SocialPeta & Reforged Labs: Mobile Game Creative Trends in 2025
The creative competition is getting harder.
The report is based on SocialPeta Ad Creatives data and Reforged Labs analytics covering the period from January 2024 to October 2025. The dataset includes 6 million advertisers and 1.6 billion ad creatives.
Creative trends in 2025
In 2025, each mobile game advertiser ran an average of 123 active creatives per month (+19.4% YoY).
The share of new creatives averaged 58% across 2025 and reached 60.9% in October 2025.
The highest number of creatives per advertiser is observed in North America, Hong Kong, Macau, and Taiwan - 117.
The highest share of new creatives is in Europe at 46.4%. South America ranks second at 44.4%, followed by North America at 44%. Africa has the lowest share of new creatives at 34.7%.
Creative trends by genre
4X strategy games led by the number of creatives per advertiser, with 325 creatives per month. RPGs rank second with 291 creatives per month, followed by board games with 276 creatives per month.
The highest share of new creatives is seen in casino games (65.6%), RPGs (62.3%), and arcade titles (61.7%).
A word from our sponsor
Boost your game’s revenue with Xsolla’s Buy Button, enabling secure 1-tap purchases via Apple Pay, Google Pay, and saved cards. Leverage Apple’s 2025 update, allowing external purchase links in the U.S. to reduce platform fees and increase control over monetization. Sync offers in-game events via API, driving player retention with dynamic bonuses, discounts, and loyalty rewards - all in a seamless, familiar payment flow that maximizes conversions.
Creative trends by platform
77.6% of all ad creatives appear on Android. iOS accounts for only 22.4%.
However, the monthly share of new creatives is similar across platforms - 57.9% on iOS versus 55.8% on Android.
Hardcore and midcore titles on iOS have a significantly higher share of creatives compared to smaller and more casual projects.
Creative formats
Video is the dominant format. On Android, video accounts for 78.1% of all creatives; on iOS, 73.9%.
Puzzle games have the highest share of video ads at 83.5% of all creatives. Casino games have the lowest at 61.3%.
Casino games have the highest share of static creatives (images) at 38.4%.
The most popular video length is 15 to 30 seconds, accounting for 43.1%.
Top 20 mobile games by advertising activity (global)
The ranking is based on the number of unique creatives over the period.
Vita Mahjong, Lands of Jail, and Block Blast lead iOS in creative activity in 2025. On Android, the ranking is similar, with Vita Mahjong, Tile Explorer, and Lands of Jail taking the top three spots.
Case studies: Royal Match, MONOPOLY GO!, Kingshot
The first Royal Match ad recorded by SocialPeta was launched in July 2020. Since then, 99.4 thousand creatives have been released, 85.2% of which are video.
iOS accounts for 24.7% of all creatives, while Android accounts for 75.3%.
On iOS, the main ad sources are AppLovin, Vungle, and IronSource. On Android, the leading sources are Google Ads, Audience Network (Meta), and Facebook.
The most popular Royal Match creative series is the “Save the King” format, where the king is placed in dangerous situations, and the player is supposed to rescue him (and almost always fails in the ad).
The first recorded MONOPOLY GO! ad appeared in July 2022. Since then, the team has produced 178.4 thousand creatives.
79.5% of creatives are video, 17.3% are static images. iOS accounts for 33% of creatives, with the rest on Android.
YouTube and Google Ads are the clear leaders among traffic sources on both iOS and Android.
In its creatives, MONOPOLY GO! often distances itself from the classic board game by showcasing unusual mini-games instead of the traditional board gameplay.
The first Kingshot ad was recorded in August 2024. Since then, the team has released 45.3 thousand creatives.
Video accounts for 79.4% of all creatives, while 18.8% are static. iOS represents 36.8% of creatives, Android 63.2%.
On iOS, the four main traffic sources are almost evenly distributed, with Facebook (Meta), Messenger (Meta), Instagram (Meta), and Audience Network (Meta) leading. On Google, Google Ads dominates by a wide margin.
Reforged Labs notes that Kingshot almost never uses fail mechanics in its creatives. Instead, the ads are calm and often demonstrate early-game gameplay.
AI creatives and mini-games
More than 90% of advertisers used AI to create creatives in 2025.
Mini-games remain the most clickable creative format.
