Ad Creatives is a hot topic.

🔥 ‘Ad Creatives’ is a hot topic.

Seen AppsFlyer‘s State of Creative Optimization 2025 Report?

+ Big shot by Meta & dentsu

💰 Data out of 1.1M creatives, $2.4B in ad spend.

One massive insight: Performance is personal.

🦄 Mobile Gaming?

Top 2% of Ad Creatives DOMINATE, pulling 53% of TOTAL SPEND!

• Failure > Success on Social (Casual)
• Challenge > Excitement for Retention (Hypercasual)
• Community & Competition = Retention Gems in Midcore
• Social Casino = Pure Fantasy Wins

😶‍🌫️ Strategic Shifts

• Scale alone ≠ Success — Emotion + Measurement matter
• Retention & IPM don’t always align — Balance is everything
• UGC formats like Gameplay Reviews & Arcs like Failure-to-Success are undervalued gold.

⚡️ More?

AI.

Transforming creative optimization out there.

Full Report here