Core Insights - The report by AppsFlyer indicates a significant increase in advertising spending on iOS and Android platforms for game apps in 2025, driven by AI content creation [1][3] - Global customer acquisition spending for game apps is projected to reach $25 billion in 2025, reflecting a modest growth of 3.8% year-over-year, indicating a stable growth trend in the industry [3] - AI technology is transforming the game marketing landscape, lowering the barriers for material production and leading to a 20% increase in ad display volume [3][4] Advertising Trends - The number of creative material versions produced by top game advertisers has increased to 2,400-2,600 per quarter, representing a year-over-year growth of 25%-30% [1][4] - Paid activation rates on iOS and Android have risen by 10% year-over-year, highlighting intensified competition among advertisers targeting the same player demographics [1] Market Dynamics - The adoption of probabilistic attribution has restored confidence in iOS marketing, encouraging advertisers to increase their budgets [3] - The benefits of AI in material production are polarized, favoring large advertisers (spending over $4 million quarterly) and small advertisers (spending under $500,000), while medium-sized advertisers see limited advantages [3][4] Competitive Landscape - The "Matthew Effect" in the material market is exacerbated by AI, where a few successful materials absorb the majority of budgets, making it challenging for smaller firms to compete [4] - Chinese advertisers account for 35% of global customer acquisition spending, with a year-over-year growth of 22%, significantly outpacing the global average [4][5] Future Outlook - The growth of Chinese firms in international markets is attributed to a decade of experience and understanding of global markets, positioning them for continued success [5] - The game industry is characterized by diversity and creativity, which favors smaller companies in terms of innovation and market entry [5] - Projections for 2026 suggest that Chinese game exports will continue to grow at a rate exceeding the global average, driven by advancements in AI and cross-platform marketing [5]

近日，营销云平台 AppsFlyer 发布《2026 游戏 App 营销现状报告》。报告数据显示，2025 年全球游戏 应用获客支出达 250 亿美元（约合1736.3亿元人民币），同比增长3.8%，支出增长主要由土耳其（增长 29%）、印度（增长 19%）等新兴市场推动。 21世纪经济报道 吴立洋 其中，中国出海厂商获客支出占总支出35%，同比增长22%，在美、英、德、法份额分别增长 15%、 26%、31%、34%，在日本与韩国也实现 25% 和 37% 的增长。 此外，拉丁美洲正成为中国厂商全球拓展的加速区域，其中墨西哥与巴西表现尤为突出，占比分别大幅 提升 58% 和 17%。报告指出，这一趋势得益于 Android 平台在当地的主导地位，以及广告变现与混合 变现模式在该地区的良好适应性。 分平台来看，2025年Android 端有支出所收缩，而 iOS 端有微增，且中国游戏在 iOS 端的增长非常明 显。 AppsFlyer 大中华区总经理王玮在接受21世纪经济报道记者采访时表示，这背后的主要背景是，隐私新 政的影响逐渐被消化，整个行业开始普遍采用概率归因，这使得 iOS 生态中的推广过程可以看得更 ...