2026年全球移动游戏营销趋势白皮书

Insights Based on 2025 Global Data Produced bySocialPetax Singular xAarkiSpecial Invitation: 6MAPPAdvertisers WithSocialPeta,youcanspyonyourcompetitors'addata,andgetaddatafromnetworks,media,andadvertisersaroundtheworldtoinspireyou.SocialPetacoversmorethan70countries/regionsandover80well-knownad channels worldwide,such as Facebook,Twitter,YouTube,TikTok,andUnity.Weprovidenearly1.7 billionadcreatives,updatingmillionseach day.Through duration,impressions,popularity,andinteractions,wecanquicklylocatetheactivehigh-qualitycreativeswhichwillbeprovidedtoyouinrealtimetohelpwithyourmarketingplan. 1.7BAPP Ad Creatives 1.20MDaily Updates Asone of the world-leading advertising and marketing platforms,SocialPetaboastsahugedatabaseandtheexperienceofworkingwiththousandsofgamecompaniesandprovidingmobilegameworkerswithmorepracticalmethodsinordertodevelopmorepopulargames. Website:www.socialpeta.com #1 rated Singular has consistently been the #1 user-rated marketing attribution company on G2. Singularisthe#1-ratedMMPonG2andtheonlyplatformthatunifiesyourspend,attribution,ROI,andperformanceintooneclearview.WithAI-poweredtoolslikeCreativeIQandMCPintegrations,marketersgofrominsighttoimpactinminutes—noengineeringrequired.TrustedbytopbrandslikeNike,Airbnb,RovioandLinkedIn,Singularhelpsyoumovefast,eliminatewaste,andgrowsmarter. Billionsof app installs are attributed annuallythrough the Singular platform. 1,000+of the fastest growing apps trustSingular for as their source of truth formarketinperformance. Website：www.singular.net 220Bauctions per day Aarkiis an AI-powered mobile performance platform that helps apppublishersacquire and retain high-value users through deep neuralnetwork-powered models and AI-powered creative production.Built onsupervisedAIandprivacy-safetechnology,Aarkioperatesfourowned-and-operateddatacenterslisteningtotheworld’sadcalls,processing6M+queriespersecondacrossmobileandCTV. 6.5Bunique users 10Bdevices Globalon-groundpresencewithofficesinSanFrancisco,NewYork,London,Bangalore,Beijing,Manila,andSeoul.AarkiservesleadingmobilepublishersincludingZynga,ByteDance,andRovio. 6Mmobile ad requests/second Founded2010.HeadquarteredinSanFrancisco.Learnmoreataarki.com. Website：www.aarki.com About FuntapCompany Introduction: FuntapGamesisoneofSoutheastAsia’sleadingmobilegamepublishers,withoveradecadeofexperienceandthelargestnumberofpublishinglicensesinVietnam.ThecompanyiscurrentlyamarketleaderinSLGgamesinthelocalmarket. Funtapco-publishes a strong portfolio of global titles,including Genshin Impact,MobileLegends:BangBang,Arknights:Endfield,LastWar:Survival,TopHeroes,DarkWar:Survival,andMU:Across Time,...workingwith morethan150globalpartnersandreaching9.4millionmonthlyactiveusers. +29MDOWNLOADS ANNUALLY 150GLOBAL PARTNERS 320GAMES PUBLISHED Website：corp.funtap.vn CONTENTS Global Mobile GamingMarketing Trend Insights Advertising Trends in Global Mobile Games in 2025 There were over 90K active mobile game advertisers in June 2025, with nearly 8K new game advertisers per month on average. •There were over 84K mobile game advertisers per month in 2025, up 21.9% YoY. The number peaked at over 90K in June. The totalnumber of mobile gameadvertisers for the year exceeded 400K. •Nearly 8K new mobile game advertisers joined each month, accounting for an average of 9.4% (over 10% in Sept., Oct., and Dec.) of monthly advertisers.New advertisers accounted for 23.4% of all advertisers this year, almost the same as last year. Active advertisers permonth in 2025 Share of new advertisersper month in 20259.4%New advertisers permonth: 7.9K Trends in New Ad Creatives for Global Mobile Games in 2025 There were over 80% of monthly advertisers that released new creatives. New creatives accounted for over 60% in November. •2025recordedanaverageofover82%ofmonthlyadvertisersthatreleasednewcreatives,anincreaseof14.6%comparedtothesameperiodlast year.The share of advertisers with new creatives rosesteadilytopeakat88.2%inDecember. 82.5%Share of monthly advertiserswith new creatives in 2025YoY: 14.6%↑ 58.1%Share of new creatives permonth in 2025YoY:5.9%↑ •Newcreatives’shareofmonthlycreativeskeptincreasingtosurpass60%inNovemberandpeakedat63.2%inDecember.In2025,newcreativesaccountedforanaverageof58.1%permonth,anincreaseof5.9%fromlastyear. Advertising Analysis of Global Mobile Games by Genre in 2025 Casino Games See a Significant Increase in Marketing Share; RPG Titles Average Over 800 Creatives in 2025 •In 2025,RPG games led ad spending with over 800creativespertitleannually,followedbystrategygamesat728.The casino/entertainment category surged,withadvertisershare rising to 47%and creative share to22.3%,showingstrongyear-over-yeargrowth. Marketing Analysis of Mobile Games in Top Regions in 2025 Europe was the only region that had over 40K monthly advertisers this year. Hong Kong, Macao, and Taiwan topped all regionsin monthly creatives, followed by North America and Oceania. Mostmonthly creatives peradvertiser: