AI全面渗透+中国厂商崛起，AppsFlyer报告探寻2026游戏营销新变局

Core Insights - The report by AppsFlyer highlights the profound impact of AI technology, scaled content production, and rising customer acquisition costs on the mobile gaming marketing landscape in 2025 [1][4][11] Group 1: AI as a Core Driver - AI technology has become the most significant transformative force in mobile game marketing, leading to a 20% increase in ad display volume due to enhanced material production capabilities [4] - Top-tier advertisers are producing 2,400 to 2,600 material versions quarterly, marking a 25% to 30% year-on-year growth [4] - The benefits of AI are unevenly distributed, primarily favoring top and small-scale advertisers, while mid-sized firms see limited advantages [4][11] Group 2: Global Customer Acquisition Landscape - Global customer acquisition spending for game applications reached $25 billion in 2025, reflecting a 3.8% year-on-year growth, with notable regional disparities [5][6] - The U.S. market, while still the largest, saw a 5% decline in spending, whereas emerging markets like Turkey (29% growth) and India (19% growth) are driving overall growth [5][6] - Chinese firms contributed 35% to global customer acquisition spending, with a 22% year-on-year increase, showcasing their strength in competitive Western markets [6][7] Group 3: Platform and Channel Trends - iOS is emerging as a growth focus, while Android is experiencing a contraction, attributed to the effective adaptation of probabilistic attribution techniques [8][9] - The average number of media channels used by advertisers has increased, with top-tier advertisers utilizing more channels than smaller ones [9] - The paid activation rate for all game categories has risen by approximately 10% year-on-year, indicating intensified competition and rising acquisition costs [8] Group 4: Monetization Model Evolution - In-app purchase (IAP) revenue remains concentrated in mature markets, with the U.S. and Europe contributing significantly to Android and iOS IAP revenues [10] - Mixed monetization strategies are gaining traction, although they still account for less than 30% of total revenue, with a clear upward trend [10] - Casual and hyper-casual games are more receptive to mixed monetization, while mid-core and gambling games prefer IAP as their primary revenue source [10]