2026-01-04 05:33Summary of Key Points Core Insights - The casual gaming sector is leading global downloads, with hyper-casual games showing significant growth in the first three quarters of 2025, followed by puzzle and action games [4][27]. - A combination of video and playable ads is emerging as a strong strategy, enhancing user engagement and interaction [5]. - South America is the most active region for ad spending, leading globally in the number of ad materials, with video ads making up nearly 85% of the total [6][42]. - Meta continues to dominate mobile game advertising budgets, with significant spending in both casual and hardcore gaming categories [7][50]. - AI technology is being leveraged to enhance user interaction through engaging video ads and digital personas, improving retention and conversion rates [8]. Global Mobile Gaming Overview - The global mobile game downloads are projected to reach 38.9 billion in the first three quarters of 2025, marking a 7.4% year-over-year increase. Android remains the dominant platform with an 80.8% share, while iOS accounts for 19.2% [20]. - The global mobile gaming revenue is expected to hit $82.5 billion (approximately 583.14 billion yuan), reflecting a 13.2% year-over-year growth, with iOS contributing 39.6% and Android 60.4% [20]. - In terms of monetization, 32.2% of revenue comes from ad-based income (IAA), while 67.8% is generated from in-app purchases (IAP) [20]. Game Category Competition Analysis - Hyper-casual games lead in downloads with 5.7 billion, followed by puzzle games at 4.5 billion and action games at 3.3 billion in the first three quarters of 2025 [22]. - In terms of revenue, shooting and puzzle games perform well under ad-driven models, with IAA contributing significantly to their income [27]. - The puzzle game segment saw a steady increase in active games, peaking at 8,300 in July 2025, indicating strong market vitality [63]. Advertising Material Trends - Video ads dominate mobile game advertising, accounting for approximately 81% of total ad materials, while playable ads are gaining traction [37]. - South America leads in ad material volume, with video ads being the preferred format, while Europe shows a higher adoption of playable ads [42]. - Meta remains the top channel for ad spending across various game categories, showcasing its continued dominance in mobile game advertising [50]. Case Studies - "Screwdom 3D" has successfully combined IAP and IAA monetization strategies, achieving over 31.9 million downloads and $91.6 million in revenue, with the U.S. and Japan as key markets [105]. - "Word Search Explorer" effectively integrates word puzzle gameplay with scenic exploration, achieving significant growth in the U.S. and Latin American markets [120]. - "Match Villains" utilizes a narrative-driven approach in its advertising, leading to substantial engagement and growth in the U.S. market [134].