedwithgreaterclarity.Thoserelyingonsimplisticmodelsstruggledtointerpretperformancesignalsinanincreasinglycomplexenvironment.

Modelingfilledthegapsleft

bysignalloss

Movingbeyondlasttouch

attribution

Privacydrivensignalloss,particularlyoniOS,didnotdisappearin2025.Butleadingadvertisersadapted.

Modeledconversionsandblendedperformancemetricsallowedteamstomaintainoptimizationcontinuity.Byaligningstakeholdersaroundmodeledoutcomes,topperformersreducedinternalfrictionandmadedecisionsfaster.

Lasttouchattributioncontinuedtounderstatethevalueofupperandmidfunnelactivity.Gamingadvertisersthatadoptedmultitouchattributiongainedvisibilityintoassistvalueandcrosschannelinfluence.

Thatinsightenabledmorebalancedmediastrategiesandreducedthetendencytooverinvestinbottomfunneltacticsattheexpenseoflongtermgrowth.

29

Source:Singular2025QuarterlyTrendsReport

What2025TaughtGamingMarketersHeadinginto2026

Top3lessons:

Disciplineoutperformedaggression.Structuredgrowthbeatvolumechasing.

1

2Creativevelocitydeliveredmoredurablegainsthansimplyaddingnewchannels.

3

Mostimportantly,confidenceunlockedsmarterscaling.Advertiserswhotrustedtheirmeasurementframeworksmovedfaster,navi