This episode is a tour through the wildest creative trends dominating mobile games in June 2025. We break down why two- and three-minute video ads are everywhere, how AI hooks and long-form ASMR are pre-qualifying high-value users, and why the best-performing creatives this month are often stitched together from hits of the past.
What’s inside:
Long-Form Video Surge: Creatives running for 50 seconds, one minute, or even five minutes are killing it on Facebook, Applovin, and YouTube. Watching the full ad becomes a way to filter for high-value users, and long ads get better auction placement.
Copy-Paste Mania: “Golden Goblins,” “King Shot,” and even zombie and resource hoarder clones are still everywhere. Most of the top ads are slightly tweaked copies of last month’s winners, sometimes with the same actor or even same UI, just re-skinned.
ASMR and Satisfying Loops
AI-Driven Innovation
Clone Wars and IP Theft
Real Life and UGC: User-generated content and influencer cameo ads (sometimes AI-generated faces) are on the rise, especially for TikTok. UGC makes fake gameplay feel more authentic and converts with casual players.
WHAT?! I just created 200 ads under 2 minutes —thanks to this unstoppable AI Agent
Here we go again! Another killer guide for you.
Key Takeaway
If you are not testing long-form videos, iterating ASMR or AI hooks, and watching what your competitors are copying, you are missing out. Quality and innovation are moving at warp speed, and copy-paste is the new default.
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🎮Playable Ads Trends in Mobile Games & Apps – June 2025
As the UA landscape evolves, so do the creative trends that shape how games communicate with their audiences. With the rise of Applovin and increased spend on SDK networks, I’ve decided to bring you a monthly trends review of top-performing playable ads across different genres.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast: https://creators.spotify.com/pod/show/two-half-gamers/episodes/Creative-Trends-June-2025-Why-AI--ASMR--Copy-Paste-Are-Redefining-Mobile-Ads-e35at8o
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Creative Trends in Mobile Gaming
04:24 Analyzing Recent Creative Campaigns
07:32 The Impact of Video Length on User Engagement
10:27 Innovations in Game Advertising
13:23 Exploring AI in Game Marketing
16:25 Case Studies: Successful Game Creatives
19:16 Conclusion and Future Trends
20:26 Understanding Player Perception
22:34 Innovative Ad Strategies
26:15 Analyzing Game Trends
30:08 Marketing Strategies for Game Growth
35:22 Emerging Trends in ASMR and Casual Gaming
37:32 Innovations in Game Development and User Engagement
39:22 The Role of User-Generated Content in Gaming
41:07 The Impact of AI on Game Creatives
44:46 AI Developments and Their Influence on Game Marketing
53:08 Conclusion and Future Insights in Gaming
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Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
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Please share feedback and comments - matej@lancaric.me
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