As 2025 unfolds, the global market is undergoing significant transformation. The debut of DeepSeek early this year sparked new possibilities in AIGC applications, while breakout hits and innovative strategies continue to emerge across categories like mini-games, SLG, and short dramas. Game developers and non-gaming app publishers alike are actively seeking new growth frontiers. At the same time, escalating tariff tensions between China and the U.S. are casting a shadow of uncertainty over the global landscape.

This rapidly shifting external environment is also having a profound impact on the mobile advertising ecosystem. According to AppGrowing, the first quarter of 2025 saw continued stability in the overseas mobile ad market, with year-over-year growth in the number of live campaigns for both games and non-game apps. However, from a quarter-over-quarter perspective, overall market momentum has slowed—reflecting a more cautious and deliberate approach from app publishers navigating a complex and volatile global ad environment.

So what new dynamics shaped the global mobile ad market in Q1 2025? What emerging categories are presenting fresh growth opportunities? This report leverages AppGrowing to deliver an in-depth analysis of key trends in Q1 2025’s mobile game and app advertising landscape. It highlights the latest marketing strategies from top publishers, takes a deep dive into hot tracks like hybrid-casual games, mini-games, short drama apps, novels, AI apps, and provides a strategic breakdown of how different companies approach ad placements and market positioning.