The following analysis of mobile games marketing trends for May 2025 is based on advertising data from AppGrowing across 50 countries and regions, and 28 global media platforms.

In the latest AppGrowing data on mobile game ad distribution by category, Casual, Entertainment, and Puzzle games ranked in the top three.

Entertainment remained the top genre for new creatives, accounting for 28.58% of all new ads. Casual games showed strong creative refresh momentum, with new creatives making up 26.93%, narrowing the gap with Entertainment. Meanwhile, Puzzle, Adventure, and Arcade also exceeded 10% in new ad share.