In 2025, creative marketing became the biggest weapon for mobile game success. Studios didn’t just rely on those massive-scale visuals or generic ads; they used humour, surprise, and failure loops in their ads and caught the attention of the players as well as the excitement running.
This insight comes from Gamesforum Intelligence’s “Winning with Creatives” report, based on data from AppMagic. The report dives deep into how developers used storytelling, creative experimentation, and smart ad placement to win over millions of players worldwide with multiple case studies.
Block Blast! and Kingshot are the Ad-Creative Leaders
Block Blast! by HungryStudio was the undeniable leader in the block puzzle category. With over 637 million downloads, it held the top rank for casual puzzle games in 2025. Unlike competitors that used fake or misleading gameplay footage, Block Blast! succeeded with simple, true-to-game ads showing real player reactions and frustration loops.
Other contenders like Qblock, ColorBlock Combo Blast, and Woodoku Blast tried mimicking the formula but often lost players quickly due to what the report mentions “leveraging false Tetris style gameplay” and “false popups”.
The next case was on this year’s launch and a title that has been on a great run: Kingshot. Century Games’ Kingshot became the breakout creative star of the year. By June 2025, the game had launched over 10,000 ads, ranging from anime parodies to ASMR skits, all cycling every few days to stay fresh.
This high-energy strategy helped the game hit 42 million downloads and earn an estimated $220 million within six months. AppMagic data shows Kingshot’s global reach came from localized creativity, say anime-style ads in Japan, war-themed ones in East Asia, and memes in the West.
Festive Campaigns and Collaborations Drove Engagement and Revenue
The report next discussed the ad campaigns and collaboration side of things in very detail, but here’s a short overview. Exploring how seasonal campaigns turned festive cheer into profit, there were mentions of Clash of Clans “Clash-O-Ween” and Royal Match’s Halloween campaigns from last year which proved that even long-running games could feel new with Halloween-themed updates.
Another case study was during Christmas last year, where Monopoly GO’s campaign with “Jingle Joy” album, “Holiday Treasures” pass and events with external celebrity-led ads earned them over $100 million in December alone. Meanwhile, Honor of Kings relied on stylish Christmas skins and missions to earn over $150 million and keep 100 million daily players active through the season.
Crossover campaigns were also successful for many titles. The Subway Surfers x Brawl Stars crossover delivered a surge in downloads, blending two massive worlds into one fun event. Likewise, Lucas the Spider x The Ants: Underground Kingdom introduced family-friendly charm to a serious strategy game, leading to a 30% rise in downloads and a 19.5% jump in revenue.
The report makes one thing clear that great ads decide who wins in mobile gaming. Gamesforum says studios should grab attention quickly, test lots of ad styles, and always stay honest with gameplay. Matching ads with what players actually see in-game helps build trust and keeps them from quitting early.
It also suggests using seasonal events like Clash-O-Ween or Monopoly GO’s Christmas campaign to keep players engaged longer. Finally, developers should invest in playable ads, plan short creative cycles, and try smart crossovers that bring in new players without losing the game’s core identity.
