Even a simple stroll through the app stores in 2024 felt like walking through a bustling marketplace—so many titles, so many ads, so many voices shouting, "Download me, I'm the best!" Now that we've entered January 2025, we can look back at the main trends that defined the last year and see where mobile gaming is headed next.
Why Does UA Matter So Much?
User Acquisition (UA) has always been the linchpin of a game's success. With thousands of new releases each month, you need more than just "a solid concept"—you need a well-structured approach to attracting and retaining players. Let's face it: the best mechanic or storyline won't matter if people never discover your project.
- App Store Optimization (ASO) helps your app not drown among the many
- Social media and influencer marketing put your game right in front of potential fans
- Targeted ads on Facebook, Google, or TikTok Ads ensure you're speaking to the right audience instead of shouting into the void
But the big question is: how exactly did the market behave in 2024? Let's check out some tables with key stats (because raw numbers can still be fun if we sprinkle in a bit of commentary).
Table 1: Ad Spend & Budget Distribution in 2024
Below is Table 1, outlining how advertisers allocated their budgets in 2024, including which segments saw growth or decline—and why it matters.
Quick Thoughts:
- Casual devs can widen the UA funnel—everyone's funneling funds here
- Midcore has a golden window of opportunity with lower CPI
- Social casino needs unique marketing hooks (VIP programs, exclusive events)
- Sports/racing devs should capitalize on this momentum before it cools down
- Even if your genre is something else—RPG, puzzle, MOBA, or "a unicorn-themed tower defense"—the principles apply: watch your CPI, experiment with new channels, and keep your content fresh
Table 2: Revenue, Installs & Creative Production
Below is Table 2, highlighting revenue changes, install trends, and how creative assets evolved in 2024—plus a bit of insight on why these shifts matter for 2025 planning.
Summing It All Up:
- Ad-based monetization is gaining ground—particularly in midcore
- Hypercasual needs new ideas to address market fatigue
- High-volume creative testing is key: the audience is quick to get bored, so you need fresh banners, videos, and playable ads to keep them engaged
Why You Can't Skip Creatives in 2025
Yes, you can throw money at ad campaigns, but if your visuals look like dozens of other banners, your CPI will spike and your conversion rates will tank. In a market where hundreds of thousands of ads rotate daily, you need to stand out.That's where Artik comes in—we live and breathe game advertising creatives:
- We experiment with everything from short, humorous videos to interactive playable ads
- We focus each creative on your game's unique twist, ensuring players think, "Oh, this is different—I want to see more!"
- We rely on constant A/B testing to discover which visuals and messages drive higher installs and better retention
No matter your genre, a memorable creative can be the key to turning casual onlookers into loyal fans.
Final Takeaway: January 2025 Is the Time to Shine
The mobile gaming rocket soared in 2024, and it shows no sign of slowing down in 2025. The competition is fierce, but if you do this right:
- Highlight your game's unique value—what makes it special?
- Build a well-rounded UA strategy—don't rely on just one channel
- Invest in imaginative ad creatives—the kind that cut through the noise and say: "Hey, I'm different—try me!"
If this resonates with you and you want marketing that matches your game's spark, Artik is ready to help. Let's brainstorm, experiment with fresh ad concepts, and deliver those "aha" moments that make players hit "Install" without a second thought.Get in touch, and together we'll turn your 2025 ambitions into a success story, complete with top-chart rankings and a community that can't stop raving about your game!
Discuss your project with one of our experts and learn how Artik Agency's services can elevate your success.
